Building a coaching or consulting practice can be rewarding and lucrative. Sadly, many who get started on this path simply can’t make it. Almost daily I talk to people who give up on their dream of “solopreneurship” and, resentfully, join the ranks of job seekers.
What disturbs me the most is that many of them are talented and skilled professionals; real experts in their field. With just a bit of marketing know-how they may have been able to generate healthy six-figure incomes doing the work they love.
Instead, they spend tons of money getting more certifications. They are becoming “master technicians” mistakenly thinking that alone will get them clients. But that’s not how it works at all!
Let’s take the coaching profession for example. You see, prospective clients don’t even know the difference between ICF, CTI, Hudson, Adler, CoachVille or any other certification. They have no clue what CPC, MCC or other letters you might be putting behind your last name mean – nor do they care! What they care about is results – what benefits they’ll receive.