Another Certification Won't Fix This...

The truth about attracting clients (spoiler: It's not gaining more qualifications)

“Maybe if I get another coaching certification, I’ll be ready to go all in and attract paying clients”? Has that thought crept into your mind?

It feels good. Become more qualified. gain even more coaching strategies to use - more letters to your name to hang your hat on. To feel even more credible. Another course, another credential, another weekend spent learning instead of launching. But, whilst I admire your professionalism, your potential clients don’t care really about how many certifications you have. What they do care about is how can you help them get results.

Many aspiring coaches hide behind additional learning instead of taking action. It even has a name. It's called productive procrastination. Sadly, it keeps you stuck in an endless cycle of preparation without execution. It's understandable too - you enjoy that learning! You're good at it... You get validation, positive feedback, you meet like-minded people - it's a space you embrace and feel good in. Building the business side - marketing, putting yourself out there on the other hand, feels uncomfortable at best, most likely terrifying or even impossible! So telling ourselves that that new, shiny certification just might be 'it' feels way more appealing!

But here's the thing. The key to gaining paying clients, building a thriving business, isn’t a new Coaching certificate - it’s confidence, clarity, and consistent action.

Why Certifications Feel Like the Answer (But Aren’t)

Apart from what I have mentioned above - that this is a safe and passionate space for us Coaches - we’ve been conditioned to believe more qualifications equal more success. In school, more education meant better grades. We were told "good grades, mean better prospects". In the corporate world, we learn if we do X training or course to develop skills, gain more credentials and get promoted. It stands to reason then that it’s easy to believe stacking up coaching certifications will result in bring in clients.

But coaching isn’t a traditional job. There isn't a clear path to follow - do X, gain Y, reach Z... Potential clients are not browsing through directories and lists of credentials and engaging with a Coach with the most letters after their name. What is actually happening is those that can benefit from your Coaching engages with the coach who they can see understands their struggles, communicates the transformations they might gain by working with them clearly, and makes that potential client feel seen, understood and safe to engage.

What Actually Brings Clients to You

So, if another certification isn’t the answer to successfully finding clients, what is? Here’s what I have found actually moves the needle - for me and my clients:

1. Deeply Understanding Who Ideal Client Actually Is (and letting them know, you know!)

Instead of thinking, “What extra qualification might help me be an even better Coach?" (I bet you're already a fantastic Coach btw!), ask yourself, “Who do I really want to work with that I know I can really make a difference too?” Consider:

• What are their biggest pain points, challenges - or where are they most stuck?

• What do they wake up worrying about? What is the thing they are REALLY worried about, fearful of? The true crux of that challenge - and their resulting emotions and behaviours that they would love (enough to pay you) to work through?

• What is keeping them stuck? What's stopped them figuring their way out of this by themselves? What do they truly hope for or dream of to have or be instead?

When you deeply understand your client’s struggles, challenges and hopes, you can 'speak' directly to their needs. You can show up in your marketing speaking their language. Showing them that you 'get it'. you will be able to not only do that, but give them hope that they can find their path forward - with your help. This isn't a scare-tactic, or preying on their vulnerabilities. You are offering them a lifeline, support and a partner to help the reach where they truly want to be. This, in turn, builds trust and allows them see you as the person who can help them move forward. all they need to do then is connect with you.

2. Building a Compelling Offer

People don’t buy the process of coaching. They buy results. If you’re struggling to get clients. Before clients become clients, they don't really care what the coaching process will look like. They care about what they will gain by the end of it. What positive change wll happen? Once they are working with you they will see all the value of the coaching process (and probably rave to others about it!), but not until they ARE your client. So, ask yourself:

• In your marketing content, conversations, intro calls - are you talking about problems and outcomes OR waxing lyrical about the “coaching sessions”? The tools, techniques, length of sessions, process..?

• Are you able to lift yourself out of the process and clearly articulate what changes to your potential client and their lives your coaching could bring?

• Do you have a clear programme (or a few programme options) that you can talk about in a way that speaks directly to what you know your ideal client hopes for - and the challenge, the 'stuckness' they are currently in?

If someone asks you what you do - or you are updating your LI profile - Instead of saying or having a headline that says, “I’m a career coach,” say, “I help mid-career professionals who feel stuck in their career, but have no idea what to do instead, to gain clarity and return back to career happiness" Specificity sells.

3. Showing Up Consistently

Many coaches stay invisible because they fear judgment or failure. Or because they "hate social media". Or because they "don't have the time to constantly be marketing themselves"... But if no one knows you exist, or it isn't clear who you help with what, how can they pick you as their Coach? The “perfect” moment is not coming, so finding a way to start showing up that works for you is critical. so can you:

• Devise a plan to post on social media that feels aligned, doesn't drain you and 'speaks' to your ideal clients - even if it’s imperfect.

• Share client wins or personal transformation stories. Even if these are from 'practice' clients - social proof matters.

• Start conversations and provide value, rather than just consuming content. engage your connections, talk to people at networking events - it's not about a hard sell, leaping into someones inbox 2 seconds after connecting offering them a once in a lifetime deal, but being authentic, helpful and knowing when may be the right time to suggest having a chat (or not!)

Your audience needs to see you, hear you, and trust you before they invest. Stop waiting for perfection and start sharing your message today.

4. Making Real Connections

Coaching is personal. People don’t invest in coaching because of a polished website or because your brand colours are on pointe; they invest because they feel connected to you and believe you can help them reach a new outcome. So what does that mean for you?

• Engage with people in your audience - comment, reply, start conversations. Show your face, share video content, be authentically YOU!

• Offer free discovery calls to practice your sales skills and build relationships. It's easy to become super attached to the outcome of EVERY. SINGLE. CALL... especially if they are few and far between. But approach each one as a chance to practice. After each one reflect, tweak for next time and know they are talking to you because they believe you just might be able to help them! Don't 'shrink' on these calls - show up as you and know, no matter the outcome, there's something to gain (and those that say no may still say yes later, or share your details with others).

• Network with others in AND OUT of the coaching industry to expand your reach. Coaches love to talk to other Coaches - which is great to build community, accountability and insights. BUT. Don't limit yourself. Go to events, suggest virtual meetings with people that are, or may know, your ideal clients.

If I haven't made it clear enough already, trust and new clients are not built or gained through another certificate. They come from getting visible, building connections, having real conversations and nurturing genuine relationships.

So, When is the Right Time to Get Another Qualification?

There, of course, is a time when gaining additional qualifications makes sense, after all, we are naturally curious people with a thirst to learn and engage more deeply in our passion. I would strongly suggest however, seeking extra certifications, once you are already qualified 'enough', is best left until after you’ve taken action and are seeing some results. That way you have the money to invest and know exactly which ones will be truly useful to you and your clients. The time to consider investing in further education might be when:

• You’ve already been working with clients and can see you will benefit from a deeper expertise in a specific area to better serve them or have more confidence in that area;

• You’re Coaching is evolving to be even more niched down into a specialised field that requires additional knowledge or accreditation (such as trauma coaching or neurodiversity coaching).

• You feel confident in your coaching but recognise a gap that directly impacts the results you can help clients achieve or how you feel / show up in that space.

The key is to gain experience first - then will you truly know what additional skills or knowledge you actually need. Don’t let another certificate become an excuse to delay putting yourself out there.

The Courage to Take Action

What you really need to unlock your business is courage. Courage to put yourself out there, to charge a professional rate, to invite people into your world and to trust you are already enough.

Your next client isn’t looking for a coach with certifications coming out of their ears. They’re looking for someone who can help them. Be that person.

Your clients don’t need endless proof of your expertise. They need to see you understand them, hear your voice, feel your confidence, and trust you can help them get to where they haven't bee able to get by themselves.

So before investing more cash in another certification, ask yourself: What if I used that energy to start getting visible, refining my messaging, having conversations and taking action today?

Instead of spending more time and money on another qualification, what if you invested in gaining real support - from someone who can help you implement these steps, refine your message, and actually attract paying clients? (That’s where I come in, btw!)

If you’re ready to stop professionally procrastinating, not hide any more and start building a thriving coaching business, let’s talk. Click here to explore how I can support you in making your dream a reality.

Your coaching business isn’t waiting for another certificate. It’s waiting for you to step up.

P.S. Need help taking that first step and defining your ideal client so everything else can flow? Then download my FREE Ideal Client Generator today.

P.P.S Ready to get your marketing plan together? To put yourself out there, talking directly to your ideal client? Then why not work through my low-cost, mini-course - Content With Clout. Designed to ensure you know where to show up, how to 'put yourself out there' and show up consistently, with ease.