8 Secrets Every New Coach Should Know

Picture this: You're a new coach, fresh out of a reputable coach-training program and ready to start your chosen career. You feel proud of your recent accomplishments and can't wait to take the coaching world by storm!

The problem is, as excited as you are about embarking on your new life's journey, one thing seems to be standing in your way: promoting and marketing your coaching services. The mere thought fills you with dread. Starting a new venture is a daunting process, and you don't know what to do, or where to begin.


The good news is, help is on the way. Here, 8 surefire ways to kick-start your coaching career, and set your coaching wheels in motion…

1. Define your target audience

Most new coaches don't have a clear vision of who, exactly, they want to coach. Men? Women? Singles? Couples? Divorcees? Gen Xers? Empty-nesters? Retirees? The pool of potential clients seems vast - and extremely overwhelming

Therefore, the first and most obvious question you need to ask yourself is: Who is your ideal client? Or, Who do you want to coach?

For instance, just as a corporate coach is not looking to attract poets, painters, dancers and novelists, a life and personal coach might not be a good fit for a venture capitalist or CEO. Simply put, if the shoe doesn't fit – don't wear it.

Once you're able to more narrowly define your ideal client base, you'll feel a lot less pressure to "Coach the world," so to speak. You'll know which clients you're naturally attracted to, and those you're not. Follow your energy, and see where it leads.

2. Project a professional image

Most new coaches make the same mistake: Instead of seeing themselves as the polished, professionals they are, they project a down-home, New Age-y image that doesn't promote the confidence needed to make it in the competitive world of coaching.

That's not to say that you need to change yourself or your core beliefs in order to fit a particular mold or image. Not at all. Being authentic as a coach – and as an individual, for that matter - is absolutely vital.

What does need to happen, however, is for you to start seeing yourself as a viable brand; a coach who has something of value to offer. And the best way to get this message across is via your promotional materials – business cards, brochures (if you feel the need) and, above all, a professional, eye-catching and easy-to-navigate website.

Although many new coaches are intimidated by the thought of having their own website, don't be. Not only do websites build credibility, they give you a chance to spread your message farther and wider than you could by brochures, networking or word-of-mouth alone.

3. Publish or perish

Another way to get your coaching message across is by publishing articles, generating a newsletter and/or writing a blog. Some coaches do all three (I do), while others prefer to take on just one at a time.

Even if you think you can't write your way out of a paper bag, keep in mind that your message is valuable and needs to be heard by potential clients. So why not give it a shot? Not only will being a published author give your credibility a high-octane boost, it will establish you as an expert in your particular area of expertise.

If you're a career coach, for instance, you might want to write an article about the most effective way to conduct a job search; if your specialty is midlife coaching, you might want to write about financial or pre-retirement planning. The point is, pick a topic you feel comfortable writing about, and go for it.

Once you've got a finished product you're proud of, submit your article to a reputable online article directory, such as ezinearticles.com or articledashboard.com. There, your article will be seen by potential clients around the globe. Clearly, it's a win-win situation.

4. Market authentically

All successful coaches have one thing in common: They're aware of their strengths and weaknesses, but they focus on their strengths. This is especially good to know when it comes to promoting and marketing your coaching services.

If, for example, you have a dynamic, outgoing personality and love to schmooze, then public speaking and face-to-face networking is a perfect platform for you. If, on the other hand, you're they shy and retiring type who prefers written communication, you're best bet is to transmit your message via articles, a newsletter or blog, online groups or chat rooms.

Work from a strengths perspective and you'll go farther, faster.

5. Get organized

No man – or coach, as the case may be – is an island. That's why it's important not to isolate yourself in your own coaching bubble, especially when you're just starting out. Even if group activities aren't your thing, being part of a community of like-minded coaches can expand your horizons, enrich your experience as a coach, and help build the enthusiasm needed to be a strong, engaged professional.

One way to get involved is by joining a coaching circle or professional organization. The International Coach Federation (ICF), the largest organization for business and personal coaches, with other 13,000 in 80 countries, offers a listing of chapters in your area.

Once you try out a meeting or two, you may want to consider becoming a member – or even becoming an ICF-credentialed coach.

6. Create an ideal coaching environment

Even if most of the coaching you do is over the phone, you'll want to make sure that you have a comfortable, professional-looking workspace to ply your trade. If space is an issue, a comfy corner of your living room or bedroom can always suffice.

If you meet clients in person, you might consider sharing office space with a few other coaches, in order to keep costs down. Sure, it's tempting to meet clients at Starbucks, and many coaches do. But keep in mind that not all clients feel comfortable in a public place. Not only can it be extremely noisy, you run the risk of having someone at the next table listen in – even if they seem absorbed in the latest John Grisham novel or are typing furiously on their MacBook.

Remember, confidentiality is key, and it's important that your clients know that your commitment to the ethics of the profession – ie., respecting their privacy - is firmly in place.

7. Don't settle for less

Just as coaching in a local Starbucks is tempting for a new coach, so is taking anyone who'll pay you. Having a check in your hand feels good, and it can make you feel validated as a coach. But sometimes it's better to have the right clients – not just any clients.

So, how can you get the "right" clients, you ask? One way is by choosing a coaching niche and reaching out to those in that specific group. For example, one of my colleagues is a spirituality coach and targets only those who are on a spiritual journey or one kind or another. Another coach I know is a creativity coach and works exclusively with those in the creative- and performance-arts fields.

If you don't feel ready or able to pick a niche, that's OK too. Not all coaches niche themselves, especially when they're starting out. In fact, many coaches generalists (look at Tony Robbins). As long as you select clients for the right reasons (i.e., they excite and interest you in some significant way), you're headed in a positive direction.

8. Charge what you're worth.

One of the biggest mistakes new coaches make is to set their fees too low. Because they lack "real" experience, they don't feel as if they have a right to charge the going rate. As a result, these coaches charge below market value and end up suffering the consequences.

Not only does under-charging undermine your confidence as a coach, it sends a confusing signal to potential clients. How good can you be if your prices are so low?

That's not to say that you have to charge top dollar as soon as you start out. You need clients, after all. Just don't feel as if you have to be start in the bargain basement of coaching rates. Charge what you feel your services are worth, and see what happens. You can always adjust your rates – up or down – after you get a better feel for the market.