The #1 Mistake New Coaches Make (And What to Do Instead)

If you’re launching a coaching business, this one mistake can cost you months (or even years) of wasted energy:

You start with marketing — instead of mastery.

Most new coaches rush to build a brand before they’ve built a business. They obsess over logos, websites, colors, Canva posts, and catchy taglines... but they have no clients.

Sound familiar?

At I Love Coaching Co., we’ve helped hundreds of coaches go from scattered to successful — and it always starts with the same principle:

Start with your story. Build from the inside out.

What Happens When You Build Backwards

When you build your business around a brand instead of your actual value, you attract nobody.

Why?

Because you’re trying to look the part before you actually own the part.

Here’s what coaches mistakenly focus on first:

• Naming their company

• Buying a domain

• Picking a color palette

• Hiring a designer

• Launching a website

Instead of:

• Getting clear on who they help

• Defining the problems they solve

• Sharing their story and experiences

• Talking to real people

• Getting paid for actual results

The Right Way to Start

You don’t need a fancy funnel or a paid ad to begin.

You need:

1. Clarity on your story
   → What have you overcome? Why does it matter?
   (Not sure where to begin? Start with this guide to choosing your coaching niche.)

2. A clearly defined niche
   → Who are you best suited to help?

3. A specific problem you solve
   → What are people struggling with that you’ve already figured out?

4. An offer
   → A simple way for someone to work with you (start with 1:1 coaching)
   (Here’s how to create irresistible coaching offers.)

5. Conversations
   → DMs, calls, referrals, and real engagement. Talk to people.
   (Need help landing those first paying clients? This post shows you how.)

Most importantly, you need consistency.

You don’t need:

• A course

• A membership

• A funnel

You need proof of concept — and that comes from talking to humans and helping them win.

This Is How You Build a Coaching Business

Every successful coach we know (ourselves included) started with a single client.

Then they did it again. And again.

Eventually, they built a system. Then a brand. Then a business.

That’s how you scale — but you don’t start there.

Start with your brain. Scale with your brand.

Your Next Move

If you’re just getting started, stop asking: “Should I build a course or launch a podcast first?”

And start asking: “Who can I help this week — and how?”

Let your experiences, your story, and your solutions become your strategy.
(And when you're ready to scale? This blueprint will take you to six figures.)

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