When Debbie White says coaches don't need to be louder or slicker to stand out, she means something that might feel backwards at first. After spending 20 years launching brands like Starbucks and building multiple seven-figure businesses, she's watched too many coaches try to sound like marketers instead of humans.

The problem? People buy from people, not from polished marketing speak. And right now, there's so much formulaic content out there that it all sounds the same. Your ideal clients are scrolling past it because it feels like white noise.

Debbie walks through her Lighthouse Effect concept—a way to get crystal clear on who you serve, what makes you different, and how to talk about it so your people think “Oh, it's you I've been looking for.” She talks about why being more yourself actually makes you magnetic to the right clients, and how repetition of the right message beats posting constantly with the wrong one.

We get into the messy reality of finding your voice when you've been taught to sound professional. Debbie shares stories from her own clients—like the financial coach whose people said things like “looking at my numbers makes my throat tight” and “I'm terrified to check my credit card balance.” That's not budget management speak. That's real human fear, and when you can speak to that, everything changes.

There's also an honest conversation about the COVID years and how they created this rise of formulaic business coaching that focused on revenue numbers instead of actually helping people build sustainable businesses. Debbie thinks we're seeing a backlash now—people are getting smarter about spotting content that doesn't feel real.

She gives practical advice about creating content for one person instead of trying to talk to everyone. She explains why AI-generated content often falls flat and how to use it without sounding like every other coach out there. And she shares what she wishes every coach knew about their own value and why the world actually needs what they have to offer.

If you've ever felt like you're blending in even though you know you have something unique, this conversation will help you figure out how to show up as yourself in a way that makes it ridiculously easy for the right people to find you.

Links & Resources:

• Ultimate Growth Guide
• Join the Facebook group
• Take the persona quiz
• Visit the Clarity Wins Clients website
• Connect with Debbie on LinkedIn
• Join the Lighthouse Marketing Facebook group

Key Takeaways:

• Stop trying to sound like a marketer and start sounding like a human. Because 95% of buying decisions happen in the emotional, subconscious part of our brain where we connect with real people, not polished marketing speak.
• The math is simple: Would you rather post generic content 20 times that gets ignored, or post one authentic piece that makes your ideal client think “that's exactly how I feel”?
• Your “professional mask” isn't protecting your credibility; it's making you invisible. When every coach sounds the same, being more of yourself becomes your competitive advantage.
• Here's what your clients are really saying: “I'm terrified to look at my numbers. It makes my throat tight.” Stop talking about “budget management” and start speaking to the actual fear keeping them up at night.