Here is an exercise I do with many coaches, when I start teaching them about marketing their coaching business online. I say: "Let's say you meet me somewhere, and I am in your target market. How are you going to try to turn me into a coaching client?"
I have heard many different answers to this question:
From a life coach who helps people improve their lives: "I offer great life coaching services. My life coaching services will improve your whole outlook on life! How about I give you my brochure about my services and the coaching industry and you can call me if you are interested?"
From a career coach who specializes in helping people find their dream job: "I am a career coach. I specialize in helping you find a career that you will enjoy more. Here is how I work with my clients....."
From a life and business coach: "Do you know what business coaching is? I can help you and your business achieve results...."
As you can see, these coaches are going to tell me about their services, their business and how they work. They do not discuss how they can help me, their potential client. Instead, they talk about their coaching services and their coaching industry.
Your potential clients are not really interested in buying your services. They are also not interested in your industry or in how you run your business.
All that your potential clients want to know is how you are going to help them solve their problems. Therefore, when you are marketing to your potential clients, you should concentrate on how you help your clients solve problems. You need to discuss the benefits that your clients will receive when they hire you.
If you want to get more clients, stop selling your services and start marketing the benefits of your services. To do that, you have to create an effective marketing message for your coaching business.
Here what your marketing message should include:
- Your marketing message should include information about who your target market is. Since you want your target customers to see themselves in your marketing message and decide they want to hire you, you need to include the information on who they are in your marketing message. To do that, name your target customers in your marketing message.
- Include the benefits of buying your services in your marketing message. Once you know who your target market is, you need to research your target market to find out what their needs are. Once you know what they need, use this information in your marketing message.
- How can you help them? People want to know how you can help them, so let them know what you do to help.
Your whole marketing message should be all about your customers and how you can help them solve their problems. Create an effective marketing message and start getting more clients for your business!
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