Too Many Contradictions

One of the biggest issues I see with marketing is coaches contradicting themselves

They advertise and market in one way, then get frustrated when they bring in a certain type of client, or they have high churn or turnover

There’s plenty of examples of this that I could provide, most come up repeatedly each day on my timeline

Coaches who want to charge a higher-end rate, that would require a type of person who is relatively price-insensitive

Yet their posts and stories are talking to cost of living concerns, cheap ways to hit protein etc

Wanting to sell a premium and exclusive service

But running constant flash sales, always-open ‘I’m looking for 5 people’ posts every 5 minutes

Not wanting to coach beginners

Creating content that is blatant beginner-bait - creatine 101, ‘Why calorie deficits are the only thing that works’, how to do a back squat

Wanting high-ticket clients to work with

But the content strategy is built for reach, a machine attracting bargain hunters at the top of the funnel

Loving working with clients who value thinking, intellect and playing the long game

Optimising every post for instant dopamine, trending audio and the 3-second hook.

I could go on

Marketing is many things, but it’s also a casting call - you attract who you audition for

If you say you want one thing but signal another - you can’t bemoan the clients you get on the back of it.

The audience heard you - it’s just that what you said you want and what you advertise for point at two different people.