I thought this was an interesting article from Jon James Daniels on The Nine Musts of Marketing a Coaching Business.
Jon has identified the following "musts of marketing"
- Show me I am in the right place
- Give me what I am looking for
- Make it easy for me
- Leave me better off than when I arrived
- Help me to see you are authentic
- Show me that you get me
- Show me I have discovered a wonderful secret
- Give me a clear call to action
- Eliminate all risk for me in doing this
You can read the full article at EzineArticles.com
I agree with much of the sentiments expressed and I particularly agree with the issue of being authentic.
You job in marketing is to attract some and repel others.
You can't be everything to everybody so be prepared to admit to weaknesses because it will resonate more with some of your prospective clients. If you admit you're not so hot in one area, it makes what you say are your strong points so much more credible.
Interestingly the Must I disagree with most is the first one.
About showing the prospective client they are in the right place.
Sadly the world doesn't work like that and they may have to stumble around for a bit. No matter how clever Google and the other search engines get, people type dumb stuff into the search box. I think I read that one in every two searches is unique and many of the others are so generic as to be next to useless.
It's likely a possible client who has heard about a business coach but doesn't know what we do, wants to do some general research and get a flavour for the different ways we work.
If you click through to EzineArticles and then to Jon's website, I'd be interested to know if you think he's done what he's writing about. I don't know if the free report is any good because the title is such a blatant rip-off of Peter Thomson's 7 Big Mistakes, it made me think I'm likely to have heard it before.
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