Common Questions About Getting Paying Clients
Where should I start when trying to find coaching clients?
Start by getting clear on what you’re *actually* selling. People don’t pay for “life coaching.” Literally no one signs up because they want an hourly session with a coach every week. They sign up for what the hourly session gets them. Or put another way, they pay for results. That means helping someone solve a specific problem or move toward a specific goal.
If you’re not clear on the outcome you provide as a coach, get clear! Otherwise your marketing will feel scattered and clients won’t feel connected with you. In today’s world, generic doesn’t sell. Specific does. So, before you worry about platforms or strategies (or make your first post on social), make sure you can clearly explain what you help people do, in words your clients will 100% understand.
Go deeper:
📝 Blog: What You’re Actually Selling as a Coach
How do I market myself as a coach?
Marketing works best when it fits your overall strengths as a communicator. Some coaches enjoy writing, others speaking, and others prefer having short form interactions like texting (or messaging on social!). There isn’t one “right” way to market—there is only the way you can do consistently and well. So start by thinking how you like to communicate so you choose something that you won’t hate, and then think about where your clients hang out and put your hands together. If you love networking and cosy conversations and you are in the career coaching space, LinkedIn makes a lot of sense as a place to start. If you love journaling and writing long emails then think about writing on Substack or pitching organizations with your niche as their audience on your articles. Don’t try and do everything, just do a few things well.
Focus on learning a simple, repeatable way to communicate what you do and who it’s for. Consistency matters more than complexity, especially in the beginning.
Go deeper:
🎞️ Masterclass: How to Find Coaching Clients
What’s the fastest way to get coaching clients?
One of the fastest ways to get clients early on is through public speaking. Public speaking is one of the rare times when you have someone’s full attention for an extended period of time, so it’s easier to build trust and credibility as a coach. And because humans communicate through tone and body language even more than words, hearing you speak and seeing you speak cements that trust.
Even small speaking opportunities can lead directly to clients if your message is clear. And don’t be afraid to speak for free and then invite people to a free sales consult to learn more about working with you. You’ll find you get booked more and also make more money, it’s a win-win!
Go deeper:
📝 Blog: How to Get Booked to Speak as a Coach
What’s a simple way to get clients without complicated marketing?
Referrals are a simple way to get clients. People trust recommendations, which means you start with built-in credibility.
You can get referrals by staying connected with your network, letting people know who you help, and building relationships with others who serve a similar audience. So network with other coaches and vendors who serve your niche and proactively suggest becoming referral partners. It’s a win-win, as not every client will be a great fit for you, so it’s always good to have other coaches or people to send them to (and get some in exchange!).
Go deeper:
📝 Blog: How to Get Referrals as a Coach
🎧 YouTube Podcast: How to Build Referral Partnerships
Should I run ads to get coaching clients?
For most new coaches, ads are not the best place to start. Ads bring attention to your business, but if your offer and messaging aren’t working yet, you’ll likely spend money without getting results.
It’s more effective to first learn how to get clients through free organic marketing channels – everything from networking to podcasting to using social media. Once you know what works, ads can help you scale—but they’re not a shortcut to clients. Hone in on your message and sales funnel first, and only when you know they work consider ads.
Go deeper:
🎧 YouTube Podcast: Should You Run Ads as a Coach?
What if I’m burned out from creating content?
Content creation doesn’t have to be constant or overwhelming. If you are using a marketing platform that requires lots of content, like Instagram, remember that very few people will see all of your content, and even fewer will remember it. So, don’t hesitate to repost and remix content, and repeat the same messages.
Go deeper:
📝 Blog: 5 Simple Ways to Create Content That Gets Clients