Okay, let’s talk about marketing—but not the kind that makes you cringe. I know a lot of you hear “marketing” and immediately think: pushy sales tactics, countdown timers, and way too many DMs. That’s not what we’re about here. What I want to talk about is marketing that actually feels true to you—holistic marketing.

So, picture this like we’re hanging out after a training, maybe at dinner, maybe with a glass of wine. Someone asks me, “How do I market myself without feeling gross about it?” Here’s how I’d break it down.

Holistic marketing is about promoting your coaching practice in a way that feels grounded, authentic, and true to you. Instead of leaning on hype or pressure, you focus on honesty, trust, and connection. And yes—it works.

Why Authentic Marketing Builds Trust with Clients

Your coaching business runs on trust. If your message feels off, clients will sense it immediately. When your marketing reflects who you actually are, people feel safe leaning in. You don’t have to force it—you’re simply showing up as yourself.

When you market in a way that feels aligned, you:

• Attract people who genuinely resonate with your message.

• Feel more consistent and natural in your outreach.

• Build client relationships that last well beyond one program or session.

That’s the foundation of holistic marketing: connection over pressure, trust over tactics.

Now, there’s a big difference between sales-centered tactics and holistic messaging. Sales-centered tactics? They lean on urgency, hype, overpromises. Holistic messaging? That’s about honesty. It’s about connection. It’s about saying: here’s who I am, here’s what I do, here’s how I can support you—if and when you’re ready.

Holistic Messaging vs. Sales-Centered Tactics

Holistic messaging is different from standard sales tactics. Instead of trying to convince people, you’re inviting them into a conversation that feels meaningful.

Sales-Centered Approach:

• Overpromises results.

• Pushes urgency (“limited spots,” “act now”).

• Focuses on pain points to drive decisions.

Holistic Approach:

• Speaks honestly about what’s possible.

• Emphasizes connection and readiness.

• Balances challenges with encouragement.

And here’s the thing: ethical promotion doesn’t mean never inviting people to work with you. It just means doing it in a way that feels good. Share educational content. Tell real client stories. Be upfront about your prices and what’s included. Don’t pressure—invite.

Imagine two coaches launching programs. One blasts ads with countdown clocks and bold claims. The other shares real stories, free tips, and a workshop invitation. The first fills quickly but loses half the clients mid-way. The second fills slower, but the clients stay. Which one would you rather be?

Ethical Promotion Strategies for Life Coaches

Holistic marketing doesn’t mean avoiding invitations. It just means making them in a way that feels good for you and your clients. Here are simple strategies that help you promote ethically:

• Educational content: Share insights that support people even if they never hire you.

• Client stories: Highlight real transformations—without exaggeration.

• Invitations over pressure: Ask people to work with you when it’s the right next step.

• Transparency: Be clear about your pricing, scope, and who you serve best.

This kind of honesty attracts clients who value your work and stick around for the long term.

So, where do you start if you want to shift into holistic marketing? Start small. Maybe rewrite your website so it sounds more like you. Maybe drop the urgency-driven language and try calmer invitations. Maybe tell one story a week that really captures your values. Focus on consistency, not trying to be everywhere at once.

Simple Steps to Start Small

You don’t need to overhaul everything overnight. Here are five small shifts to try:

• Review your website copy—does it sound like you, or like a template?

• Replace urgency-driven language with clear, calm invitations.

• Share one story per week that illustrates your values and approach.

• Create one piece of free content (like a checklist or guide) that supports people before they hire you.

• Choose one channel (email, podcast, or social) to focus on consistency instead of spreading thin.

Consistency matters more than being everywhere. Start small, grow steady.

Here’s my bottom line: holistic marketing is about being grounded, being real, and letting people trust you before they ever hire you. That’s what lasts. Flash doesn’t. Trust does.

And if you’re ready to start shaping your own marketing in a way that feels good, see below for my Aligned Marketing Planner. Copy it, use it, and let it help you build a rhythm that feels true.

Aligned Marketing Planner

A simple guide to help you create a marketing rhythm that feels true to you. Use this planner to check in with your message, choose the right strategies, and stay consistent without burnout.

Step 1: Clarify Your Core Message

• What do you want to be known for?

• Who are you speaking to? (Be specific: values, struggles, goals)

• What problem do you help solve?

• What’s unique about how you approach it?

Write your 1–2 sentence core message

Step 2: Choose Your Main Marketing Channel

Pick one primary channel to focus on for consistency (you can repurpose to others later).

Step 3: Map Your Content Types

Balance your content so it feels natural and sustainable.

• Educational: Tips, how-to guides, resources

• Personal Stories: Experiences, lessons learned, behind-the-scenes

• Client Stories: Testimonials, anonymized case studies, outcomes

• Invitations: Clear, calm offers to work with you

Which content types feel most natural to you?

Step 4: Create a Simple Weekly Rhythm

Design a marketing rhythm that feels doable—not overwhelming.

Weekly Example:

• Monday: Post 1 educational tip

• Wednesday: Share 1 story (personal or client)

• Friday: Send 1 invitation to your service, program, or offer

Step 5: Set Up Evergreen Anchors

Choose 3–5 core pieces of content that can work long-term (blog posts, podcast episodes, free guides). These act as your discoverable “pillars.”

Step 6: Align Offers with Content

Make sure your marketing naturally leads people to your services.

• What is your main offer right now?

• How does your content help prepare someone to say yes to it?

Step 7: Review & Adjust Monthly

Each month, check in:

• What content felt most natural to create?

• What got the most engagement or traction?

• Where did I feel resistance or overwhelm?

• What small adjustments can I make for the next month?

Quick Reminders

Marketing should feel like an extension of your work, not a separate performance.

Focus on consistency over volume.

Choose strategies that feel sustainable for your energy and schedule.

When in doubt, simplify.

✅ Download the PDF version of this planner. Use this planner as a living document. Let it evolve as your business evolves.