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Introduction to Personal/Life Coaching
for Clinicians
One-Day Pre-Conference Master Class
December 6, 2004 Hilton Head, NC
Kathleen Brehony, Ph.D.
Personal Coaching: An Overview
Who can benefit from personal or executive coaching?
What is personal or executive coaching?
Where does personal or executive coaching take place?
When does personal or executive coaching take place?
How does one begin a personal or executive coaching practice?
Who?Individuals who want to grow, improve their life/career skills, solve specific non-clinical problems, and realize their full potential can benefit from personal and executive coaching.
A wide range of individuals have benefited from personal and executive coaching along a number of life dimensions.
Don’t die guessing!
• Personal coaching is based on an ongoing relationship – a partnership - between equals that is characterized by trust and mutual respect.
• It offers focus, structure, and support toward achieving career and life goals, deepening learning, improving performance, and enhancing quality of life.
• The personal coach relationship is essentially individualistic in its structure and its concentration.
What is Personal/Life Coaching?
Examples of Goals for Personal Coaching
To set and achieve goals in your life and career path. To balance mind/body/spirit. To overcome obstacles to goal achievement. To pursue the path of individuation and self-actualization; to live up to one's potential. To make conscious decisions about the future you want to create. To live with passion, meaning, and mastery. To explore your spiritual Self. To unleash your natural creativity. To learn to rely on the power of your higher Self - your own inner warrior.To face with greater courage, grace, and wisdom the changes (and losses) that life will inevitably serve up.
Client Goals in Coaching Percent
Time Management 80.5%
Career 74.3%
Business 73.8%
Relationships/Family 58.6%
Physical/Wellness 51.9%
Spiritual 51.0%
Personal 45.2%
Goal-Setting 39.5%
Financial 38.1%
Creativity 11.0%
Other 01.4%
What Individual Clients Want From Coaches
Source: International Coach Federation, 1998 Coaching Client Survey
• Work with individuals or teams to facilitate shifts within the context of the organizational culture to achieve extraordinary results
• A way to leverage HR and reach all employees
• Train managers in coaching skills
• Improve performance, raise skills & self-empowerment
• Perk for top performers
What Corporate Clients Want From Coaches
Source: International Coach Federation, 1999 Coaching in Corporate America Survey
In Homer's epic Greek poem The Odyssey, Odysseus (Ulysses to the Romans) is returning to his home in Ithaca having spent more than ten years away fighting in the Trojan War. Before Odysseus embarked on this arduous journey he left his beloved son, Telemachus, in the care of his loyal friend and advisor, Mentor, knowing that this gentle man would serve as guardian, guide and counselor.
Today, we think of a mentor in much the same ways Homer described. Words like: guide, partner, consultant, advisor, supporter, teacher, trainer, tutor, and coach come to mind.
History of Coaching/Mentoring
The Path to the “Self”
The Good Red Road (Sioux) The Pollen Path (Navajo) The Tao – “The Way” (Taoists) “Know Thyself” (Greek) The Alchemical Metaphor (Lead Into Gold)
Individuation (Jung) Self-Realization (Rogers) Self-Actualization (Maslow)
There is Gold in Lead.
Acorns will become Oak Trees.
Teleological Assumption of Coaching
• The First Wave: Psychodynamic, began with Sigmund Freud's Psychoanalysis, which has been expanded through the insights of Ego Psychology, Interpersonal Psychology, Object Relations, and Self Psychology. (Unconscious Mind and Underlying Issues)
• The Second Wave: Behavioral, was championed by B. F. Skinner and others. It has been augmented by Cognitive Psychology theory and methodology during the last three decades. (Reinforcing Behavior Change)
• The Third Wave: Humanistic, spearheaded by Abraham Maslow, Carl Rogers, has been amplified by innovations such as Focusing. (Striving for Self-Actualization)
• The Fourth Wave: Transpersonal Psychology, drew upon the seminal writings of Maslow, Jung, Roberto Assagioli, Ken Wilbur, Charles Tart, Stan Grof, Kenneth Pelletier, and Charles Garfield, among others, to describe a new vision of psychology. (Striving for Self-Transcendence and Realization of Spiritual Potential)
Psychological Roots of Life Coaching
History of Modern Day Coaching
• 1992 Thomas Leonard founded Coach U. (Telecoaching). At about the same time Laura Whitworth founded the Coaches Training Institute in San Francisco.
• 1995 Whitworth et al founded Personal and Professional Coaches Association (PPCA).
• 1996 Leonard initiated the International Coach Federation (ICF) and the first convention was held in Houston, TX.
• 1997 PPCA and ICF merged into one body (ICF). As of 2002, there were 5,000 members worldwide. Today there are approximately 4 dozen identified coach training schools.
Executive Coaching
Predates Personal/Life Coaching
Fuels the realization of personal and organizational goals
Empirical research shows that small investments in people
have big payoffs on an organization’s Bottom Line!
Personal Coaching is not a substitute for psychotherapy. Unlike many therapies, coaches don't focus on issues of the past, instead the emphasis is on the present and, most importantly, the future. The nature of the issues being addressed are very different than the focus of therapy. There are many invaluable interventions for clinical depression, substance abuse, and other significant psychological difficulties but personal coaching is not among them. Individuals experiencing these kinds of problems should seek help from qualified, professional psychotherapists.
What Personal and Executive Coaching is NOT
• Everywhere, depending upon the content/context of coaching
• International Coach Federation (ICF) notes there are more than 16,000 part- and full-time personal & executive coaches worldwide
• More than 23,000 listings under “personal coach” on Internet Search Engines
• Many generalist coaches come from backgrounds in:
Psychology & Clinical Social Work
Nursing & Medicine
Human Resources
Business & Finance
Where do Personal & Executive Coaches Come From?
A survey published by Psychotherapy Finances (October, 2000) found that 23 percent of clinicians are taking steps to leave their practices. The constraints of managed care - limitations on treatment plans, more paperwork, and lower fees - were commonly cited reasons.
…20% of Psychotherapists now include “Coaching” as part of the professional services they offer.
Source: Psychotherapy Finances Newsletter, September 2000
• Help people set better goals, reach those goals, and continually improve.
• Ask their clients to do more than they would have done on their own.
• Focus their clients better to more quickly produce results.
• Provide the tools, support, and structure to accomplish more.
Personal Coaches……
• Discover, clarify, and align with what the client wants to achieve
• Encourage client self-discovery
• Elicit client-generated solutions and strategies
• Hold the client as responsible and accountable
Personal Coaches……
Form of Contact Percentage
Telephone 94.3%
Email 45.2%
In-Person 35.2%
Other 01.9%
Source: International Coach Federation, 1998 Coaching Client Survey
Where Does Personal and Executive Coaching Take Place?
Can be highly individualized but norms are:
• One-half hour weekly contact with client (most often conducted by telephone)*
• Contract duration?
• Additional Contacts (e.g., email between formal sessions?)
* Fees for Personal Coaching services generally range from $200 - $500 per month. Mean works out to $100-$150 per hour. Executive Coaching usually runs more.
When Does Personal Coaching Take Place?
How do people get started with you as a personal coach?
Begin with a free conversation (usually by phone) that allows you to determine if a prospect is a legitimate coaching client (for you) and allows him/her to determine if you are the right coach for them
Discuss the parameters of the coaching relationship and the coaching agreement
Send Intake Materials
Set up the first session (have intake materials in hand at least a day or two ahead of that so you can read and reflect on them)
Collect fees (it is standard to collect fees in advance but this is entirely up to you)
Getting Your Coaching Practice Started
• Certification?
• Building Coaching Skills
• Business Plan
• Marketing Strategy
Issues to Consider
• Determine your beliefs/philosophy about the need for certification (At present it is not binding in any state. The State of Washington does require that personal and executive coaches register).
• Evaluate Coaching Training Programs and determine if you want/need this training.
Do You Need Certification as a Personal/Life Coach – Yes or No?
http://www.coachfederation.org/
Pros and Cons of Certification?
Will certification/licensing become mandatory?
Present state of coaching profession regarding certification?
Certification?
A. Setting the Foundation
• Meeting ethical guidelines and professional standards
• Establishing the Coaching Agreement
B. Co-Creating the Relationship
• Establishing Trust and Intimacy with the Client
• Coaching Presence
C. Communicating Effectively
• Active Listening
• Powerful Questioning
• Direct Communication
D. Facilitating Learning and Results
• Creating Awareness
• Designing Actions
• Planning and Goal Setting
• Managing Progress and Accountability
ICF Core Competencies
Professional Certified Coach (PCC)
• Completed 750 client coaching hours
• Provide 5 Coaching References
• Pass a written and oral examination
Master Certified Coach (MCC)
• Completed 2500 client coaching hours
• Provide 10 coaching references
• Pass a written and oral examination (Waived if already completed this for PCC)
• Provide validated documentation of professional contribution to the coaching profession
ICF Accreditation Standards
Organization Approved Program ICF Accred. Date
Academy for Coach Training (ACT) Coach Certification Program 6/25/99
Coach 21 Co, Ltd. Coach Training Program 10/16/99
Coach for Life Master Certified Life Coach Program
1/07/00
Coach U Certified Graduate Program 7/01/99
Coaches Training Institute (CTI) Coach Certification Program 6/24/99
Corporate Coach U International (CCUI)
Corporate and Business Coach Training and Certification Program
9/21/00
Hudson Institute of Santa Barbara Coaching Certification Program 1/19/01
The Newfield Network Coaching for Professionals and Personal Mastery
7/27/00
New Ventures West Professional Coaching Course 6/30/00
Success Unlimited Network (SUN) Coach Training and Certification Program
6/24/00
Some ICF Approved Coach Training Programs
Non-ICF Coach Training Programs
www.nicabm.com
• I will conduct myself in a manner that reflects well on coaching as a profession and I will refrain from doing anything that harms the public's understanding or acceptance of coaching as a profession.
• I will identify my level of coaching competence to the best of my ability and I will not overstate my qualifications, expertise or experience as a coach.
• I will, at the beginning of each coaching relationship, ensure that my coaching client understands the terms of the coaching agreement between us.
• I will not claim or imply outcomes that I cannot guarantee.
• I will respect the confidentiality of my client's information, except as otherwise authorized by my client, or as required by law.
• I will obtain permission from each of my clients before releasing their names as clients or references.
• I will be alert to noticing when my client is no longer benefiting from our coaching relationship and thus would be better served by another coach or by another resource and, at that time, I will encourage my client to make that change.
• I will avoid conflicts between my interests and the interests of my clients.
• Whenever the potential for a conflict of interest arises, I will, on a timely basis, discuss the conflict with my client to reach informed agreement with my client on how to deal with it in whatever way best serves my client.
Ethical StandardsSource: Annotated from the International Coach Federation
• I will, on a timely basis, disclose to my client all compensation from third parties that I may receive for referrals of, or advice given to, that client.
• I will honor every term of agreements I make with my clients and, if separate, with whoever compensates me for the coaching of my clients.
• I will not give my clients or any prospective clients information or advice I know to be confidential, misleading or beyond my competence.
• I will acknowledge the work and contributions of others; I will respect copyrights, trademarks and intellectual property rights and I will comply with applicable laws and my agreements concerning these rights.
As a professional coach, I acknowledge and honor my ethical obligations to my coaching clients and colleagues and to the public at large. I pledge to comply with the highest Standards of Ethical Conduct, to treat people with dignity as free and equal human beings, and to model these standards with those whom I coach.
Ethical Standards, continued
Truths About Coaching• Coaching is helping high-functioning clients define and achieve goals (it is NOT psychotherapy nor is it – nor should it be -- covered by health insurance)
• Therapists can make excellent decisions about whether a potential client is appropriate for coaching.
• Clients come to coaches for time management, career, business, creative, self-growth, and spiritual issues.
• Coaching is a regular reminder that goals are important and achievable.
• Coaches offer feedback, structure, and support.
• The client is creative and resourceful.
• The Agenda and answers come from the client.
• Relationship is based on mutual trust and respect and is a designed alliance.
Why Therapists Make Great Coaches1. Unique insights into human motivation and behavior.
2. A broad perspective on the depth and breadth of human experience.
3. A less judgmental interactive style than the average person.
4. An understanding of people’s life transitions.
5. An in-depth understanding of human development.
6. Experience helping people manage crises.
7. The ability to balance an objective understanding of human experience with the subjective experience of others.
8. An understanding of the importance of maintaining work/personal life balance.
9. An ethics code that affirms the dignity of all human beings.
10. An ability to help people understand that many of their thoughts and feelings are within the normal range of experience.
11. An understanding of how individuals and organizations fit together.
12. Training in the use of assessments to help individuals understand their personality type preferences, strengths, and areas that need extra development or management.
13. Extensive experience in helping people communicate more effectively.
Source: Jeffrey Auerbach, Personal and Executive Coaching
The Process of therapy and the Process of coaching have many commonalities.
6 Differences Between Coaching and Psychotherapy
1. Coaching is about self-growth not about solving therapeutic problems.
2. Coaching is not appropriate for DSM-IV diagnosable issues.
3. Coaching clients are high-functioning people who want to achieve self-growth goals.
4. Health insurance does not cover coaching (nor should it).
5. No requirement for licensure or certification required of coaches at the present time.
6. Ethical standards are, of course, important for coaches but there are some differences from those of therapists in terms of boundary issues and dual relationships.
1. Maintain a sharp distinction between coaching and therapy (e.g., do not use your license number on your coaching biz cards. You can use your highest degree (e.g., M.S., Ph.D., M.D., etc.).
2. Confidentiality – Privilege may not apply.
3. Boundaries.
4. Personal Values.
5. Record-Keeping.
6. Do No Harm.
6 Critical Ethical Issues for Therapists Becoming Coaches
• Initial Telephone Contact -- Making certain this individual is an appropriate coaching client
• Preparation for the first session
• First Coaching Session -- Clarifying your agreements with the client
• Creating a coaching agenda -- Establishing the Focus of coaching
-- Clarifying the Goals
Initial Process
Getting Started
Client Information
Client Intake
Client Policies and Procedures
Developing the Coaching Alliance
• Understanding and working with the client’s worldview
• Developing Trust and Mutual Respect
• Challenging and Motivating Clients
• Coaching for Skills
• Coaching for Performance
• Coaching for Development & Transformation
• Coaching for the Executive’s Agenda
Dynamic Areas for Coaching
Critical Coaching Skills
• Attending
• Inquiring
• Affirming
• Discipline
ASTD:Qualities of Superior Coaches
Balance SharingQuestioningGive and takeNOT consultingEngage in conversations with client
ConcreteFocus on what can be improved NOT “Someday I would like to…”
Sharing ResponsibilityBetween the coach and the client for making goals
ShapeGoal of conversation clearly statedFlow of conversation expands info and focuses it as you move toward your goals (funneling in)
RespectClient as co-equalWorking together
• Clarify passions and goals
• Enlist client passions into coaching process
• Organize thoughts
• Clarify expectations and outcomes
• Build capabilities
• Accountability and reinforcement
Coaching Schematic
Common Obstacles to Peak Performance
Why do people benefit from having a great coach?
• No clear vision
• Put Self last
• Time constraints/responsibilities
• Lack of confidence
• Stuck in “Golden Handcuffs”
Great Winners Use a Coach!
Lance Armstrong and Coach Chris Carmichael
Magnifique! Armstrong wins record 6th Tour
Potential
– Interference/Obstacles
= Performance
Formula for Success
Forwards the ACTION with Specific Tasks and Accountability Ask: How does each step forward the action?
Coaching always…
Coaching is about RESULTS and
Accountability!
Always check on homework assignments and agreed upon Action Steps.
“Do or Do Not. There is no try!”
Coaching Tools
Powerful and Simple Questions• Open-ended
• Designed to elicit depth
• Where do you want to make a difference in your life?• What do you value most?• Where do you see yourself in the future?• If you had all the money you would ever need, what would you do with your time?• If you had only one month to live what would you do differently?• What would be different I your life if, one year from today, your life was exactly like you would like it to be?
Coaching Tools
Purposeful Inquiry
Asking questions for which you want an answer not now but later after the client has used the question to focus his/her thinking. Ask client to think about the question and
write down thoughts and feelings and report these at next session.
• What would the components of a more satisfying life or career look like?
Coaching Tools
Active Listening: Attention & Impact
Listen to what the client is saying (and not saying).
Listen for unspoken wants, desires, passion, and possibilities.
Listen for the solution to an obstacle.
Listen consciously and deeply from the heart.
• Sometimes it’s easier on the phone
• FOCUS
• Control your physical environment
• Don’t “wait to talk”
Suggestions for Active Listening
Coaching Tools
Imagination and Visualization
Coaching Tools
Taming the Inner Critic (AKA: The Gremlin, The introjected negative mother or father complex)
Ask:
• What stops you?
• What would you do if you couldn’t fail?
• Can you recognize the complex when it is present?
Coaching Tools
1. Development
2. Discovery
3. Dream Images – Visualization
4. Design Achievable Steps
5. Deliver (Action Steps)
The 5 D’s of Appreciative Inquiry
Helping Clients to Establish the FOCUS of Coaching
Values Clarification Exercises:
• Q-Sort with Cards
• Peak Experience Exercise
Coaching Tools
Life-Balance TechniquesThe Wheel of Life Exercise
The Wheel of Life is from Co-Active Coaching; Laura Whitworth, Henry Kimsey-House and Phil Sandahl; Davis-Black Publishing, 1998.
Coaching Tools
SWOT Analysis
Internal External
Strengths Opportunities
Weaknesses Threats
Coaching Tools
Where you are now and Where you want to be?
Gap Analysis
Coaching Tools
Coaching Tools
Assessment Inventories
• Myers-Briggs personality assessment
• CPI
• FIRO-B
• DiSC
• 360’s (Multi-Rater Feedback Inventories) for Executive Coaching
Working with Emotional Intelligence
Coaching Tools
• Three-word sentences beginning with “I feel…”
• Start labeling feelings (not just thoughts)
• Analyze feelings
• Ask others how they feel
• Make time to reflect on feelings
• Identify fears and desires and unmet emotional needs
• Take responsibility for one’s own emotions
• Develop the courage to follow one’s own feelings
Positive Psychology & Authentic Happiness
Coaching Tools
Authentic happiness comes from identifying and cultivating your most fundamental strengths and using them every
day in work, love, play, and parenting…
Positive Psychology has three pillars:
1. The study of positive emotion
2. The study of positive traits, foremost among them the strengths and virtues, but also the “abilities” such as intelligence and athleticism.
3. The study of the positive institutions such as democracy, strong families, and free inquiry, that support the virtues, which in turn support the positive emotions. Martin Seligman, Authentic Happiness
Follow Through with Dynamic & Systematic Action Steps
Identifying and Managing Obstacles
Effective Feedback
Homework & Accountability
Coaching Tools
Five Powerful Coaching Techniques
1. Client writes a fairy tale about themselves
2. If you could have coached yourself 10 years ago, how would your life be different now?3. Personal affirmation
4. Brainstorm creative action steps – Outrageous!5. Inner/Outer Language: Could NOT Should, And NOT But, Will NOT Try
Coaching facilitates a deepening and a change in consciousness
Coaching offers an extraordinary relationship
• Co-Pilot
• Trust
• Support
• Confidentiality
• Mutual Respect
• Active and Authentic Listening – Presence
• Honest and Compassionate Feedback
• Spacious – No judging, no “shoulds”
Good coaches inspire people to think they can. Great coaches inspire people to think they can and do.
As a Coach, you are a small business and must think like a business person especially in terms of your marketing efforts.
The Business of Coaching
Tools of the Trade
Develop a Business Plan
• Goals (e.g., How many clients do you want to work with? Will you specialize?, etc.)
• Values
• Culture
• Time Frame for Accomplishment of Goals
• Action Steps
• Create Supportive Materials (e.g., intake forms, pricing, agreement forms, etc.)
• Create Marketing Plan to realize and align business/professional objectives with behavior
The Business of Building a Coaching Practice
Brainstorm!
Target Your Market
• What kind of clients most interest you?
• What are you good at?
• What do you love?
• Why do you want to be a coach?
• What are your professional and personal experiences?
Write down the answers to these questions as you begin to zero in on your market niche.
What is your coaching company name? Do you need one?
Do you have/need a logo?
Your service niche - Positioning
How do you “package” yourself and your business?
Personal Branding
Life’s Transition Points are dynamic opportunities for change and growth
• Developmental Transitions (e.g., Midlife)
• Relationship Transitions
• Professional Transitions
Metaphorical Context: The Hero’s Journey
The Call/Initiation The Separation
The Adventure
The Return
“Openings” for Coaching
Life as we have known it is now over
• Age• Gender• Educational Level• Geographical Location• Income Level• Ethnicity• Profession/Industry• Psychological Needs• Personal Interests
Who will be your coaching clients?
Understand the Marketing Cycle in order to get clients in the pipeline
Prospects
Contacts
Leads
Referrals = CLIENTS
Manage and Keep Track of Your Prospects,
Contacts, and Leads
The “Four P’s”: Price, Product, Place, Promotion
• Target Markets (Who are your ideal clients?)
• How best to reach your target?
Website and Electronic Media
Direct Mail
Advertising/Publicity
Public Speaking
Writing/Publishing
Referrals and Strategic Partnerships
Marketing – Get the Word OUT!
PRODUCT
PRICE
PLACE
PROMOTION
The Four “P’s” of Marketing
ProductPersonal and Life Coaching is a service designed to assist individuals desiring to realize their full potential. Some clients come with very specific goals (e.g., I want to publish a book, improve my emotional intelligence skills in my workplace, or develop better time management skills). Others may seek balance in bodymindspirit, spiritual enlightenment, or improved relationships.
Coaching is an ongoing relationship between the professional coach and the client which focuses on the client taking action toward the realization of their vision, goals, or desires. Coaching uses a process of inquiry and personal discovery to build the client’s level of awareness and responsibility and provides the client with structure, feedback, and support.
PriceFees for coaching services are extremely variable but mostly range from $100 - $300 per hour ($200-$500/month) with higher fees for Executive Coaching. The average fee per hour is between $100 and $150. Insurance does not (and should not cover these fees).
Consider Fee Schedules that reinforce longer term commitments (e.g., 6 months as opposed to month-to-month).
Will you accept credit cards?
Form of Contact Percentage
Telephone 94.3%
Email 45.2%
In-Person 35.2%
Other 01.9%
Source: International Coach Federation, 1998 Coaching Client Survey
Place
Promotion
Professional Marketer’s believe that capturing the
prospect’s attention accounts for at least 80% of the effectiveness of a
marketing campaign
All Marketing Efforts should focus on BENEFITS to the prospect, not on yourself
Attention
Interest
Desire
Action
Specific Marketing Goals REQUIRE Specific Action Steps that are:
Dynamic
Doable
Something you’re good at or willing to learn
Effective and Cost-Effective
Consistent
How do you stand out in a sea of other coaches?
73% of all coaches make less than $10,000 in their first year
Only 60% of all second-year coaches have managed to find 10 paying clients
Less than 11% of all coaches make more than $50,000 by their second year in practice
The average coaching fee is $160/hour yet, 53% of coaches make less than $20,000 a year
30% of all coaches are still not able to generate 10 paying clients
Only 9% of coaches make more than $100,000 a year
Source: Stephen G. Fairley and Chris E. Stout Getting Started in Personal and Executive Coaching
The Bottom Line
Becoming one of the 9% of Coaches who earn more than $100,000/year
“Professional coaching is no different from any other small business. To be successful in coaching, you must become successful in running a small business.”
Source: Stephen G. Fairley and Chris E. Stout Getting Started in Personal and Executive Coaching
Building Your Coaching Practice Through:
Advertising Can be very expensive
Need to look at cost/value ratios (e.g., CPM)
Typically, Advertising is least effective for:
Small-business ownersCompanies with small marketing budgetsBusinesses that offer services rather than products
Carefully target your market
Experts suggest you need to run ads in a series of five or six before you can see your true response rate
Most cost-effective Marketing Tool is
Publicity
Elements of an Effective Press Release
1. FOR IMMEDIATE RELEASE
2. Contact Information
3. Headline
4. Dateline
5. “Five W’s”: Who, What,Where, When, Why6. Recap
Only issue a press release for a newsworthy event or occasion
Define and Identify Target Press/Media
Capture attention with a vibrant, powerful headline
Double-space Press Release
Press Release should be no more than three pages. Ideally it will be one page.
Carefully target your editors and producers
Put your Press Release on your website (more on websites later)
More About Press Releases
Promoting Yourself in Print
Flyers
Letters
Display Ads
Brochures
Use Words that Sell…
Did you know that the difference between the
right word and the almost right word is the same as the difference
between lightning and a lightning bug?
Mark Twain
Columns and Articles
Building Your Coaching Practice Through:
Publishing
Building Your Coaching Practice Through:
Books Magazine Articles e-Books and Online Publishing Self-Publishing
Roles in the Book Publishing Business
Agent
Publisher
Writer Editor
The Literary Agent
Why you need a literary agent to sell your book manuscript:
The “over the transom” days are gone.
Agents create a filter that screens submissions for editors.
Editors
Agents
4 Functions of a Literary Agent
1. Commissioned Salesperson
2. Literary Legal Counsel
3. Editor
4. Intermediary Between Author and Publisher
But… Do you want to write?
Or do you want to HAVE WRITTEN?
In order to author a book, you must love the creative
process of writing
Options for publishing a book if you don’t love (or want) to write
Ghost Writer
Co-Author
A major myth about writing is that writers never make false starts or mistakes and that every word flows smoothly and perfectly onto the page.
That myth is believed because we only see products not process.
Myth About Writing and the Creative Process
We can all improve our writing skills if we are motivated and persevere
Writing is a Two-Stage Process
1. The Muse
2. The Container
The Muse
Letting things flow
Don’t worry about details
Right Brain
We are naturally creative and this creativity pours through us when we get
out of its way.
“Every child is an artist. The problem is how to remain an artist
once he grows up.”
Dream by Pablo Picasso
-- Pablo Picasso
Picasso is Correct
Our Natural Creativity Declines with Age
98%
32%
10%2%0%
10%20%30%40%50%60%70%80%90%
100%
3-5 yrs8-10 yrs13-15 yrs25+ yrs
Research by George Land and Beth Jarman reveals that we are all creative. Their data show that 98% of children (ages 3-5) score at genius level creativity. Only 32% of 8-10 year olds, 10% of 13-15 year olds, and less than 2% of 25+ year olds score similarly. From Breaking Point and Beyond. SF: Harper Business, 1993.
The Container
The Skill and Craft of Writing
Left Brain
Fear feeds the Inner Critic
Failure
Rejection
Ridicule
Exposure
Success
Change
It is dangerous to bring the Inner Editor in too early in the
writing process
We get stuck or we stop
First Stage of WritingStart with a Writing Exercise
Get in a relaxed state of mind
Ignore punctuation, spelling, syntax, pagination etc.
Write quickly
Ignore the Inner Critic
Second Stage of Writing
Critique yourself in an honest but compassionate way
Shape your work into just the way you want to say it! This is the construction phase
ALLOWED
“This doesn’t quite work for me.”
“This part might need more detail.”
“I’m not sure that transition takes me where I need to go.”
“This part doesn’t make sense yet.”
“Are there other ways of saying this that would be clearer?”
“Is that behavior consistent for this character?”
“After you get the story down, I’ll help with grammar and punctuation.”
“I really like this part.”
“Nice job on that character (or point).”
NOT ALLOWED
“This sucks.”
“You suck.”
“You’ll never be a writer.”
“No one wants to read this crap.”
“What makes you think you can write?”
“Just give it up.”
“You better keep your day job.”
“You’ll never get this right. Plus you’re too old to begin as a
writer.”
“You don’t have enough formal education to be a writer.”
Self-Critique
Maya Angelou’s Writing Process
Writing Tips
Use Action Verbs
Use the Active Voice
Show AND Tell
Write in Scenes
Consider using the Present Tense
Cut the Fat
More Writing Tips
Metaphors, Similes, Symbols: When in doubt, don’t!
Use the very Best Word
In general, use shorter sentences
Be aware of Rhythm, Meter, Shape & Pace
Make the reader feel
Take advantage of every resource to
improve your writing
Select a Press Release, Direct Market Letter, a Flyer, or a Display Ad and create a first draft. We will break into small groups for feedback.
Exercise
Rules for Feedback:
1. Be specific.
2. Notice what works/is good as well as what doesn’t work and say it.
3. Frame your comments by: “If this were my brochure, flyer etc. I might think about …”
Seminars
Lectures
Workshops
Building Your Coaching Practice Through:
1. Have content (Coaching is the “side dish” not the main course)
2. Be Entertaining
3. Stick with core points
4. You should be passionate about your subjects and desire to help others know what you know
5. Leave time for Q&A
6. Have a “leave-behind” with contact information
Tips for Powerful Workshops
Set up your own workshops and offer them for free or for a
nominal fee to attendees.
Offer some workshops/keynotes to your target market for FREE in
order to get known.
You will have to work your way up the ladder to earn significant speakers fees. But each event gets your name out to potential coaching clients and builds your opportunities to do more speaking.
Contests
Building Your Coaching Practice Through:
Local Radio
Building Your Coaching Practice Through:
Can do radio programs from anywhere by telephone (called “phoners”)
Target the right programs
Public Radio Stations are good for features/talk shows
Choose Show(s) – then make Contact
Radio Tips Will they call you or you call them? In either case,
have the telephone number for the studio
Hello. You’re on the air! Yikes!
Listen very carefully especially if you are being interviewed on the telephone
Make a location reference unless the program will air in multiple locations
Use the host’s name a few times – make sure you know what it is and how to pronounce
More Radio Tips Speak in short, concise blocks – sound bytes
Reframe when necessary to tell the audience what you want them to know Use a corded landline phone whenever possibleDisable “Call Waiting” if you have it
Have a glass of water and your notes/materials nearby
Turn off your radio
Banish all animals and small children from the room during your interview
Local Television
“Local” can mean where you are giving a talk or workshop
You need a “hook”
Target the right programs/producers
Building Your Coaching Practice Through:
Television Tips Arrive on time (actually early)
Keep responses brief and to the point
Wear makeup (including men)
Don’t wear a bright white shirt Smile – Look excited, enthusiastic
Make eye contact with interviewer
Don’t look at the camera
Make a copy of the show on your VCR
National Media Exposure
A newsworthy event or issue
Great perseverance
Luck
Professional Media Kit Bio
A good photo (Headshot)
Brochure – If you have one
Testimonials/Press Releases/Clippings
Contact Information
Questions to ask you (if being used for the media)
Any other relevant information about you and your coaching practice
Building Your Coaching Practice Through:
Direct Mail
Building Your Coaching Practice Through:
Websites
Building Your Coaching Practice Through:
Websites
Establishes you as a “professional”
Clearinghouse of information, testimonials, speaking schedule, etc.
Makes it easy to contact you by email, phone, snail mail
All your competitors have them
NewsletterE-Newsletter
Building Your Coaching Practice Through:
7 Ways an e-Newsletter will help grow your coaching practice
A cost-effective way to stay in touch with your clients and prospects on a regular basis – including international prospects
Effortlessly spreads the word about you and your coaching practice
Credibly and subtly promotes your practice
Instantly positions you as an expert in your field
Can capture the email addresses of your website visitors (e.g., sing up for free newsletter)
Increases the “stickiness” of your website by posting current issues on your website
Promotes your speaking engagements, books, and other activities
e-Newsletters
Easy to do
You do not need to be a computer whiz to do these yourself – also many commercial services available to design them if you prefer that (e.g., www.enewslettersonline.com)
Flexible – can offer them to announce your workshops, events, etc.
Extremely inexpensive – especially when compared to print/direct mail newsletters – only costs are your time to write content and produce the e-newsletter
Trade Shows
Building Your Coaching Practice Through:
Bridge Lines/Virtual Groups
Maintain contact with clients
Capitalize on synergy of group dynamics
Low cost marketing
Building Your Coaching Practice Through:
Bridge Lines/ Conference Calls
Offer free groups on interesting subjects to get people interested in the work you do as a coach
Allows you to maintain contact with prospects and clients
Zero to very low cost in terms of money and time expended
There are numerous companies that offer Bridge Line services.
Check them out. Start with a free one at
www.mrconference.com.
Gift Certificates
Building Your Coaching Practice Through:
Building Your Coaching Practice Through:
Connections and
Networking
Be conscious of your persona/presentation/image in personal demeanor and your marketing tools (e.g., biz cards)
How are you perceived?
You only have one chance to make a great FIRST IMPRESSION!
Network and Tell People What You Do
• Become active in networking group, service club, Chamber of Commerce etc.
• Always talk about results and benefits (not features)
• Have a well-designed “elevator speech”
• Get to know people – Attend 2-3 meetings a month and stay active in that group
Only 1%-5% of cold calls lead to a successful sale
About 15% of referrals are successful when a name is given out
Success rate leaps to 50% when a phone call or email is sent on your behalf
Success rate catapults to the 70%-80% range when the person who can make the introduction attends the meeting or phone call Source: Sandler Sales
Institute
0
10
20
30
40
50
60
70
80
Intro/Attend Intro Referral Cold Call
Networking vs Cold Calls
Intro/Attend
Intro
Referral
Cold Call
Networking v. Cold Calls
Networking/Connections Defined
Every time someone gives you a recommendation, suggestion, or idea about something that’s of interest or value to you, that’s networking. Every time you do the same for someone else, that’s networking. By fostering the power of cooperation, networking links people to one another for the mutual benefit of everyone involved. Networking involves:
Creating opportunities for meeting people
Making contacts
Building strong relationships
Action
Make a list of all the times over the last week that you have done someone a favor, given someone encouragement, provided someone with a valuable or interesting piece of information, asked for help or advice, made a recommendation to someone, or given a referral.
You are already an active networker!
Successful Networkers…1. Are aware of opportunities and people all
around them. They move opportunities into possibilities.
2. Have a helpful attitude.
3. Constantly sharpen their communication skills.
4. Constantly develop their relationship building habits.
5. Make networking a lifestyle not just something they do from time to time.
6. Realize that the heart of networking is people caring about people. It is most powerful when genuine human caring fuels it.
Elements of Powerful Networking
Give and receive information, contacts & referrals
Introduce people to one another
Make requests -- ask for information, names, ideas, validation, encouragement, recommendations
Send notes, cards or email – Stay in touch
Exchange business cards
Attend community, professional and networking events
Talk with people – beef up your small talk and conversational skills, introduce yourself, take action!
Knowledge for Powerful Connections
You must understand your own values, principles, goals, and vision in order to recognize people who are in alignment with you on those issues
You must understand and communicate the characteristics of your client base so that you can help your strategic connections recognize good prospects on your behalf
You must appreciate the importance of good documentation, including supporting materials and tracking/evaluation strategies
You must appreciate the importance of follow-up
Area of Life People Already in My Network
People to Bring Into My Network
Career Ron Lu Ann
Hobbies Linda Kay
Health Michael Ken
Finances Judy J.P.
Spirituality Ruth Nancy
Relationships Matthew Nicholas
Personal Development Allison Phil
1. Make a chart of your network and the important areas of your life.
2. Contact all the people who are already in your network and let them know how important they are to you. Tell them how much you appreciate them.
3. Contact the people you would like to add to your network and invite them to join you for coffee or initiate some way to further your connection to them.
Area of Life People Already in My Network
People to Bring Into My Network
Career
Hobbies
Health
Finances
Spirituality
Relationships
Personal Development
Fill In the Blanks
Model for Business Connections
Source: Anne Baber & Lynne Waymon “Make Your Contacts Count”
1. I know how to initiate a conversation comfortably and professionally.
2. I find it easy to approach people I don’t know at all or don’t know very well.
3. At a typical networking event, I introduce myself to at least half a dozen people.
4. When I listen to people, I am fully present and focused on what they are saying.
5. I try to think of specific people who could be a good prospect for my network colleagues.
6. After an event, I can name at least three valuable pieces of information that I’ve learned from others.
7. I can point out examples of assistance or resources I’ve given to my contacts.
8. When my key contacts talk about me, I notice that they can describe what I do vividly and accurately.
9. When I get a business card or referral card, I put the information in my Rolodex or data base.
10. I follow up on all new contacts with three to five days.
11. I am able to fit staying in touch with key contacts into my daily/weekly/monthly routine.
12. I initiate or attend at least one networking meeting (breakfast, lunch, etc.) each week.
Self-Assessment
Rate yourself on each of these questions using a 10-point scale where 1=Never or Almost Never and 10=Always or Almost Always
Networking at Warp Speed
Rules for Speed Networking Exercise:
1. Spend a few minutes writing down your “elevator speech” – Remember: BENEFITS!
2. Move to the person to your left and each spend one minute telling each other what you do and the benefits to your customers. Clearly describe your ideal prospects. You will have one minute!
3. Move around the table (to your left) until you have exchanged information with everyone at your table.
Actionfor Powerful Connections
Take a colleague to a networking event and make a point of introducing her/him to at least 6 other members
Take notes! Understand the client base of your networking connections so that you will recognize prospects for them
Swap business cards and referral cards
Follow-up by sending along a personal note and some marketing material
Follow-up by referring ASAP to suitable potential alliances
Never deliver a “cold” referral -- Always prepare your referral for contact by your colleague
Follow-up by entering new information on your interactive database
Plan to attend or host events which further cement the good relationships you are developing with your strategic alliances
The Underlying Secret of Superior Networking
Give more than you get!
“No person was ever honored for what he received. Honor has been the reward for what he gave.” – Calvin Coolidge
No Business Cards left at the end of the year.Order More!
A Metric for Networking Success…
We must constantly fine-
tune our business and marketing
plans.
ReputationCredibilityEnthusiasm
Building Your Coaching Practice Through:
Identify which marketing strategies you are good at and like to do
Reality Check – What is working? Change tactics if necessary
Insanity is doing the same thing over and over and expecting a different outcome!
GET THE WORD OUT!!!!
Action Steps Must Be Consistent and Persistent
Do 5 simple things every day to promote your coaching practice
Remember…All of this is to help build your platform as a coach!
Write a Marketing Plan
Action Steps must be Concrete!
Goal: I want 10 new clients
Process: I will need to put in 50 hours of focused marketing*
* It has been estimated that it takes 5 hours of focused marketing to obtain 1 new client (source: Steve Mitten)
Reality: I have 7 hours each week to market my services -- it will take about 7 weeks (50 divided by 7) -- to get my 10 new clients
Strategy: I have chosen Direct Contact Marketing and Networking
Concrete Steps: I will put the following steps into my calendar
Monday – Identify 6 qualified prospects.
Tuesday – Contact these 6 prospects with an offer of a free sample coaching session. Expect 3 to agree.
Wednesday –Deliver sample session to 2 of these people.
Thursday – Deliver sample session to the third one.
Friday – Attend a Networking function and initiate contacts with prospects from there. Follow up on the 3 sample coaching people. Review progress – are you on track? Make Adjustments if necessary.
Break Down Marketing Activities and Put Them on Your Calendar – Write Them Down!
Set Aside Regular Time
To Effectively Develop Your Coaching Practice
Put Your Action Steps and Activities INTO your Schedule – Don’t just get around to them when you have extra time, because you won’t!
Chart your Progress and Keep on Top of Your Coaching Business
The Gantt chart offers graphic display of activity durations. It is sometimes referred to as a bar chart. It lists activities and other tabular information on the left side. Activity durations are shown in the form of horizontal bars on the right side of the chart, with time intervals over the bars.
Able to see the status of each project task at any point in time.
Able to see overlapping or parallel tasks
Gantt (Time x Task) Chart
Simple but not EasyIs there anything stopping you?
Fear Inertia
Obstacles
The only place where “Success” comes before
“Work” is in the Dictionary!
Short and Long Range Planning
Go back and look at your original Business and Marketing Plans:
Are you on target? Do you need any mid-course corrections?
Are your goals now the same as they were when you started this online class? If not, how are they different?
Are the Action Steps you formulated up to the task of realizing those goals?
Pilots constantly make small mid-course corrections in order to get to their destination
You should too!
There is no Universal Marketing Strategy One Size Does Not Fit All!
Experiment. Be Creative. Be willing to refine your tools.
Persevere and don’t give up on a particular strategy too soon.
BUT Observe results – Don’t continue down a dry path forever. Change your tactics when necessary.
Your Path as a Coach and as a Person
Follow your passion/live consciously and purposefully
How authentic are you?
Touch base with the Wheel of Life Exercise often
Learn everything you can
Join or Create a Coaching Circle for regular support and feedback. This could be face-
to-face, by phone, or email
Let your clients know that you are accepting new referrals and ask them
for introductions and testimonials (Note: This is appropriate for coaching
but NOT for psychotherapy).
Know your “Elevator Speech” cold so you can tell anyone, anywhere, what you do with an emphasis on
benefits to clients!
Offer a FREE sample coaching session to prospects and potential referral sources
especially people you believe could be “Rainmakers”
6:3:1 FormulaIf you contact six qualified prospects
(qualified by age and income*), at least three will agree to a sample coaching
session. And if you give three qualified prospects a great sample coaching session,
at least one will become your client.
* Age 25-65, Income $45,000+ Source: Steve Mitten, Marketing Essentials for Coaches, 2003
Continue to sharpen your coaching skills. Take classes,
go to conferences & meetings. Be around other coaches to
share information, teach/learn, and support each other
Seek knowledge like a man whose hair is on fire seeks a pond!
Sri Ramakrishna
Give away your knowledge, spirit, and joy in the process of helping others. Putting good things into the world is like a boomerang. It will come back to you.
What goes around, comes around!
Self-Care
Remember what your 8th Grade Health Teacher taught you – to take good care of yourself!
Diet
Exercise
Adequate Sleep
Practice Good Wellness Behaviors
Stress Management
Take Time to Play, Relax, Laugh
Social Support
Be Aware of your Boundaries
Consider Working with a Coach!
Your Most Important Coaching Tool is… You!
It is your character, wisdom, humor, intelligence, compassion, and creativity that will allow you to stand out in a sea of coaches.
Your Life Is Your Message
Mahatma Ghandi
