Marketing Objectives | Market Your Coaching Business

Jun 12, 2011 by

Get Clear on Your Marketing Objectives So Your Prospects Know What to Do

You’re driving one day in the country and the road ends in a T in front of a cornfield. A sign says you’ll head toward one town if you turn right and another if you turn left. You can’t make up your mind, so instead you stomp on the gas pedal and start tearing through the cornfield.

You wouldn’t do that while driving, right? It’d be a big mistake. So why are many coaches doing a version of this in their business? They develop programs and events, create products and even write their marketing material without having a clear objective.

An objective is defined as

  • aim: the goal intended to be attained (and which is believed to be attainable)
  • A goal or objective is a projected state of affairs that a person or a system plans or intends to achieve—a personal or organizational desired end-point in some sort of assumed development. Many people endeavor to reach goals within a finite time by setting deadlines.

An objective is what exactly you want to have happen as a result of this program or marketing.

It’s necessary to consider two different objectives. First is the objective you would like to have happen for you. Such as: Do you want your prospects to sign up for your newsletter? Do you want them to take action towards a particular goal? Do you want them to move further into your funnel?

This objective determines a piece that is often missing in marketing: a call to action. A call to action informs your prospects and clients about the next steps to take. If you’re not clear, no one else will be. If you don’t even ask, you’re not going to get it.

The next objective is: W hat do you want your prospects to walk away with as a results of this program, product, or marketing? For example: a clear understanding of A or B; an action plan to implement what they have learned; a step closer to their goal; or perhaps the discovery of a new perspective.

This objective will help determine your focus and the value of what you are offering. This is an important piece to remember. No matter what you are producing: coaching programs, workshops, a free give-away, or even during your marketing, you always want to be adding high value to your prospects and clients.

By determining your objective before you start marketing or producing, you eliminate confusion and are able to stay on track. This helps to ensure that your prospects get what they are looking for, and so do you. For everyone involved, it’s s smooth, pleasant experience – just like a nice drive in the country.

 

Kathy Jo Slusher-Haas

Market Your Coaching Business

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