If you’re a life coach who’s ever struggled to put into words what you actually do—or how to talk about it in a way that gets clients to say yes—this post is for you.

Because before you write that next email, launch that lead magnet, or post to Instagram… you need to be clear on your message.

And no, I don’t mean filling out a worksheet about your ideal client’s eye color and favorite magazine. That stuff won’t help you get clients.

Let’s talk about what will.

Step One: Understand What Really Makes Your Ideal Client Tick

Most coaches are a product of their product. You’ve experienced the transformation of coaching—and now you want to help others do the same.

But describing that transformation clearly? That’s the hard part.

So here’s where we start:

✅ What are your ideal client’s pain points?
✅ What are their hopes and dreams?
✅ And how do you help them get from where they are to where they want to be?

When you can explain their experience better than they can, they trust that you get them—and that’s what makes them say yes.

Why Specificity Matters (and Why “12 Coaching Sessions” Doesn’t Sell)

People don’t buy coaching packages. They buy results.

In fact, “12 coaching sessions” might actually feel like work. But if you can clearly explain the result your client gets—and speak to the struggle they’re in right now—that’s when your messaging starts to land.

Here’s the thing: if you coach on something broad (like general life coaching), it’s not that your coaching is less valuable—it’s just harder to describe. That’s why specific language matters even more.

A Real-World Example: When Your Message Matches What They Want

I once told a potential client (who ended up being a client) about how I helped someone launch a group program where people paid before it was even built. Her eyes lit up. She leaned in. I could see it—she was hooked.

Why? Because that’s exactly what she wanted.

When your message mirrors your client’s dream, it builds instant trust. And it makes your offer the obvious next step.

Lead With Understanding, Not Features

Here’s a principle I come back to again and again: people want to feel seen.

Stephen Covey said it best in 7 Habits of Highly Effective People. He shared a story about two business proposals—one that focused on the seller’s ideas, and one that focused almost entirely on understanding the client’s goals.

The second one won—because people buy from those who understand them.

Same goes for your coaching business.

So whether it’s your homepage, your lead magnet, or your sales page… the first thing your potential clients should see is their problem, described in their words.

Avoid Jargon. Keep It Simple.

Coaches are notorious for using insider language—because we use it everyday.

But your potential client isn’t there yet.

If you use terms like “self-coaching,” “emotional adulthood,” or “scarcity mindset,” make sure you’re explaining what you mean. Or better yet, translate those into plain language that your client already uses.

The rule of thumb: if you wouldn’t say it to a 10-year-old, don’t say it in your copy.

Show How You Make It Simple

You’ve done the hard work. You’ve been through the transformation. But when you try to explain it all at once—it can feel overwhelming to someone just starting out.

Break it down.

Use phrases like:
✔️ “All you need to do is these three things…”
✔️ “Here’s the first step…”
✔️ “Let’s make this easy.”

People don’t want more work. They want results—especially if it feels simple and doable.

Build Your Message Library

The best thing you can do for your future marketing self?

Build a bullet point library of your:

✅ Ideal client’s pain points
✅ Hopes and dreams
✅ How you help them get there

You’ll reuse these over and over—in emails, social posts, landing pages, consults, and more.

Eventually, this messaging becomes second nature.

And Yes, AI Can Help (Once You Know What to Say)

If you’re using AI tools like ChatGPT or Gemini to help with your content—great! But make sure you feed it your messaging first.

No tool can replace your voice and clarity. But once you’ve got those core bullet points in place, you can generate drafts faster and make editing a breeze.

Just don’t start from scratch. Ever.

Here’s What to Do Next:

Right now—before you get pulled into something else—do this simple exercise:

👉 Click here to access the free worksheet and fill out the three questions!

✅ It’ll take less than 10 minutes
✅ It’ll help you apply what you just learned
✅ And it’ll give you clarity on your next steps

Because the truth is, listening is great—but transformation comes from doing.

So go grab the worksheet👆, answer the questions, and start moving forward.