Try This Marketing Tip Before You Hire Another Coach
โ๐๐ซ๐ ๐๐จ๐ฎ ๐ ๐๐จ๐๐๐ก ๐๐ซ ๐๐ฎ๐ฌ๐ข๐ง๐๐ฌ๐ฌ ๐๐ฐ๐ง๐๐ซ ๐๐ญ๐ซ๐ฎ๐ ๐ ๐ฅ๐ข๐ง๐ ๐๐จ ๐๐ญ๐ญ๐ซ๐๐๐ญ ๐๐จ๐ฎ๐ซ ๐๐ซ๐๐๐ฆ ๐๐ฅ๐ข๐๐ง๐ญ?โ
Okay, and how many times have you heard that line before?
And itโs usually coming from other coaches, foreign marketers, and copywriters trying to push their services and convince you that you need to spend huge sums of money on their programs or teams when you may just need a simple adjustment.
Let me tell you what I mean, then Iโll show you how to fix it in just 5 easy steps you can use right now.
As an editor and book coach, I work with plenty of coaches and experts who struggle to sell their services. Itโs not because their product isnโt any good. In fact, most of these authors-it-training have something great to offer and years of expertise to back it up. The real reason they arenโt attracting high quality prospects is that theyโre all making the same crucial mistake:
Theyโre out of touch with their ideal clientโs problem, wish, and urgency. They try to sell their service, instead of trying solve a problem their clients actually care about, offer the result their clients want, or acknowledge their potential clientsโ need to solve the problem right now.
As a result, all of their marketing language sounds like, โBuy my awesome product!โ or โLet me teach you to [work work work] so you can [generic result].โ
If youโre reading this thinking, โSh*tโฆ Iโve been doing this same thing,โ donโt worry! Copywriting is a very specific skill that most coaches and professionals donโt learn until they have to do it for themselves. Hereโs the easy solution though:
STEP 1: Get Super Specific about who your Ideal Client is. (What do they do? Where are they? What have they tried?)
STEP 2: Get Super Clear about the problem in their words. (What are they actually saying they want or are struggling with?)
STEP 3: Get Super Clear about their wish. (If they could snap their fingers and change things, what would it look like? What does โproblem solvedโ look like to them?)
STEP 4: Get Super Clear on their urgency (Why is now the best time to solve this problem? What is it costing them? What is at stake?)
STEP 5: Adjust Your Copy to address the clientโs problem, wish, and urgency. (Address their pain points and โsellโ the wish, not the work.)
What you should end up with is something along the lines of, โSolve your [pain point] and get your [wish] โฆwithout [thing you want to avoid] -or- โฆ in [desired timeline].โ
Now you may be thinking, โWait a minute, Andrae! What do you know about marketing? I thought you were just a book coach?โ
I am a book coach. I help new and aspiring authors write and publish quality and effective books that resonate with readers, make an impact, and turn some of them into premium clients for the authorโs business. But hereโs the thing you should know about a book that gets these kinds of results:
In order to give people your results or prove to them that you can do so through a book, they have to read your book. In order for them to read it, you have to get them to buy it. In an ocean of โHow Toโ books, the only way yours will stand out to your dream client is if it speaks their language.
Sounds like marketing to me.
So I teach my private clients the exact same thing Iโve told you above. Let me give you an example of how it works in practice, and not just theory.
Letโs say youโre my client and you specialize in weight loss coaching. You tell everyone, โI help women get in shape fast by combining aerobics and intermittent fasting to boost metabolism and reduce fat storage.โ
Sounds good, but thereโs one problem. Nobody is looking for that. Anywhere.
Letโs look at who your ideal client is. Her name is Jenny. Age 54. She needs to lose weight fast to lower her risk of heart failure before her doctor puts her on medication, but she struggles on popular diets and normal fitness routines. Sheโs also tired of feeling sluggish and not having energy like she used to, and she wishes she could feel like she did in her younger body.
Thatโs a lot of info to work with. From this, you could refine your previous statement to something more specific to her. That might look like, โI help women in their 50s lose weight and feel 10 years younger through natural, personalized plans, without fad diets or impossible exercise routines.โ
Do you see how the first version is generic and speaks to no one in particular? Do you see how the the second version is specific and instantly attractive to someone like Jenny?
In publishing, we use this same information to determine the language needed for titles, subtitles, book description, and promotional content. It makes all the difference between a book that sells and a book that gets shelved. This book might end up with a title like, I Have My Body Back: The Womenโs Guide to Losing Weight and Gaining Energy After 50.
(See how this works? ๐)
If youโre struggling to make a real connection with your dream clients, try these steps before spending any money. I wonโt tell you that you donโt need a coach. Maybe you do, and thatโs OK! But before you invest in another program (because Iโm sure youโve bought a few), make sure your problem isnโt an easy fix like this.
Trust me, when you nail the language, you should start seeing more interest and engagement from qualified, interested human beings.
Also, if youโve published a book that isnโt moving or getting you the attention you thought it would, try taking a look at your title and book blurb. Those are your primary marketing tools. Then look at where youโre putting it. Make sure itโs in front of your ideal reader. (Positioning is a topic for another post!)
Happy selling!
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If youโre a coach, expert, or change-maker who wants my help to write and publish a book that makes an impact and attracts premium clients in 90 days or less, Click the link above, join the group, and send me a message to set up a free discovery call.
