Chris here,
One thought has been stuck in my head lately:
Yesterday’s you won’t solve today’s problems.
Here’s what I mean.
A lot of experienced coaches and consultants get stuck because what worked yesterday still feels safe.
They keep chasing the same type of client or solving problems that have become common knowledge— long after they’ve outgrown it.
By the way, I'm not preaching. This trips me up too..
It's tricky because for a while, it might even still work.
But eventually:
- It get's harder and harder to attract clients.
- Offers become harder to sell.
- What used to be "a new answer" is now yesterdays news.
This is when inner doubt creeps in. And outer misalignment follows.
No matter how much experience you have, if you’re chasing the wrong client… it won’t work.
Simply because they don’t want what you have to offer.
The Auto Industry
In the 90s, luxury car commercials used classical music and opera. Why? Their audience was Baby Boomers.
Now, those same brands use Guns N’ Roses, AC/DC, and Metallica.
Why? Their audience is Gen X.
The product didn’t change — the target client did.
And so did the messaging.
Here's A Simple Exercise
Name your 3 favorite clients.
Write down:
- What problem did they want solved?
- How did you help them solve it?
When I’ve done this with coaches, they often realize their best clients aren’t who they thought they were.
Sometimes the “ideal client” you’ve been chasing is just a shadow of yesterday’s problems.
One client I worked with was trying to diversify his audience. But when he looked at his top clients, the pattern was obvious: they all fit a very specific profile.
Once he narrowed in, he started attracting more of the right people. Almost immediately.
Why This Matters
If you’re a powerlifting coach, you shouldn’t try to attract people who want ballet.
If your zone of genius is helping CFOs, don’t dilute your message by speaking to everyone who owns a business. The tighter the alignment, the stronger the results.
Final Thought:
Experience is only an asset if you’re applying it to the right audience.
"Yesterday's you" may have solved yesterday’s problems.
But today’s you may need to make a 180° turn.
That’s exactly why I created the Core Message Map — to help you align your stories, problems, and offers to your current target client, not your past one.
👉 Reply to this email, and I’ll send you the full C4 Avatar Worksheet we use alongside the CMM.
Talk soon,
Chris
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