Creating marketing content that both engages prospects and gets them to take action is simple… in theory. It really just boils down to deciding what to say and how to say it.
But, when trying to get prospects to engage with content, many coaches tend to give too much away. I call this Hard Teaching.
It’s when coaches give out so much high-quality content that the prospects have no reason to buy from them.
We’ve just been chatting about websites and we’re talking about the 3 core offers you need to have on your website. But really you need three offers, a green offer, an orange offer and a red offer. And as what we’ve discussed, there are three types of people that go on your website, these are the cold leads, warm leads and hot prospects.
Cold leads are skeptical visitors and what we want to have for them is a green offer.
As coaches, we know that we regularly need to keep in touch with our prospects, but finding what to say and how to say it can be tough.
We don’t want to be pushy in our content, but we also don’t want to give too much away. Erring on either side will get us ignored by our prospects, which is the last thing we want.
Instead, we want our prospects to be addicted to our content.
Coaches often think that their marketing can only fall on one of two sides of the value spectrum.
On one side of the spectrum, there’s no-value/all-pitch. Coaches think that if they want to have a chance of selling their program, they need to focus on a sales pitch instead of giving away loads of information.
The other side of the spectrum is high-value/no-pitch. They want to engage their prospects by providing useful information, but they have a hard time fitting in an offer in a tasteful way.
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,
I will give you the key ingredients that I use when I create my weekly authority videos on the blog.
Each video does 3 things.
Those are the 3 things we want: attention, engagement, and action.
Nobody wants to consume your content.
Coaches often fail at converting prospects to clients because of one simple aspect of the sales process: They’re not in control.
When you’re at the mercy of your prospect’s hiring criteria, they control the buying process.
To shift the control, you need to be one to set the buying criteria.
The first step is to identify and push hot buttons. We recently went into depth about it here.
Converting prospects into clients can be the most challenging part of the business for many coaches.
They may know exactly who their target market is, what their problems are, and where to find them. They might even know their prospects by name.
For these coaches, it’s not lead generation that’s the biggest challenge – it’s lead conversion.
When coaches struggle with conversion, the problems usually come up in the sales appointment.
This is something I think has the potential to make an incredible difference to you and your coaching business. It’s not lead generation. It’s lead conversion.
It’s a specific strategy we’ll apply to your marketing that will dramatically increase the results you get while dramatically decreasing the amount of effort you need to put in.
I call it “Setting The Buying Criteria.”
Let me walk you through the problem this fixes.
Are you going around and around your “coaching” hamster wheel?
Are you feeling trapped by your coaching career?
Are you disappointed that your coaching career—which you dreamed would offer you great freedom—is starting to feel like a prison of your own making?
Are you working backbreaking hours and still feeling the pressure to chase clients and make more money?
Are you just running faster and faster but getting more and more frustrated?