Edited by Dr Trish Turner
Chapter 10: Helping clients find you: marketing your business as a dual-qualified coach
By Nicola Brown
This chapter supports therapists moving into coaching to approach marketing with integrity, confidence and clarity. Recognising that many practitioners feel ambivalent about visibility and promotion, it reframes marketing as a relational, values-led process rather than a transactional one. The chapter addresses common struggles, such as discomfort with selling, fear of judgement, or not knowing how to describe one’s offer, and provides grounded guidance for building a sustainable, authentic practice.
Readers are encouraged to clarify their message, understand who they best serve, and find language that reflects their professional identity as a coach. It offers accessible ideas for raising visibility and building trust without pressure or pretence. Through reflection prompts, examples and gentle encouragement, the chapter helps dual-qualified coaches move beyond hesitation and towards connecting meaningfully with those who need what they offer. Marketing becomes not a performance, but an invitation.
Biography
Nicola Brown is an experienced communications director, former journalist and newspaper editor, with over 20 years helping complex organisations craft clear narratives and engage their audiences. She has built communications departments from the ground up, redefined strategy, and led award-winning internal and external campaigns. A Chartered Public Relations professional, Nicola has served on the CIPR Global Council, judged national awards, and held leadership roles on regional committees. She leads communications for EMCC Global, where she hosts the weekly GPS Dialogue Series and runs the Five Day Challenge to support coaches and mentors pursuing accreditation and to develop new assessors. Nicola has also completed her own coach training.