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Like many new executive function (EF) coaches, my journey to landing my first client was full of twists, turns, and a big helping of imposter syndrome.
I questioned everything about my abilities, and naturally, I turned to my website as the problem.
Maybe if I just made it perfect, the clients would roll in, right?
I became obsessed, giving my website an unnecessary facelift—tweaking colors, fonts, and layouts as if the right shade of blue was the key to success. Then came an email from Sean, a trusted advisor in the EF coaching world.
If his email had a voice, it would’ve been yelling, “Let your website live and breathe!”
Sean’s advice was clear: stop micromanaging the site and focus on building your practice. So, I backed away from the keyboard and decided to try his other suggestion—reaching out to neuro- and educational psychologists.
I began mailing psychologists… and heard nothing. Crickets. But the act of putting myself out there gave me a nudge to attend EF coaching meetings again.
Those meetings were a game-changer. I learned so much from seasoned and newer coaches, and their success stories reminded me to stay the course.
Meanwhile, I was tackling other hurdles—applying for full-time jobs, running low on money, and adjusting to life on the North Carolina coast, where executive function coaching wasn’t exactly a household term.
ADHD?
Sure, people were familiar with that.
EF coaching?
Not so much.
Thankfully, Sean had also shared another gem of wisdom—websites take about 5–6 months to gain traction on Google.
That bit of knowledge saved me from refreshing my inbox 24/7 and allowed me to breathe a little easier.
Then, one day, it happened. I got an email—a 30-minute inquiry request! I was over the moon.
The call itself, though?
A hot mess.
I was over-prepared and under-prepared all at once—over-talking and over-selling.
After sending a follow-up email and hearing nothing back, I chalked it up to a great learning experience.
But just three days later, I got another inquiry! My excitement was short-lived when the client canceled the day before our call. Still, I was hopeful. My website was being discovered, and I knew my first client was just around the corner.
Two weeks later, I had my third inquiry call. This one was with a mom and her daughter, Zooming in from their car. I kept it casual, reminding myself that I was the expert. No over-preparing this time!
The call went well, and this time, client #3 became my first client!
I was ecstatic, but then came the realization—now I actually had to coach her. The panic was short-lived.
It wasn’t like I’d never coached before, but after going through the EF Coaching Academy certification program, it somehow felt different.
The first session?
Oh boy.
It was a classic Murphy’s Law moment—constant screen freezes thanks to their spotty Wi-Fi.
We eventually switched to in-person sessions, which solved the tech issues and made the experience so much better.
Looking back, I’ve learned a few big lessons:
• I am a good EF coach.
• EFCA member meetings are a treasure trove of ideas and support.
• Imposter syndrome is a sneaky liar that fades quickly once you start working with clients.
• Patience isn’t just a virtue—it’s a necessity in this business.
From obsessing over my website to landing my first client, the journey was filled with bumps, stress, and laughs. But one thing’s for sure—there’s nothing quite like that feeling when someone says, “I want to work with you.” It makes all the twists and turns worth it!
P.S. My first inquiry call—where I over-talked and over-sold—ended up becoming my second client!
Want to follow Arlene's footsteps?
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About Arlene
Greetings, my name is Arlene Cook and I am the Founder of EF Strategic Solutions and Certified EF Coach based in Wilmington, North Carolina. As a neurodivergent parent with over 20 years of experience in the education sector, I am deeply passionate about empowering neurodivergent students to understand their unique learning styles and fostering a lifelong love for learning.
If you are seeking a dedicated, experienced, and certified EF coach who understands the unique challenges faced by neurodivergent individuals, I am here to help. Together, we can unlock your or your student’s full potential and pave the way for a successful academic future and personal happiness.