Most business owners don’t fail because of their offers. They fail because there’s a disconnect between what they deliver and how they talk about it.
Minette Riordan, Ph.D., knew she was putting in the work, booking calls, and running her programs. But the wrong people were showing up and sales were flat.
The problem wasn’t her offer. Instead, it was the way she positioned it as she shifted from business coach to creativity coach.
We helped her uncover the hidden messaging gap that kept clients from saying yes, so she could translate it into how she talks about her high-value, well-designed programs.
That clarity translated into results like attracting hundreds of the right people to her workshops, strong conversion rates for enrollment into her offers, and, most importantly of all, perfect-fit clients.
The Challenge: Effort Without Results
Minette was no stranger to hard work. She was running webinars, teaching classes, and booking sales calls. But behind the activity was a frustrating reality:
- Calls weren’t converting, or they attracted the wrong people.
- Programs didn’t resonate the way she knew they could.
- She felt stuck in a “business coach” label she had outgrown.
“I was putting in all this effort and it felt like things weren’t landing.”
It wasn’t that her programs lacked value. On the contrary, they were packed with transformational content that led her clients to incredible outcomes.
The problem was that her message wasn’t connecting with the right people.
The Turning Point: Clear Messaging is Kind Messaging
Minette knew she didn’t need to work harder. She needed clarity as she stepped into the role of creativity coach.
Having known and collaborated with us for years, she trusted we could help her bridge that gap.
“When I hear someone tell me what they do and I don’t get it, I know to refer them to Shannon.”
So when she found herself in the same position of struggling to articulate her own offers, she knew it was time to come to us.
The Solution: Aligning Messaging and Delivery
Together, we began identifying where the disconnect was happening, especially in how it was framed and delivered to potential clients.
Holding Space for the Messy Middle
Messaging is never one and done. I’ve worked off and on with Minette over the course of a few years. Each time we rolled out new messaging, Minette had room to experiment, while still guiding her toward clarity. Instead of forcing quick fixes, we asked insightful questions that helped Minette define her ideal clients and uncover what they truly wanted.
“She does it lovingly, but directly, and is fearless in saying this is what didn’t work.”
Once she was clear on her offers and audience, the next step was making sure her programs delivered the results she promised.
Making Curriculum and Messaging Match
Unlike most messaging strategists, we brought curriculum design expertise to the table. By evaluating the outcomes and course structure, we helped Minette make sure the learning experience actually delivered on her promise.
Then we needed to reinforce the message at every touchpoint.
Creating Consistency Across the Client Journey
From the first email to the sales page to the program itself, we mapped all of the touchpoints of the journey to validate that the right audience got the right message at the right time. That consistency built trust and helped prospects self-select as the right fit. And every step became a clear reflection of the transformation clients could expect.
“From the moment someone landed on the sales page and got an email, everything was consistent. That’s priceless.”
Designing and Naming Signature Offers
One of the biggest shifts came when we helped Minette shape her signature offers. Instead of fuzzy concepts that left people uncertain, together they created programs that spoke directly to the right clients.
“Shannon is a genius at naming things the ideal client needs to hear.”
Minette’s quarterly, story-driven retreat became The Mythical Makeover Experience, where women can step into transformation. The Sisterhood Membership offered an ongoing community that extended that experience beyond a single event.
We also layered in our frameworks, the The Profit-Driven Messaging Ecosystem™ and the Winning Workshop Formula, giving Minette the structure and positioning she needed to launch and grow her programs in a way that inspired her audience while increasing sales.
That ability to name and frame offers was both a strategic move and turning point. Minette’s programs felt relevant and resonant, and the right people leaned in.
The Results: From Flat Sales to Magnetic Offers and Hundreds of Clients
Once Minette’s messaging matched her delivery, the shift was immediate.
Her most recent launch event drew in 500 participants with nearly 16% converting into paid members. Instead of sales calls that went nowhere, prospects were now saying: “I’ve been looking for you. You get me. You’re naming exactly what I’m going through.”
Those numbers mattered. But what mattered more was how Minette felt about her work. She shed the “business coach” label, fully embraced her role as a creativity coach, and fell back in love with her business.
“Everything I’m doing feels fun and aligned. The biggest benefit was full-on life satisfaction—deep joy, intentional work, and having the impact I wanted.”
The hidden disconnect keeping clients from saying yes isn’t usually the offer. It’s the messaging gap. When you close that gap, enrollment grows, clients lean in, and your business feels as good as it looks on paper.
If you’re tired of wondering why clients aren’t saying yes, it’s time to fix the real problem: the way your message connects with your audience.
Set up a call to find out how we’ll help you close the gap that keeps good offers from converting and build the lead generation systems that work consistently to grow your income.
