How to Get Coaching Clients – 9 Non-Pushy Ideas

Getting coaching clients involves more than traditional sales strategies. It’s a journey with practical steps, each method serving as a tool in your toolkit. Let’s delve into nine non-pushy avenues, covering aspects from optimizing your website for the first impression to sharing authentic client stories, engaging in collaborative workshops, and even participating in non-business events. As a solopreneur navigating the landscape of Humane Marketing, these approaches aren’t just strategies but practical ways to make genuine connections and foster transformative relationships that lead to more aligned clients.

How to Get Coaching Clients – 9 Non-Pushy Ideas

1. Work on Your Website:

Whether you engage in Online Marketing or not, at one point of the journey, your ideal client will end up on your website. Make sure your website is user-friendly and resonates with your ideal client.
Here are a few things to keep in mind when you work on your website:

  1. Virtual First Impression: Your website often serves as the initial point of contact between you and your potential clients. It’s the digital handshake that sets the tone for your relationship. Just like a warm smile in person, a user-friendly website creates an immediate positive impression.
  2. Client-Centric Language: It’s not about bombarding visitors with industry jargon but using language that resonates with your people. Do you speak your client’s language? (read this post about humane marketing words we like)
  3. Your Story Matters: Authenticity is key. Your story is a powerful tool to connect with your audience. Your website provides the canvas to paint a picture of who you are, what you stand for, and how your journey aligns with the aspirations of your ideal clients. People connect with stories, and your story can be the bridge that brings them closer to you.
  4. Benefits, Not Features: It’s super important to highlight the benefits of your coaching rather than just listing features. Your website should clearly communicate how your coaching transforms lives, solves problems, and brings value to individuals. It’s not just about what you offer but how it positively impacts the lives of your clients.
  5. Guiding Through Clarity: Your website should be a roadmap for your visitors, leading them seamlessly through your coaching journey. A confused mind seldom converts.

>> Listen to the episode ‘Websites for Coaches‘ on the Humane Marketing podcast.

>> We work thoroughly on this in the Marketing Like We’re Human program

2. Guest Blogging or Podcasting:

Write and contribute guest posts to relevant blogs or podcasts within your niche. This showcases your expertise to a wider audience and establishes you as a credible source.

Imagine this: Instead of a traditional business card, your insights are shared on a respected blog or podcast within your niche. This not only expands your reach but positions you as a thought leader in your field. Here’s how:

  • Authentic Connection: When you contribute to a blog or podcast, you’re not just sharing information; you’re engaging in a genuine conversation with real people. Your audience, or as we prefer to say, your people, get to hear your voice, understand your values, and connect with you on a personal level.
  • Credibility Boost: Being featured on reputable platforms adds a layer of credibility to your profile. It’s like receiving a vote of confidence from a trusted friend. As solopreneurs, building trust is pivotal, and a guest appearance is like an endorsement that speaks volumes.
  • Showcasing Expertise: Think of it as a live demonstration of your skills and knowledge. Your contribution allows your ideal clients to see firsthand how you approach problems, providing them with a taste of the value you bring. This can be more impactful than any sales pitch.
  • Wider Reach: The beauty of guest blogging or podcasting is the potential to tap into an existing community. You’re not starting from scratch; you’re leveraging a platform that already has a dedicated following. Your ideas can reach new ears and eyes, expanding your influence organically.
  • Building Relationships, Not Transactions: Through guest contributions, you’re not just marketing; you’re building authentic relationships with your audience and with the podcast host. This sets the stage for long-term connections that go beyond a one-time transaction.

>> Listen to the episode ‘Humane Podcasting & Networking Circles‘ on the Humane Marketing podcast.

3. Collaborative Workshops:

Partnering with like-minded coaches or solopreneurs in your niche is a powerful strategy to not only expand your reach but also build trust through associations with other trusted professionals. Consider organizing joint workshops or events where each partner brings their unique expertise to the table. This collaborative approach not only introduces you to a broader audience but also allows for cross-promotion among partners, enhancing credibility and establishing a sense of community. Let’s explore why this collaborative strategy is a powerful catalyst for expanding your influence (and getting coaching clients):

  1. Strength in Numbers: Partnering with others amplifies your impact. Imagine a collaborative effort where each coach contributes their unique strengths and expertise. This collective approach not only widens your reach but also creates a more robust and holistic experience for your shared audience (and gets you in front of new potential clients).
  2. Building Trust through Association:Trust is a currency that holds immense value. By aligning yourself with like-minded professionals, you’re essentially extending a hand of trust to your audience. The credibility they associate with your partners becomes an endorsement for you, creating a positive effect that contributes to building trust with your ideal clients.
  3. Enhancing Credibility and Community: Collaborating with trusted professionals enhances your credibility in the eyes of your audience. Furthermore, this collaborative approach contributes to the sense of community—a community that values shared principles and supports each other’s growth.

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4. Personalized Email Outreach:

In the world of humane marketing, where relationships matter most, email remains a potent tool. Develop a strategy for personalized email outreach that goes beyond the traditional newsletter. Craft thoughtful, client-centric messages that speak directly to the needs and aspirations of your audience. Share valuable content, exclusive insights, and even special offers tailored to individual preferences. By treating each email interaction as a meaningful conversation, you deepen connections and guide potential clients along your Gentle Sales Path.
Here are some tips to get started:

  1. Email as a Relationship Builder: Email, when approached with intention, becomes a direct line to your audience’s hearts. It’s not merely a means of broadcasting; it’s an opportunity to initiate and deepen connections with individuals who resonate with your values and mission.
  2. Beyond the Traditional Newsletter: The traditional newsletter transforms into a personalized conversation. Rather than bombarding inboxes with generic updates, your email outreach strategy focuses on crafting messages that are tailored to the specific needs, challenges, and aspirations of your audience. This personalized touch distinguishes your emails from the noise and establishes a more intimate connection.
  3. Meaningful Conversations: Treat each email interaction as a meaningful conversation. This goes beyond one-way communication. Encourage feedback, ask questions, and listen actively to the responses. By doing so, you transform your emails into dialogues, fostering a sense of engagement and connection.
  4. Guiding Along the Gentle Sales Path: Your email strategy is seamlessly integrated into the Gentle Sales Path. Rather than a pushy sales approach, it becomes a gentle guiding force. Each email serves as a step forward, nurturing the relationship and providing the information and support needed for individuals to make informed decisions.

>> Listen to the episodes Humane Listbuilding and Authentic Personalized Outreach on the Humane Marketing podcast.

5. Content Marketing with Empathy:

Create valuable and relatable content that addresses the specific challenges and desires of your ideal clients. For instance, if you’re a life coach, you could share success stories of clients who’ve transformed their lives through your coaching, focusing on their personal journeys. Extra tip: learn about Organic SEO to make sure your content shows up in Search Results. Here are some tips for Content Marketing with Empathy:

  1. Understand Your Ideal Clients: Content marketing is not a one-size-fits-all endeavor. It starts with a deep understanding of your ideal clients—their challenges, aspirations, and the unique journey they’re on. By immersing yourself in their world, you can craft content that truly resonates and speaks directly to their hearts.
  2. Value and Relatability: The content you create isn’t just about showcasing your expertise; it’s about providing real value to your audience. Whether you’re a life coach, a business consultant, or any other solopreneur, share stories that exemplify success, focusing not just on the achievements but on the personal journeys of your clients. This relatable approach humanizes your brand and establishes a deeper connection with your audience.
  3. Emphasizing Empathy: Empathy is the secret sauce. Your content should reflect a genuine understanding of the challenges your ideal clients face. By addressing their ‘pain points’ (here’s a synonym for that word) and desires with empathy, you position yourself as a trusted ally in their journey. This creates a sense of connection that goes beyond transactional relationships.
  4. Showcasing Transformation: Clients seek transformation. Whether it’s transforming their personal lives, businesses, or well-being, your content becomes a platform to showcase these transformations. Success stories and case studies become powerful tools to illustrate the tangible impact of your services, inspiring others to envision their own transformations.
  5. Organic SEO for Visibility: Learning about Organic SEO is a strategic move. This ensures that your valuable and empathetic content doesn’t just sit on your website but reaches the right audience. By optimizing your content for search engines, you enhance its visibility, making it more likely to show up in search results when your ideal clients are seeking solutions.

>> Listen to the episode Cornerstone Content: Attract the Right Clients and read the blog post Empathy in Marketing

6. Empathetic Social Media Engagement:

Instead of pushing your services, actively listen and engage with your audience on social media platforms. Respond to comments and direct messages with genuine care and empathy, offering helpful insights or resources.

  1. Cultivate Genuine Connections: Prioritize building authentic relationships over promotional content. Engage with your audience on a personal level, acknowledging their comments and messages with sincerity.
  2. Active Listening: Dedicate time to actively listen to your community’s concerns, questions, and feedback. This demonstrates a genuine interest in their perspectives and fosters a more meaningful exchange.
  3. Empathetic Responses: Craft responses that reflect genuine care and empathy. Address concerns with understanding, share in their successes, and express compassion in your interactions.
  4. Offer Value: Go beyond self-promotion by sharing valuable insights, resources, or tips that resonate with your audience’s interests and challenges. Position yourself as a helpful resource rather than just a service provider.
  5. Humanize Your Brand: Share authentic stories about your journey, experiences, and lessons learned. Humanizing your brand makes it relatable and helps build a stronger connection with your audience.
  6. Create Conversational Content: Develop content that invites dialogue. Pose questions, seek opinions, and encourage discussions to foster a sense of community and inclusivity.
  7. Utilize Multimedia: Enhance engagement by using various forms of multimedia, such as images, videos, or infographics. Visual content can convey emotions and messages more effectively, resonating with your audience on a deeper level.
  8. Educate and Empower: Provide educational content that empowers your audience. Share knowledge and insights that equip them to make informed decisions or enhance their skills.
  9. Consistent Presence: Maintain a consistent and reliable presence on social media. Regularly contribute to discussions, share updates, and stay active to reinforce your commitment to your community.

>> Listen to the episode The Digital Minimalist Approach and read the blog post Empathy in Marketing

Ready for a marketing strategy that aligns with you ?Get the 1-page Humane Marketing Plan Today!

7. Client Testimonials and Stories:

Curate and then share authentic stories and testimonials from your clients (with their permission, of course). Hearing about real transformations can be a powerful motivator for potential clients. Here’s a checklist on how to add more testimonials and case studies to your site:

  1. Seek Permission: Reach out to satisfied clients and seek their permission to share their success stories or testimonials. Ensure they are comfortable with their experiences being featured in your marketing efforts.
  2. Diverse Testimonials: Curate a diverse collection of testimonials that represent various aspects of your services. This could include different services, challenges, or goals achieved. This diversity provides a well-rounded perspective for potential clients.
  3. Highlight Transformations: Emphasize the transformative journey of your clients. Focus on the challenges they faced initially, the solutions provided, and the positive outcomes achieved. This narrative structure adds depth and resonance to their stories.
  4. Use Real Names and Faces: Whenever possible, include real names and faces in your testimonials. This adds authenticity and credibility, helping potential clients connect with the real people behind the success stories (pro tip: add a photo as well)
  5. Multimedia Testimonials: Encourage clients to share their testimonials through multimedia formats. Video testimonials or audio clips can convey emotions and sincerity more effectively than text alone.
  6. Share Across Platforms: Disperse testimonials across various platforms, including your website, social media, and marketing materials. This widens their reach and ensures that potential clients encounter these success stories at different touchpoints.
  7. Create a Testimonial Page: Dedicate a section on your website specifically for client testimonials. Organize them in a visually appealing and easily accessible format, allowing visitors to explore the positive experiences of others.
  8. Connect Testimonials to ‘Pain Points’: Align testimonials with common pain points (don’t like this word? here’s a synonym) your ideal clients may face. This strategic connection helps potential clients see how your services can address their specific needs.
  9. Encourage Honest Feedback: Foster a culture of open communication with your clients. Encourage them to provide honest feedback, as this can lead to more authentic testimonials that resonate with your audience.
  10. Regularly Update Testimonials: Keep your testimonials up-to-date. As your business evolves and serves new clients, ensure that your testimonials reflect the current state of your services and continue to inspire trust.

>> View one of my case study pages for the Marketing Like We’re Human aka The Client Resonator Program as an example

8. Create a Referral Program

Encourage your current clients to refer friends and family to your coaching services. You could offer incentives like discounted sessions or exclusive content as a thank-you for referrals.

  1. Communicate the Program: Clearly communicate the referral program to your existing clients. Use various channels such as email newsletters, social media, and personal messages to ensure they are aware of the initiative.
  2. Define Incentives: Clearly outline the incentives for successful referrals. Consider offering discounts on coaching sessions, exclusive content, or other valuable rewards that align with your clients’ interests.
  3. Personalized Thank-You: When a referral leads to new business, send a personalized thank-you message to the client who made the referral. Express gratitude and emphasize the positive impact their recommendation has had on your coaching services.
  4. Create a Referral Landing Page: Develop a dedicated landing page on your website that explains the referral program details. Make it easy for clients to understand how the program works and provide them with a straightforward process to submit referrals.
  5. Automate the Process: Implement an automated system to track and manage referrals. This can include using referral software or integrating referral features into your client management system to streamline the process.
  6. Promote Success Stories: Share success stories of clients who benefited from the referral program. Highlighting real examples can motivate your existing clients to actively participate and refer others.
  7. Limited-Time Promotions: Occasionally, introduce limited-time promotions or special incentives to boost participation in the referral program. Creating a sense of urgency can encourage clients to act promptly.
  8. Educate Clients on Ideal Referrals: Provide guidance on the type of individuals who would benefit most from your coaching services. Educate your clients on how to identify potential referrals, making the process smoother for them.
  9. Regularly Remind Clients: Periodically remind your clients about the referral program. A gentle reminder through email newsletters or social media updates keeps the program on their radar and encourages continued participation.

>> Listen to this episode of the Humane Marketing podcast: Online Networking Redefined: Make Deep Connections to Get More Referrals

9. Join Non-Business Events

Joining non-business events is genuine avenue to connect with potential referral partners, and maybe even coaching clients. These are a nice break from conventional networking, allowing you to engage with individuals in a more holistic and authentic manner. Let’s explore some creative ways to leverage these non-business gatherings for expanding your coaching practice.

  • Yoga Classes:
    • Immerse in yoga sessions and connect with like-minded people.
  • Wellness and Health Expos:
    • Explore booths, attend talks, and connect with attendees.
  • Culinary Events or Classes:
    • Actively participate in classes and join social dinners.
  • Outdoor Adventure Retreats:
    • Embrace challenges, share growth stories, and collaborate in team activities.

How To Get Coaching Clients Conclusion

As you navigate this journey, remember, it’s not just about getting clients; it’s about fostering a community, building trust, and creating lasting connections. It’s more about quality, and less about quantity.

The 7Ps of Human(e) Marketing as a Roadmap To Get More Coaching Clients

The 7Ps of Humane Marketing and its 1-Page Humane Marketing Plan is a roadmap for Changemakers who want market from within, aligned with whom they are.
Rooted in reflection, they start with the P of Passion to think about our bigger WHY and then continue to help us figure our very own Personal Power: what’s your Human Design type? what’s our story?, how are we wired?, what are our values and our worldview? Picture this journey as an exploration of our vision, mission, values and the unique strengths we bring to the table. By intertwining Passion, Personal Power, People and Partnership with traditional elements like Product, Price, and Promotion, the 7Ps of Humane Marketing carve a path that not only resonates with our ideal clients but also amplifies the impact of our business.

It’s a holistic approach, where every marketing decision reflects the depth of our commitment, echoing the principles of a truly humane and conscious business.

>> Read more about the 7Ps of Humane Marketing.
>> Read more about Marketing for Changemakers
>> Find out about the Marketing Like We’re Human aka The Client Resonator Program

The One Page Marketing Plan

Other Resources You Might Enjoy

Blog post: Leads Synonym: Humanizing Leads

Blog post: Empathy in Sales: How to Sell with Heart & Mind 

Blog post: Discovery Call: Sell without a Script

Blog post: What Makes People Buy?

Blog post: Customer-Centric Selling: a Reframe for Heart-Centered Entrepreneurs

Blog post: The Humane Marketing Glossary: Humane Marketing Words we love




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Get the Fill In the Blank One-Page Marketing Plan

Humane Marketing 7ps

Your contact information is safe, and will not be used in ways
other than stated on this page.