How to Write a Clear Core Message for Your Coaching Business (Formula + Examples)
Once you craft a clear and specific core message, the rest of your website copy flows from there.
Have you ever struggled to explain what you do?
I remember when I worked as a coach (before I shifted into brand and website design), I dreaded being asked, “So, what do you do?” I would stumble over my words and give an awkward explanation that most likely left the person I was talking with confused.
Maybe you’ve had a similar experience. You know the transformative power of coaching, but when you try to put it into words, it comes out too broad, too long, or not quite right.
This is where your core message comes in. A core message is a one- or two-sentence statement that explains who you help, what problem you help them with, and the change your work makes possible. It’s what lets your ideal clients quickly tell if you offer something they’re looking for.
In This Post
What a core message is and why it matters
A simple formula to help you write yours
The Define, Refine, Specify method (with an example)
What your core message looks like on a homepage
Core message examples for different types of coaches
What to do if your niche is still broad
What Is a Core Message?
Your core message is a short statement that explains what you do, who you help, and how you help them. It connects the problem your clients are experiencing with the change they want.
It gives people a clear introduction to your work, whether they’re reading your website or asking you what you do in person.
Why Is Your Core Message So Important?
A broad message might sound good, but it can make it harder for someone to see themselves reflected in it or understand how you can help.
A specific core message speaks directly to your clients, so they can think: This is exactly what I need. Where can I learn more?
And once you craft a clear and specific core message, the rest of your website copy flows from there.
A Simple Core Message Formula for Coaches
Here’s a formula you can use:
I’m a [who you are] who helps [who you help] with [their problem], so they can [the outcome they want].
Or, more simply:
I help [who you help] with [their problem], so they can [the outcome they want].
Don’t worry about getting the wording perfect. Start by putting your thoughts down. You can refine them later.
Let’s look at an example.
Core Message Example: Meet Camila
Let’s imagine Camila is a money mindset coach who’s struggling to explain what she does. We’ll walk through how she could make her core message clearer, so you can do the same with yours.
Her core message started out like this:
“I help solopreneurs who feel stuck and aren’t sure how to move forward feel confident and be successful in their business.”
Sounds pretty good, right? Who wouldn’t want to feel more confident and successful?
The problem is that it’s so broad, it’s hard for someone to see themselves reflected in it. What does “stuck” mean? What kind of confidence does she help with? And what does being successful look like?
Camila needs to get more specific.
The Define, Refine, Specify Method
To make a core message more specific, it helps to work through three steps: Define, Refine, Specify. You start with a general word, narrow it down, then get specific enough that your ideal client recognizes themselves.
Let’s apply it to the 4 parts of Camila’s message:
Who she is
Who she helps
What she helps them with
What that makes possible
You can do the same with your own message.
1. Who You Are
Define: Camila started by describing herself as a life coach.
Refine: Then she narrowed it down to money coach.
Specify: And finally, money mindset coach.
Think about how you describe your own work. Does it give someone a clear idea of the support you offer?
You don’t need a clever title. It can actually be counterproductive to give yourself a clever title! Instead, choose words your potential clients don’t have to figure out.
2. Who You Help
Define: Camila started with solopreneurs.
Refine: Then she narrowed it down to coaches.
Specify: More specifically, she helps new coaches who aren’t charging (or are charging very little) for their services.
Now we can picture who she’s talking to.
Who do you help? And is there something about their situation that would make your message feel more relevant to them? It could be where they are in their business, what they’re going through, or a particular challenge they’re facing.
3. What You Help Them With (The Problem)
Define: Camila described her clients’ problem as a lack of confidence.
Refine: Then she identified imposter syndrome around money.
Specify: But what does that actually look like for her clients? They want to build their coaching business, but their beliefs about money are getting in the way, so they undercharge or don’t charge at all.
Think about how your clients experience the problem you help with. What do they tell you? What are they struggling to do? What keeps coming up?
Those everyday details can help someone recognize themselves in your message.
4. So They Can… (The Outcome)
Define: Camila started with feel more confident. But what would that confidence help her clients do?
Refine: They want to set their rates and charge for their work.
Specify: Eventually, some might want to leave their office job to coach full-time.
That gives us a clearer picture of what they’re working toward.
For your own clients, ask yourself: What do they want to be able to do? What would change for them?
Choose something your work can help them move toward. You don’t need to promise that one service will get them all the way to their bigger goal.
Putting Your Core Message Together
Once you’ve worked through those 4 parts, bring them together using the formula:
I’m a [who you are] who helps [who you help] with [their problem], so they can [the outcome they want].
For Camila, that could be:
“As a money mindset coach, I help new coaches who are undercharging work through the money beliefs holding them back, so they can confidently set their rates and charge for their services.”
Here’s how it breaks down:
Who she is: a money mindset coach
Who she helps: new coaches who are undercharging
Their problem: the money beliefs holding them back
The outcome: confidently setting their rates and charging for their services
It’s much clearer than her original message. We can understand who she helps, what they’re struggling with, and what her support can help them do.
Leaving their office job to coach full-time might be a bigger goal for her clients, but she doesn’t need to fit that into her core message. Focusing on setting their rates and charging for their work keeps it specific and directly connected to the support she offers.
What a Core Message Looks Like on Your Homepage
As a website designer, this is where I see a core message make the biggest difference. The top section of your homepage (often called the hero section) is the first thing visitors see. In just a few seconds, they decide whether to keep reading.
Here’s what Camila’s homepage might look like before and after.
Before
Headline: Unlock Your Potential
Subheadline: I help solopreneurs who feel stuck feel confident and be successful in their business.
Button: Learn More
It sounds nice, but a new coach landing on this page has to work to figure out if it’s for them. “Unlock your potential” could be anything from fitness to finances.
After
Headline: Charge What Your Coaching Is Worth
Subheadline: I’m a money mindset coach who helps new coaches work through the money beliefs holding them back, so they can confidently set their rates and get paid for their services.
Button: Book a Free Discovery Call
Now the right visitor knows within seconds: Oh, that’s me!
Notice that the headline doesn’t have to hold the whole core message. It leads with the outcome, and the subheadline fills in the details. The button gives them a clear next step.
Core Message Examples for Coaches
To help you picture how the formula works in different niches, here are a few more examples:
Career coach: “I help mid-career women who feel stuck in jobs they’ve outgrown get clear on their next move, so they can confidently apply for roles that fit who they are now.”
Health coach: “I help busy moms who are exhausted by the end of the day build simple, realistic habits, so they can have more energy for their families and themselves.”
Relationship coach: “I help couples who keep having the same arguments learn how to communicate without shutting down, so they can feel like a team again.”
Business coach: “I help service providers who are booked solid but barely profitable streamline their offers, so they can earn more without working longer hours.”
Empty-nesting coach: “I help moms whose kids have recently left home rediscover who they are beyond parenting, so they can feel excited about this next chapter instead of lost in it.”
Each one names a specific person, a problem they’d recognize, and an outcome they actually want.
What If Your Coaching Niche Is Still Broad?
I know being specific can be hard. You might still be figuring out who you want to work with, or you might help people with several different things.
If your niche is still broad, no worries. Communicate what you have now.
Your core message doesn’t have to stay the same forever. As your work evolves and you learn more about your clients, you can refine it.
Where Can You Use Your Core Message?
Your homepage is a good place to start. Use your core message near the top so people can quickly understand what you do and whether it’s relevant to them.
It can also guide what you write on your About page and service pages, or how you talk about what you do in conversations.
You don’t need to repeat the exact same sentence everywhere. Let it give your copy a clear, consistent direction.
Frequently Asked Questions About Writing a Core Message
Q: How long should my core message be?
A: One or two sentences is a good starting point. Aim to clearly explain what you do, who you help, and how you help them without trying to include everything.
Q: Is a core message the same as an elevator pitch or a value proposition?
A: They’re closely related. An elevator pitch is a short spoken introduction, usually 30 seconds or so, and your core message is often the heart of it. A value proposition focuses on the benefit someone gets from working with you. Your core message brings those together: who you help, the problem, and the outcome. If you have a clear core message, writing an elevator pitch or value proposition gets much easier.
Q: Is a core message the same as a tagline?
A: A tagline is a short phrase that captures something about your brand. Your core message gives people more information about your work and who it’s for.
You can use both, but make sure someone can understand your offer without having to guess what your tagline means.
Q: What if I help more than one type of client?
A: Look for what those clients have in common. They may share a problem or want a similar outcome.
If your services are quite different, you can write an overall message for your business and get more specific on each service page.
Q: Can I change my core message later?
A: Of course! Start with what feels clear and true now. You can adjust your message as you learn more about your clients and the work you want to offer.
Key Takeaways
Your core message helps people understand what you do, who you help, and how you help them.
A specific message makes it easier for your ideal clients to think, “Oh, that’s me!”
Start with the formula, then use the Define, Refine, Specify method to make each part clearer.
Put your core message near the top of your homepage so the right visitors know they’re in the right place.
If your niche is still broad, communicate what you know now.
Need Help Clarifying Your Core Message?
Sometimes it helps to talk it out with someone.
In a Strategy Session, we can narrow down what you do, who you help, and how you help them, so you can explain your work in a way that feels clear and true to you. Then I’ll show you how to bring it to life on your website.
