How to build a real coaching business without falling into the “snake oil” trap

Let’s talk coaching. If you’re like me, you’ve noticed that everyone online is a “guru” or “coach” these days, promising six-figure months, instant fame, and success in a box.

The hype is real, and it’s left people skeptical about the industry—and not without reason. From “10X Your Life” to “Millionaire Mindset Mastery,” these programs throw out big promises, but most deliver empty results: recycled tips, vague strategies, and quick-fix solutions that rarely lead to real transformation. It’s a classic case of the “snake oil salesman”—someone selling a product that promises the world but doesn’t deliver.

I recently sat down with Erik Huberman, founder of Hawke Media and creator of the GetResponse course Proven Strategies to Scale Your Agency to $150M. Erik, who built his agency into a $150M powerhouse, had some strong opinions on the current state of coaching:

And you know what? He’s right. When unqualified people step into the coaching game, it makes it harder for genuine experts to stand out. But here’s where I say, let’s flip the script: coaching done right is powerful.

Real coaches show up with results, real talk, and proven strategies to back it up. So, if you’re really serious about coaching and ready to set yourself apart from the noise, I’m here to walk you through how to assess what you’re good at, build credibility, and use tools like GetResponse to actually scale a business that changes lives.

Ready to take the first step? Let’s start with what makes you stand out.

Step 1: Know your strengths and define your niche

If you’re just starting, here’s your first gut check: ask yourself, “What real results can I bring to the table?” This isn’t about fluff or hyped-up claims; it’s about what you’ve actually done. 

So take stock. Did you build a brand from scratch? Did you learn the ropes of marketing by getting your hands dirty? Identify your wins, but keep it real. Stick to what you can actually teach.

Example: One coach I worked with turned her years of corporate sales experience into a focused program for new entrepreneurs. By staying in her lane, she could offer expert guidance and stand out in a crowded market. When you focus on what you truly know, you attract clients who are ready to learn.

Find the gap

Knowing your strengths is just the first step. Next, figure out what your ideal clients need that they can’t find elsewhere. Successful coaches solve specific, real-world problems. So rather than being another “marketing coach,” try “social media growth for real estate agents” or “email marketing for nonprofits.”

The more focused your approach, the more people will trust that you’re their go-to solution. Go niche, solve real problems, and set yourself apart.

Step 2: Build trust before selling

Now that you’ve honed in on your niche, it’s time to get people’s attention. But here’s the thing: build credibility before you try to monetize. In today’s world, credibility is currency. People need proof you’re the real deal—and that’s what we’re building.

Give a little value for free

I know, giving away content might feel counterintuitive. But think of it like offering a taste. Give people a sample of what you can do and leave them wanting more. Tools like GetResponse are perfect for this—you can set up automated email series, launch a lead magnet, or create a mini-course that gives just enough to help your audience without giving away your whole playbook.

Focus on creating content that helps people get quick wins. When they see results, even small ones, they start to believe in you. And that belief? That’s the foundation of a lasting coaching business.

Establish yourself as a thought leader

If you want to be taken seriously as a coach, you need to show up as an authority. Start by sharing insights from your journey. Whether it’s on LinkedIn, Medium, or your blog, dive into the specifics of what you know. Don’t be afraid to share the missteps as well as the wins—being real makes you relatable, and people are looking for coaches they can trust.

GetResponse’s email and content tools help you stay top of mind with your audience. Use email newsletters to keep your audience engaged and track what resonates so you can give them more of what they want.

Now, let’s get down to business. Here’s where GetResponse levels you up.

Step 3: Leverage GetResponse to build and scale your coaching business

So, you’ve got the skills, and you’re building credibility—now it’s time to scale. Here’s where GetResponse’s Content Monetization Platform really shines. This platform makes it possible to go beyond one-on-one sessions and build out scalable offers.

Turn your knowledge into a scalable product

One of the biggest challenges for coaches? Time. You only have so many hours in a day, and scaling one-on-one coaching is tough. With GetResponse, you can create digital courses and webinars to share your expertise with more people. This lets you reach a wider audience without sacrificing the quality of your teaching.

Consider breaking down your core ideas into structured modules. GetResponse’s AI-assisted course builder makes it easy for anyone, regardless of tech skill, to organize and launch a course. This isn’t about giving everything away; it’s about creating a streamlined, high-quality product that delivers big value for your clients.

Automate to scale with less stress

Imagine this: someone downloads your free lead magnet, which triggers an automated nurture sequence, leading them to a special offer for your course. Done well, it’s like having an extra set of hands to handle follow-ups, send reminders, and onboard clients, freeing you up to focus on delivering value.

GetResponse’s marketing automation features allow you to set up these processes quickly and make adjustments based on what’s working. With a strong nurture sequence, you build trust with each interaction, giving clients more confidence to invest in your paid offers.

Build a community for long-term engagement

Once you have clients, your goal is to keep them engaged. GetResponse offers features like group webinars and community options, which give your clients a space to connect, share their progress, and learn from each other. Building this sense of community not only strengthens loyalty but makes your program more valuable.

When clients feel like they’re part of a network, they’re more likely to stick around, see results, and spread the word about your coaching. This is your chance to create a loyal tribe of advocates who become lifelong clients.

Ready to take it further? Here’s how coaching can enhance your core business.

Step 4: Bring coaching into your core business

If you already run a business, coaching can be a powerful way to diversify. For example, if you run an agency, offering coaching programs can introduce potential clients to your services and build a deeper relationship.

With GetResponse, you can streamline this process, offering courses and webinars that align with your primary business goals. Not only does this create a new revenue stream, but it positions you as a thought leader and an industry insider. Coaching becomes a bridge between clients who are just starting out and those ready to go all-in with your agency.

In today’s world, it’s not enough to call yourself a coach. Real success in this space comes down to credibility. Show up with real value, make your clients’ success your top priority, and use GetResponse to streamline, scale, and automate. GetResponse’s Content Monetization Platform gives you all the tools you need to build an authentic, results-driven coaching business.

With GetResponse, you’ve got every tool you need to build, grow, and scale a credible coaching business that leaves an impact. If you’re ready to turn your expertise into a profitable business, GetResponse has your back. Remember: anyone can claim to be a coach, but those who build credibility are the ones who stand out. Let’s make sure you’re on the winning side.

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