Ep 145 – What’s Your Coaching Business Kryptonite?

This episode is super short and inspired by the saboteur in all of us who keeps us from greatness.

You remember Superman — the dude who could do anything and seemed unstoppable except when he encountered Kryptonite. That green crystal weakened Superman so he was powerless.

Your coaching business kryptonite is something you avoid. It’s the thing that keeps you from your super power.

You want to coach for a living. You want to help people achieve and transform. And you want to earn well at this so you don’t have to work at someone else’s company on someone else’s goals with their rules.

So what’s your kryptonite in your coaching business? It could be something deeply personal and unique to you.

I’ve said this before … a recurring lesson for me is about personal power. When I stand firm in my personal power and do what’s right for me with integrity everything in my business works better.

There might be something like that for you. It trips you up time and again. I can tell you it’s a great opportunity for you to put your awareness on that thing and evolve.

Your kryptonite could be about making a decision. Here are 2 decisions that, left unmade, will hold you back from starting much less achieving success in your coaching business:

  1. Choosing a narrow and viable audience of seekers to serve. It’s the first big decision that could make or break your time as a coach. But that’s not to say that there’s only one right decision for you. Sometimes it’s about making the decision not what the decision is that keeps you stuck.
  2. Building your niche around helping them solve their big problem that’s in the way of their big goal.

Or your kryptonite could be situational. You come to a moment that requires something of you and you’re stopped in your tracks. Here are three things …

  1. Inviting prospects to work with you. Or maybe not. Some clients will hire you outright. Some people need to be asked. If you don’t ask, they might not decide.
  2. Charging enough with clients so you can earn well. This is big kryptonite, guys. If it’s not faced, it will keep your business floundering.
  3. Putting out valuable content every week to stay in front of your audience. This is often what it takes to get noticed in the online world. And if you operate off line then it may be about setting up meetings regularly or networking.

Its usually fear or lack of know-how that keeps you from moving forward with confidence to the next step. I help my clients move past both.

Your kryptonite could be about smaller moments in time:

  1. Asking for testimonials. I failed to do this for over a decade! And it can make a difference in whether people hire you or not. Don’t wait like I did.
  2. Following up with prospects. You won’t bother them. You’ll wake them from distractions so they can make a decision.
  3. Inviting past clients back. It’s worth it. This is easy money and can be lovely to reconnect.

Or it could be big blocks that keep you far from success:

  1. Chronic procrastination. You can beat this with a little help.
  2. Getting distracted by bright shiny objects.
  3. Treating your business like a hobby. It’s time to don the CEO mantle and stop pretending. Be who you long to be.

Every one of these things I listed are the usual suspects. Nearly all coaches at some time have trouble with these things. And I know from being a person who struggled with all of this at one time, that all can be shifted by working on mindset and habits.

Your mindset and habits can be powerful kryptonite or powerful success factors. It’s mind over matter. Don’t let anything stop you from what you ultimately want. And don’t be afraid to get support to help you break free from your kryptonite. Superman had help. You can too.

Ep 143 – Should You Stick with Your Coaching Niche?

Do you have a coaching niche that hasn’t paid off yet? This episode explores 10 strategic things that could be missing for you. The full transcript of this episode can be found at prosperouscoach.com/143.

Nearly all coaches are hoping for more traction in their niche. And I want you to understand something that may take the sting out of this. Nearly all businesses of all kinds are hoping for more traction all the time!

So you may be thinking: “It sounds like it’s not worth it to start a business!”

It absolutely is worth it if you’re serious about being the driver of a career that’s tailor made for you. If you want to choose how and when you work and with whom … if you want to be the one who decides your own fees, when you take time off and how often … your own business can give you that.

BUT you have to be in it to win it. Win it a bit at a time until you find the sweet spot. Screw your courage to the sticking place— as Shakespeare advised — and take risks knowing that you CAN make it with time and patience.

Maybe you don’t have time or patience. That in itself is a deal breaker. It’s not a good idea to start any type of business out of desperation. If you are on your last legs financially starting a business is not a good risk for now.

Start your business from a place of strength. Start your business when you’re hungry enough to motivate yourself and not so hungry that you’ll be under enormous pressure.

You don’t have to be independently wealthy to start a business. You just need a wealth of patience plus the willingness to try something, give it a fair shot for a decent amount of time while making small adjustments to improve yourself and your strategy.

ALLOW your business to unfold but don’t sit back and wait for it to happen without you.

I know I’ve used this metaphor in the last episode … your business is your baby. You would not judge a child harshly for not having it altogether in the first few months or the first few years would you? No, because you know there are developmental stages and every child has it’s own pace. That’s true for your business also.

If you’ve had your niche for a long time – let’s say a couple of years – and it hasn’t begun to pay off the way you want it to, should you abandon it?

Well the answer is possibly. Sorry there’s just not a clear straight forward answer here because there are so many variables to consider. Some have to do with the way you’re behaving and some have to do with strategy.

So let’s look inside your niche and your business. And by the way, I did a whole podcast series called Coaching Business Checkup that culminated in a beautiful free downloadable assessment to help you identify what needs to change in your coaching business … and yeah, it could be your niche for sure.

It could also be several other things. If you want to check out that series start with prosperouscoach.com/62

Inside the pdf you’ll also find links to each episode in the Coaching Business Checkup series so you can listen as you assess your business. The whole thing is like a mini audio course – all for free.

Your niche is only one of 10 things that could be keeping you back from financial success in your coaching business. It’s the cornerstone of everything so that does need to be right from the get go.

All businesses survive and thrive on a mixture of hard work, strategy and luck.

In my own business I surely have worked hard for over two decades. I am nothing if not doggedly determined. And that characteristic is a big plus.

I come by it naturally as nearly everyone in my family of origin are entrepreneurs who have scrabbled and cobbled together a good living all their lives mostly without being on someone else’s payroll. So working hard to grow my business wasn’t a foreign concept.

If you’re not working ON your business consistently and persistently … if you’re not in it to win it, well, that’s your answer right there. Without dedication no one makes it in business.

I’ve had some good luck too. I just happened to get involved in the Denver chapter of ICF at the right moment when the President recognized something in me and asking me to be a trainer for his coach training company.

Coach Training Alliance was born and I had the privilege of co-authoring the curriculum and developing the Certified Coach Program there. I personally trained 500 coaches and that put me right in front of an audience I knew I could help with my marketing and copywriting expertise.

That launched my current business. But I don’t want you to think everything was easy peasy from there. I kept working hard and finding my way.

There’s nothing wrong with working hard. It’s a positive energy unto itself. Enterprise is stimulating. It’s good for your brain to solve problems and follow a path as it meanders.

My hard work has paid off and kept on paying off. Apple, Google, Nike – you think those company leaders and teams haven’t worked hard? They have. AND they also did not know they would make it from the start. You will find your luck IF you work hard and stay the course.

The main thing you can control beyond hard work is strategy. And that’s what my free assessment – Coaching Business Checkup – is all about. Here’s a preview …

Strategy #1 is target a unique and viable audience. Does your niche have that?

Strategy #2 is center your niche on your audience’s BIG problems and goals. Are you good there?

Strategy #3 is articulate what you do in a way that inspires investment. That’s complex so that’s why there are powerful questions to answer in the assessment.

Strategy #4 is develop a simple coaching business model. Most coaches go with high tech, high labor low profit business models. There’s a better way.

Strategy #5 is create a simple and meaningful customer journey. Most coaches don’t think this through. I didn’t until the last 7 years! You can do better than me.

There are 5 more critical strategies. It’s time to examine your business and efforts dispassionately, so you can truly see what’s been in your way.

And if you want some help assessing your niche and business so far, grab a Strategy Session with me.

Ep 140 – What’s Missing From Your Coaching Niche?

This episode is a refresher about what components are needed for a strategic coaching niche — one that will bring you clients who are inspired to invest and engage fully.

Look, I know this whole niche thing is aggravating. And that’s because it’s complex and it takes a few mindset shifts to approach this decision intelligently.

Simplifying this complex thing is my super power. I help coaches strategically develop a smart and profitable coaching niche and build their entire business foundation around that.

That’s my niche because I’ve seen too many coaches throw up a coaching business, website and all, without thinking it all the way through. And then the business only works well enough to keep you struggling but not to earn well.

Partially creating a niche is like building a new house without a foundation.

Think about it. If the foundation is good, the house is solid and secure. It will last. If the foundation is non-existent or poor, the house is not long for this world. It’s flimsy.

You may know that flimsy feeling in your coaching business but not know what to do about it.

That flimsy feeling is like this … you don’t know exactly what to do every day to attract clients that pay you well.

Your Coaching Niche Idea is Not Quite Enough

When you finished coach training you may have had the seed of a good idea in mind for your niche. But you might have stopped short of fortifying it with the essential parts.

You might have felt romantic about your idea and become attached to the vagueness of it then just put up your website and started posting.

That vagueness is keeping you from earning well.

Most coaches who hire me have a good idea that’s not fully formed. They tried to make it work and it was only somewhat successful.

They are dancing on the edge of success.

I can see in that seed something valuable. And I can clearly see that it’s missing the parts that would take this good idea into the concrete world so it sustains them.

Most Coaches Only Choose a Track

Some people say that a coaching niche is the area you focus on, for example:

  • Health and Wellness
  • Relationship
  • Career
  • Business or entrepreneurship
  • Executive or Corporate Leadership
  • Spirituality

See, to me, these are not quite niches. They are coaching tracks — a seed of an idea. You might have taken coach training in one of these areas and that training WILL be very valuable to you and your clients.

However, alone that is not a strategic niche.

A coaching track is a direction but not a destination.

If you’ve only gone so far as to choose a coaching track it won’t likely bring you a good income for 2 reasons:

  1. Because it’s selling coaching and people don’t often know they want coaching so the coach then has the hard job of having to convince people they want coaching.
  2. And also because a track is missing the specific and compelling things that would attract clients who are inspired to invest well.

Few people buy coaching for the sake of being coached. If you haven’t heard it yet, episode 7 was about this called Why Coaching is a Hard Sell.

But specific groups of people will invest in intelligent support to overcome their specific urgent problems so they can reach their most desired specific goals. A whole lot more specificity is needed.

Specialize in a Deeper Way for a Better Coaching Niche

To make one of those tracks I mentioned work, you need to further specialize:

  • Specialize in a specific narrow audience.
  • Specialize in a specific outcome they struggle to achieve.

And don’t just leave it there. Do research. Find out exactly what their most acute challenges are on the way to that specific goal. Use their language to describe it.

When your website, your weekly content and daily posting all speak directly to those things then you’ll inspire that audience to invest highly in your support. As you stay congruent, you leverage all your efforts and your income grows exponentially.

For example, a wellness coach might focus on weight loss, or a relationship coach might focus on dating.

It’s smart because it speaks to a specific PROBLEM people have in that track. If you’ve specialized on a certain problem, take an additional step and target a unique audience.

Let’s say you are a relationship coach and you’ve decided to specialize in dating. So far so good. Now go deeper … focus in more narrowly.

For example, focus on helping single parents with dating. That’s a strategic niche! Do you see how with that degree of narrowing you can hone in on the very unique set of challenges and goals this audience has?

They have to consider their kids in every aspect of dating and also as the relationship grows.

So don’t call yourself a relationship coach and coach about all relationships. Don’t call yourself a dating coach and coach about all dating. Instead develop a Signature Program designed just for a specific audience with specific challenges as it relates to dating. Be specific!

Getting Attention is Job #1 for Coaches

We live in a too busy and highly distracted world. So your message will only snap people to attention IF it’s highly relevant and to be relevant it has to be specific.

If you haven’t chosen a track yet, don’t worry about it. You can actually skip over that part.

Instead target an audience that’s easy for you to find and connect with, find out what they want so much they’d be willing to invest significantly in your help to get it.

Coaches serve people. That’s why your coaching niche should begin with the unique audience you serve and their real problems. You’ll be amazed how it can change your day to day as well as setting you up for long term success and incredible opportunities.

Ep 128 – Listener’s Choice – What Exactly Makes a Coaching Website Client Winning?

This episode is a Listener’s Choice episode, which means a whole lot of coaches have listened to it!

Think of this as a master episode – it’s almost like a seminar and it covers nearly all of the most important principles I impart to you about having a successful coaching business.

And, because I’m finishing up a series on Lead Magnets, I wanted to remind you about something that’s critical to the success of your freebie – you must have a sticky website. That’s a website that inspires vistiors to hang out, read everything and of course, sign up for your downloadable lead magnet. It’s what I call a Client Winning Coaching Website.

Without that all the effort you spent on your lead magnet will be wasted.

Also a reminder … at the end of this series on Lead Magnets for coaches I’ll have a free downloadable assessment for you to test your own lead magnet to see if it’s irresistible or not. So keep listening to this series. It’s coming to a valuable close with that free assessment soon.

Now onto the Listener’s Choice episode …

I’m going to take you on a journey. And, this is really about websites and how they 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.

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, https://prosperouscoach.com/41 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 client’s journey because it’s quite intimate to me and also quite intimate to 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, you have some clients, some of them are paying, some of them are not. You finished coach training or are just about to finish coach training.

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 have 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. You go their website.

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

  1. The first thing you see is that their brand (same as the name of their company and domain). It speaks to you.
  2. And then right underneath that brand name, you see a core message. It’s a benefit statement. And what it says hits the mark about specifically what you want and what you’re challenged, 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 all these specific things 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.

5 Things That Make a Coaching Website Win Coaching Clients

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 that’s sort of like — Go. Fight. Win! — it says more than that. In seconds it tells people who arrive on your website 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 Call.

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 Call 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.

Ep 126 – Is Your Lead Magnet Too Coachey?

This episode is the 3rd in my new series about Lead Magnets.

In all the time I’ve been an entrepreneur, I’ve downloaded hundreds of freebies.

I’ve gone seeking solutions to specific problems, found websites and lead magnets that seem to address my problem.

I give my name and email, somewhat begrudgingly I must say, and faithfully go through the process to download my prize.

I’ll be honest, I can still count on one hand the free offers that have provided real insight, delight or a sense of desire to pay for the services of the person who wrote the freebie. And in each of those cases I did hire them.

But really, 5 out hundreds. That’s not good odds.

Is that your experience too?

So what do you do then? If you’re like me the lead magnet goes quickly into the trash and with the next email I receive from that person, I’m unsubscribing and feeling like I’ve just swept up the messy crumbs of an unsatisfying snack that wasn’t worth the calories.

Obviously, you don’t want THAT to be what happens with the people who opt in for your freebie.

5 Goals Your Coaching Freebie Must Achieve

Look, your goal isn’t just to get the name and email of a person in your target audience. It’s to keep those people on your list long enough to build a sense of trust. You want them to perceive you as a credible solution to their specific problems and desires.

So you have to think this through before you throw any old freebie up on your website.

  1. How will you entice them to opt-in? (More about this in future episode. Clue: It’s partially about titling)
  2. How will you inspire them to at least skim but hopefully read most of your lead magnet?
  3. How will you deliver UNIQUE insights, tips, tools or simple exercises that will impress them?
  4. How will you make them want to read your About copy and make yourself credible?
  5. How will influence them to take a next step with you without being salesy?

In my 5 month VIP Coaching Business Breakthrough program, I collaborate with coaches to help them create a memorable lead magnet that does all 5 of these things. It’s not easy, but it’s absolutely doable and I have a process.

Most Coaches Freebies Miss the Mark

The initial free offers most coaches create early on tend to be too coachey. By this I mean they are on typical coaching topics like:

  • work/life balance
  • values
  • imposter syndrome
  • confidence
  • fulfillment
  • life purpose
  • authenticity
  • boundaries
  • gratitude
  • stress
  • goal setting

These are topics all coaches enjoy coaching about. And while there is no doubt that you could provide value on one of these topics, this information is out there on the internet in millions of hits.

So it might be a good idea before you create your lead magnet content that you Google the topic and see how much there is out there about it.

3 Ways to Increase Uniqueness in Your Coaching Lead Magnet

Now, there really isn’t anything wholly new under the sun. But that doesn’t mean you can put your own spin on a well-worn topic and make it highly relevant to your audience. Here are 3 ways to dial in uniqueness:

  1. Base your lead magnet on your audience’s specific big problems and goals, not what you think they need and want.
  2. Contextualize your freebie by making the language fit with their unique circumstances. (If your target audience and niche are narrow enough this won’t be hard to do.) Use key words.
  3. Develop your own models and simple jargon to illustrate your points.

This last one requires you to tap into your own brilliance and think outside the box. You want to stop regurgitating what you’ve read and learned and instead integrate it into your own concepts and speak.

I’m always deeply gratified when I talk to a prospect interested in my Signature Program and I can tell they’ve actually read my lead magnet and are listening to my podcast episodes because they are using terminology I’ve coined.

Yes, you can coin new terms and concepts!

And that’s how you will pre-qualify and pre-sell people into your own Signature Program. For more about that listen to Episode 59 at prosperouscoach.com/59

Ep 125 – Your Ideal Coaching Clients Respond Best to Slow Marketing

This episode is part of the series about lead magnets and how to make sure yours will help you enroll ideal clients who pay you well.

And, if you haven’t heard it yet, first listen to Does a Coach Need a Lead Magnet? at prosperouscoach.com/124. It’s super short.

When I started my coaching business, if you would have asked me my marketing approach I would have said “I let people know I’m a coach and offer a free sample coaching sessions to enroll clients.”

Everything I did reflected that basic misunderstanding about what effective marketing is — from the topics of public speaking I did, to the types of articles I wrote, all the way to the messaging on my website.

Did that approach work for me. Not a wit. Even though I got a lot of praise for the sessions, people who had a free session said “Thanks” but had no interest in long term coaching. And sometimes I fell into the trap of coaching them for many, many free session just hoping it would hook them in.

It took me a long time to realize why my mindset and actions weren’t paying off. But also it seemed most others coaches were doing the same thing so like a lemming I followed them off the cliff.

Two decades later, I’m a bit surprised when I look at coach’s website and see them trying this same approach.  I feel so much compassion for them and I am instantly transported back to my own frustration early on – working so hard and not getting results.

Mistakes Coaches Make on Their Websites

There are loads of mistakes I see on coach’s websites and I have a whole series about client-winning coaching websites to help you with this, which you can find at prosperouscoach.com/websites.

One of the big coaching website mistakes, but by no means the biggest, is offering a free coaching session. Sometimes it’s high up on the home page. Sometimes it’s buried where it will never be found.

Either way, a free coaching session is not a strategic approach to enroll paying clients who are serious about transformation. A free coaching session is not a smart lead magnet.

Why not?

  1. The coach cannot possibly demonstrate the real value of ongoing PAID coaching through a single free coaching session.
  2. It’s too soon to offer a live call.

This last point is my main point. Too much too soon makes coaching prospects turn and run.

Fast Marketing Only Sells Products Not Coaching Services

I admit I’ve purchased things through a single Instagram ad IF the unique value of the product is clear AND I’m already seeking a solution to the problem that product answers. That’s fast marketing.

But services, and especially paid coaching programs, aren’t easily sold through fast marketing. Coaching is still a relative unknown. Rarely do people seek it, but that’s just one reason why fast marketing techniques aren’t appropriate.

Think about it … what makes for an excellent coaching relationship?

  • A good fit between the coach and client
  • Trust
  • Honesty
  • Collaboration
  • Accountability
  • A growth mindset

Those things take time and repetition.

Coaching Relationships Are Intimate

The relationship between you and your client is intimate. Add to that the fact that time and money are invested to work with you. That increases the need for trust and fit.

So if someone arrives on your website and one of the first things they see is you offering a free coaching session, what happens inside that visitor?

Confusion. And a confused mind never buys. Let me illustrate this a different way …

Imagine you are in a grocery store line and the stranger in front of you turns to ask you out to dinner. A rare person would say yes because it’s too much too soon.

Maybe you’d go for coffee but probably not even that until you have enough of a sense of attraction and trust. How will the two of you get to that place? Time.

So, a free coaching session or even a free consult, is not likely to bring you paying clients unless you have first slowly and consistently built trust and helped prospects assess their fit with you.

You know how I build trust … you’re listening to it. Besides my free lead magnets, I publish a podcast episode every week showing how I understand you  — your specific challenges and desires. And I deliver unique value through my voice, the way I care and the practical tips I provide.

Do all the people who opt in for my freebie and listen to my podcast weekly hire me? No. But those who feel the fit and trust me do.

That’s slow marketing. It’s authentic, non-salesy and honors us both.

Ditch your free sample session offer on your website and get behind the slow approach. Part of that is creating a lead magnet that builds trust while providing unique value. You’ll be amazed how it pays you back with ideal clients and a lucrative income as a coach – all without trying to convince people how great your coaching is.

Ep 124 – Does a Coach Need a Lead Magnet?

This episode is part of a new series about lead magnets or what I call freebies.

I bet you’ve opted in for dozens of lead magnets since you decided to become a coach.

In case you haven’t, a lead magnet or a freebie is just what it sounds like. The idea is that you offer something of unique value related to your niche that your audience wants in exchange for their name and email address.

Then they become a lead for you – a potential future client.

Your Future Coaching Clients Are the Gold Mine in Your Business

They are just as important as current paying clients.

It’s important to build relationships with future clients otherwise you’ll find yourself having to chase potential clients rather than attract them. I labored so hard chasing clients for the first few years of my business.

If a lead stays on your list, you have the opportunity to continue to communicate with them by email.

Those emails could be anything from a follow up series of emails for a specific campaign or purpose to a teaser email that let’s them know you have a new podcast episode or blog they might want to see. It could be an email that’s personal about you.

It’s a good idea to share some vulnerability and reveal something about you in every email.

If you are receiving my teaser emails each week to let you know when each new podcast episode airs then you have an excellent example showing what I mean by vulnerability in small bits.

Why Do Coaches Need a Leads List?

Well, I suppose you might not need a lead magnet or a leads list if you already have a steady stream of prospects contacting you. And those people are adequately primed to hire you.

The first thing – a steady stream of prospects contacting you — does not necessarily mean that the 2nd thing — people adequately primed to help you — is happening.

Most coaches need to create their own network of potential clients and get them excited about hiring them. Believe me, this is not accomplished by talking all about the virtues of coaching.

It takes time to develop a relationship of trust with people in your target audience leads list.

It may take dozens of messages before your words strike that resonant chord with a person in your audience. That’s because people are busy, distracted and bombarded with messages all day long.

Every one of us only pays attention to messages that hit the mark of what’s most important to us right now.

And, of course, not everyone on your leads list will take action to work with you.

That’s completely natural and, in fact, you don’t want everyone on your list to become a client. You only want to attract the most ideal clients. Listen to episode #117 called How to Attract ideal Coaching Clients Who Can’t Wait to Work with You.

I feel blessed. All of my ideal clients are finding me through my podcast. In a way, those subscribers are an alternate leads list Occasionally, I offer a special freebie related to a podcast and coaches are opting in for those by the dozens every week. That’s how they get on the Prosperous Coach list.

It’s fun. I see someone subscribe for a freebie of mine and then a month or two later some of those people fill out the application to work with me in my Signature Program. That’s how I know my systems to connect with ideal clients are working.

I want you to have that going for you.

A shout out to Mark who honored me during our recent Discovery Call where he enrolled in my VIP 5-month program.

Mark said: “I’ve listened to 75 of your episodes so far. I have to complement you, your podcast and website are extremely well thought out. You address everything going through my mind. I was jumping at the how rather than the what, and fuzzy about what to do first. I first looked at what other coaches are doing, which is could see isn’t effective. Your podcast brought clarity to what I would likely have done wrong following in their footsteps.”

This is the kind of response you want all of your messaging, whether it’s your freebie, your emails, the content you put out regularly, social posts – anything you put out there should be designed to strike a resonant chord with your audience.

6 Powerful Questions to Ask Yourself About Lead Magnets

Do you have a lead magnet?

Does it strike a resonant chord with your audience?

Does it show them you are a solution for their unique challenges and goals?

Does it pre-sell and pre-qualify people into your Signature Program?

Does it contain highly unique insights that your audience can’t find anywhere else online?

Is it part of a strategic conversion process that helps prospects discover that they are indeed your ideal client?

Over the next several episodes I’ll explain how your lead magnet can do all of these things. And, at the end of the series, I’ll give you access to a free assessment to test your own lead magnet and see if it’s doing what it ought to do. For now, take a look at your lead magnet and consider if it’s wholly UNIQUE and shows your brilliance as it relates to your target audience and niche?

Ep 123 – Coach, You Don’t Have to Sell Yourself

This episode is short and sweet.=

When coaches reach out to work with me, they almost always say that their biggest fear is marketing. They say: “I’m no good at selling myself.”

And I say, “Well, that’s okay because you don’t have to sell yourself.” And I mean it.

Sure, you’re the coach and you’ll be delivering coaching to your client. Although, I really believe that coaching is co-creative. It’s not at all about performing.

But if you go about your business the way I suggest, you won’t sell coaching at all.

Coaching is a hard sell. People don’t know they want it. I’ve talked about this many times before. If you haven’t heard it I recommend you listen to episode #66 – How to Describe Your Coaching Program Without Selling Coaching.

Still, this is important. Do not sell yourself. Don’t be salesy and promotional. It doesn’t feel good and it’s not effective.

Instead be about what your prospective clients care about. Know without a doubt the exact things that they want. Not the general things. Don’t try to cover all the bases and say I help people reach their dreams or something equally bland and non-specific.

Specifics grab attention. Specifics grow the know–like–trust factor because your audience can sense that you understand them and are an advocate for them.

My very first coach, Judy, used to ask me: “What has frustrated your audience so much that they feel mad as hell and aren’t going to take it anymore?”

When you know the answer to that your marketing job just got a lot easier.

When you speak your audience’s language, when you care about them … when you speak to what’s tripping them up, what’s keeping them from the big important things they long for … you don’t have to sell.

Yes, you should think this all through. Strategize everything about your business so that it shows you can help that specific audience solve those specific problems and reach that elusive goal. This is what I do with coaches in my 5 month VIP Coaching Business Breakthrough program.

Here’s what you can do right now to dramatically improve your coaching income and your joy in your business:

Stop having your website be all about coaching.

Stop having vague language about how you help your clients.

Stop making your marketing about you!

When you make this shift you’ll be amazed at how much better it feels. You no longer do the unsavory thing – to sell coaching, to sell yourself.

You’ll no longer try to convince people about the value of coaching. Instead you’ll attract ideal clients who resonate with your message and they’ll want to hire you.

It’s such a HUGE relief. Make this change today. It’s worth it to retool your business a bit so you don’t keeping preaching to an empty house.