Most vegan coaches I work with aren't invisible because they're hiding. They're posting consistently. They're showing up on social media. They're doing the work.
The problem is what they're posting.
Recipes. Tips. Inspirational quotes. "5 benefits of a plant-based diet." Content that gets likes, gets shares, maybe even gets followers — but doesn't get clients. Because nothing in that content tells anyone that you are an expert who can solve their specific problem.
You're not invisible. You're just blending in with every other vegan account on the internet.
A lot of times vegan coaches or consultants come to me frustrated — "I'm posting all the time, and nothing is happening. Nobody's reaching out. Nobody's buying."
So I look at their content. And it's all safe. Smoothie bowls. Meal prep tips. "Did you know calcium comes from plants too?" It's nice content. It's helpful content. And it is burying them.
Because here's what that content communicates to the person scrolling past it: this is someone who shares vegan information. Not this is someone I should hire to help me change my health, my business, my life. There's a massive difference between being a vegan content account and being a vegan expert who happens to have a social media presence.
I understand why it happens. Sharing a recipe feels safe. Posting a tip feels productive. You're contributing to the vegan community, you're being helpful, and nobody can criticize you for it. But showing up and saying "I'm an expert in gut health for women over 50 and I can help you reverse the symptoms you've been living with for years" — that feels like a lot. It feels like you're putting yourself on a pedestal. It feels like someone might challenge your credentials. It feels salesy.
So you stay in the safe lane. And the safe lane is where coaches go to stay invisible.
You have to stop posting like a content creator and start showing up like the expert in the room.
That doesn't mean you stop being helpful. It means you change what helpful looks like.
What to Actually Post
Instead of "5 benefits of a plant-based diet" — talk about a specific client result. "My client came to me with chronic inflammation and brain fog. After 12 weeks of working together, here's what changed." That's not bragging. That's proof that you do what you say you do.
Instead of a recipe — talk about why you recommend that food for a specific condition your clients deal with. Now the recipe isn't just content. It's a window into your expertise.
Instead of a motivational quote — share your actual opinion on something in your industry. Take a stand. Say what you believe and why. The coaches who get hired aren't the ones who play it safe. They're the ones who make you think, "I need to talk to this person."
Instead of "tips for going vegan" — teach something only you would teach, based on your specific experience and methodology. Not generic information anyone could Google. Your perspective. Your framework. Your approach.
YOUR ONE THING
This week, change how you show up. Here's how:
1. Audit your last 10 posts. Look at your recent social media or emails and count how many are generic vegan content (recipes, tips, quotes, general education) versus how many position you as an expert who solves a specific problem. Be honest about the ratio.
2. Write one "expert in the room" post this week. Pick one of these formats:
A client result or transformation story (anonymized if needed) — what they came to you with, what you worked on together, what changed.
Your opinion on something in your industry that most people get wrong — take a stand and explain why you see it differently.
A breakdown of your specific methodology — not general tips, but how YOU approach a problem and why your approach works.
3. Say who you help and what you help them with. Somewhere in that post, be direct: "I work with [specific audience] to help them [specific outcome]." Not buried in your bio. In the actual content. The people who need you can't hire you if they don't know what you do.
4. Post it without softening it. Don't add a recipe to make it more palatable. Don't end with "but that's just my opinion!" Don't water it down so nobody could possibly disagree. Post it like the expert you are. Then do it again next week.
Look at your last 10 posts — how many position you as an expert vs. general vegan content?
If you're ready to stop blending in and start showing up as the go-to expert in your niche — that's exactly what we work on in a 3-Hour Strategy Deep Dive. Three focused hours where we look at your positioning, your messaging, and what you're actually putting out into the world.
From the Vault
If you've been hiding behind safe content, chances are your offer structure needs attention too. We covered exactly that in Issue #7 — worth a read.
The vegan community doesn't need another recipe account. It needs you — showing up as the expert you already are. Stop hiding behind content that keeps you comfortable. Start posting like someone worth hiring.
— Stephanie
P.S. If you write your first "expert in the room" post this week, reply and send it to me. I want to see you show up.
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