In this episode, Sarah challenges a fundamental assumption in the coaching profession: using "coach" as a noun rather than a verb. She explains why this simple language shift could dramatically improve how coaches market themselves and connect with potential clients.
Episode Highlights:
- The Language Problem: The word "coach" carries misleading connotations (sports, instruction, expertise) that don't align with professional coaching
- The Communication Gap: When coaches introduce themselves by title, they invite confusion and often end up giving tedious explanations about the coaching process
- The Key Shift: Stop using "coach" as an identity (noun) and start using it as an activity (verb)
- Identity vs. Activity: Using "coach" as a noun creates an identity that needs protecting and proving; using it as a verb makes it simply one valuable tool in your professional toolkit
- Portfolio Thinking: The ICF Global Coaching Study 2023 found that 93% of coaches have portfolio businesses, yet many create unnecessary silos by defining themselves solely as coaches
- Marketing Solution: Focus on the outcomes you deliver rather than explaining the coaching process
- The Golden Sentence Formula: "I work with X to help them Y so that they can Z" where:
You don't need to be a coach; you need to coach well. By dropping the identity and focusing on the value you provide, you can create a more understandable, marketable, and successful business.
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