This reflects how you already think about training.
You would never tell a client that a workout will change their life. You know that even a year of training is often just the beginning. They get better, then work to maintain or grow from there.
Content works the same way. One post does not build trust. A short burst of activity does not create a business. People need time with you, across multiple posts, in different places, before they feel safe enough to say, “Yes, I want help.”
The consequence is not to beat the algorithm. It’s about giving real people enough exposure to your thinking, values and approach that they can decide if you’re the right coach for them.
What people are really searching for on the Internet
When someone scrolls through your content, they usually don’t think “I want a coach.” They think about their own lives.
Week 9 clearly framed that. Most people are:
Trying to improve their lives
Trying to simplify something they don’t like
Trying to connect with people who share their values
So your content isn’t just about the service you provide. These are:
Everything matters:
Some people want a strong hype style trainer. Others want a calm, slow, measured mentor. David places himself in this second group, and he belongs.
It’s not about copying someone else’s style. It’s all about showing up in a way that helps your ideal customers say, “Yes, that’s my person.”
Clarify what your content is for
A big theme of Week 9 was to answer the questions most coaches whisper to themselves:
What should I post?
What is the point of my posts?
How does this lead to real customers?
To help with this, OPEX and the CoachRx team created a custom GPT that guides coaches through Signature coaching content worksheet. You can also work with the same thought process on paper, in a Google Sheet, or within a document.
Key questions from Coaching Content Signature
The worksheet and GPT prompt you to slow down and answer questions like:
Who are you creating content for? Not “everyone who wants to get in shape”, but the specific type of person you serve best.
Who do you serve best right now? Think about the customers who get the best results with you.
What are they struggling with? Not just vague “motivations”, but clear problems they live with every day.
What do they really want? Sometimes it’s not “lose 10 pounds.” It might be “I want to stop thinking about food all day” or “I want to keep up with my kids.”
Can you describe it in their own words? When they see your content, they should feel, “Oh my god, they’re talking to me.”
What are they looking for? Think about what they type into Google or the search bar on Instagram.
How does the problem make them feel? Frustrated, ashamed, confused, devastated, stuck. When you talk about the feeling, you show that you really understand.
You combine all these with yours core beliefs and the things that make you different from the average coach. That’s where your content starts to look like you instead of a generic fitness account.
If you want more help on the education side, OPEX shares a lot of free materials such as guides and coaching resources, along with coaching tools via Free CoachRx Resources.
Turning your Beliefs into Content worth consuming
Once you know who you’re talking to and what they’re interested in, the next step is how you share it.
Week 9 focused on creation worth eating content. Not in the sense of fancy edits, but in the sense that someone might land on your page, consume a lot of posts, learn a lot, and think, “If this is free, I wonder what it’s like to work with them.”
The idea is simple:
Public teaching can appear in:
Short suspensions or wheels
Videos or long articles
Carousel or chart posts
Paid or free content
For example, let’s say your ideal client struggles with “I never stick to a workout plan.” You can create:
A short video that names this exact problem in their own words
A longer post explaining why switching between programs keeps them stuck
A simple checklist to help them choose a program and stick to it for 12 weeks
A story about a customer who had the same problem and what changed
You don’t just say, “Buy a workout.” You say, “Here’s how this works, here’s how you can try it yourself, and if you want more help, I’m here.”
This fits the tone David described: “I want you to try to work it out for yourself. If you can’t, I’ll still be here and I can help you after you try.”
Reframing sales and marketing for coaches
Week 9 creates a deeper dive into sales and marketing in Week 10, but the reframing is already starting here.
Many coaches feel that sales means tricking people. The OPEX approach challenges this. If you believe in:
Exercise
Prescriptive, special education
Guided, structured, professionally designed programs
then you also think people need it as much as, or more than, many other things they spend money on.
In this sense, hiding your work or being vague about who you are helping is not humble. It prevents people from getting the help they really need.
So the call to action from Week 9 is:
Make it clear who you want to talk to
Make it clear how you can help them
Then shouted it from the rooftop in your content
The goal is not more noise. The goal is for more people in your community to see, hear, and act on what you share.
When you don’t show up, it’s not just your business that loses. Your community also loses access to a coach who could have been just the fit they were looking for.
The tools behind the scenes
Throughout coaching, OPEX supports coaches with both training and systems.
In Week 9, it looked like this:
A custom GPT built by the OPEX and CoachRx team to guide coaches through Signature Coaching Content
A structured worksheet to record who you help, what they struggle with, and what you believe
Space to write or speak your answers so your ideas don’t get stuck in your head
If you want to explore the wider training system behind this, you can consider the OPEX Mentorship Method and coaching training. For the software side of providing guidance, there is the CoachRx professional coaching platformwhich links OPEX to training and business coaching.
The message is clear: your training ability and your content skill support each other. You don’t have to become a full-time marketer, but you do need to learn how to communicate what you do.
Bringing It All Together
Week 9 of the OPEX Method coaching is not about hacks or tricks. It’s about seeing content, social media, and early sales as a natural extension of coaching.
The main foods:
People need time, multiple posts and different touch points before they trust you
Consistency in content is like consistency in education. comes together over time
Your ideal customers care about their problems, values and feelings, not your main role
Clear answers about who you’re helping and what you believe make content easier, not harder
Public teaching allows people to feel safe communicating privately
When you appear and share your work, you serve both your business and your community
If you’re a coach who’s avoided content because it feels uncomfortable, use these ideas as a starting point. Sit down, answer the questions from the Coaching Content Signature, and choose a small way to share your answers this week.
That first post may not change your business overnight, just like a workout doesn’t change a body. But it can be the first of many touches that lead the right person to say, “I think this coach can help me.”
