If you’re a coach, or working towards that, I know that means you’re into authenticity, depth, and caring. You might find yourself saying “I hate marketing!” because marketing can feel like the opposite of caring. I’ve noticed that introverts and highly sensitive people (HSPs) in particular feel the distaste.
My own concerns about marketing were a big part of why I thought self-employment just couldn’t work for me as an introvert and HSP. In my mind, marketing was for extroverts.
And yet, I’ve been able to have a thriving coaching business just fine, as do many others like me. And we did NOT have to join the icky marketing tactics we once thought were required.
I’ll explain how marketing for coaches can be a lot better than you might initially think.
The Problem with Marketing
Here’s part of the problem. Perhaps without realizing it consciously, you’ve got a lot of negative associations with the word marketing, and it can seem like they are true.
When you think about marketing, do these associations sound familiar?
When you think about marketing, do these associations sound familiar?
- Putting yourself out there?
- What is marketing anyway?
- Easier for extroverts
- Pushy
- Go Go Go
- Gotta be consistently publishing
- Networking
- Bragging
- Social media overwhelm
- Gotta be visible everywhere
- Sales pitch
I hear all those worries a lot. This list came directly from my asking people what they associate with marketing, and it was all said with a sense of yuck and dread.
I’m hoping that when you’re done reading this page, you won’t say you hate marketing anymore. I’ll show you that you are actually good at marketing/ client attraction. (I know you don’t believe me yet.)
A hint: the part you hate about marketing is where you’re trying too hard or doing some kind of “should” that isn’t “you.”
What if you no longer have to do anything icky?! You don’t. It’s true.
I remember having the idea to explore a career in coaching, years before I gave it a go, but before it was even a full thought, I dismissed it because I assumed that whole self-employment thing was off the table for me.
Years later, once I explored self-employment and client attraction in the real world, for me, I stumbled into some ease with client attraction, doing things against the expected methods. I’ll give you some examples, including from my own journey.
A Client Attraction Approach You’ll Like
I’d like to help you step into a new perspective — where effective marketing for coaches can fit inside your comfort zone and your big heart. Including if you’re an introvert and/or HSP.
There are some simple principles to make it go much easier.
These principles will help with all the related worries I’ve heard, like these:
- How do people find me as a coach?
- How do I get this coaching business off the ground?
- Can my coaching business really become stable without all the hustle?
- How do I get enough clients without working too hard?
The main principle is this, in a nutshell: Do what you enjoy AS your marketing.
In other words, start inside your comfort zone, which includes where you have natural strengths and enjoyment. Choose something you already feel good at and enjoy, and find how to apply that to client attraction.
Specific Examples of Marketing for Coaches
For example, I know you like meaningful conversations since you’re a coach, so think of ways to have meaningful conversations as your marketing. Here are 4 ways you could use that one skill:
- Meet up one-on-one with colleagues you already know and like.
Learn more about each others’ work, interests, and goals. You might naturally end up referring to each other as you build more awareness and trust over time. (More on calming networking tips for introverts.) - Get interviewed on podcasts.
It’s really just a meaningful one-on-one conversation, with depth. - Record a one-on-one interview with a friendly colleague on Zoom.
You’ll be more relaxed and real and then you have something to share online (blog, LinkedIn, Youtube, etc.) Sample of an interview I did is here. - Offer to give free sample coaching sessions.
You can send an email to a few friends and colleagues to explain and ask them to share this offer with others. (I’m not suggesting you offer to close friends and family because that isn’t ideal for coaching, but do ask them to share this with their friends and family.)
Psst, read this if you’re worried about giving away too much time for free.
Choose options that most interest you. Don’t try to do it all. Simple, good enough, and done is best.
How I Applied This for My Coaching Business
In my case, I already had experience and enjoyment with leading workshops, so it was in my strengths zone already. So I chose to lead a workshop as a way to have more visibility and meet potential clients.
I was nervous but able to go forward anyway, and it felt really good because I chose a topic my heart was passionate about. (I told the story of this first workshop and all that came from that here.)
Also, I already had experience from past jobs about how to get found in Google (also known as SEO), so I did a few things to be findable and that continues to pay off. (I also help my clients with SEO.)
I know you might be saying, “Well, you had some good marketing skills already, so that’s different.”
You have good marketing skills too, and here they are right under your nose:
Your Coaching Skills Help You with Marketing
Think of your skills as a coach as a starting place for strengths you already have, such as:
- Reading people well.
- Active listening and reflecting what you hear them say.
- Interacting in a meaningful conversation.
- Empathy.
- Forwarding the action.
- Seeing the best in others.
- Understanding what motivates change.
All of those are great strengths you can use for client attraction efforts of all kinds: Interviews, writing articles, networking conversations, and more.
A Little More To It.
There’s a little more involved here and a few more principles I’ve discovered that make it flow more easily. But the key principle I’ve outlined here is a great starting place to at least give you some hope, and maybe spark a new idea to try.
If you’d like more support for having ease with your coaching business, here are a few ideas:
- Check out my SOULpreneurs Circle – a small business mastermind especially for coaches and similar professionals.
- Subscribe for updates and tips on being a heart-centered solopreneur.
Val has made what has felt so hard for me in the past – things like business content creation and visibility – feel so much easier and enjoyable.
~ Stacy Kellogg, Life and Leadership Coach, and HSP, and past SOULpreneurs Circle member.
