4 things I’d do differently as a new coach

Feb 15

I launched my business in 2019 and have made over $600k in the last 3 years (and over $300k of that was made in 12 months). But that’s just the superficial success.

I mean, how do you quantify the identity shifts, the growth, and the experience of blowing up every so-called limit you ever placed on yourself? How do you explain how what used to feel like an obstacle, now feels like a challenge?

The last 3 years have been full of mistakes and failures and lessons and learning (and sometimes crying).

And if I could go back and do it all again, I would. Because it was all worth it.

Buuuuuuuut, I am not that “I wouldn’t change a thing” person. Because if I could go back and remove some of the misery and struggle, I totally would.

Here are 4 things I’d do differently as a new life coach and career coach starting a new coaching business if I could hop in my Delorean and go back in time:

1. I’d own my expertise

When I started my coaching business, I felt like a little fawn with wobbly legs.

It didn’t matter that I’d been a therapist for over 10 years or that I’d worked in corporate wellness for 10 years - I was convinced that I didn’t know what I was doing.

My confidence was zero.

In fact, the first time someone hired me I jumped on Amazon and ordered like 3 books on coaching (I didn’t read any of them). And when she changed her mind, my first reaction was relief.

I had evidence that I was an amazing therapist and an amazing corporate peon.

And I knew I COULD BE an amazing coach.

But I didn’t believe I already was one.

If you want to sell anything - kombucha, gluten-free brownies, roofing supplies, coaching - you need to believe in your product. Or else selling is going to be HARD (if not downright impossible, you know?).

If I could go back in time, I wouldn’t make it so damn complicated.

I would stop my navel-gazing, own my coaching superpowers, and start helping people from go.

2. I’d hire a coach

I spent about 4 months trying to build a business based on every freebie I could find.

I went to free webinars. I listened to podcasts. I downloaded every free guide on Pinterest.

And I made almost no progress, signed no clients, made no money, and helped no one.

I signed up for my first coaching program and learned some basic mindset and strategy skills that helped me make $10,000 over the next 9 months.

I took every dime of that money, invested in my first 1:1 coach (while also pooping my pants a little because it was COVID and my husband said “don’t do it” and the sky was falling) and then I went on to make $80,000 over the next 8 months.

It’s clear that coaching helped me - a lot.

If I could go back, I wouldn’t have tried to DIY my growth for so long.

* This is NOT to say that you need to invest in coaching to make money. Anyone who tells you different is probably trying to sell you coaching. Coaching is NOT a magic bullet. Invest in coaching because you WANT TO, not because you think you NEED TO, mmkay? Lots of people hired the exact same coaches as me and didn’t make a dime. Coaching worked for me because I took radical responsibility for my results (I didn’t blame my coach or take a dump on myself when things didn’t work), I took a ton of messy action, and I didn’t try to rush the process.

3. I’d rethink marketing and sales

I’ll be honest. Most of the marketing and sales stuff everyone was saying didn’t work for me. Greatest hits include:

Create a client avatar! Where does your ideal client shop? What’s their Starbucks order? (UGH)
Choose a niche! If you’re talking to everyone, you’re talking to no one (UGH)
Emphasize their pain points! Tell people how miserable they are and how they need to hire you! (UGH)
Don’t advertise your price! Get them on the call first so you can overcome their objections (PUKE)

I already thought sales was pushy and gross. This kind of advice just reinforced all of that. And it made me want to hide under my covers, not “market” my biz.

Things changed for me when I realized marketing and sales AREN’T FOR ME, THEY’RE FOR YOU.

They aren’t intended to help me sign clients or make money - those are byproducts.

Marketing and sales are leadership skills. They are service-based skills.

Marketing is sharing content that helps you - for free (This blog post is marketing. You’re welcome)

Sales is helping you make a decision you love (Get on a call with me and I’ll coach you on the decision to hire me. I am not there to get you to a “yes.” That’s puke).

At the end of the day, marketing and sales are just an extension of my coaching. It’s the fun, dating part of our relationship before we decide to commit, get down to business, and make epic stuff happen.

4. I wouldn’t worry about what other people thought

If you want to experience all your rejection and abandonment trauma, building a business is a great way to bring all that shit up to the surface (ask me how I know).

I’d spent decades trying to manage everyone’s thoughts about me.

I was horrified at the idea that someone might not like me.

Building a coaching business, I worried about what EVERYONE would think - my parents, my husband, my friends, my children, other therapists, other coaches, randos on the internet - literally EVERYONE.

And it meant that I showed up in a boring, weird, fake way that turned off potential clients. Because I either sounded fake or I sounded like everyone else (so I was completely forgettable) OR I froze and didn’t show up at all.

My business turned around when I stopped looking for my audience to validate me and I stopped looking to my business to make me feel successful.

Instead, I DECIDED I was super likable and anyone who didn’t think so was confused.

I DECIDED that whatever I had to say was insanely valuable - so I said it - AS ME.

And you know what happened?

My business exploded.

So get out there, let people know you can help, and do it by sharing your biggest gift - YOU AND YOUR FABULOUS, GENIUS BRAIN.

You’ve got this, Erica

And if you want to see how my clients are creating consults, getting fully booked, and making 6-figures in their businesses- I've got you.

Click here to explore working with me.

Are you ready to do the impossible?

Hi! I’m Erica

Wife to Brendan. Mom to twins + one. Dog mom. Slow runner. Coffee drinker. GIF enthusiast.

I’m a licensed mental health therapist and life coach and career coach. I help you accomplish in 6 months that thing you’ve been thinking about doing for years.