Brand Tone

Authoritative and Expert-Led; Professional and No-Nonsense; Aspirational and Elite

Brand Values

• •Evidence-Based Practice
• •Professional Integrity and High Standards
• •Real-World Application
• •Empowerment through Education
• •Accountability

Best Practices

• •Lead with Authority, Not Arrogance: Use confident, direct language. State facts and reference scientific principles. Avoid weak or hesitant phrasing. The goal is to sound like an undisputed expert who is there to educate, not just sell.
• •Speak Coach-to-Coach: Use industry-specific language (e.g., 'client adherence,' 'program design,' 'energy balance') but always with the goal of making complex topics understandable and applicable. This shows you are part of their world.
• •Focus on the 'How,' Not Just the 'What': Instead of just saying you teach nutrition, explain that you teach coaches *how* to create flexible, sustainable nutritional frameworks. Instead of saying you teach business, explain that you provide systems for client acquisition and retention.
• •Champion the Client's Success (via the Coach): Frame every benefit in terms of how it helps the coach get better results for *their* clients. The ultimate value proposition is that the ACA makes coaches more effective, which is the key to their own success.
• •Maintain a Consistent Voice Across All Platforms: While the format changes from a detailed blog post to a short TikTok, the core message and tone should not. Phil Learney's expert, no-nonsense voice is the brand's biggest asset; ensure it is reflected in every piece of copy, whether written by him or the marketing team.

Social Perception

Highly Respected by Serious Professionals; Seen as an Industry Leader; High Value for Cost; Founder-Centric

Copy Examples

• •Beyond Certification. The Real-World Science and Business Strategy to Become an Elite Coach. Stop collecting qualifications and start building a career.
• •Your clients aren't seeing results, and your diary isn't full. The problem isn't your work ethic—it's your system. The Advanced Coaching Academy bridges the gap between your Level 3 cert and a thriving, results-driven business. We provide the applied science and business acumen they don't teach you in standard courses. Enrol today and start delivering the results that build your reputation.
• •(Slide 1): The 3 Biggest Mistakes PTs Make with Client Nutrition. (Slide 2): MISTAKE 1: Providing rigid meal plans instead of flexible frameworks. This destroys adherence. (Slide 3): MISTAKE 2: Overcomplicating the science. Your client doesn't need a lecture on mTOR, they need to understand energy balance. (Slide 4): MISTAKE 3: Ignoring the psychological component. Lasting change is about behavior, not just food. (Slide 5 - Call to Action): Our Applied Nutrition module teaches you how to coach, not just prescribe. Link in bio to see the full curriculum.
• •Subject: Steal Our Client Welcome Pack Template
• •(Video shows Phil Learney talking to camera) If you're still telling clients to cut out carbs to lose fat, you're not a coach—you're a parrot repeating 20-year-old myths. The science is clear: energy balance dictates fat loss. Your job is to build a sustainable deficit your client can actually live with. If you don't know how, you're not ready to charge for results. (Text on screen: Learn the science that works. #AdvancedCoachingAcademy #EvidenceBased #PTCoach)