Tuesday July 5, 2016
When coaches ask me to help them improve their email marketing, website copy and social media presence, I almost always find that they're missing the most important client attraction principle there is:
They don't talk about the things their clients actually WANT.
What do I mean, and how does this drive your clients away?
Many coaches struggle to get clients because when they talk or write about their services, they focus on the things they'll help their clients to do, instead of the benefits they will reap by doing those things.
Let me give you an example.
Let's say you're a holistic health coach who helps women to release weight by changing their mindset, self-image and deeply-ingrained habits.
Now, that description I just gave you might sound good to you, but it probably won't be so compelling to your clients.
You see, not many people lie in bed at night thinking, "If only I could change my mindset" or "If only I could change my self-image".
And while they may desire to change their deep-set habits, they'd probably be perfectly happy to skip that step if they could get the results they truly desire without doing it!
Here's a better example.
"I help women to quickly and easily release weight WITHOUT hard exercise and deprivation diets, so they can have more energy for their family, work and hobbies, fit their favorite outfits again, and feel confident and beautiful."
That example did include a bit of information about the process, but it largely focused on the results that the clients would experience once the process was complete.
Using specifics that your readers can picture, hear, taste, smell or feel helps them to envision what their life could be like after working with you, which increases their desire to experience that life.
Things like "Fit your favorite outfits again", "Have plenty of energy to play with your kids", "Love the person you see in the mirror", and "Feel confident and attractive when you meet new people" are visible, tangible experiences that people will enjoy after they change their damaging mindsets and create the healthy body they desire.
Here are some questions you can use to improve your client attraction materials.
When you're about to describe what you help your clients do, ask yourself: "If the thing I'm talking about was the only benefit they'd get, would they still want to do it? Or is it just the means by which they get the benefit they really want?"
Another way to phrase the question is, "If they could get what they want without doing this, would they choose to do so?"
For example, if people could feel energetic, beautiful, healthy and strong without exercising and changing their mindset, they'd probably do that, so clearly exercise and mindset change aren't the selling points!
By using this test to improve your marketing materials, and by offering your clients the exact benefits and experiences they desire, you can give your readers an instant feeling of "YES! That's exactly what I want to experience. How do I make that happen?"
Would you like me to help you attract more clients?
If you'd like me to help you improve your emails, website and social media presence, so you can help more people, make more money, and enjoy the impact, success and lifestyle you desire, I'd love to talk with you.
Just send me an email at [email protected], and I'll get in touch so we can discuss your goals and see if we're a good fit.
I look forward to hearing from you.