Marketing Use

THE LIFE PURPOSE INSTITUTE
SPIRITUAL COACHING METHOD™
MARKETING
© Fern Gorin and The Life Purpose Institute 1994-2022 (ver 06.22) Marketing K - 1
Learning Objectives
Students will begin exploring their brand, including:
Coaching niche and services being offered
Ideal client/target market
Professional image: the look and feel of your website and marketing materials
Title as a coach
Business name
Marketing message
How to reach their target market
Marketing strategy
How to market/sell and be of service
Preparing for speeches, groups and workshops
2 - K Marketing © Fern Gorin and The Life Purpose Institute 1994-2022 (ver 06.22)
Marketing Overview
Marketing is one of the essential ingredients for having a successful coaching
practice. In today’s market, it’s important to have a clear, compelling “brand,” as well
as getting your message out and reaching your client base.
In this section, we’ll look at the essential ingredients for marketing. We’ll also include
some tips on the selling process and some sample marketing tools and strategies.
We’ll discuss the following 5 topics.
1. Defining Your Brand

2. Your Marketing Message
3. How to Reach Your Target Market
4. Determining Your Best Marketing Strategy
5. Marketing, Selling and Being of Service
Marketing takes effort, but it’s necessary in order to have a successful business. We’re
hoping that the concepts and samples in this chapter will smooth the way for you to
put together a marketing strategy that fits you uniquely and that you can enjoy
putting into action.
We would like to thank our graduates for contributing many of the successful
marketing strategies included in this section.
1. Defining Your Brand
Branding, or “personal branding,” is how you will package yourself and your coaching
business. For an entrepreneur, branding is the equivalent of your “corporate identity.”
It reflects what’s unique about you and your coaching business that sets you apart
from your competitors.
Branding includes:
1. Your coaching niche and services you are offering
2. Your ideal client/target market
3. Your professional image: the look and feel of your website and marketing
materials (e.g, logo and design)
4. Your title as a coach
5. Your business name
1) Your Coaching Niche

Your coaching niche is your specialty. It is an area or areas you focus on and present
yourself as being an expert in. By taking this course you are already a specialist in
Spiritual Coaching. Some Spiritual Coaches add other specialties such as
Relationships, Women's Issues, or Health and Wellness.
Know that your niche will continue to evolve during this training as well as in the years
to come.
Possible coaching niches. Check off at least one:
1. ____ Healing Coach
2. ____ Spiritual Coach
3. ____ Life and Spiritual Coach (or Spiritual Life Coach)
4. ____ Life and Career Transitions Coach
5. ____ Relationship Coach
6. ____ Life and Relationship Coach
7. ____ Health and Wellness Coach
8. ____ Life and Wellness Coach
9. ____ Life Purpose Coach
10. ____ Career Coach
11. ____ Life and Career Coach
12. ____ Executive Coach
13. ____ Leadership Coach
14. ____ Life Coach specializing in _______ (e.g., women’s issues, professional
women, empty nesters, cancer recovery, stress management, etc.)
15. ____ Addictions Recovery Coach
16. ____ Parenting Coach
17. ____ Business Coach
18. ____ Entrepreneurial or Small Business Coach
19. ____ Mindfulness Coach
20. ____ Divorce Coach
21. ____ ADHD Coach
22. ____ Grief Coach
23. ____ Teen Coach
24. ____ Management Coach
25. ____ Financial Coach
26. ____ Empowerment Coach
27. ____ Lifestyle Coach
28. ____ Coach for Moms, Coach for Dads
29. ____ Dating Coach
30. ____ Academic Coach
31. ____ Creativity Coach
32. ____ Success Coach
33. ____ Agile Coach
34. ____ Holistic Coach
35. ____ Add your own __________________________
What other services are you offering?
Your niche may include one or more types of coaching, as well as other services that
you’re qualified to offer.
In what other areas do you have expertise or past experience that blends with your
coaching niche?
Communication skills
Parenting skills
Nutrition counseling
Healing modalities
Resume writing and interview skills
Skills from previous careers (e.g, writing, sales, entrepreneurial, marketing,
consulting, etc.)
If You Don’t Have a Clear Niche
If you’re a Rainbow Personality ( see page I-15) and have multiple niches or focuses,
or your focus is fuzzy, here are 2 ways that you can define a clear brand:
a. Devising an “Umbrella”
An “umbrella” unifies two or more niches under one central concept. It’s
important to have a unified concept so that you don’t confuse your potential
clients by presenting too many focuses. For example, if you met someone who
sold real estate, health products, and jewelry, you may not want to work with
them, because they appear scattered.
As a coach, if you do life, life purpose, relationship, career and parenting
coaching with working moms, you might brand yourself as a “Life Coach for
Working Moms.” If you work with spirituality, health and wellness, bringing more
fun into life and having a career you love, you might be a “Positive Living Coach.”
Remember, your niche or umbrella concept is just the door opener to attract
people to explore working with you. Once clients are in the door, they will work
with you on many issues. (Note: If you’ve done an effective Discovery Session,
you’ve identified 3 – 15 issues that the client wants to work on.)
b. Telling Your Personal Story

If you’re having trouble clarifying a unique, attention-getting niche, another
approach is to look at your personal story and see what coaching focus that
leads to.
What is the pain that you overcame? What is it that inspired you to become a
coach? For example:
I was discouraged from following my dream. Now that I’m living my dream, I
want to help other people have the courage to do the same.
As a teenager, I lacked guidance. I want to provide that guidance for
teenage girls / boys.
I didn’t achieve success till late in life. I want to inspire older adults to have
the courage to keep pursuing their passion.
Once you’ve clarified your focus, look at how you can communicate it in an exciting
way.
2) Your Ideal Client/Target Market
Your ideal client is the specific person you want to help and towards whom you
target your marketing efforts and the ways you can help those people.
For example, you may want to coach women executives, working moms, career
changers, mid-lifers, creative types, adults with ADD, those who want to improve their
health and well-being, etc.
You may have more than one ideal client/target market, and your focus may change
or expand as you evolve as a coach.

Using the list on page for ideas, list the 3 top target markets that you’re
considering at this point.
1.
2.
3.
Sample Coaching Markets

1. Personal/spiritual growth community
2. Professional women / men ages ____
3. Women/men ages ______
4. Retirees and those about to retire
5. Students (junior high, high school, college), college admission
6. People in mid-life crisis or other life transitions (marriage, children, empty
nest, new life phase, etc.)
7. People going through a divorce or other loss (family member, job, etc.)
8. Parents (working parents, single parents, blended families)
9. Corporate or executive (managers, sales, a particular industry, etc.)
10. Career development (people who want a career change or promotion)
11. Self-employed (solo practice or home-based business owners)
12. Expatriates and cross-cultural (including military and business)
13. LGBTQ community
14. Special needs (disabled, injured, ADD, post-recovery, etc.)
15. Under-served populations (welfare, homeless, recovery, etc.)
16. People with health challenges (diabetes, cancer, other chronic illnesses,
etc.)
17. Dating (men, women, after divorce, particular age group, etc.)
18. Relationships (couples, families, workplace, etc.)
3) Your Professional Image
What colors do you want to use for your website and marketing materials?
What kind of images?
What is the tone you want your website and marketing materials to convey?
(e.g., warm, playful, spiritual, professional, polished, etc.)
Once you’ve clarified your niche and your ideal client / target market, to finish
developing your brand, you’ll look at how you want to present yourself and your
business. As you put yourself out into the world, you want to have a consistent image.
Here are some things to consider regarding your presentation:
If you want to present yourself as fun and playful, you will want your website to
have bright colors, rather than (warning!) brown.
Use images that reflect the tone and focus of your website and portray your
target audience. Don’t use generic landscapes unless that reflects your brand.
For a professional market, your copy might be presented in a more formal way.
You would want to have slick, professionally printed materials, rather than
(warning!) homemade materials printed on your inkjet printer.

4) Your Title as a Coach
What are all the possible titles you could use?
Remember that your title is part of your marketing message. You can use a
traditional title such as Life Coach, Life Purpose Coach, Life Transitions Coach,
Parenting Coach or Creativity Coach, or you can use a title that reflects your brand,
such as a Life Coach for Moms or a Life Coach for the Athletically Inclined.
Some people prefer not to use the word “coach” and instead use a title such as
consultant or specialist. (Note: In some states, you can’t call yourself a “counselor”
without a counseling license.)
If you’re addressing 2 or more niches, your title may include both niches, such as Life
and Relationship Coach, Life and Spiritual Coach, Life and Career Coach, etc.
Be careful to not pick a title that is not commonly in use or easily understood. If you
make up a name like Freedom Coach, for example, your name may feel made up and
you won’t come across as professional.
5) Your Business Name
List all the words that resonate with you that you might use in your
business name (e.g., transitions, women, overcoming fear, etc.)
Your business name should reflect your brand, and it should be crystal-clear what
you’re communicating. Some coaches pick a name from a foreign language, a slang
term or jargon, or use initials. We find that these coaches are not as successful as
those who have a name that’s clearly understood. For example, “Center for Life
Transition” is clearer than “CLT Coaching.”
If you pick a clear name, like Center for Life Transition, people will understand more
quickly and easily what your coaching is about, and they will find you more easily in
searching online. For search engine optimization (SEO), it’s helpful to include one or
more of your keywords in your business name, such as creativity, transition, career
change, etc. Keywords are words or phrases that people search on when they’re
looking for something online.
Important: Before you decide on a name, please fill out a first draft of your
Marketing Strategy and consult with your instructor. Talking with your instructor
will clarify your direction and a possible niche or “umbrella,” and a name often
emerges naturally through the discussion. As students often take a new direction
after meeting with their instructor, we highly recommend waiting to finalize your
name until after your meeting.

2. Your Marketing Presence
Once you’ve clarified your branding, the next step is to communicate to your client
base how you can help them. Your marketing message needs to motivate your target
audience to contact you to discuss coaching with you. Your message will reflect your
branding, as well as speaking to the needs of your prospective clients.
It is important to have a clear, consistent message, and then utilize it in your website,
speeches, flyers and other marketing materials.
Figure Out Your Marketing Message
1. Make a list of at least 3 problems and challenges that your ideal client/
target market is facing.
2. What solutions does your coaching provide for each problem or

challenge? How will your coaching help your ideal client / target market
to overcome, resolve, transform, address or improve these situations?
3. Now, turn these into a list of pain points statements that will get people
in touch with their pain.
4. Finally, turn the list of pain point statements into a list of Benefits that
your clients experience from working with you.
1) Crafting Your Marketing Message
Your branding and your message need to portray you and your coaching practice in
a unique way. In some cases, the combination of target audience and coaching
focus will be unique. Some examples:
Coaching creative teens to prepare for admission to art colleges
Helping stay-at-home moms get back into the workforce
Helping graduate students who are stuck to complete their thesis
Supporting executive women in balancing work and family
Even if your coaching focus already stands out, you still need to express it in a
way that will capture the attention of your ideal client / target market.
2) Features and Benefits
A sales concept that’s critical in crafting your marketing message is Features vs.
Benefits.
Features are a description of your coaching business, how you work, processes that
you use, your qualifications, etc. Some examples of Features are:
I am a certified life coach and hold a masters degree in applied positive
psychology.
I specialize in life, career, relationship and transition coaching.
I offer coaching in person, by videoconference and by phone.
I provide life and career clarification using the LPI Self-Discovery Process.
I am certified to administer the Myers-Briggs® personality assessment.
Benefits are the results that clients get from working with you. You can figure out
your Benefits by looking at the challenges your clients face (see the following
section) and let them know how you can help them overcome, resolve, transform,
address or improve those situations. Some examples of Benefits are:
My clients reconnect with their passion and bring more excitement into their life.
My clients discover new possibilities for_______ that they’ve never thought of
before.
My clients start experiencing improved health and well-being within a month of
working with me.
My clients discover a career they love in 6 hours of coaching.
My clients finally complete projects they’ve been procrastinating on.
My clients find new ways of coping with their stress and experience more joy in
life.
I help people finally make the changes they’ve been talking about for years.
I help clients quickly and easily develop a health routine that they enjoy.
Many new coaches make the mistake of focusing on themselves, their qualifications
and their Features. Prospective clients do want to know your Features, but what they
sign on for is your Benefits – how you, uniquely, are going to help them solve their
problems.
So, when communicating your marketing message, focus on your Benefits!
3) Working with Your Niche or Umbrella Concept to Identify Issues That You
Coach Around
Once you’ve clarified your niche or “umbrella concept,” you need to demonstrate to
your potential clients how you can help them specifically. One approach is to lay out
the issues, problems, or “pain points” common to that niche and the ways you can
help.
For example, if you are a Life Transitions Coach, you might first list the different types
of transitions that you can help with, such as:
From college to the workforce
Getting married
Having your first child
Job change or loss
Mom reentering the workforce
Loss of a loved one
Divorce
Empty nest
Retirement
Next, look at the challenges that accompany these transitions. For example:
I feel lost. I don’t know what to do with my life.
I want a new career, but I don’t know how to figure out what it is.
I don’t know who I am anymore.
I’m overwhelmed by suddenly becoming a single parent and don’t know how to
juggle all my responsibilities.
I’m facing retirement and have no idea what I want to do with my time.
I need help and I don’t know where to find it.
I feel confused and overwhelmed.
It’s hard for me to talk to my friends about how tough it is for me.
4) Statements That Will Get People in Touch with Their Pain Points
A great marketing tool is to formulate statements that will get your target audience
in touch with their “pain points.” When they “sit with their pain,” they feel more
motivated to seek you out as the solution to their challenges.
Once you come up with a list of your clients’ issues, turn them into statements that
will get people in touch with their pain in your focus area and how they might benefit
from coaching with you.
Some examples:
Target: Life Transitions

Big life changes can cause confusion, uncertainty, and fear about what comes
next.
Many people question what they really want in the next chapter of their life and
whether they will have the support and understanding they need.
Target: Working Moms

Not enough time, juggling too many balls, and feeling overwhelmed are big
challenges for working moms.
Managing stress, difficulties with parenting, and lack of self-care add to the
burden of being a working mom and trying to do it all.

Use these statements on your website, flyers, brochures, etc. to get your prospective
clients to think about their pain points and how you might help them.
5) Turning the Pain Point Statements into Benefits
Finally, you’ll turn your pain points questions into a list of Benefits – the ways you help
your clients.
Going back to the Life Transitions example in step 4, demonstrate the ways you can
support someone going through life changes. For example:
I help people move through their transition as smoothly and easily as possible.
I will offer help with getting through your persistent fears, limiting beliefs and
other obstacles that have been keeping you from moving forward.
I will take you through a unique self-discovery process to explore your new
identity now that your kids have left home.
I will help you make a plan for reinventing your life after (loss, divorce, retirement,
etc.).
I will be a compassionate sounding board and confidante who you can share all
your challenges with.
Coaching will provide a time that’s quiet and free of distractions, where we can
focus 100% on your needs vs. taking care of everybody else.
I will give you assistance with finding resources to be the great parent you want
to be.
I will provide accountability and support to help you follow through and make the
changes you’ve been wanting to make for a long time.
Be sure to be specific about how you help people, rather than saying something
“generic,” like, “I help people live happier, more fulfilling lives.”
6) Making Your Message Compelling
Once you know what your message is, you need to present it in a catchy and
compelling way. Saying that you help your clients set goals and achieve them isn’t
very exciting. Claiming that you help your clients to be happier – isn’t that what every
coach does?
Here’s another example:
Bland statement: I’m a life coach and I help people improve all the areas of
their life.
Catchy statement: I’m a life coach, and I help people to dramatically improve
their lives in 30 days or less.
Use the information in the following sections to come up with unique, attention-
getting language to draw in your prospective clients.
7) Consistency
Once you’ve clarified your marketing message, be sure to use it consistently. For
example, create a tagline and use it on all of your marketing materials, rather than
having several different tag lines. Use the same logo and colors on all your materials,
so that people recognize your professional presence each time.
8) Communicating Your Message
Once you’ve formulated your marketing message, you will communicate your
marketing message in many ways – on your website, brochures, social media, etc.
Sound Byte
A good way to hone in on your marketing message is to create a Sound Byte (aka
Elevator Speech). Sound Bytes are typically used in formal and informal networking,
when someone asks you what you do. Formulating a Sound Byte forces you to get to
the essence of what you do and communicate it clearly and succinctly.
Note that the Sound Byte is meant to be spoken. Many people create a Sound Byte
that reads beautifully – and this can be used for a website or brochure – but it may
sound too formal or “memorized” when spoken aloud. When writing your Sound Byte,
be sure to say it out loud, so that it feels comfortable and natural. Make sure it’s in
“sixth grade language” that people can easily relate to.
Use the worksheet on the following pages to create one or more Sound Bytes.
Elements of a Successful Sound Byte
A “Sound Byte,” also sometimes called an “elevator speech,” is a short, succinct
statement that quickly tells people what you do in a way that they can easily
understand and connect with it. Sound Bytes are useful for networking meetings, as
well as any time someone asks you, “What do you do?”
A successful Sound Byte was formulated by business authors Paul and Sarah Edwards
after working with thousands of entrepreneurs. They found that in order to fully
connect with a potential client or referral source, you needed to open that “file” in
the other person’s brain that could relate to the problem your target market was
experiencing. If you just shared the problem directly, the other person wouldn’t fully
be with you and understand the value of what you were providing.
As such, the Edwards developed a two-part Sound Byte:
1) Do you know how many (people / men / women / your niche) . . .
This part discusses a problem or desire that your target has.
Notice that this is about other people. In conversation, if you say to someone you
don’t really know, “You know how you…,” it often puts the person on the defensive.
Addressing “you” is appropriate for a website or ads, but not for a Sound Byte.
2) I’m a ___________ Coach, and I ____________.

This part shows how you provide the solution to the problem or the way to achieve
the desire given in part 1.
Examples:
Do you know how so many people value their spirituality but have a hard time
applying it to their everyday life? I'm a Spiritual Coach who helps people put
their spirituality to work, even in the most difficult situations.
Do you know how so many spiritual people wonder why they don't have the life
they really want? I'm a Spiritual Coach who helps people apply their spirituality to
create love, money, health, and the things that really matter.
Do you know how so many people are going through some sort of life transition,
like a career change, empty nest, or divorce? I’m a Life Transitions Coach, and I
help people move through their transitions as smoothly and easily as possible.
Do you know how so many people talk about making positive changes in their life
but have a hard time doing it? I am a Life Coach and I coach people to finally
make all the changes they've been talking about.
A successful Sound Byte also speaks to your particular target audience.
So, a Health and Wellness Coach for women 40-60 might say:
Do you know how a lot of women struggle with menopause and how to age
gracefully? I'm a Health and Wellness Coach who coaches women to increase
their health and vitality and feel great again.
A Relationship Coach might say:
Do you know how a lot of people struggle to find a loving relationship?
I am a Dating Coach and help people attract the love of their life in a
fun and painless way.
Now, write your Sound Byte:
Do you know how ____________________________________________
_________________________________________________________?
I’m a __________________________________ Coach, and I help people
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
3. How to Reach Your Target Audience
Once you’ve clarified your brand and your marketing message, you need to get it out
to your prospective clients.
1) WHERE – The Places Where You Can Reach Your Target Market
Now that you’ve defined your target market(s), the next step is to determine where to
reach them. Are there websites that they frequent? Meetings they attend? Their
favorite social media?
As coaches, some of the places you will find potential clients are:
In the personal growth and health arenas: health clubs, adult learning centers,
holistic health and wellness centers, yoga studios, religious organizations and
spiritual centers, spas and health clubs, alternative bookstores, magazines, etc.
Meetup groups
Colleges
Conventions and conferences
Association meetings
Networking meetings
Social media sites
2) HOW – How You Will Market Yourself Naturally
Marketing yourself as a coach means making a personal connection. There are many
ways to do this. The best way is to look at what you do naturally. Marketing requires a
continuous effort, and when you market in ways that you enjoy and are good at,
you’re more likely to do it on a regular basis.
How do you market yourself naturally? What type of marketing would feel
most comfortable to you?
Check off which ones best apply to you.
1. ____ Speaking to groups
2. ____ Professional networking
3. ____ Meeting new people and connecting one-on-one
4. ____ Social media
5. ____ Writing a blog, articles or a column
6. ____ Podcasts
7. ____ Through past clients or people you know
8. ____ Through YouTube
9. ____ Key referral sources
10. ____ Demonstrating your skills in a free session
11. ____ Attending association meetings
12. ____ Sending promotions to your database
13. ____ Optimizing your website to attract clients
14. ____ Getting media attention
15. ____ Advertising
Let’s look more in depth at a variety of ways that you can get your marketing
message out to your target audience and give them a personal experience of you.
3) Effective Ways to Market Yourself as a Coach
In selecting ways to market yourself, keep in mind that greater personal contact is
more effective than impersonal ads. Read through the following pages and choose
the ways of marketing that most appeal to you.

Speaking / Workshops
Many coaches incorporate speeches, workshops and groups into their coaching
practice, either as a marketing outlet, an additional income stream or both. For
marketing purposes, you can offer free or low-cost introductory or “teaser” programs
to reach new audiences.
If you want to give speeches or workshops, see the Speeches and Workshops chapter
M for ideas and guidelines.
Networking
Networking is another great way to make new connections that can lead to clients,
referral sources, and speaking opportunities.
1. Leads groups such as Business Network International (BNI) and Le Tip. These
produce the best results for coaches, as they are membership groups that require
giving and receiving leads.
2. Professional organizations, associations, and networking groups that relate to
your niche
3. Community-based and virtual Meetup groups that relate to your niche
4. Coaches’ associations
Experiment to see which networking outlets are the most effective for you, and then
focus your time there. Build relationships with potential clients or referral sources by
attending meetings regularly or joining a committee.
Referral Sources
Other professionals who interact with your target audience can be great referral
sources. It’s good to find referral sources who see large numbers of people. For
example, a chiropractor may interact with 30 – 50 people a day, while a massage
therapist may only have 3 or 4 clients a day. In some cases, you may also be able to
offer “reciprocal” referrals.
Good referral sources for coaches include:
1. Health professionals, including alternative providers – MDs, DOs, gynecologists,
chiropractors, acupuncturists, massage therapists, nurses, naturopaths, etc.
2. Family attorneys
3. Hairdressers
4. Executive recruiters, headhunters, resume services, temporary agencies or other
career-related services
5. Business and spiritual/religious leaders or others from your circle of influence
6. Yoga studios, health spas and gyms
7. Therapists
8. Guidance counselors and teachers (for help with college majors)
9. Current and former clients
10. Your personal and professional network
Online
While local face-to-face connections are still important, the Internet has become the
major marketplace for goods and services. There are several ways that you can build
your web presence.
1. Website
2. Social media sites
3. Ezine or newsletter
4. Blog
5. Article sites, where you can post your articles
Natural Connections
If you’re a “people person,” you’ll make natural connections in the course of your daily
life. The people you connect with can become clients or refer you to their friends.
Carry business cards or brochures with you at all times to give to people you connect
within the following ways:

1. Parties and social gatherings
2. Organizations and classes that you attend
3. Health clubs and yoga studios
4. Standing in line at the grocery store or post office
5. Your children’s schools and their friends’ parents
6. Your spiritual group
7. Other places that you frequent
Media
If you enjoy performing and are comfortable being in the public eye, there are
several media outlets.
1. Radio and TV interviews
2. Magazine, newspaper, and newsletter articles (print or online)
3. Podcasts
4. Audios and videos, including YouTube videos
The best approach for getting media exposure is to establish yourself as an expert in
a particular area, and then approach the various media through pitches or press
releases on a regular basis. A great resource for reaching radio and TV producers is
the Radio-TV Interview Report (www.rtir.com).
Writing
If you enjoy writing, there are several ways to promote your coaching business. Some
of these also create an additional stream of income. (See the following page for
more on Passive Income.)
1. Write articles for local and national magazines, newspapers, and newsletters
2. Write and publish an ezine and/or blog
3. Post your articles on article websites
4. Write and publish books and e-books
5. Write for other people’s blogs or newsletters
Conventions / Trade Shows
1. Take a booth or table
2. Offer a keynote speech or break-out program
Advertising
1. An ad in a local magazine or newspaper relevant to your niche or target
audience
2. Bulletin boards or tables where you can leave flyers or business cards
3. Social media sites where you can promote events and purchase ads for greater
visibility
4. Memberships and listings on coaching, personal growth and niche-related
websites
4) Products / Passive Income
In addition to coaching, many coaches create a series of products that bring them
an additional stream of income. This is called “passive income,” because once you
create the products and set up the shopping cart or product fulfillment, it doesn’t
require any more of your time to bring in that income.
Passive income products may include books, e-books, audios, videos, special reports,
self-study programs, webinars and assessments. These products may also serve as
low-cost entry products that introduce potential clients to your work, your philosophy
and you, which can lead them to hiring you as their coach.
Many businesses that sell products have an “affiliate” program. As an affiliate, you
advertise their products on your website and get a commission for any purchases
made by customers who “click through” from your website. Many websites become
affiliates of Amazon and list relevant resources that would appeal to their client
base, perhaps on a Resources page. You can also set up an affiliate program for
your own products and have others sell for you.

4. Determing Your Best Marketing Strategy
Your intuitive creativity is your best marketing guide. Begin by looking at websites
that other life coaches have created to promote their practice. Start noticing
promotions that catch your interest. When you think of an idea, don't dismiss it; make
a note of it and investigate it. You may have been given just the clue you need to
switch your practice into high gear.
1) Getting Started
Since most services are found on the Internet, we recommend including creating a
basic website and setting up your social media pages among your first steps. After
that, look at the different marketing options and choose 2 or 3 that appeal to you.
These should be things that you enjoy doing (or would enjoy learning) that will also be
effective in connecting with your target audience.
Test them out. If they work, keep them. If not, discard them and try something else,
until you find your optimal mix. We like to say that you should look for marketing
approaches that get the faucet to gush, rather than just drip. That way, you’re
getting greater results for your efforts.
Building your practice should be fun and exciting. Remember that marketing should
be based on your natural style and personality. Trust your own guidance when
selecting ways to market. If speaking doesn’t appeal to you, don’t force yourself to
be a speaker. If networking is not your thing, find other ways to market yourself. Even
if people say that you must Tweet several times a day to have a successful practice,
you won’t follow through if you hate it. There are always ways to market yourself that
will fit more with your style. If one technique doesn’t work, try another.
Anyone who starts to market a business has a period of trial and error. When you
start your practice, there will be a period of experimentation until you hit upon a
combination of things that really works for you!
2) Marketing Quick Start
Utilizing a variety of the marketing methods listed above on a regular basis will bring
you good long-term benefits. But when you’re first starting and want to jump-start
your practice, you need to connect directly with potential clients. Some of the best
ways to do that include:
Speaking and free mini-workshops and virtual classes
Referral sources
Networking, especially leads groups and social media
When your business is ready to launch, compose an email announcing your
business and explaining what you do and who your ideal clients are. Include a list
of the Benefits you offer your clients and a coupon for a Complimentary Session.
Send it to your personal and professional network and ask them to forward it to
anyone they feel might be interested.
3) Effective Marketing
In order to market effectively, you need to be consistent and persistent with your
marketing efforts. In this training, we help you choose marketing tools that you will
enjoy using, so that you will keep doing them. Even if you have a full practice at any
time, you need to continue with your marketing to keep your name out there and
keep future clients “in the pipeline.”
A significant part of starting your coaching business should be allotting time for
marketing on a regular basis. Based on your schedule and how quickly you want to
launch your practice, you might dedicate an hour a week or an hour a day. The
important thing is to be consistently devoting time to marketing. As you build your
business, you’ll spend more time serving your clients and less on marketing.
We at Life Purpose Institute are committed to your being successful. Please fill out
the Marketing and Transition Strategy on the following pages and meet with your
instructor, so that we can further help you develop and refine your successful plan.
Keep us informed of what’s working and not working. We really care about your
success and want to support you in every way. Help spread the Life Purpose
Process© work and this coaching method, and you will be greatly rewarded with a
most fulfilling life helping people create a life and work they love.
Marketing and Transition Strategy
In formulating your marketing and transition plan for your coaching practice, please
answer all of the following questions.
Part 1: Defining Your Branding
1) Your Coaching Niche
a. What services are you offering?

Include different types of coaching as well as related services.
b. Who is/are your target market(s)?

Who will you be coaching? Who is your ideal client?
c. If You Don’t Have a Clear Niche

If you don’t have a clear coaching niche, explain how you will devise an “umbrella
concept” or use your personal story to define your brand.
2) Your Professional Image
a. How do you want prospective clients to perceive you?

What is the image you want to project?
b. What is your title as a coach?
If you aren’t sure yet, what ideas do you have?
c. What is your business name?

If you aren’t sure yet, what ideas do you have?
Part 2: Your Marketing Message
3) Crafting Your Marketing Message
a. Working With Your Niche or Umbrella Concept to Identify Issues That

You Coach Around
What are the main challenges, obstacles and “pain points” that your target
audience struggles with (before working with you)? If you have several niches,
make a separate list for each niche.
b. What solutions does your coaching provide for each problem or

challenge?
How can your coaching help your target market to overcome, resolve, transform,
address or improve these situations?
c. Statements That Will Get People in Touch With Their Pain

For each coaching niche, list a minimum of 5 statements that speak to their
challenges, obstacles and “pain points.”

d. Turning the Statements Into Benefits
Turn your statements into a list of Benefits – the ways you help your clients.
e. Making Your Message Compelling

How can you communicate these Benefits in a catchy and compelling way?
4) Communicating Your Message

a. Sound Byte
Write at least one Sound Byte that is relevant to your coaching niche(s) or target
audience.
b. Online marketing: What keywords will your target market respond to?
List at least 15 words or phrases.
Be sure to include words and phrases that they might use in an online search that
would lead them to you. Don’t forget to include your coaching niches and other
services you offer!
c. Please submit a sample of your marketing copy.

When writing your copy, remember to use wording that is catchy and marketable.
Please include:
A list of the problems or challenges faced by your target market or coaching
niche and how your coaching will help them to resolve these issues.
Samples of your writing and materials. Include at least one of the following:
brochure, flyer, Web address (if your website is online) or 2 sample Web
pages (home page, description of services, bio, mission statement). These
can be a work-in-progress. You may also include any other marketing
materials you’ve developed, such as a business card or logo.
Part 3: Reaching Your Target Audience: Your Action Plan
1) What types of marketing come most naturally to you? Which ones will be
most effective in reaching your target market(s)?
Note: We take it for granted that a website and social media will be included. Please
list at least 3 additional ways that you will market.
2) For each of the 5 (or more) ways that you will market, create a SMART goal
for the next year.
Examples: complete my website, schedule one workshop a month, write a biweekly
blog, post daily on Facebook & Instagram, line up 5 solid referral sources. NOTE:
Goals such as getting a business license or renting an office are business start-up,
NOT marketing.
3) For each SMART goal, list at least 5 action steps that you will take to
achieve that goal.
Goal #1:
Goal #2:
Goal #3:
Goal #4:
Goal #5:
4) Which of those action steps will you take in the next month?
5) Which action steps will you take in the next 3 months?
Part 4: Goals for Your Practice
1) How many clients would you like to see each week?
2) Are these 30, 45 or 60 minute sessions?
3) How much income would you like to generate? By when? Is this realistic?
4) What is your vision for your coaching practice?

Examples: keep my full-time job and coach on the side; have a part-time job and a
part-time coaching practice; coach full-time; do coaching and workshops full-time.
5) What is your transition plan? How will you incorporate or transition to

coaching? If applicable, how will you package coaching with your existing
services?
6) On a scale of 1 – 10, how committed are you to making this transition?
What will it take for you to make this change?
What obstacles do you see to making this transition?
How can you overcome those obstacles?
What support and resources are available to you?

5. Marketing, Selling and Being of Service
Marketing is about attracting potential customers. Selling is about turning that
potential customer into a paying client. Another word for selling is being of service
and creating so much value for the client that the natural outcome of that is getting
paid for your service.
Coaching is a process where we connect heart to heart with the client. Being caring,
loving, and authentic will draw the right clients to you. Clients will come to you
because they need your medicine. There's something unique and special you can
provide to them that no one else can provide.
You wrote a list of your target market’s pain points and the solutions you can bring.
This list of pain points and solutions can be used to sell your services by:
Developing an assessment form with pain points your target market experiences
and using the assessment on your website, brochure, marketing materials, blog
posts, etc.
Mentioning them during a speech or workshop
Using them in your Complimentary Session or Discovery Session
Using them in a sound byte or elevator speech
Here are some sample statements to sell your services:

I would like to help you make (or move through) this transition (or change) in the
smoothest, easiest, quickest, most fun, most effective way possible.
I use tools that have been used since 1984 with over a million people worldwide.
One of the tools, for example, is_____________.
One of the things coaching is known for is ___________. (Ex: helping people
get results, helping people finally make changes that have been difficult for them
to make before, getting results by holding you accountable to finally make the
changes you've been talking about, etc.)
I utilize over 100 pages of questions, handouts and processes to help you
____________. (Ex: discover your life purpose, get crystal clear on your
direction, clarify how you might reinvent yourself now that your kids have left
home, discover what type of work you’d love to do, etc.)
I want to help you explore all your solutions in a creative way and come up with
possibilities you may have never thought of before.
I want to develop tools or strategies to help you ___________. (Ex: start
managing your stress, start losing weight in ways that are easy and fun, etc.)
As your coach, I would help you look at what you can start doing immediately to
help you __________. (Ex: reduce your stress, resolve this situation, improve
your relationship with _______, etc.)
I want to help you break through ____________. How would your life be
different if this was no longer an issue for you?
Would improving ____________ be helpful for you?
Is that something that you'd like to get support with during coaching?
I can support you by _____. Would that be helpful?
I'd like to support you as you're working through these issues. Often, people need
someone to listen and be just a sounding board. I would be happy to be your
confidante, who you could share everything with. I would hold whatever you say
in strict confidentiality. I am not here to judge you or push you in a particular
direction. I would like to support you and be your ally. Would that be helpful?
I want to work with you to deal with (or handle) _______ in the best way
possible.
I would also like to help you to deal with the _______ you have.
We'll help you build a toolkit for _______.
Or, We’ll develop strategies and tools for _________.
Note: For more information on Marketing, see the Resources Chapter O.
There are many books on selling. Following are 2 excerpts about selling from a
marketing book specifically for coaches: Four Steps to Building a Profitable
Coaching Practice, with thanks to coach-author Deborah Brown-Volkman.

How to Sell
by Deborah Brown-Volkman
Want to be successful at selling? Visualize your success beforehand. Visualize what
you are doing, what you are saying and what potential clients are doing and saying.
Know the results you want in advance, and you will get the paying clients you are
looking for. Here are some tips to get ready:

Know your objective. Do you want a client or another call or appointment?
Depending on the nature of the sale, an individual client could hire you after only
one conversation and/or a corporate client may need a few meetings before
making a decision. Know your sales cycle and respect it.
Convey what you do and what you charge clearly. Speak in terms of benefits, not
features. Speak with confidence and power.
Establish your credibility and expertise upfront. Tell a potential client about your
qualifications early in the conversation.
Know what objections you may get, and have a response for all of them to avoid
being thrown off balance when you hear them. Address and handle objections in
the moment. Note: If you cannot do so (this happens a lot in the beginning), you
can follow up at a later date with an answer.
Be familiar with the type of problems the people who call you have.
Get potential clients to open up and talk to you. Ask open-ended questions, and
acknowledge them for their accomplishments and the courage it took to come to
you. Be sincere.
Have potential clients see new possibilities. Use stories to illustrate your
successes or that of your clients (no real names please). Stories are a great way
to get your point across in an interesting and relevant way.
Listen well. Do not interrupt potential clients when they are speaking. Paraphrase
what you have heard to get feedback to determine if you are correct.
Be a coach. Know the techniques of your craft. This is where training, knowledge
and the benefits of attending relevant conferences will be put to best use.
Be a problem-solver, not someone who wants to rush the sales process. (Be
careful not to solve problems during the sales conversation. That's the coach's
job, not the salesperson's job.)
Be able to convey what other coaches in your field of expertise do. Be ready to
say what makes you comparable in skill, yet different in focus or technique.
Ask potential clients when they plan to make a decision and if they are
interviewing other coaches. Ask what their budget is for coaching. These are fair
questions, and it shows that you want their business.
Take the yesses gracefully and the no's just as well. Thank potential clients either
way.
Request coaching so you can become a more effective seller.
Excerpted from Four Steps to Building a Profitable Coaching Practice
© 2003 Deborah Brown-Volkman. Used with permission.
For additional information, go to www.surpassyourdreams.com.

How to Handle Objections
by Deborah Brown-Volkman
If you get an objection, it's not always bad news. Your goal is to respond, not react.
Do not take objections personally. Repeat what a potential client has said to you,
express your understanding, and ask permission to probe further, to find out why.
Objections are a way that potential clients convey that they need more information
first before they hire you.
Objections can also indicate that potential clients do not feel "comfortable" with
you. They might not believe that you can help them. You may not have uncovered
their problems/needs fully, assessed whether they were ready to buy now or pushed
too soon. Here are some common objections and ways to overcome them:
1. When The Client Says: "I don't have money."
Translation: "I do not see the value in what you offer." "I do not believe you can help
me."
What To Do: Tell potential clients that you understand their situation and request
permission to address their concern. Handle the objection first by providing numbers.
1) Ask potential clients how much their time is worth (let's say $40 an hour). Then, ask
how many hours they spend worrying about their problem (let's say 20 hours a week).
Twenty hours times $40 is $800 a week or $2,400 a month. If your coaching fee is
less than that, say so. If it's more, raise the number of how much their time is worth in
this calculation.
2) Ask potential clients what it would be worth to them if they did not have their
problems anymore. If your coaching fee is less than that, tell them this. If it's more,
raise the numbers in this calculation.
3) Show the client how much they would save by hiring you. If they have a problem
that is costing them $10,000 a month and your monthly coaching fee is $2,000 a
month, that's an $8,000 savings.
4) Tell a story about a client in a similar situation who had the same reservations and
is grateful that they did not let money stand in their way, Try to be specific about
what their problem was and the specific solution their investment bought them. Make
the example relevant to the situation.
5) If you want to work with the client, ask how much they would be willing to pay you.
If the number is acceptable to you, take it. If not, negotiate another number.
6) Move away from money and ask if money is the real issue or is it something else
they would be willing to discuss with you. See if you can resolve what their real
concerns are.
2. What The Client Says: "I do not have time for coaching.” or "I'm very busy.”
Translation: "I do not think what you are offering will work.” "I do not want to do the
work."
What To Do: Tell potential clients that you understand their situation and request
permission to address their concern.
1) Ask potential clients where else time holds them back.
2) Ask potential clients to restate the problem and tell you what their lives would be
like if they had the solution already.
3) Ask potential clients how much time they spend worrying about their problem.
Have them tell you what they would do with this time once their problem was solved.
4) Tell potential clients that a coach can help them make room for their goal.
5) Tell a story about a client in a similar situation (no real names!) who had the same
reservation and is grateful they set aside time to work with you. Try to be specific what
their problem was and the specific solution that their time investment gave them. Make
the example relevant to the situation.
3. What The Client Says: "I will get back to you."
Translation: "I do not see the value in what you offer." "I do not believe you can help
me."
What To Do: Ask potential clients if they have unanswered questions. If they do, answer
them. If they are still not ready to make a decision, respect that. Make an appointment to
have a follow-up conversation if they are open to it. Most of the time, when potential
clients say they will get back to you, at the time they say it, they mean it, and they just get
busy. If potential clients do not schedule follow-up calls with you, then you know they are
not interested. The hope factor is taken away, and you can concentrate on other things.
4. What The Client Says: "I have to speak to my husband or wife first.”
Translation: "I am not comfortable making a decision yet." "I either do not have all the
facts, or I do not believe you can help solve my problem." "I do not see the value in what
you offer."
What To Do: Make sure all the client's questions have been answered. Then, with their
permission, ask potential clients what they CAN commit to right now. Can they schedule
tentative coaching dates and confirm this after they speak with their spouse? Can they
give you their contact information? Making small commitments is a step in the right
direction.
Once all objections have been addressed, ask for the sale again. Do not speak once you
ask potential clients for their business even if you are tempted to do so. Let them speak
first. Watch out that you do not get caught up in the trap of asking for their business and
then talking so much afterwards that they will not be able to answer you. Do not let your
nervousness get in the way.
Speeches, Groups and Workshops
1. How to Create a Winning Speech, Group, or Workshop that Attracts

Paying Clients
First create your winning speech. Then, after creating that, you can expand your content
into a workshop or ongoing group.
To do that you will need these things:
1. A list of your target audience’s pain points. You turn those into an assessment that
participants will fill out.
2. Your solutions to the pain points, which you will keep in mind while writing your
speech.
3. A catchy title that presents either your solutions or something positive that you
can offer to the group.
Examples:
a) 7 Secrets to a Successful Relationship
b) Living Life with More Passion, Purpose and Meaning
c) 5 Ways to Achieve Optimal Health and Vitality
d) 7 Ways to Reduce Your Stress and Create More Peace
e) Become a Great Parent – 10 Powerful Strategies
f) Life Makeover: How to Reinvent Your Life in 30 Days or Less
4. Some tools and perspectives you uniquely have that will make you stand out. Do
not mention common sense things like the importance of eating healthfully or
exercise or staying in balance. Give the audience some tips they might not be
aware of.
Note: you can advise and educate people during your speech, group, or workshop, based
on your qualifications and/or reputable information.

5. Here are some ideas for giving people a sample taste of what you offer in a teaser
talk:
Have the participants fill out your assessment with common pain points and let them
“sit with their pain.”
Get the audience participating around their pain points by asking, “How many of you
checked off 3 things? How many checked more than 8 things?” Have them share their
pain points with someone in a partner exercise if possible, and then have people
share some with the larger group.
Share a few tools or techniques (but don’t “give away the store”).
Demonstrate with someone one of the techniques you use to show your skill at
working with clients. Do this, of course, only if you are comfortable doing this and if
it’s appropriate for that group.
Share one tool and the let your audience know this is one of many tools you offer
around this topic
Talk about a past client (without violating confidentiality) who was successful. “I had
a client who ________.”
Share that one of the things you like to do with clients is _________, so they can see
themselves working with you.
Educate about coaching and the benefits and success of coaching, rather than
speaking positively just about yourself.
Example: “Coaching is known for amazing results: helping people move forward in their
life more quickly, helping clients make changes that otherwise would have been difficult
to make,” etc.
Partner and group exercises if that’s appropriate. Participants usually enjoy engaging
with each other and sharing their own experiences.
Your story, if it’s inspiring to others
Your biography, including that you are a Certified Life Coach (CLC), certified by the
Life Purpose Institute
A special discounted rate that is time-limited, or a free complimentary session that
you offer
Now, come up with an outline for your speech, taking into consideration these things, and
then develop your talk from there. Try it out on a small group at first (this could be family
or friends), see how it goes, and then make adjustments to the talk based on the input.
By picking a topic that will meet your niche’s needs, your marketing will be targeted and
attract the ideal clients you want.
The other way to create a winning speech is to target specific groups (e.g., a singles
group at a church), see what their needs are, and then develop a speech to meet those
particular needs. You would still need to identify the things previously described, but
targeted to that particular group. This can make for more work, as you may need to come
up with a new speech each time.
Creating a Longer Workshop or Group
Now that you have your winning speech, evaluate what needs your target group has that
you could address in a workshop or group. What are their pain points and what are the
solutions?
There are 3 different kinds of groups and workshops:
1. A structured group that has a clear sequence and process

These groups may last a month, 6 – 8 weeks, 6 months or may be ongoing.
Examples: Discover Your Life Purpose and Find the Work You Love, About Success, a Life
Transition group that parallels the Self-Discovery Process, Break Through Your Blocks to
Success
2. A process-oriented group
In this type of group, people come in with their issues. One person is on the “hot seat”
and gets coached by you, the coach, and then the discussion is opened to the group.
Several (or all) group members get supported each session.

Examples: a women’s support group, people with a common health challenge, new
mothers, a women’s spiritual support group, women who want to lose weight or improve
their health.
3. An open-ended group, or sequence of presentations, with variable content

At each session, you present information on a topic of interest to the group.
These tend to be less marketable and provide erratic income because there isn’t an
ongoing commitment unless participants subscribe to a series.
Examples: A women’s empowerment series; a personal or spiritual growth group with new
topics each week, such as Relationships, Health, Spiritual Growth, Life Balance, etc.
(Make sure you come up with catchy titles each week)
2. How to Find Places to Speak and Teach a Group or Workshop
There are numerous places to speak or give workshops, such as:
1. Professional and social organizations and associations
2. Spiritual and religious organizations – women’s groups, men’s groups, couples’
groups, singles’ groups, youth groups
3. Career and professional groups
4. Learning centers
5. Community colleges and adult education
6. Libraries – they can promote your workshop to their mailing list
7. Networking groups
8. Meetup groups
9. Bookstores – promote your own book or work with management to develop a
reading list relevant to your topic
10. Conventions and trade shows – contact convention centers and professional
associations to get their schedules and guidelines for up to 2 years ahead
11. Health clubs and spas
12. Yoga studios
13. Webinars
14. Organizations that provide programs for special needs or focuses –
entrepreneurs, working moms, former military, creatives, people with disabilities or
ADHD, etc.
15. Meeting rooms at health food stores
16. Schedule and promote your own speeches and workshops
3. Setting up Speeches, Workshops, Groups and Classes
Contacting Organizations Where You Might Speak or Teach

If you are interested in speaking and teaching workshops at churches, organizations,
bookstores, libraries, community colleges, educational centers, etc., there are steps you
can take to ensure you’ll be offered the opportunity to speak and are well prepared to
work with the group involved.
1) Find places where you can speak

Find places where you can connect with your target market. See above for ideas.
2) Do research
Find out more about the organization. Get their newsletter, catalog, or bulletin, or search
their website to find out what is currently being offered in the way of speeches, classes,
and workshops. If the information you need is not in the newsletter, catalog, bulletin, or
website, you might call the organization for additional information. You will need the
name of the contact person in order to submit your proposal, as well as gathering any
additional information you need to formulate an effective proposal.
In researching a particular organization, look also for the following:
What is their demographic – the types of people they attract? How does that
correlate with your target market?
What type of workshops could you do that appeal to their audience and fit with what
they’re offering, but provide something different? For example, many churches talk
about “life purpose,” but they might not address how to find a career that fits with
your purpose.
How long are the speeches and workshops/classes that are usually offered? Are they
a half-hour, 2 hours, full-day, full weekend, etc.?
How much is the participant charged, if anything, for attending? Is there something
you find special about the organization where you would like to speak?
If so, remember to include this in your introduction.
Doing just a little research can help you pick a topic that’s appropriate to the group
you’re serving and increase your chances of getting your workshop scheduled.
3) Make a list of topics for your speeches or workshops

Come up with a list of 3 – 10 workshop ideas that you can present to the organization.
Make a list of your ideas on your letterhead, including a one-paragraph blurb describing
each one, that you can send or leave behind at a meeting.
4) Contact the organization

If you haven’t already, find out whom the right contact person is for setting up speeches,
workshops, and classes. When calling that person, do the following:
a. Ask if it’s a good time to talk.
b. Tell them why you’re calling. For example:
“I’m a Life Coach and would very much like to give a workshop called ‘Discover Your Life
Purpose and Find the Work You Love.’.”
“I’m a Life Coach, and I’d love to give a talk on ‘7 Keys to More Smoothly Navigate
Through Your Life Transitions’.”
c. Acknowledge them or the organization for something special you know about them.
d. Either make mention of your previous research about what they offer about your
subject matter or ask, for example, “Do you think your church members might be
interested in discovering their life purpose and what career might be most satisfying to
them?” or “Do you think a lot of your members are going through some sort of transition,
like divorce, empty nest, career change, or loss of a loved one?”
e. If they’re open to it, arrange an appointment to meet with them in person or by

phone.
5) Meet with the contact person and work out the details
a. At this meeting, discuss their needs and present your list of topic ideas. If they’re
interested, they will probably ask you for one or more of the following:
Speech or workshop description or outline
Course objectives
Your biography
A brief description to put in their newsletter or catalog
You can also discuss when they’re next scheduling workshops (some organizations
schedule months in advance); what marketing they provide and what they expect you to
provide; the number of people usually attending; any fees or costs involved; logistics
such as room set-up, registration, etc.; give them any information they need from you.
Discuss speaking fees, if any. It may be a split, such as 50/50%, 60/40%, or 40/60%; a
flat fee; or a per-person fee. Fees are often nominal, for example, $25 – 50 per evening
workshop or $100 – 250 for a full day. However, your goal is to promote your practice, so
it’s well worth it, especially when you’re just beginning to build a practice.
b. Follow up with a thank-you note and materials promised (course description or

outline, course objectives, your biography, catalog copy, etc.). Normally, you’ll need to
submit a one-page proposal with a description of your talk and your bio that can be put
in their bulletin or e-newsletter.

c. Check back with your contact to finalize dates and details. You may have to be
persistent and call or email as many as five to ten times before you reach them or get
a response.
d. Get prepared and enjoy your speech or workshop!
4. Preparing for Your Speech, Workshop or Group
To prepare for your workshop, finalize your teaching materials and make copies of your
handouts.
Choose the length of your presentation, depending on its purpose. It could be one
evening, several evenings, a half day, a full day, a weekend or a multi-week course. This
may be specified by the sponsor.
You can do short “teaser” talks to share material that is of interest to your target
audience and invite them to work with you as a coach. You may not be paid for these;
consider them part of your marketing. Longer workshops and coaching groups are
another way of working with coaching clients. These can provide another income stream
on their own, as well as being an entrée into individual coaching.
The title for your workshop or speech should be catchy and appeal to your target
audience. Note that in most cases, your presentation will be about a topic that
addresses the needs and interests of your audience, not about coaching itself.
The Resources section includes an outline of a sample talk, “How to Dramatically Improve
Your Life in 30 Days or Less,” that will allow your listener to sit with their pain. This could
also be adapted with different titles, such as: “How to Navigate More Smoothly Through
Your Life Transitions,” “The Art of Change,” “Discover Your Life Purpose,” etc.
The Resources section also includes samples of workshops of various lengths. Use these
as the basis of your workshop or adapt them for your particular topic. As you develop the
outline and script for your workshop, you may also want to develop materials or handouts
to use in the workshop. Remember – if you use any of the materials from the Life Purpose
Institute Coaching Process©, you need to have the participants sign the Confidentiality/
Copyright Agreement, which is in the Resources section.
Helpful Tip: Before you proceed, make copies of the pages from this section or the
Resources Section that you want to use or refer to and have them available for easy
access during your session planning time.
In preparing to present your workshop…
If you want to use technology, check with your host to see what they have available and
what you need to bring. In many cases, you can have a PowerPoint presentation on your
laptop and connect it to their projection system or a thumb drive that you can use with
their computer system.
Bring the Confidentiality/Copyright Agreement (this is required when you use materials
from the Life Purpose Institute program) and the Interest Survey to distribute to
participants.
You might create a checklist of all the items you need to bring, so you don’t forget
anything.
Note: For more information on Speeches, Groups and Workshops, see the
Resources Chapter O.

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THE LIFE PURPOSE INSTITUTE

SPIRITUAL COACHING METHOD™

Students will begin exploring their brand, including:

Coaching niche and services being offered

Ideal client/target market

How to reach their target market

How to market/sell and be of service

Preparing for speeches, groups and workshops

Marketing is one of the essential ingredients for having a successful coaching

as getting your message out and reaching your client base.

We’ll discuss the following 5 topics.

1. Defining Your Brand

putting into action.

marketing strategies included in this section.

business. For an entrepreneur, branding is the equivalent of your “corporate identity.”

from your competitors.

2. Your ideal client/target market

materials (e.g, logo and design)

4. Your title as a coach

5. Your business name

1) Your Coaching Niche

Spiritual Coaching. Some Spiritual Coaches add other specialties such as

Relationships, Women's Issues, or Health and Wellness.

Possible coaching niches. Check off at least one:

1. ____ Healing Coach

2. ____ Spiritual Coach

3. ____ Life and Spiritual Coach (or Spiritual Life Coach)

4. ____ Life and Career Transitions Coach

5. ____ Relationship Coach

6. ____ Life and Relationship Coach

8. ____ Life and Wellness Coach

9. ____ Life Purpose Coach

10. ____ Career Coach

11. ____ Life and Career Coach

12. ____ Executive Coach

13. ____ Leadership Coach

women, empty nesters, cancer recovery, stress management, etc.)

15. ____ Addictions Recovery Coach

16. ____ Parenting Coach

17. ____ Business Coach

18. ____ Entrepreneurial or Small Business Coach

19. ____ Mindfulness Coach

20. ____ Divorce Coach

21. ____ ADHD Coach

22. ____ Grief Coach

23. ____ Teen Coach

24. ____ Management Coach

25. ____ Financial Coach

26. ____ Empowerment Coach

27. ____ Lifestyle Coach

28. ____ Coach for Moms, Coach for Dads

29. ____ Dating Coach

30. ____ Academic Coach

31. ____ Creativity Coach

32. ____ Success Coach

33. ____ Agile Coach

34. ____ Holistic Coach

35. ____ Add your own __________________________

you’re qualified to offer.

Resume writing and interview skills

Skills from previous careers (e.g, writing, sales, entrepreneurial, marketing,

If You Don’t Have a Clear Niche

them, because they appear scattered.

you’ve identified 3 – 15 issues that the client wants to work on.)

35. Add your own ______________________