Client Magnet: The Art of Finding and Attracting Coaching Clients

John: 00:00:00

Angie.

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Angie: John

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John: what makes a coach

attractive to clients?

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Angie: bunch of things, I think.

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Their energy, their experience,

their openness, and probably

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a few more things as well.

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John: What about their lavish lifestyle,

their big mansion, their garage full of

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lambos and all the models hanging around

with them in their pool or their yacht?

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Angie: No, John, that is the

stuff that makes people attracted

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to fake gurus and scammers.

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John: Oh damn, I'm going to have to

completely rethink my new Facebook ad.

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Angie: Oh, gosh, let's

just start the show.

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John: Angie, one of the hardest things

for coaches to do is to find the

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clients who they're going to work with.

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Now we've talked recently about how

to launch your business, but you're

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not really going to have a business

if you don't have the clients

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.

Let's say you've been following our episodes and you've been niching yourself

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and you've been thinking about the right

things to be thinking about for launch,

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how do you then go and get some clients?

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Angie: I think the good starting place is

is we already talked about niching, right?

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We talked about finding the ideal

client that is, worth our time,

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energy that we're a good fit for.

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And I think that's the first space, right?

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I think we have to start with

Who do I really want to talk to?

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And then we need to figure out where

we can find them in abundance, right?

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We don't want to cherry pick and just

one here, maybe one there, because that

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I think is what many people coming into

the coaching industry, I think that's

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like their first level of failure.

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And they don't fail forward,

they stop and they go, Oh,

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well, this just isn't working.

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But it's because they're not looking

to find what for example, if you're

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looking to do leadership coaching well,

where are you looking for those leaders?

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Where are you trying to find them?

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And if you try to find one here and one

there, I just don't think that that's

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a good recipe to a strong launch.

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John: No, I agree, we talked previously

about how we both started working

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initially with some clients who are

people who knew us or were at least

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aware of us and what we were doing.

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But even then, it's hard to get

those people if you haven't set your

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stall and saying, Oh, this is what

I'm actually coaching people on.

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When I started getting clients is when

I was focused more on helping people

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build their business and ended up

actually mostly working with coaches.

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And so I think probably for at least

10 years, I was helping coaches

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, start and build their businesses.

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And a lot of them just giving

them the guidance to do that.

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That was great.

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That was a great niche to come in on.

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And it was help that was really needed

when it comes to finding the clients.

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I think people have all sorts

of weird ideas about what they

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should or shouldn't be doing.

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I don't know, maybe you have this

experience as well, but a lot of

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people now seem to be doing everything.

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They're throwing everything at it

and probably not getting a lot of

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return for that, for their investment.

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Angie: Well, I think, you know

what, let's go back to what we were

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talking about and we were poking

fun at in the beginning, right?

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Is that, fake gurus and scammers and

I think that ties into what you just

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said about throwing everything, right?

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Trying to be all things to all people.

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Is not going to work.

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Now, I do have one or two friends

that are actually life coaches.

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So, their business model is,

well, I could talk to anybody

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because I'm sitting and I'm talking

about life and the areas of life.

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So I'm not going to say that that does

not exist because it certainly does.

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Okay.

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But still what you always

want to be thinking about is

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where am I going to find them?

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I'm always going to come back to that

piece where, you know, yes, you can

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start with everybody you know, right?

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Who's in your book of business

or who do you know to launch and

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say, Hey, this is what I'm doing.

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But in the long term because that might

bring you some immediate success or

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appear like it's immediate success,

but it's going to run dry eventually.

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The idea of coaching is that we

don't want to keep people with

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us forever and ever, right?

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Coaching is supposed to, hey,

move you up, move you on.

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So where are you finding

these people when you are lead

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generating over the long term?

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So you have built a sustainable business.

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It's really important

to be able to do that.

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So when you say throwing everything

at it, tell me, cause I have my

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own ideas of what that means.

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What does that mean for you?

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What are you seeing?

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John: Yeah.

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Okay.

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So I see that they're trying to be

omnipresent on social media channels.

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They're trying to do Instagram,

the LinkedIn, the Facebook, all of

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it, and start a community, have a

podcast, have a YouTube channel,

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have A blog whatever else, all of

it, a book speaking, everything.

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And, they're trying to do it all at once.

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Angie: Yeah.

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Yeah.

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That's kind of what I thought you meant.

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But I wanted to be clear for everybody

who's listening because I really,

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because here's the thing, since you

and I got into this, so we've said

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between the two of us, we have over

50 years of coaching experience.

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That's a lot.

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And

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John: hmm.

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And most of it's yours.

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Ha ha ha ha ha

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Angie: Stop.

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John: ha

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Angie: Well, okay if you say so But i'm

saying so but when you and I started

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right in our businesses It was a very

different landscape in terms of Lead

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generating and you were going to sit in

a Networking group or things like that.

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It had to be much more in person, right?

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And maybe some cold calling, we weren't

really putting out email campaigns.

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This was a long time ago, remember?

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So I think that for coaches that are

coming into this space now, it's hard

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not to see what's going on around you and

not want to join in on that and feel like

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the right thing to do is to do all of it.

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I think it's just a perception

that's how you do it.

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John: I feel like it's

part of the hustle culture.

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There are people out there and i'm not

going to name names But there's like

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hustle hustle hustle grind grind grind

and it never ends and there's But if

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you actually saw their journey, that's

not what they've done They have focused

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in on a particular area and have been

able to expand they have teams they're

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delegating stuff They're not the

ones who are doing all of the hustle.

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I'm not saying they're not working

hard But they're not doing what

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individual coaches are perhaps trying

to do, which is do it all themselves.

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And that is a big difference.

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When you can afford to pay people and

have a team and delegate a lot of the

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work and have people who have expertise in

different social media channels and other

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kinds of advertising, then yes, You can

do more and you can be more omnipresent.

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But until you get to that level,

you are gonna have to focus in.

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And that's just the reality of it.

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But that message is not so

much out there as it should be.

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Angie: have to say I'm so glad that you

brought that up because I feel like one

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of the number one killers of All things

coaching businesses besides trying to be

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all things to all people and not really

knowing where to go what to do But in the

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business structure, you definitely have

to identify where you need to delegate.

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And I understand like we should have

a budget and that's part of having a

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great business or a solid business is

deciding what the budget is that you have.

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And when you have a budget, if you

have no budget, it's going to cost you.

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I did it.

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You know, this is me.

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I, Do not want to sit there and

post on social media all day.

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I do not want to.

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It's not a can't.

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It's, I do not want to.

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I want to be working in my

business, not on my business.

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So what have I done?

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I've hired people because the cost

of me taking all of that time out

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every week is leaving me there, or

it was leaving me very little room.

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To actually coach To actually if I

actually got clients what was I going

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to do because my week was so full

of I used I think I told you this I

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call them like nippa nippers n i p a.

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Okay, not nipples nippas Non

income producing activities.

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Are they necessary?

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Absolutely.

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But that is not what's really

going to help me earn my income.

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And I had to delegate.

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And I think that's a really important

piece for anybody starting this type of

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business is to decide what's going to

cost me more time than it's really worth.

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And is that social

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media?

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John: Yeah, I think that's a really

great point because even if all your

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efforts did pay off And you end up

with a full client list You are then

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going to have that problem of you

don't have time to keep all that up.

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So you're going to have to

bring other people in to do it.

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It's just the realities

of running your business.

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You cannot have a full client list and

do everything else that you're doing

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when you don't have a full client list.

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So it has to be some level of balance,

but if you are finding your clients

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in the right place and the right kinds

of people, which is if you've got the

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niching question and you know, the

problem you're solving for people.

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That should be a bit easier to figure out.

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You do not need to be

in all of the places.

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for many people, if you're more focused

on business side of things, LinkedIn

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is probably the place for you to be.

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If your audience or your, say

demographics, probably not what I want

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to use, but if your potential audiences

may be more of millennial crowd.

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Maybe Instagram is the place

that you need to be more present.

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Because that's where a lot

of people are hanging out.

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So it is going to the watering holes

and joining in the conversations

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and adding value and all of those

things that needs to be happening.

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And ideally, if you want to go faster,

paying for some advertising, and

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Not just throwing money at it, but

actually figuring out how to do it

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right either for yourself or hiring

someone who does know what they're

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doing that will move the needle faster.

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Angie: Yeah, I love, so here's what we're

saying, strategy, be strategic, right?

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You know your niche, you know your

message, you know your niche, right?

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You know who's going to probably respond

best to what you are putting out there,

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but going to the places where you're, and

I am going to use the word demographic,

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where do they meet, where do they gather?

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So for me, my ideal, my avatar that I

have now just fine tuned is middle aged,

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men and women so I'm not necessarily

going to be making posts on TikTok

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about what I do professionally.

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It's not that they're not there.

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It's not that they don't watch,

but if they are watching, that's not

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what they're necessarily looking for.

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So I'm going to spend my time

and my effort on LinkedIn.

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And I hate to say this, but

even on Facebook, because

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that's where they tend to sit.

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So I will do that.

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And that's all I'm doing.

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I have friends that are like you should be

on, Instagram and you should be on Twitter

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and I'm like, no, I shouldn't because

that's not where my people are sitting.

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John: If you have a favorite social media

channel that you like to hang out on,

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then sure, include it in what you're

doing, but is that where your audience is?

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But I do think there is a

differentiation that we probably.

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We'll talk about this at some point of

are you consuming or are you creating?

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Because there's a difference when

it comes to social, when it comes

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to social media and most people,

business owners included, are spending

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the majority of their time on social

media consuming rather than creating.

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That is completely the wrong way around.

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So there's some stuff that needs to

change around that, but we did take

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the piss a little bit out of the sort

of scammers, the fake gurus and stuff,

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the guys who like do those videos in

their garage next to the Lamborghinis

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that probably aren't even theirs.

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And.

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Those people are out there, but I

think we see far less of them now.

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Well, I think I do because I've probably

blocked most of them, but we see far

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less of them now because things have

changed in the post horrible events

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of a few years back where we couldn't

socialize much and things like that.

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Things changed.

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People became much more

focused on relationship.

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And I think that had a huge impact

on how we, as coaches, as speakers,

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Market ourselves and reach out to

people because the relationship side

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of stuff suddenly became a much bigger

deal It was already on the way to

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happening, but that got I feel that got

super accelerated By quarantines and

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everything else that followed from that.

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So Building those relationships is one

of the most important parts and how

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you get those relationships to happen.

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Well, that's up to you because probably

my number one strategy for finding new

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clients is going and appearing on other

people's podcasts or video channels

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and getting myself out in that out

there in their media, leveraging other

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people's media and marketing so that

I don't have to do all that myself.

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That's my top source.

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Angie: That's awesome.

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I love that.

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And I think that I'm going to use this

word again, but I'm sure that where

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you appear, you are, you're choosing

that you're being intentional, right?

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You're not going on somebody's podcast.

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That's all about swaddling babies.

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And I'm making that up.

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I don't even know if there is one, right?

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But I'm trying to show the, the natural

opposition of making sure that you

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are being strategic because, I think

one of the things you have to think

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about is your branding in your image.

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Right?

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Who do you want to be?

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Who do you want to be associated with?

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And that is where stepping onto somebody

else's space is a great way to do

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that, but you have to be very clear.

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And again, strategic about how

you do that and when you do that.

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And I think it's a fabulous idea.

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I love that you do that.

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This

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John: Yeah, yeah, 100%.

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So I certainly started off just going

on all sorts of podcasts with all sorts

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of people initially and realized that I

wasn't seeing a lot of return on that.

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I was having fun and making

new connections, but also a

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lot of the connections I was

making weren't very relevant.

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to my progression.

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So I did start getting more strategic and

I did start thinking about whose shows is

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it worth me being on and started learning

more about how to pitch myself to those

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shows so that I was a more attractive

prospect for the host and could really

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add value to them and their audience.

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So it meant doing less appearances

but getting more return of my

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time investment in those shows.

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In those connections and appearances

because I'd done my research because I'd

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put in the work And because I was getting

on the right kinds of shows to the right

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kinds of audiences That really put me

in a position where I could leverage the

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other people's audiences or opas as we

like to call it because that's more that

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was more powerful and more bang for my

buck then Paying to do this all myself

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add that if you could add something like

that into your strategy for attracting

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Clients and becoming more known.

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I think it's a at the moment still

a very winning strategy Yeah,

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Angie: like it's one that.

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we don't hear very often.

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It's step out of the box a little bit.

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It's not always the obvious that's going

to gain you the most momentum, right?

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You have to stick your heels in a

little bit to gain that traction, right?

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To grab on.

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And then how you gain momentum is doing

what you said, is to be able to say,

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okay, where am I going to be strategic?

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And spend my time and figure out

what kind of time do I even have,

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I think for a lot of people coming

into the industry and you briefly

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touched upon it, they feel like I'll

change it up when I get to that point.

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And my attitude is, I dress for

success now, not when you get the job.

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That's, how I feel about it is,

set your business up as though you

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were already doing those things.

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I'm not saying that you should be lead

generating one day a week or one hour

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a week, but just make a plan, make a

business plan, set up and say, what

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am I doing and when am I doing it?

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When does it make the most

sense for me to do that?

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Not just willy nilly plug

it in wherever I can fit it.

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That is not a great business strategy.

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John: I told you never to call me that

It's absolutely it's absolutely not a

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great strategy it is Now, I can think

of times where I've been invited on to

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shows that would have been a lot of fun,

but would have really hurt my brand.

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And one was I'll tell you,

I'll share with you one.

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They wanted to talk about a

time that you broke the law.

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And it's okay, well, there's

a few times I could pick from,

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Angie: No way!

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You know what?

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I don't

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John: like, it's true,

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but yes, but I decided not to go on

the show because I thought not that

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I don't want to be, not that I don't

want to be dishonest about like my own

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past experience or anything like that.

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But what would that do for my brand?

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Like if that was a big hit and lots of

people listening into that thinking, are

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they going to want to connect with me?

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If I've been talking about that time,

I got I went through a red light and

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I did get caught and I did pay a fine.

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And I got points on my license.

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It's like that doesn't seem like,

doesn't really seem like the kind of

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thing that is going to actually benefit

my brand probably shouldn't be talking

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about it now either but it's, but

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Angie: We've all gone

through a red light, John.

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Come on now.

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: 00:18:23

I thought you had

something juicy to share.

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: 00:18:25

I'm a little let

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down right now.

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: 00:18:27

I'm just saying.

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John: not.

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: 00:18:29

Not on this podcast, but, uh, let's

not go there moving swiftly on.

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: 00:18:36

Yeah it's really just, is it going

to help your band to go on this?

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Or is it just going to be

one of my favorite analogies

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I've used before on the show?

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: 00:18:42

It's just going to be pissing in the wind.

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: 00:18:44

It's just going to go everywhere

and not really serve you.

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: 00:18:46

Because throwing spaghetti on

the wall and hoping something

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sticks is never a good strategy.

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: 00:18:50

Hope it's not a strategy.

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: 00:18:51

Let's get that

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: 00:18:52

Angie: Oh my gosh.

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: 00:18:53

Right?

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: 00:18:53

Hope is not the strategy.

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: 00:18:55

You definitely want to,

take this as it comes.

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: 00:18:58

What's my niche?

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: 00:18:59

How do I brand myself?

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: 00:19:01

Where do I find these people?

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: 00:19:03

And then, how often am I kind

of fishing for them, right?

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: 00:19:06

What am I doing?

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: 00:19:06

What is the structure of my business?

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: 00:19:08

What do I want that to look like?

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: 00:19:11

And I think it's a great, basic

way to think about how you're

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: 00:19:16

gonna find those people, right?

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: 00:19:18

Beyond the obvious let me do

all the things because you're

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: 00:19:21

not gonna do anything, right?

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: 00:19:22

You're gonna say I actually have

clients and students right now that

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: 00:19:25

come into a session hysterically crying.

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: 00:19:28

And I'm not exaggerating because

they are so overwhelmed, they put

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: 00:19:32

so much pressure on themselves

that they're stuck in the mud.

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: 00:19:35

They're not gaining any traction and

they're certainly not gaining momentum

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: 00:19:38

because they can't even get a grip.

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: 00:19:40

So we have to start eliminating some of

the things like writing the book, doing

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: 00:19:45

the podcast, multiple types of businesses.

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: 00:19:48

It's overwhelming to even

listen to as a coach.

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: 00:19:52

It's okay, wait a minute.

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: 00:19:54

Let's go back to square one.

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: 00:19:56

Start at square one.

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: 00:19:58

Not at square 15 or 25.

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: 00:20:02

John: If you have your message and you

clear with that, and you're in showing up

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: 00:20:05

in the right places and you're showing up

with with good energy and competence about

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: 00:20:09

what you're talking about, then you become

an attractive prospect to your clients.

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: 00:20:14

I think, and, and of course.

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: 00:20:16

Being the kind of coach who is doing

a good enough job to get referrals

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: 00:20:19

from other people is going to make you

a very attractive prospect as well.

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: 00:20:23

Because I think that one of the things

we perhaps haven't got to we can spend

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: 00:20:27

a whole episode on this is going to

be getting yourself referred by your

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: 00:20:30

clients and building up your business.

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: 00:20:32

Cause that can be one of the best

ways to scale up your business.

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: 00:20:36

Angie: Love that because guess what?

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: 00:20:38

I think that's probably at this point

more than 50 percent of my business.

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: 00:20:42

I don't know how that works for you,

but it's a nice place to be where people

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: 00:20:46

are just referring you and referring

you and you're like, wow, it's working.

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: 00:20:50

And making sure the messaging is clear.

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: 00:20:53

Cause you know, Really quick when you're

out there trying to do all the things.

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: 00:20:57

What's the message is the message even?

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: 00:21:00

Consistent across the channels.

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: 00:21:02

So we'll have to talk about that.

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: 00:21:03

But Yeah, referrals beautiful thing.

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: 00:21:07

My favorite thing ever.

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: 00:21:09

John: Me too.

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: 00:21:10

Love me referrals.

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: 00:21:11

Why don't you refer someone to our show?

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: 00:21:13

We'll be back very soon with

another episode of the coaching

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: 00:21:17

clinic Talking about how to

get the right kinds of clients.

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: 00:21:21

So we'll see you for that

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: 00:21:22

Angie: Ta ta for now