Why you need a strategy for your coaching business

It can be easy to feel pulled in lots of directions when you start out coaching. You’re told you should be on Instagram, Facebook, Linkedin, Pinterest etc. You should be blogging and maybe you should start a podcast!?

All of that leaves you feeling overwhelmed and paralysed into in-action. You faff about a bit posting the odd thing on Insta and maybe trying to write a couple of blog posts but nothing seems to be bringing you clients.

This was me for a long time, I tried to be everywhere and do everything hoping the scattergun approach would work – but obviously it didn’t!

What I needed was a strategy – a thought out plan and reasoning behind why I was doing what I was doing that included a pathway that would help get clients and build my audience.

I was quite lucky that my scattergun approach still got me a lot of success, but the social media marketing world is very different now to what it was like when I started my business in 2012.

So why is it so hard to have a strategy?

Sometimes we just don’t know what one should look like for our business. Even the word strategy can sound a bit intimidating!

When you add to that ‘shiny object syndrome’ it makes it even harder. There’s always a new ad or business guru telling us why Linkedin or podcasting is now the way to make money and get clients.

When you try and spread yourself thinly over lots of different platforms, perhaps using lots of mini strategies that aren’t connected or massively thought out, you’re setting yourself up for a problem.

The 90/10 rule

Andrew and Pete talk a lot about this and it’s really a key business concept a lot of us could take on board. Simply put, it’s about putting 90% of your effort into what is actually working in your business, or into a single strategy. It’s about deciding to focus on one platform or form of content and totally bossing it rather than half arsing trying to be present in four different places.


When it comes to business I like to have an attitude of ‘testing’. We all have to test out different methods and strategies to be able to find something that works – and to improve what we do.

I think having a strategy is a foundational part of testing because you need to be clear on what is actually being tested so you can evaluate your results and course correct. Testing and having a strategy also means you’re more likely to properly try out an approach before giving up. One of the problems I see with coaches is that we’re a bit too quick to change to something else when we think something isn’t working – often what we need is to give it a little more time and effort (see the next point!)

A further thing that testing helps with is your mindset. When I treat everything in my business like a test, I’m not afraid of failing because it’s all part of the process. That means I’m far more likely to take sensible ‘risks’ because I’m not as worried about that feeling of failure should it not work out.


Having a strategy helps you create momentum in your business. If you’re scattergunning it (probably not a real word!) or just faffing around you’re not creating any momentum because your energy is divided between all these things you’re trying.

When you have a clear strategy and you’re using the 90/10 rule then you’re able to create the momentum that gets you results – clients, becoming known for what you do, people referring clients to you etc.

So how do we actually create that strategy? Well I have something for you that’s going to help!

Strategy Superstars – design a strategy that gets you clients!

I’m running a free 5 day challenge starting on Monday 21st October where we’ll be creating your own superstar strategy from scratch.

If you feel stuck in the scattergun approach and need some focus then this is for you!

I’d love to know your thoughts on this, do you have a strategy or do you feel like you’re faffing about trying lots of things? Let me know in the comments!

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