Now that you know what you want to achieve from Marketing and who's attention you want to grab, don't make the mistake of not standing out to your prospective clients.
On an average day, you're getting bombarded with thousands of advertisements - in the morning paper, on TV, on the radio, on the posters you pass on the way to work...and that's before you've started going through your post, reading your emails or checking your voicemail.
Our brains can't cope with all those messages, so we learn to screen out the ones that aren't relevant. Have you ever noticed that as soon as you need to renew your car insurance, there suddenly seem to be car insurance adverts everywhere you look? The ads were there all the time, but you screened them out because they weren't relevant until now.
People who could be your clients are screening out your marketing too. You've got to make sure that your message grabs their attention and holds it long enough for them to do something about it - whether it's to pick up the phone to find out more or to book a coaching session.
Until you've got a crystal clear message for your clients and you've figured out how you're going to get it across to them - whether it's advertising, internet, PR or direct mail - you shouldn't spend another penny on marketing because you won't get the results you want.
This is where your USP or Unique Selling Proposition is really important.
It's the single reason why clients should choose you as their coach.
Did you know that every time that one of the big DIY warehouses runs a campaign on TV, all the other DIY chains make more sales? Why? Because so many of the ads are too generic. In other words, they could be about any DIY store. And because of that, all it does is remind customers to go to their local DIY store, whether it's the advertised store or not.
I've seen a lot of coaches run ads or send out letters that could be about any coach. But they don't tell you why you should go to them. They spend time talking about the benefits of coaching, but don't explain why the reader should choose to be coached by them.
It perpetuates the belief that all coaches are the same and you'll get the
same experience no matter which coach you go to.
Just like you, I get a lot of marketing sent to me - letters, adverts, you name it, I see the same stuff that you do. And most of the time I think "so what?". Yes, you're local and you're, say a website designer, but what are you going to do for me? And why should I use you when I'm already using someone I'm happy with and I trust.
Your company being cheaper isn't important to me until I know what you can do better than the person I'm using right now.
Marketing yourself as a coach is just the same. You need to be able to explain clearly why you're different from other coaches, therapists or anyone else who might provide a solution to their problem.
It's very important to understand what's special about you and the way you coach. A couple of days ago I suggested talking to past clients to find out what they liked about you. This is where you use the information you picked up - as your Unique Selling Proposition, your USP.
Tomorrow, look out for the Fourth Deadly Marketing Mistake, the one that most business people around the world are guilty of!
Contact:
Agbolade Omowole
nigeriaslifecoach@gmail.com
+2347064649978
Agbolade Omowole
nigeriaslifecoach@gmail.com
+2347064649978
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