It's John F*cking Mayer

If you said the title of this in the voice of Emma Stone?

Congratulations, you’re able to quote directly from the best romcom of all time (Friends with Benefits, best one by some distance don’t @ me)

John Mayer is a very interesting person to study

Not because of the pages and pages of rumours about his personal life (I can’t pretend to be interested in celebrity gossip)

But because of his audience

I don’t think it’s unfair to suggest that his ‘niche’ as a musician is predominantly millennial female

However

He’s also absolutely adored by guitar enthusiasts

I don’t know if it’s just my social media algorithm, but I see literally hundreds of covers of his songs

(In fact I’m looping a cover of ‘Slow Dancing in a Burning Room’ as I write this, as looping music can help me focus)

He has unbelievable technical expertise and he’s regarded as one of the most talented guitarists of his generation

It’s interesting to me that he has such a huge following of guitar nerds, but also his music appeals to a less ‘knowledgeable’ audience

Because this flies in the face of everything that coaches are taught about content

‘Stop writing like you’re marketing to other coaches’

Now - I know why this advice makes sense, and I agree with it to a degree

Other coaches might be interested in what you’re posting, but prospective clients likely aren’t choosing you for your knowledge of the tibialis anterior

However, I think that coaches reposting, liking, commenting and sharing your content is a GREAT thing

Why?

Well firstly - they probably have an audience of people who follow them for help, but might not quite vibe with them or like the sound of their programme

So you’re going to have your content shown to people who have pre-selected as interested in your topic, but are maybe still looking for someone to help them individually

Even if they don’t work with you immediately - you don’t have to spend the same time building know, like and trust - because ‘This post by X is great’ does that heavy lifting for you

OR if nothing else?

You’re creating content that other experts are holding up and saying ‘This is great stuff’

It shows that even in a group who spend their time thinking about and trying to communicate the topic? You did it in a way they’d not thought about

So I don’t think it’s a bad thing to ‘create content that other coaches would like’

Obviously you should be writing stuff for your audience, not FOR coaches

But John Mayer is proof that you can do what you do so well - that the general population AND experts both love it

Just takes some thought