Marketing as a Coach Without Feeling Like a Sales Person
by Wendy Francis, Board-Certified Cognitive Health Coach & Founder of The Coaching Collective
Most coaches don’t get into coaching because they’re obsessed with marketing or sales. They start because they want to help people. But when it comes time to grow a business, suddenly they’re told they need funnels, pitches, scripts, algorithms, and endless social content — and it all starts to feel painfully “sale-sy.”
Here’s the good news: you don’t need to sell like a salesperson. You can market like a coach.
Why “Sale-sy” Marketing Feels Wrong for Coaches
Coaches value authenticity, trust, and helping others grow. So when marketing feels manipulative, pushy, or flashy, your brain naturally resists it. Research shows that when people feel pressured, they become more defensive and less likely to take in information1. That means manipulative marketing isn’t just uncomfortable — it’s ineffective for the kind of people you want to help.
Clients aren’t looking for the loudest or slickest coach. They’re looking for someone who understands them. They don’t want hype. They want help.
The Secret to Marketing Without Selling: Serve First
You don’t need to convince people. You need to serve them before they ever hire you. When your marketing helps people feel understood, informed, or supported, it builds trust — the foundation for every coaching relationship.
Instead of thinking, “How do I get someone to sign up?”, ask: “How can I help someone make progress before we ever work together?”
Helpful marketing might look like:
- Sharing insights that shift someone’s perspective
- Creating tools or prompts that spark action
- Offering clarity around a problem they’re stuck on
When you make someone’s life better — even a little — they naturally want to learn more from you. Not because you pushed them, but because they trust you.
Speak to the Person, Not the Algorithm
Coaches sometimes get so focused on social media trends they forget who they’re actually talking to. The goal isn’t viral content — it’s impact. You’re building a relationship, not performing for a crowd.
Talk to one person. The person who is stuck. The person who wants to change but doesn’t know how. The person who would benefit from your guidance.
When you write or post, imagine you’re speaking directly to a client sitting in front of you. That’s when your message becomes real, generous, and powerful.
Share Your Method, Not Just Motivation
Motivation might inspire someone for a moment. But what keeps them coming back is your method — the way you help people get from where they are to where they want to be.
Instead of posting quick tips or inspirational quotes alone, try sharing:
- What you believe about change
- Why your approach works
- The steps you guide clients through
- Real examples of progress clients have made (without revealing private information)
When people understand how you help, they stop seeing coaching as a mystery and start seeing it as a solution.
Your Marketing Should Feel Like Coaching
Marketing doesn’t need to be a separate identity from who you are as a coach. It should feel like an extension of your work. When people read your content, they should already feel supported, guided, and more capable — before they ever pay you.
You’re not asking someone to buy your time. You’re inviting them into transformation. That’s not sales. That’s service with a pathway attached.
Sources
- Brehm, J. W. (1966). A Theory of Psychological Reactance. Academic Press. (Research on resistance to pressure and persuasion.)
Disclaimer: This article is for educational purposes only and is not a substitute for marketing, legal, or business advice specific to your situation. Results vary based on individual strategies, audience, and business model. Always consider your market and professional guidelines when promoting services.