Why does having a positive attitude matter so much? Research solidly indicates that expectations influence behavior meaning if you expect to succeed, it is likely that you will and if you expect to fail, you are more likely to be unsuccessful. Expectations create outcomes because we work toward outcome we expect, even if it is failure. Henry Ford said, “Whether you think you can or think you can't--you are right.”

Instead of focusing your communications, this includes all marketing materials as well, on subject areas or benefits, concentrate on lives -- kind of person you help create. This isn't merely an issue of who they can become; it includes values, ethics, sense of personal mission, and what people want to accomplish within their life times. In this way, you can reach beyond practical considerations within decision making process to speak to individual underlying core: a person’s dreams.

Here are a few ways to make your communications more personal, and directed towards their dreams, thus, making it more appealing and attractive:

1. Speak and Write to Their Values

In any coaching communications, two of most important words you can use are "we believe." Even most practical personal development desiring person believes in something. Tell prospective clients what your coaching stands for so that they can evaluate whether they share your coaching values, which is same as your personal values if you are solo.

This step helps filter that would most likely not be a match anyway.