Pan the Marketing Gold in Your Own Backyard

Show Notes

Stop chasing everybody. Stop chasing those shiny objects. Many coaches believe that they need to chase those shiny objects. They need to have a new funnel. They need to follow the new trends. In reality, they just need to mine the gold that is in their own backyard.

Discovering Treasure

Most of you have an email list. Quite a few of you have a network. You have a database of people that love you, people that have connected with you. They might be past clients, prospects, or people that just need a little bit of nurturing. Mining the gold in your own backyard can be an amazing way to create a fabulous business that does not sap your energy.

It does not mean you have to do TikTok dances, and it does not mean you have to stand on your head to follow the latest trend. You can do this, and you can do it a lot smoother, more easily, and with less stress than you have been.

Use Your Resources Wisely

Anna, a wellness coach, did not want to do social media or videos. The thought of doing videos actually made her physically sick. When we had a discussion, we found out that she had the most amazing database—an email list of people she had worked with before, people who had expressed interest, and others who just needed reconnecting. We sent out some well-crafted emails, and with just two emails, she filled her entire coaching program and had a waitlist.

You have that gold—you are just not using it. And no, it is not salesy. You can do it easily and add a lot of value. You know yourself, when you see someone—a coach or service provider—solving a problem you need fixed, you are happy to pay for their service or buy their program, even if it is expensive, because of the value it brings.

Charge Confidently

It is not about the price; it is about the value. In fact, I was talking to a client today about exactly that. Price is just a number, and it is all about value. Check out that episode; I think it is SBT Episode 192, and we will put it in the show notes. It is a great episode where I talk about value and compare it to cars.

When you drive a Mini, it makes you feel a certain way. Then you see someone driving a Mercedes or a Lamborghini, and that makes you feel differently. At the end of the day, they both get you from A to B. Is one worth more than the other? Absolutely, but it is perceived value. That is why they can charge so much more.

Invest in Value

I am about to buy a new car, and I will happily pay the price because it is exactly what I want and will last me for many years. Every time I get in that car, I will feel amazing because it is the perfect fit. We are happy to pay for things we perceive as valuable—and so are your clients.

Wouldn’t they be disappointed if your program was exactly what they needed, but you never told them about it? That happens all the time. How many times have you bumped into a past client at a networking event and found out they joined another program that you could have offered?

Nurture Your Existing Relationships

Email lists are an amazing way to get your value out there and tell people what you are offering, especially as you evolve and grow. As coaches, we start with little confidence, gain experience, refine our methods, and expand our value. Past clients may not know how much you have grown or what you now offer.

Reconnect with them. Add value. Keep them informed. And when the opportunity arises, make an offer. Let them decide if it is a good fit. Do not decide for them—you are doing both of you a disservice if you do.

Your existing network is your goldmine. Use it wisely. You might also have contacts from other areas—just ensure you are respecting consent and privacy laws. If people opted in for one purpose, do not reuse their details for another without permission.

Personalise Your Message

When you reach out by email, make sure your message adds value. Ask yourself: is this something I would want to receive? If it feels spammy or salesy, rewrite it. Nobody likes cold DMs, so make sure your tone feels genuine and human.

Follow the golden rule: if you would not shout it in the middle of a shopping centre where your grandmother could hear it, do not send it.

Be consistent. Stay visible. There is nothing worse than finding out someone hired another coach for something you could have helped with—simply because you never asked.

Build Trust

Attend networking events and connect with people genuinely. Do not be the person who throws business cards at everyone, but do offer to exchange details when there is a good fit. Ask permission to email them so you can follow up appropriately.

Start conversations, not campaigns. This is about relationships, not paid ads. Add value, follow up, and nurture connections. The money is in the follow-up. People rarely buy the first time—they buy when they are ready.

Keep showing up with value. Keep nurturing until they opt out. And always include that unsubscribe option—it builds trust and keeps you compliant.

There are plenty of episodes to help you dive deeper into this topic:

SBT Episode 315: Your Story Is Not Your Business
SBT Episode 286: Your Imposter Syndrome Is Lying to You. Here’s How to Break Free
SBT Episode 280: The Hard Truth, Why Your Coaching Business Isn’t Growing (And What to Do About It)
SBT Episode 273: A Coaches Journey Reflections on 2024
SBT Episode 271: Don’t Stop, How Coaches Can Support Clients
SBT Episode 270: Overcoming the Fear of Rejection
SBT Episode 192: Why Being Authentic is The New Original