One of the biggest mistakes high-ticket coaches make is focusing solely on selling the call. They pour their energy into crafting emails, webinars, videos, and social media posts, all designed to get prospects on the phone. Here's the problem: when you're only selling the call, you're not selling the bigger transformation.

Let me explain this with a real-life example. Last week, I was on a group coaching call with one of my clients who was frustrated with her sales calls. She said, "Fabi, I'm getting a lot of people booking calls, but they're not necessarily buying, or it's taking a lot of effort to close them." When I took a closer look at her content, I quickly realized that she wasn't selling anything bigger than the call itself. Her messaging was focused on booking calls rather than pre-selling the transformation her program offered.

This is a MASSIVE part of the work I do with my clients. Your content should be about more than just the call; it should focus on selling the bigger idea. It should show your audience how your unique solution is the answer they've been searching for. Otherwise, prospects will come to the call without being pre-sold on your value, leading to objections and complicated sales processes. Selling the call alone makes it difficult to secure high-ticket clients.

To create demand and pre-sell your offers, your messaging must activate your audience by shifting their perspectives and bridging the gap between where they are and where they could be. It's about speaking to their needs and desires with authority while providing a unique perspective that challenges their current beliefs. Here’s how to do it:

1. Identify the Real Problem
   Many coaches misunderstand the actual problem they solve. They often talk more about the solution than the problem itself. If you’re a mindset coach, it's not just about "improving mindset." What does that mean to your clients? Does it mean overcoming imposter syndrome? Breaking through limiting beliefs that prevent them from scaling their business? Understand what their specific pain points look like in their daily lives, and articulate it in a way that resonates deeply.

   Your content should be so specific that your audience feels like you're speaking directly to them. "Wow, you're describing exactly what I’m going through." That's the kind of response you're looking for. By identifying the real problem and addressing it in your messaging, you're already one step ahead in creating demand for your coaching services.

2. Clarify Your Unique Solution: The Angle of Mastery
   Your "Angle of Mastery" is your unique way of solving the problem that sets you apart from other coaches. What is it that only you can offer? How do you tackle your clients' challenges differently than everyone else?

   Your Angle of Mastery should communicate your distinctive perspective and establish your solution as the ultimate answer to your audience’s challenges. For example, in my work with clients, I emphasize that the problem isn't usually a marketing issue, but a messaging issue. Without the right message, your marketing efforts will falter. When you clarify your unique solution and consistently make a case for it throughout your content, you position yourself as the authority your audience needs.

3. Activate Your Audience by Challenging Existing Beliefs
   Many prospects hold beliefs about the solution to their problems that are ultimately unhelpful. For instance, many of my clients believe they have a marketing problem when it's actually a messaging issue. By shifting their perspectives and showing how their current strategies are ineffective, I can position my unique solution as the key to success.

   Your job is to challenge their current beliefs and show them how their "solution" is actually keeping them stuck in a loop. This creates a powerful shift that activates your audience and makes them eager for your solution.

Creating content that shifts perspectives and activates your audience requires a strategic approach. It's not just about providing value for value's sake but delivering content that makes your prospects feel seen, understood, and compelled to act.

1. Make It Specific and Relatable
   Your content should be specific enough that your audience recognizes themselves in your messaging. "Oh my gosh, are you in my brain?" is the kind of reaction you're aiming for. Avoid vague generalities and instead dive into the nitty-gritty details that speak directly to your ideal clients.

   For instance, instead of saying, "I help you improve your mindset," try, "I help you break free from limiting beliefs that are preventing you from scaling your business." This way, you're describing a real problem that your audience can relate to, making your messaging far more compelling.

2. Shift Their Perspective
   Your content should challenge your audience's current beliefs about their problem and the solution. For example, many coaches believe they need to work on their marketing strategies to get more clients. But if the messaging is off, no amount of marketing will solve their client acquisition challenges.

   By proving to your audience that their beliefs are holding them back and that your unique solution is the answer, you create a powerful shift that activates them and makes them eager to learn more.

3. Show the Transformation
   Your content should sell the transformation, not just the program. Before prospects even hear about the details, they should already be excited about the results your coaching can deliver. Use case studies, testimonials, and before-and-after stories to show how your solution has helped others achieve the transformation they desire.

   For instance, share a success story like this: "One of my clients went from struggling to attract clients to having a waitlist of high-ticket prospects after refining her messaging. She learned to clarify her angle of mastery and create content that pre-sold her offers. Now, she effortlessly attracts clients who are ready to invest in her services."