You’ve got an offer. You’ve got an email list (even if it’s a small one). And yet, when it comes to actually selling, something stops you in your tracks.

Maybe you worry about sending too many emails. Maybe you don’t feel ready to be visible. Or maybe, deep down, there’s a little voice telling you your offer just isn’t good enough yet.

If that’s you, please know there’s nothing wrong with you. This is so common for highly sensitive, heart centred coaches, and I’ve been there with every single one of these.

So let’s get real for a sec and look at the three mindset blocks I see most often, in myself and in my clients, and how you can move past them.

Mindset Block 1: “I don’t want to bother people”

This is the big one. “I don’t want to send another email.” “I don’t want to sell at the end of my Instagram post again.” “I don’t want to come across as too salesy and annoy people.”

It hits us particularly hard as highly sensitive coaches, because we can so easily put ourselves in other people’s shoes. And most of us have had a pushy sales experience at some point, so the last thing we want is to be that person.

But here’s the truth I want you to hold onto: you are a business. You’re not a content creator, and you’re not here just to give away free content. Your email list exists for you to sell to. It’s okay for you to sell.

Think about a completely different kind of business. H&M doesn’t sit there worrying about sending another email. M&S isn’t thinking, “Oh, we’d better not email our list again about lingerie today.” They email you lots, and nobody thinks twice. Yet as coaches, we shrink away from doing the same.

What feels like a lot to you probably isn’t enough to them

When you draft five emails for a week, or two in a day during a launch, it can feel like loads. You picture people getting sick of seeing you in their inbox.

But on the other side, someone on your list might only see two or three of those emails, if that. Inboxes are busy, lives are busy, and people’s online experience is bitty. So it should feel a little bit uncomfortable on your side, because that’s often what it takes to get your message in front of people at all.

And the people who do read every single email? Usually they’re the ones who really love you and your content. They might not buy right now, but they won’t mind that you’re selling.

Selling can be pure, or it can be useful too

It’s absolutely okay to send emails that are purely about selling. I sent one this morning that was simply letting people know the Chill Launch Lab is open. No helpful titbit, no lesson, just an invitation.

During a launch I’ll also send emails that are useful and lovely to read alongside the selling, because that feels good to my nervous system and my natural desire to help. Both work.

And remember, selling is really just making invitations. If you’re already creating helpful free content, working with you in a paid way is simply a deeper version of the support you’re already giving. I honestly don’t think anyone listening to my show is in danger of going overboard here.

Mindset Block 2: Perfectionism around how you show up

I’ve had so many conversations recently that go something like this: “I can’t show up on video because my background isn’t aesthetic enough.” “I don’t feel like I look good enough.” “I don’t know enough about the topic to go live.”

Visibility isn’t just about video (although showing your face really matters when you’re selling). It’s also about simply sharing the things you need to share. And underneath so many of these reasons is a version of perfectionism, or a feeling of not being ready yet.

I’ll level with you: I sat on the idea for my podcast for two years because I was so worried about the audio quality. I thought if the sound was rubbish, people would think I was terribly unprofessional.

Since then I’ve watched some really big coaches record their podcasts and YouTube videos in the car with their child asleep in the back. And I love it. I love that they show up imperfectly rather than not at all.

Professionalism does matter, because it connects to trust. But showing up imperfectly is so much better than not showing up. People need to know who they’re buying from and feel connected to them, and often it’s the imperfections they connect with most.

My own (very imperfect) setup

I always put some makeup on before I record, because recording without it would feel too far outside my comfort zone. But my background? If I move around, you’ll spot my kids’ computer station and bags all over the place behind me. It’s not the most aesthetic, but it has to do.

I used to set up in front of some lovely shelves in my office, and it was such a faff. Every recording session became a whole production. Switching to just sitting at my usual desk has made it so much easier, and I show up far more because of it.

Try this

If you’re nodding along thinking, “Yep, she’s talking about me,” write a list of everything you think you’d need in place before you’d show up and sell. Then go through it:

• Which things feel doable? Do those.
• Which ones are actually unrealistic? (On my list: getting my hair done before every recording. That’s never happening!) Let those go.

This applies to webinars and live challenges as part of a launch too, not just your content. Challenge yourself to be a little more visible, imperfections and all.

And if you need some extra motivation, remember that perfectionism can cost you a lot of money. The more you hold back from being visible, especially when you’re selling, the harder it is to attract new clients.

Mindset Block 3: Worrying your offer isn’t good enough

This one can show up in lots of ways: worrying you won’t get clients results, doubting the quality of what you’ve created, keeping your prices really low, or over-delivering to make up for it.

If you don’t believe in what you’re selling, it’s really hard to sell it comfortably. I’ve definitely experienced this, and I think the way through is twofold.

First, your offer is probably better than you think

As highly sensitive, heart centred and often neurodivergent people (and particularly as women), we have an almost inbuilt habit of downplaying what we create. So just recognising that your offer is probably way better than you realise can take the edge off that worry.

Second, work out what you need to feel confident

For me, I needed to see people go through my offers and get great results before I could say how good they were with my whole chest. The tricky bit is that as a newer coach, the only way to build that self-trust is by selling your offers, delivering them and seeing results.

So this is where I say something most business coaches won’t: charge in alignment with your confidence level. I’m not telling you to undercharge, and I’ll happily challenge clients when I can see they’re undercharging. A price can feel a little bit outside your comfort zone. But you need to feel okay with it.

If I told one of my clients to charge £20K for their coaching package, they’d tell me where to go! There’s no way they’d feel good emailing their list about it. As sensitive people, we can’t bullshit ourselves or anyone else, and it feels awful when we try.

Some people would look at my prices and say I’m undercharging. I know, and I’m working on it, gradually putting my prices up as my confidence grows and I see the brilliant results my clients get. We all have to start somewhere.

Don’t let it stop you selling

You could test your offer for free a million times and still not get an accurate picture, because people need to invest to really show up and do the work. So don’t let this block stop you from selling.

This is also where working with a coach or mentor who’s seen lots of coaching offers can really help. Being able to tell a client, “This is really bloody good, you should feel great selling this,” (or “let’s tweak this bit”) gives them so much confidence.

It took me a good while to get here, but now when I sell something, I feel so good about it, because I know it’s genuinely great. That’s exactly how I want you to feel about your offers too.

A little bonus: launching can make you feel like a real business

Something I’ve heard from a few people lately is, “I’ve got my office and a few people on my list, but I don’t feel like I have a real business yet.”

When I ran a structured, professional feeling launch, it really helped me feel more legitimate. Launching well can give you that “holy sh*t, I’m a business owner now” feeling, and that’s another brilliant benefit of actually selling your stuff.

Ready to sell the chill way?

If you’d love my support to sell and launch in a way that feels good, the Chill Launch Lab starts on Monday 26th October, and doors are open until Sunday 25th October 2026.

It’s for coaches who already have an offer and an email list (even a small one). Over five weeks (a week of pre-work with a sales and launching masterclass, then four weeks together) you’ll build your 2027 sales plan and your January launch, whether that’s a big launch or a mini one. You’ll get Voxer coaching, two live Q&A calls and a live webinar training on creating a webinar that actually converts. Then in January we’ll reconnect on Voxer while you launch.

You’ll learn how to write emails you feel amazing about sending that still sell, how to feel confident in your offers, and how sales and launching actually work, all without a nervous breakdown in sight.

And if you’d like ongoing support to build a sustainable, cosy coaching business, take a look at Wholehearted Business®, or book a Clarity Call if you’d just like to pick my brains.

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