You’re showing up. You’re posting. You’re launching. You’re pouring your energy into your business — but the response? Crickets.
If you’re a coach who feels invisible online despite your effort, this article is for you. I want to talk to the part of you that’s doing “all the things” and wondering, why isn’t this working?
Because I’ve been there. I’ve lived in that frustrating space where you’re doing everything the online space tells you to do: show up, post consistently, give value, run launches, host free trainings, do discovery calls.
And yet, it still feels like you’re shouting into the void.
In this article I’m sharing the 3 things I clarified that took me from posting on social media, and gettting crickets- to having people DM me asking “how can I work with you”.
It’s the 3 core marketing shifts that changed everything for my coaching business — and can change yours too.
From Crickets to Clients: My Turning Point
Let me take you back to the early days of my business. I had left medicine to pursue my purpose — coaching. I believed deeply in the power of my work. My few practice clients were having breakthroughs. I knew I was good at this.
And yet, I was struggling to sign paying clients. I’d post regularly, host free workshops, even get on sales calls where I felt total alignment — only to hear:
“I need to think about it.”
“I’m not sure this is the right time.”
It felt like all my effort was leading nowhere. I started wondering: Was this a mistake? Am I just not good at marketing? Is my offer not good enough?
If you’re reading this and nodding your head — just know, I see you. And more importantly: this isn’t a reflection of your talent or your potential.
The Real Reason You’re Not Getting Traction
Here’s what shifted everything for me:
It wasn’t that my offer wasn’t good enough. It wasn’t that the market was too saturated.
What I was missing was product-market fit.
I wasn’t communicating the value of my offer in a way that made it immediately clear exactly how it would solve their problem.
Once I made this shift, people started reaching out to me first. They would DM me and say:
“How can I work with you?”
“I feel like you’re speaking directly to me.”
That’s when I knew I had cracked something open. And now I want to share those exact shifts with you.
What Is Product-Market Fit (And Why It Matters for Coaches)
Product-market fit means your offer solves a problem that your ideal client is urgently trying to solve.
It’s not just about creating a great offer. It’s about positioning it as the obvious bridge between where your audience is now, and where they want to be.
And communicating that clearly and effectively to your people.
When you get this right, marketing becomes simple.
Sales stop feeling like convincing.
You no longer feel like you’re “pushing” your business — it begins to pull people in.
But here’s the kicker: Most coaches skip this step. They create beautiful programs, amazing content, and heartfelt messaging… but none of it lands, because it’s not filling a gap. So instead of being a must have. It’s a could be nice to have someday down the road.
So how do you fix this?
Let me walk you through the 3 things I had to clarify to establish product-market fit — and finally start creating offers that sell themselves.
Shift #1: Clarify Their Current Situation
The first question I had to ask myself was:
Where are my people right now?
Not where I think they are. Not where I want them to be. But where they truly are, in their everyday lived experience.
At the time, my niche was career coaching So, what was their current career situation?
They were:
Burnt out
Depleted
Questioning their career path
Craving something more meaningful
Ultimately you will want to get granular and go deep in understanding the micro pain points and daily struggle.
But initially we want to keep it simple and more zoomed out.
So for me, the current situation of my people was “unfulfilled in their career”.
Take some time and reflect:
What is the current situation of your people in the area you support them?
What are they experiencing in this moment on a typical day?
Don’t worry about going deep into their thoughts and feelings just yet. Keep it simple and to the point. What is their situation?
When your marketing starts here, you instantly meet them where they are.
Shift #2: Clarify Their Desired Outcome
Next, I had to get clear on:
What do they want to be experiencing instead?
When I looked at the market research convos they kept talking about: meaning, purpose, fulfillment. They wanted to wake up and look forward to their day. They wanted to go to bed feeling satisfied with the impact they made.
Again for this exercise we are keeping it zoomed out, simplified and macro, so the desired out come for my people would be:
“fulfilled in their career”
Obviously there are ways to say this that are more compelling and evocative. Down the road we can play with using their exact words and quotes. But for now we are trying to keep it simple for our own clarity.
Your turn: What do your people want to be experiencing instead? What is their desired outcome?
Shift #3: Clarify the Gap from THEIR perspective
What do I mean by gap?
The gap is the reason they are struggling to get from their current situation to their desired situation.
It’s what is making it difficult for them to acheive their desired result on their own.
For example if your people are burned out (current sitch) and want to feel energized (desired sitch), the gap is anything that is making it difficult for them to recover from burnout.
The gap could be:
lack of knowledge about how to recover from burnout
lack of time to do what is required to recover
lack of support at home.
or any combination of factors.
Every offer you create needs to be directly filling a gap, otherwise there is no reason for it to exist, and there is absolutely no reason for someone to buy it.
I had the wrong gap…
Understanding the gap was what changed everything for me.
I had originally positioned my offer as a career change program.
I thought:
They’re unfulfilled in their career and want to experience more fulfillment so obviously they will need to change careers to get what they want.
Perfect. I’ll sell “career change”.
Except... it wasn’t landing. I kept getting resistance. People weren’t ready to commit to changing careers. I heard things like:
“Idk if I want to throw away all these years of training”
“I’m wondering if I can find a way to be happy where I am.”
“I don’t know what I want yet.”
At the end of 2021 I started working with a coach, who pointed out that I had the wrong gap. Whoops.
“In the market research, they say they want to be fulfilled in their career, but you are selling career change. You are too many steps ahead of them, that’s why they aren’t signing up. “
Essentially, I was communicating from my perspective of the gap — not theirs.
Instead of asking “what do they think is making it difficult to get from point A to point B”
I just assumed they knew they would need to change careers. But that was a big mistake.
From their perspective, the problem wasn’t “I need to change careers.”
It was: “I don’t know what I want.”
That’s the gap.
And truthfully my program already addressed that — I just wasn’t communicating that.
I already had product market fit, I just wasn’t clearly communicating it.
So once I pivoted my messaging to say:
“I help you get clear on your unique path to fulfillment”
everything shifted.
People saw themselves in my content.
They felt understood.
They recognized my offer as something that would help them get from point A to point B.
And they started to move toward me — instead of me chasing them.
Your Offer Might Already Be Great — You Just Need to Speak Their Language
This is the part that so many brilliant coaches miss:
You might already have product-market fit in your program — but you’re not communicating it clearly in your marketing.
You’re guiding them out of burnout, but not explaining why they are struggling to guide themselves out.
You are helping them reduce stress, but failing to articulate why they are stuck in stress in the first place.
So here’s the litmus test:
Do you know what gap your offer is filling? Can you clearly communicate that?
If the answer is no, your first job isn’t to tweak your niche, redo your program, or rebrand.
It’s to revisit the three pieces we just covered:
Where are your people right now? (current sitch)
What do they want instead? (desired sitch)
What do they believe is stopping them from getting there? (gap)
Real-Life Examples of Product-Market Fit + Filling the gap
To ground this, let’s look at some examples beyond coaching.
✈️ Spirit Airlines
Current situation: People want to travel but don’t have alot of disposable.
Desired situation: They want to get from A to B without breaking the bank.
Perceived gap: Affordable flights.
Spirit doesn’t offer luxury. It offers the gap-filling solution: budget travel. Their offer is crystal clear — and they own that lane.
💉 Ozempic (weight loss medication)
Current situation: People feel stuck in weight loss struggles.
Desired situation: Lose weight without extreme effort.
Perceived gap: Quick, easy method for losing weight.
Ozempic markets itself as a low-effort, non-surgical solution for weight loss— filling a specific gap many products don’t address.
This Is the Real Work
In the coaching space, it’s easy to get lost in creating offers with vague transformations. You help people feel better, have more energy, reduce stress, find alignment — but none of that matters if you don’t clearly articulate the gap your offer is addressing.
Start speaking to the real-life friction they’re experiencing:
“I know I should meditate, but I can’t stay consistent.” The gap is consistency.
“I’m exhausted all the time, but I have no space to rest.” The gap is creating space.
“I want to feel healthy, but I don’t know what’s actually wrong.” The gap is identifying the source of your health problems.
Once you articulate how your offer fills the gap, selling becomes so easy.
You Don’t Need More Content — You Need More Clarity
If your business isn’t getting traction, it’s not because you’re not working hard enough.
It’s likely because your offer isn’t positioned in a way that your ideal client immediately sees themselves in.
Here’s what I want you to reflect on today:
What is the current situation of your people?
What is the specific result they want?
What do they believe is stopping them from getting it?
Want Help With This?
This is exactly the work we do inside Create Your Six-Figure Offer. We help you nail your product-market fit so your content resonates, your DMs start popping, and your offer sells with ease.
You don’t need to hustle more.
You just need to fill the gap — and speak it out loud.
Your people are waiting to understand how you can help them.
You just have to learn how to communicate that.
