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The most common marketing mistakes made by coaches - Part 3 by Bev James

We had a great Marketing Fundamentals for Coaches day last weekend (EBA for Coaches – Saturday 17th September 2011). The full room and feedback forms certainly indicate that sales and marketing guidance is very much needed and appreciated by the coaching community. The next Marketing Fundamentals day takes place on Saturday 26th November.

You can reserve your place for the next Marketing Fundamentals Day by clicking here.

Continuing with the 10 most common marketing mistakes coaches make and how to avoid them, here are numbers 4 and 5 for this week’s post. I hope by sharing these posts you’ll know what to look out for ahead of setting up your coaching business so you’re better prepared and able to make your coaching enterprise a commercial success.

A quick recap:

Here are Marketing Mistakes 4 and 5 and how to avoid them:

  • Marketing Mistake 4 – Not investing in a Professionally Designed Business Card

Always resist the temptation to print cheap or free business cards. Your busines card is often the window to your business and represents you and your brand. If you want to charge a professional fee for your services, get a professional card.

A business professional who doesn’t have a well made business card can raise doubts in the mind of the prospective clients as to their competence and professionalism. If you are asking people to invest in your professional services then you need to invest in other professionals who are experts in producing the business tools your need, like designing and producing websites, logos, letterheads and business cards that have a consistent look and send a consistent message.

Make sure you are handing over a positive first impression.

  • Marketing Mistake 5 – Resisting Your Market Niche

It is always wise to choose a couple of focus areas when you are setting up your coaching business (or if you already have an established business). Clients will always seek specialists, not generalists, so if you follow a structured thought process you will be clear about your target market and able to focus your marketing strategy. The key is to define your specialism.

If you go fishing, are you fishing for salmon or are you trawling the seas for anything you can catch including the odd wellie boot or plastic bag?

Here’s some questions to ask yourself to make sure you’re on the right track to defining your niche area of expertise:

1. If you had to write an article on a particular coaching subject what would it be?

2. If you were to be interviewed and could talk about any aspect of coaching what would you choose?

3. What are you well known for already?

4. What life situations or roles do you identify with the most in a particular group?

5. What conversations do you never tire of talking about? What conversations make your ears prick up?

3 Responses to "The most common marketing mistakes made by coaches – Part 3 by Bev James"

1 | Paul Grace

September 23rd, 2011 at 3:32 pm


Very direct and to the point. I like the comments about niche marketing. Refreshing and inspiring!

2 | John Wright

September 27th, 2011 at 8:24 am


Thanks Bev, 2 great points. Having a niche (or 2) is so important as it allows you to understand your prospective clients and what their ‘pain’ is likely to be. You can then ensure that the message you communicate in your marketing will resonate with your target market.

3 | Ruth Hughes

September 30th, 2011 at 2:43 pm


Really love the questions for finding your niche area Bev – very true and incredibly revealing. As one who resisted niching for a time, I am now on board and realise that it is the best way forward :-)

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