Congratulations! Your latest offer was posted on social media along with other high-quality content. You’ve been working on this idea for weeks, and now the moment has arrived. You sit back and wait for the messages to pour in—only, nothing happens. No pings. No comments. Barely even a like if it weren’t for your best friend and that creepy guy who stalks your profile.
After several days of posting your offer and not getting any sales results, it’s time to start questioning everything.
“Did I say the right thing?”
“Is something wrong with my offer?”
“Do people just not want what I have?”
“Does my audience not like me or trust me?”
This is just one example of questions that coaches can ask. They miss an essential, yet simple truth.
Being a coach is hard. Having an excellent service isn’t enough to drive sales. To be a successful coach you must understand the business aspect of the job so you can provide coaching to real clients. That’s why you have to know what draws your people in and what pushes them away. The key is your message.
Beyond the tangible results you produce, messaging is the single most powerful and important component to your business. It is the difference between you and every coach. This will tell your audience they can trust you. There’s just one problem—most coaches get this completely wrong.
Speak to an empowered version of your client
When you talk directly to the version of your ideal client that’s living in survival, using words that perpetuate any victim mentality they may have doesn’t allow your prospect to step into their possible future. This makes them afraid of running from the future.
If you speak to the parts of your prospect that feel like they’re in victim mode, it’s difficult to get them to make an empowered decision to change their life for the better. These clients are often sophisticated and high-end.
You want your prospect to feel empowered. Your prospects may be facing difficulties, but they have the ability to believe that there are solutions. They believe that the result they want is possible for them which is why they’re looking for help. This type of buyer trusts more than they engage in skepticism, if you listen to their empowered self.
“A coach is someone that sees beyond your limits and guides you to greatness.” – Michael Jordan
Bro-marketing is often used unconsciously
Bro-marketing uses the traditional rules of marketing, which teach prospects codependence and false urgency. They focus on prospects’ pain, and get them thinking. if I don’t have this I won’t be successful. The problem is this doesn’t work for the sophisticated buyers in the coaching space. Coaching clients who are premium need to feel more in control. Bro-marketing, in reality, is victimhood snatching. It speaks to people who are in so much fear or pain, that they’re motivated by the chance of something changing for the better. These are often the people digging into the couch for quarters when things go wrong—they’re not clients who pay a premium for coaching.
Premium coaching clients have a different perspective. They’re aware of their problems, but they’re not motivated by fear tactics (AKA: the threat of staying where they are). To inspire your client’s potential to achieve more, speak to their empowered self. Clients who are struggling will be attracted to victimhood messaging. Empowered messaging attracts clients that are ready to put in the effort and see the results.
Keep it consistent
If you feel like you’re repeating yourself over and over again and it almost feels boring, it’s a good sign. When you change your messaging over and over again, you don’t let your audience catch up with what you’re doing.
Remember what you do repeatedly.
Trust is the key to what’s remembered.
Your business will be more stable and trustworthy if you use the same messaging repeatedly.
Think about what it would be like if your partner changed their mind every week. They would make it difficult to trust you. If you change your message every month, you break your audience’s trust.
The more you repeat your message, even though you may feel like a broken record, the more they’ll trust you. They’ll think of you as the go to person for your area
Addicted 2 Success originally published the post Coaching Clients in the #1 Way.
Addicted 2 Success’s #1 Strategy for Pushing Clients Away was first published on Addicted 2 Success.