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Coach Training | Coaching Certification | Level123 Coaching South Africa

Content Management

Content management - how you can create, organise, repurpose, publish and manage content as a coach trainer, here are practical ways.

Ways to manage content as a coach trainer

Content creation

Create weekly coaching tips.
Create daily coaching questions.
Create “Coach of the Week” content.
Create short coaching videos.
Create coaching demonstrations.
Create role-play videos.
Create coaching case studies.
Create client transformation stories.
Create myth-busting posts.
Create coaching terminology explainers.
Create ICF competency explainers.
Create COMENSA competency explainers.
Create coaching ethics content.
Create listening-skills exercises.
Create questioning exercises.
Create feedback exercises.
Create self-awareness exercises.
Create reflection exercises.
Create coaching worksheets.
Create downloadable templates.

Training content
21. Build a structured lesson library.
22. Create lesson plans.
23. Create facilitator guides.
24. Create learner guides.
25. Create PowerPoint presentations.
26. Create trainer notes.
27. Create assessment guides.
28. Create practical assignments.
29. Create coaching practice exercises.
30. Create observation checklists.
31. Create competency rubrics.
32. Create mock coaching sessions.
33. Create examination preparation.
34. Create revision quizzes.
35. Create flashcards.
36. Create coaching scenarios.
37. Create difficult-client scenarios.
38. Create ethical-dilemma scenarios.
39. Create peer-review activities.
40. Create supervision exercises.

Content organisation
41. Build a central content library.
42. Organise content by competency.
43. Organise content by coaching level.
44. Organise content by client problem.
45. Organise content by learner journey.
46. Organise content by difficulty.
47. Organise content by format.
48. Create a content taxonomy.
49. Create naming conventions.
50. Create version-control rules.

Content repurposing
51. Turn a webinar into 10 posts.
52. Turn a lesson into a blog.
53. Turn a blog into LinkedIn posts.
54. Turn a video into short clips.
55. Turn a podcast into quotes.
56. Turn a presentation into a lead magnet.
57. Turn an assignment into a worksheet.
58. Turn FAQs into social posts.
59. Turn student questions into lessons.
60. Turn coaching sessions into anonymised case studies.

Social media
61. Schedule LinkedIn posts.
62. Schedule Instagram posts.
63. Create TikTok coaching videos.
64. Create YouTube Shorts.
65. Create Facebook content.
66. Create carousel posts.
67. Create infographic content.
68. Create quote cards.
69. Create polls.
70. Create quizzes.

Lead generation
71. Create free coaching guides.
72. Create free mini-courses.
73. Create coaching assessments.
74. Create competency assessments.
75. Create downloadable checklists.
76. Create email courses.
77. Create webinars.
78. Create masterclasses.
79. Create coaching challenges.
80. Create free coaching demonstrations.

Community content
81. Create a weekly learner newsletter.
82. Create discussion prompts.
83. Create peer-learning groups.
84. Create weekly challenges.
85. Create accountability posts.
86. Share learner successes.
87. Share learner questions.
88. Create monthly Q&A sessions.
89. Create coaching practice clubs.
90. Create community resource libraries.

Content optimisation
91. Track which content gets engagement.
92. Track which content generates leads.
93. Track which lessons produce results.
94. Update outdated training material.
95. Remove duplicated content.
96. Identify content gaps.
97. Build a content calendar.
98. Automate repetitive publishing.
99. Use AI to repurpose existing content.
100. Build a “create once, use 20 times” content system.

The bigger opportunity for you

For Level123Coaching, I'd build the content around a simple ecosystem:

ONE CORE LESSON → MANY ASSETS

For example:

“Powerful Questions” lesson
→ 90-minute training
→ PowerPoint
→ learner workbook
→ trainer guide
→ 20-question quiz
→ coaching exercise
→ role-play
→ assessment rubric
→ LinkedIn post
→ Instagram carousel
→ TikTok
→ YouTube video
→ email
→ blog
→ PDF lead magnet
→ coaching checklist
→ case study
→ webinar
→ podcast topic
→ downloadable worksheet

One piece of intellectual property can become 20+ pieces of content.

For a coach-training business, this is much more powerful than simply trying to “post more.” It gives you a content management system that supports training, marketing, sales, learner engagement and certification simultaneously.

Community Management

Community management for coach trainers is much broader than just posting in a WhatsApp or Facebook group. It is about creating, nurturing, facilitating, measuring and growing a community of coaches and coach trainees.

Here are practical ways you can do it:

Community Management Activities for Coach Trainers

1. Welcome & onboarding

Welcome every new trainee personally.
Create a community welcome video.
Introduce new members to the group.
Create a “Start Here” guide.
Explain community rules.
Explain how members can participate.
Create an onboarding checklist.
Pair new trainees with a buddy.
Create an introduction questionnaire.
Run a monthly newcomer orientation.

2. Build relationships

Learn members' names.
Remember their coaching goals.
Ask about their progress.
Celebrate personal milestones.
Celebrate certification milestones.
Check in with quiet members.
Have one-to-one conversations.
Create peer-coaching partnerships.
Connect members with similar interests.
Create networking opportunities.

3. Facilitate coaching practice

Organise weekly practice sessions.
Create coaching triads.
Rotate coach/client/observer roles.
Run live coaching demonstrations.
Run fishbowl coaching sessions.
Record practice sessions where appropriate.
Facilitate peer feedback.
Teach observation skills.
Give members coaching scenarios.
Run “10-minute coaching” challenges.

4. Learning community

Create weekly learning themes.
Post reflection questions.
Share coaching resources.
Recommend books.
Share relevant research.
Discuss coaching models.
Discuss coaching ethics.
Analyse coaching case studies.
Discuss difficult coaching situations.
Run weekly knowledge quizzes.

5. Accountability

Create weekly coaching goals.
Ask members to publicly commit.
Track practice hours.
Track coaching hours.
Create certification milestones.
Run weekly accountability check-ins.
Celebrate completed assignments.
Follow up on missed commitments.
Create progress dashboards.
Run monthly progress reviews.

6. Engagement

Ask daily coaching questions.
Run polls.
Run quizzes.
Create “Question of the Week.”
Ask members for opinions.
Invite members to share experiences.
Create challenges.
Run competitions.
Create community games.
Ask members to teach something.

7. Recognition

Coach of the Week.
Most Improved Coach.
Best Coaching Question.
Best Reflective Practice.
Most Helpful Community Member.
Certification celebrations.
First Coaching Client celebration.
50-hour milestone recognition.
100-hour milestone recognition.
Share member success stories.

8. Supervision & professional development

Facilitate group supervision.
Discuss challenging clients.
Explore ethical dilemmas.
Discuss boundaries.
Discuss confidentiality.
Explore coach bias.
Discuss contracting.
Practise giving feedback.
Discuss coaching presence.
Facilitate reflective practice.

9. Career & business development

Teach coaches how to find clients.
Share marketing ideas.
Discuss coaching niches.
Review coaching websites.
Review LinkedIn profiles.
Practise discovery calls.
Practise sales conversations.
Discuss pricing.
Share referral opportunities.
Create collaboration opportunities.

10. Community growth & retention

Monitor member engagement.
Identify members at risk of dropping out.
Personally re-engage inactive members.
Survey members regularly.
Ask what training they need next.
Create alumni groups.
Invite graduates back as guest coaches.
Create an ambassador programme.
Build a referral programme.
Create a lifelong Level123 coaching community.

The Level123 model I'd recommend

You could structure your community around 5 pillars:

LEARN → PRACTISE → REFLECT → CONNECT → GROW

Every week:

Day

Community activity

Monday

Learn — introduce the week's coaching concept

Tuesday

Practise — coaching exercise

Wednesday

Reflect — powerful reflection question

Thursday

Connect — peer coaching

Friday

Grow — share wins, lessons and progress

This turns your community from a WhatsApp group into a coaching ecosystem.

And there's a particularly strong commercial opportunity here: your community can continue after the 20-week training programme, giving graduates ongoing practice, supervision, CPD, networking and business support. That creates a natural Level123Coaching alumni/membership model rather than having the relationship end when certification finishes.

For a coach trainer, business planning should cover much more than getting coaching clients. You are effectively running four businesses at once: coach training, coaching, community, and professional development.

business-planning activities for a coach trainer

1. Vision & strategy

Define your 3-year vision.
Define your 12-month target.
Define your 90-day priorities.
Define your ideal business model.
Define your competitive advantage.
Define your coaching philosophy.
Define your training philosophy.
Define your mission.
Define your values.
Define your long-term exit strategy.

2. Market positioning

Define your ideal trainee.
Define your ideal coaching client.
Identify your most profitable niche.
Identify underserved markets.
Research competitor coach-training providers.
Compare competitor pricing.
Compare competitor programmes.
Identify gaps in the market.
Define your unique positioning.
Create your positioning statement.

3. Products & programmes

Create a coaching fundamentals course.
Create a Level 1 programme.
Create advanced coach training.
Create specialist coaching programmes.
Create short courses.
Create masterclasses.
Create webinars.
Create corporate coaching programmes.
Create train-the-trainer programmes.
Create continuing professional development programmes.

4. Programme design

Define learning outcomes.
Build your curriculum.
Map competencies.
Create lesson plans.
Create learner workbooks.
Create trainer guides.
Create assessments.
Create practical assignments.
Create observation rubrics.
Create a certification pathway.

5. Pricing

Calculate programme costs.
Set your minimum viable price.
Set your standard price.
Create early-bird pricing.
Create payment plans.
Create corporate pricing.
Create group pricing.
Create premium pricing.
Create alumni pricing.
Review pricing annually.

6. Revenue streams

One-to-one coaching.
Group coaching.
Coach training.
Corporate training.
Online courses.
Memberships.
Supervision.
CPD programmes.
Workshops.
Consulting.

7. Sales planning

Set monthly revenue targets.
Set weekly sales targets.
Define your sales funnel.
Calculate required leads.
Calculate conversion rates.
Create discovery calls.
Create sales presentations.
Create proposals.
Create follow-up sequences.
Create referral systems.

8. Marketing

Build your website.
Optimise your LinkedIn profile.
Create a content calendar.
Publish coaching education.
Create lead magnets.
Build an email list.
Run webinars.
Create testimonials.
Publish case studies.
Build strategic partnerships.

9. Community

Create a trainee community.
Create peer-coaching groups.
Create an alumni community.
Run weekly practice sessions.
Facilitate group supervision.
Create accountability systems.
Celebrate learner achievements.
Create networking events.
Create referral opportunities.
Develop community ambassadors.

10. Operations & financial management

Create your annual budget.
Create a monthly cash-flow forecast.
Track revenue per programme.
Track acquisition costs.
Track trainer costs.
Document your processes.
Automate administration.
Build a trainer/facilitator team.
Measure learner outcomes.
Review the entire business every quarter.

The business model I'd build for a coach trainer

For Level123Coaching, I'd structure it as a ladder:

FREE
→ Coaching tips
→ Quiz
→ Webinar
→ Mini-course

ENTRY
→ Coaching Fundamentals
→ R600–R1,500 type offer

CORE
→ Level 1 Coach Training
→ Your main certification programme

ADVANCED
→ Level 2 / advanced coaching
→ Supervision
→ Advanced skills

RECURRING
→ Coach community
→ CPD
→ Supervision
→ Monthly practice

PREMIUM
→ Corporate coach training
→ Executive coaching
→ Train-the-trainer
→ Coaching consultancy

Your key business numbers

I'd track these 10 numbers every month:

Leads generated
Discovery calls
Conversion rate
New trainees
Average sale value
Monthly revenue
Recurring revenue
Training completion rate
Coaching hours delivered
Cash in bank

The big shift is to stop thinking “How do I sell coaching?” and start thinking:

“How do I build an ecosystem where someone can discover coaching, learn coaching, become a coach, practise coaching, get certified, develop professionally, build a coaching business and remain part of my community?”

That is a much bigger and more scalable business than one-to-one coaching alone.

For a coach trainer, advertising and marketing should do two things simultaneously: attract people who want to become coaches and establish you as an authority who can train them well.

advertising & marketing ideas for a coach trainer

1. Brand & positioning

Define your unique coaching-training proposition.
Create a memorable tagline.
Define your ideal trainee.
Define your ideal corporate buyer.
Create a strong personal brand.
Position yourself as a coach educator.
Create a clear trainer biography.
Showcase your qualifications.
Showcase your coaching experience.
Clearly explain why people should train with you.

2. Website marketing

Build a professional training website.
Create a dedicated coach-training landing page.
Create separate pages for each programme.
Add clear programme outcomes.
Add testimonials.
Add trainer credentials.
Add FAQs.
Add pricing.
Add an application form.
Add a strong Book a Discovery Call button.

3. Lead generation

Create a free coaching ebook.
Offer a free coaching assessment.
Create a free 60-minute masterclass.
Offer a free coaching lesson.
Create a free mini-course.
Give away coaching worksheets.
Create a coaching competency checklist.
Create an ICF/COMENSA preparation guide.
Create a free “Become a Coach” webinar.
Offer a free coaching practice session.

4. LinkedIn

Publish coaching insights.
Share trainee success stories.
Post coaching questions.
Share short videos.
Publish case studies.
Share lessons from your own career.
Post coaching mistakes to avoid.
Explain coaching competencies.
Run LinkedIn polls.
Send personalised connection messages.

5. Video marketing

Create YouTube videos.
Create YouTube Shorts.
Create TikTok videos.
Create Instagram Reels.
Record coaching demonstrations.
Record trainer tips.
Answer common trainee questions.
Interview experienced coaches.
Record student testimonials.
Create “Coach Trainer reacts” videos.

6. Content marketing

Write weekly blog articles.
Create a weekly newsletter.
Publish coaching research.
Explain coaching terminology.
Create “How to become a coach” content.
Create career advice for aspiring coaches.
Discuss coaching ethics.
Explain different coaching qualifications.
Compare coaching methodologies.
Publish coaching industry trends.

7. Social proof

Collect testimonials.
Record video testimonials.
Publish transformation stories.
Display learner achievements.
Publish certification successes.
Showcase coaching hours achieved.
Share before-and-after stories.
Publish case studies.
Highlight alumni.
Create a “Wall of Coaches.”

8. Paid advertising

Run Facebook/Instagram ads.
Run LinkedIn ads.
Run Google Search ads.
Retarget website visitors.
Retarget video viewers.
Promote free webinars.
Advertise your lead magnet.
Promote your introductory course.
Run limited-time enrolment campaigns.
Test different advertising messages.

9. Partnerships

Partner with HR departments.
Partner with corporate L&D teams.
Partner with universities.
Partner with professional associations.
Partner with existing coaches.
Partner with leadership consultants.
Partner with therapists where appropriate.
Partner with career consultants.
Create corporate referral agreements.
Develop affiliate relationships.

10. Campaigns

Run a “Become a Coach” campaign.
Run a “Find Your Coaching Purpose” campaign.
Run a “30 Days of Coaching” campaign.
Run a “Train as a Coach” challenge.
Run a free coaching week.
Run an early-bird campaign.
Run a cohort countdown.
Create an alumni referral campaign.
Run a “Bring a Friend” campaign.
Build an annual flagship Coach Training Launch.

The marketing funnel I'd use for Level123Coaching

Instead of advertising “Buy my coach training”, build a journey:

SOCIAL MEDIA

↓
Free coaching content

↓
LEAD MAGNET

“Are You Ready to Become a Coach?”

↓
FREE MASTERCLASS

“5 Things You Need to Know Before Becoming a Coach”

↓
DISCOVERY CALL

↓
COACH TRAINING

↓
COMMUNITY

↓
CERTIFICATION

↓
ADVANCED TRAINING

↓
SUPERVISION + CPD

↓
ALUMNI

↓
REFERRALS

And I'd build your content around 5 recurring themes

EDUCATE — Teach people coaching.

INSPIRE — Show them what's possible.

PROVE — Demonstrate your credibility and results.

CONNECT — Build relationships and community.

CONVERT — Give people a clear next step.

That gives you a much stronger marketing engine than simply posting advertisements for your courses.

For Level123Coaching, the strongest positioning could be something like: “We don't just train coaches. We develop confident, ethical coaches who can create meaningful transformation.”

For a coach trainer, brand management is about managing the promise, reputation, identity, experience and credibility of your training business—not just your logo.

Here are practical ways to manage your brand.

Brand Management Activities for a Coach Trainer

1. Brand strategy

Define your brand purpose.
Define your brand mission.
Define your brand vision.
Define your brand values.
Define your brand promise.
Define your ideal trainee.
Define your ideal corporate client.
Define your market position.
Define your competitive advantage.
Define your brand personality.

2. Brand identity

Create your logo.
Choose your brand colours.
Choose your typography.
Create a visual identity.
Create brand guidelines.
Standardise presentation templates.
Standardise social-media graphics.
Standardise certificates.
Standardise learner materials.
Standardise email signatures.

3. Personal brand

Build your trainer profile.
Create your professional biography.
Showcase your qualifications.
Showcase your coaching experience.
Showcase your training experience.
Publish your coaching philosophy.
Publish your trainer philosophy.
Share your career story.
Develop your signature teaching style.
Establish your thought leadership.

4. Credibility

Display relevant credentials.
Explain your accreditation pathway.
Publish competency mapping.
Explain your assessment standards.
Publish your code of ethics.
Publish learner outcomes.
Publish testimonials.
Publish case studies.
Publish graduate success stories.
Demonstrate your coaching expertise.

5. Brand messaging

Create your elevator pitch.
Create your 30-second introduction.
Create your 60-second introduction.
Create your website headline.
Create programme descriptions.
Create your key marketing messages.
Define your brand vocabulary.
Define phrases your trainers should use.
Define phrases your brand should avoid.
Create your messaging framework.

6. Brand experience

Design the enrolment experience.
Design the onboarding experience.
Create a professional welcome pack.
Create a consistent learner journey.
Make training materials consistent.
Create a consistent assessment experience.
Create a professional graduation experience.
Create alumni experiences.
Respond quickly to enquiries.
Ask learners for feedback.

7. Digital brand

Manage your website.
Optimise your LinkedIn presence.
Manage Instagram.
Manage Facebook.
Manage YouTube.
Manage TikTok.
Standardise social profiles.
Keep biographies consistent.
Monitor online reviews.
Monitor brand mentions.

8. Content brand

Create a content strategy.
Establish content pillars.
Create recurring content series.
Publish thought leadership.
Publish educational content.
Publish learner stories.
Publish coaching demonstrations.
Publish research-based content.
Create a consistent tone of voice.
Repurpose content consistently.

9. Reputation management

Monitor complaints.
Respond professionally to criticism.
Resolve learner disputes.
Correct misinformation.
Protect learner confidentiality.
Handle negative reviews constructively.
Identify reputational risks.
Create a crisis communication plan.
Monitor competitor comparisons.
Regularly review customer sentiment.

10. Brand growth

Build an alumni network.
Create a referral programme.
Develop brand ambassadors.
Create strategic partnerships.
Develop corporate relationships.
Create speaking opportunities.
Publish a signature methodology.
Develop intellectual property.
Build industry authority.
Conduct an annual brand health review.

For Level123Coaching specifically

I'd build the brand around 5 promises:

1. CREDIBILITY

“Learn professional coaching to recognised standards.”

2. PRACTICE

“Don't just learn coaching—coach.”

3. TRANSFORMATION

“Develop yourself while developing your coaching skills.”

4. COMMUNITY

“Become part of a community of coaches.”

5. CAREER

“Turn your coaching capability into meaningful professional opportunities.”

Your brand then becomes more than:

“We offer coach training.”

It becomes:

“We develop coaches from their first coaching conversation through certification, practice, professional development and ultimately a sustainable coaching career.”

That is a brand ecosystem, and it gives you something much harder for competitors to copy: the entire learner experience, rather than just the course content.

For a coach trainer, professional development should cover two sides: becoming a better coach trainer and helping your coaches continue developing after qualification.

Professional Development Activities for a Coach Trainer

1. Coaching mastery

Continue developing your coaching skills.
Practise coaching regularly.
Record coaching sessions with consent.
Review your own sessions.
Obtain professional supervision.
Participate in peer supervision.
Practise advanced listening.
Develop powerful questioning.
Develop coaching presence.
Improve your ability to challenge clients.

2. Trainer mastery

Study adult learning.
Learn instructional design.
Improve facilitation skills.
Practise experiential learning.
Learn group facilitation.
Improve presentation skills.
Develop storytelling skills.
Learn effective questioning as a trainer.
Develop assessment skills.
Learn how adults retain information.

3. Coaching theory

Study new coaching models.
Study behavioural psychology.
Study positive psychology.
Study neuroscience.
Study emotional intelligence.
Study leadership coaching.
Study systemic coaching.
Study strengths-based coaching.
Study solution-focused coaching.
Study transformational coaching.

4. Professional standards

Keep up with ICF developments.
Keep up with COMENSA developments.
Monitor EMCC developments.
Study updated competency frameworks.
Review ethical standards.
Attend professional conferences.
Attend coaching webinars.
Participate in professional forums.
Maintain professional membership.
Track required CPD.

5. Ethics & professional practice

Study confidentiality.
Study boundaries.
Explore conflicts of interest.
Study referral practices.
Explore safeguarding.
Study coaching versus therapy.
Examine unconscious bias.
Explore cultural awareness.
Review ethical case studies.
Facilitate ethical dilemma discussions.

6. Technology & AI

Learn AI-assisted coaching.
Learn AI-assisted training design.
Explore AI coaching tools.
Learn digital facilitation.
Improve online coaching skills.
Learn virtual classroom technology.
Explore learning-management systems.
Learn digital assessment tools.
Use AI for content development.
Understand responsible AI use.

7. Research & evidence

Read coaching research.
Follow academic journals.
Attend research conferences.
Conduct small research projects.
Measure learner outcomes.
Measure coaching outcomes.
Analyse feedback.
Conduct learner surveys.
Create evidence-based training.
Publish your own insights.

8. Business development

Develop your business skills.
Learn marketing.
Learn sales.
Learn personal branding.
Learn financial management.
Learn pricing strategy.
Develop corporate coaching proposals.
Learn partnership development.
Develop referral networks.
Learn how to scale training programmes.

9. Community & leadership

Facilitate coach communities.
Build peer-learning groups.
Mentor new coaches.
Mentor new trainers.
Create coaching practice groups.
Facilitate group supervision.
Create alumni programmes.
Develop coaching leaders.
Create communities of practice.
Build professional networks.

10. Continuous improvement

Maintain a personal development plan.
Set annual learning objectives.
Conduct quarterly self-reviews.
Identify your development gaps.
Ask trainees for feedback.
Ask peers for feedback.
Update your curriculum annually.
Review your training methodology.
Document your learning.
Create an annual Professional Development Portfolio.

A powerful PD model for Level123Coaching

I'd use a 5-part professional development cycle:

LEARN → PRACTISE → REFLECT → SUPERVISE → APPLY

For example:

LEARN: Study advanced questioning
↓
PRACTISE: Use it in 5 coaching sessions
↓
REFLECT: Analyse what worked
↓
SUPERVISE: Discuss it with a supervisor
↓
APPLY: Integrate the learning into your next training programme

That turns CPD from “collecting certificates” into genuine professional development.

You could also create a Level123 Professional Development Passport

Each coach records:

Coaching hours
Training hours
Supervision hours
Mentoring
CPD courses
Reading
Webinars
Workshops
Peer coaching
Reflective practice
Ethics activities
Community participation
Competencies developed
Evidence of application

This could become a major post-certification product for Level123Coaching: graduates don't simply finish their course—they enter a continuing professional development ecosystem that keeps them learning, practising and connected.

Absolutely. For a coach trainer, customer management covers the entire relationship with a trainee, coach, corporate client or alumni—from the first enquiry through training, certification and ongoing development.

Customer Management Activities for a Coach Trainer

1. Enquiries & first contact

Respond quickly to enquiries.
Record every enquiry.
Capture contact details.
Identify the person's coaching goals.
Understand their career objectives.
Answer programme questions.
Explain entry requirements.
Explain certification requirements.
Explain pricing clearly.
Schedule discovery calls.

2. Customer onboarding

Send a welcome email.
Provide an onboarding pack.
Explain the programme journey.
Introduce the trainer.
Introduce the community.
Provide the training calendar.
Provide access instructions.
Explain assessment requirements.
Explain communication channels.
Confirm the customer's expectations.

3. Needs management

Conduct a learner needs assessment.
Identify individual learning objectives.
Understand previous coaching experience.
Identify learning gaps.
Identify confidence gaps.
Identify technical gaps.
Understand career ambitions.
Identify accessibility requirements.
Adapt learning where appropriate.
Create individual development goals.

4. Training relationship

Maintain regular communication.
Check learner engagement.
Monitor attendance.
Monitor participation.
Encourage questions.
Provide timely feedback.
Give constructive developmental feedback.
Recognise progress.
Address concerns early.
Maintain professional boundaries.

5. Communication

Create a communication calendar.
Send weekly updates.
Send session reminders.
Send assignment reminders.
Communicate programme changes.
Explain decisions transparently.
Provide clear instructions.
Use consistent terminology.
Create an FAQ.
Maintain a central information hub.

6. Learning support

Provide additional resources.
Offer catch-up sessions.
Provide revision materials.
Provide practice opportunities.
Offer peer support.
Facilitate coaching practice.
Provide assessment preparation.
Support struggling learners.
Signpost specialist support when appropriate.
Monitor learner progress.

7. Customer feedback

Conduct onboarding surveys.
Collect session feedback.
Conduct midpoint reviews.
Conduct end-of-course surveys.
Ask what could improve.
Ask what worked well.
Conduct learner interviews.
Track recurring complaints.
Analyse customer satisfaction.
Implement improvements based on feedback.

8. Complaints & difficult situations

Create a complaints procedure.
Acknowledge complaints quickly.
Listen without becoming defensive.
Clarify the facts.
Separate emotion from the issue.
Document complaints.
Agree appropriate actions.
Follow up after resolution.
Identify root causes.
Prevent recurring problems.

9. Certification & completion

Track assessment progress.
Track coaching hours.
Track outstanding evidence.
Provide certification guidance.
Communicate assessment decisions clearly.
Celebrate successful completion.
Issue certificates professionally.
Conduct graduation events.
Collect graduate testimonials.
Invite graduates into the alumni community.

10. Retention & relationship growth

Create an alumni programme.
Offer advanced training.
Offer CPD.
Offer supervision.
Offer mentoring.
Offer continuing coaching practice.
Create referral opportunities.
Invite graduates to community events.
Maintain regular alumni communication.
Build lifetime customer relationships rather than one-off course transactions.

The customer journey I'd build for Level123Coaching

Think of the relationship as:

PROSPECT

↓
Enquiry

↓
DISCOVERY

Understand their goals

↓
ENROLMENT

Clear expectations and agreement

↓
ONBOARDING

Welcome + community + resources

↓
TRAINING

Teach + practise + feedback

↓
DEVELOPMENT

Coaching + reflection + supervision

↓
CERTIFICATION

Assessment + evidence + celebration

↓
ALUMNI

Community + CPD + networking

↓
ADVANCED

Level 2 / supervision / specialist programmes

↓
AMBASSADOR

Referral + mentoring + community leadership

The key principle

Don't manage your customers as “students who bought a course.”

Manage them as people on a professional coaching journey.

That creates a much stronger customer experience—and gives Level123Coaching opportunities for retention, referrals, repeat purchases, community membership, CPD, supervision and advanced training long after the initial programme has finished.

If you're defining coach-training personas, I would split your market into three primary personas: Personal, Corporate and Hybrid.

1. PERSONAL COACH-TRAINING PERSONA

Who they are:
An individual who wants to become a coach for personal fulfilment, career change, additional income or a new professional identity.

Typical motivations

Wants a career change
Wants more meaningful work
Wants to help people
Wants flexibility
Wants to work independently
Wants to develop themselves
Wants a second income
Wants to become professionally certified

Pain points

Doesn't know where to start
Unsure which qualification to choose
Worried about cost
Lacks confidence
Doesn't know how to find clients
Feels stuck in their current career
Wants credibility

What they want from you

Practical coach training
Certification
Confidence
Coaching practice
Mentoring
Community
Business guidance
A pathway to earning income

Best message:

“Turn your experience, passion and ability to help others into professional coaching skills and a meaningful new career.”

2. CORPORATE COACH-TRAINING PERSONA

Who they are:
An organisation that wants to develop internal coaching capability rather than relying entirely on external coaches.

Potential buyers include:

HR
Learning & Development
Talent Development
Executive Leadership
Organisational Development
Employee Wellness
Transformation teams
Senior executives

Their motivations

Develop leaders
Build coaching capability
Improve employee engagement
Develop managers
Improve leadership effectiveness
Retain talent
Create internal coaching capability
Support organisational transformation
Reduce reliance on external coaches

Their pain points

Managers aren't good at coaching.
Leadership development is inconsistent.
Employees don't feel heard.
External coaching is expensive.
Leadership capability varies widely.
They need measurable development.
They need structured programmes.

What they want from you

Structured programme
Professional standards
Measurable outcomes
Assessment
Certification
Reporting
Customisation
Confidentiality
Scalability

Best message:

“Build an internal coaching culture by developing managers and leaders who can coach with confidence, structure and professional standards.”

3. HYBRID COACH-TRAINING PERSONA

This is potentially your most interesting persona.

They want to become a coach and use coaching professionally within an organisation.

They could be:

HR professionals
Managers
Team leaders
Project managers
Consultants
Trainers
Teachers
Facilitators
Therapists moving toward coaching
Entrepreneurs
Leadership professionals

Their motivations

They want to:

KEEP THEIR CAREER + ADD COACHING

rather than completely changing careers.

For example:

Project Manager + Coach

HR Manager + Coach

Leadership Consultant + Coach

Trainer + Coach

Entrepreneur + Coach

Their pain points

"I want coaching skills but don't want to leave my career."
"I want coaching to differentiate me professionally."
"I want to become a better leader."
"I may want to coach professionally later."
"I want another income stream."
"I want a recognised qualification."

What they want

Professional certification
Flexible learning
Practical skills
Business application
Leadership development
Coaching practice
Career flexibility

Best message:

“Add professional coaching capability to the career you already have—and keep the option of building a coaching career later.”

The three-persona model

Persona

Primary goal

Main buyer

Main message

Personal

Become a coach

Individual

Build a new coaching career

Corporate

Build internal capability

Organisation

Build a coaching culture

Hybrid

Add coaching to existing career

Individual/organisation

Add coaching to what you already do

I'd actually position Level123Coaching around all three

PERSONAL

Become a Coach

For people wanting a new career or coaching business.

CORPORATE

Build Coaches

For organisations developing managers, leaders and internal coaches.

HYBRID

Become a Coaching Professional

For professionals who want to integrate coaching into their existing career.

This gives you three different marketing funnels using essentially the same core training IP.

And the Hybrid persona may be your strongest commercial opportunity, because you aren't asking someone to abandon their existing career. You're saying:

“You don't have to choose between your career and coaching. You can add coaching to the professional you already are.”

I searched current 2026 sources and cross-checked lists focused on Instagram marketing, personal branding and creator education. Current rankings specifically identify people such as Gary Vaynerchuk, Jasmine Star, Jun Yuh and Sorav Jain, while Instagram-focused educational lists show a much wider creator-education ecosystem.

Below is a 100-person swipe file I'd use specifically for Level123Coaching's branding, marketing, content and social-media strategy.

100 people to study

Person

Instagram

What to study

Gary Vaynerchuk

@garyvee

Personal brand & social media

Jasmine Star

@jasminestar

Instagram marketing

Alex Hormozi

@hormozi

Offers & content

Neil Patel

@neilpatel

Digital marketing

Amy Porterfield

@amyporterfield

Online courses

Jenna Kutcher

@jennakutcher

Personal branding

Marie Forleo

@marieforleo

Personal brand

Mel Robbins

@melrobbins

Mass-market personal brand

Jay Shetty

@jayshetty

Content & storytelling

Brendon Burchard

@brendonburchard

Coaching brand

Lewis Howes

@lewishowes

Podcast/content brand

Dean Graziosi

@deangraziosi

Education marketing

Tony Robbins

@tonyrobbins

Authority branding

Rachel Hollis

@msrachelhollis

Personal brand

Chalene Johnson

@chalenejohnson

Social media & business

Pat Flynn

@patflynn

Online education

Donald Miller

@donaldmillers

StoryBrand

Rory Vaden

@roryvaden

Personal branding

Dorie Clark

@dorieclark

Thought leadership

Chris Ducker

@chrisducker

Personal brand/business

Vanessa Lau

@vanessalauco

Creator business

Sunny Lenarduzzi

@sunnylenarduzzi

Video/social marketing

Jenna Infantino

@jennainfantino

Personal brand

Alex Cattoni

@alexcattoni

Copywriting

Justin Welsh

@thejustinwelsh

LinkedIn/personal brand

Sahil Bloom

@sahilbloom

Content & audience

Dan Koe

@thedankoe

Personal brand

Ali Abdaal

@aliabdaal

Educational content

Colin & Samir

@colinandsamir

Creator strategy

Peter McKinnon

@petermckinnon

Visual content

Chris Do

@thechrisdo

Branding & business

Alex Cattoni

@alexcattoni

Marketing/copy

Rory Sutherland

@rorysutherland

Marketing psychology

Seth Godin

@sethgodin

Marketing strategy

Ann Handley

@annhandley

Content marketing

Jay Baer

@jaybaer

Marketing/customer experience

Mark Schaefer

@markwschaefer

Marketing strategy

Mari Smith

@marismith

Facebook/social media

Peg Fitzpatrick

@pegfitzpatrick

Social media

Sue B. Zimmerman

@suebzimmerman

Instagram strategy

Later

@latermedia

Instagram/content strategy

Social Media Examiner

@smexaminer

Social media education

Rachel Pedersen

@theviralmarketingqueen

Social media marketing

Brock Johnson

@brock11johnson

Instagram growth

Vanessa Lau

@vanessalauco

Instagram/business

Katie Steckly

@katiesteckly

Social media strategy

Latasha James

@thelatashajames

Social media business

Christina Galbato

@christinagalbato

Creator marketing

Rachel Karten

@sm_research

Social media trends

Matt Navarra

@mattnavarra

Social media trends

Adam Mosseri

@mosseri

Instagram platform strategy

Lia Haberman

@liahaberman

Creator/social trends

Lindsey Gamble

@lindseygamble

Creator economy

Brendan Gahan

@brendangahan

Creator marketing

Justin Moore

@justinmooretfam

Creator sponsorships

Roberto Blake

@robertoblake

Creator business

Roberto Nickson

@robertonickson

Personal brand

Dan Schawbel

@danschawbel

Personal branding

William Arruda

@williamarruda

Personal branding

Rory Vaden

@roryvaden

Brand positioning

Jun Yuh

@jun_yuh

Storytelling/content

Vanessa Lau

@vanessalauco

Creator business

Sorav Jain

@soravjain

Digital marketing

Sorav Jain's Social Beat

@soravjain

Social strategy

Deepak Kanakaraju

@digitaldeepak

Digital marketing

Neil Schaffer

@nealschaffer

Social media

Neal Schaffer

@nealschaffer

Social selling

Erik Qualman

@equalman

Digital leadership

Brian Fanzo

@isocialfanz

Digital/social

Andrew Davis

@drewdavishere

Marketing storytelling

Mark Manson

@markmanson

Content positioning

Adam Grant

@adamgrant

Educational content

Simon Sinek

@simonsinek

Purpose/brand

Melinda Emerson

@smallbizlady

Small-business marketing

Denise Duffield-Thomas

@denisedt

Business/personal brand

Jasmine Star

@jasminestar

Brand storytelling

Amy Porterfield

@amyporterfield

Course marketing

Rachel Pedersen

@theviralmarketingqueen

Viral social content

Vanessa Van Edwards

@vvanedwards

Educational content

Lewis Howes

@lewishowes

Personal brand

Marie Forleo

@marieforleo

Coaching/business

Brendon Burchard

@brendonburchard

Coaching marketing

John Maxwell

@johncmaxwell

Leadership brand

Robin Sharma

@robinsharma

Thought leadership

Vishen Lakhiani

@vishen

Education/personal brand

Jay Shetty

@jayshetty

Storytelling

Ed Mylett

@edmylett

Personal brand

Tom Bilyeu

@tombilyeu

Content/education

Codie Sanchez

@codiesanchez

Business content

Alex Hormozi

@hormozi

Content/offer strategy

Noah Kagan

@noahkagan

Entrepreneurial marketing

Justin Welsh

@thejustinwelsh

Content system

Dan Koe

@thedankoe

One-person business

Sahil Bloom

@sahilbloom

Newsletter/content

Ali Abdaal

@aliabdaal

Educational content

Steven Bartlett

@steven

Personal brand

Chris Williamson

@chriswillx

Podcast/content

Diary of a CEO

@thediaryofaceo

Content ecosystem

Gary Vee's VaynerMedia

@vaynermedia

Social media agency

100

Creator College / Jun Yuh

@creatorcollege_

Creator education

Note: I've deliberately included some people more than once where they are particularly relevant to different aspects of your strategy. If you want 100 genuinely unique people, I can replace the duplicates.

The 20 I'd study FIRST for Level123Coaching

If your objective is “How do I make Level123Coaching look and market like a serious, modern coaching-education brand?”, I wouldn't try to copy all 100.

I'd concentrate on:

Branding

Chris Do
Donald Miller
Simon Sinek
Dorie Clark
William Arruda

Content
6. Gary Vee
7. Jun Yuh
8. Sahil Bloom
9. Ali Abdaal
10. Jay Shetty

Social media
11. Jasmine Star
12. Rachel Pedersen
13. Brock Johnson
14. Katie Steckly
15. Matt Navarra

Education/business
16. Amy Porterfield
17. Marie Forleo
18. Alex Hormozi
19. Vanessa Lau
20. Sorav Jain

Current Instagram-marketing educator lists specifically highlight Gary Vee and Jasmine Star, while current personal-branding lists highlight Jun Yuh as a major story-to-content creator. Sorav Jain is also specifically identified as a digital-marketing/SEO educator with a substantial Instagram audience.

What I would steal — ethically — from these people

Don't copy their actual content. Reverse-engineer their systems.

For each person, analyse:

HOOK

How do they stop scrolling?

POSITIONING

What do they want to be known for?

CONTENT PILLARS

What 3–5 subjects do they repeatedly own?

FORMAT

Reels?
Carousels?
Stories?
Lives?
Long-form?

AUTHORITY

How do they demonstrate expertise?

PERSONALITY

How much of the person appears?

CTA

What action do they ask people to take?

FUNNEL

Where does Instagram send the prospect?

OFFER

What are they ultimately selling?

COMMUNITY

How do they turn followers into participants?

For Level123Coaching, this could become a very powerful research project: 100 people × 10 marketing characteristics = 1,000 observations, from which we could build your own Level123Coaching Instagram Marketing Playbook rather than simply copying what everyone else is doing.

If your goal is to find coaches whose marketing and branding you can study for Level123Coaching, I’d focus less on who has the biggest following and more on who has built a clear, recognisable business around a distinctive message.

Current 2026 coaching/Instagram lists put people such as Jay Shetty, Tony Robbins, Marie Forleo, Lisa Nichols, Mel Robbins and Brendon Burchard among the prominent coaching/personal-development brands.

30 coaches/personal-development brands I'd study

Coach / Brand

What they're particularly good at

Mel Robbins

Simple frameworks + relatable storytelling

Jay Shetty

Storytelling + polished visual brand

Marie Forleo

Personality + consistent brand identity

Brendon Burchard

Authority + high-performance positioning

Tony Robbins

Personal brand + events + product ecosystem

Lewis Howes

Podcast → content → products

Lisa Nichols

Transformation + emotional storytelling

Gabby Bernstein

Spiritual/wellness positioning

Brooke Castillo

Clear methodology + coach education

Martha Beck

Intellectual authority + distinctive philosophy

Michael Hyatt

Leadership + structured education

Valorie Burton

Leadership + accessible coaching

Susie Moore

Clear niche + approachable personality

Rich Litvin

Premium coaching positioning

Stacey Boehman

Coaching coaches + strong niche

Lauren Handel Zander

Coaching methodology + personality

Rebecca Lynn Pope

Authenticity + coaching identity

Alyssa Nobriga

Emotional transformation

Yasmine Cheyenne

Boundaries + highly recognisable niche

Nina Aouilk

Inspirational personal brand

Adam Jablin

Storytelling + personal transformation

Mark Fennell

Coaching/communication education

Annalie Howling

Coaching education + personal brand

Samantha Burgess

Coaching + community

Krystal Conner

Business coaching + clear positioning

Dr Cheyenne Bryant

Personal development + media

Iyanla Vanzant

Authority + transformational storytelling

James Clear

Exceptional intellectual branding

Adam Grant

Evidence-based educational content

Simon Sinek

One powerful idea → global brand

The current Instagram coaching rankings include many of these names, including Jay Shetty, Tony Robbins, Marie Forleo, Lisa Nichols, Alyssa Nobriga, Stacey Boehman, Lauren Handel Zander and others.

But here's who I'd REALLY study

For your specific business — coach training rather than ordinary life coaching — I'd create four benchmark groups.

1. Best at PERSONAL BRAND

Mel Robbins

Her genius is making complex personal-development concepts incredibly simple.

Example:

Problem → memorable concept → simple action

Her brand isn't:

"I am a professional coach."

It's closer to:

"I have a simple tool that can help you change something in your life."

That is incredibly marketable.

2. Best at COACH EDUCATION

Brooke Castillo

This one is particularly relevant to you.

She didn't simply market coaching.

She built:

methodology → training → coaches → community → certification → continuing development.

That's much closer to what you're trying to build with Level123Coaching.

3. Best at PERSONALITY + BRAND

Marie Forleo

Her brand is immediately recognisable.

She has:

distinctive language
distinctive visual identity
distinctive personality
recurring concepts
memorable phrases
consistent presentation
educational content
products
community

Her famous “Everything is Figureoutable” concept is a brilliant example of turning an idea into intellectual property and a brand asset. Current branding analysis specifically highlights her consistency, playful visual identity and approachable voice.

4. Best at STORYTELLING

Jay Shetty

His brand demonstrates how you can take:

personal story + wisdom + short-form video + emotional hook

and turn it into a huge media ecosystem.

Current Instagram rankings place him at the top of the life-coach influencer category, with an enormous audience and substantial cross-platform presence.

And there is one more category you should study

People who market to COACHES

This is arguably more valuable to you than studying Tony Robbins.

Look closely at:

Stacey Boehman

Coaching → coaches → business development

Brooke Castillo

Coaching → methodology → coach training

Rich Litvin

Premium coaching → premium positioning

Lauren Handel Zander

Distinctive methodology → coach education

Amy Porterfield

Not primarily a coach, but extremely valuable for:

education → audience → course → launch → community

Alex Hormozi

Not a coach in the traditional sense, but exceptional at:

offer creation → positioning → content → conversion.

The Level123Coaching "dream team"

If I were building your marketing strategy, I'd combine lessons from these 10:

Person

Steal the strategy, not the content

Mel Robbins

Simple frameworks

Jay Shetty

Storytelling

Marie Forleo

Personality

Brooke Castillo

Coach education ecosystem

Stacey Boehman

Marketing to coaches

Rich Litvin

Premium positioning

Alex Hormozi

Offers

Amy Porterfield

Course marketing

Simon Sinek

Purpose

James Clear

Intellectual authority

Your opportunity

I think your biggest opportunity is not trying to become another life coach on Instagram.

Your positioning could be:

LEVEL123COACHING
Learn coaching. Practise coaching. Become a coach.

Then build the brand around:

EDUCATION
Teach people what coaching really is.

AUTHORITY
Demonstrate your expertise.

PERSONALITY
Let people get to know Gavin.

PROOF
Show real trainee transformation.

COMMUNITY
Show people they're joining something.

PATHWAY
Free content → fundamentals → Level 1 → advanced → supervision → CPD → alumni.

That's much closer to a professional coaching academy than an individual coach selling sessions—which, in my view, is the stronger brand position for you.

Mel Robbins is a particularly useful case study for Level123Coaching, because she has turned coaching/personal-development ideas into a highly recognisable media + education + community + product ecosystem.

Mel Robbins' brand — the blueprint

1. She sells an IDEA, not "coaching"

This is probably the biggest lesson.

She doesn't lead with:

"Hire me as your coach."

She leads with simple ideas that solve recognisable problems.

Examples include:

The 5 Second Rule
High 5 Habit
Let Them Theory

The consumer remembers the idea and associates the idea with Mel.

Lesson for Level123

Don't make your brand primarily:

"We provide coach training."

Create branded intellectual property.

For example:

The Level123 Coaching Method™

or:

The 5 Conversations Every Coach Must Master

or:

The Level123 Coach Framework

Your audience should be able to remember an idea, not just your company.

2. Extreme simplicity

Mel is exceptionally good at taking something complicated and turning it into something people can repeat.

Instead of explaining 25 psychological concepts, she might give someone:

5 → 4 → 3 → 2 → 1 → GO.

That is memorable.

Lesson

Your coaching education can be academically rigorous behind the scenes, while your marketing should be incredibly simple.

Instead of:

"Develop sufficient self-awareness to demonstrate a realistic perception of one's strengths and weaknesses..."

Marketing could say:

"Can you see yourself clearly enough to coach someone else?"

Then teach the competency underneath it.

3. She owns memorable language

This is one of her greatest strengths.

"Let Them."

Two words.

That's a brand asset.

She also uses phrases such as:

"High 5 yourself."

"5 Second Rule."

These become intellectual shortcuts.

Lesson for you

Develop Level123 language.

For example:

Coach → Practise → Reflect → Grow

Could become:

The Level123 Coaching Cycle

Or:

Learn it. Coach it. Reflect on it. Master it.

The objective is to create language that your trainees start repeating.

4. She makes the audience feel understood

Her content frequently starts with a problem the audience recognises:

"Do you ever..."

"Have you ever..."

"Here's why you..."

The audience thinks:

"She's talking about me."

Lesson

Your content shouldn't begin with:

"Today we're discussing Competency 4."

Instead:

"Ever had a coaching conversation where you knew something was wrong—but you couldn't work out what to ask next?"

Then teach the competency.

5. She teaches publicly

Her free content isn't merely advertising.

It demonstrates the product.

People experience her teaching before buying her books, courses or programmes.

Lesson

Your free Instagram/LinkedIn content should allow people to experience:

"This person can teach me."

Give away genuinely useful coaching education.

Then the paid programme becomes:

"I want to learn this properly."

rather than:

"Convince me to buy."

6. She uses stories

Mel doesn't simply communicate information.

She tells stories about:

failure
embarrassment
fear
relationships
career
family
personal transformation

The information becomes emotionally memorable.

Lesson for Level123

Tell stories about:

Your coaching journey.

Your trainees.

Coaching mistakes.

Breakthroughs.

Difficult coaching conversations.

What you've learned over decades of professional experience.

But protect client confidentiality.

7. She has a highly recognisable visual identity

You can often recognise Mel's content without seeing her name.

That's powerful branding.

Lesson

Level123 should develop visual consistency around:

colours
typography
imagery
video style
thumbnails
presentations
certificates
worksheets
social posts

Someone should eventually see a post and think:

"That's Level123."

8. She has a recognisable personality

This is important.

She isn't trying to sound like an academic textbook.

She's:

energetic
direct
conversational
warm
humorous
vulnerable
practical

Lesson

Don't hide Gavin behind Level123.

You are part of the brand.

Your:

humour
honesty
experience
mistakes
opinions
stories
enthusiasm

can become brand assets.

Level123 = the academy.

Gavin = the human connection.

9. She creates a content machine

One core idea can become:

Podcast

↓

YouTube

↓

Instagram Reel

↓

TikTok

↓

LinkedIn post

↓

Carousel

↓

Book

↓

Workshop

↓

Course

This is enormously important.

Lesson for Level123

Create one master lesson per week.

For example:

MASTER IDEA

"Why coaches ask too many questions."

Turn it into:

YouTube video
3 Reels
LinkedIn post
Instagram carousel
Email
Coaching exercise
Quiz
Trainer discussion
Learner worksheet
Webinar

One idea → 10 assets.

10. She builds products around intellectual property

This is the big business lesson.

Her ideas aren't simply Instagram posts.

They become:

idea → content → book → programme → community → products

That's how intellectual property compounds.

Level123 opportunity

Imagine:

Level123 Coaching Cycle

↓

Free videos

↓

Free assessment

↓

Mini-course

↓

Level 1 training

↓

Advanced training

↓

Trainer certification

↓

Community

↓

CPD

↓

Supervision

Now your intellectual property becomes an ecosystem.

11. She doesn't make the customer figure everything out

Her brand has a clear journey.

People can move from:

Discover → Learn → Trust → Buy → Apply → Continue

Lesson

Your website should answer:

Who are you?

Who is this for?

What will I learn?

What qualification will I receive?

How does the programme work?

What does it cost?

What happens afterwards?

Why should I trust you?

12. She creates community around ideas

"Let Them" isn't just information.

It becomes something people can talk about with other people.

That creates social spread.

Level123 opportunity

Create terminology that trainees use with each other:

"That's a Level123 question."

"Let's use the Level123 reflection."

"Which stage of the Level123 cycle are you in?"

When your methodology enters your community's vocabulary, your brand becomes part of their identity.

13. She makes transformation visible

People don't buy information.

They buy what they believe the information will change.

Instead of:

"60-hour coach training."

Show:

Before

"I don't know how to coach."

↓

During

"I can conduct a structured coaching conversation."

↓

After

"I confidently coach real clients."

That's transformation marketing.

14. She creates multiple entry points

Someone might encounter Mel through:

Instagram
TikTok
podcast
YouTube
book
interview
website
speaking
recommendation

Lesson

Don't depend on one platform.

For Level123:

LinkedIn → professionals

Instagram → personal development/coaching audience

TikTok → discovery

YouTube → education

Email → relationship

Website → conversion

Community → retention

15. She has a clear enemy/problem

Great brands often identify something they're fighting against.

For Mel, it might be:

overthinking + self-doubt + inaction.

Level123 could fight:

Bad coaching.

Not people.

Not competitors.

But:

coaching without proper training
advice disguised as coaching
poor listening
unethical coaching
coaches who don't practise
certification without competence

Your message becomes:

"We're raising the standard of coaching."

That's a much stronger mission.

The Mel Robbins formula

I'd simplify her brand into:

PROBLEM

↓

SIMPLE IDEA

↓

MEMORABLE LANGUAGE

↓

STORY

↓

TEACH

↓

PROOF

↓

COMMUNITY

↓

PRODUCT

↓

TRANSFORMATION

And that gives you a very interesting model for Level123.

Your potential equivalent

Instead of copying Mel's 5-4-3-2-1, develop your own signature:

LEVEL123

LEVEL 1 — LEARN

Understand coaching.

LEVEL 2 — PRACTISE

Coach real people.

LEVEL 3 — MASTER

Develop professional competence.

Then your entire business suddenly has a brand story built into its name.

Level123 isn't just a name. It's a journey.

That's probably the single biggest lesson I'd take from Mel Robbins: turn what you teach into something simple enough to remember, distinctive enough to own, and useful enough that people want to share it.

Tony Robbins is a very different brand from Mel Robbins, and that's exactly why he's useful for Level123Coaching.

Where Mel is strong at simplicity and relatability, Tony is exceptionally strong at positioning, transformation, events, authority, emotional experience and building a multi-product ecosystem.

Tony Robbins Brand — The Blueprint

1. He sells transformation, not information

Tony rarely positions his product as:

"Come and learn some coaching techniques."

The underlying promise is:

Your life can be different after this experience.

That's a crucial distinction.

Lesson for Level123

Don't sell:

60 hours of coach training.

Sell:

Become confident enough to coach your first real client.

Or:

Transform from someone interested in coaching into a professional coach.

The hours are the mechanism.

The transformation is the product.

2. He has an enormous, unmistakable personal brand

Tony Robbins himself is the brand.

His:

voice
physical presence
energy
vocabulary
stories
appearance
stage presence
philosophy

are all recognisable.

You don't wonder:

"Who is Tony Robbins?"

Lesson

For Level123:

Level123Coaching = the organisation

Gavin = the founder/face

Don't make the website so corporate that people don't know who's behind it.

Your experience and personality are part of your credibility.

3. He creates an EXPERIENCE

This is one of Tony's greatest strengths.

His events aren't simply:

"Sit down and listen to six hours of PowerPoint."

They involve:

music
movement
emotion
interaction
exercises
audience participation
visualisation
storytelling
breakthroughs
community

The customer experiences transformation.

Lesson for coach training

Your training shouldn't be:

Trainer talks → learner takes notes.

Instead:

Learn → practise → experience → reflect → receive feedback → repeat.

Make the training itself a transformational experience.

4. He creates rituals

Tony's events have recognisable rituals and behaviours.

The audience doesn't merely consume the event.

They participate in it.

Lesson

Create Level123 rituals.

For example:

Opening ritual

"What do you want to get from today's coaching?"

Practice ritual

"Coach. Observe. Reflect."

Closing ritual

"What will you do differently in your next coaching conversation?"

Over time these become part of the Level123 culture.

5. He uses powerful language

Tony is exceptionally good at memorable phrases and concepts.

Examples include ideas around:

changing your state
taking massive action
limiting beliefs
emotional mastery
peak performance

Lesson

Develop your own Level123 vocabulary.

For example:

Coach the person, not the problem.

Listen deeper. Ask better. Create transformation.

Learn it. Practise it. Master it.

Don't just qualify. Become competent.

The goal is for people to associate particular ideas with Level123.

6. He owns a philosophy

This is bigger than having a course.

Tony has a worldview about:

human potential
personal responsibility
achievement
psychology
relationships
business
wealth
performance

Lesson

Level123 needs a coaching philosophy.

You've already got the beginnings of one.

You could formalise principles around:

Human potential

Self-awareness

Non-judgement

Empathy

Authenticity

Curiosity

Compassion

Accountability

Professional ethics

Now you're not merely teaching techniques.

You're teaching a way of being a coach.

7. He creates a ladder of products

This is a massive business lesson.

Tony's ecosystem isn't:

"Buy one course."

It's a journey.

A person can move through different experiences, programmes and products.

Level123 equivalent

FREE

Coaching content

↓

ENTRY

Coaching Fundamentals

↓

CORE

Level 1 Coach Training

↓

ADVANCED

Level 2

↓

PROFESSIONAL

Supervision + CPD

↓

SPECIALIST

Executive / leadership / career / relationship coaching

↓

TRAINER

Train-the-trainer

↓

COMMUNITY

Level123 Alumni

That's a customer lifetime journey.

8. He creates urgency

Tony is extremely good at creating a reason to act now.

Not:

"Maybe buy my course sometime."

But:

"Your opportunity is happening now."

Lesson

Your launches need:

Start date

Limited cohort

Early-bird deadline

Bonus

Clear outcome

Application deadline

Instead of permanently saying:

"Coach training available."

Say:

Next Level123 cohort starts September 7 — 20 places.

Now there's an event.

9. He uses social proof

Tony has decades of:

testimonials
celebrity associations
corporate clients
event footage
success stories
media appearances

This creates an enormous authority flywheel.

Lesson

Build yours deliberately.

Capture:

Before

"I wasn't confident coaching."

After

"I'm coaching clients confidently."

Collect:

video testimonials
written testimonials
LinkedIn recommendations
trainee stories
coaching-hour milestones
certification successes
career changes

10. He makes the audience believe change is possible

This is perhaps the deepest lesson.

Tony isn't simply saying:

"Here's some information."

He's saying:

"You are capable of more than you currently believe."

That's emotionally powerful.

Lesson

Your marketing needs a belief transformation.

Your prospect might currently believe:

"I don't know if I can become a coach."

Your content should move them toward:

"Maybe I actually could become a coach."

Then:

"I know how to start."

Then:

"I'm ready to train."

11. He combines education and entertainment

Tony doesn't teach like a university lecturer.

He uses:

Story + humour + emotion + demonstration + participation + teaching.

Lesson for you

Your coach training can be:

Educational + practical + fun.

This fits particularly well with the values you've previously identified around fun, humour, authenticity, empathy and creating more space for people.

The learner should leave thinking:

"That was useful—and I enjoyed it."

12. He makes people feel part of something bigger

Tony doesn't just create customers.

He creates belonging.

People become part of a community of people who:

want more
want to grow
want to contribute
want to transform

Level123 opportunity

Don't call your graduates simply:

"former students."

Give them an identity.

For example:

Level123 Coaches

Then create:

Level123 Community

Level123 Practice Groups

Level123 Alumni

Level123 CPD

Level123 Coach Directory

Now people don't just complete a course.

They join something.

13. He builds authority through scale

Tony's scale reinforces his authority.

Huge events create:

"If thousands of people attend, he must know what he's doing."

Lesson

You don't need thousands immediately.

Show visible momentum.

For example:

25 coaches trained

500 coaching hours completed

100% programme completion

40 professionals certified

15 corporate managers trained

Over time, these numbers become social proof.

14. He uses multiple media channels

Tony isn't dependent on Instagram.

His ecosystem includes:

Books

Podcasts

YouTube

Events

Social media

Speaking

Websites

Courses

Corporate programmes

Lesson

Build a content ecosystem:

One master idea

↓

YouTube

↓

Instagram

↓

TikTok

↓

Workshop

↓

Training lesson

↓

Workbook

↓

Community discussion

One idea can feed the whole business.

15. He creates a category

This is one of the biggest lessons.

Tony isn't competing to be:

"Another motivational speaker."

He effectively created his own category around high-performance personal transformation.

Level123 opportunity

Don't compete with:

"online coach training."

Position yourself around:

Professional Coach Development

The Coach Development Journey

Your category becomes:

We don't just teach you how to coach. We develop you into a professional coach.

That's much harder to compare purely on price.

Tony Robbins vs Mel Robbins

This comparison is useful for you:

Mel Robbins

Tony Robbins

Simplicity

Transformation

Relatability

Authority

Short-form content

Live experience

Memorable concepts

Memorable philosophy

Personal stories

Personal transformation

Accessible

Aspirational

Viral ideas

Massive events

Habit change

Life transformation

Individual products

Product ecosystem

What I'd take from both for Level123

Mel Robbins

→ Make coaching concepts simple.

Tony Robbins

→ Make coach training transformational.

Mel

→ Create memorable language.

Tony

→ Create a memorable experience.

Mel

→ Become recognisable through content.

Tony

→ Build a complete ecosystem.

Mel

→ Be relatable.

Tony

→ Be authoritative.

The Level123 formula

If I were combining the best elements of both brands for you, I'd build:

LEVEL123

LEARN

Simple, practical coaching education.

↓

PRACTISE

Real coaching experience.

↓

REFLECT

Self-awareness and professional development.

↓

MASTER

Competence, confidence and certification.

↓

BELONG

Community and professional identity.

↓

GROW

CPD, supervision, advanced training and business development.

And the brand promise becomes:

LEVEL123 — Don't just learn to coach. Become a coach.

That gives you something Tony Robbins does exceptionally well: a journey people can see themselves progressing through.

For Level123Coaching, I'd make the quotes short enough for Instagram/LinkedIn graphics, but strong enough to teach something. I've grouped them into Informative, Entertaining and Inspiring.

1–35 INFORMATIVE — Teach something

A coach doesn't give answers. A coach creates better questions.
Listening is not waiting for your turn to speak.
The quality of your questions determines the quality of your exploration.
Coaching begins when advice ends.
A powerful question creates space for a powerful answer.
The client's agenda comes before the coach's agenda.
Curiosity is more useful than certainty in coaching.
Your job isn't to fix the client. It's to help the client think.
Silence isn't empty. It's thinking time.
Good coaching creates awareness before it creates action.
A coach listens for what is said—and what isn't said.
Reflection turns experience into learning.
Self-awareness is one of the foundations of effective coaching.
A goal without awareness can become a performance target.
Contracting creates clarity before coaching creates movement.
Trust is built through consistency, confidentiality and presence.
Challenge without empathy can feel like judgement.
Empathy doesn't mean agreeing. It means understanding.
Curiosity keeps assumptions out of the coaching conversation.
The coach owns the process; the client owns the content.
Advice answers the question. Coaching explores the person asking it.
A coaching conversation should belong to the client.
Listening for emotion can reveal what facts cannot.
The first answer isn't always the deepest answer.
Don't rush to fill silence.
Awareness creates choice. Choice creates possibility.
A coach should be comfortable not knowing.
The best coaching questions aren't clever. They're useful.
A solution isn't always the first thing a client needs. Sometimes they need clarity.
Feedback should create awareness, not defensiveness.
Professional coaching requires boundaries as well as empathy.
Ethics aren't paperwork. They're how you behave when nobody is watching.
A competent coach knows when coaching isn't appropriate.
Reflection isn't looking backward. It's learning forward.
Coaching is less about saying the right thing and more about creating the right space.

ENTERTAINING — Make coaches smile

Coach: “What would you like to explore?” Client: “Honestly? Why did I book this?”
A coach's greatest enemy: “I have a really quick solution…”
If you've asked seven questions in two minutes, you're probably interviewing—not coaching.
Coaching tip: Your client doesn't need your TED Talk.
When your client says “I don't know,” don't panic.
Silence: the coaching tool most coaches are afraid to use.
Coach training: where you discover how much you actually love asking questions.
You know you're becoming a coach when every conversation starts sounding like a coaching opportunity.
Friends: “Can I ask you something?” Coach: “Of course. What would you like to explore?”
Never underestimate the power of shutting up professionally.
Coach: “What do you want?” Client: “I don't know.” Coach internally: “Excellent. Here we go.”
A coaching session isn't a competition to see who can talk the most.
Your client doesn't need another person telling them what to do.
If your question has three parts, congratulations—you've asked three questions.
The awkward silence you're avoiding might be the breakthrough you're looking for.
Coach training: learning that “Why?” isn't automatically a powerful question.
Sometimes the most powerful coaching intervention is: “Tell me more.”
If you're planning your next question while the client is speaking, you're not fully listening.
Your coaching superpower isn't having answers. It's resisting the urge to give them.
When in doubt: breathe, listen, get curious.
A coach with 500 questions isn't necessarily better than a coach with five good ones.
The client says “That's interesting.” The coach tries desperately not to say “I know!”
Coaching is 50% listening and 50% trying not to interrupt.
Your client's problem isn't your homework assignment.
If you leave every coaching session exhausted, check how much of it you spent talking.
Coach training: because apparently “just listen” is harder than it sounds.
You don't need a superhero cape to coach. You need curiosity.
The fastest way to lose a coaching conversation? Make it about you.
Sometimes your brilliant question is brilliant only because the client hasn't answered it yet.
Professional coaching: helping people discover answers they could have Googled—but needed to think about.

INSPIRING — Make coaches believe

You don't need to have all the answers to help someone find theirs.
Every great coach starts as a beginner.
Confidence comes from practice, not permission.
Your coaching voice becomes stronger every time you listen deeply.
You can change a conversation without changing the person.
One powerful question can change the direction of someone's thinking.
The coach you become is shaped by the conversations you choose to have.
Your greatest coaching tool is your presence.
Don't aim to be the perfect coach. Aim to be a present coach.
Every client teaches the coach something.
Coaching is an invitation to possibility.
When people feel truly heard, something begins to change.
Your role isn't to carry your client's journey. It's to walk beside them.
A great coach doesn't create dependence. They create capability.
The goal isn't to become indispensable. It's to help the client become more capable.
Your past experience can become someone's future possibility.
Coaching gives people space to hear themselves think.
You don't have to change the world to make a difference. Change one conversation.
The most powerful thing you can give someone may be your undivided attention.
A coach creates space where possibility can breathe.
Your questions can open doors your advice could never reach.
The journey from learner to coach begins with curiosity.
Every coaching conversation is an opportunity to create awareness.
You are not training to become someone else. You're developing your ability to coach as yourself.
Authenticity isn't a coaching technique. It's a way of being.
Your clients don't need your perfection. They need your presence.
The best coaches remain students of their craft.
Keep learning. Keep practising. Keep reflecting.
Your first coaching session won't be perfect. It doesn't need to be.
Competence is built one conversation at a time.
Every question you improve makes another conversation possible.
The world needs more people who know how to truly listen.
Become the coach you would want sitting across from you.
Don't just learn coaching. Live the principles you teach.
Learn it. Practise it. Reflect on it. Become it.

A strong Level123 content formula

I'd actually turn these into a recurring content series:

MONDAY — INFORMATIVE
📚 “One thing every new coach should know…”

WEDNESDAY — ENTERTAINING
😂 “You know you're becoming a coach when…”

FRIDAY — INSPIRING
🔥 “A reminder for every coach…”

That gives Level123 a recognisable Inform → Entertain → Inspire content engine rather than simply posting random motivational quotes.

If you're turning “Create weekly coaching tips” into a practical Level123Coaching content system, I'd structure it like this:

Weekly Coaching Tip Formula

Each tip should contain 5 parts:

Hook — grab attention.
Teaching point — teach one coaching principle.
Example — show it in a real coaching situation.
Action — give the coach something to practise.
CTA — invite engagement or point toward your training.

Example

Weekly Coaching Tip #1 — Stop Solving

Your client doesn't need your solution. They need space to find theirs.

When a client tells you about a problem, your first instinct may be to help them solve it.

Instead, try asking:

“What have you already considered?”

This keeps ownership with the client and opens up their thinking.

Try it in your next coaching conversation.

Learn it. Practise it. Reflect on it. Become it.
#Level123Coaching

20 weekly themes

Listening before questioning
The power of silence
Asking better questions
Avoiding advice-giving
Contracting effectively
Building trust
Coaching presence
Working with emotions
Challenging respectfully
Reflecting what you hear
Recognising assumptions
Creating awareness
Turning awareness into action
Handling “I don't know”
Working with resistance
Staying non-judgemental
Helping clients clarify goals
Creating accountability
Ending a coaching session well
Reflecting on your own coaching

The important part is consistency: one useful coaching lesson every week for 52 weeks gives you a year's worth of authority-building content.

For Level123Coaching, daily coaching questions can become a powerful recurring content series: one question a day that makes people stop, think and engage.

Daily Coaching Question Formula

Hook → Question → Reflection → CTA

For example:

Today's Coaching Question 💭
What are you avoiding that you already know you need to face?

Don't rush to answer. Sit with it for a moment.

What comes up for you?

30 Daily Coaching Questions

What do you really want right now?
What's stopping you from moving forward?
What are you avoiding?
What would you do if you weren't afraid?
What are you telling yourself about this situation?
What else could be true?
What are you assuming?
What do you already know?
What haven't you said yet?
What would you like to change?
What's within your control?
What isn't within your control?
What would success look like?
What matters most to you here?
What are you learning about yourself?
What would your future self advise you to do?
What decision are you postponing?
What would happen if you did nothing?
What would become possible if you acted?
What's one small step you could take today?
What are you proud of?
Where are you being harder on yourself than necessary?
What do you need to let go of?
What boundary might you need to set?
What conversation are you avoiding?
What would courage look like today?
What would you choose if nobody judged you?
What are you learning from this challenge?
Who are you becoming through this experience?
What will you do differently after today's reflection?

Turn this into a Level123 signature series

💭 THE DAILY LEVEL123 QUESTION

Every morning:

QUESTION
↓
30 seconds of reflection
↓
ONE insight
↓
ONE action

And occasionally end with:

Don't answer it for your client. Ask it for yourself first.

That last line reinforces an important part of your brand: great coaches don't just learn coaching—they practise it on themselves.

If you mean Ava / @growwithava, the Instagram brand-strategy creator I found, her approach is very relevant to what you're building with Level123Coaching. Her core positioning is essentially: turn Instagram into a system that generates clients, not just followers.

Ava's key Instagram marketing lessons

Your bio must immediately say who you help + the result.
Don't say “Coach | Trainer | Entrepreneur.” Say exactly who you help and what changes for them.
Use your Instagram name field for search.
Instead of only “Gavin Dick,” use something like:
Coach Training | COMENSA Certification
Every post needs a job.
Content should either:
- Teach
- Inspire
- Build trust
- Create curiosity
- Sell
Stop trying to go viral for the sake of it.
The goal is profile visits → followers → DMs → calls → customers.
Create repeatable content systems.
Don't wake up every morning wondering what to post. Have recurring formats.
Have ONE clear CTA.
For Level123, examples:
- “DM me COACH”
- “Book your free coach-training session”
- “Get 5 hours of free coach training”
- “Comment CERTIFICATION”
Give away genuinely useful information.
Ava's positioning emphasizes practical tips and templates rather than vague motivational content.
Turn your expertise into content.
You have a huge advantage here: COMENSA, ICF, coaching skills, assessments, coaching questions, behavioural markers, certification and your own coaching experience can become hundreds of posts.

What I'd do for Level123

I'd build 5 recurring Instagram series:

MONDAY — “Coach Training Tip”

One thing every new coach needs to know.

TUESDAY — “Would You Pass?”

Give a coaching scenario and ask followers what the coach should do.

WEDNESDAY — “Bad Coach / Good Coach”

Show the difference between weak and powerful coaching.

THURSDAY — “1 Powerful Coaching Question”

One question coaches can use immediately.

FRIDAY — “Coach Certification Myth”

“You don't need 100 clients before you can start coaching.”

Then occasionally make highly personal posts:

“I spent 34 years working in corporate IT. Here's what coaching taught me about people…”

That gives you authority + personality + story, rather than becoming another generic coaching account.

The biggest lesson for you

I'd change the objective from:

“How do I get more followers?”

to:

“How do I make the right coach think: I want to learn from this guy?”

That's a much stronger marketing strategy.

And your existing 5 hours of free coach training could become the primary lead magnet. Your Instagram content then becomes the free education, while the 5-hour training becomes the next step, and Level123 becomes the paid transformation.

Ava's broader marketing philosophy also emphasizes turning content into a growth system rather than treating individual posts as isolated pieces of content.

Ava Yuergens / Personal Brand Launch (@personalbrandlaunch), rather than another Ava. Her content focuses heavily on personal branding, Instagram growth, content strategy and converting attention into business. Her account has specifically positioned itself around social-media marketing education.

Below is an “Ava-style” playbook, adapted specifically to Level123Coaching rather than simply copying generic Instagram advice.

Ava-style Instagram advice

POSITIONING

Don't try to appeal to everyone.
Pick one very clear audience.
Know exactly who you want following you.
Build content around your ideal customer's problems.
Become known for one thing first.
Your profile should explain your value in seconds.
Make your niche obvious from your bio.
Don't hide behind a generic title like “Life Coach.”
Say what transformation you provide.
Own a specific category: coach training.

PROFILE

Your username should be memorable.
Put searchable keywords in your name.
Your profile picture should be recognisable.
Your bio should answer: “Why should I follow you?”
Tell people exactly who you help.
Tell them what result you help create.
Give people one obvious next step.
Don't send visitors through five different links.
Pin your three strongest posts.
Treat your Instagram profile like a sales page.

CONTENT

Don't post simply because it's Tuesday.
Every post needs a purpose.
Teach something.
Entertain someone.
Inspire someone.
Challenge someone's thinking.
Solve a problem.
Create curiosity.
Tell a story.
Make your audience feel understood.

REELS

The first second matters.
Start with the problem, not an introduction.
Don't begin with “Hi guys.”
Don't spend 10 seconds explaining who you are.
Give viewers a reason to keep watching.
Put the hook on screen.
Keep unnecessary words out.
Make the video easy to understand without sound.
Use captions.
Cut dead space aggressively.

HOOKS

“Nobody tells new coaches this…”
“Stop doing this if you want coaching clients.”
“3 mistakes I see new coaches making.”
“If I had to start coaching again, I'd do this.”
“You don't need more motivation. You need this.”
“This is why nobody is buying your coaching.”
“Here's what separates good coaches from great coaches.”
“Before you pay thousands for coach training, watch this.”
“The biggest mistake new coaches make…”
“If you're thinking about becoming a coach, listen to this.”

CAROUSELS

Make slide one impossible to ignore.
One idea per slide.
Keep text easy to read.
Create an information gap.
Give people a reason to swipe.
Number your points.
Use examples rather than theory.
Make the final slide actionable.
Ask for a save when appropriate.
Turn your best educational ideas into carousels.

AUTHORITY

Teach what you know.
Don't pretend to know everything.
Share your experience.
Share your failures.
Share lessons from your career.
Show your methodology.
Explain complicated coaching concepts simply.
Give away enough value to establish trust.
Let people see how you think.
Your expertise should be obvious without saying “I'm an expert.”

PERSONAL BRAND

People connect with people.
Let your personality appear.
Don't make every post a sales pitch.
Share your opinions.
Tell personal stories with a lesson.
Have recognizable recurring content.
Develop your own vocabulary.
Develop your own visual identity.
Don't copy another coach's personality.
Become recognisable before you become famous.

GROWTH

Don't obsess over follower count.
Look at who is following you.
Engage with people in your niche.
Leave genuinely useful comments.
Engage with potential customers.
Engage with complementary creators.
Build relationships rather than chasing impressions.
Test different hooks.
Double down on content that works.
Don't abandon an idea after one poor-performing post.

CONVERSION

Attention isn't the business; conversion is.
Have a clear offer behind your content.
Give people a reason to DM you.
Use simple CTAs.
Don't have five CTAs in one post.
Turn questions into conversations.
Use testimonials as proof.
Show transformation, not just features.
Make your free content lead naturally into your paid offer.
Build an Instagram ecosystem where someone discovers you → trusts you → learns from you → talks to you → buys from you.

The big lesson I'd take for Level123

Ava's approach is particularly useful because it moves away from “What should I post?” toward building a repeatable content/growth system. That's also consistent with what successful creator businesses do: listen closely to their audience, identify unmet needs and build offers around them.

For Level123Coaching, I'd build the entire Instagram around 5 content pillars:

Pillar

Example

Teach

“3 things every new coach needs to understand”

Coach

“One powerful coaching question”

Mistakes

“5 mistakes new coaches make”

Authority

COMENSA/ICF coaching education

Opportunity

“How to build a coaching business”

Then make your 5 hours of free coach training the bridge from Instagram → lead → conversation → Level123 customer.

That gives you a much stronger proposition than simply trying to become another motivational coaching account.

Here’s the Gary Vee-style 100-point marketing playbook, adapted specifically to Level123Coaching. These are principles associated with Gary Vaynerchuk’s public marketing philosophy—not 100 verbatim quotes.

100 pieces of advice from Gary Vee

MINDSET

Stop waiting for perfect.
Start creating.
Attention is the modern currency.
Patience is a competitive advantage.
Think in years, not weeks.
Don't expect overnight success.
Be comfortable being uncomfortable.
Stop worrying about what people think.
Don't chase validation.
Focus on providing value.

CONTENT

Document, don't just create.
Your everyday experience is content.
Turn one idea into many pieces of content.
Make content native to each platform.
Don't make one piece and post it everywhere unchanged.
Create short-form video constantly.
Give away knowledge.
Teach what you know.
Tell stories.
Share your journey.

SOCIAL MEDIA

Go where people's attention is.
Study the platforms your customers use.
Don't assume your audience is on one platform.
Instagram is a relationship platform.
TikTok rewards attention.
LinkedIn rewards expertise.
YouTube rewards depth.
Adapt your message to the platform.
Respond to comments.
Social media is social.

ATTENTION

The competition isn't necessarily another coach.
You're competing against everything else demanding attention.
Earn attention rather than demanding it.
Your first seconds matter.
Hooks matter.
Context matters.
Relevance matters.
Timing matters.
Creativity matters.
Don't make boring content.

VALUE

Give before you ask.
Give away your best knowledge.
Don't be terrified someone will copy you.
Generosity builds trust.
Answer questions people are actually asking.
Solve real problems.
Make your audience smarter.
Make your audience feel something.
Don't manufacture value—deliver it.
Become useful.

PERSONAL BRAND

Be yourself.
Don't manufacture a fake personality.
Your imperfections can make you more relatable.
Your story is an asset.
Your experience matters.
Your perspective matters.
Don't copy another creator.
Develop your own voice.
Let people see the human behind the business.
Authenticity compounds.

COMMUNITY

Reply to people.
Read your comments.
Listen to your audience.
Ask questions.
Talk to customers.
Know their language.
Understand their fears.
Understand their ambitions.
Build relationships before transactions.
Community is more valuable than vanity metrics.

BUSINESS

Followers aren't the objective.
Attention without a business model isn't enough.
Know how you make money.
Have a great product.
Don't hide the fact that you sell.
Selling isn't evil.
If you genuinely help people, make the offer.
Build trust before asking for the sale.
Make your offer easy to understand.
Make buying easy.

EXECUTION

Post consistently.
Experiment constantly.
Test different hooks.
Test different formats.
Test different topics.
Look at what gets attention.
Look at what generates conversations.
Double down on what works.
Kill what doesn't work.
Don't let analytics paralyse you.

LONG-TERM GAME

Stop looking for hacks.
Stop chasing algorithms.
Stop comparing yourself with creators who have been doing it for years.
Build your reputation.
Build trust.
Build an audience you actually care about.
Build an asset rather than chasing temporary virality.
Be patient.
Outwork your excuses.
Play the long game while everyone else is looking for shortcuts.

Now apply Gary Vee to Level123

This is where it gets interesting.

You have decades of corporate experience + project management + coaching + coach training.

Instead of constantly creating “motivational coach” content, I'd turn your experience into an IP/content machine.

One idea → 20 pieces of content

For example:

Core idea:

“The biggest mistake new coaches make is trying to give advice instead of asking powerful questions.”

Turn that into:

30-second Reel
60-second Reel
LinkedIn post
Instagram carousel
TikTok
Coaching question
Quote graphic
Story poll
Live discussion
YouTube Short
Blog article
Email
Case study
“Bad coach vs good coach”
Quiz
Client exercise
Podcast topic
Facebook post
Training lesson
CTA for your free training

That's the Gary Vee content machine.

Your biggest opportunity

I'd position you around:

“Helping ordinary people become professionally trained coaches.”

Then your content can attack real questions:

“Can I become a coach at 50?”

“Do I need to be an expert to become a coach?”

“How do I get my first coaching client?”

“What does COMENSA certification actually mean?”

“ACC vs PCC vs MCC — what's the difference?”

“Can coaching become a full-time income?”

“What should I charge my first client?”

“How do I coach someone who doesn't know what they want?”

Those are business questions, not generic motivational content.

And that's where I'd combine Ava + Gary Vee:

Ava: Build the brand and content system.
Gary Vee: Produce relentlessly and distribute everywhere.
You: Become the trusted authority on coach training and building a coaching career.

That combination could give Level123 a very strong content strategy.

Here’s the Leila Hormozi-style 100-point playbook, adapted specifically to Level123Coaching. These are principles inspired by her public business/content philosophy, not 100 verbatim quotes.

Leila Hormozi — 100 pieces of advice

MINDSET

Take responsibility for your results.
Stop blaming circumstances.
Do the difficult thing.
Build discipline before motivation.
Become comfortable with discomfort.
Don't confuse being busy with being productive.
Learn to delay gratification.
Make decisions based on reality, not emotion.
Stop looking for shortcuts.
Become the person capable of achieving the goal.

BUSINESS

Build something people actually want.
Solve an expensive problem.
Know exactly who your customer is.
Understand what they want.
Understand what they fear.
Understand what they've already tried.
Find the gap between where they are and where they want to be.
Build your offer around that gap.
Make the value obvious.
Make the buying decision easy.

OFFER

Don't sell features.
Sell outcomes.
Make the transformation clear.
Reduce perceived risk.
Increase perceived value.
Make the offer specific.
Give people a compelling reason to act.
Don't overwhelm customers with options.
Create a simple path from problem to solution.
Your offer should solve a problem better than alternatives.

CUSTOMER VALUE

Get customers results.
Results create testimonials.
Testimonials create trust.
Trust creates sales.
Sales create more opportunities to create results.
Focus obsessively on customer success.
Don't promise what you can't deliver.
Under-promise and over-deliver.
Find out why customers leave.
Improve the experience continuously.

SALES

Learn how to sell.
Selling is communication.
Ask better questions.
Listen more than you talk.
Understand the customer's real problem.
Don't pressure people into buying something they don't need.
But don't be afraid to ask for the sale.
Handle objections intelligently.
Make the next step obvious.
Follow up.

MARKETING

Marketing is getting attention from the right people.
Don't market to everyone.
Know your customer avatar.
Speak their language.
Lead with the problem.
Show the consequence of staying stuck.
Show the desired outcome.
Demonstrate your credibility.
Use proof.
Give people a reason to believe you.

CONTENT

Educate your audience.
Challenge their assumptions.
Explain complicated things simply.
Share lessons from experience.
Give actionable advice.
Tell people what to do next.
Don't create content just to look intelligent.
Make content useful.
Make your expertise obvious through your content.
Build trust before asking for money.

PERSONAL BRAND

Have strong opinions.
Don't be afraid to disagree.
Stand for something.
Don't try to please everyone.
Be authentic.
Let people see your personality.
Share your mistakes.
Share lessons you've learned.
Develop a recognizable voice.
Become known for solving a particular problem.

EXECUTION

Speed matters.
Take action before you feel ready.
Don't spend six months planning a three-week project.
Test ideas quickly.
Measure the results.
Keep what works.
Remove what doesn't.
Improve systems.
Build repeatable processes.
Make the business less dependent on you.

SCALE

Document what works.
Turn successful actions into systems.
Automate repetitive work.
Delegate what others can do.
Hire for outcomes, not just credentials.
Build processes before scaling complexity.
Track the numbers.
Know your acquisition cost.
Know your customer lifetime value.
Build a business that produces predictable results rather than relying on heroic effort.

Now apply Leila Hormozi to Level123

This is where I think her philosophy could be extremely useful for you.

Your current proposition has a potential problem:

“Coach training”

That's a category.

It's not necessarily a compelling outcome.

I'd turn it into something closer to:

OLD

Become a certified coach.

BETTER

Learn the skills to become a professional coach.

STRONGER

Build the skills, confidence and credentials to start your coaching career.

EVEN STRONGER

Go from “I want to become a coach” to confidently coaching your first clients.

That's much more outcome-focused.

The Level123 offer using Leila's framework

WHO?

People who:

Want a career change
Want to become coaches
Want meaningful work
Are experienced professionals
Want to coach alongside their existing career
Are looking for a second career
Want professional coaching credentials

PROBLEM

“I want to become a coach, but I don't know where to start.”

SOLUTION

Level123 Coach Training

TRANSFORMATION

From aspiring coach → trained, confident coach.

RISK REVERSAL

Your existing:

30-day money-back guarantee

can become a major part of the offer.

LEAD MAGNET

Your:

5 Hours of Free Coach Training

is particularly powerful.

Instead of:

“Sign up for our newsletter.”

You're saying:

“Experience 5 hours of professional coach training for free.”

That's a much stronger value proposition.

The Leila Hormozi content formula

I'd create content around:

PAIN

“You want to become a coach but don't know where to start?”

PROBLEM

“Most aspiring coaches make the same mistake…”

EDUCATION

“Here's what professional coach training actually teaches you.”

PROOF

“Here's what one of our students learned…”

TRANSFORMATION

“Before Level123 → After Level123.”

OFFER

“Want to experience it? Get 5 hours free.”

20 hooks I'd steal for Level123

Nobody tells you this before becoming a coach…
If I were becoming a coach from scratch today, I'd do this.
Don't spend thousands on coach training until you understand this.
The biggest mistake aspiring coaches make.
You don't need to be Tony Robbins to become a coach.
Here's what professional coach training actually teaches you.
Thinking about becoming a coach at 40, 50 or 60? Watch this.
You might already have the skills to become a coach.
Coaching isn't giving advice. Here's what it actually is.
Three questions every great coach knows how to ask.
Why most new coaches struggle to get clients.
Want to turn your life experience into a coaching career?
Before you call yourself a coach, learn these five things.
The difference between a coach and a great coach.
Here's how I'd build a coaching business from zero.
You don't need another motivational course.
Your life experience could be more valuable than you think.
Can you really make money as a coach?
What nobody tells you about becoming a professional coach.
If coaching has been on your mind, start here.

And the killer combination

You've now got three very different philosophies:

Person

Main lesson for Level123

Ava

Build a clear personal brand + content system

Gary Vee

Create relentlessly + distribute everywhere

Leila Hormozi

Build an irresistible offer + obsess over customer results

Put them together:

Ava → Attention & positioning
↓
Gary Vee → Content & distribution
↓
Leila → Offer & conversion
↓
Level123 → Customer transformation

That's the foundation I'd use to build a 90-day Level123 Instagram + TikTok + LinkedIn marketing machine.

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