You are out there every day taking actions to attract coaching clients so you can earn a good living and help them transform.
But is your content helping you or hurting you?
A big part of what I teach coaches is how to craft compelling messages. I help coaches speak to the hearts of their audiences.
A coach who had been out there a few years but just barely getting by asked me to review all her recent content — from podcast episodes, social posts and even her live presentations — to see if she was on the right track.
When you don’t have enough clients, it’s wise to look dispassionately at everything you’re doing.
First, I was super impressed by her discipline. She was reliably taking the right actions — daily social posting, publishing a podcast episode every week, and getting in front of her audience with presentations.
Technically, she had all the processes down. But her content left me cold.
Let’s talk about the critical ingredient of crafting content that engages your audience.
It’s time to PLUG IN!
What’s the Critical Ingredient in Content That Attracts Coaching Clients?
Connection.
Don’t just write a string of words. Write words that land.
Don’t just pick a coachey topic. Choose a topic that is top-of-mind for your audience.
And don’t just fill the page. RELATE to your audience.
It took me a long time to figure out that just putting out content wouldn’t help me have a financially successful business. I had to learn how to speak to the heart of my audience.
That’s what you need to do too. It’s okay if you don’t know how to do that today. Set intention to learn starting now.
The great thing about being a coach is that you know how to listen at multiple levels. And that’s what you have to do to create content that CONNECTS to your target audience.
Listen to what they have to say.
Listen for the words they use.
Listen for the emotion behind and the meaning beneath their words.
I know you don’t want to market. Who does? Effective marketing is simply about listening and then connecting on a level that your audience responds to.
Marketing is not an evil thing. You don’t have to lie or manipulate to attract clients.
It’s about connecting the dots between you and your ideal audience.
The way that most coaches market is dry, soulless and lacks insight into their audience. And that’s only because the coach hasn’t put a focus on their audience YET. Instead, they talk about the wonders of coaching as if that’s what their audience cares about.
Are you doing that? I did that too at first.
So how can you take a leap out of that awkward phase?
The 3 Developmental Stages of a Successful Coach
Now doubt, you started by learning coaching skills and a model of coaching conversations. It’s transformational stuff so it’s not surprising that you get all excited about that! But your prospective coaching clients do NOT want to hear about that.
Then, hopefully, you learn how to develop a solid foundation for your coaching business. This starts by choosing a unique and narrow target audience to focus your services on. But don’t stop there.
Now, learn how to speak to your audience in a way they can hear. Learn the specific BIG PROBLEMS your audience faces that are in the way of reaching their BIG GOALS. Discover how they talk about those things. What keeps them up at night? What do they long for?
This is what makes it possible to attract clients who invest in your services.
Personally, I love this last part. I’m fascinating by human beings. I like to understand them. And I want to have a relationship with my target audience, not just sell them stuff.
I find it a bit ironic that as new coaches,
connection is often forgotten in favor of pushing the concept of coaching.
What stage are you on now? Move to the next level. You can do it!
If you’re doing all the right things mechanically but not gaining enough traction in your business, it’s time to connect the dots between tactics and attraction and between you and your audience.
Here are …
8 Secrets to Content that Connects with Coaching Prospects
This is the meat of the sandwich and what I want you to take away for creating ALL of your content — social posts, podcast episodes, blogs and articles, seminars, webinars, workshops, web copy – ALL content.
#1 Grab Attention
In this crazy world of information bombarding everyone the only way to grab attention is through RELEVANCE. Don’t spout off about coaching and all the “coachey” topics like balance, limiting beliefs and mindset.
#2 Raise Curiosity
When you title your episode, article or presentation don’t give away the punchline. Instead tease your solution. If your audience isn’t curious, they won’t take the time to experience what you’ve created.
#3 Contextualize Everything
Instead of speaking to the general population, step into the world of your specific audience. Show that you understand their world by including the keywords, scenarios and challenges of the world they live in as it relates to your niche.
I can’t tell you how often I see coaches posting to what seems like the general population!
#4 Be Unique
If your content sounds like everyone else’s, you won’t attract your ideal clients. Take risks, own your authority, be edgy. Come up with your own stuff rather than parroting someone else.
And PLEASE don’t use AI to craft your messaging. That’s the lazy way out and you know it. For your brain to integrate ways to connect with your audience, you have to use it and train it.
#5 Show Vulnerability
Yes, be a thought leader and also be a real human being at the same time. Show how you relate to your audience. Commiserate. Show compassion.
#6 Be Strategic
Think through what you’re doing and why. What’s the end result you want to achieve? What do you want your audience to take away that’s of value?
#7 Raise Desire
Your audience won’t invest in your help unless they want what you’re offering. But rather than convincing them, hit the mark with your offers. Don’t offer a sign up on your email list. Who wants that? Understand what they actually want and serve that up.
#8 Entertain Them
Wrap what you do with humor, insider secrets and a sliver of drama here and there. You don’t have to attract them with a 3-ring circus or sex! But don’t bore your audience or they will pass on your amazing value.
Take a look at your content. Have you infused it with these 8 things? Make subtle shifts now to CONNECT!