Authors, Speakers, Trainers……..Coaches?

Authors, Speakers, Trainers......Coaches?

"...partnering with clients in a thought-provoking and creative process that inspires them to maximize their personal and professional potential"

Does this quote describe what you do and your passion? According to Google,

As an Author, you're a person who writes articles, reports and books to educate and inform; As a Speaker, you're a person who makes speeches intended to motivate or inspire, to challenge or transform an audience; As a Trainer, you're a person who teaches skills to people in preparation of a job or activity.

What is the common denominator of an author, speaker and trainer? The ability, in your own defined professions, to partner with clients in a thought providing creative process inspires them to maximize their personal and professional potential. This is the definition of a Coach by The International Coach Federation (ICF) -- the leading global coaching organization and professional association for coaches (taken from December, 2011).


Perhaps you’ve explored the addition of coaching to your arsenal of services. You might have written a book or created unique content or focused your expertise on a niche topic you’re passionate about.

You might speak and/or advertise about that content/topic everywhere you can to gain notoriety and write about it often to garner attention as the go-to authority figure in your niche. The goal of both tactics is landing some training engagements where you can teach individuals or teams about your niche topic for the purpose of helping them improve as it relates to that topic.

However, the conundrum for authors, speakers, trainers is the “peaks and valleys” nature of revenue (and associated income) as it relates to their “one and done” services. Once “done”, you’re on the outside looking in and it becomes much more difficult to get back into a company (or back in front of an individual client) to immediately land a new speaking or training engagement.

This is where coaching can come into play. You may have evaluated, or currently implemented its use in some form or fashion. But if you haven’t, or you “just kind of’ started” or are not getting the results you want, we want to share several critical thoughts that leverage your author, speaker and trainer profession with coaching.

There are many definitions of training and coaching. Contrary to popular belief, they are not the same thing. Simply defined, if training is the one-time introduction of a topic to teach an audience how to execute better as it relates to that topic, then coaching is the consistent reinforcement learning mechanism after the initial training to translate those ideas into habit-forming execution for each individual. And coaching is where you have an opportunity to add services beyond “one and done”.

Coaching is best served at the private one-on-one individual level. Sure you can create “group coaching” environments. However, the accountability factor of individuals taking action and executing upon the lessons learned on a consistent weekly basis to ultimately achieve desired results is dramatically reduced in a group setting (especially if “forced” into the training by their company as a requirement of employment). This reduction in the desired results will have an impact on the ability to continue on longer term coaching engagements.

Think going to the gym and joining a spin cycle class versus hiring a personal fitness coach to work with you one-on-one. Your natural intuition is most likely telling you a personal fitness coach will get way more out of you in an hour than a spin cycle instructor who has a group of 20-30 people to divide their attention amongst. This same premise exists as it relates to training and group coaching compared to one-on one coaching. Much like the gym, one-on-one coaching exponentially increases the value and results received by the client.

Taking this type of coaching program to the next level is the addition of “Online Coaching”, expanding the delivery of your coaching services. Online coaching adds technology-enabled components to your coaching services to create more value faster. Online coaching provides a more convenient way for your clients to access you – anytime and anywhere and as frequently as they desire – without you having to physically be present. Online coaching compels your clients to stick with you longer because they are achieving consistent results, which in turn creates an environment where they perpetually pay you on a recurring monthly basis; the value they receive far outweighs their investment in you; the value of online coaching.


Leveraging your own content or niche topic into a systematic, step by step curriculum program; with the ability to deliver your unique content/niche topic Anytime, Anywhere to any Client.

As an author, speaker, trainer and coach, leverage what you do best to add more value, get more clients to grow your business and earn more money.

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