I talk to many introverted coaches who KNOW their expertise can literally change lives, but something is holding them back from their next breakthrough.
And do you know what that “something” tends to be?
They struggle to articulate the value of their offer in a way that people can understand.
Consider these 2 scenarios:
You’re booking a flight from London for a dream holiday, but you have to pay before you know…
Where the plane will be taking you
What time you will be getting there (wherever “there” is)
Where you’ll be seated
You’re still booking a flight from London but in this case, you know…
You’re flying direct to Lima Airport, Peru
Exactly when you’ll arrive (and what you're next steps are)
You’ll be in first class the whole way there
How much more would you be willing to pay for the second option versus the first?
The first is a bit of a gamble. You’re not really sure what you’re going to get. You’ve got some hopes and dreams about what it might be, and you’re hoping it’s going to be first class all the way to Lima ready for your onward adventure.
But nobody has articulated the value of what you are buying, so you’re way less likely to pay for something where you don’t understand the value, right?
This is similar to what I see happening in the coaching industry all the time (as well as other industries for that matter).
And this is why many coaches end up with disgruntled clients who are unhappy with what they’ve purchased and why so many people feel burnt out about their past investments.
Monumental Marketing Mistake #1:
Being Too Vague
How to rectify this: Take Time To Align Your Offer
Describe your offer in a way that aligns with taking someone first class from London to Lima. That way they’ll know exactly what they’re investing in. Remove all vagueness from your sale pages! Let your prospects know and understand what the journey they wish to embark on will look like.
Which ultimately means… more aligned sales for you and happier clients who are achieving case-study worthy results.
Are you laying the pathway to bring clients to you?
Aligning your offer to your clients’ needs is the most critical element to amend, but that final point of sale is not the only deal-breaker.
Before we look at the cost of flights and how much we are prepared to pay for the different options, we need to have not only found that you are a possible service provider but that we also trust you to support us to the end goal.
Let’s go back to Peru…
When planning a dream holiday to reach the summit of Machu Picchu in Peru, a lot of thinking and dreaming happens before we even look at the cost of flights and the transport options involved.
- Viewing photos of the destination and imagining what it would be like.
- Wondering if you’re fit enough to make the climb.
- Will you enjoy learning about the new culture?
- How will you cope with the long flight and countless overland journeys to get there?
- Is the effort to attain the goal worth the time, let alone the expense invested?
Only after answering all these initial questions will you start investigating the costs of the expedition, starting with the flight into Lima. But by the point you are looking at flights, you’ve sold yourself the dream of this holiday and now you are just looking at how you can make it happen for you.
In other words when you reach out to the travel agent, they are not convincing you to go to Machu Picchu, but supporting your need to get there.
But this is also what I see in coaches marketing all the time, they are trying to convince a cold audience that they are the best thing since sliced bread. But if I never want to buy sliced bread all that marketing falls on deaf ears. Or in the social media world, I scroll on by without a hesitation.
Monumental Marketing Mistake #2:
Marketing needs to call out to your people who’ve already decided that they want to go to the destination you help them get to.You want to market to a warm audience, not serve up content cold.
As with anything there will be the budget-friendly route or the high end luxury route, with many options between the two. And there are clients for every style of trip. But if I don’t want to go to Peru, it doesn’t matter to me who you serve as I’m not interested.
FACT: There are warm clients waiting for you.
If others are serving the market that you wish to serve, then this validates the fact above. People need what you can provide.
You need to decide on your market level, then market specifically to that group. Your job when marketing your coaching business is to be totally in sync with the time and money equation that your ideal clients are showing up with.
But this isn’t as binary as it first seems - the element of desire steps in alongside time and money, as when the desire to achieve is greater, prioritisation happens. Your warm clients are the people who have already prioritised the need to get to the destination you provide.
How to rectify this: Meet Your Customers Where They Are At
Call out to your market by talking about shared experiences they’ve had to date on their journey to where they reach out for support. You don’t have to work with them from the start of their journey. In fact most people never invest in external support until they’ve reached certain trigger points that have made them see that the time is right to get external support. (More on how to call out to your market easily here)
If this article has sparked you to move into action as you realise you too have been making this monumental mistake, then don’t delay in taking action to rectify it! Book out time in your schedule to do this vital work.
But if you’ve a habit of getting distracted and leaving your business oxygen mask off until last as you’re busy serving others first, then it’s time to change this and get support to finally get this marketing piece nailed. The best way is to join me in The Spark Space where we will work through all your marketing woes, one step at a time.
Motivational PS. If you have genuine expertise to share, if you really care about helping others, and if your lifestyle goals are freedom and abundance-orientated, you need to do this work as the world needs your voice to be heard.