As a business coach for wellness professionals, I’ve noticed a recurring theme in the conversations I have with my clients: they’re doing all the things—creating content, posting on Instagram, building offers—but they’re still not seeing consistent results in their business.

When I ask them who their ideal client is, they often say something vague like “women who want to feel better” or “people with hormone imbalances.”

If this sounds familiar, you’re not alone. The truth is, if your messaging isn’t specific, your marketing won’t convert—no matter how often you show up online.

Let’s dig into why specificity matters so much, how a lack of clarity around your ideal client is likely sabotaging your sales, and what to do about it so you can finally attract the right clients consistently.

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The Problem with Vague Messaging

When your messaging is broad or general, it might feel like you’re keeping your options open.

Maybe you think you’ll attract more people if you speak to multiple problems—like hormone health, gut health, fatigue, and weight loss—all at once.

But in reality, general messaging creates confusion, not connection.

Think about it this way: your ideal client is scrolling through Instagram or Googling solutions because she’s frustrated. She’s tried everything. She’s exhausted, overwhelmed, and unsure if anything will actually work for her.

She doesn’t need another coach who says “I help women with hormones.” She needs someone who clearly and specifically speaks to her unique experience and offers a clear path forward.

When you speak to everyone, you speak to no one. And if your content doesn’t make your ideal client say, “Wow, she gets me!”—you’re going to struggle to get consistent leads and sales.

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What “Specificity” Actually Means in Your Messaging

Being specific doesn’t mean niching down so far that you eliminate most of your audience.

It means choosing one core problem to solve, for one type of client, with one clear outcome in mind.

Here’s how that looks in practice:

1. One Core Problem

Ask yourself: What’s the #1 reason people are hiring me?

Not the laundry list of symptoms they come with… not the functional labs you run… but the one main problem they’re hoping you’ll solve.

For many of my clients, that’s weight loss resistance, fatigue, or perimenopause symptoms that haven’t responded to conventional approaches.

You might also focus on healing the gut, balancing hormones, or improving energy—but choose one to lead with.

2. One Type of Client

Who do you love working with? And who gets the best results from your process?

Maybe it’s women in their late 40s who are exhausted, gaining weight despite clean eating, and being told “everything’s normal” by their doctor.

Or maybe it’s postpartum moms who feel like they’ve lost their energy and identity.

Get super clear on who you’re talking to, so your content speaks directly to them.

3. One Clear Outcome

Your potential clients don’t buy your process—they buy results.

They don’t care about functional testing, root cause protocols, or mineral balancing unless you’ve connected those things to a specific outcome they desperately want.

If you help women lose 30–50 pounds without starvation diets, say that.

If you help them get their energy back so they can chase their kids without collapsing at 5pm, say that.

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Why Specific Messaging Builds Trust and Converts

When your messaging is laser-focused, your content starts doing the heavy lifting for you.

Here’s what happens when you clarify your ideal client and the problem you solve:

1. You attract people who are ready to buy

Clients who recognize themselves in your messaging already know they need help. They’ve tried the DIY solutions, and they’re looking for an expert to guide them.

You no longer have to convince people they have a problem—your content validates what they already know and shows them you’re the one to help.

2. You stop wasting time on the wrong leads

If you’ve been flooded with DMs from freebie seekers, tire-kickers, or people who “can’t afford” your offer, it’s probably because your content isn’t filtering them out.

Vague messaging attracts a vague audience.

But when you’re crystal clear on who you serve and what you help them achieve, the wrong people self-select out—leaving space for the right ones to come in.

3. You stand out in a crowded market

In today’s coaching landscape, everyone and their cousin has a program about hormones, gut health, or metabolism.

Specific messaging is what makes you memorable.

It shows potential clients that you actually understand their struggles on a deep level, and that you’re not just repeating generic advice.

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Why “Root Cause” Isn’t Enough

Many of the practitioners I work with love talking about root cause healing—and I get it. I’m all about comprehensive, functional approaches too.

But here’s the thing: “Root cause” is not what your clients are looking for.

They don’t wake up in the morning thinking, “I hope someone will help me identify my root cause imbalance today.”

They wake up thinking, “Why can’t I lose this weight?” or “Why am I exhausted all the time?” or “Why do I still feel like crap even though my labs are normal?”

You can absolutely use root cause work in your methodology. Just don’t lead with it in your marketing.

Instead, lead with the outcome they want.

Then educate them about why your process—like functional labs, mindset work, or nervous system regulation—is the best way to achieve that outcome.

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The “Even If” Framework for Clear, Trustworthy Messaging

One of the most powerful ways to communicate your offer is by using the “even if” formula.

Here’s how it works:

“I help [specific person] achieve [specific result], even if [common objection, barrier, or fear].”

Examples:

• “I help women over 45 lose 30–50 pounds without extreme dieting, even if they’ve been told nothing is wrong with them.”

• “I help exhausted moms regain their energy, even if they’ve already tried every supplement on the market.”

• “I help perimenopausal women finally feel like themselves again, even if their doctor says everything looks normal.”

This framework instantly builds trust because it speaks to the objections that are already swirling in their head.

You’re letting them know you’ve seen their struggle, and you have a real solution.

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From “Kitchen Sink” Offers to Strategic Simplicity

Another way vague messaging shows up is in your offer structure.

If your program promises to help with weight loss, fatigue, hormone balance, gut healing, adrenal support, blood sugar control, and mindset all at once… that’s overwhelming.

You might feel like you’re offering more value, but your prospective client feels confused.

Instead, focus your offer on solving one main problem.

Yes, your method might include gut healing, blood sugar support, and mindset work, but your marketing should be focused on the outcome, not the tools.

Let the strategy be complex. But keep the messaging simple.

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How to Refine Your Messaging Without Overthinking It

Refining your message doesn’t mean locking yourself in a room with a whiteboard for a week.

Here’s a simple framework you can use to get clarity fast:

1. Review your past clients

Who got the best results? Who did you love working with? What were they struggling with when they came to you?

Look for patterns in their age, symptoms, goals, personality, and what made them finally reach out.

2. Pay attention to the words your paying clients use

If someone paid you to help them and said, “I feel like my body is broken,” or “I’ve tried everything and I’m still gaining weight,” that’s gold.

Use those exact phrases in your content and copy. They’re better than anything you could brainstorm.

3. Practice message testing in your content

You don’t have to get it perfect before you start.

Try one specific message for 30–60 days and see how it lands.

Notice who responds, what DMs you get, and what resonates. Then refine from there.

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But What If You’re Still Figuring It Out?

Maybe you’re thinking: But Laura, I don’t know what the one thing is yet. I help with so many things. I’m not sure what to choose.

That’s okay! I’ve been there too.

The fastest way to figure out your best-fit message is to take action. Create content. Talk to people. Test ideas.

Your clarity will come through the process, not by sitting around waiting for a perfect idea to hit you.

And don’t forget: you can evolve. You’re not married to your niche. You just need to be specific enough to get traction.

Once you start working with more aligned clients, you’ll have even more clarity about who you serve best and how to speak to them.

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Specificity Leads to Sales (and Sustainability)

When you get specific in your messaging, here’s what changes:

• You attract people who are already looking for the help you provide.

• You no longer feel like you have to convince people to buy.

• Your content starts working for you—bringing in leads, sales, and visibility.

• You feel confident, clear, and aligned in your business.

Specificity is how you go from hoping people reach out to knowing your content and offers are doing the work to grow your business.

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Final Thoughts: Don’t Be Afraid to Own Your Expertise

One of the biggest mindset shifts that helps my clients gain traction is letting go of the fear that being specific will leave people out.

Here’s what I want you to know: you’re not excluding people—you’re inviting the right ones in.

Your future clients don’t need a generalist. They need you, with your exact lived experience, training, tools, and empathy.

But they won’t know that unless you show up and speak directly to them.

So if you’ve been spinning your wheels, trying to talk to “everyone”… this is your sign to go all in on clarity.

Pick your person. Pick your problem. Speak their language.

That’s how you build trust. That’s how you get consistent clients. That’s how you grow a business that actually feels good to run.

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Ready to Get Clear On Your Messaging?

If you’re tired of throwing content at the wall and hoping something sticks, I’d love to support you in getting laser-focused with your messaging so your marketing starts converting consistently.

Apply to work with me or DM me on Instagram @lauraschoenfeldrd to chat about the best next step for your business growth.

Let’s make your message magnetic and get you the clients you’re meant to serve.

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