Coaching is unique because it makes a special promise: transformation. At root of any desire for personal development is expectation that, every time they have an encounter with their coach, they have some how changed from person they were into person they more prefer to be.
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.
After all, in a country crowded with coaches, your values can be your greatest distinction. Maybe your coaching encourages an entrepreneurial spirit through projects or creative approaches to familiar problems or challenges. Some people prefer word challenge, so I included both. Put your coaching values front and center.