Is the “Credentials” Myth Stopping You from Becoming a Successful Coach?

When it comes to coaching, many people get stuck believing they need a list of fancy qualifications before they can start. But here’s a surprising fact: in 21 years of business, I’ve only been asked about my credentials once.

That’s right – just once. And you know what I told them? “Why don’t you Google me?”

The reality is, clients care more about the results you can deliver than the degrees you’ve earned. If you’ve been holding off launching a coaching business because of the “credentials myth,” it’s time to rethink your approach.

Here’s why your results – not your résumé – are the real keys to success.

Why Credentials Don’t Build Trust (But Results Do)

Let’s get one thing clear: credentials aren’t what convince people to hire you. It’s the results you bring to the table.

When I started out, I was publishing stock market insights via an email newsletter – no website, no certifications, no official “authority.” Yet people trusted me because my analysis and predictions were solid. I didn’t need a finance degree or an MBA to build a following. The work spoke for itself.

This same principle applies to coaching. If you can help people achieve their goals, your clients won’t care about the letters after your name.

The “Credentials Trap”: Why You’re Stuck (and How to Break Free)

Many aspiring coaches fall into one of two traps:

→ Waiting for the “perfect” qualification: They believe they need just one more certificate before they can start.

→ Relying on credentials to bring clients: They assume that once they get a certification, the world will beat a path to their door.

Here’s the problem: neither of these approaches work.

Take this story as an example shared on my blog:

“I have diplomas on my wall and $130,000 in student loans to prove it. I have an unsold National award-winning textbook and an accredited course in 130 countries. Yet, my average income is $4.30 per hour.”

This shows that credentials won’t save you if you lack the skills to market yourself or connect with your prospects.

What Clients Actually Look for in a Coach

When people invest in coaching, they aren’t buying a piece of paper – they’re buying transformation. They want:

• Proven results: Can you help them achieve their goals?
  
• Experience they can trust: Have you done the work, learned the lessons, and gained the expertise?
  
• Connection: Do you understand their challenges and how to guide them through?

Think about it. When I hired my tennis coach, I didn’t ask if he was certified. Instead, I watched him play and coach others. It was obvious he had the skills and experience to help me improve. The same was true for my business coach, my skiing coach, and even my posture coach. It’s not the letters after their name – it’s the results they can deliver.

The “Who Certifies the Certifiers?” Question

For those still convinced they need certification, here’s something to consider: Who certifies the certifiers?

If there’s a governing board issuing credentials in your field, who certified them? And who certified their certifiers? When you think about it, the whole system starts to feel a little arbitrary.

This isn’t to say certifications are meaningless – they can be valuable in specific fields like medicine or law. But in most coaching niches, your success depends more on:

− The quality of your coaching.

− Your ability to market yourself.

− The trust you build with your clients.

How to Start Coaching Without Credentials

If you’re launching a coaching business, here’s the fastest path to success:

1. Start with your expertise: Look at the skills or experiences you’ve already mastered.
   
2. Coach a few clients: Build trust and credibility by helping real people achieve real results.
   
3. Collect testimonials: Let your clients’ success stories do the talking for you.
   
4. Learn marketing: Develop the skills to attract and convert your ideal clients.
   

Remember, coaching is often the easiest sale because clients are investing in your ability to guide them. If you can transfer your experience effectively, your credentials won’t matter.

Why Marketing Is Your Secret Weapon

You can’t succeed without marketing. Even the most talented coaches struggle if no one knows what they offer or how to find them.

When I launched Product Launch Formula®, I didn’t have a formal marketing degree. What I did have was a system for connecting with my prospects, delivering value, and showing them how I could help. That’s what matters.

If you focus on gaining experience and marketing your expertise, the clients will come.

Here’s the bottom line…

Credentials don’t guarantee results. Experience and the ability to share that experience effectively are what truly matter.

Every successful coach I’ve worked with has one thing in common: they’ve done the work. They’ve put in the hours, gained the knowledge, and figured out how to transfer that knowledge to others.

If you’ve been held back by the “credentials myth,” it’s time to let it go. Your prospects are waiting for the value you can bring right now.

Lots of my students have built their businesses by doing 1:1 coaching, then launching a group coaching program, and then launching an online course with a group coaching component (which means you can make a bigger profit and a bigger impact… without working yourself into the ground).

If you’re ready to dive into Product Launch Formula in action, enter your best email address here and get instant access to Launch Quickstart – my FREE training designed to help you build a business you love.