• Marketing Confidence

A few weeks back I posted a few tips about marketing a wellness business in my Health Coach Client Attraction Facebook Group and one coach shared this in her post…

“Oh my gosh! I struggle for sure at marketing myself! For some reason, I randomly cry when I think about marketing myself or practicing. What the heck is that? I’m gonna need to figure that out.”

We often talk about making offers and selling programs without feeling salesy on The Wellness Business Podcast, but for some coaches, it goes beyond just feeling salesy.

Some are actually having physical reactions like nausea, sweating, and in the case of this sweet coach, even crying.

In this week’s podcast episode, we are exploring this topic and offering a few strategies that we believe will help if marketing makes you feel vulnerable in any way.

While imposter syndrome is one condition that can hold you back from marketing your coaching business full-on, what we’re discussing today is something completely different.

Instead, we’re focusing on the times when you feel a physical reaction brought about by the feeling of vulnerability. What we want to do today is to explore what’s causing that vulnerability and help you turn it around so it’s never a problem again.


For many coaches, marketing their program offer isn’t just business, it’s personal. Of course, it feels personal because ultimately you are your brand which makes sense. Your business is built around you and what you have to offer.

Often, being a health coach is part of your identity. I totally get that and understand how all of those things can feel intertwined and connected.

Vulnerability often stems from a core fear. There are multiple fears that arise when you are inviting someone to work with you…

Fear that they won’t see the value in your coaching program

Fear that they won’t believe that you have what it takes to help them reach their goals

Fear that they’ll say it’s too much money

Fear that your program won’t get the client your promised results

In researching this episode, we Googled, “Why do people fear selling”?

The answer that came back was…

This innate anxiety—about social rejection drives most people’s fear of selling. The fear of the customer rejecting you as an individual, instead of merely rejecting your offer, is at the core of most people’s aversion for this kind of interaction.

So, at the core of the vulnerability lies a fear of rejection. Ouch!

None of us want to feel rejected so that’s why it’s important to embrace certain strategies that will help you separate your personal connection to the outcome of any sales conversation.

Here are 5 ways to make that happen.

1) Take on pro-bono clients.

One way to build your confidence when it comes to marketing your program, and something that we always recommend, is to take on 3 clients for free and coach them each for a 30-day period.

Be up front with them, that the goal is for you to practice your coaching skills and in return will be anxious to receive their feedback in the form of a testimonial. I took on pro-bono clients when I first started out and it really does build confidence.

The best part of this practice run is that you’ll get to discuss your program with them, (in essence, marketing it), without the pressure of asking for the sale. This is a perfect time to ask friends and colleagues for referrals. And more often than not, at least one of those clients will turn into a paying customer after the 30-day period is up so it’s a win-win.

2) Stop making assumptions.

One of the mistakes coaches make when marketing their program is to assume that their would-be client is going to have certain beliefs about the program, particularly as it relates to the investment.

It’s easy to put our limiting beliefs off on our potential clients without even realizing it. When that happens, you are basically sabotaging the relationship right from the beginning. At the core, please don’t put your beliefs about money and value on your potential client.

3) Don’t take ‘no’ personally.

I know that’s easier said than done but here’s a reframe that should help you overcome taking it personally. When someone says no to working with you it really has nothing to do with you and everything to do with them.

In essence, they are saying no to their desired outcome and/or reaching their health goal. It truly has nothing to do with you or your program and everything to do with their past experiences and limiting beliefs.

4) Shift your perspective.

How would it feel to think of yourself as “sharing information” about what you do vs. feeling like you’re selling your program? Maybe think of it as “showing benefits” or “sharing your passion” vs. selling.

If you feel uncomfortable or anxious about “selling” – find a way to shift your perspective to one of sharing information rather than “convincing someone to buy.”

If you reframe your approach to one that feels like you’re sharing information and giving your potential client the opportunity to make the desired changes in their life, that can be the mindset shift that makes the conversation feel uplifting rather than salesy for you.

5) Keep practicing!

To overcome the physical symptoms you’re experiencing when you’re inviting someone to join your coaching program, it’s important to keep practicing. Make a point of making at least one offer every single week. That could be in your Facebook group, through email, on a discovery call, or on your social media accounts.

Let your audience know that you have an open spot in your program if they are interested. On average it’ll take someone 10-12 times of hearing about your offer before they will take action.

Keep practicing!… This is our highest and best recommendation for you.


A few months back we did a podcast episode called: Crushing Self-Doubt – How to Tackle & Overcome Imposter Syndrome

This episode is an excellent resource if your anxiety around marketing your business and your coaching program stems from imposter syndrome. In episode #333 we discuss – imposter syndrome, which loosely defined, is the nagging doubt that undermines one’s abilities, making one feel like a fraud.

Another way to feel more confident in marketing your program is to get better at conducting a discovery call. It is one of the skills you want to always be improving. We have an amazing episode called: How to Lead a 1 on 1 Discovery Call that Results in the Client Saying Yes.

In episode #24 we give you a proven framework for running successful discovery calls which will lead to building your confidence when marketing your coaching program. There is also a downloadable cheat sheet to keep you on track during your next discovery call.


If marketing yourself, talking about your business, or what you do as a health coach has ever made you feel uncomfortable and/or vulnerable, be sure to listen to this episode.

I promise it’s going to reframe the entire concept for you!

In this episode of The Wellness Business Podcast you’ll discover:

  • The real reason you feel vulnerable when marketing your coaching program and why understanding the root cause brings the opportunity to increase confidence almost immediately
  • Five ways to separate your personal connection from the outcome of every sales conversation and feel really good no matter what answer you receive
  • Why experiencing imposter syndrome is different than marketing vulnerability and how you can conquer both through a single weekly practice

To save time, improve client results, and perfect your core coaching program, learn more in episode 345 of the Wellness Business Podcast!

Links/Resources mentioned on the show:

Crushing Self-Doubt How to Tackle & Overcome Imposter Syndrome

How to Lead a 1 on 1 Discovery Call that Results in the Client Saying Yes

Links to resources:

Wellness Business Accelerator

Karen’s Facebook Group

Karen’s Instagram

Kathleen’s Facebook Group

Kathleen’s Instagram

The Wellness Business Podcast Facebook Page