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.

Is getting publicity hard? Hard work, yes… But not difficult.

After all, publicity is the act of relaying crafted messages to target markets with the objective of influencing them. It happens to you each day. And you do it each day, too.

In my world, it's simple to catch a glimpse of how publicity and public relations operate. No, it's not because I'm already in the PR business. My twin daughters are great examples of how PR and publicity work every day.

"Mommy, look at my picture!" And of course, not only do I look at it, but sing its praises it and tell her dad about it too.

Get it? Publicity in action.

If you don't think you're geared up for publicity for your group coaching program, how about taking a few training tips from my girls:

1. Brag a little. If you want visibility, you've got to tell your target market. Good deeds (and good work) often go unseen otherwise. When Lyra finished her stuffed toy arrangement, she needed to let us know, otherwise it would have just been a mass of stuffed animals to us.
2. Dress for your dream. Playing dress up is constantly a fun game that boosts energy and creativity. Sometimes dressing up is sufficient to get you going and feeling like you really ARE someone!
3. Be sociable. Sasha always says hi and hugs people she meets. Good PR is all in the relationships, so pick up the phone and connect. (Hugging isn't always necessary, but also nice once in a while!)
4. Silence is not golden. In our home, it often means something big is brewing and disorder is near. So don't be quiet; speak your mind, as it often gets people talking more - which adds to your visibility.
5. Sharing is not optional. We all know someone who just takes and takes and takes. And no one wants to play with a taker. Share your wisdom and ideas, and you will become known credible and receptive.

__________________

Shannon Cherry, Publicity Expert

Shannon Cherry is the publicity/media expert for Group Coaching Mastery, and the founder of Be Heard Solutions.

Known as The Power Publicist, she helps coaches, entrepreneurs, consultants and solo professionals attract more clients and customers through the power of publicity.

For more PR and publicity tips, get the free publicity power pack at Be Heard Solutions.

Anchovies?!?

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?

Laurie Foley, Blogging Expert

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.