Holly Chantal specialises in working with coaches and solopreneurs – in today’s guest post she shares on a subject many coaches wonder about:
Why You Aren’t Attracting The Right Coaching Clients?
Have you ever had that feeling that no matter what you do, you keep attracting dud clients? No matter how many brilliant blog posts you write, tele seminars you deliver, or videos you create people just aren’t “getting” what you do?
Well there might be a fairly simple reason for that, you know too much.
Sometimes we get so caught up in sharing our knowledge of our area of expertise that we forget the bigger picture of why we started our coaching businesses, which was to change lives and possibly change the world. We each have an inner message that we want to spread, but it’s easy to get caught up in sharing what we think our prospects want, instead of what they really need.
So what do I mean by this?
Being a website designer I could write whole books on how to run your business online. What tools to use, how to set up a WordPress website, what your opt in offer should be and the list goes on.
But what I REALLY like to do is solve the puzzle of what makes one coach different from another. I like to talk with my clients and pull out the gems of what their core message and essences are and then show them how they can use these things to brand themselves in a unique way. Yes, we create a website that reflects all of this, but if you were to ask me my message or mission it certainly isn’t to build WordPress websites.
When I first started writing my blog it was all about the above topics that I thought people wanted to read how to set up this, or what tool to use for that etc. And I kept attracting people that just wanted a tweak done to their WordPress theme, or needed me to set up their auto responder… BORING! I wasn’t getting to do the stuff I really enjoyed, because I was attracting the wrong clients.
It was when I started weaving in my message of using your personality to create your unique brand, that people started to really “get” what my business was all about. And while just about anyone can build a WordPress theme these days, no one else can capture your personality and make you SO different from everyone else like we can.
You’ll find that I still write about the same topics, but my core message is always underlying. Whenever I think of a topic to write I always ask how it could relate to differentiating yourself in the market place, or how can it express your personality.
I call this your Brand Promise and it needs to be woven into everything you do. You use it in your sales conversations to really clarify with prospects what they will be getting out of working with you, you use it to create your products (if you’re creating a product that doesn’t satisfy your brand promise, then ditch it or turn it into something that does), and you use it in your marketing.
When you incorporate your Brand Promise into all of these things you’ll start attracting the right audience and doing more of what you love.
So what is your Brand Promise? How do you think you could incorporate it more into your marketing?
About Holly Chantal
Holly Chantal is the founder of The Land of Brand, a website design and branding company for coaches and solopreneurs. Go to http://www.thelandofbrand.com and download a free video training on how to use your personality to create a unique brand – because your mom was right when she said you were special.