Coaches, Healers, and Mentors, here’s a marketing framework to help you fill your practice.
As an authentic business, you are by definition doing something unique, offering a service or product that is rarely available elsewhere.
This means that people aren’t used to buying your product, and it won’t be as easy to market, compared to a mainstream service or commodity product.
How then can you actually get clients, and have it occur on a consistent basis? In this post I’ll describe 4 important pieces to the puzzle.
Ask yourself which of the following are missing in your business, and work to fill those gaps, one by one...
Before anyone will hire you or buy from you, they need to have enough trust in your business.
Trust with someone (or an audience) can be built in various ways:
You don’t need to have all of the above.
Excellence in any one of the above can build enough trust to make enough sales. Or you can aim to be decent in several of these.
For example, I've practiced becoming skillful in creating authentic content consistently, aiming to be relevant as well. Endorsements I have allowed to happen organically. When it comes to branding, I'm more or less ignoring it -- and yet I still have more than enough clients.
Which one or two of the above factors can you improve most easily, to build trust with your audience? There's no one "right" answer here except what you can become excellent at. Focus your efforts for better results.
You are offering a product or service that is aligned with what they are used to buying or can imagine themselves buying.
This sounds obvious, but it’s hard to do, especially if you’re selling a unique transformational service. (By and large people still aren’t used to buying “coaching” or “mentoring” or “healing” services or programs yet.)
How do you break through when you’re offering a new service that people aren’t used to buying?
Here are some ideas:
You can get clients just by doing any one of the above enough to become excellent at it. Try different ways. Then commit to doing one or more of the above consistently.
Imagine if I offered you this deal:
Just pay me $1,000 and we’ll spend a few hours together. We’ll talk about whatever you want in your business!
You’re not likely to take me up on that. At least, I hope you aren’t that easily sold! ;-)
If I change it to something much more specific, it becomes more effective:
With 2 billion active users on Facebook, a lot of your ideal clients are on that platform, most of them daily. For $1,000 (total) I will do 1–1 coaching with you during a 3-month period to customize a highly effective monthly plan for your Facebook Marketing that fits your business and style. Once the plan is created, you’ll be able to keep implementing the plan, month after month, to grow your tribe by 10x–100x. You’ll be using Facebook more effectively than the vast majority of business owners.
(This is something I actually do. Currently my client roster is full, but you can get my complete strategies and create your own plan with my $45 Facebook Marketing Course.)
Hire me as your relationship coach. I will help you find more love in your relationship.
So many people are essentially marketing their business in vague ways like this.
Something more specific would be more effective:
Let’s start with 3 sessions of coaching, where we will dive into questions that reveal the big picture of your relationship, as well as the roots of what is holding you back as a couple. You and I will then decide the top 3 easily doable actions that will increase joyful excitement, intimacy, and abiding trust into your relationship.
My mentorship will get you to the next level of your career.
More specificity, more effectiveness:
My clients are unhappy at work because they can’t get their ideas heard and implemented in the company. Let’s do 6 months of mentorship, where I will work with you to map out the specific levers of change (people, meetings, projects, and scripts) that will finally get your best 3 ideas considered by the executive team and have at least 1 of your ideas implemented, with credit to you.
I’m neither a relationship coach nor a career/executive coach, so the above examples I’m sure can be made more relevant to actual clients, if that is your field of expertise.
Also, in the examples above, I mentioned “3 sessions” or “6 months” — remember that you can always extend your work with clients, if the initial sessions are useful to them.
I hope the idea is clear: bring more specificity into your marketing, and it will tend to increase its effectiveness.
I find that many business owners I work with (perhaps you as well) seem to be having this problem: you aren’t letting your audience know, often enough, how they can work with you!
If your audience doesn’t know about your offering, or hasn’t seen it lately, you’re making it harder for them to say Yes to hiring you.
If you don’t invite them to the party, would they feel welcome? How do you know?
Once you are doing the above — building trust, finding alignment, being specific— then I encourage you to get into a rhythm of inviting your audience to your offerings (your services, programs, products.)
Ways to invite:
Do you have questions about any of the above? Let me know by commenting here.
The most important thing is to get started. Re-read this article, and see what pieces of the puzzle you’re missing, and get working on it.
Remind yourself of how helpful your service will be to your ideal client, if only they trusted you enough, and understood your service enough, to say Yes.
George Kao is a Marketing Coach for small business owners, especially solopreneurs such as Coaches and Mentors. He focuses on ethical & effective ways to grow one's platform and build true livelihood.
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