Before you register and pay for a new coaching program, ask yourself, “Do I really need another certification?”

Maybe not. In a recent survey, we found that more than 50% of the coaches who responded have two or more certifications – some as many as six!

Skills and Knowledge

As a coach, it’s natural to want to continually improve your skills and knowledge in order to better serve your clients. One way to do this is by getting another certification or training in a particular area. However, while investing in your professional development is important, there are also other areas where coaches can effectively allocate their resources, such as marketing. This can be especially important for coaches who are just starting out or who are looking to expand their client base. 

Getting another certification won’t help potential clients find you. In fact, your studies will probably delay the search for new business.

Marketing Pain

One reason coaches often opt-in to another certification program is because of marketing pain. Loosely defined, marketing is any activity that allows you to reach a wider audience and showcase your expertise and the value you offer. It can take a lot of effort to “get the word out” about who you are as a coach and who you serve.  And it can be painful when you feel you lack enough new clients.

Signing up for another training is often easier. Many coaches erroneously believe that another certification will widen their market. Unless you are in a corporate environment where certain certifications are required, this is rarely the case.

Marketing can be painful.
Getting another certification feels easier.

Beat the Competition

Effective marketing can also help to differentiate a coach from their competition. With so many coaches offering similar services, it’s important to stand out and showcase what sets you apart. Knowing your competition and what they offer can help you create an effective marketing message. You can clearly communicate your unique value proposition and the benefits that you offer to potential clients.

Developing products that offer solutions that your ideal client needs and then creating clear messaging will allow them to hear you above the noise of your competition.

Build Credibility and Trust

Another reason why coaches might bypass another certification and invest in marketing is that it can help to build credibility and trust with potential clients. By sharing your knowledge and expertise through marketing channels such as social media, blogs, and webinars, you can demonstrate your expertise and establish yourself as a thought leader in your field. This can help to build your reputation with potential clients, which is essential to growing a successful coaching business.

Return on Investment

Of course, investing in marketing does not mean that coaches should neglect their professional development. Both are important for the success of a coaching business. However, you should consider the return on investment for each. While getting a new certification may provide personal and professional satisfaction, it may not necessarily lead to an immediate increase in clients or revenue.

On the other hand, investing in marketing can help to attract new clients and grow your business, ultimately leading to a greater return on investment in the long run.

Professional development is necessary. So is marketing.

In conclusion, while investing in professional development is important, coaches should consider making marketing a higher priority. You need to attract new clients, create your packages and services, and build relationships.  By investing in marketing, you can ultimately drive the growth of your business and achieve a greater return on your investment.

Check out The Coach Business Guide: The Path to Launch and Grow your Coaching Practice, Chapter 23 – Growing Your Business for more information and help.

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