Most coaches aren’t failing at marketing because they’re bad at it—they’re failing because they’re thinking instead of posting. If you’ve ever stared at a blank screen, second-guessed your voice, or worried your reels aren’t polished enough, this one’s for you.
What if the real problem isn’t your content—it’s that you’re not permitting yourself to be seen?
Here are some insights from our conversation with a digital marketing expert, Briony Gunson…
Insight #1: Clarity Comes From Repetition, Not Perfection
You don’t need a perfect message. You need a message. And you need to say it over and over again until it sharpens itself.
Briony said: “Clarity comes with time, and it’s through repetition of continuously showing up that we start to refine it.”
Most coaches are stuck in the thinking trap—over-designing graphics, rewriting captions, waiting for the “right” topic. But your people don’t need perfect. They need you. Messy, real, consistent you.
Try this: Post once a week for the next 4 weeks. No editing your voice out. No second-guessing. Just hit publish. That’s how you build the muscle. That’s how you find your voice.
Insight #2: Your Niche Isn’t a Demographic—It’s an Energy
You don’t need to pick a “target avatar” with a fake name and a fake dog. You need to get honest about who lights you up.
Briony shared how she stopped trying to help “everyone” and started focusing on people on their second mountain—those who’ve done the traditional success thing and now want something deeper. That’s not a demographic. That’s a vibe. And it’s way more powerful.
Daniel added: “If you’re not coaching enough people, you won’t even know what your niche is yet. Go coach. Go get the reps.”
Try this: Look at your last 5 clients or conversations. Who left you feeling more alive? That’s your energetic niche. Talk to them.
Insight #3: Keep Banging the Drum (Even When It Feels Loud)
You’re not posting too much. You’re posting too little.
Briony dropped a bomb: “People need 21 exposures before they convert.”
That means your audience needs to see you, hear you, feel you—repeatedly. Most coaches quit after 3 posts and assume “it’s not working.” But marketing isn’t a one-time announcement. It’s a rhythm. It’s a drumbeat.
Try this: Pick one platform. Post once a week. Repeat your message in different ways, like in story, lesson, win, reflection, offer. Keep banging the drum until it’s familiar. That’s how trust is built.
Insight #4: Your Content Is Already Happening—You Just Need to Capture It
You’re not out of ideas. You’re just not collecting them.
Briony’s go-to move? WhatsApping herself voice notes and ideas throughout the day. “I send myself little chunks of information,” she said. Then once a week, she sits down and turns those into posts.
Your client calls, your walks, your own breakthroughs—that’s all content. You just need to notice it and capture it.
Try this: After your next session, record a 60-second reflection. What came up? What did your client shift? Share it generically. That’s your next post.
Final Thought: Don’t Die With the Music Still Inside You
This isn’t just about getting clients. It’s about giving your gift.
Briony closed with this: “Each one of us is born with a closed fist… and over the course of our lifetime, that fist opens. Inside it is a special gift.”
Your coaching is that gift. But if you’re hiding behind perfectionism, fear, or “I don’t know what to post,” the world never gets to receive it.
Ready to dive deeper into harnessing comparison for growth? Watch to our podcast episode #206 for actionable insights you can use today. Join our CMC Coaching community for support and engagement.
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Keep Coaching,
Daniel & Faisal
Co-Hosts of The Coaches Journey Podcast