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.
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?
In the last blog, I introduced you to Tristan Bond – a coach who was approached by his joint-venture partner about running a webinar to members of their network.
These members were in Tristan’s target market, but he was prevented from doing any selling by the JV partner.
To work around this, we came up with a plan that allowed Tristan to keep his JV partners happy and still generate great sales figures.
The first step we covered was inviting the members to an education-based marketing event that promised to help them with one specific problem.
Have you ever been a situation where you needed to sell without selling?
It may sound odd, but let me give you an example.
I had a client, Tristan Bond, who was in a really tricky position. He coaches healthcare practitioners (dentists, chiropractors, etc.) and was approached by a big health fund about running a webinar for them.
On one hand, he was super excited about the opportunity to connect with loads of people in his target market.
Imagine yourself walking down the aisle of a drugstore as they stock the shelves with a brand new product – the “Wake-Up-Thin” pill.
The bottle reads, “Take two of these and wake up gorgeous in the morning. Guaranteed!”
They’d be sold out by the end of the day, right? That’s because everyone wants a magic pill.
What makes magic pills so appealing?
Do they take a long time to have an effect?
In every live event or webinar, we want to influence prospects towards buying our coaching services, among other things. Obviously, we’re trying to provide high value and build a connection, but we’re also trying to make a sale.
To install influence most effectively, there’s something we need to understand about human nature.
Everyone has two personas – a public self and a private self. This is true for me, you, your prospects, clients,
We’re all familiar with the term B2B. For your copywriting, though, I want you to forget it. Toss it out.
In your email marketing, there’s no such thing as business-to-business. It’s person-to-person. Even if the copy you’re writing is technically your business addressing another business, the conversation is still between you and the reader.
When we write copy, we’re trying to connect with our reader, and one of the best copywriting secrets I can give you is to write like you speak.
The ability to write killer marketing content is a skill that many of us dream of having. The problem for many coaches is that it never becomes more than a dream. With the right tools, though, coming up with compelling copy can be simple and fast.
The Fast Copy Framework is a tool we use in BlackBelt to do just that.
Think of the framework as an onion with three layers. The innermost layer,
We recently talked about the challenges many of us face when writing marketing content. These challenges aren’t unique to coaches.
Even successful authors face moments when writing is difficult – they struggle with writer’s block, fail to get a decent response from their work, etc. The methods professional writers use to overcome these challenges typically involve plowing through and writing more.
As coaches we don’t want to want to spend all our time writing.