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the client buys the after
You're selling your journey. The client wants to know what happens to theirs.
The coach-marketing trap is the same one every craft-driven business eventually falls into: you fall in love with how hard you worked to become who you are, and you market that as the value. The client doesn't care. They care about what they'll be after working with you. We walk through the Maven result-first rewrite, and the two questions that turn a vague 'transformation' page into one that actually books calls. (Brand carve-out respected: transformation only when you can show real before-and-after data.)
Your story · the client's after
| You sell | They want |
|---|---|
| My ten-year journey | Their next six months |
| What I overcame | What they'll achieve |
| My credentials | Their outcome |
| The work I put in | The work they avoid |
The result-first rewrite
- Open your sales page. Find the section about you.
- Cut everything before the 'what you'll get' section.
- Move 'what you'll get' to the top.
- Add three specific before-and-after data points from clients.
- Move your story to the very bottom. One paragraph max.
- Test. Notice booked calls increase.
The client buys the after, not your story of how you got there. Stop selling the work. Start selling the result.
— L.A. Walton, The Book Maven
From the Maven Catalog
- Master Course — Result-First Coaching Copy
- eBook — Stop Selling Your Story
- Toolkit — Coach's Marketing Toolkit
- Planner — Coach's Quarterly Planner
Move the after to the top. Move your story to the bottom. The page converts. Your real story still matters — it just doesn't lead.