Most people don’t become coaches because they want to spend all day thinking about marketing.

They become coaches because they care about helping people. They want to support others through change and create real impact.

But then reality hits.

You realise that if you want clients, you need to put yourself out there. So you start creating content and building your personal brand. All of that is important and necessary.

But then somewhere along the way, the focus shifts.

It becomes less about coaching and more about content.

Less about connection and more about attention.

That’s where so many coaches get stuck.

When you're trying to grow your business, it's natural to chase likes, comments, and shares.

Believe me, I’ve been there. Checking notifications and getting a quick hit of dopamine every time engagement spikes. It can consume you.

Attention alone won't build a successful coaching business.

Likes and follows might feel great temporarily, but they rarely translate into real, paying clients. The real currency in coaching isn’t attention. It's genuine connection.

Connection is the key to lasting success.

Creators vs Thought Leaders

Creators often get drawn into the cycle of chasing engagement.

They rely on content formulas and templates to keep their metrics high. It feels good to be seen, but there’s a downside.

You sacrifice originality and depth.

There’s too much focus on what performs well rather than what's genuinely valuable. In the short term, attention might increase, but meaningful, lasting relationships rarely follow.

Thought leaders think differently.

They prioritise building meaningful connections over fleeting attention.

Instead of endlessly repeating safe and popular topics, thought leaders push boundaries.

They aren’t afraid to speak their truth, even if it’s the opposite of what everyone else is saying.

Thought leaders aren’t just seen. They’re truly heard and felt.

Connection is King

Connection is so important in coaching.

People hire coaches because they crave personal relationships, not just information. If all they needed was information or basic advice, they'd turn to AI. But coaching is fundamentally human.

It’s built on real dialogue that makes your readers relate to you.

So how do you create a connection?

Stop worrying about saying what you think people want to hear and instead, write what you believe in.

As a Ghostwriter, I ask my clients questions like these to help them uncover their unique ideas.

• What is something you believe that other people think is insane?
• What's a myth you grew up believing and you now believe the opposite?
• What is one personal story you'll remember 50 years from now?
• What is one traumatic life event that gave you superpowers?

Break away from the superficial patterns and formulaic content.

Be different.

Share more of your authentic self.

This is how you build true connection.

Remember Why You Are Coaching

You didn’t become a coach to rack up views and likes.

You did it to make a real difference. So don’t sell yourself short by playing a game that was never meant for you.

Lead with your heart.

Build something that actually matters.

Create work that leaves a mark.

Because people are tired of shallow content.

They want to feel something.

They want to be moved, challenged, and seen.

So be the coach who makes them feel that. Be the one who dares to go deeper.

The industry doesn’t need more noise.

It needs more of you.

That’s how you build a business that lasts.

And that’s how you become unforgettable.

Mohammed