When people think of an expert, they often picture someone distant, serious, and slightly intimidating. But in the world of fitness and wellbeing, that version of expertise doesn’t serve. Clients don’t just want knowledge; they want to feel safe, understood, and encouraged. The most powerful experts combine authority with approachability. They lead with clarity and warmth.
Clarity is essential because confusion doesn’t inspire trust. If you can’t explain what you do in simple language, people hesitate to invest. An expert mindset strips away jargon and makes the path forward clear. When you can articulate what you offer and how it helps, potential clients breathe a sigh of relief. They feel confident you know where you’re going, and they’re happy to follow.
Warmth matters just as much. Authority without warmth can feel cold, even intimidating. Clients don’t want to be treated as a set of symptoms or as problems to fix. They want to feel respected as individuals. They want to feel safe. And warmth communicates exactly that.
Think back to your own experiences. The best teachers weren’t necessarily the most technically brilliant. They were the ones who made you feel seen. They explained things in a way that made sense. They encouraged you when you doubted yourself. That balance of knowledge and kindness is what made them memorable.
Too many business owners put on what I call the “mask of professionalism.” They stiffen their language, hide their personality, and try to sound clever to prove themselves. Ironically, this erodes trust. Real experts don’t need to overcompensate. They speak plainly. They share stories. They admit when they don’t know something, and that humility creates even more credibility. People don’t want grand claims. They want to feel reassured. A Pilates teacher who calmly explains, “I help women move confidently through menopause,” will often fill her classes faster than someone shouting about being “the best.”
Ask yourself this: if a stranger asked what you do, could you explain it in one sentence, clearly and warmly? Practise that sentence until it feels natural. Use it everywhere – networking events, social media bios, casual conversations. That clarity becomes your anchor.
Expertise isn’t about dazzling with complexity. It’s about inspiring trust. When you combine clarity and warmth, you not only position yourself as the expert, you make people want to work with you.
If you’d like help showing up as the expert, email me philippa@holdmyhandcoaching.com and let’s explore how 1:1 coaching could support you.
Until next time,
Best wishes
Philippa x