If your sales calls feel harder than they should, your pricing feels wrong the second someone asks about it, or your offer just does not feel like it belongs to you, this episode names exactly why. Adam Roach and Jess Webber sit down for episode two of a five-part series on ownership, this time turning the lens on the offer itself.

Adam opens with a confession. When he coached with Dan Martell, he memorized, internalized, and personalized a model that was not his own, and it wore him out. Jess pushes it further and points out Adam did the same thing when he first built I Love Coaching Co, modeling another coaching company's business model before the two of them sat down and built something that actually matched his vision. That distinction between rip-off and duplicate (what they used to call R&D) and something built from your own lived experience runs through the entire conversation.

They walk through what an unowned offer actually costs a coach. It is harder to sell. Harder to sustain. Harder to scale. And it is harder to price correctly, because coaches running someone else's borrowed model tend to price themselves instead of the outcome they deliver, and they almost always price too low. Jess compares it to wearing somebody else's shoes: the fit is just wrong, and everyone around you can tell.

What You'll Learn

• How to tell the difference between an offer you built and one you R&D'd (rip-off and duplicate) from someone who worked
• Why the urge to lower your price the moment it feels uncomfortable is usually a sign your offer isn't yours, not a sign your price is wrong
• Why clients who succeed through a borrowed model don't create the same retention and stickiness as clients who succeed through something you built
• Why most coaches are carrying too many features, bonuses, and add-ons on their offer, and what to strip away instead
• Why people are paying for the how you got the outcome, not a how-to to get the outcome
• Why clarity, not cleverness, is what actually sells an offer

The Big Idea

An offer that isn't fully yours will always cost you more than it should, in energy, in pricing confidence, in client retention, and in how hard you have to work to explain it. Building your own offer from your own vision, even if it takes longer than borrowing someone else's, is what makes selling, sustaining, and scaling actually possible.

Notable Quote

"People are paying for the how you got the outcome, not a how-to to get the outcome." — Jess Webber

Resources Mentioned

• Sellable Offer Challenge: ilovecoachingco.com/challenge
• REAL Coach Method Membership: ilovecoachingco.com/discover
• ILC community: ilovecoachingco.com
• Instagram: @ilovecoachingco / @adamrroach / @coachjesswebber
• YouTube: youtube.com/@ilovecoachingco

Join the Community

Ready to build a coaching offer you can stand behind and price with confidence? The Sellable Offer Challenge is where coaches go to stop guessing and start building something that's actually theirs. ilovecoachingco.com/challenge

Just here we go.

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Is this Fill in a Blank Yours?

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Episode two of five.

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Today we're gonna talk about this.

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Is your offer actually yours?

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We have experienced and watched just how many coaches, countless coaches, step into this

space of coaching or transition into this space of coaching.

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and make an offer that isn't thor isn't theirs.

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And that's a big, big problem.

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Yeah, well, we talked about last episode how the messaging and the language has to be

yours.

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And so the natural next step or the byproduct of that is if you're not using the right

language, then of course you're not articulating the offer well.

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And that creates a lot of problems, most, you know, obviously a revenue problem.

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Mm-hmm.

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so I think it's a really important conversation to have, one as a callback to the last

episode, but also continuing forward to really help people understand how important it is

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to make sure that something is owned and authentically you at all times so that people are

actually interested in it and ready to buy it.

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Well, in in here, let's start, let's start at the top, right?

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If your offer isn't yours, which also ties into your messaging, here's what happens: you

get exhausted.

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Right?

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It's exhausting to carry the load of something that isn't yours.

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And you have to continue to try to create or recreate yourself and in offering an offer

that either you think you believe in, but maybe you've never

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problem solutions yourself.

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And so the your your word that you use there is so on point.

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You feel inauthentic.

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And it's such a heavy lift.

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it's exhausting to put on your shoulders.

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I have this offer and it's not yours.

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Well, let's let's talk about first kind of the trap that we see so many coaches fall into

here.

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When we say authentic, that might feel kind of distant to them.

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They're like, no, I'm showing up genuinely.

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It's all mine.

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And I think the first thing that we really see when we start talking about offers is

somebody modeling, or you know, from our old days, we used to call it RD rip-off and

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duplicate.

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They're they're RDing somebody else's offer because they've seen it work in the

marketplace.

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And they're like, well, if people are buying that, then they'll buy it again if it's

coming from me.

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And so it's wildly interesting to watch somebody try to mimic versus build their own

model.

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Mm-hmm.

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Just I'm gonna come right out and be fully transparent and honest with all of our

listeners right now.

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I've done this.

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Right?

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I have done this.

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When I coached with Dan Martell, he was the king of model creation, and I'm sure he got it

from somebody else.

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And I was like, my gosh, that landed so well with me.

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I can't wait to go share it with my people.

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And I would study and I would practice and I would write these things out.

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And and it was so exhausting.

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Going into a teaching mode with a model or an offer, if you will, even though we're

talking about offers today, that wasn't mine.

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I hadn't, right?

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Well, back in the day we used to say you had to do what?

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Memorize, internalize, and then personalize.

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Right.

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When we were talking about scripts in the real estate space.

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Memorize, internalize, and personalize.

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And I went into that, I was like, gosh, I gotta memorize this.

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And then I gotta then I gotta and then I gotta memorize, internalize it, and then I gotta

personalize it.

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my gosh, but I just learned it yesterday and I gotta go teach it today.

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Oh exhausting just.

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So I've done this and it's not fun.

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it's funny that you said you were gonna be uh open there because I totally thought that

you were gonna talk about the business model of I Love Coaching, not just models inside of

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your teaching frameworks, because that's another perfect example here.

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It and and I'm not saying this to be negative or anything like that, but I think it's a

relevant p thing to put out into the world is when you started ILC, you were copying

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another coaching company's business model.

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Sure.

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Yeah.

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were trying to personalize it, like you were saying, and make it your own, but you were

still copying somebody else's model.

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And it wasn't until I joined you and we started talking about what your vision was, and we

figured out that there was misalignment between your vision and the model that you were

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trying to run.

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And so it took time.

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We didn't do it right away, but we sat together and worked through.

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What would it look like to build the model that fits the vision and create an offer for

that?

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So basically y'all, what we're saying here is I've given Jess the the uh the nickname the

professor.

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We get to now change it or at least add to it and we're gonna call it the savior.

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No, I'm totally totally kidding.

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Totally totally kidding.

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sir.

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I do not need that in my life.

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uh

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is again, we come from, we're gonna use our own internal language, but past containers,

right?

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And and when I came from that coaching world that I was in, I only knew of that model,

right?

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I only knew of that model.

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But here's the thing did I really only know that model, or did I see that model work and

have success, as you mentioned, and just try to duplicate that model?

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And guess what?

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I didn't like that model.

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I didn't want that model.

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And and that's

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the model and yet you copied it because you knew it worked.

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That's right.

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Yeah.

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And we see that in coaches all the time.

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Is again coming from a model, bringing that model into life and saying, Hey, I've had

success over here and and we get to do this here.

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You know, we we've got, we've got, we've seen coaches do this countless times over and

over and over.

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And it's almost like, you know, you gotta treat your kids, you gotta go learn the lesson

that that that doesn't work, even when they come ask you, hey, do you think this is gonna

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work?

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And you're like, No, it's not gonna work and here's why, but they don't ever listen, Jess.

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Well, I'm gonna go back just a second.

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I don't wanna be called the savior.

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I think you gave me the right title when we first met, which was architect.

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And so, because here's the thing is when somebody understands the the outcome that you're

desiring, the vision that you have, and can help ask the right questions, then they can

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help you build the thing.

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And and so that's exactly what happened with us was I

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Internalized and personalized your vision, but you know, at the same time, we built

something that aligned with exactly what you were desiring without trying to copy somebody

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else.

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We took pieces of a bunch of different influencers, models, coaches, etc., but we built

our own based upon the learning opportunities that we had through all of those

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experiences.

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Right.

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so I think to go back to the premise of this episode, when we are talking about building

an offer, you have to take what you've learned.

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You can say, yes, this was great, or no, this was a negative experience for me, but you

have to build your own thing.

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And when you do that, it makes pitching that offer, inviting people to that offer that

much easier because you aren't stuck either over explaining something that doesn't quite

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align.

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Or apologizing for something that feels like an uncomfortable thing that doesn't quite

fit.

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Totally true.

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And this takes time though, right?

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Th this really takes time and and that's something that we want to emphasize is

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This this this this simply just takes time and you've gotta be able to give yourself we

were t just and I were talking about this earlier the creative space.

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Right?

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The creative space to go ahead and in our phase one of the blueprint, we internal to go

external, right?

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You've gotta go inside before you go outside.

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And if we look at the the the growth of ILC, I never went inside, Jess.

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I just stayed completely outside in the very beginning and said, Oh, worked, worked.

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Let's try it over here.

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And uh, yeah, that's not what we have today.

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So, is your offer actually yours?

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Pause the podcast right now, and I want you to go look at the offers you have ready to go

out to the marketplace, to go out to your avatars, and and really dissect them.

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Are they my offers or am I?

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R and D as Jess said, or have I memorized, internalized, and now I'm just personalizing

someone else's offer?

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Because if you are, if you are doing that, just what would you say to them?

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I have many things I'll say.

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I mean, it's gonna make all of it harder.

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It's gonna make your entire growth trajectory more difficult.

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That's that's the short version of it is when something isn't 100% yours, it means it

makes it harder for you to sell, it makes it harder for you to sustain, it makes it harder

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for you to scale.

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Yes, absolutely.

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And so go back and look at these offers, right?

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You you may have an offer for a one-on-one approach.

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You may have an offer for a one-to-many approach.

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You may have an offer for a keynote, whatever it is.

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But go back and look and simply say, okay, is that my DNA or is that DNA that I've gotten

from somewhere else?

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And if it is from somewhere else, can you sit in that space authentically and say, I

believe in this a hundred percent?

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I know internally that this is, yeah, maybe a little bit RD'd, but man, I do I believe in

this.

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Because just when I look at the vision statement for the I Love Coaching community to

empower coaches, that is something that I absolutely believe in.

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And that is coaches empowering each other.

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We have a segment on our community call that's the coaches coaching the coaches.

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It's not Adam coaching the coaches, it's not just coaching the coaches, it's a collective

group.

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And that was my vision all along: to build a community.

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Where they served each other, not a community or a company where it was a top-down

approach.

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And I Thursdays are my favorite days.

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When we do our community calls, Thursdays are my favorite days because number one, I get

to be with my peeps.

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And number two, I get to actually get coached up myself.

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Okay, that's a lot of internal talk there, but at the end of the day, you've got to be

able to step in and look at your offer and say, wow.

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I kinda wanna be like Adam and Jess and and can't wait till Thursday comes because that's

what literally fills me up.

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My heart, my soul, my brain, my smile.

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All that feels good because it's

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Well, that's the key thing there.

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And when you have something that's a hundred percent yours, like I said, it makes

everything all easier.

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It's the sale, the sustainability, the scale.

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And and I didn't mention another word with that.

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And that's pricing.

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I mean, it literally makes every piece of an offer easier when it's a hundred percent

yours.

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And that energy boost, like you said, for the Thursdays for us, makes us have more

confidence in everything we're presenting in the world.

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So when you create something that's yours, when you price it well and when you have people

have success through it, it it creates this kind of snowball effect of value, of

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affirmation that you're doing the right thing, of ownership, all of all of that.

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And so I do think that when you can create something that's 100% yours, it gives you

confidence and crushes imposter syndrome significantly faster than when you try to RD

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somebody else's thing and then you're uncomfortable in pitching it.

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Yeah, for sure.

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And I'll let's stay on pricing for a second.

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And the pricing there, let let's let's take coaches who we've watched again come from

different environments and more of dependent model approaches.

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When they go to the one-on-one, they stay with that same pricing.

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Right?

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It's fascinating to watch because that's just what they think and that's what they know.

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And they put the value on themselves because that's how they were valued before.

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Not the offer, right?

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Not what that person was going to get from you, but you.

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And that's that's that's just not a good approach, right?

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You you need to understand that.

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And and we watch coaches underprice themselves all the time because they're coming from an

offer that's not theirs.

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Right.

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Well, yeah, they're pricing something that they saw in the marketplace or they're R and

Ding.

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And when they do that, they don't have confidence in the outcome or the payoff, like we've

talked about in previous episodes.

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And if you're not pricing your payoff, but you're pricing because you're mimicking, then

it's gonna make the whole thing feel icky.

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I mean, for lack of a better word.

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It just it feels wrong and you lack confidence in it and that and that

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bleeds through into every conversation.

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Yeah.

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Yeah.

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Well I don't know if it feels so much wrong as it doesn't feel yours, right?

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It's just like okay, I'm gonna take from

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on a pair of shoes that aren't yours that somebody else was wearing, and like the f the

foot indent is there, and you're like, this isn't my foot indent.

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Like it feels wrong.

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I don't know, I've never worn anybody else's shoes before.

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I never felt

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slipped on somebody else's shoes.

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I've always had big feet and no one's shoes ever fit my feet.

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Okay, fine.

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Well, see, like I borrowed my husband's shoes to go out to the mailbox or something.

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And like our our foot size is like four sizes different, right?

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And so where my foot lands in his indent is wrong.

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Not only is the shoe too big, but I'm like, hey, your toes are not in the right spot or

your arch is not in the right spot.

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It does feel wrong when you're trying to wear somebody or put on.

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Put on somebody else's clothes, you know, whatever it is.

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I mean, if you accidentally put on Dana's jeans, I don't know.

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Which there's there's a story about my father-in-law accidentally wearing my

mother-in-law's pants to work one day because he grabbed them out like of the closet in

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the dark and she left a voicemail at his work going, Donald Weber, are you wearing my

pants?

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Which still makes me laugh these days.

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Um, but seriously, no matter what it is, if you're putting on something that's not yours.

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It's gonna feel incorrect.

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And and

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it it will feel incorrect.

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And it's going to feel well, here's the thing.

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Everyone's going to experience a feeling, right?

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So we don't need to project what you will feel, though you will feel a feeling in the

space of when your offer isn't yours.

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And when it comes to pricing or having a conversation around pricing, you will feel

something.

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And here's probably what you will feel.

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Gonna put this out there.

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You're gonna feel when it comes to pricing that you need to actually lower your price.

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That's what you're gonna feel.

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You're gonna feel that you need to lower your price and pause timeout right now.

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If that is you, thank you for being honest.

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And Justin and I are gonna tell you right now: go the opposite direction and raise your

price, right?

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You do not have to lower your price, but what you do have to do is you've got to answer

this question: is the offer?

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yours.

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And if it's not, we gotta talk about building your offer specifically.

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Well, and if you have put this offer out there and your clients are getting results

through the offer, then

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You have you're gonna see and feel things in that space as well, just like the pricing

space.

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So if the offer is yours, then you are gonna feel really good when they get the defined

outcome that you've named, that payoff.

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So that's why Adam and I are jazzed on Thursdays, because our people are showing up,

they're engaging with our offer that we built for our unique business, and it feels all

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aligned.

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It feels right.

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The pants fit, right?

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But when

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A client gets a result through something that you didn't actually create and you were

modeling or mimicking, you don't get the same satisfaction from it because you know that

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it wasn't 100% yours that got them there.

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You borrowed the tool, you borrowed the model, you borrowed the language, you borrowed

something, and therefore it's not yours as much.

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You didn't internalize it and personalize it.

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And and so it's going to actually remove confidence in the offer.

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yourself as well and make it harder to build momentum or that snowball effect I was

mentioning.

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And so I just I really, really want listeners to hear that you have everything you need to

create a a unique offer for yourself.

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You might want feedback on it, and that's where things like our community are an amazing

opportunity and our challenges and our intensives and things.

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But if you are doing something right now, no matter whether it's a singular client or a

group model, if it's not solely yours, please pause because it makes a difference.

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Well, and here's the other thing that I want say with that too, as it relates to clients.

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As it relates to clients, as it relates to your churn or your retention, if they are

having success, clients, and they can align the success to your offer.

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If they can attach their success to your offer.

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That creates stickiness, that lowers your churn, it increases your retention.

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Why?

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Because they will want to stay in a space where they're having success.

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Though, in the same breath, if your model is not unique, if your model is not specifically

yours, and there are a hundred other people running the exact same model.

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There's nothing unique to your model, and there's nothing unique to them staying with you.

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Right?

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And it's specific to you.

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Now, Jess, let's make sure that we're clear here.

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Does this mean that you need to stop listening to this podcast right now and go, go build,

go build, go build, go build?

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No, that's not what we're saying here.

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It's identify first is the offer that you have specifically from your unique problem

solution cycle.

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Well, and an easy thing here is I would bet that almost every person listening to this has

too many features or add-ons to their offer.

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yeah.

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And so, and that might be because they were feeling some sort of pressure from the market

or copying somebody else's thing.

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And as we've talked about ad nauseum, people are paying for a compression of time to an

outcome.

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They're paying for the how you got the outcome, not a how to get the outcome.

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And so if you've created a very I was about to until you interrupted me.

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Say it again, 'cause it was so good.

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People are paying for the how you got the outcome, not a how-to to get the outcome.

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The only thing that they want from you is the fastest, cleanest path to that outcome that

you have already tried and trusted.

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T tried and tested.

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Sorry, I can't talk today.

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too many flights from Kelowna.

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But

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They don't want features, they don't want bonuses, they don't want assets, they want the

cleanest, fastest, clearest path, and so.

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If you are hearing this and you're feeling a little bit convicted, maybe all you need to

do is go rip off some of the junk you added on because you felt like you needed to add

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value and simplify the path that you took to get the outcome you defined.

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And that right there is the biggest confidence booster.

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It's the fastest way to get more clients because if you can tell somebody, hey, I get this

result in X amount of time, that's what people are buying.

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It is.

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makes the offer easier and it makes it yours if you got the outcome.

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Mm-hmm.

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Here's the simple way also is is your offer actually yours?

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Remember, we talk about payoffs, but let's also talk about offer here.

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Is your offer simple?

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Is it clear?

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Is it understood?

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Or are you trying to be clever?

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Are you trying to be cute?

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Are you trying to be grandioso in this offer?

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Stop if you're doing that because you want to go the opposite way.

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Clarity sells all day long.

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To exactly what Jess was just saying.

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The simpler, the better.

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The easier to understand, the better.

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Keep it super clean and simple.

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Yeah, people don't want more in this world of too many notifications, too much

information.

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They want simple, clear, fast so that they can actually get a result.

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Yes.

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So so true.

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Yep.

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Okay.

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Jess, I think we kept this one simple and clear.

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That they need to go define is their offer actually theirs?

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Yeah.

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as always, if that's something that you need help on, hop into one of our experiences.

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We do this, you know, monthly in a challenge where we help people build simple offers that

sell.

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And then we do this in our intensives, usually quarterly, where we help people build

something that scales.

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And our membership is around the entire journey.

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And so if you are interested in learning more about any of those, head over to I

lovecoachingco.com, co.com, and we are happy to connect and help you there.

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Yep, yep, that's perfect.

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I think the next also best step is you gotta go get into our sellable offer challenge.

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Go do that first.

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Go simply go get into our sellable offer challenge.

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Go to ILovecoachingco.com and sign up for our sellable offer challenge because that really

is gonna help you identify: is my offer actually mine?

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And oh, by the way, now I have it understood that it's mine, I can actually go sell this

thing?

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Hmm, yes.

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We will teach you how to do that.

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So go sign up for that now.

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Jess, anything else?

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Okay, perfect.

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We'll see you next time.

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Yes, this is episode two of five.

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I'm not even gonna tell you what three is gonna be, but I have it right here on my screen.

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We'll see you next time.

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See ya bye.

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Bye.