Messaging for Career Coaches: The #1 Shift to Sell More
Welcome back to Messaging on the Mic – the four-week mini-series inside the How I Do Content Podcast where I review the messaging of four different businesses and show you how to take your content from “it’s fine” to in-demand with Beyoncé-level clients.
In Volume 1, we dived into the world of funnels and automation.
This week, we’re switching lanes with messaging for career coaches.
Introducing this week’s wizard: A LinkedIn-based career coach.
They work with career women in mid-career who are stuck in “should” cycles.
They help them break out of self-doubt, own their expertise, and position themselves as the obvious choice for higher-level, better-paying roles.
So I’ve had a little stalky-stalk at this wizard’s LinkedIn profile to get an insight into who they are and the magic they create for their dream clients. I’ve also read through their answers to the application questions so I can make sure my recommendations hit the spot!
And here’s the challenge this wizard shared in their application:
“I keep changing up what I say and it doesn’t seem to be working. So how do I sound 1000% like me and still get the sale? I don’t like templates. I don’t know anyone who sounds like me — and ChatGPT? I can’t with it.”
So what they’re really asking is: How do I write content that converts without sacrificing my voice or sounding like everyone else online?
Now let’s get into it using my Bolt 3D Framework: Desire, Demand, and Differentiation – because if your messaging isn’t creating those three things, it’s not doing its job.
Desire – What Does Your Audience Actually Want?
Let’s talk about this wizard’s audience – mid-career women who are quietly powerful but chronically overlooked.
They’ve done all the “right” things, followed the rules, but they’re stuck in roles they’ve outgrown or lost in the black hole of cold applications, wondering what more do I have to prove?
They don’t want more resume tips or recycled advice.
What they actually want is:
- To be seen as the go-to woman in their field
- To land interviews for roles they’re excited about, not just qualified for
- To be seen, heard, and chosen without playing smaller or dumbing down their brilliance.
Right now, this wizard’s messaging does speak to this desire – but it could be bolder and more direct. Because if you don’t name your dream clients’ desire clearly, they won’t see themselves in your message meaning they’ll scroll past thinking, “That’s not for me,” even when it is.
Try this instead: “You’ve done everything ‘they’ told you to do – worked hard, stayed humble, played the game. But when it’s time for a promotion, your name’s never in the room. Let’s change that.”
Or: “You’re not stuck because you’re underqualified – you’re stuck because you’ve been told to stay quiet. I help you shift that, without changing who you are.”
This shows your ideal client that you understand their “problem” isn’t a lack of skills – it’s a lack of visibility, clarity, and permission to take up space.
And when your messaging names the real problem and makes the result crystal clear? They feel seen and they move.
Demand – Why Does It Matter Right Now?
Their dream clients are tired of being the behind-the-scenes MVP while someone else walks away with the raise, the recognition – and the role they’ve already proven they can do.
And the longer they stay in “maybe next time” mode, the more they doubt themselves.
You need messaging that creates urgency but not from a pressure perspective – from an honesty perspective. You need to show your dream clients the real cost of doing nothing and staying where they are right.
It shows your dream client why this matters right now.
Try this instead:“You’ve spent your entire career being the fix-it woman. But when it’s time to reward that brilliance? They don’t say your name.”
And:“If I (someone who does this for a living) couldn’t land a job without repositioning myself, what do you think is happening to you right now?”
Differentiation – Why You, Not Another Career Coach?
So why should this Wizard’s audience choose them over other career coaches or over doing nothing at all.
Because this isn’t about tweaking bullet points on a résumé or prepping for behavioural interview questions.
This wizard helps mid-career women stop playing small, stop shrinking to fit, and start getting what they’ve already earned.
In their own words – “I teach women to stop downgrading themselves”
Love that – but what makes them the one to help them do this?
You gotta remember your dream clients don’t know unless you tell them!
Here’s what I see that’s not being said clearly enough:
- They’re not a résumé polisher – they’re a visibility strategist
- They don’t teach job search tips – they teach personal power
- They’ve been through it themselves, and cracked the code from within
Say it loud: “I’m not just here to help you get interviews. I help you become the one they can’t stop thinking about – before you even open your mouth.”
Or: “Most career coaches focus on ‘fixing’ your résumé. I show you how to reframe your voice, your value, and your visibility – so the right roles come looking for you.”
Messaging in Action – Reviewing a Real Post
The post: “If you’re getting little to no interviews after 3 months of trying to find a role…”
This post is a strong, direct callout of what so many mid-career women are silently struggling with.
The hook is clear, the context is specific, and it immediately positions this wizard as someone who understands the deeper problem – being overlooked, not underqualified.
But to make it convert, here’s how I’d level it up using the Bolt 3D Framework:
Desire:
“You’ll finally be seen, heard, and chosen without rewriting your résumé for the 10th time or pretending to be someone you’re not.”
Demand:
“You’ve already spent months applying, rewriting, second-guessing. How many more rejections will it take before you try something that actually works?”
Differentiation:
“This isn’t career coaching that tells you to ‘just be confident’ and smile more. Command the Room helps you reframe how you show up – so you finally get seen as the leader you already are.”
The Big Question – Is It Messaging or Your Audience?
This career coach asked: “How do I sound 1000% like me and still get the sale? I don’t like templates. I don’t know anyone who sounds like me — and ChatGPT? I can’t with it.”
Here’s my dog’s honest answer:
You already sound like you. That’s not the problem.
The problem is that your message isn’t consistent enough to convert because you keep changing it, second-guessing it, or softening the punch.
A few practical shifts:
- Create a Messaging Bank of your 3 Core Beliefs. These anchor your voice and every post should ladder up to one.
- Use Your Signature Phrases on Repeat. These are your “known-for” lines – they build recognition and resonance.
- Start with the Problem. End with the Promise. Every post should clearly name what you help them fix — and what they’ll walk away with.
And if you do want to use ChatGPT – let it support your structure, not your voice.
Use it to map out your outline or repurpose ideas across platforms – BUT always layer your own lived experience, language, and perspective on top.
Because it’s not about changing how you write – it’s about changing what you focus on in your writing.
Consistency + clarity = cash + clients.
Ready to Make Your Offer the One?
If this episode has you realising your offer might be brilliant but your messaging isn’t making it the obvious choice…
Go watch my free mini-training – Make Your Offer The One.
It’s just 12 minutes. It’s practical. And it’ll change the way you talk about your offers — for good.
Get instant access at https://thesocialbolt.com.au/the-one/
