How to Get Clients as a Coach: Why Your Message Matters More Than Your Targeting

I've been reading up on the problems people run into again, on Reddit and in Skool groups. And with three posts I had the feeling that they were really describing the same problem, just at different points: people who offer something valuable but don't get it across in a way others understand.

If you want to get clients as a coach, as an alternative practitioner, a consultant or with an online course, this article is for you.

Case 1: No Suitable Targeting Options

An online learning academy with a religious audience asked for help in r/FacebookAds (original post). It can't find suitable targeting options for its audience on Meta.

This isn't an isolated case. Meta has removed many detailed interests and sensitive characteristics from targeting. Religion, health and beliefs can hardly be targeted directly anymore.

The good news: this doesn't have to be a disadvantage. Today, Meta finds the right people mainly through the creative. If your ad clearly shows who it's for, for example through language, images and the problem it addresses, exactly those people respond. And Meta learns from that.

Case 2: What Is This and How Does It Help Me?

An astrologer and energy healing coach decided to build her business digitally after losing her job (original post). Her main problem: the message "What is this and how does it help me?" isn't landing.

That's the core problem of almost every coach. You know exactly what you do. But the person who sees your ad has three seconds and one question: What's in it for me?

Case 3: The Sales Conversation Gets Muddled

In a Skool community, someone describes a feeling many people know (original post): you actually know what you want to say, but in the sales conversation it comes out muddled or not at all.

This is closely linked to case 2. If the message isn't clear in your head, it won't get clearer in the conversation. Least of all under pressure.

Getting Clients as a Coach: Message First

When it comes to getting coaching clients, everything starts with one sentence you can say without thinking:

I help [whom] with [which problem] so that [which result].

For example: "I help women who have lost their job find clarity about their next step again." That's more concrete than "I offer energy work".

This sentence is the foundation for your ad, your website and your sales conversation.

Getting Clients as an Alternative Practitioner: Trust Before Method

For anyone who wants to get clients as an alternative practitioner or offers similar methods: people don't buy a method, they buy a change. Explain the problem you solve first, then how you work. And keep the legal limits in mind: no promises of cures in your advertising.

Getting Clients as a Freelancer With a Clear Conversation

If you want to get clients as a freelancer, you need a conversation that follows a simple flow:

1. Ask instead of presenting. What's on the person's mind right now?
2. Summarize. "If I understand you correctly, this is about ..."
3. Explain what fits. How exactly your offer helps with that, in their words.
4. Next step. Clear and without pressure.

If you work like this, you no longer have to improvise. The flow carries you.

Getting Clients Without Cold Outreach

Many coaches want to get clients without cold outreach. That works when people come to you on their own: through content, referrals or advertising with a clear message. Advertising is the fastest route, because you can test right away which wording lands.

Example: The Astrologer Rewrites Her Message

• Step 1: She writes down which problems her previous clients came to her with.
• Step 2: She picks one and writes the sentence "I help ... with ... so that ...".
• Step 3: She records a short video that addresses exactly this problem and tests it as an ad.

The reactions show whether the message lands and supply sentences for the sales conversation.

A Closer Look at the Three Cases

For the learning academy from case 1, it pays to switch perspective. Instead of asking "How do I reach religious people?", it's better to ask: "What question are my future students asking themselves?" Maybe parents want their children to understand the basics of their faith. Maybe adults are looking for a course that fits into their everyday life. An ad that asks exactly this question in the audience's own language reaches the right people without any interest targeting at all.

The astrologer from case 2 starts from a particular situation: she lost her job and is now building something of her own. The pressure to explain everything at once is high. But especially with offers that need explaining, less helps. A single result that clients describe after a session says more than any explanation of the method.

And the muddled sales conversation from case 3? Often it comes from presenting too early. If you listen first in the conversation, you're handed the words that make your own offer understandable.

Exercise: Your Message in Three Rounds

1. Collect. Write down the worries your last clients came to you with, in their own words.
2. Choose. Take the worry that comes up most often and where you make the biggest difference.
3. Phrase. Turn it into the sentence "I help ... with ... so that ...".
4. Test. Say the sentence to three people who don't know you. Do they immediately understand what you do?
5. Use. In the ad, on the website and as the opening of every conversation.

Common Mistakes When Getting Clients as a Coach

• Explaining the method instead of showing the result.
• Wanting to help everyone. A clear audience makes your message stronger.
• Only posting, never asking. A comment under a post or a personal message often leads to a conversation faster.

What You Get Out of It

You know your work helps people. But when you talk about it or run an ad, others don't understand what you actually do. That's frustrating and can wear down your self-esteem.

With a clear message, people understand in seconds how you help them, in the ad and in the conversation.

In concrete terms, that gives you:

• More suitable inquiries. Your ad speaks to the right people, even without targeting.
• More confident conversations. A flow instead of improvisation.
• Less cold outreach. People come to you.

A clear message doesn't replace a good offer. But it makes sure your good offer gets seen.

Imagine how it feels when someone writes after watching your video: "That's exactly my problem." No more explaining, no more justifying, just a conversation on equal footing with someone who already knows you can help. That's the difference between chasing clients and attracting them. And it takes away your fear of the sales conversation, because you no longer have to convince, only clarify.

You can focus again on what you do best: supporting people.

How This Looks at Plaith

At Plaith, 6 specialists, combining people and AI, take care of videos, ad messaging and campaign management, from €26 a day plus a one-time setup. For coaches, the ad message is often the decisive part. You keep your ad account, and we work fully remotely.

If you want to know whether Plaith is right for your business, book a short call with René. No pressure.

We're also looking for sales partners who want to work remotely. If that's your path, find out how to become a partner.

Frequently Asked Questions

How Do I Get Clients as a Coach?

With a clear message about whom you help with which problem, and a channel that brings people to you.

What Can I Do if I Can't Target My Audience on Meta?

Reach your audience through the creative: language, images and the specific problem.

How Do I Become More Confident in Sales Conversations?

With a fixed flow: ask, summarize, explain what fits, agree on the next step.