I knew a coach, Steve who constantly struggled to get results from his networking group. Every time he’d get up to do his talk, he’d ask people to look out for one specific thing. The term he used to describe this thing was referrals.
Who has a really clear picture of what the word, referral, looks like?
Nobody! Because it’s fuzzy and too broad.
But what if Steve said something like this?
This week, I’m looking for a specific guy called Overworked Bob. Bob is 40 years old, works with his hands in a tradecraft and has owned his own business for years. He’s stressed, tired, and hungry to make a change because his kids miss him being around and his wife is fed up with the way things are going. You’ll notice Overworked Bob because he always looks stressed. He’s in a hurry, running between appointments, and looks sloppy and exhausted.”
It’s much easier picture Overworked Bob.
A lot of coaches have a really broad view of their target market. They’re looking for “referrals”, when they should be looking for Overworked Bob.
“I’m looking for professional women between 30 and 45.”
Well, which is it? Is it 30 or 45? Or 36?
We need to narrow it down.
It’s not enough to think about your prospect. You must think like your prospect. -Taki Moore [Tweet This]
Who Are You Channeling In Your Marketing?
Marketing Like Coaches
Most of the time we’re marketing, we don’t market like marketers. We market like coaches.
What’s a coach primarily focused on? If you’re good, you’re focused on performance of your clients. It’s awesome to be focused on your client’s performance when you’re with clients. That helps you with coaching, but it doesn’t help you with your marketing.
Marketing Like Marketers
So, what do you do? Try thinking like a marketer.
Marketers aren’t focused on client performance, they’re focused on persuasion. They’re always looking for a new angle, lead magnet, or process to get people to do what they want.
That’s definitely an improvement in your marketing over focusing on client performance.
The coaches who completely knock it out of the park don’t think like a coach or a marketer. They think like a prospect.
If a coach is focused on client performance, and a marketer is focused on persuasion, what’s a prospect focused on?
Prospects are focused on their own problems. They’re focused on themselves.
Look at your marketing over the last 6 to 12 months.
Have you been thinking about coaching performance and results? Have you been thinking about how you can use more angles like a marketer? Or, have you been focused on your prospect’s problems?
When focusing on your target market, it’s not enough to think about your prospect. You must think like your prospect.