One of the biggest challenges I see with new and even seasoned coaches is the lack of confidence in their business skills. It’s not just about showing up on social media; it’s about understanding who you’re talking to, what you’re selling, and how you’re structuring your business. These basics often get overlooked, but they are non-negotiable if you want to succeed online.
Today, I want to share with you what I call the Four S’s of Business Foundations. These are the pillars that every online coach should have in place, especially if you are a personal brand. Remember, people don’t buy coaching—they buy coaches. Your clients are connecting with you, your values, your expertise, and your unique perspective. But to turn those connections into a thriving business, you need more than just coaching skills. You need business skills.
The First S: Who Are You Speaking To?
The first foundational element is knowing who your ideal client is. This goes beyond broad categories like “busy people.” You need to get specific. Are you targeting busy moms? Working professionals? Moms with young children? Knowing your target audience means understanding both their demographics (age, gender, occupation) and their psychographics (what they’re thinking, what they’re struggling with, what success looks like to them).
A great place to start is by reflecting on your own journey. Often, your ideal client is a previous version of yourself. What challenges were you facing? What were your limiting beliefs? Understanding this will help you connect with your audience on a deeper level and offer them real solutions to their problems.
The Second S: What Problem Are You Solving?
Once you know who you’re speaking to, the next step is identifying the specific problem you’re solving for them. For example, many health and wellness coaches want to create more time freedom, work from anywhere, and have more autonomy in their schedules. They want to help more people online, but they don’t know how to build a sustainable business to make that happen.
Understanding the problem your ideal client is facing allows you to tailor your messaging and offerings directly to their needs. Remember, the goal isn’t just to sell coaching; it’s to solve a specific problem that your client is struggling with.
The Third S: What Are You Selling?
Now that you’ve identified your ideal client and the problem you’re solving, it’s time to think about what you’re offering them. Is it one-on-one coaching? Group coaching? A self-paced course? The key here is to design an offer that will genuinely help your clients achieve their desired transformation.
Don’t fall into the trap of thinking that more is better. It’s not about how many features you can pack into a program; it’s about providing exactly what your clients need to succeed. Whether they need more education, more access to you, or more accountability, your offer should be designed with their specific needs in mind.
The Fourth S: How Are You Showing Up?
The final foundational element is about how you show up in your business. You can have the most well-crafted offer in the world, but if you’re not showing up powerfully—if you’re not consistent, trustworthy, and visible—it won’t matter. Your brand is what sets you apart from the thousands of other coaches out there. It’s how you build trust with your audience and get them to invest in your services.
Being consistent with your content, engaging with your audience, and building relationships are all crucial parts of showing up powerfully in your business. This is where marketing, sales, and messaging come into play. It’s not just about having a great offer; it’s about getting that offer in front of the right people and convincing them that you’re the one who can help them achieve their goals.
Putting It All Together
The Four S’s—knowing who you’re speaking to, understanding the problem you’re solving, crafting the right offer, and showing up powerfully—are the bedrock of a successful online coaching business. No matter where you are in your journey, coming back to these fundamentals will help you create a business that not only serves your clients but also allows you to achieve the impact and income you desire.
So, take some time to reflect on these four areas in your own business. Are you clear on who your ideal client is? Do you know the specific problem you’re solving for them? Have you crafted an offer that meets their needs? And are you showing up consistently and powerfully to make it all happen? If you can confidently answer “yes” to these questions, you’re well on your way to building a successful online coaching business.
