On August 7th, 2023, Oliver Anthony (whose real name is Christopher Anthony Lunsford) was a hardworking blue-collar guy living in a camper trailer in Virginia.

Just two weeks later, he still lives in a camper trailer with his dogs - but after he uploaded his debut song to the internet, Rich Men North of Richmond, a few mind-blowing things happened:

• #1 on iTunes

• #1 on Billboard Hot 100

• Top 3 position on Spotify

• 47 million views on YouTube

• 26.4 million views on X (Twitter)

• Turned down an 8 million dollar record label offer

How the heck does an average joe from middle-of-nowhere Virginia suddenly blow up globally from just one song with virtually zero following as of 2 weeks ago?

It’s simple:

He speaks the pains people feel.

The kind of pains they may not even admit out loud.

It’s raw. It’s real. It’s relatable.

Just check out some of the comments his song has gotten:

When you speak your deepest darkest pains and thoughts, others hear it as their own.

They think you’ve read their mind. They feel seen and heard.

As a coach, if you want to truly connect with people, reach them where there are, and show them that you can truly help, they’ve gotta see that you understand their deepest struggles better than they even do.

But don’t let that intimidate you.

All it takes to understand what other people are going through, is to become deeply aware of your own pains and struggles to a level you’ve never gone before.

The better you can articulate in detail the kinds of struggles you deal with, the more your potential clients will think “WOW, how on Earth did you know what I’m going through?”

And at that point, they know you’re the right coach for them.

Speak their pains.

Say it in the words they’d use.

Then do everything in your power to help them solve those pains.

That’s what makes a good coach.

Quote of the week:

Song of the week:

This week it isn’t just a song, but a full playlist of calm music I love use as background music. Enjoy!

- Kirk