Meet AmyAmy Wolfe joins us from Johannesburg, South Africa, sharing her journey from struggling healthcare manager to leadership coach. After experiencing transformational coaching herself, she trained to become a coach—only to discover she had no idea how to market her new business.

The "Smart Person" ProblemAmy has a master's degree, extensive healthcare CPD experience, and qualified coaching credentials. Yet marketing stumped her completely. Sound familiar? Western education trains us to be employees, not entrepreneurs. We learn to advocate for promotions—not build businesses from scratch.

What Corporate Doesn't Teach You

• In corporate, people understand your job title and skillset
• You're taught NOT to talk about yourself (it's seen as arrogant)
• Corporate marketing aims for massive reach—solopreneurs only need 20-50 clients
• You can't boil the ocean, but you can boil a drop

The Real Marketing ShiftAmy's breakthrough came from talking to a neighbour. Instead of explaining her coaching process, she described the problems she solves. Instant recognition: "Maybe I need to come see you."

The Hidden Truth About Coaching Businesses

• 93% of coaches run portfolio businesses (ICF 2023)
• Most aren't transparent about how long success took
• That "successful" coach might only earn 10% from coaching
• It's not about being smarter—it's about having the right skillset

Why Coaches Are VulnerableBy the time we realise traditional self-promotion doesn't work, we're feeling foolish, embarrassed, and ashamed. Perfect prey for predatory "six figures in 90 days" schemes.

Amy's Advice"It's not you. It's just a skillset you don't have—and anyone can learn it."

Start with Sarah's book, join the Nail Your Niche challenge, or book a conversation. Mind the gap in your skills and fill it.