You’ve discovered your passion for coaching; now, you just need clients to coach. Building a client base can be simpler than you might think. With a simple, step-by-step approach, you can get started confidently. This guide walks you through creating your offer, marketing yourself effectively, and managing your mindset.
1. Create a Simple Offer
Think of your coaching business like a lemonade stand: you need a clear product, a price, and a way to deliver it. Here’s how to craft your offer:
- Choose your audience: Who do you want to help, and what results can you provide?
- Define your process: Decide on session length, frequency, and any additional resources.
- Pick a price: Choose an amount that feels manageable to offer while gaining confidence.
Offer Examples
Example 1:
- Audience: Moms who feel overwhelmed by balancing family life and self-care.
- Result: Create routines that prioritize self-care while staying present with their families.
- Process: 45-minute sessions, biweekly for 3 months, with access to a private online group for accountability.
- Price: $900
Example 2:
- Audience: Entrepreneurs wanting to build a stronger work-life balance.
- Result: Learn to set boundaries, reduce burnout, and grow their business without sacrificing personal life.
- Process: 90-minute sessions, once per month, for 6 months, with custom worksheets after each session.
- Price: $3000
Resist overthinking your offer. You can always make adjustments as you go. Tell yourself this is what I’m doing “for now.” For more help deciding on your offer, check out our ebook Creating Coaching Clients, which has a helpful worksheet you can use to create your offer.
2. Set Up Shop
Make it easy for clients to work with you by setting up these essentials:
- Scheduling software — to schedule appointments
- Video call software — to meet with clients
- Payment processing — to get paid
- Coaching agreement — to set clear expectations and protect yourself
You can start simple, and these tools are enough to get you going. You can refine your systems later as you grow. See our article on How to Set Up Your Coaching Business for a more detailed look at how to get started.
3. Market and Sell Your Offer
Once your offer is ready and you’ve set up shop, it’s time to connect with potential clients. Remember that marketing is simply about letting people know how you can help.
There are countless ways to market your business, so you’ll likely want to experiment and find an approach that works best for you. Avoid looking for the “right way” or trying to do it all. There is no silver bullet, and you don’t have to be on every platform to find success.
No matter how you choose to market, the process is simple: connect with people, share how you can help, and invite them to take the next step toward working with you. Here are some of the ways many coaches find clients.
- Social Media: Share valuable insights, behind-the-scenes looks, and details about your offer. Consistency matters more than perfection. Consider platforms like Instagram, TikTok, Facebook, YouTube, and LinkedIn.
- Blog: Use a blog to share your expertise and insights in a way that builds credibility and helps potential coaching clients understand the value you provide.
- Email Marketing: A coaching email list is a great way to stay in touch and a powerful way to nurture relationships over time.
- Networking: Whether online or in person, connecting with people in your industry or community can help spread the word about your business.
- Facebook Ads: Ads can be a great way to grow, but we recommend starting only after you’ve refined your offer and messaging to avoid wasting money on an unproven funnel.
How to make a marketing plan
You can make a simple and effective marketing plan by answering these questions.
- Where and how will I connect with potential clients?
- How will I provide value and nurture relationships with them?
- What is the next step I want them to take to work with me?
Marketing Plan Examples
Example 1:
Where and how will I connect with potential clients?
- I will attend 3 local business events each month and network with attendees.
- I will also engage with professionals on LinkedIn by commenting on their public posts and sharing valuable content.
How will I provide value and nurture relationships with them?
- I will invite them to join my email list, where I’ll send weekly tips on improving productivity.
- I will also provide a free downloadable resource (a time-management guide)
What is the next step I want them to take to work with me?
- I will invite them to book a free 30-minute consultation where we can explore their needs and how I can help them achieve their goals.
Example 2:
Where and how will I connect with potential clients?
- I will meet people through Instagram by hosting live Q&A sessions about goal-setting.
- I will also attend virtual conferences related to personal development.
How will I provide value and nurture relationships with them?
- I will offer free downloadable worksheets on goal-setting for my Instagram followers and email subscribers.
- I’ll engage with their comments and messages personally to build relationships.
What is the next step I want them to take to work with me?
- I will invite them to sign up for my 1:1 coaching program with a special discount for my Instagram followers.
Remember, marketing isn’t about convincing everyone—it’s about finding the people who need what you offer.
4. Manage Your Mindset
Your mindset plays a much bigger role in your success than you think. The way you think about yourself, your offer, and your potential clients can either fuel your progress or quietly hold you back.
Often, we have both positive and negative thoughts about something, but it’s easy to focus only on the positive and try to ignore the rest. But those unaddressed negative thoughts don’t go away—they linger beneath the surface and can undermine your confidence and actions, oftentimes without you realizing it’s happening.
Pay attention to thoughts about:
- Yourself as a coach: You may believe you’re skilled and ready to help, but if doubts like “Am I good enough?” or “What if I fail?” are left unexamined, they can sap your confidence. Recognizing and addressing these doubts is essential to stepping into your role as a coach fully.
- Your offer: You likely feel proud of what you’ve created, but lingering thoughts like “Is it worth what I’m charging?” or “What if no one wants this?” can erode your belief in its value. Until you address these doubts, they can make it harder to talk about your offer with confidence.
- Your potential clients: While you know there are people who need your help, thoughts like “There are so many other coaches out there” or “What if no one chooses me?” can make you question whether you’ll find them. Examining these doubts helps you trust that the right clients are waiting for you.
The key is to notice all your thoughts—both positive and negative—so you can work through the ones holding you back and strengthen the ones that propel you forward.
To strengthen your mindset, try these steps:
- Identify unhelpful thoughts: Notice recurring doubts or negative beliefs. Write them down to bring them into focus.
- Question those thoughts: Ask yourself if they’re 100% true. Are there other perspectives or beliefs that feel more empowering and helpful? For example, instead of “I’m not experienced enough,” you might choose “Everyone starts somewhere, and I’m ready to help someone right now.”
- Reframe your thoughts: Turn those limiting beliefs into constructive ones that support your growth and confidence.
Other things to consider:
- Keep a list of wins: Track successes and positive feedback from clients—nothing is too small to include. Read over this list whenever your belief is low to remind yourself of your impact and progress.
- Take action: Confidence is earned. You’re unlikely to think your way to feeling more confident. You need to take action, make some mistakes, learn from them, and keep going.
- Shift your energy: If you feel stuck, try a quick reset. Dance, walk, meditate, or engage in an activity that lifts your mood and clears your mind.
Take the Next Step
Create your offer, set up shop, make and follow a simple marketing plan, and manage your mind. You don’t need complicated systems or years of experience to create coaching clients. Start small, focus on connecting with people, and take consistent action. Your first clients are closer than you think—they just need to know you’re ready to help.
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