Before looking for clients, a coach needs to know who they work for: which person, at what moment in their life, with what problem described in their own words. Without that answer, every message is written for everyone, which means for no one, and your outreach wears you out with nothing to show for it.
Why doesn't client-hunting work without a clear person in mind?
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When you start out, you want to help everyone. That's sincere, and it's often what drew you to this work. In practice, though, a message aimed at everyone touches no one. The reader doesn't recognise themselves and scrolls on.
Knowing who you work for means being able to describe a specific person you help: their situation, the moment they're going through, what they've already tried and what they hope for. It isn't a profile with an age and a postcode. It's a portrait of a life.
How do you describe that person?
- What moment are they in? A break-up, burnout, an empty nest, a career change, a loss of meaning. The life moment is the real trigger.
- What have they already tried? Books, apps, retreats, therapy, nothing at all. It tells you where they start.
- How do they say it? Not in practitioner language but in theirs: I keep going round in circles, I don't recognise myself. Reuse those words everywhere.
- What do they really hope for? A concrete scene, not a concept. Waking up without dread. Finally sleeping well.
If you've already worked with a few people, even for free, start with them. Who was easiest to work with? Who changed the most? Your portrait is often already there.
What are your values for?
For a new practice, values have a very practical use: they tell you who you don't want to work with. If commitment matters to you, you won't take someone looking for a one-session miracle. Your values act as a filter in discovery calls and give you permission to say no without guilt.
How do you check your portrait is right?
Try the three-names test: can you name three real people who match it? Then talk to them without selling anything and note their exact words. Finally, write one post aimed only at that person and see who responds. If the replies come from people who look like your portrait, you're on track. If not, adjust.
Knowing who you work for is the decision that makes every other one easier: content, offer, price and outreach.
If you'd like to get clear on who you coach before you start reaching out, book a call.
