Building Trust at Scale
In today’s digital landscape, coaches and consultants face a unique challenge: how to showcase their expertise and build meaningful connections without being physically present. The answer lies in implementing a strategic video content approach that works for you 24/7.
The Trust Factor: Video’s Unmatched Power for Coaches
When you’re selling coaching services, what you’re really selling is you. Your personality, your approach, and the transformation you provide. But how can potential clients get a sense of who you are without meeting you? How can they trust you enough to invest in your services?
This is where video content creates an unfair advantage. Unlike static websites with stock photos or text-only content, video allows prospects to experience your personality, hear your voice, and witness your expertise in action—all before they ever book a call.
🔑 Key Takeaway #1: Coaches sell trust, and trust is built faster through video than any other platform.
From Perfectly Curated to Authentically You
For years, social media trained us to show only the highlight reel—the perfectly curated version of ourselves and our businesses. But something important has shifted in the content landscape.
Today’s most effective content, especially longer-form videos and podcasts, thrives on authenticity rather than perfection. As one podcast guest noted, “It’s hard to be fake in a 45-minute conversation.” This natural evolution toward more genuine content creates an environment where coaches can truly showcase their personality and expertise.
🔑 Key Takeaway #2: Longer-form content allows coaches to demonstrate their authentic selves, which builds deeper trust than polished, short-form content alone.
Why This Matters More for Coaches Than Other Businesses
For product-based businesses, customers primarily evaluate the product itself. For coaches and consultants, clients are evaluating you as the solution to their problems.
Video content allows potential clients to:
- Experience your communication style
- Understand your approach to problem-solving
- Connect with your personality
- Witness your expertise in action
- Feel your genuine passion for helping others
These elements are difficult—if not impossible—to convey through text alone.
🔑 Key Takeaway #3: When potential clients watch your video content, they’re able to make informed decisions about working with you based on seeing the real you, not just reading about your credentials.
The Power of Video Content for Coaches
If you’re a coach or consultant, you already have powerful frameworks and processes to help clients transform. But how do you communicate that value before someone books a call? That’s where a strategic approach to video content comes in.
As Darren and Dustin explore in this episode, video content isn’t just about “going viral” or chasing trends. It’s about creating a consistent presence that builds trust with your audience, positions you as an expert in your field, and ultimately converts viewers into clients.
Simple Action Step to Get Started
If you don’t have a video content strategy yet, start small:
- Identify 3-5 core topics you want to teach
- Create one video for each topic
- Remember: Your audience needs your expertise, not fancy production
The most important step is to simply begin. As Darren reminds us, “Turn on your phone, turn on Zoom, do whatever you need to do—just hit record and get out there into the world.”
➡️ FREE CONTENT CLARITY AUDIT: START HERE
Resources:
- Website: 1898creative.com
- Instagram: @DarrenAndrewCooper
- YouTube: Coaching With Content Podcast
- Podcast: Available on all major podcast platforms
Ready to start coaching through your content? Subscribe to the Coaching with Content podcast and join us as we explore how to create video content that teaches, inspires, and grows your coaching business.