Let's get real: If you've been on social media lately, you've probably seen everyone and their dog claiming to be a “trainer.” Big promises, high ticket prices and flashy marketing are everywhere – Become a millionaire overnight! Get unlimited success in 30 days! All this noise has created a big problem: skepticism. And people have every reason to be cautious.

If you are serious about starting a real one coaching businessyou have to rise above the noise. Here's how to build trust, create influence and attract long-term customers – without empty promises.

Related: 4 steps to build a successful training business

Step 1: Keep it true to what you can offer

If you're starting a coaching business, the first step is to know what you actually bring to the table. You don't need to promise “life-changing results” if that's not what you deliver. So ask yourself: What can I learn that will really make a difference? By defining what sets you apart, you're positioning yourself to attract the right customers.

Go down or drown:

Generic “business coaches” are everywhere. But the coaches who succeed are the ones who have a clear niche. Instead of trying to cover them all, focus on something specific, like “developing the pitch for new startups” or “productivity for busy parents.” When you are clear about what you do, you attract customers who are looking for exactly that. or clear niche allows you to provide a more personalized, targeted approach that addresses your customers' unique challenges.

• example: A friend of mine coaches startup founders specifically on creating killer pitches. That's her thing, and because she owns that niche, she's become the leading expert in her space.

• Quick tip: When you're too wide, you blend in with every other coach out there. Find your niche and stick with it. The right customers will come to you and you will avoid spreading yourself too thin.

Set your signature approach:

Once you have defined your nichethink about your unique approach to delivering results. Maybe it's your 5-step framework for achieving work-life balance or a 10-day boot camp that accelerates learning. A signature approach not only gives customers clarity about what they will be getting, but also sets you apart from others in your field. Highlighting this approach on your website or in your marketing materials can be a great way to showcase your value.

Step 2: Build trust before trying to sell anything

Training is about trust. If customers don't believe in you, they aren't loyal. And nothing kills trust faster than a hard sell before you can show them it's worth it. Instead, start by providing real value builds credibility.

Give people a reason to believe in you:

Sharing free tips and insights allows potential clients to see your expertise in action. This can be through quick video clips, social posts or blog articles that offer practical advice. Focus on things that give people real results, even if it's something small – because those small wins build confidence and make people want more.

An easy way to start is by offering a mini training series or a weekly “tip of the day” on platforms like LinkedIn or Instagram. For example, a productivity coach might post a daily reminder about a time-saving habit or a two-minute video on how to tackle procrastination.

• example: A productivity coach might post weekly tips on LinkedIn about streamlining routines or tackling time management. When people start seeing results from your free tips, they will naturally want to know more about your paid programs.

Cut out the ads and keep it authentic:

It's tempting to sell with big words and big promises, but here's the thing: people can spot inauthenticity a mile away. Instead of trying to impress, focus on transparency. Share the highs, lows and lessons. Honesty is your advantage in a world of inexplicable claims.

• Quick tip: Clients connect with coaches who come across as real people. Talk about your victories but also about the challenges. People trust those who keep it authenticand that relatability is often what encourages them to hire you.

Related: How to maintain brand authenticity in an increasingly skeptical world

Step 3: Scale smartly – but keep quality in check

One-on-one coaching is powerful, but it limits your reach and income. If you want to grow, you need to create products that allow you to work with more customers while still providing value.

Use creator tools and lead magnets to build your audience:

Scaling Your Coaching Business it means consistently reaching the right people, and that's where platforms like GetResponse can change the game. With built-in creator tools for creating online courses, lead magnets to attract new customers, and email automation to keep them engaged, you'll have everything you need to grow while maintaining quality . For example, a career coach might offer a “10-Step Resume Guide” or “Interview Checklist” as a free magnet to attract interested clients.

A lead magnet, like a free checklist or video tutorial, not only captures customers, but also builds trust by providing value up front. When someone downloads your lead magnet, GetResponse automation can send a series of educational emails, gradually introducing your services. This not only builds rapport, but also leads to your paid programs, like a full training course or a personalized seminar.

• Quick tip: A lead magnet that delivers real value—like a downloadable guide or checklist—doesn't just generate leads; it also sets the stage for converting followers into paying customers. Consider which free resources can best showcase your expertise and engage your audience.

Expand your reach with online courses and group training:

Once you've built a stable audience, consider scaling with digital products such as online courses or group training sessions. These offerings allow customers to learn on their own schedule while keeping your time commitments flexible. Many platforms offer tools for building online courses, making it easy to package your expertise into a product that can reach a wider audience.

If you're a wellness coach, for example, you could create a self-paced course on “10 Steps to Better Health Habits,” allowing clients to work through it on their own time, with optional one-on-one sessions. one for those wanting more personalized guidance.

Step 4: Build a community, not just a customer list

The secret to a thriving coaching business? A fiance community. When customers feel connected to each other and to you, they are more likely to stay involved, see results, and refer others.

Create a space where customers can engage:

Whether it's a private group, monthly live Q&A, or an exclusive email list, creating a community makes customers feel like they're part of something bigger. When customers feel connected to others on the same journey, they are more motivated, more engaged and more likely to continue working with you. This community atmosphere often strengthens your brand, creating attorneys who bring in new customers organically.

For example, a wellness coach I know hosts virtual meetings where clients can share progress, get feedback, and set new goals. That little extra support from the community keeps customers coming back and returning referrals.

Fostering long-term engagement with content and sustainability:

Community is about consistent interaction. Set up regular checks, such as monthly “goal setting” webinars, or encourage discussions within your private group. By actively participating and providing content that addresses the latest challenges and trends in your field, you foster a community that is not just customers, but loyal supporters.

• Quick tip: Invest in building a community. It is not only valuable to your clients, but becomes a powerful asset that adds value to your workout brand. It is a long-term approach that keeps customers engaged and encouraged mouth growth.

Related: A step-by-step guide to building a community for your business

Starting a coaching business today is not just about creating a website and offering a service. It's about building a reputation based on real results, authentic communication and value. Coaches who succeed focus on helping clients first and selling second. So if you're serious about starting a coaching business that's credible and influential, remember: Trust and authenticity are everything.

Clients want guidance they can rely on, so give them that – and watch your coaching business grow for the long haul.