Drown in 3M coaches or rise to the top?
There are 3 million coaches in the world, today I’m going to help you be one that stands out.
The Reality of the Crowded Market
We’re witnessing an explosion in the coaching industry. In fact Life Coaching is now the second fastest growing industry in the world (source)
With low barriers to entry, it seems everyone and their cousin is a ‘coach’ now. Remember Jane? A digital marketing expert last year, she’s now a ‘Life Transformation Specialist’.
But this density comes at a cost — getting lost in the crowd.
Especially as the market often confuses entry with expertise.
So Jane struggled, drowning in a cacophony of other voices.
Why? Because starting is easy, standing out is not.
Why Some Coaches Stand Out While Others Don’t
While the limelight seems to shine only on a few, there’s a reason why coaches like Tony Robbins, Brendon Burchard, Marie Forleo, and Rich Litvin stand tall:
- Tony Robbins: Sure. His towering presence and booming voice must help. But big TR embodies passion and transformation. Many people love him. Many hate him. And thats kind of the point… its a price you have to pay to stand out. You can’t please everybody, but if you try, you’ll end up pleasing no one (including yourself).
- Rich Litvin: On the other end of the spectrum. Litvin is the whisper in a world of screams. His strength lies in deep, profound conversations. He’s not about the glitz but the depth… and shows us there’s space for all styles of coaching.
- Brendon Burchard: Brendon is the epitome of resilience (and a bit of a goofball). Post a near-death accident, he’s been driven by 3 questions… “Did I live? Did I love? Did I matter?” I feel his authenticity and purpose.
- Marie Forleo: Marie made “Everything is Figureoutable” not just a catchphrase, but a lifeline for many. Her story from dancing to entrepreneurship, makes her super relatable and likeable.
Each has a different style, strengths and story, but they all have undeniable brand strength. As Dan Priestly puts it, they represent the ‘Key Person of Influence’ — those elite 10% who aren’t just part of the industry but lead it.
Lets explore how you can become one of those 10%.
The Top 10%: Strategies to Stand Out
Know Yourself:
It all starts with self-awareness. Gary Vee says,
“You have to understand your own personal DNA. Don’t do things because I do them or Steve Jobs or Mark Cuban tried it. You need to know your personal brand and stay true to that Understand your personal DNA.”
Embrace Authenticity:
“You don’t want to be the best at what you do; you want to be the only one.” — Jerry Garcia
Be all of you. Celebrate your quirks. Embrace your contradictions. If you’re a meditation coach who loves heavy metal or a fitness coach with a penchant for gourmet desserts, own it!
Borrow Credibility:
Collaborate with already known names in the industry. Guest on popular podcasts, co-host webinars, or write guest articles. By saddling up with trusted figures, you gain trust by proxy.
Be The Centre Of Your Industry:
Dan Priestley says in his book The Key Person of Influence,
“At the centre of every industry you will find an inner circle of people who are the most well-known and highly valued people. They are the ‘Key People of Influence’. you probably already know of these people in your industry: Their names come up in conversation… for all the right reasons.”
Tell Your Story:
Tony, Marie, Brendon, Rich — one thing they all have in common? A powerful story that connects. Your story is your power — use it. (p.s.If you want help crafting your hero’s journey, click here to watch some training I’ve run in The ECC Community.)
Be Vulnerable:
Steven Bartlett, said on a recent podcast with Rich Roll,
“I though vulnerability was a repellent. It turns out its the world’s biggest magnet. It brings the world to you.”
Vulnerability connects.
Build a Movement
Create your own language. Build a tribe, a community. Stand for something.
We stand for kindness, the power of coaching and people’s innate genius. And believe coaching has the power to transform the world… that’s what drives us.
Niche Down:
“It is more profitable to be a big fish in a small pond than a small undefined fish in a big pond.” — Tim Ferris
Find your pond and own it.
Survey Your Customers:
Rather than studying and obsessing your competitors, ask your audience and clients, what is it you’re doing that they like the most? Then turn up the volume on that.
For me it was the very thing I had insecurities about, but my clients keep telling me they like my realness… so it’s the thing I’m leaning into more and more (despite how edgy it feels).
Care More Than Everyone Else:
In a world of automation and AI, genuine care stands out. Make it a goal to astonish everyone you meet with your kindness.
Be kind with your time, your attention, your eyes, your smile, presence. Be a light that shifts people’s being.
Be Known for Amazing and Fast Results:
The barriers to entry to coaching are low, which also means the barriers to becoming the best are higher.
Master your craft. Master getting results fast. Tony Robbins started out by helping people get rid of phobias and then quitting smoking. He would do it in days, when others would take months. Get results fast, and people will pay attention.
Unique Framework for Success:
Create a framework, unique IP, draw out distinctions. Productise your ideas. Stand for something.
Let Your Clients Do The Talking:
Showcase your results, and let these stories emphasise your unique approach, the speed of results, and your personal care in each client’s journey.
Be the Real Deal:
Jeff Bezos has said,
“Your brand is…what other people say about you when you’re in the other room.”
Walk the walk. Live the transformation of coaching.
Consistency is Key:
5,923 hours. 246 days. 35 weeks. The total length of all Joe Rogan’s podcasts.
Success really isn’t that hard when you couple consistency with failing and learning.
Find out what you love doing, then commit to it. Think in decades not years.
Be Prolific:
Google found that it takes 7 hours, over 11 interactions and 4 different locations to really feel like you know someone. They call it the Zero Moment of Truth (the moment before buying)
The more content you make and the more often it’s seen, in different online locations, the better chance you have of getting customers to know, like and trust you — which means converting more people!
One-by-One:
Rather than “marketing yourself” and what differentiates you, let people experience you. Build a strong, relationship-based network by being the curious coach you are and let people get to know you and your heart.
Common Pitfalls to Avoid
Generality: Being a jack-of-all-trades often means mastering none.
Inconsistency: Fluctuating in quality or messaging breeds distrust.
Avoiding Feedback: Rejecting constructive criticism will halt your growth.
Fear of Standing Out: Playing small and fearing uniqueness will mute your potential.
Playing Safe: Innovation often comes from taking risks. Coaching is not for the timid, but the bold.
Overcommitment: Don’t be known as someone who’s all fart no poop. Your brand is only as strong as your word.
Not Investing in Self: If you don’t grow, neither will your brand.
Taking Action: Your Next Steps
Challenge: Reflect deeply on your unique essence today. How can you rise, redefine, and resonate? And to help, I have put together some questions for you to reflect on. Click here to access them.
Brainstorming: I have some space this week for a 15-minute business strategy call, where we can build out a plan for you to start standing out and commanding the fees you deserve. Click here to claim one of those spots.
Remember what’s special about you…Everything. Your experiences, insights, even those quirky stories — they’re unique to you. And that’s what makes you stand out.
I get it; building a coaching business is hard. Writing, posting, engaging — it’s a lot.
But here’s the thing: you’re not just building a business.
You’re Sparking a movement. Movements don’t just change businesses; they change lives. Yours included.
So when you feel like nothing is working, even after hours crafting content, just remember: You’re not simply selling; you’re making a difference, one person at a time.
Good luck and big love,
Joel
