How to Attract Coaching Clients: The WISH Model

In this article, we’ll cover how to attract coaching clients by optimizing your coaching profile.

First off, when you’re selling coaching, you should use photos where you look approachable and authoritative.

As a coach, people are hiring you.

So, don’t be afraid to play to the stereotypes you think your ideal clients might carry with them.

For instance, people who are looking for a meditation coach will eventually check credentials and testimonials.

But it also helps if the accompanying visuals also reinforce what they’re looking for.

Does this guy look like he knows about meditation?

I think so, and I bet you do, too.

Pro tip: If you’re not sure what photos to use, do the What for Whom exercise. Then think about what visuals will resonate with your ideal audience. If you don’t know, ask them.

Attract Coaching Clients with the WISH Model

When you’re looking to attract coaching clients, it’s important to consider how people choose their coaches.

One of our earliest coaches, Zach Hammer, named a handy framework for doing that.

He calls it the WISH Model, and it describes what prospects look for when they evaluate a coach in roughly the order they look for them.

1. What is being coached

Is this relevant to me? I don’t need a ballet coach because I’m not a ballet dancer. But I do need a swim coach because my swimming has plateaued.

It’s best to give simple, clear, and direct answers to what is being coached.

2. Inspiring fantasy for the future

You answer the question of, “Who is this coaching for?” by presenting the fantasy of who the person will be after working with you. Weight loss coaches don’t say, “Coaching for fat people.” They say, “Coaching for people who want to be thinner.” We love you whatever shape you are, but that’s the difference between who the person is now versus who they are inspired to become.

This part allows for some hyperbole because it’s meant to speak to people at an emotional level.

3. Social proof that your coaching works

These are usually testimonials and reviews, but you also want to include a little bit of your own story if your story is impressive.

At some point while viewing your social proof, the client switches from answering the question, “Do I want this?” to “Will this work?”.

4. How the coaching works

At this point, the prospect has moved from evaluating whether they want the coaching to ensuring that they would be making a good purchase.

Am I getting good value for my money? Is it reasonable to assume your method works?