Recruit Coaches With Clear Messaging

Key Points:

0:00 – Opening and Joe’s Upgrade Strategy
Karl opens the call and checks in with Joe, who shares how he uses a Platinum Plus upgrade as a carrot for new coaches who complete onboarding quickly.

1:13 – Retention Through Early Action
Joe explains that the upgrade incentive encourages coaches to move through onboarding faster and start with momentum.

2:54 – Turks and Caicos Challenge Reminder
The group revisits the summer challenge and the opportunity to win a spot at the Founders Club retreat in Turks and Caicos.

4:09 – Purpose of the Summer Calls
BJ explains that the weekly Licensing Mastermind calls are meant to help partners level up, no matter where they are in the journey.

5:00 – Connecting to Your Why
BJ introduces the importance of understanding the deeper reason behind building a coaching team, beyond simply earning more money.

6:18 – Why Supports Retention
Partners are reminded that their coaches also need to stay connected to their why, especially when things get difficult.

7:00 – Helping Coaches Get Their First Three Clients
BJ explains that Focused.com is putting more emphasis on helping new coaches gain early momentum by getting their first three clients around the 90-day mark.

8:20 – Momentum Matters More Than Perfection
The first client or two does not need to go perfectly. What matters is that coaches begin building confidence through real activity.

9:00 – Why Three Clients Changes Everything
BJ explains that client one removes fear, client two builds belief, and client three helps a coach feel like they are building a real coaching practice.

10:00 – Partners as Guides
Partners are encouraged to think about their role as the coach’s guide, confidant, and encourager, not only the person who recruited them.

11:46 – Coach Transformation Example
BJ shares the example of a coach who left his full-time job after gaining enough momentum to go all in on his business coaching practice.

13:29 – Building a Bigger Team Requires a Bigger Role
Partners who want 25, 50, or 100 coaches need to think differently about support, guidance, communication, and retention.

14:21 – Activity Reality Check
BJ shares that some partners are realizing they are not doing as much activity as they thought, which is useful because awareness creates change.

15:00 – Messaging Before Strategy
Before choosing LinkedIn, Alignable, sphere of influence, workshops, or paid ads, partners need to clarify how they talk about the opportunity.

16:00 – Avoid Inside Language
BJ explains that using inside-baseball terms can make the message miss, even when the opportunity is strong.

17:00 – Elevator Pitch as Messaging Summary
The call reframes the elevator pitch as a messaging summary that influences emails, texts, calls, social posts, and sales conversations.

19:59 – Niching Conversation Begins
BJ encourages partners to wrestle with niching because a more specific audience makes the message easier to write, speak, and target.

20:34 – Why Niching Works
A niche helps the right person feel like the message is speaking directly to them.

21:50 – Your Best Client Is You Five Years Ago
Karl explains that a strong niche often comes from the partner’s own background, because they can recognize problems and opportunities more easily.

22:50 – Examples of Natural Niches
Examples include accountants recruiting accountants, Olympic athletes recruiting athletes, former coaches recruiting coaches, and home service operators recruiting home service professionals.

23:49 – Bex’s Home Services Outreach
Bex shares that she created a list of 93 heating and cooling chapters and is building a long-term outreach sequence for them.

24:44 – Recruiting Existing Trade Coaches
Bex also shares an idea to recruit coaches who already serve the trades and may want the Focused.com system.

25:16 – AI Agents and Workflow Automation
Bex explains that she is building AI agents and workflows so her outreach sequences can run more efficiently once created.

26:35 – Team Builder Dashboard Reminder
BJ points partners back to the dashboard as a tool for clarifying goals, required activity, and closing ratios.

27:00 – Freedom Comes From Structure
BJ shares that he learned over time that planning, structure, systems, and tracking KPIs create more freedom, not less.

28:25 – Connect Your Why to Your Numbers
Partners are encouraged to connect their deeper why to their conversation numbers and closing ratios so the activity has more meaning.

29:27 – Messaging Summary Examples
BJ begins walking through examples of messaging summaries for different avatars.

30:00 – Seasoned Christian Professional Men Example
BJ shares a message focused on professionals who spent years building someone else’s empire and now want work with margin, meaning, and legacy.

31:00 – Loan Officer Example
The loan officer example positions coaching as a way to create income that does not rise and fall with interest rates.

31:55 – Insurance Agent Example
The insurance agent example focuses on turning trusted advisory relationships into a higher-margin coaching revenue stream.

33:00 – Gas Station Test
BJ explains that partners should be able to explain what they do in one breath if they bump into someone at a gas station or coffee shop.

34:17 – Train Until It Sounds Natural
Partners are encouraged to practice until their message sounds conversational, not scripted.

34:54 – Five-Part Messaging Structure
BJ breaks the messaging summary into five parts: pain and reality, deeper intention, the asset they already own, their existing strength, and the fear or “without” statement.

35:30 – Use Nadia in the Coaching Dojo
Once the messaging summary is clear, partners can use Nadia in the Coaching Dojo to create emails, texts, drip campaigns, and other assets.

36:30 – Do Not Let AI Make You Generic
BJ warns that many people are using AI to cheat instead of learn, causing their content to sound the same as everyone else’s.

37:30 – Own the Message Before You Automate It
Partners are reminded that AI can help, but the message must still be personal, emotional, specific, and tied to the avatar.

38:30 – Marketing Should Make People Feel Something
BJ explains that strong messaging connects emotionally and makes the right person feel seen.

39:00 – Email Example for Professionals
BJ shares an example email about helping professionals turn expertise into a coaching practice without walking away from what already works.

40:55 – Messaging Must Create Recognition
When the message is specific enough, the right prospect should feel like it was written for them.

42:16 – Enter the Conversation in Their Head
BJ explains that the message should speak to what the avatar is already thinking, feeling, avoiding, or trying to solve.

43:30 – Overwhelm of the Avatar
Partners are reminded that their prospects are already being marketed to constantly, so the message needs to cut through with relevance.

45:30 – Concrete Driveway Crack Example
BJ uses a Valpak-style concrete ad to show how specific pain-based messaging immediately gets attention.

48:14 – Conversion Equation Reminder
Peter connects the messaging work back to the Conversion Equation: interrupt, engage, educate, and offer.

49:02 – Jason’s Two-Audience Question
Jason asks whether he should have different messaging for Olympians and athletes versus the broader professionals he meets more often.

49:45 – Multiple Messaging Versions Can Work
BJ suggests that Jason can create separate versions and possibly one blended message that uses the Olympic angle as a credibility asset.

50:43 – Own the Olympic Authority
Karl encourages Jason to lean into his Olympic background because it is earned credibility and should be part of the message.

52:38 – Multi-Touch Sequence Preview
BJ shifts into the importance of having a consistent touchpoint sequence instead of random follow-up.

53:30 – Every Touchpoint Comes From the Messaging Summary
Emails, LinkedIn messages, calls, and texts should all feel connected to the same core message.

54:02 – Use Multiple Channels
Partners are encouraged to use email, LinkedIn, phone, text, and other channels together when possible.

54:30 – Follow-Up Game Builds Credibility
Strong follow-up makes the partner look organized, serious, and worth joining.

55:21 – Build a System, Not Random Activity
BJ explains that the team will continue helping partners build a structured recruiting system instead of winging it.

56:00 – Imperfect Action Matters
Partners are reminded to practice, improve, and move forward even before the message is perfect.

57:40 – Best Niches Are Those Who Will Do the Work
Karl explains that a good niche is not just someone who could succeed. It is someone who is likely to do the work.

58:05 – Strong Niche Examples
Examples include accountants, advertising salespeople, web designers, private networking group leaders, and people already serving business owners.

59:56 – Community Feedback Encouraged
BJ encourages partners to post their messaging summary in the community and ask for feedback.

1:00:45 – Abundance Mindset in the Community
Partners are encouraged to share, give feedback, celebrate wins, and help each other improve.

1:01:59 – Closing
Karl closes by reminding partners to use the builders community, communicate there, and keep moving forward.

Five Key Takeaways

• Early coach retention improves when new coaches gain momentum quickly, especially toward their first three clients.
• Partners need a clear recruiting message before they worry too much about the channel.
• Niching makes the message stronger because the right person can recognize themselves in it.
• AI can help create assets, but partners still need to own the message so it does not sound generic.
• A strong touchpoint strategy should be built from one clear messaging summary, not random emails, texts, calls, and posts.

Notable Quotes

“Retention tool, right? Get them, get them.”

“Everybody can take something different from it to level up.”

“What is the real root why of why you want to build this coaching team?”

“The quicker they get momentum, the quicker they start to figure it all out.”

“Client one removes fear. Client two builds belief. Client three builds swagger.”

“If you don’t have your messaging strategy, that’s really what you need to start to work through.”

“Your best client is you five years ago.”

“Freedom comes from planning. Freedom comes from structure. Freedom comes from systems.”

“If you can’t answer that with eloquence, you’re not writing an email with eloquence.”

“Don’t cheat. Be unique.”

“When you can enter the conversation going on in the head of your avatar, it is an absolute game changer.”

“Imperfect action. That is it.”

Action Steps from the Call

1. Review whether you are currently doing enough recruiting activity to match your goals.
2. Reconnect with the deeper reason you want to build a coaching team.
3. Think about how you can help new coaches build momentum toward their first three clients.
4. Consider using a milestone or incentive to encourage coaches to complete onboarding quickly.
5. Choose or refine a niche based on your background, experience, network, or credibility.
6. Use the “your best client is you five years ago” idea to identify natural recruiting audiences.
7. Write a core messaging summary for your ideal coach prospect.
8. Break your message into pain, deeper intention, existing asset, existing strength, and fear.
9. Practice your “gas station test” version so you can explain what you do in one breath.
10. Use Nadia in the Coaching Dojo to turn your messaging summary into emails, texts, social posts, and drip campaigns.
11. Edit anything AI creates so it sounds specific, human, and connected to your voice.
12. Build a multi-touch sequence that includes email, LinkedIn, phone, and text where appropriate.
13. Track your touchpoints and follow-up so your recruiting process is not random.
14. Use the team builder dashboard to understand your activity and closing numbers.
15. Post your messaging summary in the partner community and ask for feedback.
16. Give feedback to other partners inside the community.
17. Celebrate wins in the community, including activity wins, not only new coach sign-ups.

Resources & Tools Mentioned

• Licensing Mastermind
• Partner Builder Challenge
• Founders Club Retreat
• Turks and Caicos
• Platinum
• Platinum Plus
• Group Coaching
• Flash Coaching
• Business Academy
• Coach Onboarding
• Focused.com Thursday Call
• Team Builder Dashboard
• Partner Community
• Builders Community
• FBS
• Coaching Dojo
• Nadia / Elevator Pitch Agent
• Sal the Social Scribe
• LinkedIn
• Alignable
• Sphere of Influence
• Workshops
• Paid Ads
• Messaging Summary
• Gas Station Test
• Multi-Touch Sequence
• Touchpoint Strategy
• Conversion Equation
• Interrupt, Engage, Educate, Offer
• Simon Sinek / Start With Why
• SMART Goals
• AI Agents
• Drip Campaigns
• Heating and Cooling Chapters
• Trade Coaches
• Private Networking Groups
• BNI