Marketing Implementation

Simple, yet effective marketing implementation strategies.

June 5, 2010

Speaking builds credibility for coaching

woman-at-podiumSpeaking helps build credibility. When you speak to a group, organization, or audience— whether niche-marketed or general—you create credibility for what it is that you do.  You are using one of the most basic tools that we as human beings possess; and that is communication.  The power and gift of effective, engaging, compelling communication is not to be overlooked or underestimated.  It provides benefit for the listener in whatever it is that you’re sharing with them; it serves your need to promote your products or services; and on a very subtle level it builds community and connection, reminding us that we all have the same basic needs and that we can help one another to fulfill them.

By using the gift of speech to convey your message to a population of people who might otherwise not know of your group coaching program, you not only establish yourself as a presence in their mind, but you’re actually building your reputation and credibility as a business or entrepreneur that offers the world something of value.

Here are more ways to promote and grow your group coaching business by speaking:

Be Niche Specific
Have a specific area of expertise. Clients will not want to hear that you can cover any topic that they need. Being good at many things is not as impressive as being great at one thing. Find a need and fill it.

Target your Market
Your niche tells you who you are selling to. Think of your general market and consider what problems you can solve for them. The answers to this will give you content for the future and specify what you are currently working with.

Give Benefits not Features
Illustrate how your content can help your audience, not what is great about your ideas. People want to know what is in it for them. Take your objective and apply it to your potential client.

Give Away your Ideas
Draw traffic to your website with free downloads. If you don’t have an online presence, you can opt for a written document as a handout. However, hard-format allows audiences to put it to the side and forget it, plus you miss the internet browsers. Create definite action by collecting their leads before you give away a paper that contains detail of your work.

Be a person of action. Share with us how you have used or will use these tips to grow your group coaching business. If you want more information on how to speak and grow your business, check out my CD/DVD entitled "Speak to Grow Your Business: The Formula to Speak Your Way to Millions." How have you used the power of your voice to grow your business?

DeLores Pressley, Professional Speaking Expert

DeLores Pressley, Professional Speaking Expert

DeLores Pressley is an international keynote speaker, author, life coach and the Founder of the Born Successful Institute and DeLores Pressley Worldwide. DeLores has spoken to more than 107,000 people in over 65 major cities and countries. She has been interviewed on America’s top rated shows including, OPRAH and Entertainment Tonight. She produces Speak for Hire, an educational program teaching entrepreneurs, speakers and coaches how to speak and grow their business. More about DeLores

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June 1, 2010

American Idol: A Contest In Differentiation

idolAs some of you may know, I am a singer. As a singer, I am addicted to American Idol and watch it every year…okay, I skip the auditions and sometimes don't tune in until the top 12. I just can't stand to watch people make fools of themselves and contort their voices to do things they shouldn't even be trying to do (that's a whole other topic though!).

I was watching American Idol this season and it hit me. The entire process of American Idol is an exercise in differentiation! If you watch the progression of each contestant  through to the finale, they learn where their "place" is in the music world. They are forced to try different genres for a reason. It gives them the experience to find where they fit and stand out in as many places as they can.

A few will come in knowing what their differentiation is. Adam Lambert was one of those people last year. He finished 2nd, which is an honor and got him some huge exposure to producers who would've never seen him otherwise. Why didn't he finish on top? Numbers. There weren't enough of "his people" in the audience to vote for him, but you can bet his albums will sell within his target market. He's already been at the top of the charts (above Kris Allen, the winner) several times since his album came out. He differentiated and it got him noticed by those who really want what he's selling.

One of the things I find most interesting about the process of American Idol is that in order to find out where they fit in the music world, the contestants have to find who they are. The ones who aren't secure in who they are usually get voted off quickly. So, there's an inner knowing and confidence that's required in order for the contestants to stand out. It's not just about having the best voice. People vote for the contestants they can relate to. Just listen to Simon. Usually his negative comments challenge the contestant to own up to who they are.

I find the same to be true in the world of coaching. A coach who does the work and finds out who they are, owns it, and creates differentiation based on that will find themselves with a stream of clients coming in. Clients that are the right clients. Their people.

Those who are unsure, hesitant, or don't quite know who they are as a coach yet will flounder and run around in circles trying to get clients that trickle in. In a world where there are more and more people hanging out the "coach" shingle every day, you've got to stand out and find something unique about what you offer. The unique piece comes from who you are.

Oh, and by the way. When you offer something that no one else in your field is offering, it raises the amount of trust a client is willing to give you right off the bat.

So, what can we learn from American Idol? Own who you are and differentiate around it. If you do, you'll be the next Coaching Idol to take the stage.

Kristen Beireis, Trust Marketing Expert

Kristen Beireis, Trust Marketing Expert

Kristen Beireis is the Trust Marketing Expert for Group Coaching Mastery. She helps coaches and other personal transformation professionals establish trust through marketing.  First, she establishes a foundation that's rooted in your authentic differentiation. Then she follows up with solutions that bring consistency to everything that has your name on it — from your newsletter to your business card to your social media pages. And while she's happy to teach you how to do all this yourself, many of her clients love the way her team reduces their workload and overwhelm.

Greater trust means a shorter sales cycle, more of the right clients, and the confidence that comes from knowing your sales and marketing are in integrity with who you are as a person.

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April 26, 2010

Consistency Is A Big Trust Factor

trustwalkWhen I hear the words consistent and business in the same sentence, I usually feel a bit of anxiety.  The first thing that goes through my mind is blocked time and things I “have to” do.  That’s not the kind of consistency I want to talk about.  I’m talking about the consistency of who you are.

You may find yourself in many different networking groups with your niche market.  You’ll see some familiar names in a lot of places.  Have you ever read a post by one of these regulars and thought; “That can’t be the same person I met over there.”  Have you ever met someone in person only to look at their website and wonder where THAT person was when you were speaking to them?  What about the website with a bio that doesn’t match the rest of the site?

Okay, so you may be thinking pffft that stuff isn't important.  Who cares?  Guess what?  Your potential clients care!! If they don't get a consistent picture of who you are, what you do, or what your brand looks like, then you are missing out on a key ingredient of the buying process…TRUST.

Think about this very carefully. When you hired your first coach or mentor, how long did you search?  What did it take for you to say "yes" I want to work with her?  How well did you have to know that person before even looking into what they offered?  How many places did you go to research them?  Was everything you looked at consistent?  Did you see the same services and branding represented in all those places?  You may not have noticed it at the time, but I bet you did.  When we are about to delve into who we are or what we want for ourselves, we won't even look there before we trust the person who is going to help us explore.

Most people don't trust easily. That's why marketing exerts say you need to be in front of your potential clients as many times as you can possibly get there.  People won't trust someone they don't feel they know.  The more they see you, or experience you, the sooner they are going to be willing to trust you.  Every time they see you or experience you, it needs to be consistent or you'll have to start over earning their trust.

Consistency may not be obvious, but it’s noticed.  Here’s how consistency can affect your business relationships:

1)    Clients will trust you earlier and easier.
2)    You’ll attract clients that WANT to work with you.
3)    It will be easy for others to refer your services, because they KNOW you.
4)    Your unique offering will be very clear and easy to find.

Take a look at who you are with your clients and as a business owner.  Bring yourself to the table with everything in your business and everyone who meets you.  Clients who relate to you are going to find it easy to hire you.  They’ll have a sense of who you are and what you have to offer.  They’ll trust you.

So, it’s time to take a moment and prepare yourself for consistency.

1)    Who are you as a Coach? Are you tough and challenging?  Are you compassionate, quiet, and completely honest?  Do you communicate in this way while establishing the relationship through your website, in networking meetings, on lists, in your brochures, sample calls etc… ?  Prospective clients want to know who you are, make sure it gets into all of your marketing.

2)    What kind of business owner are you? Organized and systematic?  Are you organized with every piece of the client experience, or just until they become your client?  The way you handle business is translated into who you are as a Coach.

3)    What kind of business relationships do you create? Do you have the same kind of relationship with business partners as you have with your clients?  Remember these are your referral partners.  If they have an open, honest relationship with you, then they are bound to let referrals know.

Now, look for the technical consistencies. Go through your autoresponder system, your shopping cart, your newsletter, your blog your social networks, brochure, business card etc…  and look for the following:

1)    Does your branding look the same?
2)    Do you have the same description (or is your concept the same) for describing what you do?
3)    Is your title the same?
4)    Is your picture the same?
5)    Do you present your offerings (services, products etc…) in the same way?

Consistency is important to creating relationships throughout your business.  Be authentic EVERYWHERE.  Make sure you are consistently representing yourself in all your marketing materials and in person.  Clients will trust you and buy from you much sooner.

Are you being consistent?  Share your thoughts.

Kristen Beireis, Trust Marketing Expert

Kristen Beireis, Trust Marketing Expert

Kristen Beireis is the Trust Marketing Expert for Group Coaching Mastery. She helps coaches and other personal transformation professionals establish trust through marketing.  First, she establishes a foundation that's rooted in your authentic differentiation. Then she follows up with solutions that bring consistency to everything that has your name on it — from your newsletter to your business card to your social media pages. And while she's happy to teach you how to do all this yourself, many of her clients love the way her team reduces their workload and overwhelm.

Greater trust means a shorter sales cycle, more of the right clients, and the confidence that comes from knowing your sales and marketing are in integrity with who you are as a person.

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