The Top Three Marketing Mistakes for Coaches (and How to Fix Them)

As a coach you are doing powerful, meaningful work. You are helping people level up, heal, and grow. But when your marketing feels like it is not connecting or converting, it can feel like you are shouting into a void. Attracting clients is not just about being excellent at what you do. It is about understanding where people are in their journey and being able to bridge the gap for them so trust can build every step of the way.

Below are the three most common marketing mistakes I see coaches make and exactly how to turn each one into connection, clarity, and conversations that lead to clients.

Mistake 1: Not Meeting Your Clients Where They Are

Many coaches speak only to buyers who are already ready to decide and invest. The problem with that is most people do not wake up one day fully prepared to hire a coach. They are often stuck on the problem, fixated on the immediate pain, and not yet aware of the range of solutions that could help them. If your content assumes everyone is at the decision stage you will leave a large group behind.

Why this matters

• Buyers move through stages: awareness, consideration, and decision. Each stage needs different messaging.

• Someone who signs up for a lead magnet might not yet know what transformation coaching offers.

• If you skip early-stage education you miss the chance to build trust and guide people forward.

How to fix it

• Map content to the buyer stages. Create resources for awareness, consideration, and decision.

• Offer a progression of experiences, not just a single lead magnet. Let prospects get a full experience over time.

• Use simple educational content to show how coaching solves the specific problem and related issues.

Meeting people where they are means designing touchpoints for each step in their journey instead of expecting them to be ready right away.

Mistake 2: Not Guiding Clients to a New Offer When the First One Does Not Convert

It happens all the time. You create a lead magnet, people sign up, then nothing. They do not take the action you wanted. They vanish into an abyss of leads. Many coaches ask why people did not buy, when a more intentional question is what they might be ready for instead.

Why this matters

• A no is not rejection. It is feedback about timing or fit.

• Different people are ready for different levels of commitment. For example, someone may pass on a six month program but would sign up for a two hour intensive or a self study course.

• If you only have one offer, you will lose momentum and relationships.

How to fix it

• Build an offer pathway or what I call an Impact Ladder, so people can move through your ecosystem.

• Design entry level offers that are lower time and price commitments, then provide clear steps to deeper engagement.

• Follow up with targeted content and offers that match where people actually are, not where you wish they were.

Attraction is not one offer deep. Keep the relationship alive until timing and offer align.

Mistake 3: Forgetting the Power of Human Connection

The coaching world loves automation. Funnels and tools make life easier, but people still buy from people. If your automation makes your brand feel robotic or inauthentic you create a disconnect. Connection builds trust faster than any funnel can. In my Aligned Coach Brand Builder Program, we dedicate three weekly lessons to how you speak about your business ... it's THAT important.

Why this matters

• Automation without personality reduces conversion because prospects do not feel seen.

• Clients want to know who you are, why you care, and how others have transformed through your work.

• Authentic connection speeds the move from curiosity to commitment.

How to fix it

• Show up personally. Use video, voice messages, and authentic storytelling in your funnels.

• Share your why and client success stories. Do not only list program features. Show how outcomes relate to real people.

• Respond to direct messages and inquiries as you would to a friend you want to help. Small, human responses matter.

Make your funnels feel human by weaving your voice and stories into each step. That will build trust far more effectively than relying on automation alone.

Practical Checklist to Repair Your Marketing

1. Create content for each buyer stage: awareness, consideration, decision.

2. Design an impact ladder with multiple entry points and clear next steps.

3. Add personal video and storytelling to your lead sequences and pages.

4. Follow up with segmented offers based on engagement and readiness.

5. Respond to messages in a timely, human way that reflects your values.

When you meet people where they are, guide them toward aligned offers, and stay rooted in human connection, client attraction becomes natural rather than forced. Strong connection plus clear storytelling will attract the clients you love.

If you want help clarifying your story, crafting an elevator pitch, or learning how to talk about your brand in a way that immediately communicates your value, I have an upcoming workshop called Crafting Your Brand Story. It is designed for coaches and will show you how to speak about your business so clients understand the transformation you provide. Register free today: https://rebeccabertoldi.com/crafting-your-brand-story-coaches