Building Community

Building your audience

Audience building, it’s a term I’ve heard since I started coaching but what does it actually mean?  

Audience building is about creating or nurturing a pool of people who may then invest in your services. There are different ways of doing this from creating “opt-ins” and “lead magnets” to help bring people from a “cold audience” (people who aren’t aware of you) to a warmer audience (people who will be aware of you, hopefully like and trust you and then go on to buy from you). 

I like to think of it more about building a community around you as opposed to an audience. From years of working in community development I like to take a really honest approach. An approach that feels good to me, feels good to my community and feels more sustainable and therefore good for business.

When thinking about building your audience or your community do it in a way that feels true to you. Chances are you’ll already have an audience of some sort, how can you gather them, how can you communicate with them, bring more of them in, what would feel good to you? This should be something you’re thinking about always.

And who are these people? Where are they? Are they the right people for you? It’s all very well having 10,000 followers on social media but if there not the right audience for you then those numbers won’t necessarily lead to any meaningful work for you. And that sucks. 

Take the time to think about that, doing some work on your ideal client is super helpful and can really move your business forward (we could do a 90-minute clarity call on this if you’re stuck). Once you know who they are you can start really focusing on building and growing your community.

Then think about how you can serve them, how can you help them? What do they need from you? Why are you the coach for them?

Then serve them, help them, invest energy in their success, do it honestly and authentically and your community will want to connect more. 

What can you do to nurture or grow your community today?




Unplug to Recharge

Yesterday I put a post on social media to say I was going to use Sunday daytime to unplug and spend time with my boys.

And that’s what I did. 

It felt good. I noticed I wasn’t tempted to sneak back on to the familiar scroll that often consumes too much of my time. I had given myself permission to switch off. And publicly declared I was doing so. Further permission. 

As a Coach I’m immersed in the world of content planning at the moment and thinking more strategically about what and when I’m posting. We are encouraged to plan and prewrite our posts. There’s a lot about this that I love, preplanning will help me use my time smarter, and in a busy world of juggling life and business this is always welcome.

But Sundays, what about Sundays?

I wrote about values last week and the behaviors we can take to reflect them. 

Switch off Sundays will continue for me, it’s the old honesty thing, I’m not going to pretend I’m here when I’m not, and I’m not going to pretend I’m always switched on when I’m most definitely not.

I chose this venture to create balance and that’s what I will reflect in my work and what I show to the people who take the time to follow me.

Have you unplugged lately?

Value your Values

I talk a lot about values and the importance of knowing what your values are. Having had big shifts myself when realising I wasn’t living a life that really connected with my values I now see the impact that has on others too. Most of my coaching starts with examining my client’s values.

But what the heck is a value?

To me it’s a principal or a way of being that we hold true, something that is really important to us, something that acts as our internal navigation system. So knowing what are values are is really useful, and can help us navigate life and live in flow.

When we don’t live a life that connects to our values there’s a dissonance, an edginess or possibly an underlying anxiety. If honesty is a core value of mine for example, then the idea of lying makes me feel pretty shitty. Put me in an environment where I have to do that regularly, then that’s going to impact me. Chances are I’ll know why. But what about when we don’t know what our values are?

Take growth, a value of mine and for many of the coaches that I work with, we are drawn to the profession because of it. Not recognising growth as a value can cause dissonance, a guilt for wanting more or wanting to be more. But identifying it as a value allows us to recognise the importance of it and how we connect to it.

Living in line with our values is a beautiful thing, and recognising when our values aren’t in line gives us knowledge and power to choose.

As Coaches, how do we align our Business to our Values? Again we start with unpicking what they are. Then we can use them to underpin what it is we do. In module one of My Newbies to Nailing it course we take the time to look at this. Using the example of honesty, how could you implement that in your business, what are the behaviours and actions you would need to take in order to feel that flow and not the conflict.

Using your values to help underpin your business and the way you work can allow you to feel fulfilled in what you choose to do and isn’t it fulfilment we seek in setting up our businesses in the first place?

Are you aware of your values right now?


What are you Thinking?

I have just spent two days training Coaches on how to use Cognitive Behavioural Coaching, it’s always a weekend full of insights and shifts. 

The ideas of Cognitive Behavioural coaching are taken from the world of therapy but used in a non-therapeutic way. Key to this is how our thoughts influence our feelings, our behaviours and in turn our outcomes. 

I find this idea so powerful.  How we think creating our outcomes.  And so if we shift the way we think about things, we can shift our outcomes and our reality. 

I often hear people in the online space talking about changing our mindset as if it that’s a simple thing, a switch to flick. And sometimes it is. But more often than not it’s a process. A courageous and brilliant process.

My clients dig deep and create change with courage and help from me. They shift the way they think about themselves and recognise their limiting beliefs for what they are.

Taking the time to be aware of how they think is incredibly empowering. And power is such a great thing.

 Power to change, power to improve, power to create the life and the business they want to have.

 How are you thinking about yourself today? 

To Niche or Not to Niche

To niche or not to niche, the age-old question for coaches everywhere. 

 For a long time I avoided niching. Never one for being told what to do, I was irritated by shouty coaches filling my social media feeds telling me I had to niche or never make it as a coach.  Humans were my niche, and that was enough, brave and bloody brilliant humans. 

And so, I set out to coach as many variants of the species as I could. And what a joy that was.  And what a load of learning. 

I worked with men around masculinities, I worked with leaders around listening, I worked with bankers around wellbeing, the unemployed around happiness, women around playing bigger, writers around stories, entrepreneurs around values and so much more. It stretched me both as a coach, and as a human. I learned never to assume, not to judge, remain open minded, use humour and rapport and kindness, to try bold and brave questions, and to hold everyone in positive regard no matter what. 

I saw people change in front of my eyes, I saw them tap into their power and use it to flourish. I saw myself take ownership of that and own my skills as a coach.  It encouraged me to grow and grow my business. I loved it. I loved those brave and brilliant humans sitting before me.

 And then something happened. 

 Whilst avoiding my niche, my niche found me.

Sometime a few months ago, I had the realisation that all the brilliant humans I was currently working with were on their own coaching journeys. Some were exploring the idea of becoming a coach, some were in coach training and some were building or evolving their businesses. On the coaching spectrum I say. It had been like that for a while, yet I hadn’t even noticed. And so I focused on working with those people for a period, because I'm curious and I wanted to see what would happen.

And things did happen. I realised I liked the clarity it gave me, and the clarity it gave my business. I was able to help this group of people by creating exercises that they found useful, to share learning and experiences between them and I was able to talk directly to them via my social media feeds and my website.

I was able to think about what they might need from me as their coach and I was able to ask them. Then I was able to create courses and programmes that I knew would help them. I was also able to create my own community of ace values driven coaches that I could help on their way (The Coach Collective). I could do all of this because I knew who I was talking to and what they needed, my message was clearer and so they responded.

And that is my niche, the niche that found me. I work with brave and brilliant Coaches, wherever they are on that spectrum. Ace Coaches who add value to the coaching space.  

By knowing who I am working with, it allows all of the above, and I really really like that. I still take on some life coaching clients to keep things varied and to keep me on my toes. And because I can. 

I’m not here to tell you to niche or not to niche because both are incredibly valuable and because like any good coach I'm not here to tell you what to do.  But I will tell you this; Thinking about who you are talking to, that ideal client you want to work with and what you can help them with, can get you clarity on the Coach you are and help bring clients to you.  And without our clients we are left with very little.

 So who are you talking to today?


Moving on

I’ve sold my house. It feels good. It feels like more than a house move too. Possibly a metaphor for other things.

I bought this house four years ago, in the midst of a marital breakdown and going it alone. It wasn’t easy downsizing or saying goodbye to a home I dreamed about for most of my adult life. But I felt a connection with this one the minute I walked through the door. I knew it would be a place where my children and I could regroup and just be. 

It’s been quite a journey these last four years. There has been joy and sadness and good times and tricky times. There have been meltdowns and awakenings and laughter and tears. If walls could talk they say. It makes me smile. 

It’s funny to think of the person I was when I bought this house and the person I am now as I leave. I feel very different. I am different. Calmer. Happier. Braver. More settled. More me than I ever was. 

What have I learned in this time? That family is what you make it, that change is to be embraced, that asking for help is okay, that friends are golden, that kids are amazing and resourceful and adaptable, that home is a feeling as much as a place and that getting to know who the heck you are is a precious, life giving thing.

Emma Dempsey April 2019 (87 of 91).jpg

Tall Women

I am a tall woman. I had reached my full height of 5ft 9 as a teenager, I hated it. Stooping low in photos and feeling bad for taking up space or daring to be taller than the boys around me. 

I see this with the women that I work with. Brilliant women. All the time. 

Not wanting to take up space. Not because of their actual height but because of feeling "too big" "too much" "too loud" not wanting to "make a fuss".  

Centuries of oppression can impact us in so many ways.

We work around these feelings, we unpick them, we see them for what they are and we build strategies and techniques to rise above them.

When I ask these brilliant women how they feel during or after this process they often use the word taller. They feel taller, more intune with their power and happy to take up they space that they deserve. 

They feel taller. I love this.

They are not taller.

But indeed they are. 

Emma Dempsey April 2019 (81 of 91).jpg


I am eating breakfast and pondering life. I have not written for some time and I am thinking it over. I’m clear about the reasons that I write this blog, not for marketing or to “get clients” but really because I need to. Sometimes there are sentences that simply have to come out. It’s a cathartic process and enables me to make sense of things. Clients often come to me from something I have written and although this isn’t the purpose it feels good when my writing resonates. It feels good for them to get a sense of who I am and also I suppose, who I am not.

So I am curious to why I have not written for a while and I want to stop to think. I’m reflecting on a conversation with my client late last week. She is a writer and a smart and insightful woman. She spoke to me about writing for herself, to tell her own great story, how she can’t worry about what other writers are writing because if she writes authentically and as herself then her readers will find her. This lands with me and something shifts in my mind. 

I take out my laptop and I start writing and it all begins to make sense. I am working with some truly great people at the moment who inspire me and challenge me in so many ways. Some of them are writers, great writers, a bafta award winning writer, a bestselling author and a blogger with a huge following. It dawns on me that somewhere in my subconscious this has impacted on my own writing. There’s a clarity now that a concern has been brewing, that I am not good enough, not good enough to make my own words public. 

As I write I remember again the conversation with my client and think more about the idea of comparison. Comparing ourselves can restrict us, it can throw us off our path and stop us from being true to ourselves. And I already know the damage that occurs from not being true to myself. Writing for me, as authentically as I can, nurtures my soul. I know this to be true. And so I keep writing. And the thoughts keep coming. I wonder where else am I making comparisons that stop me from being me and I take the time to ponder that some more.




I'm a Transformational Life Coach. That's what my qualification is and it's the work that I do, I enable and facilitate transformation. However most of the time I just call myself Coach and Facilitator. Sometimes the idea of transformation feels too much, too scary, too unknown and it puts people off. 

But here's the thing, transformation doesn't have to be about massive actions or life changes, powerful transformation comes from observing the way that we think and the way that we do, the assumptions we have and the values we hold. 

Shifting our thoughts, seeing our limiting beliefs for what they are and tuning into our power can have incredible results. Small changes are often big transformations.



I'm telling my client that I feel like the boy from the Sixth Sense, the one who whispers in hushed tones to Bruce Willis "I see dead people". But with me, I tell her, I see greatness. She laughs and asks me to explain what I mean. And I tell her, I tell her about all these brilliant clients that I see, they sit opposite me telling me in great detail, with heavy shoulders, all the reasons that they can't do the things that they want to do. The reasons are varied and plentiful but I hear the words "should" and "realistic" the most. And what I notice when they speak like this is a lack of power, not a big fancy power but simply the lack of believing that change can happen. This lack of belief disempowers and locks that greatness in, it pushes it down, but I can still see it simmering away and knowing it's there enables us to work together to draw it out. 

I believe everyone has greatness within them and I tell her this. Greatness to me is part of being human. Humans are amazing, resilient, courageous and capable beings and whether we choose to tap into that, is up to the lives we live and the circumstances we are born into. But ultimately it is up to us.

"Tell me what should means to you" I ask my client, her eyes brighten as she thinks about it. I see her greatness simmer again, it's already there and soon she will know it too. 


The Silence

I know something is happening by the silence in the room. It's a silence that is necessary yet possibly not comfortable for the brilliant woman that is sitting near me. It's a silence that I have grown to be at ease with, it's a silence that I might even love. It's a silence of wonder and of growth. A silence of presence (me) and deep thought (her). A silence of change, a change in how she has perceived something for as long as she can remember.

It started with a question. I asked her a question. It felt like a simple one. Why hadn't she started the thing that she has been thinking about starting for over four years. She gave me an answer and I asked her for more. And now we are here.

Something is happening to her, and because of that something is happening to me. The hairs on the back of my next are standing up and there is a feeling that I don't explain easily. Maybe it's empathy or a shared understanding or maybe it's a awareness of the power in the room.  Maybe it's something to do with her fear being realised and therefore released, or maybe it's me seeing her greatness coming through. Maybe. Maybe.

All I am sure of in this moment is that something has shifted within her and I feel it too.


Laughing with Strangers

I am in a room with three people I have never met. I haven't had a drink or smoked anything weird. No-one has told a joke or said anything funny. I have very definitely stepped out of my comfort zone and yet I am laughing. I am laughing hard and I know I am laughing authentically. The more they laugh, the more I laugh and it's making me feel good. 

What started off as a new year resolution, to laugh more with my children has become something more. My plan was to step often and purposefully away from exasperated mum mode, and into joyful inner child mode. I wanted to join my children in their hilarity and not simply observe. The intention was there and I was making the effort when I came across the idea of laughter yoga, or therapeutic laughter. Not one to do things by halves it drew me in and I wanted to find out more. Could I use this not only for my wee family but for workshops that I facilitate too. 

And so here I am, laughing with these lovely strangers. The joyous Jo Bluett, who is running our training says that laughter is simply "breathing with joy", I love this and it stays with me.  We continue to laugh and to meditate all weekend. It's a strange thing to laugh so much and so hard and by Sunday I feel emotionally drained and a little vulnerable.

I pick up my children on the way home and I'm nervous I'm going to be too exhausted to manage their endless energy.  But they make me laugh in the car almost immedietly and I am aware that my laughter is coming easily and with that, they laugh more. They are curious about the training and so I show them some of the exercises, and there again is more laughter.  I am thinking of Jo's breathing with joy comment and I am warm and fuzzy and content. It feels good. That's what laughter does, it makes us feel good and it makes us feel connected. Yet in life we don't laugh enough to really get the health benefits that laughing brings. Some people don't laugh for days, even weeks, possibly months.

The idea of laughter yoga is to combine laughter and deep breathing to enable us to laugh in a sustained way to ensure we reap those big beautiful benefits. Benefits such as raised endorphins making us feel good, benefits such as social connectedness, laughing together brings us together. And then there is the joy, just feeling the joy of laughter is a truly wonderful thing. 

And so now my training is complete and I am officially a laughter leader,  I plan to be laughing more, not just with my children and my friends but with the groups that i work with. And I'm hoping that this warm, fuzzy, content feeling will be a very regular thing : )





A Good Man

A good man is sitting in front of me telling me things he has never shared before. He is explaining to me in great detail what it feels like when he worries. He talks about the racing heartbeat from inside his chest, the breathlessness that follows and the way his throat feels too dry to speak. He tells me that at forty-nine this has been happening for a few years and he doesn’t understand why. He tells me that he feels like he is the only man he knows that worries and that makes him feel worse.  I listen and we start a dialogue that continues for a few months.

I could tell him now that in three months’ time his worry will no longer consume him, I could tell him that a weekly coaching session alongside daily meditation practice will change him, that the conversations that happen between us will shift the way he thinks about things, sometimes subtly and sometime more notably and once that shift happens other things will change. I could tell him that in three months time he will state it's been transformational.  I could tell him that the sessions might be hard sometimes but there will also be laughter and lightness. I could tell him that despite his initial suspicions he will be pretty damn pleased he did it. But I don’t yet know any of this and so we keep talking and I keep listening.


I’m driving in my car and thinking about life, when a man from my past pops into my head. I haven’t thought about him for a long time and start to smile at the memory.

I met Peter whilst living in Sydney in the mid-nineties. I was twenty and excited to be there. I had left school a few years before and was spending some time exploring the world. Sydney was a wonderfully vibrant city, for an Irish girl it was so full of sunlight and good food and ethnic diversity. My great friend and I had rented a house in the Eastern suburbs where things felt liberal and free, I remember waking up and feeling joyful almost on a daily basis.

I was working as make up artist at the time and spent my Saturdays in the aptly named Drag Bag. The Drag Bag sold amazing and theatrical clothes for Sydney’s burgeoning drag queen population. They would come from far and wide to hang out on a Saturday. The soundtrack to the recently released Priscilla Queen of the Desert would blare from the speaker and I would get to have a part in transforming these ordinary looking men into incredibly glamourous and beautiful beings.

Peter wasn’t the usual clientele however, he was straight and married and quiet. He entered the shop with his head down and an edginess that would only ease once he was safely inside. Peter was a retired police man and stood about 6ft 3. He didn’t dance along to Priscilla but would sit upright in a chair, barely moving while I applied layers and contours to his face. He told me things on those Saturday mornings that he had never discussed with anyone. How his cross dressing allowed him to feel more at peace than any other time, that although it was a secret it made him feel whole and that he could tell no one, not even his wife and this made him feel guilty and sad. Recovering from triple bypass surgery, Peter had decided it was crucial for him to express himself this way, for both his wellbeing and his physical health.

I can’t remember the details of how it came about, but Peter began to spend Friday evenings in our living room. He would come over and I would paint his face and he’d sit on our sofa in full drag. We would lounge about watching American sitcoms while his size 12 feet encased in red sparkling high heels stretched out in front of him, to what felt like the middle of the room. Damn, I loved those shoes.

Peter would tell us when he was leaving that those evenings were some of the best of his life. After he left we would question it; we just didn’t really get it then.

It is only now in the silence of my car over two decades on that I suddenly realise the importance of those Fridays for Peter, and I think that it is why I am smiling more than anything. Peter was welcomed into our home, where there was no judgement from us, we were totally unfazed, it wasn’t like it was usual for us either but we accepted him completely. He was a good and kind human and that was all that mattered to us.

In those moments Peter wouldn’t say much, but looking back and knowing what I know now, I recognise presence. There it was, Peter was completely present and at peace. Content and relaxed in that moment, in a space of non-judgement and warmth and positive regard you could almost see him glow.  

I stop at a traffic light and breathe in deeply, i am moved and emotional, it is only now that I finally get it and I get it completely. 


(photo from internet and not Peter.)


New Year New Whatever Suits You!

There seems to be a debate on my social media feed. Well maybe not quite a debate. Maybe more of a two camps kind of thing. There is the “new year new you crew”, telling us that new year is a great time for change and starting afresh for doing things we always wanted to do, then there is the “new year same you crew”, telling us that we are perfect the way we are and we don’t need anything more or to change for anyone. I’m interested in the debate and I definitely have half a foot in each camp.

Someone asked me recently what was my biggest learning from 2017, I had two. The first one was that I am not the person that I had thought I was for a long time, and the second was that it is okay to want more.

There seems to be a belief out there that by wanting more for ourselves or those we love we are not content with who we are or what we already have, but I don’t buy this. I know too many people who are grateful and content but curious to know and be more. I am one of them and it has taken me a while to be okay with that. For a long time, I felt guilty for wanting more, it made me anxious and made me dislike myself because I thought it meant that I was discontent or ungrateful or not a good person but I now know that’s not the case. I am a pretty positive woman, possibly irritatingly so, and I am so bloody grateful for all I have.  I am also pretty present, in the moment as it were, I have meditated most days this year and it’s helped me an incredible amount. So yes, I’m pretty damn content, it’s taken work, but I am there.

But here’s the thing, I also want more, I am hungry for knowledge and growth and yes I want to constantly evolve and that can mean change.  I want more, I said it, and that is okay. I want to grow this year as much as I did in 2017, I want to learn new things and meet great people and have wonderful experiences and I want to be able to take my children on fabulous holidays. These things don’t mean I’m not happy with all I have, because I am, I am thankful everyday for my health, my children, my friends, living in a county without war and the work that I get to do. But I want more, to experience more and to be more. And that is okay.

Happy New Year, whatever you choose to do and be. 



Talking to bright young minds about global inequality, it's definitely not the cheeriest of topics. I start discussing power. It's my belief that power underpins everything, it's my trigger point, the thing that fires my belly. What if we had the power to change ourselves I ask them, the power to change our circumstances, I see them sit up straighter. I hear my tone shift as passion kicks in, they look straight at me, what if believing that you could create change enabled you to create change. Do you think that's possible? They nod slowly. Believe I tell them, it's a damn good place to start!



I've always been a great believer in asking for help. Well, more specifically I've always asked for help for others, for good causes, or support with my kids or for organising community events and that kind of thing. In my mind people are pretty darn good and they like to help,  as humans we need to feel needed and we need to feel purposeful. Except I've not been so good in asking for myself. I've often heard myself saying no to good people when they try to help, when inside my head I'm shouting YEEES bloody please. 

In January this year I decided to change that, I would ask people for help or support if needed for me too. It's been interesting. No-one has said no. I've not asked loads but when I do it's greeted with warmth and ease and generally an "of course". People are amazing, I always say it. And I surround myself with really great humans. I know that for sure. 

But here's the thing, it's not that hard to ask and the rewards are big. Not just in the help that's given because it could be a really small thing, but in the warmth that fills your soul in the aftermath of someone showing you they've got your back.

Try it. Just ask, and see what happens. 

City Sprinting

I am walking to a work meeting from my office on the other side of town. I haven’t actually walked very far lately and I’ve purposely put this time in my diary to allow the time needed to get there without hurrying. It’s a bright November day and the winter sun is lighting the sky, I breathe in its beauty and note that I’m so grateful to be healthy. It’s then I notice that I feel really alive. It’s one of those days where colours feel brighter and every inhalation of breath seems to clear the mind a little more. I grin. It feels good.

There are people ahead of me, milling along, mostly all walking in the same direction towards town. They are walking along a path in the park, under some trees, everyone is sticking to the path and I think about that a little. I notice I’m walking faster, then sporadically my pace is broken up with short bursts of running, it feels a little rebellious somehow and I like that. I’m dressed in my work clothes, a black dress and boots with cuban heels with a largish bag on my shoulder. I’m definitely not dressed for running but then I run a little more. My speed picks up and I veer onto the grass, passing the people walking the path. My speed picks up some more and I realise I am sprinting. My legs are long and my stride is wide and I am running across the park with all I have. I feel flippin’ amazing.

I continue this sprint right across town. Through the streets of the city centre I run, I’m aware of people looking but I keep going. My legs feel strong and I feel powerful and it just feels so damn good. A couple of men working outside shout something at me but I don’t hear what and I just run on. Sprinting. I don’t stop, I don’t need to, I know my legs will get me there and so I keep going.

I come to a halt outside the building where my meeting is. I am both pink and panting. I enter the reception area. I wonder if I look a little bonkers. And that’s when it hits me. I don’t care what I look like or what others might think, all I know is that I feel brilliant. And that makes me grin some more.



This is what improvement looks like. It's not necessarily glamorous or easy or straightforward. Sometimes it takes hours of work and hard slog to knock things down, in order to rebuild and improve. Sometimes it can feel irritatingly slow and overwhelming. Some days it's messy and even a little dark. But on the days that you begin to see the outline, the shape of things to come, these are the days of delight. Then there is momentum and you know in your heart that no-one can stop it and that feels really bloody good.

This is my kitchen. But I think it's probably more than that too