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  • Writer's pictureJulie Granger

Humanizing Your Coaching Marketing: Connecting with Clients on a Deeper Level

Are you frustrated with your marketing efforts not yielding the desired results? As a clinician-turned-coach it's crucial to connect with your clients on a deeper level to truly understand their needs and aspirations.


In this blog post, we will explore the costly mistake I made in my own marketing journey and provide you with valuable insights on how to humanize your coaching marketing approach. By speaking directly to your clients as individuals, you can create relatable content that resonates and drives engagement.




Identifying the Missing Piece

When I first opened my business, I followed the advice of clinical marketing gurus and focused on producing nerdy blogs and social media posts. However, I soon realized that while my colleagues appreciated and engaged with my content, it wasn't translating into new clients. This disconnect left me feeling frustrated and questioning the effectiveness of my marketing strategies as a coach.

Seeing through the Eyes of Your Clients

One day, it finally dawned on me to view my content from the perspective of a non-clinician. I discovered that even as a coach I had been talking in technical clinical terms and jargon that didn't resonate with the average person. I was missing the mark by focusing too much on diagnoses, coaching modalities and body-based treatment and coaching methods, rather than addressing the relatable day-to-day problems faced by my potential clients.

From Dehumanizing to Inspiring

By doing this, I realized that I had been unintentionally dehumanizing and disconnecting with people instead of inspiring them. My content made me look smart, but it lacked the human touch that would make clients feel seen and understood. It became clear that my marketing approach needed a fundamental shift to treat patients as people first, rather than mere diagnoses or body conditions.

Tapping into Real-World Challenges

Clients don't wake up each day wishing for an internal pelvic exam or biomechanical running analysis. They wake up dreading their run, fearing embarrassing moments of leaking in public, or missing out on work due to pain. To connect with your audience, you need to address their real-world challenges and demonstrate that you understand their day-to-day struggles -- in their words. By focusing on their concerns and aspirations, you can create content that speaks directly to their needs.

Bringing In-Person Expertise Online

You're already skilled at empathizing with your clients during in-person sessions. The key is to replicate that same level of understanding and empathy in your online content. Shift your language and approach to speak directly to the human behind the diagnosis or problem. By doing so, you'll create a powerful connection with your audience that resonates deeply.

Engage, Empathize, and Empower

Your clients want to be seen, heard, and validated. They are looking for a coach who truly gets them and understands their unique challenges. By focusing on their individual experiences and speaking to their aspirations, you can cultivate a powerful online presence that compels clients to reach out to you. Let your content be the catalyst that ignites their desire to connect and say, "You're speaking right to me."

Unlock the Potential of Relatable Marketing

Incorporating a human touch into your coaching marketing can transform your results. Your clients are seeking a coach who can empathize with their struggles and provide meaningful solutions. By recognizing and addressing their real-life concerns, you can establish yourself as a trusted authority in their eyes. It's time to make love at first scroll a reality and connect with clients on a deeper level.

Ready to humanize your coaching marketing and attract the clients you've always desired? Let's explore effective strategies and techniques together.


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