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A friend recently told me he replaced his psychologist with ChatGPT.
I wish I was joking.
But that’s the world we’re living in now. People are genuinely swapping out their business coaches, life coaches, and yes, even their therapists for AI chatbots that cost nothing and never sleep.
If you’re a coach heading into 2026 and that doesn’t concern you even a little bit… I don’t know what to tell you.
But here’s the thing. This is just ONE of five brutal headwinds hitting coaching businesses right now. And if you’re still using funnel strategies from 2024 that you bought off some course, you’re going to get eaten alive by coaches who’ve adapted to the new reality.
The good news? There’s a multi-funnel system that not only helps you survive 2026 but actually helps you get clients up to three times faster. I’m currently building this exact system for Radical Marketing and our clients, and I’m going to break down the whole thing for you right here.
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The 5 Headwinds Every Coach Needs to Know About
Before we get into the solution, let’s talk about why your old approach isn’t working anymore.
These aren’t minor inconveniences. These are fundamental shifts in how marketing for coaches works in 2026.
Headwind #1: You’re Competing Against AI
This is the elephant in the room that nobody wants to talk about.
Your prospects aren’t just comparing you to other coaches anymore. They’re comparing you to ChatGPT, Gemini, Claude, and whatever new LLM dropped last week.
And here’s the uncomfortable truth: for a lot of basic coaching questions, AI is “good enough.” It’s free, it’s available 24/7, and it never judges you for asking the same question three times.
I personally have verbal conversations with ChatGPT about my business sometimes. It gives useful information. Now, can it replace an actual coach with real experience? No. But a lot of people are asking themselves, “Why should I pay thousands for a coach when I can just ask the robot?”
That’s the competition you’re up against now.
Headwind #2: Generalists Are Getting Crushed
The people who think they can just do “life coaching” or “business coaching” in general? They’re the ones who are going to suffer most in 2026.
You cannot be a generalist anymore. You need to be a specialist. You need to niche down hard.
Instead of being a “life coach,” you could be a coach who helps married men regain their masculinity.
Instead of being a “business coach,” you could be a coach who helps manufacturing companies reduce headcount by 20% using AI.
See the difference? One is vague and forgettable. The other is specific and speaks directly to someone’s exact problem.
That’s what people will pay for. They’re not going to buy “business coaching in general.”
Headwind #3: Certifications Are Worthless
I did some research on this, and here’s what I found: 85% of coaches have some form of certification.
Eighty-five percent.
So what exactly is that certification differentiating you from? Nothing. Everyone has one.
The fact is, you don’t need another certification. What you need is proof that you can get results.
Headwind #4: Results Are the Only Thing That Matters
This ties directly into the certification point.
I have three degrees. Nobody has ever asked me about them. Not once.
When prospects reach out to Radical Marketing, they don’t ask “How many degrees do you have, Terence?” They ask, “What results have you gotten for other clients?”
That’s the only question that matters now. Can you prove that you can get people the results you promise them?
If you can’t, no amount of qualifications will save you.
Headwind #5: Single Funnels Don’t Scale Anymore
Your old 2024 funnels? The simple “send traffic to webinar” or “send traffic to VSL” approach?
It’s not working like it used to.
The market is too competitive now. You need something more sophisticated. Something that builds trust over multiple touchpoints before you ever ask for the sale.
Which brings us to the solution.
The Multi-Funnel System: An Overview
Here’s what this new marketing strategy helps you do:
It differentiates you from AI by creating multiple touchpoints where prospects experience your expertise firsthand.
It positions you as a specialist because you have the opportunity to educate people about what you do, the results you’ve gotten, and how you’re different from every other coach in the market.
It makes competition irrelevant once you get prospects into your ecosystem. They’re not comparison shopping anymore because they’ve been indoctrinated into your world.
And here’s the best part: it converts people who aren’t ready to buy yet. Because let’s be honest, most of your prospects fall into the “not yet” category. They’re interested, but they’re not ready to pull out their credit card.
This system nurtures them until they are.
The whole thing consists of three funnels working together. Let me break each one down.
Funnel #1: The Mini-Course Lead Magnet
The first part of the system is what I call the mini-course funnel.
This is essentially a lead magnet, but instead of offering a boring PDF that nobody reads, you’re offering a free mini-course that delivers real value over 5-7 days.
Here’s how it works:
You pitch prospects a mini-course that will help them achieve a specific outcome in a short period of time. You can position it as a $197 value that they’re getting for free just by signing up.
For Radical Marketing, we’re creating a five-day course on how to construct a highly effective marketing funnel. Each day, I’ll show people one of the 10 elements they need to build a webinar funnel that doesn’t leak money.
Once someone signs up, you drip-feed them the content. Day one, they get part one. Day two, part two. And so on.
Each video should be 5-10 minutes long. That’s the sweet spot. It’s long enough to deliver real value, but short enough that people don’t think “Ugh, I have to sit down for 30 minutes to watch this.”
Super value-packed. Very actionable. Something they can actually implement.
At the end of each day’s lesson, you include a soft call to action: “Hey, if you’d like us to implement this funnel for you, click below and let’s have a chat.”
If they don’t buy? That’s totally fine. They go into your newsletter and get nurtured over time until they’re ready.
The result? You’re building a list of qualified prospects for $2-5 per lead. That’s significantly cheaper than trying to drive people directly to a sales page. And because they’ve gone through your mini-course, they actually trust you. They’ve seen your expertise. They know you’re credible.
This is way more effective than chasing cheap leads that never convert.
Funnel #2: The Retargeted VSL
The second part of the system is a VSL (Video Sales Letter) funnel.
But here’s the critical distinction: you’re NOT sending cold traffic to this VSL.
Let me explain why with a dating analogy.
Sending cold traffic directly to a VSL is like walking up to a complete stranger on the street and asking them out for dinner.
Sure, some people might say yes. But the vast majority are going to be creeped out and run away. Because they don’t know you. They don’t trust you. You’re just some random person demanding their time and attention.
That’s what cold traffic to a VSL feels like for your prospects.
What you should do instead is this: exchange numbers first. Look at each other’s Instagram content. Grab a coffee. THEN go for dinner.
That’s what the mini-course does. It’s the “exchange numbers and grab coffee” stage.
So for your VSL funnel, you only want to use retargeting traffic. These are people who’ve already been through your mini-course. They know who you are. They’ve experienced your teaching style. They trust you.
When THEY see your VSL, they’re much more likely to book an appointment or buy your course. Because you’re not a stranger anymore. You’re someone they’ve built a relationship with.
The exception here is Google Ads with high-intent keywords. If someone is actively searching for exactly what you offer, they don’t need as much warming up. They’re already problem-aware and looking for a solution. So you can send them directly to your VSL.
But Meta ads to cold traffic going straight to a VSL? That’s the “proposing to a stranger” approach. Awkward, expensive, and it almost never works.
This is one of the biggest mistakes I see when coaches try to market their webinars.
Funnel #3: The Monthly Live Event
"The lawyer with the briefcase can steal more money than the man with the gun."
Now here’s the cherry on top.
You’ve got all these people who’ve been through the mini-course. You’ve retargeted them with your VSL. But some of them are STILL sitting on the fence.
What do you do?
You invite them to a once-a-month webinar or live event.
This is where they get to see you live. They get to interact with you in real-time. They can ask questions, feel your energy, and experience what it’s actually like to work with you.
And here’s why this works so well: these people have already been indoctrinated.
They’ve consumed your mini-course content. They’ve seen your VSL. They’ve been on your email list receiving valuable insights. By the time they show up to your live event, they’re not skeptical strangers anymore.
They’re warm prospects who just need that final push.
So when you make your pitch at the webinar, the conversion rate is WAY higher than if you’d tried to sell to cold traffic.
This is the same approach we use when we help coaches fill their webinar seats. The key is making sure the audience is primed before they ever show up.
The monthly event also does something else important: it builds community and keeps you top of mind.
Every month, you have an excuse to email your list. To post on social media. To remind people that you exist and you’re delivering value. It creates a rhythm that keeps you front and center in your prospects’ minds.
So when they ARE finally ready to buy? You’re the first person they think of. The competition doesn’t even enter their consideration.
For one of our clients, we’re actually doing a WEEKLY event as the lead magnet instead of a mini-course. It’s a breathwork community where people come together to do exercises and release stress. Then once a month, we have the bigger webinar with the pitch.
The point is: the format can be flexible. What matters is that you understand where your prospects are in the customer journey and tailor your strategy accordingly.
Why This System Actually Works
Let me summarize why this multi-funnel approach is so effective:
You’re building trust through multiple touchpoints. Not just one. You have three different funnels working hand-in-hand to move prospects along the customer journey.
It converts “not ready” prospects over time. Most people aren’t ready to buy when they first discover you. This system nurtures them until they are.
Sales stop being awkward. When you finally make your pitch, it feels like a friend asking if you want to grab coffee. Not a stranger on the street demanding a dinner date.
You build your list cheaply. Because you’re directing people to a valuable lead magnet, you’re getting leads for $2-5 instead of $20-50.
Ready buyers take action immediately. For people who ARE ready to buy, the system gets them there fast. But the ones who aren’t ready still get captured and nurtured.
Your newsletter and events keep you top of mind. So when prospects are finally ready to pull the trigger, they don’t even consider your competition. You’re the obvious choice.
One More Thing: Diversify Your Traffic
Here’s a bonus lesson that I’ve learned the hard way.
In 2026, you need as many traffic channels as possible.
I’m sure many of you have been caught with your pants down when your Facebook ad account got banned. Or your Google ad account got suspended. And suddenly your entire business grinds to a halt because all your leads came from one source.
That’s a terrifying position to be in.
Right now, we’re using:
- Paid ads (Meta, Google, and we’re even exploring Reddit)
- Cold email outreach
- LinkedIn outreach
- Organic content
- Our email newsletter
The goal is to never be dependent on a single platform. If one channel gets shut down, the others keep feeding prospects into your system.
This is especially important if you’re in an industry that tends to get flagged by ad platforms. Some of our clients can’t advertise on traditional platforms at all, so we’ve had to get creative with alternative channels.
The point is: build multiple traffic streams. Don’t let one banned ad account kill your entire business.
The Bottom Line: Single Funnels Are Getting Harder to Scale
Let me summarize why this multi-funnel approach is so effective:
You’re building trust through multiple touchpoints. Not just one. You have three different funnels working hand-in-hand to move prospects along the customer journey.
It converts “not ready” prospects over time. Most people aren’t ready to buy when they first discover you. This system nurtures them until they are.
Sales stop being awkward. When you finally make your pitch, it feels like a friend asking if you want to grab coffee. Not a stranger on the street demanding a dinner date.
You build your list cheaply. Because you’re directing people to a valuable lead magnet, you’re getting leads for $2-5 instead of $20-50.
Ready buyers take action immediately. For people who ARE ready to buy, the system gets them there fast. But the ones who aren’t ready still get captured and nurtured.
Your newsletter and events keep you top of mind. So when prospects are finally ready to pull the trigger, they don’t even consider your competition. You’re the obvious choice.If you’re just running a lead magnet funnel, or just running a quiz funnel, or just running a VSL funnel or webinar funnel or challenge… they can still work.
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But if you want more profits and you want to scale with confidence, relying on a single funnel type is becoming increasingly difficult. I’m seeing this across the board.
The way to go in 2026 is a multi-funnel system that builds trust and generates sales over time.
Community building is also absolutely critical. As you build your list and nurture them with regular events, you’re creating a moat around your business. A fortress that protects you from competitors.
Many agencies and marketers have gotten lazy. They found something that worked a few years ago and they keep doing the same thing, thinking they just need to tweak the messaging or offer a little bit.
That might get you incremental improvements. But if you truly want to transform your marketing in 2026? You need to adopt this multi-funnel approach.
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Want Us to Build This System For You?
Look, I just gave you the entire blueprint.
You could absolutely take everything I shared here and implement it yourself. Build your mini-course, set up your VSL retargeting, create your monthly event calendar.
But if you’d rather have someone who’s already done this for dozens of coaches handle it for you?
That’s exactly what we do at Radical Marketing.
We specialize in partnering with coaches, experts, and course creators to build high-converting webinar and funnel systems that fill your calendar with qualified prospects.
If you’re doing $150K+ per year and you’re ready to scale to the next level without burning yourself out creating content or figuring out ad platforms…
Let’s talk.
This podcast is hosted by Terence Tam, author of Lead Surge: 8 Radically Effective Marketing Funnels for Coaches and Experts. He is also the Founder of Radical Marketing, a digital marketing agency that partners with high-ticket coaches to scale their businesses with Webinars – by using a proprietary blend of story ads and battled-tested sales funnels to achieve better returns on ad dollars.
