I’m here at the Million Dollar Coach Intensive in London.
I have just been given a topic to talk about: “How to not work so hard in your coaching business”
I have this theory that working hard is a little bit overrated. There’s a thing going on right now that we should hustle.
You’ve probably seen a bunch of people or a bunch of gurus talking about how important hustle is. And frankly,
One of the things that we were talking about earlier is the ascension model. I don’t know if you’ve heard about it but a lot of marketers teach you to run your business.
The Ascension model has something free in your funnel, something cheap, like a tripwire, something not so cheap, something expensive, something really expensive, and something really really really freakin’ expensive. That’s good in theory, and they say that about 20% of the people in each step in your funnel will upgrade to the next step.
When coaches decide to move from manual marketing to automated marketing, they usually run into three big roadblocks.
First, their marketing tactics may not be effective, and there’s no point in automating a strategy that simply doesn’t work.
The second block is a lack of time. Even if they have marketing tactics that work, they struggle to find the time to plan out an automation strategy.
The third block is lack of a system.
There are countless reasons coaches struggle to automate their marketing, but I believe there are three specific challenges that keep coaches from ever getting started.
In the last blog post, we spoke in depth about these challenges. Coaches don’t automate their marketing because:
Every month I create a Monthly Marketing Project that shows you why the strategy’s important,
It’s time to make the shift from manual marketing to automated marketing.
The concept is simple.
You can either market manually and work at it constantly by yourself. This requires setting reminders to keep you diligent every single week to keep you on track.
Or, you can build a system to do it for you.
Content marketing can be a dreaded task for any coach. There are all sorts of reasons why coaches struggle with putting out great marketing content consistently.
Suffering from writer’s block leads to falling behind schedule. A monthly newsletter can turn into a yearly newsletter, and before you know it, you’ve become invisible to your prospects.
No coach wants to be invisible.
There’s a strategy I use to avoid that pitfall. It’s based on the old game,
Coaches run into all sorts of problems when trying to stay on top of their content marketing.
Most of the time, they get stuck when creating their marketing because they’re thinking and writing at the same time.
This causes them to fall behind schedule in their marketing, so they fail to follow-up with their prospects.
It’s a slippery slope.
There’s a strategy I use to turn those problems around. It’s based on the old game,
The line between content and marketing is fuzzy. These days it’s become so blurred that it’s hard to tell what’s what. Sometimes, what looks like news is fiction and what looks like fiction is really news.
We know content marketing is vitally important to growing our coaching business, but as tough as it is to identify content marketing, it’s even harder to create it.
Here are the most common problems coaches run into when trying to create killer content marketing on their own.
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.
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.