You may not know this but before I started building my multi-7 figure business…
I spent 15 years in the trenches of finance.
Managing the money of the wealthiest people in Canada. (Literally, I’ve never seen that many 0’s in my life!)
Watching how they moved their capital…
How they responded to economic situations that caused uncertainty…
What they actually did when the economy shook and the stock market tanked.
And right now? That same spidey sense I developed back then is starting to tingle.
I don’t have to tell you, we’re on the brink of a trade war.
It’s not just headlines. It’s the kind of global tension that will ripple into the economy.
From supply chains, to spending behaviour… and eventually into the coaching industry.
Now before you close this email thinking “This doesn’t affect me!”
Let me say this: it already is.
People are starting to get slower in their purchasing decisions.
Their attention spans are also getting shorter.
They’re asking way more questions and thinking twice before pulling the trigger and hitting “add to cart.”
But here’s the real kicker: They’re still spending!
They’re just not spending impulsively.
That’s what happens in uncertain economies.
I saw this exact pattern back in 2008 when we had a global recession.
Markets wobbled, everyone panicked.
But the wealthy? They got sharper.
They didn’t freeze, they shifted and searched for opportunities.
This trade war is already triggering pricing instability.
Just to give example, the American dollar is 10% cheaper today than it was at the start of the year!
Every industry is watching this play out now, and the coaching industry isn’t insulated from that.
So you might be asking, “Well, Christina – what should we do in this kind of market?”
- DON’T pivot out of fear
DO sharpen your clarity.
You get to be super crystal clearer than ever about:
- Who you’re speaking to
- Why NOW is the right time for them to buy
- How your offer solves a problem they’re still willing to pay to solve.
- How you’re creating safety for your people to buy
This is what the most financially savvy people do.
They don’t just wait for the storm to pass.
They build structure that can hold up in any weather.
- DON’T use the messaging that worked in 2021
DO update your messaging to reflect NOW. You must be relevant if you want people to listen.
People have changed.
People are now cautious, overstimulated, and skeptical. But still hungry for transformation.
Ditch the copy-paste launch messaging.
Speak directly to how they’re feeling, in this moment.
What’s causing them to hesitate?
Where did they get burned in the past?
What’s causing them to feel hope?
The coaches who keep their messaging current are the ones who stay relevant.
- DON’T hide
DO stand up, stand out.
When uncertainty creeps in, too many coaches shrink.
They start to second guess every moment and “wait for the right moment.”
They tell themselves they’re being strategic, when really… they’re being scared.
But in shaky economies?
The ones who stay visible become to ones people trust.
So YES, keep showing up.
Keep doubling down on your marketing.
Keep being that beacon of light.
Even when engagement dips.
Even when it feels like not enough people are watching.
Because I can assure you: they are.
They’re watching how you lead in this season.
And whether your presence feels stable, safe, and solid.
If you want to be top of mind when they’re ready to buy, you need to show up.
If you can walk away with anything in today’s email, let it be this:
This is the time to rise with more leadership than ever before.
Let me know what came up for you as you read this.
I’d love to hear.
P.S. In my next blogpost, I’ll be speaking more about where you should focus to increase profit and what to cut to navigate through these times.In part 2, I’ll share more on how to focus on profit and where to cut to navigate through these times.
