4 things you need to figure out before you type a word.
You’re a frustrated business coach who’s written content for years, but it’s not bringing in enough clients.
Every day, you write social media posts expecting people to comment, like, and share. You’re also writing long, SEO-optimized blog posts, but they aren’t reeling anyone in either.
And it’s great that you have the work ethic and desire to grow your coaching business.
But… (You know something bad is coming when someone throws a “but” in there.)
You aren’t getting comments on LinkedIn. Your blog is getting very little traffic, even after years of writing.
And worst of all, you have very few clients, and your bank account is shrinking.
Right?
And all of this is because nobody cares about your crap.
I mean, if your writing grabbed people’s attention, they’d read it. And if enough of the right people were reading it, you’d have a much better shot at turning some of them into clients.
I’m not saying YOU ARE CRAP.
I’m saying if people cared about what you wrote, they’d read it.
How do I know this stuff?
Because I, too, have had this problem. Big-time.
I wrote my ass off for years with very little traction, and let me tell you, it’s tough. It’s hard enough to have a critical audience, but it’s even tougher to have no audience.
So, how do you overcome the problem of writing stuff people will ignore?
I’ve been writing professionally for 20+ years, and I’ve learned a thing or two about writing for an audience.
Keep reading, and I’ll show you where you’re going wrong.
And the best part?
It’s simple to fix.
4 Things You Must Figure Out Before You Write a Word
If you want to connect with your readers, you must have a clear message you want to convey to them. There are 3 key elements you need to have in place before you start writing.
These 3 things aren’t rocket science, but they will help you make your writing clear and concise. When your messaging is simple, it will make it much easier for your prospects to understand you.
The 3 elements are:
• Get clear about who you’re writing to
• Understand exactly what your readers want
• Show them clearly how you can help them
If you do these 3 things, you’ll cut out a lot of the unnecessary gobbledygook.
So, in simpler terms, you want to know:
• Who they are
• What they want
• How you can help
Boom – there it is!
I know this looks easy, but there is an art to making complex concepts easy to understand. So, I will go over each of them with you.
Clarity Principle #1 – Define Who You’re Writing For
Here’s an earth shattering thought: You are not writing for everybody. Let me say that again, YOU ARE NOT WRITING FOR EVERYBODY. WRITING FOR EVERYBODY IS WRITING FOR NOBODY.
There, I said it!
As a coach, you are writing to a specific group of people, and you can’t help them if you don’t know what they’re about. Right?
In my coaching, I work with military veterans who are looking for better jobs. After working with them, I see the same employment goals repeated: a better job, more money, work they enjoy, and greater stability.
(There are a few exceptions, but mostly that is it.)
So, how can you communicate with them if you don’t know exactly what they want?
The answer is you can’t. It’s impossible.
If you are a coach and do intake sessions with your clients, you’ll start seeing patterns. You’ll see that there are several core areas that they are all pursuing.
And once you start seeing patterns, you’ll know the type of person you are writing for. You’re not working with “clients”.
A lot of coaches I’ve met have trouble clearly explaining what their clients really want. You’re working with specific people who have specific problems and want specific results.
And if you need some examples, think about successful coaches and experts who have carved out their own territory:
Tony Robbins: Improve your life, business, and performance.
Marie Forleo: Build and grow your business.
Dave Ramsey: Get control of your money and flush debt down the toilet.
Now – Drill Down!
So, the first step is easy, you need to nail down who your core audience is.
Yeah, I know, you’re thinking, “Sheesh, he’s trying to kill a gnat with a baseball bat!” Well, just because you’re a coach, it doesn’t mean you’re an expert at marketing.
As a matter of fact, I’ll bet there are a lot of you in the coaching industry who have never picked up a marketing book.
Just sayin’!
So it is paramount that you know your target audience’s problems, frustrations, fears, goals, and current situation.
And you can’t fake it either. You need a deep, well-researched understanding of these things.
In your case, dear business coach, you need to fall in love with your target audience and what they need.
Don’t fudge around with stupid generalizations like:
1. “I advise executive coaches.”
2. “I help entrepreneurs between 35 and 55.”
3. “If you sit on a toilet once a day, I can help!”
Demographics are a starting point. They aren’t the finish line. You need to go much deeper.
Here’s a little bonus section before we get into principle #2.
Bonus Section: Simple Ways to Find Out What Your Target Audience Wants
1. Ask Them
Start the first time you meet with them. Talk and ask questions in a casual way so you can get a basic understanding of their goals and dreams.
2. Interview Your Clients
Now, you can drill down and find out why they came to you and what problem they need solved. Ask them what kind of results they’re looking for.
3. Send a Survey
Try to keep this short and sweet. The easier it is for them to complete it, the better.
4. Look at Comments and Read Reviews
Look at comments on your posts, especially the ones that are longer and well written.
5. Read Customer Emails and Messages
Pay attention to the questions and comments that keep showing up in your emails and messages. If you’re seeing the same things over and over, you have a hot topic you can use.
6. Hang Out Where Your Audience Does
Places like Reddit and LinkedIn have loads of posts from people in your niche. Also, look at the topics your competitors are addressing.
7. Check What They’re Looking For
Use Google autocomplete to see what people in your niche are searching for. Also, look at popular YouTube videos about the problems your audience faces. Pay special attention to the questions, complaints, and comments underneath them.
8. Check Your Site’s Own Analytics
If you have a website, check your analytics to see which pages and topics are getting the most traffic. If you use WordPress, Site Kit can help you find this information.
Using these 8 ideas will give you a lot of great insight to find out exactly what your audience is looking for. Remember, your readers aren’t looking for information, they are looking for help.
Clarity Principle #2 – Understand What They Really Want
Professionally, I also counsel people about their careers. One thing this work has taught me is that figuring out what someone really wants takes more than one question.
As a career coach, I start my clients with a four-page counseling sheet. Using it helps me get the information I need to help them.
I also spend a lot of time talking with them. We talk about their goals, their experiences, and even subjects we find common ground on. It makes the process more interesting and fun, but it also helps me understand the person I’m working with.
By the time we’re finished, I have a clear understanding of what they’re trying to accomplish.
The point is, merely asking, “So, what do you want to do?” isn’t enough to get the job done.
The same thing applies to business coaching. You need to get more out of your clients than “I need more clients.”
You’ll need to know insider stuff like:
What kind of clients are you looking for?
What’s working well in your business right now?
What specific goal is most important to your business?
Most of the time, you won’t get all of these questions answered at the start. As you work with your clients, you’ll uncover more about what they want and the barriers holding them back.
So, keep asking. Keep listening. Keep probing. Rinse and repeat.
Can you dig it? I knew you would.
ElmoCopy Clarity Principle #3 – Reel In Clients with Clear Content
Now, it’s time to focus on you, the coach.
Up to this point, we’ve been talking about your herd: who they are, their problems, and their goals.
Now, we need to focus on you, the business coach, and how you communicate your value to them.
And how do we do that?
By creating useful content that clearly shows them how you can help.
Instead of posting social media junk like:
“Believe in yourself! Successful entrepreneurs never quit! #MondayMotivation” on LinkedIn, teach them something they can use right away.
And guess what? When it helps them, they’ll start seeing you as someone worth listening to.
So, try this:
- Teach them something and explain it clearly.
- Challenge a mistaken assumption.
- Give them a small solution they can use.
- Show them a better way to think about their problem.
- And the best part?
They will spread your message and expertise far and wide, crowing about how awesome you are.
Can you dig it?
I knew you would.
ElmoCopy Clarity Principle #4 – Stop Producing Content that Nobody Wants
So, I guess what I’m gently trying to say is: What the hell are you thinking? STOP FEEDING THE STINKIN’ CONTENT MACHINE, BUSINESS COACHES!!!
Think: I want to help my herd.
Rather than: I need to get another post out today! As soon as I get off this dang toilet, I’m going to write a 10,000-word blog post that’ll blow Google’s algorithmic mind!!!
(Yeah, you’re right; I’ve tried this myself, and it didn’t work.)
Pumping out content for the sake of producing more of it makes it disposable
How do you beat this?
By making your content as useful and valuable as you can while keeping it in your own voice.
And guess what? Your content should be long enough to deliver something worth reading.
A useful four-sentence post beats 1,500 words of fluff.
And a genuinely helpful 1,500-word article will beat the crap out of generic, mass-produced junk every time.
Quality and usefulness determine value, not length or frequency.
Consistency Builds Trust
There’s one more thing you need to remember: **Consistency builds trust.**
When I was a kid, *Batman* was one of the biggest shows on television. Almost every episode ended with Batman and Robin in some ridiculous deathtrap, followed by a promise to come back and see what happened next.
And people came back.
That’s the point.
Whatever content schedule you choose, be consistent with it. Daily, weekly, or monthly doesn’t matter nearly as much as showing up when your audience expects you to.
You’re not merely creating content. You’re building relationships.
Your content should build trust, demonstrate your authority, and give people a reason to keep coming back.
Conclusion
Look, if I could hand you one single thing that would help you tremendously, it is this:
Powerful, effective content begins with understanding your audience.
Know who they are. Understand their problems, needs, and goals. Then create something that genuinely helps them.
And when you write, remember the 3 C’s:
Clear. Concise. Consistent.
- Make your message clear.
- Make every word earn its place.
- And keep showing up.
Because at the end of the day, clarity really isn’t that complicated:
Know who you’re talking to.
Understand what they want.
Know how you can help.
Then say it clearly.
Boom! There it is again!
Hey, if you liked this post, please leave a comment below, it would really make my day!