Only Take Advice From The Right People

One of our coaches recently set off to write a marketing message for their ideal client. They had done the ideal client work, and now needed to create a marketing message that would speak directly to the kind of client they want to work with.

(Quick Reminder Of WHY You Need An Ideal Client!)

If I can just digress for a second and leave that coach working on the copy for their marketing message?. Knowing who your Ideal Client is, means that when you create marketing ‘stuff’ – from Facebook posts and tweets to blog posts, to podcast shows or YouTube channels – you know exactly what to say, because you know who you are talking to. 

Generic “I can coach anyone through any situation” marketing gets drowned out by the massive, precision-targeted, marketing ‘noise’ in which we all live. If you’re wondering what I mean by ‘marketing noise’, just look at the ads and sponsored posts that float across your social media newsfeeds. That’s all part of marketing noise.

Back to our coach...

Their marketing message was developing beautifully, when all of a sudden I got a (slightly panicky) email.

This coach had been talking to a family member about their marketing message who had said (and this is me paraphrasing) "that doesn't sound like something I'd pay for!"

I didn’t even need to read the email to know what I needed to say: Don’t knee-jerk. Don’t change the direction of your marketing based on one conversation with one person who isn't even the kind of person you want to coach.

Family And Friends Mean Well, But...

The thing about taking advice from family and friends is that they mean well. They really do. However they probably don't know what they're talking about when it comes to marketing professional services in the 21st century. Even if they have run a great business in the past, unless it was one that's very (very!) similar to what you're doing, their advice is probably not helpful.

Family and friends can say things that are hurtful, that feel like a knife in the heart. Again, they don't mean to. They think that what they're saying is helpful.

The 'I wouldn't pay for that' comment was probably intended as something to help the coach rethink their plan, not to upend it. However, it very nearly did upend it!

Crisis Of Confidence!

Working on your own to create ideal client avatars and marketing messages is a really tough gig, made all the tougher by the helpful comments from those who love us.

One of the benefits of our community is that they are all able to offer supportive and constructive feedback on your marketing efforts. Feedback that helps you to move forward and towards your paying clients. It means you don't have to contend with all the mind monkeys that come out to play when someone does make that kind of comment.

It's not easy to ignore our family and friends, but honestly, it's probably for the best in terms of their advice regarding your marketing.