Windows Vs Mirrors

Most coaches’ Instagram pages are mirrors.

They reflect whatever’s already in the room.

They reflect the trending audio that everyone’s using, the format that everyone else is using, the same tips that everyone else is posting about. It’s not even strategic leveraging of other people…

… it’s just copying.

But the coaches with the best businesses, use their page as a window.

It’s a window into their brain that showcases how they think about the world, the industry, their clients, their problems, what they believe that most people get wrong about a variety of topics.

Scroll through a mirror page and you see content that is desperately trying to chase the algorithm.

Like an episode of Tom and Jerry where occasionally it gets close, but in the end, you know what’s going to happen - and the coach doesn’t win.

Scroll a window page and you see into someone’s mind.

That is the fundamental difference.

One is telling you that someone is a coach in the fitness industry.

The other says, ‘I think about this world in a way that you haven’t seen it before. Come on this journey with me.’

When someone finds a coach whose thinking matches the way they’ve always suspected things should be, or it highlights the way that they’ve always been in a way that they’ve never been able to explain

They don’t shop around because they’ve already decided.

And the mirrors are trying to get people’s attention and they’re playing the attention game (badly).

Windows are allowing people to build trust.