I'd be interested to hear how you guys kickstart the traffic on a new website. (Let's assume you don't have a huge following on your blog or on Twitter)

(Disclaimer: I work for Bizo)

Bizo allows you to target on specific business demographics (Company Size, Job Function, etc.), and to do so cheaply (starts at $5/day). One advantage Bizo has over Facebook, StumbleUpon, etc. is that the ads are shown across many websites instead of just one.

Unfortunately, "professional coach" is not one of Bizo's targetable segments, so other offerings may work better for CoachFire. Your other sites, however, may be a better fit:

http://www.bizo.com/marketer/selfserve

LinkedIn has a similar offering (https://www.linkedin.com/directads/) that allows you to target people in the "Professional Training and Coaching" industry, but, similar to the other sites you mentioned, ads will only be shown to users browsing LinkedIn.