Hidden ways the online coaching industry patronises women (and keeps them in their place)

I've been thinking about why so many intelligent, capable women have had their fingers burnt by the online business world i.e. investing in uber expensive online programmes that promise the world (aka a '6 or 7 figure business' overnight) and deliver very little.

And I wonder if language is to blame.

Because many of the words or phrases that have become commonplace are basically 'dumbed down' versions of things people talk about in the corporate world.

Here's three examples of the way language is used in the online space in a misleading (and, frankly, patronising) way.

1.Using the phrase Content Planning (instead of Content Strategy)

Have you ever heard a Chief Marketing Officer (CMO) talk about creating a content plan? Um, no...it's all about strategy right?

Because you can't create a content plan without a content strategy.

And you can't create a content strategy without a business strategy that sets our your goals. Otherwise you won't have a clue what to kind of content to publish - or where.

I explored this in my article on why entrepreneurs need to stop creating content plans . But here's the 'top line': if content specialists in the online space are habitually using the phrase 'content planning' when they're really talking about is strategy it's actually doing their clients a disservice.

Guilty as charged, by the way...and now I've recognised the harm it can cause, I've stopped doing it (more on this later).

2. Using the phrase 'launch' instead of 'campaign'

If you’ve been in the online space for more than five minutes, you’ll have heard people talking about ‘launches’ e.g. 'how to have a?6 or 7 figure launch'.?

Words and phrases like ‘cart open’ and ‘cart close’ have also become commonplace. The implication being that a successful launch simply involves showing up for a week, sending a few emails, posting a few things on Instagram…and woohoo…you’re a millionaire!

Which is just bulls**t.

There's more on this in my article on why female entrepreneurs should get off social media in 2023 ...but (case in point) earlier this year, I generated ￡31k in sales of a ￡47 digital product in seven days (Pre-Orders of my?2023 Courageous Content Planner & Content Kit ).

Would you be happy with these sales of a relatively low priced hybrid digital product in 7 days? You should be...

Because it was not the result of a 'launch week'.

It was the result of a sustained 90 day content campaign. In which I published content very strategically. Including dedicated podcast content and a series of new (and highly-targeted) email lead magnets. And a waitlist strategy.

3. Blueprints & templates (and why they can be misleading)

Back in the day, I bought a 'Launch Blueprint' from a Big Name Guru. 'Cos all the Big Name Million Pound Internet Entrepreneurs were endorsing it at the time.

And guess what...?

I followed it to the letter but I didn't have a Million Pound Launch. WTF?

Thank God I found out the average conversion rate for online sales was 1-2% early in my online business journey (which meant I was actually doing ok, given the piddly email list I had at the time). So I accepted I wasn't going to be an Internet Squillionaire overnight, dug in and did the (necessary) work of building an email list.

If I hadn't. I'd have wasted more money on resources that promised me the world and deliver diddly squat. And God knows my Facebook feed was filled with enough free Canva templates and pre-written social media posts at the time.

Now I'm not a stupid person - and if you resonate with any of this - I'm pretty sure you're not either. But I was 'duped' by the hype - and the dumbed down language that's now so commonplace in the online space - and perhaps you have been too?

I mean, have you ever heard anyone in corporate companies talk about a using a 'blueprint' or a template? Nope - they talk about strategies, reports, white papers etc

Now don't get me wrong...I'm not saying blueprints or templates are bad. There's 1000+ templates for social media posts, blogs and email newsletters in my 2023 Courageous Content Planner & Content Kit.

Because I understand that no one starts a business and just 'knows' how to do this stuff. And having a framework that helps you get to grips with how to start, finish - and what to do in the middle - can accelerate learning (and as a qualified teacher, I actually know my stuff on the neuroscience around this - and actually care).

But if you're going to offer blueprints/templates...it has to be underpinned by strategy - otherwise it won't work. Which is why my 2023 Courageous Content Planner & Content Kit includes strategy templates (annual, quarterly, monthly and weekly) and an audio training/EBook that shows you how to do it.

It's also why I won't sell my planner separately to the strategy templates/resources that come with it - however much people tell me they don't need them. Because I know they do. And it would be out of integrity for me to flog people my planner - without giving them the strategy to underpin it.

Why the language of online business is dangerous

So why does it matter?

Well let's return to my Planner Launch example - ￡31k of pre-order sales of a ￡47 product in 7 days.

Achieving those kinds of results takes experience, skill and high level content strategy. Which I'm not saying to blow my own trumpet...but to illustrate how 'dumbing down' things that are complex (e.g. using the word 'launch' instead of 'campaign') can give the impression something is 'easy'...when it's not.

And feeling like you've 'failed' at something you thought was 'easy'... is far more crushing to your self-esteem than something you were expecting to be hard.

If you're still wondering why language matters...here's a question for you.

Would you expect to graduate from a marketing degree and be able to run a super successful media campaign for a big brand - single handed? And not only create the campaign strategy - but also create all the content including the sales page, social media content -and a shit hot email marketing campaign?

Of course you wouldn't. And most female entrepreneurs who dream of building an online business don't even have a frickin' marketing degree.

Yet they're bombarded with messages about how 'easy' it is to achieve the same kind of results as the CMO of a big company (with ZERO experience).

Now can you see how f**ked up it all is?

But I'm tired of being patronised - and (inadvertently) patronising my clients. So I'm hereby vowing to treat my prospective clients as they intelligent people they are. Which means dropping the 'dumbed down' language and explanations. And I really hope you will join me.

Janet Murray is a content strategist, author &?podcaster ?who helps coaches, consultants & entrepreneurs build authority in their industry through engaging thought leadership content. Her?2023 Courageous Content Planner & Content Kit ?will help you create your content strategy for 2023.?You can save 10% with the code LI10.