Case Study: Natasha went from 2% to 50% coaching income

Natasha grew from 2% to 50% income from coaching.

Natasha Weller is a career coach for those in their 20’s and 30’s.

We worked together from May 2022 to March 2023.

Before working with Jo…

I was working on a freelance basis with universities to support their students and graduates. I wanted to do more self-employed career coaching but it was always on my to do list and I wasn’t doing anything to attract clients.

I was confused about how to make it happen and less than 2% of my income was brought in by individual coaching clients.

My working life looked quite different before the B of C. I knew I needed to do something about wanting to work more one-to-one with people. But I was just waiting for people to find me and not doing anything proactive about it.

Natasha’s Key Points

💹 I was really scared to niche but in the first few weeks of the programme I niched down to those in their 20’s and 30’s. It feels good and it has paid off.

💹 I was massively scared to invest in myself. Now I know how people feel when they sign up to my coaching programme. It’s scary because by investing in this programme, I had to do something about it. I couldn’t just pay the money, be in this programme and not do anything. So it made it real. All the things that I’d been putting off and not getting round to – I couldn’t avoid them anymore. It was the first time I’d paid for training and development myself.

💹 Everything from the programme was helpful. It was step by step and there was a clear framework.

💹 I learnt about marketing which was something I’d never done in my work before. I learnt how to use LinkedIn. How to structure discovery calls. I mean, to be honest, everything. A lot of the technical stuff and so many useful frameworks and tools.

💹 I took a lot of action working through module by module, step by step. I learnt how to use LinkedIn to market my business. I’ve added in tech like using Canva and utilising a calendly link.

💹 I improved my mindset. I’ve learnt so much from you and the coaches in the programme. I’ve gained so much in terms of knowledge about how to do things.

💹 It’s enabled me to work with so many amazing clients the last year. Lots of different types of people. Even within my niche bracket, there’s still so much variety.

💹 98% of my income previous was from my university freelance work. That has shifted to 50% Uni work, 50% coaching work which is what I’d always wanted but didn’t know how to build up.

💹 I’ve had some speaking engagements and I’ve got some other projects coming up later in the year because I’m more visible.

💹 I can clearly explain who I work with and the benefits to them.

💹 There’s been so much support as well and that connection is so important to me. When you go self-employed, you don’t have team mates anymore. The Business of Coaching has given me a community. The support we give each other through the ups and the downs of self-employment and being a self-employed coach. It’s had so much impact. Like untold impact.

💹 It’s had a tangible impact. It has financially impacted me. It’s also impacted my confidence. It’s impacted the makeup of the work I do now. It’s been beneficial in every way.

💹 I didn’t used to feel comfortable charging a lot because I want career support to be accessible and beneficial for all. Since working with you, I’ve been more comfortable to charge what I’m worth. I was previously charging just for one session at a time and I knew it wasn’t necessarily beneficial for my clients either so it’s been great to package things together in a programme. Now I can hear my client needs and work out what the best offering is.

💹 It’s enabled me to be more confident to charge much higher prices that recognise the amount of work and energy and time I put into this.

What would you say your experience of working together was like?

💹 It was brilliant. Wat I liked best from the outset was that you embody your slogan of honesty not hype. As a you get approached by a lot of people who say they can turn you into a six-figure business. That wasn’t what I was looking for. I was looking for honesty, authenticity and a step-by-step honest route to create a business. You’ve been open, honest, supportive and accessible. It’s been fantastic.

💹 You believe in all of us. We’re all very different people. Doing different things. But you made us all feel supported and all of us feel like we can achieve things.

💹 You’re also conscious that everyone has their own path and it’s not about all of us doing things the same. Everyone has challenges going on in their life. You’re not saying to us – you must do this, if you want that. There are so many ways and so many different things we can do. It’s okay to take your foot off the gas sometimes and it’s okay to pause if you need. There’s not one way to do it. It’s not about getting there as fast as you can necessarily.

💹 And sometimes it is about putting your foot on the gas, and you support us to do that too. I’ve done things way faster than I ever would’ve done on my own. You encourage us to put something out there, knowing that it can be improved later, but at the same time you’re always supportive if for whatever reason we don’t go as quickly as some of the other people in the programme.

What’s your biggest takeaway from the programme? 

💹 The transformation in my work balance which is exactly what I went into this wanting. I wanted to shift the proportion of what work I did and that’s happened.

💹 It’s enabled me to work with so many amazing clients.

💹 My confidence as a self-employed career coach has grown. Now I can say I’m a career coach first and foremost.

What’s next for you? 

💹 I’m going to continue growing my business and I’m not going to be stagnant for sure.

💹 I’m looking to launch a group coaching programme.

Who would you recommend the programme to? 

💹 I’ve already recommended your program to other coaches!

💹 There are not many coaches I wouldn’t recommend your programme to. If you feel like you’re lacking the know-how. Lacking confidence to make yourself visible. If you’re lacking the community as well. We learn so much from each other.

💹 Yes we have the training. Yes we have you. But the support we give each other has been unexpected. So anyone also who doesn’t feel like they have their community yet can benefit from joining this group of like-minded coaches.

What should others know about working with me? 

💹 They should know that you’re going to be supportive. But you’re also going to challenge and push them as well.

💹 You’re going to keep encouraging them to do the best they can. You’re going to believe in them. And it’s going to be a great experience.

💹 You’re invested in us. It’s not the kind of programme where there’s hundreds of people in this group and you don’t really know who we are. You know who we are. You are invested in us.

Get the love and support you need to make it happen

If you’d like my help to make a difference AND make a living you can learn more about how I can help you here.




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Hello and welcome! I’m Joanna Lott, and I’m passionate about empowering qualified coaches like you to build brilliant businesses.