The Underground World You Didn’t Know Existed
When I first started my business, the whole notion of pitching myself and being more visible was like this underground world I had no idea about. Meanwhile, I was watching other coaches get featured everywhere—podcasts, publications, stages—and wondering: “Am I not good enough? Why isn’t anyone asking me?”
Here’s the brutal truth: They weren’t waiting for invitations. They were playing a game I didn’t even know existed.
Today’s episode changes everything. My guest Rebecca Cafiero is pulling back the curtain on visibility strategy, revealing why being seen in front of new audiences is the fastest track to the credibility and authority you need to grow your coaching business.
Meet Rebecca Cafiero: From Farm Girl to Visibility Expert
Rebecca’s journey is anything but typical. Starting as a farm girl from Oregon (daughter of a commercial fisherman and accountant), she spent 13 years in sales and marketing, managing over a billion dollars in real estate development. However, burnout and adrenal fatigue led her to coaching 10 years ago.
Three years into coaching, Rebecca hit a wall: “I know I’m great at what I do, and I create transformation, but I feel like I have to sell every person on the phone because I’m a best-kept secret.”
Her question changed everything: “How do I build authority so people show up on calls and it’s a fitting call, not a sales call?”
When PR agencies couldn’t answer how she’d know if her $5,000/month investment was working, Rebecca figured it out herself. Accidentally, she built an agency supporting six-figure to $50-million-a-year entrepreneurs—but more importantly, she created a system that helps coaches step into their unique genius.
The Expert Triangle: Your Blueprint for Authority
Rebecca’s breakthrough framework reveals why some coaches struggle while others thrive. You need three elements to be seen as an expert:
1. Visibility (New Eyes on Your Business)
Critical distinction: Social media is NOT visibility—it’s nurturing people who already know you. Only 3% of your followers see your content anyway.
Real visibility means: New people discovering you exist. Because if your ideal clients don’t know you exist, they can’t work with you.
2. Credibility (People Believing You Can Deliver)
This isn’t about having credentials—it’s about people believing you can actually get them results. Furthermore, there’s a huge difference between expertise credibility and results credibility.
The trap: Highly credible experts with no visibility can’t monetize their knowledge. Highly visible people without credibility can’t command premium prices.
3. Profitability (The Sweet Spot)
When you combine visibility and credibility strategically, you create a profitable expert positioning that attracts dream clients consistently.
The PROFIT Method: Your 6-Step Visibility Framework
Rebecca’s proven system that gets coaches featured in major publications, booked on stages, and positioned as go-to experts:
P – Pitching (Raising Your Hand)
Stop waiting for someone to call upon you. You must raise your hand and say “pick me”—not from desperate energy, but from confidence in your value.
Essential foundation: You need a compelling bio. If you don’t have one, you’re subconsciously telling yourself “my story isn’t worth reading.” Additionally, use AI tools like ChatGPT to help organize your credibility metrics.
R – Relationship Building (The Human Connection)
Even as AI advances, relationship building becomes more crucial. This isn’t networking—it’s genuinely connecting with journalists, podcast hosts, and event organizers.
Key strategy: Always ask “How can I make your job easier?” This question transforms you from a pitch into a solution.
O – Offering (Strategic Value Exchange)
Always provide a relevant opt-in that serves the audience. This should be part of the integration—giving them a tool that saves hours or years of figuring things out themselves.
F – Follow-Up (The Game Changer)
Just like sales requires multiple exposures, visibility requires consistent follow-up. Most people pitch once and disappear.
Pro tip: Follow the person on social media before pitching. If someone pitches Rebecca’s podcast but doesn’t follow her, it’s an automatic no. Why would she put them in front of 10,000 email subscribers if they can’t hit follow?
I – Impact (Purpose-Driven Visibility)
Focus on how you’re helping the audience, not just looking like an expert. When you create real impact, everything else follows.
T – Tracking (The Profit Multiplier)
Track what works and what doesn’t. Rebecca shares how one relationship with a journalist led to multiple features, TV spots, and producer introductions—all because she tracked and nurtured the connection.
AI: Your Visibility Accelerator (Not Replacement)
Game-changing perspective: AI isn’t like Clubhouse—it’s not a passing trend. Rebecca compares it to the advent of electricity or automobiles in terms of impact on our lives.
How to Use AI Authentically for PR:
- Not for writing: Use your voice, not generic AI content
- For organization: Let AI help structure your thoughts and pull out key quotes
- For efficiency: Take photos of equipment setups and ask AI for help (like Rebecca did with her podcast setup)
- For follow-up reminders: Let AI help you stay on top of relationship building
The democratization effect: AI removes gatekeepers and gives you access to tools previously available only to agencies. However, your humanity becomes even more valuable as content becomes commoditized.
Your Expert Topics: What to Talk About
The biggest block coaches face: “I don’t think I have expert topics.”
The solution: Think themes, not niches. Rebecca’s areas include visibility, founder life, productivity, and AI with alignment. These aren’t super specific, but they’re clear umbrella topics.
Warning: Not all visibility is good visibility. Be selective about what you want to be known for. Rebecca went viral for pizza-as-breakfast content, and for two years, half her Google results were pizza-related—not exactly aligned with her business goals.
Breaking Through Visibility Resistance
The real issue: Our desire to be credible, visible, and well-paid stems from inner child work—wanting to be seen, heard, and valued. These are fundamental human needs.
Reframe: Visibility isn’t vanity—it’s how you create viability in your business. Moreover, third-party validation (when someone else calls you an expert) creates subconscious credibility that’s impossible to achieve by calling yourself an expert.
Your Visibility Implementation Plan
Start Here (1 Hour Per Week):
- Create your bio using AI to organize your credibility metrics
- Define 3-5 expert topics you want to be known for
- Choose your medium: Podcasts for long-form relationship building, publications for credibility logos, speaking for conversion
- Use Rebecca’s pitch templates to create your first outreach
Scale From There:
- Track what works and double down
- Build relationships with journalists and hosts
- Always follow up and offer value
- Use AI to streamline but never replace your voice
Transform Your Visibility Strategy
Ready to stop being the best-kept secret in your industry? This conversation is just the beginning. Therefore, I’m hosting my annual Best Damn Coach Retreat focused exclusively on visibility strategy.
September 29 – October 2: Four days of implementation, not just inspiration. You’ll leave with:
- Complete visibility system in place
- Actual pitches sent to publications and podcasts
- Resistance coaching in real-time
- Community of coaches committed to being seen
Only a few spots remain – grab yours at amanda-walker.com/retreat
The Bottom Line
You have the power to change this. However, my biggest regret would be if you listened to this thinking “someday.” Someday was two years ago.
As AI makes it easier to churn out content, you, as a human, showing up authentically becomes rarer and more valuable. Additionally, the more you show up in your expertise with third-party validation, the more you’ll stand out in an increasingly crowded marketplace.
You deserve to be visible. You deserve to be seen, heard, and valued. Moreover, you’re the only person blocking yourself from receiving that.
Connect with Rebecca: @rebeccacafiero on Instagram
Connect with Amanda: @awalkmyway on Instagram
