We Live In A World Of Abundance

You might choose the bread you buy for the macros, or the fibre content and ‘plant points’.

If you’re a carnivore zealot, you may shun supermarket bread to make your own from cows ears and pig rectum

But for most people? They choose brand.

We live in an overwhelming world, where there’s never been more choice - More places to shop, more items to choose from

A quite frankly ridiculous list of services, promising to contract away every boring part of your life from doing the food shop to cleaning your gutters

And obviously with AI - there’s never been more information available.

Yet people are still buying

People are still choosing brands

Everything we know about the brain tells us that more information doesn’t suddenly supercharge it - it actually overwhelms it

It’s why if we give consumers loads of choice, they don’t make better choices - they don’t make any

Brand is a way of helping people make choices

Now ‘personal brand’ has got very wanky over the past 12-18 months

But it’s relevant in the coaching space

There’s more coaches than ever, with more offers

PLUS ChatGPT, Claude etc as a genuine option for people to use

The role of the coach isn’t to add to the noise, but to be the obvious answer to it. Showcase why you are the only person who has what they need.

Which sounds so fucking obvious, right?

But once you really think about this - it can permeate through everything

Lead magnets that genuinely solve problems they have

Long-form content explaining why they struggle with certain things

Speaking their language, showing that the programme works around how they live

Tools within that solve pain points - food shopping, takeaway choices, hotel gym options etc

For the love of God, please stop making posts about ‘I do this that AI can’t do’

(It immediately sounds defensive and that’s not a place of authority to sell from)

Instead - show that you understand how overwhelming it is

And make your services the only realistic option for them