As a self employed coach there is so much to do beyond the realms of helping people; we need at least a basic grasp of: sales, marketing, advertising, negotiating, accounting, strategy and so much more.

At first, we are everything in our business and for most of us, we haven’t got a clue how to start. So, we look around at what other people are doing and start copying what we think is the right way; it works for them and so it should work for us. We start listening to people who have been doing it for a while and take lots of advice; we buy programmes that promise to help us make 6 figures, read books, watch videos; go to different training events.

What we hear and what we see makes a lot of sense but it also confuses the hell out of us; there is so much to do. Every day, the hours fly by and although we are busy, nothing really seems to change; we are still struggling to make enough money to pay the bills and our debts go up as we spend more money; convincing ourselves that this next programme will be the one; that this next advert will bring the clients flooding in! Unfortunately, it never will.

No training course or book can grow your business

No amount of scrolling through your newsfeed will bring clients to your door

No clever quote will have someone pay you to coach them

Another problem is that no-one knows what coaching is outside of sports. When you see a coach shouting at a player on the pitch it is obvious, but when it comes to life or business coaching; what the hell is that?

That’s why you can’t sell coaching with a facebook ad

So, when you write adverts for coaching, you are wasting your time and money. The only people it works for are long established coaches and even then, the people who will click through are probably already in the world of coaching.

The best an advert could do for you is bring people into your world who may start reading your posts or watching your videos. It can be used with purpose but is a long term strategy. Someone who clicks onto your website, or facebook page, from an ad may become a client in year or two.

The majority of people will never understand what you do

In fact, I would hazard a guess that you find it hard to describe what you do. I can’t count the number of times I have changed how I describe my coaching over the past couple of years. I have screwed it up many times and even when I haven’t it is hard for anyone to really understand. With the coaches I have worked with, they have often tied themselves in knots trying to explain the unexplainable.

Advertising or talking about coaching won’t get you clients and that is fantastic news!

This means you don’t have to waste time learning about algorithms; you don’t have to choose a demographic; there is no need to check the statistics of who clicks on what. You can stop doing all of that and save all that lovely time for something better.

So, what can you do?

It is  so simple that you have probably dismissed it.

Coach one person.

You might be thinking: What do you mean, coach one person? It is too simplistic. How will that build a thriving business?

A successful coaching business is built on coaching one person, and then another

There is a simple process that I learnt from my own coach at the time, John P Morgan, that I have adapted to suit myself. It is an idea that came originally from a book called The Prosperous Coach (If you haven’t read it yet, do! There is a lot of useful information in there for growing a coaching business). The idea is this:

  1. Coach someone for free; so powerfully that they are changed forever
  2. Invite them to work with you over time and pay you money
  3. Repeat with the next person.

Where do I find these people? You might ask.

Potential clients are EVERYWHERE!

As a coach, we get to help anyone we want. This means that wherever you are, there is potentially someone who you can help. If you focus on that, the rest can take care of itself.

To make it easy, there is something from the book that I have done and that I get every coach I work with to do. It is this:

100 Powerful Conversations Project

The idea is to create your own project where you will coach 100 people for free. The first time I did this, I called it “Change 100 Lives”. You can call it whatever feels good. You then have something to invite people to who you can help.

In the process of coaching these 100 people, you may want to offer some of them to work with you again, but this time for a fee. Out of 100, assuming you are able to help them, you will get some saying yes and your business will grow.

How quickly you do it, is up to you.

Imagine the potential that comes from coaching 100 people……

Some could become paying clients, others could refer other people to you, others could be testimonials. Even without any of that, you will be a coach who has impacted 100 lives and you will be growing into an extraordinary coach and your ability to make money through it will be exponential.

You will be growing into an extraordinary coach and your ability to make money through it will be exponential

It was worth saying twice! 🙂

Creating a successful coaching business is ridiculously simple but it takes a lot of dedication and you have to love it. The majority of coaches never make more than about $20,000 a year and that is when working full time. The reason for that is that to be a truly great coach, you have to be on a powerful journey of growth yourself and you have to park your ego at the door.

There is a very low bar for entry but a very high bar to succeed.


Are you willing to keep coaching people if you are changing their lives but making no money?

If your answer is yes; then you could make it work.

If you are not sure, I recommend you take some time to consider if it is something you really want.

Here is a 40 minute video conversation I had with a previous client who is a coach. He was able to quit his part time job to become a professional coach because of the work we did together.

In the video, we talk about what it is like to be in a coaching relationship with me and the details of his transformation.

If you want to find out how I can help you make your coaching business a success, fill in the form below or email me: