How to Use Your Life Story to Sell Your Coaching Services
I came across a coach’s bio the other day and as amazing as her accomplishments were, she came across as arrogant and over-confident. Let’s call her Maria.* She had the perfect rags-to-riches story of being an orphaned, teen-aged, run-away mother who started and sold a seven-figure business due to her own personal awesomeness. Now she generously bestows her greatness upon those willing to hire her at a bajillion dollars per hour.
So how do you demonstrate your track record of success to potential clients without coming across as my grandpa would say, “holier than thou”?
“You have to be careful,” explains business coach Iman Aghay, “that when you share your rags-to-riches story, you put the insights, system, process, or program that you developed on the pedestal. When you put yourself on the pedestal, people lose confidence that they can replicate your success.”
Maria clearly has an immense amount of internal drive and determination despite the obstacles that life throws at her. But prospective clients don’t blindly believe that her drive and determination will ooze into them when they hire her. Rather than touting her own greatness, it would be more powerful for her to have a system for overcoming adversity and staying positive against all odds. Then her success story would support the service she sells and clients would be more convinced to hire her.
So here are my top five tips for writing a coaching bio that sells.
1. Put your system on the pedestal
As I’ve discussed above, when you share your story, emphasize what you’ve learned along your life’s journey and how you’ve created a system that can be replicated by others.
2. Identify your crucible moment
By investigating a wide range of young and old leaders, the authors of the book Geeks and Geezers, leadership pioneers Warren Bennis and Robert Thomas, concluded that many leaders have experienced crucible moments: turning points that “force us to decide who we are and what we are capable of.” Share the turning point in your life and how it impacted you. Your readers will be moved by it. Moved, that is, to take action and call you.
3. Share your reason for coaching
What’s your purpose for coaching? Who are you impassioned to serve? State it clearly so your readers know whether or not you are the right coach for them. By the time your readers get to the end of your bio, they should be either hitting the back button because you’re the wrong coach for them, or hitting the “contact me” button.
4. Identify an enemy
Every good story has a hero and an enemy. Yours should too. When you describe the enemy of your life journey, try to identify an enemy that everyone can relate to. Maybe it’s oppressive parents, your own internal doubt, or procrastination. Whatever it is, your ideal clients will know exactly what you’re talking about and want to know more about how you conquered the enemy (i.e. pick up the phone and have a conversation with you).
5. Conclude your bio with a call to action
Too many coaches miss a huge opportunity. They write an amazing bio, get readers feeling warm and fuzzy inside, and just leave them hanging. There’s no next step.
If someone gets to the end of your bio, there’s a good chance they want more. Make it easy for them to keep engaging with you. Maybe you have an online calendar system, an intake form, an assessment they should take, a book you want them to buy, but regardless of what it is, state what it is you want them to do next. If nothing else, you should invite them to call you for a free consultation.
Stephan Wiedner
Stephan Wiedner is the co-founder of Noomii.com, the web’s largest company dedicated to matching coaches and clients. He holds an ACC credential with the International Coach Federation. As an Internet entrepreneur, Stephan works remotely and enjoys traveling the world with his young family. Noomii.com, the professional coach directory, we’ve helped hundreds of coaches improve their online presence by analyzing the behind-the-scenes data of the most successful coaches. Everyday we get to see waht works to generate leads online and when new coaches sign up for our service,we share our knowledge in a personalized one-on-one 30-minute profile review. If you’re interested in your own profile review, check out Noomii.com today. When crafted correctly, your life story is an opportunity to promote and sell your coaching services. Use these tips to write your own compelling story and if you have any comments or feedback, please leave a comment below
The views and opinions expressed in guest posts featured on this blog are those of the author and do not necessarily reflect the opinions and views of the International Coach Federation (ICF). The publication of a guest post on the ICF Blog does not equate to an ICF endorsement or guarantee of the products or services provided by the author.
Additionally, for the purpose of full disclosure and as a disclaimer of liability, this content was possibly generated using the assistance of an AI program. Its contents, either in whole or in part, have been reviewed and revised by a human. Nevertheless, the reader/user is responsible for verifying the information presented and should not rely upon this article or post as providing any specific professional advice or counsel. Its contents are provided “as is,” and ICF makes no representations or warranties as to its accuracy or completeness and to the fullest extent permitted by applicable law specifically disclaims any and all liability for any damages or injuries resulting from use of or reliance thereupon.
Did you realize that the person who you Marie was mentioned later on in your article with her real name. Not cool.
Hi,
Thanks for bringing that to my attention! I’ve made the change. Neither of the names in the article is the coach’s real name. We changed the pseudonym in the editing process and the second reference slipped through. All identifying details have been changed as well.
Best,
Lisa Barbella
ICF Blog Editor
I never used a real name and the story was exaggerated from the beginning, even before we edited it.
@Lisa Barbella: can you put an asterix at the end of the first paragraph with a little note that says something to the effect of “the names and details of the coach have been changed to protect the identify of the coach.”
This was Awesome information!!! Thank You, I’ve been researching, reading going to site’s reading stories, etc. My friend’s think I’m doing Too Much and has said many time’s to slow down. I’m so intent on getting what I need to be Great at my purpose, they just don’t get it. I’m OK if some don’t get it. The point is I Do!! This article is right on for me. I’m a budding start up Entrepreneur: Recovery, Life, Health Coach and Speaker, eventually writing as well. I have certificates and working on my CDCA and want to also take Coaching Certification classes, I also have a Certificate in Teaching. Again Thank for Your Knowledge. Lydia Butler
This is a very helpful post and I’m grateful for it. It makes me want to run to my site and blog. Now that is something. Thank you!
This is what impacted me the most:
IDENTIFY YOUR CRUCIBLE MOMENT
[…] https://coachingfederation.org/blog/index.php/4196/ […]
Very Informative post about Life Coaching. These tips really helping me.
Thanks for this very informative post Stephan Wiedner!
It helped set my plans this coming months!
Life Coaching helps people grow without telling them what to do. I personally recommend beyouinternational.com for change in life.Visit http://beyouinternational.com/ if you want to change your life.
Many thanks for providing this information. Write an important post about how to use your life story to sell your coaching services. It was great to read this.
I think sharing a reason as to why you are a coach is a great way to sell yourself. People need to hire coaches that feel real. Not just perfect personas that are impossible for anyone to achieve.
As a career counseling expert at Career Naksha, I understand the power and significance of using your life story to sell your coaching services. Your life experiences shape who you are and can be valuable in attracting clients and establishing a genuine connection with them. When sharing your story, it’s essential to focus on key moments, challenges, and triumphs relevant to your coaching niche.
You create a relatable narrative that resonates with potential clients by weaving your personal journey into your coaching services. Sharing how you overcame obstacles, achieved personal growth, or gained valuable insights demonstrates your expertise and builds credibility. It helps potential clients understand that you’ve walked a similar path and can guide them effectively.
However, it’s crucial to strike a balance between sharing your story and keeping the focus on your clients. Your narrative should serve as a means to inspire and motivate others, rather than overshadow their needs. Tailor your coaching approach to address your clients’ unique challenges and goals, showcasing how your experiences have equipped you to guide them through their own journeys.
Remember, authenticity is key. Your life story should be genuine and aligned with your coaching values. Being transparent about your journey’s ups and downs establishes trust and a strong rapport with your clients. By leveraging your life story effectively, you can sell your coaching services and inspire and empower individuals to overcome obstacles and reach their fullest potential.