Free Resources for New Coaches Building a Real Coaching Business
Practical tools, recommended books, podcast episodes, and marketing resources to help you clarify your message, build confidence, and start creating real client conversations.
Not Sure Where to Begin?
Start here:
The New Coach Marketing Plan: A Simple 30-Day Roadmap to Start Creating Client Conversations
Most new coaches don’t need more certifications before they start. They need a clear message, a focused visibility plan, and a simple rhythm for testing what resonates. This free guide helps you create a practical first marketing plan without overcomplicating your niche, website, or social media strategy.
A simple downloadable guide that helps coaches identify:
- Their ideal client
- Their core coaching promise
- Their first visibility lane
- Their weekly outreach rhythm
- Their first 30-day marketing experiment
- Their first gathering of market feedback
Listen: The Present Professional Podcast
Explore conversations on leadership, emotional intelligence, self-awareness, resilience, communication, and the inner work of building a meaningful professional life. This is how I market naturally, and I’ve highlighted a few episodes for you to check out.
What does it take to truly become the person you’re meant to be? In this inspiring and vulnerable conversation, John and Tony are joined by career mindset and clarity coach Yanet Borrego for a powerful deep dive into reinvention, identity, and conscious change. Yanet shares her extraordinary story—from leaving Cuba as a child, rebuilding her life across multiple countries, and eventually creating a successful corporate career—only to realize that “success” without alignment can still feel empty.
In this episode of The Present Professional, John and Tony unpack what it really means to have executive presence—beyond buzzwords and superficial polish. Drawing from Sylvia Ann Hewlett’s research on the three pillars of executive presence—gravitas, communication, and appearance—as well as their own coaching and leadership journeys, they explore how presence starts on the inside and radiates outward.
What if everything you’ve been chasing—title, salary, recognition—still leaves you feeling unfulfilled?
In this transformative episode, John and Tony sit down with three-time award-winning author and former tech executive JJ DiGeronimo to explore the three internal obstacles that keep ambitious professionals from experiencing meaningful fulfillment: the Oasis of Success, Self-Doubt, and Perfectionism.
My favorite books and resources for new coaches starting their business
Start with what calls to you.
There is no perfect order for building a coaching business. Some resources on this page will help you clarify your message. Others will support your mindset, confidence, visibility, or inner work.
You do not need to read, listen to, or download everything before you begin. Choose the resource that meets you where you are, engage with it fully, and let it guide your next small step forward.
COACHING FOUNDATIONS
- Coaching Psychology Manual
- The HeART of Laser-Focused Coaching: A Revolutionary Approach to Masterful Coaching
- Motivational Interviewing: Helping People Change and Grow
- Why We Do What We Do: Understanding Self-Motivation
- Nonviolent Communication: Life-Changing Tools for Healthy Relationships
- Coaching Revealed: The Institute of Coaching Podcast
BUSINESS AND MARKETING
- The Prosperous Coach: Increase Income and Impact for You and Your Clients
- This Is Marketing: You Can't Be Seen Until You Learn to See
- Traction: Get a Grip on Your Business
- The Prosperous Coach Podcast
- There's An AI For That
- SuferSEO: Search Engine Optimization Tool with Free Education on Ranking in Conventional and AI Search
Reflection Prompts for New Coaches
Building a coaching business asks more of you than strategy alone. It asks you to clarify your voice, trust your experience, work with self-doubt, and take visible action before everything feels perfectly ready.
Use these prompts when you feel stuck, scattered, or unsure of your next step. You do not need to answer all of them at once. Choose the question that meets you where you are, give yourself a few honest minutes with it, and let your answer point you toward one clear action.
Start with Clarity
Who do I feel most called to support right now?
Think about the people, conversations, challenges, or life stages that naturally draw your attention.
What problem do I understand deeply enough to speak about with compassion and confidence?
This may come from your training, professional experience, personal growth, or the patterns you have seen in others.
What do people already come to me for?
Notice the themes in the conversations where people naturally seek your perspective, presence, or guidance.
Work with Inner Barriers
What am I waiting to feel ready for?
Name the action you keep delaying — posting, reaching out, making an offer, naming your niche, or inviting someone into a conversation.
What story am I telling myself about being visible?
Write the fear honestly. Then ask whether that story is protecting you, limiting you, or asking for a more compassionate response.
Where am I confusing professionalism with perfection?
Consider where you may be over-polishing, over-preparing, or hiding behind one more credential, website edit, or content plan.
Move Toward Action
What is one conversation I could start this week?
Marketing does not have to begin with a big public announcement. It can begin with one sincere conversation.
What would I test for the next 30 days if I did not have to get it perfect?
Choose one small experiment: a weekly post, a referral conversation, a free workshop, a newsletter, a networking rhythm, or a clear invitation.
What is my next smallest honest step?
Look for the action that is simple enough to do, meaningful enough to matter, and aligned enough to create momentum.
Integration Prompt
After reflecting, complete this sentence:
This week, I will create momentum by…
Give yourself one clear commitment. Keep it small, specific, and doable.
You do not need to market like everyone else.
You do need clarity, honest feedback, and a sustainable path to getting in front of the right people. If you’re ready to stop circling and start building real momentum, apply for the next Coaching Business Launchpad cohort.
- 9 coaches max
- 9 weeks of live accountability
- Accessible cohort pricing: $597 or three payments of $225