So many coaches.
Life coaching is the second-fastest-growing industry in the world with an average yearly growth of 6.7%. And it would seem that while some few are selling $2k programs online, others are going through the rough patch of the early stages. It is a big leap, that requires severals phases.
Ultimately, if you are starting, your main asset are and will always be the relationships you have build. I will soon post an action plan for your first year as a coach. In the meantime, I want to go over a framework that every coach needs to understand about how getting clients work in the digital realm.
This framework is universal and points out the very marketing foundation of your practice. It is important to evaluate each part of the framework with honesty and critique. It can save you lots of frustration.
Your marketing needs to be as great as your offer. But no amount of marketing will sell a bad offer.
How do you know you have a bad offer?
A good offer still needs lots of things to be supported, and by itself won't do. But it will make everything so much easier. When I started my digital marketing business I didn't actively marketed myself for over a year, because I was offering something a lot of people wanted at the right time. I did a good work and got referred... A lot! More on this later.
A good offer makes takes into consideration 3 key elements.
You can download a formula for creating a compelling offer here.
Creating a good offer requires a mix of knowledge, intuition, research and adjustment. Let see.
The more you know about the market environment, the better ideas you will get about what is a good offer. A lot of it comes with time and being out there, but also is by actively looking into what's out there at the moment.
Doing information interviews are great ways to fast forward your knowledge.But it requires for you to swallow your ego, imposter syndrome and be humble, yet it is so much worth it. Plus you start cultivating a beautiful relationship with a potential college, referrer or mentor.
I particularly despite the marketing people who are telling their stories of how THEY are so unbelievable awesome and that ONE TIME they got a massive return for a client. Can't we have normal conversation without you masturbating your ego? Please.
Your intuition is your inner compass that tells you that something makes sense. I remember the beautiful story of Melanie Perkins', Canva Founder, she just knew that the future of design was a DYI Cloud-based Saas, your can listen to it on NPR's How I Built This. Your intuition is a valid source of raw material for an idea of an offer and the more knowledge you have the more attuned your intuition will be.
Most coaches and consultants I work with don't validate their offer. They have a hunch and they go for it. As they should. After all you need to start tapping into the market but consider a few things.
Research everytime you are speaking to a lead. Everytime you are in front of a potential client, warm or cold, you have a huge opportunity to attune your offer. One of my favorite tactics is ask a few open questions:
Asking these questions not only is a great consultative sell approach but a magnificent market research tool.
Research your competitor online. What are other people doing? Search your niche of coaching and see who is leading google searches. Explore their offer, messaging, what pain point and desires are they tapping into? What are their price points? How are they engaging in virtual channels? Spyfu can give you tons on insights.
Run a deliberate market research. Market research can sound scary, and expensive. But it doesn't have to be. Ultimately what you want is to gain some ideal client insights before putting lots of work into a new offer. 10 data points are better than none. Can you get 10 people to answer a survey? Can you get 10 people on the phone to ask them about an idea? Can you run a small focus group with 5 folks?
Another creative way to gain some insights is to publish two pieces of content, the same of week, one-week apart, and see which one drives more attention. There is lots of variable that affect how sharable an item is and it is not enough to put lots of investment into it, but it is a good lead to start wondering.
No offer is perfect from day 0. The question is whether or not your offer will need to be adjusted the question is how fast.
A the micro-level you want to make sure you are A/B testing your offering, that is, present your offer to some people with title A, then present it to other folks with title B. Compare.
In a digital world, you can do this tools like Google Optimize. You are constantly testing landing pages, sales pages, opt-in pages, etc.
Adjust is more than A/B testing. Adjust means being in constant communication with the folks who are receiving the value from you. If you run a course, send a survey in between sessions "Next week we will discuss [this theme]. Because I want to make sure I cover all the bases, what would you want me to cover?"
Adjusting starts within.
One of the biggest adjustments I did in my firm was setting the boundaries of my offer. I was being too generous. In therapy, I learned that came from a sense of insecurity and not being good enough, therefore I over-delivered. Until my offer wasn't sustainable anymore and it diluted the value of my time.
On the other hand, I have had clients who had been doing the same thing for several months without seeing results but are stuck with this idea because of loss aversion or lack of self-reflection.
What we do for a living is a big chunk of our identity, after all we spend more of time working. Specially if it is your own business. We are not our jobs, but sometimes we forget. That is why adjusting starts within. To adjust, to truly adjust, you need to de-personalize your offer. So an alteration in your offer is not threat to your identity nor your value as a person.
Adjusting sometimes requires a pause.
This is just a note of caution. Adjustment requires clarity. It is so easy to get into the weeds that we can't see around. Research suggest that when we are in a hurry we care less about people. Ultimately, your offer needs to be attuned, attunement can't happen without caring. The best offers come back to the essence of being of service to people, because YOU CARE.
Consider a pause, where you can gain distance and clarity over your situation. I strongly recommend Achim Nowak's article: In Praise Of The Pause.
Your next challenge is all about Brand Awareness. How do you get people to know about you, or the new you.
In this section we will cover.
Consider the different levels of awareness buyer typically go through:
In essence. If there is no trust there is no transaction.
People need to trust 3 things.
Here are the basic of trust. I highly recommend the Trusted Adviser by...
Tercero, explica algunas generalidades de la confianza:
Cuarto, explica las dimensiones y componentes de la confianza:
Uno diría que si el cliente confía en lo que digo me tiene confianza, esto no es tan simple. La confianza es multidimensional. Las dimensiones son las siguientes:
Cualquier fallo en algunas de estas dimensiones nos caracterizan de algún modo:
In a digital realm in specific. You want to leverage of all the things that add or erode your trust:
Trust is with spelled with a T for Time.