December 10, 2008
Persuasion is the process of guiding people toward the adoption of an idea, attitude, or action by creative means. Very simply, persuasion is language or action that promotes your program to your blog readers, prospective clients and community of learners. Your opportunity is to master persuasion in every aspect of marketing your group coaching programs. It's intentional, fun and very effective.
So, where do you begin with persuasion? Here's an easy approach to get you started:
Share, care and connect. Persuasion begins with a strong foundation of rapport. Build on the know-like-trust factor by allowing your potential learners to experience you, your programs and services.
Link your content to your client. Persuasion paves the way for this to occur, naturally and easily. Through the use of stories, metaphors, thought-provoking questions and more, persuasion promotes the adoption of your content for your community of learners. You want your learners to apply and implement your content in their lives, work and businesses.
Challenge your clients. Blog readers, potential clients and learners in your group coaching programs come to you because they believe you have a solution to their problem. Your job is to challenge them to commit to your programs and services, knowing you have the solution they seek. Fear often creeps in when it's time for your learner to commit. What a great opportunity for you to continue coaching, guiding and using the power of persuasion!
This is the fun part: When you master these three simple elements of persuasive marketing, you'll see a definite impact in your bottom line profits. You're standing in a strong place of confidence with your blog readers. You're ready to serve up your solution to your potential clients. You're poised to promote adoption of your content for the learners in your group coaching program. When your learners apply your content, their results will point to you as THE solution for others with a similar challenge. You'll become recognized as the go-to expert in your specific niche and your bottom line profits will soar. How kewl is that?!
In Group Coaching in 33 Minutes, I share easy how-to steps to help learners leverage the power of persuasion to close more clients and get more business. As a coach, persuasion is a powerful strategy to add to your arsenal of coaching tools — a strategy that effectively boosts your bottom line and ensures lasting change for your learners.
How are you using persuasion in your marketing?
December 3, 2008
Group hug, anyone?! Building rapport and connection is one of the most important yet underutilized strategies in group coaching. You cannot dismiss the power of a good connection, a solid handshake or a warm group hug. Unconsciously, each of your learners wants to know you relate to her perspective or shares her view of the world. There's just no mistaking the sense of synchronicity when she knows her perceptions are acknowledged and understood. It just feels good!
Why, then, is this such an underutilized group coaching strategy?
Anything I can offer by way of explanation is a bonafide excuse. There just is no justifiable reason for leaving this one out of the group coaching toolkit. I don't mean to sound overly dramatic. In the world of online marketing, high-tech communications and virtual connections, building rapport can be pretty challenging; however, let's be very clear — building rapport is THE most important approach to growing a thriving business and especially for delivering a profitable group coaching program!
Rapport is the unconscious connection that lets people know you understand them and that you care. Attracting, getting and keeping great customers is a natural byproduct when people know you genuinely care about them.
I've boiled down my thoughts about rapport and connection into seven of my favorite ways to connect with your learners. You may also want to listen to the audio excerpts at www.ConnectToYourLearnersNOW.com.
Build rapport with your learners via:
- The Senses
Tap into the sights, sounds, smells, tastes and feelings of learners. Leverage your knowledge by speaking sensory language that appeals to the part in each and every one of them. You'll appreciate the huge breakthroughs that happen as a result and so will your learners.
- Straightforward Honesty
Very simply, people want to know you're human. Your community of learners want to see your passion in the context of transparency and genuine kindness. When you're in rapport with your learner, you can connect with her about ANYTHING. It's true! Challenge her to expand her thinking to help her stretch and grow.
Use memories to promote deeper connections and call forth powerful shifts. Take your community of learners on a journey that ties personal triumphs and unique experiences to your topic. The emotions of those memories guarantee a return of the same excitement, pleasure and joy of the past. Take the opportunity to laser coach your learner if necessary. The whole group will benefit from the experience.
Recount ideas in the language of dreams from the present, past and future of your learners. Similar to memories, dreams reconnect your learners with aspirations, missed opportunities while inspiring a renewed focus and energy. How kewl is that?!
We like people who look like us, right? Mirroring is a subtle technique that expands this concept when you match the verbal and nonverbal behaviors of your learners. Although mirroring is subtle, it's a powerful technique that helps you relate and connect to your learners. Your learners experience a newfound connection to you, too.
Twentieth century poet, Ella Wheeler Wilcox, said, "Laugh and the world laughs with you - weep, and you weep alone." People appreciate cheerfulness and optimism, especially in a group. It's like giving your learners a warm and friendly group hug - a gift for individuals as well as for the group as a whole. Watch this video and notice how a wee bit of laughter brings you joy — it's unavoidably contagious!
- Natural, Irresistible Attraction
Stand in confidence in everything you do and let your personality shine through. I write with lots of exclamation points! What can I say, it's part of my personality. Folks who know me recognize that I talk the same way I write. It's just my personality and I love it!! Like laughter, confidence and personality attract similar personalities with high levels of confidence in your community of learners.
Remember, when you make establishing rapport a real priority AND you genuinely relate to people, they will absolutely love you! You'll attract the only the best learners to your group coaching programs. This very simple and often underutilized strategy will ensure you're creating lifelong client relationships.
Utilize rapport to create remarkable relationships with your learners today!
August 22, 2008
Persuasive marketing involves emotions. Very simply, every word you speak or write has to touch deeply, genuinely inspire and intentionally motivate your audience to act. Ok, so maybe that's not so simple. :) I thought stirring emotions was pretty easy the first time I heard about persuasive marketing. I quickly learned the real value for business growth as well as for boosting profits.
Truly persuasive marketing requires a clear understanding of your audience as well as their emotional state. Know what emotions you want to stir and how you want to stir them. Organize your speech strategically and choose your words very carefully.
I've mastered the art of persuasive marketing by asking a few simple questions:
- Who is my audience?
- How does my audience feel?
- What emotions do I want my audience to feel?
- How do I want my audience to feel these emotions?
- Where (in their bodies) do I want my audience to feel these emotions?
- What words elicit the emotions I want my audience to feel?
Persuasive marketing is one element of your marketing efforts that ultimately guarantees big profits and phenomenal growth.