1. What are my clients worrying about at 3 am?

Understanding your client's deepest concerns is everything when it comes to tailoring your marketing and services to speak directly to their needs. The key here is that they have to be needs that your clients KNOW they have. 



For example, your client may lie in bed late at night thinking about how they need to figure out how on earth they’re going to get their kids out the door in the morning without the daily meltdown and screaming match. 

While you might know that what they need to achieve that desire is emotional regulation skills and the ability to make the departure into a fun game, marketing to them about “how to develop co-regulation skills and learn to be more fun in the morning” will lose them. 

A message that speaks directly to “how to get out of the house in the morning without screaming” is the only way to instantly connect to what they are seeking.

Speaking to what is keeping your clients up at night isn't about amplifying their fears or anxieties; it's about empathizing with their experiences. 

Are they...

• Worried about their child's behavior and wondering if there is something ‘wrong’ with them?
• Concerned about their own parenting skills and afraid they are ‘damaging’ their kids?
• Horrified and exhausted by the yelling they can’t seem to stop doing, no matter how many times they promise themselves they’ll stop?
• Ashamed that they can’t seem to connect with their child the way their friends do?
• Sad and disappointed that their family life is so full of struggle and so devoid of fun? 

By identifying and connecting to these core concerns, you can design your marketing and messaging to be a love letter to your potential clients. It can be just the message they’ve been waiting to hear, that there’s another way, and that you are just the person who will skillfully guide and support them to find it. 

Understanding your clients' deepest needs allows you to offer solutions that truly speak directly to their hearts.

2. Am I speaking my clients’ language?

Are you using the terms and phrases that your clients use in their everyday lives? The language you use in marketing should always mirror the language of your clients. 

Pay attention to your interactions with current and past clients to mine valuable insights into their vocabulary and communication style. By aligning your language with theirs, you build rapport and trust. 

When you use the terms that people use in their own minds and personal conversations, potential clients can immediately connect with you and feel drawn to what you’re offering because it’s as though you are responding directly to what they’re feeling.

3. What new offer can I extend to past clients?

Your past clients are a treasure trove of potential business. They’ve experienced your coaching and have benefited from your services. Consider what new offers or programs you can introduce that cater to their evolving needs. 

Whether it’s an advanced coaching package offering them a deeper dive, a refresher for when things get tough, or a workshop addressing new challenges, past clients are more likely to re-engage with your services. 

Reaching out to past clients with tailored offers keeps your business growing and shows your commitment to their long-term parenting journey. It also keeps you fresh in their minds for referrals.

4. Where are my clients that I haven't connected with yet?

Expanding your client base is key to growth in your parent coaching business. Reflect on where potential clients might be looking for support. Are they in online parenting forums, local community centers, or speaking with the school guidance counselor? 

What kinds of activities or organizations are they likely to be a part of? Local yoga studios, Montessori schools, and foster parent organizations are a few examples. What haven’t you thought of yet? The more you are tuned in to finding opportunities, the more you will see.

Understanding where your potential clients gather allows you to strategically position your marketing efforts. Being present in these spaces, offering tailored workshops, and having conversations with leaders in these places can help you further understand the needs of potential clients you have yet to connect with. 

New insights and ideas from fresh perspectives can draw new clients to your coaching services.

5. What is one thing I have been putting off doing that I KNOW will increase my success and growth?

Self-reflection is a powerful tool. We often resist one significant action or change despite knowing its potential impact on our success. It could be joining Toastmasters to increase your confidence when you give talks, reaching out to podcasts, writing articles, talking to specific people in your networks, or being more bold and active on social media. 

Taking this one step can be a game-changer for your business. So, identify it and then break it down into doable steps. Use the two-minute rule if you’re feeling really resistant and need to break the seal: set a timer and do two minutes towards the goal (you can do ANYTHING for two minutes). 

Then there’s only one thing left… and that’s doing it! 

Once you acknowledge the impact that this one thing will have on your business, it becomes harder to put it off. Make a plan, pick a date, and… GO!

Understanding and connecting with your clients on a deeper level is the key to enhancing your services and growing your business. These five questions serve as a guide to reflect and acknowledge where you could be pushing your growth edges a little further. 

By empathizing with your clients’ concerns, speaking their language, re-engaging past clients, finding new ones, and taking bold steps toward growth, you set the stage for a thriving and impactful parent coaching career. Remember, each step you take not only elevates your business but also contributes positively to the parenting journeys of those you coach!

Meet Your Author, Katie Owen

Jai Business Coach & Marketing Mentor

As a former practicing therapist turned copywriter and marketing strategist, Katie is passionate about the intersection of marketing and mindset. Katie embodies the practices of taking the simple actions, consistently over time, that create epic results.

A master storyteller, Katie works with our coaches to refine their message, increase their visibility and get clients!