10 Jan Building your reputation as an executive coach
If you want to forge a career as an executive coach, then one skill above all others should
stand out – marketing. That’s because no matter how good you are at coaching, your
product is you. So, you need to know how to sell yourself. Your reputation is as important as
your coaching skills and the sooner you realise this, the sooner success will start coming
However, when all you have to market is yourself, it can be difficult to know where to start.
You can’t exactly give yourself a rebrand. A new hairstyle might be the closest you get to
some fancy new packaging.
How do you stand out?
The way you do it is by becoming the expert in your field. There will be other executive
coaches out there and some of them are very skilled, so you need to make it clear that you
stand out. Identify your area of speciality and then establish yourself as a thought leader.
You can do this by crafting and sharing high-quality content that is relevant to your skill set.
You might have people you turn to for advice about finance or parenting, or even for political
opinions. These are usually in the form of journalists, TV personalities or social media
influencers. Your role as an executive coach is to become the go-to person for your area of
The skills you provide do not come neatly wrapped in packaging through the mail. They
revolve around problem solving – and most people look for solutions to their problems
online. That’s where you need to be ready and willing to give them answers.
You need to make sure your ideas and coaching expertise are readily available. Don’t hold
back or act as though you have secrets that must be purchased – this isn’t some shady
Ponzi scheme. Be open and honest, share your expertise, and if people like what they hear
they’ll come to you for more.
Trusted expert status
You need to establish your reputation as a trusted expert in your field. Own your story online
by being active on social media and setting up your own website. Blog or write articles
whenever you can and try to get coverage in the relevant media.
If you would like to know more about how to create and maintain your reputation as an
executive coach online, then get in touch with a member of our team. We look forward to
hearing from you.
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