You made a lead magnet. You put it out there. And nothing happened. Before you scrap it and start over, there is a good chance the magnet was fine and it was sitting in the wrong channel, or you never decided what "working" looks like.

Adam Roach and Jess Webber are wrapping up the solar system model with the piece that connects everything: the orbit. You already have a Sun (your gravity), a Planet (your one offer), and Moons (your lead magnets). The question this conversation answers is how people actually find the Moon in the first place. Jess calls it an orbit check. Without it, you have a pile of disconnected stuff floating in space.

Adam brings the flow. He is the first to say he needs to see how things connect, and he walks through a simple mailbox story that makes the whole model click. A postcard shows up (the channel), the coupon on it (the lead magnet) sends his son to the oil change shop (the planet), and once the oil is changed, the upsells start. Air filter, transmission fluid, tire rotation. Jess brings the strategy: every channel needs its own entry point, every magnet should lead to the same planet, and a lead magnet only solves a micro problem, which means it only earns a micro amount of trust.

What you'll learn:

• Why every channel you use needs its own Moon, and what makes a lead magnet low friction with a quick win
• How channels run from ads (lowest trust) to keynote speaking (highest trust), and why that changes how fast people convert
• Why you can have one lead magnet or twenty, as long as they all lead to the same planet
• How having more than one magnet lets you A/B test which channel connects with your solution
• How the oil change postcard maps to channel, lead magnet, planet, and upsell
• Why you need to define what "working" means before you pick a channel
• What to do when your first channel does not work (spoiler: do not just repeat it)

The big idea:

A channel is how people meet you, and a lead magnet is how they decide whether to come closer. If you expect a cold ad to convert someone tomorrow, you are going to be disappointed. If you give away a lead magnet from the stage halfway through a keynote, that is a very different level of trust. Pick the channel that fits your people, give it a Moon, define working, and run the play.

Notable quote:

"Go define working and then pick the channel. Run the play and watch your solar system work." Adam Roach

Resources mentioned:

• Lead Magnets Made Simple class with Jess Webber: jesswebber.com/leadmagnets
• The I Love Coaching solar system page (all the series episodes plus a lead magnet Jess built as a live example): ilovecoachingco.com/solarsystem
• ILC community: ilovecoachingco.com
• Instagram: @ilovecoachingco / @adamrroach / @thejesswebber
• YouTube: youtube.com/@ilovecoachingco
• See it in action: ilovecoachingco.com/solarsystem

JOIN THE COMMUNITY:

Ready to connect your offer, your lead magnet, and your channel into one clear orbit? See the full solar system series and the lead magnet Jess built as an example at ilovecoachingco.com/solarsystem, then come hang out with us at ilovecoachingco.com.

You're posting content, you're nurturing your email list, you're showing up on stories, and somehow it all still feels like pushing a square boulder up a hill. Adam Roach knows that feeling well. He spent years lumping every audience together into one funnel, and it never worked.

In this episode, Adam and Jess break down a distinction most coaches never make: the attraction funnel and the trust funnel are two completely different systems, built for two completely different jobs. Confuse them, and you'll either come across as a salesy stranger to people who don't know you yet, or you'll under-serve the people who already trust you by treating them like cold leads.

Adam opens with the four trust tiers every coach's audience actually sits inside: Unknown, Known, Like, and Trust. He walks through his own Kia Telluride buying journey to show exactly how a person moves through those tiers in real life, and why rushing that process backfires. Jess ties it back to the "I know a guy" language from the recent Coaches #1 Problem series: if the people who already know you can't name what you do in one clean sentence, that's a bigger opportunity than any cold audience ever will be.

What you'll learn:

- The four trust tiers your entire audience already falls into (Unknown, Known, Like, Trust) and why treating them the same kills conversion

- What the "Trust Ledger" is and why deposits have to come before you ever ask for a withdrawal

- How to audit your own database in under ten minutes to find the relationships you're leaving on the table

- Why approaching strangers with an offer is the coaching equivalent of selling pink highlighters on a street corner

- The real difference between top, middle, and bottom of funnel content, and the 50/40/10 ratio that actually works

- The one filter question to ask before every post: am I trying to get seen by someone new, or trusted more by someone who already knows me?

- Why relationship-based conversion is consistently the easier, faster path to a sale than a transactional pitch ever will be

The big idea:

It's simple but easy to miss: your existing relationships are your highest-leverage, lowest-cost growth channel, and most coaches skip straight past them chasing strangers instead. Fix the order, and both funnels get easier.

Memorable Quote:

"Social media channels are meant to connect, not to convert." - Jess Webber

Resources Mentioned:

- Coaches #1 Problem Series (Ep. 187, Ep. 188)

- ILC community: ilovecoachingco.com

- Instagram: @ilovecoachingco / @adamrroach / @coachjesswebber

- YouTube: youtube.com/@ilovecoachingco

Timestamps:

[00:00] Intro: two funnels, two completely different jobs

[02:04] The four trust tiers: Unknown, Known, Like, Trust

[03:56] Adam's Kia Telluride story: how attraction becomes trust

[06:14] Tying it back to "I know a guy" language

[07:40] Where most coaches get the order backwards

[08:44] The Trust Ledger: deposits before withdrawals

[10:12] Why transactional focus shrinks your bottom tier

[11:55] Audit your database: the trust list and the engaged list

[14:05] The pink highlighter analogy: selling to strangers

[15:36] Why relationship conversion is the easier lift

[16:34] Top, middle, and bottom of funnel content, defined

[18:40] The posting filter: new eyes or deeper trust

[20:17] The 50/40/10 content ratio

[21:32] Breaking the habit of selling on social media

[24:26] Wrap up and where to go next

Ready to stop guessing which funnel you're even in? The ILC community is where coaches go to build the relationships and the systems that actually convert. ilovecoachingco.com