There are more channels available to coaches today than ever before. Instagram, Facebook, TikTok, LinkedIn, YouTube, podcasts, email, stages, books, events. The list keeps going. And that's exactly the problem.

This is Step 4 in our 7-part series on moving your coaching business from one-to-one to one-to-many. If you haven't listened to Steps 1 through 3 covering payoff, math, and audience, go back and start there. The channel decision only makes sense once those pieces are in place.

In this episode, Adam and Jess break down what a channel actually is, why picking too many kills your momentum, and how to identify the one or two channels that actually align with who you are and where your avatar already lives.

What You'll Learn

What a channel is and why your coaching business needs one before it needs content
Why coaches who try to show up everywhere end up getting results nowhere
The "where does the bear live?" framework for identifying which channel your avatar actually uses
Why the engagement you're getting on personal posts is not the same as the engagement you need for your business
The difference between social media as a social tool vs. a business growth tool
Why one or two channels done consistently beats five channels done sporadically every single time
How Adam and Jess each built six and seven figure businesses using completely different channels
What commitment actually means when the mood to post has completely left the building
Why the coaches you're comparing yourself to have full media teams behind them and you don't need one yet
What comes next in Step 5: connecting with the audience you're building

Timestamps

00:00 What channels are and why this conversation matters
00:47 How to define a channel in the context of your coaching business
01:40 Where we are in the 7-part series
02:02 Every channel that exists and why listing them all is already overwhelming
02:47 Why you don't have to do them all and why the coaches you admire have teams doing it for them
04:46 The bear hunting framework: who is your bear and where does it live?
06:33 Why loving a channel and your avatar living there are two different things
08:57 One channel to start, maybe two, never more right now
10:59 Be intentional and systematic before adding anything new
12:05 What actually happens when you post educational content and get five likes
14:13 Consistency is time on task over time, not a one-week experiment
15:57 What commitment really means when results are slow
17:27 Why posting three to five times a day is not the message
19:22 Smaller and simpler is the strategy right now, not a limitation
22:01 Rory Vaden's content diamond is great but not where you start
24:06 Everything ILC does is duplicatable and that's the whole point
24:38 Preview of Step 5: connecting through your channel

Quotes From This Episode

"A channel is any mechanism you're pulling to connect with other people. You're going to pick the way that works best with who you are, where you like to show up, and most strategically where your avatar lives." - Jess

"Where does the bear live? You have to understand where this avatar is already engaging. Because if you love Instagram but your bear lives on Facebook, you've got a problem." - Adam

"The message is not do it all. Don't suddenly become a content machine because that will burn you out and you won't be able to deliver to the group at a high level." - Jess

"Commitment is doing the thing you said you were going to do long after the original mood you set it in had left you." - Adam

"You just have to figure out what you're coaching, who you're coaching, how they like to consume information, and then build a mechanism that helps you meet them where they are." - Jess

"This is not a content podcast. This is a channel podcast. Choosing the channel so you can connect with the avatars you intend to connect with. Very simple." - Adam

Resources + Next Steps

Download the free Get Paid to Coach guide at ilovecoachingco.com
Join the $10K+ Coaching Offer Challenge: ilovecoachingco.com/challenge
REAL Coach Method Membership: ilovecoachingco.com/discover
Missed Steps 1, 2, or 3? Go back and listen to the payoff, math, and audience episodes first before this one