If you’re a coach, you probably know you should be growing an email list—but the truth is, most coaches don’t know where to start. Social platforms like Facebook, Instagram, and YouTube are powerful for reaching people, but they come with one big risk: you don’t own the audience.

If you’re banned, restricted, or your account suddenly disappears, your entire communication channel with potential clients disappears too. That’s why building an email list is one of the smartest moves you can make to protect and grow your coaching business.

In this post, Chris Barry (who’s helped coaches generate over $10M in sales) breaks down the four proven steps you need to follow to build and scale your email list—even if you’re starting from zero.

Step 1: Create a Lead Magnet

Your lead magnet is the “freebie” that attracts people to join your list. This could be:

• A free training video

• An ebook or checklist

• A PDF guide

• A short workshop or webinar

The key is that it must be valuable enough that your ideal client is willing to exchange their email address for it.

But before you create one, you need to know your ICP (Ideal Client Profile). Ask yourself:

• Who do I actually want to work with?

• What problem are they struggling with that my program solves?

• What type of resource would feel immediately useful to them?

For example, a 50-year-old woman trying to lose weight will respond to very different messaging than a 25-year-old athlete—even though both want weight loss. Your lead magnet should feel like it was designed specifically for your ideal client.

Step 2: Collect Emails

Once your lead magnet is ready, the next challenge is getting people to see it and sign up. This requires two things: attention and a capture system.

Getting attention
You can get your lead magnet in front of people through:

• Ads (Facebook, Instagram, YouTube, etc.)

• Content (posts, videos, podcasts)

• Outreach (direct messages, networking, referrals)

Capturing emails
Don’t just tell people “DM me for the PDF.” Instead, build a landing page or opt-in form. Tools like Go High Level (GHL) make this easy. A landing page should include:

• A clear headline (e.g. “Get my free 7-day nutrition reset guide”)

• A short description of the value

• A simple form (name, email, phone number)

• A button to claim the resource

Once someone submits their info, you can automate the delivery of the lead magnet (via email or redirect to a thank-you page) and add them to your CRM for future nurturing.

Step 3: Stay in Touch (Nurture Your List)

This is where most coaches drop the ball. They collect emails but then… go silent.

Your prospects are naturally skeptical. They’ve been burned before, they’re unsure if you’re legit, and they don’t yet trust you enough to buy. That’s why nurturing is crucial.

The goal is to:

1. Provide consistent value – send helpful tips, insights, or links to your YouTube content.

2. Build goodwill – demonstrate you care about their success before they pay you.

3. Position yourself as an expert – showcase your knowledge and authority.

For example, every time Chris publishes a new YouTube video, he emails his list. This not only grows his channel but also builds trust with his audience.

Remember: people buy when they feel they know, like, and trust you. That only happens if you stay in touch.

Step 4: Always Include a Call to Action

Here’s the step most coaches completely miss: inviting people to take the next step.

A call to action (CTA) is simply telling people what to do next. Examples:

• “Book a free strategy call”

• “Join my 6-week program”

• “Grab your discounted spot today”

Without CTAs, your list just sits there. People may love your content but never think to work with you. With CTAs, you turn nurtured leads into paying clients.

As Chris puts it: “The way you can help people best is getting them to pay you. A free PDF can help a little, but your coaching program creates real transformation. And you can’t run your business if you don’t make money.”

So don’t shy away—add calls to action in your emails, your videos, and your content.

Recap: The 4 Steps to Building Your Email List

1. Create a lead magnet – something valuable for your ideal client.

2. Collect emails – promote your lead magnet through ads, content, or outreach, and capture emails with a landing page.

3. Stay in touch – nurture your audience with consistent value and insights.

4. Add a call to action – invite them to book a call, join your program, or take the next step.

When you implement these steps, you’ll not only build your email list—you’ll also build stronger trust with your audience, create more opportunities for sales, and grow your coaching business in a predictable way.

👇 Ready to scale your coaching business? Book a free call below! 👇

https://td.coach/social-book

Watch the episode here: