The Successful Coach Magazine Oct/Nov '14

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OCTOBER 2014 / NOVEMBER 2014

THE

Successful Coach MAGAZINE

ROS WEADMAN PG.14

MAUREEN WISE PG.4

ARPAN ROY PG.6

NATASHA WILLIAMS PG.22

ANNOUNCING THE ALL NEW ICG MELBOURNE OFFICE!! Exclusive offers for ICG Members & Professional Coaches now available

WWW.INTERNATIONALCOACHGUILD.COM


Welcome to the world of coaching excellence.

WELCOME HOME ICG!

ICG Team

As proud sponsors of The Successful Coach Magazine, we welcome you to this wealth of coaching resources honed over years of experience and expertise, to the latest breakthroughs in advanced coaching methodologies, to the beautiful and wonderful showcases of coaches who are doing what they love and transforming lives, and to an extraordinary community of people who are passionate about coaching and committed to creating change. It is our mission here at the International Coach Guild to cultivate and celebrate coaching excellence worldwide. Towards this end, here is The Successful Coach Magazine, created by successful coaches, for successful coaches and for those taking that daring step, whether big or small, towards making a difference.

4 CANI! CONSTANT & NEVER-ENDING IMPROVEMENT

Maureen Wise 8 THE MARKETING PLAN FOR COACHES

Arpan Roy 10 MY STORY: WHAT ARE YOU WAITING FOR?

Valentina Bonatti 14 E.S.I.P. YOUR NEXT BUSINESS BROCHURE

Ros Weadman 18 IT’S NOT HOW HARD YOU FALL

Natasha Williams 26

Here’s to you! ELYSIUM NGUYEN International Coach Guild


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WRITTEN

Welcome BY

INTERNATIONAL COACH GUILD TEAM

HOME ICG!

EXCITING TIMES THIS WEEK AT THE ICG. UP UNTIL THIS POINT WE’VE BEEN A TRANSIENT TEAM WORKING FROM WHEREVER WE COULD TO HELP OUR MEMBERS GET RESULTS. BUT NOW WE HAVE A PLACE TO CALL HOME. AND WHAT A PLACE IT IS...

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I’m so proud every time I walk through those doors at how brilliant a space it is. Designed as a safe haven for passionate individuals and people who want to achieve outstanding things.

MAKE SURE YOU CHECK OUT... •

Warm welcoming lounge area with seating for five

Expansive meeting space with room for ten around the table

BE YOURS.

State of the art black glass “whiteboard”

WE’VE OPENED UP THE

Nespresso Machine for Lattes, Cappuccinos, Espresso and more

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PASSIONATE ABOUT

Eftpos Facilities

COACHING.

Beautifully designed interior space

Extravagant decorations, cushions, vases and more...

WE’VE CREATED THIS SPACE TO

BRAND NEW ICG OFFICE AS A CREATIVE SPACE FOR MEMBERS. EXCLUSIVELY FOR COACHES AND PEOPLE

It’s perfect for your next client coaching session, a group coaching unpack, a team workshop or an offsite meeting. We’re excited to see how you believe the space works best for you. Even though we only started taking bookings yesterday we’ve already had a list of people book out the room and use it to help their business grow. It’s one of those “You have to see it to believe it” spaces. Every detail of the interior has been interior decorated to reflect quality. Every surface is plush and every fitting oozes with quality. This is a space guaranteed to wow even the pickiest client. It’s not the world biggest space but it crams value into every corner.

From the start we wanted every member to be able to use and get value from this incredible space. So we’ve partnered with our recognised schools to offer their members a 40% discount on all options. But for ICG members we wanted to do something even more special. If you’re a current member of the ICG you’ll receive a whopping 60% discount on the full price of all options. The full pricing schedule is overleaf. Make sure you’re looking at the correct discount rate if your studying at an ICG Recognised School or are a current ICG Associate or Recognised Member. page 5


Offer for professional coaches

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WRITTEN BY

MAUREEN WISE Master Coach and ICG Associate Member

CANII What’s on my mind currently is CANI! Constant and NeverEnding Improvement. Lately, I’m using this as my new mantra...

This four lettered acronym, created by Anthony Robbins, is as powerful as we want to make it. What if we really lived our lives by CANI!? What could we achieve? What obstacles could we overcome? Where would our focus be? The more I ponder CANI!, the more empowered I feel. My goals are suddenly within my reach; I am moving in forward motion, gaining momentum as the wheel of progress turns. Constant and Never-ending Improvement – just think of what each of these words really means and the impact they can have not only upon ourselves but on others too.

“CANI IS A TRUE DISCIPLINE. IT CAN’T JUST BE PRACTISED EVERY ONCE IN AWHILE, WHEN YOU FEEL LIKE IT. IT MUST BE A CONSTANT, COMMITMENT BACKED UP BY ACTION. .… THAT OVER THE LONG TERM SCULPTS A MASTERPIECE OF COLOSSAL PROPORTIONS.” ANTHONY ROBBINS, ‘AWAKEN THE GIANT WITHIN’

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CANI! doesn’t mean we go flat out, like a bull at a gate only to burn out in three months, it is constant, that is, a steady, manageable pace, a bit like the tortoise in the fable (maybe a bit faster), neverending, which means that when we achieve a goal we already have our next

There are no great limits to growth because there are no limits of human intelligence, imagination and wonder.

one set, no resting on our laurels (well, not for long anyway) and improvement, that is, building upon our previous successes, success upon success. Yes, there will always be setbacks and challenges, and CANI! also works in helping us overcome these ie constantly improving our problem-solving and

RONALD REAGAN

resilience techniques and strategies. CANI! is not just for coaching; it can be

Growth is the great separator between those who succeed and those who do not. When I see a person beginning to separate themselves from the pack, it’s almost always due to personal growth.

implemented in every aspect of our lives, everyday, in our relationships, in our workplace, whatever we do. It becomes a mindset, a new way of thinking and something to teach others to strive for too. Imagine the possibilities…

“I BELIEVE THAT THE LEVEL OF SUCCESS WE EXPERIENCE IN LIFE IS IN DIRECT PROPORTION TO THE LEVEL

JOHN C. MAXWELL

OF COMMITMENT TO CANI!, TO CONSTANT AND NEVERENDING IMPROVEMENT.” ANTHONY ROBBINS

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WRITTEN BY

THE

ARPAN ROY Master Coach and Thought Dynamics Consultant

Marketing

Plan

FOR COACHES

AS COACHES, WE ALWAYS PROVIDE PRODUCTS AND SERVICES THAT ARE OF IMMENSE VALUE TO CLIENTS. HOWEVER, ONE OF THE KEY CHALLENGES WE OFTEN FACE IS BEING ABLE TO EFFECTIVELY MARKET OURSELVES TO THE OUTSIDE COMMUNITY...

Introduction

This is where marketing comes in, and how having a marketing plan can be a very useful tool to propel our business. So let’s start from the basics, what is marketing? To quote one of the standard definitions of marketing,

Quite a few of us, who are in early stages of setting up our business; or are looking to expand their presence in the market may not a clear view of what they need to do to market themselves. We may often be faced with the question“I have great understanding of how I can address my client’s problems, however, how do I ensure the client knows about how I can add value”?

“Marketing is the activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”.

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A SIMPLER VIEW WOULD BE

Weaknesses:

“MARKETING DEALS WITH

This analysis looks at where is that we can improve to play at a higher level. Like strengths, this too is an internal factor and having this analysis can help us overcome any limitations we may have and as some of you may relate, having this awareness can result in an amazing turnaround. Some examples of weaknesses can be lack of vision for the business, goals etc.

IDENTIFYING AND MEETING HUMAN AND SOCIAL NEEDS AND MEETING THEM PROFITABLY”.

So how does it apply to what we do? This article, the first of 6 parts attempts to look at a few aspects of marketing and how we can leverage that to our advantage. I trust this will be valuable to anyone who has often wondered “Marketing, what does that mean for me?”

SWOT Analysis We’ve often heard or used the term SWOT analysis. A SWOT Analysis is a representation of your Strengths, Weakness, Opportunities and Threats. In context of coaching, the aspects of the SWOT analysis can be explained further as below:

Strengths: This analysis focuses on what is working well for us already. What is that we already do that can add great value to clients? Some examples of strengths could be strong understanding of diverse coaching models, excellent content delivered in our packages etc. A strength is an internal factor and not linked to external circumstances or what others can do for you.

Opportunities: These are avenues for us to expand our business, or make our presence well known in the market. This could also be any learnings/trainings we can undertake to strengthen our competencies. Unlike strengths and weaknesses, opportunities are what we can leverage around us to stretch and grow.

Threats: These are external factors that may pose a risk for our business. An immediate factor that comes to mind are competitors. These could be in the form of other coaches operating in the same niche as ours, content available in the market on similar programs that we offer to clients. However, we are extremely fortunateb to be in a community where you can never have enough coaches and valuable content - the more the merrier. So, in essence we can use knowledge of what these “threats” are and come up with a strategy to step up keeping those in mind.

The net result? We stay ahead of the game! page 11


A SWOT ANALYSIS CAN BE REPRESENTED BELOW WITH A FEW EXAMPLES AGAINST EACH FACTOR:

HERE IS AN OVERVIEW OF WHAT WE WOULD LOOK AT IN THE NEXT ARTICLE: • • •

Know your client

Defining your client avatar Who you can collaborate with • Competitive factors

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DYNAMICS PROVIDING AN

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what are you waiting for ?

MY STORY

valentina

bonatti

I started my path to Life Coach in November 2012. I already knew something about it, but I can’t remember exactly how I came across the TCI website, contacted them, had a meeting and signed up.

I HAD MY FIRST 3 DAYS TRAINING, CALLED INTAKE WEEKEND, AT THE END OF MARCH 2013. SINCE THEN, LIFE HAS CHANGED SO MUCH. I HAVE CHANGED.

It’s amazing all the knowledge I have found, essential and personal skills that should be taught by family and school but are not. Since March, I have a better vision of my everyday life as well as a sense of purpose and direction. I know what I want and I set goals for that. I can see the day with different eyes and mindset. I can understand my mood and change it simply by changing my physiology. I’ve learnt how to ask great questions and how it can be a really powerful tool. I understand that trying is the best way to get better and become successful and when you fail.

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I don’t consider it as failure but as feedback. The most successful people in life are the ones that never give up despite all the failures. I’ve met great and interesting people and I can share my dreams with them as well as ask for support and help.

Whether you think you can or you think you can’t, you’re right

I am really excited just thinking about where this path will take me in life. I’ve found great value for myself and my family too.

HENRY FORD

I am running free, fortnightly, workshops where I share what I have learnt from the training and the feedback from the participants is great. They enjoy learning new skills and apply them in their everyday life. My big vision is to become a professional traveller where I can travel the word and share the essential, fundamental and really powerful knowledge to people all around the world and help them to become a better version of themselves.

NOW I CAN SAY:

What you get by achieving your goal is not as important as who you become by achieving your goals GOETHE

What lies behind us and what lies before us are tiny matters compared to what lies within us.

LIFE IS WONDERFUL AND THERE ARE INFINITE POSSIBILITIES FOR YOU TO BECOME WHAT YOU REALLY WANT AND TO HAVE WHAT YOU DESIRE.

RALPH WALDO EMERSON

WHAT ARE YOU WAITING FOR? page 15


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WRITTEN BY

ROS WEADMAN Master Coach and Thought Dynamics Consultant

E.S.I.P. YOUR NEXT

Business

Brochure

IN THIS AGE OF INTERNET MARKETING, MANY PEOPLE ARE STILL VERY CAUTIOUS ABOUT BUYING PRODUCTS, ENGAGING CONSULTANTS OR HIRING A COACH ONLINE. HAVING AN INTEGRATED MARKETING PROGRAM, THAT INCLUDES BOTH ONLINE AND OFFLINE STRATEGIES, SOLVES THIS PROBLEM. THE TRADITIONAL BROCHURE IS A KEY COMPONENT OF ANY OFFLINE MARKETING STRATEGY, THE PURPOSE OF WHICH IS TO MAXIMISE THE REACH OF YOUR MESSAGE AND ESTABLISH A STRONG BRAND PRESENCE IN THE MARKET PLACE.

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A BROCHURE IS BOTH

FUNCTIONAL AND RELATIONAL. From a functional perspective, A brochure supports the lead generation and sales processes. It can be given out at networking events, distributed at outlets frequented by your avatar, sent out as direct mail, and used to support advertising campaigns and sponsorship opportunities.

From a relational perspective, Brochures add a personal touch to your marketing effort by bringing to life the services you offer and how you provide the specific solution to the client’s specific problem. It can be taken home and read at leisure, and stored for future reference. A brochure builds credibility - people expect a business to have printed literature to assist them in their purchase decision-making process. A brochure also creates a perception about your brand and reputation. Impressions are formed and judgements made on presentation - colours, format, images, fonts - and content - how well you appear to understand the reader’s needs, wants and deepest desires.

SO, HOW DO MAKE YOUR BROCHURE STAND OUT FROM THE REST AND IMPROVE THE POTENTIAL OF IT ACTUALLY BEING READ? ESIP IT, OF COURSE!

Environment Before writing your brochure, ask yourself:

What is its purpose? Is it to inform? Educate? Persuade? Take action? The purpose of a brochure is usually all of these things. It’s primary reason for existence is to sell a product, service or idea and its intended outcome is usually to cause a certain thought and action by the intended audience.

Who is the intended audience? Is it a business to business communication or business to consumer communication? The content, language and tone of the brochure will depend on the audience which may be prospective clients, shareholders, sponsors, suppliers or the media, for example.

What is the key message? What is the main message you wish to convey to the target audience? Key messages need to impart what your brand stands for (values) and resonate with the reader by gaining attention, piquing interest, building desire and having a call to action.

How will the brochure be used? If the brochure is promoting a forthcoming event, it will have a short lifespan. If, however, the brochure is about your business products and designed to be a keepsake, it will have a longer lifespan. The intended use of the brochure has implications for the way it is designed and printed, for example, a thicker paper stock would be recommended for a brochure with a longer lifespan. page 19


Structure

Content plan AUDIENCE-FOCUSED WRITING

Brochure layout The most common format for a brochure is a 6-panel DL size (A4 page folded in thirds). The following is a suggested layout: •

FRONT COVER - include logo, business name, tagline and a great image

BACK COVER - include contact details

INSIDE FRONT PANEL - this is the most important panel so use it to encapsulate the one key reason the prospective client should choose you instead of anyone else

INSIDE THREE-PANEL SPREAD - this area is used to describe how you solve your client’s problem, your competitive advantages and how you work with your clients

Serve don’t sell. The brochure needs to be written from the reader’s point of view. This means writing the information in a logical, sequential order, using appropriate language and providing the answers to the questions the reader wants to know. An easy way to assess both order of information and actual content is to write down the top 10 questions you think a potential client might have. You can then organise your points in the order that they might ask them. WRITING STYLE Plain English is a style of writing that conveys the message in the simplest and shortest way possible. It allows the reader to concentrate on the message instead of being distracted by complicated language.

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Sell benefits not features

SOME POINTS TO KEEP IN MIND ARE:

Keep sentences short (15 – 20 words)

Use one idea per sentence

Write with clarity and avoid unnecessary complexity

People don’t buy products, they buy experiences. Translate your product into an experience that relates to the core needs of love / connection (your client is worthy and belongs), significance (your client is important) and growth / contribution (your client can experience / make a difference).

Establish credibility •

Avoid technical jargon

Write coherently by structuring content logically and linking ideas smoothly

Check spelling, punctuation and grammar

Double-check figures, times, dates, phone numbers and other specific details.

Be the expert - answer the client’s questions and address the most likely objections using engaging language, relevant statistics, case studies, testimonials or other third party verification.

Have a call to action

Stir the senses People experience the world through their five senses - visual (seeing), auditory (hearing), kinaesthetic (touching and feeling), gustatory (tasting) and olfactory (smelling). Knowing this, you can help the target audience to really experience what it is that you have to offer by ensuring that language paints word pictures for the visual people, plays a tuneful song for the auditory people, touches the hearts and minds of the kinaesthetic people, leaves a pleasurable taste in the mouths of gustatory people and makes the olfactory people want to take a very deep breath.

Now that you have gained attention, piqued interest and built desire, it is time to ask the reader to actually do something. This could be to phone or email for more information, make an appointment or receive a free information pack, fill in a coupon, make a deposit, subscribe to a free e-newsletter or ask a question online. Many brochures include an offer and response mechanism on every page.

Use good quality images Use good quality photographs, preferably, professional images, with short captions where appropriate. Images can be purchased over the internet or you could engage a professional photographer. If using your own images, ensure you have the written permission of the subjects in the photo.

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Provide contact details Provide your name, title and all of the different ways you can be contacted including by phone, by email, by mail and in person (if you have an office for public access).

Budget Costs to consider in producing your brochure include copywriting, photography, design, printing and distribution.

YOUR BUSINESS BROCHURE IS AN IMPORTANT PART OF YOUR INTEGRATED MARKETING STRATEGY. WHILE YOUR BUSINESS CARD INTRODUCES YOU AS AN INDIVIDUAL, YOUR BROCHURE INTRODUCES THE BENEFITS YOUR PROSPECTIVE CLIENTS WILL EXPERIENCE IF THEY CHOOSE YOU.

Implementation Action Plan Next, map out an action plan of what needs to be done, by when and by whom. One way of preparing an action plan is to develop a calendar matrix showing which day, week or month each task will be completed by and by whom. The specific activities are listed down the left hand side of the table while the days, weeks or months are listed across the top of the table.

Tasks required to produce a brochure may include: •

Create a storyboard of the brochure indicating what content will go on each panel

Write the first draft, review, rewrite, review, rewrite

Gather all logos, photos and other images

Engage a designer

Review a proof of the design and provide any changes

Review a second proof of the design and provide any changes

Receive print-ready artwork from designer

Print

Distribute

Action plans should be regularly monitored to ensure activities are happening as programmed, and adjusted as required.

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People You can choose to write, design and produce your own brochure or you can engage the services of professionals.

Copywriter

Creativity is intelligence having fun.

Copywriters can be found by searching on the internet. Most copywriters can give a fixed quotation to write your brochure and allow for two revised versions. Ask to see examples of their previous work.

ALBERT EINSTEIN

Our job is to connect to people, to interact with them in a way that leaves them better than we found them, more able to get where they’d like to go.

Photographer Even if you purchase photographs over the internet for your brochure, it is recommended to use a professional photographer for your corporate shots.

Designer Find a graphic designer to create a design that reflects your corporate identity and “speaks” to the intended audience. You can usually view samples of their work on their website.

SETH GODIN

Printer Decide upon the number of copies to be printed and speak with the printer about the kind of paper stock it is to be printed on recycled stock is preferred.

Distributer

Good marketing makes the company look smart. Great marketing makes the customer feel smart. JOE CHERNOV

In addition to giving out your brochure at presentations, events and trade shows, you may wish to distribute it via direct mail, or drop it off at selected outlets where your avatar congregates for use on noticeboards, publication stands and waiting rooms etc. page 23


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WRITTEN BY

NATASHA WILLIAMS Master Coach and Mastermind Mentor at TCI

IT’S NOT HOW

HARD YOU FALL WE’VE ALL HEARD THE EXPRESSION IT’S NOT HOW HARD YOU FALL IT’S HOW GRACEFULLY YOU GET BACK UP? WELL I HAD A VERY HUMBLING LESSON LAST WEEK THAT SOMETIMES IT’S HOW GRACIOUSLY YOU ACCEPT A HAND TO HELP YOU UP TOO. I WRITE THIS ARTICLE WITH A BIT OF HESITATION. WE’RE MEANT TO KEEP OUR PUDDLE MOMENTS TO OURSELVES. PLEASE BEAR MY INDULGENCE AS I HOPE TO REMIND ANYONE WHO’S FEELING LOW THAT NOT ONLY IS IT OK TO PAUSE AND LOOK AFTER YOURSELF, IT’S ESSENTIAL.

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We belong to what I believe is the best community in the world... We cheer each other on, we hold each other accountable and our ethos is humble servitude asking what more can I do. The first important lesson is it’s never about you, it’s about the client. Never, that is, while working. It has to be about us sometimes or that mini me or shadow, whatever you choose to call it can get narky and raise it’s head til it’s paid it’s due respects.

So a reminder for me that hopefully may get you checking in with yourself too...

FOUR SIMPLE WAYS TO LOOK AFTER YOURSELF SO YOU’RE PRIMED TO SERVE OTHERS EVEN MORE.

Well that’s what happened to me if I may share an important lesson in being OK with my vulnerable side. With some brilliant results for the new financial year I was on a wave of activity and servitude, absolutely loving it! Somewhere in the hype of it all I confess I forgot to check in with me; the quiet me, the vulnerable me.

1. GREET YOURSELF IN THE MORNING LIKE YOU DO YOUR BEST FRIEND.

Life can be so ridiculously noisy and fast these days, Facebook, LinkedIn, Pinterest, Tinder, emails, webinars, recordings, there’s always something to catch up on. On the train, waiting in line, in the elevator, it’s surprising there aren’t more neck complaints we’re looking down so much.

Have we forgotten how to connect with the simple joy in the silence of a moment? Well I’ll be the first to confess I did, and the result was not pretty. My best friend grabbing me for an urgent wine as I sat a blubbering mess with so much noise in my head I couldn’t think. A dozen snotty tissues later we sat in reflective silence for

a while to which my friend asked when I’d last really just sat in the moment? Bloody good question. She could be a life coach. We laughed at the irony of how many times I’d told people feeling down to grab a dog and head to the beach. Best happy pill ever. Somehow in the busyness of life my weekend walks had become a mission to exercise Bella and get back to busy.

When you look at yourself in the mirror do you see the parts of you? Sheez, the eyes are baggy this morning, dam, is that a grey hair? I look so pale, better get some sunlight today. Or do you look at your gorgeous self and say good morning with a beaming smile? I did this morning and had a jolly good giggle with myself, what a great way to start the day!

2. PUT THE PHONE DOWN. Not forever, just don’t let it be the first thing you reach for in the morning, enjoy some silence. A cup of tea sitting outside listening to the birds. Go for a walk without the earphones in. I’m the first to say I always have trainings on, on the train, in the car, at home. Make some time for old fashioned silence. page 27


3. REACH OUT TO A FRIEND AND ASK FOR HELP WHEN YOU NEED IT. Here’s a secret, occasionally I don’t have all my shit sorted. There, I’ve said it. My clients don’t need to know it and definitely don’t need to see or hear about it. There’s a gift in opening up and asking for help occasionally. Sometimes we’re so deep in it we don’t notice it’s just a puddle.

You are very powerful, provided you know how powerful you are YOGI BHAJAN

4. HAVE A HOLIDAY THAT CHARGES THE BATTERIES. Whether it’s a trek through nature, lying on the beach or exploring the back streets of an exotic town, do it. I haven’t had a holiday for two years, I was too busy and there was too much fun to be had here anyway. Wrong. So Port Douglas here I come!

There’s nobody who cares more about you than you, and there’s nobody better equipped to take care of you than you. RUSH LIMBAUGH

SO WHAT ARE SOME WAYS YOU LOOK AFTER YOURSELF? HOW DO YOU TAKE TIME TO CHARGE THE BATTERIES SO YOU CAN BE TOTALLY PRESENT FOR YOUR CLIENTS?

Take care of your body. It’s the only place you have to live. JIM ROHN

HERE’S TO YOUR HEALTH! :)

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World’s STANDARDS IN Coaching

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Excellence

INTERNATIONAL COACH GUILD VISIT WWW.INTERNATIONALCOACHGUILD.COM


Published by Interational Coach Guild Copyright 2014. All Rights Reserved.

www.internationalcoachguild.com contact@internationalcoachguild.com


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