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In this newsletter, I'll teach you how to articulate your services clearly, attract more clients, and enhance your coaching practice.
It starts with your elevator pitch, which is a short statement about who you help, how you help them, and what results they can expect from your support.
The idea of an "elevator pitch" stems from the idea that you should be able to say it so quickly that it could be shared with someone riding an elevator with you.
By the end of this article, you'll know how to concisely describe your coaching practice so that people say, "My kid needs that!" when they hear you talk.
(This happens to me all the time because I am very intentional about how I describe what I do)
Ready to level up?
Why your elevator pitch matters as an EF coach
When you convey the value of your services, you attract more clients and foster trust and credibility.
When you don't, people lose interest in what you are saying, and you are forgettable.
You are doing something unique as an executive function coach, but if you say, "It's kind of like tutoring, but more focused on organization," you've already lost them.
By sharing what you do with precision and wit, you can attract people to want to learn more or get your contact information.
Before I tell you how to write yours, avoid these mistakes when sharing your elevator pitch.
What mistakes do executive function coaches make when telling people what they do?
Many coaches struggle to communicate their services effectively and thus lose the opportunity to build relationships with families and students who could benefit from their expertise.
Here are three common challenges:
Imposter Syndrome
Coaches often feel like imposters, which makes them hesitant to share their expertise. This reluctance can hinder their ability to attract clients and grow their practice.
This might take the form of downplaying their expertise during interactions by saying things like:
"I help kids with missing assignments, but it's just a hobby."
"I'm a teacher but also do organization coaching on the side."
Remember, if you don't take yourself seriously, how could you expect someone else to?
Overly Broad Offerings
In an attempt to appeal to everyone, coaches may describe their services too broadly, such as simply saying, “I do tutoring.”
This lack of specificity can dilute their message and fail to capture potential clients’ interest.
By sharing the details of problems you solve during your coaching sessions, you can make others say, "OMG, my (insert family member) needs your help!"
Inability to Articulate Concisely
Struggling to explain their services concisely, coaches may lose the attention of potential clients. This might look like:
I used to be a high school Spanish teacher, but then I started to help my students get organized. at the same time, I found myself passionate about home organization, so I wanted to find a way to blend these interests. I recently took this course on executive function coaching, and I'm thinking about doing that, but...
Yawn 🥱
A clear, succinct message is essential for piquing curiosity and encouraging further inquiry. As Shakespeare said:
Brevity is the soul of wit.
How to craft a memorable elevator pitch as an executive function coach
To overcome these challenges, follow these actionable strategies to craft your unforgettable elevator pitch:
1. Define Your Niche
Focus on a specific area within executive function coaching, such as helping students with ADHD manage schoolwork. This specificity makes your services more relatable and memorable.
If you're not sure how to define your niche, follow the steps in my article below:
Or, watch this video for a short explanation of how to write it out 👇
2. Craft a Clear Offer That Is ONE Sentence
Develop a concise statement that clearly articulates what you do.
For example, “I provide online executive function coaching for students with ADHD and autism to help them manage school effectively.”
If it can't be said in one sentence, find a way to make it shorter.
3. Address Misconceptions
After you state your offer in one sentence, be ready for the questions that naturally follow like:
Are you a tutor?
How is it different than tutoring?
How did you learn how to do this?
For example, when educating potential clients about the differences between executive function coaching and tutoring, you might say:
Tutoring focuses on learning content, whereas executive function coaching is focused on learning skills like planning and self-management, and task-initiation.
P.S. -- these questions make great prompts for social media posts and articles on your website as you start to grow you business 🧐
4. Use Client Stories
If you start to get follow up questions from the person asking you about what you do, one of the best ways to be memorable is to tell a story about a client you supported.
Remember, people want transformation, not information.
Choose one that highlights a common problem like a student who reduced video game time significantly after coaching.
Summary
If you want to attract more clients, and make a meaningful impact in your executive function coaching practice, make sure your elevator pitch is sharp!
Here is how you can get started:
Define your niche
Write a one sentence offer
Educate clients about what EF coaching is (and is not)
Share success stories
Hope this helps 🤙🏻
P.S.
Consider joining hundreds of educators and professionals who have completed our executive function coaching certification. You'll gain all the tools, templates, and techniques you'll need as a coach, plus you'll make new friends and have a community you can rely on to grow and learn. Learn more.
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About Me
Hey! I'm Sean 👋
I'm a former public school special education teacher who realized that executive function skills are more important than knowing when George Washington crossed the Potomac.
Since then, I've made it my mission to teach anyone who will listen about how to develop these key life skills.
In 2020, I founded Executive Function Specialists to ensure all students with ADHD and Autism have access to high-quality online executive function coaching services. We offer online EF coaching and courses to help students and families.
Realizing I could only reach so many people through coaching, in 2021 I started the Executive Function Coaching Academy which trains schools, educators, and individuals to learn the key strategies to improve executive function skills for students.
In 2023, I co-founded of UpSkill Specialists, to provide neurodivergent adults with high-quality executive function coaching services.
When not pursuing my passions through work, I love spending time with my family, getting exercise, and expanding my brain through reading. You can connect with me on LinkedIn.