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Don’t Be A Coach

blah-blah-blah“How do I describe what I do?” “What’s my elevator pitch?” “What can I say when I meet people?”

I see a lot of coaches worried about these questions. But they are asking the wrong questions.

There are only 2 things I want to occur when someone says, What do you do? – either they say WOW! Or they get curious, “Really? How do you do that?”

Most of the time people are simply trying to label you or put you in a ‘box’. “Oh, she’s a coach. I know what that means…” And then the conversation is over. What if you could OPEN a conversation with curiosity?

What if you never, ever, said you were a Coach again? DON’T be a COACH (there are far too many coaches out there!). Be YOU. There’s only ONE of you on the entire planet. Demonstrate your expertise by sharing the results of your clients.

Tell a story, instead. Talk about your impact instead of what you do:

“Well, it’s kind of hard to describe what I do—but the other day I spent an hour talking to an athlete who was struggling to raise funds for her Olympic bid. The next day she called to say she’d raised $40,000 of corporate sponsorship.”

“A woman came to me with an ‘impossible’ goal of leaving a low paid teaching job in Athens, at the height of the Greek economic collapse. Within a year she’d moved to Brazil where she is now a superyacht broker, selling yachts from $30m to $300m.”

“A coach asked me for help to grow his business. He’d made less than $45K the previous year. In the year he apprenticed with me he billed $400,000 and he still doesn’t have a business card or a website.”

Will everyone like what YOU say? Nope. Will everyone say wow! Absolutely not.
But you are not looking for ‘everyone’ to be your client (at least I hope not).

The ONLY purpose of crafting an answer to the question, What do you do? is to have your ‘right people’ say “How did you do that?”

Because then you can say, “I can do better than that. Would you like an actual experience of what I do? What’s your biggest challenge or your biggest goal, right now?”

Now it’s your turn: tell me one of your client success stories that makes me go wow.

Share your success stories on our Facebook Page:

Love. Rich

PS. Dramatically increase your confidence as a coach by mastering enrolling clients. Drastically increase your ability to raise your fees and up-level your clients. And learn to have fun making money. Join me on The 90 Day Money Game. There’s still time to join us…   


PLUS, whenever you’re ready – here are 4 more ways you can drastically increase your income and impact as a world-class coach:

  1. Assess your current coaching level and learn how to get to your next level. Read – or remind yourself of – The Litvin Levels, from The Prosperous Coach.
  2. Watch me coach some of the top coaches on the planet, in order to drastically uplevel your coaching skills. Join me on How To Coach A Superhero: The 4PC edition
  3. Imagine joining a Deep Coaching experience alongside the members of 4PC, my community of high-level coaches… We only offer The 4PC Accelerator once a year and it always sells out in advance. Save $1,000 with early-bird pricing.
  4. Learn how to enroll and coach successful, talented and ambitious clients – with power and impact. Join my flagship program, Project Kairos – for 8 months of guidance, challenge and support to master creating clients.


Transforming world-class leaders into world-class coaches.
That’s what we do.

If this sounds like you, let’s talk and explore if working together is a good fit.

Learn more about ways to work together

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