Tripling My Income as a Book Coach: A Journey of Self-Value and Strategic Growth
by Stuart Wakefield
When I embarked on my book coaching career, armed with an Author Accelerator certification, I was filled with anticipation—and trepidation. Despite the comprehensive training and the tools at my disposal, I struggled with imposter syndrome, undervaluing my expertise drastically, launching my services at just $100 for Book Blueprinting. Fast forward to today, and I charge ten times that amount, not just because the market allows it, but because I've learned to value my worth.
The First Year: Challenges and Growth
My first year was fraught with challenges. Charging too little made it difficult to sustain the business model I envisioned. Moreover, without enough social proof, prospective clients hesitated. Implementing a robust off-boarding process that encouraged testimonials was a game-changer. As my website began to showcase real, positive feedback from writers I’d helped, I noticed a marked increase in inquiries and trust from potential clients. Trying to choose between testimonials to publish was like Sophie's Choice, but "Stuart is a magician and I cannot rate him highly enough" is up there as one of my favourites. "I’d say you’re lucky to have found him. He’ll make your journey so much more enjoyable" comes in as a close second.
Incidentally, the client who said I’m a magician is in the throes of signing a book deal for the manuscript I worked on, so that’ll be a big feather in my cap once the ink dries.
Marketing: Less Is More
My approach to marketing has always been minimalist due to what I jokingly call my 'low-key laziness', so when I started asking potential clients how they found me and I discovered that 95% of my clients found me through web searches (the other 5% came to me via my podcast, ‘Master Fiction Writing’) I knew where I needed to focus. Enhancing my SEO and increasing my blogging frequency paid off more than I could have imagined, drawing in a significant amount of enquiries and freeing up my time to enjoy engaging with writers and readers on Instagram. My advice? Choose your platforms wisely and master them before expanding elsewhere.
Pricing Strategy: A Leap of Faith
Perhaps the most nerve-wracking decision was to increase my prices. From initially charging $100 for Book Blueprinting to $600 and then to $1000, and elevating my Manuscript Evaluation service from $1000 to $1750 for an 80,000 word manuscript, each price hike was a leap of faith. With every increase, I braced for a drop in business that never came. Instead, my client base grew. Two of my clients have since published their books—a contemporary romance and a historical fiction—which not only bolstered my confidence but also reinforced my reputation as a coach who can guide writers to publication.
My income was $12,209 in my first year, $34,638 in my second year, and on the way to $40k+ in this, my third year. I estimate that I work approximately 8-12 hours a week on book coaching. (I also work on my own projects and I am part of the Author Accelerator Certification Team.)
A Day in the Life
The first day of every month is devoted to scheduling the backbone of my social media posts, then deciding on my blog post topics for that month. To get into coaching mode, I start my day reviewing my writing before I move on to skimming client pages. Late in the morning, I have a workout, walk the dog, grab lunch, then spend the afternoon back on client work, going deep during that time. The morning skim read settles into my subconscious, so my deep work is laser-focused. I don't meet with clients on Mondays and Fridays, because I'm gearing up on Mondays and winding down on Fridays. My clients deserve the best me, so I meet with them when I'm at my best.
For Aspiring Coaches
To those considering this path, remember that the Author Accelerator certification process is rigorous for a reason. It ensures you're not just a book coach, but a great book coach equipped with the skills and tools to help writers make significant progress, whether they’re planning, writing, revising, or pitching their books. Once you're certified, you're still a member of a thriving community of supportive coaches and we thrive on mutual encouragement and continuous learning. If you're ready to believe in yourself, there's no limit to what you can achieve.
The Certification Advantage
Author Accelerator certification has changed my career for the better. I've been coaching in some capacity for over 20 years and would never have dreamed about starting my business, but my certification gives me credibility with clients because they know they're working with a trained professional, I have access to an array of Author Accelerator resources like business accountability calls and masterclasses, but most important of all, a thriving community of fellow coaches from whom I'm learning constantly. It was the best decision I ever made and I've levelled up my coaching practice—and income!
What’s Next?
As I move forward, I’m upping my marketing work, guesting on other people’s podcasts, and planning webinars and an ‘easy offer’ lead magnet so I can showcase my skills via a low-cost offering. I’ve seen this work from other coaches in the community, so it only makes sense to add that to my strategy.
Book coaching is not only a career for me, but a calling. If you're on the edge, wondering whether it's for you, let my story be your inspiration. The investment in your skills is worth it, and the personal and financial rewards can be as transformative for you as they have been for me.
