For a coaching model to be successful, it must meet the needs of four key stakeholders.
It must work for you, your prospects, your clients, and the coaching business as a whole. Without meeting the needs of all four, you’ll inevitably run into serious problems.
In the last post, we talked about meeting your needs before we take care of our prospects or clients.
Now we’ll take a look at meeting our prospects’ needs.
Your coaching model is useless if your prospects ignore it. Therefore, our job is really straightforward. We need toconnect with their craving.
We want our prospects to see our marketing and think, “Aahhh, they’re talking directly to me!”
When prospects look at you, your program material, website, or webinar, they need to see themselves.
I often say you need to be the 2.0 version of your prospects — the version of themselves they aspire to be. The only way to do it (and do it well) is to connect deeply with their craving.
Empathize, Empathize, Empathize
I firmly believe that the best marketing weapon you can ever hope to have is the ability to empathize with your clients.
Wyatt Woodsmall said that when you can articulate a person’s problem better than they can, they automatically and unconsciously credit you with knowing the solution.
That’s why I don’t focus on shouting louder than everybody else to hype my coaching programs. Instead, I work hard connect with people’s cravings and help them feel like I’m the right fit.
Know The Need, Then Meet The Need
When we get this right, prospects look at our brand and feel like we see right through them and understand exactly what they’re about.
To do this, we need to know:
- Who are we going after?
- What are they craving?
- What are their fears and frustrations?
- What are their hopes and aspirations?
Once we connect with their craving, we can make a promise that satisfies it.
We want them to think, “Not only do they know who I am and what I’m struggling with, but they know where I want to be and they have a program to get me there.”
You need to be Version 2.0 of your prospects — the version of themselves they aspire to be. -Taki Moore [Tweet This]
Put Them In The Spotlight
We recently looked at some possible website redesigns for CoachMarketingMachine.com. I realized that even though I’ve been teaching this stuff for years and believe in it with every fiber of my being, there are still a few things on the site that aren’t focused where they should be.
The truth is, your marketing can focus on one of four places.
First, your marketing can focus on you, and quite frankly, prospects aren’t that interested in you. Even though you’re awesome, they just don’t care because they’re too busy thinking about themselves.
Or, marketing can focus on your business or your product/service. Once again, your prospects don’t really care about how great your company is or how long your program’s have been around.
If the focus is on you, your business, or your coaching program, you’ve got it all wrong.
The only thing that matters is if you can put the spotlight on the prospect and their problems.
Think about the marketing you’ve been doing over the last 6-12 months. Where has the spotlight been shining?
On you? Your business? Your product/service? Or on your prospect and their problems?
Here’s what happens: the moment you do a really good job of shining the spotlight on your prospects, they become interested in you, your company, and your product or service.
The key is starting with the focus on them and the struggles they’re going through right now.