Ep 135 – Are Your Coaching Packages Keeping You From Earning Well?

This episode connects the dots between your website, coaching packages and pricing as a reason you might not be earning as well as you’d like.

Find links here to episodes that go into more detail on each of those topics so you can make clear, strategic shifts.

I didn’t start my business knowing how to be successful at coaching. Everything I’ve learned has come from studying my own many mistakes as well as what works and why.

Let’s start with websites because this is the biggest and most expensive bungle most coaches make.

Did You Just Slap Up a Coaching Website?

When you completed coach training, did you rush to put up a website? You might have thought, as I did, that:

  • A website is the first step to getting clients. It’s not.
  • You wouldn’t be legit as a coach until you had a coaching website. Other thresholds come first.
  • Your website should be about you and coaching. Not true.

After redoing my website 4 times now my site is like a spring river flowing ideal clients to me who are ready to enroll and invest. I’m grateful for the flow!

I want you to have that flow!

My website is not the prettiest or trendiest website. Those things can actually be distracting to buyers. Coaches like my website because they feel at home there. They feel that I’m talking specifically to them. And that’s the secret.

Is it obvious on your website WHO you serve? Are you speaking directly to your audience in words they’ll understand? If so, you’re way ahead of the game and you’ve been strategic.

The 3 big mistakes I see on coach’s websites are:

  • It’s not clear, in seconds, who the coach’s target audience is
  • The site is selling coaching as a solution
  • Multiple coaching packages and prices are offered

Let’s take these one at a time.

Why Make Your Coaching Website a Home for Your Audience?

Relevance. Have you ever gone to a website and bounced off quickly? Chances are, you didn’t find what you wanted there.

Your website must grab attention and strike a resonant chord with your audience in mere seconds or they are out of there fast! That’s called a bounce. For more about this listen at prosperouscoach.com/40.

So make sure that the short pithy copy on each webpage is highly contextualized to your audience using keywords they’ll recognize and about their top problems and ultimate goals. Be connective not salesly.

Don’t Sell Coaching On Your Website

What? You’re thinking “I’m a coach, Rhonda, what else would I sell?”

I’m serious. Do not have a page or copy about the wonders of coaching on your website.

There are inherent challenges to selling coaching that you don’t want to hassle with.

  • People rarely wake up knowing they want coaching.
  • Many people have a negative opinion of coaching.
  • Coaching is a skillset not an outcome.

For more about this critical concept, listen to Why Coaching is a Hard Sell  at prosperouscoach.com/7.

Instead have a Work with page on your website that let’s your audience know you have a solution to their specific problems that arise on the way to their big specific goals. That solution is not coaching but rather a Signature Program that you’ve strategically designed for your audience.

For more on that topic go to episode 66 called How to Describe Your Coaching Program Without Selling Coaching.

You’ll be amazed when you make this shift how prospects will take you more seriously and your program sells itself without you having to be coachey or salesy!

Do NOT Offer Multiple Coaching Packages

It’s said that a “A confused mind never buys.”

I don’t know who coined this phrase but it’s spot on. A light bulb snapped on in my head when I first heard it because I realized that I had been confusing prospects for years and it had been reducing my income.

When you offer more than one thing at a time, you shut down the decision making process. Suddenly, the prospect is thinking about price only and you’ve undone all the good will and trust you’ve built. It will be a rare individual who reaches out with questions to help them make a decision.

Also, consider not putting your pricing ON your website. That allows you to stay fluid in what you charge. But more importantly, you want your website to be about relationship building.

The only place where I offer a price on my site is when there is a sales process and automatic way to enroll & pay such as for my single Strategy Session. That’s because people go to my site looking specifically for that as I mention it in my podcast. Product sales pages are also a place to include pricing.

So go forth. Correct your website and packages for far better income and clients.

Ep 129 – The Single Most Important Thing About Your Coaching Lead Magnet

This is the final episode in the series about lead magnets. Coaches have told me they are getting a lot of value from this series, so listen to the whole thing.

I’ve been promising you a downloadable assessment to test your own free offer. Well it’s finally time for you to grab How to Make Your Free Offer Irresistible.

In this short episode I’ll reveal what inspires your audience on your coaching website to opt in for your lead magnet.

So … the single most important thing about your lead magnet is the title.

Of course, your freebie should be valuable, but the title you give it may make or break your leads list development because it’s likely to be the deciding factor whether someone will bother to opt-in and read it.

Look, unless you have trained in marketing you’re probably not that good at titling — whether it’s your free download or a blog or a podcast episode.

Titling is an art and it takes practice to wordsmith in a way that motivates people to take action. It took me years to learn this.

The biggest secret about titling is to RAISE CURIOSITY. Not what you thought, right?

Take the title of this episode — The Single Most Important Thing About Your Coaching Lead Magnet. It inspired you to action. You decided to listen to this episode.

Notice that I didn’t give away what that single most important thing is in the title. That’s the big mistake most coaches make in titling.

I could have titled this episode: How to Title Your Lead Magnet. Not a horrible title but it is super dull.

Now, you do need to give some idea what your lead magnet is about in the title but you can be somewhat cagey about it. I encourage my VIP clients to take their unique benefit statement and slightly alter it into a title for their freebie.

Why? Because their Benefit Statement describes the big problem they help their clients overcome and/or the ultimate outcome their audience wants.

For example, my Benefit Statement is:

Helping coaches earn more and market less by choosing a highly profitable niche they’ll love.

Choosing a profitable niche is a BIG problem for all new coaches. And, all coaches want to earn more and market less.

So my own freebie title mirrors my benefit statement:

5 Secrets to Choose a Highly Profitable Coaching Niche You’ll Love

See how that works?

3 More Things Your Coaching Lead Magnet Title Needs

So you want to start by raising curiosity. There are four other things that are helpful:

  1. Numbers in titles have been proven to increase interest.
  2. Name or imply your target audience in the title. The phrase “Coaching Niche” makes it clear I’m talking to coaches.
  3. Name the basic topic without making it dull.

If you’re following my guidance in this podcast series for creating your lead magnet you’ll first design your Signature Program, then create a free offer that pre-qualifies and pre-sells your audience to buy that program by having the freebie organize around your VIP offer.

I know, this is bit complex.  But there’s method to this madness. See I’ve learned that congruence and relevance are what help you attract clients.

So take a look at your lead magnet title now. Does it raise curiosity? Does it mirror your benefit statement and Signature Program? Don’t forget to grab your copy of How to Make Your Free Offer Irresistible so you can assess how your lead magnet stacks up and a client winner.

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.

Ep 85 – How Can New Coaches Be Perceived as Credible?

You’ve heard that you need to build the know-like-trust factor with your target audience before they’ll hire you. It’s true.

Imagine that your ideal clients reach out to hire you already feeling a deep connection with you and wanting what you offer. It raises their willingness to invest at a high level and fully dedicate themselves to the work.

But how can you convey credibility as a brand new coach?

That’s what today’s episode is about.

To answer that question, let’s turn this around. Shift your perspective on the problem. It’s nearly always the best way to solve problems.

What inspires YOU to feel that a resource is trustworthy?

Some people say things like credentials, years in business, reviews or testimonials. Absolutely. Those things help.

But there’s something that grabs attention and builds trust even faster …

Coaching Prospects Trust Coaches Who Understand Them

I hear constantly from clients, prospects and fans of my podcast that they feel like I’m speaking directly to them. Someone wrote me today saying: “I’m beginning to think your podcasts are written for me.”

That is your goal.

People will trust you if they feel understood by you. And this is the territory where brand new coaches can get real traction.

As a new coach you’d be unlikely to have loads of credentials or relevant testimonials. You haven’t had the chance to build up social credibility online. And, you don’t have ‘word of mouth’ going for you yet.

So instead, put your attention on KNOWING your audience inside and out.

I just received an email from a company that wants to promote my podcast. It took me all of 5 seconds to decide to toss that email. Not only did they not even use my name, I could see that they had not bothered to research me at all. It’s arguable that they know little about the challenges and goals of podcasters.

That’s a stupid and wasteful way to develop a business.

I get countless requests to connect on LinkedIn from supposed experts pushing out blasts to all coaches promising to help them get a steady stream of clients. It’s clear from what they write that they don’t understand coaches. They haven’t bothered to look at my profile. They searched “coach” and then put out the same basic message as thousands before them – all of whom I summarily blew off.

Don’t ever market like this. You will LOSE CREDIBILITY so fast. And essentially it’s spamming. Never spam.

Do Your Homework Coach

Do your homework! Your future and current clients are your most important asset. Treat them with great respect and speak to them with relevance.

Here you are — a coach – someone who loves people and wants to help them achieve something grand. Well, before you throw up that website selling coaching take the time to choose a specific target audience, research that group lovingly, then speak their language.

This concept of speaking your target audience’s language and contextualizing all of your copy and offers to fit them like a glove is the crux of everything I teach new coaches.

That’s because it quickly builds credibility. And in today’s market place you absolutely need credibility to grab attention, inspire a belief that you can help them, and motivate their investment in you.

Narrow Your Audience and Coaching Niche to Build Credibility

You can only show that you know your audience in your social posts, content, web copy and offers if you have already narrowed to a specific unique and narrow group of people who are seekers – people who naturally do invest in their own personal or professional growth.

The broader you are in your audience or niche the less likely you’ll be able to build trust quickly. Many typical niches coaches choose such as helping people get unstuck, transition, do self care or build confidence don’t inspire investment because there’s so much free stuff out there on those topics.

So the WAY you narrow and the way you articulate your coaching niche do matter. It’s an art. And it’s a strategic process that deserves your time.

So what undermines credibility?

Shoveling out there the same stuff that many coaches do.

For more information about how NOT to undermine your credibility consider listening to a few of my past episodes. Why is Coaching a Hard Sell? And also listen to the whole Coaching Business Checkup series.

What will you do this week to narrow your audience if you haven’t already, to research them thoughtfully and then SHOW that you understand them in all you do?

In the Next Episode: When and How to Stop Coaching for Free