Embrace Authentic Marketing
When it comes to growing your coaching business, there’s no shortage of advice out there. From B.S. promises of instant success to rigid marketing strategies that “guarantee” massive growth, it can feel overwhelming, especially when the tips and advice seem to contradict. Real business success is built on something far more authentic than the shiny, quick-fix promises that flood your inbox every day. Let’s dig into some of the shadows lurking in the world of coaching right now, as well as why it’s time to break free from them and embrace authentic marketing instead.
1. The Promise of Instant Gratification
We’ve all seen the headlines: “Make $1 million by the end of today” or “Work 1 hour and make 100x your current revenue.” Trust me, I’ve fallen for these claims myself. While it’s true that you can work smarter, not harder, and create more ease in your life, getting there doesn’t happen by chance or through one simple trick. It requires effort, attention, systems, consistency, and a whole lot of persistence. Be skeptical of marketing clickbait and remember that, even when there’s a grain of truth in these promises, there’s often a whole lot of missing context. If it sounds too good to be true, it probably is.
2. Berating Your Audience Because You See Their Greatness (But They Don’t)
One of my pet peeves in the coaching industry is the tired mantra of “stop playing small” or “stop letting fear control your life.” I’ve seen too many coaches throw around these phrases like they’re some kind of wake-up call, only to follow them up with the justification “I’m saying this because I love you.”
As someone who grew up surrounded by neglectful and dangerous people, this last statement sounds straight-up abusive and whenever I hear it in this context it raises a legion of red flags. At best this approach is toxic and borderline manipulative. You will never shame people into their potential. Seriously, has that ever worked on you? We are also totally capable of communicating tough truths and difficult messages to our audience and clients with love, respect, and gentleness.
Assuming everyone in your audience is playing small, or that they will show up the way you do is unfair and undermines their journey and potential. As Spirit-led coaches, our job is to inspire and guide with respect, knowing that everyone is on their own path.
True power lies in embracing depth and authenticity, not pushing for a one-size-fits-all version of success. Your clients don’t need your tough love in the form of generalized statements and invalidating behavior; they need you to call them into their greatness in a way that feels empowering, not shameful.
3. Using Loud, Harsh, and Outrageous Tactics to Boost Your Visibility and Income
It’s easy to look at loud, edgy marketing strategies and think you need to adopt the same approach to grow your business. Here’s the thing: yes, you are a rare breed and you want to stand out, yet being loud and outrageous only works if that’s authentically you. If it’s not, why pretend? You can learn from unapologetically bold coaches without copying their persona. You can take their wisdom and apply it to your business in a way that aligns with who you are. Authenticity is always more magnetic than pretending to be someone you’re not.
4. Letting the Algorithm Replace Authentic Marketing and Business Strategy
Dancing on TikTok, posting reels, or chasing whatever new trend the algorithm loves – sound familiar? If you’re doing these things because someone told you it’s the “secret” to online success, it’s time to take a step back. Again, no judgment, I’ve been here too. While trends can be helpful, don’t let them run your business. Create a marketing system that aligns with your brand and feels authentic to you. The algorithm is a tool, not a boss. If your content happens to align with it this week, great. If it doesn’t, don’t sweat it. Consistency and authenticity will always win in the long run.
5. Seeing SEO as Your Marketing and Sales Savior
SEO is not a one-size-fits-all solution, and it’s not a magic bullet. I’ve spoken with coaches who spent thousands on SEO, only to find that the leads it generated weren’t even the right fit for their business. High-volume leads without alignment is a numbers game that may not result in sales. Your SEO strategy should work for your business, but it’s not the end-all-be-all for building a thriving client base. While it may be a piece of your puzzle, it’s rarely the entire puzzle.
Check out Diane Whiddon‘s detailed article for more insights on when SEO is and isn’t necessary for your coaching or wellness practice.
6. Balancing Feminine and Masculine Energy is at the Heart of Authentic Marketing
It’s time to ditch the “either/or” mentality when it comes to how we approach marketing and business strategy. Whether you were taught through a masculine lens: hustle, structure, strategy, and big bold moves – or a feminine one: intuitive, creative, receptive, and flow – we need both.
The feminine brings vision, creativity, and connection to the table, while the masculine brings structure, strategy, and execution. Tearing down one or the other is a “race to the bottom” as one of my dear colleagues says. For example, while you may loathe “bro-marketing” it’s merely one flavor of masculine energy that you can bring to your business.
A balanced, healthy inner feminine works with your inner masculine, and vice versa. When we heal and integrate both energies, we unlock the full potential of our business. We get the best of both worlds – the creativity to dream big and the structure to make those dreams a reality. The real power comes when you honor and blend both energies in your marketing and your life, creating a business that feels authentic and works for you.
My favorite book on balancing your inner feminine and masculine is The Law of Balance by Loraine Magda.
Create a Business That Truly Reflects You
Growing your business is about finding a strategy that feels aligned with who you are, respecting your audience’s unique journey, and staying committed to consistency and growth. In the coaching and online marketing world, there’s no shortage of noise. Tune out the hype, embrace authenticity, and let your true self lead the way. That’s where the real magic happens.
Ready to ditch the business hype and grow a business that’s authentic and aligned with you?
My Authentic, Healthy Business Communication framework may be a fit for you. It’s designed to move you from hiding in plain sight to becoming a bold, gentle, and visible leader who inspires healing, authentically attracts clients, and makes the world a better place.
Take my Business Communications Assessment, then schedule a complimentary call to see if it’s a fit for us to work together.
