The biggest mistake you're making with your marketing

One of the biggest mistakes I see coaches making with both their offers & messaging is that they focus too heavily on selling the thing (the tool) that gets the job done instead of the outcome their clients desperately want that the tool will help them achieve.

Before John (not his real name), an amazing mindset coach, signed up to work with me he was finding it very difficult to book clients.

He'd gone through a business coaching program and was told to start 100 messenger conversations a day to get potential clients on a clarity call and then move the prospects onto a sales call if they were a good fit. ??

And to share "value" content inviting people to book a call with him.

He tried this strategy for 2 months and hated it because he was spending hours at his computer every day on messenger and on "go nowhere calls" and had only booked 2 clients into his beta program this way.

So when he reached out to me he was exhausted and desperate for a better solution.

I started off by taking a look at his content and it was all very focused on "mindset coaching" for business owners and why "mindset coaching" is important.

When he did tie his work to an outcome of some kind, it was VERY vague because he was trying to talk to ALL types of business owners instead of picking ONE type.

Let me explain...

Problem One - Niche

"Business owners" is far too wide of a niche and different types of business owners will experience business (and life) very differently.

A retail store owner would experience problems with suppliers, staff and customers where mindset coaching would be helpful to keep them feeling calm & grounded throughout the day so they don't explode with rage when a supplier doesn't deliver stock on time or when a customer asks for a refund.

Whereas a solopreneur online coach working from home might have problems with the kids running around making a noise when they are trying to close a client on a sales call.

Mindset coaching would give the coach tools to stay calm when this happens so they don't scream at the children but handle them in a cool, calm & collected manner.

You want to choose ONE type of person to focus on with your marketing so you can speak directly to the scenarios they might be facing and demonstrate how you can solve their problem.

You want them to be able to see themselves in your content and how your solution will help them achieve the result they want.

If they cannot see a picture of it in their minds they won't connect the dots that you're the person who can help which is why vague marketing kills sales!

And you want to make sure you're targeting a market that is ACTIVELY looking for the solution you provide.

Problem Two - Selling the Tool

You want to be selling the thing that your market thinks about from when they wake up to when they go to sleep.

I very much doubt anyone wakes up thinking "I wish I could get some mindset coaching today"

(it's like you don't wake up thinking "I wish I could get more marketing today", but you might be thinking "How can I book a client today?" Hint: this post is part of the how ??)

But the online coach I mentioned earlier might wake up thinking "I hope I don't freak out at the kids today, I don't want them to be scared of me."

You want to sell the RESULT your tool will help them achieve, not the tool.

So many coaches out there focus on selling "coaching"

And why "coaching" is important

Or how "coaching" can benefit you.

Your BEST clients won't need convincing that "coaching" will help them. They will be looking for exactly the type of help you provide.

This is why it's so important that you show them through your messaging that you understand their situation and what they want to achieve

And that you can help them get there with your tools

Now please don't get confused between selling the tool vs. how you'll get your clients the result they want.

I speak a lot about preselling and that you want to share the HOW openly so your prospects can self-select your program because it's a process they are willing to follow.

Normally the tool is part of the process you use and when you have a signature program or a packaged process you'll have a series of steps that you guide your clients through to get them to the end result.

So you want your main messaging focus to be on the RESULT they want

Then you tie your tool into the process of how you'll get them to that the result

Make sense?

This might be hurting your brain a little so if you have any questions please ask in the comments below. ????

If you'd like some help with tweaking your offers (or creating your signature program) & refining your messaging so you can book at least 2-5 clients amazing, perfect-fit clients into your programs every month, The Sovereign Coach Accelerator might be a good fit for you.

Here's what we'll do:

• We'll get clear on your best-fit client and the result they want
• We'll create or refine your offer (and Signature Program if relevant) so it becomes an Easy-Yes
• We'll refine your messaging & positioning and I'll show you how to write 4 types of social posts designed to show your prospects you are the person who can help them & get interested prospects to reach out to you
• I'll help you tweak all your copy so you have the clear message your future clients are craving
• And last, but not least, as we work together we'll see if you have any Inner Saboteurs causing you to feel unsafe and preventing the growth of your business and I'll give you the tools to deal with them

Send me a message if you'd like the details

In your corner

Ann