The 1 Thing Coaches & Service Pros Need to Attract More Clients


One of the biggest challenges I see facing Coaches & Service Professionals today is trying to be everything to everyone.

And as a Coach & Business Person myself, I totally understand that.

Quite simply, it’s because we know so much!

Generally speaking, most coaches and service professionals have such a wide breadth of skills and abilities they bring to the table, and they’re able to help out so many people in such a variety of ways, that focusing on any one group or industry can be extremely difficult.

Throw in our natural tendency to want to assist and help out as many people as possible...

And you can see why most service professionals appear to have an “everything to everyone” approach when it comes to marketing their business.

But here’s the thing: That’s the exact wrong approach.


Because what people are looking for today is NOT a jack of all trades, master of none, but rather someone who can take a deep dive into addressing a specific issue or problem they might be facing.

For example, if you’re experiencing an issue with your marriage...

Would you want to work with a Life Coach who has the ability (but very little experience) in working with couples, or would you want a counselor who specializes in those situations?

Or if you’re having some work/life balance issues as it relates to spending time at home while still getting stuff done in your business, would you want a marriage counselor (who might legitimately be able to help based on her own personal experience), or a Life Coach?

Again, in my mind, the answer is pretty clear.

So when it comes to growing your business, I recommend coaches and service professionals get real clear on who they want to work with. You might call this your “client avatar”.

It answers the question of who is most likely to have a problem that you can help solve or address. For me as a Legal Coach, my ideal client is:

  • A coach, author, speaker or service professional,
  • Someone who has been in business for 2 to 10 years,
  • Has training courses, books or other content that they want protected,
  • Holds events on a regular basis and needs the proper legal protections in place,
  • Is actively increasing their brand and awareness, where more people might consider her to be an “easy target”.

That, in a perfect world, is the type of person who would find the most value in me as a Legal Coach.

Does that mean I can’t work with start ups? No.

Does it mean I can’t add value to someone who doesn’t fit those qualifications? Of course not.

But it does mean that I spend my time, money and effort in attracting those who are close to my ideal client avatar, since I know based on my experience, that those are the folks who are really going to find value in working with me.

So, as a coach or service professional, if you’re looking to grow your business, do yourself a favor...

And really get clear on who you’d like to work with and who you can readily impact the most.

And I know, I know…you can help “everyone”.

I get it.

But I’d encourage you to resist that temptation, and instead focus your marketing efforts on those who are most likely to want to work with you. Because through those actions, you’ll begin attracting those most likely to want to hire you.

 Scott Reib is a Lawyer & Coach who believes that in today’s highly litigious society, the smart business owner is watching both revenue growth and asset protection, simultaneously.  
Because in Scott's mind, it doesn’t hurt to carry an umbrella…even if it isn’t raining. As an official Zig Zigler Small Business Lawyer, Scott's been called “America’s Legal Coach” since 2013.


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