Mila Shum | Marketing & Sales for Coaches and Experts

If you’re building a coaching business, knowing you can help people and knowing how to find clients can feel miles apart.

You can believe in your work and still feel stuck explaining why someone should choose you.

Another course. Another saved post. Another version of your bio. And still: “What am I actually supposed to focus on?”

When my clients send me their first draft, I review it with them. We refine what sounds generic, how they describe the client’s problem, and what makes their approach different. They don’t have to figure out every word alone.

For your next draft, answer these three questions:

1. Who am I helping in a situation I genuinely understand? “Women who want to feel better” leaves a lot unanswered. Name the situation in words your audience actually uses.

2. What specific change does my support help them work toward? Describe something they want to do differently in everyday life.

3. What do we actually work on together? Explain your process and support instead of listing broad promises.

Then write:

“I help [person in a specific situation] work toward [meaningful change] through [your actual approach].”

Read it back. Could another coach copy it without changing a word? If so, get more specific about your work.

You don’t need to decide the rest of your life in this paragraph. Start with a message you can test in real conversations and refine.

My 8-minute lesson includes “Show them Point C”: explaining the meaningful change beyond the immediate task. It’s one of five decision triggers to help the right potential client understand your offer.

DM TRIGGER, and I’ll send you the lesson.