Have you ever hit that point in your coaching business where you’re just sitting there thinking, “What the heck am I doing? Why isn’t my strategy working? Why aren’t clients showing up?”
First of all, let me say this: you’re not doing anything wrong. Every single coach I know—yes, even the ones who look like they’re killing it online—hits this wall at some point. A strategy that worked beautifully last month suddenly stops working. Social media changes overnight. Life pulls your focus somewhere else. And before you know it, you’re spinning your wheels in what I like to call the coach’s rut.
And honestly? It’s way more common than you think. But the good news is, you don’t have to stay stuck there.
Here’s what I’ve noticed: a lot of ruts happen when we’re leaning too hard on someone else’s strategy instead of building our own. Or when a platform changes and suddenly all the posts that used to get likes and comments are just…crickets. Sometimes it’s from scrolling and comparing ourselves to that coach with the big group or shiny funnel. And other times, it’s that little voice of imposter syndrome whispering, “Are you really cut out for this?”
But here’s the truth: even the most successful coaches feel this way sometimes. What matters most is how you move through it.
For me, the first thing I always do is pause and write it out. I grab a notebook and ask myself, what actually triggered this feeling? Was it a post that flopped? A no from a client? Or was I just spending too much time watching someone else’s highlight reel? Getting it out on paper clears the fog so I don’t carry those doubts into whatever I try next.
Then I test. And when I say test, I don’t mean I overhaul my whole business. I mean I pick one new strategy and try it. Last year I tried everything—Facebook groups, freebies, collaborations. Some worked for a while, then flatlined. Others didn’t do a thing. This year, I shifted focus to my email list, and honestly? It’s been a total game-changer. In just three weeks, my list grew from 347 to 511 subscribers. That’s 150 new potential clients I can connect with directly, without stressing about algorithms. If you don’t have an email list yet, I can’t recommend it enough.
The key, though, is sticking with it. We all want quick results, but the truth is, two weeks isn’t enough time to know if something’s working. Whatever you choose—email, YouTube, podcasting—commit to it for at least three months.
That consistency is what takes you from rut to momentum.
And let me say one more thing, because this one’s important. Sometimes we stay stuck because we make it too hard for clients to say yes. I’m all for charging your worth, but offering flexible payment plans doesn’t mean you’re discounting yourself. It just means you’re making your coaching more accessible. And for the right client, that can be the difference between them hesitating or jumping in.
So if you find yourself in the coach’s rut, remember this: you’re not alone. Pause and figure out what triggered it. Choose one strategy that feels good and give it time to actually work. Be open to flexibility when it comes to clients saying yes. And most of all, remind yourself that the right client is already out there waiting for you. Keep showing up in a way that feels aligned, and they’ll find you.
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