Most new coaches have this problem– they don’t know how to get life-coaching clients. 

That’s understandable because being a good coach is one thing, but being able to market yourself and attract high-paying clients is an entirely different story.

The thing is, you can be exceptional at the former, but if you don’t know enough about the latter,  you risk falling short of your goals.

So how can you break this jinx and get clients for the life coaching business?

In this post, we’ll unravel the secrets of marketing for coaches and delve into the art of acquiring life-coaching clients.

Shall we?

How to Get Clients for Life Coaching

1. Understand your value

A life coach’s role is an important one. But in such a seemingly saturated market, you must first understand exactly what you bring to the table if you wish to get clients. Through this, you will embrace your unique qualities and confidently communicate to attract customers who resonate with your expertise.

Here are ways to gain clarity on your value:

  • Reflect on your expertise: Take inventory of skills, knowledge, and experiences that make you a unique and qualified coach. Consider your formal training, certifications, and any specialized areas of expertise.
  • Identify your coaching approach: what are the coaching methodologies, frameworks, and techniques you use to guide clients toward their goals?  Assess how your approach differs from others and the specific benefits it offers.
  • Analyze client outcomes: Look back at the results and transformations you have helped clients achieve. Consider their testimonials, feedback, and success stories, and recognize your positive impact on their lives.
  • Understand your strengths: Identify your core strengths as a coach, such as active listening, empathy, intuition, strategic thinking, or accountability. Understand how these strengths enhance the coaching experience for clients.
  • Determine your niche: Define your target audience and the specific challenges or goals you excel at addressing. Knowing your niche enables you to position yourself as an expert in that area and better understand the value you provide.
  • Conduct market research: Study the coaching industry and your competitors. Identify your unique qualities in terms of your approach, expertise, or specialization
  • Differentiating yourself helps clients see your unique value.
  • Continuous learning and improvement: Stay updated on the latest research, methodologies, and trends in coaching. Invest in your professional development to enhance your skills and continuously deliver higher value to clients.

2. Create an offer

Creating an offer as a coach is like crafting a delightful cocktail – it needs just the right ingredients to make clients thirsty for what you have to offer. Here’s how to shake things up and create an irresistible coaching offer:

  • Get clarity: Define the focus of your coaching offer. What specific challenges or goals will you help clients tackle? Career advancement, improved relationships, or enhanced well-being? By clarifying your main offer, you can tailor it to address clients’ unique needs.
  • Irresistible Headline: One of the best things you can do to encourage people to read your coaching offer is to choose a title that will stick in their minds.  Your headline should intrigue and entice clients to learn more. Get creative, but make sure it accurately represents the essence of what you’re serving.
  • Add Uniqueness: What sets your coaching apart from the rest? Is it your expertise, coaching style, or ability to make clients feel understood? Infuse your offer with the special blend of qualities that make you stand out in the coaching world.
  • Add benefits: Highlight the delicious benefits clients will experience when they work with you. Will they gain confidence, clarity, or a renewed sense of purpose? Sprinkle in these benefits, ensuring they are clear and enticing, leaving clients eager to opt-in.
  • Bonus: Who doesn’t loves a little extra treat? Offer a bonus that complements your coaching services. It could be a helpful e-book, a guided meditation, or access to a supportive online community. This extra touch adds sweetness to the overall package and entices clients to take a bite.
  • Clear pricing: Nobody wants to play a guessing game when it comes to cost.  Ensure your price reflects the transformation clients will experience through your coaching. Don’t hesitate to charge what you’re worth, but also consider offering payment plans to make it more digestible for clients.
  • Call-to-action: A compelling call-to-action will motivate clients to take the next step. Whether it’s scheduling a discovery call, signing up for a free consultation, or clicking the “enroll now” button, tell them exactly what to do.  Make it enticing and straightforward.
  • Serve a captivating copy: Pour your coaching offer into a beautifully designed webpage or brochure. Write copy that captivates and engages your audience. Use a conversational tone, share success stories, and sprinkle in a touch of humor to make it an enjoyable read.

3. Learn to sell during free coaching calls

Selling during free coaching calls is a valuable strategy for coaches, but only a few new coaches are tapping into it. And some of those who tap into it don’t do it right.

First, understand that this sales method allows you to turn the tables on traditional sales approaches. It also serves as a powerful opportunity to showcase your coaching skills, build rapport, and establish trust.

Rather than pushing a hard sell, you can leverage the power of the authentic connection and genuine empathy that a coaching call provides to showcase the transformative potential of your coaching. 

So how do you make this work?

  • Focus on deeply understanding the client’s pain points and aspirations
  •  Actively listen to the client’s challenges. 
  • Align your coaching expertise with the client’s needs, 
  • Offer insightful perspectives, 
  • And highlight the potential outcomes of working together. 

By creating this safe space for exploration and growth, you’re allowing your client to experience firsthand the positive impact coaching can have on their lives. This approach shifts the dynamic from selling to a collaborative exploration of possibilities, where clients organically recognize the value and choose to invest in their own growth.

4. Tell everyone you are a coach

Word-of-mouth is a powerful marketing tool, so spread the word that you’re a coach to everyone. You never know who might require your help or who might open doors to exciting opportunities for you. 

However, beyond simply announcing  “I’m a life coach,” new coaches can approach self-promotion more subtly and intriguingly. You can weave your coaching expertise into conversations by offering valuable insights, asking thought-provoking questions, and sharing intriguing personal growth and transformation stories. 

By genuinely connecting with people and showing a sincere interest in their goals and aspirations, you can create a memorable impression, all while avoiding the traditional self-promotion tactics that often feel forced or inauthentic. 

This organic and authentic approach often leads to meaningful conversations where potential clients feel seen, understood, and inspired to explore the possibility of working together. 

Remember, the trick is subtly sprinkling hints of your coaching prowess throughout your interactions. This is how to leave a lasting impression on those you encounter.

5. Use your past jobs to get clients

So you’ve never had a coaching client before? No worries. How about tapping into the gold mine of your past jobs? 

You’ve amassed unique skills, experiences, and perspectives throughout your career journey. Rather than dismissing these previous roles as irrelevant, you can blend those experiences into your coaching narrative, infusing it with a rich tapestry of real-world expertise.

By identifying the transferable skills and insights you’ve acquired from each job, you can showcase the valuable lessons learned, challenges overcome, and successes achieved. Whether it’s leadership skills honed during your time in management or empathy cultivated through customer service interactions, you can highlight how your past jobs have shaped your coaching approach and equipped you with diverse tools to guide others toward success.

This unconventional approach demonstrates your credibility and relatability and provides a refreshing perspective that sets you apart in the competitive coaching landscape. Clients will be drawn to your unique blend of professional wisdom and personal growth, eagerly signing up for a coaching journey that promises real-world solutions.

6. Be active on social media

Social media platforms are great for showcasing your expertise and connecting with potential clients. Besides, more than 50% of coaches offer their services virtually

Consistently share valuable content, engage with your audience, and demonstrate your coaching skills. Join relevant groups and discussions to expand your reach

7. Create a community

Building a thriving community around a coaching business requires cultivating a sense of belonging and fostering meaningful connections. Start by

  •  Creating a platform, such as a private online group or forum, where clients and like-minded individuals can come together to share insights, challenges, and victories. 
  • Nurturing the community by providing valuable content, facilitating discussions, hosting events or workshops, and encouraging collaboration among members.

8. Take part in live events

Taking part in live events is crucial for life coaches as it provides a powerful platform to showcase their expertise, connect with potential clients, and establish credibility in the industry. Conferences, workshops, or networking gatherings offer opportunities to engage directly with your targeted audience, share valuable insights, and demonstrate the impact of your coaching approach.

By consciously participating in these events, you can expand your reach, build valuable connections, and position yourself as a trusted authority, ultimately attracting clients who are seeking guidance and transformation. As a coach, you should:

  • Attend conferences, workshops, and networking events related to personal development or coaching. 
  • Speak at these events
  • Facilitate workshops to showcase your knowledge and connect with potential clients.

9. Create regular content

If you want to position yourself as a trusted authority and attract clients that are desperate to work with you, create content consistently. This will undoubtedly keep you at the top of your audience’s mind and help you build a loyal following. 

Develop a content strategy that includes blog posts, videos, podcasts, or newsletters. While at it, share valuable insights, practical tips, and success stories that resonate with your target audience.

10. Be your own media

As great as social media platforms are, you can’t always rely on them. If you want to be taken seriously, secure your online presence by having a professional website or blog. This serves as a hub for your coaching services, client testimonials, and resources. Also, optimize your website or blog for search engines to increase visibility and attract organic traffic.


  • How to get your very first life coaching client?

Securing your very first life coaching client is going to be a mix of excitement, anticipation, and adventure.  Start by tapping into your immediate circle of acquaintances, friends, and family. Let them in on your coaching aspirations and the incredible impact you can make in their lives. 

Next, venture into the vast realm of online communities, forums, and social media groups where your ideal clients gather. Share valuable insights, offer guidance, and showcase your unique coaching style.

You can also offer a tantalizing taste of your coaching magic by providing free mini-sessions that’ll incentivize people to come to you. 

Once you find your first client, embrace the power of word-of-mouth by asking them to spread the word about the transformative experiences they’ve had with you.  And before you know it, your coaching journey will set sail. 

  • What is the best marketing strategy for life coaches?

The best marketing strategy for life coaches varies depending on your target audience and personal strengths. However, a combination of online presence, community-building, networking, and consistent content creation usually yields excellent results.

Sum Up

In the vast and ever-evolving world of coaching, attracting clients is both an art and a science. As we’ve explored in this blog post, there are various strategies coaches can use when trying to determine how to get life-coaching clients. 

From understanding your value and crafting compelling offers to engaging in free coaching calls, leveraging past job experiences, and building a community, each step is an opportunity to showcase your unique strengths and link up with those who can benefit from your guidance. 

To get clients for life coaching, remain active on social media, participate in live events, create regular content, and boldly declare your coaching identity. Embrace possibilities, infuse them with your authentic voice, and prepare to embark on a rewarding path where you can create a profound difference in the lives of others. 


Tetiana Artemova

Tetiana Artemova is an entrepreneur and owner of IStartHub, a business media for ambitious female entrepreneurs and small business owners.