The #1 Messaging Mistake Coaches Make (And How to Fix It)
As a coach, you’re passionate about helping people transform their lives. You’ve put in the work, honed your skills, and are ready to serve. But there’s one big roadblock standing in your way—your messaging isn’t landing with your audience.
If you feel like your marketing efforts aren’t attracting the right clients, you’re not alone. Many coaches make the same critical mistake when it comes to their messaging. The good news? It’s entirely fixable.
The #1 Messaging Mistake:
Making It About You, Not Them
The biggest messaging mistake coaches make is focusing too much on what they do rather than how they help.
Too often, I see coaches introduce themselves with statements like:
❌ “I’m a certified life coach who helps people achieve their goals.”
❌ “I provide mindset coaching for high-achieving professionals.”
While these statements are technically correct, they don’t tell your audience why they should care. The truth is, potential clients aren’t looking for a coach—they’re looking for a solution to their problem. Your messaging should reflect that.
The Fix: Shift Your Focus to Your Audience’s Needs
If you want your message to resonate, you need to make your audience the center of the story. People don’t buy coaching; they invest in transformation. Your job is to paint a clear picture of the before-and-after journey they can experience through your work.
How to Craft Client-Focused Messaging
Use this simple framework to create messaging that connects:
Who You Help – Identify your ideal client. Who are they? What are they struggling with?
Their Challenge – Describe the pain points or obstacles they’re facing. What keeps them up at night?
Your Solution – Share how your coaching addresses their specific needs.
The Outcome – Highlight the transformation they can expect from working with you.
Let’s apply this framework in action:
✅ Instead of: “I’m a leadership coach for professionals.”
✅ Try: “I help ambitious professionals overcome self-doubt so they can lead with confidence and clarity.”
See the difference? The second statement speaks directly to the client’s needs, making it instantly more compelling.
Why This Works
By focusing on your client’s journey rather than your credentials, you create messaging that is:
✔ Relatable – Your audience recognizes themselves in your words.
✔ Emotional – You tap into their pain points and desires.
✔ Actionable – They understand exactly how you can help them.
Avoiding Common Messaging Pitfalls
To refine your messaging further, watch out for these common mistakes:
🚫 Using industry jargon – Keep your language simple and conversational. Your clients don’t care about your certifications; they care about results.
🚫 Trying to help everyone – Be specific about who you serve. A niche message attracts the right clients.
🚫 Being too vague – Instead of saying, “I help people improve their lives,” explain how you do it and why it matters.
Putting It All Together
Your messaging is the bridge between your coaching and the clients who need you most. By shifting the focus from yourself to your audience, you create an authentic connection that builds trust and inspires action.
If you’re struggling to clarify your message, start with this simple question: “What does my ideal client need to hear to feel understood and ready to take action?”
When you speak directly to their needs, they won’t just listen—they’ll want to work with you.
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