The 3 Biggest Marketing Mistakes Newly Qualified Executive Coaches Make (And How to Put Them Right)

You have done the hard part.

You’re certified. You’ve got the coaching skills, models, frameworks, tools and the mindset. You are ready to get started with your coaching business.

But here is the thing that you might not have realised

Being a fully qualified great coach doesn’t automatically bring a queue of potential clients knocking at your door. If only it did!

After working with many newly certified executive coaches, and more established coaches who have hit a wall, I see the same essential Marketing mistakes come up repeatedly.

The good news is they can be fixed with a bit of care and attention.

Here are the 3 Mistakes and a Quick Win Suggestion to Put them Right:

1. Trying to Market to “Everyone Who Leads”

This is the fastest way to blend in.

New coaches often say things like:

• “I help leaders unlock their potential”
• “I work with executives to improve performance”

That sounds ok in theory, but it’s also completely forgettable.

Why it doesn’t work: If your message speaks to everyone, it connects with no one. Buyers need to feel seen, not broadly included.

Quick Win Fix: Narrow your focus and develop a Niche

Instead of:

“I coach executives” or “I coach leaders”

Try: (as an example)

“I help newly promoted directors in fast-growing tech companies lead with confidence in their first 90 days”

Now this will take some time thinking through properly, but this gives you the idea.

Specificity shows a clear understanding of who it is you help and how you help them.

And that kind of clarity and focus will be attractive to the right clients.

2. Over-Relying on Coaching Credentials Instead of Focusing on Outcomes

You worked hard for your certification, and it matters.

But your potential clients are asking a different question:

“Can you help me solve my problem?”

Listing certifications, qualifications and coaching methodologies won’t close that gap on its own.

Why it doesn’t work: Clients don’t buy coaching, they buy results. They buy a solution to the problem that they recognise. That is all they are focused on. Many may not even understand what coaching is and how it can help.

Quick Win Fix: Shift from what you learned as a coach to what you deliver as a coach.

Replace this:

• “ICF-certified coach with access to multiple leadership frameworks and tools”

With this:

• “I help senior leaders reduce decision fatigue and lead high-stakes projects with clarity and confidence”

Even better? Add some proof:

• Case examples
• Before-and-after scenarios
• Typical client outcomes (Real life stuff)

Make coaching tangible and relatable. These are the problems that typically my clients have faced or are facing and this is what coaching has helped them to achieve.

Coaching is your skill and the tools you use are in your toolbox. The client is interested in your understanding of their problem and the outcomes they want. Coaching is how you get there.

3. Hiding Behind “Perfect” Content Instead of Showing Up

This one can slows more businesses down than anything else.

You spend hours:

• Tweaking your new website
• Rewriting your LinkedIn headline
• Planning the “perfect” post

Meanwhile, no one knows you exist.

Why it doesn’t work: Perfection delays visibility. And without visibility no-one knows you exist as a coach.

Quick Win Fix: Adopt a “just start somewhere’ mindset.

Start simply:

• Share one insight from a recent coaching session (no confidential details)
• Post one leadership challenge you see repeatedly
• Write one short story about a transformation

Get going with something small.

Do bear in mind that getting your strategic focus right in the first place, beats rushing out to get a new website.

In Summary: Momentum Over Mastery

Marketing your coaching practice isn’t about becoming a marketing expert overnight.

It’s about building momentum.

• Get specific about who you are best suited to help
• Focus on outcomes, not credentials
• Show up before you feel ready

Do those three things consistently, and you’ll already be ahead of most newly certified coaches.

And remember, your first clients aren’t looking for perfection.

They’re looking for someone who understands them and can help them move forward.

Be that person.

Next Step

Want some help getting your Strategic Focus Right from the Start?

Want to explore how one to one business development coaching could help?

Book a Complimentary Clarity Call.