Why Being Yourself is the Best Marketing Strategy
Lately, I’ve been hearing from a lot of coaches who are drowning in cold messages from marketers promising more clients, more money, more time. It’s painfully obvious that these messages are generic, impersonal, and completely out of touch with the person they’re targeting. These marketers don’t actually care about who they’re messaging or what their business is about—it’s just a numbers game. Cast a big enough net, and you’re bound to catch something, right?
Sometimes, for fun, I engage. I’ll ask a personal question—"Tell me more about you. How long have you been doing this?"—and it’s clear within seconds that connection is not the goal. And that? That’s a huge turnoff.
In a world where people are craving authenticity and trust, I refuse to show up that way.
For me, coaching is about real connection. I want to help my clients be their truest selves and create lives that align with who they really are. And I want to build my business in a way that feels true to me—no sleazy sales tactics, no gimmicks, just integrity. If something feels off, I’m not doing it. And the best part? I don’t have to.
I believe that my unique skills, experiences, and personality—the whole "me-ness" of me—are exactly what make my coaching business work. And the same goes for you.
Here’s why embracing your true self is the best way to build the coaching business of your dreams.
1. Authenticity Builds Trust
People can spot “fake" from a mile away.
A lot of coaches think they need the perfect pitch, the right script, or the best sales funnel to attract clients. But coaching isn’t about a script—it’s about a relationship. And relationships are built on trust.
When you show up as your real, imperfect, fully human self, people feel that. They can sense when someone is genuine, and they’re much more likely to trust you. Since coaching requires a big investment—of time, energy, and money—trust is non-negotiable. Without it, potential clients won’t take the leap.
2. The Right People Will Recognize Themselves in You
When you show up honestly and vulnerably, you become relatable.
People will see themselves in your story, your values, and your message. And those who resonate with you? They’re much more likely to feel connected to your work.
That means you won’t have to constantly wonder whether someone is the “right fit” for your coaching. The people who align with your style and philosophy will naturally gravitate toward you, leading to deeper connections and better results.
3. You Stand Out in a Crowded Market
There are thousands (if not hundreds of thousands) of coaches out there, many of whom are following the same tired formulas.
But here’s the thing: no one else has your exact personality, story, or perspective.
Instead of blending in, your uniqueness is your greatest strength. The more you lean into what makes you different, the more magnetic your business becomes. The right clients aren’t just looking for any coach—they’re looking for you.
4. Selling Feels More Natural
When you’re being your authentic self, you’re not performing.
You’re not trying to "close a sale" or "convince" someone to work with you. You’re simply sharing what you believe in, offering real value, and showing up in a way that feels good.
Sales stop feeling pushy or awkward when they’re just an extension of who you naturally are. It becomes a conversation, not a transaction.
So…how do you infuse more you into your coaching business?
Here are some tips for showing up authentically in your coaching business:
Use Your Own Voice
Write and speak the way you actually talk.
Ditch the coaching jargon and the latest buzzwords. Scripts can be helpful, but only if you make them your own. If something feels forced or unnatural, scrap it. People want to connect with you, not a polished, rehearsed version of you. The more real you sound, the more people will actually listen.
Share Your Story
People don’t connect with perfection—they connect with realness.
Sharing your journey—the challenges, the wins, the lessons—makes you relatable. It gives potential clients a sense of who you are and what you stand for. But remember, while your story is important, the focus should always come back to them. Be curious. Be interested in their journey too. True connection happens when the sharing goes both ways.
Show Your Personality
Your quirks, humor, and unique perspective are assets, not things to hide.
If you have a dry sense of humor, use it. Love post-it notes and color-coded planners? Own it. Think Bon Jovi’s discography should be required listening for anyone chasing their dreams? Keep doing you. People don’t connect with perfectly polished robots—they connect with real, imperfect, slightly weird humans.
When you let your personality shine, you naturally attract people who get you. And those are the clients you’ll actually enjoy working with. So, stop filtering yourself. The right people will love you for it.
Curate Your Message
Stop trying to appeal to everyone - you can’t coach them all anyway, nor would you want to!
Get really clear on who you want to serve and how you want to serve them. Watering down your message so it’s broad and "safe" won’t attract anyone. Don’t be afraid to go deep and get specific - that’s where the real value is.
This isn’t about boxing yourself into a niche—it’s about letting your natural strengths and gifts guide you. Experiment, trust your instincts, and refine your message as you grow. The right clients will connect with a message that’s real and specific, not vague and wishy-washy, something they’ve heard a hundred times before.
Share Behind-the-Scenes Moments
People don’t build relationships with businesses—they build relationships with people.
Give them a glimpse into your life—your routines, what inspires you, the things that make you tick. Share the messy, the real, the you. It’s the difference between a faceless brand and someone people actually want to work with. True connection comes when people feel like they know you, not just your business.
Stand by Your Values
Know what you stand for and make it known.
If you believe in deep transformation over quick fixes, say that. If honesty and transparency matter to you, don’t water it down. Your values are the foundation of your business, and when you stand by them, the right clients will feel it.
Not everyone will resonate with your approach, and that’s a good thing. You don’t need everyone—you need the right ones. Be clear, be bold, and trust that your people will find you.
The Bottom Line?
Just be yourself. Speak from the heart. Let your personality shine.
Yes, it requires a leap of faith. But the payoff? You’ll build a business that feels good, serves clients who truly align with you, and creates real impact—all because you showed up exactly as you are.
And honestly? That’s the best marketing strategy there is.
Ready to build your coaching business in a way that feels real and true to you? It all starts with showing up as your authentic self—no gimmicks, no filtering, just you.
If you’re ready to explore what that looks like for you, I’d love to gift you a coaching session. Together, we’ll dive into your unique strengths, clarify your message, and find a way to build your business in total alignment with who you are.
I reserve a few spots each week for gifted sessions, and one of them could be yours! If this resonates with you, reach out in the comments below, and let’s make it happen!
