#107 How to Use Your Personal Story to Stand Out as a Coach

In today's ever-growing coaching market, sharing your personal story isn't just about getting to know people—it's a brilliant personal branding exercise. I find that the most successful businesses have mastered the art of weaving their life experiences into their brand identity, creating something truly unique and compelling.

Understanding Today's Coaching Market

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The coaching industry has evolved significantly. If we consider Pareto's principle, the top 10% of coaches are securing most of the available work.

But here's what's interesting: it's not necessarily the most qualified coaches who succeed. Instead, it's those who have developed the strongest brand, marketing skills, and sales abilities.

Here's what today's coaching market looks like:

The Power of Personal Connection

Remember this crucial truth: people don't buy coaching—they buy connection with you and the outcome they desire. Your ideal clients aren't just looking for another coach; they're searching for someone who truly understands them, someone who has walked a similar path or achieved what they aspire to accomplish.

Uncovering Your Unique Story

Take a moment to reflect: why did you become a coach? What led you here? There's usually a powerful reason behind your passion, and that reason is what makes you different. In an increasingly competitive coaching landscape, this difference isn't just useful—it's essential.

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The River of Life Exercise

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To uncover your unique edge, try the River of Life exercise from Susan Paynton's 'The Business of Stories'. Here's how to do it:

1. Divide your life into chapters (0-5, 5-10, 10-20 years)

2. Identify key moments in each period

3. Note important lessons learned

4. Record significant setbacks and growth

5. Document pivotal moments that led to coaching

6. Look for emerging patterns and themes

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Implementing Your Story in Marketing

Once you've identified your key pivotal moments, integrate them into your marketing:

- Create an engaging 'About Me' page - Share your journey in your professional bio - Weave personal experiences into social media content - Use story-based hooks in your posts

For social media hooks, start with your credibility. For example: "After 20 years in senior management at Google, here's what I learned..." This immediately establishes why people should listen to you.

The Importance of Specificity

As the leading marketing thought leader, Seth Godin, wisely points out, "You definitely, certainly, and surely don't have time and money to build a brand for everyone. You can't. Don't try. Be specific. Be very specific." This specificity is crucial when sharing your story and building your brand.

Many new coaches want to launch several businesses simultaneously, despite never having launched one. However, each niche requires its own marketing strategy, making it challenging to manage multiple focuses effectively.

Next Steps for Coaches

Ready to harness the power of your personal story? Here's your action plan:

1. Set aside 15 minutes for the River of Life exercise

2. Draw your river from top to bottom of your paper

3. Map out your life stages and key moments

4. Identify themes that shaped your journey

5. Start incorporating these themes into your content

6. Review and refine your website and marketing materials

Remember, this is branding 101—it's about making you unique in a crowded marketplace. Your personal story is your most powerful tool for standing out and connecting with your ideal clients.

In future articles, I'll explore how to use AI to refine and scale your business without losing that personal touch. While there's understandable concern about AI in the marketplace, it's becoming an essential tool for coaches who want to maintain competitive edge and produce content efficiently.

Your goal should be to build multiple edges into your business, creating a cohesive brand that makes people think, "Ah, this is why they stand out."

This comprehensive approach to personal branding and storytelling will help you create a coaching business that truly reflects your unique journey and value.

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