How To Stand Out as a Coach in a Growing Industry
Your coaching business needs a value proposition.
And a very strong one.
The first thing that anyone will tell you when you decide to become a coach (whether that’s a career coach, life coach, executive coach, leadership coach) is that there are a dime a dozen!
The predicted number of certified coaches by the end of 2025 is close on 170 000.
So… what do you do to stand out from the crowd?
Yip, that’s right. You do the “boring” stuff first. And in this case, it’s sitting down and really all about crafting a clear and strong value proposition.
What Is a Value Proposition (and Why Should Coaches Care)?
A value proposition is a clear, focused statement that tells people:
What you do
Who you help
What outcome or transformation you deliver
Why they should choose you over someone else
It’s not just about sounding professional. It’s about creating connection and clarity. When your value proposition is strong, people quickly understand how you can help them—and more importantly, they’ll remember you.
Why It’s So Hard to Stand Out (Especially in Coaching)
The coaching industry is full of talented, passionate people offering similar services.
So if you say things like:
“I help people live their best life.”
or
“I support personal growth and mindset shifts…”
You’re probably blending in.
Even though your approach, experience, and impact are unique, potential clients can’t see that unless you clearly explain it.
That’s the job of a value proposition: to make your work easy to understand, easy to talk about, and easy to choose.
How a Value Proposition Helps You Stand Out
A good value proposition:
Attracts the right clients by speaking directly to their problems and desires
Gives you confidence when you talk about what you do
Helps you stay focused and aligned in your messaging, marketing, and offers
Differentiates you from other coaches—even if you offer similar services
It’s like your business’s north star.
When in doubt, it reminds you: this is who I help, this is why it matters, and this is what I bring to the table.
How to Write Your Coaching Value Proposition (Step-by-Step)
You don’t need fancy branding or wordsmithing skills to create a strong value proposition. Just follow this step-by-step process:
Step 1: Define Who You Help
Get specific. What type of person do you work best with? Think about:
Their role (e.g. new managers, overwhelmed parents, creatives)
Their situation (e.g. going through career change, starting a business)
What they care about
Example:
“First-time founders feeling overwhelmed by running a business alone.”
Step 2: Identify the Problem or Challenge
What are they struggling with? What’s holding them back?
Example:
“They’re spending hours on admin tasks instead of focusing on their clients.”
Step 3: Describe the Outcome or Transformation
What changes after working with you? What’s the real benefit?
Example:
“They have simple systems in place so they can focus on doing the work they love.”
Step 4: Name Your Unique Approach or Strength
What’s different about how you help them? This could be your background, methodology, personality, or process.
Example:
“A blend of creative thinking and operations know-how, developed from years in agencies and consulting.”
Step 5: Put It All Together
Use this structure to write a one-sentence value proposition:
I help [specific audience] achieve [desired outcome] by [how you do it or what you focus on], so they can [real-life benefit].
Example:
I help first-time founders simplify their business operations so they can spend less time in the weeds and more time growing their business—with systems that actually work for how they think and work.
You Don’t Need to Be Loud to Stand Out
Standing out isn’t about shouting the loudest or having the flashiest Instagram. It’s about being clear.
When you can confidently and clearly explain the value of what you offer, people listen. They remember you. They trust you. And they choose you.
Your coaching value proposition is your foundation—build it strong, and everything else gets easier.
If you’re looking for help in getting your coaching business built, let’s chat!
