Why Marketing for Coaches Isn’t Just About 'Showing Up' (And What To Do Instead)
Jun 10, 2025
If you’re a coach who’s been told that consistency is key—you’re not wrong. But if you’ve been showing up online, posting, podcasting, emailing, and networking… and still not seeing paying clients roll in?
It’s time to talk about why marketing for coaches needs more than just visibility.
Because here’s the hard truth:
You don’t have a visibility problem.
You have a resonance problem.
Let’s get into what that means—and what you can do about it.
The Trap Coaches Fall Into
You’re doing “all the right things.”
You’re posting regularly on social media.
You’ve started a podcast or newsletter (ideally both).
You’re sharing value and showing up consistently.
But still—no new clients. No increase in inquiries. Just tumbleweed. And it’s soul destroying.
Here’s what’s really going on: showing up is not the same as connecting.
In the world of marketing for coaches, consistency without connection is just noise.
You can be visible and still invisible. You can post every day and still be forgettable. You can podcast weekly and still not move anyone into action.
That’s because real marketing—the kind that works—is about resonance, not just routine.
5 Questions Every Coach Should Ask About Their Marketing
If your marketing isn’t converting into paying clients, it’s time to audit your content with brutal honesty.
Here are 5 questions to help you uncover what’s missing:
1. Are You Being Clear or Just Clever?
Coaches often fall into the trap of trying to sound polished, professional, or hyper-intellectual. But clarity always beats clever.
If your ideal client doesn’t understand what you do, how you help, or who you help—no amount of witty wordplay will make up for it.
Speak plainly. Use the words your clients use. Ditch the coach-speak.
2. Are You Speaking to Someone, or at Everyone?
When you try to appeal to everyone, you end up resonating with no one.
Effective marketing for coaches means being laser-focused on your ideal client. Speak directly to them. Make it clear that you understand their world, their challenges, and their dreams.
Let your content feel like a 1:1 conversation—not a megaphone announcement.
3. Are You Being Bold, or Just Busy?
If your content is safe, predictable, or bland—it’s probably not converting.
Being bold means sharing your real opinions, calling out industry fluff, and showing the courage to lead. Being busy, on the other hand, just means you’re ticking boxes.
People don’t follow busy brands. They follow brave ones.
4. Are You Inviting People to Take Action?
So many coaches share great content… but never actually invite people to do anything with it.
A clear call to action (CTA) is crucial. Whether it’s “book a discovery call,” “listen to this episode,” or “reply with your thoughts,” every piece of content should guide your audience toward a next step.
Marketing for coaches isn’t just about nurturing—it’s also about selling. Don’t be afraid to ask.
5. Are You Building a Brand or Building Relationships?
Yes, brand building matters. But in the coaching space, relationships convert clients—not logos, fonts, or polished Instagram grids.
Don’t spend all your time tweaking your website and zero time having real conversations. Your next client is much more likely to come from a voice note than a viral post.
5 Things to Do This Week to Shift from Crickets to Clients
If your coaching business is experiencing the “I’m doing everything and nothing’s working” slump—try these five actions this week:
1. Reconnect with Your Ideal Client’s Voice
Go back to past client messages, call notes, or emails. Listen for the exact phrases and language they used to describe their struggles and desires.
Great marketing for coaches starts with understanding your clients better than they understand themselves.
2. Make Your Next 3 Posts Start a Conversation
Instead of broadcasting, write like you’re grabbing coffee with someone. Open with a line like “Here’s what I’ve been thinking…” or “This keeps coming up in my client calls lately…”
Conversational, authentic content builds trust—and trust builds clients.
3. Focus on Real Connection (Not the Algorithm)
Make a list of 10 people you want to connect with more deeply this week. Send a voice note, comment thoughtfully on their posts, or send a DM without an agenda.
This is the relationship marketing that actually works. And it’s massively underused.
4. Tighten Up Your Messaging
If your content is feeling generic, fluffy, or like it could be written by any coach—go deeper.
What’s your take? What do you believe? What does your lived experience bring to the table? That’s your edge. Own it.
5. Make the Offer (Clearly and Confidently)
This is a big one. Coaches often feel awkward or “salesy” about promoting their offers—so they just don’t.
Then they wonder why people don’t buy.
Here’s the truth: most people don’t take action because they didn’t know what action to take.
Say the thing. Make the offer. Tell them how to work with you.
Real Marketing for Coaches Is Personal, Brave, and Connected
If your marketing strategy feels like it’s not working, you don’t need a total rebrand. You don’t need to burn it all down.
You need to dig deeper.
Get clearer.
Be bolder.
Connect harder.
Because just showing up is only the beginning.
What turns visibility into paying clients?
Connection. Clarity. Courage.
And of those three? Connection is the one that changes everything.
Ready to Go Deeper?
If you want more real-talk insights like this, check out Episode 162 of the Heads Together podcast:
🎧 What to Do When You’re Showing Up Consistently… and Still Not Getting Clients
And if you’re ready to get serious about growing your coaching business:
✨ Join The Collective – my membership for outstandingly good coaches who are ready to grow their business with boldness, strategy, and soul.
