FROM CORPORATE TO COACHING: RACHEL BARBER'S LESSONS ON VISIBILITY AND CONTENT MARKETING
Building a successful executive coaching business isn’t just about being great at coaching—it’s about being seen. In my latest podcast episode, I sat down with Rachel Barber, a content marketing mentor and copywriter, to talk about visibility, storytelling, and using LinkedIn effectively. Rachel has helped many of my Corporate to Coach Accelerator members find their voice and take up the space they deserve online.
If you’ve ever hesitated before hitting ‘post’ on LinkedIn, struggled with what to say, or wondered how to stand out in a crowded coaching market, this is for you.
Finding Your Voice in a Noisy Market
One of the biggest challenges executive coaches face when moving from corporate roles to running their own businesses is finding their unique voice. Rachel summed it up perfectly:
"There is literally nobody else with the combination of your experience, your unique values, your approach, your skill set, and your personality."
When you embrace that, everything changes. Instead of trying to sound like the ‘perfect’ coach or fitting into corporate jargon, you start showing up as yourself—approachable, knowledgeable, and relatable.
Practical ways to uncover your voice:
- Speak first, write second. Record yourself talking about a topic you’re passionate about, then transcribe and refine it. Your natural voice will come through.
- Read your content aloud. If it sounds robotic or overly polished, adjust it until it feels like something you’d say in a real conversation.
- Write the way you speak to a client. Your LinkedIn posts, emails, and website copy should feel like an extension of your coaching style—warm, insightful, and engaging.
Visibility Without the Overwhelm
For many coaches, the idea of being ‘visible’ online brings up resistance. Maybe it’s fear of judgment from former colleagues. Maybe it’s uncertainty about what to post. Maybe it’s a general feeling of discomfort putting yourself out there.
Rachel’s advice? Feel the fear and do it anyway.
She reminds us that visibility doesn’t mean posting every day—it means showing up consistently in a way that works for you.
Tips to make visibility easier:
- Start with a sustainable posting rhythm. If daily feels overwhelming, start with twice a week. The key is consistency, not frequency.
- Mix personal insights with professional expertise. Your audience wants to see your knowledge, but they also want to connect with you as a person.
- Don’t be afraid to take a stand. You don’t need to be controversial, but having a clear perspective helps the right clients find you.
Selling Without Feeling Salesy
If there’s one thing many coaches struggle with, it’s talking about their services in a way that feels natural. We get caught up in sharing value, telling stories, and engaging with our audience—but then forget to actually invite them to work with us.
Rachel broke it down simply:
- Attract the right people by sharing insights, personal experiences, and industry knowledge.
- Nurture your audience by offering valuable content that helps them see the possibilities of working with you.
- Convert by making it clear how they can take the next step.
A simple way to sell on LinkedIn:
- Share a client success story or testimonial.
- End the post with a clear invitation: "Want to build and grow your profitable executive coaching practice on your terms? Here’s how we can work together."
- Drop a link to your website, book a call, or direct people to your free resources.
The key? Make it part of your regular content, not a one-off post when you’re desperate for clients.
Should You Be on LinkedIn?
Short answer? Yes.
Rachel describes LinkedIn as a "shop window" for your business. It’s where potential corporate clients, decision-makers, and individual coaching prospects are already spending time.
But here’s the catch—how you write on LinkedIn matters.
Writing for LinkedIn vs. Other Platforms
- Short, clear, and structured. Use white space, short paragraphs, and line breaks. People are scrolling—make it easy to read.
- Get to the point. Unlike email marketing, where people have opted in for longer-form content, LinkedIn posts need to hook readers fast.
- Engage, don’t just broadcast. Respond to comments, start conversations, and build relationships.
And most importantly—done is better than perfect. If you’re hesitating, post it anyway. You’ll improve by doing.
Your Next Step
If you’re ready to step into visibility, build confidence in your messaging, and attract the right clients, take action today.
Want to build and grow your profitable executive coaching practice on your terms? Here are all the ways you can work with Ellie
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