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Episode 117: Two Types of Business Person

This episode is for you if you are starting out in your business and you really want to make it work, and you are getting ready for success but you are not sure how to make it happen.

In this episode I will give you a couple of idea on how to get it right from the get-go so you don’t compare yourself with others or beat yourself up, or feel frustrated by your blocks. There are reasons you feel like this and have these blocks. What I cover today will help you get really clear on this.

In my experience, there are two main types of business people, and therefore two types of ways to run a business.

When you know which type of person you are you are more easily going to find your best way of doing business, and follow a straight line to getting there.

Imagine yourself realising that you are a certain type of person, and a certain way of doing business is going to work best  for you and you can just follow that path instead of wishing you were like somebody else. Imagine what that would be like.

The Concept Of Knowing Yourself

As a coach, you need to develop and consistently work on self awareness. You need to know yourself. This is really important in the context of running a business – what you offer your clients you need to be doing for yourself.

Two Types of Business People

As I discuss these, you might start to identify traits and decide that you are more one than the other, or you might be a blend of the two. You might start to get some clues about what you need to do to succeed in your business.

If you’re interested in learning more, take my free quiz on business personality types.

Or, Gretchin Rubin’s Four Tendencies Quiz: 

Type 1: Influencer, Self Starter, Entrepreneur, and a Questioner

This type of person is self motivated, and intrinsically motivated. Their motivation to do do business comes from within themselves.

These people are often extroverted, well networked, and often leaders. They love being in contact will lots of people and being the driving force for groups and movements, even if they are on the introverted side.

These types of personality traits tend to be very successful in their own right, and rarely rely on others to get things done. They do get help – they are the type to build a team around them. Importantly, they have that internal drive, they are driven to bring their idea to the world.

Understanding who you are is the first step to understanding what you need to do to succeed in your business.

The main challenges that these people face might be a lack of structure, or booking keeping, or being bogged down in over-analytical thinking. But they know they need to hire or involve people to do things for them. They may actively seek out a coach as a vehicle to overcoming the obstacles to their success.

If this sounds like you, you probably have a good chance of succeeding, assuming you have a valid business idea.  You may need to get some people to support you, but know that you are master of positioning promoting and being seen.

The great thing about you is that and your personality type and traits is you have a captive audience, and it’s easy for you get to know people you want to work with.

Type 2: Supporter, Manager, Obligor

The manager type may be a little more introverted and is typically quite organised. They don’t like being in the limelight or being seen in a leadership role. The may feel exhausted about networking or connecting with people/

If you are this type of person you may not be intrinsically motivated, you may not be as much of a strategic thinker, which means that you may struggle with a business vision that excites you.

If you are an Obligor type, your ability to make change or pick up habits, probably hinges on being able to do things for the benefit of others. If you are this type, you may need accountability to get ahead and succeed in your business.

This type is often not willing to ask for help or feel as though they should be able to do it on your own.

If you aren’t intrinsically motivated or can’t create a strategic vision for your business, then your success might be more difficult or might take you longer to achieve. But don’t worry – you might just need to learn to ask for help – especially when it comes to marketing.

I’ve seen this time and time again, and the ones who do succeed have often done well in a collaborative environment.


What does this look like in the real world?

I know someone who is a Type 1 person, and once she understands the process of how to do specific tasks or functions, she simply schedules these things and gets on with it.

Sure she has a bit of fear in the beginning, but she just gets on to get over those initial uncomfortable first steps.

She promotes herself, she challenges herself to get uncomfortable, she puts herself out there in person and online, she meets people.

She’s such a self starter, and she’s super determined to do what it takes to succeed.

She’ll ask for help for specific things along the way but is generally very self motivated and self accountable.

Now compare that to a Type 2 person, which is probably a bit more like me. I’ve been able to build my own program and run a successful business. I do all of my own research on my target market  and get very clear on how to meet the needs of my clients while working on my pilot program.

But I will say that my success in all areas of business over the years  has happened because I’ve been in partnerships and collaborations.

I’m not always a self starter. I do have a lot of internal drive, but its not as strong as a Type 1 sort of person.

And I’m ok with that.

The great thing is that because I know myself and I know my strengths, I play to those strengths. One of my greatest strengths is my ability to find partners to leverage my strengths. I may have been able to succeed on my own, but it might have taken twice as long.

I don’t need a team, but I do like bouncing ideas off people. I like reality checking my ideas, I like peer review, and I prefer to work with someone than delegating. I prefer to work alongside with someone to make sure the work suits my needs.

You’ve identified which type you are, what next?

If you are one of these kinds of people, I want you to think carefully about what your business is going to need from here.  

Who would be on your support team?

What might you need to outsource?

Which areas are you good at, and where do you need help?

If you are a Type 1 you’re more likely to be intrinsically motivated and the way you work with people and run your business is probably going to be different to if you are a Type 2.

Importantly, you need to stop comparing yourself to others.

I invite you to settle on who you are as a person, and make peace with that. Love your unique self.

 I invite you to settle on who you are as a person, and make peace with that. Love your unique self.

Identify your strengths, work on those things. Figure out what you are good at and how you can amplify those strengths and build your business in line with that.

Find the right people to support you along the way.

All you need to do is start.

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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Episode 115: Health and Wellness Coaching Prices

Are you a health and wellness coach who wants to know about health and wellness coaching prices – and more specifically, how to price your programs and packages?

This episode shows you exactly how to create yes-please pricing so that your coaching clients see your services as a no-brainer!

As a bonus, I’ve created a download for you – an Irresistible Pricing Guide – to help you take step-by-step action toward your goals.

Now, let’s talk about some steps to start thinking about and getting your pricing right. 

What Commands Price?

I’ve identified 9 things that affect pricing for a coaching business. They are:

  1. People tend to buy from people who are similar to them
  2. Around 90% of a buying decision is emotionally driven (think Rider and Elephant)
  3. People spend on things that are aligned with their values
  4. People buy to solve a problem or for pleasure – rarely for other reasons
  5. People tend to buy things that are described in words and images that are familiar with them and which speak to the desired outcome
  6. People pay more if the problem they want to solve is big, painful and urgent
  7. People will buy what they consider to be value for money
  8. Some people are price-driven and will make most or all buying decisions based on the lowest possible price they can get
  9. People will only buy coaching services when they are ready, willing and able to change.

I’ve covered these in my irresistible pricing guide and what you need to do about them.

For the sake of this podcast, let’s assume you can clearly position your prices around the discretionary income of your niche, the problem they want to solve, and the value of what you can help them achieve through coaching.

A Health Coach Pricing Guide

How do you price your services as a health and wellness coach?

I am speaking directly to hourly rates pricing here because that’s where most coaches feel comfortable to start, usually coming out of an hourly rate job role and being familiar with this.

I will talk about packaging later in this episode, and about other pricing strategies in a future episode.

Based on the 9 factors affecting pricing that I’ve described, we know that lower income people, and people who are frugal, will pay less than those who earn more and who are prepared to spend on themselves for their own personal growth and wellbeing.

This is indicated if they spend on other health boosting services but possibly not if they put themselves last all the time (think about that one).

That aside, depending on which niche you service, most health and wellness coaches who are starting out will charge a lower session rate for either individuals or groups.

Most of them feel like charging lower rates until they’re more experienced – fair enough.

Coaches who’ve been in business longer, or who have a specialised area or other skill set or qualification, will generally charge a higher rate.

And if you package your coaching program with additional services and present raving testimonials and success stories, it becomes 300% easier to demonstrate the value of your services

Here is a quick guide:

You can see the relationship between price and experience, speciality and proof of success.

No matter how many years of experience or what your specialty, social proof is a critical factor in a buying decision and it’s something that even new coaches can get.

All you need is to be in the habit of collecting client feedback AND testimonials for every program you deliver, pro-bono or paid, and to ensure you publish it on your website and/or social media platforms, brochures and any other promotional materials like webinars.

Generally graduate health and wellness coaches in Australia, without another health related qualification, feel comfortable charging in the $30 – $70 per session range.

Those with another qualification or job-related experience such as training, teaching, project management etc will feel more confident and charge $60 – $100 as a starting point.

Also recognise that it takes time to build a presence and a client base, and you need to learn not only to serve them but to keep them buying from you for maintenance or consistency.

Assuming you can do that, then you should be able to earn $30K part time, or $100K full time, within two years, if your value proposition is strong enough.

That is, the reason why people buy from you – in the context of results your client typically get, and how important those results are to them.

With a strong value proposition, I had a six figure business within 18 months of delivering my signature program, in a tiny town where nobody knew me, and you can do this too.

Beyond the prices indicated, most coaches feel confident enough to raise prices within 2 years of starting.

I have two things to say on price:

  1. The price you set dictates the quality of clients you attract
  2. You can only ask for a price you feel comfortable with.

Let’s explore those.

Quality of Client

To the first point, if you set your prices really low, you will probably attract a lot of people, including those who don’t really value coaching, or aren’t committed, or who are just buying something because of the price rather than the value.

They are sometimes called ‘freeples’ (meaning they want everything for free) or ‘cheaples’ (meaning they only buy discounted services).

Here is an important message – if you focus on price in your marketing and sales conversation, you will more likely attract people who focus on price.

So the ultimate goal is to include price in your conversation, but to focus more in the value of what you do.

I encourage you to get into the habit of thinking about value rather than price, and to set a price that is moderate and market-savvy, and offers value for money.

You may attract fewer people, but a higher percentage will be serious buyers who see the value in what you do and are committed to getting results.

Think of it this way – which type of person – the low cost or value based – is more likely to stick with their coaching program?

Which one is more likely to get better results?

Which one will have a more positive impact on your reputation, marketing, sales and referrals?

It’s a no brainer.

Goldilocks Pricing Method

To the second point, you can only ask for a price you feel comfortable with, so start where you are.

I developed the Goldilocks Pricing Method (in the guide) to help you get your pricing right – so that YOU feel comfortable asking for it, AND your clients feel happy to pay it.

When you set a price, check in with yourself and ask yourself how you feel about it:

  • If it’s too high, you’ll be scared of asking for it, which will block you from promoting!
  • If it’s too low, you’ll feel resentful and like it’s not worth it, which will either block you from promoting OR cause a lower quality client experience.
  • If it’s just right, you’ll feel like it’s good value for money.

This is a no-brainer for you as the business owner – if you feel good about the price, you’ll be able to ask for it no matter what.

Here is an important point – right now, you might be set on a certain price or rate because that’s where you feel comfortable.

But imagine how you might feel if you stopped thinking about price, and more about the value of what you offer?

I bet the bar would move on your pricing – you’d feel more comfortable with higher pricing – or you’d get there sooner.

This is not about making a lot of money, it is about positioning value not just for your own services but for our industry as a whole. 

The more people who believe in the value of coaching and can talk about it and promote it, the faster we will be able to gain traction as an industry and create viable careers.

Confidence and Conviction

The #1 secret to feeling a sense of value and to create yes-please pricing, is to develop confidence and conviction in what you do, how you can help people, and the outcomes it can create.

The sooner you believe in this, the better.

I have a podcast on how to do this even if you don’t believe in yourself and your ability right now.

Packaging Health Coaching Services 

I want to talk briefly about a more advanced strategy to really create yes-please pricing – creating a coaching package.

This is where you take your basic coaching program, and add tangible, valuable assets to increase the perceived value of the program.

These assets could include worksheets, videos, booklets, guides or other resources, including physical resources, that will help your client to make lasting change, or to make habit change easier.

Another option is to blend coaching with another professional service that you offer – and I’ll be talking about that in a separate episode.

In either case the potential client can ‘see’ the tangible value and all the things they get as part of working with you, so it feels like more value than just the coaching program and conversation alone.

But in terms of yes-please pricing, it’s also what you call your packages that makes a HUGE difference.  

Imagine yourself as a customer, being offered an ‘8-week coaching program’ versus a ‘Results program’. Which one would you want to buy?

Now imagine there were three options with increasing value.

As a client, would you be more attracted to 8-week, 12-week or 6-month coaching packages (for example), or would you be more interested in a results, success or transformation package?


As you can see, there are a few ways to build value into your coaching business and to create yes-please pricing.

We talked about the nine factors that affect whether people will buy and what they will pay in a coaching business.

I discussed a guide to pricing your coaching program if you’re starting out and how that might change over time.

I mentioned how success stories are a secret to getting sales even if you’re a new client, because social proof commands respect and trust.

We covered the importance of good quality clients – which I call high chemistry clients – and also the Goldilocks Pricing method.

I mentioned how feeling a sense of confidence and conviction will help you sell anything, because you’re focusing on value rather than price.

And finally, we covered packaging your coaching program with tangible goods and/or another service you offer, and giving it a name that speaks to the results your clients will get. 


Ready to get paid at your value?

If you need support to build value into your coaching business and to create the pricing that you deserve, I encourage you to check out the Habitology membership.

Learn more here:

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Episode 99: Money Values

Today we’re going to talk about how your money values affect the quality of clients you attract and how to hack your own brain to improve both!

Today‘s episode is a short one, but a powerful one.

There is a pile of research that shows the old adage – that ‘like attracts like’ – is true.

An article in the Huff Post, written by PhD Margaret Paul, provides a great summary of how and why this occurs in relationships.

This is very relevant to today’s episode, because let’s face it – your life and your business are FULL of relationships, including relationships that are based around money.

I want to read you a direct quote from the article:

“While no one deliberately seeks out someone who is closed, negative and needy, if this is you, this is what you will attract into your life. If you want a loving relationship, then you need to do the work of learning how to take emotional responsibility.” 

Dr Paul’s antidote for attracting the wrong kind of people into your life is to take stock of the way you treat yourself, and to work on your own mind, thoughts, feelings and actions.

Who Are You Attracting?

Start by looking at the types of clients you typically attract.

Are they penny pinchers? 

Are they fearful of spending money? 

Do they find it hard to say no?

Do they see spending on themselves as wasteful, or a risk?

Let’s first acknowledge that this is NOT a sustainable business model.

But further, if your clients behave like this then it is a pretty good indication that your money values are similar and you’ll continue to attract people like this.

What you say to yourself repeatedly is both an instruction to your body on how to act, but also, it creates or reinforces your beliefs.

If you don’t value yourself, if you find it hard to ask for money, or if you just want to help people who have nothing, then you’ll remain stuck in this space and it will be difficult to build a business, let alone a viable one.

So, what’s the answer?

It’s that you’ll need to work on your thoughts so you can change your own beliefs.

What you say to yourself repeatedly is both an instruction to your body on how to act, but also, it creates or reinforces your beliefs.

The first question I’d invite you to ask yourself is – is business really for me?  I recommend thinking long and hard about whether you are willing to do the mindset work required to run a successful business.

This means actively working on your self-talk and your self-worth, so that you can start to change your money values over a period of time – perhaps a few months.

If you feel that this is definitely what you want – not to work for someone else but to truly run your own business, then let’s talk about what you can do in the meantime to start shifting your money values.

Becoming Buyable

Even if your money values need a bit of work, there are some things you can do right now to help you communicate value to your clients – and yourself – more easily.

1. Describe services as affordable and set prices that feel good to you, right now.

The word affordable has a positive ring to it and creates openness around pricing for both you and your client.

Now, to get your pricing right, I developed something I call the goldilocks pricing method, and it works like this.

If your fees are too high in your own mind, you’ll feel scared to ask for the money and it will block you from selling. Your clients will sense the doubt in you and it will transfer to them!

If your fees are too low in your mind, you’ll feel resentful about being paid too little and it will show up as negative energy around your product.

Remember that this pricing is relevant right now, and that you can revise and increase it whenever you like.

2. Communicate value, not price

When we focus on talking about price, we draw attention to the price, and it becomes the main event and the main factor affecting someone’s decision to buy or not.

It’s WAY better to prove the value of what you offer.

To do this, you can talk to potential clients about the value of what you’re doing in terms of:

what it will save them e.g. they’re no longer going to spend $100 per week on wine

  • what they might be able to let go of e.g. no more toxic relationships, or may be able to come of medications with doctors help
  • the value of tangible elements e.g. physical resources that are included such as a welcome pack, a journal etc
  • what it’s worth e.g. testimonials, where clients gush about the value of working with you and how it’s changed their lives
  • what they will gain e.g. typical results from other clients, outcomes they wish to realise that are valuable to them.

3. Make charity a longer term goal

I have seen people start businesses with the sole aim of helping those who are less fortunate – and not wanting or being able to charge very much – then failing in business because they couldn’t meet their income needs.

Quite simply, it’s better to make your money first, then you are way better positioned to help people who are less fortunate!


Today we discussed the fact that like attracts like – it’s a proven phenomenon.

That means if you have poor money values, you will probably attract those kinds of clients into your life and it will hinder your ability to build a profitable business!

The first thing to ask yourself is whether you are really cut out for business – whether you are prepared to do the mental or mindset work required to do it justice.

And if you are, then changing your self talk around money will be a priority for you. 

In the meantime, how can you attract clients who are willing to pay?

Coaches help people accumulate good habits that will help them achieve. 

Firstly, by describing your services as affordable, and setting a price that is comfortable to you, using my goldilocks method.

Secondly, by shifting the conversation away from price and onto value.

Thirdly, for those of you who want to help the disadvantaged, it will probably be easier if you create profitable business first, then make charity your longer term goal.

Coaches help people accumulate good habits that will help them achieve. 

Ready to change your money values?

You can change your relationship with money by changing the way you think! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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Episode 63: 5 Steps To Increase Your Buyability

I want to talk today about the concept of buyability and increasing your buyability.

Yes, I think buyability is a made up word! 

The concept is about what makes you and your services easy to purchase – so people become willing or even desperate to buy from you.

I want to explore this concept FULLY in this episode so you can do what’s necessary to sort out your services and the marketing of them, to make them compelling, mouth watering and irresistable.

I’ve spent literally thousands of dollars on sales and marketing training.

But it’s the thousands of sales conversations that have taught me the most. 

A person’s tone of voice and body language give more clues about whether someone will buy or not, than any training course can.

To become more buyable, you need to combine the theory of sales and marketing with emotional intelligence and a bit of BQ.

Trust Comes First

The foundation of buying a service is trust. 

If somebody doesn’t like or trust you, it’s highly unlikely that they will buy from you.

That’s why people say marketing is ‘the long game’. 

It takes time and consistently showing up to build trust and rapport and relationship, to lay the foundation for a future sale.

If you try leading with sales because you’re desperate to earn money, you’ll break trust.

Now, here are the 5 steps to increase your buyability. 

Step #1 – Be clear about who you are, who you are not, and what you stand for.

People buy your why. They buy from you because you are similar to them in values, experience, personality or demographic.  

So you must first figure out who you are and who you naturally attract, so you can enhance and focus your marketing to those people. 

Example: My mission is to help mothers to regain their career confidence and get back into the workforce so that they can create independent wealth and feel valued.

Action step: write out your vision. Then, dig deep and find out what drives you. What your bigger mission is in the world. The impact you want to have. 

This will help you discover the values and motivators about your much bigger mission.

Step #2 – Discover the ONE thing that keeps them awake at night, worrying.

People buy when they are emotional or irrational about a problem they can’t solve.  

When you find out what that problem is, you can show people how your service can help them solve it.

Example: I know what it’s like to look in the mirror and loathe what you see. That’s why I created this program – to help you start accepting and even loving yourself as you are.

Action step: have conversations with at least 10 people who are your ideal clients to discover what their biggest challenge is, and the words they use to describe it.  

People buy for emotive reasons, when they have a big problem they can’t solve or a big vision they need help to achieve, from people that they know, like and trust. 

Step #3 – Describe your services as benefits or results they will get, using their own ‘feeling’ words.

People buy results – and more importantly, they buy when the offer you make is clearly and specifically describing the result they think they want or need.  

Don’t assume you know what people want or that you know better. This is actually condescending at words, and ignorant at best. 

Example: In 8 weeks, you will reclaim your get up and go and feel motivated, energized and committed to your fitness. 

Action step: have conversations with at least 10 people who are your ideal clients to discover what their biggest challenge is, and the words they use to describe it.  

Step #4 – Describe who your service is for, and not for.

People buy when they are ready, willing and able to do the work they need to do to get the result they want. 

You don’t want uncommitted people or tyre-kickers. By listing the specific traits of your buyer, you are helping people identify themselves as someone you can help. The time wasters won’t bother to enquire.

Example: This program is for women who struggle with anxiety and it’s affecting their relationships, and they are finally ready to get some help to fix things.

This program is NOT for you if you are unwilling to get out of your comfort zone, or if you have been diagnosed with a mental health condition.

Action step: based on the conversations you’ve had, get really clear on who you naturally attract, are best suited to working with and who is ready to buy. You can use that to create some text to describe who you are and aren’t looking for. 

Step #5 – You will find your ideal client where YOU are.

Back to Step 1 – people buy from those who are similar. Your ideal client is 70 – 80% like you. 

So use marketing strategies and tactics that leverage your skills and strengths.

Example: you hate going on social media and prefer meeting people face to face. Your ideal client will probably also hate social media. 

So stop trying to force yourself to go there, build a website instead, and get out to networking meetings.

Action step: If you have completed steps 1 – 4, you should have a description of what you sell, to who, how they benefit, and who it’s for and not for. Armed with that information, you are ready to start marketing. 

Choose 3 marketing strategies that best suit your personality, learning style and communication skills. Then, for each, define the tactics you will use to reach out to clients. Then make a plan to start doing them through the year.

It is this last step that will generate you a consistent set of leads and sales. You will probably need to treat your first 3 – 9 months as a big experiment and give each tactic a red hot go for at least 6 months to see what works and what doesn’t.

It takes time and consistently showing up to build trust and rapport and relationship, to lay the foundation for a future sale.


People buy for emotive reasons, when they have a big problem they can’t solve or a big vision they need help to achieve, from people that they know, like and trust. 

Usually we buy from people who are like us. 

If you follow the five steps in this episode, you will increase your buyability, because you will more likely connect with and engage with potential clients in places where you both like to meet others.

Ready to work on your marketing strategy?

Send me an email to request more information on a tailored service I offer. If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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Episode 48: What’s Behind Your Time and Money Beliefs?

Have you ever wondered what’s behind your time and money beliefs?

When you become aware of a limiting belief, have you rushed right into positive affirmations, or have you been curious about the origin of that belief?

I love affirmations, but I think a brief exploration of the things going on behind the belief can give you a lot of clarity as to how to resolve the belief.

I’m not talking about going back into your deep dark past and excavating all the terrible things that happened to you.

I’m talking about getting some clarity so you can figure out the actions you need to take to move forward.

This is how I problem solve everything.

When something is wrong, I go upstream to the source of the problem as this helps me to truly and effectively solve it.

This episode has come about after a recent conversation with a fellow coach about time and money. After we chatted at length, I thought more deeply about what sits behind time and money beliefs, specifically.

And it was such a rich and eye opening conversation for me that I want to explore the topic with you today and ask some questions to get you thinking about where your beliefs come from, to help you direct your own reflections and create self-talk that will generate healthier beliefs.

After all, if you have blocks around time, or blocks around money or both, it’s going to impact your success in business.

Thinking about your beliefs about money or time.

Write down three things main ones that come to your mind right now – don’t think deeply, just trust that the right answers will come out.

Now let’s look at where these beliefs might come from.

I am going to share the three common categories of beliefs that coaches tell me they struggle with and see if you can hear yourself in these.

Then we’ll talk about some really simple ways you can overcome them.

A simple way to start changing any time or money beliefs that are based in self-worth is to get really clear on your values and to find the reason behind them. 

Figure out what you stand for and what is important to you and why.

Money beliefs based in self-efficacy and self-esteem

The first category I’ve created is money beliefs don’t directly discuss money, per se. But they go something like this.

  • Who am I to be a coach? I’m not the best role model/people won’t pay.
  • I don’t know enough for people to buy from me
  • I’m not experienced enough for people to pay that
  • I am not looking after my own wellbeing, how can I help others?

On the surface, these sorts of thoughts seem to be about a lack of belief in the value of what you do. 

But look deeper and you’ll notice that the feeling associated with them is usually a sense that you lack skills and experience more than anything else.

I think these types of money belief comes from a lack of self-efficacy – our belief in our ability to do certain things – or self-esteem – or how we evaluate our qualities and attributes.

In either case, I notice that people who feel too inexperienced find it’s hard to ask for money. 

They feel like you can’t charge anything, or very much, because they’re not a very good coach (yet).

Ok, so let’s look at the second category.

Beliefs based in self-worth

The next category of beliefs are more directly about money, and they are beliefs based in self-worth. They include things like:

  • I hate sales
  • I hate marketing
  • What if they say no?
  • I don’t want to be pushy
  • I’m not comfortable asking for money

Are these the kinds of things you say to yourself?

To me, these beliefs seem to be more about whether people like you or not. 

They could include some of the self-esteem or self-efficacy type beliefs mentioned earlier, but notice the language here. 

It’s more about you and how you might be perceived or judged.

That’s why I think these sorts of beliefs seem to be based more in your sense of self-worth – what you as a person have to offer – more so than your skills or experience as a coach.

The fear of being disliked is a real challenge for a lot of people. I struggled with this for many years so I know it well.

And I think what accompanies these types of beliefs are a lack of boundaries. 

You find it hard to speak up for yourself, you might want to please clients no matter what, schedule sessions on any day at any time, and give sessions for free or heavily discounted so that you can say you have clients and feel like you’re helping people. 

You give yourself away.

Now let’s look at my third category of beliefs and these are more about time.

Time beliefs based around boundaries

If we look at beliefs around time, we may see other types of patterns emerging. 

There are some beliefs that are more about effort, like:

  • I’ll have to work hard to earn that much
  • I’ll have to give up my weekends
  • I’ll get stressed
  • It’ll make me too anxious
  • It’s too much work

To me, these beliefs are also about boundaries and ultimately self-worth as discussed previously.

Think about it, if you valued your time you would find a way to manage it. You’d be committed to learning how to do that.

And if you felt that you could charge enough, had confidence in your ability to organise your time, and trusted yourself to stay focused and on track, the time, energy and stress wouldn’t be part of the equation.

At the core, these sorts of beliefs seem to be about backing yourself and believing in yourself – your ability to pull it off.

Some Simple and Effective Solutions

Knowing that these sorts of beliefs exist, let’s consider how to resolve them for good.


Think about the negative money or time beliefs that revolve around your ability to do something – your skill – also known as self-efficacy.

A good analogy for these sorts of beliefs could be thinking about what it takes to become good at playing the piano.

You could study piles and piles of books, learn the theory, watch YouTube videos and the like. But understanding that theory will never make you a good piano player.

You actually have to play.

And in the beginning, unless you are a natural at it, you are going to be shit. 

Or you are at least going to make mistakes.

But you need to persist and keep going and practicing if you want to become good.

And the second part to that is to write a reflection on how you went after each coaching session. This is how you learn to see the good as well as the areas that need work. This is where you see tangible shifts in your own professional development.

So to build self-efficacy and self-esteem, you need to practice, but you also need to reflect on each session and watch yourself grow.

These two critical pieces will help you move forward and recognise your ability – it will double the rate at which you become accomplished because you will learn so much from doing this.

Find practice clients who are ready, willing and able to be coached, and start there.

Then practice and reflect, practice and reflect, practice and reflect.

From there will come your sense of accomplishment.


A simple way to start changing any time or money beliefs that are based in self-worth is to get really clear on your values and to find the why behind them. 

Figure out what you stand for and what is important to you and why.

This includes some of the reflection work mentioned earlier; reflecting on your practice and recognising the value that you offer through coaching; reading your testimonials, noticing the shifts, seeing the aha moments.

Then, start a practice of upholding your personal values and standing by the value of your coaching skills in your everyday life and in your business.

To uphold your values, you will need to need to set and maintain some boundaries.

That is to say, you can only maintain boundaries when you know what is important to you.

It will feel a little uncomfortable at first if you have to say no, I’m not available on weekends.

You might feel squeamish if you say, that is the price for the program, I can do a payment option or an up front payment, those are my options. 

It might feel like you are rejecting the other person, or being unfair or letting them down.

But you are actually sending a message that says ‘For the right person, I am worth it, and I can truly help them.’

If you can shift this around you’ll start attracting clients who are prepared to pay because they will be drawn to your confidence, energy and sense of worth. 

Ready to reshape your narrative around time and money?

It’s time to find value your self worth! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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Episode 45: Why Value Creates Money

If you want to know how to make money in your business you might have to think about things in a slightly different way.

This is especially the case if you come from an employment arrangement where you have been previously trading your time for an hourly wage. 

It is also the case if you think that discounting is the best way to sell your services. 

Both of these are unhelpful ways of thinking about time and money and I’m going to invite you to consider a different perspective that will help you to create more money in your business. 

Busting Two Money-Making Myths

The first myth that I want to bust is that people are paying you for your time. This is 100% false. 

What people are actually paying for is the value that you offer in your services or product that will help them get the result they want which transcends the time that they actually spend with you.

And consider this – if they get a lot of value from their session then they should be able to get the result they want and continue to get that result long after that session is over.

It’s the same for a product. Let’s say that I spent $9 99 on a plunger. The value is not in just the plunger it is in the unblocked sink or toilet that I can get with that plunger. I’m buying long term solutions – not a piece of rubber with a bit of wood attached.

The second myth is that discounting is a good pricing strategy for a service based business. In about 99% of cases it’s not. It’s ok if you’re a big warehouse selling mass-produced products. 

Considering that your aim is to sell value, not time, the quickest way to train your customers to value service is to price appropriately. 

Discounting your services simply serves to diminish the value of what you do, and as a pricing strategy, it trains people to think less of what you do. 

It’s really important that you understand the value of what you do because time is a finite resource and yet money is infinite. 

In other words, if you deliver a lot of value then the money you can make transcends the time that you spend on delivering that value.

What Does Value Look Like?

Considering that it’s value that brings in money, not time, you want to maximise the value of what you offer.

To make this happen, you must believe in what you do and know the results you can create.

Here’s an example of what value looks like in a coaching business. 

Let’s say you do a session with a client, and they have a massive epiphany that could transform some part of their life and or last many years.

I had a coaching client once show up to her second session after working on her vision and her why. The first thing she said was “That vision created lightbulbs for me. I lost 110 kg this week. I realised most of my problems come from a toxic relationship I’ve been in for many years and now I’ve broken up with that person and I’m finally free.”

That conversation happened in 2015, and that client lost 10kg through her coaching program and has maintained that. She is also much happier and making choices that support her in other areas of life.

Do you think she cares about what she paid for the coaching sessions? What she self-discovered is still delivering value to this day.

If a client like that was to refer someone to me, she’d talk about her amazing transformation and the result she got. She would never say, ‘the sessions only cost $80!’

Value has longevity and it is almost immeasurable.

Time is valuable but for a different reason, it’s finite. The only way to make money based on time is to charge a very high hourly rate – or to leverage your time through working with groups or selling memberships or DIY programs.

The message is this – if you think about hours for dollars and being cheap enough, so will your clients. If you think about the value of what you do, so will your clients.

 If you think about hours for dollars and being cheap enough, so will your clients. If you think about the value of what you do, so will your clients.

How to Create Value

Now that we’ve talked about value as the commodity that you’re actually selling in your business, let’s talk about how to create value. 

Just like beauty,value is in the eye of the beholder.

There are four things that you can do to create value in your coaching business.

The first thing you can do is to become a good coach through good old fashioned practice. 

This means being totally present with your client, making space for them to discover their own answers, hearing what they really need and letting them drive the agenda.

The second thing you can do is to surprise and delight your client by drip feeding them useful resources to help them to learn, become more self-aware and facilitate change.

I call this, know content, grow content, and change content.

These could include blogs you’ve written articles you found, recipes, podcasts or any other sort of thing that will help them to learn more, generate hope or solve a micro problem. 

When you unexpectedly send them a useful article (something that boosts self-awareness or helps them problem-solve), or a cheerleader text, or a surprise gift, your client will feel you truly want to help them and will feel a sense of value in what you do. 

The third thing to do is to think of your services in terms of the value you offer, and to ONLY talk to people about it in that sense.

The fourth thing to do is to stop trying to convince people to buy from you. If you can help your clients get a result that they desperately want, they will find the money. 

If they can’t see the value, it could mean one of two things: firstly, maybe you didn’t position the value right. Or secondly, they are not ready to buy right now, or to buy from you. In that case, you can go back to your messaging, or target a different type of client.

Your clients are actually incredibly resourceful. I have had clients say they’re saving up to work with me. This communicates that they see the value in the result they can get, and it is more important to them than either time or money.

A coach I know once tried to sell a $600 coaching program and the client said they didn’t have the money. The very next day, the client bought a musical instrument for….$600. What does that say about their perception of value, or perhaps, their readiness to change?

So to recap, the four things you need to do to create value are: 

  1. Practice your coaching or craft to become good at it, 
  2. surprise and delight your clients, 
  3. talk about the results you create, not the cost, and 
  4. remember that clients are resourceful if they want something badly enough.

Ready to earn money for value?

You can shape the way your work is valued. If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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Episode 43: Changing Beliefs About Money

Episode 43: Changing Beliefs About Money

Have you ever wondered why you can’t seem to earn more? Or do you ever wish you could find a way to earn enough money, some day, somehow?

Our society places a strong focus on money and the perceived benefits it gives us. We’ve been socialised to adopt certain beliefs and judgements about money and how much people have.

Today, I want to invite you to blow all that BS out of your paradigm so you can get on with creating the money you want.

And when I say that, I mean that how much you want and what you earn is totally, 100% up to you. Maybe you WANT to create $25K per year and that’s enough. Maybe you WANT to create $200K per year and that’s enough. Whatever your situation, the most important thing is that you feel confident and capable of creating exactly what you need, and you enjoy the experience of money regardless of how much you make.

And that’s what I want to talk about today.

I want to explore with you how to start changing your beliefs about money so you can develop a healthier relationship with money and start giving and receiving it in a balanced and healthy way.

First let’s consider what defines your experience with money, then your values around money, some examples of beliefs that might prevent you from earning more, and finally, a simple method to shift your beliefs.


What Defines Your Experience With Money?

Have you ever wondered how some people can be thoroughly content and happy, even when they have little money? Or why others, who have all the money in the world, are stressed and miserable?

The idea that money can’t buy happiness is certainly true. But that doesn’t stop us from having a fixation about money, whether it’s how to get it, having enough, or wanting more.

I think it’s so interesting that money itself is a benign object. It’s just paper and metal, and in the examples I’ve just given you, it’s pretty clear that it’s our beliefs about money that affect the value we place on it and therefore, our experience of money and how much we create for ourselves. 

Remember that a belief is a sentence that you tell yourself repeatedly until you are convinced. So when you have a certain belief about money – and a mantra that you repeat regularly – it will shape the actions you take and the results you get.

Your beliefs are what defines your experience with money. Your beliefs are what you need to change if you want to earn more. And the beliefs you have right now are often shaped by your long-standing beliefs which are also known as values.

Values Around Spending Money

Think about that for a moment in the context of spending money – and what something is worth to you.  

Let’s say that you are in a shop and you see a shirt that you like the look of. You check the price tag and then make an instant value judgement on whether that thing is ‘worth it’ or not. If you say to yourself – “That’s too expensive” – then your feeling will be disinterested and you will walk away. The result is that you won’t buy the shirt.

What about a different belief?

What if you felt that looking good and dressing smartly could make or break your business because it affected people’s perception of you? That $100 shirt would be a no-brainer for you in that case.

And so what we are looking at here is not the cost of the item, but the perceived value attached to it.

I believe that our personal values have a strong influence on our relationship with money. For example, if community and fairness were strong values for you, you might have no hesitation in sponsoring a child in a third world country. To you, this is an important contribution that you want to make.

Or, if health and wellbeing were strong values for you, you might want to have the best dentist, the best specialist and the best doctor working with you and spend money on regular checkups with these professionals.

If wealth and security are strong values for you, you might live very frugally and work hard to earn more income.

As you can see, what we value and believe has a massive influence on how we spend money, but also, how we make it.

If you place a higher value on yourself or your work, then you will find it easier to receive money. If you find it hard to see the value in yourself or what you do, then it will feel harder to receive money.

Values Around Receiving Money 

What happens when you put yourself on the receiving end?

If someone gave you a pile of money – say a prize winning or an inheritance – how would you feel about receiving that?

What if you were given money as a salary in exchange for work that you did for an employer? How do you feel about that?

What if the money came as a result of a service you personally delivered to someone in your own business?

What if the money came from something you created, like an artwork?

As I go through this list, notice that the method of earning becomes more and more personal. Some of you might notice that you started feeling more and more squeamish as I progressed. To me, that simply illustrates that, just like spending money, receiving money has it’s own set of values and emotions.

If you place a higher value on yourself or your work, then you will find it easier to receive money. If you find it hard to see the value in yourself or what you do, then it will feel harder to receive money.

Whether or not you are aware of your thoughts and beliefs around money, you can look to your body for clues about what’s going on in your brain.

When I work with coaches around price-setting, I ask them to start with their physical reactions to money to get their pricing right.

  • If your pricing is too high, you will feel squeamish and uncomfortable; it will be VERY difficult to ask your potential customers for money and it will impact your sales process.
  • If your pricing is too low, you may feel resentful and frustrated; your attention to detail and ability to deliver value to your clients will be low and it will impact your customer experience and therefore, your sales process.

This is a really simple way to work out how you feel about giving or receiving money. The values or long-held beliefs you have strongly influence what you believe right now about money. Your values form your ‘starting position’, if you like, and then you tend to build beliefs around those values that are aligned with them. 

You may like to complete the VIA character strengths test to work out your top 5 signature strengths and reflect on how they influence your spending and earning beliefs. 

Money beliefs

A belief is simply a sentence that we have said to ourselves repeatedly. It’s something we are convinced is true.

And what you believe about money and your relationship with it is the key to unlocking wealth.

My first real experience with money beliefs was in the 90’s and naughties when I was the GM and director of an environmental consulting company. Our company paid staff slightly above market rates with plenty of time and flexibility benefits, shareholding opportunities, extra earning opportunities and a bonus system. And we had 40 staff and we completed performance reviews every six months, where staff self-rated performance and growth, and we talked about progression and salary. Out of those reviews came some very interesting conversations about money based on totally different values and belief systems. Some staff member would walk into the review every six months with a well-prepared case as to why they should be given a pay rise and they pursued that assertively. 

Some staff members flustered and anxious about their pay rises because they felt they weren’t worth that much money, and they made it mean that they would have to work harder and stay back on weekends to be good enough to earn that much money. One of them came and said they’d prefer a pay cut!

Since consulting is a leverage model, we were rewarding their ability to build teams and deliver exceptional service to clients which bought integrity, reputation and greater earning capacity to the business as a whole.

They saw it as something else.

What does that tell you about money beliefs?

Limiting Beliefs about Money

The common beliefs that hold people back from earning what they’re worth, in a job or a business include things like:

  • I’m not good enough or I’m not worth that much
  • I don’t deserve it
  • I have to work hard to earn that much money
  • I’ll have to give up my personal life for that
  • People won’t pay that
  • People will think I’m greedy
  • People will compare me with X, and they’re better than me.
  • I can’t afford it.
  • I can’t earn any more, I’m at capacity.
  • I need someone to support me financially – I can’t do it on my own.
  • It’ll raise the bar and then I’ll have to maintain that.

What results do you think those sorts of thoughts create? They keep you stuck in a lack mentality, and what I call a pattern of pursuit. You keep doing the same thing over and over again, afraid of taking a risk or challenging your beliefs. So it’s pretty hard to reach the outcome you want.

One of my favourites that I’ve heard time and again from small business owners – “Oh, I’m not doing this to make money!”


I have to call that out as total BS. The reason you run a business is to earn money. Sure you want to help people but you are also aiming to earn an income, right?

Your beliefs are what defines your experience with money. Your beliefs are what you need to change if you want to earn more. 

Affirming Beliefs about Money

So what WOULD you need to believe in order to create more money?

More affirming beliefs are things like:

  • I love money
  • There are lots of ways I can make money
  • I am learning to manage money
  • Money is paid where value is offered
  • I am worth it
  • I can learn skills that will add value to what I offer
  • I am good enough
  • What I do truly helps people
  • Money is just a numbers game
  • Money makes it possible to help more people.
  • Money is not about me.

Someone I know has gone from broke to millionaire about three times in her life already.

I find it very interesting to hear her beliefs around money. I have heard her say with confidence, ‘making money is EASY.’ I have also heard her say, ‘I’m not good with managing money.’

Can you see how those two beliefs link to her results?

She is always on the move, meeting people working out how to bring her products into the world, doing research and investing in her ideas. She believes that what she is doing will help people, and that it will be easy to sell.

And so far, she has proven herself right.

Then fears set in, things go wrong and the business folds; nothing do to with what is being sold, but always about how the money is managed.

Changing Beliefs About Money

If you want to create more money, you will need to start changing your beliefs about money.

You can also look at the four levels of money and from a logical perspective, get a handle on how to tweak your personal financial situation.

Then you need to look at ALL the things you are saying to yourself and rewire those mantras.

The easiest way to do this is a three step process.

First, you can journal an experience you have around money each day.

Second, you can write down the limiting beliefs that come up around the experience.

Third, you can challenge and question those beliefs, and re-write them in a more factual way.

Writing them down by hand makes it quicker and easier for your brain to ‘see’ what you want and to plug that into the reticular activating system – your brain’s GPS.

It’s essential that you truly believe your re-written statements. Otherwise you won’t adopt them.

Doing this as a daily process will subtly shift your perspective over time and open up new opportunities to create wealth.

Just like brushing your teeth, the rewards are not immediate and obvious, but over time, they will have a massive impact on what you think, feel, act and achieve.


Ready to change your beliefs about money?

You too could earn as much as you want! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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Episode 42 – Four levels of money

Episode 42: Four Levels of Money

This podcast is going to look at practical ways to improve our own situations with money.

The other day I read a news article about a couple who paid of a $114,000 debt in 23 months.

And it got me thinking about how we perceive money and what we can actually do to improve our own situations with money.

So today I want to talk about the four levels of money and how you can work within each level to start creating more money.


The Basics

Let’s start with some basics. At the 30,000 feet level – the very strategic level – there is money in and money out. 

If you want to create more money, you need to have more coming in than going out.

Two ways to create more money are earning it and investing it, where investing includes saving.

Some people go straight to cutting costs to save money – and while I think it’s a great strategy and an important thing to do, remember that there’s only so much of that you can do. 

It’s finite. Therefore it’s much easier to earn more money than to cut expenses.

It reminds me of a conversation I once had with my grandmother. 

It was a very hot day, and my grandmother said, “You know Melanie, I much prefer winter. There is no limit to the amount of clothes you can wear, but in summer when it’s hot, there is a limit to what you can take off.”

The same can be said about money.

I like to think about the energy that we create around cutting costs and being frugal – for some people it may create a lack mentality.

On the other hand if you focus on creating income or wealth, (which I’ll talk about in a separate podcast), this creates more of an abundance mentality.

And an abundance mindset is what we need to create a sense of wealth, and actual wealth.

So how can you balance up your money in, money out equation to create more wealth?

Let’s talk about the four levels of money and how to set up your own money creation system.

Level 1 – Debt

The first level of money is debt.

Debt is when you borrow money and it costs you money to do this.

Depending on the interest rate on the money you’re borrowing, every dollar you borrow might cost you 2 – 25c.

That means that you get somewhere between 75 – 98c.

So if you’re someone with debt, and you want to create wealth, it should be your priority to pay off your debt as it’s costing you money to have the debt, on top of the debt itself.

This doesn’t apply to you if you have a lot of money and are using debt to offset your income. I’m not talking to you, in that case.

Level 2 – Expenses

The second level of money is expenditure or spending.

Expenses are the things you need to buy to survive and run your business (if you have one) and your life.

Depending on what’s important to you and what you value, you might live very frugally and spend money just on the basics, or, you may live a more lavish or social lifestyle that costs you much more.

If your goal is to save money, then you can look at your basic cost of living and work out whether there are areas that you can stop or reduce spending, even if temporarily.

Perhaps you don’t need a pedicure every month, or to have new designer clothes, or dinners out, for example. 

You might be better off using that money to pay off your debts faster.

But if cutting costs like this feels terrible and creates scarcity, then perhaps you could rather focus on creating money instead.

Level 3 – Income

The third level of money is income.

This is the money you earn for value you create (which I’ll cover in a separate podcast) and from any investments that you have.

We need income to cover our expenses and any debts we have. Debt should be the priority here as it costs money to have it.

At the basic level, income is created in exchange for some sort of action you take – a service or product that you sell through you own business or for an employer.

We often correlate the income we earn through work with who we are as a person. 

We tend to make it personal.

We say things like, “I’m worth more than that!” or “I’m not skilled or capable enough to earn that much money”. 

But if we focused more on the value we bring, rather than who we are as a person, then we could more easily change that equation and create wealth more easily.

Level 4 – Investment

The fourth level of money is investment.

This is where you take the money you have earned and put it into a savings, share portfolio, business or other account that pays you interest.

In other words it’s the opposite of debt.

Each dollar you invest will earn you an extra 2 – 50c. So your dollar turns into $1.25, for example.

The safest way to invest in terms of lowest risk is into a savings account or a term deposit, or government bonds.

Riskier investments are things like the sharemarket.

But one place that investment might give you a good return is in your own business if you have one.

If you have a service or product that is proven, selling well in the market and has the potential to help more people, then it makes sense that you might invest some of your income into marketing, advertising and/or recruitment to help your business grow.

The Money Balancing Act

Just to clearly state it again, I’m not an accountant or a financial advisor. And I’m certainly not telling you what to do with your money.

But know this – if you want to create more money, you will do some combination of things at each level of money to achieve your goals.

The first step would be to create a specific goal, such as a specific amount of money you’d like to create, and by when.

Ready to better balance your money?

You’re invited! The Habitology Membership is the perfect tool if you’re truly ready to break old habits and get out of the rut. I encourage you to check it out. Learn more here: