Joanna Lott Coaching

The missing link to inbound enquiries

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How to Attract Coaching Clients – A Proven Strategy

Table of Contents:

  1. Introduction
  2. The Power of Attracting Coaching Clients 2.1 Inbound vs. Outbound Leads
  3. The Three Pillars of Effective Content 3.1 Pillar 1: Consistency is Key 3.2 Pillar 2: A Structured Approach 3.3 Pillar 3: Showcasing Proof
  4. The Missing Link: Clear Product Positioning 4.1 Choosing Your Focus 4.2 The Power of a Product Positioning Post
  5. Actionable Steps for Effective Product Positioning 5.1 Clarity is Crucial 5.2 Frequency Matters 5.3 Include a Clear Call to Action
  6. Conclusion


As a coach, ensuring that we consistently attract coaching clients is a critical aspect of growing and sustaining your business. You’ve been diligently creating content, sharing valuable insights, and engaging with your audience, but the influx of new clients seems stagnant. If this scenario resonates with you, this article will provide you with a proven strategy to attract coaching clients consistently, allowing you to expand your reach and accelerate the growth of your coaching business.

The Power of Attracting Coaching Clients:

attract coaching clients

Inbound vs. Outbound Leads: There are two primary types of leads: inbound and outbound. An inbound lead is someone who approaches you, drawn in and attracted by your content or reputation. An outbound lead is someone you’ve reached out to, initiating a conversation. While both are valuable, inbound leads often have a higher likelihood of converting into clients as they’ve already shown interest and engagement with your message.

The Three Pillars of Effective Content:

Pillar 1: Consistency is Key: Consistency is the foundation of building trust and establishing yourself as an authority in your niche. Whether you’re creating blog posts, podcasts, or social media content, consistency is essential. Regularly updating your website and sharing fresh content signals to search engines like Google that your site is active, improving your online visibility and ensuring you attract coaching clients.

Pillar 2: A Structured Approach: Implementing a structured approach to your content creation and scheduling can be a game-changer. Instead of haphazardly creating content, plan and schedule your content in batches. Set aside dedicated time each month to plan and create your content for the upcoming weeks. This structured approach ensures a steady flow of valuable content for your audience and helps you stay consistent.

Pillar 3: Showcasing Proof: Share success stories and testimonials from your clients. These proof-based content pieces not only showcase your skills and the transformations you offer but also gain trust from your audience. Potential clients can see themselves mirrored in your clients’ stories, making it easier for them to envision working with you.

The Missing Link: Clear Product Positioning:

Choosing Your Focus: Even if you’re publishing consistent content and sharing success stories, attracting new clients may still be a challenge if you don’t have clear product positioning. Choose one core offer to focus on for at least a month. Trying to promote multiple offers simultaneously can be confusing for both you and your audience, hindering your ability to attract new clients effectively.

The Power of a Product Positioning Post: There are two main types of product positioning posts: direct and indirect.

Direct product positioning posts showcase your service, its features, and its benefits, serving as a mini sales page. Indirect product positioning posts are more subtle, sharing success stories or testimonials that highlight the benefits of your product indirectly. Both types of posts should include a clear call to action, inviting potential clients to take the next step, whether it’s booking a discovery call or reaching out for more information.

Actionable Steps for Effective Product Positioning:

Clarity is Crucial: Potential clients need to understand exactly what you’re offering and why it’s valuable to them. Clearly communicate the heart of your client’s problems and how your offer can help them along their journey, step by step.

Frequency Matters: Share direct product positioning posts every six weeks or so, explicitly stating what you’re offering. Complement these with indirect product positioning posts every two weeks, showcasing the outcomes potential clients can expect from working with you.

Include a Clear Call to Action: Always include a clear call to action at the end of your product positioning posts. Encourage potential clients to take the next step, whether it’s reaching out via direct message, booking a call, or engaging in the comments section.

List of Actionable Steps:

  1. Choose one core offer to focus on for at least a month.
  2. Create direct product positioning posts that showcase your service, features, and benefits.
  3. Share indirect product positioning posts highlighting client success stories and testimonials.
  4. Clearly communicate the problems your offer solves and the step-by-step journey to transformation.
  5. Share direct product positioning posts every six weeks.
  6. Share indirect product positioning posts every two weeks.
  7. Include a clear call to action in each post, inviting potential clients to take the next step.
  8. Encourage interaction by asking for opinions and feedback in the comments section.


Attracting coaching clients consistently requires a combination of valuable, consistent content and clear product positioning. By implementing the three pillars of effective content – consistency, structure, and showcasing proof – and mastering the art of product positioning, you’ll create a steady stream of engaged, interested potential clients. Remember, clarity, frequency, and a compelling call to action are the keys to effective product positioning. Implement these strategies today, and watch your coaching business grow as you attract more clients and expand your reach.

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You can also listen to all my new content on my podcast Women in the Coaching Arena

Whenever you’re ready, here’s how I can help you grow your coaching business:

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Hi, I’m Jo, and I’d love to help you on your coaching journey. I spent 20 years in corporate HR but faced challenges balancing work and family. Refusing to settle, I ventured into coaching, seeking financial success aligned with my values. Overcoming limiting beliefs, I developed strategies to attract clients, leading to the creation of my Reliable Results Path. Now, I support coaches in achieving their goals through my Business of Coaching programme. My values of honesty, personalisation and courage guide me, fostering a community of impactful coaches who believe in inclusivity and making a difference. More about me




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Hello and welcome! I’m Joanna Lott, and I’m passionate about empowering qualified coaches like you to build brilliant businesses.