Joanna Lott Coaching

Smashing It by Helping Others Stay Sober: Chloe’s Coaching Journey

Portrait of a smiling blonde woman wearing a green beaded necklace

Chloe Myers is a sober coach helping people smash it, without getting smashed!

We worked together in two different programmes from April 2023 to March 2024 to build her brilliant sober coaching business.

What was going on for you prior to joining the Business of Coaching?

I’d left my job managing a team of health coaches in December 2021. My son was struggling at school, so I decided to home educate him.

But I knew I wanted something for myself too. I started a coaching diploma, and soon came across you on LinkedIn.

Your Offer to Market in 30 days sprint is where I really learned about niching. Pure coaching is great, but making money out of it is all about marketing.

Through the sprint, I focused on parents whose children were struggling at school.

And I got my first paying client, so thank you!

I knew I wanted to carry on and do the Business of Coaching, but I wasn’t ready yet.

I wanted to focus on getting accredited first, and practice what I preach by keeping a good balance of work, rest and play. So I signed up and paid in advance while I was completing my qualification, and that kept me accountable.

Why did you decide to join The Business of Coaching?

It was about recognising my own strengths and limitations.

I knew I was a good coach.

But I didn’t have a clue where to start with marketing.

I had started posting on LinkedIn, but I knew I needed help – it doesn’t matter how good you are at coaching if you can’t get people through the door.

What were your biggest learnings from the programme?

Probably the main thing I have taken away from it was about having a lead magnet and nurture sequence to build an email list, as that’s something you own.

I lost my Facebook and Instagram a couple of years ago and haven’t been able to get them back, so I know all too well that social media alone is a risky strategy.

And that, once you’ve picked a niche, marketing becomes easy. You have something to talk about all the time (even if your niche changes, as mine did!).

My niche came to me in the end. I noticed my clients either wanted to cut down on drinking to reach their goals, or were already sober and wanting to make the most of all their extra time and energy. Social posts about sobriety got the most traction on LinkedIn, and my friends kept asking me how I’d gone from being a party girl to happily sober.

So now I coach people to take a break from booze and find alcohol-free ways to work, rest and play. They get the time and energy to grow their business or progress at work; they look and feel better; and start having more fun without having to pay for it with a hangover.

What happened next?

Everything was going well. I got started on your programme to build my coaching business – and then my husband and I split up.

Life went haywire!

I wanted the stability of a part-time job alongside my business to have the security to afford to run my own home.

I’m now three months into a job that I absolutely love, working with small charities. I’m using all I’ve learned; I’m doing lots of marketing, and coaching Volunteer Co-ordinators.

So it’s not turned out quite how I imagined it might have six months ago, but I’m so happy and the balance has turned out really well.

My goal for this programme was to be earning money through coaching and to have a good balance, and I’ve absolutely achieved that.

What was your experience of working with like?

It was so good! I loved coming to the weekly sessions and not knowing beforehand what the topic would be. It didn’t matter – you’d come along every Tuesday afternoon and know it would be something you’d learn from and that you’d connect with others.

I did some collaborations with others from the B of C, and your group has also inspired me as to how to create my own group coaching programme for work using a similar format.

You always responded with personalised feedback quickly, which was helpful and motivating so I could quickly take the next step.

What was your biggest takeaway from the programme?

Pick a niche! Just do it!

Things are so much easier when you niche (even if your niche changes).

I’d also say don’t create a website too early. You can build from a social media profile and until you know what you’re selling to whom, it will be a waste of time and money as you’ll constantly be changing it.

What’s next for you?

I’m focusing on Instagram for marketing, and my funnel is set up to sell my sober and sunny course to help you to get sober.

Who would you recommend the programme to?

I’d recommend it to any coach who wants to start or grow their own business – and wants it to actually work!

A lot of us try to go off on our own and it doesn’t work.

The sooner you start learning about marketing, the sooner you’re going to start growing your business.

Get the love and support you need to make it happen.

If, like Chloe, you’d like my help to learn how to build your business so you become the go-to-coach in your niche read more about my Business of Coaching programme.

Hi, I’m Jo, and I’d love to help you on your coaching journey

I spent 20 years in corporate HR but faced challenges balancing work and family. Refusing to settle, I ventured into coaching, seeking financial success aligned with my values. Overcoming limiting beliefs, I developed strategies to attract clients, leading to the creation of my Reliable Results Path.

Now, I support coaches in achieving their goals through my Business of Coaching programme. My values of honesty, personalisation, and courage guide me, fostering a community of impactful coaches who believe in inclusivity and making a difference. More about me




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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.