When I first stumbled into the world of online coaching back in 2017, I charged fifty bucks just to share what I was doing with my tiny YouTube audience. Fast forward: today, some pay me $18,000 an hour (which honestly, still sounds nuts—if you’d told 2017-me, I would’ve laughed you out of the building). Here’s the surprise, though: you don’t have to be the world’s #1 to make a living or even thrive in coaching. Most people overcomplicate it, overthink, or worse—try to help everyone and end up helping no one. In this blog, we’ll tear down those myths, reveal the quirks and the actual steps that’ll get you to consistent five-figure months, and even poke fun at a few industry assumptions. Ready for a wild (yet practical) ride? Buckle up.
Stop Trying to Help Everyone: The Generalist Trap in Coaching
If you’re building a coaching business, it’s tempting to think that helping as many people as possible is the fastest path to success. But research shows that trying to serve every market almost always guarantees mediocrity. Let’s break down why, using a simple analogy—and some real numbers from my own journey.
The UK Pub vs. Omaz Restaurant: A Pricing Strategies Lesson
Imagine you walk into a classic UK pub. The menu offers everything: burgers, curry, pasta, even the odd stir fry. It’s convenient, sure, but there’s a catch. As I often say,
'UK pubs offer everything from burgers to curry—limited pricing power. Omaz restaurants focus, master their craft, and charge thousands.'
At a typical UK pub, you’ll pay £10-15 per dish. Why? Because when you try to please everyone, you end up competing on price and convenience. There’s no clear reason for customers to pay more.
Now, compare that to a high-end Japanese omaz restaurant. They serve one cuisine, often with a set menu. The chef is a master of their craft. Customers come for a specific, premium experience—and happily pay £500, £1,000, even £2,000+ per meal. The difference? Specialization. The same principle applies to coaching business pricing strategies.
My Story: From $50/Hour Generalist to $18,000/Hour Specialist
Back in 2017, I started coaching at $50 an hour. I had no time limits and no clear focus. Sometimes, sessions ran over. I almost quit because it felt like a grind—constantly chasing new clients, always justifying my prices, and never standing out. Fast forward to today: I sometimes charge $18,000 an hour. That’s not a typo. The difference? I stopped trying to help everyone and started focusing on my Unique Value Zone Coaching.
Why Generalists Get Stuck Competing on Price
- They lack differentiation—clients see them as interchangeable.
- They attract “bargain hunters” who shop around for the lowest price.
- They struggle to build authority in any single area.
Specialists, on the other hand, command premium rates because they solve specific, high-value problems for a defined audience.
Layering Down: Market, Niche, and the Unique Value Zone
Think of your coaching business in three layers:
- Market (e.g., health and fitness)
- Niche (e.g., weight loss for women)
- Unique Value Zone (UVZ) (e.g., weight loss for postpartum moms)
Most coaches stop at the niche layer. But the real magic—and the ability to charge more—happens in your Unique Value Zone. For example, instead of offering generic “weight loss coaching,” focus on helping moms lose post-pregnancy weight. This is how you stand out and attract clients who are willing to pay a premium for your expertise.
A Quick Quiz: Is Your Niche Too Broad?
- Can you describe your ideal client in one sentence?
- Do you solve a problem that’s urgent and specific?
- Are there other coaches who do exactly what you do?
If you answered “no” to any of these, your niche might be too broad. Narrowing your focus is key to unlocking higher profits and easier client acquisition.
Specialists Earn Up to 10x More Than Generalists
Industry data and my own experience back this up. When I started, I was charging $50/hour. Today, as a specialist, I can charge $18,000/hour. That’s a 360x increase. Similarly, omaz restaurants can charge 10-20x more per client than a generalist UK pub. Studies indicate that specialization in coaching services not only helps you attract better clients, but also allows you to achieve profit margins of 70-80%—far higher than most generalist businesses.
Bottom line: If you want to hit $10k/month (or more) in your coaching business, stop trying to help everyone. Find your unique value zone, specialize, and watch your pricing power—and client results—skyrocket.
Finding Your Own Unique Value Zone (UVZ): The Not-So-Secret Ingredient
If you’ve ever wondered why so many coaches struggle to break through, even with all the right intentions and a “niche” picked out, you’re not alone. The truth is, just having a niche isn’t enough anymore. To achieve real Coaching Growth and hit those $10k/month milestones, you need to go deeper—three layers deep, to be exact. This is where Unique Value Zone Coaching comes in, and it’s the foundation of any sustainable, high-impact coaching business.
Why ‘Niche’ Isn’t Enough: The Three Layers of Coaching Success
Let’s break it down. Most coaches stop at the “niche” level, but that’s only the second layer. Here’s the full progression:
- Market: The broad industry you’re in (e.g., health, business, relationships).
- Niche: A focused segment within that market (e.g., weight loss for women, productivity for entrepreneurs).
- Unique Value Zone (UVZ): A specific, in-demand problem that few are solving—where people urgently need help and will pay well for it.
As one expert puts it:
"A unique value zone is a specific, in-demand problem that few people are solving—where customers urgently need help and will pay well."
Research shows that Unique Value Zone Coaching is essentially your unique selling proposition. It’s what makes you stand out in a crowded market and ensures you’re not just another coach lost in the noise.
Visualizing the Layers: Market > Niche > UVZ
How to Find Your UVZ: Obsession Over Expertise
Here’s a secret: you don’t need seven years of experience to get started. If you become obsessed with solving one specific problem for just 3-4 weeks—diving deep into the best frameworks, tools, and strategies—you can be ready to coach others. This is the heart of Transformational Coaching: helping people move from their current pain (point A) to their dream outcome (point B).
- Spend 3-4 weeks learning everything about a pressing problem.
- Develop a unique mechanism or approach for solving it.
- Start coaching people through that transformation.
Studies indicate that Transformational Coaching Outcomes require a clear match between the problem you solve and the solution you offer. That’s what makes your coaching irresistible—and high-ticket.
Mini-Exercise: Pinpoint the Transformation
Don’t just pick a topic. Ask yourself:
- What is the painful “point A” my ideal client is stuck in?
- What is the “point B” dream outcome they desperately want?
- How can I guide them across that gap using my unique approach?
For example:
- Busy entrepreneurs overwhelmed by screen time (point A) → Wanting more peace, profit, and purpose (point B).
- Postpartum moms struggling with weight loss (point A) → Regaining confidence and health (point B).
Why UVZ Matters for Coaching Growth
When you focus on your Unique Value Zone, you’re not just another coach—you’re the go-to expert for a specific, urgent problem. This is the not-so-secret ingredient for building a thriving coaching business in 2025 and beyond. By mastering Coaching Frameworks tailored to your UVZ, you’ll create transformational results and attract clients who are ready to invest.
Building a High-Ticket Coaching Offer: Why Charging More Isn’t Greedy (It’s Necessary)
Let’s get real: when you’re building your coaching business, the idea of charging high-ticket rates can feel intimidating—maybe even a little greedy. But here’s the truth: charging more is not just about making more money. It’s about delivering more value, maximizing your impact, and creating a sustainable business model. In fact, High Ticket Offers can actually be easier to sell than low-ticket ones. Surprised? You’re not alone.
Why High-Ticket Coaching Is Easier to Sell Than Low-Ticket Offers
Most new coaches assume that lower prices mean more clients. But research shows that high-ticket coaching offers attract clients who are more committed, motivated, and ready to take action. When someone invests a significant amount, they’re more likely to show up, do the work, and get results. This creates a win-win: your clients get better outcomes, and you build a reputation for delivering real transformation.
Relatable Aside: Freaking Out at $18,000/hr? So Did I.
If you’re thinking, “There’s no way I could ever charge $18,000 an hour,” you’re not alone. I started out charging $50, then $100 an hour—multi-hour sessions, hustling for every client. The jump to high-ticket offers felt impossible at first. But as my expertise grew, so did the value I could deliver. And here’s the kicker: for the right client, that investment is a no-brainer. As one client put it,
"For someone already making a few million a year, paying $18,000 for one hour of direction is a no-brainer—the ROI is there."
How to Build Real Value Into Your Signature Coaching Program
The secret to monetize coaching at a premium level? Specialization. Focus on a unique value zone—a specific problem you solve or a unique mechanism you use. You don’t need seven years of experience. In just a few weeks, if you become obsessed with solving a specific problem for a specific group, you can start charging more. Your job is to guide clients from point A (pain and frustration) to point B (their desired outcome). Whether it’s business growth, relationship breakthroughs, or personal transformation, the key is clarity and results.
Demonstrating ROI: The Math Behind Investing in Focused Expertise
Let’s talk numbers. If a single coaching session helps a client make a strategic decision that brings $1 million in value to their company, what’s $18,000 for that hour? Suddenly, your rate isn’t just justified—it’s a bargain. Industry data shows that specialist coaches often operate at a 70-80% profit margin. High-ticket clients aren’t just paying for your time; they’re investing in outcomes, speed, and certainty.
| Rate Progression | Client ROI Example | Industry Profit Margin |
|---|---|---|
| $50 → $100 → $18,000 per hour | One session can deliver $1M+ in value | 70-80% for specialist coaching |
When to Raise Your Rates (and When to Say ‘No’ to Lowballers)
As your skills and client results grow, your pricing strategies should evolve too. If you’re consistently delivering transformational outcomes, it’s time to raise your rates. Don’t be afraid to say no to clients who want to pay less than your offer is worth. High-ticket offers aren’t for everyone—and that’s okay. You’re looking for clients who value your expertise and are willing to invest in real change.
The Slow Ladder: From $100/Hour to $1,000/Hour and Beyond
Nobody starts at the top. Most coaches begin with lower rates, building confidence and a track record. Over time, as you refine your process and specialize, you can climb the ladder—$100/hour, $500/hour, $1,000/hour, and beyond. The key is to focus on results, not just time. Remember, pricing strategies for your coaching business should reflect the value you deliver, not just the hours you put in.
In short, High Ticket Offers aren’t about greed—they’re about creating a business that rewards expertise, delivers real value, and attracts clients who are ready for transformation. If you want to monetize coaching at the highest level, it’s time to embrace the mindset (and the math) of premium pricing.
Systemizing Client Acquisition Without Becoming a Sales Robot
If you’re building a coaching business and aiming for that $10k/month milestone, you’ve probably heard a lot about “systems” and “funnels.” But here’s the truth: most coaches don’t fail because they lack a fancy system—they fail because they never figure out how to get their first few clients in a way that feels natural. Let’s break down how you can master Client Acquisition without turning into a sales robot, using real-world tactics that work even if you’re not an “expert.”
How to Get Your First Clients (Even If You’re Not an ‘Expert’)
Most coaches overthink their first steps. You don’t need a massive following or a perfect website. What you do need is a willingness to share what you know—honestly, openly, and often. Early clients usually come from your existing community or social presence. Maybe it’s a Facebook group, your LinkedIn connections, or even the comment section of your YouTube videos.
Here’s the secret: People are looking for someone who’s just a step or two ahead of them. If you’re willing to share your process, your wins, and even your struggles, you’ll attract those first few clients organically. Research shows that organic outreach and content creation are among the most effective Client Acquisition Strategies for new coaches.
Anecdote: The First Coaching Offer That Came from YouTube Comments
Back in 2017, my very first coaching offer didn’t come from a slick sales page or a cold DM. It came from a YouTube comment. Someone simply asked, “Hey, can you coach me and show me what you’re doing to actually build your business?” I started off charging $50–$100 an hour. Sometimes, those calls ran long, but I didn’t care. I was building a name for myself and showing the market I was willing to go the extra mile.
'You don’t need a million followers to land clients. Sometimes, all it takes is the right person seeing your value and asking for help.'
The Micro Personal Brand: Why Being ‘Quirky’ Online Wins
Forget trying to be the next big authority figure. In 2025, Micro Personal Brand development is what resonates. People want to connect with real humans, not polished experts. Show your quirks. Share your unique perspective. If you’re a bit nerdy, introverted, or obsessed with a niche topic—lean into it. Your tribe will find you, and they’ll trust you more because you’re authentic.
Studies indicate that a micro-focused personal brand attracts a more engaged, loyal audience. You don’t need to go viral; you just need to be visible to the right people.
Referral and Content Tactics (If You Hate Cold Outreach)
If the thought of cold DMs makes you cringe, you’re not alone. The good news? Referral Strategies and organic Content Creation can do the heavy lifting. Start by delivering value to your first clients, then ask for introductions. Happy clients are your best marketing channel—referrals build compounding returns over time.
Meanwhile, create content that answers real questions. Post your insights on LinkedIn, share quick wins on Instagram Stories, or write helpful threads on Twitter. This positions you as a go-to resource, and people will start reaching out to you.
Quick-Fire Ideas: LinkedIn Tips, Comment-to-Client Pathways, and Irresistible DMs
- LinkedIn: Share case studies, client wins, or lessons learned. Engage with others’ posts—don’t just broadcast.
- Comment-to-Client: Respond thoughtfully to questions in your niche. Sometimes, a single comment can spark a DM and lead to a client relationship.
- Irresistible DMs: Instead of pitching, start conversations. Ask about their challenges. Offer a quick tip or resource. Build rapport before suggesting a call.
Building Trust Over Time vs. Going ‘Viral’
It’s tempting to chase viral moments, but sustainable Client Acquisition comes from building trust over time. Consistent, helpful content and genuine interactions will always outperform one-hit wonders. Focus on showing up, being helpful, and letting your micro personal brand shine. Over time, your network and reputation will do the selling for you.
Managing Transformation, Not Just Transactions: Delivering Tangible Results
Empathetic Coaching: Moving Clients from Pain to Achievement
If you want to stand out in the world of Transformational Coaching, you have to go beyond just giving advice. Your real job as a coach is to help people move from their current pain or frustration to a place of achievement and fulfillment. This is where Empathetic Coaching comes in. It’s not about being a genius or having all the answers—it's about listening, understanding, and guiding people through their unique challenges. Research shows that coaching outcomes are strongest when empathy is at the core of the process. When clients feel understood, they’re more likely to trust you and commit to the journey.
Framework for Transformational Coaching: Guiding from Point A to Point B
Every successful coaching relationship starts with a clear framework. Think of it as a roadmap: you’re guiding someone from Point A—their current situation, often filled with pain or frustration—to Point B, their dream outcome. This approach isn’t limited to one industry. Whether you’re helping someone fix their marriage, lose weight, or grow a business, the principle is the same.
Let’s break it down:
- Point A: Where your client is right now (frustrated, stuck, or in pain)
- Transformation: The journey, including the steps, milestones, and breakthroughs
- Point B: The desired outcome (confidence, harmony, success, etc.)
"Your clients aren’t paying for generic advice. They’re paying because you’ve specialized in solving their specific problem."
Maintaining High Client Satisfaction and Retention
Effective Client Management is the backbone of any thriving coaching business. It’s not enough to get clients—you have to keep them happy and engaged. Studies indicate that high satisfaction leads to repeat business and, more importantly, compounding referrals. When clients see real transformation, they naturally become advocates for your services.
How do you ensure satisfaction? Consistent communication, clear milestones, and ongoing support. When you deliver on your promises and show genuine care, clients stick around—and they tell their friends.
Mini-Exercise: Mapping the Transformative Journey
Try this quick exercise to clarify your coaching process:
- Write down the most common pain points your clients face (Point A).
- List out the key milestones or breakthroughs they need to achieve along the way.
- Define the ultimate outcome or transformation (Point B).
This exercise helps you visualize the journey and communicate it clearly to your clients. It also forms the basis for your Coaching Frameworks, making your process repeatable and scalable.
Systems and Support: Boosting Long-Term Results and Referrals
To deliver consistent results, you need systems. Automated reminders, progress tracking, and structured check-ins all contribute to a seamless client experience. These support mechanisms not only improve outcomes but also free up your time to focus on what matters most—coaching. Over time, satisfied clients become your best source of new business through referrals. Effective Client Management isn’t just about retention; it’s about creating a self-sustaining cycle of growth.
Wild Card: Case Study—Transforming a Messy Marital Situation
Imagine you’re working with a couple struggling with constant arguments and poor communication. Their Point A is daily frustration and emotional distance. Through empathetic coaching and a clear framework, you guide them to identify triggers, practice new communication skills, and celebrate small wins. Over several sessions, they reach Point B: open dialogue, mutual respect, and a renewed sense of partnership. This is the power of Transformational Coaching in action—real, tangible results that change lives.
In summary, managing transformation—not just transactions—is the key to delivering results that matter. By focusing on empathy, clear frameworks, and effective client management, you set yourself apart and build a coaching business that thrives on outcomes, not just activity.
Specialist vs. Generalist Earnings: What the Numbers Really Show (Table & Chart)
When it comes to Coaching Growth and building a sustainable Coaching Business, the debate between being a specialist or a generalist is more than just theory—it’s about real numbers, real profit margins, and the actual journey from charging $50 an hour to commanding $18,000 for a single session. Let’s break down what the numbers reveal and why your Coaching Strategy should seriously consider specialization if you want to hit that $10k/month milestone (and beyond).
Income Breakdown: Generalist vs. Specialist Coaches
Most coaches start out as generalists. You might offer broad life coaching, business advice, or mindset support to anyone who asks. In 2017, for example, it was common to charge $50–$100 an hour for these kinds of services. But here’s the catch: generalists compete on price. There’s always someone willing to undercut you, and clients often see you as replaceable.
Specialists, on the other hand, focus on a unique value zone—think of it as your niche or signature expertise. Over time, this focus lets you charge premium rates. One industry leader started at $50/hour and, through years of refining his niche in the info product and digital marketing space, now charges $18,000 per hour. That’s not a typo. It’s a decade-long journey, but it’s proof that specialization pays off—literally.
Specialists command premium rates; generalists compete on price.
Profit Margins: Why Specialization Matters for Your Bottom Line
Let’s talk profit. Research shows that specialist coaches consistently achieve profit margins of 70–80%, especially in focused, premium coaching businesses. Why? Because your expertise is rare, your solutions are tailored, and your clients are willing to pay more for results they can’t get anywhere else. Generalists, by contrast, often struggle with lower margins due to price competition, higher refund rates, and less client loyalty.
It’s not just about charging more—it’s about keeping more. Specialists spend less time on marketing, enjoy higher client retention, and see more repeat business. As your reputation grows, so does your referral network, compounding your wins year after year.
How Long Does It Really Take to Go from $50/hr to $18,000/hr?
This is where most coaches get discouraged. You won’t hit $10k/month overnight, and you certainly won’t be charging $18,000 an hour in your first year—or even your third. The journey from generalist to specialist is a long game. The industry leader mentioned earlier spent a decade honing his craft, building authority, and delivering results before reaching those premium rates.
But here’s the good news: every year you spend deepening your expertise, your earning potential grows. The stepwise increase is real. Year one might be $50–$100/hr. By year five, with a clear niche and proven results, $500–$2,000/hr is achievable. By year ten, if you’re the go-to expert in your field, five-figure hourly rates aren’t out of reach.
Compound Wins: The Real Secret to Specialist Earnings
What really accelerates Coaching Growth is the compounding effect of specialization. As you focus on a unique value zone, your frameworks become sharper, your client outcomes improve, and your reputation spreads. This leads to:
- Higher client retention and lifetime value
- More referrals and repeat business
- Lower refund rates and less time spent on sales
- Greater confidence in your pricing strategies
Studies indicate that long-term commitment to a unique value zone (UVZ) amplifies income growth. The more you double down on your niche, the more your earnings accelerate—not just linearly, but exponentially.
So, if you’re serious about building a thriving Coaching Business in 2025 and beyond, your Coaching Strategy should prioritize specialization. The numbers don’t lie: specialists win on profit, pricing, and long-term growth.
Conclusion: The Messy, Imperfect, and Wildly Profitable Path to Coaching Success
If you’ve made it this far, you probably realize that coaching growth isn’t about being a genius. It’s not about having a wall full of credentials, or being the loudest voice in a crowded room. The truth is, the most successful coaches—those who consistently hit $10k/month and beyond—are rarely overnight sensations. Instead, they’re the ones who commit to steady, sometimes obsessive improvement, and who aren’t afraid to get a little messy along the way.
Let’s be real: the path to building a thriving coaching business is rarely linear. You’ll have moments of doubt, unexpected detours, and probably a few stumbles that make you question if you’re cut out for this at all. That’s normal. In fact, research shows that the coaches who embrace these tangents and imperfections are often the ones who find the most creative—and profitable—solutions. The key isn’t to avoid mistakes, but to learn from them, adapt, and keep moving forward.
One of the biggest myths in the coaching world is that you need to be an industry-dominating expert to earn serious money. That’s simply not true. You don’t need to know everything; you just need to know enough to help someone get from point A to point B. What matters far more is your willingness to focus, specialize, and develop what’s known as your Unique Value Zone Coaching—that sweet spot where your skills, experience, and passion intersect with what clients actually need.
Think about it: the most memorable coaches aren’t the ones who try to be everything to everyone. They’re the ones who build weird, specific offers—who go deep, not wide. Imagine you’re a Japanese chef who serves only one perfect dish. You don’t need a massive menu; you just need to own your specialty and deliver it better than anyone else. That’s how you become indispensable, one client at a time.
Of course, it’s easy to get caught up in the idea that you need to have it all figured out before you start. Maybe you’re doubting whether you have anything valuable to offer. Or maybe you know exactly what you’re good at, but you’re afraid to niche down and miss out on other opportunities. Here’s the reality: you do not need industry-dominating expertise to earn $10k/month or more. What you need is focus, specialization, and a little bit of obsession with delivering real results.
Studies indicate that mindset, focus, and action consistently trump credentials or endless niche-hopping when it comes to coaching strategy and growth. The coaches who win are the ones who get obsessed with their UVZ, who start before they feel ready, and who aren’t afraid to let their quirks or even their imposter syndrome show. In fact, those quirks are often what make you relatable—and memorable—to your clients.
So, what’s the bottom line? Coaching businesses can absolutely reach $10k/month and far beyond by focusing on their unique value and serving a specific audience deeply. Sure, $18,000 per hour might not be everyone’s goal, but steady, sustainable hikes in income are possible when you commit to this approach. As one seasoned coach put it:
“Even me in my position, I still believe in coaching—I still think it’s an amazing way to monetize.”
Your journey will be messy. It will be imperfect. But if you’re willing to embrace the chaos, focus on what makes you unique, and serve your clients with obsessive care, you’ll find that the path to coaching success is not only wildly profitable—it’s also deeply rewarding. So get started. Go deep, not wide. And remember: you don’t have to be a genius. You just have to be willing to show up, learn, and own your one perfect dish.
TL;DR: Specialists win, generalists flounder—focus on a clear, unique value zone, build high-ticket offers, and systemize client acquisition. Coaching success is rarely about being a genius; it’s about getting specific, solving real problems, and stacking small wins. Chart your own path, even if your starting hourly rate is closer to cheap coffee than to caviar. Let’s keep it weird—and wildly profitable.
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