5 Storytelling Tips to Supercharge Your Coaching Messaging
If your marketing isn’t attracting clients, it might not be your content — it might be your storytelling (or lack of it).
The best coaches and online businesses don’t just share advice; they use powerful stories to inspire, educate, and connect. Those stories have the added bonus of not just making you more personable — they make your advice more memorable.
So instead of the generic “I help people achieve their goals”, let’s make your coaching business messaging really stick.
Here are five storytelling tips that will supercharge your messaging and help you connect with (and convert!) your ideal clients.
1. Share Your Origin Story (AKA: Your “Superhero Moment”)
Every great coach and business has a backstory. Maybe you struggled with burnout before becoming a wellness coach. Perhaps you made a major career transition before coaching others through theirs. Whatever it is, your audience wants to know why you do what you do — and, no, “because I like helping people” isn’t enough.
Your origin story gives your coaching business a human touch and makes you relatable. Share the “aha moment” that set you on this path. Was it a rock-bottom experience? A life-changing mentor? A really bad haircut that made you rethink everything? The more specific, the better!
2. Make It Personal Over Perfect
Many coaches and business owners feel like they need to present a perfect, polished version of themselves. Spoiler alert: That’s boring! Your audience isn’t looking for a flawless master — they want someone who understands what they’re going through.
Be open about your challenges. Share that time you almost quit, the mistakes you made early on, or the doubts you still have sometimes. Vulnerability builds trust, and trust builds clients!
3. But Also, Make It About THEM
Yes, your story is important, but only if your audience can see themselves in it. The trick? Tie your personal experiences back to what your ideal client is going through.
For example, if you’re a career coach helping midlife professionals pivot, don’t just say, “I changed careers at 40.” Say, “I know what it’s like to sit in a job you hate, wondering if it’s too late to start over.” See the difference? Now it’s about them, not just you.
4. Be Helpful and Become the Go-To Expert
Great storytelling isn’t just entertaining — it’s useful. Pay attention to the common questions your audience asks. What are they struggling with? What myths or misconceptions can you clear up?
If you’re a health coach, share a story about a client who thought they had to give up carbs to be healthy (the horror!). If you’re a life coach, talk about someone who thought they needed a 5-year plan but really just needed the confidence to take the first step. The more relevant your help, the more they’ll keep turning to you for advice.
5. Paint Success Story Pictures
Success stories are gold in your coaching messaging. But instead of simply listing testimonials, tell a story. Don’t just say what results a client got. Paint a picture of their journey, process, and transformation, using as much detail as you can. This brings potential clients into the story and helps them see themselves in it. Then they’re thinking… Hey, maybe they can help me too!
Storytelling isn’t just a nice-to-have in your coaching business — it’s a must. The more you weave engaging, relatable stories into your messaging, the more your audience will trust you, remember you, and, ultimately, hire you.
So, what’s your story? Start sharing it today, and watch your coaching business thrive.
Want personalized help on how to level up your coaching messaging? Book your free strategy call to identify gaps and get a plan!