Your Coaching Content Isn’t Attracting Your Dream Clients (Here’s Why)

Let’s be honest — a lot of self-development coaches are terrible at explaining what they do.

Your website, social posts, even emails probably makes people’s eyes glaze over. Not because they aren’t interested in your solutions, but because it’s too wordy, abstract, and full of terms only other coaches understand.

Words like “transformation,” “empowerment,” and the all-too-common “be the best version of yourself” might feel powerful, but they can leave potential clients feeling more puzzled than inspired.

It’s a problem, and it’s costing you clients.

It’s not them, it’s us.

Coaches are learners at heart. We thrive on exploring new theories and techniques.

And, let’s face it, we tend to surround ourselves with fellow coaches and self-development enthusiasts. It’s a supportive crew that fuels our passion for helping others.

But that enthusiasm can sometimes lead us astray.

We get so comfortable using our coaching lingo that we forget our clients aren’t speaking the same language.

The Coaching Bubble

It’s easy to forget that the terminology we throw around every day — think “limiting beliefs,” “inner critic,” “shadow work” — might sound like a foreign language to someone outside the coaching world. We’re immersed in self-development content. These words feel normal to us. But step into the shoes of someone who’s never hired a coach or read a self-help book and it’s a whole different story.

Jargon Creates Distance

When we rely too heavily on insider lingo, we risk sounding like we’re operating on a whole different plane of existence. Don’t be that guru spouting cryptic wisdom. We need to be relatable guides! This does nothing to help those everyday people struggling with very real issues like burnout or toxic relationships.

Jargon Diminishes Trust

Think about it: when you don’t understand what someone is saying, do you instantly trust their expertise? Probably not. If potential clients land on your website and feel like they need a dictionary to decipher your message, that’s a red flag. Even if your methods are totally sound!

Jargon Leads to Mismatched Expectations

Phrases like “unlock your potential” sound great, but what does that actually mean? Better stress management? A career change? World domination? Vague promises create a hazy picture of transformation. But they don’t address the specific problems motivating people to seek help in the first place.

Use The Client’s Language

Before jumping in with a bunch of tips and techniques, we have to slow down. Our job is to translate our clients’ pain points, desires, and goals into language they use themselves. Only then can we bridge that language gap and truly connect.

Simplicity isn’t boring.

Take “Imposter Syndrome.” I worked with a coach who was passionate about this topic, but her potential clients were confused by the term.

It didn’t resonate with them, and she was frustrated. Imagine how her clients must have felt!

“Let’s go back to your clients’ stories,” I told her.
“What are they actually saying?”

We found a pattern: “I’m not good enough.”
Those were the exact words her potential clients kept repeating.

So, what did we do?

We used that phrase: “Break Free from ‘I’m Not Good Enough.’”

It might not be the smartest headline, but it’s clear and it builds upon the client’s own language.

When you strip away the fluff and speak directly to their struggles, that’s when they truly start listening.

But, how do you make that shift?

Let’s dive into a few actionable tips.

Tip 1: The “Client Language” Audit

No, it’s not a complex framework with tens of must-do steps.

You just need to ask: “Would my [persona] understand what I’m saying without any explanation?”

Think about your specific persona. If you have one, even give them a name! Maybe it’s Sarah, the single mom trying to climb the corporate ladder. Would Sarah get what you mean by “unlock your potential”? Or does it need to be something more tangible?

Now, grab your website copy, a few recent social posts, even old emails.

Your goal: hunt down words and phrases that might leave Sarah — or your chosen persona — scratching her head more than nodding in agreement.

Here are the steps:

Step 1: Choose Your Materials

Don’t get overwhelmed! Start with 3–5 key pieces of content:

· Website headline and subheadings

· Recent blog post

· Popular social media caption

· Client welcome email

Step 2: Highlight the Jargon

Read through slowly, circling or highlighting anything that might not be immediately clear to someone outside the coaching world. Pay extra attention to:

· Abstract concepts (empowerment, transformation, limiting beliefs)

· Industry-specific terms (inner critic, shadow work)

· Overly vague phrases (find your purpose, live your best life)

Remember to ask: “Would my [persona] understand what I’m saying without any explanation?”

Step 3: Get Replacements

Rewrite the highlighted phrases. Be specific by describing what you mean. Don’t worry about writing too much. Only edit at the end.

Example: “Unlock your potential” → “Land a promotion within 6 months”

Why This Matters: Plain language builds trust. When clients instantly grasp what you offer, they’re more likely to see you as the guide they need.

Tip 2: Get Outside Feedback

Explore the world outside coaching.

You don’t have to go far — family and friend can give good feedback because they probably don’t know what you actually do. They’ll help you spot places where your language might be confusing or out of touch with your clients’ needs.

So, what to ask?

Keep it Simple: Don’t overload people with too many questions. Focus on these three:

· “Does this make sense to you?” (General understanding)

· “Are there any words or phrases that confuse you?” (Pinpointing specific jargon)

· “If you were facing this problem, how would you describe it in your own words?” (The ultimate test of client-focused language!)

Another point is to remember that this is not a formal survey. It’s a conversation that requires two-way communication. Your conversation may go like this:

You: “I’m working on my coaching website. Would you mind reading this section and letting me know a) does it make sense to you? and b) are there any words that trip you up?”

Them: “Sure! I think I get what you’re saying overall, but the part about ‘aligning your values’ lost me a bit.”

You: “Got it! Can you tell me a bit about what kinds of things are important to you in a job?”

Tip 3: Tell a Story Instead (But Only at the Right Space)

Sometimes, concepts we fully understand still sound vague to a client simply because they don’t have the same frame of reference.

Analogies and examples bridge that gap.

You can use metaphors. Think about comparisons that are familiar to most people:

· “Unpacking limiting beliefs is like cleaning out a cluttered attic.”

· “Building your confidence muscle takes practice, just like getting stronger at the gym.”

Or share stories from clients. Weave in brief anecdotes about past clients that illustrate a complex idea in real-world terms.

Example: Instead of talking about “overcoming fear,” share how a client faced a specific challenge. “Sarah was afraid to negotiate her salary, but once she realized it wasn’t about being ‘pushy,’ but simply advocating for her worth, everything shifted.”

But, there’s a limitation to this tip.

Places like website headlines, text on images, or ad captions do not have the space for you to elaborate. It doesn’t mean that you have to go back to using jargons, but it means that you need to edit with extra strengths.

Here’s a headline example:

· Jargon-y headline: “Unlock Your Potential”

· Client-focused alternative: “Land Your Dream Job in 6 Months”

Here’s another example that I just wrote:

· Jargon-y term: “text overlay”

· Simple, specific term: “text on images”

Jargon Complicates Your Coaching Message

Remember, it isn’t a sign of expertise. It’s a barrier. Choosing plain language shows your clients that you respect them enough to meet them where they are.

This has ripple effects beyond attracting clients:

· Builds trust from the first word they read.

· Makes your coaching sessions more focused and efficient.

· Helps break down the misconception that coaching is just fluffy buzzwords.

If you get stuck, just imagine Sarah raising an eyebrow and saying, “I’m a busy mom, not a dictionary! Can you explain that in plain English, please?”

This piece is originally published on Venture.