#82 Proof Over Promise: How to Build Your Coaching Business with Real Results

As a business coach, I've recently had an experience that made me reflect on the key to my success. I was invited as a guest on a podcast because the hosts were amazed that I could sell a ￡3,000 service via a sales page without being a celebrity. This success, which has freed up 10 to 15 hours a week of discovery calls, is largely due to one crucial element: case studies.

In today's article, we're going to dive into the concept of 'proof over promise' and how it can transform your coaching business.

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The Power of Proof Over Promise

In the saturated world of business coaching, it's easy to fall into the trap of making grand promises. You've probably seen adverts claiming you can make a fortune in a short period, making it seem like anyone can achieve instant success.

But here's the truth: real businesses aren't built overnight. And potential clients are growing increasingly sceptical of these over-the-top promises.

Imagine two coaches offering essentially the same service:

• Coach A has an incredible, over-the-top offer promising the world and beyond.
• Coach B keeps it simple but has hundreds of glowing testimonials.

Who do you think will attract more clients? It's Coach B, every time. They don't need to over-promise because they have other people talking about their experiences.

This is the approach I take in my business. It's about showcasing the journey. While you can't guarantee specific outcomes, you can demonstrate the kinds of results you've achieved with other clients.

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Building Your Proof

So, how do you go about building this client proof in your coaching business? Here are some strategies:

1. Start Small and Over-deliver: When starting out, don't be afraid to take on clients at a reduced rate or even for free. What you want is to generate results and testimonials.

2. Document Everything: As you work with clients, document their progress. Think about how you can capture the "before" and "after" of your coaching engagement.

3. Collect Diverse Testimonials: Gather testimonials that focus on different aspects: - Working with you as a person - Specific results achieved - Overall transformation - Your coaching process

4. Use Video Testimonials: While written testimonials are fine, video testimonials add a layer of authenticity that's hard to match.

5. Create Case Studies: Even if clients won't do video testimonials, you can create case studies showing their entire journey of working with you.

Leveraging Social Proof

Once you've gathered your proof, it's crucial to leverage it effectively:

1. Showcase Small Wins: Don't just focus on big transformations. Celebrate small wins too, like gaining a first client or publishing a first article.

2. Use Real Screenshots: Screenshots of client messages or social media posts are more powerful than pretty Canva images with typed testimonials.

3. Continuously Update: Fresh social proof is more compelling than old testimonials. Make gathering and updating social proof a priority in your business.

4. Create a Proof-Rich Website: Aim for a website where visitors can keep scrolling through endless social proof.

Starting Out: Building Proof from Scratch

If you're just starting and don't have client proof yet, here are some strategies:

• Personal Transformation - Share your own journey and transformation
• Beta Test Programme - Offer a discounted 'beta' version of your services in exchange for case studies
• Leverage Certifications - If you're certified by a reputable organisation, use their credibility
• Start Small - Remember that every tiny bit of proof helps so keep collecting it as much of it as you can wherever you can!

Conclusion

While social proof is crucial, don't neglect other aspects of your marketing or offer creation. It will be challenging to get good testimonials, even if you're offering services for free, without a compelling offer, clear message, and strategic outreach campaign.

By prioritising client proof in your coaching business, you're addressing the core concern of most potential clients: "Can this person really help me?"

I challenge you to think about how you can utilise, collect, and showcase that proof today. Watch how it transforms your ability to attract and convert clients into your business.

Remember, in a world full of promises, be the coach who delivers proof.

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Prefer Audio?

You can also listen to all my new content on my podcast Women in the Coaching Arena

Whenever you’re ready, here’s other ways I can help you grow your coaching business:

1. Love coaching, but struggling to get clients? Download the 12 Quick and Easy Ways to Get Clients now.
2. If?you'd like to work with me personally to take your Offer to Market in 30 days?here's the details to join me for a month starting 16 September to book sales calls next quarter. Join now to get started on your offer and get my detailed feedback so you're ahead of the game.
3. Interested to know more about my ‘Business of Coaching’ programme? Click here to learn more.

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