People hire coaches to help them achieve their dreams. On the surface, many of those dreams look like mere money or a solid relationship, but underneath lies the drive to pursue happiness. Effective marketing messages appeal to that desire for happiness. Happiness is the root of what people are after in whatever form they picture it, so it’s the strongest angle with which you can hook them. For example, a barbecue isn’t merely a barbecue; it’s a fabulous tool for bringing the extended f...
