Why Is Marketing A Dirty Word?
Sarah Short
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I asked a question in our community Facebook group, Coaching Republic (you're not in the group? You'll find it here and you're welcome).
The question I asked was this: How consistent are you in your marketing?
One coach, who is prolific in posting his thoughts, views and memes (ie his marketing) in a number of groups I belong to, as well as on Facebook and LinkedIn generally, was the first to answer and he said this: Is marketing necessary?
Stunned!
I have to confess that of all people to reply with that answer, he was the last one I would have thought of!
The thread (which you can see in the group) continued with this coach objecting to my referring to what he does as marketing. I don't market, I coach he said.
That response has sat with me overnight and I've got this question; why do some coaches intensely dislike the idea of marketing?
Dirty Word?
I think that the reason that this particular chap wants to think of himself as coaching and not marketing - even though he plainly is marketing - is because he thinks of coaching as noble, high minded and an intellectual pursuit. Conversely, he thinks that marketing is distasteful.
I have spoken to thousands of coaches about their businesses, both 1:1 and in groups and there is a subset of coaches who (just like this chap) believe that marketing is somehow grubby, underhanded and sneaky. That using marketing somehow tricks a client into working with you.
In short, they think marketing is a dirty word.
What Is Marketing?
Marketing could be defined as any activity or item that is used to showcase your product or service. So, websites, business cards, brochures, adverts, blogs/articles, presentations, networking... I could go on, but I'm sure you get the idea.
Bad Marketing
For a coach, bad marketing is a website that talks endlessly about the coach's qualifications and experience. It's a website that is littered with the multiple ways in which the coach works and what they do. One website I've seen says this:
- I can help you lose weight,
- I can help you to be successful in business,
- I can show you how to be a coach too
- I can help you become healthier
- I can help you with strategic planning, improving focus, mastering your mindset, emotional resilience.....
I could go on, but I'm sure you get my point.
Bad websites talk about how important the coach is (for example "through working with me, people achieve more than they ever have before" yes, this is a quote from a good-looking, but poor website).
Bad marketing for a coach is them talking about how working with them will help the client 'reach their goals and overcome limiting beliefs'.
Bad marketing is all about the focus being in the wrong place; on the coach and not on the client.
Another form of poor marketing is the aspirational meme. They are nothing but hopeful noise in a world full of hopeful noise. Sadly, the coach who creates them feels that they are significant and meaningful, but the people that the coach hopes will think the same never seem to do so.
The reason that I say that these things are bad marketing is incredibly simple; because this kind of marketing doesn't result in paying clients.
Good Marketing
Good marketing can be defined as any activity or item, which defines in detail the benefit to the potential client of using a particular product or service. Good marketing will describe the sub-optimal situation the potential client finds themselves in at the moment and how using this product or service will improve that situation.
With good marketing, the focus is on the potential client and not on the coach.
For coaches, marketing done well results in the potential client realising that you offer what they need. It results in them coming to you and asking for your help.
Good marketing is not tricksy, it's not underhanded, it's clear, honest and straightforward.
Business Owner @ Gadget Club | Business Owner & UW Partner
5 年Really enjoyed this. Are these the same coaches that are calling themselves coaches because ‘management consultant’ is also dirty? I also had a run in with a so called coach this week that chose to post an unprovoked negative assessment of the network marketing industry (with clearly no knowledge or experience). Maybe they are TOO focussed on everyone else’s problems and maybe they should concentrate on their own game first ..?
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5 年Really interesting article, as a new coach starting out it's really useful. Thanks!
Designer & brand development specialist turning ideas into reality.
5 年Having been an advertising professional for the last 25 years I have never thought marketing as a dirty word. The individual components of a strategy and the misleading messages of a few which invariably are anicdotal and in the past are the reason for such comments. Instead any message should always be on the basis of these three pillars, legal, honest & true.
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5 年Knowledge & experience around marketing is key. Get it from the right places to realise the true worth of your business in a genuine way ??
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5 年Great insights. I tend to say that we all execute so called undercover marketing. We post content to educate, raise awareness and generate leads. Even if we don't clearly ask people to buy or book the purpose is the same.