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Coaching Business: Step-by-Step Startup Guide
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Entrepreneur magazine
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Entrepreneur Press
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Books / Business
Year:
2013
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Turn your passion for life into a fulfilling, lucrative career as a motivational coach. Whether you want to inspire others to go after their dreams, achieve their business goals or better manage their everyday life, Entrepreneur gives you the steps you need to get started.
This hands-on guide shows you how to launch your own successful coaching company, helping clients with life, motivation and business. Learn step by step how to establish your business, position yourself as an expert, attract clients and build revenue. Our experts provide real-life examples, sound business advice and priceless tips to put you on your way to making a difference- and making money.
Learn how to:
Set up your business with minimal startup investment
Develop your coaching expertise
Build a business brand that gets noticed
Capture clients by showing them youre worth their money
Price your service
Advertise and publicize to attract more clients
Boost profits by expanding your business
You already have the motivation and the passion-this guide shows you how to share it with others and make a profit!
BONUS: Every Guide contains Entrepreneurs Startup Resource Kit!
Every small business is unique. Therefore, its essential to have tools that are customizable depending on your businesss needs. Thats why with Entrepreneur is offering you access to our Startup Resource Kit. Get instant access to thousands of business letters, sales letters, sample documents and more all at your fingertips!
Youll find the following:
The Small Business Legal Toolkit
When your business dreams go from idea to reality, youre suddenly faced with laws and regulations governing nearly every move you make. Learn how to stay in compliance and protect your business from legal action. In this essential toolkit, youll get answers to the how do I get started? questions every business owner faces along with a thorough understanding of the legal and tax requirements of your business.
Sample Business Letters
1000+ customizable business letters covering each type of written business communication youre likely
to encounter as you communicate with customers, suppliers, employees, and others. Plus a complete guide to business communication that covers every question you may have about developing your own business communication style.
Sample Sales Letters
The experts at Entrepreneur have compliled more than 1000 of the most effective sales letters covering introductions, prospecting, setting up appointments, cover letters, proposal letters, the all-important follow-up letter and letters covering all aspects of sales operations to help you make the sale, generate new customers and huge profits.

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Table of Contents

Acknowledgments

Thank you to Jere Calmes at Entrepreneur Press for trusting in me, taking a chance on me, and giving me this wonderful opportunity to be a part of the EP family.

Thank you to Peter Bielagus, author of Getting Loaded, for inviting me to BEA in New York, and then introducing me to Jere at the booth.

Thank you to Jay Conrad Levinson for taking me on as a protg. Its an honor to have you as my mentor, and Ill forever hold you in the highest esteem. You rock!

Thank you to Dr. Jim and JoAnn Carland at Western Carolina Universitys Master of Entrepreneurship Program. Your course of study was spectacular.

Thank you to all of my clients who have made Unstoppable Artists, LLC, such a resounding success. It couldnt have happened without you.

Thank you to Marissa Higgins for helping me to edit the book, and for all your help assisting me at the office. Im grateful to have you on my team.

Finally, thank you to my parents, Carolyn and Monroe Sr., my sisters Hilary and Emily, and perhaps the finest motivational coach in the history of the world, Jesus Christ. Thanks for teaching me how to fish!

Preface

The appeal to become a motivational coach has never been more alluring than it is today. This book is for the hundreds of thousands of successful people who want to take their expertise and help others become more successful as well. It is the first how-to book focused expressly on those who want to work hands-on, one-on-one with their clients to help them think bigger, and become more successful.

Over the seven years I have run my own motivational coaching firm (including the difficult 18 months when I was keeping the company alive while stationed in Iraq with the Army), Ive learned quite a bit. This book is the result of those seven years of trial and error. It is the result of falling on my face time and time again, and making hundreds of mistakes with my own company, Unstoppable Artistsa company I started from the ground up on a shoestring budget in 2001 and is today a premier business, marketing, and financial coaching firm for those in show business, music, and publishing.

This book will explain what you need to get started, how to properly position yourself, how to handle both the internal and external aspects of running the business, and even what to do when you want to expand.

There are only three things this book cant provide you: the discipline, the guts, and the enthusiasm to take the plunge, open up shop, and do what needs to be done to stay in business. If you can provide those three ingredients, this book will provide the rest.

On that note, this book takes a long-term approach and assumes that the reader is interested in starting his own motivational coaching firm, and then expanding it to the heights of profitability and prestige. Of course, not all readers will want to take their company that far, but a good entrepreneur knows and understands exactly where the company can go, even if he or she decides not to take it there.

Reading this book will take you from conception all the way to franchising your firm, and will cover every step along the way, from choosing a name and getting things started, to hiring an office manager and firing employees who arent making the cut. This book is not designed to be an exhaustive treatment of every subject; my intent is to give you enough information to get your company off the ground, and up and running. It will also act as a jumping off point to other books that will cover each chapters subjects in far greater detail.

I applaud you for having the guts to start your own business, and especially one in such a tough field as motivational coaching. I know for a fact that while the journey is going to be fulfilling, it is also going to be difficult and challenging, and at some times it is going to drive you absolutely nuts. But dont fret! This is normal, and is part of the process. All entrepreneurs go through this from time to time. If you need some help, let me know! If you have any questions, comments, or need clarification on anything, I encourage you to please email me at roe@unstoppableartists.com. Actually, Id be very pleased just to hear that you liked the book. So if you have the inclination, dont hesitate: get in touch! Finally, just remember one thing: If you start a motivational coaching firm, you in many ways become responsible for those you coach. Coaching is not something you should dabble in, because peoples futures are at stake.

So read this whole book with an open mind and use it as a guide in helping you to decide whether opening this type of business really is something you want to do. E-mail me with questions if you have any. And just talk to others. Ask everyone for their thoughts. And thenmake a decision. When you are certain that this truly is the business you want to start, just jump in with both feet. Running this business is going to require every ounce of life experience you have earned to date.

On that note, meet youand your clientsat the top!

Prepare to Get Motivated

Congratulations! Youve just made a brave step into a field that few people understand, and even fewer can actually do well. Welcome to the wild world of motivational coaching.

Why is this such a unique field? Well, first off, a lot of people get the wrong idea about the field; the term motivational coach is at best misleading, and at worst, misunderstood and ridiculed. Second, its a unique field because its somewhat of a limbo field; its not standard consulting where you provide specific business information to someone from a position of expertise, and its not psychotherapy, where issues of mental health are handled by professionals with licenses and degrees.

Smart Tip

Motivational coaching is a cross between consulting, coaching, and counseling, and you should aim to be well versed in all three.

Motivational coaching falls in a very strange place somewhere in between consulting and therapy, and to add even more confusion, at one point of the triangle theres this additional word thrown in: motivational. So its consulting meets psychotherapy with a motivational twist.

Like I said, its a strange field, but its a wonderful and fulfilling field, and its more rewarding than perhaps any other field. And thanks to the hybrid/limbo characteristics of motivational coaching, you end up not only giving great advice as a consultant and helping your clients get over their roadblocks as a counselor, but you have the added thrill of motivating them to achieve heights that they never could have imagined without your help. And WOWthat is an amazing feeling.

The Evolution of the Motivational Coaching Field

As far as I am concerned, Tony Robbins really put motivational coaching on the map. While certainly there are the greats such as Dale Carnegie and Napoleon Hill, it was Tony Robbins who really took motivational coaching to an international level and made it a modern craze.

This concept of motivation expanded into finance with Robert Kiyosaki and the Rich Dad series, Robert Allen, and Suze Orman; into real estate with Carlton Sheets, and Donald Trump and Trump University; into the stock market with Investools and Robert Allen, and the list goes on.

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