You already know the importance of your ideal coaching client specifically defined and described. You heard that having your niche will make all your marketing and selling efforts so much easier. As well, you clearly understand that it will make you clear on what to do next to genuinely help them.

Ok, so how do I define them? How to do that in the right way? – you ask.

Who you want to work with?


Well, first things first. Start with yourself and think who do you want to spend most of your work-time with. Who is the person to give you the energy when you help them? Who is actually your truly ideal coaching client?

Be selfish in here. As it will actually bring more value to the others at the end. Your clients will feel if you like to spend time with them. If you’re truly interested in their problems. Otherwise, you’ll soon do everything (even unconsciously) to sabotage your work. As you’ll feel that these are not the people that you enjoy working with.


Who can afford your prices?


In order to make your coaching business profitable and sustainable, you need to fulfill your profits’ needs. You’re a health coach, a healer, as you want to help others. However, if you want to do it full-time, you need a proper salary to get from that. Think about that before choosing your ideal coaching client, your target market.

Who is able to pay you for the value that you provide? Plan your earnings. And then ask yourself if the group of people that you want to serve, can actually afford your services. If not, revise it.

You can change your offerings (i.e. instead of the premium, individual coaching package, you can offer them coaching group program or a physical product/book/workshop that will be cheaper for them). Offering something that no one from your target audience can actually buy doesn’t make sense, and will bring you a lot of frustrations.


Who are they?


Ok, now we’re going to all the nitty-gritty. Who are your dream clients? What they have in common? How old are they? How clearly can you describe one of their representatives?

List all that you can think of. The more specific description, the better. The goal is to describe this person so well that you can easily step into her/his shoes. Download the questions here to print and fill in easily.


  • Who is your deal coaching client demographically?
    (age, gender, marital status, where she/he lives, income, occupation, place of work)
  • What is the most important to him/her? What are the core values?
  • How does she/he see the world and other people?
  • What motivates her/him?
  • What does your ideal coaching client like?
  • Who influences her/him?
  • What does she/he do in her/his free time?
  • What are their guilty pleasures?
  • What are your ideal coaching client’s favorite brands (what she/he chooses, uses, buys)?
  • What does she/he read? (books, blogs, magazines)
  • What does she/he watch, listen to? (podcasts, radio, music, social media, TV)
  • What events does your ideal coaching client go to? (conferences, networking events, meetings)
Same age, same nationality, same gender… But seriously – how different your offer and communication would be for both of them (!)


A demographic description is not enough anymore. That’s the old way of looking at your ideal coaching client. The most important are their values, behaviors, problems, and desires.

What are their frustrations & deepest desires?


Now we’re in the “juicy” part. This is the most important step in the whole description of your ideal client. Even I believe it’s very important to go through all of the steps I write you about if you would like to do only one of them – that will be this one! Never ever skip it!

The frustrations of your target client are the most important in your coaching practice. If you know how to help him/her out with them, you’re golden. Download these questions here if you prefer to print them and answer in your own time.

  • What are your ideal coaching client’s 3 main frustrations (i.e. regarding health, physical condition, appearance)?
  • What does she/he secretly fear may be true about her/his life, situation etc?
  • What keeps them up at night? What do they stress about constantly?
  • What does she/he worry about on a regular basis?
  • What could be the worst-case scenario that they worry about?
  • Why wouldn’t they like to achieve their goal?
    Whose opinion are they afraid of? Who could they upset the most?
  • What is their biggest secret worry that could happen if the situation won’t change?
  • Where does she/he look for a help right now? (any programs, courses, books, podcasts, workshops, authors, influencers etc)
  • What does she secretly wish was true about the situation they’re in?
  • What would be his, her dream offer that would solve all the problems?
  • What does your ideal coaching client could do
    if the main problem they face wasn’t existing anymore?
  • What would they gain if all frustrations were gone?

ok… How was it? How detailed is your description right now? What did you realize about your ideal client? What is maybe still to discover? If there is something that you feel you need to dig deeper, don’t hesitate to reach your potential client – and ask!

Don’t assume you know it all! Ask him or her, as you could be surprised how often my coaching clients come back to me (after doing the research with their target) and they are really surprised of their answers. Even some of them work with these clients for years now.


So… what’s next?

Good question!

First of all, what I recommend to do after the description of your ideal coaching client is ready (besides taking action upon what you’ve learned about your potential customers), is to prepare some kind of visual representation of this ideal client. I like mood boards very much. But you can use whatever you like and i.e. hang it above your desk.


Ideal coaching client mood board


Mood board is a kind of collage of the images, descriptions, drawings that visually reminds you for who you prepare your offers, who you’re talking to when preparing any communication, who needs to “get you” and understand the value you bring.

In addition, it’s very helpful whenever you hire anybody to do something for your business (graphic designer, web developer, VA). Their understanding of your ideal client is crucial. That way they could become the member of your team rather than a provider of a particular service.

Whenever I worked with my teams to prepare new products’ launch or new communication strategy (I led different marketing teams across multiple markets back in the days), we used these mood boards. It allowed us all to be consistent and crystal clear for who we work and it allowed us to be insanely focused.

Here you can find few examples of how it looks like:


Very often coaches have problems with defining who they want to serve, as they want to help as many people as it’s possible.

Please understand that the narrow coaching niche will actually help you do that. It’s so much easier to deliver very effective tools for the specific audience. As you can get to know their biggest frustrations, what annoys them and what they truly desire, what’s their dream.

You could become an expert in your coaching field much quicker if it’s narrow. And later, you can always broaden your services.


… So, what you will gain by having it done?


Not more than 10 minutes ago I had a discussion with one of my clients who is a health coach and for the last weeks worked on her logo. The last versions have a very small difference in colors, but these are the decisions you need to do every day, like this small one (which is BTW not so small if you’re choosing your logo for the next few or more years, right?!)

Consequently, she asked me about my opinion, as she felt one of the versions that she really likes could be maybe too fancy for her audience.

Well… In any case like that, you go back to the description of your ideal coaching client. You ask the same question again and the answer probably becomes obvious. For her particular ideal coaching client, logo with gold elements seems a perfect fit.


Cannot wait for the results of your work. Let me know how that exercise went for you. Furthermore, I’m waiting for your mood boards (you can even put them on Instagram and hashtag #feelgoodboss and I’ll find them & comment).

Most of all, if you want to bring this conversation to the next level, don’t hesitate to schedule a FREE breakthrough call with me.

Click here to schedule a breakthrough call


Finally, have an amazing journey with your ideal coaching client!


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