If you want high-calibre clients, your messaging needs to match the level of transformation you deliver.
Too often, I see coaches underselling themselves with copy that’s just wrong for the level of client they’re trying to attract. The sales page that brought in clients for your $2k program is not the same one that will convince someone to invest $15k.
Certain problems and motivators are more likely to attract beginner-level clients than others. When your sales page and emails focus on early-stage struggles, you naturally draw in people who are at the beginning of their journey.
But when your messaging shifts to reflect the language and challenges of someone further along, you’ll start to attract high-ticket coaching clients who are ready for deeper work and bigger transformation.
Thankfully, you don’t need a total rebrand or website overhaul to shift how you’re perceived.
By strategically upgrading the messaging in your sales copy, you can communicate your value with confidence, raise your authority, attract better-fit clients, and position yourself as the obvious choice in your niche.
The Broader Impact of Upgrading Your Messaging
When I talk about “messaging” here, I’m not referring to your brand messaging, which lives at the 10,000-foot level – things like your brand tagline or mission statement.
I’m talking about your sales messaging, which is much more practical. It’s the way you frame problems, motivators, and results in your sales page and emails so they attract the right level of client.
These are the words potential clients read before deciding if you’re the right coach for them.
Your sales messaging directly impacts your business in five important ways:
- Who you attract
The problems and motivators you focus on determine the type of client you draw in — whether they’re just starting out or ready to go deeper. - How people perceive you
The way you talk about your work sets the tone for how seriously people take you. Refined messaging that speaks to the problems and motivations of someone further along shows you operate at a higher level. - The sales process
Correct messaging (messaging that brings in best-fit clients who are ready for the work that you do) pre-qualifies clients, so instead of convincing them to work with you, you’re simply confirming the fit. - Your energy and focus
Sharp and specific messaging naturally filters out wrong-fit clients. That means fewer draining sales conversations that turn into free coaching sessions and more time working with people who are ready for the exact level of work you do. - Your long-term growth
Messaging that’s clear and client-aligned builds recognition and trust, which compounds over time and leads to higher-quality referrals and steady demand.
Bottom line: upgrading your messaging is one of the simplest ways to shift how you’re perceived, who you attract, and how easy it feels to grow your business.
A Simple Process to Elevate Your Messaging & Attract High-Ticketing Coaching Clients
Step 1: Start with a blank page
Before you even look at your current sales page or emails, clear your head. Do a short meditation, take a walk, or journal — whatever helps you shake off the noise of your current clients and copy. Then, with a blank page in front of you, write down everything you know about the high-ticket coaching clients you want to attract.
Where are they in their journey?
What are the problems they’re facing right now?
What motivates them to invest at this stage?
The clearer you are here, the easier the rest of the process becomes.
Step 2: Write down their problems and motivations
Get specific about the struggles and drivers of this next-level client. What do they really want? What are they frustrated by? Often, your dream clients are a past version of yourself, so reflect on what you were experiencing at that stage. This helps you lock in the exact language and perspective you’ll use in your copy.
Step 3: Adjust your copy to match what you’ve written
Now that you’ve written down a clear description of who you want to work with, you can return to your sales page and emails. Update the language so it speaks directly to the problems and motivations you’ve outlined. But keep referring back to your description of your new ideal client so as not to mix them up.
Sometimes its harder to update our existing copy than to start over so if you’re finding that the words are all getting muddled in your head – you might need to start over.
Pro tip: One of the most important ways we can shift messaging to a more elevated client is by moving from “rescue me” language to more empowering language. Clients further along in their journey don’t want to be saved; they know the answers are inside of themselves, they just need someone to guide them along the way.
Step 4: Update your proof so it aligns with your new messaging
Look at your testimonials, client stories, and examples. Do they reflect the kind of client you want to attract now? If not, highlight results from clients who are further along, or frame your existing proof in a way that shows the deeper transformation. Proof that matches your messaging reinforces you’re the right fit.
Step 5: Keep it consistent everywhere
Finally, make sure your messaging is aligned across the board. It’s not enough to just tweak your sales page if your emails (or website) are still speaking to a different audience. Consistency builds clarity — and clarity helps the right clients recognise themselves in your work instantly.
Common Mistakes to Avoid When Shifting Your Messaging
A common mistake coaches make is jumping straight into editing their sales page or emails without first getting clear on who they actually want to attract. This is where the blank page method I outlined above is so helpful. If you do it this way, yoy won’t be swayed by the clients you’ve been working with up until this point or the messaging you’ve been using so far.
Another mistake is trying to speak to everyone at once. If you’re attempting to attract high-ticket coaching clients, while also keeping the door open for your old clients, your messaging gets muddled. Specific, clear, and consistent language makes it easier for the right clients to recognise themselves in your work.
And then there’s the tone of the language itself. Beginner clients often respond to heavier, problem-focused copy, while clients who are further along in their journey are more motivated by empowering language that points to transformation. It’s not about one being right or wrong, but about making sure your words reflect the stage your ideal client is actually in.
But honestly, the biggest mistake I see is trying to do all of this alone for too long. Most of my clients have already tried a DIY approach (sometimes for months or even years) before realising they’ve outgrown doing the copy themselves.
You need someone who can nail it quickly and effectively – and that’s where I come in.
If you’re ready to stop guessing and just get your messaging right from the start, keep reading. I’ll explain exactly how we can fix this together.
Why coaches hire me instead of DIY-ing
As an experienced messaging expert and sales copywriter, I’ve learned the best way to connect with clients is through stories, shared experiences, and knowing exactly who you’re talking to.
I can help you refine and upgrade your messaging so you start to attract high-ticket coaching clients for your offers. I do this by listening to your story, why you do what you do, and who you most want to help – and then shaping that into a narrative that resonates with the right people.
Most of my clients come to me because they’re attracting the wrong level of client, they know something’s off in their messaging, but they’re too close to their own expertise to see what needs to change.
Your expertise, which makes you so good at what you do, can often interfere with your ability to connect with people where they are.
I can help you define who that client really is, and the language, stories, and shared experiences that will resonate with them.
This way, you don’t have to do it on your own either. You get to hand this off to someone who’s done it dozens of times, so the process is smooth, the copy is professional, and the end result sounds like you.
What Coaches Say About Working With Me
“Working with Cheryl for the past two years has been a win for my business. Handing over our email and sales page copy freed up so much of my time and headspace—plus, she just gets how to write in a way that connects and converts.
Since Cheryl updated our sales page, it has led to higher conversions and better-fit clients coming into our programs.
I highly recommend her to anyone wanting to take their messaging to the next level.”
— Vesna Hrsto, Naturopath & Mind-Body Peak Performance Coach
Ready to Attract High-Ticket Coaching Clients With Ease?
If you’re ready to attract clients who instantly see your value and feel excited to work with you, it’s time to take your messaging to the next level.
That’s exactly what I do inside my Custom Launch Strategy & Copy Package.
Here’s what’s included:
- Audience Refinement & Offer Positioning
We’ll kick things off with a live strategy session to dial in exactly who you’re speaking to, and how to position your offer so it lands. Many of my clients walk away with a renewed sense of who they truly want to speak to — and often, the permission to let go of an audience that’s no longer aligned with the work they’re doing now. - Prelaunch Email Copy – 5 emails (optional)
The foundation of any good launch includes a prelaunch strategy. These aren’t teaser emails — this is a solid strategy to shift your audience’s beliefs so they’re ready to buy before you even open the doors. - Sales Page Copy
At the heart of every great launch is a sales page that handles all types of buyers’ potential questions and objections. Your audience will understand the value of your offer and why now is the time to buy — with a page written by an expert conversion copywriter. - Sales Email Copy – 10 emails (optional)
Seal the deal with a set of sales emails that do more than just remind people to buy. These are story-based, engaging emails your audience actually looks forward to reading. Each one is designed to build connection, overcome hesitation, and guide your subscribers toward a confident yes.
You’ll walk away with a complete messaging + copy system that makes your launches smoother, easier, and more effective – so you can stay focused on leading your business, serving your clients, and actually enjoying your launches.
Click here to check out the Custom Launch Strategy & Copy Package and apply to work with me.
