Everything You Know About Your Coaching
Business Is Changing

(And Other Assorted Truths No One Tells You)

Jayne Warrilow - Coaches Business School


This is a personal letter straight from the heart.

It might offend some. I’m fine with that.

But right, wrong, or indifferent, I feel it needs to be said.

My name is Jayne Warrilow. I’m known for resonance, conscious leadership, and building resonant businesses, particularly for coaches. This is mainly due to the business growth programs I have run over the years.

You may have attended my WBECS program, ECMBA, or my Create program, or maybe you’ve read my bestselling book, which is still on Amazon ‘The 10 Day Coaches MBA’?

We’ve helped over 6,000 coaches transform their businesses.

One of the emails I received said this

“Probably the best business training ever made”

Yes these deeply transformational programs changes a lot of lives too, not just mine.

Best of all, the changes made were sustainable in the long term, meaning  that we have maintained our results more easily than you might guess.

(If anything our business is in even BETTER shape, and we don’t need to struggle for clients, I don’t think about it much, to be honest).

But there’s more to the story… a LOT more… and there’s a dark underbelly to this whole business of building your business that you need to know about.

I’m going to answer, once and for all, the following questions:

  • How do people at the top of the coaching profession (like Marshall Goldsmith, Tony Robbins, and Ben Croft) build and continue to grow their business without the overwhelm?
  • Better yet, how can I achieve those kind of results - and MAINTAIN them - for the LONG TERM?
  •  How do I get off the feast and famine, HOPE rollercoaster (the proverbial hamster wheel?)
  • How come business recommendations keep changing?
  • Why does it seem like I’m stuck with mediocre results when it feels like I’ve been trying so hard with this stuff?
  • How do I prevent the back sliding that happens when I get busy with clients?

I’m going to reveal the answers to all these questions.
First, let me tell you a brief story…

“I don’t care how much money I made.
I’m NEVER doing that again, coach!”

I did not say those words.

They were uttered to me once by a coaching client of mine (now a good friend - funny how that works).

Quick background: Steve was in-demand as a Business/ Executive Coach, a graduate with a Masters Degree in Coaching and an MCC from the ICF.  But like a lot of other successful business/executive coaches, he relied on a few corporate clients to bring in the revenue of over $50K per month.

He was doing really well until his biggest client cancelled the contract (for reasons that had nothing to do with Steve). Even scarier, two other clients also cancelled while another reduced their coaching quite considerably… you get the idea.

Here’s what happened…

Before I met Steve, he did some sort of program that helped him launch his coaching online, and  it helped him earn most of that $50K per month.

Great, right? Well…

…not only did Steve eventually lose those clients, but he didn’t like working with them either.

And here’s the worst part…

When Steve hit rock bottom this second time, even though he “knew the formula” for getting clients and building his business…

He refused to do it again.

(That formula, by the way, is the “launch formula” touted by most of the so-called “experts” and “gurus” out there).

Tell me if any of this sounds familiar. Maybe you’ve tried these for yourself.

  • Create a lead magnet
  • Build and write LOTS emails
  • Shoot videos with professional videographer
  • Share stuff that makes you look good on social media
  • Brag and big yourself up
  • Drive people to your gated content
  • Collect email addresses, and mail people 2 or 3 times a day
  • Tell them to buy your stuff NOW
  • Share false scarcity
  • Use any tactic to trigger FOMO (Fear Of Missing Out)
  • Pretend there’s a huge discount
  • Drive, kill, and crush it until you reach your launch goals

I could go on. More on this shortly. You’ve probably done a lot of these yourself.

Steve had been there, done that. He had already conquered the mountain.

And here’s the thing - Steve knew it would work again

(By the way, this story applies to you even if your business goals are something other than getting clients).

So when it came time to roll up his sleeves and begin anew, what he said shocked me:

“Jayne, I don’t care how much money I earned. I’m never doing that again!”

Wait, what? I asked… why?

“Because I was so miserable,” he said “It was SO HARD, it just wasn’t me and I will just feel like a sleazy internet marketer again when I launch like this”.

This was hard to hear. This was my professional calling after all, helping people build their ultimate coaching business.

I’m the coach after all, who’s known for telling everyone to MAKE IT HAPPEN.

Which is why Steve’s refusal to even try again - something that he knew would actually work! - caused me to question nearly everything I had achieved for myself and my clients to that point…

My own success felt empty and meaningless in the face of one very hard reality:

What’s the point of launching online if the results never LAST?

Online launches open your business for a brief moment in time.

I’m interested in SUSTAINABLE.

I’m interested in DECADES not “Let’s bring in some clients today and then I get so busy it slowly goes to hell again”.

I’m interested in results labelled authentic, aligned and that feel good for the rest of your business life.

Aren’t you?

If you’re not - if you’re looking for a quick fix or magic pill - that’s cool. But you can stop reading right here and leave this page now. Because I’m not about that.

So many others give lip service to the notion of sustainable change, but that’s only because they HAVE to say that.

They say that to get you in the front door.

Honestly, that’s the online business industry’s dirty little secret that no-one likes to admit to you.

Don’t kid yourself, it’s good for business when people get on the feast and famine rollercoaster.

Click the “Continue Reading” button below to find out what happened to Steve.