Empowering New Coaches Embrace Boundaries and Authenticity

Congratulations on taking the first steps into the rewarding world of coaching!

As you embark on this journey, it’s natural to feel enthusiastic about attracting new clients and making a positive impact. However, it’s important to approach this process with intentionality and authenticity, while also being mindful of the traps that can hinder your growth.

Escaping the “Need-to-Please” Trap

The desire to please others and be helpful is deeply ingrained in the role of the Rescuer within the Dreaded Drama Triangle (DDT). As a coach, you will probably be very familiar with this concept, and will know how important it is not to find yourself defaulting to this role – you’ll know all about the negative effects it can have on both yourself and your clients.

But this doesn’t just apply to your coaching practice. It applies to building a business, and to marketing, as a coach. By prioritising others’ needs over your own, you may neglect your own legitimate desires and responsibilities, ultimately leading to feelings of inadequacy and disempowerment.


How to Design a Coaching Business that Works for YOU

How to Design a Coaching Business that Works for YOU

Shifting into TED* (The Empowerment Dynamic) offers a new perspective, allowing you to update your belief system and understand that you can still support others as Co-Creators.

This shift requires learning to ask for help or support, prioritizing self-care as a daily practice, and transitioning from a Rescuer to a Coach mindset.

Check out the Mindset chapter of our Coach’s Marketing Journey course…

Embracing Boundaries and Authenticity

As you navigate the early stages of your coaching career, it’s crucial to define your ideal client and cultivate authentic connections. Rather than trying to appeal to everyone, take the time to understand the demographics, values, goals, and challenges of your ideal client. By narrowing your focus, you’ll attract clients who align with your coaching style and expertise.

Check out the Client chapter of our Coach’s Marketing Journey course…

Setting clear boundaries is equally important to protect your time, energy, and well-being. Be upfront about your coaching hours, availability, and communication preferences. Communicate your boundaries confidently and respectfully to potential clients, ensuring that you prioritise your own needs while providing valuable support to others.

Tips for Success

Here are some actionable tips to help you navigate this pivotal phase of your coaching journey:

  1. Focus on Value, Not Desperation: Instead of approaching client acquisition from a place of desperation or scarcity, emphasise the value you can provide. Highlight your unique strengths, expertise, and coaching approach, demonstrating how you can help clients achieve their goals.

Check out the Story chapter of our Coach’s Marketing Journey course

  1. Invest in Personal Development: Continuously invest in your personal and professional development as a coach. Attend workshops, seek mentorship, and engage in ongoing learning opportunities to hone your skills and expand your knowledge.

Did you know that our Coach’s Marketing Journey course is accredited by the Association For Coaching CPD Hours Scheme. As an AC member, you will receive up to 32 hours of CPD credit for completing the course.

  1. Practice Self-Care: Prioritise self-care as you navigate the demands of building your coaching practice. Set aside time for rest, relaxation, and activities that rejuvenate you. Remember that taking care of yourself is essential for sustaining your passion and energy as a coach.

You might enjoy my weekly Reflection & Confidence sessions, where I hold space for coaches to gather and reflect on the feelings that arise from doing marketing, framing sessions so that you are able to move forward with better clarity, self-compassion and a sense of being supported.

  1. Be Patient and Persistent: Building a thriving coaching practice takes time and persistence. Be patient with yourself and trust in the process. Stay committed to your vision and goals, and be open to learning and adapting along the way.

By staying true to yourself and honouring your boundaries, you’ll attract clients who align with your values and vision for coaching success. Do this in the company of like-minded individuals and you will be inspired, kept company, receive invaluable feedback and not feel like you are doing it all alone.

Thanks to Center for The Empowerment Dynamic for their inspiration for this post

Every coach has been there – especially when you’re just starting out: you need clients, and the quicker the better. At least, that’s how it feels. So, how do you attract people to work with you?

Every coach has been there – especially when you’re just starting out: you need clients, and the quicker the better. At least, that’s how it feels. So, how do you attract people to work with you?

Whatever your motivation for being a coach, your coaching is a business. As such, it’s there (at least in part) to make money. Yet, just like everyone else in the world, you only have so many hours in the day. How do you make the most of those hours?

Social media is a great tool, especially LinkedIn. Making connections, networking, joining like-minded communities, and of course, finding clients. But like any tool, it only works when you know how to use it. In this short guide, I’ll answer the three most common questions and talk about how as a coach you can use LinkedIn to attract clients who are the perfect fit.

Is your marketing an accidental success? To put it another way… do you get results because of the marketing you do, or despite it?
A lot of marketing only ‘works’ because of the effort of the recipient. It lands in front of someone who is ready to buy and is willing to do the work to decode the marketing message. Why do we say “decode”? Because all too often, the marketing message isn’t focused on them, it’s all about the coach and what they do. The potential customer has to do some translation work – The coach does X… therefore I will potentially get Y. The marketing is only working by accident. So how can you start marketing on purpose?

As a coach, how many clients would you say you need? Or, to put it another way, how many can you work with in any depth? You certainly don’t need 10,000 clients (and couldn’t manage that many anyway) so why does so much marketing advice push to get so many followers or ‘fans’ for your online content?

Where do your coaching clients come from? A lot of coaches say that they get most of their business from word-of-mouth referrals. They tend to think of this as being the primary, or often only, form of marketing that they need. The problem with relying on word-of-mouth marketing is that essentially what you’re doing is hoping that by doing a good job, people will talk about you and more clients will come your way. It’s the business equivalent of a free lunch, lovely when you get one and you appreciate it, but you can’t really rely on it to feed you. So, realistically, how can you orchestrate more referrals – rather than waiting for that free lunch?

Why do your coaching clients work with you? Presumably because what you do resonates, supports, guides or otherwise works for them. When clients are deciding if they want to work with you they are asking themselves three questions: Who does this coach usually work with? What can they help me with? Why should I trust them? Most coaches are great at talking about the what but are less sure about the who and the why. So let’s look at how to talk about all 3.

Most coaches start with the hardest bit of marketing. If it seems that you’re always talking to people who don’t understand coaching, let alone that they would benefit from it, then you too are engaged in that ‘hardest bit’. It’s exhausting, isn’t it? A lot of work and effort with limited engagement in return… because these people are unaware of their situation or that coaching might help. It is often assumed that these people are your only potential clients, but luckily there are other people with whom your marketing will resonate much more easily.

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