In this episode, Sarah Short explores the intersection of coaching ethics and marketing. She breaks down how coaches can market their services with integrity while still effectively communicating the value they provide to potential clients.

Key Highlights:

Ethical Marketing Defined: Good marketing crosses no core values and promises no miracles. It simply says "I see you and the thing you're struggling with, and I can help."

Marketing vs. Coaching: While coaching focuses on the individual client determining direction and outcomes, marketing focuses on addressing specific problems that can be resolved through coaching.

Focus on Outcomes, Not Process: People buy outcomes, not processes. Effective marketing communicates the transformation clients can expect rather than just explaining how coaching works.

Two Critical Assumptions: Ethical marketing assumes both the coach and client will show up as their best selves. The coach brings professionalism and presence, while the client brings enthusiasm and commitment to the process.

The Importance of Contracting: Clear communication about expectations in initial client conversations separates ethical marketers from those who overpromise and underdeliver.

Sarah reminds us that ethical coaches identify problems that can genuinely be resolved through coaching, allowing them to market with honesty and integrity about the potential outcomes of their work.

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