Subject Line: What Got Us Here Won’t Get Us There
Our Lead Gen Playbooks Need a Makeover
Your TMC newsletter is back, and I owe you an explanation (and maybe a little self-roast).
It’s May. The last time this newsletter landed in your inbox was January. 🙈
In the four months between then and now, I launched a book, hosted the 3rd Annual Job Seeker Summit (shoutout to those of you who were part of it!), traveled to what feels like 17 cities to speak, connect, and remind myself why I love humans, and hosted the 2nd Annual Momentum Awards.
So, no, I wasn’t sitting over here waiting for a sales call to pop into my calendar, but I was definitely sitting on this newsletter.
We’re fixing that!
Starting now, I’ll be coming to you monthly with business insights and practitioner-level information to help you stay ahead of the game. And we’re kicking it all back off with something I think is going to hit close to home for a lot of you.
😦 Lead generation.
More specifically, the shared frustration that what used to work… kind of doesn’t anymore.
If you’ve been in the coaching game for more than a hot minute, you probably built your business on some version of the same playbook many of us did: LinkedIn, LinkedIn, LinkedIn.
Post a comment, get a client.
Submit service requests, get a client.
Create content, get a client.
Maybe a little Google or SEO action helped out via the occasional contact form ding.
And for a long time? That worked.
But something has shifted.
Even with a diversified lead generation system, I’ve been feeling it. Colleagues have been feeling it, and if the conversations happening in The Modern Coach community are any indication, so have many of you.
Clients are taking longer to buy. The big, comprehensive packages that used to be a no-brainer are now getting more hesitation, not always because of money, but because of commitment.
“Six months of access” used to be a selling point. Now it sometimes reads as “six more months of uncertainty,” and that’s a tough sell to someone who’s already been in it for months on their own.
The entire sales cycle has changed — from getting people into the top of the funnel all the way to closing.
LinkedIn has become (a dumpster fire) more of a brand credibility play than a direct lead generator. SEO leads have gone quiet or become low-quality. Google Business Profiles feel like shouting into a void, all thanks to an explosion of online content — up 57% since generative AI hit the scene — which means standing out in the sea of sameness is harder than ever.
Transparently, I’m part of that statistic. I’m using AI and AI agents to push out more content to more places, just like everyone else.
And therein lies the problem.
What does all of this mean for us? We have to think differently about how we put ourselves out there, generate leads, and ultimately how we sell.
Referrals are still gold.
Newsletters are the sleeper play.
Bite-sized offers are converting where big packages aren’t.
And the coaches who are winning right now are the ones willing to get agile, meet clients where they are, offer things in phases, and stop waiting for clients to show up ready to buy the whole shiny object.
Marshall Goldsmith said it best: “What got you here won’t get you there.”
👉 So, here’s what we’re doing about it.
I built a nearly half-million-dollar business on a diversified marketing strategy — and even I’m feeling the strain of this economy and shifting buyer sentiment. The fundamentals were fundamentals for a reason, but it’s time to move beyond them and get more creative, diversified, and strategic about how and where we market.
That’s exactly what I’m going to help you do.
Later this month, I’m running a Lead Generation Sprint specifically for coaches, built around what’s actually working right now, not what worked three years ago.
Over four live sessions, we’ll cover:
- Week 1 — Build Your Lead Gen Map: Get clear on who you’re targeting, what you’re offering, and where your people are actually hanging out (and looking for you)
- Week 2 — Conversations Now: Start creating opportunities immediately through outreach, reconnection, and more intentional use of your network and LinkedIn
- Week 3 — Build a Lead Engine: Pull from a range of strategies that get traction now and build momentum over time
- Week 4 — Sustain & Simplify: Turn what’s working into a simple, consistent system you can maintain and build on
By the end, you’ll have a clear, diversified approach to lead generation, multiple ways to create conversations, and a repeatable plan you can keep going long after the sprint ends.
This is an “inner circle” offering I’m extending to the existing TMC and MJSC community, so grab a seat while you can!
This is a conversation we all need to be having together.
As you know, I firmly believe that collaboration is better than competition every single day, and this is how we can work together to stay relevant and ensure our businesses thrive, regardless of what the world throws at us!
The market is shifting. Buyer behavior is shifting. And honestly? That’s not a bad thing for coaches who can get creative and adapt.
We have something AI doesn’t: real relationships, real judgment, and real results.
The goal isn’t to out-market the robots. It’s to out-human them.
So here’s your challenge for the month:
🧠 Where are your leads actually coming from right now?
💡 And what’s one channel or strategy you haven’t fully leaned into yet?
Sit with those questions and come to the spring ready to dig in! 😉.
See you soon. (For real this time. Monthly. I mean it.) 😄
Your Friend and Coach,
Angie Callen, PCC, MJSC
