How to Craft a Positioning Statement That Attracts the Right Clients
As a coach, your positioning statement is the foundation of your brand. It defines who you are, who you serve, and why you are uniquely suited to help your ideal clients. Without a clear positioning statement, you risk blending into the sea of coaches competing for attention. But when done right, your positioning statement attracts the right clients—those who resonate with your approach, trust your expertise, and are eager to work with you.
In this guide, we'll walk through the steps to create a compelling positioning statement that aligns with your coaching philosophy and draws in your ideal clients.
What Is a Positioning Statement?
A positioning statement is a concise, powerful declaration that communicates your unique value proposition. It clarifies:
Who you help (your target audience)
The core problem you solve
Your unique approach or solution
The transformation clients experience after working with you
A well-crafted positioning statement helps potential clients quickly understand why they should choose you over other coaches.
Why Your Positioning Statement Matters
A strong positioning statement does more than describe what you do—it makes an emotional and intellectual connection with your ideal clients. It helps you:
Stand out in a crowded coaching industry
Attract high-quality clients who align with your values and approach
Build credibility and trust with your audience
Communicate your expertise with clarity and confidence
By crafting a clear and compelling positioning statement, you set the foundation for authentic branding and effective marketing.
How to Craft Your Positioning Statement
Step 1: Identify Your Ideal Client
To attract the right clients, you first need to know who they are. Ask yourself:
Who do I love working with?
What challenges or aspirations do they have?
What stage of life or career are they in?
What values do they hold?
Understanding your ideal client ensures your messaging resonates with the right people.
Step 2: Define the Problem You Solve
Your coaching business exists to solve a problem. What struggles, pain points, or frustrations do your ideal clients face? For example:
Are they stuck in a career they no longer love?
Are they struggling with confidence and self-doubt?
Do they need guidance to navigate a major life transition?
Clearly defining the problem makes it easier for potential clients to see how you can help them.
Step 3: Clarify Your Unique Approach
What makes your coaching different? Consider:
Your coaching style (e.g., action-oriented, reflective, intuitive)
Your methodology or framework
Any certifications, experiences, or personal stories that shape your approach
Your uniqueness is what sets you apart from other coaches, so embrace it!
Step 4: Articulate the Transformation
Clients don’t just buy coaching—they invest in transformation. What tangible and intangible benefits do your clients experience after working with you? Examples include:
A renewed sense of purpose and clarity
Improved confidence and decision-making skills
Achieving career or personal growth goals
When potential clients can envision the results, they’re more likely to take action.
Step 5: Put It All Together
Now, it’s time to craft your positioning statement. Here’s a simple formula to follow:
"I help [ideal client] who [problem they face] by [your unique approach], so they can [desired transformation]."
Examples:
"I help mid-career professionals who feel stuck in unfulfilling jobs discover their true calling through purpose-driven coaching, so they can create careers they love."
"I help women entrepreneurs who struggle with self-doubt develop unshakable confidence using mindset coaching, so they can grow their businesses with clarity and ease."
Refining Your Positioning Statement
Once you draft your statement, test it by:
Saying it out loud – Does it sound natural and compelling?
Sharing it with colleagues or ideal clients – Does it resonate with them?
Incorporating it into your marketing – Does it attract engagement and interest?
Your positioning statement isn’t set in stone. As you evolve as a coach, revisit and refine it to stay aligned with your mission and audience.
Final Thoughts: Stand Out, Stay Authentic
Your positioning statement is the heartbeat of your coaching brand. By crafting a clear, authentic, and compelling statement, you attract the right clients—those who are excited to work with you because they see the value in what you offer.
Take the time to refine your positioning statement and let it guide your messaging, content, and client interactions. When you own your unique value, you naturally stand out in the coaching industry and build a thriving practice filled with aligned clients.
Ready to create your positioning statement? Start drafting yours today, and watch how it transforms your coaching business!
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