Who Is Your Soul Client and Why It Changes Everything

When you’re building an end-of-life practice, one of the most common challenges is decision fatigue.

• What should I offer?

• How much should I charge?

• What should I say yes to—and when should I say no?

Without clarity, every choice feels heavy. But once you identify your Soul Client, the person you’re most called to serve, the path forward becomes much lighter.

What Is a Soul Client?

A Soul Client is not a demographic like “women in their 50s” or “retirees.” Instead, it’s a vivid, living muse built from the real people you’ve met and the deeper patterns you’ve observed.

Your Soul Client reflects:

• What they value most about life and care

• The fears and struggles that weigh on them

• The moment that motivates them to reach out

• The words that make them feel seen and understood

When you know your Soul Client, you’re no longer speaking into the void. You’re speaking directly to the heart of the person who needs you most.

Three Examples of Soul Clients

Sarah, the Thoughtful Planner
Sarah is in her early 70s. She’s healthy and active, with grown children and a new grandbaby. She’s the kind of person who always handled the family paperwork, but she’s starting to realize that her own end-of-life plans aren’t clear. She doesn’t want to leave a burden for her children. She’s motivated by love, not fear, and she wants to make thoughtful choices now while she’s well. But she feels overwhelmed by where to begin.
When Sarah meets an end-of-life practitioner, here’s what matters most to her:

• Clarity: someone to help her make sense of her options

• Compassion: a guide who understands this is tender territory

• Practical tools: checklists, conversations, and steps that help her family feel prepared

David, the Legacy Builder
David is in his 60s, a retired teacher who has spent decades collecting family stories, photographs, and mementos. He wants to leave a meaningful record of his life, but the pieces feel scattered. His adult children encourage him to “just write a book,” but he’s not sure how to begin. He’s not looking for legal paperwork—he’s looking for help making meaning.
When David meets an end-of-life practitioner, here’s what matters most to him:

• Storytelling: ways to capture memories in writing or ceremony

• Structure: gentle guidance that organizes his thoughts

• Affirmation: knowing his stories are worth telling and preserving

Maria, the Family Harmonizer
Maria is in her late 40s, caring for both her teenage kids and her aging mother. She’s caught between family members who avoid difficult conversations and others who argue over decisions. She doesn’t want to make choices alone, but she feels responsible for keeping the peace.
When Maria meets an end-of-life practitioner, here’s what matters most to her:

• Support: someone who can hold space for hard conversations

• Mediation: tools to reduce conflict and create understanding

• Relief: the reassurance that she doesn’t have to carry the burden alone

These Soul Clients aren’t abstractions. They are living guides—people you can imagine sitting across the table from you. With Sarah, David, and Maria in mind, your decisions become easier. You can ask: Would Sarah feel supported by this workshop? Would David be excited by this resource? Would Maria find peace of mind in this service?

Why Your Soul Client Changes Everything

Once you’ve met your Soul Clients, every decision gets easier.

• Services: You design offerings that meet their exact needs

• Pricing: You set fees that feel fair to both you and them

• Boundaries: You know who is a fit—and who isn’t

• Messaging: You can describe your work in words they instantly recognize

Your Soul Clients become your compass. Instead of wondering, “What should I do?” you can ask, “Would Sarah light up at this?” or “Would Maria feel supported by this?”

Creating Your Soul Clients in Vision to Venture

In Vision to Venture, Willow’s business course for end-of-life practitioners, Module 2 guides you step by step to create 2–3 Soul Clients—complete with names, stories, values, and preferences. They’re not abstractions; they’re muses you can imagine having coffee with.

With Soul Clients in place, you’ll stop second-guessing yourself and start making choices that feel obvious, aligned, and true to your calling.

👉 Learn more about Vision to Venture and begin with Module 1 today

Because clarity isn’t about having all the answers—it’s about knowing who you’re here to serve.