Why Sharing Your Story to Build Rapport Isn’t the Marketing Tool You Hope It Is

Why Sharing Your Story to Build Rapport Isn’t the Marketing Tool You Hope It Is

Nobody cares about your story. They don’t care about mine either. The truth is that what people care about is themselves. That might sound harsh, but it’s a truth that could save your coaching business. Coaches are repeatedly told that sharing their...
The Art Of Non-Salesy Sales Conversations

The Art Of Non-Salesy Sales Conversations

There’s a persistent myth amongst our professional community that sales conversations are uncomfortable, pushy affairs in which you convince reluctant prospects to work with you. This myth exists because most coaches approach client acquisition backwards. Coach...
Professional Development Versus Business Development

Professional Development Versus Business Development

Most coaches finish their training believing they understand client acquisition. They don’t realise there’s a gap because they assume client acquisition is intuitive – that casting a wide net is obviously the right approach, and that digital reach...
Superficial Tools, Serious Consequences

Superficial Tools, Serious Consequences

There’s a new wave of AI-powered tools promising to help coaches “build their Ideal Client Avatar” in minutes. They’re often created by people who have no Ideal Client Avatar (ICA) of their own and no fundamental understanding of what goes into building one. To my...