The Business Of Coaching

Sarah Short
  • 5.0 (1)
  • MARKETING
  • UPDATED WEEKLY

To be a coach, one must have clients. To have a coaching business, those clients must be ones who pay. This podcast is designed to support qualified coaches to build robust, financially viable coaching businesses.

  1. 2D AGO

    Why Now is the Best Time to Market Your Coaching Business

    In this solo episode, Sarah breaks down exactly why now is the best time to learn how to market your coaching business. She explores the surprising similarities between the art of coaching and the art of marketing, and explains why the average coach's website completely misses the mark. If you don't have a corporate black book full of contacts, and you are tired of relying on "mates rates" or associate work, this episode will help you shift your perspective. Learn how to generate steady inbound inquiries so your discovery calls become simple chemistry checks! Key Takeaways: Coaching and Marketing Are Alike: Both disciplines are client-centred. Both are processes. Both require consistent action. Finally, both are widely misunderstood by outsiders.It's All About the Client: Marketing is about the client, not the coach. Your marketing must focus on a target audience and the big problem they are struggling with. There is only one star of your marketing show, and it isn't you.The Website Trap: The average coach's website acts like an online CV filled with coaching philosophies. This doesn't generate inquiries because potential clients only care about themselves and their needs, not your resume.The Search Volume Reality: Very few people are actively searching for a coach online. Unlike therapy, which people understand, coaching is broadly misunderstood, leading to minuscule search volumes.The AIDA Framework: Effective marketing moves your target audience through Awareness, Interest, Desire, and Action. As marketers, we must show we understand their struggles (Awareness), which leads them to notice us (Interest), want to hear more (Desire), and ultimately book a call (Action).The Ultimate Goal: Good marketing generates a steady flow of inbound inquiries. By the time these prospects book a call, they already know you can solve their problem, meaning you don't have to "prove" the value of coaching. Have you enjoyed this episode?Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠⁠

    7 min

  2. MAR 5

    Success Leaves Clues with Angelina Blackwood Hernandez

    In this episode of The Business of Coaching, Sarah sits down with the inspiring Angelina Blackwood Hernandez to discuss her remarkable journey from a 20-year career in Higher Education HR to running a thriving coaching and yoga business. About the Guest: Angelina Blackwood Hernandez Angelina spent two decades navigating the complexities of HR within the university sector. Despite reaching a managerial level, she found herself facing burnout and a sense of "is this it?" within the repetitive academic cycle. As a Black woman in those environments, she often dealt with unprofessionalism and microaggressions that she initially internalised before finding the clarity to step away. Today, she is a qualified health coach and yoga teacher who has successfully replaced her full-time income by serving a highly specific niche. About the Episode: Sarah and Angelina pull back the curtain on what it actually takes to build a successful coaching business while balancing a full-time job and a household of four children. Key highlights include: The "False Start": Angelina shares her experience of spending money on Facebook ads and running hundreds of free discovery calls that led nowhere because she lacked a proper marketing strategy.The Power of a Specific Niche: How Angelina moved from a broad "weight loss" focus to helping "fed-up Black women in HR in Higher Education" figure out their next move.Doing the "Scary Things": From overcoming the fear of posting daily on LinkedIn to attending industry conferences, where she was surprised to find people already knew her from her content.The ROI of Commitment: Angelina reveals that in her first year with The Coaching Revolution, she made back eight times her initial investment.Living the Dream: A look at Angelina’s "dream life"—working in her hoodie, teaching yoga, and coaching clients she truly cares about."Stop ignoring it or putting it off until next time. Get on the challenge, commit to it, and just see what it feels like." — Angelina Blackwood Hernandez Ready to find your own focus?Join our next free Nail Your Niche challenge. You can register at thecoachingrevolution.com/nailyourniche.

    26 min

  3. FEB 26

    Credibility as a Coach

    In this solo episode, Sarah tackles one of the most common - and frustrating - misconceptions in the coaching industry: the idea that your coaching certificate automatically entitles you to high-paying clients. While qualifications are an absolute non-negotiable for professional standards, they aren't what actually gets clients through the door. Sarah breaks down the crucial difference between your coaching delivery skills and your client acquisition skills. If you find yourself endlessly collecting new qualifications while your client roster remains empty, this episode will help you step off the hamster wheel and start building true professional credibility. Key Takeaways: The Client's Perspective: Potential clients rarely care about the specific flavour of coaching qualification you hold. Instead, they only care about what is in it for them and how you can help. The Weighing Scale Analogy: The skills required to build a business sit on a weighing scale, requiring a perfect balance. On one side are your coaching delivery skills, and on the other are your client acquisition, marketing, and selling skills. The Source of Real Credibility: True professional credibility relies heavily on your deep understanding of the client's unique situation. You must be able to articulate that understanding clearly so the client believes you are their ideal coach. "Can Pay" vs. "Will Pay": There is a major difference between a client who "can pay" and one who "will pay". Having available funds does not automatically give a prospect a compelling reason to hire you. The Qualification Collector Trap: It is incredibly common for coaches to become "qualification collectors" in an attempt to build their credibility and confidence. However, it is fundamentally difficult to provide additional value to clients that you do not actually have. Have you enjoyed this episode?Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠⁠

    9 min

  4. FEB 19

    Success Leaves Clues with Julija Martinkeviciute

    In this "Success Leaves Clues" episode, Sarah sits down with Julija Martinkeviciute, a structural engineer turned coach who is already making massive strides just a few months into her journey with The Coaching Revolution. Julija shares her major "penny-drop" moment about the power of marketing and why stripping away coaching jargon is the ultimate key to connecting with your ideal clients. If you've ever struggled to articulate what you do, felt intimidated by competition in your niche, or wondered why your audience isn't connecting with terms like "limiting beliefs" or "burnout," this episode is packed with actionable insights just for you. Key Takeaways: Finding the Right Niche: Julija shares her transition from structural engineering to coaching engineers who are struggling to navigate high-stress environments and the transition into people management. The Power of Pre-Qualification: Effective marketing acts as a natural pre-qualification process. By the time a prospect reaches a discovery or sales call, they already know who you are and that you understand their problem, eliminating the need to "prove" the value of coaching. Ditching the Jargon: Translating "coach-speak" into "client-speak" is the defining skill that separates thriving coaching businesses from those that struggle. Abundance in Your Niche: Finding another coach in your specific niche should feel exciting rather than threatening, as your approaches can complement each other perfectly. Defining the Undefined: It is vital to break down broad buzzwords like "burnout" and "stress" into relatable, everyday client experiences and warning signs. Want vs. Need: People will only buy what they want. As business owners, we must understand what our clients actively desire and thoughtfully wrap the coaching they actually need around that want. The Ideal Client Avatar (ICA): Getting ultra-specific about your ICA ensures your marketing feels like a conversation with a real person. This hyper-focus allows you to ignore the rest of the world and direct your message entirely to the people you are meant to serve. Have you enjoyed this episode?  Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠  Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠⁠

    31 min

  5. FEB 12

    Pastoral Care for Coaches

    In this solo episode, Sarah dives into the concept of pastoral care and why it’s the missing ingredient in most coaching business programs. Using her signature "blanket of security" metaphor, Sarah explains how to bridge the gap between what clients think they want and what they actually need to succeed. What Does "Pastoral Care" Look Like in Practice? Sarah details the high-touch support included in her program to help coaches move from anonymous names to collaborators and friends: Daily Interaction: Online community access for questions and a daily framework for marketing. The Virtual Water Cooler: Daily "Zoom Cafes" designed for hanging out and building relationships, not just working. Accountability in Action: Bi-weekly co-working blocks and weekly accountability calls to set the week up for success. Continuous Growth: Bi-weekly training sessions on business-building topics and extra 1-to-1 support when "life happens." "We wrap what they want—knowledge and skills—into what they need: the support and accountability to implement them." Ready to join the revolution? If you're tired of going it alone and want a coaching business that is supported by a community that has your back, listen in to hear how we are changing the business of coaching. Have you enjoyed this episode?  Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠  Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠⁠

    6 min

  6. FEB 5

    Success Leaves Clues with Kirsty Fitzscott

    There are plenty of people in your LinkedIn DMs promising "six figures in 90 days," but what does the reality of building a coaching business actually look like? In this episode of Success Leaves Clues, Sarah sits down with Kirsty Fitzscott, a former head teacher now 15 months into her coaching journey. They strip away the hype to discuss the practical, pragmatic, and sometimes messy work of establishing a sustainable practice. Kirsty Fitzscott is a coach for head teachers and the host of the new podcast, The Intentional Head. She helps educational leaders move past the daily grind to focus on strategic leadership. Key Takeaways 1. The "90-Day" Myth vs. Reality Kirsty debunks the "get rich quick" marketing that targets new coaches. The reality is that building a viable business takes time: The Timeline: It typically takes two to three years to build a business, not three months. The Portfolio Approach: Most coaches won't make their money solely from 1:1 coaching immediately; building a "portfolio business" is often necessary. The Digital Footprint: It can feel like "screaming into the void," but every podcast, video, and article lays a path for clients to find you later. 2. Networking: Connection Over Sales Like many coaches, Kirsty initially hated networking because it felt like "selling". She reframed it successfully by realising: You aren't there to sell to the person in front of you; you are there to get to know them. Opportunities often come through "a link and a link and a link"—friends of friends or colleagues of the people you meet. 3. The Power of the "Golden Sentence " One of the most critical assets for a coach is their "Golden Sentence"—a single statement that explains exactly what they do. The Formula: "I work with [Client] to help them [Action/Stop Problem] so that they can [Result]". Kirsty's Example: "I help time-poor head teachers to stop the firefighting so they can actually get on with the strategic". Why It Works: It makes your work instantly accessible. Even if the person you are talking to isn't a head teacher, they might know one who is "firefighting" and make the connection. 4. Finding the Sweet Spot Kirsty discovered her niche was specifically Primary Head Teachers. The Logic: Unlike secondary schools, which have HR and IT departments, primary heads are often the sole decision-maker for over a thousand stakeholders. The "Shame" Factor: Many potential clients feel shame about their struggles. They need a safe, confidential space to ask questions they can't ask their governors or teams. Have you enjoyed this episode?  Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠  Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠⁠

    5 min

  7. JAN 29

    Niching - a magic wand for coaches?

    Does the word "niche" make you cringe? You aren't alone. In this solo episode, Sarah tackles one of the biggest sticking points for new coaches: the fear that narrowing your focus means excluding people. Sarah reframes niching from a constraint into a "magic wand" - one of the fastest paths to securing paying clients. Key Takeaways 1. Reframing the "Niche" Concept - Many coaches struggle with niching because they view it as excluding people, which goes against the inclusive nature of coaching. Sarah suggests a mindset shift: Think of "niching" simply as having a target audience. Just like Waitrose (a high-end positioned supermarket in the UK) advertises in glossy magazines to reach premium buyers, you are simply placing your message where your likely buyers will see it. 2. Hobby vs. Business - Sarah delivers a "hard truth" about the financial reality of coaching: You cannot build a sustainable business on clients who cannot afford to pay you.If you do not have paying clients, you technically have a hobby, not a business.3. The 3 Steps to Choosing a Viable Niche - To choose a niche that actually works, Sarah advises looking for three specific criteria: Language & Rhythm: Choose a group whose language you speak and whose "rhythm of life" you inherently understand. The Problem: Ensure the people in this niche have a specific problem that your coaching can help resolve. Financial Viability: Make sure this group is able to pay a professional rate for your services. "Choosing a niche is for coaches like having a magic wand and one of the fastest paths to paying clients that I know of." Have you enjoyed this episode?  Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠  Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠⁠

    5 min

  8. JAN 22

    Marketing is Client Focused Too

    Do you feel "grubby" or "salesy" when you think about marketing your coaching business? You are not alone. In this short episode, Sarah challenges the common belief that marketing requires being "shouty" or "braggy". She explains how marketing is actually just as client-focused as coaching itself, simply requiring a shift in perspective to help your ideal clients find you. Key Takeaways: The "It Depends" Dilemma: Coaches often struggle to define outcomes because every client is unique and the results depend entirely on the individual's challenges and actions. The Visibility Reality Check: Many coaches believe that if their coaching is good enough, clients will magically find them, but clients cannot hire you if they don't know you exist. Marketing is Client-Focused: Just as coaching focuses on the client, good marketing focuses on the specific kind of client you love working with—the ones that make you say "yes" when you see their name in your diary. The "Coach Marketer" Role: To build a financially viable business, you must embrace the role of "coach marketer," which simply means becoming visible to your chosen clients and articulating the benefits of working with you. Memorable Quote: "No matter how wonderful your coaching is, clients can't find you if they don't know you exist." The Simple Marketing Formula:Sarah breaks it down into two simple steps: Become visible to the people you want as clients. Articulate the benefits of working with you. Have you enjoyed this episode?  Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠  Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠⁠

    4 min
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About

To be a coach, one must have clients. To have a coaching business, those clients must be ones who pay. This podcast is designed to support qualified coaches to build robust, financially viable coaching businesses.

Information

  • Creator
    Sarah Short
  • Years Active
    2023 - 2026
  • Episodes
    125
  • Rating
    Explicit
  • Copyright
    © Sarah Short
  • Show Website
    The Business Of Coaching

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