Unharvested Goodwill – The Hidden Moat of Your Business

The Untapped Reservoir

If there’s one moat that can protect and propel a high-ticket coaching business to new heights, it’s unharvested goodwill. 

You know, that untapped reservoir of trust, connection, and value that lies between you and your market, waiting for the right moment to be activated. Think of it as the equity you’ve built before a sale even happens—a silent champion for your brand, working behind the scenes to build an army of future clients who are warmed up and ready to engage.

Unlike other forms of marketing, unharvested goodwill doesn’t demand immediate returns. Instead, it grows and compounds over time, becoming an ever-more potent resource for your business. 

When the time comes to “harvest” it, you’ll find you’ve created a community of loyal prospects who are not just ready to buy—they’re eager, excited, and already convinced of your value. But how do you build this kind of moat?

It starts with crafting a multi-touch marketing system. The point here is to move people effortlessly cold eyeballs to warm market – then create assets that nurture them toward your solution.

Before diving into the specifics, let’s touch on the power of demonstration assets. These are the tools you use to engage your audience, prove your value, and build that well of goodwill long before you ever make a “pitch.” There are six primary types of demonstration assets:

• Direct Offers
  
• Books
  
• Products
  
• Communities
  
• Content
• Events

Each one serves a strategic role in both educating and influencing your market—ensuring you’re not just grabbing attention but retaining it. For a deeper dive into how these assets function, check out our article on Demonstration: Retain Attention or Go Broke.

Alright – let’s hit some practical ways you can build and harvest goodwill using these powerful tools.

AVE: Asymmetric Value Exchange

If you want to build serious goodwill, you need to flip the script on traditional marketing. The concept of asymmetric value exchange is simple: give more value than you take. High-ticket coaches who implement this principle offer resources, insights, or tools that deliver tangible results before asking for anything in return. 

This could mean offering a high-quality PDF guide, a video workshop, or a mini-course that delivers a real win for your audience—something they could have paid for but got for free (or far below the retail value) instead.

Why does this work so well? When your audience receives unexpected value, they become emotionally invested in your brand. It creates a sense of reciprocity, and they’re far more likely to engage with you in the future. Not only that, but you start to condition your audience to expect high-quality solutions from you, setting the stage for a seamless transition into your premium offerings when the time is right. For more insights into multi-touch strategies that can amplify this goodwill, check out our post on Multi-Touch Marketing 101.

Pre-Conversion Connection Through Communities

We talk about communities a lot around here, and that’s not by accident. The “crew” you build with your marketing on the front and your fulfillment on the back are easily the best way to generate goodwill at scale.

By establishing a space—whether it’s a private Facebook group, an exclusive LinkedIn community, or even a live event series—where like-minded individuals can gather, you become the connector. And people remember the connectors.

The power of community is that it doesn’t just revolve around you; it’s about facilitating connections and fostering dialogue among members. This ecosystem becomes a space where you can share your content, introduce your methodologies, and showcase your expertise—all while creating a sense of belonging for your audience. 

And as they engage and grow within your community, their loyalty to your brand deepens. By the time you’re ready to pitch a high-ticket offer, you’re not a stranger; you’re the trusted leader they’ve come to know.

In an age where attention is currency, this community-building approach keeps your audience close and engaged, helping you build a lasting moat around your business. As we highlight in our article on Effective Marketing: What Matters and What Doesn’t, it’s not about doing everything—it’s about focusing on the things that foster genuine connection.

3 E’s: Educate, Entertain, and Elevate

Content is still king. But in our era of constant “noise,” it’s not enough to just churn out posts or videos.

Your content needs to serve a purpose beyond just occupying space in the digital realm. High-ticket coaches who excel in nurture marketing use content as a tool to educate, entertain, and elevate their audience. They don’t just tell their audience what they know (because, who freakin’ cares, honestly…)—they show them.

Here’s how you can structure your content to build that reservoir of goodwill:

• Educate: Share behind-the-scenes looks into your process, case studies, or frameworks that solve common problems your target audience faces. When they see your methods in action, it builds credibility and trust.
• Entertain: Don’t be afraid to infuse personality into your content. Use humor, storytelling, and even polarizing opinions to stand out and become memorable. A dry, purely educational approach often falls flat; the more human you are, the more relatable your brand becomes.
• Elevate: Challenge your audience’s thinking. Introduce new ideas or perspectives that push them to rethink their current approaches. When you elevate your audience, you position yourself as the thought leader they can trust to help them achieve their goals.

By using content in this strategic manner, you not only maintain your audience’s attention but also deepen the emotional connection they feel towards your brand—laying the groundwork for future harvestable goodwill.

Give Them a Taste of Your Expertise Through Events

Lastly, we have to talk about events. If you watch us carefully at The Wealthy Consultant, you might notice that we put on events on a monthly basis.

Again… this is no coincidence.

Whether it’s an in-person workshop or a virtual masterclass, events allow you to engage with your audience directly and leave a lasting impression.

The key here is to pack your event with so much value that attendees walk away with actionable insights or tools they can use immediately. By creating a sense of urgency (e.g., “You won’t find this information anywhere else!”), you not only make your event irresistible but also build anticipation for future opportunities to engage.

Cultivate… You Won’t Regret It

High-ticket coaches and consultants who understand the power of unharvested goodwill know it’s not about making quick sales—it’s about building a brand that resonates deeply with its audience, ensuring they come back for more when the time is right. By leveraging asymmetric value exchange, building communities, and creating impactful content and events, you’re laying the foundation for long-term success.