Two books that will help new coaches land more clients

“How do I land more clients?”

If you’re a new coach, you’ve probably said or heard this many times. Landing clients is one of the biggest challenges that coaches face!

That’s why you absolutely need to check out these two books.

They’re “non-coaching” books, meaning that they’re not about becoming a coach or the actual coaching itself.

Instead, these two books help you hone your message, reach your ideal clients, and sell your services without feeling salesy.

  1. Building a StoryBrand by Donald Miller
  2. How to Write Copy That Sells by Ray Edwards

Building a StoryBrand shows you how to clarify the message of your coaching business, by using the seven universal story points all humans respond to. It’s a powerful yet straightforward approach to connecting with potential clients.

How to Write Copy That Sells teaches you how to write persuasive copy that converts prospects into clients, but so that you’re selling ethically. This allows you to start making a difference with your unique coaching services.

And neither book is long, each coming in at around 200 pages.

Why Building a StoryBrand will help you

Building a StoryBrand is the perfect resource for coaches and consultants looking to create engaging content and effectively market their business.

Donald Miller’s book is designed to help you clarify your message, build relationships with customers, and attract more leads.

You’ll learn why your brand story is so important and how to use story-driven communication to create a connection with potential clients.

It’s filled with real life examples of how to craft a message that resonates with your target audience, and how to link your brand story to your marketing and content.

Once you’ve read Building a StoryBrand and understand the concepts, you can start applying them to your own coaching business. The book provides actionable steps, including templates to guide you in writing your own StoryBrand.

One of the book’s key concepts is that the hero of the story is the client, not the company. They are the main character in their story, who has a problem, and you’re the guide who’s going to help them.

You are the Yoda to their Luke. The Haymitch to their Katniss.

Another lesson the book gives is that there are three levels of problems a client encounters: external, internal, and philosophical.

This is something that most brands miss.

The author describes the differences and helps you connect to potential clients at their deepest point of need.

Honestly, Building a StoryBrand is one of my favorite business books.

Why How to Write Copy That Sells will help you

Selling without being “salesy” can be tough, but it’s an essential business skill.

And make no mistake, there is a business aspect to being a coach.

So if you’re new to coaching, then you need to check out How to Write Copy That Sells by Ray Edwards. It’s a great book that provides an introduction to copywriting, which is an essential skill for any coach.

What is copy? It’s a marketing term for text that aims to inform, persuade or entertain an audience.


The book covers important topics such as understanding your audience, how to write headlines that grab attention, and how to create an offer that sells.

Ray’s website has testimonials from Amy Porterfield and Michael Hyatt. If they find his stuff useful, chances are you will too!

One of the things I love about this book is that it’s not just theory. Ray backs up his advice with real-life examples and provides templates and checklists for you to use.

How to Write Copy That Sells is an easy read that is packed with helpful information.

In summary

If you want to be a successful coach, then you need to know how to communicate effectively with your potential clients.

And storytelling is a powerful means of conveying information. Plus so much of our communication nowadays is written:

  • Social media
  • Emails and newsletters
  • Slack or Discord channels
  • Text messages
  • Blog posts
  • Sales funnels

These two books are a great place to start crafting your message and sharpening your writing skills.

What are your favorite business books? Let me know in the comments!

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