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A Website Isn’t The Answer

Marketing is a process, not an event. What I mean is that a website (for example) is a marketing tool and one piece of a marketing strategy.

What a website isn’t, is all that’s necessary to find clients. It doesn’t matter how beautiful it is, or how detailed it is about you, your qualifications, coaching philosophy and packages, the fact is that vanishingly small numbers of people are searching for a coach.

And – here’s the crunch – people don’t care about you, your qualifications, your philosophy or even your packages.

What people do care about – what we all care about when we are the potential consumer of a product or service – is what’s in it for them. How will using your service benefit the client?

It Depends..

If your answer to ‘what’s in it for them’ is that it depends on what it is that they need help with, you’re going to struggle to find clients. The reason that you’re going to struggle is that if your answer is ‘I can help anyone with anything’, then you are unable to articulate a clear benefit of working with you.

I can hear some of you puzzling about what I mean when I ask you to define what’s in it for the people you coach. Your answer might be ‘clarity on any given situation’. This answer may well be correct, but it’s being answered about the delivery side of your coaching business. When you have a client sitting down in front of you, then what’s in it for them is whatever they want or need in the moment, and clarity may well be it.

All businesses have two halves in terms of skillsets required, the delivery half (which in our case is our coaching skills) and the creating the opportunity to do the delivery half. Marketing is the creating the opportunity part and it’s a full 50% of the skills you require.

Let me simplify the process for finding coaching clients and in particular the ones who will gladly pay a professional rate for your coaching.

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