Joanna Lott Coaching

What my most successful clients have in common

a blackboard with a white chalk cloud and the words mindset: build a successful coaching business

The Mindset You Need To Build A Successful Coaching Business

Table of Contents:

  1. Celebrate Wins and Focus on Positives
  2. Unwavering Commitment to the Ideal Client
  3. Willingness to Step Out of the Comfort Zone
  4. Taking Radical Responsibility
  5. Embracing Experimentation and Failure


As a business mentor and ICF accredited coach, I’ve had the privilege of working with numerous successful coaching clients over the years. While each client’s journey is unique, I’ve noticed distinct mindset patterns that set the most successful ones apart. These mindset secrets are powerful catalysts for building brilliant coaching businesses.

Celebrate Wins and Focus on Positives

One of the most striking traits of my successful clients when they build a successful coaching business is their ability to celebrate wins, no matter how small, and maintain a positive outlook even in challenging times. They understand that what you focus on grows, and by actively seeking out and acknowledging their progress, they attract more positive outcomes.

I encourage all my clients to keep a gratitude journal, as this simple practice helps shift their focus away from lack and towards abundance. As James Clear notes in his book “Atomic Habits,” our brains need to measure incremental progress to stay motivated. By consciously looking for and celebrating wins, my clients fuel their motivation and propel themselves forward.

Unwavering Commitment to the Ideal Client

My most successful clients exhibit an unwavering commitment to serving their ideal clients. They show up consistently, not because of their own schedules or feelings, but because they know there are people who need their help. Their dedication to their clients’ success is truly admirable and inspires me to raise my own game daily.

Ask yourself, “Am I being my own best client? What would my ideal client say and do, and how can I embody that level of commitment?” When you prioritize your clients’ needs above your own ego or convenience, you create a powerful foundation for success.

Willingness to Step Out of the Comfort Zone

Building a successful coaching business requires stepping out of your comfort zone, particularly when it comes to visibility. Many coaches unconsciously avoid promoting their services due to fear or discomfort. However, my most successful clients understand the importance of consistently putting themselves and their offerings out there.

One powerful lesson I learned is about the volume required for effective marketing. Like the gym owner who initially distributed only 300 flyers and saw no results, realizing that 3,000 flyers per day was the norm for testing, my clients understand that consistent, high-volume effort is crucial. They embrace the discomfort of visibility, knowing that it’s essential for reaching their ideal clients.

Taking Radical Responsibility

Another hallmark of my successful clients is their willingness to take radical responsibility for their actions and outcomes. Drawing inspiration from Carol Dweck’s “Mindset” book, they let go of victim mentality and recognize that they have choices and can learn and grow.

Instead of blaming external factors for their lack of success, they ask themselves, “What are successful coaches in my niche doing that I’m not? What can I learn from them?” They understand that if others in their industry are thriving, they too can achieve that level of success by taking responsibility and modeling those who have gone before them.

Embracing Experimentation and Failure

Finally, my most successful clients are willing to experiment and embrace failure as a natural part of the entrepreneurial journey. They understand that there is no one-size-fits-all approach to building a successful coaching business, and they’re open to trying different strategies and marketing channels until they find what works best for them.

They approach their business with a sense of playfulness and curiosity, challenging themselves to aim for a certain number of “nos” during discovery calls, for example, to desensitize themselves to rejection. By holding their business lightly and treating it like an experiment or game, they cultivate the courage to take risks and learn from failures, ultimately leading to breakthroughs and success.

Here’s a summary of the 5 mindset secrets:

  1. Celebrate wins and focus on positives
  2. Unwavering commitment to the ideal client
  3. Willingness to step out of the comfort zone
  4. Taking radical responsibility
  5. Embracing experimentation and failure

These mindset secrets have proven invaluable for my most successful coaching clients as they’ve built brilliant businesses. By adopting these powerful mindsets, you too can pave the way for profound growth and achievement in your coaching career.

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Whenever you’re ready, here’s how I can help you grow your coaching business:

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Do you want help to build a successful coaching business? Check out 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 program. My values of honesty, personalization, 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.