Most coaches who are great in a room have a hard time getting the same results online. They post, they plan monthly themes, they try automation, and the response is crickets. Meanwhile the in-person work keeps producing clients, but there are only so many people in a local market who need the help and can pay for it. Hard work is rarely what is missing. The lead flow depends on being physically present, and that has a ceiling.

Jenny Morin knows that ceiling well. She spent nearly two decades as a professional organizer, and when her shoulder gave out from the physical work, she chose coaching because she loves transformation more than anything else about the work. Today she is an executive and productivity coach who works with business leaders privately and runs time management workshops for companies. She is also a member of the Clairvenu Inner Circle, and this episode of The Amanda Kaufman Show is a Here, Let Me Do That For You session, where Amanda coaches an Inner Circle member live. Over the hour, Amanda helps Jenny set a real revenue target, separate two very different buyers, reactivate the CEO relationships she already has, and turn the free workshop that finds her best clients into an online masterclass.

Know Your Goal Before You Choose a Lead Generation Strategy

Before Amanda recommends any tactic, whether it involves AI, social media, or carrier pigeons, she wants to know the goal. Lead generation only makes sense once the number it has to hit is clear.

How It Matters: Jenny's picture of success was a sustainable coaching practice with ten or more private clients and somewhere between six and twelve speaking engagements with companies each year, with the freedom to coach from anywhere, Italy included. Amanda did the math out loud. Ten private clients at about $800 a month is $8,000. One corporate workshop a month adds roughly a thousand dollars more, plus the group coaching add-on that often follows. That puts the target around $10,000 to $12,000 a month, and it tells Jenny exactly what her marketing needs to produce.

How to Do It: Write down the capacity and the prices, then work backwards to conversations. Jenny estimated that when she pre-qualifies people, about half of her discovery calls turn into clients. Amanda suggested planning around one client for every three calls instead, because a conservative plan feels great when you beat it and still holds up when you do not. On the corporate side, Jenny said that if she can get a meeting with the top decision maker, she closes about 90% of the time, and the number drops when she cannot get past HR.

Common Mistake: Picking tactics before the target. A lot of business owners start with "I should be on social media more" without knowing how many clients, calls, or workshops the month actually requires. The goal is what tells you whether a tactic is worth the time.

Two Different Buyers Means Two Different Businesses, So Test Both and Let One Pull Ahead

Every avatar needs its own messaging and positioning to reach a buying decision. When Amanda looked at Jenny's offers, she saw two businesses under one roof: a corporate training and workshop business, and a private coaching practice.

How It Matters: Small businesses need to stay lean, and every new avatar adds work. Amanda asked Jenny whether she would keep both if one clearly outperformed the other. Jenny said coaching would be hard to give up, and when Amanda asked which one she wanted to survive, the answer was coaching. Jenny admitted that preference might be the reason she had been dragging her feet on promoting the speaking. The numbers backed her up. With $8,000 planned for private coaching and a higher-risk, lower-dollar plan for corporate work, nailing the coaching enrollment process and raising the price or adding spots could hit the goal on its own.

How to Do It: Treat both as hypotheses. Plan the work week so part of it goes to the corporate side and part to private coaching, then review every month: how far off the mark is each one compared to the effort that went into it? Over time one horse pulls ahead, and that is the moment to let the other one go and double down.

Common Mistake: Killing your darlings too early, or never at all. Amanda was clear that Jenny is not at the stage to cut anything yet. The mistake runs in both directions: dropping an offer before it has been tested, or carrying two businesses forever without ever looking at the returns.

Not Knowing How Corporate America Works Can Be a Strength

Jenny was candid that selling workshops to companies scares her, because she has not worked in corporate America much and does not know how decisions get made there. Amanda's response: that naivete is actually a huge strength.

How It Matters: Jenny already knows the most important part. If she can get the ear of a CEO who likes the idea, she is pretty much in. The person in charge can walk her through their own system. From Amanda's years consulting in corporate America, every company's process is a little different. Some are bureaucratic, with forms and checklists and a long preamble. Others are much more of a handshake. As long as Jenny respects the process they have, she is golden.

How to Do It: Start with the relationships that already exist. Jenny has CEO connections, and CEOs know other CEOs. Amanda recommended reaching out to those contacts at least once a quarter, personally, with a system to make sure it happens, and then asking whether they know other owners, founders, and influencers at companies in the community. People in positions of authority are not price shopping. They are pain shopping. They want to know the details will be handled by someone they trust. As Amanda pointed out, Jenny can do all of this without one single post to social media.

Common Mistake: Leading with a discount. Everyday consumers tend to be more price motivated, so a low-ticket offer might need different positioning. Decision makers at companies respond to relief from the hassle, and a sale or a price cut sends the wrong signal.

Take the Workshop That Already Works Online, and Use a Goldilocks Offer Instead of a Pitch Slap

When Amanda asked how Jenny met the clients she has sold so far, the answer was clear. Her two biggest clients came from a free two-hour, in-person workshop called Get in the Zone, and that workshop is her best finding tool.

How It Matters: Referrals are slower in coaching than in many businesses. Amanda compared it to a great haircut: people ask where you got it, and you say it out loud with pride. Coaching results are harder to see, and a lot of people keep their coaching relationship private because they would rather not admit the mess they started with. Jenny's own proof came from a husband-and-wife team that runs a property management company. After four months of coaching, the husband left a Google review about how much his wife's confidence and leadership had grown. It was real, and it was visible mostly to the people closest to her. That is the reason the workshop matters so much. It already reaches business owners who are scaling, often about two years in with employees, which is Jenny's sweet spot for her six-month Summit package. The limit is that it only happens in person.

How to Do It: Host it online. Jenny felt two hours would be too long for a webinar, and Amanda agreed that attention is tough online. Her suggestion was a one-hour primer that ends with an offer to a longer, deeper workshop experience as a low-ticket product: attend the full workshop, get the recording and the workbook, and get a private debrief with Jenny. From there, Jenny can decide whether to invite someone into coaching, and she is talking with people who have already invested in the core offer. Amanda calls this the Goldilocks offer.

Common Mistake: Asking for too much, too soon. Amanda made this mistake for a long time. Otherwise known as pitch slapping. An offer feels like a pitch slap when it is too big a leap too early. The same offer feels like an invitation when the timing is right. At the end of a three-day conference where challenges have been addressed and limiting beliefs have shifted, a six-month coaching program feels like a natural next step, because so much value was deposited first. Most people underestimate how valuable a workshop, a podcast, or a course can be as that first deposit.

Build the Masterclass Topic in Marketer Speak, and Let AI Help

A masterclass only fills when the topic lands with the right person. Amanda walked Jenny through how she uses AI to get there, and where the AI will need a push.

How It Matters: Most digital marketing does not work because it is average, vanilla messaging that never cuts through. "Hey everybody, I'm a coach now, I have sessions, I would like to coach you" is all about the coach. Compare that with: "I've been working with business owners, and around the two to three year mark, when they're growing their team, they run into this challenge." The person in that situation stops and thinks, is she talking to me? Amanda's masterclass structure then holds nothing back: the promise, the proof that it works, the process to get there, and the payoff, followed by an invitation to the next step for those who want support.

How to Do It: Inside the Inner Circle, Amanda shares a prompt that builds the avatar document first, then the brand document, and then asks the AI to help choose a masterclass topic that is painful and urgent for that avatar, so the people who attend are more likely to want coaching. Jenny already had a candidate: the common denominator in every client is failure to execute what is important and what moves the business forward. Amanda pointed out that this is coach speak, the equivalent of a doctor using doctor terms when the patient would like to hear "elbow." Marketer speak is courteous and talks about what buyers already know. Most people are blaming their team, their calendar, or society, and coaching can challenge that later. Before they say yes, meet them where they are, with topics like how to motivate your team members to outwork you, how to find A players, or how to build an A player environment.

Common Mistake: Trusting the AI's enthusiasm. As Jenny put it, Chat is a cheerleader. She had already asked it to be skeptical, and Amanda added a yellow flag: the tool is still wired to make the user happy, so it may simply act skeptical to please. Push back on whether the topic appeals to the avatar, and then do what Jenny planned to do anyway. Test it on real people.

Treat Social Media Like a Cyclone of Attention, Connection, Resolution, and Commitment

Once the masterclass exists, people need to hear about it through calls, texts, emails, and social media. Amanda showed Jenny a model that works more like real human behavior than the linear funnels marketers used to teach.

How It Matters: Think about a networking event. First comes attention: dressing a little bolder and looking happy to connect. Then connection and conviction, where people discover they share something, whether that is being business owners, mothers, or wives. Then resolution, where someone steps into the expert role and starts solving a problem. Commitment only comes after the other person believes you are the expert. Real conversations circle through these phases over and over. Amanda admitted that for a long time she lived in resolution mode, always fixing, and that turns a person into a people pleaser instead of someone whose conversations lead to commitment.

How to Do It: Every post can only do one job, so spread them across the cyclone. Amanda's rough ranges: 5 to 10% of posts ask for a commitment, like signing up for the masterclass. About 20 to 30% solve problems and show proof. Somewhere between 30 and 50% build connection and shared values. The remaining 20 to 30% is attention seeking, like a picture of the cat, or in Jenny's case, her three-legged dog. Amanda's own example was a Friday night Facebook post asking whether a hot dog is a sandwich, which sparked a flood of chatter and gave people a glimpse of who she is as a human. People fall in love with the quirks. AI can help with about 80% of the writing, outlining, and ideas, and the other 20%, where you apply your own taste, is the part that matters most.

Common Mistake: Dismissing the attention posts as silly. Jenny said she has never been good at seeking attention, and Amanda used to poo-poo it too because she wanted to be taken seriously as a coach. The silly, unexpected stuff is often what makes people want to connect in the first place.

Conclusion

Jenny's session came down to a clear sequence. Know the goal, so the marketing has a number to hit. Recognize when two avatars mean two businesses, and test both until one pulls ahead. Go straight to the decision makers on the corporate side, respect their process, and reactivate the CEO relationships that already exist. Then take the free workshop that already finds the best clients, host it online as a one-hour primer, and invite people into a Goldilocks offer instead of a pitch slap. Build the masterclass topic in marketer speak, use AI as a helper with a skeptical human in charge, and fill the room with a social presence that moves through attention, connection, resolution, and commitment. As Amanda told Jenny, marketing is a nine-letter word for test. Jenny left planning to put a date on the calendar, with the Inner Circle's playbooks, discussion forum, and calls behind her as she runs the test. Whatever your version of Jenny's workshop is, it may already be the thing that can reach further. Give it a date.

To hear the full conversation with Jenny Morin, listen to Episode 370 of The Amanda Kaufman Show on YouTube, Apple Podcasts, or Spotify.

Frequently Asked Questions

How can a coach get more leads without relying on social media?

Start with the relationships that already exist. Amanda Kaufman recommends reaching out personally to past contacts, especially founders and CEOs, at least once a quarter and asking whether they know other owners who could use the help. People in positions of authority are pain shopping rather than price shopping, and CEOs know other CEOs. None of it requires a single post.

Should a free workshop be delivered online or in person?

Both can work, and an online version removes the limit of a local market. Attention is harder to hold online, so Amanda suggests a one-hour primer that delivers real value and ends with an offer to a longer, deeper workshop. That longer experience can include the recording, a workbook, and a private debrief, which leads naturally to a coaching conversation.

What is pitch slapping, and how do I avoid it?

Pitch slapping is asking for too much, too soon, with too big a leap. The same offer feels like an invitation when it follows something tremendously valuable, the way a six-month coaching program makes sense at the end of a three-day conference. Deliver the value first, then make an offer sized to where the person is.

How much of my social media content should ask for the sale?

Only a small share. Amanda's rough guide is 5 to 10% of posts inviting a commitment, 20 to 30% solving problems, 30 to 50% building connection and shared values, and 20 to 30% simply catching attention. Every post can only do one job, and the mix together moves people toward buying.

Where can I get Jenny Morin's free guide?

Jenny's free Guide for Overwhelmed Entrepreneurs helps business owners discover what is important to them, what might be blocking their business growth, and how to regain balance between business and life. You can download it at https://dl.bookfunnel.com/p8aozc5o5e, and learn more about her coaching at https://www.jmcoaching.org/.