Most new coaches are deeply passionate about helping others — but passion alone doesn’t build a thriving, profitable practice.
What actually holds most beginners back isn’t a lack of talent — it’s a combination of mindset traps, unclear messaging, and focusing on the wrong things too early.
In this article, you will learn:
- The mindset blocks and missteps that stall most new coaching businesses
- How to confidently package and sell your coaching — even with limited experience
- Practical strategies to build momentum, not just content or busywork
Let’s start with the most common inner challenge new coaches face: imposter syndrome.
1. Letting Imposter Syndrome Run the Show
Every new coach wrestles with some version of this thought:
“Who am I to coach someone else?”
Imposter syndrome shows up in sneaky ways — like endlessly tweaking your website, putting off that first discovery call, or signing up for yet another training instead of actually coaching.
It convinces you that you need to be perfectly healed, endlessly wise, or wildly experienced before you can help anyone.
But the truth is, coaching isn’t about being flawless. It’s about being present, asking powerful questions, and helping clients move forward.
The fastest way to quiet imposter syndrome is to take action anyway. Every real conversation you have — every practice session, every messy first offer — chips away at the lie that you’re not ready.
Confidence doesn’t come first. It comes from doing the work.
Here’s what helps:
- Keep a journal of positive client feedback or “aha moments” you’ve facilitated
- Practice with peer coaches or in low-stakes environments to build reps
- Surround yourself with other new coaches so you realise you’re not alone
Imposter syndrome thrives in isolation. Start showing up, even imperfectly, and watch your belief in yourself grow.
2. Avoiding Sales Because It Feels “Pushy”
Let’s be real: most new coaches hate the idea of selling.
They worry it makes them seem desperate, manipulative, or salesy — so they avoid it altogether and hope clients will “just find them.”
Here’s the hard truth: no one sells your coaching for you. If you’re not confidently inviting people into your offer, your calendar stays empty — no matter how kind, skilled, or passionate you are.
The key shift is this: sales is service.
It’s not about pressure or persuasion. It’s about helping someone make a decision that supports the change they already want. Your job isn’t to convince — it’s to clearly explain what’s possible through coaching and invite them to take the next step.
Here’s how to make selling feel more human:
- Think of sales calls as a “conversation,” to see if you fit, not a pitch meeting
- Use language that feels natural to you, not canned scripts
- Focus on what they want and how your coaching helps them get there
Selling doesn’t have to feel gross. In fact, it can be one of the most generous, powerful parts of your work — once you learn how to own it.
3. Not Creating (or Believing In) a Clear Offer
Saying “I’m a life coach” isn’t an offer. It’s a job title.
One of the biggest mistakes new coaches make is keeping their offer vague, hoping potential clients will somehow understand the value of coaching without being told.
But unless someone already knows and believes in coaching, that’s a risky bet. What people actually pay for is clarity and transformation.
Here’s what most new coaches skip: defining the specific problem they help with and the specific result their coaching leads to.
That doesn’t mean you need a rigid niche from day one. But it does mean your offer needs to feel real, tangible, and valuable to the person you’re talking to.
Start with this simple formula: I help [who] with [what problem], so they can [desired result].
Example: I help women in their 30s stop second-guessing themselves so they can finally feel confident making big life decisions.
And just as important: you have to believe in your offer.
If you don’t think your coaching can help someone, they won’t either. Confidence grows when you test your offer, refine it, and start seeing results — even in small, early sessions.
Your offer doesn’t have to be perfect. But it does have to be clear.
4. Working on Messaging in Isolation Instead of Testing It With Real People
You can spend weeks perfecting your bio, crafting the “perfect” Instagram caption, or writing clever taglines — and still end up with messaging that doesn’t connect.
That’s because clarity doesn’t come from thinking — it comes from testing.
Many new coaches fall into the trap of working on their message alone. They try to figure out their niche, voice, and value proposition inside a Google Doc — instead of actually talking to humans. But messaging isn’t a branding exercise.
It’s a communication skill. And the only way to improve it is through live, messy, real-world conversations.
Here’s what to do instead:
- Have 10 conversations with people you’d maybe want to coach — ask about their goals, frustrations, and what they’ve tried
- Notice what language they use — and what lights them up
- Practice explaining what you do in different ways, and see what gets a “Tell me more”
Every time you explain your offer out loud, you learn. Every confused look, every enthusiastic “Oh my god, I need that” — it’s all feedback.
Over time, your messaging stops being something you write and becomes something you say naturally.
Stop waiting for the perfect words. Start testing real ones.
5. Undercharging or Coaching for Free “Until I Feel Ready”
It’s totally normal to feel nervous about charging money for your coaching.
But waiting until you “feel ready” usually means waiting forever.
Many new coaches start out offering free sessions or pricing themselves so low it barely covers a cup of coffee.
They tell themselves it’s for practice or to “build confidence first.” But here’s what actually happens: free clients flake, undervalue the work, and don’t show up fully.
And the coach ends up drained, discouraged, and doubting whether coaching is even viable.
You don’t need to charge premium rates on day one — but you do need to charge something.
Getting paid changes the dynamic. It creates buy-in, energy, and commitment on both sides. More importantly, it affirms to you that your time and skill have value.
Here’s how to approach pricing when you’re just starting:
- Choose a “practice rate” that feels slightly uncomfortable but still fair
- Offer a short package (like 4 sessions) to create a clear container
- Let clients know your rates will go up as you gain experience — and honor that
The only way to get confident charging for coaching is to… start charging. You can always raise your rates. You can never get back the time you spent coaching for free out of fear.
6. Endlessly Learning Instead of Implementing What You Learn
There’s nothing wrong with wanting to be a well-trained, ethical coach.
But there is a problem when learning becomes a substitute for action.
Many new coaches convince themselves they need “just one more course” or “a better certification” before they can start working with real clients.
On the surface, it sounds responsible — but underneath, it’s often fear dressed up as preparation.
The truth is: you can’t think your way into confidence — you have to coach your way into it.
Yes, solid coach training matters. Yes, investing in your skills is important. But no amount of reading, note-taking, or watching other people coach will prepare you like doing it yourself.
Here’s how to strike the right balance:
- Choose one strong coach training program, and commit to implementing as you go
- Set a date to start offering sessions, even if it’s during your training
- Keep learning, but treat every client session like a lab, where practice makes mastery
It’s okay to be a beginner. It’s okay to be learning as you go. Just don’t let “getting ready” become a comfortable hiding place that delays your growth.
7. Trying to Grow Alone Without Support or Feedback
Coaching can be a deeply personal and vulnerable profession, which is why so many new coaches try to do it all alone.
They quietly launch, overthink every post, second-guess their sessions, and spiral in self-doubt… without ever talking to another coach or mentor. The result? Slow progress, shaky confidence, and feeling like the only one struggling.
But here’s the truth: no one grows a coaching business alone, and you’re not supposed to.
You don’t need a giant team or an expensive mastermind to get support. You just need connection, accountability, and real-time feedback. This could look like:
- A small peer coaching circle where you trade sessions and give feedback
- A mentor or supervisor who helps you improve your actual coaching skills
- A community of coaches where you can share wins, get unstuck, and feel seen
One powerful insight or word of encouragement can shift your entire path, but you only get those when you’re in the room.
Don’t isolate yourself trying to figure it all out alone.
Growth is faster, easier, and way more fun when you’re supported.
Conclusion
Starting a life coaching business is about more than just getting certified or building a website — it’s about facing your fears, taking action before you feel “ready,” and learning to communicate your value in real conversations.
To recap, the seven most common mistakes new coaches make are:
- Letting imposter syndrome run the show
- Avoiding sales because it feels “pushy”
- Not creating (or believing in) a clear offer
- Working on messaging in isolation
- Undercharging or coaching for free out of fear
- Learning endlessly without implementing
- Trying to grow alone without support
Each of these is fixable — and every coach has faced at least a few. The ones who succeed aren’t perfect — they’re just willing to keep showing up, testing, refining, and growing in public.
