Show Notes:

“I can’t promise results.”

If you’re a coach, consultant, service provider, healer, or expert, you’ve probably said those words before.

Maybe you’ve told yourself:

• “I can’t control my clients.”
• “I do deep inner work.”
• “My niche isn’t about money.”
• “Results aren’t guaranteed.”
• “What if someone doesn’t get the outcome?”

And while those concerns are understandable, they may be costing you sales, client trust, and the opportunity to create even stronger transformations.

In this powerful episode of For the 23%, Dielle McMillan breaks down why every entrepreneur needs a clear result in their marketing—and how to create one without making unrealistic promises.

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Why Most Entrepreneurs Avoid Promising Results

One of the biggest fears entrepreneurs have is responsibility.

If you promise a result and a client doesn’t achieve it, then what?

For many coaches, the solution becomes:

“I just won’t promise anything.”

But according to Dielle, that creates a bigger problem.

When clients invest thousands of dollars, they deserve to know what transformation they’re paying for.

Not vague promises.

Not good vibes.

Not “feeling better.”

An actual outcome.

Because one of the least ethical experiences a client can have is paying money and seeing no meaningful change in their life.

What Is a Result?

Dielle defines a result in two ways:

Qualitative Result

Something changed.

The client can clearly point to a transformation and say:

“Before this program, I was here. Now I’m here.”

Examples:

• Fewer arguments in a marriage
• Less anxiety
• More job interviews
• Better sales
• Pain-free periods
• Improved confidence

Something happened.

Quantitative Result

A measurable transformation within a specific timeframe.

Examples:

• Three job interviews in six months
• One coaching client in 90 days
• Five hours saved each week
• A launch completed in 30 days

The key isn’t making giant promises.

The key is making clear ones.

Why Results Make Your Marketing Stronger

Most entrepreneurs think results only matter for sales.

Dielle argues they’re actually about ethics first.

When you define a result:

• You know what success looks like.
• Your client knows what success looks like.
• You can track progress.
• You can identify problems.
• You can improve your process.

Without a result, it’s difficult to know whether your coaching is working.

Imagine a doctor who never checked bloodwork.

Or a personal trainer who never measured progress.

Results create accountability.

Not just for clients.

For you.

The Three Types of Results You Can Promise

One of the most practical frameworks from the episode is what Dielle calls:

Have. Do. Get.

If you’re struggling to define a result, start here.

HAVE

Something tangible your client can point to.

Examples:

• Have a 5K client
• Have a pain-free period
• Have a marriage that feels like a partnership
• Have a nervous system that recovers faster

DO

A finish line crossed.

Examples:

• Do a launch
• Do a hard conversation without fighting
• Do a 30-day manifestation practice
• Do a presentation without shutting down

GET

Something achieved through action.

Examples:

• Get three job interviews
• Get your first coaching client
• Get through a triggering situation calmly
• Get back on a plane after flight anxiety

Every niche can fit into one of these categories.

Why Feelings Are Not Results

This may be one of the most controversial lessons from the episode.

Dielle strongly advises against marketing outcomes like:

• Feel better
• Feel lighter
• Feel happier
• Feel aligned

Why?

Because feelings change constantly.

Someone can:

• Make six figures and still feel anxious.
• Heal a relationship and still have a bad day.
• Reach a goal and still experience fear.

Feelings are important.

But they’re not stable enough to be your primary promise.

Instead, focus on transformations that can be observed and measured.

How to Create a Time-Based Result

Many entrepreneurs make their marketing harder than it needs to be.

The timeline is often already sitting in front of them.

Start with your program length.

Ask:

“What result can someone reasonably achieve during this container?”

If your program is:

• 90 days
• 6 months
• 12 months

Then what is the most meaningful transformation that can happen during that time?

That’s your result.

Not what happens eventually.

Not what happens someday.

What happens inside your process.

What If Clients Don’t Get Results?

This is the question most entrepreneurs are actually asking.

And Dielle’s answer is refreshingly simple:

Good coaches troubleshoot.

They don’t hide.

They don’t avoid data.

They investigate.

When a client struggles, ask:

• What did you try?
• How long did you try it?
• What happened?
• What were you thinking?
• Show me your process.

The goal isn’t perfection.

The goal is learning.

Every challenge becomes information.

And information helps you improve your coaching.

The Secret to Better Testimonials

Many entrepreneurs believe they need hundreds of success stories before they can confidently market a result.

Dielle disagrees.

Instead, she encourages entrepreneurs to:

1. Choose a result.
2. Build a process.
3. Track outcomes.
4. Improve continuously.

You don’t start with hundreds of testimonials.

You start with intentionality.

Because once you decide what transformation you’re committed to creating, your coaching naturally becomes more focused and more effective.

Create a Culture of Wins

One of the most powerful concepts in the episode is creating a culture where results are celebrated.

Track them.

Talk about them.

Share them.

Ask clients:

• What’s working?
• What improved?
• What changed?
• What win are you proud of?

When wins become visible, patterns emerge.

And those patterns help you create even more success stories.

Final Takeaway: Results Are a Responsibility, Not a Risk

Many entrepreneurs avoid results because they’re afraid of being wrong.

But avoiding results doesn’t eliminate responsibility.

It simply removes clarity.

The strongest coaches, consultants, and service providers aren’t the ones who guarantee perfection.

They’re the ones who commit to transformation.

They’re willing to:

• Define success
• Measure progress
• Troubleshoot obstacles
• Improve their process
• Take responsibility for helping people grow

Choose a result.

Give it a timeline.

Track it relentlessly.

And become known for creating real change.

Join the membership: https://forthe23percent.com/everything-sales

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