Coaching in a Trust Recession: How to Stand Out (Without Selling Out)
There’s a trust recession happening in the online business space — and coaches are feeling it.
Clients are slower to buy. People are more skeptical than ever. And for solopreneur coaches trying to build a business with integrity, it can feel like the rules have changed overnight.
In this episode, I break down what the “trust recession” really is, how it’s impacting coaching businesses, and what you can do to stand out — without abandoning your values or burning out.
I’m also sharing how I’m personally responding to this shift in my own business through more transparency, personal connection, and accessible entry points to my work.
If you’re craving a way to grow that feels more human and more honest — this is your episode.
In this episode, you’ll learn:
- What the “trust recession” is and why it matters for coaches
- 3 ways to market in a way that builds trust (without overextending yourself)
- What clients are actually looking for in 2025 — and how to deliver that
- How I’m personally shifting my business strategy this year to meet this moment
- Why connection, consistency, and specificity matter more than ever
- What to focus on if you're tired of overthinking content and underbooking clients
Links & Resources:
- Learn more about the Business Building Bootcamp, my 12-month high-touch group program for solopreneur coaches
→ Includes a 7-day money-back guarantee so you can explore the first call risk-free. - Follow me on Instagram for more real-time strategy and honest behind-the-scenes: @wendymccallumcoach
- Have questions or want to connect personally? Send me a DM or voice note — I’d love to hear from you.
Author & Host
Wendy McCallum
Business Coach for Coaches, Burnout & Alcohol Coach for High Achievers
I’m Wendy McCallum — a coach, mentor, and former lawyer who’s spent the last 15 years helping people build lives and businesses they actually want to wake up to. When I first left law, I had no guidebook for how to do this coaching thing. I floundered — hard. I undercharged, overthought, and overinvested in shiny solutions that didn’t really move the needle. But every mistake taught me something, and eventually, I built the kind of coaching practice I once only dreamed about — one that’s profitable, sustainable, and full of work I truly love. Today, I coach two kinds of people: ✨ Busy professionals who are ready to make big, meaningful changes — whether that's finding balance, recovering from burnout, or rethinking their relationship with alcohol. ✨ And newer coaches who are building their businesses from the ground up and want a clear, sustainable path forward without all the gimmicks and noise. Whether I’m helping someone simplify their business or reclaim their personal life, the heart of my work is the same: giving smart, capable people the clarity, encouragement, and real-world tools they need to move forward — in a way that feels good, not overwhelming. If you’re ready for something better — in your work, your life, or your business — you’re in the right place. And I’m so glad you’re here. IMPORTANT: Blog content including Wendy's podcasts are for information purposes only and not intended in any way to be health advice. Please see full Terms of Use, by clicking on the link in the footer of this page, for details.
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