The 14-day launch checklist for coaches.

TL;DR

Checklist TL;DR for coaches

Who this checklist is for

Your website is up, your bio is written, your booking link is in every signature, discovery calls happen, almost nobody converts. This checklist is the next 14 days.

The 10 ordered moves

1. 1

   Rewrite your bio as Attractive Character

   Foundation

   3 hrs

   Brunson's Attractive Character has four parts: backstory, parables, polarity, character flaws. The 'I've been certified in three modalities and I help people transform' bio is generic. The 'I went from $40K salary to $200K coaching practice by changing one belief at age 39' bio is the Attractive Character.

2. 2

   Name the specific transformation, not the methodology

   Foundation

   1 hr

   'Executive coaching' is methodology. 'Senior engineers transitioning into VP roles within 6 months' is transformation. The reader has to picture the after-state. Coaches selling methodology compete on hourly rate; coaches selling transformation command premium.

3. 3

   Build the Stack Slide for your high-ticket package

   Offer

   2 hrs

   List every component: sessions, async messaging, intake assessment, in-between worksheets, recordings, lifetime resource access, post-engagement check-in. Dollar-anchor each. The $8K package now reads as a discount on $32K of itemised value.

4. 4

   Productise the discovery call into a paid intake

   Offer

   1 hr

   Replace the free 30-minute discovery call with a paid 60-minute Strategy Intake at $300–$1,500. Pre-qualifies serious buyers, raises the close rate to 40%+, and pays for itself even when the prospect doesn't convert. Vague 'is this a fit' calls are the killer.

5. 5

   Seed three dated, named, specific testimonials

   Proof

   6 hrs

   If you have no testimonials, take 2–3 Beta Clients at 50% rate in exchange for a written testimonial with one specific dated outcome. 'I shipped my book proposal six weeks after our intake' beats 'transformative coaching!'. Three dated testimonials beats fifty vague ones.

6. 6

   Add the middle-rung group program at $1,997–$7,997

   Offer

   2 hrs (offer design only)

   Value-ladder pattern: 1:1 is the top rung. Add a group program at 1/4 to 1/3 of 1:1 price. Same transformation, less direct access, group dynamics. The group program is where most coaches break the calendar-hours ceiling.

7. 7

   Publish one Perfect Webinar – live or evergreen

   Traffic

   8 hrs (script + first run)

   60-minute Perfect Webinar with the Brunson Stack Slide structure. Live for the first run (cohort sales); record and ship as evergreen after. Webinar-to-discovery-call conversion is 5–15% for warm traffic, dwarfing direct sales-page conversion.

8. 8

   Write a 5-email Soap Opera Sequence for new opt-ins

   Follow-up

   3 hrs

   Whoever opts into your lead magnet gets a 5-email sequence with the Attractive Character reveal, a failed-then-won story, polarity, the offer, urgency. Same five emails forever. Conversion from list to discovery call lifts dramatically with the SOS in place.

9. 9

   Pick one platform (LinkedIn / Twitter / Substack) and post daily

   Traffic

   1 hr/day (ongoing)

   Cross-posting on five platforms produces five mediocre presences. Pick one, post daily for 90 days, anchor every post to a fragment of the Attractive Character or a piece of the transformation. The platform discipline matters more than the platform choice.

10. 10

    Run the diagnostic on your live coaching page

    Foundation

    10 min

    Once items 1–9 ship, run the free 90-second diagnostic on your URL. The triage labels whether the bio-and-offer combo now reads as Wrong Person / Weak Offer / Weak Belief from a cold buyer's perspective.

How the buckets work

• Foundation · 3 steps · The hero, the headline, the cohort definition. Where the page either earns the next four seconds or loses the reader.
• Offer · 3 steps · The Stack, the guarantee, the pricing structure. What turns the reader from interested into ready-to-pay.
• Proof · 1 step · Dated, named, specific evidence. What turns ready-to-pay into actually-paid.
• Traffic · 2 steps · How the right cohort finds the page. Always after the page is rewritten, never before.
• Follow-up · 1 step · Soap Opera, Seinfeld, OTOs, post-purchase sequences. What turns one customer into compounding revenue.

Questions coaches ask before starting

Read the cohort breakdown first

The diagnostic page for coaches walks the Hook / Story / Offer triage on the cohort's vocabulary, money mechanics, and most common mistakes. Pair it with this checklist for context.