Hey Reader,

Let's talk about the elephant in the room that everyone's too polite to mention:

Ouch. I know. But stick with me because I'm about to blow up three lies that are keeping you talented, passionate, and completely broke.

Lie #1: "Quality Speaks for Itself" (Spoiler Alert: It Doesn't)

Oh, sweet summer child.

Let me paint you a picture: You're sitting in your home office, surrounded by your beautiful certifications, waiting for the calendar invite from Calendly to hit your mailbox. Meanwhile, that coach with half your skills just booked another $5K client.

Here's a reality check that might sting:

Coca-Cola is literally sugar water. SUGAR. WATER. Yet they spent $4.2 billion on marketing last year. Why? Because even the most addictive product on Earth knows that "build it and they will come" is a movie quote, not a business strategy.

More wake-up calls:

• Nike already owns your feet, your loyalty, and probably your soul. Still spent $3.7 billion on marketing in 2022. Michael Jordan retired 20 years ago, yet Nike still promotes the hell out of his shoes.
• Apple creates products so good people literally camp outside stores. Marketing budget? $1.8 billion annually. Tim Cook didn't get that memo about quality speaking for itself.
• Tony Robbins has been transforming lives since the Stone Age, has millions of followers, and could probably sell ice to penguins. He STILL runs ads, does podcasts, and promotes like his rent depends on it.

The uncomfortable truth: If these titans of industry—with billion-dollar budgets, decades of dominance, and customer loyalty that borders on obsession—still need marketing, what magical force do you think is going to make your coaching practice the exception?

Your amazing coaching skills hidden in silence are like having a Ferrari parked in your garage with no wheels. Impressive, but not going anywhere.

Lie #2: "I'm Just Not a Salesperson" (Plot Twist: You Already Are One)

This one makes me laugh every time.

You know what you did last weekend? You probably convinced your friend to try that new restaurant. You sold them on a Netflix series. You persuaded your partner to take a different route to avoid traffic.

Congratulations, you are a sales machine.

Here's my confession: I used to say "I hate selling" while simultaneously being unable to shut up about my kid's club, my store, or my coaching programs. Suddenly, "selling" felt like sharing treasures with friends.

The truth bomb: You're not bad at sales. You're bad at selling things you don't believe in.

As a coach, you're already a sales assassin because:

1. You ask better questions than a detective - You uncover what people really need (not what they think they need)
2. You have the actual solution - Your coaching genuinely changes lives (unlike that gym membership they'll never use)
3. You give a damn about results - You're not trying to hit quotas; you want them to win

When you know your coaching can transform someone's life, NOT offering your services isn't humble—it's selfish.

You're literally watching someone struggle with a problem you can solve while staying silent because you don't want to seem "pushy."

Plot twist: The pushiest thing you can do is let someone suffer when you have the cure.

Lie #3: "I Must Master the Instagram Algorithm or Die Trying"

Record scratch. Freeze frame.

Stop. Just... stop.

I see you there, frantically googling "Instagram hashtag strategy 2025" while your actual potential clients are nowhere near your perfectly crafted carousel posts.

Here's the thing nobody tells you: Social media is like trying to get a date at a nightclub. Sure, it works for some people, but most of us look ridiculous dancing under the disco ball while yelling over terrible music.

What if I told you there's a better way?

Successful coaches don't chase algorithms. They use T.R.U.S.T.

• Tap into
• Relationships to
• Unlock
• Sales
• Today

Here's the reality check: You probably know at least 500 people who either need your coaching or know someone who does. Instead of trying to seduce strangers on Instagram, why not tap into the goldmine sitting in your contact list?

The brutal truth: While you're trying to crack the Instagram code, smart coaches are making money from conversations with people who already know, like, and trust them.

The Bottom Line: You're Running a Business, Not a Charity

Real talk: Marketing and selling aren't dirty words. They're how you serve more people, make more impact, and yes—make more money so you can keep doing what you love.

Every minute you spend NOT marketing is a minute someone who needs your help stays stuck. Every day you avoid selling is another day your bank account looks like a charity case.

The game-changing mindset shift:

• Marketing = Helping people find their solution
• Selling = Serving people who are ready to change
• Promoting yourself = Making the impact you're meant to make

You don't need to become a sleazy used-car salesperson or a social media influencer. You need to become the coach who's brave enough to say "I can help you" out loud.

Ready to Stop Playing Hide and Seek with Success?

If you're done being the world's best-kept secret and ready to Tap into Relationships to Unlock Sales Today, I've got your back.

​The Ultimate T.R.U.S.T. Method Blueprint is my no-BS system for coaches who want to:

• Turn existing relationships into paying clients (without feeling gross about it)
• Have actual sales conversations that convert
• Stop waiting for strangers to find you on social media
• Leverage your network's trust to establish instant credibility
• Start making money from people who already know and like you

This isn't about becoming a sleazy networker or pestering your friends. It's about finally being brave enough to share how you can help the people around you.

​Get The Ultimate T.R.U.S.T. Method Blueprint here →​

Stop waiting for permission. Stop hoping for miracles. Start tapping into the relationships you already have to unlock the sales you need TODAY.

Your future self—and your future bank account—will thank you.

See you next week.

To your success,

Lidia Axe

P.S. Your ideal clients are out there right now, throwing money at coaches who aren't half as good as you. How long are you going to let that continue? If in doubt, hit reply to this email and we'll figure it out together.

​