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10 Things Wrong With Your Coaching Website

So you want to know how good your coaching website is? 

Well I ‘m here to tell you it’s fine. Not great, not horrible, but fine. 

Websites are like personalities, everyone has one, but most of them are unremarkable. And that’s ok. You need one. Or you think you need one. 

You want your website to portray a vaguely professional image. 

You want to make it look like you’re a little (or alot) more successful than you are. 

You want it to not be embarrassing. 

And so your website mostly serves that purpose. It achieves a vague sense of mediocrity and a basic sense of style. 

Your website is like a blue oxford button-down. 
Your website is a polyester dress from H&M
Your website is the LL Bean catalog from 1997, but with worse graphic design. 

And I don’t want to freak you out because that’s fine, but the truth is it could be better. 

After doing a review of some websites for some coaches I know I noticed that most coaches websites are bad in the same way and so I’m going to break down what’s wrong with your coaching website  in simple clear so that you can make yours better. 


1) You’ve got too many calls to action 

Each page is like an invitation. So imagine receiving your website like an invite to a party. Where would you go? 

Are you clear on the address of the event? The time? What about the attire or whether there will be food or not? 

When I look at most coaches webpages, their sites ask you to do several things at once Sign up for an e-book, book a call, check out my three different services (which is really just coaching vaguely packaged in three different ways) 

You want each page to be a clear invitation. An invitation that makes sense to why the person is on your page. Not many people are going to book a call right after they meet you. But they might sign up for your mailing list, or download a free resource. If you really just want them to book a call, cool. 

But make the invite interesting…

What’s the call about? 
What will they get?
What questions do they have? 
How might you answer them?

One page, one call to action. 

2) Your ‘stock’ images are also overused by everyone else on the internet –

Look I get it. I like Unsplash too. If you look at my Facebook or blog, you’ll find images other people have used. It’s not ideal but it happens. Enough people searching the same archive with similarish tastes are going to produce a similarish result. 

But for your website it helps if you try and find images that are truly unique.  Basically you want stock photos that don’t look stock. 

My advice is to start by branching out – there are other photo sites on the internet you can check out. You can even reach out to photographers and ask them about using their images. 

Next, search deeper – If you want a forest vibe for your site, don’t select the first image that pops up. Dig deeper into the archive you’re searching. Find something compelling and interesting. Challenge yourself. 

It’s not something to spend a ton of time on, but it is something to pay attention to. 


3) You have too many pages for people to click on –

Most coaches really need 3-4 pages on their site. A welcome page, an about page, a blog page, and a ‘work with me’ page. 

Each page should have its own purpose and a specific call to action. 

Your welcome page should be all about letting people know what you and your site are about and maybe inviting them to get more engaged with you, either by downloading something or signing up to your list. 

Your about page should be about you, your story, how you found your way to becoming a coach, and why you keep doing it. 

Your blog page should be about your writing and art. It might direct people to the best posts you have or it might just be a roll of your blogs. 

Do you need more pages than this? No, in fact, you could probably have less. 

So many coaches have lots and lots of pages all in an attempt to make themselves look like their businesses are bigger than they are. This probably isn’t necessary and generally may detract from the purpose of your site. 

The purpose is to help people answer the key questions they have when coming to it. 

Is this for me? 
Can you help me? 
Do I want to learn more? 

4) You offer a ‘free consultation’ without giving any context for that consultation –

For some people wandering up to or messaging strangers and asking them if they’d like to have sex might work. But from what I’ve heard from women who are approached this way, the results aren’t great. 

The reason this doesn’t work is that the invitation to get intimate doesn’t have any context or enrollment. And yet most coaching websites have a sort of immediate offer of intimacy.  

Speak with me! is a common theme. You know that your coaching is your best asset, but it’s a big leap from ‘I just came to your website’ to ‘Sign up to share your deepest fears and dreams with me’ 

Which is why it’s important that you create some context and a reason for them to get on a call. What will happen on the call? What will they get? What problem is it going to solve for them? 

If your offer is clear, then go ahead and make it. If not, you’re likely to get into trouble. 

In general, I think email is a better way to offer a consultation. Get in people’s inbox, build value, offer something worth paying for, establish some credibility, and THEN offer a free call. 

But if you have to offer it on your site, make sure you’re giving people a reason to say yes, in just the same way you might if you met them at a networking event. Or if you were trying to pick them up at a bar.


5) You don’t take any risks –

The goal of your website should not be to just have it look ‘adequate’ or ‘professional’ it should express a bit of who you are. 

If you try to front like you’re a well established business you’ll likely end up looking boring. Instead, be willing to take a risk and express something different. 

Tell people what you are about. Share a personal story 


6) Your testimonials don’t have pictures – 

Words are great, pictures are better. It’s a simple thing to add and it makes a big difference. When I can see the people who you have worked with, it helps me know they are real people. 

7) You try to add too much information –

This happens because you want to establish authority, you want your site to seem legit, so you add a lot of information. You don’t need to. 

Keep it simple, less is more. 

Ask yourself:

What is it for? 
Why is someone on your site? 
What do they need to know? 
What step or action do you want them to take? 

Provide just enough information for this and then cut everything extra out. 

Importantly though, publish your crappy website first and then edit down. 


8) You spend too much time on graphics and not enough on copy –

The most important design element on your website are your words. Written, spoken, or video.. It’s all about your words. 

Keep the graphics simple, incredibly simple, and let the words shine. 

Spend 80% of your time on the words you use and 20% on the graphics or pictures. 

Not that pictures don’t matter, they totally do (see #2). 

People connect with what they read about you and the words invite them deeper. So use your words to deepen the connection. Use your words to create possibility. Use your words to enroll them. 



9) You don’t tell your own story in a compelling way –

Your story is interesting. I know you don’t think it is, but it is. People want to know about you, they want to know how you became a coach, they want to know about the challenges you’ve faced, they want to know about what you care about. 

Assume your story is interesting and tell it like that. If you’re not sure how, ask a good friend to tell your story and write it down or tell it to someone you trust and have them record it. 

Your story is part of what people hire when they hire you. Don’t worry about your lack of experience or that you haven’t worked as a fortune 500 CEO. Tell your story! It will resonate with your people. 

Oh and don’t just tell your story once, find a way to tell it over and over again.


10) Your URL is too long –

I know that soulcoach as a URL is taken, I know that is taken. Finding a good URL is hard, but in general if you want people to come to your site it’s better to come up with a short name. One that’s easy to remember. 

So many times I try to go to a coach’s site and I type in the name and get it wrong. I try again. Wrong again. I go to their email and finally click on the link. 

This is something you should test, call someone up and ask them to go to your URL, tell them what it is and ask them how it went for them if they got it wrong your URL is too long or confusing. 

It’s not the end of the world if this happens, but it’s important.. 

The best URLs are short, simple, and easy to type in. 

I even think samuraicoachingdojo is too long and have plans to shorten it to coachingdojo when we do our next redesign. 

A URL should be easy for the user first and exactly what you want it to say second. I get that this can be hard to do , but it’s worth putting some time into. And of course if you need to start with your name and go from there. You can always change your URL later.


The Bottom Line

Ok ok I know you probably hate your site now. Interestingly enough I don’t love my site either. I saw a BUNCH of these problems on my site. 

And my business is doing just fine. 

This doesn’t mean you shouldn’t publish your site. It doesn’t mean you should spend years on it. Take a weekend and get your site up. Try to work on the things I listed above over time, you don’t need to spend hours making a site, keep it simple. 

While these things will help your site appeal to your customers, getting into conversations with people matters WAY more. 

Everything I listed above are the things that annoy me about coaching websites, but none of them are fatal. Mostly you should enjoy the process of creating your site. You should try not to take yourself too seriously and you should speak from your heart. 

If you do that, you’ll probably be ok. And of course I hope these suggestions help you create a site that is simple and shows people an aspect of your heart. 


How To Un-Learn Disappointment

When you were growing up it was never quite enough. And so you learn to live with disappointment. You learned to be anxious when you weren’t 100% sure you’d covered all the bases, to check and recheck in the hope that this time it would be enough to get love and praise, and to be disappointed in yourself first, before anyone else could. You also learned to be disappointed in others. If they stood up to the test then you could love them, just like if you stood up to the test you deserved love. 

And so now you live in the constant state of fear that you’re letting others down, not because you are, but because that fear feels familiar. You live in a state of being disappointed in yourself because it protects you from the disappointment you project onto others. You express disappointment in others when they fail to meet the exacting standards you set for yourself because after all, it’s only fair to hold them accountable to what you are holding yourself accountable to. That’s love. . . right?!?

What’s possible is to honor your commitments and trust yourself. To look for satisfaction and to choose to be satisfied. What’s possible is to learn to be with others’ disappointment and let that be about their feelings rather than your performance. What’s possible is to hold others in their potential not their performance, and love them in the midst of that. What’s possible is to love and reparent yourself, so that you create for yourself the approval, love, and encouragement you so craved growing up. 

Once you learn to see and be with disappointment, what is possible is a breakthrough in love, connection, acceptance, joy, and ease.

Success vs. Adventure

Mostly we don’t like to fail. Kids at school who failed got in trouble, had to repeat the test, got held back, and were shamed by their peers. We often noticed they had qualities we didn’t want: they didn’t regulate themselves well, they acted out, or maybe their clothes or appearance seemed a bit off. 

We decided success was good, it got us praise, maybe not TOO much success, but at least not failure. We learned to do what we were good at and avoid places where failure was likely. 

And then we got present to adventure. In adventure, failure wasn’t just an option, it was a likely outcome; the risks were high and the results unpredictable. Discovering this thrilled us and yet we were sure what to do. Failure was dangerous and yet dangerous was exciting. 

Maybe we chose to avoid the adventure deciding it was for someone else. Or maybe we decided to take the adventure on, but we tried our best to limit the possibility of failure, like bowling with the bumpers up. Or maybe we went for it and had HUGE success or catastrophic failure. There’s two parts of us. There is the part that LOVES the danger of adventure and the part that FEARS the impact of failure. No matter what, we struggled to resolve these two parts. 

We spend most of our lives negotiating between these two. 

What’s possible from this place is to choose failure, not just as something to put up with, but as something to embrace as we go on adventure. Moreover, we can choose our fear of failure, notice it arise and greet it like an old curmudgeonly grandpa and then invite it inside for tea. 

We can see and be with it and learn to find the joy in the adventure even in the moments that are a bit scary.

Are You Committed or Defaulting?

We all default to things: fear, insecurity, or old ways of being. These all naturally arise in us and will likely continue to do so throughout our lives. Most people operate from default, from the past, or from their dysfunction most of the time. The goal is not to erase your default mode, but rather to operate from it as little as possible. 

The first part of this is to notice when you’re operating from default mode. Once you notice it, you should then learn to see it clearly, to forgive yourself for coming from that place, to be authentic about where you’re being inauthentic, to clean up any impact, and to get back into leadership. 

Leadership is simply an act of choosing to be responsible and to bring something into reality. Responsible leadership is responsibility for both your own actions and the actions of others as you move along that path. 

It begins with you getting clear on what you’re creating, and then declaring that you will create that. Then, being with and choosing what shows up on the way to creating it. 

Your default is part of what shows up. It’s normal, natural, and incredibly powerful. 

The choice for you is moment to moment, default or commitment. 


You don’t owe anyone an explanation:

Explanations are great, they help people learn, help us feel heard, and create community and connection, but you aren’t owed explanations. Our mind likes them because they present an understandable world to us, but the world is mysterious and your job isn’t to save people from that. 

If you think someone is open to hearing you, or if you’re ok offering an explanation knowing it may not be heard, you can offer an explanation but you don’t owe it to anyone. 

It’s an offering of love when done well. It’s a defense of a choice or a false sense of security when done to placate or take care of others. 



  • Conditions Of Satisfaction for relationship
  • Choose one place where you ended to draw a boundary and consider doing it without an explanation. 

This Is What a Master Coach’s To Do List Looks Like

Mastery is not a one-time event. It’s a series of small choices and overriding commitments that are made and empowered over and over again. Developing a set of strong habits that helps you grow every day as a coach and improve your business can help you avoid common pitfalls and take advantage of more opportunities to learn and grow as a coach. 


Here are the strategies and practices I have observed the best coaches engage with on a regular basis:


  1. Work with a coach – You can’t see your own blind spots. If you could, they’d be called hard to see spots. Great coaches work with coaches so they can uncover and work through what is hidden for them. They improve as humans and improve as coaches. They also learn a TON that they can bring to their own clients. 


  1. Create things – You can write, draw, record, sculpt, or choreograph. Creation demands that you choose to have something to say and learn how to say it. Both of which are essential skills in coaching. 


  1. Teach – Translating your thoughts and ideas into a format that others can learn from, forces you to develop a deeper understanding of what you’re talking about. If you can’t teach it you don’t really understand it.


  1. Connect with other master coaches – You almost never find completely isolated masters. It happens, but it’s rare. Spending time with other coaches, especially those who challenge your thinking, will expose you to new ideas and invite you to consider new perspectives. Like stones in a riverbed, this process of the community will smooth your edges in important ways. 


  1. Practice – Not all great coaches have a formal practice regime, but they all take a practice attitude to their work. Rich Litvin once told me about how he would listen to Michael Neill’s radio show and then pause before Michael would ask a question to see if he could guess what it would be. Other coaches I know watch recordings of their sessions to see how they could improve their work. There’s no one way to practice, but finding some way to become aware of your work is vital. 


  1. Read – The world is full of great books and great ideas, but master coaches don’t read for knowledge, they read for understanding and application. Knowing lots of stuff isn’t always that helpful, but being able to distinguish and talk about different concepts is. 


  1. Become Spiritual (or just have faith) – Coaching requires an enormous amount of faith. If your client’s success is all on you, it’s easy to become egotistical or resentful. When you can let go of that burden and trust the client and the process of coaching, you enjoy the process more. It’s often through meditation and/or prayer that master coaches find a faith that feeds them through hard times. 


  1. Connect with People – Great coaches are great connectors. They don’t just reach out to people in order to sell something to them. They find joy in connecting from a place of curiosity and love. 


  1. Take Care of Yourself – Despite the #hustle mentality in most of the world, master coaches handle their personal well-being. They get sleep, they exercise, they eat well. Master coaches understand that their mind and their being are their greatest tools. Neglect those at the risk of losing what makes you great. 


  1. Have a Life – Coaching is only a part of life, but personal development can sometimes feel like a monster that eats all of your time, attention, and energy. Everything you do doesn’t need to be optimized, analyzed, and examined. Sometimes you can just eat ice cream because it tastes good, play video games because they’re fun, and go for a walk because you feel like it. Master coaches love coaching, but they love life too. 


Get Good At Coaching


Once you’re clear on what there is to do, the rest is execution. But while it may seem like figuring out WHAT to do is the hardest part, often it’s the DOING IT that gets in the way. 


Which is why great coaches put themselves in exceptional containers. They hire amazing coaches, they train with masters, and they surround themselves with incredible peers. 


If you’d like to train like this, I’d love to invite you to apply for the Spring 2021 Dojo — over the course of 8+ weeks, you’ll get more time on the mat and more feedback on your coaching than most coaches get in a lifetime. 


Apply here.

Be a Better Coach in 5 Minutes

Take five minutes to connect with your commitment as a coach. My commitment is to serve those walking the path of awakening. I am NOT committed to getting likes or getting people to like me. When I forget this I get lost in whether my lack of likes means a lack of worth. 

So take five minutes right now to connect with why you became a coach, which likely has something to do with helping people, doing work that’s meaningful, and living a life that feels good to you. 

Feel that commitment in your body, take that commitment out on a walk, write your commitment down, or call a friend and share your commitment. It doesn’t take a long time to remind yourself of your commitments. And this small shift from how you’re doing, to why you’re doing it can have a HUGE impact on what you experience as you engage with the challenges and joys of being a coach.

You Don’t Have to Listen to Your Coach

I’m an executive coach. That means people pay me an incredible amount of money just to talk with them. So much so that I once explained to a stranger that my business model was actually most similar to a phone sex operator.

Why do they do this?

Well I could give you a long list of the changes I’ve helped my clients create, the single conversations that changed relationships, saved business ventures, and led to more joy and satisfaction. This is probably what should be on my website.

I could say people pay me to tell them the truth in a way they can actually hear. Or more simply I could say people pay me because coaching works. Not just coaching with me but coaching in general.

If you work with a skilled coach you will improve, enjoy, and thrive more than you thought possible.

But sometimes coaching doesn’t work, and when that happens it totally sucks, but the reasons are actually pretty predictable. This is true whether your coach is someone you’ve hired or just someone who’s trying to offer you feedback in the moment.

This is why coaching doesn’t work and how you can fix it –

1. You’re not listening

We have an incredible ability to ignore other people’s feedback even when it’s obvious. When you get new information that challenges the way you see yourself it’s easier to ignore the feedback then face reality. The feeling of being exposed, even to yourself is painful and humbling. So you avoid seeing these things or you explain them away.

Coaches are very good at pointing out what you don’t want to see. We practice looking for the blindspots that other people miss. Your coach is likely telling you again and again what’s missing, but you’re not listening to them. Instead, you are justifying why what you’re doing is right, understandable, or situational. Which is fine, if you want to stay the same.

However, if you want to change, try to listen to your coach and take on what they have to offer. If it doesn’t work you can put it aside but start by listening.

2. You don’t actually think change is possible –

If I came along and told you to jump over a ten-foot fence, you’d look at me like I was an alien. When people ask us to do the impossible we respond with confusion and incredulity. Regularly I see something my clients can do that they don’t think is possible. Sometimes they doubt their abilities because of limiting beliefs, sometimes they simply don’t understand that pathway from here to there. They don’t listen because they have doubts. There’s nothing wrong with setting realistic goals and working to achieve them, but often their realism is just pessimism in disguise.

A good coach will see more options than you do, they’ll see things you aren’t aware of, they’ll believe in a version of you that you’re becoming rather than who you are right now. But if you don’t think change is possible, you’ll end up stuck where you are. The way to change this is to notice where you shut down and start to argue for your own limitations. When this happens try coming from the point of view that it IS possible and then asking yourself IF it was possible, how would you get there? This is also a great place to get your coach to help you.

3. You’ve already quit –

My clients want to quit all the time. This may seem like an odd thing to say, but to me, wanting to quit is a sign of growth.

Think about a really tough workout you’ve done. At some point, you likely wanted to quit. I remember when I ran marathons and triathlons there was often a place during the race where I just wanted to stop. My legs were tired, my feet hurt, and I didn’t care about getting a stupid t-shirt. But each time I managed to push through and find more energy on the other side. When you’re developing yourself as a leader or working to change your life, you’re going to run into places where you want to quit. When this happens you have three options – quit, keep going, or pretend like you’re going to keep going while you’re actually quitting.

For coaching clients, quitting looks like going through the motions, showing up to coaching calls without anything to work on, not applying any of the insights you gain, getting stuck in the same cycle of complaints, or focusing on what isn’t working about your life or coaching. This is a way to quit without actually admitting that you’re quitting.

Coaching almost never works when this happens because if you’re not engaged and committed to change, you won’t change.

The good news is you can bring this to your coach. You can simply tell them that you are losing faith, not really giving this your all, or just going through the motions. A good coach will know how to with with people when they falter on the path to a new life so they should be able to help you get back on the right track.

Final Thoughts

Look, you don’t have to listen to your coach. Whether it is someone you hired to help you change or someone in your life that’s just trying to help you out or mentor you. But the cost of not listening can be high.

You have the chance to listen or to ignore. Most people ignore, they hide, and they avoid. But life isn’t meant to be survived — it literally ends with death — it’s meant to be lived. You’re meant to grow and develop as long as you’re alive.

And this simple act of listening and being open to the coaching around you can have an incredible impact on who you are. If you’re open to it.

There Are Many Kinds of Coaches… And They All Suck

There are different kinds of coaches in the world

There are life coaches – “I don’t have a real job”
There are executive coaches – “I have a fancy name for my not real job”
There are career coaches – “I don’t have a job, but maybe I can get you one”
There are business coaches – “I want to sell you facebook/linked in lead generation tools”
There are sex/relationship coaches – “I’m single let’s see if I can get you to be single too”

And yet if you’re in any kind of coaching group people call themselves all sorts of things: transformational, ontological, manifestation, intimacy, etc. etc. 

It’s not that these words have no meaning, or that they don’t distinguish different types of work. It’s just that they don’t matter to most of your clients or the people who will become your clients. 

Despite this coaches spend an inordinate amount of time trying to figure out what kind of coach they are because . . . 




Life coach is a strangely dirty word in the world of coaching. It’s a dirty word because people see it as fluffy and meaningless, because… well it is. 

There are a ton of people trying to solve this. 

Certification agencies try to lend an air of credibility by offering people a piece of paper that doesn’t really mean that much. 

Marketing companies encourage you to create a niche so you stand out among the world of other life coaches. 

But none of these solutions really work. 

The truth is what you call yourself as a coach doesn’t really matter. 

Life coaches are awful because they can totally suck at what they do and they can still call themselves coaches. 

Business coaches are awful because they only care about numbers and strategy and are more likely to give you advice than actual coaching. 

Relationship coaches suck because you keep having the same fights. 

Career coaches suck because they just get you another job you hate. 

You can call yourself the 4th grand pooba of coachsylvania regardless of if your coaching is good. 

The real problem here isn’t the kinds of coaches. The real problem here is your coaching. 

It’s part of the reason we don’t talk about types of coaching in the dojo. 

What we talk about is mastery. What will make you get better? What will have your clients lives change? How can you be in a state of optimal improvement? How can you get more mastery in less time? 

These are the things you need to pay attention to as a coach. 

Stop worrying about whether being a life coach has any meaning or not. Instead, learn to become the kind of coach that stands above any category you put yourself in. Develop the confidence to talk about your work with pride. 

Be the one kind of coach you are, a you coach, a good coach, a coach that actually changes things.

Once you do that, you can call yourself whatever you want. And you’ll still get clients. 

4 Simple Truths About Being a Coach

You didn’t get into coaching because of the numbers. I mean maybe you wanted to make money at it, you wanted to take that instagram picture from your little casita in tulum and talk about how #blessed you were, but you didn’t really care about the numbers. 

You didn’t care about getting rich, you said. You didn’t need to be wealthy, you said. But you did want to pay your rent and do meaningful work. 

So you became a coach. They promised it would be easy. They told you to focus on serving, to let go of the outcome, to follow their step by step system. But it didn’t work. The numbers didn’t add up, and instead of questioning all of this common wisdom you ended up questioning yourself. 


So here’s the hard but simple truth about being a coach – 


#1 Shortcuts are easy to sell but hard to execute on – 

If it’s simple and easy, everyone would be doing it. So the fact that everyone isn’t doing it means it’s not simple and easy. 

Building a business and being a great coach takes work, dedication, time, and effort. You can skip a few steps if you’ve got a bunch of money and spend it well or have a natural network of incredible people, but most of this stuff isn’t shortcuttable. It’s better if you do the work. 

Doing the work means talking to people, connecting with them, figuring out what makes them tick, learning to sell to them, and dedicating yourself to improving as a coach. 

You want a shortcut, so the world of coaching obliges, but a shortcut rarely works. 


#2 You have to learn to sell – 

This is perhaps the hardest thing for most coaches to grasp. You have to learn to sell, to convince people to give you their money, and then to stand by your work no matter what results you get. 

Selling is hard for most people. It’s scary, it’s challenging, and it means overcoming a bunch of internal resistance, but despite what people tell you about being successful without selling, no coach I know that makes good money does it without selling. Some of them love selling and in truth you’d love to be sold by them. 

Selling isn’t evil or pushy, it’s simply the art of creating commitment. Selling doesn’t have to suck, but you do have to learn to master it. 


# 3 You will always be worse than you could be – 

Looking back at my clients from 2 years ago… I sucked at coaching them. I mean not really. Even two years ago I was better than most coaches. But compared to today, I gave way more advice, I got lost a lot, and I would lose my patience with them. As I continue to grow as a coach, I get better. I’m already a brilliant coach, but two years from now I’ll be even better. 

This is how it is. Always. If you’re new you’ll be fine, but not great. After a year or two you’ll be decent, maybe even good, depending on your training. It takes years to be great, but you’ll get better. You will always wonder if you could do more. That’s ok. 

Just let yourself be as good as you are and work to get better. Don’t let how much better you know you could be, stop you from being as good as you are. You’re the coach in front of this person and that’s better than no coach at all. 


#4 You have to care about the numbers

  • How many connection calls did you have last week?
  • How many coaching calls did you do last month?
  • How much do you charge?
  • What’s your profit margin?
  • What’s your burn rate?
  • What do you want to take home? 

You may not care about the numbers when you get started but eventually you have to. Because the numbers don’t lie. The numbers don’t have feelings. They don’t tell you if you’re a good or a bad person or if you’ve got a bad haircut. They just tell you the results and the performance of your business. 

So you have to care about the numbers. If you avoid them or make them mean something that they don’t really mean, then you’re screwed. The numbers are there to help you see where to put your attention. 


Final thoughts – 

Coaching isn’t for scared people. Though there are a lot of scared people in coaching. But that’s not what a master coach is committed to. They are committed to being great, to serving people, and to believing for people who often doubt themselves. Which by the way is most of us at least some of the time. 

These truths about coaching may be hard to accept, but accepting them, doing the work, and making a difference is what the life of a coach is all about. 



Is Becoming a Coach Worth It?

It’s hard to be a good coach. If you want to be a mediocre, sort of ok, minimum wage coach, that’s much less hard. There are literally thousands of books and courses on how to be an ok coach. 

But to be good, to be great, that’s hard. So before you take the leap, make the investment, and quit your day job, ask yourself, “Is becoming a coach worth it?”

You can only really answer this question yourself, but I’m going to do my best to help you figure this out before you get too far down this path. 


#1 Do you love people?  Are you also driven mad by them?

When I first wrote this, I typed, Do you enjoy helping people? But then I realized too many coaches get started because they like “helping” people. Except what they call helping people is really just telling people what to do.  

Most advice isn’t followed and it’s also not asked for. So changing someone is rarely about getting them to do something different. It’s about helping them discover what they really want. 

To be a great coach you have to love people. You have to love them even though they make stupid choices over and over again, you have to love them even when they get mad at you for telling you the truth, and you have to love them even when they are really whiney about something they can easily change. 

If you love people, becoming a coach might be worth it. If you just like telling people what to do, then work for TSA. 


#2 Are you curious?

Some people like being right and some people love being curious. Some people love both. 

Most great coaches I know love being right, but they love being curious even more. Curiosity has an element of humility to it. A willingness to be wrong and to not know. 

Even great coaches are wrong a lot, often they don’t realize it at the time and neither do their clients, but as we shift people, we do so from a series of guesses, distinctions, and explorations. 

Like working through a maze, there are a fair amount of dead ends. There are less as you get better but there are dead ends nonetheless. 

So you need to be curious and you need to long for curiosity more than you long for being right. If you need to be right, coaching will become about your ego and agenda. Sure some people will love that and you may find success, but that doesn’t mean you’ll find mastery. 


#3 Can you sell? Are you willing to learn?

Great coaches sell. They get clients to sign up. They do this in conversations and online. Great coaches simply learn how to get people to commit to change and then hiring them to create the change. 

Selling isn’t as mysterious or evil as you think it is. It can actually be enjoyable. But if you think selling is evil and you hate the idea of asking someone to pay you, you might be better off having a job where you sell once during the interview and collect a paycheck for years. 

If you sort of enjoy talking people into things or helping people get to yes then becoming a coach is worth it, if not you may want to do something else. 


#4 Do you really want to do meaningful work?

This may seem obvious, I assure you, it’s not. People say they want to do meaningful work, but they really don’t. They don’t like the pressure, the significance, or the depth of commitment meaningful work requires. 

You may prefer to have some lightness in your life, to keep things simple, or to not actually say your work is about changing lives. And that’s ok. 

Meaningful work sounds great on paper but what it asks of you is harder. It asks you to put your life, your ego, and your heart on the line. 

If you do meaningful work, you’ll be disappointed. You’ll wonder if it’s ever enough. You’ll work hard to change someone’s life and they won’t change. You’ll have to let go, let them be on their path, and trust that they will find their way. 

So be honest with yourself if you’re really up to this or not. 


So is becoming a coach worth it? 

For me it’s never been a choice. Once coaching found me, it hasn’t let me go. 

It’s magic. You get on the phone. You talk to someone. And their lives change. 

Recently a client of mine finally settled her divorce after years of strife around it. 

Another client got the promotion at work she had wanted for a long time and started enjoying her life more than ever before, she even let herself be fully committed to her amazing boyfriend for the first time. 

Another client repaired a relationship with a major client he was sure was at its end. All in the midst of the client getting some tough medical news. 

To me that’s magic. To me, all the things that are hard about being a coach are worth it, because of who I get to be for people. 

But it isn’t easy, it takes work, commitment, and guidance from a master to get great. 

So if it’s not worth it to you, choose something else. You can always be a great listener for your friends in between shifts at your amazing startup job or tell lots of people what to do at the airport while they are going through security.

Being a coach isn’t a ticket to freedom, but it IS a ticket to an incredible life, if you decide it’s worth it for you.