Why Coaches and Consultants Struggle With Video
Video Transcript
So, I’ve been working with a lot of coaches and consultants recently, and I wanted to share some patterns and insights I’ve been noticing.
There’s a fundamental challenge coaches and consultants face when it comes to making videos. And it comes from the difference between how you naturally work with clients, and how we think we are supposed to make video content.
A good coach or consultant asks questions. You create space. You help someone think. You facilitate learning rather than telling people what to do. You are responding to the person in front of you.
But the default idea of video content is very different.
The “Teacher Mode” Trap
As coaches & consultants, a lot of us assume that if we’re going to make videos, we have to give advice. We have to do “top tips”. We have to tell people what to do.
There’s nothing wrong with that at all. But this is where I see many coaches struggle.
In your actual work, you get results by asking great questions. In video, it feels like you are supposed to have all the answers. And because there’s no one on the other side of the camera answering you back, suddenly you’re pushed into being the “expert teacher”.
That shift creates a whole chain reaction.
Why This Creates So Much Resistance
First, imposter syndrome shows up.
You start thinking, “I’m not an expert at this.” Which is interesting, because you absolutely are an expert at your job. You’re brilliant at facilitating, coaching, and guiding people. But teaching in a one-way format feels inauthentic and misaligned.
Then there’s how you look on camera.
Often, the version of yourself you’re trying to be on video does not look like you. Because again, you’re trying to be the teacher, not the facilitator. So you don’t like what you see, because it isn’t actually you.
From there comes procrastination.
And this is important. Procrastination is not you being lazy. It’s your body saying, “This doesn’t feel right. This isn’t aligned.”
There’s also a lack of motivation.
When you’re with clients, whether one-to-one or in a group, there’s connection. You feel something in the room. When you film a video, there’s none of that in the moment. And sometimes the video even replaces the interaction you actually enjoy.
So of course it feels uncomfortable. It’s not giving you what you love about your work, whether that’s connection, energy, or helping someone untangle something complex in real time.
And finally, many coaches struggle with the words.
You’re not used to explaining the problem or the solution on your own. In a session, the client articulates it, and you respond. Sometimes the real value you offer is the space you hold, not the information you give.
How on earth do you describe that in a video?
When Your Superpower Disappears
All of this adds up to the same thing.
Your superpower in your day-to-day work is suddenly taken away. And you feel like you have to become the opposite of what you’re actually good at.
No wonder it feels hard.
A Different Way to Think About Video
So what can you do instead?
Rather than forcing yourself into a format that doesn’t fit, I’d invite you to think about how you actually run a session.
If you love asking questions, do that in your videos. No, people won’t answer you out loud. But you can still say, “I’d invite you to consider this question.”
You might then share what comes up for you when you ask yourself that question. Or you might talk about what you often see clients experience. You’re still facilitating, just in a different form.
If you naturally draw diagrams or use a whiteboard, use that. Talk to the board. Explain ideas visually. That can feel far more natural than sitting and delivering five tips straight to camera.
The point is not to copy someone else’s video style. And I can’t give you a single formula for how to do this. That would completely defeat the point, and honestly, I don’t like doing that anyway. I’m a coach too.
A Question to Consider
So here’s the question I’d invite you to sit with.
What does a normal session with you actually look like?
And how could you translate elements of that into video?
You might not be able to recreate it perfectly. But even bringing small pieces of it in can make a big difference.
Test, Play, Adjust
Give yourself permission to experiment.
Try different things. Some of them won’t work. That’s fine. Each attempt will give you information and start pointing you in the right direction.
This is all about testing.
And if you need support, I’m always here.
I’d love to hear your thoughts. Has this helped? What else gets in the way for you?
Because this is how it goes. You clear one layer of interference, and another one shows up underneath. That’s life. It’s an ongoing process.
And honestly, that’s part of the fun.
If this insight resonates with you
If this insight resonates with you, and you’d like help finding your unique style, which aligns with your natural communication and deliver – I can help
If you prefer working 1-to-1, then I invite you to check out my Video Alignment & Planning session. A 2hour online deep dive to find what works, and doesn’t work, for you – and then develop a bespoke plan. The session costs £200, and there is a money back guarantee if you don’t walk away more excited and have a new perspective about how you can use video,
Alternatively, if you prefer group work, I run two Getting Started with Video group programmes; the In Design programme is for those not ready to get on camera yet, and In Action programme is for those ready to get on camera and learn by doing
Or if you have any questions, feel free to give me a shout