I’m not creative. I’m logical. This has been said to me by lots (and lots!) of the coaches I’ve worked with over the years.
If you’re nodding – and particularly if you come from a STEM background, legal profession, or any field that values logic above all else – you’re about to argue with me. In fact, I’d wager that you’re already arguing with me, because I’ll bet you’re thinking yes, but it’s different for me because… and preparing to insert your reason.
Stop – you’re wrong.
But I’m REALLY Not Creative!
Coaches from analytical backgrounds arrive at The Coaching Revolution convinced they can’t write creatively. They’ve spent careers writing fact-based reports, legal briefs, and technical documentation, etc. They don’t do creative – and then something interesting happens.
An ex-lawyer discovers he can write copy that makes other lawyers stop scrolling. An engineer finds herself crafting stories that resonate with burnt-out engineering professionals. A finance director realises she’s been creative all along – she just called it problem-solving or strategic thinking.
The left-brain/right-brain divide isn’t as clear-cut as we are led to believe. Marketing for coaching requires both sides to work together. You need analytical thinking to identify patterns in your target audience, understand their problems systematically, and track what works. You need creative thinking to craft stories that resonate, find fresh ways to explain the value of coaching, and develop your authentic voice.
The magic happens when both collaborate – using data to inform creative decisions and creativity to bring logical strategies to life.
The Framework That Frees You
What surprises our supposedly non-creative coaches is that structure enables creativity rather than constraining it. We introduce creativity gradually, not as some mystical artistic process, but as a practical form of communication. We teach judicious use of AI to support the creative process – not to do the thinking for us, but to help us express it.
We discover that creative writing can be fact-based. That creativity in marketing isn’t about being artsy – it’s about finding authentic ways to communicate value.
When we realise we can write content that connects with our potential clients, something shifts. That belief we’ve held forever – I’m not creative – starts to crack.
You’ve been creative all along. You just called it:
- Problem-solving
- Strategic thinking
- Finding innovative solutions
- Connecting disparate ideas
- Explaining complex concepts simply
Sound familiar?
It Matters More Than You Think
When you’re forcing yourself to market with gritted teeth because you believe you’re not creative, it shows. Your content feels stiff, your message resonates with no one, and you hate every minute of it.
When we discover we actually enjoy creating marketing content – that we’re good at it – everything changes. Our authenticity shines through; our messages resonate, and yes, we get better results.
I’m not daft, I know you’re still thinking, yes, but it’s different for me because I really am logical/analytical/left-brained/whatever label you’ve given yourself. Every STEM-background coach has told me the same thing. Every lawyer believes they’re the exception. Every finance professional is confident they’re uniquely uncreative and they’re all wrong, just like you are.
The only difference between you and the coaches who discover they love creating marketing content is that they’ve started.
The Facts (For Fact-Lovers!)
Marketing creativity for coaches isn’t about flowery language or artistic flair. It’s about clearly communicating how you solve specific problems for specific people. If you can explain a complex technical concept to a non-technical person, you’re creative. If you’ve ever found a novel solution to a problem, you’re creative. If you’ve ever connected two ideas that seemed unrelated, you’re creative.
As the coach with a PhD and an entire career in science told me, learning to market is the biggest personal development journey I have ever been on.
An Opportunity
If you’d like the opportunity for a robust conversation about this – or to just flat-out tell me why I’m wrong – why not join my next free challenge, Nail Your Niche? We run it several times a year and there’s even an option to upgrade to a VIP version, which gives you 3 x 60-minute group mentoring sessions with me for just £99 (inc VAT) – that provides us with time for a lot of robust conversations!
Are you ready to find out how effective, ethical marketing works? Register for the challenge by clicking here.