The Branding Advice No One Gives Coaches (But Should)
Marketing For Fitness Coaches Podcast with Kandace Dickson | CoachRx Podcast Network
If your post triggers the “I’m being sold to” reflex, the scrolling thumb wins.
On social, brand building earns interest. Direct response closes later after you’ve earned the opportunity.
This recap walks you through how to keep organic content in brand-building mode and where to “sprinkle” direct response so it converts without killing trust.
You’ll get a 3-part hook formula, a quick scroll test, and the exact handoff from short form → weekly anchor → lead magnet → consult.
Brand vs. Direct Response (Two Jobs, One System)
There are two sides to marketing:
Brand Building (organic social, weekly anchor, daily micro-posts): earn attention, memory, watch-time, and affinity. Make people feel coached by you.
Direct Response (email, DM, landing pages, ads): ask for action when it’s time—book a consult, join a waitlist, buy.
Different jobs. Same system.
Be the brand in your organic content.
Let your 5-part system (anchor → clips → lead magnet → email → consult) do the selling once you’ve earned trust.
You don’t need to “build” a brand, you already have one in how you coach, follow through, and make people feel. Your marketing is simply where and when that shows up.
Your POV: The Thing You Can Talk About Forever
Pick the through-line you’ll never get bored of, that your people are willing to watch, and that you can execute every week. That’s your primary focus.
Weave in a few related interests to create connection, but aim to be known for one thing: “You’re the coach I go to for X.” That clarity becomes your moat, especially in an AI-noisy world.
And don’t sleep on your 3-mile hero presence. A distinct brand + strong local reputation helps people seek you out by name.
Demonstrate Promises, Don’t Describe Them
Your content isn’t a highlight reel; it’s coaching before the coaching.
Communicate your expertise, values, and promises.
Give one micro-win per post or episode, a simple action they can take today.
Micro-wins build belief. Belief builds trust. Trust earns permission for direct response later.
Results in public → readiness in private.
Hooks That Hold: Title • Visual • Verbal
“Being real” is table stakes.
On social you must be interesting, efficient, and worth watching.
Use this 3-hook stack every time:
Title Hook (on-screen text/caption; first 3–5 seconds + use as cover)
A concrete, scannable promise that helps me decide to watch.
”The 3×10 Travel Rule” • “Knee-Friendly Lunge Swap” • “10-Minute Hotel Breakfast”Visual Hook (first cut)
We process images faster than audio. Show the solution or pattern immediately.
On-screen checklist, demo rep, before/after, timer starting at :07.Verbal Hook (first 3–7 seconds)
Deliver the pain or payoff in one breath—no filler.
”Missed breakfast again? Here’s the fix.” • “Knees hate lunges? Swap this.”
Efficiency rule: If a word isn’t pulling its weight, it’s in the way.
Scroll test: Would a stranger know the promise by second 5? If not, tighten it.
The 4-Question Filter (Before You Post)
Who is this for and why will they care today?
Is this about the one thing I want to be known for?
Can someone watch and take an action that creates a positive result they’ll associate with me?
Does it use the 3-hook stack and meet the efficiency rule?
If you can’t answer yes to all four, refine it.
Make Working With You Obvious (Without Selling In-Post)
Keep your organic content generous.
Make the path to work with you unmistakable off the post:
A clear offer page with Book a Consult or Direct Signup
Reply-friendly email and simple DM prompts
Pinned link to your lead magnet and core offer in bio/descriptions
Optional ads that mirror the same promise, pressure-free
Let your system handle the ask: email, DM, landing page, consult
Rule: Coach in content. Invite to a free value bridge (lead magnet). Nurture to consult or sales page.
Run the Choreography (Exact Handoff)
Weekly Content Anchor (8–20 min)
Answer one specific question or solve one specific problem. Teach → demonstrate → one next step → invite to the lead magnet. Your anchor becomes a binge-able library that pre-answers objections and warms consults.
Short-Form Clips (3–5×/week)
Clip the anchor. Each clip must pass the scroll test and use the Title • Visual • Verbal hook stack.
Lead Magnet
Over-deliver. Insane walk-away value. Make it feel like working with you in a tiny dose while pointing toward your offer.
Email
Serve first. Deepen the relationship. Ask for replies and questions. Offer consults when relevant.
Consults
Make it feel like coaching: clarify problems, show the plan, present the offer clearly without pressure, include a downsell and a free way to stay connected.
Loop in one line:
Anchor builds trust → clips drive discovery → lead magnet captures interest → email nurtures → consult converts—because you already coached.
Quick Recap
Organic = Brand Building. Earn watch-time and trust.
Be known for one thing. Your POV is your moat—online and local.
Demonstrate promises. Create micro-wins.
Hook stack: Title • Visual • Verbal. Be interesting and efficient.
4-Question Filter before you post.
Clear path to work with you—off the post.
Choreography: Anchor → Clips → Lead Magnet → Email → Consult.
Your Next Step
Want this mapped onto a single page you can actually run every week? Grab the One-Page Marketing Plan. It’s the template I use to keep brand building and direct response in the right lanes.
Marketing is a practice. Be the brand. Sell elsewhere. Let’s build.
Next Steps
👉 Download your free one page marketing plan!
👉 Subscribe to the show so you don’t miss an episode!
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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.
