I left my $500,000 a year job in tech after starting my own thriving coaching business. Here's the email template that helped me land my first 10 paying clients.

  • Susie Moore is an author and life coach whose work has been featured on the Today show, Oprah.com, Forbes, Marie Claire, and more.
  • In 2013, Moore began a side hustle as a life coach and consultant, which she grew to be so successful that she was able to quit her six-figure salary job in tech just two years later.
  • When starting out, Moore told everyone she knew about her new venture in order to find clients, and didn't bother with formal coaching certificates to call herself a coach — because a "good coach knows that your life experience is your credibility," she says.
  • Moore also created a fool-proof email template that she credits with securing her first 10 paying clients.
  • Visit Business Insider's homepage for more stories.

So you've started or are thinking about starting your own coaching or consulting business — congrats! Now you want to know how to land clients consistently and have a flow of people constantly seeking you out to hire you.

I'm going to show you the steps I took (with a script and a couple of major hacks) to quickly land clients. I used these when I first started my coaching business as a side hustle before growing it into a thriving business that allowed me to walk away from my $500,000 a year career in tech. 

1. Tell everyone you know — in a strategic and non-annoying way

I started by telling my friends one by one about how I was training as a life coach. Share your own steps with those close to you. Your friends will congratulate and support you (if they don't, find new ones!).

But my friends were not going to be my clients — I had to generate some. And there are no clients without awareness. 

Here's the exact email that I sent to my personal contact list of around 50 people which landed me my first 10 paying clients.

Hello friends!

For those of you who do not know, I am currently attending NYU to get a certificate in Personal Coaching. I am now ready to take on some new clients (at a very affordable rate) for experience as I gain my certification.

It is preferable for me to coach people I do not know, so I am asking for your help in finding someone you might know who would be willing to engage in this exciting process with me. It is a six-week engagement for an hour a week (on phone or in person). I am enthusiastic to work with people who are committed to drive positive change in their life. 

I need to call any referrals by [date] for a 15-minute call to see if there's a good fit. If you could send me names and contact info of anyone that might be interested, please let me know as soon as possible. 

Also, many of you already expressed interest in wanting to be coached as well. If so, please send me your most suitable contact information, as there might be classmates of mine that I can refer you to.

I am very passionate about this field and know it can be extremely rewarding for anyone!

Look forward to hearing from you.

Thanks so much — Susie

You can be the best life coach on the planet, but it doesn't mean anything unless other people know about it. You've got to put the word out about your work and promote yourself. 

2. Call yourself a coach immediately

I started calling myself a coach overnight.

I introduced myself as a coach to everyone I met, changed my social media (apart from LinkedIn because I still had my j-o-b) to "Susie the life coach," and announced to all my friends that I was ready to start accepting clients (using the above script). 

I had my business up and running within days — because nothing beats action.

3. Don't wait for a coaching certification

I still don't have any formal coaching qualifications, and doubt I ever will. I've read over 600 self-help books and any good coach knows that your life experience is your credibility. That NYU certification? I never completed it. I chose to coach versus keeping on learning about coaching.

It's upsetting that many talented and brilliant people can get stuck in the loop of gaining certification after certification. I refer to this as "procrasti-learning," and it's a surefire way to kill any business momentum you're hoping to have.

Just as a writer becomes a writer by writing, a coach becomes a coach by coaching, and a consultant becomes a consultant by leveraging their experience and helping others.

You must do the verb before you become the noun. This doesn't apply to every field, of course. But for something like coaching (which is different to being a therapist or psychologist), it's the creating, doing, being, and serving others to get real results that counts.

4. Get into the media

This was the biggest growth hack I used — and still use.

I used to read MindBodyGreen, a big health and wellness website, at my corporate job when I was bored as hell, daydreaming about working in the personal development space. One day I thought, maybe I could write for them! And so I did.

I submitted 500 words and two weeks later, there I was — in print! I've kept going ever since. And it's been the single biggest factor in exploding my business and brand. Since then, I've been featured in the media hundreds of times, in places such as the Today show, Oprah.com, Forbes, Refinery29, the BBC, Family Circle, Well + Good, and tons more. It's a huge credibility and authority building way to stand out from the crowd and grow your business. And it's a master hack for accessing huge audiences who need what you know.

So instead of thinking, Where's my next client coming from? How will I get people to know about me? I'm spinning gold, where are my people? You can let them find you — in a big way. 

Susie Moore is life coach and advice columnist who helps entrepreneurs get hired by leveraging the media. Sign up for her free workshop on how to get publicity for your business right here.

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