The Secret Formula to a Sticky Marketing Message

Jul 5, 2011 by

How many times have you shared what you do as a coach, only to get blank stares back?

Or worse, having someone say, “Oh yeah, there are a ton of you at this meeting.”

Often when coaches or service-based soloprofessionals explain what they do they say something like this:  “I work one on one with my clients and together we will evaluate where you are at, define where you want to go, and create action steps to get you there.”

This is wonderful information. The only problem is, no one cares.

The value of coaching lies not in the process but in the outcome, in how the client’s life will be different after coaching. This is what will capture the listeners attention, keep it, and have that lasting impression.

This is a BIG reason why a niche is so incredibly important. You can truly understand what your ideal client is going through and what they really, really want. The value you offer is the illustration, the visual of how life will look, feel, smell, taste, and “BE” after the coaching process. Your job, at least in the description phase, is to give them hope and help them see themselves in the position you are describing.

To do this, here is the formula for a powerful marketing message that speaks about coaching and how you help people:

  1. First identify who you best help: this is your target audience.
  2. Next, describe what they are currently facing
  3. Then, the benefits of working with you – this is the ultimate outcome
  4. Next, where’s your proof – this is your case studies, testimonials, etc.
  5. Finally, your call to action – always suggest people take a step whether it is check out your website, read one of your articles, call you to find out more information or sign up for a program.

Never, never, never talk about the process. At this point they really don’t care. All people care about is 3 things:

1. Do they understand my situation?
2. Do they understand me?
3. Do they have the solution that is right for me?

Don’t believe me? Remember that old Dr. Pepper commercial – “Be a Pepper?” Ok, I’m really dating myself here, but this commercial is brilliant. Their target audience was a younger crowd. Young people are an interesting mix of wanting to be unique AND have that sense of belonging. Those are 2 of their most basic needs.

The commercial shows that they understand the situation of a young person (a young person is singing it), they understand the plight of young people (wanting to be in an original crowd), and Dr. Pepper will help them achieve that. Check it out:

http://www.youtube.com/watch?v=jvCTaccEkMI

See what I mean? This was a hugely successful commercial because it answered the 3 questions above.

So, when DO you talk about the coaching process?

When you get further into the discussion or have established more of a trusting relationship (their trust with you that is) then you can go into the process of coaching. But only after they completely understand that you completely understand them.

Until then, please remember the 3 questions that EVERYONE wants to know first off.

 

Kathy Jo Slusher-Haas

Market Your Coaching Business

 

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