The ICP to Messaging Kit
Three parts. Answer the 12 questions with real evidence, build your three angles from those answers, then rewrite your bio last. Do not touch the bio first. The bio is the output, not the input.
Part 1: The avatar worksheet (12 questions that nail your ICP)
Rules: answer from real clients and real conversations, not imagination. Use their words, not yours. If you have no clients yet, answer from the 5 closest people you have actually helped for free.
List names. Not who you want to serve. Who got the result. Patterns live here.
Wake time, job, kids, training window, what they eat at their desk. Specificity here becomes content later.
The trigger event. A photo they hated, a doctor visit, a missed flight of stairs. Your hooks come from this moment.
The apps, the 75-day challenges, the cousin's program. You position against this, not against other coaches.
Copy-paste three real quotes. These are your captions. Do not clean up the grammar.
They said "motivation." It was a program built for a college kid. That gap is your authority content.
Write one line so specific that the wrong person scrolls past. If everyone nods, nobody buys.
Platform, format, time window. This decides where you post and when, not trends.
Looking good at the reunion. Beating their brother-in-law. Not dying like their dad did. Write it down. You will reference it carefully, not quote it.
Heavier, stiffer, more invisible. The cost of inaction is half your messaging.
The shift schedule, the diet industry, their metabolism. That is the enemy you name so they do not blame themselves.
Engineers want data. Moms want a story that sounds like their life. Match your proof to your person.
Part 2: The 3-angle messaging framework
Every piece of messaging you write runs one of three angles. Same structure each time: call out the moment, twist the assumption, make the promise, show proof, one CTA.
Angle A: Pain (the moment they feel it)
Angle B: Enemy (blame the broken system, not them) · Angle C: Possibility (their life 90 days from now)
| Niche | A: Pain | B: Enemy | C: Possibility |
|---|---|---|---|
| Fat loss for busy dads | "You avoided the pool with your kids again this summer. That is not a willpower problem." | "Nobody built a fat loss plan for a man with a 50-hour job and two kids under six. So every plan you tried was designed to fail you." | "Twelve weeks from now you take the shirt off at the lake and think nothing of it. That is the whole goal. Here is the path." |
| Postnatal strength | "You are scared to sneeze, lift the car seat, or jump with your toddler. And everyone keeps saying 'it is normal now.'" | "Six weeks of 'cleared for exercise' and zero instructions. The system discharged you and disappeared. That is the gap I fill." | "Imagine deadlifting your bodyweight 9 months postpartum and chasing your kid without a second thought. My clients do." |
| Strength over 40 | "Your shoulder barks every bench session and you keep training around it, hoping it fixes itself. It will not." | "You are not broken. You are running a 25-year-old's program in a 45-year-old's body. The program is the problem." | "PRs after 45 are not a fantasy. My oldest client pulled 405 at 52. Smarter loading, not lower standards." |
Rotation rule: run Pain and Enemy to cold audiences, Possibility to warm. If you only ever post Possibility, you sound like a motivational poster. If you only post Pain, you sound like a downer. Rotate.
Part 3: The bio rewrite formula
Five slots, in order:
I help exact who get specific outcome through your mechanism . proof line . one CTA with keyword
After: "I help dads over 35 lose 15+ lbs in 12 weeks with 3 short workouts a week. 200+ dads done. DM me LAKE to start."
After: "Postnatal strength coach. I get moms deadlifting again within 6 months of birth, pain-free. 60+ moms strong. DM me STRONG."
Test: read your new bio and ask "could a different coach paste this into their profile?" If yes, sharpen the who or the mechanism until they could not.