There’s something you should know before you take another step forward with your marketing: Your prospects don’t give a damn about you or your business.
They don’t care who you are, what you’ve done, or how well your coaching business is going… at first, anyways.
When you first reach out to clients, they care about themselves and their problems. That’s it.
The only way we can hope to break through is to empathize with them and connect with their cravings so they feel like we see them better than anyone else in the world. Only then will they become interested in us, our business, and our coaching program.
So, once we’ve connected with their craving, the next thing we need to do is we need to make a clear promise.
We need to say, “If you’re [this person] experiencing [this problem], then [this program] will get you [this result].”
You are responsible to your clients, not responsible for your clients. -Taki Moore [Tweet This]
Call The Ball
You need to channel a bit of Babe Ruth, pointing to where you’ll hit the ball. Tell your prospects where you’re going to go together.
You need to channel a bit of John F. Kennedy, telling the world that within 10 years you’re putting a man on the moon. It’s a specific outcome and a specific timeframe.
We want to make specific promises that say, “When you come to my program, it’s designed to help people like you get these outcomes within this timeframe.”
My program… people like you… these outcomes… this timeframe
Do you remember the movie Snakes On A Plane? Not a great film, but what an amazing title! It told you exactly what you were going to get.
What about Six Minute Abs?
You know you’re going to get abs, and it’s going to take you six minutes. It doesn’t get much clearer than that.
We want to be really clear to prospects, “When you join this program, this is the specific outcome it’s designed to get you.”
How This Impacts Your Coaching Model
In the past several posts, we’ve been discussing how successful business and coaching models must satisfy the needs of four key stakeholders: you, your prospects, your clients, and your business.
If we call the ball and clearly state what our program does, this happens for our four key stakeholders.
- You don’t end up overworked because you’ve only got one job to do.
- Prospects feel like you’re a fit because you understand what they want.
- Clients are able get the results they were promised.
- Your business can scale because you’ve simplified your outcomes.
A Lesson On Responsibility
What about you? How specific and clear is the promise you make right now?
I asked some of our BlackBelt members this question in a training and several expressed some concern about promising clear outcomes. They said that they couldn’t make promises because implementing their program isn’t up to them. It’s up to their clients.
I totally get that.
The thing is, you don’t have to say, “This program will double your sales in 127 days.” Instead, you say, “This program is designed to double your sales in 127 days.”
Here’s the difference (and it’s more than just a play on words):
“Designed to” helps you with one really important thing — responsibility. You are responsible to your clients, not responsible for your clients.
They are responsible for implementation, but that doesn’t get you off the hook completely. You’re responsible to give them everything in your power to deliver on your promise.
The problem coaches often have is they deny all responsibility for their program’s success and place it all on their clients.
That’s why I put in as much work and energy as I can to make BlackBelt great. I’m responsible to our members to create the best training, templates, and tools possible so they can implement and get the results I designed the programs to achieve.