Hi Friend

A trainer I coached once told me, “I charge more because I’m better.”

He charged £75 an hour.

Another trainer down the road charged £40.

So I asked, “How does a new client know that, before they ever work with you?”

Silence.

That’s the problem.

It’s what I call the Expertise Anchor Gap.

You might be the best coach in your area.
 

But if your expertise isn’t visible early…
 

You’re just another price on a list.

And when all clients see is a list, they default to the easiest comparison: cost.

Trainer A: £40
 

Trainer B: £75

Trainer C: £50

Without a clear reason to pay more, most will pay less.

This is why so many highly qualified coaches get stuck competing on price, despite having skills that should command a premium.

But here’s the good news.

You don’t need a new certification, degree, or six-figure Instagram account.

You need one thing: an expertise anchor.

A way to show your value before the price conversation ever starts.

The best ones do three things.

They’re obvious. 

A client shouldn’t have to dig for proof, you bring it front and centre.

They’re tangible.
 

Saying “I’ve got 10 years’ experience” doesn’t move the needle.
 

Showing how that experience solves their problem does.

And they’re distinctive.

If ten other trainers in your area could say the same thing, it’s not an anchor.

Here's what this looks like.

One coach I worked with built a nutrition system that showed how different food choices impacted gut health and energy across the week.

Clients could see the issue.
 

No selling needed.

Clients felt understood before they even started.

Another developed a recovery map that uncovered why clients kept burning out, and how to fix it.
 

That one doubled his monthly income in under 90 days.

None of them reinvented the wheel.
 

They just organised what they already knew…
 

In a way that clients could see, feel, and trust before handing over a penny.

In my next email, I’ll show you how to build your anchor from scratch, even if you think you’ve got nothing special.

Best wishes,
Naomi

P.S. If a stranger landed on your page today… would they know why you charge what you charge? Or would they just scroll to the price?