The Problem That’s Keeping You Stuck (And Broke)
Here’s something I see constantly with brilliant coaches and service providers: You know you’re amazing at what you do. You can help so many people. But if you’re trying to help everyone, you’re helping no one.
The brutal reality: When you lack clarity around your ideal client, you end up spinning your wheels, creating content that converts nobody, and wondering why your expertise isn’t translating into consistent income.
In today’s live coaching episode, I’m working with Monina, a 20-year beauty industry veteran who’s struggling with the exact challenge that keeps most coaches stuck. Furthermore, through our conversation, you’ll discover the framework I use to help anyone find their profitable sweet spot.
Meet Monina: 20 Years of Expertise, Zero Clarity on Who to Serve
Monina started as a makeup artist and expanded into skincare with her studio in California. Additionally, she has extensive experience in editorial, bridal, and film work. However, like many experts transitioning into coaching and courses, she’s facing the classic dilemma…
The Challenge: She knows she has incredible value to offer, but can’t pinpoint exactly who needs it most (and will pay for it).
Sound familiar? This is the #1 issue I see with service providers trying to scale their expertise.
The Live Coaching Breakdown: From Confusion to Crystal Clarity
The Initial Challenge
When Monina first described her situation, she was torn between three different audiences:
- Complete beginners fresh out of beauty school
- Struggling veterans who’ve been at it for years but aren’t profitable
- Mid-level professionals ready to scale but missing key business foundations
The Problem: Each group needs completely different solutions, messaging, and pricing structures.
The Breakthrough Question
I asked Monina to think through the lens of ikigai – the Japanese concept of finding your purpose at the intersection of:
- What you love
- What you’re good at
- What the world needs
- What people will pay for
Her Answer: “People who could most benefit are the newbies, but they don’t even know what they don’t know. However, the seasoned artists who’ve been doing it for a year or two part-time – they’re starting to understand something’s missing and would invest in getting help.”
The “Splinter in the Foot” Revelation
I introduced Monina to my favorite client identification framework: Your best client is someone with a splinter in their foot.
What I mean: Every day, they feel this low-level, persistent pain. They’re showing up to work, seeing clients, staying busy – but when they look at their paycheck, they think, “I was on my feet for 8 hours and only made $300?”
The key insight: They know something needs to change, but they don’t know what. Most importantly, they’re ready to invest in a solution.
The Niche-Down Moment That Changed Everything
Initially, Monina was torn between teaching general “business of beauty” versus focusing specifically on the bridal beauty business.
My advice: “I want to see you become the purple duck. Yellow ducks are talking about beauty businesses generally. But if you’re THE expert on growing a six-figure bridal beauty business? That’s how you position yourself as THE authority.”
Monina’s response: “When you mention bridal and niching down, I get more excited because that’s my zone of genius. I could talk about that in my sleep and totally believe in the profitability of it.”
The magic moment: Her energy completely shifted when we landed on her true expertise.
Why Specificity Beats Generalization Every Time
Here’s what I told Monina (and what I want you to understand): When you speak in business generalities versus specifics, your messaging becomes generic and forgettable.
The Photography Example
- Generic: “I teach photographers to grow their business.”
- Specific: “I teach photographers to build a six-figure senior portrait business.”
The difference: Now you can speak directly to parents’ pain points about capturing their seniors’ last moments at home. Consequently, your messaging becomes emotionally compelling instead of generic.
Monina’s Transformation
- Before: “I teach the business of beauty”
- After: “I teach makeup artists and hairstylists how to build a six-figure bridal beauty business.”
The result: Immediately, her ideal client can self-identify. Moreover, she can speak to specific challenges like weekend work-life balance, seasonal income fluctuations, and premium pricing strategies.
The Course vs. Program Language Shift
One crucial adjustment I made with Monina involves the language she uses to describe her offering.
The Problem with “Course”: It presupposes self-paced, do-it-yourself learning with no instructor support.
The Solution: Use words like “program,” “accelerator,” or “community” that convey your ongoing involvement and expertise.
Why this matters: People don’t just want information (they can get that from Google or ChatGPT). Rather, they want guidance, support, and someone to help them navigate the gray areas of implementation.
The Framework Foundation: What Monina’s Teaching
Through our conversation, we uncovered that Monina’s real value isn’t in teaching makeup techniques – it’s in teaching the business foundations that beauty schools completely skip:
✨ Business Structure Basics
- LLC vs. sole proprietorship decisions
- Proper business licensing and insurance
- Tax planning and profit optimization
🎯 Revenue Optimization
- Pricing strategies that reflect true value
- Product sales and commission structures
- Multiple revenue stream development
💡 Operational Efficiency
- Client communication systems
- Scheduling optimization to maximize income
- Boundary setting for work-life balance
📈 Profit Analysis
- Identifying where money is being wasted
- Understanding the difference between revenue and profit
- Building financial systems that support growth
The key insight: This isn’t sexy content, but it’s the most impactful. As Monina said, “It was all the boring stuff nobody wants to do, but it was the most impactful information they walked away with.”
The Ascension Strategy: Building Your Client Journey
Once Monina gets clear on her ideal client, here’s how I see her business growing:
Level 1: Bridal Beauty Business Accelerator
Target: Artists making some money but working too hard for it
Outcome: Systems and strategies to hit consistent five-figure months
Format: Program with live coaching and community support
Level 2: Elite Bridal Beauty Mastermind
Target: Graduates from Level 1 who are now making six figures
Outcome: Scaling to multiple six figures, team building, and advanced strategies
Format: High-touch mastermind with 8-10 elite members
The beauty of this approach: Level 1 naturally feeds into Level 2, creating a clear client ascension path.
Key Takeaways for Finding Your Ideal Client Clarity
1. Use the Ikigai Framework
Ask yourself these four questions:
- What do I genuinely love doing?
- What am I uniquely excellent at?
- What does the world need right now?
- What will people pay premium prices for?
Your ideal client lives at the intersection of all four.
2. Look for the “Splinter in the Foot” Client
Your best clients aren’t beginners or advanced experts. Instead, they’re people who:
- Have been trying to make something work
- Feel persistent frustration with their current results
- Are ready to invest in a solution
- Can see the value in what you offer
3. Get Specific, Not Generic
Generic messaging attracts nobody. However, specific messaging attracts exactly the right people and repels the wrong ones.
4. Language Matters More Than You Think
- “Course” = self-paced, minimal interaction
- “Program” = guided experience with expert support
- “Accelerator” = fast results with intensive support
- “Mastermind” = elite community with high-level strategies
5. Build Your Ascension Strategy
Don’t just think about one offer. Rather, consider:
- Where do clients start with you?
- What’s their next logical step?
- How do you serve them at higher levels?
Where to Find Your Ideal Clients
During our session, Monina asked the crucial question: “How do I find these people with the splinter in their foot?”
My recommendations for her (and you):
- Industry-specific networking events where your people gather
- Professional development workshops at salons and suites
- Podcast guesting on shows your ideal clients already listen to
- Speaking opportunities at industry conferences and trainings
- Strategic partnerships with businesses that serve your ideal clients
The key: Stop trying to convince beginners they need you. Instead, show up where people who already know they need help are gathering.
The Results of This Live Coaching Session
By the end of our conversation, Monina had:
✅ Crystal clear ideal client definition: Mid-level bridal beauty professionals ready to scale
✅ Specific niche focus: Bridal beauty business (not generic beauty business)
✅ Language upgrade: From “course” to “program” or “accelerator”
✅ Framework foundation: The business basics beauty schools don’t teach
✅ Ascension strategy: Clear path from beginner program to elite mastermind
✅ Marketing direction: Specific places to find her ideal clients
Monina’s reaction: “I get more excited when I know I can lean on my expertise in the bridal industry, because that’s my total zone of genius.”
Your Action Steps Right Now
If you’re struggling with ideal client clarity like Monina was:
1. Complete the Ikigai Exercise
Write down your answers to all four questions. Look for the overlaps.
2. Identify Your “Splinter in the Foot” Client
Who has persistent pain that you can solve? Moreover, who’s ready to invest in a solution?
3. Get Radically Specific
Instead of helping “everyone in your industry,” choose one specific sub-group to serve exceptionally well.
4. Audit Your Language
Are you using words that create distance (like “course”) or connection (like “program”)?
5. Map Your Ascension Strategy
What’s the logical progression for clients working with you over time?
Ready to Get Your Ideal Client Clarity?
If this episode resonated with you and you’re ready to get crystal clear on who you should be serving (and how to find them), I’d love to support you.
Inside the Best Damn Coach community, we do this deep work together. Furthermore, you’ll get personalized feedback on your ideal client definition, messaging, and positioning strategy.
Book a strategy call with me at amanda-walker.com/letschat and let’s figure out exactly who you should be talking to and how to attract them consistently.
About Monina
Monina is a makeup artist and esthetician with over 20 years of experience in the beauty industry. Additionally, she owns Modern D, a skincare and makeup studio in Willow Glen, California (San Jose Bay Area).
She also hosts The Beauty Lab Podcast and recently hit her first 1,000 downloads milestone!
Connect with Monina:
- Podcast: The Beauty Lab Podcast
- Services: Skincare, makeup, and hair for weddings and special events
Resources Mentioned
- Free Resource: 10 Powerful Questions Every Coach Should Know
- Strategy Call: https://amanda-walker.com/letschat
