My first foray into owning a business was a lawn mowing business a buddy and I started in college.  We tried three strategies for getting new business:

1. We taped flyers onto the mailboxes of homes we thought could afford to hire us.  Generally speaking, the USPS is insanely inefficient at their job, however the local mailman promptly let us know that we had committed a federal crime and that we needed to cease and desist that strategy.  Strike one. 
2. We asked everyone we knew for their business and to give us referrals for anyone they knew.  Evidently our network in 1990 did not include people who will pay to get their lawncare needs met by a couple of college kids.  Strike two. 
3. We got in my buddy’s truck one Saturday and drove around to local businesses and asked them directly for their business.  Bingo!  This strategy landed our first handful of clients, and from there we leveraged word-of-mouth to grow the business.   

That lawncare business paid the bills and allowed me to save through college.  I didn’t get rich, but I did learn that getting clients is essential but not easy.  

If you’re a coach who wants to grow your client list, I suggest you blend good old-fashioned relationship-building strategies with the tools and resources of the internet age. Below are four winning methods that’ll help you stand out, get real clients, and build a sustainable practice—without getting in trouble with the mailman:

Host Micro-Events to Grow Local Trust

Whether it’s a half-hour workshop on a Saturday morning or an evening Q&A session at a local coffee shop, small gatherings bring you face-to-face with potential clients. In a world that runs on social media and hectic schedules, a brief, in-person meetup can cut through the digital noise. People might not remember another online ad, but they’ll remember meeting you over coffee and hearing real-life success stories about how your coaching has changed lives.

• Pop-Up Workshops: Offer a free session on stress management or career pivots (or whatever fits your coaching niche) at the local library. Keep it brief—30 to 45 minutes—and finish with a Q&A. Bring a signup sheet for attendees who want more info and follow up within a week to maintain momentum.
• Collaborate with Businesses: Gyms, coworking spaces, and even restaurants enjoy hosting special events that drive foot traffic. Volunteer to do a short talk on a topic relevant to their customer base—like balancing fitness goals with a busy life—and it will be a win-win-win that benefits the host site, the attendees, and you.
• Ongoing Meetups: If you have the energy for it, a monthly or every-other month meetup can become the go-to event for aspiring entrepreneurs, busy parents, or new retirees in your community. Keep it consistent, so people learn to rely on it as a source of regular inspiration.  My local coaching business does this with monthly roundtable workshops for leaders, so find what works for you and your coaching focus. 

Why It Works: In-person events establish trust far more quickly than digital interactions alone. Plus, you can leverage social media to promote and highlight the events, allowing you to combine old school and new technology efforts.  Also, people love seeing that you’re invested in the same neighborhoods they choose to call home.

Get Your Name in Local Media

Yes, there’s an app for nearly everything these days, but local media—think TV stations, radio shows, community newspapers—continues to be a big deal. When a neighbor sees your photo in the paper or hears you share coaching tips on a local radio segment, you win instant credibility with them.

• Pitch Timely Topics: Send a quick email to your local news stations suggesting an interview about, for example, “Beating Winter Blues” or “Setting Realistic New Year’s Resolutions.” Editors and producers appreciate story ideas that are both seasonal and helpful. 

• Write a Short Article: Smaller newspapers and magazines often look for expert columns on business growth, personal development, or mental wellness. Even a 400-word piece can position you as the trusted local authority.  Our coaching company uses press releases to highlight what we and our sister non-profit are doing in the community for free publicity.  

• Hyper-Local Facebook Groups: Don’t underestimate the humble Facebook group focused on your town or region. A friendly post sharing a “3-step morning routine” or “quick stress-buster” can reach locals who crave straightforward solutions—and a coach to guide them.  And local friends will share with other locals, causing a ripple of exposure for you. 

Why It Works: Locals prefer local experts. Getting featured or mentioned in community outlets signals that you’re a stable, recognized presence in the area, not just an internet pop-up.

Run Targeted Ads Focused on Relationship, Not Sales

There’s a reason large corporations still pour money into ads: done well, they work. But for a coach serving a local or regional clientele, a blanket campaign won’t help. Instead, aim for geo-targeted, friendly ads that speak directly to neighbors and invite them into a deeper conversation.

• Geo-Target Narrowly: Facebook, Instagram, and Google Ads allow you to choose a small radius around your zip code or city. This ensures that only people who might actually attend your events or meet you in person are seeing your ad. 

• Lead with Value: Create a short video sharing one helpful tip, like “3 Ways Busy Executives Can Prioritize Their Health.” At the end of the video, invite viewers to sign up for a free resource or local workshop. 

• Authentic Images & Voice: Use a casual, friendly tone and real photos from your events or coaching sessions—no stiff stock pictures. Locals want to see genuine faces and places they recognize. 

Why It Works: People won’t respond to an ad if it feels like a pushy sales pitch. A warm, service-first approach fosters trust. And don’t worry about creating a Hollywood-level production.  What you can do with your iPhone is good enough.  When locals see you consistently sharing free, practical tips, they’ll remember you as a coach who cares more about helping than selling.

Collect and Highlight Local Reviews

When seeking out a new restaurant, you can either check the reviews or get food poisoning.  Okay, maybe that’s an overstatement.  My point is that people trust real reviews and coaching is no different. Testimonials from people who live and work in the same area carry a lot of weight. 

• Write the Testimonial: Most clients want to provide a testimonial, but that is not the same thing as wanting to write it (or being good at writing it).  This is why I draft the testimonial for the client and invite them to improve upon what I crafted for them.   

• Pick a Main Platform: Yelp, Google My Business, or a local directory—focus on one where you want to show up prominently. Provide direct links to clients so it’s simple for them to leave feedback. 

• Embed Reviews on Your Website: With permission, feature short excerpts on your homepage or a dedicated “Success Stories” page. It’s also great when you can include a photo of the client so there’s a face with the name. 

Why It Works: When prospective clients see glowing endorsements from others in their own city or county (maybe even people they know), they’re much more likely to reach out to you. Real stories about real people—even if shared in just two or three lines—break down skepticism and boost your credibility.  

Final Thoughts 

Growing a coaching practice in your local area might require more effort than taping flyers on mailboxes—but it’s infinitely more effective (and legal!). By mixing personal connection with modern tactics you’ll create a sustainable, trust-filled practice that stands out. 

Remember: people don’t just want a coach; they want a local guide who is a real person living in their real world. Show them you’re more than a generic website or cookie cutter coach. Show them you care about their neighborhood, their challenges, and their dreams. From there, word-of-mouth and loyalty will grow, and you’ll see just how fruitful a local focus can be.