I simply couldn’t sleep last Saturday night. Here’s why. 

On the morning of the same day, I attended a calligraphy workshop. The teacher was a woman a few years younger than me. She wore a yellow top, black pants, and sneakers. You can tell that she loved calligraphy and, even with the mask on, her smile was contagious. 

Let’s call her Grace. 

The other participants and I enjoyed ourselves immensely. I loved seeing the black ink gliding on the page and feeling the smooth touch of the brush pen. 

The 3 hours of the workshop went by quickly. I did well as a first-timer, but I knew I could do much better with more practice.

So at the end of the workshop, I asked Grace if she offered an intermediate workshop and where I could get more information about it. She reluctantly said, “Yes… Um… Just stay tuned….” and I thought to myself, “But stay tuned… where?” 

I sensed awkwardness in her reply, so I kept that to myself. 

We gathered around for a group photo, each of us holding our final artwork in our hands. Mine was a small card where I penned a verse from a Mary Oliver poem I love: “One wild and precious life.” 

After the photo, Grace chirpily said:

“You all did well today. After learning the basics, it’s just practice. And you can find a lot of videos online. No need to spend more money..” She waved her hands and laughed.

I laughed along with her. But I couldn’t help thinking: “But it’s so much more fun to practice with others. And it’s much easier to have someone who guides you and helps you avoid all the mistakes.” 

After I came home that day, I put my calligraphy folder together with all the materials we were given at the workshop in my office’s drawer. It’s still there until today, nearly 1 week later, untouched. 

I appreciate Grace’s candid response. She probably believes that herself. 

But I know despite her sizeable audience on Instagram and 6 years of calligraphy experience, Grace still needs to hold on to her day job. 

Unless she’s truly passionate about her day job (which I highly doubt), she’s still unable to make a sustainable living from the thing she loves most.  

After the workshop, I kept thinking about Grace and her work. The business strategist in me couldn’t help but imagine an entirely different story…

Right from the start, Grace holds the workshop with the clear intention to give her attendees a great beginner’s experience and invite those who would be keen to go deeper into an intermediate level where she creates real income and impact. 

She knows not all people will say yes to taking the next step with her, but the right people will. 

Thus she prices the workshop a little lower - enough to cover all expenses, including space rental and art materials - in order to attract more people to her events.  

Grace promotes the workshop to her Instagram followers and sells out 20 slots quickly. 

In order to successfully enroll committed students into the next level,  Grace has done all the groundwork. 

She has identified her niche, knowing exactly who she wants to serve and what she wants to help them achieve. Her mission statement reads: 

“I help women with a creative calling to find joy in their authentic expression through the art form of calligraphy.” 

Grace has also created a framework to deliver this promise. 

She knows the steps her ideal clients need to take to go from a total beginner to feeling confident about their penmanship, capable of making various creations such as calligraphy cards, large-sized artwork, and combining calligraphy with acrylics and watercolor.

Grace understands that this framework is a 7-week process. So she packaged a 7-week calligraphy course. 

Grace has total clarity on what this package includes: an exact shopping list for art supplies plus where to buy them; a weekly 2-hour private class with her at an inspiring coworking space; direct access to her Whatsapp in case questions come up; a “best on the internet” calligraphy video instruction bundle hand-picked by Grace; and a 2-hour crash course on how to take photos of your artwork and share them on Instagram.

(Okay, I’m salivating as I’m writing this. Please, somebody, create this course and take my money!) 

Grace knows the big value she provides in this course, so she feels compelled to price it at $700. The students can pay in 2 installments of $350 each. Or make 1 full payment and pay $600, where they’ll get a bonus and save $100.  

On the day of the workshop, Grace focuses on connecting with the attendees and giving them a great experience. Towards the end, she asks everyone to share their biggest takeaway from the day. The sharings light up the room. 

Grace gently says:

“I love how much you’ve learned after just 3 hours. I hope you’ll continue to practice and soon create beautiful art for yourself and your loved ones. It does take practice to get good at calligraphy.

I made so many mistakes when I first started 6 years ago. I still have so much to share with you. That’s why I have an intermediate calligraphy course you can take with me, one-on-one, for those who want to go deeper into this amazing art form.

If you’re curious about it, fill out your details on this card, and I’ll be in touch in the next few days through your Whatsapp and emails.

I have only 5 spots available at the moment. So if you want to learn how to create artwork like these,” Grace shows some gorgeous artworks she made, “I’d love to invite you to fill in this form, and I’ll share more info in the coming days. This is just an expression of interest, not a sign-up for the course.” 

She holds up a few cards and says, “Raise your hands if you want to explore this.” A third of the room raises their hands, including me. As I fill in my name, email, and phone number, I’m excited about the opportunity to explore this art form further.  

The following day during lunch, I get a new Whatsapp message. It’s Grace. 

“Hey Milena, thanks for your interest in learning more about calligraphy with me. I’m honored. You have great skills for a beginner.

With a little more support, you’ll soon be able to create many beautiful things. I’d love to schedule a short call to share more about my intermediate course. Would it be okay?” 

“Sure,” I text back, feeling happy that she acknowledges my potential. 

We have a short Zoom call the next day. Instead of giving me a monologue about her course, Grace wants to learn more about me first. 

She says, “Because I offer this course to only a handful of private students, I’d love to learn more about you first. So I can see if we’re the right fit. Would that be okay?”  

She asks all the right questions and listens to me attentively: 

“Why do you want to learn calligraphy?”

“What’s holding you back from following your creative calling? What’s challenging?”

“What’s your goal with studying calligraphy? What kind of artwork do you want to be able to create?” 

“How would feeling creatively fulfilled positively affect other areas of your life such as business, relationship, motherhood, and wellbeing?”     

“Why is now a good time to deepen an artform such as calligraphy?”

As I answer her questions, I discover insights I didn’t know I had. I feel connected to her. Now I know I want to learn calligraphy, and Grace is the right teacher for me. 

Grace says: “Thanks for opening up with me, Milena. I loved when you said that artmaking feeds your soul. And I want to support you. I believe the course will make a difference in your creative journey. Would you like to hear more about it?”

Of course, I do! 

She walks me through the details of her 7-week course. I’m impressed by the clarity of her framework. And I’m particularly excited about the crash course on sharing my future artwork online.  

I say a big YES to joining the course and choose to make one full payment so I can get the discount. I’m so thrilled to gift this to myself.  

As soon as  I arrive home, I open my office drawer and pull out the calligraphy folder. Motivated by the journey ahead, I open the notebook and write with my brush pen: “Let the soft animal of your body love what it loves,” another verse I love from a Mary Oliver poem.   

I take a photo of the work and Whatsapp it to Grace. She quickly responds: “Wow! Well done for practicing!” 

With a smile on my face, I think about the artwork I’ll make for my partner’s birthday. 

Meanwhile, Grace is celebrating enrolling another student. The more students she enrolls, the more confident she feels and the more faith she has in her path as an artist, teacher, and entrepreneur. 

Perhaps within just 3 months, as she continues to consistently enroll students and make a reliable income, Grace would be able to quit her job and devote her time to the work she loves. The work she knows she’s meant to do in this world. 

Hey coaches, even though this story is about a calligraphy teacher, you can also apply this blueprint in your coaching business. 

1. Know your niche (who you serve) 

Can you fill in the blank with crystal clarity? 

“I help ____ to do ____, so they can ____.”

If you’re struggling, then there’s work to be done to define your niche. 

2. Know your framework (how you serve) 

Transformation doesn’t happen overnight. 

What is the 3-stage roadmap you take your clients through to experience the transformation they desire? 

3. Create an in-depth coaching offer (what you do) 

How long will it take to walk them through your framework and help them experience the results? This is the length of your coaching program. (For new coaches, I recommend a 3-month or 12-week program) 

What support elements can you include that complement the coaching sessions and give the extra value you know the clients want? (Think of 5 support elements that are not coaching sessions. Example: meditation tracks, direct access to your Whatsapp, etc.) 

How much is the investment? (Okay, because coaching tends to solve more complex problems than… calligraphy, you can genuinely price your first program from $1,000.

The first coaching program I launched 6 years ago was $2,000. If you want to hyperventilate and feel extreme resistance towards this, you probably need to work through some major money blocks.) 

What are the payment options? Refund policy? 

4. Decide on a launch strategy that’ll help you attract and convert ideal clients 

On-ground workshops, online masterclass, a well-crafted series of posts on your social media, or sending invitations via DMs…

Those are viable options. Pick what feels easiest for you. Remember that you don’t need a website, a mailing list, an ads budget, or even an audience to enroll your first batch of highly committed clients. Your current connections and network are enough. 

5. Decide how to enroll clients 

Offering free Breakthrough Sessions - Clarity Calls, Strategy Calls, Discovery Calls, however you want to name it - is a great way to let people explore your coaching with no strings attached. 

Breakthrough Sessions - when done right - give you and the potential client a beautiful opportunity to gain clarity on whether or not working together is for the highest good of everyone involved.  

Bonus tip: 

One of the biggest mistakes new coaches make is exhausting themselves on the social media treadmill. Stop wasting your time posting a reel a day without knowing who you’re talking to, what you’re offering, and how you can serve them.

That is the fastest path to burnout.  

Your social media efforts need to be in alignment with your enrollment strategy. Otherwise, it’s all wasted time.  

If you’re clear that your enrollment strategy is doing events, you can map out a social media calendar to promote your events. So you can convert the audience to workshop attendees and ultimately to highly committed clients who are willing to invest in their growth with you.    

Your turn:

Which insight stands out the most for you from this article? What action do you feel inspired to take? 

Share it with me in the comment section below. I’m here for you and your next breakthrough.   

And never forget: you’re born to shine. The world needs your light. 

PS: FAST-TRACK YOUR COACHING BUSINESS TODAY!

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