How to attract clients as a life coach

How to get at least two strategy calls booked in each week

How do you attract clients as a life coach, or health, creative, or relationship coach? This article is especially aimed at people who rely heavily on getting those first free calls booked in by potential clients. Lead generation, the holy grail!

Most of you call them strategy calls, others call them discovery or clarity calls – they are the same thing. If you work as a online coach, you may perhaps not always find it easy to get those first free calls booked in, especially if you are just starting out and haven’t built up that strong presence and reputation yet. How do you get more leads, and why are those calls important?

You need those calls in order to make the sale, because you are probably selling higher ticket programmes, and people don’t part with their money before they fully understand what they are getting in return. Today I am sharing five tips to to get more clients as a life coach (or any other coach).

Why do you need free strategy calls? Because people need to see you, hear you, and talk to you in person in order to trust you and feel 100% confident to make the investment and commit to the transformation you are offering them. Those calls are the perfect way to get to know each other and figure out if you’re a good fit.

attract more clients as a life coach

Five ways to attract more clients as a life coach

You launched your beautiful website, set up your social media platforms, and you’re building up an audience. But still, you hardly get any leads. You post daily on Instagram, in a Facebook group or on LinkedIn, but sometimes you wonder if anyone is actually paying attention.


And if you do get plenty of likes, why is no one booking a free call?

You need a system put in place, and repeat those actions consistently. There a number of things you can do to get more leads as a coach or therapist. Here they are.

1. Create high quality content to get more leads

Yes, I hear you say, I already post like a maniac, and still nothing happens. What’s going on?

The issue: you may be focusing to heavily on just social media. Remember: these platform could be gone tomorrow, and all your followers too. Create content elsewhere too! You can create videos, podcasts, or like in my case, write blogs.

I write a new blog post each week, and this is my power tool to create leads. Over 90% of my high paying clients land here through the search engines.


They type in ‘creative business coach’, and I come up straight away in the search results! That would not happen if it wasn’t for my written content on my website.

The more high quality, informative articles you publish on your website, relevant to your niche, the higher you get ranked in the searches. Provide high value and your own original content, and don’t forget to use the right keywords for your niche and business, sprinkled around the blog (and don’t forget the image descriptions either!).

Download my FREE PDF ‘Simple SEO to get more clients‘ to improve your keywords and increase traffic.

attract more clients as a life coach
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2. Create free downloads

Ha! See what I just did there in the previous paragraph?

In the tip above I gave you the advice to create content and work on your keywords….but not everyone knows how to do this. So I threw in a solution straight away by offering a free download that teaches you how to start improving your website. This way I am offering someone help on the spot, and demonstrate my expertise at the same time. This (I hope!) creates trust, and shows I am not only a business coach, but also know about some tech stuff. Useful, and it sets me apart from other business coaches!

More importantly, by downloading my PDF, the potential client will leave their email address in return, and so I can then start to build up a relationship and further trust by sending them my weekly email.

I invite them further into my world, and help them solve their problem (this is called the buyer’s journey: the time a new follower takes from first encountering you to actually buying).

3. Create an email list to attract more clients as a life coach

Yes, here we go! Depending on how fabulous and helpful your free PDF download is, you may find that your email list suddenly grows quite rapidly. This is good news! That way, you have access to people’s private inbox, and you don’t have to fight with the pesky algorithms any longer. Well, at least not all the time.

Write a weekly email to your list, talking about topics such as how you have helped people in the past, your own personal journey, some funny anecdotes (still relevant to your niche), and of course your offers – and the transformation you give those who decide to work with you. Always have a few links and calls to action dotted around the email, to make it super easy for people to book that call.

PS: create a PS!

People always read a PS. So use this at the end of your email to announce something important. Perhaps a new programme that is coming up, an invite to join a membership, or a link to something else you want the reader to go.

PS: If you want to book a free call with me, you are very welcome! You can select a suitable time in my diary here.

attract more clients a life coach

4. DM’s and follow ups

This is a tricky one, because, to be honest, I get these types of messages a LOT in my Instagram inbox, and I always smell a rat when someone send me one of these:

Hey lovely, I love your content. How long have you been in the coaching biz?

You are probably laughing, because you get them too, right? I mean, we all know these types of people are fishing for business, and they just feel false. They are also usually from some coach claiming they can get you to 6 figures by summer (pssst: if you want to earn 6 figures by this summer, go and reply to their DM, as I ain’t your girl!).

So how can you do this in a genuine manner, then? Be yourself. If you type something and it feels icky, delete it and start again. What kind of message would you like to receive? Something honest, transparent, and friendly. I spend time each week to personally welcome my new followers on Instagram via a DM, just thanking them for the follow, and maybe saying something nice about their posts, or where they live, or perhaps some shared interest I see we have.

I may ask them if they need any help right now, but only if I feel they are my ideal client. If they respond, I may give them my links. Most conversations are just that; conversations. A friendly back and forth. But it makes that first contact, and you are acknowledging them.

5. Collaborate with relevant colleagues

Swapping audiences is a great way to get in front of new people and attract more clients as a life coach. Most of your followers will already be familiar with your message, but there are many others who have never heard of you! Find some people in your network who do something slightly different, but do have a similar audience. Interview each other in a live video or podcast, do a blog exchange, or invite each other as guest speaker in a group or membership you are running.

If you collaborate with someone you trust, and who offers a complimentary service, you have a good chance that you’ll grow your email list, and get a few leads on the back of it. Including each other’s links (called ‘back-links’) on your website, also helps to boost your SEO.

Did this help at all?

I hope this has given you some ideas to get more leads and clients as a coach or therapist, and do let me know if any of these have worked for you!

And I wouldn’t be a good business coach, if I didn’t throw in a call to action again!

As a creative business coach, I work with people like you on mindset, marketing and strategies, to create your dream business that is fully aligned with who you are. As you are a coach yourself, you know the deal: up to six months of working together, regular Zoom calls, plenty of homework and accountability, and genuine care for your results. Clarity, confidence and leads guaranteed. Check out my offers here.

attract more clients as a life coach

You can also drop me an email if you want more information that way:

Speak to you soon!
Love, Nina

Case study: finding your strength as a new life coach

The winding road that brought my client right back to her passion

Angela was an ex-PE teacher, a keen weight lifter, and brand new life coach when she reached out to me. She was looking for a business coach who would help her launch her new business and attract more clients. She already had been coaching a few clients, but her audience and niche was not clear. There are thousands of life coaches out there, so what was going to set her apart?

We set off on a journey to discover not only who Angela’s ideal client is, but actually, where her own joy and core strength lies. And that turned out to be way more obvious than she initially thought. This is her story.

Angela came to me with this wish list:

  • A clearer marketing message
  • More confidence and clarity about how to promote herself
  • A better understanding of her target audience
  • Knowing how to create strong content that resonates
  • Booking 1-to-1 clients
  • Launching a group programme

A failed first launch

Most coaches start off with high ambitions to go online, work with people globally, and maybe even do memberships and group programmes. This seems to be the most popular structure that many try and follow.

Angela was no different, and was already in the process of launching her first 6-week group programme when she started working with me. I helped her with some last-minute marketing, and she started promoting it in her Facebook group.

Nobody signed up.

She felt disheartened by that first attempt, of course, bringing up a whole host of mindset and confidence issues and common startup wobbles around ‘not being good enough’, ‘people not liking what she offers’, etc. But we analysed what had happened (bad timing during the summer holidays, too small an audience, and an unclear message), and so we went back to the drawing board. Live and learn!

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Niching down and crafting a story

Her niche was too broad and not aligned, and her message too fuzzy.

‘Tired working mums, including teachers’ were her target. She had not defined the term ‘working’ enough (CEO’s? Hair dressers? They are both workers!), and also, her Facebook group was still filled with an audience that was mainly interested in weight loss, which is what she had helped people with in the past. It was messy.

Conclusion: The new message to teachers was reaching the wrong people.

As we decided on a new strategy, we crafted a freebie download PDF to start building a new audience and an email list that was better aligned with what Angela wanted to offer. We also worked on her unique story as someone with a teaching background, who is now passionate about helping other teachers prevent burnout by teaching healthy habits. We created a client persona, so she could really imagine who she was talking to in her content, and what this woman’s pain points were (we called her ‘Jenny’ – what content would resonate with Jenny?).

After about four months of working together, Angela had a wobble, and she announced that she felt her niche was too narrow with just teachers, and she wanted to try and reach a wider audience than that, to hopefully attract more clients. As a business coach, my role is to sometimes let my clients try things out to see what works, and so I let her do it. This is what happened.

Her Facebook group ended up completely silent, there was no engagement on her Instagram, and on LinkedIn there was not much happening either.

Soon enough, Angela realised that niching down to overwhelmed school teachers, was actually a good idea, especially because she had been one herself.

creative business coach online
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Choosing a niche of people not too far removed from who you are yourself can often help you market your services much better. You know their problem, you speak their language, it is easy to gain trust.

Once she had fully said YES to her defined niche and audience, everything suddenly started to flow better. Angela’s video’s were already very good, but were now just completely on-point; her message was clear, her content became stronger, but most of all; her confidence shone. Because she knew what she was talking about, and especially WHO she was talking to and what their struggle was.

We made the decision to close down the dead Facebook group, and instead focus on LinkedIn. Angela realised that booking teachers individually for coaching programmes was a challenge, but getting into schools to speak to all of them at once, was a good strategy.

And to do this, you have to get past the head teacher, and they are on LinkedIn, not on Facebook. Offering ‘wellness sessions’ and ‘mindfulness training’ to groups of educational staff, proved to be something that head teachers could get behind. Not long after, Angela got her first bookings for sessions in schools.

She may not have got heaps of new 1-to-1 clients during our time together, but she found her strengths and her flow, and got hired multiple times as a speaker within schools, becoming a authority in her field of mindfulness and coaching for teachers. Sometimes personal development takes you in unexpected directions.

The main results after our 6 months of working together:

  • Increased confidence in showing up online in an authentic way, sharing her unique way of coaching
  • Knowing who to serve and who to resonate with
  • Understanding her core values, and knowing what she wants with her business
  • An interview on British TV channel iTV
  • Negotiating better contracts for her existing PE coaching business in schools
  • Getting invited by a number of schools to deliver ‘Wellness and mindfulness’ sessions for teaching staff
  • New practical marketing skills: email marketing, content creation, copywriting
  • A brand new website, reflecting who she is, what she offers and who she helps.

Work with me

If this case study inspired you, come and speak to me. You can book a free Strategy Session in my diary here.

Case study: breaking through the fears of scaling up your business

Creative coaching and growing your business go hand in hand

He had been working 12 hours a day plus weekends for a while now. Wearing all the hats. He once was an incredible designer, but his business had grown, and now all the admin was sucking the life blood out of him. He hated his business, had no time for himself, and wished he was free. His life was so full, and empty at the same time. He booked a Power Session with me. I threw him a life line.

My Power Sessions are 90-minutes of 1-to-1 deep dive coaching for people who feel stuck. They are perfect for those of you who don’t want to commit to 6 months of working with me, but basically need help to get them out of the trenches and back on the road. Most of my Power Session clients are creative entrepreneurs who feel overwhelmed and trapped in ongoing worries about where to take their business next.

This week’s client, in fact, did not come to me for marketing help at all, he came for a mindset and clarity booster shot.

As a creative business coach, I don’t just help people get more clients. My coaching goes much further than that. I explain this in my philosophy. I am deeply interested in what moves my clients, what gets them out of bed in the morning, but also what triggers them. In this week’s Power Session, I sent my client quite a bit of homework to do a few days before, including worksheets around values and a scoring of his current activities. This gave us both a great base to work from, and it already helped him gain some valuable insights before we even met.

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What was my client struggling with?

A high achiever, and go-getter, he’d had his web design business in Germany for ten years, growing it into a company with now four employees. He was very proud of ‘his baby’, as he called it, as it had become very successful and they were fully booked with clients. The thing was, he was no longer the creative he once was, he was now the manager of the company, wearing ALL the hats.

He was doing everything from accounts to client meetings, and it was sucking the life blood out of him. Working 12 hours a day plus the weekends to catch up, he had absolutely zero time left to spend on himself and his creativity.

He loved to write, and felt this was when he felt most satisfied and truly himself, and had written and published two books in the past. But right now? No energy. He felt overwhelm, exhaustion and paralysis. He was ready to pack in the business, and run far away from it all. But…it was his baby, and he still cared enough to hold on.

What did I do to help my client?

First; I got him to list his values. He had to choose from about 50 different ones, and sort them between very important, important, neutral, not very important and least important. We talked through his top five, and discussed where these values were working well in his life and business, and where they didn’t. This gave some great insights into where the true problem lied.

We also went through a scoring sheet of his business activities and other projects, and discovered where his true joy and passion lie, and what is causing all the energy drain right now. Both exercises came up with heaps of answers and clarity.

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Re-framing reality and switching on light bulbs

A lot of these insights were already obvious to him, but had been things he had been pushing away because they were simply too painful to deal with. To hard to solve. Being so exhausted, he simply did not have the energy to think about solutions. I re-framed things for him, so that it no longer felt overwhelming.

His baby had grown up, and was now a teenager, with teenager problems. The problem was, he was acting like the stubborn single dad trying to drive this now much bigger ship all by himself, but he got lost at sea. He kept wanting to jump off the ship and feel free again, but in fact, he just needed to find a co-captain – and trust them with the business. Fear, confidence, trust, guilt…these were all issues to face as a growing entrepreneur.

What about the creative business coaching?

As a creative business coach, I of course focus on the creative aspect too. Once we had a plan to deal with the growing pains of the business, we looked at where we could try and build in space to nurture the starved artist. I suggested starting the Morning Pages routine, a practice taken from the book ‘The Artist’s Way’ by Julia Cameron.

Writing three hand written pages each morning in your journal, to dump all thoughts before you start your new day, and getting into the habit of writing – without the pressure of posting/publishing. Just for you, not for anyone to read. Writing morning pages has helped many people to break through creative blocks, and come up with fresh ideas, joy and motivation.

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In those 90 minutes we went from overwhelm, feeling stuck and staring into the dark, to a feeling of relief, new motivation, and clarity about the future.

I love all of my clients, and I care deeply about their results and wellbeing. I love coaching people for 6 months, and giving them the accountability to reach their goals, But these Power Sessions are incredibly powerful, and an absolute joy to offer.

creative business coaching

Do you want to work with me too?

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If you are feeling trapped too in your ongoing circle of thoughts and worries, then a Power Session with myself as creative business coach, is an ideal, and very quick way to get out of this situation. What your life look like if you did nothing about it? If you kept struggling? Is another year of this worth it?

How would you feel if you had a solution?

Book your Power Session today

How to break through scarcity mindset and start attracting money

Tips to change your negative thinking and start taking action

Scarcity mindset. Many creative entrepreneurs struggle with this. They don’t want to sound too sales-y, but also often accept any old job that comes their way. They don’t charge their worth, and end up struggling financially, AND time-poor. Some years ago, when I had just emigrated to Spain and had started my copywriting business, I did exactly that. ‘I need money!’ I said to myself, and so I grabbed what I could.

I said yes to everything, only to find that most of the clients were not aligned with my values and what I really wanted for myself. They kept haggling me down, always looking for a cheap deal, and I over-delivered and undercharged. Now, as a business coach, I know my worth, and this is what I help my clients with as well. Because most times it is not your offer or quality of work that is attracting bad clients and little money, it is your scarcity mindset.

Do you truly believe in your abilities to earn good money with what you do? Be honest. Or do you still feel others are probably better than you, you still have a lot to learn, and you can’t ask that sort of price for your work? Here is a secret: those ‘other’ people are not any better than you, and you are totally capable. The problem? Self-limiting beliefs.

scarcity mindset
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Ancestral poverty stories

Money mindset goes back way down the ancestral line. If you, like most people in the world, come from a family who worked all hours of the day for little pay, then negative money stories will have been past on from generation to generation. Always being careful with money, not spending it on luxury, the feeling of not being worthy, and a deep belief that rich people are ‘not like them’, and you’ll never reach that level of income. “Money doesn’t grow on trees”.

Although you may say that you don’t think like this at all, stop for a second, and think about your own behaviour as a person and as a business owner. How deep is this scarcity mindset ingrained in your psyche?

Do you head for the sales racks in the shop straight away (even though you like the shoes in the window better)? Do you always tell yourself that ‘you don’t need a lot of money’ and you ‘don’t care for luxury’ (even though you envy that friend who owns a gorgeous house with the super stylish interior)?

Let’s do a few more, now focusing on your behaviour as a business owner…Do you feel 100% confident in naming your prices? Hold a deep belief that you deserve to be paid a lot of money for the work you do? Show up as the successful entrepreneur you want to become? Do you track your income and have a date with your finances regularly?

scarcity mindset
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If these questions made you feel a bit uncomfortable, then there’s work to do on your scarcity mindset.

Money mindset and self-fulfilling prophecy go hand in hand. If you always think that people are out to rob you, then that is what you get. If you expect to always be ‘the poor artist’, then you’ll never be rich. It’s about the vibes you give off, and if your vibes are positive and confident and you show up like that, then you will attract a very different type of client. If you have a chip on your shoulder, and always feel hard done by, then you will keep being treated that way – confirming what you already believe. ‘See?’ you’ll say to yourself, ‘that’s just how it is, people are like that.’

Creating a better relationship with money

Of course, checking your bank balance at least weekly, chasing up outstanding invoices, making sure there are no money leaks (outdated subscriptions and standing orders for example), and having a good accountant, will all help to improve your relationship with money.

Today, however, I am going to talk about something you can do to change your own energy around money, and change your scarcity mindset. For those of you who know me, I am big on doing the inner work, as it has helped me greatly to manifest all kids of changes in my life, and I want to the same for you.

There are a lot of different techniques to change your mindset and self-limiting beliefs around money and other issues. As long as you do them consistently, they all work. EFT tapping techniques, affirmations, journaling, writing down your income goals daily, creating vision boards, meditation. What you focus on will grow, so focus more on what you desire, and take inspired action to set the wheels in motion.

scarcity mindset
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Exercises to transform your scarcity mindset:

1. Look at your past for clues

This is an exercise I am borrowing from money mindset queen Denise Duffield-Thomas, who became very successful with her books and programmes (‘Get rich, lucky bitch!’ being one of them). She is brilliant at building up your money mindset and breaking through pesky money blocks.

The exercise I found helpful is this one:

Find any memories of old arguments or resentments over money, or anything that might possibly explain why you act the way you do. Write them all down in your journal. Go through it chronologically. Start with your earliest memory, and work your way up. You will see how these memories still influence your income today. What can you learn from them?

I help creative entrepreneurs get better at marketing so they attract more clients. Curious? Check out my offers

2. Yoga Nidra and planting seeds in your subconscious

Yoga to tackle scarcity mindset? This is not the type of yoga doing postures and building up strength, but instead this is much closer to meditation. With yoga nidra you lie down, very still, and listen to a guided sequence slowly focusing on and relaxing each part of your body. It gives you a deep relaxation, which helps greatly with any anxiety you may feel, but it also includes another ingredient: manifestation.

scarcity mindset

During a yoga nidra session, you are being asked to repeat a short affirmation three times in your head, which, when done regularly, will enter your subconscious and plant seeds.

The more you do this, the more likely these seeds will sprout, and manifest in your reality. Affirmations can be things like ‘I am calm and confident’, ‘I am happy and healthy’, but, in the case of money mindset, you may want to say ‘I attract money with ease’.

The key is to really feel this affirmation as if it has already happened and is true. The more you practice this, the more you will see that this actually works. A yoga nidra video I like, is this one on Youtube (instead of watching it, I just listen to it).

3. Changing your story – de-cluttering negative beliefs

I do this exercise with my clients too when we break through self-limiting beliefs and the old impostor syndrome, but as these things often are closely related to money mindset, this is equally helpful to manifest money. It’s about rephrasing your thoughts and stories in your head.

scarcity mindset
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If you are always thinking you’re unlucky and things are not going well for you, then the universe will give you exactly that. It is a self-fullfilling prophecy.

If you often have thoughts like ‘oh typical, another bill’, ‘this always happens to me’, ‘they’re probably going to screw me over’, etc, then you will keep attracting situations that confirm those beliefs. If you change this habit of negative thinking, reality will change for you.

Now, I am certainly not saying that money suddenly will fall out of the sky and into your lap, but the transformation in your subconscious mind will start having an effect on everything in your life, including better clients as well as other positive changes you may desire.

Try saying these things out loud right now, and notice how it makes you feel:

‘Good things happen to me every day’
‘The universe is taking care of me’
‘Thank you for the blessing of all the good things in my life’

Thank you for all these high paying clients coming my way’

Manifesting abundance requires vigilance toward everyday thoughts around attracting money and clients, and in the beginning you feel completely ridiculous doing it. ‘What the fuck am I doing, thinking this will make a bling bit of difference, you idiot’. But treat it as a daily practice, and keep going, make it a habit. Flex that success muscle, as the more you plant those seeds in your head, the more your mind will start believing in the things you tell it (remember that impostor syndrome, and how this has held you back? Now turn it around s an experiment!).

Your subconscious mind will believe anything you tell it, good or bad, remember that. And when the mind believes good things are happening, and you literally feel it is true, then they will. You may think it sounds crazy, but what’s the worst that can happen?

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Taking inspired action

Ok, ok. Let’s be realistic here, I’m getting all woo-woo. I am a business coach for creatives, not a spiritual healer.

It’s all very well to lie down and meditate, journal yourself silly, and send affirmations into the universe…but you also need to put the wheels in motion.

What you focus on will grow, but not if you hide under a rock. Take inspired action, to help the universe along! Inspired action and a positive mindset are a dream team.

If you want bigger clients and more sales, decide who these clients are. With your newly found positive attitude and confidence, you will discover that it becomes much easier to contact these types of people. After all, they are just people, who probably struggle with mindset issues, just like you.

You will no longer doubt yourself, and will feel happy to share your offers and how you can help them. Instead of going into sales calls and meetings expecting the worst (‘they’ll probably say no’, ‘they’ll probably think I’m too expensive’, ‘they’ll probably think I’m rubbish’), you now go into them expecting a YES, and truly believing in this outcome.

Other inspired actions could be setting achievable money goals each month, and creating a simple strategy to get there. What do you need to sell to reach that number? Who can you contact? What type of content will support reaching this goal? How can you show up differently today online and in person to resonate with your ideal client who is willing to pay your prices?

Whatever you do, persevere, and keep doing the inner work. Your thoughts are just thoughts, and not reality. You can change your own thoughts. You can change your own reality. Don’t ever believe those negative stories in your head. You are totally worthy, you know your sh*t, your products and services are worth a lot of money. But if you keep holding yourself back and expect the worst – then your reality will be just that.

What are you going to do differently today?

Work with me

business coach for creatives

As a business coach for creatives, I work with new entrepreneurs 1-to-1 for up to six months, helping them to break through their self-limiting beliefs, and to get better at marketing so they attract more clients. Are you ready for it? Check out my programmes or book a free Strategy Session to get clarity on your next steps:

Why balancing the male and female energies is important to succeed in life

And why so many people end up with a burnout

We live in a world where masculine energies are highly rewarded, especially as entrepreneurs. Goal-setting, being pro-active, ‘getting things done’, pushing yourself up the career ladder; these are all things we hear all the time. It’s been taught to us from a very young age to work hard, have good results, be a winner and a ‘high achiever’.

When we start our own business, this is no different. We are being told to ‘get out there’, make ourselves seen and heard, be confident. And although there is truth in that without these results a business won’t flourish, the female energies are equally important in building a sustainable business, but they are mostly forgotten, because they are inward – not outward.

In the long run, honouring both the male and female energies inside of you, are essential in keeping yourself feeling balanced, protecting yourself from burnout.

The patriarchal world has praised all things male for thousands of years, creating a sense of imbalance in both men and women. And everyone has both energies inside of them, whatever gender you are. But typically, while growing up, there is little to zero attention to this fact, and that both energies should be nurtured. ‘What do you want to do when you grow up?’ is the main question asked, and then it’s a race through the education system, and into a job. Did you ever get taught about checking in with your feelings as a child? How to ‘feel’, and listen to your heart instead of just using your brain?

As soon as we then hit the working world, it’s male energy all around.

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You cannot be fast-paced all the time

In the business and corporate world it is all about outward results, ambition, action, getting your next promotion, seeing opportunities. Go, go, go! Working 12 hours a day, and even on weekends? Well done! When you are fresh out of college, most of us feel a high energy work place is normal and even fun. We jump straight in, and keep up for a while (and sometimes for 20 years), but nearly everyone hits a point where the body says stop, and the mind crashes. We are not machines.

If we want a world that is made up of happier humans who are better balanced, then nurturing both energies is key. It will lead to greater health, inner peace, and a deep understanding of your actions and reactions, both in work and in your personal life.

Are you looking for the right coach to help you lead a more creative life, and start your own business? Book a free session

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What are typical masculine energies?

Most qualities that are being seen as positive in the corporate world, are masculine energies. Being competitive, for example, is regarded as a good trait to have in order to succeed in a career. Being assertive, and outgoing, are others. Not showing emotions, showing up a strong leader. Some people have these qualities more than others. But these traits are only healthy when the other, feminine, parts of yourselves are also acknowledged and nurtured.

If you have ever found yourself burnt out in a job, or feeling lost in a work environment that was all about getting the next promotion, fast-paced projects, and constantly having to reach the next target, it was likely because your feminine energies were neglected. You felt out of balance, and exhausted.

Why do you think so many people in the Western world end up with stress? Because they constantly required to focus on their male energies (and feel like a failure when they can’t keep up), and are ignoring their intuition, nurturing side and creativity, which are the female energies. They are facing outward only (male), and not inward (female), and are not respecting their whole true self. This is both the case for men and women.

A lot of people end up half way through their life, feeling completely exhausted. They have gone through the rat race, done everything that was expected of them, had a career, bought a house, have everything ‘to show for’, and they still don’t feel happy.

They feel ‘something is missing’, or that ‘something is wrong with them’. Men, especially, often end up feeling ashamed to admit to the fact that they can’t cope anymore, as mental illness is unfortunately still seen as a weakness. But much of this can be traced back to the imbalance of the male and female energies, and there is a lot we can do to prevent it.

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From doing to being

People who feel lost at some point in their lives, will often have ignored their inner creativity, for a start, and have mostly thrived on outer validation – and following the ego. Meeting the high expectations of others. First the parents, then the teachers, then their boss. Fear of judgement. No one ever told them that to live a happy and (mentally) healthy life, you need to go inwards as well as outwards, and ‘feel’ instead of only ever ‘do’.

It is OK to slow down in order to grow. Who’s life is this? What are you here to do on earth?

The parents, teachers and bosses of this world were not taught how to think like this either, so it is an ongoing cycle, and it won’t stop until you break it.

Many of us are so busy that we rarely take time to listen to what is going on inside of us. If we’re always acting in an extroverted way, it creates a schism within. We lose touch with our deeper selves.

We need to get out of our heads more, and into our hearts. Using our intuition is something most of us have lost completely. ‘Touchy feely’ is often used as a negative expression, as if being in touch with your feelings is something to be ashamed of, in particular as a male. But being out of touch with your feelings is just the thing that gets you into a burn-out situation in the first place.

Your gut feeling is always right. Your mind? Not so much.

Listening to your inner compass, or intuition, is a female trait, and developing this is the key ingredient for a more balanced life. Your intuition will have warned you long before the serious stress symptoms rear their ugly head.

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So how do you balance the male and female energies?

First of all; look closely at yourself. What energy is more present in you, the male or the female? In my case, always having been a very pro-active, manifesting person. As a woman, I have a lot of male energy. However, by the end of my thirties, I started to notice that I was wearing myself out. My female energy was shouting at me from within, but I kept ignoring her. No rest for the wicked. I always prided myself in ‘being strong’, not needing any help, jumping from one project into the next, and being a confident, outgoing person.

Phrases like ‘I’m not very girly’, or ‘I am not very motherly’, I literally used as a badge of honour. Being seen as ‘too feminine’ was something I stayed well clear of. Until I had to face her.

You need two legs to stand on, and when you don’t take care of one of the legs, you fall over. And without nurturing my own feminine energy, I eventually ended up feeling very out of balance. Exhausted, irritated, impatient, stressed out. I had to go inwards to find some answers.

But everyone is different. Some of you may feel you need to increase your male energy instead. Maybe you are very much an introvert, and find it hard to put all your ideas into more extroverted action. Finding a for you suitable way to make yourself more visible, becoming more direct and confident, and creating a strategy for your business can then help to balance things out while still honouring the feminine in you as well. As a creative business coach, I can help with that. (BOOK A FREE CALL HERE)

Your feminine side gets expressed when you move with the flow of life, embrace your creative energy, play more, and attune to your internal process.

This requires going inward, and checking in with your feelings a lot of the time. That is not easy for most of us, who live very in our heads almost fulltime. Your rational mind will come up with excuses or stories to tell you that you should ‘pull yourself together and get on with it‘, so this takes practice.

The mind, used to being in the rat race, is very impatient and makes you feel guilty about taking time out, resting and slowing down. ‘Stop faffing about, make some progress!’, it will tell you, so expect this to happen, accept it, but try not to pay attention.

The next steps: restoring the balance

The feminine is life force energy. Places like the forest and the ocean are abundant with natural feminine energy. No wonder that people, who feel stressed out at work, often yearn to go into nature. Your body and soul know what will heal you and restore the balance.

Do you have a favourite place you go to when you feel out of balance?

When we are in the midst of our career, or building a business, it is easy to lose touch with our feminine side, but as we can see, it’s a necessary aspect of who we are – whatever gender. If you feel burnt out, overworked, fragmented, or exhausted, you’re in desperate need of feminine energy to restore, inspire, and enliven you. And this takes more than a token ‘mental health day’ or a massage every once in a blue moon, only to then run back into the craziness of work.

We need a holistic approach, not plasters.

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Embrace the feminine force of transformation

To build a sustainable life and business, checking in with yourself on a regular basis has to become a habit. It is no coincidence that more people than ever are signing up for yoga and meditation classes, go on spiritual retreats, buy self-help books, and are interested in mindfulness as a way of life.

I get clients all the time, who are dreaming of freedom, and wish to leave their stressful job to pursue a more creative path that lies much closer to their true values. They want to feel whole. The rat race, and ongoing economic growth, are simply is not sustainable, and certainly not wholesome – not for humans, nor for nature. It creates illness everywhere.

Some of us think of the feminine energy as being quiet and nurturing only, but that is only half the story. Feminine energy is bold as well, and it’s the force of transformation and creativity.

If things in your life are no longer working for you, it is feminine energy that calls you out to make a change. Often this means entering a time of challenges, conflicts (with yourself and others), and having to make big decisions. Destruction comes before creation! But if we truly desire positive change and balance in our lives, we must say goodbye to the old to welcome the new. And this journey you don’t need to do alone.

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If you are ready to leave the old behind, and create more balance and joy in your life, book a free call. I help people get better at marketing themselves, so they earn more money doing what they love.

Nina Eggens

How to get your first clients in business

It is super exciting to start your own business! It all starts with a seed, then it grows, and then, one day, you pick up the courage and jump: your own creative business is born. Maybe as a life coach, or a creative consultant, or a retreat organiser, or a designer… whatever it is, you feel passionate about it, and you want to make a difference in this world. You set up a website, start sharing your news on Facebook and Instagram…only soon to discover that things are not as easy as they seem. Where are those clients? Why are you not getting any leads?

Tips from a creative business coach

Perseverance and systems in place

My first bit of advice? Don’t despair. Persevere. Keep going. Many entrepreneurs give up within their first year of business, because they think they are not cut out for it. You are totally cut out for it, but you gotta put in the work, and have your systems in place!

My second bit of advice? Have a strong foundation. What do I mean by that? If you don’t have a clear message, and you are scared to niche down (because you don’t want to alienate people), it’s going to be a long ride. You’ll keep putting stuff out, but who does it actually resonate with? If your content is not spot on and tapping into the current reality of your ideal client, then you will be throwing darts without a board.

When you work with me, this is an important part we are working on together: niche, audience, offer and message. Get those right, and your ideal clients will see that you are the one who can help them solve their problem. (I have a great 4-week program up and running right now, which helps you build your marketing foundation)

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Become a content machine and gather testimonials

Of course, it doesn’t stop there. To get those first clients, you need to become visible, and not just on social media. I am a huge advocate for blog content (it is currently my biggest lead generator), but if you are a rock star at making videos, or you enjoy doing podcasts, then those can be great tools too. Make it a practice to publish plenty of content, and you will see a difference. Sharing your expertise and generously offering value to your audience will build trust and authority.

But you also need actual, real-life clients in order to get more clients.

When I first launched my coaching business, I offered complimentary and discounted sessions to people I saw as my ideal client, and in return I got their testimonials. Working with real people also helps you to fine-tune your offer, as they will give you their honest feedback if you ask.

Of course there are many more ways to generate leads and book clients, but this blog post would turn into an essay! I have created a free download sharing 11 ways to get more clients, if you are keen to get more ideas on how to increase your visibility with the right people, and start earning money doing what you love.

Download it here

creative business coach and how to get more clients

Marketing without social media, can you do it?

How to grow your business without Facebook and Instagram

I don’t need social media to get leads and clients. Huh? But what about Instagram, Nina? Facebook groups? Tik Tok? LinkedIn? Nope. All of my leads as a business coach for creatives are currently coming from my website. Marketing without social media, it is possible.

I still have my social media, but I mainly use them as a shop window for what I do, and because I like creating content for my followers on there too. But my paying clients do not come from there.

My highest paying clients find me through Google.

So how does that happen? How do people find your website in an ocean of other websites? Content. Lots of content, that is relevant to your customer. You need plenty of content on your website for it to gain traction and bring you traffic. A good, solid home page, about, and services page for a start, but more than anything: you need blog posts if you want people to find your website in the search engines.

Oh, but Nina, I never know what to write. It’s going to be hopeless!

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Content marketing and why writer’s block does not exist

Well, here’s some news for you: writer’s block does not exist. Writer’s fear does.

If you find it hard to come up with blog content, it is likely because you are scared to post anything stupid. It’s the old impostor syndrome and fear of judgement that are popping up once again. Right? That, or you simply don’t practice enough. Writing blog posts can be a liberating experience if you just see it as a creative outlet, rather than a chore. Blogs are wonderful empty journaling pages that you can fill with everything that you feel passionate about and that is relevant to your business.

And it doesn’t have to be perfect.

I listened to a podcast interview with marketing guru Seth Godin recently, and he said the same thing: writing is a skill that needs to be practiced. A muscle that needs to be trained. Write something, and then write some more. And detach yourself from the outcome, and whether anyone will read actually it.

Often the posts you bash out in 30 minutes do way better than those you carefully craft over the space of five days. It doesn’t matter. If your posts are mostly of low quality, there will be one that suddenly hits the spot and goes viral. Just keep creating and sharing. It becomes a habit.

How to use SEO in blog posts

And then there is the other reason we create blog posts: SEO. No, nothing techy or scary about that either, just common sense. Figure out what your ideal client types into Google when they try and solve a problem, and use those exact words in your content. In my case, it is ‘creative business coach’. People type this in, and hey presto, I pop up in the search results.

That is how you do marketing without social media. Targeted, and attracting the clients who need exactly what you offer.

Maybe for you it is a specific problem you solve and are an expert in. Vegan recipes, mental health, ancient nutrition, meditation for children, creative retreats, family issues, you name it. Choose your niche, and go all in. The more specific, the easier it gets to beat the competition. (Obviously, don’t go as obscure as ‘underwater basket weaving for beginners’ – that might just be a step too far).

What are people looking for in Google? Write about it, and use the exact keywords your potential client would use in the search engine, and if you have enough blog posts that talk about this topic, then you will appear in the search results. Simple.

So if you do not enjoy social media, and you are not getting any leads from it whatsoever, perhaps it is time to change your tactics. Not everyone is on Facebook, and Instagram changes so often, that posts just get lost in the algorithms. I hope I can take the pressure off a little by saying that you can run a successful business, and do marketing without social media. But you do need to make an effort in becoming visible in other ways.

Content on your website is a great way to do that. And remember, you are trying to serve your ideal client, and whatever other people think of you is none of your business. You are doing just fine. Keep writing.

As a business coach for creatives and other heart-felt entrepreneurs, I work with clients 1-to-1 in different ways. Find out more here, or book a free call.

Also, don’t forget to download this free PDF to get you started on SEO in blog posts:

Simple SEO to get more clients

What is slow marketing, and how do you start?

Doesn’t that sound heavenly? Slow marketing? I know, marketing can be such a pain and necessary evil for many. You feel passionate about your business (idea), but the idea that you then have to start shouting to the world about it, fills you with dread. Why can’t people just magically find you and start buying? If only it was so simple. But it does not have to be complicated either. Today I want to talk to you about slow marketing, what this means, and how you can get good results and clients by doing marketing in a way that keeps you sane and not stressed out.

Slow marketing, in my opinion, is the future way of marketing, and one that is actually sustainable.

The old way of marketing is fast and furious. A throwaway kind of method. Pushy adverts, sleazy sales tactics, gloss and glamour, expensive billboards, and treating customers like they are stupid and can me manipulated into buying. It feels yuck, and this is exactly the reason why many creatives hate the whole idea of marketing in the first place. The constant need to post, making yourself visible, pushing your products. It wears you out and feels pretty overwhelming. On top of that, it hardly ever leads to brilliant results. But it does not have to be like that. You can market your business in a way that feels good, authentic, and natural.

Slow marketing is authentic, honest, respectful, intelligent, and simple. It uses collaboration, has systems in place, and it follows your rhythm, and what works for you. No constant running a race, but more of a steady, consistent pace. Slow, not in a sluggish or lazy way, but conscious and purposeful.

Slow marketing is about trusting yourself, and feeling confident about your business and offer. Being in control, and choosing strategically and tactically. What do you need to change to start doing slow marketing? First of all: you need a well built business, and one that is simple and organised. Strong in the foundations and simple in the day-to-day running. Sustainable in the long run. You need your systems in place.

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Have your systems in place for effective slow marketing

What are those systems you need to have in place? First of all: you need clarity about what it is that you are doing, for who, and why. Your offer, your niche, the target audience and your message are the absolute solid building bricks you have to get clear. From there on, everything gets easier, flows better and falls into place – and then your marketing will stop being be so frantic and random. No more chaos and overwhelm. You know what you are doing, and you are able to make wise marketing decisions. Not spreading yourself to thin, choosing what to post based on your solid foundation.

You can’t build on pillars made of paper. You need solid bricks and mortar to create your business. Niche, audience, offer, message. These four pillars have to be absolutely solid. Otherwise you’ll be building a house made out of cards.

As a creative business coach, I help entrepreneurs all the time with their foundations and building bricks. We dive deep into their core values, why they do what they do, who they want to help, and what their offer is.

We craft a crystal clear message, and after that it gets a lot easier to create content that actually works and attracts the right clients. And also to understand how to best market yourself without being on every single social media platform there is available. Where else to find clients. And how to resonate with them. Those steps are absolutely essential in building a solid but simple business, and are a standard part in my coaching programmes.

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Don’t be scared of the competition

“Check out the competition”, they say in business and marketing courses, as if they are the enemy. But your competition is never 100% your competition, they will all be doing something slightly different, albeit in the same field. It is a big pond and there is space for everyone. So the key is to not be afraid, but to know your strengths and trust yourself.

The more you believe in yourself, your qualities, and the beautiful value that you offer to people, the calmer you feel. Clients will see this and feel more attracted by someone who looks calm and in control, and fully confident about their business. That is part of the slow marketing approach.

So don’t be hostile towards any competitors, or scared that they will ‘steal’ your clients. Instead, get to know them, and build up a good relationship with them. Go to networking events, swap numbers, follow – and support! – each other on social media. Be open and transparent, and invite others to work with you, in order to both benefit.

Knowing and respecting each other means that you will both refer clients and customers to one another if you feel they are a good fit for your competitor. It also means that you have a strong and supportive network that you can lean on, utilise, and work with. Make an appearance, introduce yourself, and watch the ripple effect.

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Simplify your business

Many of my clients find it hard to prioritise and plan their week in order to feel calmer and on top of things. Many creatives go after the next shiny thing that catches their attention, without finishing what they were working on. That is also the beauty of being creative, to be spontaneous, but it doesn’t always help to get rid of the anxiety around building a successful business.

So having a good desk planner is a great idea, for a start, to have an overview of your most important tasks that week. Put up a white board to gather your big ideas and plans for the longer term. And keep a journal, to jot down sudden ideas and thoughts that you don’t want to forget but which don’t need your immediate attention.

Overwhelm and anxiety are two of the most common emotions I see in my clients. Too many ideas, not knowing where to start, a very long to-do-list, feeling paralysed, and randomly posting on all platforms, but without a plan – and definitely without consistency.

To simplify your business, here’s another golden tip: hire help. If you hate writing blog posts but you understand the power of content marketing and SEO, then outsource this part of your marketing. It costs less than you think to have someone write a few blog posts a month for you and it can mean a huge improvement to your website traffic, so eventually it will pay for itself.

If you hate doing the admin, need help in managing your social media, or organising a launch, get a VA. You can’t do everything yourself, and it will free up so much of your time and energy if you hire a freelancer to support you. Simplify your life and business! Life is too short to feel exhausted all the time.

Once you have your systems in place: your building blocks, your foundation, your weekly planning, and your careful and limited selection of marketing tools and social platforms…slow marketing is a breeze.

Confident and targeted messages, on point posts, and a regular email to your audience…these all help you build your strong brand and attract a consistent stream of leads. You are just being yourself, sharing your message in a clear and consistent manner, and feeling good about it. Before slow marketing is a fact, you do have to put a little bit of work in, but I promise you: it will be worth it. And if you need help with that, you know where I am.

Book a free 30-minute call

How the ego is holding you back from building a heart-felt business

Why self-enquiry is essential in creating solid foundations

When we think of ‘ego’, we quickly think of being ‘egocentric’, big-headed, arrogant, and basically full of ourselves. But our ego is also the one who tells us we are not good enough, and that we’ll never succeed in what we’re doing. It both lifts us up, and puts us down. Our ego, in short, is a pest. It either feeds on Likes and pats on the back, only to then gallop ahead of us like a price horse thinking we are the best thing since sliced bread…or it chokes on judgement from others, only to then drown in self-pity. How can we deal with such a thing?

The ego. In spiritual terms, the ego is something we are meant to work on, so that it becomes smaller, and is replaced by a focus on the self. When your ego is less in the forefront, and your self is more present, you generally feel more peaceful, more compassionate and less sensitive to outer validation.

As entrepreneurs it is very easy to fall into the ego-trap and go on an ego-trip. Your built your business, you have your first successes, you make yourself visible online, get lots of Likes, work on your branding…it is all very outward, and the ego loves it. The engagament, the compliments, the confidence-boost, it’s a wonderful feeling. But while the ego is hungry for more boosts, it also becomes more vulnerable to criticism and self-doubt. “Am I still seen? Do people still like what I do? What are my peers doing? Am I good enough?”

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Riding a horse and holding the reigns

I went on a shamanic retreat this month, and one of the women leading it had a great metaphor for the ego. “The ego”, she said, “Is like a horse. You are on top of it and are trying to keep it in check. You are holding the reigns, and every time your horse wants to gallop away – or you find your ego reacting to something – you pull in the reigns.” I found this a very helpful explanation and have used it several times since to become more aware of my ego.

I actually found that my ego reacted way more often than I initially thought. In a conversation, in making a judgement, in sharing an opinion, in choosing things, even in expressing myself creatively. Try it for yourself, you’ll be surprised how often you’ll be pulling in those reigns as you notice your ego taking over.

While this is a tough practice – and please don’t feel bad about having an ego, we all do – it is an important exercise if we want to develop our true self and feel comfortable with who we are at soul level, and why we do what we do. But while we are on this entrepreneurial adventure, self-enquiry and inner work, in my opinion (oh wait, is that my ego talking?), are vital in growing a sustainable business that is joyful, heart-felt and aligned with who we are deep down. If the ego is too much in the way and mainly feeding on outer validation, your business will be built on wobbly foundations.

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How to shut up the ego and find your true self

Visualising the ego as a horse with you holding the reigns is a helpful tool in daily conversations and activities. But to develop the self, you’ll have to find a way in which you can ignore the ego. The ego is a chatterbox! This works best while meditating, sitting silently on your own with some quiet music, journaling or going for a walk in nature. You know, the usual mindful stuff. Once you are able to quieten down the ego, look deeper within to discover what lies underneath all that noise. Who are you really? Behind all the self-doubt, seeking of outer validation and stories in your head…who are you? And what is the true reason that you feel called to do your work?

Why do you want or do this? Is it sincere? Do you feel a real calling? What do you want to share for no other reason than the joy you feel while doing it?

This work is important if we want to be fully aligned with the work we do and all the effort we put in. To make things flow and attract the right kind of client. What do you feel when you work on your business? Who are you doing it for? If you focus on serving people because you feel in your heart that you are called to do this work, it feels different from serving people because you just want to earn money, or become someone your parents can be proud of. Try and become aware of the origin of why you wish to initiate and manifest something.

Of course, as a side note, income as a motivator cannot be ignored. We all need to pay the bills. As a friend and furniture maker quite rightly commented on my Instagram; “It’s been an endlessly rewarding career but yes, the need to put food on the table, pay the mortgage and keep your head above water is quite a strong motivator too!”

Still, I believe that when all systems are in place, and your business is fully aligned with your true self, then attracting clients – and being rewarded for your work – is so much easier. The foundations are solid, you are clear in your head about what you want, your output is resonating, and you feel safe and secure in yourself. You know who you are and you know what you are here to do. You are detached from what others think, you act from a place of love and a true calling to create and serve. When we let go of the need for outer validation and only create from our authentic self, with an open heart, our best work appears.

Trust. Serve. Detach. Rinse. Repeat. πŸŒΈπŸ’πŸ€πŸ§‘

Do you want to work with me? Book a free call to find out more.

creative business coach

Why niching down is better than serving a wide audience

(Hint: don’t be a Jack of all trades)

This week we had our monthly group coaching call on Zoom with an interesting, very international bunch of female entrepreneurs of no less than five nationalities. I am attracting an adventurous global crowd, and I love it! One of the excellent questions asked was by a woman, originally from Kenya, who recently launched a contemporary clothing brand to promote Africa as a modern continent. How do you best focus your attention when building your business? She wanted to know, as she had lost her mojo lately and didn’t get the results she wanted. As her question is one that many others could have asked, I wanted to share it with you today.

Most people in the West immediately think of traditional African culture when imagining clothing or homeware from this part of the world, and Wairimu wanted to change this perception. Not only that, she felt passionate about making fellow Africans around the world feel prouder of their descent. A great niche and mission!

But because of lack of traction, she began to doubt her niche, lose focus…and start to randomly shoot from the hip. Anything for a sale!

She had set up her online stores on Etsy and Redbubble, and had been selling some products, but after a while, frustration kicked in. Was nobody interested in her idea? Maybe it was too specific? She tried out lots of other things, jumping on seasonal themes like mother’s day and even St Patrick’s day, thinking that tapping into a wider, less Africa-focused market would perhaps be better. More international, serving different cultures, selling to basically everyone. Serve the whole world with more generic T-shirts.

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By serving everyone, she ended up serving no one.

This struggle is a common problem for new entrepreneurs. You start with lots of energy and focus…only to discover that it’s bloody hard to make enough sales. You think that perhaps there is no demand, so you become a Jack of all trades and try to serve a wider audience, only to discover that that doesn’t work either.

The problem is not the product; the issue lies in your messaging and clarity in who your audience is and what you are offering to them, building trust and making people excited about your products. So work on your message, define your audience, and create your niche. And do plenty of storytelling!

I advised her to go back to the drawing board. What was it that fired her up to launch this brand in the first place? Where did her passion come from? What are her core values? Why did she believe this was a good idea last year? There lies the answer. She has a beautiful story she can tell, and a culture worth sharing as part of her marketing strategy. That will be the key in building her brand. Zooming in, not zooming out.

Stick to these rules and you’ll get results

  1. Know what you want and have a crystal clear vision and mission
  2. Know who you want to sell to: be very specific
  3. Craft a unique story behind your brand, and create interesting content that is making people excited to follow you.
  4. Stick to your guns. The solution lies in your focus and message, not in widening your niche.
  5. Be consistent, and keep going! Don’t give up.

Niche down. Don’t be afraid to REALLY focus on what you are passionate about and believe in. The more you show your unique and quirky self, the more ideal clients are attracted to you. But you’ve got come out of hiding. You will see a big change in engagement and leads when you start showing more of yourself and your passion behind the business. Try it!
Whatever you do, believe in yourself. You are a brave, creative human, and you have a wonderful story to tell. Go and tell it.

Work with me

Book a free 30-minute call if you are ready for the next step in business. I’ll help you with all of the above!

From idea to launch, content planning, lead generation, and mindset work. Different offers available: 90-minute Power sessions, 6-month coaching programmes, or copywriting coaching.

Schedule your free 30 minutes with me here.