Before we get into the post 10 Things Every Life Coach Should Understand I just wanted to ask you:
Are you ready to take your coaching practice to the next level?
Are you a team player and want, not just my help with my 16 years of coaching experience, but that of 5 of your peers?
Then, the Coach the Life Coach Mastermind may well be for you.
This is the most affordable mastermind I have ever run and it’s designed to help you get paying clients by the end of the year.
That will depend on you, how hard you work, how tenacious you are and how badly you want to succeed as a coach.
This page will tell you everything you need to know and how to book a call with me to talk about it if you so wish.
1. Understand How To Run A Business
Frighteningly, some life coaches don’t even consider this before they embark on a career in coaching
Starting up as a coach purely and simply because you want to help people is noble, but not very smart.
It’s akin to buying a restaurant because you love cooking for your family.
There’s a tad more to it than that.
Whereas around 60% of restaurants fail in their first 3 years (and that includes franchises that have a much higher success rate and as such skew the figures), my guess would be that figure is closer to 95% with coaches.
But it doesn’t need to be like that if you have a business plan, a budget and an understanding of how to market yourself and acquire clients.
And the budget is important.
Too many coaches think all they need is a computer and Internet connection.
No, no and dare I say, thrice no?
Check out this post if you want to get an idea of what my monthly costs were a couple of years ago – they are higher now.
I strongly advise that if you’re not au fait with running a small business, then hire an accountant who is and do things properly.
2. Understand How To Attract Clients
I am staggered at how many e-mails and requests on Social Media I get asking me something along the lines of:
‘Can you tell me how to get clients?’
You’re in a business where you have no clue as to how it works, and you expect me to give away 16 years of hard work and experience in an e-mail or Facebook post because you’re too lazy to do the work?
The Coach the Life Coach live course was over three months long and it was that long because I needed that long!
It’s where I explained exactly what I have done to build a thriving practice and what I do now to maintain that.
It’s also where I shared the mistakes I made, and yes, there have been scores!
Here are a few bullet points on things you ought to know if you want to attract clients and that we covered on the course and will be covered on the digital version that launches early in 2022.
- How to write copy that converts
- Why branding is soooo important
- How to figure out your niche
- When to try and sell and when not to try and sell (hint: on a sales page, not on your home page)
- What is a call to action and why is having one so imperative
- How to build social engagement
- How to build rapport without even physically meeting somebody
- What a sales funnel is
- The basics of the sales process – just 101 stuff, don’t freak out
- How to close a sale
- How to upsell (presuming you want to and actually have something to upsell to)
- How to expand your income past just one-on-one coaching
Is that enough to be going on with?
3.Understand How To Blog
If you don’t want to acquire clients online then you can quite happily skip this part as well as the next two if you like.
If you want clients to find and hire you online then you need either several thousand dollars to hire a top-end SEO company, or to learn how to blog.
Presuming you haven’t got that kind of cash, then blogging and writing it is.
Blogging isn’t just about slapping whatever comes to mind up on your website and hoping people will love and share it.
And do you know why they won’t?
Because there are approximately 2.5 million blog posts published every day on the Internet.
A reasonable proportion of those people know what they’re doing and will bury your content and probably laugh heartily as they do it.
It’s a tough world.
Deal with it, or consign yourself to a lot of frustration and angst.
We’re on a bullet point roll so here are some things you need to know about blogging:
- How to write a headline
- How to optimize your post or risk wasting your time
- When to post and when not to
- How to promote your post effectively
- What a skinny post is, and why you should probably be avoiding them
- What content marketing is
- Why anything other than a WordPress blog is going to make your life more difficult
- Why hosted free blogs (including Weebly, Wix, Squarespace, wordpress.com) are unwise solutions
- How to write different types of posts for different audiences including Google
- Why you may love vanilla ice cream but your readers hate vanilla posts
- Why it’s ok to challenge and even polarize your readers
I have no doubt that there are dozens of successful coaches who never blog.
However, the majority will be doing offline marketing and I just don’t enjoy that.
I literally do ZERO marketing offline.
I don’t attend Chamber of Commerce meetings, I don’t give free talks anymore, I’m not a member of BNI or any other such organization and don’t employ any traditional advertising.
I don’t even have a business card.
If you’re a new coach then it probably is a wise idea to do some offline marketing as you build up things online, but I don’t enjoy it at all, so I’d rather not bother.
4. Understand How To Grow A Newsletter
The newsletter for Coach the Life Coach is the lifeblood of my business.
Similarly, when I was life coaching my A Daring Adventure list was my lifeblood.
Apart from launches where admittedly I’m on high alert, I rarely worry about business, because it’s within my control.
But if you decided you were going to take my newsletter off me I’d be extremely concerned.
Well over half the people who hire me are on one of my email list.
People are very reluctant to give you their email address unless they see value in doing so.
So offer value!
I write a fair amount of exclusive content for my lists including that I don’t share here on my blog.
Here are a few ways to grow your list:
- Offer an excellent bribe (something you give away free to every person who subscribes) that delivers lots of value
- Make signing up as easy as you possibly can – pop-ups are annoying but a fact of life – so use them!
- Supply your readers with high quality information
- Use Social Media to drive subscriptions
- Guest post on other blogs and link back not to your home page, but to a landing page with a relevant bribe on it for people to subscribe
- Look for JV’s (joint ventures) in which you give people access to your list for access to theirs
- Do webinars that require people to sign up to join – then blow them away with the content
Your list is imperative, so don’t just hope it will happen because it probably won’t.
Check out The Ultimate Guide To Newsletters For Life Coaches for more help with running a list.
5. Understand The Basics Of SEO
I wrote a long post called SEO for Life Coaches – The Ultimate Guide that probably no more than a couple of hundred people have ever read from start to finish.
That’s discouraging for me, but encouraging for you because it just demonstrates how easily you can kick the ass of your competition.
A quick story to make the point.
In early 2012 (I think, as I’m going from memory) Google announced that they were reversing their stance on exact anchor text.*
Previously they had encouraged it, but now they were saying it wasn’t natural and as such, they were punishing sites with too many inbound links using exact anchor text.
I knew this, but my SEO guy didn’t and I went from page 1 to page 43 overnight for the term Life Coach.
My domain name came within a haddocks dick of being de-indexed by Google and totally useless to me.
My guess is you have no idea what I’m talking about (and that’s fine by the way, I had no clue 4 or 5 years ago either) about which is why you need to know the basics of SEO.
Don’t ignore this because your competition isn’t.
Or at least enough of them aren’t to make your life trickier than it needs to be.
*This is an example of exact anchor text.
Tim Brownson is a Life Coach who specializes in helping people getting unstuck
This is an example of a more ‘natural’ link.
Tim Brownson is a Life Coach who specializes in helping people get unstuck, you can read more by clicking here
6. Understand How Social Media Works
So many people presume because they use Social Media they understand how it works.
That’s a little bit like thinking because you can drive a car you understand how an internal combustion engine works.
Facebook had changed massively to the point where organic reach has become more or less an illusion.
I have been saying for years that Facebook is now effectively a paid product for businesses, and it’s because of the way they have put a stranglehold on organic reach.
A tiny fraction of the people who follow you will see any single post you upload.
Facebook will limit your reach to probably not much more than 0.5% of your audience and then watch to see what happens.
If you get great engagement with likes, comments and shares, then it will send to a few more and watch again.
This is why having a Facebook ‘like campaign’ in which you ask friends to like your page is mostly a bad idea.
Yes, you may have more followers, but if fewer people are engaging because they just liked it to help you out, then Facebook will punish you.
Most pages don’t ever get past the 1% mark because they don’t have the engagement, so tens of millions of posts just sit there looking all sad and lonely.
Facebook is just scraping by with profits for the first quarter of 2021 of over $26 billion, so obviously they need more people paying to boost posts or to run ad campaigns.
And it’s by no means just Facebook that’s getting harder to succeed on.
Around 2009 my YouTube Channel supplied me with a steady stream of high quality inbound leads, but not any more.
Go and look at life coaches on YouTube and see how many are getting views in the tens of thousands as I was, and that is the bare minimum if you are to get a decent ROI with a YouTube channel.
You’ll be lucky to find ANY that aren’t paying a lot of money for it by hiring YouTube experts.
The video platforms users want to share music, they want to share funny and bizarre videos and they want to share stuff that is flat out weird
By and large they’re not that interested in self development.
All the Social Media platforms are looking to monetize their service offerings and things are changing rapidly.
It’s difficult to keep on top of one Social Media platform for the average Life Coach never mind 6 or 7.
There are almost monthly changes to Facebook, but most coaches don’t know about them and thus continue to do the same ole same ole not realizing that it’s no longer working.
That’s why I advise you to just focus one, or maybe a couple of platforms.
Then make sure you are subscribed to reputable blogs that will advise you of changes.
I have accounts on YouTube, Twitter, Clubhouse, Pinterest, LinkedIn and Instagram, but I don’t spend any real time on them.
Sure you can have more accounts and cross-post if you like, but spend 90% of your time on just one or two platforms and really get to understand them.
7. Understand Google Analytics
You don’t have to use Google Analytics, you can use something like Clicky, but you absolutely do need analytics of some description.
I was working with a client one time who told me he was ‘killing it’ on Instagram.
He had about 40,000 followers and was getting lots of interaction with his posts.
Not really, no.
I took a look at my clients analytics and he was indeed ‘killing it’.
But not with Instagram.
Because you have to go to somebody’s profile in Instagram to get to their site and you cannot just click through from a post or image, it’s harder to convert followers into newsletter subscribers or potential clients.
He was getting almost zero inbound traffic from Instagram.
However, with about 5% of the followers he was getting, what I can only term as, a shit load of inbound traffic from Pinterest.
Knowing this can help you adjust your strategy.
I look at my analytics at least once per week to see what is and isn’t working, especially with my Social Media activities.
You really should also use Google Search Console (especially is you’re doing SEO) because that allows you to figure out how people are finding you organically.
8. Understand Who Can And Can’t Help You
You will have a great many people tell you they can help you.
I see business and marketing coaches every day touting for coaching clients on social media.
Do you know why they’ve focussed their attention on our industry?
Because it’s awash with struggling coaches.
And why there are so many coaches working exclusively with other coaches?
When I started doing that in 2013 I was an anomaly.
There are of course many exceptions to what I’m about to say, but there is a growing number of coaches who have taken to coaching other coaches because they couldn’t fill their own practice.
Doesn’t quite sound right, does it?
As I was preparing to launch Coach the Life Coach I had a conversation on Skype with such a coach.
When I asked him why he’d quit coaching per se, he responded with a straight face that it was because he couldn’t make enough money.
The conversation didn’t go much further.
I can, and will, substantiate everything I talk about if you want me to because I don’t want you to think you’re just crossing your fingers and hoping for the best.
If you are toying with hiring me and aren’t quite sure if I know what I’m talking about I’m happy to do the following:
- I’ll show you my stats if you want to see them, and by that I mean all my stats for both of my sites
- You can talk to people I have worked with (not just read testimonials)
- You can clearly see how many people follow me on social media
- I can point to blog posts that have had over half a million page views
- I have a coaching practice where I am currently working 3 weeks out with new clients
I don’t say that (or any of the above) to be arrogant, I say it to be transparent and honest.
If you want one-on-one help with your building your coaching practice, click here and let’s talk.
9. Understand When To Say No To A Prospective Client
I had an e-mail from a lady one time who mentioned that she had considered suicide as an option to her recent troubles.
That is a rather glaring example of when to back off because somebody obviously needs medical/therapeutic intervention.
As coaches, we’re not equipped to offer that.
It doesn’t matter how much you want to help or how convinced you are that you can help somebody.
You have a duty of care both to the other person and yourself to say no (presuming that is you’re not also a qualified mental health worker).
I once took a client on many years ago who admitted to being bi-polar.
He convinced me (or perhaps I convinced myself) that even though he wasn’t on meds he was managing it with exercise and diet.
Let me tell you, my almost bankrupt football team, Derby County, is being better managed than his bi-polar was.
I fooled myself into thinking things would be ok, and it’s easy to do that when we are just beginning and hardly tripping over clients on the way to the bank.
That relationship ended when after I told him I would be charging him for a missed session.
He phoned me to spend 10 minutes hurling the kind of abuse at me down the phone that would have embarrassed a drunken sailor who’s just fallen downstairs and impaled his head on a spike.
I took another client on who had Aspergers Syndrome. Whereas this is a murkier area because there are coaches who specialize in this, it wasn’t a good fit for me.
A good rule of thumb is that if there is an entire branch of psychology devoted to whatever it is the person wants help with (and again presuming it’s not managed), then it’s probably not your job to take the clients money.
This isn’t just a moral or ethical decision either (although that should be enough), there could well be legal ramifications if you contribute to worsening the situation.
There are other times that as coaches when we should say no too.
And that’s when the clients’ requirements don’t fit our skill set, or there is a bad vibe.
As a life coach I turned down at least 1 in 4, probably more like 1 in 3 inquiries.
It could have been because of the first reasons mentioned, but equally, it could have been because they wanted time management or productivity help.
Neither of which I was good at, and neither of which got me fired up.
And I turned down plenty of clients just because I sensed we wouldn’t work well together.
Generally speaking, if you get a sense that a client isn’t right for you, then she probably isn’t.
10. Understand Nothing is Personal
If you coach for long enough you will fail some of your clients and some of your clients will fail you.
You will probably get negative (or none at all) blog comments and maybe even the occasional e-mail telling you you’re a fucking idiot.
You will have people unfollow you and ignore you on Social Media.
And will have the occasional run where it seems it would be easier to dig your way under Montana with a teaspoon than convert a prospect into a paying client.
That’s just part and parcel of working in a competitive industry in which everybody has a slightly different opinion on what is and isn’t best.
And that’s not just coaches either, but anybody who has ever read a self development book.
Not many people outside of the professions hold strong opinions on the work of surgeons, air traffic controllers or lumberjacks.
Yet it seems almost everybody has an opinion about coaching, and a lot of those opinions are based on ignorance about what we really do.
The phrase (or something similar), ‘I don’t need anybody to tell me what to do with my life‘ is one I have heard dozens of times.
To begin with, it bugged me because that isn’t what coaching is all about.
We don’t, or rather shouldn’t, advise people what to do with their lives.
Then I started to realize that I’m better focusing on people who are open-minded about coaching and talking to them, rather than trying to convert the cynics to its benefits.
Welcome negative comments in whatever form they come as an opportunity to learn.
You either got something wrong, you didn’t explain it clearly enough, or you may just be dealing with somebody who is having a bad day, or even a bad life.
None of it is personal and all are learning opportunities.
If a client doesn’t do the work and you explained the benefits and got their buy-in, then learn from it and let it go.
When you do make mistakes with clients, learn from them and then let them go too.
Over to You!
So what have I missed off that you think is important?
And what do you wish you’d understood earlier in your coaching journey.
Leave me a comment.