If you’re a typical self-employed coach, you entered the coaching profession with a desire to help people and make a contribution. Without much prior experience in marketing and sales, you then set out to learn about building a coaching practice.
But what happened next was that you found yourself surrounded by advice on how to write “killer copy,” build a “massive e-mail list,” “overcome objections” from potential clients, “crush the competition” with your value proposition, and create a “six figure business.” Everywhere you turned, experts were telling you to focus on promotion, persuasion, and profit.
And a little voice inside you began to ask, “What does any of this have to do with why I became a coach?” Good question.
This article was published in the June 2012 issue of Choice: The Magazine of Professional Coaching, and is based on my new book 50 Ways Coaches Can Change the World.