future of coaching discussion will return next week
Thursday, November 14,
Dear Today's Coach
Are you confused
about which 'niche' to go into? Are you wondering how to brand
yourself? Are you trying to decide how to package yourself?
my view, all of these are the wrong
Please, let me
Marketing guru Dean Jackson woke up all of us at the
Full Practice Marketing Conference in San Diego last week (318 coaches)
with his approach to marketing, especially via the web. And, given
Dean is one of the top earners on the web, it makes sense to hear him
Focus 100% on the
person you wish to reach.
Not by trying to
explain who you are, i.e., The Executive Coach The Relationship
Coach The Evolution Coach (That's all about you and your
specialty. Two problems with that, according to Dean.)
limitation of above is that it's about a broad category (executives,
relationships, evolution). It's like going to the store and asking
for dessert instead of German Chocolate Cake.
Second, it's about
you (coach) instead of about the person visiting your site or who you are
speaking to. Dean says that people don't care who you are; they only
care what they can get from you (it's not personal; it's just
Dean suggests that you describe to your prospective
clients who they are and what they are facing/going
Here are a couple of examples of this
#1: Have a very specific solution to what someone is very specifically
Below is a
screenshot of Dean's entire website (visit http://www.stopyourdivorce.com) 1.
It looks really plain 2. It brings in high six figures annually 3.
It's not about improving your marriage, offering relationship services, or
legal assistance. 4. Rather, it's about one thing -- very, very,
very, very specific -- called stopping a divorce.
The point here is that when a person comes to
this site, they KNOW this info/ebook is for them. There is NO
Now, if Dean wanted to, he could also start a website/ebook
--Starting Your Divorce --Living Together Blissfully and
Never Getting Married --Accelerating Your
Divorce etc. (yes, there are various websites on
See the point?
1. Don't be afraid to be really
specific. 2. Make it situational. 3. Mention yourself/abilities only
in the context of the clients you have helped.
The trick is to have
multiple websites or pages so that when someone is searching on the
internet they come to the PERFECT page for them. NOT a "nice page about
improving your relationship."
Example #2. Target toward a very specific type
of person and show them that you really know and understand
Here's a different
approach. Here's a coach (me, actually) who targets a particular
type of person/client. (Full disclosure: Actually, I'm not targeting
them right now because I run CoachVille but if i went back into private
practice, it's who I would target).
Visit the website at http://www.todayscoach.com/2002/x29genius.html
to see the cool moving logo/Flash file. And, below is the drop-down
menu which outlines some of the situations/problems/feelings that this
type of person would typically experience. I'm speaking to THEM via
When my ideal client reads this, they KNOW I know them.
I don't have to say I know/understand them. This list 'proves' it.
Credibility is immediately established. And, by having multiple
situations, I don't have to have a separate website for each
When the visitor clicks on 'click for solution' I would
have a brief description of what causes each of the situations described
as well as how I generally coach folks around/through these. (Don't
be afraid to give away your tricks/strategies -- clients will hire you
anyway, and even more so.) I would then invite them to Instant Message,
call or email me to get
Above are just 2 examples of how to target a specific market. And,
there are many successful ways to build a website and to target your ideal
clients. You CAN do the traditional approach of being a relationship
coach, etc. You can benefit tremendously from branding.
start first with identifying 1, 5 or 15 types of clients or client
situations that you want to help people through as a coach.
And, be very, very specific.
We cover this, and 36 more marketing strategies, at the Full
Practice Intensive. Details at http://www.coachvilleconference.com.
Upcoming cities include Vancouver, Chicago, New York, London (England) and Atlanta in the first part of
And, soon, we will include this in the new School of eMarketing
curriculum (Feb 2003) that is now part of the School of Coaching bundle --
all schools for $1795 until June 1, 2002, when it all jumps to $4495.
Details at http://www.schoolofcoaching.com.
I hope that this was useful. It was fun
to write because I see/believe in the effectiveness of this
The Future of Coaching Series will return next week (really!)
Personal Note: Wild time in San Diego last weekend with
318 coaches, Dean Jackson, Steve Straus, Richard Reardon, Susan Austin and
Ginger Cockerham who made the Full Practice Intensive a success. It was
one of the highlights of my professional career. Now, on to Atlanta
and Denver for the Certified Coach Intensive; then to Seattle and Ft.
Lauderdale after Thanksgiving. Then a