8 Ways to Attract Paid Clients as a New Coach

Feb 26, 2024

Whether you’re a newly qualified coach eager to launch your business, or a seasoned professional needing to expand your client base, one thing remains true: in order to build a successful coaching business you need to attract new paying clients on a regular basis. It really is as simple as that.

However, building a thriving coaching business in 2024 requires a strategic approach combined with a willingness to put yourself out there, and whilst doing so might seem daunting at first, with the right tactics and mindset, you can establish yourself as a sought-after coach in no time.

In this article, we’ll explore eight strategies to help you attract new paying clients to kickstart or grow your coaching business. I’ll also let you know about a new masterclass I’m developing to help you do just that (but more of that later)!

Finally, before we begin, it’s important to keep in mind that you don’t need to implement all the strategies right away, but instead add one or two at a time as you develop your business, after all; working ON your business is just as important as working IN your business.

1. Define Your Niche

If you’ve read my blog before, you’ll recognise this as a familiar theme. Why? Because niches are important. Having one will help you define who you are as a coach, who you want to serve, and how you want to serve them. Having a niche will give you clarity. Ask yourself what specific area or demographic you want to specialise in as a coach? Life coaching for millennials, executive coaching for professionals, or wellness coaching for busy mums...clarifying your niche will make the process easier to attract new paying clients.

2. Build a Compelling Online Presence

The reality these days is that for the huge majority of coaches it helps to build a compelling online presence. How do you do that? The core is to create a professional looking website that highlights your skill, knowledge and expertise, the type of coaching you offer, lists you coaching qualifications and accreditations, and testimonials you’ve collected. Think of your website as an online brochure; a place future potential clients will come to check you out, form an initial impression as to whether you’re ’the one,' and be encouraged to get in touch.

3. Offer Value In Your Content Marketing

Content marketing is a powerful tool for attracting new clients, simply by providing valuable insights and building trust. Ideas might include a blog, podcast, or YouTube channel where you share tips, advice, and success stories related to your coaching niche. Consistently delivering high-quality content will position you as an authority in your field, someone who adds value, and that will help you attract new potential clients your way. You don’t need to post on all platforms, but rather start with one or two you already feel comfortable with and hang out on already, and be consistent with posting on them. 

4. Network Strategically

Networking is the cornerstone of any successful coaching business, other you do that online or offline. Nobody ever made it alone. So, attend industry events, conferences, workshops, social media groups etc. to connect with potential clients and build your network generally. Online communities and forums related to your niche are a great way to reach out and add value; paying it forward first, as many coaches do. Genuine relationships are key to long-term success in coaching. 

"Remember, you're not an island...so reach out, be of service, add value, and make a difference."

5. Offer Free or Low Price Workshops or Webinars 

Hosting free or low price workshops or webinars is an excellent way to showcase your expertise and attract potential clients. Choose topics that resonate with your target audience and provide actionable insights that can be implemented immediately. Use these events as an opportunity to demonstrate the value you deliver as a coach, your style and the coaching model(s) you use. Even if, at the beginning, no-one shows up, always go ahead and deliver a webinar, as doing so will give you a recording, plus the opportunity to practice delivering content and find your style - so when you do have a larger audience, you'll feel more comfortable and be able to shine.

6. Create Your Signature Coaching Programme

Whilst you may have the skill to coach anyone on anything, the truth is, why would you want to? With a well defined niche, you will have identified your voice, and ‘your people' - so, develop a compelling signature programme for them. One that addresses their specific needs and challenges, and helps them move ahead and achieve their goals. Then, when talking or writing about your signature programme, remember to outline the benefits, expected outcomes, and investment required in terms of time, effort and your fee. 

7. Collect and Share Testimonials

People love to hear how other people are achieving what they perhaps would like to achieve, too. Social proof is a powerful tool to help you do that, whilst also building trust and credibility with potential paying clients. Include testimonials from practice clients and coaching buddies if you’re recently qualified, or use testimonials from clients you’ve worked with if you’ve been in business a while. Showcase them on your website, on social media and in your webinars or presentations. Encourage clients to share their success stories with you. Testimonials help alleviate doubts or hesitation potential clients may have about working with you and encourages them to get in touch.

8. Be Consistent

Consistancy is THAT important. Building a successful coaching business takes time, patience, and perseverance. Occasionally I’ve seen a coach smash it in terms of their marketing, attracting a large number of new paying clients, then run out of steam, or even worse, get lazy with their ongoing marketing...and a few months later realise they have no new clients! Don’t let that be you. As a business owner, you deliver the coaching programme AND market the business! So, keep marketing and attracting a regular flow of people eager to become new paying clients. Be consistent. 

New Masterclass!

Right now, I'm adding the finishing touches to a brand new masterclass, called Webinars That Work, designed to help you FAST-TRACK your client attraction strategy with authenticity and integrity (my two highest values). Because, as the coaching industry has evolved and matured, so has how we attract and sign new clients. Long gone are the days of the hard sell (thankfully), and in its place is a more people centred, value driven, authentic approach. Webinars, masterclasses or online training sessions (whatever you call them) are the perfect opportunity for you to offer value first, showcase your programme, and attract your ideal clients...without the awkward hard sell! 

If you want to find out more, CLICK HERE to register your interest, and you’ll be one of the first to hear when this brand new masterclass is live!


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