I Quit the Coaching Business After Investing 2 Years and $20,000
Why I Walked
I love watching people thrive and live their best lives. I’ve also seen some stuff and life has kicked the shit out of me a time or two. I always managed to find my way back to a good place, despite the challenges.
It’s what drove me to go back to university for a masters’ degree in holistic health education. It was a rigorous program, done over 4 years while I worked a full-time job and played the role of single mom to my two kids.
A big part of the degree program was coaching. It felt like a way to reach people and help them make meaningful change. I knew I wanted to use this tool to help others.
I also realized there was as much potential for harm as good with coaching. There’s a lot to it, including the coach’s life experience and learning the practical skills and techniques of the craft. So, I did my research and found a reputable training and certification program.
I invested $6,000 and a year of my life on formal training. I spent countless hours practicing on free clients to hone my newly learned coaching skills.
I wasn’t super confident about how to run a coaching business in the beginning, so I followed popular coaching and online business coaches on Instagram for tips. I signed up for marketing and business courses, including a ‘high-ticket’ mentorship. Those investments cost me in the neighborhood of $14,000.
I worked with clients after work and on weekends. Many of my clients saw fantastic progress. One launched a new business. Another landed a dream job. I had many clients who found the courage to make tough short-term choices for a better future. Watching them do the hard work to achieve their goals was fulfilling. It energized me.
All the while, I was seeing a pattern. The message coming from a lot of the business coaching for coaches’ crowd on Instagram had a one-note feel.
Extraordinary get-rich promises filled my feed. Things like “achieve your six-figure dream business” and even better, “your seven-figure dream business”. Lots of curated photos of women with perfect hair, glam makeup and designer clothes. Many of these images depicted exotic locales and the implication that you too can live the luxury lifestyle of your dreams if you work with them.
Men aren’t immune either — think of the flash dude standing in front of a Lamborghini or private jet — it’s been done to death on The Gram.
It bothered me. The selling of aspirational hope to the thousands of women — and men — that follow them. To top it off, it seems like many of these people have taken the same copywriting course. The similarity of wording and tone is astounding. There’s a generally bad infomercial vibe with subtle and not-so-subtle promises of massive wealth and all the trappings that come with it.
I couldn’t resist sharing some posts from Business Coaches Not-To-Be-Named. This is just a sampling of the pitches you’ll find, pulled from Instagram (yes, these are real).
The It’s Not Me, It’s You Pitch: “Investing MONEY into your business isn’t the problem. You HAVE the money… the real problem is that you’re afraid to be seen, to go “all in”, to be the leader, to hold yourself to a higher standard, to STOP with all your BS excuses…”
The Work Smarter, Not Harder Pitch: “What if you could fill your calendar with qualified leads in just 7 minutes or less a day?”
The Quit Your Day Job Pitch: “Corporate world sucks… the life out of you. If you’re ready for a change, you need to know there are so many better options out there. One of them: Digital Marketing.”
Another tactic is the “content done for you” offer. Businesses actually sell “white label” content for coaches. White label content is essentially pre-done content and articles completely written for you, no need to use your own voice or invest time in your business. Simply cut, paste and be done with it.
Two recent pitches caught my eye:
- “Here’s how top coaches create products WITHOUT writing from scratch… Get 10 free download credits…”
- “Sign up for tons of coaching content on our website.”
I find it as irritating as a scratchy wool sweater. I am all for people earning a good living, but it doesn’t feel right when it exploits the vulnerabilities of others.
This subset of marketing from coaches to coaches feels downright predictable and predatory. It compels rational people to buy courses or invest in workshops and training they don’t need and can’t afford.
These purchasers often end up with tons of credit card debt and stress. The pressure is real, and the ads are designed to manipulate with an appeal to the deep human desire for a better life. Who wants to be one of the have-nots, when you can have it all?
The promises are enticing, and we want to believe them.
The result: Many coaches and online business owners spend money they don’t have. In return they often get a program or training that leaves them disappointed and disillusioned.
Data shows that, on average, about 5% to 15% of people taking an online course actually complete it. That means most have thrown away good money on the course or training they just bought.
And if you fail to succeed, the messaging can lead you to believe it’s because you lack the mindset or motivation to do so. “It’s not me, so it must be you.”
Sometimes the coaching or course is just not very good or useful.
I have to confess; I wasn’t immune to the lure of the big promise either. I didn’t have a lot of confidence in running a business as a new coach. Added to that, the world of online marketing felt overwhelming.
I spent thousands of dollars on courses with mediocre content. In reality, I could have found much of the information they provided on my own, given a few hours with good coffee and Google.
And that high-ticket mentorship? I paid for mentoring from the coach whose name was on the program. What I received: coaching from a member of her team who wasn’t well trained and who kept trying to upsell me into the coach’s $25K program. It wasn’t worth the $7,500 price tag.
I let the high-pressure pitches convince me I needed an ‘expert’ to tell me how to run my coaching business. I worried if I wasn’t on my way to earning 6 or 7 figures, it meant I was failing miserably.
It’s ironic, given I owned a successful business and I’ve done well in leadership roles at other startup and turnaround businesses. If these pitches could induce someone like me to buy, it would be incredibly compelling for someone starting from scratch without a business background.
For me, it all felt too icky, and I decided to walk away from coaching in 2021.
Don’t get me wrong. There are many incredible coaches putting in the work and time to develop their skills and serve their clients. It’s sad to see the ones selling pie-in-the-sky dreams getting the lion’s share of eyeballs.
I don’t need to be part of that. Integrity and authenticity matter — and to be honest, there’s no way I’m dancing on Reels or selling hopes and dreams in exchange for likes and follows.
The industry still has a lot of great coaches helping people make changes in their lives. These coaches have integrity and training and they aren’t earning 6 or 7 figures on the back of big dreams and outsized promises that exploit the vulnerabilities of others.
If you’re looking for a coach or mentor to help in your business or personal life, here’s a few pointers to keep in mind.
- Coaching is wildly unregulated. As they say, Caveat Emptor, “let the buyer beware”. If you’re looking for a coach or business mentor, research them. Ask about their credentials and training. Find out how long they’ve been coaching. Check out their website and social media handles. Are they selling big dreams and oversized promises?
- Step Back. Hit the pause button if you feel pressured to sign up for a coaching program or business course. Limited-time offers and short-term access are there to make you commit before you think. Most of those offers that “are going away soon” will be back in a few months.
- Question what you see and hear. Are they making over-the-top promises? Does their feed prominently feature polished luxury lifestyle photos? If so, ask yourself; Are they selling to serve you or to keep feeding their lifestyle and revenue goals? It’s okay to be a bit cynical and to question whether what you see and hear is the real deal.
- It’s always okay to say no. If you join a free webinar or training, you don’t have to sign up for an expensive coaching program or workshop. Getting something for free doesn’t mean you’re obligated to return the favor with a purchase. Freebies are a super common tactic to trigger a sale.
Not everyone in the coaching industry is a bad egg. The sad truth, however, is that there is a segment of the industry selling hopes and dreams to support their own luxe lifestyle.
Stay aware and protect yourself from predatory coaches and mentors. Take time to do your research and ask the tough questions so you don’t rush into a program or plan that isn’t right for you.
