A couple of days ago, I was talking to a group of new coaches, all of whom expressed varying degrees of deep concern about the shady shit marketing tactics embedded in the coaching industry. Every single one felt anxious about what they thought they might have to do to market their coaching practice.

There is such a feeling of ick around the marketing tactics in our industry that this is the most likely reason coaches decide not to pursue a career in coaching when they think they'd love the work—good people with potentially great talent can't stomach the idea of trip-and-fall funnel marketing and high-pressure sales tactics.

That said, here is the thing about those tactics that makes everyone think they are necessary: They work, but the success is almost always temporary because, sooner or later, clients realize they are being tricked into upsells, and the funnel dries up. However, for a very short period of time, the predatory marketing is working, and the results look gloriously profitable even though deep down inside, most people feel shady doing it.

And we know this—as an industry, we talk about it a lot. What we don't talk about enough, though, is how to market without using sales tactics that cause the ick.

Three Ways to Create a Marketing Communication Strategy That Might Not Be Sexy But Is Proven to Work

Communicate with Integrity and Generous Intent

Forget about slick automation that funnels people through a maze of upsells and downsells. Instead, focus on genuine communication. Here's how:

• Reduce Automation: While automation can save time, over-relying on it can make your communications feel impersonal and robotic. Use automation sparingly and make sure it's tailored to provide real value.
• Educate and Inspire: When you communicate, do it to educate and inspire your audience. Share your knowledge freely, offer insights, and provide genuine help. When people see you as a generous source of valuable information, they're more likely to trust you and seek out your services.

Offer Value in Your Marketing Content

Your marketing content should be more than just a pitch. It should provide real value that leaves people better off than before they consumed it. Here's how to do it:

• Educational Content: Create content that teaches your audience something useful. Whether it's a blog post, video, or webinar, ensure it's packed with actionable insights.
• Free Resources: Offer free resources like eBooks, guides, or templates that your audience can use immediately. This will not only help them but also showcase your expertise.
• Consistent Value: Regularly update your content and ensure it consistently provides value. This keeps your audience engaged and coming back for more.

Make Transparent Offers for Your Products and Services

Transparency builds trust. When you're upfront about what you offer and what it costs, people feel more comfortable engaging with you. Here's how to keep it real:

• Clear Pricing: Don't hide your prices or make people jump through hoops to find out what you charge. Be clear and upfront about your pricing structure.
• Honest Descriptions: Describe your services honestly. Avoid exaggerating the benefits or making promises you can't keep. People appreciate honesty and are more likely to trust you.
• No Pressure Sales: Make your offers without the hard sell. Let people know what you have to offer, why it's valuable, and how they can benefit, but give them the space to make their own decisions.

The Role of The Coaching Guild in Supporting Authentic Growth

At The Coaching Guild, we're all about authenticity. We know that real growth comes from real connections and genuine value, not from tricking people into a funnel. Here's how we support you in building an authentic, thriving coaching business:

• Comprehensive Training: Our multi-instructor, multi-disciplinary approach ensures you're equipped with the skills and knowledge you need to succeed.
• Real-World Scenarios: We use real-world scenarios to teach you how to handle challenges and build a business with integrity.
• Ongoing Support: Our support doesn't stop when the training ends. We're here to guide you, mentor you, and help you navigate your coaching journey.

Building a thriving coaching business without falling into the sales funnel trap is not only possible, it's the future. By focusing on genuine relationships, creating value-driven content, leveraging ethical social proof, engaging with your community, and offering free value, you can build a business that's both successful and ethical.

The Coaching Guild is a coach training program specifically designed to nurture dreamers, artists, creatives, outsiders, rebels, and good troublemakers. It is a multi-instructor, multi-disciplinary approach to training that prioritizes learning innovative foundational coaching skills and marketing training.

If you are interested in coach training done very differently, hit me up for a no-pressure, no BS, no trip, and fall into a sales funnel conversation. Let's talk about what's possible for you as a coach.