Axis Foundations

Before you start looking through content strategies, lead generation, offers, sales or anything else inside Axis Foundations, I want you to start here.

Your DCP.

Theres a reason this is ground zero for every single business I work with.

I dont care if you've just qualified as a PT, you've got 10 online clients or you've been coaching for the last 10 years.

We start in exactly the same place.

Because before we can work out what you should post, what your offer should look like, where your leads are going to come from or how you're going to position yourself, we need to answer one pretty important question:

Sales calls absolutely have their place.

As your business grows, your service becomes more expensive or what you're selling requires a bit more explanation, jumping on a call with somebody can make complete sense.

But I dont agree with the idea that every single lead needs to be pushed onto a sales call.

Especially when you're growing an online coaching business.

Sometimes a WhatsApp conversation is enough.

Sometimes a few voice notes are enough.

Creating a Reel doesnt need to be complicated.

You dont need a cinematic camera angle.

You dont need 14 cuts.

You dont need to spend three hours editing it.

And you definitely dont need to turn every thought you've ever had into a 2-minute video.

You need a point. A hook. And a reason for somebody to keep watching.

One of the most dangerous positions you can get into as an online coach is not knowing where your next client is coming from.

You need another client, so you post more.

Nothing happens.

You post again.

Still nothing.

Then you start questioning your offer, changing your bio, dropping your price or deciding Instagram just doesnt work anymore.