It only takes ONE ideal client to make real money. Not 10, 30 or even, 5.  One.

Unfortunately, I see coaches make a huge mistake by trying to serve far too many clients at one time.  Most of the time, the clients aren't even ideal.  You're diluting your marketing efforts by trying to be all things to all types of clients.

I think the belief is by focusing on just one ideal client, the market is somehow limited in the number of people you'll reach. You may also think speaking to just one ideal client will eliminate clients who can truly be served by your message.  That's the farthest thing from the truth!  Knowing your ONE ideal client intimately well helps you know exactly what she reads; where she goes, what she does and  how to reach her in the spaces and places. You're cooking with gas now!

Look at the Chicken Soup for the Soul series of books.  The very first book was written for a broad audience.  Authors soon discovered a wider appeal in the "Chicken Soup" series by creating subsequent books for Teens, African-Americans, Grandmothers, New Mothers and more. Each book in the series was targeted to ONE specific group of ideal clients. You get the idea.

One ideal client - just one.

Focusing on ONE ideal client leverages your marketing time while honing your expertise and skills to provide exceptional service to your community of ideal clients made up of the one. That's priceless and yields HUGE benefits for the amazing people served by the programs and services you create. Get really comfortable with the group of ONEs you're serving since you're well-positioned to dig deep in the services and programs you offer to support them.

In my next post, I'll tell you how to carve out a highly profitable niche with your one ideal client.  Kewl, heh?

Who's your ONE ideal client? This is your opportunity for shameless self-promotion.

Copywriting is something I hear coaches say they absolutely dread doing. It's especially challenging when you have to create a sales page or write copy to promote one of your programs or services. Oh no!

The discussion of the copywriting albatross comes up so frequently in the Certified Group Coach® Program that I'm sharing a few tips to get you started in this installment of What Would WendyY Do?:

• Take a deep breath to release your anxiety and clear your mind to write. I know it sounds simple but you'll be surprised at how much that breath helps you to focus. If the first deep breath doesn't do the trick, take one more and go way down to the bottom of your stomach to get it.  This time open your mouth and allow the angst to flow up, over and right out. It's ok to make a little noise so you know the anxiety actually left your body.
• Imagine you're sitting in a cozy chair in your living room. You're comfortable and relaxed. Visualize that your ideal client is sitting in a chair right next to you. Your job is to coach your client right there on the spot. That's easy because you're a great coach, right? First and foremost you're a coach. Now is not the time to forget that important fact so bring all of your skills with you to the conversation.
• Converse with your ideal client, naturally. You want to help her focus on the challenges shes facing and tackle each one head on. With compassion, you help her see the cost of continuing to do what she's always done. You're there to help her understand the real price of that kind of insanity. She's paying for it some kind of way and your role is to uncover the emotional price she's paying so she sees and feels the impact. This is no time to be skiddish - say what's true!
• Share the benefits and solutions your service or program offers. Talk to her about the results she'll experience after being in your program. I always remember from my sales background that people can relate to how the program will benefit them - the "What's In It for Me" information. Tell her and be generous!
• Remind her of your expertise by sharing your personal journey. Be sure to speak to her in a language she understands. That means you have to let go of coaching jargon. I tell my coaches to use the $5 words rather than the $25 ones.

This is a simple little technique that once you master it - you'll be on your way to writing really compelling and emotional copy that attracts and engages your ideal clients every single time.

That's what WendyY would do!

What's your greatest copywriting challenge?

I don't mean to scare you but the face of coaching has changed drastically since I started coaching more than nine years ago. I've spent the last three weeks or so talking to coaches, doing research about coaching with the goal of understanding what's actually happening in the coaching industry today. I wanted to know how the future of coaching looks.

Overall, I'm delighted to say the future looks so bright for coaching, as coaches we can get ready to wear sunglasses. Of course, there are a few valuable discoveries you have to consider if you plan to be in the coaching industry in the future:

• Marketing is significantly more important to having a thriving coaching business than ever. In this sluggish economy, it's become increasingly necessary to demonstrate the value of coaching and the return on the investment in coaching. (If you ever question the value of knowing how to market yourself as a coach, there it is!)
• Technology has helped move coaching from local markets to a broader, more global reach. This is especially noteworthy because there are far more coaches in the industry - some highly qualified and others not so much. What this means for you as a coach is that you must place a greater emphasis on distinguishing yourself from the crowd. It's what I preach all of time — you MUST carve out a niche and it all begins with knowing your ideal client intimately well!
• Certification and Training is a controversial issue in the coaching community. With the influx of people calling themselves coaches without benefit of training or certification, clients are interested in working with experts (despite what they call themselves) who can help them find and attract clients. As a coach, it's crucial to have the right mentor to lend her expertise to elevate your coaching abilities and strengths. You also want an expert who can teach you a repeatable process for creating sustainable income. Now, that's ROI!

I'm sharing more trends, myths and opportunities on a free call for coaches I'm calling, The Future of Coaching: Get Ahead of the Trends, Dispel the Myths and Guarantee Your Staying Power In Coaching.

Are you really ready for the future of coaching?

How do these insights resonate with your experience as a coach?