It’s Not About You! Create Content That Serves
Marketing For Fitness Coaches Podcast with Kandace Dickson | CoachRx Podcast Network
If your post sounds like “me, me, me,” your best clients scroll.
They don’t want your highlight reel, they want help. Where you are today is miles ahead of the frustration they’re in, so while you intend to inspire, you can accidentally feel unrelatable.
Influencers chase attention with self-centered content. Pro coaches serve.
Today we flip the spotlight.
Here’s how to turn “about me” posts into client-first content that earns watch-time, trust, and consults without feeling like an influencer.
By the end of this recap you’ll have:
A simple Rewrite Filter
Three say-this / not-that swaps
A 60-second outline to ship your next post today
I’m Kandace Dickson, this is Marketing for Fitness Coaches. Let’s build.
The Mindset Shift: It’s Not Selfish, It’s Service
It’s tempting to think:
“If I share my credentials, they’ll trust me.”
“If I tell my story, they’ll be inspired.”
“If I list tips, they’ll see how much I know.”
The hard truth: your audience doesn’t want to be impressed, they want to be helped.
When you center yourself, people have to do the work of translating: “Okay… but how does this help me?”
When you center them, you shortcut the connection.
You become someone who sees them.
You become someone who helps them before you ask for anything.
You become someone they trust before an inquiry form.
That’s coaching before the coaching begins.
Where This Fits in Your System
We’re building a marketing system, not just a presence. The system works when:
Content earns attention and trust (brand building)
Lead magnets offer help and capture interest
Consults feel like coaching conversations (not pressure)
Order matters: serve → create micro-wins → earn permission for the next step.
The Rewrite Filter (use this before you post)
Run your draft through these four checks:
Who is this for and why will they care today?
What problem am I naming in their words?
What’s one tiny step they can take now (under 2 minutes)?
How do I invite them to the next helpful thing (lead magnet, anchor episode, or DM prompt) without selling in-post?
If you can’t answer “yes” across those four, tighten it.
Say This / Not That: 3 quick swaps
Protein post
Not that: “I hit 180g protein today, here’s my full day of eating.”
Say this: “Struggling to hit protein? Steal my 3×30g combo you can assemble in 90 seconds.”
Morning routine
Not that: “My morning routine for peak performance.”
Say this: “If your mornings explode, try this 5-minute reset: water + walk + one win. Here’s how I coach it.”
Client win
Not that: “Proud of Sarah she crushed it!”
Say this: “How Sarah went from 2/10 energy to 7/10 in 3 weeks: we fixed bedtime, added a protein anchor, and set a walk trigger after lunch. Try one of those this week.”
Notice the pattern: name the struggle → outline the fix → give a micro-step → invite deeper.
60-Second Post Outline (ship this today)
Hook (0–3s): Name the pain or promise in one breath.
“Missed breakfast again? Here’s the 90-second fix.”
Empathy line (3–7s): Prove you get it.
“Most of my clients don’t have time, they need a default, not a plan.”
One big idea (7–20s): Teach the reframe.
“Use a protein anchor so breakfast happens even on chaos days.”
Micro-step (20–45s): Give the how-to.
“Keep 3 grab-and-go options ready: Greek yogurt cup, shake pack, hard-boiled eggs.”
Coach note (45–55s): Reduce friction.
“Not a breakfast person? Aim for lunch + 1 snack, same anchor.”
Invite (55–60s): Point to the next helpful thing.
“Want the full list? Grab the Easy protein anchors guide link in bio.”
Pro tip: open with a Title Hook on screen, show the Visual Hook (checklist/demo) immediately, and deliver a tight Verbal Hook in your first sentence. (Title • Visual • Verbal.)
What to Talk About: Start with Sticking Points
Use these client realities as starters and reframe them into service posts:
“I can’t stay consistent.” → “Motivation isn’t your problem, here’s the 10-minute minimum I program.”
“No time to meal prep.” → “Three no-prep proteins to keep at work so lunch happens.”
“I keep getting injured.” → “The recovery mistake I see weekly and the 2-minute screen to catch it.”
“I don’t feel confident in the gym.” → “A 3-set warm-in so you feel like you belong from rep one.”
“I’m stuck even though I’m trying.” → “Don’t add volume check these two levers first.”
You’re not flaunting knowledge; you’re solving tension and offering hope, clarity, and action.
Goodwill Compounds (and Converts)
Every micro-win you create, even from a story accrues goodwill.
Goodwill turns lurkers into leads.
Goodwill turns readers into referrals.
Goodwill turns followers into clients.
You earn it by helping first, consistently, without expectation.
The “Flip It” Challenge (this week)
Take a post you were about to publish and flip it:
Start by naming the struggle (their words).
Explain why it’s happening (your diagnosis).
Offer one tiny step (do-able in under 2 minutes).
Invite them to your lead magnet / weekly anchor for the deeper dive.
Bonus: make the step even smaller than you think. Micro-steps build macro-trust.
Close the Loop
Content that serves is brand building.
The selling happens off-post by a system that continues the help:
Short form earns discovery and watch-time.
Weekly anchor deepens trust (binge-able library).
Lead magnet delivers a win and captures interest.
Email / consult continues the coaching and invites the right next step.
That’s how you stay generous in public and convert in private without feeling salesy.
Final Word
You don’t need bigger bravado. You need clearer service.
Shift the spotlight.
Name real problems.
Offer micro-wins.
Invite the next helpful thing.
Marketing becomes easier and more effective, the moment it stops being about you.
Keep coaching. Keep connecting. I’ll see you in the next episode.
Next Steps
👉 Download your free one page marketing plan!
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And don’t forget, Marketing for Fitness Coaches is part of the CoachRx Podcast Network, a collection of shows designed to elevate the coaching conversation. Discover more shows in the CoachRx Podcast Network here.
👉 Have questions? If you have a question or want feedback on your lead magnet idea, DM me on Instagram @marketingforfitnesscoaches or @coachrx.app
👉 Stay ahead of the curve and provide the best for your clients with CoachRx.
