225. Jami Streamlines Her Offers and Raises Her Rates

Braden walks Dallas through a yellow-flag trademark search for New Era Coaching Academy and shows exactly how to weigh the risk of launching an offer before the trademark is finalized. Braden Drake is a California-licensed attorney and tax professional who works with creative small businesses and online business owners. He founded Not AVG Law and The Aisle Advisory, and he created programs like Contract Club and Unf*ck Your Biz. Dallas invited Braden on the show to finally face her own trademark uncertainty and bring listeners into the real process. Dallas brought her brand-new coaching program name to Braden, expecting a legal roadblock. Braden led her through a live trademark search, flagged what to watch for when a name is borderline, and explained how to plan for future business pivots. By the end, Dallas knew how to weigh the risk of launching New Era Coaching Academy before the trademark is finalized. Here's what Braden helped Dallas work through. Listen for the moment when Dallas admits she would be upset if someone trademarked her chosen offer name before she did, even though she thought she would be fine with a rebrand. Key Takeaways Trademark Decisions Are Not Binary: Trademark protection has gray areas. You can operate comfortably before registering while you test and evolve a new offer. Test How Distinctive Your Name Is: Distinctive or made-up words make the strongest trademarks. Most program names land somewhere between descriptive and suggestive, which affects your chances of registration. Weigh Your Attachment to the Name: Before you decide whether the risk of rebranding later is worth it, get honest about how attached you are to the name, emotionally and as a business. Know What Counts as Proof of Use: Proof of use is stricter than you might expect. Your screenshots need to show the offer name prominently, with a way to buy now. A waitlist page doesn't count. Register Trademarks Under Your Company: Braden recommends registering under your company instead of as an individual, for liability protection and to make a future sale easier. Timestamps & Key Topics [00:00] Dallas introduces Braden and the CrossFit-meets-lawyer backstory [03:23] Braden breaks down when to bother with trademark registration [05:05] Dallas names the fear of hiding behind trademark "research" [07:14] Braden explains what makes a name trademarkable: descriptive vs. distinctive [09:35] Braden shares personal experience registering different marks [13:03] Dallas realizes trademark protection doesn't have to be all-or-nothing [16:05] Braden runs a live USPTO search on New Era Coaching Academy [20:22] The AI search tool flags yellow, and Braden explains Dallas's options [24:22] Dallas and Braden discuss risk, attachment to the name, and ways to proceed [28:19] Braden explains how someone who registers after you can still box you out [29:09] Dallas details how her evolving program model affects trademark class choices [33:11] Braden explains "proof of use" and the waitlist pitfall [39:00] Dallas spotlights Braden's Contract Club for solo coaches needing contracts Considering a Trademark? Find out in minutes if your name is available to use at www.bradendrake.com/namescout Book a Trademark Quickie Search and have your name reviewed by a licensed attorney notavglaw.com/trademarks

Andrea feels torn about her coaching prices, worried they either block potential clients or don't reflect her value as she builds her practice. Andrea Tessier is a high-capacity coach and internal family systems practitioner who helps ambitious women trust themselves to take bold action. She came to this session looking for clarity, wondering if her current pricing pushes away clients or if a price drop would compromise her values or undermine her expertise. In today’s conversation, Andrea admits she’s been swirling for ages about coaching pricing, feeling paralyzed between the urge to lower her rates to fill her practice and the fear that doing so is unfair to past clients or signals a lack of confidence. Together, we get her out of the pricing-overthinking loop and into an honest plan. By the end, Andrea lands on a new, intentional approach that makes her business feel lighter and more aligned, even before the new clients arrive. Let me highlight what Andrea and I accomplished in this conversation. If you’ve ever found yourself staring at your pricing page completely stuck, listen for the moment Andrea names her biggest fear out loud and how everything changes from there. Key Takeaways Use Math and Capacity to Set Prices: Instead of guessing what to charge or defaulting to what other coaches set, Andrea calculates a price based on her monthly revenue goal and actual client load so her business can sustain her life, not someone else’s standards. Intentional Decisions Clear Mental Clutter: The moment Andrea shifts from overthinking to making a values-driven, intentional pricing decision, the swirl of hesitation disappears and she feels clear about her pathway forward. Own Communication Around Price Changes: You can lower your prices or raise them if you have a clear reason, communicate openly with current and past clients, and offer bonuses or choices that honor their investment. It’s Normal for Pricing to Evolve: Your pricing can shift up or down as your business grows or your capacity changes. The key is making that change on purpose, instead of out of confusion or external pressure. Practice Fosters Belief in Value: Saying your new prices out loud, writing down mantras, and literally taping them around your house helps you own your decision and move beyond old beliefs about money and worth. Timestamps & Key Topics [00:00] Andrea introduces her coaching background and pricing dilemma [04:25] Shares swirling thoughts about whether to lower prices or change strategy [08:00] Dallas challenges Andrea to name what energetic alignment with pricing would feel like [10:06] Andrea uncovers core beliefs around money and ease in business [13:00] Conversation shifts from strategy to internal blocks and mindset work [16:32] Dallas encourages a 30-day practice for being present with resistance [19:37] Andrea gets tactical, sorting out her true monthly income and client capacity [21:28] Discusses potential benefits and challenges of lowering rates [24:36] Andrea wrestles with fairness for current and past clients [30:00] Dallas outlines how to use math to define fair pricing for both privates and groups [32:09] Andrea recognizes that a full client roster actually brings her joy [34:03] Navigates possible communication with current clients after a pricing change [39:03] Dallas helps Andrea see that past clients got real value for their higher investment [40:03] Andrea lets go of comparison to peers’ pricing and finds permission to test her own way [41:10] Recaps the concrete takeaway practices Andrea will use moving forward CONNECT WITH ANDREA TESSIER: INSTAGRAM: @andreatessiercoaching WEBSITE: andreatessier.com Get Andrea's weekly letters on self-trust and capacity at andreatessier.com

Most actors second-guess themselves in auditions, but Geraldine wants a launch strategy that actually gets her new program for performers off the ground. Geraldine Rojas is a mindset and career coach for performers. She came to this session with a new collaboration, a new program, and a clear need: how do you fill those first crucial seats when your launch numbers are nowhere near your target? Geraldine and I mapped out a focused launch plan using personal outreach and targeted email strategy, no chasing thousands of leads, just deepening relationships with the warm audience she already has. We worked through her real worry: does direct outreach still matter, or is it too much for a small team? By the end, Geraldine walked away with a concrete action plan and a sense of relief about how to tackle both the two-day intensive and the eight-week program without burning herself out. Let me highlight the launch strategy Geraldine and I put together in this conversation. If you want to know how to handle the awkward silence after "Do you have any questions about the program?", you'll hear Geraldine's honest reaction and the exact script I suggest so you never get stuck in follow-up limbo. Key Takeaways Personal Outreach Still Works: Rather than defaulting to big email campaigns, start by contacting your warmest leads directly. It builds trust and often takes the same amount of time as writing mass emails. Clarify the Program Audience and Problem: Get specific about who your program is for and what problem it solves so your sales emails and outreach sound personal, not generic. Divide and Conquer with Your Co-Host: Geraldine and her collaborator split their lead list based on who has the stronger existing connection, making personal invitations feel more authentic and targeted. Match Email Strategy to Buyer Types: Craft sales emails for thinkers, feelers, followers, and list-makers so every type of buyer on your list hears in a way that speaks to them. Seed the Next Offer Inside Your Program: Mention the eight-week follow-up early and clearly during the two-day event. Set up expectations up front and use live calls to highlight what's possible. Timestamps & Key Topics [00:00] Dallas introduces Geraldine's coaching business and new collaboration challenge [03:01] Identify warm leads and discuss program audience [05:06] Clarify what performers struggle with and the result the program offers [07:11] Map out the funnel from free webinar to paid intensive to eight-week program [08:39] Stress the impact of one-to-one outreach vs. mass marketing [12:07] Geraldine and Dallas break down how to split and contact leads [13:46] Create voice memo invitations and handle unresponsive contacts [16:06] Provide scripts for hard "no" and non-responsive leads [20:06] Switch to broader email outreach and discuss messaging differences [21:30] Sequence emails for different buyer profiles [25:55] Plan for closing the cart and optimizing the launch window [30:14] Discuss limitations, priorities, and what not to add to the launch [31:13] Frame and pitch the eight-week program from inside the two-day event [36:00] Brainstorm meaningful incentives for fast action enrollment CONNECT WITH GERALDINE ROJAS: INSTAGRAM: @solifecoach WEBSITE: geraldinerojas.com

Dallas spent the last year circling the Instagram question: quit it or recommit. Turns out the real problem with her social media strategy was hiding underneath her resistance. Ash McDonald is a business therapist who believes ambition isn't something women ever need to apologize for. She helps high-achieving entrepreneurs navigate the psychology behind success, burnout, self-trust, and sustainable growth, and she's the host of the Shamelessly Ambitious podcast. Ash brings her honest, no BS approach to coaching as she sits in the expert’s chair and guides Dallas through an overdue conversation. Dallas built three six-figure businesses and knows every strategy in the book, but felt stuck between not quitting Instagram and not really using it. Ash helped Dallas see how full self-expression, emotional bandwidth, and a clear structure could make marketing feel joyful again. By the end, Dallas got the clarity and practical next step she needed: design a 60-day experiment to answer real questions about social media, instead of looping on an ill-defined yes or no. Here's what Ash helped Dallas work through. When Dallas names the real reason she avoids turning on her camera, Ash's response shows her the problem was never Instagram. Key Takeaways Indecision Is a Decision: Avoiding a choice keeps you “safe,” but you end up stuck in a frustrating loop that drains energy and clarity. Gathering real data through a time-bound experiment gives you enough data to decide. Self-Expression Matters in Social Media: When your content feels like busywork, you’re likely missing the spark of creative expression that drew you to coaching in the first place. A better question to ask yourself is "How can I share what feels true for me?" Capacity Has Two Layers: It’s easy to blame your calendar, but marketing that drains you often points to an emotional cost, like discomfort with visibility or aging. Track both your schedule and your feelings to avoid burnout and actually enjoy the process. Use Micro Experiments to Test Strategy: Committing to set experiments, like trying different content formats for a limited time, makes it easier to find your own answers rather than judging yourself for not following some externally imposed plan. Self-Compassion Is a Business Asset: Naming what feels vulnerable and treating yourself like you would your own daughter (or a client) lets you show up for both your business and your life in a way that actually feels sustainable. Timestamps & Key Topics [00:00] Dallas shares her Instagram struggle and introduces Ash McDonald [03:13] Ash frames the real issue behind indecision [07:18] Dallas names the all-or-nothing mindset behind her social media stall. [10:13] Real talk about aging, visibility, and emotional cost [13:33] Dallas describes “dance church” as a metaphor for living fully [17:32] Ash reframes social media as a creative stage [20:22] The experiment: how to test what actually works for you [26:11] Gathering evidence instead of just theorizing [31:08] Tracking data: closed loops, feedback, and feeling enlivened [36:07] How emotional bandwidth plays into burnout [41:33] Practical self-compassion as a business tool [44:22] The assignment: design a 60-day social media experiment [46:55] Micro experiments and redefining success criteria [49:05] Building self-trust in business decisions [50:12] Where to connect with Ash and wrap-up CONNECT WITH ASH MCDONALD: WEBSITE: https://ashmcdonaldmentoring.com/ INSTAGRAM: https://www.instagram.com/ashmcdonald/ Download The Soundcheck (https://ashmcdonaldmentoring.com/soundcheck) for 18 hand-picked podcast episodes designed to help ambitious women feel less exhausted, more confident, and more like themselves again.

Navigating how to sell coaching when your clients want external results but what you actually deliver is deep inner work is Arthur's biggest marketing challenge. Arthur Patton-Hock helps pre- and postdoctoral historians and humanist scholars create opportunities in and outside of academia. He came to this session wrestling with the gap between what his clients think they want (concrete job outcomes) and what truly makes the difference (how they relate to themselves and their materials). Arthur wondered how to talk about the tangible, “resume-building” side of coaching without overpromising or minimizing the critical mindset shifts his clients need. We walked through a real-world framework for rewriting your coaching offers and marketing so they appeal to results-driven clients—and still keep you honest. Arthur left with a litmus test for marketing that does both. Let me highlight what Arthur and I worked through in this conversation. We ran into a wall when Arthur described how scholars obsess over landing a job, but then panic if you talk about “inner steadiness.” Watch for how we built a messaging checklist that fits both mindsets, and track what happened when Arthur realized he was already offering practical outcomes, he just wasn’t naming them out loud. Key Takeaways Sell the Concrete Outcome (Honestly): Naming the tangible actions you do with clients (like reviewing CVs or mapping a networking plan) matters, but using language like “designed to” sets accurate expectations and keeps you in integrity as a coach. Make Inner Work Tangible: Connect the dots between mindset shifts and practical benefits. When you name how confidence and self-trust impact job applications, you turn an abstract promise into something clients will pay for. Use a Marketing Litmus Test: Every sales page, email, or post gets checked for three elements: a case for inner work, a clear tangible action, and a realistic intended outcome. This keeps your messaging honest and magnetic. Narrate Your Limits (and Why): Clients appreciate when you clearly state what you can’t promise up front. This transparency builds trust and sets you apart from competitors making wild guarantees. Tailor Your Content Formula: You can co-create content with AI, but always review it for specificity and add your story. A checklist helps you remember to translate mindset hacks into practical tips scholars actually value. Timestamps & Key Topics [00:00] Arthur outlines his work with historians and humanists [03:10] Arthur describes his two-track approach: tactics and strategy (mindset) [05:12] Dallas reframes why selling inner work is so hard [08:34] Naming promises vs. outcomes in a coaching offer [11:17] Dallas’s example from coaching actors with non-guaranteed outcomes [13:24] They analyze how to state the “goal” without overpromising [15:22] Arthur and Dallas outline the three-part messaging litmus test [18:07] Arthur discusses discomfort giving direct advice and accountability [20:04] Dallas shares tactical language for describing coaching benefits [22:17] Arthur tries his LinkedIn post using the new framework [24:10] They add tangible steps to mindset-focused content [25:55] Dallas assigns an action item: run all welcome emails through the checklist [27:14] Arthur recognizes he’s more concrete than he thought [30:11] Building prompts for AI-written content that cover all points [32:11] Arthur tests his new “what I do” statement out loud [35:38] They check the dream client power statement against the checklist [37:19] Arthur commits to updating his welcome email sequence and content formula [39:08] Dallas explains how “narration” filters out the wrong-fit clients CONNECT WITH ARTHUR PATTON-HOCK: WEBSITE: https://www.arthurpattonhock.com/ LINKEDIN: linkedin.com/in/arthur-patton-hock Get Arthur's weekly newsletter, "The Inner CV" at arthurpattonhock.com.