PassiontoPayoff Coaches Starter Guide Ebook

Starters Guide
for Coaches
Passion to Payoff programs

are offered by ABEL Business
Institute in partnership with
iPEC Coaching
Starters Guide for Coaches
Published by Passion to Payoff in association with iPEC Coaching

1895 Walt Whitman Rd
Melville, NY 11747
212-564-7584
www.PassiontoPayoff.com
Copyright © 2013 Passion to Payoff
All rights reserved under all copyright conventions.
No part of this eBook may be reproduced, stored in a retrieval system, or

transmitted by any means, electronic, mechanical, photocopying, recording,
or otherwise, without written permission from the publisher.
Passion to Payoff programs are offered by ABEL Business Institute in

partnership with iPEC Coaching.
© 2013 Passion to Payoff | www.PassiontoPayoff.com | Page 2

Table of Contents
GETTING STARTED 4
THE PASSION TO PAYOFF FORMULA 4
FOUR STAGES OF DEVELOPMENT 5
THE EIGHT COMPONENTS 6
THE FIVE FOCAL POINTS 7
LET’S GET STARTED 8
PART 1: TARGETING YOUR MARKET - NICHE DEVELOPMENT 9

WHY TARGET A NICHE? 10
OVERCOMING RESISTANCE 11
SPECIFIC NICHE DEVELOPMENT 12
ASSIGNMENTS 13
EXERCISE 1 – DEFINING YOU BEFORE DEFINING YOUR NICHE 14
PART 2: HONING YOUR MESSAGE 20

INTRODUCTION 21
MAIN CONTENT 22
THE OFFER 23
EXERCISE: CREATE YOUR OWN SALES LETTER 28
EXAMPLE COACHING PACKAGES 30
COLLATERAL MATERIALS AND THEIR USES 33
LEAD GENERATORS 33
LEAD CONVERSION 41
FOLLOW-UP PIECES (HOPPERS) 45
LESSONS LEARNED 59
APPENDIX: 21 STRATEGIES TO BUILDING A THRIVING COACH

PRACTICE 60
FOUNDATIONAL STRATEGIES 60
CORE BUSINESS BUILDING MODULES 63
ADVANCED OPTIMIZATION AND STRATEGIC BUSINESS BUILDING MODULE 69
ABOUT PASSION TO PAYOFF 74

Getting Started
So you’ve decided to open your own coaching business / practice.

Congratulations… Excellent choice.
Now what do you do? Excellent question.
This eBook has been written to provide you with the foundational business
knowledge and action steps necessary to launch and grow your coaching
business. It will help you to clearly identify your coaching business model and
goals so that you can get those all-important first clients and set you up for
long-term success as a coach.
It will address:
• Targeting Your Market

• Honing Your Message
• Collateral Materials and Their Uses
• Creating Your 90 Day Plan for Success
Before we get into these principles, it is important for you to begin to

understand the basic structure of a business. Even though you may not view
your coach practice as a business (we hope this eBook will quickly change
your mind), in order to create a thriving practice, whether large or small, you
must create the appropriate structure / foundation to build and grow from.
The Passion to Payoff Formula
Factors that determine whether a business will succeed or fail such - as

sales, marketing and customer service - are the same regardless of business-
size. The basic principles, structures, and approaches that make a coach
practice thrive are the same as those which make a bakery, law firm or
massage therapy business thrive.
While principles maybe executed differently, they can be universally

understood and adopted by all. The Passion to Payoff Formula identifies the
universal factors of a thriving practice in a simple, easy-to-grasp language.

The Formula
A. At each STAGE of your practice development...

B. You must "tune" all eight of your practice’s COMPONENTS...
C. By using the five essential FOCAL POINTS.
Four Stages of Development
Your coaching business will evolve as long as you let it. It is part of the
evolution of who you are and what you are becoming. It is part of the
evolution of your skills, knowledge, experience, beliefs, purpose, and dreams.
All businesses (including coach businesses) tend to take on a natural

progression in their evolutionary cycle. There are, commonly, four phases.

Start-up Phase (Infancy): A temporary and transitional phase, during which

the coach figures out how to run their practice.
Development Phase (Toddler): The practice relies heavily or entirely on the

coach’s skill, knowledge, and experience, and the practice will not operate
without the coach’s direct involvement.
Maturity Phase (Adolescence): During this phase, the coach has developed
healthy business acumen – the knowledge and skills needed to run the
practice in a mindful and sustainable manner.
Maintenance Phase (Adulthood): The focus is on leveraging the company’s

people and processes for large-scale deployment, multiple revenue streams,
and economies of scale.
The Eight Components
Every business – from the one-person coaching practice, to an international

law firm - has eight core components that keep it up and humming.
The Eight Components are:

1. Products & Services - The value you offer your customers/clients in
exchange for payment.
2. Marketing - The way you create awareness of your coach business
to your target market - the people most likely to become your clients.
3. Sales - The way you convert those you have attracted through your
marketing efforts into paying clients.
4. Customer Service - The methods you use to service your clients and
get your products into their hands.
5. Systems, Technology & Automation - The systems and automated
processes you put in place to help your coach business run in an
efficient and sustainable way.
6. Business Analytics - How you critically evaluate the performance of
your coach business.
7. Leadership, Policies, and Procedures - How you control your
resources and make sure your people (or you, alone, in a one-person
business) know what needs to be done and how to do it.
8. Organizational Support – The size and make-up of the team you’ll
put in place to help you run your coach business and achieve your
goals.

The Five Focal Points
The Focal Points are the mechanisms you apply to each of the Eight
Components to tune them up so that they are working in harmony with one
another and with the current stage of your business.
Strategy - This means looking at the what and why of each component.
Process - How the strategy is implemented.
Execution - The actions necessary to carry out the process.
Resources - Who and what you need to execute on the process.
Integrity and Passion - Remaining true to the owner's goals, personality,

instincts, and most of all, values.

Let’s get started
Take time now to explore this book and to start to understand the coach
practice / business building principles that it teaches. Though you may not be
able to fully complete all of the assignments, right away, do the best you can.
You will see that your practice will evolve over its lifetime. Remember to keep
coming back to this book through your evolution… the principles are key
foundational components and will be applicable at all stages of your growth.
If you’d like more support, knowledge, or guidance, visit:

www.PassiontoPayoff.com (Passion to Payoff, created by ABEL Business
Institute, is an educational partner of iPEC Coaching.)

Part 1: Targeting Your Market - Niche Development
Consider the following:
Suzie was very excited at the thought of opening her own restaurant. She had
years of experience from cooking for her family, friends, and co-workers.
Everyone loved her cooking, and Suzie was genuinely good at it. Susie found
it very fulfilling to cook for others. She knew someday she would turn this
passion of hers into a business.
When the time was right in her life, she got the education she wanted so as to
be credentialed in her new career as a chef. She started to tell people about
her new plans of starting up her own restaurant.
When Suzie would start talking about it, people would naturally ask, so what
kind of food are you going to serve? Suzie would reply, “Well, I can cook
anything. Just ask anyone I’ve cooked for, and they’ll tell you. Just tell me the
type of food you want, and I’ll make it for you.”
The above scenario just doesn’t sound right, does it? While Suzie may have
been truthful in her response that she can cook anything, prospective clients
didn’t have a clear idea of what Suzie’s business was about. No one likes the
feeling of hiring someone who may sound like a “jack of many trades, master
of none.”
For the coach (chef, in this example), it actually makes it much more difficult
to prove your value, as your prospects have no way of relating to what you
provide.
They can’t “see” what you provide without specifics. Whether it is as a chef, a
doctor, or a coach, people want to work with a professional they believe to be
dedicated to their area of need.

Why Target A Niche?
You want to be specific about whom you are intending to coach. The more
specific and clear you are about whom you target as a coach, the more you
will know who is a potential client, and the more those potential clients will
see you as a possible solution for helping them achieve their goals. In
selecting a niche, you won’t waste time targeting groups that are not potential
clients, but, instead, you can focus on those who are high probability
prospects that match the type of client you want. You will be able to identify
who your ideal clients are, where they gather, and how you can meet them. In
business development, it’s not just about whom you know, but WHO knows
YOU and WHAT they know about you. If people don’t clearly understand
exactly what you do and whom you do it for, then they are far more likely to
NOT refer any business to you, largely because they don’t know exactly who
makes a good referral for you.
Just as important, the more specific you are about your niche, the more the
potential client will feel understood and will see you as expert. Ask yourself
this – whom would you want to do your heart surgery, a general practitioner
or a heart specialist?
Your prospect’s beliefs, ambitions, goals, lives, careers, and businesses

might as well be their heart, because they are absolutely vital and viewed that
way. These aspects define the client, and they want someone who clearly
understands their situations.
With the combination of the potential client feeling understood and you being
seen as an expert, you will be able to build rapport much more easily; which
also means establishing trust and credibility much more quickly. Rapport,
trust, and credibility are very important in developing an opportunity to coach
someone. To get the greatest return on your time investment and efforts, you
will want to tailor your message to blend your expertise in coaching with the
understanding you have of your specific niche.
Later in the program, you’ll see how specifying a niche and effectively
relaying it to others will open up possible partnerships and alliances with
complementary businesses, to develop a strong referral business and
proactive word of mouth. These alliances are based on being seen as
mutually beneficial to both parties involved and are known to be one of the
fastest ways to grow a coaching practice.

Overcoming Resistance
Before we move on to how to specify your niche or make it more refined, we

need to address a few very common situations. For some new coaches,
selecting a specific niche may be a difficult process, since they are not sure in
which direction they really want to go. Others still will want to focus on more
than one niche, to get started.
The first major limiting belief you’ll want to burst, should it be present, is “If I
am too specific with my niche, I’ll lose out on potential prospects.” This same
belief can also sound like this, “If I am too specific with my niche, I may not be
able to find enough prospects, AND SO I won’t be able to make enough
money.”
Either way you put it, these are limiting beliefs. One of the biggest problems
new entrepreneurs (which you now are, as a new coach) create for
themselves is chasing business, and this is done by trying to be all things to
all people. This, in turn, hurts your professional image. It’s not simply a matter
of people not knowing whom to refer to you; it’s that people won’t understand
exactly what you stand for or who you are. While it may originally seem
logical that casting a wide net will bring you more prospects, this just isn’t
marketing reality. Without a clearly defined image, which is presented to a
well-targeted niche, your net will have far too many gaps in it to effectively
bring in the leads you’re looking for.
Additionally, if you’re thinking the niche won’t be big enough, you’re likely to
adopt a “scarcity” point of view, instead of one of “abundance.” If you look at
your potential market and define it using the exercises given at the end of this
section, you’ll likely realize your market is significantly larger than you
realized, and that you only need an extremely small percentage of people
within your niche to, even, be interested in your coaching services, for you to
fill up your practice.
The real issue that’s likely stopping you is that you may not know how to
market or sell yourself, or you just don’t yet know whom you want to target.
And that’s great! You are now in the same boat as many of your peers, and
that’s what this program is going to help you do: get specific on how you are
going to fill your coaching practice.

Lastly, even if you are completely clear on two niches that you ultimately want
to work with, then understand there are two key points to know about this
process you’re going to follow:
This is a process of developing powerful marketing and selling

communications and efforts. Once you learn how to follow this process, it’ll
become significantly easier to present yourself to any audience.
When starting any new endeavor, it’s extremely important to FOCUS your
efforts in one clear direction, first. You have enough to learn and accomplish
in starting a new business – diverting your focus and potentially splitting your
energy in your first twelve months is strongly discouraged. The most
successful coaches have laser focus on what they are looking to achieve.
Stay the course and, once you have tremendous experience in the business-
building process, then diversify in a smart, step-by-step manner.
And, of course, remember that picking a niche now doesn’t mean you can’t
make changes in the future. The key is getting you out there, in the best way
possible, to start earning money as a coach.
Specific Niche Development
There are several key factors in determining your specific niche. The below
exercise is designed to guide you through these factors, with the goal being to
clearly see the best area for you to concentrate your niche in.
First, consider your passion. Consider the last time you heard someone
speak passionately about something.
Now think about:

• What did they do to convey their passion?
• What did you feel when you heard them?
• What thoughts did you have?
• How compelling were they? How much of that “compelling” nature was
from what they said, versus how they said it?
• What subject or topic could you speak passionately about?
• Next, consider your interests. An interest is something that is
continually intriguing to you - that you might regularly participate in to
deepen your understanding, experience. and knowledge.

Assignments
The basis to a successful coaching business is the authentic way in which the
coaches present themselves. We have all met people that we can say ”Now
they are absolutely living their purpose.” It could be a sports figure, a
politician, a mom, a teacher, a business owner — we know the qualities that
authentic living emits.
There is a sense that they are comfortable in their own skin, have a feeling of
using their gifts wisely, a sometimes quiet confidence or calm about how they
interact with the people that they want drawn to them. At times, their actions
seem effortless, and, at other times, when they are putting in a lot of effort,
they are tremendously driven and focused.
It is that same authentic presence that your niche should accomplish for you.
While we are always learning and probably will never know everything about
even one subject, you do know more about some things than many others do.
Whether that topic is a passion or an interest, it could be something you could
develop into a core focus – so you can be of help and great value to others
who want to gain the insights and benefit from your experience.
Just as writers are told to write about what they know, so as to be authentic,
you should coach about an area you are passionate about, that you have an
interest in, and that your previous skill sets lend itself to benefiting. You
wouldn’t go from being a mechanic for twenty years and wake up one day
and start to coach people on how to run a successful day care center.
Developing your niche as a coach is like writing your own job description. It is
the opportunity to combine all the qualities you have and the qualities you
want to use to help others into your own fulfilling vocation.
This next exercise is to aid you in finding the niche that reflects your truest
authentic self.

Exercise 1 – Defining You Before Defining Your Niche
At times, to find your niche, it’s easier to begin by looking at where you’ve
been and who you are. Please fill in the following details:
Life History:
Age _______________________________
Gender _____________________________
Culture _____________________________
Geography __________________________
Marital Status ________________________
Family Status ________________________
Business/Professional History:
Education Level
_____________________________________________________________
Typical Size of Company You Worked for

_____________________________________________________________
Job Positions - Current and Past

_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
Industry Focus Past

_____________________________________________________________
_____________________________________________________________
Geographic Location Past

_____________________________________________________________
_____________________________________________________________

Psychographics:
What interests do you have?

_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
What life or work situations / challenges have impacted your life?

_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
What do you consider your most central beliefs? About you? About others?
About the world? About what’s possible?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
What dreams do you have for yourself?

_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
What do you consider to be your core values?

_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
Why did you decide to become a coach?

_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________

Now, with all of these key questions answered, what stands out for you?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
From the psychographics section, what speaks most to your passion?

_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
And then, what demographic group does this passion speak to most, from
your life history and/or business/professional history sections?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________

Exercise 2 – Honing in on Your Niche
Demographic: What group of people or type of person do you most envision

yourself working with?
What age are they?

_____________________________________________________________
What gender are they?

_____________________________________________________________
What background do they have – career, life, or otherwise

_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
Situational Background: What situations or challenges are your prospects

most typically encountering?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
Your Chief Aim: Gandhi said, “Be the change you want to see in the world.”
So, answer, “What change do you want to see in the world?”
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
And how does that change relate to the people you are describing in the first
two questions?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________

Goal: What is the dream or typical goal(s) for the people you described above
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
And how does this goal or dream of theirs relate to the change you want to
see in the world?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
Now, complete the following sentence:
I want to help__________________________________________________
{insert type of person — age/gender/profession/etc}
who are experiencing __________________________________________

{insert common situations they face}
and want to ___________________________________________________

{insert type of change they’ll be making}
and, by doing so, they will achieve _______________________________.

{insert their dream or goal}

Exercise 3 – Setting Clear Expectations
Write down what income you want to make from your coaching business at
the end of one year?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
What is your planned monthly rate per client? (And how many sessions, and
what length of session are you planning on providing?)
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
How many clients will you need to make this income?

_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
Now, where would you like to be in 90 days?

_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
In 6 months?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
And in 1 year?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
(Remember, you don’t need to achieve a year’s worth of results in one week
or even ninety days. Building a successful coaching practice is a process.

Part 2: Honing Your Message
In this stage, you are going to develop your message. Your message is the
essence of what you want prospective clients to know about what you offer,
who you are, and the value of both. Your message also needs to convey your
understanding of who they are. They need to know that you have a deep
understanding of their frustrations, concerns, desires, and goals. Your
message will inform them how you and your coaching services will meet
those concerns. It should impart to them your process for moving them from
those frustrations, to living out their desires and goals. Prospective clients
should know where they will end up after they coach with you.
This is critically important because one of the primary hesitations for

prospective clients is uncertainty. Very often, our prospects don’t have
anything to compare coaching to. They may or may not have heard of
coaching, and, if they have, they likely don’t have a clear idea of what it really
would mean to them. So, your goal is reduce their risk and increase their
confidence in moving forward. As described above, you’ll need to exhibit
understanding of your client’s situation and desires while, at the same time,
making the intangible service of coaching as tangible as possible. You make
the intangible more tangible by describing, specifically, what it will be like to
coach with you. Paint them a clear picture of the process of coaching, the
expectations they can have of you, AND where they will end up as a result of
coaching with you.
So, how do you present your message in such a compelling and tangible
way? There are several key elements in formulating an effective message.
From your Stage One assignments, you now know your niche and who your
target client is. Your best insight on how to write or present your message is
to remember your niches’ needs and desires, where they are now, and where
they want to go. Put yourself in their shoes. What would you want from a
coach if you were them or, possibly, when you were where they are now?
Once you have built rapport with your client by exhibiting your understanding
of their situation and desires, you can now position yourself as the one who
has the expert understanding, knowledge and process to get them where they
want to go.

For this stage, Honing Your Message, you are going to write a sales letter. It
will be a comprehensive overview of your entire message. It is part of your
strategic planning — meaning your clear message to engage clients rather
than simply a tactical one (such as placing ads, running workshops, etc.).
This will help you clarify your message and position you as an expert coach;
then your tactical plan becomes significantly easier. We will address tactical
plans in another stage.
Once completed, this letter may be used in its entirety or segmented into
other marketing components for your coaching business. You may choose to
never send it, in its original form, to any single person and, yet, it may be the
most important letter you’ll ever write. This sales letter will put to paper the
entire scope of your coaching business – from the understanding of your
market, to your unique message.
Below is an example of a sales letter, but, before reviewing it, please note the
following:
Introduction
Describe the typical situation and frustration of your clients, in their words. Let
the voice of your letter make them feel as though you are talking directly to
them. Paint a picture of what their life, career, business whatever your target
looks like from their perspective. You want to elicit a response of, “Wow,
that’s me!”
This opening is important to capturing their attention AND engaging them to

listen to what you are about to say.
Next, briefly introduce who you are and how your background relates to the
situation you are describing. Let them know that you’ve walked a mile in their
shoes, or how you’ve come to understand their situation so well. This is also a
good place to briefly share why you serve the market that you do. The “why”
statement is a powerful way to help prospects get to know you and what it
would be like to work with you.

Main Content
Now that you have their attention you need to tell them what they can expect
to read in the rest of your letter.
This format would be the same if you were giving a live presentation. This is
where you want to give them insight into the valuable information you are
about to share.
At this point of your letter, you want them to know what your “formula” is to
get them from where they are, to where they want to be. This can be told to
them in several ways.
For instance, you might tell them, “There are three stages most people go
through in order to shift from being at the effect of their lives to the cause of
it;” or “Most professionals who are experiencing overwhelm can put
themselves back in the driver seat by mastering these five principles.” You
are promising them that they will learn about these three stages or five
principles, as it specifically relates to their situation, if they are willing to listen
to you a little while longer.
It’s also important to use words that convey your style and approach to
coaching. Words like stages, hints, secrets, insights, approach, program, and
process are all good terms. You want to use niche-specific language here, as
well – meaning that three stages or five principles should be in words that
your prospects can easily grasp and relate to.
Remember, you are now educating your prospects on how your coaching
process fulfills their need and empowers them to achieve their goal. This
descriptive part of your letter gives them a clear idea of the types of things
they’ll focus on with you to achieve what they desire. It additionally provides
you the advantage of thinking through YOUR PROCESS. Not every coaching
client will follow the same process or focus on exactly the same things, but
this will give them a clear idea of who you are, what you are about, and that
you’re, obviously, very knowledgeable in this area. Once you’ve established
that credibility, they’ll feel comfortable to move forward with you on anything
related to their needs and desires.

Whichever way you choose to describe your coaching forte, the overriding
objective is to pique their interest, give them some insight that they can easily
wrap their minds around, while building their confidence in what you have to
provide and, then end with an offer that is easy and low risk so they can easily
take the next step. This whole process is a powerful success formula that six-
figure coaches employ to skyrocket their practices.
The Offer
For this exercise, you’ll end your letter with an offer. Use what you presented
in the content of the letter to formulate your offer. It should define your
coaching services in terms of number of sessions, pricing, etc. The topic of
packaging your coaching services tailored to different audiences will be
covered more in depth later.
The primary goal of your typical offer should be to lower the risk, for the
prospect to take the next step. Your letter will be geared towards increasing
their confidence, reducing their overall “perceived” risk and building their
excitement to move forward. The offer should then appear to be too
irresistible for them to pass up.
Additionally, you may have a few offers depending on “where” you are talking
to your prospects. If it is in the form of an advertisement, letter, or direct mail
piece, you will likely want to make an “informational” offer – meaning one that
gives them the opportunity to learn more, before agreeing to a session with
you. An informational offer might be a free report, short ebook, or audio CD
that further explains the three stages or five principles references above (see
how nicely that ties together!). Another possible informational offer could be a
free or low cost seminar or teleclass that you are conducting.
The complimentary session, which is essentially a “try before you buy”

strategy, is best made after some rapport has been built, personally – either
though a strong phone conversation or an in-person meeting (such as at
networking event). Even though a complimentary session is free, it still has
perceived risk because they might feel like they are going to be sold.

Lastly, you want to give your offer an attractive name or title. For a report or
audio CD, it might be “Discover the 5 Secrets to XXXX.” This gives them a
clear indication of what to expect and compels your best prospects to want to
find out more. You’ll also want to give your complimentary session a title, so
that they think of it as more than a complimentary session – such as providing
an “Ignite Your Passion” session or a “Get Focused” session.
The goal of this is to get people interested enough to want to have more
contact with you and give you their contact information. With that, you will
be able to continue to have contact with them and add them to your
database.
If what you offer is of value to them, you have started building rapport and
trust that reflects you are true to your word. That client, whether introduced to
you in a letter, networking, or a live presentation, will then go on to being
open to more contact with you. With each contact, you have the opportunity to
offer them further services. You are now building relationships. Relationship-
building is a core practice to growing a coach business.
Once completed, this letter may be used in its entirety, or segmented into
other marketing components for your coaching business. You may choose to
never send it in its original form, yet, it may be the most important letter you
write. This sales letter will put to paper the entire scope of your coaching
business, from the understanding of your market, to your unique message.
Sample Sales Letter
Dear Jane,
Congratulations on starting your new business!
Owning a retail business can be the most exciting time of your life and,
also, the most stressful. The worries of transitioning from the corporate
world to being a small business owner can be overwhelming. As a
women-owned retail business owner, you face unique challenges.
If you are anything like other women who own retail businesses and
come from a corporate background, you know that being the owner of
your own business is very different from your previous work life.

While you believe, wholeheartedly, in your products and services, the

staffing decisions, location worries, long hours of operation, marketing
ROI, just to name a few, are all vying for your attention and focus –
and, of course, leave you feeling overwhelmed and distracted. At times,
you may even feel like you are losing yourself to your work. You can
lose that sense of balance and freedom that you strongly desired when
starting your business — perhaps taking away from your time with your
family and other personal interests that are important to you. Ironically,
isn’t that why you left the corporate world to begin with? There might
even be days when you doubt your decision about going into business
for yourself... and this is understandable and quite normal for many
new business owners.
I personally know the anxiety and joy that are created by being an
entrepreneur. I, too, went from being in the corporate world to small
business. It was the best decision I ever made, and it can be that for
you too.
For the first months and, even, year, I wish I would have had the help
of someone who's been through this before; who I could talk with,
openly; who I could bounce ideas off of; and, even, vent a little
frustration with, in the hopes of turning it into something productive.
So, armed with the knowledge I share with you, I now could have been
spared many hardships monetarily, physically, and emotionally.
Thankfully, you can avoid the pitfalls that put nine out of ten business-
women, like us, out of business in the first year. You are about to learn
how to be Working Smart From The Start. This program can make all
the difference in the initial success of your business and the quality of
your family life. Many of the struggles people, like us, experience can
be avoided all together. Let me share with you how.
In my twenty-three years as a retail business owner, no one ever

coached me on the simple steps to utilizing my strengths in gaining the
greatest profit, professionally. No one shared, with me, where and
when to effectively delegate, so as to achieve my greatest personal
fulfillment. Believe me when I tell you it is possible to have both a
profitable business and a fulfilling family life. I am here to tell you how,
with Working Smart From The Start.

You might be thinking, “Right! Like I have the time or money to add one
more thing onto my to-do list.”
You would if you knew that Working Smart From The Start guaranteed
you to find more hours in your day - more hours to do the things that
are important to you - while still, while still living up to your all of your
responsibilities.
If only I would have had the help to know what was worth my effort and
what wasn’t, back in the beginning of my retail ownership. Oh, when I
think of all those wasted hours that could have been spent in getting
the best return on my business investment or spent in leisure with my
family. I had to learn the hard way. But, you don’t have to. It’s time to
Work Smart From The Start.
The Work Smart From The Start program addresses these core
elements to success in a woman-owned retail environment: 1) How to
get the biggest return from your time and money investment – NOW, 2)
How to stay focused on the important things, both personally and
professionally, and 3) How to maintain your passion, indefinitely, to
achieve your short and long term goals.
If you could master these three elements, what do you believe this
could do for you? What would it mean, in terms of feeling overwhelmed
vs. rewarded and fulfilled? What might it mean, financially, if you had
full confidence that you were always putting your best effort into the
areas that would have the greatest impact for your business?
The Work Smart From The Start six-week program includes:
- Six 45-minute, one-on-one coaching sessions (Note: These sessions

focus on the core elements of your business, remove obstacles to
your success, and create the plan for turning them into a reality.)
- Free monthly teleconference participation with other women, just like

you
- Life chat room via our secure website
- Email access to and support from me, Monday through Saturday,

from 9am - 5pm

This program is priced at $995.00. I know I would have given a lot to have this
program at the beginning of my retail ownership. Since saving money is one
of the core elements to my program, how about you start saving right now?
Click onto my website link below and go to the New Visitors page. There, you
will see how you can save big on the six-week Work Smart From The Start
program.
Start now by taking advantage of these two gifts I have for you. These
powerful tools can be utilized, immediately, to impact your business
and your personal life.
One is a list of the most common and costly mistakes that women retail
owners make. Use this list, immediately, to start saving money today
and to keep you from making a costly mistake in the future.
The second free gift is a tool to help you focus on your top strengths
and priorities. It takes just a few minutes and will give you great insight
as to how well you are living your entrepreneurial dream.
Go to my website, linked here www.workingsmartfromthestart.com, and

download the “Keep Your Money By Avoiding These Costly Mistakes”
list and take the “Realizing Your Dream” survey (your results are
emailed to you within twenty-four hours).
While you are there, browse my website. Details on all of my programs

are there in addition to helpful tips for the retail woman, testimonials,
and a library of resources material.
Best wishes for every success,
Jane Smith, CPC, Retail Business Coach
“Where women give the best of themselves to the world, their

community, and their family.”

PS: I sold my retails stores six years ago. I knew, when I left owning
retail stores, that my contribution to the retailer community was not
over. I still loved the business of retail and wanted to work to support
the women retail owners. I want to have others benefit from my learned
experience by sharing with you how to Work Smart From The Start.
Learn these simple steps in the Work Smart program to achieve the
success, freedom, and personal growth that being a woman retail
business owner promises.
Exercise: Create Your Own Sales Letter
Instructions: Use the sample Sales Letter provided above and the answers
to the below questions to write your own sales letter:
• Introduction (Capture Attention and Engage)

________________________________________________________
________________________________________________________
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• Main Content (Education and Information)

________________________________________________________
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• Offer (Informational and How to Get Started).

_________________________________________________________
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• What are the most common situations or challenges faced by your

prospects?
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• What do they wish life or work would be like?

_________________________________________________________
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• In two sentences, who are you (as it relates to their situation) and why
do you do what you do?
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
• What are the top three to five areas that your prospects should focus
on to shift from where they are to where they want to go? (Note:
Remember these three to five areas should be part of what you focus
on in your coaching)
_________________________________________________________
_________________________________________________________
_________________________________________________________
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• Provide two to three sentences to explain each focus area and one to
two sentences on how you help them in this area.
_________________________________________________________
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• What additional story or stories can you share from your experience
that illustrate why following these three to five guideline areas will help
someone overcome their challenges and achieve their goals?
_________________________________________________________
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_________________________________________________________
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_________________________________________________________
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• What offer(s) can you make to your prospects that they would find most
attractive and that you feel comfortable offering?
Report / eBook
________________________________________________________
________________________________________________________
________________________________________________________
Audio CD
________________________________________________________
________________________________________________________
________________________________________________________
Newsletter
________________________________________________________
________________________________________________________
________________________________________________________
Teleclass
________________________________________________________
________________________________________________________
________________________________________________________
Workshop
________________________________________________________
________________________________________________________
________________________________________________________
Complementary Session
________________________________________________________
________________________________________________________
________________________________________________________
Now what types of coaching packages might you offer? Think of this as
your platinum, gold ,and silver offerings - where your platinum is your
absolute ideal client, gold is what you most likely expect, and silver is your
introductory package. For each package, cite how many sessions per month,
for how long each, and at what rate.
Example Coaching Packages
Platinum – (4) 60-minute sessions per month for 3 months minimum,

plus unlimited email support and (2) 15-minute check in calls per
month. The package begins with an Energy Leadership Index

assessment and debrief and includes an EL Development System

Client Kit. Total investment for 3-month package is $3950.
Gold – (3) 45-minute sessions per month for 3 months minimum, plus
unlimited email support. Includes Energy Leadership Index
assessment and debrief. Total investment for 3-month package is
$2250.
Silver – (4) 30-minute sessions per month with unlimited email support.
Total investment is $500 per month.
Bronze – Jump Start Session – (1) 2-hour coaching session for laser
focus on one area or challenge - $400.
Create a name for each of the coaching packages, such as labeling the
Bronze package as the Jump Start Session.
_____________________________________________________________
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_____________________________________________________________
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_____________________________________________________________
_____________________________________________________________
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_____________________________________________________________
_____________________________________________________________
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_____________________________________________________________

Write out your sales letter including Introduction, Main Content, and Offer.
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
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_____________________________________________________________
_____________________________________________________________

Collateral Materials And Their Uses
Using the right materials, with the right messages, at the right time, for the
right purpose.
Earlier in this eBook, you wrote your sales letter. In writing your sales letter
you have developed your strategy – your core message, planning, and
direction. This meant creating the big picture of what you offer as a coach and
the message you will use to describe what you do and how you do it, to your
ideal prospect. You will now develop the tactics to your coaching business.
Tactics are the specific ways in which you will reach your intended target –
such as advertising, direct mail, networking, etc. With what you design here,
you will be prepared to attract clients by focusing on the best possible
marketing efforts that will produce the best return.
In this stage, you learn the difference between types of media that are
avenues for you to promote your coaching services. You’ll recognize what are
lead generators and what are lead conversion tools.
This is to give you an advantage on two important fronts:

• To have the appropriate materials and programs for your specific market
• To know what to do with the contacts you make
Both are immensely important because they will give you confidence, which
will draw people to you. You will also be the master of your time investment.
Your time is valuable, as are your dollars, and you do not want to waste either
on marketing efforts that do not generate a return or lose momentum you
have started building with interested people.
Lead Generators
Lead generators are initiatives that get possible prospects, who may not
know about you, to raise their hands and say they're interested. This could
happen at a live presentation you give, at a networking event, and, even,
through an advertisement (although, that’s one of the least recommended
strategies for coaches to find clients). Your intent here is to get prospects to
identify themselves as a viable prospect for you and to drive them to the next
step.

The next step might be any of the following:

• Signing up for your newsletter
• Attending a free or inexpensive workshop
• Downloading a free report or eBook from your website
• Requesting a free audio CD presentation
• Purchasing an inexpensive assessment from you
You’ll want to draw from the offers you came up with in your sales letter.
These offers, coaching packages, and next-step need to be clear and
attractive to your prospects. You can also think of this in reverse (put your
prospect’s “hat” on); what type of next step offer would your prospects most
want and be attracted to? And then, as the coach, what would YOU be most
effective at offering or creating (from the above list of possible next step
offers)?
Even though you may reach out to potential prospects in any number of ways,
the essence of your message will be the same. It is important to have a
consistent message, although, the way you tell it may change. As an
example, when you are at a networking event, you will present your message
more conversationally. When you are a presenter at a function, you may say
it as more of a monologue. In an advertisement, your message may only
highlight certain key traits and primarily entice prospects towards taking a
next step. There are many ways to get your message to prospective clients.
This stage examines many of them.
The focus of a lead generator should be to grab attention, just as you do in

the sales letter. You want to first show that you understand their situation,
challenges, and goals. Then you want to promise them additional information
that will help them solve these challenges. However, now isn’t the time to give
them all of that information. It is meant to whet their appetite at this stage and
entice them to take the next step — such as requesting one of the items in
the list above — for them to get that appealing information. To obtain this next
step, they will identify themselves and provide you their contact information.
This is how you build your database.
A database has immense value to your business. It will allow you to have a
ready resource of interested prospects to regularly keep in contact with. If you
develop a newsletter or website, you will use your database as a point of
distribution. If you are going to have public speaking engagements,
workshops, or teleclasses, you will want to notify everyone in your database.

When you come out with new products or programs, you’ll use your database.
Databases are useful when you want to get feedback in the form of a survey.
Databases are also important when proposing strategic alliances... see a
trend developing here about the importance of growing your database!
Lead generators include the following types of media:
Advertisements in print, electronic, or broadcast media. This would

include newspapers, magazines, radio, TV, etc.
These can be effective if placed in the right publication for your ideal target
market and if there is something compelling for them to respond to. Most
people see print advertisement as “seed planting.” It can vary greatly in cost.
The theory is that a person may need to see something many times before it
is retained and even more times before it is acted on. TV is likely to be too
expensive to justify; however, occasionally, local cable advertising can be
viable. Local radio can also be a possibility, but, without an extremely
compelling and easy-to-take next step, it may not provide the return you need
to justify the expense.
Any advertising that is print needs to be very driven and dynamic to get
people’s attention and to get them to know, quickly, if it is speaking directly to
them. Your headline and your offer are the two most important aspects in a
print advertisement. The headline is the ad for the ad and gets their attention,
while the offer compels them to take the next step. When you have a
report/eBook or an upcoming workshop/teleclass, that is, most likely, the best
offer and reason to advertise in local print media. Local business publications
and journals, and local community newspapers tend to have the best
response for these types of ads.
Additionally, seeking out targeted electronic media is also advisable. Email

newsletters are significantly growing in popularity. They are often affordable,
and, because they are electronic, the ability to link to your website and get
people to take immediate action is substantially increased . They are, also,
quite often, very targeted and, therefore, you will likely be able to find one that
speaks to your niche.

Direct Mailing – postcards, letters, and flyers
This can be a relatively inexpensive way to distribute your information to a

specific group, but, again, like an ad, direct mail is best used to drive people
towards an event or take advantage of a low risk offer (such as an eBook or
report).
Most direct mailing services are distributed by zip code or range of area, and
you are charged per piece. You can also purchase lists of names and
addresses, targeting specific persons. These are bought from a list service
(and you can find many of these possible lists through services such as
ListFinder - http://directmag.com/resourcecenter/listfinder). Keep in mind, the
typical return (meaning people taking action) on direct mail is between 0.5 -
1.0%, so you need to use that number to determine how many people you
need to send your message to, in order to get a specific number of
responses.
For example, if you know that you need to speak with 2 qualified prospects to
get 1 client, and you need 10 interested leads to get the 2 qualified leads,
then you are essentially saying you need 10 people to be possibly interested
in your services to get 1 client. So, to get 10 people to respond via direct mail,
you’ll likely need to send to 1,000 people (i.e. 10 divided 1% or .01).
Keep this formula in mind when determining how many people you need to
send out your direct mailing to.
It’s also advisable to give your offer a deadline so that the recipients have to
decide whether or not to respond in a quick manner.
Email campaigns (Different from an email newsletter)
An email campaign is geared towards your database and new persons who
are your target audience. Its message is generally one of ACT NOW! It might
be emphasizing the release of a new product or service.
It may be urging the sign-up of a class, workshop, or seminar by a certain

time, before space runs out or with special savings available for early bird
sign-ups.

This is very effective for the people who are already aware of you and want to
know what new things you have to offer. For those that don’t know your
services all that well, you will be relying on the content of your message. The
message needs to, at least, entice them to want to know more about you
and, at most, sign up for what you are offering. This is similar to your sales
letter, but usually geared towards a specific item or event, rather than your
entire list of offerings.
Search Engine Optimization and Pay Per Click campaigns that drive
people to your website via Search Engines such as Google, Yahoo, and
MSN
There are many ways to approach web marketing such as Search Engine
Optimization (SEO) and Pay Per Click (PPC). While it may seem that this is
something that only the big players can do, there is room for anyone to dive
in. Search Engine Optimization essentially means engineering your website in
such a way so that search engines, like Google, can easily find your website
and recommend it to people searching on the web for your type of services
and products. SEO does require the help of a very knowledgeable
professional. The web and search engines are rapidly replacing the Yellow
Pages, especially for professional service providers, such as coaches.
Additionally, you have the ability to cater your SEO to a local market
(geographically), so that it can be less expensive to do and bring you only
your highest probability prospects.
An easy way to get started with Internet marketing is also through Pay Per
Click (PPC) advertising, which is just like what it sounds. When you search for
something on Google, and you see those ads come up as “sponsored links”
or the banner ads on the side, those are PPC. Those companies have paid
for the right to show up there. The extremely good part about this is that you
only pay for those that click through and visit your website – meaning it’s
based on performance. Additionally, you have full control over your budget so
that you can indicate how much you are willing to pay per click and set the
maximum amount you want to spend on a monthly basis. Google calls this
service Ad Words. Yahoo and MSN have their own advertising options as
well.

Lastly, for SEO and PPC advertising, the ONLY search engines that matter,
at this point, are Google, Yahoo, and MSN. These search engines now
account for 98% of all web searches (with Google being well more than half of
that). Even other service providers, such as AOL, actually run their searches
using these providers, but simply “re-label” the searches to appear as if they
are running it themselves. So, your best traffic will come from these sites.
Overall, this is very, very specific advertising. When people search for
something on the web, they generally know what they are looking for. They
may get a little distracted by the things they discover along the way but, for
the most part, they are on a mission. This can make them very high
probability prospects for you; but, it also means you should seek the help of a
professional or someone else who’s done this before when undertaking this
effort. That can save you a lot of time and frustration.
Flyers/Announcements
These are best for local use and are most effective when promoting
something specific – such as an event. With these styles of communication,
you want to encourage an action. Be specific in them and not too wordy.
Most photographs do not turn out well on inexpensive flyers and forums
where you may run an announcement so, you may want to stay with simple
graphics and powerful, brief content. You can have a better quality flyer to
hand out at networking events or where people have come to see you,
specifically.
Distribution of flyers and announcements before an event or posted in a like-

minded business can contribute to attendance. If promoting a specific event,
see if there is an e-newsletter or publication, of any sort, for the location
where you will be presenting. Ask them to run the news of your event. Flyers
and announcements are generally very inexpensive.

Remember, the distribution is, generally, your own legwork, so calculate that
into your expense of doing this form of advertising. This type of advertising
needs to be clear, sharp, and to the point. Because people who do not know
you will be seeing it, your message needs to be very on point and motivating.
It will be a small snippet of your sales letter. Gear this message towards the
pain to which those people can relate, and the relief you offer them from that
pain.
Networking
There are many forms of networking. There are formal networking meetings
where people come together with the intent of meeting others and
exchanging business cards and leads. These are the places to target,
because you will likely meet other like-minded professionals who are looking
to help each other grow their businesses.
There are many ways to network informally, too. This can be anything from a
casual conversation had standing in a line anywhere, to a party you socially
attend, to the groups you are already a part of, in your community. All of these
types of events are opportunities to share what you do and, just as
importantly, to learn about the people with whom you are conversing. The
point of networking is to remember that it’s not simply whom you know, but
who knows you!
There are specific ways to present your story, when in a networking event.
You should develop different lengths of an answer to the question, “So what
do you do?” or “What have you been up to?” There is a specific set of skills
you should practice for effective networking.
Networking costs vary depending upon membership fees for any given
organization. Always think, “Where do the people I want to service go?” and
“What other types of professionals are in contact with my market, but in a
non-competitive field?” This latter group can actually be a gold mine of
referrals for you, as you can be for them, too. Consider Chambers and
Convention & Visitors Bureaus, workplace/career affiliated associations and
clubs, philanthropic organizations, and not-for-profits. Most organizations
allow you to be a visitor to one or more meetings, for a small fee. From
there, you can see if it will be worth your while to join.

Strategic Alliances
Implicit in the word alliance is the sense of equality – each person or party is
receiving equal value, and both sides feeling like they’ve gotten tremendous
value.
A strategic alliance is a relationship based on reciprocity and synergy. You

have a unique quality and, possibly, contacts that could be used to increase
someone’s business, and they have the same for you.
Think about other businesses with which you could be affiliated for a mutual
benefit. Seek them out, create a rapport, and make a plan that suggests how
you can join forces to increase business for both of you. There are other
forms of strategic alliances that are not as direct as quid pro quo. There may
be networking contacts you can introduce to someone you know, who can be
of help to them. In turn, they will do the same for you. Also, look into affiliate
relationships available on websites. Some websites offer commissions on
sales you bring them through your website. Strategic alliances can be very
rewarding. They work best when each party has equal value to bring to the
table.
A plan of action, follow-through and acknowledged expectations between

both parties is important to put in place. Some alliances will share expenses
on promotional costs. Think about the goals and values of the alliance before
making a long-term commitment. Be sure the goals and values of the alliance
are in alignment with your own.
Strategic alliances are another extremely powerful way to build your coaching
practice. An article entitled, “Building Alliances and Your Networking Team” is
attached at the end of this section.
Trade Shows
There are trade shows for every market under the sun. They can be used to
promote your business, in several fashions. Traditionally, people think of
renting booth space and chatting to people who stop at the booth. If are
considering a booth at a trade show, you may want to look into sharing the
booth space and expense with a strategic alliance partner or someone you
think would be a good fit, if even just for one particular show.

Trade shows generally have speaker forums that are educationally based or
panel discussions. Approach the organizers and ask them where you could
be of service. Often, they have a need for one more panel member or a back-
up person to count on. To get a speaker's position you would, generally, need
to make arrangements, with the industry or organizers, very far in advance.
Often organizers of trade shows are looking for someone with pubic speaking
experience and an expertise of some sort. Just another reason to keep your
message clear. Know who you are and what you offer.
The key to getting a return on your investment in a trade show lies in making
a compelling on-the-spot offer to get people to provide you their contact
information and, then, following up with those potential leads, immediately
after the show. Most people do not get their return on their investment in
trade shows - not because of the show - but because of their lack of targeted
and effective follow-up. Go into any show knowing what you will offer and with
a plan for follow-up.
Lead Conversion
These are the tools you use to convert leads/prospects into clients. A lead
conversion tool is intended to provide more information and build the
confidence of what you do, who you are, and the fact that you can help them
meet the goals that they have for themselves.
The content of lead conversion tools is typically educational in nature. It’s

about you, your services, and the process you use or deliver. It’s the
information that was promised in your lead generator. These types of tools
are meant to build a case for what you sell.
You will largely draw from the main content portion of the sales letter, which
engages your prospect and begins to educate them.
Lead Conversion tools include the following:

Brochures
Most people are very anxious to have brochures made for their business.
Next to business cards and websites, brochures are usually on the top of the
list of wants.
In determining the need or quality of a brochure, or any collateral piece, think

about to whom it is going to be handed out. What will be relevant to them,
and what in your brochure will gain their business?
There are many different grades of quality in printing brochures. When

investing in brochures, look at samples to see what best suits your message
and budget. Higher quantities of printing are always less expensive, per
piece, but be sure you will realistically go through all of them before you
might want to change some information. Print only what you think you will go
through a six-month period of time. You will want to consult with a
professional regarding layout, colors, logo, paper weight, etc.
However, don’t let the lack of having a brochure keep you from
promoting you business. Don’t wait until you have every piece in place and
are feeling perfect or else you will never launch your business. There are
many ways to gain clients. Printing brochures is just one helpful tool.
Reports
Reports impart a validation to a point you are making. You can write them
yourself, or, based on the information you want to provide, you can hire a
freelance writer to put it together for you. Typically, these services are not all
that expensive and can greatly enhance the professional image that you are
putting forth. These types of reports show that you have in-depth knowledge,
and that you are dedicated to imparting this knowledge to your target market.
You can use reports in your sales letter as a free item or for a fee. Use them
in advertisements to draw people to your website. Think about how you can
use them in each of the media forms for lead generation, as reports are often
a way for them to learn more about what you do, AND it typically is a very
low-risk way for them to take the next step as they raise their hand and say,
“I’m interested in what you are talking about.”

Workshops, teleclasses, and presentations
These three approaches are very similar, in that they are about providing
detailed information and “teaching” others about your field of expertise (such
as, the best ways to reduce stress, how to put the spark back in your
relationship, or the five steps to becoming a more effective leader).
Start with the big picture, such as you did with your sales letter. What you
offered there is great material to break up into these different forms.
Teleclasses can be one session or as many as you think would be effective

for your material and your audience; although, it is recommended that one
teleclass session per week, for six weeks, is about the maximum commitment
you can get from people.
Workshops generally are one-session classes that range from a few hours to
a full day. So, again, refer to your material to see what would be the best
time-line for your message.
Presentations generally are one-time events and can be anywhere from ten
minutes long, to an hour and a half, as an example. You’ll want to have
different lengths of talks prepared if you are going to be soliciting for public
speaking. Many people do presentations for free or a nominal fee so that they
can get the exposure to potential clients. If that is the case, work out an
arrangement with the sponsor of the event so that you can display product or
promotional materials in the back of the room. It is a good idea to have
someone with you, at the back of the room during presentations so they can
take care of any business that you may be too busy to tend to.
Most workshops and teleclasses are fee based. Research other similar
offerings to see what you should charge, or whether a free offering is
necessary. Don’t underestimate the amount of work that goes into a simple
presentation. Teleclasses and workshops, in particular, take a lot of planning,
research, and practice. Consider starting with a focus group, just friends and
family will do at first, who can give you feedback on the delivery of your
message.
Be prepared to do the necessary follow-up after you do any of these styles of

events. Nothing is more wasteful than generating the lead, starting to convert
it, and then dropping the ball because you did not call them when you said

you would or because you didn’t set up that next meeting. Never over-
promise and under-deliver.
Websites
Your website should have these points of focus and capabilities:
Present your core message (from your sales letter), very clearly, and further
support it with more educational information and evidence of your success
(such as case studies and testimonials).
Discuss the variety of services and/or coaching packages that you offer AND
make a very compelling offer(s) as to why those visiting your website should
contact you. Your website needs to convert visitors into contact information,
meaning, it’s very important that your offers (reports, eBooks, newsletter,
events, etc.) are all present on your website.
The home page for your website, like your sales letter, should make it very
clear whom you are speaking to and what the website offers to them, in the
way of information. You have to address the “what’s in it for them” very
quickly and clearly on your website. The additional pages can be considered
the “supporting” material which describes your services and the results that
can be achieved from hiring you. But, it's very important that the offers on
your website are easy for visitors to request them. And, for each offer, you
should have a strong, yet brief, message about what that offer contains and
will provide to the prospect. For instance, simply putting a link that say “Sign
up for my newsletter,” isn’t enough. People are already inundated with
emails, but, if it provides them something of clear value, that’s quick and easy
to read, they will be more likely to sign up.
Newsletters
Newsletters are intended to reach a following that you have developed and
often are a low risk, easy way for people to learn about you and your
message. Your list is made up of people who have voluntarily signed up for
your newsletter, whether it by postal delivery or email. Consider monthly
publications, at first, so it’s not too much information, nor are you in front of
your potential clients, too seldom.

A few quick tips on newsletters:

• Be consistent with your schedule.
• Keep to your message and try to always include something that would
make someone hang on to it.
• Include offers for additional information and announcements on any
upcoming events.
Realtors are great at sending newsletters. Their real purpose is that you keep
them in mind when it comes time to buy or sell real estate, but their newsletter
includes something that useful to your home, too. It might be a list of tips to
help you save on energy costs. It might be a guide to in-home pet sitting
services. What would be the equivalent to the people on your newsletter list?
If you were in your prospect’s shoes, facing the challenges they face or
wanting to achieve the dreams that they have, what type of information would
you like to have on a regular basis, which would help you make the changes
that will drive your towards your goals? That’s what your newsletter should
contain on a consistent basis.
Follow-Up Pieces (Hoppers)
eBooks
Follow-up pieces can be a one-time or semi-regular delivery of any type of

correspondence. It could be a postcard in the mail or sent through email. Your
follow-up piece could be a thank you for attending a recent event. It could be
a reminder of an event that is happening near them to which you are inviting
them. It could be a survey after a presentation or workshop. It could even be
just a Happy Birthday note.
Anything that allows you contact with someone who has given you his or her
contact information is eligible for a follow up piece from you. This is your
chance to pick up where you left off with that person.
Additionally, your follow up pieces can focus on providing information that will
help your prospects make a better decision about moving forward with you.
Think about the three, four or five things that prospects most typically want to
know and provide that information to them on a recurring basis. Do this
consistently, and you’ll have many more people moving forward in your sales
pipeline.

Costs and schedule are two factors to consider when sending any
communications out on a regular basis. Make sure you are up for the
commitment and that you track the business you get from these efforts so you
can revaluate in the future.
eBooks are a great way to “publish” your own work, affordably. You also can
offer other people’s work, with permission.
When you hear the term eBook, don’t start conjuring up a long masterpiece
that transcribes hundreds of pages of your wisdom. You don’t need anything
that involved, unless you’re ready for it. eBooks are small pages with big print
and generally simple reads that can be twenty-five to one hundred pages.
They should contain value to the prospective client and can be used as the
offer for them coming to your website. You can offer eBooks free or for a
small charge. The eBooks you offer should, just as with reports, always
deliver your message. They are an investment of your time, but generally are
a consolidation of material you are already using in your workshops and
presentations. You can also use an eBook as a nice “bonus” offer that you
can provide when people sign up for a workshop or teleclass. It can be a
value-added offer and the chance for prospects to “take home” the content
you are teaching them.
Audio CDs
Recording an audio CD is just another way to distribute the information you

might normally provide in an introductory teleclass, a report, or short eBook. It
can be a great way for prospects to learn more while experiencing who you
are – getting a sense of your approach and energy, and also to see if you
might be a good match for them.
You would prepare your script for the CD just as if you were giving a
presentation.
Final point on turning your message into tangible materials and efforts to
develop and convert leads: People may not always remember what you said,
but they will always remember how you made them feel.

Bonus Article: What Makes Infomercials So Effective?
Understanding how to deliver an effective pitch for your services at a

networking event
Inform & Educate
They inform and educate consumers on all the relevant issues.
They don’t just name the benefits; they connect each feature and benefit to a
concrete need that the consumer wants solved. In doing so, they address the
pain in the consumer’s situation, which is creating the need, in the first place.
Question/Assessment: What information can you share that will help your
average consumer to be more informed? What specific benefits match up to
which specific needs of the consumer?—BE SPECIFIC
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Evidence, Evidence, Evidence
The infomercial tells you why their product will work...for you! They do this
through numerous testimonials and studies.

Question/Assessment: We’re always worried about the dreaded “reference”

question or “how will this work for me,” so anticipate it. If you had to defend
your product/service in a court of law, as the best and the most unique, how
would you defend yourself? What evidence and what references would you
be able to provide?
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Offer Bonuses
These are the extra freebies they offer. For example, “For only $19.95, you
will, not only receive this amazing dust mop, but we will include a second one,
absolutely free!”
This is designed to exceed the viewer’s expectations and push them over the
edge to buy the product. But, it isn’t just about the freebies, it’s really about
the extra value that is provided—both tangible and intangible.
Question/Assessment: What extra value do you provide to your consumers—

both tangible and intangible? What are the bonuses of working with you that
go beyond the normal product or service provided? If you haven’t done so
before, assign a value (as best as possible) to each of these “extras”.
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Bonus Article: 3 Insider Tips to Building Your Business Through

Networking...
Yes, It Can Work Tremendously Well.
Whenever you mention the word “networking” (in terms of business-building -

not computers), you are bound to get any number of reactions from small
business owners, sales representatives, and marketers. The responses range
from “Networking has never worked for my business” to “I don’t advertise
anymore because all of my business comes via networking.”
There are also responses that come in between, but, for some reason, most
responses tend to fall much closer to the extremes. Why is this? Why is it that
networking works so well for some and not for others?
Well, here are the real answers, finally revealed... It’s not about being the
most personable individual in the room. It’s not about being the best public
speaker or the best dressed professional. It’s not about having a memory that
can recall anyone’s first name, even though you only met them once in
passing (although a good memory will never hurt).
It’s about the following three things. Reverse Your Thinking:
The Platinum Rule (That’s right - not the Golden Rule)
Very simply put, most people don’t really understand what you do. The
Golden Rule taught us to treat others as you would want to be treated. Well,
that works at one level. But, better yet, is the Platinum Rule: Speak to others
as they would want to be spoken to. When it comes to communication, it’s not
about you; it’s about who you are talking to.
Think in their terms (literally, in their words). What is it that they need to know
to understand why you are different from your competition? What is it that is
most important to them?
And, one last key question: What do they need to hear to know whether or not
they can trust you enough to make referrals to you? Now, you can think about
yourself. What process do you go through when deciding whether or not to
refer business to someone else? If you continually seek, first, to understand

your audience and what they need to hear, and, second, to be understood,
then your brief presentation to others will be much more guided and effective.
Think Depth: It’s Not About the People in the Room
Another common mistake in networking is trying to sell the people in the

room—i.e. the other professionals who are networking. This may be the
biggest reason people don’t get the business they’re looking for when
networking. If you’ve used the phrase, “Networking doesn’t work; everyone
else there is just looking to sell their services and are not interested in
buying.” Well, OF COURSE!
What you really should be looking for when you are networking are the people
who are the key connectors within their circles of influence. You want to get to
know the individuals that are closely tied to the community you want to reach.
These people are special individuals that know a lot of people and typically
have a lot of influence. You want to build the types of relationships that will
lead to your networking “partners” opening up their rolodexes, and not simply
doing business with you. Don’t sell them; build a relationship with them and
find out how you can help them.
Think in terms of many, not in terms of one sale at a time.
Genuinely Stand in Service to Others
I’m not saying be altruistic or become a philanthropist who always puts

everyone else before themselves; but, if you do go to networking events
thinking only in terms of how you’ll get business, then it’s likely you won’t be
successful.
Networking is about building relationships—the same type of relationship-

building that small business owners do with their customers to foster a good
reputation and word of mouth. Go with the intent of helping others to build
their businesses. Go with the intent of opening doors for others. Whether new
or experienced in networking, when you lead with helping others, you will be
amazed at the number of doors that will be opened for you.
Follow these three insider tips to networking and, within six months, you will
have more business than you can handle.

Tool: Building Your Network Roadmap
What are your thoughts/beliefs about networking?

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What outcomes are you seeking from networking?

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What is presently stopping you from achieving those outcomes or improving

upon them? And, what changes can you make to how you are networking to
achieve better outcomes?
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What should your niche speech(es) say?

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Whom are you targeting? (prospects or alliance/referral partners)

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Who makes the best referral partner for you?

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What types of businesses are already in touch with your prospects, in a non-
competing and, possibly, complementary field?
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What are their hot buttons? (i.e. What do they need to hear to feel confident
working with you?)
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What quantifiable statistics about your success can you share?

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How can you lower the risk of someone taking the next step in the sales
process OR making a referral to you?
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What stories can you share about why you do what you do, how you got into
your present job/industry, the successes you’ve had with clients, or insight
into who you are and why people would enjoy working with you?
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How do you answer the most critical question in networking “W.I.I.F.Y.”

(What’s In It For You?):
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What’s in it for you? You have to be able to very clearly and succinctly
articulate what’s in it for the person/group that you are speaking with—
whether you are asking them for referrals, business, or otherwise.
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What meetings should you be attending? (Are the people, types of

businesses, etc., at these meetings? Or, are the professionals at those
meetings able to introduce you to these key people/businesses you’re
seeking?)
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Follow-up – How quickly and how often do you follow up with other members,
leads/referrals, etc.? (Is it as quick and as often as you would like people to
follow up with you?)
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Now, go back to the exercises in Part 2 and make sure you know exactly
what projects you need to get started on today, what resources are needed,
what your key milestones are, and what expectations you have for where you
want to find yourself in three months, six months, and one year from today.
Note all of your projects and the key dates for each – including scheduling
time to get out into the market for networking, holding workshops, etc.
Create a project calendar (or use a time management system from Franklin
Covey, David Allen, or another company), so that you know, each week, what
are the key projects to move forward, exactly how you’ll move them forward,
what meetings you’ll be having or attending, and what results or goals you
have for the week. Be clear on the week, the month, the quarter, and the
year, and you’ll consistently be driving towards your goals and a thriving
coaching practice.
Now, for your personal check in meeting... begin by asking yourself, what
projects have fallen off track? Which seem to be on track? Why?
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Next, what have you specifically done to try and obtain clients?
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What worked and what didn’t?

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At this time, you want to start asking yourself how to duplicate the efforts that
were profitable. Each time you duplicate an established practice. it costs you
less, even if just in terms of time (and so it is more profitable). If you aren’t
quite to the point where you can easily determine these most profitable
efforts, keep this on the top of your mind, as you go forward, so you’re
consistently investing your time and money in your most productive and
profitable efforts.
You also want to ask yourself what was not a productive use of your time and
why. This is where making adjustments to your business practices pays off.
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Stop any time-wasters as soon as you feel you have gathered enough facts to
fairly judge its return or lack there of.
Redirect your efforts and investment in making your adjustments. Make note
of what you tried, how you tried it, and any other circumstances relating to a
discontinued effort. If you care to revisit this avenue again, you will have
some history to take into consideration.
Plan another Personal Accountability and Adjustment date three weeks from
the first one, to go through the same process.
Smart business owners regularly examine where their business is gaining and
losing ground. The most successful business owners know how to play to
their strengths, put their passions to work, and what is worth the investment of
both.

Lessons Learned
There will be lessons to learn as you make the journey to coaching as a

business. Some will be personal lessons; some will be business lessons.
Both are guaranteed to be invaluable to you, as a person and as a coach.
Consider keeping a success journal. A journal can be used for you to keep
track of how you use the hours you have dedicated, weekly, to your business.
It can help you reflect on the value of an effort made, a thought well
conceived, or a desire not yet met. All are experiences worthy of taking note.
Remember, all the best coaches have a coach themselves. Don’t go it alone.
Realize the times when you need someone to be accountable to, someone to
help keep you focused, and someone to support you in your growth.
If you’d like more support, knowledge, guidance, as well as free business

development downloads, visit: www.SkillPreneur.com. (The SkillPreneur
Alliance, created by ABEL Business Institute, is a strategic partner of iPEC
Coaching.)
Keep In Mind: If you’re not out there in three weeks, at least, talking to
people and making a dedicated effort to pick up clients, then you need to
figure out what’s holding you back. Identify any gremlins for yourself and any
assumptions or interpretations that are telling you that you must get
something (a brochure, a website, etc.) completely in place before you can go
out and get clients. This is NOT an unusual situation for many coaches to find
themselves in. If this is the case, visit www.SkillPreneur.com and hire your
business development mentor coach on an ongoing basis.

Appendix: 21 Strategies to Building a Thriving

Coach Practice
Why is it that some coaches thrive in this profession, while others struggle? Is
it luck? Are the most successful coaches better business people, or are they
utilizing strategies, techniques, and practices that anyone can employ for
success?
Without a doubt, there are strategies, techniques, and practices that every
single qualified coach can implement to develop a successful, six-figure
coaching practice. No matter what shape your coaching business is currently
in—whether clients are beating down your door or just trickling in—it’s time to
learn the strategies that will put you over the top and create a sustainable and
thriving practice.
These strategies have been employed by most of the leading professionals,

in coaching, who are earning well in excess of six figures—even high six
figures—as a result of their hard work. Below, all twenty-one success
strategies are discussed, and they are broken down into three main groups:
Foundational, Core Business Building, and Optimization and Strategic
Business Building.
Foundational Strategies
The six strategies are where every good coach’s business development plan
and efforts must start. But, these plans aren’t simply basics—they are
foundational, meaning they provide the support and structure from which you
can build a solid practice. Without these strategies in place, you will likely find
yourself struggling, and any advanced strategies may not work or may not be
sustainable.
Strategy #1 - It All Starts With Goals and Intentions
If you have no destination, any road will do. Every year you must create a
clear vision for yourself and your business. But this vision and the plan that
comes after it are living documents and are not set in stone. You need to
revisit your goals and intentions on a weekly, if not daily, basis.

First, start out by naming your target market. Get specific about who you are
going to work with. Second, determine your profit goals and your anticipated
fee per client. Now, you can determine how many clients you need to work
with, this year, to hit your profit goals. Is it realistic?
But don’t simply run the numbers for your goals. Fill out all of the details of
what your business will look like at the end of the year and what you will have
accomplished.
Questions to ask yourself:

• What will my business look like at the end of this next year, in terms
of revenues, clients, milestones, and other accomplishments?
• What’s the one thing I’ll be most proud of having accomplished by the
end of the year?
Strategy #2 - Breaking Through the 5 Energy Blocks
Anything that prevents you from having what you want is a block. Most blocks
are internal and emotionally based. Work with a Certified Coach to help, not
only, remove any blocks, but, also, to create a plan to move forward, quickly,
once those blocks are removed.

• What issues do I have with anything in this report, so far, that cause
me to feel like I cannot achieve my desired result?
• How willing am I to break through that to, not only, reach that result,
but, also, to improve many other aspects of my life, which are being
affected by those blocks?
Strategy #3 - Niche Development
Choosing a very specific niche is the way to make great money in any
profession. Coaching is no exception. Don’t worry about being too specific;
know that there are probably thousands of potential clients in any niche you
choose.


• What are the demographics (quantitative) of my ideal target client?
• What are the psychographics (qualitative) of my ideal target client?
• What are their situations, needs, and desires?
• How can I serve them?
• Why will they hire me?
• How can I specifically express to them what I can do for them?
• What fee will I charge?
• How much will I earn with twenty full time clients, at that fee?
• Can my clients afford me?
Strategy #4 - Business Building Basics
This is the foundation of every business, helping you focus on a growth plan,
operating plan, and all of the elements that will help you set up your business
properly for prolonged growth and success.
You’ve got your goals and intentions set for the coming year; now it’s about
determining how you will achieve them.

• How will I market myself and gain clients?
• What support system(s) will I put in place to manage client notes,
finances and bookkeeping, ongoing client communication, managing
my website or newsletter, etc.?
• What tasks am I best at and enjoy doing? What tasks would be better
off done by someone else? Note: Even if you can’t hire someone
right away, it’s best to know what you’d like to delegate and work
towards that end.
• What obstacles am I most likely to encounter? How will I overcome
them?
Strategy #5 - Unique Selling Proposition: Your Core Message
Great business owners have their own personal stories to tell—a story that
captures their charisma, builds rapport with prospects, and clearly
demonstrates strengths and values without ever specifically naming them.
The Core Message or Story will draw prospects to you without you having to
“sell” your services.

In developing your story, think about what brought you to where you are and
how that relates to your target market.
Question to ask yourself:

• What unique experience, in my background, helps people to
understand who I am and why I serve the target market that I do?
Strategy #6 - Strategic Planning, Transition Plan, Financing Plan
It’s not just about the goals; it’s also about the roadmap. To be a successful
coach, your map includes all aspects of your plan, internal and external, and
someone who knows how to keep you accountable. Your plan needs to be as
detailed as possible, reasonable, and time oriented.

• What product/service am I going to promote first?
• What are all the ways to reach my target audience?
• What are the top three things, from this report, that I’ll focus on first?
• What’s your roll-out plan (Remember, you can’t do it all at once!)?
• For all action items, how specific, measurable, achievable,
reasonable, and time-oriented are they?
• Who can I work with to hold me accountable and to develop my plan?
Core Business Building Modules
Strategy #7 - Time Management, Organization, and Balance
It’s time to find out whether you are walking your own talk about life balance.
Just like you may be helping your clients, you need to eliminate time-wasters,
stay better organized, and develop a plan to stay in balance.
Go through your typical week and make twi lists. The first list should be of all
the things that you do that seem like a poor use of your time or are things that
create distractions that sidetrack you (such as a constantly ringing phone,
answering your email as soon as it comes in, taking too many appointments
that aren’t necessary or could have been handled with a phone call). The
second list should be the good uses of your time. At the end of the week, look
for patterns in both. If you can eliminate the top three time-wasters, you can
add as much as one to two hours of productive time to every single work day.
You should also consistently map out your goals, major projects, and tasks
for the next week, month, and quarter. Always make sure your activity is
driving you directly to your annual goals and intentions.

• How effectively do I use my time?
• What can I stop doing, and what should I start doing that will make
better use of my time?
• What resources can I find to help me get more organized?
Strategy #8 - Putting Your Advertising and Marketing Plan Together
One of the greatest and most common faults of small business owners is
“marketing on the fly,” with no cohesive, pre-determined marketing plan. You
need to think about and understand what type of marketing plan is best suited
to accomplish your objectives.
Start by determining your message and what you will say to prospects. Your
marketing message should address the most common frustrations, concerns,
or challenges that your typical prospect has and their most common “wants”
and desires… i.e. what they want to accomplish.
Secondly, your message should talk about how you are going to help them to
overcome their obstacles and achieve what they desire.
Finally, you should work to build in testimonials as soon as you can.
Now that you have your message, where are you going to share it? Well,
determine where are your prospects, most typically (coaching teens, then it’s
likely schools; coaching business owners, then it’s likely networking and
chambers of commerce; etc.).
Your message will likely best be told in multiple media—websites,

newsletters, brochures, and presentations. But determine the plan and which
media you are going to use at the outset of your year—not in the middle of it,
when you need the phone to ring.


• How will my prospects find me? (Note: It's not just whom you know,
but, also, and possibly more importantly, who knows you.)
• What do they want to hear and see to have confidence to purchase
my services? (Note: When in doubt, just ask a typical prospect this
question.)
Strategy #9 - Workshop/Seminar Development
Why prospect for one client at a time, when you can sell to an entire audience
at one time… and get paid for it? Workshops and seminars are powerful
tools for lead generation and conversion.
Workshops can mirror your marketing message without being “too sales-y.”
The workshop should address the most common challenges faced by your
target market and help them determine ways to achieve what it is that they
are after (and one of those ways should be your coaching services!).

• What workshops make sense for my prospects?
• What should they contain?—i.e. What would me prospects want to
receive by the end of the seminar, and what do I want them to walk
away with?
• How can I fill the room?
Strategy #10 - Sales Training: The Coach Approach
Don’t wait for the phone to ring by itself. If it does, it’s probably a wrong
number. The only way to get the phone to ring is to consistently sell yourself
and your services wherever you go. If those you speak with, directly, are not
interested, but your message is compelling, they’ll remember you and refer
others to you.
Break through any resistance to selling. Practice until you master your selling
pitch, to the point where you are being completely you, and you don’t, at all,
feel like you are selling anything.

As far as sales tips, complementary sessions can work well, but only if you’ve
properly scripted the session beforehand so that you know how to lead it into
a positive experience and opportunity for selling. Also, draw on your
coaching skills—asking thought provoking questions that open your
prospect’s mind to what’s possible.

• What is my belief about selling?
• What are my experiences with selling and being sold to?
• How can I break through my blocks to effective sales?
• What are strategies to begin selling my products and services?
Strategy #11 - Marketing Tools
Marketing tools can build credibility and assist in sales conversion. Marketing
tools include things like websites, brochures, audio CDs, and any materials
that help you convert a lead into a client.
Your marketing tool should be educational and informational. Most of the

time what stops a prospect from moving forward with coaching services is
uncertainty over what to expect the experience to be like and what return they
will likely see for their investment of time and money. Your marketing tools
should help paint the picture for them and prove to them why working with
you is going to help them achieve their dreams.

• What evidence would I be looking for from a coach to prove that their
services are going to work for me?
• What would I want to know, as a prospect, about what it’s like to work
with a coach?

Strategy #12 - Networking
Networking really is for everyone, no matter your niche. The trick is finding
the right networking organization and refining your networking approach.
Follow these three rules, and you’ll get more results than you can handle.
• Reverse Your Thinking: The Platinum Rule (That’s right - not the
Golden Rule).
Very simply put, most people don’t really understand what you do.
The Golden Rule taught us to treat others as you would want to be
treated. Well, that works at one level. But, better yet, is the Platinum
Rule: Speak to others as they would want to be spoken to. When it
comes to communication, it’s not about you; it’s about who you are
talking to. Think in their terms (literally, in their words). What is it that
they need to know to understand why you are different from your
competition? What is it that is most important to them?
• Think Depth: It’s Not About the People in the Room

Another common mistake in networking is trying to sell the people in
the room—i.e. the other professionals who are networking. This may
be the biggest reason people don’t get the business they’re looking
for when networking. What you should really be looking for, when
you are networking, are the people who are the key connectors within
their circles of influence. These people are special individuals who
know a lot of people and typically have a lot of influence. Don’t sell
them; build a relationship with them and find out how you can help
them. Think in terms of many - not in terms of one sale at a time.
• Genuinely Stand in Service to Others

I’m not saying be altruistic or become a philanthropist; but, if you do
go to networking events thinking only in terms of how you’ll get
business, then it’s likely you won’t be successful. Networking is
about building relationships—the same type of relationship-building
that small business owners do with their customers to foster a good
reputation and word of mouth. Go with the intent of helping others to
build their businesses. Go with the intent of opening doors for others.
Whether new or experienced in networking, when you lead with
helping others, you will be amazed at the number of doors that will be
opened for you.


• How do I currently feel about networking?
• How do the above three tips change my view of networking?
• How can use the above to define my approach to networking?
• Where can I begin networking?
Strategy #13 - Public Speaking
Besides direct referrals, nothing gets you clients faster that speaking in front
of them. You can speak at non-profit organizations, businesses, adult learning
centers, conventions, and more. You can even run your own workshop and
invite people to it.
Becoming a proficient speaker is one of the best things you can do for
yourself, no matter what you choose to do.
Develop a list of three to four presentations that you can effectively deliver
and that relate directly to your target audience. Then list out the possible
organizations, meeting places, etc., that would make great outlets to deliver
your presentations. Now, approach them with outlines and proposals on what
you can provide.

• How well do I speak in public?
• What is my comfort level?
• What steps can I take to become a powerful speaker?
Strategy #14 - Writing for Success
Get published everywhere. If you aren’t a public speaker, or you want to

supplement your public speaking, getting published is a great vehicle to gain
exposure AND credibility. Determine what publications—local, regional, and,
even, national—are the ones that can best reach your audience. Then
develop outlines of different stories that you could write. Match up these
outlines to what the publication believes its readers want most. Then, submit
the stories EVERYWHERE that makes sense. Even getting published in a
local, small town newspaper is a great start.

As you build your experience, you may even want to consider writing a book.
You then have options of self-publishing, publishing it as an eBook, and,
even, submitting it to big publishers. If you are choosing the latter, it’s best to
work with an experienced professional who can walk you through the whole
process.

• What topics are the most relevant to my target market?
• What publications best reach my target market?
• How do my best topics match what the publications are looking?
(Note: When in doubt, ask someone from the publication. Be
persistent, but not overly aggressive, in reaching out to the media.)
Advanced Optimization and Strategic Business Building Module
Strategy #15 - Create Your 12-Week Niche Program
One of the most powerful strategies to building a coaching practice is

designing a complete program that will take your target clients through a
defined process to achieve the results for which they are looking.
You may be sensing some repetition at this point, because here’s how to do
this…

• What challenges do my target markets most often face?
• What steps, information, and lessons should they learn or go
through to overcome those challenges and lead them to what
they want to achieve?
• How can I break down this process into twelve powerful
sessions?
• What would be a catchy name for this program that would give
people a clear picture of what they will get out of it?
Strategy #16 - Developing Strategic Alliances, Affiliations, Referral Partners
Using the law of reciprocity, develop a mutual referral system with others who
have services that can also meet needs of your target audience. In particular,
finding therapists for mutual referrals works quite well.

Also, develop a reward program for anyone you know (including clients) who
refer prospects to you and personally thank anyone who ever makes a
referral to you.

• With whom can I develop referral relationships?
• What type of reward system can I develop that excites people I
know?
• And, how can I promote that system?
And Develop Alliances and Affiliations…
The most successful coaches (and businesses everywhere) use other

businesses, associations, etc. as partners in a strategic alliance format.
Similar to a referral partner, you can offer rewards to your alliances; however,
a strategic alliance goes much further. You can not only promote, but offer
each other’s services; you can mail to their databases (special events that
you are doing, as well as unique events created just for them), write articles
for each other’s clients, and even bundle your services with others. You can
also sell your products through affiliates and, then, sit back and collect
passive income.

• Who do I know of that I can approach to form an alliance?
• How can they help me?
• How can I help them—i.e. what’s in it for them?
What creative ideas can I discuss with them that are win-win oriented?
Strategy #17 - Products/Additional Services, Multiple Streams of Income, and

Leverage Marketing
Once you have your coaching business established, and you’re filling your
pipeline with clients and potential clients, it’s time to think about your next
move. You can offer workshops, tapes and other products, write a book,
create a workbook, do group sessions, assessments, etc. The most
successful coaches do more than just coach… they offer products and
services that complement their coaching work.

The Product Funnel Concept (leverage marketing) – This means that you
should have products/services of varying price ranges, starting with the free
offer(s), leading to inexpensive products or workshops, then to more
extensive and expensive trainings or group coaching, leading to full coaching
programs (and post-coaching programs/advanced workshops, etc.)
This concept/approach lowers the risk so people can get more educated on
you and your services—they don’t need to make a big commitment until they
are ready (and, at the same time, you still have ways of making money from
those who might otherwise have walked away from your prime offering).
Question to ask yourself: What products and services can I create that speak
to and have value for my target audience?
Bonus Product Idea: Become Certified In, At Least, Three Assessments
Assessments (and debriefs) are a vital part of the business world, as well as
valuable tools for anyone interested in self-knowledge and growth. We
recommend various types of assessments, such as personality assessments,
emotional intelligence assessments (iPEC offers a certification in this type of
assessment), and specialty assessments (iPEC offers graduates of our
training program an opportunity to become certified in the Energy Leadership
Assessment tool).
Assessments offer alternative income opportunities, as well as “next step”

coaching sessions for developmental strategies.

• What assessments would my target audience be interested in?
• How can I become certified/proficient in them?
Strategy #18 - Jump on the Brand Wagon
Branding takes niche coaching to the next level. In all industries, brands are
recognizable by consumers and lead to sales. In coaching, try to develop a
brand image of you as a coach. For example, if you work with active adults,
you could become known as the “Senior Coach,” which is a brand, as well as
a play on words. Direct brands, such as the “Surgeon Coach,” work very well,
and, even better, might be to use a tag line to your brand like: The Surgeon
Coach: With the Cutting Edge.


• What specialty can I offer my specific clientele that distinguishes me
from others and keeps me (my name) in my potential clients’ minds?
Strategy #19 - Internet Marketing and Web Development
The Internet is a marketplace as well as an information source. How can you

better use the Internet to drive more and more clients into your business?
First, your website is selling tool - not simply your online brochure of basic
information. Your website needs to capture a person’s attention and hold it.
It also needs to drive them to a simple next step—either signing up for your
newsletter, requesting a free report or CD, or anything else that will get them
to give you their information, so that you can now follow up with them.
Second, your website isn’t any good unless it can be found. Thanks to
wonderful advances in Internet technology, you can now localize Search
Engine Optimization. What this means is that if someone is looking for a
relationships coach in Smithville, NY, they can type that into a search engine,
such as Google, Yahoo, or MSN, and they can find you, as opposed to
someone on the other side of the country – for example, in California. You
should contact an Internet marketing company in order to effectively
implement these strategies and other web-based strategies, such as Pay-Per-
Click. The Internet is now the new Yellow Pages—so don’t shy away from it,
or you may not be found!

• What information would I want to see as a prospect reviewing my
website?
• What would give me confidence to move forward?
• What offer of a newsletter or report would make me want to give them
my information?
Strategy #20 - Public Relations: Getting It and Using It
Credibility, credibility, credibility. That’s what PR is all about. You need to

become a resource to the media that serves your marketplace. Get to know
the publications, radio, and TV stations that serve your target market.

Create a PR plan that includes a specific number of press releases and

specific story pitches that you can make to the same media throughout the
year. The press releases should be about how your target market is being
helped, not simply about your company. Similarly, your story pitches need to
be about the media’s target market and helping them - not specifically about
your company. Performing market surveys or research that can be released,
announcing events and workshops, or authoring and releasing a new book
are good ways to get coverage in the media.

• Which media do I want to appear in, which best reaches my target
market?
• What stories would be most interesting to their readers/listeners/
viewers?
Strategy #21 – Developing / Creating/Hiring Support
No need to do it all yourself. Top coaches manage to engage others to assist

them in various ways in developing their business. You can develop
salespeople (on commission), partners (offering great potentials if success is
achieved), a networking team, friends, family, and volunteers to delegate
tasks to and more.

• What are the spots on your team that you’re looking to fill?
• How can you find people to fill them?
• What can you offer them to engage them?

About Passion to Payoff
Passion to Payoff's mission is to help coaches make a living doing what they
love. We provide classes, workshops, programs and one-on-one coaching to
get their coaching practice where they want it to be. From coaches who are
just starting their practice to coaches who are ready to take their practice to
the next level, we have the expertise to create a custom plan for the right
growth.
To learn more about the Passion to Payoff programs go to:

www.PassionToPayoff.com
The Passion to Payoff Team is Ed Abel and Jenn Barley. Passion to Payoff
programs are offered by ABEL Business Institute in partnership with iPEC
Coaching.

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Passion to Payoff programs are offered by ABEL Business Institute in

© 2013 Passion to Payoff | www.PassiontoPayoff.com | Page 2

PART 1: TARGETING YOUR MARKET - NICHE DEVELOPMENT 9

PART 2: HONING YOUR MESSAGE 20

APPENDIX: 21 STRATEGIES TO BUILDING A THRIVING COACH

ABOUT PASSION TO PAYOFF 74

© 2013 Passion to Payoff | www.PassiontoPayoff.com | Page 3

So you’ve decided to open your own coaching business / practice.

Now what do you do? Excellent question.

• Targeting Your Market

Before we get into these principles, it is important for you to begin to

The Passion to Payoff Formula

Factors that determine whether a business will succeed or fail such - as

While principles maybe executed differently, they can be universally

© 2013 Passion to Payoff | www.PassiontoPayoff.com | Page 4

A. At each STAGE of your practice development...

Four Stages of Development

All businesses (including coach businesses) tend to take on a natural

© 2013 Passion to Payoff | www.PassiontoPayoff.com | Page 5

Start-up Phase (Infancy): A temporary and transitional phase, during which

Development Phase (Toddler): The practice relies heavily or entirely on the

Maintenance Phase (Adulthood): The focus is on leveraging the company’s

The Eight Components

Every business – from the one-person coaching practice, to an international

The Eight Components are:

© 2013 Passion to Payoff | www.PassiontoPayoff.com | Page 6

The Five Focal Points

Process - How the strategy is implemented.

Execution - The actions necessary to carry out the process.

Resources - Who and what you need to execute on the process.

Integrity and Passion - Remaining true to the owner's goals, personality,

© 2013 Passion to Payoff | www.PassiontoPayoff.com | Page 7

Let’s get started

If you’d like more support, knowledge, or guidance, visit:

© 2013 Passion to Payoff | www.PassiontoPayoff.com | Page 8

Part 1: Targeting Your Market - Niche Development

Consider the following:

© 2013 Passion to Payoff | www.PassiontoPayoff.com | Page 9

Why Target A Niche?

Your prospect’s beliefs, ambitions, goals, lives, careers, and businesses

© 2013 Passion to Payoff | www.PassiontoPayoff.com | Page 10

Before we move on to how to specify your niche or make it more refined, we

© 2013 Passion to Payoff | www.PassiontoPayoff.com | Page 11

This is a process of developing powerful marketing and selling

Specific Niche Development

Now think about:

© 2013 Passion to Payoff | www.PassiontoPayoff.com | Page 12

© 2013 Passion to Payoff | www.PassiontoPayoff.com | Page 13

Exercise 1 – Defining You Before Defining Your Niche

Typical Size of Company You Worked for

Job Positions - Current and Past

Industry Focus Past

Geographic Location Past

© 2013 Passion to Payoff | www.PassiontoPayoff.com | Page 14

What interests do you have?

What life or work situations / challenges have impacted your life?

What dreams do you have for yourself?