For coaches starting out, still in training, or changing direction
Finally say what you do without overexplaining what coaching is.
Everybody tells you to niche down. Almost nobody tells you what that means.
Your niche is the problem you fix. Your avatar is the one person you fix it for. Get both on paper in about 25 minutes. That's where client attraction actually starts.
Built by Michelle Kuei. ICF certified coach, certified copywriter, creator of the Client Enrollment Method.
The problem
Right now you explain. Three minutes later nobody remembers.
You're at a birthday party. Somebody's aunt asks what you do.
You say you're a coach.
She says, oh. Like a life coach?
So you explain. Coaching isn't therapy. It's not consulting either. It's about asking better questions. Everybody already has the answers inside them.
Then you explain what you do. Mindset. Transitions. Helping people get unstuck.
Three minutes go by.
She says that's so interesting, and goes to get a drink.
Maybe you can relate?
Here's what that actually cost you.
That woman knows six people who could use a coach right now. She is not going to send you a single one. Not because she didn't like you. Because she can't repeat back what you do.
You didn't lose a conversation. You lost a referral you'll never even hear about.
You explain coaching because you don't have anything shorter to say.
Nobody describes their whole industry when they have a clear answer ready.
A plumber doesn't explain plumbing. She says, I fix burst pipes in old houses.
Nine words. And the person she said it to can repeat it at dinner three weeks later.
Not whether people understand you.
Whether they can pass you along.
You reach for the long explanation because the short version isn't there yet.
And it isn't there yet because you've been rewriting the same thing all year.
I help women who feel stuck.
I help women 40 to 55 who feel stuck in their careers.
I help midlife women in transition find clarity and purpose.
I help ambitious women who want more from life.
I help the one everybody counts on take one day back a week.
One of those five makes somebody stop reading and message you. The other four could be about anybody.
A group doesn't have a kitchen. A group doesn't have a Tuesday.
A group doesn't sit on the edge of the bed at 11:40 at night looking at somebody else's post.
One person does.
Nobody has ever read "people who feel stuck" and thought, that's me.
And here's the trap nobody warns you about.
You can't get clients until you're clear on who you help.
And you can't get clear on who you help until you've coached enough people to see the pattern.
So you're supposed to get specific about a woman you haven't met yet.
Read that again. That's the actual bind you're in.
You've been trying to solve a puzzle with a piece missing. And blaming yourself for not solving it.
I did this to myself with a whole book.
I wrote and published a book in four months.
Four months. Nights, weekends, all of it.
Nobody bought it.
So I ordered 300 copies and gave them away for free. Then I drove around town knocking on doors, asking if anyone would let me run a workshop.
Here's what took me way too long to see. The book was good. My credentials were fine. I just had no idea who I wrote it for.
I had a marketing problem and I kept trying to fix it with more work.
So I went and fixed the actual gap. I got certified as a copywriter and trained as an email marketing strategist, on top of my coaching credential.
That's the part most people teaching you to niche down are missing. They're coaches who learned some marketing. I'm a coach who went and got trained in how words work on a page.
Both sides of it. That's why I can tell you your sentence is too long and also why it's too long.
And it's the reason I built this the way I did.
Here's the part nobody says out loud.
You can't pick your niche until you have your avatar.
You can't name a problem clearly until you can picture the person who has it. Every time you sit down to write your niche without her, you're guessing.
That's why it keeps changing. You've been guessing for months.
So stop. Not one more version.
You could write fifty more this year and every one of them will be wrong in exactly the same way. Not because you're bad at words. Because nobody's in the sentence.
Find the person.
The words are the easy part.
Wherever you're starting from.
You haven't picked a niche because every option feels like locking a door behind you. Also nobody explained what you're choosing between. You're not behind. You got handed a word without instructions.
You've written it six times. Every version is technically true and not one of them makes somebody call you. That's not indecision. Rewriting the same vague thing just gets you a better-worded vague thing.
You had a niche. It worked well enough. Now you're moving into different work and the old words don't fit. Starting over feels like going backwards. It isn't. You have information you didn't have the first time.
Three different starting points. Same missing piece.
You've tried to fix this with more. Another course. Another worksheet. Another version of the same sentence.
None of it worked, because none of it made you name one real person and then told you when you were being vague.
You've probably already asked ChatGPT for help with this.
Asking plain ChatGPT to help you pick a niche is a little like going on a first date with a robot.
Polite. It tries. It never asks you anything uncomfortable.
And it will happily tell you "women 40 to 55 who feel stuck" is a great answer. Because why wouldn't it.
That's the problem. It agrees with you.
You don't need something that agrees with you. You need something that says, no, go deeper.
What's different
Here's what it actually looks like.
Two acts. Thirteen questions. Act one is your dream client. Act two is you.
What is it costing them?
Not "low confidence." Not "lack of clarity." Those are labels, not costs. What are they actually losing, missing, avoiding, or quietly grieving because this hasn't changed?
That's a good answer. Here's what happens when you give it a lazy one.
What is it costing them?
It does that on every question that matters. Twice, and then it lets you through with a note on your page saying that part still needs work.
Then you hit the checkpoint.
The grocery store test.
If I handed you a megaphone in a grocery store and told you to call your dream client to the register, what would you shout? Pick the one that makes you a little uncomfortable.
Imagine sitting across from a coach who keeps asking until you actually answer.
Somebody who hears "she lacks confidence" and says, no. What actually happened?
You do that for your clients every week. You've just never had anybody do it for you.
Why that order matters.
Most niche worksheets do it backwards.
They spend an hour on your values, your purpose, your personality type. Then they hand your dream client ten questions at the very end.
So you finish knowing yourself really well and still have no idea who you're talking to.
Your dream client first. Always.
Why 25 minutes works when two years didn't.
Fair question. You've been chewing on this since you got certified. Why would half an hour change anything?
Because thinking about it was never going to work.
You've been sitting alone with a blank page. A blank page never tells you when you're being vague. It just sits there and lets you write "women who feel stuck" for the ninth time.
This won't. Type something general and it comes back and asks again. There's a checkpoint in the middle you can't walk past.
It's not more time you needed. It's somebody on the other side of the screen who won't let you off the hook.
Three things this does that nothing else does.
You have to name a real person.
Not a made-up one. Not "Sally, 35, loves yoga." Someone you've actually coached. Or someone in your life who had this problem. Or you, five years ago.
Somebody with a first name who actually exists.
It won't let you get away with vague.
Type "she lacks confidence" and it sends you back. Type "women 40 to 55" and it sends you back.
There's a checkpoint halfway through. You don't get to the second half until your dream client is specific enough that you could spot them in a grocery store.
Yes, that's annoying. That's also the whole point.
You leave with one page, not forty.
Everything you need in one place. Print it and stick it above your desk.
The output
This is what you walk out with.
The shape of it. What goes in the blanks is yours, and it comes out of your own answers.
My One Page
Nine sections. Everything in one place.
Who she is
What it's costing her
What she says and what she means
Where she already hangs out
What I say to her
My three steps
What makes me different
What I say when someone asks what I do
I help the one everybody counts on take one day back a week.
13 words. Short enough that somebody else can repeat it.
Thirteen words. Everybody who hears it knows who you're talking about. And who to send your way.
Copy it, print it, stick it above your desk. It's saved in your account so you can come back and sharpen it.
Same client. Five different coaches.
Here's why this works no matter what you coach.
That client up there is real to a lot of you. What changes is what you do about them.
Health coach: I help burned-out caretakers sleep through the night again.
Money coach: I help women who can't say no to family finally save money.
Career coach: I help the reliable one figure out what they want before 50.
Relationship coach: I help the woman who holds it together finally ask for help.
ADHD coach: I help adults diagnosed after 40 build systems that fit their brain.
Same client. Five completely different sentences.
That's the part you can't get from a worksheet. You have to start with them, then find your version.
Proof
What coaches said after using it.
Kristin
"It asked deeper questions that pushed past vague answers and helped me define my audience, clarify my transformation, and structure my website messaging. I went from guessing to having a clear direction for my offer and how to talk about it."
Lisa M.
"The Six Figure Niche & Avatar Builder asked deeper questions I hadn't considered and helped me clarify both my niche and the two avatars I needed for my work. It also helped me connect my personal why to my niche, which made my offer feel much stronger."
Angela P.
"It gave me ideas of how I can build community or topics I can talk about in my marketing videos. It works pretty much like having an actual marketing coach talk face to face with you."
The offer
The Niche & Avatar Builder
What is it costing them?
Not "low confidence." Not "lack of clarity." Those are labels, not costs. What are they actually losing, missing, avoiding, or quietly grieving because this hasn't changed?
Runs in your browser. Laptop, tablet, phone. Wherever you actually sit down to think.
$49
One time. Yours to keep.
13
Questions
25
Minutes
1
Page you keep
14
Words max
- The Builder. Thirteen questions, about 25 minutes. Closer to sitting across from a coach than filling out a form. It reads every answer, asks again when you're vague, and won't agree with you just to be nice.
- Your one page. Your dream client, your three steps, and your sentence. All on one screen. Saved in your own account so you can come back and sharpen it.
- The Builder Room. A private space inside Coaching Biz HQ. Built by a coach, for a coach. Ask questions while you're working through it. Get feedback on what you come up with. See what other coaches are wrestling with and steal from it. Plus Show Your Work, the thread where you post your sentence and I tell you what to cut, and a new recorded training every month. You are not doing this part alone.
A tool gives you an answer. Nobody tells you if the answer is any good. So you sit on it for three weeks, half-trusting it, and never use it anywhere.
The room fixes that. You post your sentence. I read it. I tell you what's working and what to cut.
That's the difference between having an answer and using one.
Why one page matters more than forty.
Because you'll actually use one page.
Here's what happens with the forty-page version. You fill it out. It's good work. You feel great for about a day. Then it goes in a folder called Business Stuff and you never open it again.
One page is different because it fits somewhere. Next to your laptop. Taped inside a cabinet door. On your phone.
And that matters, because the moment you need this is never the moment you're sitting down to do business planning.
It's when you're writing an Instagram caption at 9pm and you don't know how to start.
It's when somebody asks what you do and you have four seconds.
It's when you're deciding whether to say yes to a client who isn't quite right.
Every one of those is a small decision. You make about thirty of them a week. Right now you make them by guessing, and guessing pulls you in a slightly different direction every time. That's why your message keeps changing on you.
One page ends that. Same person, same words, every time, until people start repeating you back to each other.
That's what consistency actually is. Not posting more. Saying the same true thing until it sticks.
This isn't for everybody.
Don't buy this if you want somebody to hand you a niche. It asks the questions. You do the answering. If you're not willing to sit with a hard one for two minutes, you'll hate it.
Don't buy this if you've never talked to a single person about their problem. Not a paying client, just a real conversation. If you've never had one, go have one this week and then come back. You'll get ten times more out of it.
About
Hey, I'm Michelle.
I'm a business and marketing coach for coaches.
Here's the short version of why me.
I'm a certified coach. ICF accredited, trained through iPEC. I've sat across from clients for years.
I'm also a certified copywriter and email marketing strategist. Most people teaching coaches to niche down have never been trained in this. I went and got trained on purpose, after the book.
I'm the creator of the Client Enrollment Method. Seven steps that take a coach from nobody knows who you are to clients who pay you. It's what I teach in every program I run.
I host the Make It Visible podcast and I've been a guest on more than 100 others. I've been named a Top 15 coach in Los Angeles and I speak internationally.
And a few years ago I hiked 26 miles of the Inca Trail to Machu Picchu on crutches with a physical disability.
By mile three I wanted to go home.
What got me to the top wasn't motivation. It was that somebody who had walked it before knew where the slippery rocks were.
Your certification taught you how to coach somebody. It never taught you how to get somebody to hire you.
That's not your fault. Nobody ever gave you the order to do things in.
That's what I build. A clear path from certified coach to coach with clients.
Questions
Before you decide.
Who is this for?
Certified coaches and coaches in training. Works whether you're brand new and have never picked a niche, or you've been at it three years and rewritten yours six times.
I don't really know what a niche or an avatar even is. Is this too advanced for me?
No, and you're in a better spot than you think. Your niche is the problem you fix. Your avatar is the one person you fix it for. That's the whole thing. The Builder walks you through both without assuming you've done any of this before.
Do I need to know my niche already?
No. That's the point. It works best when you feel too broad, or torn between two directions, or you've written six versions and hate all of them.
What if I've never had a paying client?
You're fine. You can use someone from your life who had this problem, or yourself five years ago. Both work.
How long does it take?
About 25 minutes. Don't try to do it in ten.
What if I don't want to box myself in?
That worry is exactly why coaches stay invisible. Getting clear about who you talk to doesn't stop you from working with anybody else. It just means one person finally reads your words and thinks, that's me.
Will it write my website for me?
No. It gives you the words your website should be built on. That's a different thing and a more useful one.
Will this get me clients?
Not on its own. It gives you the part that makes everything else easier: one real person, words she recognizes, and a sentence you can say out loud. If you want help turning that into posts and conversations, that's what I do next.
What if I have more than one kind of client?
Run it twice. Some coaches really do need two. Especially when the person paying and the person being coached are different people.
Do I need a special account?
You'll sign in with a free Claude account. Takes a minute and costs nothing. Everything you type stays in your account. I never see it.
Can I get a refund?
No. It's digital and you get it right away, so all sales are final.
You're going to close this tab in a minute.
And you'll mean to come back.
Here's what happens instead. Next week somebody asks what you do. You do the whole explanation. She says that's so interesting.
Then it's January and you're writing down the same goal you wrote down last January.
Nothing dramatic happens.
That's the problem.
Here's your choice.
Twenty-five minutes tonight. Or one more year of people who like you and can't send you anybody.
Go find her.
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