Why likes are not a useful measure of coaching sales

Plenty of coaches post consistently, collect a steady trickle of likes and still sign no clients. Others post opinionated content that gets fewer reactions and brings in enquiries. Likes are not the number to watch, and the reason has to do with how most coaches write.

Why trying to please everyone produces bland content

Think about what happens when someone tries to win approval by hiding who they are. They agree with everything, keep their opinions to themselves and file down the parts of their personality that might cause disagreement. If it fails, people sense the act. If it works, they have attracted people who like a version of them that does not exist, and keeping that up is exhausting.

Coaches do the same thing online. They soften every opinion, hedge every statement and avoid anything a stranger might disagree with. Content written this way is easy to scroll past. It may even collect polite likes from people who will never buy.

We made this mistake when we first set up Propane. We were so worried about offending someone that whenever we came close to saying something interesting, we pulled it back. We did not offend anyone. We also made no sales.

People use social media to be entertained, challenged or reassured that someone understands them. If your content does none of those things, it gets scrolled past however accurate the squat tutorial is.

Your real competitive advantage

The strongest position is the intersection between your niche and your personality. Your perspective, your humour, your way of explaining things and your particular obsessions cannot be copied by another coach.

Show how you explain a problem, respond to questions and adapt coaching to a client’s situation. Those examples help prospects assess whether they want to work with you.

Be more of what you already are

This is not about becoming someone else. It is about giving people a chance to see who you are. You do not have to share anything you are uncomfortable with. If you are analytical, show it and you will attract analytical clients. If you are into gaming, say so and you will find your people.

Different readers will respond differently. Learn from useful criticism while keeping the message aligned with the audience you serve and the offer you sell.

The three content types

A useful way to check your content mix uses three types:

• Authority shows expertise and credibility.
• Authenticity shows who you are.
• Growth is made for reach and sharing.

Authority with growth generates sales but little loyalty. Authority with authenticity builds trust over time. Growth with authenticity creates engagement, often without the credibility needed to convert it. All three together is the aim. Look at which of the three you neglect most and start there.

Guide, not guru

You do not have to be the expert at the top of the mountain. You are the guide walking alongside your clients. You do not need to be perfect. You need to be relatable and know the route.

Measure the right thing

Let go of wanting everyone to like your posts. Chasing universal approval produces content that resonates with nobody. There is probably not a single meme on your phone you could send to your whole contact list and get a uniformly positive response, and those are people who already like you. Put yourself online and some people will not like it. That is expected.

Use a short business scorecard instead. Separate reach and follower growth from relevant enquiries, opt-in clicks and paying clients. Keep the underlying counts and the limits of your attribution visible. A post can do useful work without many public reactions, but do not assume unseen value without evidence.

Related guide: How organic content supports an online coaching sales process.