Finding the right marketing strategy as a coach or consultant is tough when everyone you talk to gives you different and conflicting advice. Following it all would mean taking on several full time jobs, which isn’t physically—or financially—possible for most people I talk to.
Amy and I can easily name over 171 different marketing strategies. It’s not practical for most enterprise-level businesses to use them all, let alone small lean teams where everyone has to wear several hats. It’s even more true when you’re a team of one.
So instead of trying to follow all of the so-called expert advice, our favorite approach turns most of it on its head:
When you focus on the type of content that comes naturally to you, everything shifts.
We’ve identified five different Content Personalities® and once you know yours, you can narrow those 171 marketing strategies to a handful that you enjoy. So if you’re ready to find a new way to market your coaching business, buckle up—this article on marketing for coaches is written especially for you.
Before we go any further, do yourself a favor and take the Content Personality® Quiz to identify your naturally dominant content personality.
While most people have an affinity with a few areas, your Content Personality® might surprise you (mine did!) and it will give you so much clarity on your marketing efforts. Take the quiz now!
Once you have your results, come back here and read through. Or if you make an educated guess first, read through once, take the quiz later and see if your hypothesis is spot on.
Live, In-Person Marketing Strategies for Coaches
If you’ve ever thought, “Just get me in front of people, and I can sell this thing!” then there’s a good chance you have a LIVE, In-Person Content Personality®. For people like you and me, energy is everything—your clients feel it when you’re face-to-face, and that’s how you sell best.
And yes, I said “me” here, too. It surprised me when I took the quiz and found out that I — an accomplished writer and author — actually did best live and in-person.
Whether it’s in-person coffee chats or virtual workshops where you bring the same energy as you would in a packed room, you probably shine brightest when you’re interacting with others.
Note: There’s a fine line between virtual workshops and video marketing (read more below). For virtual workshops to function like live, in-person marketing, you need to strategically find ways to engage with people and bring your whole soul into these events. Read about those strategies here, as well as the emails you need to fill those events.
What Does LIVE, In-Person Marketing Look Like?
LIVE, in-person marketing is about real-time engagement. It’s the energy exchange that happens when you show up—physically or virtually—and create meaningful connections. You thrive when you can see and hear your audience, adapt on the fly, and let your natural enthusiasm take over.
The best part? It works because your magnetic presence works.
Some live strategies and tactics include:
- Retreats
- Mastermind Groups
- Speaking Opportunities
- Panel Discussions
- VIP Days
- Book Signings
- Face-to-Face Coffee Chats
Who Shares Your Content Personality®?
If you’re a LIVE, In-Person type, you’re in good company with speakers, workshop leaders, coaches who host intimate retreats, and dynamic networkers. Think about people like:
- Eric Thomas (aka ET the Hip-Hop Preacher)
- Simon Sinek
- Sarah Blakely
You’re the one who commands the room, builds trust face-to-face, and inspires people to say “yes” on the spot.
Want to go deeper into LIVE marketing for coaches and how to make these strategies work for you? We covered this in Season 1 of our podcast. Tune in to Episode 2 to hear Amy and I talk about the Live (In-Person) Content Personality™ in more detail.
Video Marketing Strategies for Coaches
If the idea of hitting “record” and sharing your message asynchronously lights you up, you might have a VIDEO Content Personality®.
Using video to connect, teach, and inspire comes naturally to you and it gives people a chance to experience your personality first-hand, without having “people” on command. It might be a polished YouTube tutorial, a quick Loom explainer video, or even creative animations to illustrate your point.
However, I want to be clear—video doesn’t always mean your face has to be front and center. I once worked with a woman in the witness protection program (no joke) who had to keep her face offline to protect herself and her identity. She did some really great things with her video content, building a six-figure business with it. To this day, I’ve never seen her face—and her clients don’t need to either.
What Does VIDEO Marketing Look Like?
Video marketing is about delivering your message and bringing your voice, personality, and ideas to life while connecting directly with your audience. Your energy shines through the screen.
Best of all, you don’t have to be a tech wizard or natural performer to use video marketing to grow relationships or your business.
Some video content strategies and tactics include:
- Talking Head Videos
- Screencasts
- Animations
- Slideshow Videos
- Live Streaming
- Interviews
- Testimonials
Who Shares Your Content Personality®?
Think about people who really know how to tell a story through video. Big household names include:
- George Lucas
- Reese Witherspoon
- Spike Lee
As for names in the online coaching world, you might also consider Marie Forleo and Pat Flynn.
Want to go deeper into VIDEO marketing for coaches and how to make these strategies work for you? We covered this in Season 1 of our podcast. Tune in to Episode 3 to hear Amy and I talk about the Video Content Personality™ in more detail.
Audio Marketing for Coaches
If people have ever said, “I could listen to you talk all day,” or “You could read a phone book out loud, and I’d listen to every single minute,” then you might just have an AUDIO Content Personality®.
For you, it’s not about what people see—it’s about what they hear. And in many ways, you have an easier job than the live (in-person) and video content folks. No makeup, no special outfits, no background sets. It’s just you, a microphone, and your message.
No matter which format(s) you choose, your voice helps you grow connections, build trust, and inspire action.
The best part? No fancy video editing skills necessary. All you need is your voice, your message, and a platform to share it.
How Does AUDIO Marketing Show Up?
Audio marketing is something special because it feels so personal. Your audience invites you into their ears and their world.
Here are a few strategies and content types that work perfectly for the AUDIO Content Personality®:
- Podcasting as a host or a guest
- Audio Interviews
- Voice-Over Content
- Sales Calls
- Audio Follow-Ups
- Audio Clips for Social Media
- Audio Newsletters
Who Shares Your Content Personality®?
Audio storytellers have a gift for connection and your voice or your music is your advantage. Think of:
- Lindsey Sterling
- John Lee Dumas
- Tiffany Aliche
Want to go deeper into AUDIO marketing for coaches and how to make these strategies work for you? We covered this in Season 1 of our podcast. Tune in to Episode 4 to hear Amy and I talk about the AUDIO Content Personality™ in more detail.
Visual Marketing for Coaches
There’s a good chance you have a VISUAL Content Personality® if people often tell you, “Wow, you have such a great eye for design,” or “Your graphics always pop!”
As a great visual communicator, you’ve got a special talent for sharing your message with visuals that stick and are effective. If a “normal” picture is worth 1000 words, your visuals speak even “louder” and more effectively.
And here’s the beauty of it— 65% of people are visual learners—they naturally consume and remember visuals more effectively.
That’s not even the best part. Today, everyone has a camera in their pockets packed with thousands of dollars worth of marketing images — and as a VISUAL communicator, you have incredible insights on how to use them most effectively.
How Does VISUAL Marketing Show Up?
Visual marketing brings order to the chaos of complex ideas. Instead of a swirling cloud of ideas, your superpower is creating memorable, easy-to-digest pieces of content that make things simple for your audience.
Here are a few strategies and content types that work perfectly for your VISUAL Content Personality®:
- Infographics
- Card Decks
- Photo Galleries
- Hand-Drawn Illustrations
- Worksheets
- Templates
- Cartoons
Who shares your Content Personality®?
Visual creators have a unique way of inspiring emotional responses and simplifying ideas. Think of:
- Georgia O’Keefe
- Alex Trochut
- Takashi Murakami
Want to go deeper into VISUAL marketing for coaches and how to make these strategies work for you? We covered this in Season 1 of our podcast. Tune in to Episode 5 to hear Amy and I talk about the VISUAL Content Personality™ in more detail.
Written Marketing for Coaches
If people have ever told you, “You have such a way with words,” or “Your stories always draw me in,” then you likely have a WRITTEN Content Personality®.
But even if you’re a natural writer, as a business owner, you might have a different content personality.
As I shared early in this article, I thought I had a written personality. Why? For years, I was a copywriter and focused on using the written word to grow deep connections with the audience. That’s why it’s so important to take the quiz before going all-in on the Content Personality® you think you might be.
You’re probably a natural storyteller who can write emails that feel like they come from a long-lost best friend, or a blog post that gets your point across while delivering TONS of value.
If writing is your superpower, marketing can feel effortless. No videos. No flashy design. No live events. Just you, your pen (keyboard), and your message. Of course, there’s more to it than that, but with your email list and your words, you can grow your business beyond your wildest dreams.
How Does WRITTEN Marketing Show Up?
Written marketing is all about connection through words. It allows you to share ideas, tell stories, and deliver value that resonates long after someone has closed the page. Here are a few strategies and content types that work perfectly for the WRITTEN Content Personality®:
- Articles
- Case Studies
- Story-Based Emails
- Ebooks
- Whitepapers
- Social Media Posts
- Newsletters
Who Shares Your Content Personality®?
Great writers know how to transform ideas into words that move people to action. Think of people like:
- Brené Brown
- Thích Nhất Hạnh
- Lisa Nichols
Want to go deeper into WRITTEN marketing for coaches and how to make these strategies work for you? We covered this in Season 1 of our podcast. Tune in to Episode 6 to hear Amy and I talk about the WRITTEN Content Personality™ in more detail.
Three Steps to Digital Marketing for Coaches
If you came here asking how to market a coaching business, you should have a few great starting points. And, it may feel tempting to dive in.
However, before ditching your growing laundry list of marketing tasks, it’s time for a quick gut check:
The best marketing tactics only work if you’re using the right strategy, have an offer you love, and are connecting with your perfect-fit audience.
So, where do you go from here?
Step 1— Define Your Coaching Marketing Strategy
Strategy is not the same thing as tactics. Your strategy should focus on what you’re trying to accomplish and why. It’s the lens through which you make decisions about your business. (Read up on marketing strategy here.)
Step 2— Lean Into Your Content Personality®
Once you have a strategy you can start figuring out how to achieve those goals with tactics. That’s where your Content Personality® comes in. And that’s when you start identifying the pieces you’re building and how to bring them together.
Step 3— Create Your JoyFueled® Marketing Plan
You can set out to develop a plan on your own, using the Content Personality® marketing strategies I’ve shared in this article. Or, you can grab my $47 course. I designed it to help you outline YOUR customized simple, sustainable, and repeatable JoyFueled™ Marketing Plan for your coaching program..
Choosing Your Joyful Marketing Path
If it doesn’t bring you joy, don’t do it.
That’s the foundation of everything Amy and I teach. So many of the people we work with are corporate escapees who want to skip the necessary-but-mind-numbing tasks and focus on what they love. We’re here to help you find a better way.
You deserve a coaching business that brings you joy, with marketing that feels sustainable.
If that doesn’t describe your business today—if you’ve been feeling stuck, frustrated, or overwhelmed by marketing that’s just not working—the Content Personality® is just the beginning.
We can show you how to stop forcing what doesn’t work and start building deeper, more meaningful connections with your audience. It starts with content that feels natural and energizing to you.
Ready to take the next step to market your coaching business?
Schedule a free 20-minute call with Amy, and she’ll help you find a clear starting point to move your business forward.
Frequently Asked Questions
Q: Where does email marketing fit in if I’m not a WRITTEN Content Personality®?
A: Email marketing works for everyone, regardless of your Content Personality®. For every dollar spent for social media, you get a 24% return. For every dollar spent on email marketing, you get a 4200% return.
So, whether you’re a VIDEO, AUDIO, VISUAL, or LIVE (In-Person) type, email is the best way to nurture relationships with your audience. And if social media disappears tomorrow, you own the list and the data, and you can use it to grow your business.
Here are a few ways non-writers can make email work for them:
- Share your podcast (AUDIO) episodes or YouTube (VIDEO) links via email.
- Include infographics (VISUAL) or hand-drawn graphics to deliver your message.
- Add links to virtual workshop invites (LIVE) or recordings where you thrive face-to-face.
If writing isn’t your jam, you can always add a short note and let your content—whether it’s visual, video, or audio—do the heavy lifting.
Q: How can the Content Personality® Club help me?
A: The Content Personality® Club helps coaches double their revenue with one email a week based on content strategies that come naturally to you. We’ll help you create magnetic m that does 90% of the heavy lifting in your marketing, offer tech support office horse, and help you lean into JOMO—the joy of missing out so you can enjoy eliminating the things you don’t love.
Q: I think I’m more than one Content Personality®—is that possible?
A: Yes, absolutely! I’m always talking about strengthening my different content personalities. I’ve found that most people have a dominant Content Personality®, but many connect with a secondary type as well. The key is to start with what feels most natural and energizing, and then blend strategies based on what feels right to you.
Q: I think I’m more than one Content Personality®—is that possible?
A: Yes, absolutely! I’m always talking about strengthening my different content personalities. I’ve found that most people have a dominant Content Personality®, but many connect with a secondary type as well. The key is to start with what feels most natural and energizing, and then blend strategies based on what feels right to you.
