A Simple Blog Post Writing Format for Coaches

Below is a simple blog post-writing format to help you write and organize your ideas into posts people that people will enjoy.

I love blogging because well-written posts build credibility and are easy to share with your list, social media, groups, and more. That’s easy marketing.

The best part is that blog posts ATTRACT clients to you, unlike buying ads or cold direct messages which are annoying.

It’s INFINITELY better when clients are coming to you for help, instead of you chasing after them. Infinitely!

But one of the sticking points is getting all the great content ideas out of your head and down on paper — and out to the Web.

Every coach I’ve met has a lot to say, but it’s hard to get it all into a flowing, engaging article that clients will find valuable. That’s the hard part.

I often guide them on blogging and use this logical blog post structure of 5 sections. Enjoy!

NOTE: If you’re unclear about your topic, see my Mystery Value Technique post.

A Simple Blog Post Writing Format – 5 Sections for Composing Articles

They are:

1. The Challenge
2. The Solution
3. The Examples
4. The Takeaway
5. The Invitation

Onto section 1 …

Section 1. The Challenge

I wouldn’t write a blog post unless it was related to a specific struggle that a client has. This way, I KNOW they’ll want to read it. It’s as simple as that.

People are looking to overcome obstacles in life. They want to grow, change, do better. This motivation to “survive and thrive” is innate.

And what topic is better to write about than helping people overcome challenges? After all, you’re a coach, remember?!

Some examples …

• raise responsible kids
• advance our careers
• deal with health issues
• grow a coaching business

There’s always something. ;D

For this first section, gather or create content to answer these questions:

1. What is the specific challenge, pain, mistake, or obstacle the reader is facing?
2. And what is the impact of having that problem?
3. What would things look like if the problem were resolved?
4. What would the longer-term (additional) benefits?
5. What’s the main reason or two they have this problem?
6. What solution will you deliver below (the steps, the tips, the points)?

If you’re unsure about your topic, see this post, How to Write Catchy Titles for Coaching Blogs.

DO THIS!
Keep this section to 1-2 screenfuls on a laptop (about 3-4 on a phone).

Section 2. The Solution

This is the meat of the article where you share the steps, tips, or points to help the reader overcome the challenge.

For example, if you’re a relationship coach writing the article, How to Rebuild Your Self-Esteem After a 10-Year Break-Up, then your solution section could include these three common advices:

1. Stop beating yourself up for being human
2. Start self-care immediately
3. Change your environment to foster growth

But to help people find their own way, you could use questions like these:
(and bear in mind, the article title already assumes the client states his/her self-esteem needs rebuilding)

1. Are you being too hard on yourself? Or maybe the right amount? What would you do if you were trying to help a friend? What are the exact thoughts making you feel bad about yourself? Are these thoughts completely true?
2. Are you feeling injured emotionally? Would self-care be helpful? What could you do to heal your soul? Do you think you might need some space to recover?
3. Are there things in your environment that are bringing you down? Could you change your space to help you move forward?

Make sense?

DO THIS!
Make a list of the key lessons, tips, or steps for overcoming the challenge? Make a simple statement/question for each, followed by support detail. Keep it to about a screenful of content.

Section 3. The Examples

The Examples Section includes real-life stories from your clients, personal accounts, or other people. You can use research studies, and fictional tales too (movies or books) to drive home points made in the Solution Section.

For example, if your article talks about three keys to reaching goals faster. Then, you could tell a story of how your client succeeded by applying those keys.

I like sharing stories about your clients (you could keep them anonymous if needed) because it shows that people will pay money for your time. It builds your credibility.

You can also share any supporting content like illustrations, poems, assessments, or diagrams that support the previously made points.

DO THIS => In the Examples Section, share relevant examples supporting your Solutions Section points.

Section 4. The Takeaway

Here’s where you summarize the article’s main point again and the reason for taking the learning seriously.

You can lead with “In summary …,“ or “In conclusion …,” or “Here’s the takeaway…”

Since this is a blog post and comments are possible, ask them to post a comment. You could challenge them with a 1-minute exercise and post their results in the comments.

Responses build your social proof — a massive credibility builder.

For example, if you’re blogging about getting your staff to operate more autonomously, ask your readers about their experiences with employees like, So how did get your staff to be more autonomous? How have you let go of micromanaging? Do you need to get better at delegating? I’d love to hear what has worked (or not worked) for you. Please comment below.

DO THIS => Restate the key pain/struggle/challenge and the goals/desires/outcomes for taking action.

Section 5. The Invite

For most new coaches blogging, and for whom the aim is to generate more leads. At the bottom of your articles is a great place to invite them to take a step.

It could be as simple as emailing or filling out a form. Or it can get more complex with a free giveaway by joining your list.

But make sure there’s some way for them to get closer to you, to warm them up and see if there’s something hot they need coaching on.

DO THIS => Make a clear action step for them to take next that aligns with your business goals.

A Few Examples

Example 1
Lisa Strobridge

Lisa is a functional fitness and nutrition coach. I love how well she just “tells her story” naturally while referring to the blog post format in her article, How I Started Talking to God for Help With My Health and Fitness (opens in a new tab).

Example 2
Marianne Welsh

Marianne is a career coach in the UK who uses this blogging template to get great content out in three 30-minute sessions. Here’s one of her first articles, How to Avoid a Big Career Mistake So You Can Find Exciting Work.

Example 3
Graeme Owen

I worked with Graeme a few years back, helping him get his website and content off the ground and well over the six-figure mark. Here’s one superb article Builders, Three Must-Haves In Your Building Contracts To Get Paid Every Time.

Example 4
Mitzi Bockmann

Mitzi was a student in two courses I ran. She embraced the blog template wholeheartedly and repeated it until she became a sought-after expert on women, relationships, and living your dreams. Here’s one of her articles, 7 Ways to Keep A Healthy Relationship Healthy.

The key thing to remember is …

.. that a good blog post format will both (1) make writing easier, and (2) keep readers engaged — a winning combo for getting marketing done, showcasing your savvy, and gaining people’s trust.

The five sections again are:

1. The Challenge
2. The Solution
3. The Examples
4. The Takeaway
5. The Invitation

Have you been struggling with writing blog posts? Or, have any ideas you’d love to share on this topic? Just post below, I’d love to know.

(And include your website address for a little boost in SEO!)