Nail Your Special Sauce: Standing Out as a Coach in a Crowded Market
If you’ve ever wondered how to stand out in a sea of other coaches who seem to offer what you do — this episode is for you.
Today on The Coaching Edge, I’m talking about your “special sauce” — the unique blend of experience, personality, and perspective that no one else can replicate. It’s the thing that makes your marketing feel effortless, your offers resonate deeply, and your right-fit clients say, “You’re exactly who I’ve been looking for.”
I’ll walk you through:
- What your special sauce actually is (and what it’s not)
- How my own mix of experiences — from 12 years as a lawyer to my burnout recovery and practical coaching approach — shapes my special sauce as a business coach
- The exact questions you can ask yourself to uncover what makes you uniquely qualified to do what you do
- Simple ways to gather feedback from clients that will help you articulate your uniqueness
- How to use your special sauce to design aligned offers and create marketing that feels 100% authentic
If yo...
Your Story Sells: How to Share it Authentically in Your Coaching Business
Every coach has a story — and when you learn how to share yours intentionally, it becomes one of the most powerful marketing tools you have.
In this episode, I’m breaking down how story sells — not in a slick or salesy way, but in a deeply human, connection-building way. I’ll walk you through how I’ve used different parts of my own evolving story over the years to shape my brand, connect with my audience, and design offers that truly resonate.
You’ll hear about:
- The early days when I was coaching moms juggling work, kids, and identity
- How my story (and niche) naturally evolved as I entered midlife and perimenopause
- What happened when I quit drinking — and how that transparency attracted a whole new audience
- How I created programs around my own transitions, like supporting women through divorce
- And how the Business Building Bootcamp was born out of my story as an entrepreneur — sharing the lessons, mistakes, and tools I wish I’d had when I was starting out
We’ll also talk ab...
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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