This course contains the use of artificial intelligence.

The coaches who make a living are rarely the best coaches. They are the ones who solved the other problem — that nobody knows they exist.

Being good at the work is roughly a third of it. The rest is brand, marketing, acquisition and pricing, and none of it was in your certification.

Why capable people stay stuck

The practice runs on referrals, which means it grows when someone remembers you and stops when they do not. The price was set by looking at what others charge and going slightly under, so every client is worth less than they should be. The website says "helping people reach their potential", which describes several million other people. And there is the quiet version of the problem: the belief that you are not qualified enough to charge properly, which is held most firmly by the people who know most.

What the course actually covers

Thirty-nine lessons in four parts. The craft first, ten lessons of it — GROW, the balance wheel, clean language, listening, powerful questions and how to work with a client who is resisting their own goal. You cannot market something you are not confident delivering.

Then pricing and packaging. Impostor syndrome examined properly, what market value is made of, the specific levers that move it, and a framework for turning knowledge into a product: audience, content, offer, marketing, payment.

Then the commercial engine. Brand from zero — audit, positioning statement, messaging matrix, tone of voice, visual identity produced with an AI stack rather than an agency, campaigns and a monitoring dashboard. Then marketing: strategy on one page, CAC and LTV and ROMI, the digital funnel, attribution, and where AI genuinely helps.

Getting clients and scaling past your calendar

Then acquisition, which is the part most coaching courses skip entirely. Auditing your own client funnel, applying AIDA and SPIN to attraction, copywriting that gets a reply, what to do when your price is higher than the alternatives, and how many follow-ups to send someone who has gone silent — with the actual number.

And finally productisation. Six lessons on building an online course: how adults learn, choosing the platform, designing the programme and homework, running the live sessions, keeping people engaged and evaluating what they took away. This is how a practice stops being limited by the hours in your week.

Who is teaching this

Mike, the number one HR instructor on Udemy. More than 1.6 million course enrolments, over 150,000 professionals trained, PHRi and SHRM-CP certified, HRCI representative in more than 10 countries. I built the people function of the unicorn Preply and worked at Wargaming, Alfa-Bank and iDeals. I started with an offline meetup for thirty people and spent longer than I should have believing I was not qualified to charge for it. That section of the course is not theoretical.

What is included

• Lifetime access to all course materials

• Active instructor support in the Q&A section

• Udemy Certificate of Completion

• Practical assignments and real business cases

• A section with additional courses, tools and resources

One number to write down first

What you currently charge per hour, and what you would charge if you were certain someone would pay it. The gap between those two numbers is what this course is aimed at, and it is almost never a skills gap. Enrol now and start the first lesson today.