If you’re a coach who markets their coaching business by posting inspirational quotes, or ‘humble brags’ about success, may I invite you to rethink your strategy? (And for the record, inspirational quotes and humble bragging isn’t marketing, it’s posting – and they’re NOT the same thing!).
How To Start a Coaching Business
So, you’re a coach. You’ve discovered the superpower of coaching – the thing that transforms lives. Now you need to figure out how to find clients who can and will pay for your coaching.
This is where most coaches falter but fear not – I’ve got you.
Let’s talk about how to start a coaching business in a comfortable, authentic way. Most importantly, a way that actually works!
Drop the Fear – You’re Not Alone
First of all, let’s get one thing straight – it’s not your fault. If you’re feeling overwhelmed, stuck, or like you’re floundering, it’s because no one told you how to start a coaching business. Your coaching qualification taught you how to coach, not how to find paying clients.
This is a problem the vast majority of coaches face. In fact, 82% of coaching businesses fail because their owners don’t know how to acquire clients. You are not alone. But here’s the good news – you can fix this.
When you first trained as a coach, you probably had your own version of this narrative in your head:
Coaching is my superpower! I’m going to be able to transform lives – how about that? People will see what I can do and come running!
And then… crickets.
Here’s the reality no one tells you – potential clients don’t even know you exist. Worse, they don’t even know they need a coach. They’re too busy struggling with their problem.
So, here you are – a competent, qualified coach, staring at a marketing mountain that feels insurmountable. If you’re anything like the thousands of coaches I’ve spoken to you’ll have at least one of the following thoughts in your head:
- I don’t want to be salesy
- I’m terrible at promoting myself – I hate blowing my own trumpet!
- Perhaps I need additional qualifications, and then clients will come
- Marketing is inauthentic, unethical even
Sound familiar? You’re not the only one. In fact, I’d bet every coach reading this article has had those thoughts.
Here’s the hard truth: it’s not a lack of coaching skills holding you back – it’s a lack of client acquisition skills.
You are not bad at marketing. You just haven’t learned how to market yet. No, you don’t need to be an extrovert, and you definitely don’t need to shout from the rooftops or post cheesy inspirational quotes on LinkedIn. What you need is a process.
The sooner you stop beating yourself up and accept that marketing is a skill you can learn, the sooner you’ll start seeing results.
So, What Now?
- Breathe. You’re not alone in this, and you’re not “bad at business.” You simply haven’t learned the rules of the game yet.
- Stop panicking. You don’t need to sell yourself or compromise your values or ethics to attract clients. Good marketing is ethical, comfortable, and client-focused.
- Start believing this instead:
- You are already good enough.
- You don’t need another qualification.
- You just need clients.
You’ve got everything it takes to build a financially viable coaching business. Now, you need to learn the skills that will get you there. And here’s the best part – I can show you exactly how to do that.
Know Who You Want to Work With
Let me talk about the elephant in the room – you can’t market to everyone. I know that feels counterintuitive, and I realise you’re almost certainly thinking this, but I don’t want to limit myself. I can coach anyone, and I love the variety.
And yes, technically you can coach anyone. But if you try to appeal to everyone, you’ll end up appealing to no one. Your message will be so broad and vague that it’ll float past the people who need you most without them even noticing!
Think of it like this: Your potential client has a problem you can solve. They know they have a problem. They are lying awake at 3 a.m. worrying about it. But they don’t know that coaching is the solution (because they don’t know what coaching is), and they certainly don’t know you are the answer to their struggles.
Here’s the thing – your clients aren’t out there searching for a coach. They’re searching for a solution to their specific problem. Your job is to show up, speak directly to them about that problem, and help them realise that you get it– you understand them, their struggles, and what life could look like if that problem disappeared.
How to Choose Your Niche (or Target Audience – they’re the same thing!)
I know what you’re thinking: “But if I choose a niche, won’t I limit myself? Won’t I get bored coaching the same kind of client?”
Let me stop you right there. Choosing a niche isn’t about saying no to variety. It’s about saying yes to focus.
Here’s the truth:
Clients don’t care about coaching. They care about the outcome they’ll get from working with you.
Focused marketing works. When you talk specifically about the problem your potential client is facing, they’ll feel like you’re talking directly to them.
Your coaching will still be varied. Even if every client comes to you with what appears to be the same problem, you and I both know that coaching isn’t about the surface-level issue. Every person’s journey is unique, and every coaching session is different.
A Practical Example
Let’s say you’re a career coach. If your message is: “I help people with their careers,” you’ll disappear into the noise. It’s too broad. It doesn’t grab anyone’s attention because it doesn’t speak to a specific need.
Instead, what if you said:
I help account managers in financial services land their second job after their first post-graduate role.
Or, I help senior leaders in Pharma transition into a new career before retirement.”
Or, I help deputy heads who’ve lost their mojo to rediscover their passion for work.
Suddenly, you’re not a generic career coach – you’re the go-to coach for someone’s exact situation. Your ideal client hears that message and thinks, “That’s me. That’s my problem. I need to speak to this person.”
You’re not limiting yourself. You’re simply choosing where to start.
Why Focus Matters
When you pick a niche:
1. Your marketing gets easier. You know who you’re talking to, what to say, and where to say it. No more posting vague content and crossing your fingers,
2. You stand out. In a world full of coaches, you’ll become known for something. And being known for something is what attracts paying clients.
3. Your confidence grows. When you focus on helping a specific kind of client, you quickly become an expert in how their problems affect their lives. That confidence shines through in everything you do.
How to Choose Your Niche (Without Overthinking It)
If you’re still feeling stuck, may I suggest you join my challenge? It’s called Nail Your Niche and it’s the only challenge that’s designed explicitly for qualified coaches. You can register for the next challenge here: https://thecoachingrevolution.com/NailYourNiche
How To Build a Coaching Business: The Bottom Line
You can’t market to everyone. Choosing a niche doesn’t limit you – it frees you. It gives you clarity, focus, and a message that resonates.
When you get specific, your potential clients will stop scrolling, stop wondering, and start saying: “I need to work with this coach.”
And that, dear coach, is how you begin to attract clients who can and will pay you.