Put your own homepage in front of you. Somewhere in it are the words transformation, trusted advisor, proprietary framework, leadership presence. They were meant to signal wisdom. Instead they are wallpaper, because every coach in the field says them, so the buyer's eye slides right off before you have earned a second of attention.
Here is the test. The left column is burned: the words are so universally claimed they now carry no information. The right column is alive for the opposite reason: almost no coach will say those things out loud, so they still land.
Burned
transformation · unlock your potential · trusted advisor · proprietary framework · thought partner · leadership presence · authentic leadership · the next level · holistic · hold space · your best self · results-driven
Still open
for the ___ specifically · what I will push you on · who this is not for · the belief no one says · where I disagree with the field · the thing you are avoiding · I will not hand you a framework · I only work with · the standard you keep dropping
Now the exercise. Every word your homepage shares with the left column is a word doing no work, struck through in the buyer's mind before you have earned a hearing. Then borrow from the right. One sentence a buyer has never heard from a coach is worth more than a paragraph they have heard from all of them.
The words on the right are not a style. They are a position, a specific leader and a real point of view, and almost no coach will plant a flag there. The read tells you which of those words are actually yours to say.