How to market yourself as an expert health coach but not be one with clients

In the world of health coaching, a couple key marketing strategies are to have an ideal client and a health niche.

And while I'm no marketing expert there are some obvious benefits to having these:

  • Focussing your learning efforts in a specific health area
  • Focussing your marketing efforts and dollars on a specific audience
  • Making it crystal clear for potential clients, when they land on your website, what your focus is
  • Repelling non-ideal clients away from your offerings (so you're not wasting time with clients who aren't a good fit)

So it seems like in our marketing we're supposed to present ourselves as experts, but then in our actual coaching with clients we aren't supposed to be the expert!

Wait! What?

This is so freaking confusing!

And it's not just confusing for the coach - it's  confusing for the client as well.

As the coach you're likely pretty confused as to what you're supposed to do it f you can give diets, meals, plans and specifics recommendations for this health niche. I mean this is what you've built your program around isn't it?

For your clients, they're likely totally confused because you position yourself as an expert in this area, but then you don't give any suggestions, prescriptions or plans for them to follow. "What the heck?" says the client, "I'm supposed to do all the work myself. Why did I hire you?"

Any of this resonating?

If so, then check out this mini-training video where I explain how we can both market ourselves effectively and show up wth integrity as a coach and not the expert.

This is a confusing topic but an important one to get clear on. Please let me know in the comments if you have questions or feel free to email me at

If you're not already a member of my facebook community, then I invite you to come over and join in for some support and camaraderie as you build your competence and confidence as a coach.

Click here to join my free facebook community for health coaches.


  1. sue on October 10, 2020 at 6:10 pm

    I would love to hear more how you created your program having to do with blood sugar, with it being such a fine line. What did you try to help the client do in your program, besides lower their numbers? How did you keep it out of the “medical” or “treatment” field? Thank you so much for explaining this.

    • Michelle on October 14, 2020 at 3:48 pm

      Hi Sue. My Sugar Shift program was a combination of education and coaching. I used many of my coaching tools to help participants set themselves up for success, identify their vision, readiness for change, set goal and intentions. Then offered some practical tools for recipes and things that can help to lower blood sugar levels. We had weekly group coaching calls, I had experts interviewed who offered more of the medical side of things. It was definitely a combination program but relied heavily on the behaviour change/coaching piece to help clients find that blood sugar balance naturally.

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