Ep 52 – Listeners’ Choice 2019 – How to Enroll More Coaching Clients Without Being Salesy

Last week I shared the Listeners’ Choice #1 Best Episode and again it had record plays!

A shout out to Susan who wrote:

“So much truth. It was like a choir of angels harmonized in the background as I understood. Happy Anniversary to you and Prosperous Coach Podcast. You’ve helped me get to someplace new and exciting in my business, thank you.”

I love that, Susan!

Today, is another Listeners’ Choice Best Episode in 2019 — How to Enroll More Coaching Clients Without Beings Salesy.

I’m not surprised that this episode was super popular. For one thing who wants to be salesy? But also this episode also has a content upgrade – a downloadable guide you can get for free that walks you through my step by step questions to ask coaching prospects during your Discovery Session.

The questions actually inspire people to hire you.

Here we go with Listeners Choice for 2019 …

This is the first episode in a new series that I’m doing called Smart Mindsets and Systems. There’s a ton of juicy stuff that’s going to be in this series. 

Now, in this session we’re going to dig into something that I know is critical and also difficult for a lot of people — how to actually enroll clients.

How can do enroll coaching clients in a way that doesn’t feel like you’re selling?

How can you enroll authentically while standing in your power with ease and grace?

When I shifted to this method of enrolling, it improved my enrollment success rate. I’ve taught this to every coach that I worked with. It takes a little bit of practice, but it’s not hard.

It’s much easier than giving a free sample coaching session!

We’re going to get down into it in just a minute. This session is sponsored by my own free offer to you. 

I want you to have this cheat sheet that walks you through 10 Steps to Enroll More Clients Fast!

You’ll find this cheat sheet really helpful and it also includes some of the secrets I’ll share with you in this episode.

Have you ever choked when it came time to tell a potential client your fees?

This is where discovery sessions often go astray because you’re shifting a conversation that’s more connective with your potential client to suddenly trying to tell them what you charge and why it’s worth it. 

Have you spent hours delivering your best sample sessions only to hear “Thanks, but I can’t afford you”?

Those two problems are big for new coaches. You’re not alone in that. I struggled mightily at this once upon a time. 

If you want to dramatically improve your enrollment into coaching programs, there’s a different that inspires prospects to say YES and hire you. 

3 Shifts to Enroll More Coaching Clients

There are three shifts you can make right now that will ease the money conversation and the whole enrollment process in your discovery sessions.

Shift from:          Over delivering in introductory or sample session

Shift to:               Having more effective enrollment conversations

Shift from:          Stumbling into your pitch at the end of the session 

Shift to:               Being transparent from the get go that you’re enrolling

Shift from:          Timidly asking for the sale

Shift to:               Confidently owning your worth

Something clicks internally when you believe in yourself. It seems hard to do, but it is something you can control. 

A Powerful Mindset Shift

I’m sure you’ve heard how important it is in life — in business with your clients, with your friends and family — to stand in your power. 

This is something I’ve been challenged with in my life. So I’ve made a study of it. That’s my Teacher Archetype coming in there.

Everyone fears rejection when asking for significant fees. You start wondering, “Who am I to think that I can help this client and why would they pay me well for coaching?” 

That thought form can take over your mind.

The trick is to notice your feelings and thoughts, then take a moment to notice it and turnaround your thinking. 

Those types of fears stem from two main things.You’re forgetting to own your innate gifts. It’s as if you haven’t taken ownership of all the talents and gifts you bring to the table.

If you’re a new coach who might be thinking: “Well, I’m new, so that means I’m not that good.” But that’s just not true.

Own everything you bring to the table!

Flip Your Mindset

Blow off that mindset about being a new coach.

Instead of looking for the proof of your worth in other people, know that you are inherently valuable. You wouldn’t be listening to me if a part of you didn’t already know that.

Decide right now to own your gifts!

And please know I am not talking about arrogance here. I’m not talking about strutting around thinking you’re better than everyone. It’s about being at peace with who you are and living the power of your essence, your integrity and your humanity.

It’s super magnetic.

The Power Pose

A quick tip to be able to access your personal power at any time. It’s a little physical exercise and here’s what you do:

Stand up

Feel your feet

Sense your spine

Find your center

Breathe

Try it now. Just stand up, spread your feet apart a bit and access your personal power in connection with everything else.

Let’s say you’re about to get onto a call with a prospect, why not just take a moment and do the power pose? Then have your enrollment call.

Feeling powerful in your skin goes a long way to helping you become a master at enrolling your clients.

Seeding Co-Creativity and Choice in Your Potential Coaching Clients

So now let’s talk about how to empower your potential clients and detach from outcome.

Now that you’re in connection with your personal  power, simply enjoy the human being that you’re talking to. I feel so honored that I get to meet amazing human beings in my discovery sessions.

When you put your focus on enjoying them, it’s as if the spotlight comes off of you.

The other thing that seeds co-creativity and empowers your prospects is to set fees that pay you well and then stand firm in them.

I find that a lot of my new coaching clients are charging subsistence fees that are never going to help them make a good living as a fulltime coach.

What about you? Are you charging subsistence fees?

My guess is that you are thinking that that’s all you’re worth. Or, because you haven’t done something — certified, coached a lot — you feel that you have to keep low fees.

The truth is you haven’t started enrolling clients at higher fees yet because you haven’t asked for them.

$50 to $100 US per hour (convert to your currency) may seem like a lot if you’re working for a company with benefits. But as a entrepreneurial coach, you have marketing and website expenses plus health insurance and higher taxes to pay all out of your own pocket.

All of these considerations should go into how you set your fees. And I don’t even want you to think in terms of dollars per hour for your fees. (I’ll cover fees in more depth in another episode.)

Right now, if you know you’re charging too little, double, triple or even quadruple your fees. Just do it and then stand firm. The more that you charge higher fees, the easier it’ll get for you to attract excellent clients.

Trust that your IDEAL clients will afford your fees.

An interesting thing happens when you show up this way — enjoying the human being you intend to enroll, having set fees that pay you well and trusting that your ideal clients will afford you … clients feel that power and they step into their own power.

And so, for the highest good of all, your prospects feel at choice and choose from their highest self.

If you make concessions to enroll a client, you unwittingly disempower yourself and your prospect.

Take that in.

If your prospect does hire you because you discounted a fee for them, then your professional relationship begins out of balance. It is not co-creative.

Anytime that I have done that in the past, the client ends up becoming a burden.

Have you ever felt that a client has become a burden? It’s not a good feeling, right?

They’re not showing up enough because you’re carrying them and then you will resent the relationship and how hard you have worked for so little.

So you see that your fees are not just a pragmatic choice. And it’s not a choice about how experienced a coach you are or your money issues. This is really about integrity. It’s about the health and wellbeing of your relationship with your clients.

Attachment Stunts Your Growth

Attachment stops the flow of prosperity.

Let’s say you become attached to enrolling a potential client. Your expectation builds. And then if you don’t reach that outcome, then disappointment breeds and becomes toxic.

Detachment is seeing what is as perfection and that is freeing.

Do set intentions to achieve the things that you want. While you’re enrolling a potential client, if you feel they are a good fit, think to yourself: “For the highest of all, I’d really like to work with this client.”

Then, let it go.

Literally, open your hands and let go of attachment. Let the energy dissipate. Acknowledge what went well and aim for continuous improvement in your enrollment skills.

Whether potential client says ‘yes’ or ‘no’ neither diminishes nor elevates you.

Just bless their decision and bless yourself and move on. That signals the Universe that you’re serious about your success and it pays off in the short run.

Hold Back the Goods During Discovery Sessions

Do not coach or problem solve during enrollment conversations. That muddles what the discovery session is meant to be.

Why? Primarily, because they have not paid you yet.

If you were taught to do sample coaching sessions by your coach training school, know that the reason schools have you do that as a student is to get you out there having coaching experiences.

Now that you are not a student anymore and you are the CEO of your own coaching business, enroll clients in a professional way.

Sample coaching sessions are not set up well for enrolling clients at fees that pay you well. Here’s why:

  • They don’t uncover what prospects want in the long term that would inspire deeper investment for real value.
  • They tend to focus in on one bite size issue and they leave prospects feeling complete without the desire for more. Prospects are not hooking on because they don’t perceive a longer arc in what you can help them achieve.
  • Lastly, giving free sample sessions keeps you in the newbie frame of mind and offering session by session or monthly services for low fees.

So what do you do in a Discovery Session to enroll a client? That’s where my free cheat sheet comes in …

These steps will keep you out of the coaching role with prospects. They set you up for success because you are transparent from the get go about what’s going to happen in the session.

There’s no shock when you get towards the end of the session and tell your prospect about your program and your fees. They’re ready for it. They know it’s going to happen.

This step by step enrollment process works for any coach.

How to Earn More and Work Less

This enrollment process and the mindsets that go with it work beautifully with higher ticket programs.

But you’ll need to set your business up with a strong foundation for it to work for you:

  1. Target one unique viable audience that fits your specialty or build your niche around that audience and what they want so much, they’ll pay you well to get your help to achieve it. (This is your coaching niche!)
  2. Make your brand, messaging, marketing, website and offers congruent with your niche.
  3. Stop selling coaching. (Listen to Episode called Why is Coaching a Hard Sell?)

Your business could look like mine if you take these 3 steps. And that’s what I teach my clients.

  • I only need to work with 20 – 30 clients per year to earn really well.
  • I market very little to attract all of my clients.
  • I earn a lot because I deliver high value in a longer term package
  • My overhead is very low.
  • I only work with clients 3 days each week.
  • Most months I have a whole week off

If you’d like VIP handholding to become a coach in high demand with a business model like this, let’s work together. Try me out with a Strategy Session and we’ll go from there.

The Next Episode is about gratitude. Did you ever think about this — what comes around goes around … even in your coaching business. In other words if you put positive energy out to others it comes back to you.

Ep 51 – 2019 Listeners Choice #1 – Why is Coaching a Hard Sell?

I’m starting out here with an announcement … I’m proud to say that Prosperous Coach Podcast is 1 year old and going strong with over 18,000 downloads thanks to you.

I’m grateful for the continuous stream of enthusiasm I hear from you and how generously you’ve shared my episodes with other coaches.

Keep that up because coaches need this kind of community support.

We’re in this together. Whatever generosity you have towards other coaches comes back to you many fold.

Very soon I have a new series for you. I’ll be digging into pricing, packaging and all the mindset issues that I know coaches have about asking for fees that pay you well. I had them and I see the same limiting beliefs in my clients.

The good news is you can leap over those issues with a bit of coaching. I’ve seen lots of coaches go from stuck and limited to suddenly understanding why it’s so important to charge more than you think you’re worth in order to realize your worth and help clients transform significantly.

More about that and all the MONEY topics very soon.

To celebrate the 1 year anniversary of Prosperous Coach Podcast, I wanted to share the top episodes so far. Listeners’s Choice.

I’m not surprised that this is the clear #1 episode. And it’s so important for all coaches to hear. It’s called Why is Coaching a Hard Sell?

Listen closely. You’re about to have your eyes opened. And it’s in a good way that will help you succeed as a coach.

Click here to find the rest of the Show Notes for Why is Coaching a Hard Sell?

Ep 48 – The Meanest Mindset That Holds Coaches Back From Success

I’m taking a break from the Client Winning Coaching Website series to talk about 2 widespread coaching business killers — perfectionism and analysis paralysis.

This episode fits into the series on Smart Mindsets & Habits.

Perfectionism and Analysis Paralysis are two mean siblings. And they may be holding you back from … well, so many things in life.

By the way, perfectionism is an older cousin of Imposter Syndrome. Check out episode 1 for more about that.

Think of it, if we could all cure ourselves of these things for good, there would be a lot more happiness in the world — happier kids, happier students, happier entrepreneurs, definitely happier coaches.

First, I want you to know, I am not cured of perfectionism and I do still find myself stuck in analysis paralysis from time to time.

But I’ve studied these 2 mean siblings. I’ve put the spotlight on them. And you know what happens when you raise awareness on a poor habit or harmful mindset, you learn how to think and behave differently.

My clients are an excellent mirror for my own perfectionism. And so I learn best how to handle my own perfectionistic ways by supporting my clients to go for good enough.

The Difference Between Standards and Perfectionism

That doesn’t mean that you should let go of your standards in your coaching business. But, you know who you are if your standards are unrealistic. That will hold you back. And, I can relate.

Bless our hearts, coaches are often the worst perfectionists. And maybe you’re thinking, “No Rhonda, you should say the best perfectionists.”

But here’s what I know for sure … perfectionism is crippling not empowering.

It doesn’t help you. It’s literally painful. And that’s where the 2nd mean sibling comes in — Analysis Paralysis.

Perfectionism causes analysis paralysis. So one mean sibling hits the other on the head and then the other hits back and it goes on like that.

When it comes to growing and running a business there’s absolutely no use for perfection anywhere.

Think about it. There is absolutely no advantage to being a perfectionist in your coaching business.

In fact, perpetuating this habit of perfectionism will keep you from doing what you love and earning well. It will kill the huge potential for joy in your business.

Basically, it’s a habit of expending massive amounts of energy without getting anything done.

Know what I mean?

So sheer honesty here. Today, I was sitting at my desk procrastinating on my podcast. Oh, believe me, it happens.

It’s not for lack of ideas. I literally have pages and pages of potential topics and series ideas.

And it’s not for lack of skill or desire. All that’s there and growing.

But where I get into trouble is overthinking things. I sometimes have too strong of a desire to serve you and that gets me into trouble. But what’s underneath that is a vestigial belief that I am not worthy of helping you.

Do you ever feel that way?

Serve Coaching Clients While Trusting Yourself

Now, don’t get me wrong, I’m not saying that we shouldn’t want to serve our target audience well and be generous with them.

But if I serve while trusting myself, it will come off with prosperity instead of scarcity.

If YOU employ your desire to serve while trusting yourself to take decisive action you’ll be prosperous at this business. Even if you make mistakes. Because you make mistakes and learn from them.

See, perfectionism is driven by a scarcity mindset. It’s the fear that you’re not enough.

And before you beat yourself up about that, realize these two things:

  1. Nearly all brilliant people suffer from the belief that they’re not enough.
  2. And, it’s natural part of having an ego.

But it is a limiting belief and a mean habit that you want to break. Now would be a good time for that.

4 Steps to Break Free from Perfectionism

So, here is my process, for lifting myself out of the constrictive, unforgiving frame of mind that is perfectionism and then shifting out of neutral (because that’s what analysis paralysis is). You’re not in gear.

Try this on for size, then morph it into your own process – one that works for you.

  1. Get into new habit of noticing when you’re holding yourself back.
  • You’ve been procrastinating.
  • You’re waffling all over the place.
  • You feel stuck.
  • You’re second guessing previous decisions.

2. When you realize you’re stuck in analysis paralysis, clench your hands together tightly. Then slowly open them up while you imagine your heart and mind also opening up. Release perfectionism. You may have to do this several times a day at first.

3. Create a short mantra and soothe yourself with it. Something like:

Good enough is better than perfect. There’s no one right choice. Taking decisive action is good for me.

4. Then take that action you’ve held yourself back on.

If you’re still paralyzed, talk to your coach or mentor. And I’ll offer myself for that.

If you’d like to move from a stuck place or work on changing the habit of perfectionism to get-to-good-enough-and-move-on let’s have a Strategy Session.

I’d love to work with you. We are all in this together. Don’t let yourself stay stuck.

In the Next Episode: The Only Good Reason to Give Up on Your Coaching Business

Ep 47 – 5 Rules to Write Better Copy for Your Coaching Business

Today I am diving into the 8th episode in the series called Client Winning Coaching Websites.

Writing smart copy is both an art and science. You’ll be amazed how using these rules will turn you into a significantly better writer. And, you will attract and enroll more coaching clients because your communication speaks to the heart of your ideal clients.

If you want support to write powerful copy for your coaching business, let’s talk. Fill out the questionnaire on my Work with Rhonda page of my website and I’ll be in touch quickly.

I wished I’d had a list of copywriting tips back in the day when I started my coaching business. These rules apply to your:

  • benefit statements
  • titles, subject lines, headings
  • web copy
  • emails
  • freebies
  • blogs
  • show notes for your podcast episodes
  • social posts

Copy that’s written with these 5 Rules will be evocative and action inspiring. 

Get Your Special Download of the 5 Rules

Download it. Print it out. Keep it next to your desk so that —whenever you write — you’ll apply and ultimately integrate these tools into your writing.

One Copywriting Rule to Rule Them All

Write to attract attention and keep your readers interested. 

We live in times where people read a lot less than they used to. So you can’t write the way you used to when you were in school.

Many of the academic rules of writing that you learned in school will not at all help you attract and keep attention these days. Learning how to write compelling copy is partially an unlearning of some of those old rules. 

Rule #1 – Specificity Attracts

Specific words and concepts are more attention getting than broad, sweeping, vague or abstract words and concepts. 

What I see a lot with coaches is they haven’t yet niched and drilled down their target audience to a narrow, viable target audience. They want to cover all the bases. They want to write in a way that won’t turn off someone.

But trying to turn on everyone means you won’t turn on anyone.

When you target a unique audience, you discover their psychographics through market research. https://prosperouscoach.com/22 You come away with valuable information —specific words and spoken phrases — that drive your target audience to action.

Then use those keywords and phrases in your content. That helps you to boost search engine optimization (SEO).

If you write any kind of copy, I don’t care whether it’s a social post or it’s a blog or its copy on your website, go through it and replace the broad, vague, and abstract words with specifics that are highly relevant to your audience as it relates to your niche.

Rule #2 – Less is More

Writing well is always about making choices. 

  • Do not try to cover all the bases.
  • Don’t attempt to include everything in one sentence, paragraph, article or page on your website!
  • Focus in on easy to digest ideas.

Specificity ties in here too, but there are lots of little tips for this rule to guide you.

Keep paragraphs short. No more than four lines deep in order to encourage reading. If people are looking at your website or whatever you’ve written on a mobile device, that four lines deep on a laptop is going to be 16-20 lines deep on a phone.

Use single sentence paragraphs often. Emphasize a point or ask a powerful question.

Reduce prepositional phrases in sentences. The more prepositional phrases you have in a sentence, the more complex it is, which reduces the chances it will be read online.

Prepositional phrases draw a relationship between a noun/pronoun and another word in a sentence. The most common prepositional phrases include one of these words:

  • after
  • at
  • before
  • by
  • during
  • for
  • from
  • in
  • of
  • over
  • on
  • past
  • to
  • under
  • up
  • with

De-complicate your writing. Break run on sentences into multiple sentences.

Avoid beginning sentences with it’s, here, and there. Listen to the difference between these two sentences:

There are some bloggers who use filler phrases.

Some bloggers use filler phrases. 

The second sentence is more effective. It’s easier to parse the meaning and it uses less characters.

Use adjectives sparingly. Adjectives tend to dumb writing down. In school, we were taught to use lots of adjectives. Go through your copy and pull out the adjectives as much as possible while still keeping the meaning. 

Eliminate VERY and REALLY. See how much more powerful the 2nd sentence is below?

It’s a very important to use really powerful verbs. 

Use powerful verbs. 

Rule #3 – Write to Your Avatar 

Your AVATAR is a detailed description of your most ideal client in your target audience

Describe specific details about their:

  • top goals and ultimate desires as it pertains to your niche
  • top challenges and pain points as it pertains to their goals and your niche
  • background, education, occupation, job title, income
  • age, gender, marital status, children, location
  • other details about their day to day existence
  • buying habits

Again, these are the things you discover through market research.

Write these things down as if they describe one person. Then, when you write, picture your Avatar. Your copy will be more specific and on target. 

Develop your Avatar only when you have narrowed to a specific viable target audience and you’re crystal clear about your niche — the urgent problem they have that you help them solve.

Use the word YOU instead of we or they.

Write informally and use contractions often. Less formal is more connective.

Balance authority with vulnerability. When I first started my blog in 2006, authority was the way to go. The current culture prefers vulnerability blended with authority. You’ll capture hearts and minds if you reveal obstacles you’ve overcome.

Use present tense to keep the feeling that you’re with your audience. 

Rule #4 – Use Devices That Keep People Reading 

Use punctuation strategically. Pick your spots wisely for exclamation points. Don’t use semi-colons. Rarely use colons. Use long dashes for parenthetical phrases that you want to emphasize.

Keep paragraphs short — a maximum of four lines deep — to encourage reading. 

Convert lists of information into a lead in phrase followed by bullet points. Bullet points help to pull the eye down the page. 

Scan for repetitive words and replace them with a synonym. Repetitive words will bore your readers and stop them from reading.

Rarely use italics or bold type. Use italics only for quoted sentences or questions. Bold is best for headings, subtitles, or rare points of emphasis. 

Occasionally, indent a single sentence to make a point stand out.

Add in evocative images now and then.

Use boxes or pull quotes now and then.

Rule #5 – Balance Authority with Vulnerability

You’ll capture hearts and minds if you reveal a bit about your own journey while also sharing how you’ve overcome obstacles and created a system for others.

Share a short personal story from time to time and relate your own challenges or blunders.

Convey your authority about subjects by using the imperative voice in sentences that guide. Start those sentences with a verb.

See the difference in the 2 sentences below?

You’ll want to edit your work.

Edit your work.

Eliminate ‘can’ and ‘will’ wherever possible unless it’s something like: You can do it!

3 Steps to Take Before Your Call Your Copy Done

When you feel you’ve done your best on a draft:

1. Read what you’ve written out loud to catch and correct awkward syntax and other errors.

I might read my copy will out loud 10 times before I publish it in.

2. Challenge yourself to reduce the overall number of words by one third to one half. You will be amazed how much better the copy is when there is less of it.

3. Spell check, check grammar and then proof. Use the spelling and grammar. Spellcheck won’t catch everything, that’s why you proof. (Reading out loud helps enormously.) 

Okay, that’s my gold mine of copywriting tips for you accumulated over 20 years. Use them and write better copy, Coach!

In the Next Episode: 2 Mean Habits That Hold Coaches Back

This is about something most coaches are all too familiar with. And it has to stop!

Ep 44 – Craft a Compelling Benefit Statement for Your Coaching Business

This episode is part of the Client Winning Coaching Website series.  

In the last episode I described 3 approaches to choosing your brand or company name and domain.

Today we’re diving into how to create your benefit statement so that it’s attention-getting. It’s the second thing your web visitors should see on your website to help them feel at home and interested in what else you have to say there.

 You’ve no doubt heard the concept of a Benefit Statement. It’s a single well-crafted sentence that describes specifically how people in your target audience will benefit from working with you.

I like to call it a Core Message because it identifies your coaching niche and all of your other messaging and offers will stem from the concept. But for the purpose of this episode, I’ll stick with Benefit Statement.

If you’ve ever done any live networking, you’ve probably experienced that dreaded moment when it comes around the table to you and you’re supposed to say what you do.

I remember times like that where I literally snapped to attention when someone introduced themselves with style. That’s the power of a well-crafted Benefit Statement.

But I’ve also heard and read a lot of there statements that lack inspiration and won’t help the coach attract clients.

Obviously, you want yours to be highly relevant and compelling to your target audience. 

 So in today’s episode I’ll explain 4 main things:

  1. What makes a Benefit Statement COMPELLING as well as how to avoid that “MEH” response.
  2. What a well-crafted Benefit Statement will do for you and your target audience  plus why it will help you get engagement and enroll clients from your website.
  3.  A bunch of Benefit Statements that are beautifully word-smithed for impact as well as some that are duds so you can see the difference.
  4.  The pre-work and basic formula for crafting your own Benefit Statement.

 So first, what does a Benefit Statement do for you and your prospects?

 Your Benefit Statement is an attention-getter. It’s the centerpiece of your marketing. When you share an effective Benefit Statement, people will understand exactly who you serve and why those people would want to hire you.

You want colleagues and friends who hear it to say:
     “Oh, I know someone who could really use your help!”

You’ll use your statement a lot over the course of your business, including as:

·      The first marketing message in the header of your website.

·      The first sentence that you say to introduce yourself to prospects.

·      The beginning of your “elevator” speech when you share what you do in a networking meeting.

·      One of the first sentences within your “bio” for a presentation or your by-line in any kind of guest article or promotional material.

·      It’s also what you’d say if someone asks what you do for a living.

What Will Your Core Message Do for You?

·      Make it easy for you to articulate how you benefit your target audience.

·      “Weed out” non-ideal prospects. 

·      Spark interest with ideal prospects in seconds.

·      Evoke the response “That’s me!” or “I want help with that!”

·      Invite them to take a step with you.

·      Open potential for an enrolling conversation.

What Will Your Core Message Do for Your Coaching Audience?

·      They feel that you understand them and what they urgently want.

·      They recognize you as a potential go-to resource for them.

·      They begin to know, like and trust you (or move on).

Wouldn’t it be grand to stop having those awkward moments of trying to explain feebly what coaching is and why someone wants it.

In fact, and this is important … the word coaching doesn’t show up at all in a powerful Benefit Statement.

So before I go further let me share some actual Benefit Statements used by successful coaches.

As you listen to these, notice how each begins by specifically naming a target audience, then artfully goes on to name a challenge that target audience has which implies an outcome they want.

I help mompreneurs make more money doing work they love while taking care of priority #1: FAMILY.

I help parents empower their teenage daughters to build confidence, integrity and resilience for all of life’s adventures.

I help authors get their books out of their head and into bookstores.

I help restaurant owners and managers keep the staff and patrons who keep them in business.

I help divorced women move forward with vitality and a positive sense of self.

I help financial planners confidently build a lifetime of value with multi-generational clients.

So, do you see why those would snap the specific audiences mentioned to attention and pique interest?

What Makes for a Top Notch Benefit Statement?

Those were all top notch Benefit Statements. Why?

1.     Its one single sentence streamlined to 10 – 25 words max.

2.     It has the fewest possible prepositional phrases.

3.     The target audience is defined in the first phrase. I help _____

4.     The rest of the sentence names 1 to 2 SPECIFIC challenges and/or desired outcomes for your target audience.

5.     It flows mellifluously off the tongue. In other words it’s easy to say and read.

6.     It’s emotionally evocative.

That last one is critical if you want your statement to inspire action.

The words and concepts are highly relevant to the target audience and the syntax of the sentence is crafted mindfully.

That’s again why it’s really helpful to do market research in the form of info interviews to draw out from individuals in your target audience what specifically they say — how they language pain points and desired outcomes.

If you take nothing else away from today, I want you to hear this: Specificity grabs attention!

That applies to all messaging, whether you’re creating a Benefit Statement, writing web copy, blogs, social posts. You name it.

It’s so tempting to go with bland, broad, vague and abstract words. But those don’t grab attention or inspire action.

I think what happens for a lot for coaches is they want to leave the door open. They want their message to cover all bases. But that’s a misstep. Because broad, vague and abstract words and concepts don’t move people to action.

Let’s look at some of the Benefit Statements I read before one at a time. First, I’m going to dumb it down by replacing specific words with more broad, vague or abstract words. Then I’ll read again the crafted statement.

Here’s an example of how vague and broad misses the mark.

I help women get through divorce and thrive in their new life and relationships.

It’s not bad, just not attention getting. Now here it is with more specificity in the words:

I help divorced women move forward with vitality and a positive sense of self.

Instead of trying to cover everything — thriving in their new life — this statement hones in on vitality and positive sense of self, something all divorced women would want. 

Here’s another Benefit Statement dumbed down with abstraction and vagaries:

I help moms find fulfillment and joy in their businesses and family.

Starting with the audience as moms is too broad. The words ‘fulfillment’ and ‘joy ‘are too abstract, especially when used in a sentence that doesn’t get to a tangible benefit.

Tangible benefits get more attention. But that doesn’t mean you can’t also have emotional benefits included. 

See what I mean with this emotionally evocative Benefit Statement:

I help mompreneurs make more money doing work they love while taking care of priority #1: FAMILY.

See how much more powerful that statement is?

We know the previous statement was talking to moms with businesses but it didn’t make it as clear as it could. And what do business owners want? To make more money doing work they love. But since she’s a mom she also wants to take good care of her family.

Listen to one more set of Benefit Statements that goes from so-so to fantastic!

I help authors write with ease and grace so they can publish their books.

Okay. Not horrible. It names the target audience and something want, but it’s lacking emotionally evocative words. So this one infuses that emotion with a sense of motion:

I help authors get their books out of their head and into bookstores.

The Basic Formula for Your Benefit Statement

It might surprise you to know that a highly effective Benefit Statement is NOT:

·      About you.

·      About your skills.

·      A laundry list of how you help your clients.

·      The same as a tagline. That’s a different device altogether.

When you write your Benefit Statement:

1.     Begin with ‘I help’ or ‘Helping’.

2.     Then describe your target audience in the fewest possible words.

3.     Lastly describe in evocative language a specific tangible outcome they know they want that implies a related challenge they’ll move beyond.

CAUTION: Testing your Benefit Statement on people who are NOT in your target audience or who are not experts in marketing won’t bring you useful feedback. Well-meaning people who don’t understand what you’re doing may try to dissuade you from targeting and using specific language.

Okay, go forth and word-smith a compelling Core Message!

In the Next Episode: Custom Coaching Website Vs. DIY Template with Guest, Nichole Betterley, Chief Web Wiz

I’ll be interviewing Nichole Betterley https://npoweredsites.com, an ace web designer, the best I’ve found for coaches. We’ll talk about the real differences between DIY websites and custom professionally designed site. We’re biased for good reason.

Ep 42 – What Exactly Makes a Coaching Website Client Winning?

Hello coaches! Today we are doing something a little bit different … I’m going to take you on a journey.

And, this is really about how your website can work on your behalf to bring you clients and future clients and get people on your list so you can connect with them and build relationships of trust with them over the long term.

I’ve been talking about websites for a couple of episodes recently in a new series that I’m working on called Client Winning Coaching Websites. This is the third episode in this series.

If you haven’t heard the first two, I‘d recommend that you go back and listen. But after you listen to this one.

Okay, so today what we’re going to dive into is what is it that makes a coaching website client winning.

And remember last week I talked about how so many coaches are putting up what I call an online brochure, which is really not geared for attracting and enrolling coaching clients.

As a result, the website just kind of sits there and does nothing. And it’s frustrating because no doubt you spent money on it and time on it and invested a lot of your heart and soul into it too.

There is a totally different way to do a website and if you’re about to start your website, I hope you’ll listen really closely because it does begin with some really early things. One is choosing a viable target audience full of seekers and developing a really smart niche that’s going to help you stand out in the crowd.

But also there’s the mechanical thing which is to choose a website template that is actually geared towards enrolling clients for you and a lot of them are not. That online brochure type is not.

Imagine the Customer Journey Online

Now, take a couple of deep breaths, close your eyes and think about when you’ve been online and something has jumped out at you and hit the mark about what’s important to you .

You have clicked and gone to a website. Then, because of the experience that you had there on the website, you made a decision to sign up on a list for get a free download. Or, perhaps even taken a stronger action and actually invested money into a program of some sort.

That journey is called the customer journey.

Create a strategized customer journey like what I describe below for your website tailored to your target audience.

The easiest way I could think of to illustrate this for you was to talk to you about your own goals and objectives as a coach.

As human beings, when are on the Internet, we are mostly in a trance moving through this thick, very busy, loud, marketing-heavy environment. We very quickly make decisions about what we’re going to pay attention to and what we’re not going to pay attention to. 

It’s mere seconds. We pay attention to is something that has a high degree of relevance to us as individuals.

Your top challenges and goals are floating around in your head in the background all the time. Something that you’re struggling with, something that you are challenged by, something that you’d like to change, something that you’ve tried to do on your own but haven’t been able to.

You’re looking for help … maybe even consciously yet.

Relevance is What Grabs Attention Online

What we’re talking about here is relevance

You have a set of things that are top of mind for you as an individual and every other person out there on the Internet has a set of challenges, goals, things that they’re thinking about in the back of their mind all the time. 

How does that relate to your website?

Be sure that your website hits one of those high points, one of those relevancy points for your target audience. 

And you can see the problem here is that if you don’t have a narrow enough target audience — if you don’t know exactly what makes them tick

  • what keeps them up at night
  • what it is that they really, really want
  • what is an acute problem they most want solved

… then you’re going to have a hard time creating a website with an online customer journey that will enroll your ideal clients.

A Model of a Customer Journey Relevant to Coaches

I’m going to take you on my ideal client’s journey because it’s quite intimate to me and  you. I serve coaches and you are a coach so the customer journey that I’ve put together that connects to my website is relevant to you.

My hope is that by walking you through this, you’ll have a model. You’ll see what it is that you need to do with your own website, for your own target audience. 

Okay, so there you are. You’re a new coach who finished coach training or are just about to.

But so far your business really hasn’t taken off and there are set of things that you’re struggling with as it relates to your coaching business.

You want to be a successful coach and to make a difference in people’s lives. One of the struggles is this whole niche thing.

I still don’t have clarity about my coaching niche!

So what do you do when you’re online with that problem? Well, you might search for answers about coaching niches. Searches are one way that your clients might find you.

Searching online you’ve found some articles about coaching niches and you start to read them and you’ve kept your Google page open because you want to go back to options. Some of the articles are helpful and some of them are not. Some skim over the surface.

But then you come across something that is unique, that isn’t something you’ve heard everywhere else and it speaks to you.

You’re inspired so you go their website.

Here’s How to Create a Pre-Qualified Coaching Client on Your Website

To continue the journey where it becomes clear how to do this …

  1. The first thing you see is their brand (same as the name of their company and domain). and it speaks to you.
  2. And then right underneath that brand name, you see a core message or benefit statement. And what it says hits the mark about specifically what you want and what challenges you, so you’re inspired to read more.
  3. You scroll down and you read the highly relevant home page web copy. It’s short and hits specific words that you’ve been thinking and feeling.
  4. It’s pointing you towards a solution — a free downloadable guide all about how to figure out your coaching niche. And so without a thought you are putting in your name and email address and you are downloading that pdf.
  5. You’re inspired to immediately open it up and everything you see in that guide makes your heart sing because here is someone who gets you, someone who understands what it is that you’re trying to accomplish, they’ve done it themselves and they have a system.
  6. And you are so inspired by this point that when you read how the guide invites a free Discovery Session with this person you don’t hesitate to schedule it.
  7. And in the meantime, while you’re waiting for that discovery session to happen, you are back at that website bingeing on more relevant content.
  8. By the time you get to that Discovery Session you are pre-sold on hiring this person! So when they offer you an opportunity to work with them, you sign up

What I’ve just described is it customer journey. It’s a model for you and what you want to create for your ideal clients — a unique narrow audience.

Mindfully and Strategically Design Your Coaching Client’s Web Journey

Don’t throw up a website selling coaching. Instead, mindfully, strategically making every decision that influences what your website is going to look like, what the copy’s going to say, what your free offer  is that takes your ideal clients on a meaningful journey of building trust and getting pre-qualified to work with you. 

By the way, don’t just offer a Discovery Session as your freebie on your website!

It’s too early for that. It’s kind of like going on a first date with someone who brings their parents along. Too much too soon!

Build your customer journey from the ground up.

I know it’s not an easy thing to create this customer journey. I know it’s not an easy thing to choose your coaching niche to make sure that you have a viable target audience that’s full of seekers — people who will invest in your help to get exactly where they want to go.

Specificity is the Secret to Creating a Client-Winning Journey for Your Coaching Clients

It is specificity in all things that snaps our head to attention.

Going back to the coaching niche example, see how specific that is?

We need to find for you what is that burning issue that is common for your specific narrow target audience. The pain is so acute that when your ideal clients see words about that on the Internet, they snap to attention.

Examples of a Brand and Benefit Statement

Now, I promised you in this episode that I would explain to you what makes a client winning coaching website client winning. And in a way I just have but I’m going to go over it now instead of the customer journey where you’re a part of it.

First, it starts with choosing a brand name that is really specific to the outcome that you offer. Here is my brand:

Prosperous Coach

See how it fits my target audience?

I’ll go into more details about brand names in a future episode, but just know that that’s an overview. 

Your brand —which is the same thing as your company name and your domain mirrors that too — is the very first point of client attraction on your website. 

You want ideal coaching clients to arrive on your website and think: yeah, this is for me

Which brings me to the second point, which is what I call a core message and a lot of people call a benefit statement — it’s a sentence that describes in specifics how you help your target audience. 

My core message is:

Helping coaches earn more and market less

by choosing a profitable coaching niche they’ll love.

I’m naming two specific things coaches really want — to earn more and market less and a top of mind challenge for new coaches — to choose a profitable niche they’ll love.

It’s short and it’s power packed. It’s not just a tagline like — Go. Fight. Win! — it says more than that. In seconds it tells web visitors if they have arrived at a place they want to be and it inspires them to delve further into your website.

That core message is high up in your website  right on the header right there with your brand. 

On many coaches websites that I see, the header just has a quote on it or it has some pretty image, but it doesn’t really tell the person who is arrived on the website: I have arrived at the right place.

When you go to website, aren’t you pretty quick to judge whether this website is valuable to you or not? 

If not, you bounce off and you’re on to something else because the internet is a vast place and if you are not spoken to at the heart level about your specific challenges, then you’re gone off that site never to come back again.

Next, what goes right underneath the header is some client winning web copy and there are a lot of tricks to web copy. Don’t write a philosophical essay and hope that people are going to read it because people have very short attention spans.

We are a distracted population, especially when we’re online, especially when we’re on our phones.

We are so easily distracted away from what we’re doing that we very often don’t read more than a sentence before we move on

 So your web copy on your homepage needs to be short, punchy and get right to the point in a way that is emotionally evocative. It can’t be formal language. It can’t be long, deep paragraphs. Maybe … 250 words max.

Your home page copy is meant to get your target audience to your first conversion process, which is your opt in  — a free downloadable guide, loaded with value that they can’t get anywhere else.

Don’t create a freebie that’s coachey, because there are hundreds of thousands if not millions of those kinds of articles and free things out there already. 

Dig in and create a free offer that’s so specific to your target audience and niche while it solves a really unique problem they have while it pre-sells them on enrolling with you without being salesy.

I’m going to go into more detail about freebies later on down the road,

Once they download your freebie, you want them to read it. The copy needs to be short and punchy and really to the point. Pull their eyes through that downloadable freebie and deliver AHA’s quickly. Enlighten them, inspire them, open their eyes, get them thinking.

You want them to read it all the way to the end where you invite them to your Discovery Session

By the time they finish reading your guide they are so primed that they click the link takes them to your calendar.

But you know people are all different. Some people are not going to immediately read that downloadable freebie. So you also need to have set up a set of follow up emails constructed in a very strategic way. They’re short, but they’re connective, they’re emotionally evocative, and they point attention to specific passages or pages of your freebie.

Lastly, your Discovery Session is your opportunity to enroll them as a client. There’s a non-salesy, non-coachey way to enroll them that doesn’t send them away wholly satisfied as sample coaching sessions do.

If you are working on your website right now and there’s something holding you back from getting it done in a client winning way, reach out to me. Let’s have a strategy session.

In the Next Episode: How to Brand Your Coaching Business

Ep 41 – Some Coaching Websites Aren’t Set Up to Enroll Coaching Clients

Hello Coaches, this episode is the 2nd in a new series called Client Winning Coaching Websites.

Your website can help you attract and enroll clients IF … but only if … you create it and write copy in a specific way.

It requires quite a bit of strategy. I can help you with that.

In addition, it requires you or your web designer to choose a certain type of website template.

Not all web templates are set up for conversion. More about how conversion works in a minute.

The previous episode, which you can find at was about 3 things to do prior to creating your coaching website and meant to help you out especially if you’re about to create your website.

But it also can help you if you already have a website for your coaching business.

The main point to that previous episode was that, BEFORE you create your coaching website:

Bearing that episodes’ message in mind, today, I wanted to dig in a little deeper. Peel another layer off the website onion.

By the way, I was so excited to see that a record number of coaches listened to that episode. I’m honored. I think it struck a chord.

And I know how much you want to be successful in your coaching business. That’s my goal too for you!

Online Brochure Versus Client-Winning Coaching Website

Last week, a coach I recently met, launched his new website and asked a bunch of coaches, including me, to give him feedback. That was a brave thing to do.

As soon as I could, I checked out his site. What I saw was the kind of website I see most coaches put up at first. And, it’s what I did when I finished coach training school.

His site is what I’d call an online brochure-style website.

When the internet first became a place to do business, nearly every entrepreneur — consultants, coaches, other types of business owners — put up an online brochure.

At that time, online brochures were the trend … the way to do business.

But online brochures are not the best way to do business anymore.

The reason is that there is so much information online, so many websites and other types of marketing PLUS the internet has become a volatile place, meaning it’s changing rapidly.

And the competition online is fierce.

You Are Competing For Attention Online

You may think … but, Rhonda, I’m not trying to compete.

That’s what I thought when I launched my first website.

The truth is whenever you do anything online to attract clients — whether you put up a website, create and engage in social posts or put out a blog or podcast — you are competing … simply for attention.

So, in each of those cases, if you want to attract and enroll coaching clients, you need to be online in a strategic way.

An online brochure is NOT strategic in any way.

Bottom line, it’s not going to help you enroll paying clients.

What An Online Coaching Brochure Looks Like

Let’s talk about what a coach’s online brochure looks like. And while I’m doing this, I encourage you to pull up your own website and look it while I’m talking.

Or, if you can’t do that, listen to this episode again when you can.

A coach’s online brochure has 2 primary distinctions from what I call a client-winning website. That’s a website that is set up to attract and enroll clients for you. And it’s a beauty way to go.

In fact, over 50% of my clients find me through my website before I ever had a personal connection with them. They came to my website looking for answers I could give them and then were inspired to apply to work with me.

That means less work tracking down and enrolling clients the hard way.

Now, back to what an online brochure is.

1. It’s all about you, the coach, and coaching.

2. It’s missing a critical thing that client-winning coaching websites have, which is called a conversion process or a funnel.

You might of heard of that before. It’s an opt-in and an irresistible free downloadable gift that is crafted to build trust, deliver great value that you people find elsewhere and follow up emails that encourage next steps.

But that’s not the only kind of funnel or conversion process that you can have on your site. My website has 3. And that’s for another episode.

Is Your Coaching Website Set Up to Enroll Coaching Clients?

As you think about or look at your own website …

  • Is it primarily about you, the coach, and the type of coaching you offer?
  • Does your navigation bar, this is tabs on your site which might be HOME ABOUT CONTACT and something about what you do. It might say coaching or offers or work with me. That’s your navigation bar.
  • Also, are you offering a Discovery Session or sample coaching session as your only call to action on site?

If you answered ‘yes’ to any or all of these things, you’ve set your website up as an online brochure selling coaching and probably to a broad audience.

What’s wrong with that?

Absolutely nothing if your intention was to simply have an online brochure about your coaching where you can send people you’ve already met to verify that you are a professional. That’s the sole value of an online brochure.

But if your intention is to have a financially successful business with a website that attracts and enrolls clients for you, your current website isn’t set up for that.

Over the next few episodes I’ll go into what exactly makes a website client-winning. I’ll be talking about how you create smart conversion processes that are authentic and non-salesy.

What to Do If You Only Have an Online Brochure for Your Coaching Business

For now, if you’ve been wondering why your website is not helping you attract and enroll clients … it’s probably because the website template and your copy are set up that way.

And it can be fixed.

It’s part of a smart coaching business strategy.

Here’s the truth, strategizing wisely is not that easy to do by yourself.

Have you ever noticed that you can help others do what they couldn’t by themselves?

We are meant to live and grow as a village and have someone reflect our path back to us by uncovering our wisdom. And also in that village are people who have been where you want to go who can guide you and shorten your learning curves.

I know a ton about how to be successful as a coach, but even I have a hard time strategizing my own business and getting it to the next level without the support of someone who already has done what I’m trying to do.

So don’t beat yourself up if you’ve created a website that’s simply an online brochure.

Just reach out for help.

A Strategy Session is so helpful when you’re trying to accomplish something specific that you’ve never done before.

Here’s what one of my Strategy Session clients said about her strategy session with me:

“My strategy session with Rhonda was a real breakthrough in the process of finding my target audience. Not only do I have a new idea of whom I’d like to serve, but I also have a new sense of confidence that I’ll be able to reach them and provide an offering they will value.” 

— Kate Minogue, Switzerland

Thank you, Kate!

In your Strategy Session we’ll have 90 minutes of VIP mentoring together. Before we meet, I’ll send you some fun prep assignments customized to your specific challenge and goal so that we can make the most of our time together.

I have just 2 more openings for Strategy Sessions in August. And that’s it until later in September. Grab one of those openings so you’re set for the surge of energy that September always brings!

Let’s get you past that stuck place and taking leaps in your coaching business!

In the Next Episode: A Walk Through a Client-Winning Coaching Website

Stay tuned to this series because I’ll soon be interviewing the best website designer I’ve ever found for coaches. She’s smart, coach-like in her approach and knows her stuff.

Ep 39 – How to Assess if a Potential Coaching Client Is a Good Fit for You

Hello coaches, this is my fourth mini episode for you on the topic of Client Management that started with Episode 34. It’s part of my series called Smart Mindsets & Habits.

You know, my husband and I have been getting our house ready for sale. Now we’ve got a fabulous buyer and it is time to pack. That’s why the mini episodes. And coaches have been loving them. Thank you for listening!

Today, we’re talking about how to assess whether a potential coaching client is right for you.

Primarily, fit is assessed during the Discovery call. That’s the Discovery Session, not a sample coaching session. There’s a difference.

That’s a time where you ask really powerful questions to draw out what’s going on with your potential client, what’s in their way of the thing that they want the most. And then, you establish how you can help them in your signature program to achieve that thing they want most.

Fit Starts With Your Coaching Niche

Fit partially depends on your target audience and coaching niche.

You know me, I’m always talking about having a target audience, a specific narrow target audience for your coaching business, learning from them what it is that they want so much they’ll invest in your help to get it.

And, then, develop your coaching niche around that and what you bring to the table regarding the outcome they most want that you’re going to help them get.

When you focus on your audience and niche, there’s a lot of power behind your messaging and your programs as everything is tailored to them. I believe in it as the most powerful way to become highly successful in your coaching business.

Why does assessing fit depend on your niche? Let me give you an example …

I help coaches build the foundation of their coaching business so they can launch with confidence and succeed financially.

My ideal clients are primed to develop their entrepreneurial business and to do the work of building that foundation together.

I ask coaches about the kind of support systems they have in place, what kind of time they have available to work on their business with me. If they don’t have enough time or support at home, if they’re not excited about being an entrepreneur, then they’re not a good fit work that I want to do with them.

You’ll develop your own way of assessing fit based on your niche.

Are They Coachable?

Another aspect of fit is about coach-ability. If you’re a coach and your client isn’t coachable, obviously that’s not going to be a really powerful transformational relationship.

There are a couple of things that you can do to assess coach-ability:

Their level of self awareness. Pay attention when they talk about their challenges, habits — things that are holding them back about what they want.

If someone is not self-aware, coaching may not be the best process for them.

Coaching works well for people who they essentially know that they are at choice. If you come across someone who seems to be blaming someone or something for their life challenges, that is an indication that they may not be coachable.

Also, what’s their attitude about paying for support? Some people are not seekers — the kind of people who are willing to invest time and money and energy into their own personal or professional transformation.

If you get to the point where you’re telling a potential client your fees and someone does not value what you’re offering for the fees that you’re asking, that’s a strong indication that you’re not the right fit for them.

Are they fully present for that discovery call? If they show up distracted, late or they miss it entirely, they might not be the best fit.

Detach From Outcome

Finally, if you are desperate to enroll a client, that is not going to set you up for a positive, powerful experience with this client.

Everyone has felt desperate to enroll a client at sometime. When you’re new to coaching there’s such a strong desire to prove you can do this that sometimes it speaks louder than your highest self.

Attachment will hold you back from enrolling ideal clients that pay you well.

That needy energy is like a bad smell that surrounds you turning your prospect off. Chances are they will feel it even if they don’t know what it is. It will unbalance the power differential between you and your prospect. And you’ll miss your opportunity to enroll a client.

I suggest to coaches I work with that before the Discovery call they open up their hands and surrender the need to have this client hire them.

Detaching from outcome sets you up for success. Without that desperation hanging around you, you’ll be able to hear your intuition more clearly about whether this prospective client is a good fit for you. Intuition is always the best guide.

If you’re struggling to get out of your own way with enrolling … I have a bit of room left in my August calendar for Strategy Sessions.

Consider grabbing time with me to help you to take a leap in mindset or one of these areas:

  • I want to choose a viable, narrow target audience.
  • I’d like guidance to conduct market research with my audience.
  • I want to choose a profitable niche and stand out in the crowd of coaches.
  • I’d like to create a signature program my audience will buy.
  • I’d like help to make my website client-winning.
  • I want to create an irresistible freebie and opt-in for my audience.

That’s just a sampling of bite-sized takeaways we could work on together to help you take a leap. I’d love to work with you!

In the Next Episode: Do This Before You Create Your Coaching Website