You know you need to be in regular contact with your prospects. Whether it’s sending out a regular email newsletter or posting a blog, video, or podcast, we all need to be using some kind of keep-in-touch strategy.
The question is, what do you say and how do you say it in a way that people actually respond to without coming across as a pushy salesperson?
It’s not the easiest thing to do, and coaches often run into several problems.
1. You Don’t Want To Push
If you’re anything like me, you want your content to be really great.
You want to build a relationship with people, but you don’t want to be pushy. You don’t want to be sales-y. You don’t want to constantly hammer people with the message, “BUY MY STUFF!”
“Hey, I’ve got a workshop. You should come.”
“Hey, I’ve got a free session. You should come.”
“Hey, I’ve got a new product. You should buy it.”
No prospect wants to see that message over and over, and no coach wants to say it over and over.
You don’t want to be pushy.
2. You Give Too Much
When we don’t want to be pushy, we tend to swing the other way.
Instead of giving too little value, we end up giving too much. When you give away too much, two things happen:
- You get tired
- They get full
Imagine this: You’re sending out tons and tons of sales messages.
So many, though, that your prospects switch off. They ignore you.
You’re out of the picture, and it’s done.
Even if you’re sending quality value, they’re full. They’ve saved it, shared it, and they don’t want any more.
Being ignored is exactly what we don’t want from our marketing. If you get this wrong that’s the end result.
Make your marketing content like popcorn. After one taste, your prospects should start salivating for more. -Taki Moore [Tweet This]
The way to overcome those problems is through Soft Teaching. If you get this right, things change dramatically.
For starters, you won’t be confused about what to write anymore. You’ll know exactly what to say and how to say it.
The messages you send – whether it’s email, video, podcast, or whatever – will also position you as the thought-leader. Your marketing can position you as somebody at the top of the mountain – somebody worth listening to; somebody worth studying; somebody worth pursuing.
This makes prospects want to climb up the mountain to work with you.
You’ll also be giving away content that makes people hungry for more.
It’s like going to the movies and getting one of those gigantic popcorn tubs.
Let’s be honest, nobody needs that much popcorn. But, after a small handful, the salt stimulates your greedy glands and you have to have more.
We want “popcorn” content. It’s not heavy or filling and it makes our prospects salivate and want more.
Get Prospects Addicted
When I was in primary school, I knew what it was like to be addicted.
The moment the school bell rang, my best friend, David, and I would high-five our friends, grab our backpacks and sprint like mad two blocks up the hill towards my house.
We’d rush into the kitchen, make a glass of cold chocolate milk, and throw ourselves onto the couch. Then we’d click on the remote control. If we timed it just right, we’d be in time for Batman to start.
We were completely addicted to that show.
I want your prospects to be like that for your content. Not ignoring it. Not just consuming it, but “running home to catch the next episode”.
Not literally, of course, but they’ll be excited and wanting more and more and more from you.
Let me give you an example of how this happened in the last 48 hours.
I got a call from a whale.
This whale is the largest coaching company in Australia and New Zealand.
They rang me and said, “Taki, I’ve been stalking you.”
I asked, “What do you mean?”
The guy said, “I’ve been receiving your emails for ages. I’ve been watching your videos and I can’t get enough. They’re addictive. There’s so much sense in what you’re saying, and I want to talk to you about how we can get our guys involved with you.”
This is what happens when you get Soft Teaching right.
Keep an eye out for more posts coming soon where we’ll dive into soft teaching in your marketing to get prospects addicted to your content.