Coaching businesses are very popular right now, which can make it hard for new coaches to create an offer that will stand out and attract clients.
The business problem follows a similar pattern; you know you have talent and a unique set of skills, yet no one buys your services. Why?
It all comes down to not knowing your ideal client.
A big part of running a coaching business is knowing your audience. The more you know about your clients, the easier it will be to create an offer which speaks to them and leads to conversions.
Of course, I’m not saying you cannot start a coaching business if you don’t have your client profile down to a science. But trust me when I say, you will quickly realize that it can be a struggle without one. If you continue to run a business that doesn’t market directly to your potential buyers you will struggle with: not enough sales, frustration working with clients that don’t fit your values (and pay you miserably), and desperate offers to keep clients. Sooner than later, you’re drained and unhappy – ready to give up.
What’s the best way to avoid this peril? Find out who your ideal client, get to know them well and create a buyer persona.
Get to know your ideal clients
A representation of your ideal customer based on market research and real data about existing ideal customers will help you create marketing messages that are relevant, timely and valuable. During this exercise you’ll learn about their background, demographics, values, aspirations, goals, challenges and more.
Once you know your audience, you will soon understand how you can make them happy. The people you want to serve are the same people who are looking for you. Here are a few pointers to find your ideal client:
Consider the details about the type of person you do not want to work with. This is important because when we know we don’t want, we can look for the exact opposite.
Think about the time you are willing to dedicate to clients. Will you travel to them or work remotely with collaboration tools, videoconferencing and webinars? How will you structure your day to manage multiple clients, respond to emails, phone calls, etc.
What type of community do you want to build? Who do you want to help? Do they differ in any way and how are they similar? Coaching clients need to feel as if they are all a part of the big family you’re creating.
Know who you are as an individual and connect your unique views, values and ideals to your coaching business. If you build a coaching business that is not 100% true to who you are, you will attract the wrong clients.
Brainstorm the best ways you can help your clients and package it as an offer.
Create an irresistible offer
Let’s suppose you’ve identified your ideal client. It’s time to create your irresistible offer by focusing on a few key things.
Tap into pain points
Appeal to their self-interest instead of your own
Educate them on the importance of buying your solution
Show the clear value you and added value of your offer
Paint a picture of how their situation will improve once they’ve bought your product and what they will be able to achieve
Encourage purchases through emotional appeal in sales and web copy
Before you start blindly selling to the wrong people (and end up miserable and broke), take a moment and embark on this customer journey to discover your ideal client. Once you do you will learn what they truly need, how to serve them and where to best reach them.
Simone Vincenzi, a.k.a. The Italian Stallion of the speaking industry, is the co-founder of GTeX Community. Simone is the host of the Explode Your Coaching Business Show podcast and has been featured on TEDx, recognized as one of the most influential Migrant Entrepreneurs in the UK and awarded Speaker Of The Year 2016 by the ACPTC. Fed up with the dirt of the personal development industry that no one talks about, he believes in changing the industry through the creation of a supportive and genuine community of coaches and speakers, helping them creating seminars that converts while delivering incredible value to the audience.