So, yes, I know you've been told to do a newsletter and/or a blog. Every week, every other week or every month you are required to write an article. I can't tell you how many clients I've had that dread that moment when they have to sit down and write their newsletter or blog. It's like pulling teeth to get some people to do this.
So, first let's talk about the purpose. What IS the purpose of a newsletter or blog? Well, there isn't just one. Here are a few and maybe you have more, so please let me know if you have others.
PURPOSE OF NEWSLETTER OR BLOG
1) Drive traffic to your website
2) Create relationship with people who are already interested in your offer
3) Create a list that you can approach with opportunities to move through your marketing funnel.
4) (this is one many don't think about, but it's SO true) Introduce people to your unique message as a coach. Open their minds, get them to think about what's possible. A newsletter is an opportunity for you to give them a taste of what it's like to work with you. Share what you bring to the table…your wisdom, intuition, kick butt attitude etc… It's all important for them to get.
What's it going to take?
Coaches know that newsletters and blogs are an important part of marketing their business. So, what keeps them from sitting down and writing? What's it going to take to make this happen? Most coaches would say time, ideas, etc…
Plan in advance!
You don't have to do your newsletter or blog right before every publication. You could write a series and have 10 of them completed at the same time. Your series could be based on a concept that you want clients to understand BEFORE they get to you. Prepare them for your services. Open their minds in 10 articles. You could even write an entire year all at once and then it'd be done!! If you plan in advance it can all be done without having to pull teeth to make it happen.
You don't have to be a prolific writer in order to have a newsletter. It's not about writing! It's about your brilliance as a coach and helping people see what's possible in working with you. Helping them learn what they need to know. Helping them open their minds, stretch, and take new steps that start opening doors.
Use your newsletter or blog to communicate your purpose. Let others get to know who you are as a coach. Just sit down and write all that out. Write out as much as you can and then you'll have it all done!
Kristen Beireis is the Trust Marketing Expert for Group Coaching Mastery. She works with elite life-changers who are so buried in marketing they are leaving hundreds of thousands of dollars on the table. Kristen and her team free coaches up to earn those hundreds of thousands of dollars without breaking a sweat so they can focus on helping others make positive changes.
March 15, 2010
Did that make your mouth water? Then you know what it feels like to want something that is a little outside the mainstream. People who like anchovies on their pizza crave the unusual flavor of those tiny, salty fish. Sure, they might order one without anchovies, but they're much more likely to enjoy their favorite pizza along with other people who enjoy anchovies.
And isn't that what we're after with a strong blog for your group coaching program - writing that makes people crave a focused, beneficial experience?
Any coach can offer a life purpose or a career improvement coaching group - but what about a life purpose group for atheists? Or a career development group for people who are retiring? These combinations might even sound a little contradictory, but I can guarantee you that there would be eager participants in both groups.
Your blog can reflect your "anchovy" by featuring articles that appeal to the special needs of your group. Do the atheists need resources for life purpose that don't have a religious tone? Perhaps, they need meditation techniques that are void of spiritual overtones. Do the soon-to-be-retired need information about careers that offer flexibility for travel during retirement? They may need ideas about how to combine caring for older parents with juggling work.
Here's the great news about appealing to a special group: the blog posts are MUCH easier to write! Your group's needs are obvious and specific when the anchovy is the priority. The first suggestion I give any blogger is to learn how to "write tight." That means you should make one strong point per post and make the intention of the post clear. It can be very difficult to do that when writing about broad topics. Writing about your anchovy helps you jump that first "write tight" hurdle with ease.
image credit: roland
What's your anchovy? What makes people crave your group coaching experience? How can you imagine "writing tight" about your anchovy?
Is your online presence energizing you or overwhelming you? Laurie Foley is an online presence coach who helps people and organizations thrive online. With more than 25 years of technology experience and 15 years as an entrepreneur, she is a resourceful and intuitive guide for creating a strong personal brand. Besides writing as Group Coaching Mastery's Blogging Expert, you can find Laurie at http://lauriefoley.com and on Twitter as @lauriefoley.
February 20, 2010
Clients of group coaching love to learn extra, bite-size information about your specialty. Are you regularly crafting one of the easiest types of blog posts to provide them with an ample buffet of resources?
I call it the Blue Plate Special Blog Post. Like the diner version, it is accessible and reliable. It's a standard type of post that many pro bloggers use and here's how you can serve it, too.
In a restaurant the special is often a pre-selected set of items: an entree and sides. In the Blue Plate Special Blog Post, it's a set of delicious links that you have hand-selected for your ideal learner. By offering a short commentary, you can make the links even more appealing and relevant. It's especially powerful for learners if you choose related links so that the post has a theme. Many bloggers choose a particular day of the week to feature their round up, much like the diner might serve recurring entrees on certain days.
The Blue Plate Special Blog Post offers several benefits:
- You establish more authority on your blog by showing that you are connecting with other relevant sources.
- Your readers receive quality content.
- You create frequent content for your blog with greater ease.
- You get more mileage from research that you are doing for your own business by turning it into helpful resources for your readers.
- You contribute links to other bloggers, increasing the likelihood that they will notice your blog and might link back to you at some point, improving your blog's performance with search engines.
Try branding your Blue Plate posts to make them recognizable for your readers. This technique will build your brand as well! For example, Chaos to Clarity, a technology coaching and training business, calls them "5 Lucky Links" and they post every Friday. Patti Digh, author and retreat leader, collects links for her audience on "thinking thursday."
Just like the diner uses specials to bring hungry customers back for more, the Blue Plate Special blog posts can do the same for your blog.
Was this post tasty for you? Do you have other techniques for conveniently creating frequent content for your ideal learners?
Is your online presence energizing you or overwhelming you? Laurie Foley is an online presence coach who helps people and organizations thrive online. With more than 25 years of technology experience and 15 years as an entrepreneur, she is a resourceful and intuitive guide for those who want to establish a strong personal brand and learn the vital social media skills to flourish in a rapidly changing environment. Besides writing as Group Coaching Mastery's Blogging Expert, you can find Laurie at http://lauriefoley.com and on Twitter as @lauriefoley.