“How Do I Attract Clients as a New Coach?”

You’ve just earned that shiny coaching certification, and you’re brimming with passion, ready to make a real difference in people’s lives.

But let’s be honest – your phone’s not exactly buzzing with client calls, right?

That’s the emotional rollercoaster of starting your coaching journey – and trust me, I’ve been there.

So, how do you get coaching clients?

Let me take you back to 2018, when I was fresh out of the corporate world, diving headfirst into coaching.

No formal qualification yet, and honestly, no clue how to run a business.

It felt like I was taking a leap off a cliff.

But here’s the thing – you don’t have to take that leap all at once. You can grow into it, just like I did.

The switch from corporate to coaching? It was like someone had pulled the rug out from under me. No more boss to pat me on the back, no performance reviews to ace, no annual bonus to look forward to. That ‘good girl’ pat on the head? Gone.

I had to learn to big myself up, to recognise my own wins. It felt alien, uncomfortable, downright cringey at times. But let me tell you, that shift? It was a game-changer.

Fast forward six years, and I’ve clocked up over 6,000 coaching hours and founded Paseda360. I’ve been where you are, rode that emotional rollercoaster of attracting those first clients. It’s thrilling, terrifying, and sometimes makes you want to crawl back under the duvet.

But it’s definitely possible. So, let’s explore and see how you can build the coaching practice you’ve always wanted.

The Coaching Landscape: It’s a Whole New World

First things first, let’s talk about what’s happening in the coaching world right now.

Gone are the days when coaching was only for C-suite executives with more money than sense. Since Covid, many people have realised the benefits of investing in their wellbeing. They’re looking for someone who can help them navigate life’s twists and turns, not just hit their KPIs.

The International Coaching Federation says there’s been a 21% increase in coaches since 2015. Sounds scary, right? More competition? But flip that on its head – there’s also a bigger pool of potential clients out there, hungry for what you’ve got to offer.

The trick? Standing out in this crowded marketplace. And that starts with nailing down your approach.

Defining Your Coaching Approach: To Niche or Not to Niche?

Now, I know plenty of experts will tell you that you must niche down early to succeed, and while there’s wisdom in finding your focus, it’s not the only path.

In your first year, what’s more important is gaining experience, building your confidence, and allowing your niche to reveal itself naturally as you coach.

Don’t get me wrong, niching can be powerful.

But it’s not about narrowing your focus – it’s about developing your personal brand and being brave enough to be vulnerable. That’s what attracts your ideal clients.

Take Eleanor, one of our Paseda360 graduates. She jumped from a 30-year IT career into coaching tech leaders. It worked for her because she used her experience to her advantage.

But then there’s Cheryl, who started out helping all sorts of professionals with career transitions. Over time, she naturally found her sweet spot without boxing herself in early on.

The key? Start somewhere that feels right for you and let experience be your guide. As you work with more clients, you’ll start to see patterns in who you click with and what problems really light your fire.

Crafting Your Unique Value Proposition: What Makes You, You?

So, you’ve got an idea of who you want to help. Now, why should they pick you over the coach next door?

This is where your Unique Value Proposition (UVP) comes in.

Your UVP needs to shout from the rooftops what makes you special. Maybe it’s your backstory, your method, or the results you’ve helped others achieve. Whatever it is, it needs to hit home with your ideal clients.

At Paseda360, our UVP is our ‘whole spectrum’ coaching method. We train coaches to work across the entire coaching spectrum, from therapy-like techniques to mentoring and consulting. It’s how we deliver rapid, lasting transformation for our clients.

When you’re crafting your UVP, ask yourself:

• What problem do I solve?
• How do I solve it differently or better than others?
• What can clients expect from working with me?
• What skills from my past life can I bring to coaching?
• What problems have I solved before that’ll resonate with my ideal client?

Remember, your UVP isn’t about being better than every other coach out there. It’s about being different in a way that matters to your ideal clients.

Building Your Online Presence: Your 24/7 Sales Team

Your online presence? It’s more than just a shop window – it’s one of the first impressions, your introduction to the world, and it’s what will draw clients in before they’ve even met you. It needs to reflect who you are, your values, and what you stand for.

Start with a cracking website.

It doesn’t need all the bells and whistles, but it does need to clearly show who you are, what you do, and who you help.

Make sure your message aligns with your UVP and speaks directly to your ideal clients. Include clear calls-to-action. Whether it’s booking a discovery call or downloading a freebie, make it easy for potential clients to take the next step.

Social media can be a goldmine for coaches, but it’s easy to get overwhelmed. Instead of trying to be everywhere, pick one or two platforms where your ideal clients hang out.

For many coaches, LinkedIn is a great starting point, especially if you’re targeting professionals.

When it comes to content, quality trumps quantity every time.

Share insights, tips, and stories that show off your expertise and provide real value.

The goal?

Build trust and establish yourself as the go-to expert in your field.

Content Marketing: Become the Best Teacher in Your Industry

Content marketing is one of the most powerful ways to attract clients as a new coach. It lets you show off your expertise, provide value upfront, and build trust with potential clients.

One of the most effective strategies I’ve used is the ‘They Ask, You Answer’ approach. They Ask, You Answer is a book – a sales and marketing framework by Marcus Sheridan.

There’s lots to this framework, but the foundation is a ‘Learning Centre’ section on your website, like our Knowledge Hub, where you answer the most common questions your potential clients have.

It’s simple, but not a lot of businesses do it.

These aren’t just surface-level FAQs, but in-depth, honest answers to the questions that prospective clients will have at the time when they’re seriously considering working with you.

For example, if you’re a career transition coach, you might write articles like:

• “How do I know if it’s time to jump ship on my career?”
• “What are the biggest hurdles in career transition and how do I leap over them?”
• “How long does it really take to change careers?”

These articles focus on educating your audience, with about 80% of the content dedicated to addressing their questions from an industry-wide perspective. And 20% of the article is where you naturally introduce how your expertise and services fit in.

It works wonders for coaching businesses.

By providing thorough, honest answers to these questions, you’re not just attracting potential clients – you’re building trust and establishing yourself as the go-to expert in your field.

Before you dive into content creation, you’ll want a solid foundation.

That’s why I’ve created the Coach’s Success Starter Kit – a comprehensive guide that walks you through the essential elements of content marketing for coaches. It includes content planning templates, topic ideas, and proven strategies to help you establish yourself as an authority in your field. Download it now to kickstart your content marketing journey with confidence.

Don’t Just Stick to Writing – Video Brings Your Business to Life

Now, don’t just limit yourself to writing articles. Video is an incredibly powerful tool, and it’s one of the best ways to humanise your coaching business.

Why? Because it puts a face and voice to your name. It’s not just about sharing tips – it’s about letting your prospective clients see who you are, how you speak, and how you connect with them.

Video helps to build trust in a way that text alone can’t. When people watch you share insights, advice, or your own experiences, they start to feel like they already know you.

So, by the time they reach out to you for a discovery call or enquiry, they’re not talking to a stranger – they’re talking to someone they feel a connection with. And that’s a brilliant way to stand out in an often impersonal online world. It takes you from being just another coach to being the one they trust.

Whether it’s video on your website, quick tips on social media or longer content on YouTube, video helps you connect with your audience on a more personal level.

Email marketing is another ace up your sleeve.

Start your email marketing efforts by offering a valuable freebie – maybe a short e-book, a checklist, or a mini-course – in exchange for email addresses. For coaches, some killer lead magnets might be:

• A self-assessment tool for identifying career values
• A guide on “5 Steps to Kick Imposter Syndrome to the Curb”
• A worksheet for setting and smashing SMART goals

Then, nurture those relationships with regular, valuable content. Share insights, tips, and stories that your audience will find helpful. Remember, the goal isn’t to sell in every email, but to build trust and show off your expertise.

Networking and Building Relationships: It’s Not What You Know, It’s Who You Know

While online marketing is crucial, don’t underestimate the power of good old-fashioned face-to-face connections.

Networking can be a goldmine for new coaches, but I know it can feel daunting, especially if you’re more of an introvert.

Start small.

Attend local business events or industry conferences. Set yourself a manageable goal – maybe to have three meaningful conversations at each event. Remember, quality trumps quantity when it comes to networking.

If in-person events make you want to hide under the table, start with virtual options. Join LinkedIn groups related to your field and get stuck into discussions. Attend virtual industry meetups or webinars. These can be great low-pressure ways to start building connections.

Here are some practical tips to get you started:

• Focus on being genuinely curious about others at networking events instead of immediately sharing what you do.
• Offer coaching in the moment where appropriate, showing your value through the interaction.
• Collect business cards and follow up within 24-48 hours to introduce your coaching practice.
• Offer to help others without expecting anything in return.
• Share valuable content regularly to stay top-of-mind with your connections.
• Consider starting your own networking group for coaches or professionals in your niche.
• Join professional coaching associations. These organisations often offer great opportunities for learning, networking, and even finding potential clients.
• Don’t underestimate the power of collaboration. Look for opportunities to partner with complementary professionals – therapists, HR professionals, or business consultants, for example. These partnerships can lead to mutual referrals and expand your reach.
• LinkedIn can be a powerful tool for professional networking. Engage with others’ content, share your own insights, and don’t be afraid to reach out and make connections.  Remember to personalise your connection requests – explain why you’d like to connect and how you might be able to help each other.

Implementing a Referral System: Let Your Clients Do the Talking

Once you start working with clients, don’t underestimate the power of referrals. Happy clients can be your best marketing tool.

Encourage your clients to spread the word about your services. You might even consider setting up a structured referral program, offering incentives for successful referrals.

This could be as simple as a discount on future sessions or a free resource you’ve created.

Partnering with other businesses for mutual referrals can also be a winner. For example, a career coach might partner with a CV writing service, referring clients to each other when appropriate.

Measuring and Adjusting Your Marketing Efforts: What Gets Measured, Gets Managed

As you implement these strategies, it’s crucial to keep an eye on what’s working and what’s falling flat. Keep tabs on key metrics like website traffic, email open rates, and of course, the number of client enquiries you’re receiving.

Don’t be afraid to experiment and tweak your approach based on the results you’re seeing. Marketing is as much an art as it is a science, and what works for one coach might be a total flop for another.

Common Marketing Mistakes New Coaches Make

Let’s talk about some common pitfalls to avoid:

• Trying to appeal to everyone: While some coaches benefit from having a clear niche, it’s not the only path. It’s important to find a balance. If you niche too early, you might limit opportunities. On the other hand, having a more focused approach can help you tailor your message to attract the right clients. The key is to refine your offering as you gain experience and clarity.
• Undervaluing your services: Don’t sell yourself short. Price your services based on the value and transformation you provide, not just your years of experience. Clients are paying for results, so focus on the impact you can help them achieve.
• Inconsistent marketing efforts: Marketing takes time and consistency. Set aside dedicated time each week for marketing activities. Use tools like content calendars and scheduling apps to stay organised and maintain regular communication with your audience.
• Neglecting to follow up with leads: Don’t assume one touchpoint is enough. Create a simple follow-up system for leads, such as a series of personalised emails or check-in calls. Building relationships is key to turning prospects into clients.

Key Takeaways: Your Action Plan

• Define your approach and ideal client: Whether you focus on a specific area early or keep your options open, spend time reflecting on who you most want to work with and why. Create a detailed avatar of your ideal client to guide your marketing efforts.
• Craft a compelling Unique Value Proposition: Highlight what sets you apart and why clients should choose you. Ensure this is communicated clearly in all your marketing materials.
• Build a strong online presence: Create a mobile-friendly website that showcases your UVP and focus on one or two social media platforms where your ideal clients spend time.
• Build a ‘They Ask, You Answer’ Learning Centre: Build a Knowledge Centre on your website that answers the key questions potential clients have, positioning you as an expert.
• Network strategically: Start with virtual networking options like LinkedIn groups or virtual meetups, and collaborate with complementary professionals for mutual referrals.
• Offer value upfront: Provide free discovery calls, resources, or workshops to give potential clients a taste of your coaching. Use client success stories to establish credibility.
• Set up a referral system: Encourage satisfied clients to refer you and explore partnerships with complementary businesses to expand your reach.
• Consistently measure and adjust your marketing efforts: Track key metrics and regularly refine your approach based on what’s working best.

Remember, attracting clients as a new coach takes time and effort.

But with persistence, authenticity, and a willingness to learn and adapt, you can build a thriving coaching practice. I know because I’ve been there, and I’ve seen countless coaches go through this journey.

The world needs more great coaches, and it’s time for you to step up and make your mark.

Don’t miss out on our free watch our latest webinar that’s packed with insights and tools to jumpstart your coaching business.

This could be the turning point – are you ready to transform your passion into a thriving coaching practice? Your future clients are waiting for you to take action.

Let’s make it happen!