A3 - Ideal Messaging

Three avatars. Three angles. One message each.

The messaging spine for AR Funnel paid and organic. Every hook, creative type and offer maps back to the one coach it was written for. Built from the campaign data and market analysis in the AR Playbook.

60 / 30 / 10Ad spend split across Max, Ashley and Eric.
3 creative typesInsight Statement, Human Authority, Relatable Truth.
5 business anglesLead gen, no funnel, CRM chaos, automation gap, scaling ceiling.

The three creative types

Every ad falls into one of these. Proven across the top performers.

Type 1

Insight Statement

Purpose
Build awareness, feed retargeting pools, create curiosity.
Best for
Cold to warm audiences, engagement campaigns.
Performance
Highest volume, longest lifespan, lowest CPM at $2 to $3.
  • One clear statement
  • Slight tension or reframing
  • No CTA, no explanation
  • Leaves mental space
Type 2

Human Authority

Purpose
Build trust, establish credibility, prepare for conversion.
Best for
Warm to engaged audiences, retargeting campaigns.
Performance
The professional Mike Crowson format is the number one creative type.
  • Real person with credibility
  • Personal observation or experience
  • One simple idea
  • Trust is pre-loaded
Type 3

Relatable Truth

Purpose
Validate frustrations, reframe problems, drive action.
Best for
Engaged to hot audiences, conversion campaigns.
Performance
Highest resonance with pain aware prospects.
  • Call out a common belief.
  • Quietly flip it or give a new frame.
  • Low resistance, high relevance.

The three avatars

Demographics, pain, awareness, hooks and offers for each.

Maxed-Out Max

60% of spend

The overwhelmed solo coach who has hit the time ceiling.

  • Age 28 to 38
  • 65% male
  • Urban and suburban USA
  • $45k to $85k a year
  • 1 to 3 years coaching
  • 10 to 15 clients
  • 50 to 60 hour weeks
  • Problem aware

Pain, ranked by intensity

  1. Time trapped. Cannot take on more clients.
  2. Manual overwhelm. Hours on meal plans, macros, check-ins.
  3. DM chaos. Same questions at all hours.
  4. Imposter syndrome. Everyone else seems to have it figured out.
  5. Revenue ceiling. Stuck at $5k to $8k a month.
  6. No systems. Everything custom, nothing repeatable.

Winning hooks

  • Stuck at 12 clients? It's not a you problem. It's a system problem.
  • Spending 3 plus hours a day in client DMs?
  • Still manually calculating macros in spreadsheets?
  • Client check-ins taking over your life?
  • Hey Coach, you are one system away from doubling your client load.

Offers that convert

  1. Free macro calculator. Solves a daily pain.
  2. Automation system demo. Shows the time saved.
  3. CheckinsPro trial.
  4. Avoid: high ticket consulting. Not ready.
  5. Avoid: complex funnels. Already overwhelmed.

How to reach him

  1. Best creative type. Type 3, Relatable Truth.
  2. Retargeting window. 30 to 60 days.
  3. Goal. $12 to $18 per conversation.
  4. Key objection. Affordability.
  5. Platform. Instagram.
  6. Angles. 1, 3 and 4.
The message to MaxYou're not failing. You're using a system designed for 5 clients to manage 15. The coaches who scale aren't working harder. They are working differently. And it is simpler than you think.

Ambitious Ashley

30% of spend

The growth focused coach who's ready to scale aggressively.

  • Age 26 to 35.
  • 60% female.
  • Austin, Miami, LA, NYC, Denver.
  • $75k to $150k a year.
  • 2 to 5 years coaching.
  • 20 to 40 clients.
  • $8k to $15k a month.
  • Solution aware.

Pain, ranked by intensity

  1. Growth plateau. Stuck at $12k a month.
  2. Cannot leverage. Everything still depends on her.
  3. Inconsistent systems. Tools that don't talk to each other.
  4. Time versus money. Good money, too many hours.
  5. Imposter syndrome at scale. Can she really manage 100 clients?
  6. Marketing overwhelm. Spending on ads, unsure it's working.
  7. Delegation fear. No one can do it like she does.

Winning hooks

  • Hit a ceiling at $10k a month?
  • Most coaches think they need more leads. That's not the problem.
  • After working with 100 plus coaches, here's what separates 5 figure from 6 figure.
  • Want to know how I manage 75 clients solo?
  • Your funnel probably isn't broken. It's just unfinished.

Offers that convert

  1. Full automation system. A comprehensive solution.
  2. High ticket consulting and implementation.
  3. Lead Summit or an event. Networking plus learning.
  4. Tech stack and integration support.
  5. Avoid: basic tools. She wants advanced.
  6. Avoid: DIY courses. She wants support.

How to reach her

  1. Best creative type. Type 2, Human Authority.
  2. Retargeting window. 14 to 30 days. She decides fast.
  3. Goal. $15 to $25 per conversation.
  4. Key objection. Is this the right fit?
  5. Platform. Instagram and LinkedIn.
  6. Angles. 1, 2 and 5.
The message to AshleyYou've proven you can build a coaching business. Now it's time to build a machine. The difference between where you are and where you want to be isn't effort. It's infrastructure. Let's build it.

Established Eric

10% of spend

The veteran coach who needs efficiency, not growth.

  • Age 35 to 50.
  • 55% male.
  • Suburban and secondary markets.
  • $120k to $250k a year.
  • 5 to 15 years coaching.
  • 40 to 100 plus clients.
  • Often has a team.
  • Most aware.

Pain, ranked by intensity

  1. Operational drag. His systems hold him back.
  2. Tool fatigue. Eight tools that don't integrate.
  3. Cannot unplug. The business needs him daily.
  4. Training nightmare. Manual systems make onboarding slow.
  5. Opportunity cost. Stuck doing the wrong work.
  6. Keeping up. Feels behind on technology.
  7. Burnout prevention. Ten years in, he needs relief.

Winning hooks

  • After 10 plus years, your systems should work for you, not against you.
  • Stop wasting money on tools that don't talk to each other.
  • What if onboarding a new coach took 2 hours instead of 2 weeks?
  • You've built something valuable. Now protect it with the right infrastructure.
  • Consolidate 6 tools into one system. Here's how.

Offers that convert

  1. White glove migration and setup.
  2. Full system audit plus recommendations.
  3. Integration support for his existing stack.
  4. Team training and onboarding.
  5. VIP concierge support tier.
  6. Avoid: DIY courses. He has no time.

How to reach him

  1. Best creative type. Type 3 and Type 2.
  2. Retargeting window. 60 to 90 days. He researches first.
  3. Goal. 2 to 4 strategy sessions a month.
  4. Deal size. $7,500 to $15,000.
  5. Key objection. Migration pain.
  6. Platform. LinkedIn and email.
  7. Angles. 2, 3 and 5.
The message to EricYou've built a successful coaching business through hard work and dedication. Now it's time to build the infrastructure that protects what you've created and gives you back the time you deserve. At this stage you shouldn't be working harder. You should be working smarter.

Avatar comparison matrix

DimensionMaxed-Out MaxAmbitious AshleyEstablished Eric
Primary goalScale to 20 to 30 clientsReach $25k to $50k a monthGet time back
Main painTime trappedGrowth plateauOperational drag
Decision speed30 to 60 days14 to 30 days60 to 90 days
Price sensitivityHighMediumLow
Best creative typeType 3, RelatableType 2, AuthorityType 3, Relatable
Awareness levelProblem awareSolution awareMost aware
Key objectionAffordabilityRight fit?Migration pain
Buying triggerTime savingsROI proofSimplification
Retargeting window30 to 60 days14 to 30 days60 to 90 days
Average deal size$500 to $2,000$2,000 to $10,000$5,000 to $20,000
PlatformInstagramInstagram and LinkedInLinkedIn and email
Lifetime valueMediumHighHighest
Support needsDIY with tutorialsGuided setupWhite glove
Share of ad spend60%30%10%

Scroll the table sideways on a narrow screen.

Business angles, mapped to avatars

Angle 1

The lead generation dead end

Coaches are great at coaching and bad at consistent lead generation. They lean on referrals and Instagram posts, then wonder why growth is inconsistent. Referrals aren't a business. They're a hope strategy.

  • Max
  • Ashley
Angle 2

The no funnel nightmare

Most coaches go from Instagram DM straight to a sales call. No nurture, no value ladder, no qualification. That's why the close rate is low and the calls are full of tire kickers. A real funnel filters before the call.

  • Ashley
  • Eric
Angle 3

The CRM chaos

Leads and clients are scattered across DMs, texts, email and spreadsheets. Nobody knows who sits at which phase. Follow ups get missed and money is left on the table.

  • Max
  • Eric
Angle 4

The automation gap

Manual check-ins, manual onboarding, manual everything. The admin work eats the hours that should go to coaching and to selling.

  • Max
Angle 5

The scaling ceiling

You can't clone yourself. You can build systems that work without you. Automated onboarding, self serve resources, CRM driven follow ups, template based coaching. That's how a coach gets past 20 clients.

  • Ashley
  • Eric
Terms of ServicePrivacy Policy