We caught up with the brilliant and insightful Lesa Edwards a few weeks ago and have shared our conversation below.

Lesa, thanks for taking the time to share your stories with us today Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

For one thing, I am still a 1:1 coach – so many coaching programs these days are in a group format. While that is the direction my business is heading due to the cap on revenue possible with a 1:1 model, I do see the value and benefit of having a 1:1 coach (as I do for my own coaching needs with my coach).

As one of 23 Master Resume Writers in the world, my business is boutique and high-touch. Most of my competitors use a questionnaire format to get the information they need from their clients. I gather this information through 1:1 Zoom calls – allowing me to ask follow-up questions, gain clarity around my clients’ responses, and (perhaps most importantly) develop a relationship with my client.

Finally – I am a trained resume writer. So many resume writers have no resume writing credentials at all, or have a credential that consists of sending resume samples and money off to a credentialing body (such as CPRW). My credential – ACRW – required intensive classroom education, considerable homework, and a final exam. As a result, I am thoroughly trained in grammar, punctuation and sentence structure – as well as resume writing strategy and techniques to get my clients’ resumes through to the decision-makers.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I am a full-service business, focusing primarily on job transition for high-achieving, college-educated professionals. I write their marketing documents (resume, cover letter, LinkedIn profile) and coach them on job search strategy, networking, leveraging LI, interviewing, and salary negotiation.

A second “rung” of my business is career coaching – supporting those looking to move up with their current employer. These clients are dealing with issues around emotional intelligence, navigating corporate politics, managing up, positioning themselves for key assignments, and getting the recognition they deserve.

Before opening Exclusive Career Coaching, I spent 22 years as the director of two university career centers – helping college graduates figure out their career paths and helping them land their first job out of college.

What sets Exclusive Career Coaching – and me – apart from other businesses is the high-touch service I provide, my extensive body of knowledge about job search and career management, and the fact that I am both a certified coach and one of 23 Master Resume Writers in the world.

What I am most proud of is the 255+ episodes of my podcast, The Exclusive Career Coach, I have out. People all over the world have benefitted from my experience and wisdom – many of whom will never pay me a cent for my services. I am thrilled to have put out this multiple award-winning body of work, which has become one of my major sources for new clients.

What’s worked well for you in terms of a source for new clients?

There are three: referrals from existing clients, my podcast, The Exclusive Career Coach, and LinkedIn.

As for referrals, I make sure to provide superior service to every client, and I incentivize clients to refer people to me. Prospects who come to me through a referral often aren’t shopping around and don’t need much convincing to work with me.

My podcast has become the #1 source for new clients, and prospects who come to me through the podcast already know, like, and trust me so the sales process is generally fairly quick and simple.

I have a very large presence on LinkedIn, so I often show up in searches for people looking for my services on LI. Because these people DON’T already know, like, and trust me, I have a bit steeper of a road to sell to them – and they are often shopping around as well.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

1. Providing superior service to existing clients – they tell others, and I ask them to write a recommendation for me on LI so others can read about their great experience.

2. Having an award-winning podcast, The Exclusive Career Coach, with more than 255 episodes published. This is definitely #1 in terms of building my reputation.

3. Having an excellent LI profile – so many people who have reached out to me have said that other writers in my space had poor LI profiles. Why would you ask someone with a poor LI profile to write one for you?

4. Although I have a strong SM presence on Insta, FB, and LI – these sources do not deliver clients for me and I can’t say they have enhanced my reputation.

Contact Info:

• Website: [email protected]
• Instagram: lesa.edwards
• Facebook: Exclusive Career Coaching
• Linkedin: linkedin.com/in/LesaCareerCoach
• Youtube: https://www.youtube.com/@lesaedwards200