How to use this checklist
This is not a list of marketing tasks. It is a path to clarity.
Each box you tick brings you closer to a practice that looks like you and naturally draws the right clients.
Start at the beginning. Don't skip steps.
STEP 1: Get clear on who you really are
- I have named my 3 main strengths as a practitioner (not degrees, but ways of being and working)
- I know what sets me apart from other coaches or therapists in my field
- I have put words on my non-negotiable professional values
- I know the kind of client relationship where I truly thrive
- I have looked honestly at my limiting beliefs about money and legitimacy
STEP 2: Define who you are talking to
- I have defined a precise ideal client (not "everyone who is struggling")
- I know the main problem this client describes, in their own words
- I know what this client has already tried before coming to me
- I understand what this client really wants, beyond the visible symptom
- I know why I am the right person to help this client specifically
STEP 3: Say clearly what you do
- I can explain what I do in 2 sentences without jargon
- My positioning sentence names a real problem AND a concrete change
- When I talk about my work, I no longer feel the need to justify myself
- I have tested my wording out loud with at least 3 people outside my field
- I am comfortable with the word "business owner" next to my identity as a practitioner
STEP 4: Base your pricing on your value
- I have calculated the rate I need to make a decent living from my practice
- I set my rates based on the change I bring, not on my hours
- I can state my rates without looking away or apologizing
- I have one clear main offer (not 7 loose services with no structure)
- I know what justifies my rates and can explain it simply
STEP 5: Prepare your first outreach
- I have listed 10 people in my network who could be interested or refer me
- I have a natural way to start a conversation without pitching right away
- I know how to suggest a discovery call without feeling pushy
- I have a discovery call script I have read, adapted and practiced
- I know how to end a call, whether it leads somewhere or not
STEP 6: Lay the groundwork for visibility
- I have chosen ONE main channel (not three done halfway)
- I have published at least 3 pieces that share my professional point of view
- My online profile (LinkedIn, website or other) says clearly who I work with
- I have asked at least 2 former clients or supervisors for a testimonial
- I have set up a simple way for people to contact me
STEP 7: Review and adjust
- I have had at least 3 discovery calls with real people
- I have looked at what worked and what got stuck in those calls
- I have adjusted my wording based on people's reactions
- I know whether my issue is clarity, visibility, conversion or something else
- I have someone (peer, supervisor, mentor) to debrief with regularly
Your score
Steps completed: __ / 35
| Score | What it means |
|---|---|
| 0–10 | The groundwork isn't in place yet, start with step 1 |
| 11–20 | You have good bases but key pieces are missing, find the main block |
| 21–30 | You're on the right track, focus on the remaining boxes |
| 31–35 | Your foundations are solid, now it's about consistency |