A mini-site dedicated to telling the Truth about the Coaching Industry

No part of this mini-site was created using Artificial Intelligence (AI).

Where we are so far…

  • Coaching has been around for a very, very long time.
  • It is undergoing another transformation.
  • The future is bright for coaches who are committed to the craft and are here to make a living from making a difference.
  • It will continue to get harder and harder for those who are seeking fame and fortune through coaching as buyers are becoming more savvy.


Meet Amy.

Amy has big dreams of making it online. Her feed is full of inspiring people who (appear to be) living a fantastical life of freedom and wealth.  All from the comfort of their living room.  They speak of their 6 figure launches and luxurious retreats and masterminds.  They seem to be travelling all the time, have immaculate homes and juggle their relationships and responsibilities with ease and grace.

Amy has recently gone through a health journey and has realised that there are many other people whom she could help by sharing her experience.  And the narrative from her feed appears to concur with this idea. “Use your story and life experiences to help others and make millions.”

Why wouldn’t she?

Amy decides to become a coach.

She spends 6 months creating a coaching program. Spends thousands on branding, countless hours creating resources and videos in her newly decorated Insta worthy office and then decides to fill her first program.

She posts reels every day, is in every FB group under the sun, and is wildly spending on FB ads and fancy online tools to house her course,  to get her first group going.

But it’s ok because her mentor has told her that she will make 6 figures in her first launch – easy!

Amy ends up burnt out, and heads back to the habits that caused her ill health in the first place.

In the meantime, she is still online every day trying to recoup some of her losses and hide the fact that she is cheating on her own plan.

She is focused on reaching influencer status to unlock PR opportunities and create a sustainable business.  She spends all of her time trying to figure out the next get rich quick tactic, and her partner who was once supportive is now getting seriously worried about their dwindling savings and lack of earnings which is leading to tension in their relationship.

They see how hard Amy is working, but nothing is happening.  Amy needs more and more investments into business mentors (who call themselves coaches) and there is nothing coming back.

Amy is caught up the high pressure sales tactics of these unscrupulous mentors who push Amy into spending money she doesn’t have on more marketing tools and strategies, when she doesn’t have a viable product yet.

Amy has nothing to fall back on except her unique experience and story.

She is like thousands of others who have started the same way.

Unwilling to quit, Amy’s constant presence catches the eye of others who dream of the same lifestyle and falls into the role of ‘business coach’ to others who are a few steps behind her, creating a cycle of the blind leading the blind.  But it does mean that Amy is able to begin to recoup some of her losses and reluctantly takes on the role, regurgitating the same information that her ‘business coaches’ sold her.  She hates it and feels dishonest, but at this point it is her only option, and she joins the ranks of thousands of other ‘business coaches’.


There are countless other Amy’s with varieties of the same story…

They want to help others, but are not sure how to make it a viable business and fall into the world of social media, content and internet marketing.  Words like funnels, lead magnets and tripwires become commonplace and they end up a million miles from where they wanted to be in the beginning.

Changing peoples’ lives.

The answer?

Turn your business on its head.  I first wrote this report in 2015 where I ranted about coaches having their business models upside down.

I strongly encourage you to read it before continuing.

You see with the evolution of the coaching industry, there has been a parallel evolution of  support services and tools, but the trouble is that most coaches don’t realise that these are tools for when you need them, not straight out of the gate.

For example, email marketing platforms like Mailchimp were initially created to help companies with large customer bases keep in touch with them through newsletters.  It was a fancy mailmerge system.

It was a TOOL for when your current methods were too unruly.

When you skip steps, you miss out on so much learning and so much confidence building in the process.

Once you have outgrown your 1:1 practice, then you can move onto group coaching and lower cost products.

When you are not confident in your abilities, you undercharge and so the concept of lower priced group programs and cheap products is seductive, but you don’t have the experience or the audience to support these activities in the beginning.  

Plus this can easily become a confidence downward spiral.  “If I can’t sell it cheap, then I must be no good.”


Let’s meet another coach, her name is Claire.

Claire started her business by gaining a recognised qualification in coaching skills and set about building her coaching business through word of mouth referrals.  She concentrated on delivering each client a powerful transformation and worked 1:1 with many different clients as she completed her self-imposed ‘apprenticeship’.  She played with different pricing models and experienced how different sections of the market showed up in relation to their investment level.  

She knew that consistency was key and that asking for testimonials and referrals was the easiest way to gain new clients.  

For the first 6 months Claire had no website, or fancy branding instead relying on her results to speak for her.  This made Claire even more appealing to prospects who were invited to work with her by their trusted network.

As time progressed Claire’s 1:1 practice began to fill and she decided to create a group coaching program to reduce the growing waitlist of clients.

She created a regular newsletter to keep in touch with her clients and waitlist, and that began to attract interested prospects who wanted to get to know more about Claire’s approach.

This path grew Claire’s confidence in her abilities as a coach every single day and she was able to develop her own coaching approach that she can talk about clearly to attract the right clients for her. She is not trying to find the ‘magic marketing formula’ and instead speaks from the heart and her and her clients’ experience.

The result is an organically grown business that is much, much easier than Amy’s.  Claire is seen as a leader in her industry and is often approached with opportunities that are lucrative and aligned with her mission to make a difference in the world.  


When you focus on building your Referral Rich Reputation, you need fewer clients, and your business grows organically.

What did you think of the report?  Remember to share your thoughts and questions…

Next up, let’s dissect what makes a Referral Rich Reputation…

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