| Hey coach, has it been difficult for you to get | | | | 2. It generates some interest (can get people to |
| clients? | | | | raise their heads a bit, and say, what's that?" These |
| People aren't responding to "I am a coach" or "I help | | | | people YOU are still CHASING, but you can get them |
| people grow their business" for you business | | | | looking up... on occasion. They key here is that you |
| coaches, or "I help people turn their lives around" if | | | | must CHASE them down to make this work and the |
| you are a life coach. | | | | results are still somewhat poor. |
| Here's the reason... marketing that works is never | | | | 3. And the last approach has them jumping up and |
| about you, your products, or your services. | | | | down with excitement because they REALLY WANT |
| So, what in the world do you talk about then? I'd bet | | | | that. These people will CHASE after you. And you |
| that you are standing there dumbfounded. And it's | | | | now can pick and choose who you want to work |
| because you always thought that when you go to | | | | with, or who pays the best, and even start raising |
| sell what you do you have to justify to everyone | | | | your prices. Compare those statements to the |
| that YOU are the answer to their problems, and that | | | | following, and tell me which ones GRA."B you, the |
| YOUR SERVICES are their answer, or YOUR | | | | first batch above, or those below. And I MEAN grab |
| PRODUCTS. And that you had to tell them all about | | | | you not just get your interest up a little. |
| them to sell your coaching. | | | | - I work with business owners who just can't get |
| Well you, and 100's of thousands of other failing | | | | enough clients... and my clients will be on their way to |
| coaches are totally wrong. | | | | at least $100K within a couple of months. Is that |
| So what is the answer? | | | | something you'd like to do? (for a business coach) |
| I'm going to give you two VERY IMPORTANT ideas. | | | | - I work with IT Execs who are afraid they are on |
| And they WILL turn your business totally around IF | | | | the way out... and my clients move up in the |
| you get them right, and get them right for your | | | | organization 1-2 levels within the next 3-6 months. |
| specific target prospects. | | | | (for a career coach) How does that compare to "I |
| After you have identified a very specific kind of | | | | am a ________ coach"? |
| client, THEN you can answer the questions needed | | | | Would you like to find your marketing message that |
| to connect with them. | | | | literally turns your marketing around from "gee what's |
| - What is their biggest pain? | | | | that you said?" to them CHASING you to get that |
| - What's the emotional side of that pain? How does it | | | | rare time slot in your schedule. |
| make them feel? | | | | What we discussed above was the START. A |
| - What is the measurable result (the value) that they | | | | marketing message used properly is for nothing more |
| will get from you. In other words, marketing your | | | | than GETTING THEIR ATTENTION so that they |
| coaching business is NEVER about you, your products | | | | REALLY WANT to hear the rest of the message. |
| or services, it's only about what the prospect wants | | | | Just stop and think: if the very first thing that comes |
| and needs to solve his worst nightmare problem. And | | | | out of your mouth (or that appears in your printed |
| what is that measurable result (not an action) that he | | | | marketing materials, or your website) doesn't GET |
| will get from you for working with you. | | | | THEIR ATTENTION they aren't listening to the rest |
| Here's what typical coaches say when someone asks | | | | of what you say. |
| them what they do. | | | | So, it starts there, and you've got to keep that |
| - I'm a coach (or life coach, business coach, career | | | | attention, and turn it through a series of well thought |
| coach, or whatever kind of coach. It's still a label and | | | | out steps through the AIDA formula |
| means NOTHING to your prospect.) | | | | Attention |
| - I help ______ (naming who)________ (naming | | | | Interest |
| an action). In other words I help small businesses | | | | Desire |
| grow. Those just plain DON'T work. They aren't even | | | | Action (call to action) |
| coming close to what your prospects are looking for, | | | | So, when you get their attention around something |
| so it doesn't turn them on. And you are standing | | | | that is important to them, and not about you, the |
| there feeling someone self conscious, wondering why | | | | first thing that will happen is they will start paying |
| this isn't working very well. | | | | attention to what you say next. |
| There are three levels of marketing success, all | | | | And, as you see above, we've got some other |
| determined by what you say and how you say it, | | | | thoughts to lead them through, to get them even |
| your marketing message. | | | | more excited to hire you. Miss these points and you |
| | | | are standing there wondering "What happened? I'm |
| 1. It doesn't work at all (those statements you've | | | | sure I told them how good I was. Didn't they listen?" |
| made before, and are mentioned above) | | | | No they didn't. |