One of the happy benefits of focusing on the same target market over time is that you start to see certain patterns and biases. Close scrutiny affords a much more intimate, richly textured view of your customers and their issues -- issues that are actually inconvenient truths that must be confronted if your customer has any hope of success.
For instance, I've noticed that my own customers sometimes have a rather fantastic vision for how they're going to grow their business. And by fantastic, I don't just mean wonderful; I mean as in, "based in fantasy."
It goes something like this:
- First, visualize a wonderful outcome: I'm effortlessly attracting my ideal clients. Prosperity is flowing; clients are happy. Win-win all around!
- Next, I'll get my marketing materials together: A business card that really captures who I am (with my favorite inspirational quote, of course); a brochure that explains what I'm passionate about and just how much I sincerely want to help people so they understand where I'm coming from. I'll also explain what coaching is and how it works. When they realize the magic of coaching, they'll naturally want to try it!
- Marketing Strategy #1(Website): Make a website that really reflects my personal style. Introduce myself and explain how much I sincerely want to help people. Share what I'm passionate about so they understand where I'm coming from. Also, explain in detail what coaching is and how it works. Offer a free session. When they realize the magic of coaching, they'll naturally want to try it!
- Marketing Strategy #2 (Writing): Write about what I'm
passionate about (i.e., coaching); explain what coaching is and how
it works. Send out a newsletter once a month or maybe just once a
quarter (I don't want to bother people too much.) When people realize
the magic of coaching, they'll naturally want
to join my mailing list! I have lots of contacts from my previous
career and I belong to a couple of online groups -- I can include all
of them on my mailing list, too!
- Marketing Strategy #3 (Networking): Start showing up at my local Chamber of Commerce breakfast meetings; join a BNI group; join Toastmasters. Hand out as many business cards as possible. Hone my elevator speech: "I am a coach who is passionate about helping people stop striving and start thriving!" When people understand what I'm committed to, they'll naturally want to work with me!
- Result: The wonderful outcome I visualized in Step 1!
Wouldn't it be nice if it really did work that way? (I'll just give you another minute to enjoy that vision before I stick a pin in the bubble...)
Ready? Here comes the "pop":
If you want to build a successful coaching business, you've got to be willing to face some regrettably inconvenient truths about your customers, and the sooner the better.
Next time: Three inconvenient truths about growing a successful coaching business (Part 2 of 3)
