Monday, September 19, 2011

They’re Just Not That Into You: Why The Way You Describe Coaching Might Be Repelling Your Prospects and What To Do About It

Posted on Monday, September 19, 2011 by International Coach Federation

“Hi. My name is Alexia Vernon, and I’m a coach. I help all kinds of people—leaders, new grads, nurses, social entrepreneurs and small business owners—close the gap from where they are to where they want to be. I do this by asking powerful questions, mirroring back what I’m hearing (and not hearing) and by asking people to take big risks to achieve big results.”

The above description, I’m embarrassed to say, is pretty close to what used to come out of my mouth and decorate my website for the first few years of my coaching business. Like so many well-intentioned coaches I know and work with, I spent a lot of time talking about what I do and who I do it for at the expense of NEVER identifying the problem that the people I work with have and how I solve it.

Whether you’re currently working with one coaching client or one hundred, step back for a moment and ask yourself the following. “What’s the reoccurring obstacle that the people I work with have that they would pay every dollar they possess to solve—once and for all?” That’s what needs to be coming out of your mouth—your identification of that problem and a vision of who that person will be once it’s solved.

Unless your clients are looking to be coaches themselves, they don’t care how you do what you do or who you do it for. They care that you understand how they are stuck. And more importantly, they want you to show them what unstuck will look, taste, smell, sound and feel like. Walking into a room feeling confident and competent. Making big bucks and even bigger impact. Having the greatest love affair of their lives—with themselves.

Your sexy copy is always in painting a picture of the payoff for arriving at your prospect’s desired result.

Alexia Vernon, ACC is the President of the Nevada Professional Coaches Association (NPCA) and is an in-demand career and workplace author, speaker, coach and trainer. She empowers people to build careers and companies that are successful, sustainable and full of soul. She is the author of Awaken Your CAREERpreneur: A Holistic Road Map to Climb from Your Calling to Your Career and has been featured on CNN, NBC, CBS MoneyWatch,, the Wall Street Journal,, and dozens of other media. Learn more about Alexia at and follow her on Twitter @AlexiaVernon.

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