At the marketing conference in Dallas a few weeks ago, there was an interesting theme that kept coming up over and over…
It was that “silent fears are holding your audience back from making a buying decision.”
The market is more crowded than ever, and new competition is popping up left and right.
If you want to stand out in 2025, it won’t be because you’re shouting louder or have a shinier offer…
It’ll be because you truly understand where your buyers are at—and because you connect with them on a deeper, more authentic level.
How you address their “silent fears”—in your content, on your sales pages, and during your calls—will make a BIG difference in your results next year.
Let’s dive into the BIG THREE fears that could stop your best clients from saying “YES”—and how to tackle them head-on in your messaging:
1. “What if I spend all this money and don’t get results?”
Your potential clients have likely tried everything—meal plans, gym memberships, you name it—only to feel like it was a complete waste. They’re scared of spending even more money on something that won’t work.
How to tackle it: Share real success stories from clients who started off skeptical but saw outstanding results, even when they had the same doubts. And don’t just tell—show them with before-and-after photos and detailed case studies that are genuine and relatable. A strong “money-back if you do the work and don’t see results” guarantee can also make them feel safer and more confident about saying yes.
2. “What if I fail (again) and feel defeated?”
Many people have a seed in their mind (a belief) that no matter what they do—they’re going to fail. They have a fear of letting themselves down again and some believe that they’ll never break the cycle. It’s a mindset block that keeps them from even trying.
How to tackle it: Acknowledge the struggle and show them you understand where they are at. Talk about how many of your clients started out feeling exactly the same way. (just by talking about it you’re showing that you get it!)
Then, highlight how your program is DESIGNED to help them build confidence from day one. Be radically transparent about what sets you apart—whether it’s your unique approach, your level of support, or how you tailor everything to fit their lifestyle and goals. (And if you don’t have a clear differentiator yet, it’s time to dig deep and get crystal clear on what makes you and your program stand out!)
3. “What if I waste my time and feel overwhelmed?”
Life is crazy busy. Your prospects are already juggling a million things. The idea of adding something to their already packed schedule, only to feel more stressed or overwhelmed, is a huge concern.
How to tackle it: Show them exactly how your program is designed to fit seamlessly into their busy lives. Explain how you keep it simple so they never have to worry about getting spread too thin or what comes next. Use testimonials that highlight how your program makes things easier, not harder—and how they will actually REDUCE overwhelm when they start taking back control over their health and fitness.
By facing these “silent” fears head-on, you’re showing that you understand their struggles and have a REAL solution.
Take a look at your current messaging (scripts, content, sales pages, etc). Are you clearly addressing the big three fears?
If not, now is the perfect time to make some tweaks.
IMPORTANT TO REMEMBER: Your messaging has the power to move people from inaction to action. From stagnation to transformation. From low self-esteem to newfound confidence.
That’s the magic we have the potential to help create as coaches.
Let’s tap into it!!
Make it an amazing day,
Alicia
