Why Good Coaches Struggle to Get Clients
And how to shift your content so it actually brings them in
Every Saturday, Dijon has a huge open air market. There are stands inside the covered hall, all around the outside perimeter of it, and spilling into the narrow streets that lead into the medieval village.
I love going to this market because you find the most amazing fruits and vegetables, fish, meats, cheeses, wine, bread… everything you need to make a fabulous meal!
As I walked through the market recently, I counted 24 produce stands outside the main market hall and another 14 inside.
As beautiful as it looked, it was overwhelming.
The stands all sold the same things. They blended in with each other, so I had no idea which one to buy from
…until one of them suddenly caught my eye.
It wasn’t because the produce was different or looked better. It was because of something written on the sign.
Right under the vendor's name, Pré Velot, it said:
“Maraîchage biologique.”
In French, that means:
The stand is run by the actual farmer (not just a reseller)
The food is organic
That one little phrase told me everything I needed to know.
Out of 38 stands… I instantly chose them.
And I’ve been going back ever since.
That’s what the right messaging can do
If your social media posts, emails, or any other type of content isn’t bringing in clients, it means your messaging is off.
The right messaging does one essential thing…
It taps into the conversation that’s already happening inside the reader’s head.
Since I always prefer to buy organic, and I value buying directly from farmers, the messaging on that sign caught my eye and spoke directly to what I value most.
And that’s where most content falls short.
Why talking about a specific problem your reader has is a good start, but it’s not enough
You might be posting about blood sugar or bloating or burnout. But if it still feels like your content is being ignored, here’s why.
It’s not because you’re talking about the wrong things. It’s because you’re not going deep enough into how your reader is experiencing them.
Here’s an example:
“Do you struggle with low energy?”
That message talks about a problem.
“You get 8 hours of sleep, start your day with a mug of strong joe, and still feel like you’ve been hit by a truck—and it’s not even 9am.”
That message describes the experience. It brings it into their life.
And that’s much more powerful!
When your content reflects what your reader is actually thinking, feeling, or experiencing—that’s when they stop scrolling.
You have their attention. And without that, you’ll never turn them into a client.
Try running your next post through this quick filter:
Does it speak to how a specific problem affects their life?
Will your ideal client feel like you get what they’re struggling with?
Is the content pointing toward a solution you offer—or is it just filling space?
If it doesn’t check all three, it may not land the way you want it to.
If you want help writing content that does land…
I put together a free guide called:
Content That Converts: 12 Prompts to Turn Your Posts Into Paying Clients
These prompts are designed to help you stop “adding value” and start creating content that speaks directly to the reader’s experience.
They’ll help you go beyond surface-level problems—and write content that gets people nodding, clicking, and reaching out.
Click here to grab the prompts
If you’re a subscriber, next week I’ll be showing you a way to know what kind of offer to make that people will want to buy. So keep an eye on your inbox next week!