In part of building this relationship is figuring out who you are figuring out how you want to speak to them. often describe this as finding your voice. And by voice, I don't necessarily mean your spoken voice. It can also be the way that you write it the way that you come across your personality and bleeds through when you communicate. Because as a coach or hypnotherapist you have options. You might come across with this voice that embodies friendship, like you're on equal playing fields, and you're there to help them.
You could be an elusive mentor, that sort of wise guru at the top of the mountain. He spouts wisdom, but if only people are disciplined and patient enough to understand it, you could be the loving parent, where you just know that the person you're talking to is going to grow and achieve Amazing things one day, you can be the raving fan. We just absolutely enthralled with what they have achieved and what they will achieve in the future. You can take these voices and other ones to mix them together in whatever ratio is right for you. Do this explore your voice and you find a writing style that really sells who you are and really separates you from everyone else.