How to Make a Promise as a Coach (That You Can Deliver On)

You’re pouring your heart into this coaching thing. You’re learning, creating, and showing up, even when it feels like no one’s really noticing.

But something about how you’re talking about your work is wishy-washy.

It doesn’t feel compelling because it’s missing a tangible outcome. And when you think about committing to one specific result, fear creeps in.

What if I can’t deliver on it?

What if someone misinterprets it as a guarantee?

Or maybe it will box me in, making it impossible to share everything I offer.

I’ll just avoid it. That’s safe. But avoiding the promise gives your audience nothing to latch onto. If they see that you’re committed to a specific result, one that they really want, they’ll zero in on that.

Now you become the way to get the thing they want. But if there’s nothing tangible, it creates hesitation. And that hesitation can mean the difference between someone clicking away, or signing up.

The truth? You don’t need to promise everything. You just need to promise the one thing you know you can deliver on that is also something your client needs and wants. It can be the first step toward the bigger outcome, but it needs to be tangible, solid, and well-defined.

But hey, I get it. Making a promise in your messaging feels like stepping onto shaky ground. You’re putting yourself out there, and the fear of getting it wrong is very real.

Maybe you’ve thought:

What if I over promise and let someone down?

What if I get called out for it or a client wants their money back?

What if I damage my reputation as a coach?

I’ve been there, second-guessing every word, stuck in the loop of wanting to provide something distinct and tangible clients can walk away with, but terrified of saying something I can’t live up to.

But here’s what I figured out:

1. The promise doesn’t need to be everything, it just needs to be something specific that matters to your client (and you know you can do).
2. A promise is less about perfection and more about connection with what triggers action.
3. When you commit to one clear outcome, your audience knows exactly what to expect, and they feel that their decision to work with you is a sound one.
4. When a promise is too big, you can feel it. It might be enticing, but some part of you says “That’s not possible or that’s a bunch of bull.” And you distrust it whether it’s true or not. Keep your promise believable.

Once I stopped overthinking and learned how to create promises that aligned with what I knew I could deliver, how I talked about my work became sharper, simpler, and way more effective.

When your promise is clear, believable, and specific, it’s like flipping a switch in your business.

Suddenly, your audience doesn’t have to guess what they’ll get when they work with you (They wouldn’t btw, they’d just move on). They see it: Tangible, doable, and exactly what they’ve been searching for.

Imagine putting yourself out there, talking about your work with clarity and confidence. Instead of feeling like you’re rambling and hoping the right words will magically appear, people start nodding along, thinking, “Finally, someone who gets it!”

How amazing would it feel to know potential clients are reading your promise and instantly feeling a sense of relief? Like, “This is it. This is the coach who can help me.”

What if, instead of stressing over every word, you had a promise so solid it became the foundation for everything you say? Social media posts, emails, even those “what do you do?” questions — they just flow easier, sharper, more naturally.

And here’s the best part: A clear promise doesn’t mean you’re over promising or claiming the impossible (You don’t have to promise 7-figure results in 30 days. Unless, of course, you can). It just means you’re giving your audience something concrete to trust in.

Don’t worry, I’ll share some real examples soon, so stick with me.

Your promise is the key to making your work feel tangible, trustworthy, and compelling.

(And no, you’re not promising the moon — or world peace.)

When you commit to a clear, specific outcome that aligns with what your clients deeply want, and you know you can deliver, it changes everything. Seriously, everything. (Oh, and yes, it shifts your energy too. And we both know energy is everything.)

Here’s what creating the right promise will give you:

• Confidence: Talking about your work feels like second nature when you’re not stuck in the loop of vague statements or trying to cover all the things.
• Connection: Your audience feels like you’re speaking directly to their struggles and dreams, and trust me, that’s attractive.
• Tangible Clarity: Your audience immediately knows what they’ll walk away with (or at least where they’ll start). No more getting lost in vague-ness.

When your promise is believable, aligned, and actionable, it becomes the heartbeat of your messaging. Everything else from your social media, emails, to that bio you’ve been procrastinating on, flows from it.

Start small. Pick the one thing you’re 100% confident you can deliver. Think about the first step that gets your clients closer to the bigger transformation they’re craving.

It’s often the smallest steps that pack the biggest punch.

Let’s look at some examples:

• Message: I help coaches build a successful business without the overwhelm or energy drain.Promise: In your first 30 days, you’ll nail down messaging that actually speaks to your clients, a marketing plan that feels doable, and the confidence to finally move your business forward.
• Message: I help women over 50 rediscover who they are and create a life that feels deeply fulfilling.Promise: In just 8 weeks, you’ll gain clarity on what you truly want, identify what’s holding you back, and take the first steps toward living a life that feels like yours again.
• Message: I help busy moms lose weight in a way that fits their life, without giving up their favorite foods or spending hours in the gym.Promise: Over the next 12 weeks, you’ll lose up to 10 pounds while eating foods you love, moving your body in ways that feel good, and building habits that stick.
• Message: I help people connect to their inner wisdom so they can create a life that feels aligned and meaningful.Promise: In just 6 weeks, you’ll uncover what’s been holding you back, strengthen your intuition, and start making decisions with confidence and ease.

See how the promise gives the message depth? It tells your audience exactly what they can expect and makes your work feel tangible, real, and oh-so-compelling.

Your promise should feel empowering, like you’re stepping into your zone of genius and confidently saying, “This is what I can do for you.”

Remember, it’s not about trying to solve everything. It’s about finding that sweet spot between what your audience craves and what you know you can deliver (and trust me, you already know. It’s just waiting to be uncovered).

Here’s how to get started:

• Reflect on Your Strengths What’s the one thing you’re absolutely confident you can help someone achieve? It doesn’t have to cover everything. Just focus on the most tangible outcome you provide. It could be the first step toward a bigger transformation, like building a foundation before the house. (No one’s moving into a house without floors, right?)
• Listen to Your Audience Pay attention to the words your potential clients use. What outcomes are they dreaming of? What struggles keep them awake at night? Maybe they’re craving financial freedom, so your promise could be, “Launch your financial freedom plan in just 20 days.” Or perhaps they’re overwhelmed by clutter, so your promise becomes, “Create a stress-free, organized home in 8 weeks.” Their language is your goldmine. Don’t over complicate it.
• Make It Believable If your promise makes you think, “Wow, even I don’t believe that,” your clients won’t either. Instead, aim for something grounded, realistic, and solid. A believable promise builds trust and helps your audience feel safe saying yes.
• Keep It Specific “Feel better” is vague. “Wake up with more energy and focus in 30 days” is clear, tangible, and speaks directly to their desires. Specificity creates trust. It’s like saying, “Here’s what’s possible for you,” and leaving no room for doubt.

The goal isn’t to be perfect right away. (Spoiler: perfect doesn’t exist.) But with time, you’ll refine and hone your promise until it feels easy and certain.

When your promise is clear and compelling, it’s like handing your audience proof that they’ll succeed, even if it’s just the first, often hardest, step toward their goal. Suddenly, they know where they’re going, and it’s crystal clear that you’re the person to help them get there.

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Michelle Sera

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