5 Unlikely Steps to Build a Coaching Side Hustle
Spoiler: It’s taken two years for this “strategy” to start working
I started coaching by accident.
One of my friends owns a podcast agency. By hosting a daily Clubhouse room, he’s got customers left and right, so he turned to me for help. This was last April.
Now, I spend 3–4 hours a week helping clients launch their podcasts. I jump on calls during lunch breaks and get paid $35/hour. Dare I say, it’s really fun!
Just the other week, one of our clients launched her podcast. It’s currently sitting at number two in the UK Apple Podcast charts for Careers. This puts it above Entrepreneurs on Fire and SPI.
Even if it drops, this ranking will help attract other high-profile guests.
Here are five unlikely steps I’ve taken to build a coaching side hustle, and how I deliver the sessions.
1. Consistently put out content on one platform for two years
It’s not just me saying this. One of my favourite YouTubers, Ali Abdaal, preaches consistency.
He goes one step further. Ali says you shouldn’t think about making money from YouTube until you’ve put out one video a week for two years. Only then should you consider monetising.
It’s different for other platforms. For podcasting, you can secure partnerships before releasing a single episode. This is what my friend Sam did. However, it’s worth noting she’d already built an audience on Instagram and Facebook.
If you’re just starting, Ali’s advice is golden. Produce content, improve, and repeat.
This is what I’ve done. I started podcasting towards the end of 2018 but I didn’t know what I was doing, so I spent $3,000 on coaching.
I then launched Entrepreneurs Can Party on the 4th March 2020. Six days later, it reached number ten in the Apple Podcast charts. I’ve since been releasing two episodes a week.
Takeaway: Put out content for two years. Opportunities will present themselves later…
2. Build meaningful relationships
Sam was one of my very first podcast guests. I’ve been a fan of hers for years and tag her in Instagram stories. We had a connection before I invited her onto my show.
After our conversation, I sent her a gift. I do this for all my podcast guests. I collect their home address with pre-interview questions and follow up a week later.
Sam and I have since collaborated on many projects. We’ve held Clubhouse rooms together about podcasting. We’ve taken each other’s courses. She’s also one of my coaching clients.
I couldn’t have planned for any of this. It’s been a natural process, and it started with the question “how can I bring value to this person?”
It’s a similar story with Alex. I’ve listened to his podcast for years and attended his annual summit in 2019. We met in person, got drunk at an after-party, and vowed to keep in touch.
I then took his podcasting course in November 2019. He’s since been on my podcast twice. Because of this connection, I was a natural choice to help his agency.
Takeaway: Meaningfully connect and collaborate with people you’re intrigued by. Let things fall as they may.
3. Develop your communication skills by creating online courses
Online courses can make you passive income. Following Louise Croft’s launch plan, I’ve made just over $1,600 since November. An often overlooked benefit, though, is they can improve your communication skills.
Before my courses, I’d fumble over words. I’d say “urmmm” every other sentence. I also spoke with fluff. Sentences would go on and on, stumbling into new clauses.
After watching videos back, I realised how annoying I was. I vowed to curb these habits.
Improved communication has leaked into all areas of my life, including coaching. The online courses also showcase my knowledge.
This is how Sam become one of my coaching clients. She watched my outsourcing course and made a bunch of notes. However, she hesitated about outsourcing. She asked me if I could coach her.
We’ve had a number of coaching calls, and she’s just hired her first virtual assistant.
Takeaway: Create online courses to improve your communication skills. Making money is a bonus.
4. Say yes to opportunities that have a huge upside
When Alex first asked for help, I didn’t know how to coach. What I knew were the following:
- I like podcasting
- Alex is well connected
- Alex is someone I want to learn from
When framed like this, the decision was easy. I had nothing to lose and a lot to gain.
It wasn’t just this. I read Ego Is the Enemy years ago, and I’ve been waiting to apply the “canvas strategy”.
The strategy goes like so. Find canvasses for other people to paint on and you’ll secure a “powerful position”. The Romans called this Anteambulo — a person who cleared the path for their patron.
I recognised by helping Alex’s agency thrive, as well as freeing up his time, I can secure a “powerful position”. I also have the opportunity to learn more about podcasting.
The cons? I’d already taken on too many projects. Could I find four extra hours a week for coaching?
It’s surprising how quickly you can find them. I cut back projects, pruned meetings, and keep my schedule as clear as possible. This leaves room for last-minute sessions.
Takeaway: Say yes to opportunities that have upside, and apply the canvas strategy.
5. Keep it simple
My role within the agency is to coach clients. That’s it. Finding new leads, payroll, marketing — that’s all taken care of.
Having said this, I’m aware of the overall strategy. Here’s how we gain new clients and guide them through their first call:
- Alex hosts a daily Clubhouse room about podcasting. His rooms attract hundreds of people who are eager to learn. By answering questions from the audience, he’s seen as an authority in this space.
- People message Alex about launching their podcasts. Prices are discussed and contracts are signed.
- Alex’s assistant sends a welcome email to each new client. This includes exercises for them to complete and a roadmap of the process. The email also includes an online calendar link. Clients can choose a time for their first call.
- Alex and I host the first call. In this call, Alex introduces me to the client, and we discuss their needs. We also discuss their goals. These goals usually fall into the following categories:
- To make money
- To be seen as an authority figure in their niche
- To grow their network
- To generate leads for their business
- A combination of the above
After identifying their goals, we discuss a launch date. We’ll then agree on action points before our next call. I take notes throughout so I can follow up by email.
From here, we have a 30-minute call once every two weeks. My main role as the coach is to guide them through the launch and answer any questions they have.
Once they’ve launched their podcast, we’ll help them promote it and celebrate their progress.
Takeaway: Be confident, know your stuff, and keep it simple.
Helping a friend outsource to a virtual assistant
Working in an agency has a lot of moving parts, but it can be simpler. Here’s how.
I’ve been working with a virtual assistant since April 2020. She saves me ten hours a week for less than $5/hour. I’ve also released a course about outsourcing.
Because of this, one of my podcast guests messaged me to see if I could help her outsource to a virtual assistant. We agreed on a price — I suggested $35/hour — and scheduled our first call. She paid me via PayPal.
We discussed goals, timelines, and I answered questions she had about the process. We then agreed on actions before our next call.
We’ve since had two other calls and she’s hired her first assistant. I suspect we’ll have two more (five calls in total) to go through the rest of the process.
Final Thoughts
You can’t predict the most exciting opportunities. You may also doubt whether you’re doing the right thing.
I know this from experience. If you told me a year ago I’d be making four figures a month online, I’d have said you’re crazy. It was starting to doubt whether I’d make any money online. Now, I’m getting ready to leave my 9–5 job.
None of this was planned. Only looking back can I call this a “strategy”. There are also likely to be quicker and easier ways to build a coaching side hustle. Here’s a reminder of my five-step process:
- Consistently put out content on one platform for two years. It doesn’t matter which. Simply choose the one you like.
- Build meaningful connections and collaborate any chance you get. We all want to work with people we know, like, and trust.
- Develop your communication skills by creating online courses. Making money is a bonus.
- Say yes to opportunities that have a huge upside. If you can help someone “paint their own canvas”, even better.
- Keep it simple. Coaching is helping people meet their goals. That’s it. You don’t need lots of bells and whistles.
If I could narrow the above to one piece of advice, it would be this:
“Your network is your net-worth.” — Alex Chisnall
Want to ditch the 9–5? Get my free 19-page guide: Everything I Did to Quit My 9–5 Job & Transition Into Profitable, Sustainable Solopreneuring :)