I just got back from attending Brendon Burchard’s 10X Empire Event in New York City. It was AWESOME!

We learned a ton at this advanced training on strategic branding, marketing and empire-building.

And I’m excited to share my key insights with YOU over the coming weeks and months.

One of my big take-aways is the importance of connecting emotionally with our audience and followers.

As a coach, I bet you already do this with your clients. But are you doing it in your marketing and messaging?

You see, people make buying decisions based on emotions.

People buy with their HEARTS, not their minds.

So, if you want more people to hire you as their coach…

You need to connect with them emotionally in your marketing.

Here’s a simple 4-step formula I created to make it easy for you to do that.

4-Steps to Connect Emotionally with Potential Clients

Demonstrate EMPATHY

Tell your audience that understand them and get where they’re at. Show them that you relate to their obstacles, concerns and fears.


Challenge them to play a bigger game. To be more, to do more, to try harder, to contribute more. One of the biggest human drives is the desire to be our best. Challenge them to be their best.


Tell them that you believe in them. This builds their belief. When a potential client believes in themselves, are they more or less likely to hire you? A LOT more!

Tell Them WHY

Incorporate WHY you do what you do. No one connects with what you do. They connect with why you do it. (I was reminded about the importance of this from Darren Hardy, Publisher of Success Magazine. His talk at 10XEmpire was off the hook.)

How to Create Emotional Connection in Your Marketing

As an example, I wrote sample marketing copy that I think you’ll find really helpful.

It demonstrates how a coach can use this 4-Step Formula in their marketing to emotionally connect with potential clients.

Sample Marketing Copy

For this sample marketing copy I used the example of a corporate coach who helps new managers quickly get up to speed so they can confidently and effectively lead their new team.


“If you’re like a lot of new managers, you’re probably feeling a bit overwhelmed by all of your new responsibilities. You want to excel in your new position, but you don’t know how to best lead your new team and you’re starting to wonder if you’re going to be able to handle it all.”


“I totally get it. I’ve been there and I remember how hard it was for me. I felt like I was working around the clock but not making much progress. I was really starting to doubt myself. A lot of my client have similar experiences and feelings as well.”


“Ultimately I’ve found that it’s times like this, when you get to choose how you want show up in the world. It may not be easy or comfortable, but it’s worth it every time.”


“What I also know to be true is that there are good reasons why you were promoted to management. Your bosses, your supervisors, your colleagues, they all see something in you. Now it’s time for you to step up and play a bigger game. As long as you have the internal drive, you can learn the tools and skills and get the support you need to quickly grow into your new role.”


“Back when I first became a new manager, I had to fly by the seat of my pants. There wasn’t any training, coaching or resources like we have today. And I really struggled. In fact, I was fired from that first job and it took 3 other positions as a new manager within different organizations before I finally figured out what it takes to quickly and confidently get up to speed.

That’s why I am so dedicated to helping other new managers. I want you to be able to avoid all the pain and struggle that comes with not being as successful as you know you can be in your new managerial role.”


Share your call-to-action based on what your marketing is about. For example: Optin for a free training. Schedule a consultation with you. Sign up for your program. Buy your book or info product. Get the free trial at your membership site. Etc.

I hope this article has served you. Please post your comments and questions below. I’m curious what you do to create emotional connection in your marketing.