Before Testimonials, Build a Coach’s Personal Brand in 40 Days

Use Days 1–10 to write a short statement covering who you help, the problem you focus on and the change you want to help them work towards. Then add the beliefs that shape your approach, including what you would do differently from generic advice.

Keep the language specific enough that a reader can recognise whether it is for them. If the audience is still broad, use this guide to narrow your coaching niche before moving on.

When this works, you can describe your focus without relying on a title, logo or claim of results.

Use Days 11–20 to update your headline, About section and experience details with the statement you wrote. Include relevant work, qualifications and skills, but separate previous professional experience from coaching outcomes.

LinkedIn’s 2024 profile guidance says the About section allows up to 2,600 characters. Write for clarity rather than length. LinkedIn also advises against keyword stuffing and artificially inflating experience or education in its profile search guidance.

The profile is ready when a visitor can see who you help, what you focus on and one clear way to contact or follow you.

Use Days 21–30 to create three short pieces that demonstrate your thinking. Teach one useful distinction, answer one recurring question or show how you would approach a common problem. Keep examples general unless you have permission to identify a person or organisation.

Do not convert an opinion into an outcome claim. A teaching artefact can show your method and judgement without saying that it has changed a client’s results. Use coaching business ideas that need proof before a promise to test whether the content matches an offer you can support.

This stage is complete when the three pieces are published or ready to publish and each reflects the same point of view as your profile.

Use Days 31–40 to list every statement you may use as evidence: relevant experience, qualifications, public speaking, facilitation, work samples and feedback. Mark each item by what it actually demonstrates. Do not relabel career experience as a coaching testimonial.

For statements about objectively ascertainable facts, retain the material that supports them. ASCI’s advertising code says such advertising claims should be capable of substantiation and addresses permission for references to people, firms and institutions.

Finish by choosing the evidence you can use now and the evidence you will need to earn through future coaching work. For a next-step outreach plan, see getting first coaching clients without becoming an influencer.