Coaches Need to Stop Selling Superpowers. Turn To Evil Instead.

PD coaches love talking about unleashing potential.

Great for pep rallies. Not so great for the client who feels like their potential is buried under a mountain of "shoulds" and "can'ts."

THAT is really the biggest disconnect PD coaches carry to their messaging.

If you're still promising to “Unleash…”, “Discover…”, or “Transform…” without acknowledging the inner demons your clients are wrestling with, you're speaking a different language.

Here's why that's a problem and what to do about it.

They're already battling their own personal brand of "evil."

Our clients aren't necessarily looking to "unleash" some dormant superpower. In fact, they might be actively resisting that kind of pressure.

Why? Because their inner Anti-Hero is often whispering things like:

• "I've tried that before, it didn't work." (The Disillusioned)

• "I don't have the energy for a massive overhaul." (The Overwhelmed)

• "Who am I to suddenly become this amazing person?" (The Self-Doubter)

• "Just tell me one small thing I can actually do." (The Pragmatist)

When your messaging skips over this resistance and jumps straight to heroic outcomes, it feels inauthentic and out of touch.

You're essentially telling someone struggling to get out of bed to go conquer a dragon. Who has the energy to do that?

So, if selling superpowers is out, what's the alternative?

Embrace the Anti-Hero's Journey in your messaging.

Our clients aren't looking for a dramatic transformation overnight. They're often just trying to navigate their "Ordinary (Yet Unsatisfying) World" without completely losing it.

So the key isn't to promise them a heroic leap; it's to show them you GET their Anti-Hero struggles. It's about empathy and validation.

• "Feeling overwhelmed? Here's one tiny thing you can do today." (Acknowledging "The Overwhelmed")

• "Tried it before and it didn't work? Let's explore why and try a different angle." (Addressing "The Disillusioned")

• "That inner critic is loud? Here's a simple way to turn down the volume, just a little." (Speaking to "The Self-Doubter")

Forget conquering dragons. Your clients are often just aiming to make it through the day with a little less stress, a little more clarity, or one small step towards their goals.

Your messaging should reflect this. Instead of promising massive transformations, focus on the power of small, achievable wins.

Now, make these 2 simple shifts in your messaging.

First, mirror how your client talks about themselves.

Think about the words your clients use when they describe their struggles. They’re probably saying things like:

• “I need to stop overthinking.”

• “I just don’t feel like myself anymore.”

• “I’m tired. Why does this have to be so hard?”

Notice what’s missing?

Words like unleash, discover, or transform. Those might excite coaches, but they rarely match where the client is mentally and emotionally.

Think of one recent conversation or email exchange with a client. What's one phrase they used to describe their struggle? Write it down.

Then, make your solution a micro-win they can experience quickly.

This could be a micro-tip, a quick checklist, or a short audio.

Not a 30-day plan — that’s too much of a commitment. Or a 30-minute “Free Discovery Call” — I’m not a patient, can’t we just DM?

Make it simple for them — low commitment and immediate perceived value.

So, forget the halos and capes.

Sometimes, the most powerful connection you can make is by acknowledging the little "evil" gremlins your clients are battling.

We speak to our clients’ realities, not our perceived situation.

Ditch the "unleash your potential" rhetoric and offer a genuine nod to their struggles – a simple one step at a time. You'll then forge a connection that's far more powerful and, dare I say, actually helpful.

Now, go forth and face the villain.

That’s the gist of it all.