In this episode of Beyond Private Practice, I’m pulling back the curtain on why selling coaching often feels hard for therapists, helpers, and healers — especially first-gen Latinas and daughters of immigrants — and how to reframe selling so it feels ethical, aligned, and confident.

You’ll hear my own journey of unlearning therapist conditioning that made me feel small, neutral, and invisible — and why I now believe selling is an act of service, honesty, and sacred leadership.

This episode is for the therapist who:

• Feels uncomfortable or guilty about selling coaching services

• Worries about being “too self-promotional” or pushy

• Questions whether her community can or will pay for her services

• Wants to understand how to invite clients in without sacrificing integrity

Here’s What You’ll Learn:

• Why therapist training teaches us to fear self-promotion, marketing, and sales

• How the narrative that “our community can’t afford our work” is something to unlearn

• The three core belief shifts I teach clients so they can sell coaching ethically:

• A real-life example of a client who overcame fear of being seen, shared vulnerably, and booked her first dream coaching client — without proving or pushing

If you’re a therapist, helper, or first-gen Latina who’s craving a business that reflects your values and allows you to work with aligned clients confidently, this episode will give you the mindset tools to stop hiding and start selling coaching with integrity.

How to Work with Liz:
Private 1:1 Coaching — July and August start dates now open: Apply for Private Coaching Here
Follow Liz on Instagram: @thelizfernandez
Learn about Liz’s offerings: https://thelizfernandez.com
Join my email community for grounded, identity-led coaching insights I don’t share anywhere else: https://thelizfernandez.com/email

In this episode, I’m pulling back the curtain on what coaching can really do for you — especially if you’re a therapist, first-gen Latina, daughter of immigrants, creative, or service provider who wants more time, income, calendar space, and the freedom to fully express your gifts through your work.

This conversation is for the woman who feels boxed in by the traditional therapy career path, who has built a “successful” life that no longer fits, and who is craving a business that honors her values, culture, creativity, and desire for a simpler and more spacious schedule of aligned dream clients.

I share my own journey of walking away from traditional therapy work to reclaim freedom in my calendar, income, nervous system, and self-expression — building a coaching business that allows me to work on my terms.

Here’s What You’ll Learn:

• Why coaching is a powerful path to freedom for therapists, healers, and service providers
  
  
• How therapy’s limits around ethics, state limits, emotional labor, and neutrality keep first generation therapists boxed in — and why coaching offers a liberating alternative
  
  
• A real-life client story of a private practice therapist who added coaching to her work, reduced her workweek to three days, prioritized wellness and creativity, and attracted her first dream coaching client by sharing her story.
  
  
• The exact framework I use to help my clients transition from therapist to CEO of a sustainable, freedom-based coaching business:
  
  
• • Identity Activation: Shedding therapist conditioning and stepping into your CEO identity
    
    
  • Offer Clarity & Simplicity: Designing an aligned coaching offer that helps you feel proud and that you actually want to market
    
    
  • Selling with Safety: Learning to sell in a way that honors your nervous system and your values
    
    

I also share three simple steps you can take right now to start moving toward freedom.

If you are a therapist, first-gen Latina, or woman of color feeling the call to create more freedom in your life by leveraging your skills as a therapist to add coaching to your work, this episode will help you see what’s possible — and show you how to start creating a business and life that feels free and liberating.

How to Work with Liz:

Private 1:1 Coaching — July and August start dates now open: Apply for Private Coaching Here
Follow Liz on Instagram: @thelizfernandez
Learn about Liz’s offerings: https://thelizfernandez.com
Let’s stay connected: Join my email community for grounded, identity-led coaching insights I do not share anywhere else:https://thelizfernandez.com/email

In this episode, I’m pulling back the curtain on what it really takes to start your coaching business — because for First-Gen Latinas, daughters of immigrants, and ambitious women who’ve been told to play it safe, it’s never just about the strategy. It’s about identity.

This episode is for the woman who knows she’s meant for more — the one who’s been circling the decision to start her coaching business, wondering if she’s “ready” or “allowed” to want more freedom, more alignment, and more ownership of her life and her work.

I’ll share my personal story of how building my coaching business started with an identity shift — not a strategy — and how you can start seeing yourself as the CEO of your life now, even before you have it all figured out.

Here’s What You’ll Learn:

1. Why Starting Your Coaching Business is an Identity Shift, Not Just a Strategy
How your next level doesn’t come from certifications or overthinking — it comes from braver decisions, clarity, and belief.

2. The Real Reason You Feel Stuck — And How to Move Through It
We’ll unpack the generational conditioning, survival strategies, and doubt that keep women of color circling the decision to start — and how to finally break through.

3. How to Borrow Belief and Redefine Readiness
The exact process I used (and still use) to build belief, move before I felt fully ready, and grow a coaching business that funds my dream life.

4. Simple Steps to Start Embodying Your CEO Identity Now
Three tangible things you can do today to lead yourself with confidence and move toward building your sustainable, freedom-based coaching business.

If you’ve ever doubted if you’re “ready” or felt the tension of growing into your next level while honoring where you come from, this episode is your permission slip to claim more — on your terms.

How to Work with Liz:

Private 1:1 Coaching — July and August start dates now open:
Apply for Private Coaching Here

Follow Liz on Instagram: @thelizfernandez

Learn about Liz’s Offerings: https://thelizfernandez.com

Let’s Stay Connected: Join my email community for grounded, identity-led coaching insights I don’t share anywhere else: https://thelizfernandez.com/email