Building that all-important know, like, and trust factor is at the heart of attracting coaching clients and growing a thriving coaching business.

If you’re unsure about how to weave this into your content, don’t worry, you’re in the right place. Let’s explore how to create content that feels genuine, connects deeply, and helps your audience feel confident choosing you as their coach.

Listen to this episode on The Wholehearted Business Show Podcast: Listen on Apple Podcasts / Listen on Spotify

What Exactly Is the Know, Like, and Trust Factor?

You’ve probably heard this phrase plenty in the marketing world, but what does it really mean? In short, people are far more likely to buy from and work with those they feel they know, genuinely like, and deeply trust.

It’s an essential piece of the puzzle when it comes to attracting clients as a coach. (Quick side note: if this resonates, my new programme, The Searchable Show Method, starts this week)

But how can we be smart about the ways in which we grow this with our audience and community? Here’s some tips for how you can create content that develops know, like and trust – specifically for the coaching industry.

Create More Than You Consume

One powerful way to stand out is to create more than you consume. When we spend too much time watching what everyone else is doing, it’s easy to end up unintentionally mimicking them and your unique voice can get lost in the noise.

Give yourself space to create content that feels like you. Focus on your own ideas, stories, and perspective and let your originality shine.

Share Your Own Lived Experience

In a world full of polished, AI-generated content, sharing real stories from your life can feel like a breath of fresh air. Your audience wants to see the real human behind the business.

Whether through a blog post, podcast, video, or Instagram story, open up about lessons learned, challenges you’ve faced, or meaningful moments that shaped your journey. This honesty builds trust and helps people relate to you on a deeper level.

Show How You Walk Your Talk

One of the best ways to build trust is to show that you practice what you preach. Share how you use your own tools, methods, or mindset shifts in your daily life.

Small glimpses like a morning routine, journaling practice, or how you manage challenges help your audience see that your work isn’t just theory; it’s woven into your life. Alongside helping people get to know you, this is a powerful way to develop trust.

Have a Point of View

It can feel scary to share your opinions, but having a clear perspective helps attract the right people. Your audience wants to know what you stand for, whether that’s your coaching philosophy, your take on wellness trends, or your thoughts on running a soulful business.

Remember, it’s okay if your views don’t resonate with everyone. The right people will feel even more connected because of your honesty.

Speak in Your Own Voice

Avoid slipping into generic, overly polished marketing speak. Your true voice, complete with your quirks, warmth, and natural style, is what people connect with most.

AI tools can help, but always bring it back to you. Write or speak the way you’d talk to a client or friend, and your content will naturally feel more authentic.

Other Ways to Build Know, Like, and Trust

Sharing client testimonials, social proof or even case studies within your content – highlighting your qualifications and expertise, and being consistently present for your audience all help deepen trust over time.

Consistency, especially, shows your audience that you’re reliable and here for the long haul.

Next Steps

If creating content and having a foundational marketing system that is built on creating this kind of content sounds good to you, then do check out The Searchable Show Method which takes you through it all step by step.

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