Joanna Lott Coaching

Jo gets tough and challenges coaches to adopt a “no excuses” whatever-it-takes mindset, especially in the early years of building their business. She shares the importance of hustle periods, taking imperfect action, being resourceful about generating income, and operating with a relentless determination to find a way to make your coaching business thrive no matter what.

Show Notes:

[00:00:00] – Introduction

[00:01:00] – The reality that building a coaching business requires intense periods of hustle and giving up things in the first 2 years.

[00:02:00] – Key mindsets for success: The Hustle Mindset of concentrated, intense effort for periods, then recuperating.

[00:03:00] – Example of Jo’s recent 6-week launch period with intense, daily showing up.

[00:04:00] – Embracing a “no excuses” mentality of “I can and I will – watch me.”

[00:05:00] – Getting past perfectionism/paralysis and taking imperfect action to build momentum.

[00:06:00] – Balancing hustle with feminine receiving energy. Don’t underestimate the power of short hustle periods.

[00:07:00] – Jo’s “Offer to Market in 30 Days” program that catapults clients forward through an intense 30-day sprint.

[00:08:00] – The need to develop emotional capacity for hustle through doing it.

[00:09:00] – You wouldn’t stop/start this way in a job – be consistent with your business.

[00:10:00] – Using accountability partners and planning to take imperfect action daily.

[00:11:00] – Getting over the shame of making money outside of coaching when you need cashflow.

[00:12:00] – Being willing to do things you don’t love if needed to generate income for your business.

[00:13:00] – Resourcefulness as a coach – finding creative ways to market, partner, create offers when resources are limited.

[00:14:00] – Case study of a client getting a part-time coaching job alongside her business.

[00:15:00] – The simple but not easy path of operating from “I’ll find a way no matter what.”

[00:16:00] – Closing thoughts – tap into grit, resilience and a resourceful mindset.

Useful Links

How to secure more coaching clients’ free training

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Learn about The Business of Coaching programme

Connect with Jo on LinkedIn

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Hello and welcome to Women in the Coaching Arena podcast. I'm so glad you are here. I'm Jo Lott, a business mentor and ICF accredited coach

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and I help coaches to build brilliant businesses. I know that when you prepare to enter the arena, there is fear, self doubt, comparison, anxiety, uncertainty. You can tend to armor up and protect yourself from vulnerability. In this podcast, I'll be sharing honest, not hype, practical and emotional tools to support you to make the difference that you are here for. Dare greatly. You belong in this arena.


Hello welcome to the 62nd episode of women in the coaching arena. I am so glad you are here. Today, I'm doing a slightly different exercise and it's quite harsh for me. So it's called no excuses, developing a, whatever it takes mindset as a coach. Because when you start a business, it requires a lot of energy. And I think most people go into this work because they want more work-life balance. And that's why I went into this work. But it's a bit like paying into the value bank for a period. Before you get paid, you are going to need to pay into the value bank. So I genuinely believe for your first two years of business, it genuinely is a lot of hustle. You are going to have to learn a lot. You are going to have to give up things in order to have a successful business. You are going to have to do things like work in the evenings. Weekends, or get up early if you don't want to do that. But there is going to have to be some give in order to get to take from your business. So let's talk about some of the key mindsets that I definitely embrace in my business and my successful clients embrace as well. So firstly the hustle mindset, and this doesn't mean burning yourself to the ground, but it does mean at some periods you are going to have to put in a lot of time and energy. And then recuperate in the evenings, weekends, holidays. Uh, further along in your business, when you have done the building and you do have more time to recuperate. It's a bit like what I consider a launch is a six week hugely time consuming process of showing up every single day for six weeks, often, multiple times a day, often going live several times per week. There are times in your business when you will want to launch and put that energy behind what you do. And it's really tough. And I hate the feeling that launching creates in the coaches I work with. But I also do believe that sometimes for things to really, really take off, we do need that intensified energy behind what we are doing in order to really, really build momentum. If you took part in my recent five day challenge, you will know what a launch looks like. So I showed up live for an hour every single day for eight days on the trot. I emailed and sent messages several times a day. I showed up on social media several times a day for at least six weeks. I recorded this podcast every week. I blogged every week. I did a LinkedIn article every week. I spoke at live events. It was an intense period in my business and I am glad it's done. I will not pretend that it was easy. But in order to get my Elevate program, which is what I was launching at the time, off the ground effectively you usually need to do more than just per post out saying here's what I'm selling. So these periods of intense activity can drive your business forward rapidly. If you operate from a no excuses mentality telling yourself I can, and I will watch me, then you will achieve more than you could ever possibly have thought. I had a postcard saying I can, and I will watch me when I first started my business. And I was, in my eyes, rejected for an opportunity. And I remember thinking I can and I will watch me. And that drove me forward for two years at least in my business. I've actually completely forgotten about it until I'm reflecting on it now. So if you have people that are ridiculing you in your business or are not supporting you, then use that as a driver for good and a driver for you and your no excuses mentality. Of I can, and I will watch me. During these hustle periods, you get past perfectionism and paralysis analysis. The quicker you move, the more you do, the less you will get stuck. When people say they're stuck, it usually means they are not moving. They are not taking action. Because you cannot be stuck if you are taking action of any sort, no matter how small. The name of the game is imperfect action. My first five day challenge actually was called start coaching business now. Get perfect later. So it just shows I have always taken this mentality in my business. Just get started. Anyway, you can in whatever you are doing and fix things later as needed, but moving is so much more important than getting things perfect. We will all need to balance this hustle with feminine receiving energy to prevent burnout. But if you know, you are going to put a dedicated amount of energy for a dedicated period, maybe 30 or 60 days. That could otherwise take years, then know that there will be an end to it. And don't underestimate the power of embracing this period of hustle in your business. I know that there is a huge uproar against hustle and I'm not normally one to suggest hustling. But I do want you to succeed and therefore I do need you to know that it is going to require a lot more the most people realize. I have this program called offer to market in 30 days, I haven't launched it for a little while, actually. But in that program, we essentially do this process together. We go big for 30 days. And I don't like running it because emotionally it does burn people out. Because for example, we suggest posting every day, Monday to Friday for their business. And if you have never done that before, then it's going to take a lot of emotional energy from you to be able to do that thing. But that program has catapulted so many of my clients forward for years in their business. Kate waterfall hill. Who's a leadership coach who now posts on Tik TOK every day started that consistent journey using Tik TOK as part of my 30 day sprint. I have another client who's joined my business of coaching program now, who did the sprints back in January. And she has posted every single day since then. And before that she had completely gone offline and wasn't really doing anything. So despite the fact that I don't really like it because I do think, yes, we need to hustle. But there is that delicate balance because you genuinely might need to be more emotionally able to do that. But at the same time, I think you develop that emotional capacity through doing. So, yes, it's a fine balance. I'm not saying work yourself into the ground, but I am saying if your business isn't working, then it might need more energy behind it. And have a think about how you can bring a no excuses doing whatever it takes mentality into your business. The stop and start that I see a lot in this coaching world is not something you could do if you were in an employed job. You would be sacked. So therefore it's interesting why we are not surprised when our business is not thriving all the time. When we have perhaps made excuses that there were other things going on in our lives. So we couldn't do anything on the business for a month. And then we're surprised why it's not working. And if we think about having a performance development review, What would that say? What would your manager say if you mentioned that you were feeling a bit down in the dumps and things weren't going fast enough. So you decided to forget the whole thing. I saw a post from Steven Bartlett today, which talks about doing say 10,000 steps a day means you've done seven marathons in a year. Tiny tiny steps make huge results. So even if you can't put a full day into your business, Think about how you can just take one tiny move forward, because like I say, you cannot stay stuck if you are moving forward. I'm super excited to have partnered with a daily accountability partner recently. And we talk every single evening at 5:30 PM. We plan our next day, and we check in at the end of the next day, via phone to talk about how we got on. If we didn't do it, why didn't we do it? It's made such a difference and something I was procrastinating on and pretending to myself that I was too busy and I didn't have the time for. I managed to get completely done in one day, which genuinely would have taken me probably two months if I hadn't committed that that was what I was going to do. So really do think about what is going to help you to actually do this thing. Back to your performance development review? When are you going to fit the work in that you were going to do in that period? Let's now talk about cashflow in your business. Because I think there is this shame around getting money from anything other than coaching. And when you first start your business and even years into your business, to be honest, there are periods where you will need to make some money. And if that is your priority right now, then we need to think, how can you make the money to be able to continue your business and keep you afloat? That might mean copywriting, babysitting, freelancing, tutoring. There are so many other things that you could possibly do. It might be getting a part-time job, getting associate work. But whether it's your preference or not. At times in your business, when you need cash, you might have to do things that you don't particularly want to do. And that isn't your absolute joy. It's a bit like my offer to market program. I don't enjoy running that program because it is very intense. It's launching. People get so emotional over launching, and I don't blame them. I get emotional over launching too. But occasionally I run it because I know that it will bring me income and people want it and people will get results. So I do that program, despite the fact I love longer-term programs six months, plus it's my absolute favorite. I mean, a year plus would be even better. Whereas my 30-day program is just a 30-day program. And that's why we have to go so big in achieving a lot within that period. So, like I said, it's not my absolute preference. It reminds me of my kids and cooking dinner and I always say, great, it's not your preference, spaghetti bolonaise but that's what we're having tonight. That's what we're going to have to do because we need to eat something. So it's a bit the same in your business. Like what can you do to generate cash when you need to? Let's talk about resourcefulness now. As we know as coaches, we are resourceful, whole and good. So we can find ways to do things if you will allow yourself to open up and think about different marketing strategies, different partnerships, new offers. Successful coaches don't let limited resources fear or others doubts become excuses or stop their progress. You can operate with a whatever it takes attitude to find solutions and make things happen. The more you can trust that there is always a path forward, even if you can't see it clearly the more that inspiration will come. One of the tasks I did last week was a case study conversation with a client of mine who has taken a part-time job, where she gets to do coaching 18 hour a week alongside her business. And she realized because she had different home circumstances going on and she needed that stable income to get a mortgage for her home. And she is having so much fun. And she realized that everything she has done in my program is helping her with her ultimate goal of coaching people doing work she loves and being paid for it. So please think about everything else that comes into your work. Bearing in mind that the ICF state, that 40% of a coach's income is generally from coaching, that there are 60% of other things that you can bring into your business. That might be training. That might be online courses. That might be a part-time role. That might be freelance work. There are so many options so, please don't get yourself stuck thinking. I said, I was going to do this coaching thing. So I only need to do this coaching thing. Allow yourself to be free and spacious and know that you can do whatever it takes to make this coaching business work. If you open your mind enough to see the opportunities in front of you. So through a no excuses mentality, resourcefulness and imperfect action, you will build your coaching business. And this combination allows you to create momentum quickly using hustle when you need to in your business. knowing that you can come back and provide all the self care you need, but for periods of your business, there is going to be something that you are going to have to pay into the value bank in order to get paid in return. The path is simple but, not easy. It requires grit, resilience, consistently operating from a mindset of I'll find a way, no matter what. I trust myself. Don't think you're alone in this every single month. I think. Oh, my goodness. Like, what if I don't get any clients? Or what if something goes horribly wrong? And then immediately, the other part of my mind pops in and says, don't worry, you will figure it out. And I think that's what we all just need to remember. We are resourceful and should something happen we will figure it out because that's what we do. Let me know how you get on with this episode. I know it's not my usual stance, but I also know that sometimes we need some more tough love to ensure the our business thrives. And like I say, at the end of every episode, trust yourself, believe in yourself and be the wise Gardner who keeps on watering the seed.

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Thank you so much for listening to this episode of Women in the Coaching Arena. I have a mess of free resources on my website joannalottcoaching.com. That's Joanna with an A and Lott with two T's. joannalottcoaching.com. And I'll also put links in the show notes. Let me know if you found this episode useful. Share it with a friend and leave me a review, and I will personally thank you for that. Remember to trust yourself, believe in yourself and be the wise Gardner who keeps on watering the seed. Get into the arena dare, greatly and try.

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