Marketing doesn’t have to feel forced, awkward, or inauthentic. At its best, it’s simply an extension of the work you already love—connecting with others, building trust, and making a difference.

When you shift your focus from selling to serving, marketing becomes less about tactics and more about relationships. These ten “commandments” of connection-based marketing will help you stay true to your values while growing your coaching practice organically.

Thou Shalt Lead with Curiosity

Connection starts with curiosity. Instead of worrying about how you’ll “sell” yourself, focus on learning about your audience. What challenges do they face? What dreams light them up? The more you understand their world, the better you can serve them.

Thou Shalt Share, Not Shout

Marketing isn’t about being the loudest voice in the room. It’s about showing up, sharing your perspective, and offering insights that resonate with the people you’re meant to help. Speak clearly, consistently, and from the heart—you don’t need to shout to be heard.

Thou Shalt Tell Stories

Stories create connection. They make your message relatable and memorable. Share your journey, your clients’ successes (anonymously, of course), or even small moments of insight from your own life. People are drawn to authenticity, not perfection.

Thou Shalt Be Generous with Thy Knowledge

You don’t have to keep all your wisdom locked behind closed doors. Share tips, advice, and actionable insights freely. When you provide real value, people begin to trust you—and they’ll naturally want to learn more about how you can help them.

Thou Shalt Honor Consistency Over Perfection

Consistency builds trust. Whether it’s posting weekly on LinkedIn, sharing insights on Instagram, or sending out a monthly email, show up regularly. It doesn’t have to be perfect—it just has to be you.

Thou Shalt Speak Directly to Thy People

Don’t try to appeal to everyone. Focus on your ideal clients—the ones you’re most passionate about helping. Speak their language, address their challenges, and celebrate their wins. When your message feels personal, it lands with more impact.

Thou Shalt Not Fear Vulnerability

Connection thrives on honesty. Share your challenges, lessons learned, and even the missteps that shaped you. Vulnerability shows your humanity and helps people see you as someone they can trust.

Thou Shalt Celebrate Relationships, Not Transactions

Your goal isn’t just to “close the deal”; it’s to build lasting, meaningful relationships. Nurture your connections, whether they’re paying clients, curious followers, or supportive peers. Relationships are the foundation of a thriving coaching practice.

Thou Shalt Stay True to Thy Values

There’s no one-size-fits-all formula for marketing. If a strategy feels misaligned with your values, don’t force it. Find approaches that feel natural and sustainable for you—because authenticity is your best marketing tool.

Thou Shalt Trust Thy Voice

You don’t need to mimic anyone else’s style or strategy. Your voice, perspective, and unique approach to coaching are what set you apart. Trust that the right clients will be drawn to you when you show up as your true self.

Marketing as a Form of Connection

When you follow these ten commandments, marketing becomes less about “selling” and more about connection. You’ll attract clients who align with your values, appreciate your authenticity, and are excited to work with you.

So, take a deep breath, let go of the pressure to be perfect, and focus on serving others. The clients you’re meant to help are out there, waiting to connect with you.

The Coaching Guild is a training 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.