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Client Engagement
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Write for One Person
The most significant shift in your content creation comes from a simple yet powerful principle: write for one person.
This approach completely changes not only who you create content for but how engage with your audience.
When you write for a single, specific person—your ideal client—your content becomes more focused, relatable, and impactful.
Instead of trying to appeal to everyone, which often results in generic, diluted messages, you're crafting content that speaks directly to the heart of your target audience's needs, challenges, and aspirations.
To implement this strategy:
- Start writing as if you're having a one-on-one conversation with your favorite client.
- Talk about their specific problems you know they struggle with follow up with solutions to solve them.
- Stick to the tone and language you normally would if you were actually talking to them in-person.
By focusing on this one person, you paradoxically make your content more relatable to a broader audience with the same problem.
This approach helps you attract the right type of clients—those who feel like you're speaking directly to them.
Authenticity
In a world where people are constantly bombarded with polished, curated content, authenticity stands out.
For coaches, being authentic in your content is not just beneficial—it's essential.
Authentic content means being true to your values, experiences, and coaching style.
It's about showing your personality, sharing your journey (including the struggles), and being transparent about your coaching process.
Here's how to add authenticity to your content:
- Share personal stories and experiences that relate to your audience.
- Be open about your own growth and learning experiences.
- Share your passion for coaching and how it’s helped your clients.
- Don't shy away from sharing your personality, show up as a ‘whole’ person .
- Admit when you don't have all the answers, and show how you approach challenges.
Authenticity attracts clients who resonate with your true self.
These clients are more likely to form a strong connection with you, which leads to more fulfilling coaching relationships and better outcomes for you and the client.
Consistency
Creating consistent quality content is the differentiating factor between coaches who struggle to find new work and those who have a steady stream of clients ready to book.
Regular content keeps you top-of-mind with your audience and demonstrates your commitment and expertise.
However, consistency doesn't mean feeling obligated to create content.
The key is to shift your mindset from "I have to create content" to "I want to share valuable insights with my audience."
To maintain consistency:
- Set a realistic cadence for your content creation that aligns with your schedule and energy levels.
- Create a content calendar to plan your topics in advance.
- Batch create content when you're feeling inspired to build a buffer for busier times.
- Repurpose content across different platforms to maximize your efforts.
- Focus on quality over quantity—consistent doesn't mean constant.
Remember, consistency builds trust and authority over time.
Your audience learns to expect and look forward to your content, which strengthens the relationship with potential and existing clients.
Short-Form and Long-Form Content
As a coach, you should aim to produce both short-form and long-form content to effectively reach and engage your audience.
Each type serves a different purpose in your communication strategy.
Short-form content (e.g., social media posts, quick tips, short videos):
- Ideal for regular engagement and staying visible
- Great for sharing quick insights or motivational messages
- Helps in building a consistent online presence
Long-form content (e.g., blog posts, detailed guides, case-studies ):
- Allows for more in-depth exploration of topics
- Showcases your expertise and thought leadership
- Provides substantial value to your audience
To create a balanced content strategy:
- Use short-form content for daily or weekly touchpoints with your audience.
- Create long-form content on a less frequent basis (e.g. weekly or monthly) to dive deep into important topics.
- Repurpose your long-form content into multiple short-form pieces.
- Use short-form content to tease and promote your long-form content.
By balancing both types, you cater to different stages of interest and attention spans with your audience, maximizing your reach and impact.
Action Plan
Start small, the goal is to build on your ‘little wins’ over time.
If you think you can write one social post a day go for it!
But…
If you’re just starting out (or have tried the content game before and got frustrated) it’s better to spend just 20 minutes each day working on a single quality post for the week.
Once you’ve got a good process for creating quality then think about scaling the quantity.
Try this for starters;
- Pick the client you have in mind for the post
- Think about a problem you helped them solve
- Close the loop with the solution that might help your reader
Manage your expectations ahead of time. You’re not going to suddenly start pumping out consistent, authentic content in week one or even the first month, this is a rally not a race.
By starting small and building self-trust you’ll be able to compound the lessons you learn along the way.
Remember, the goal isn't perfection—it's showing up and connecting.
Every piece of content you create is an opportunity to reach someone who may need your coaching.
Start where you are, use what you have, create content that truly reflects you.
Your ideal clients are out there, waiting to hear from you.