Marketing Tool: The Value of a Credentialed Coach

So you say you want more clients?  And you want higher fees and greater revenue?  Do your part and share this with all your prospects, clients and stakeholders!

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Marketing Tip: The Power of Words

Everyone knows words have the power to heal as well as hurt, persuade as well as prevent. When it comes to marketing and selling, executive coach Ann Kruse reminds us that the power of words is just as important for coaches, as we build our businesses:

If you are asking us about actually marketing and selling your services, … the single most important piece of advice I can give you is to be very focused on the specific result you can offer, who you can offer it to, and in what situation. No one needs “coaching.” What they do need is things like “Creating better teamwork in my team” or “Being successful in a very challenging new job” or “Being a better project manager” or “Guiding my team through a change in business direction.” Figure out the type of client YOU want to work with, and the subject on which you can honestly say you have a track record of helping clients. Once you figure that out, then you can decide how to locate those clients. It may, for example, be through professional associations.

Good reminders for us all. Now how can you tighten and focus your marketing efforts? To get you started, this 2-min video perfectly and powerfully drives the point home:

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ICF’s Gift to You: Done-For-You Marketing

Happy Holidays to you!

In light of how challenging it can be to explain what coaches do, I’m passing along a little gift to help you market your services.

This high-quality, accessible video introduces professional coaching and illustrates the benefits of partnering with a coach – all in under three minutes:

Here’s to a brilliant New Year of helping more people live meaningful and successful lives – as they define it. Thank you for your continued support and I wish you a very happy holiday season!

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Positioning Your Business

What’s your USP or “positioning statement?” If you don’t know what this is, your business might be suffering.
A Unique Selling Proposition describes what’s special about your business. It’s what makes you outshine your competition. A USP answers this question:
What is unique about our business, services or products, which our customers care about and our competitors cannot easily duplicate?
There are a number of great resources on the web to help you build your USP (for example, here and here). Once yours is complete, you’re ready to STAND OUT in a sea of coaches. With a clear USP, your marketing will transform into a “beacon” for prospects seeking the services only you can provide!
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Rapport-Building Tool #38: E-Cards

While there are countless ways to strengthen the relationship you have with clients, one that stands out is the practice of sending e-cards.Sending clients ecards regularly (birthday, congratulations, holiday) is a small but meaningful gesture that serves to strengthen the bond between you.

There are many low-to-no-cost websites that let you schedule cards in advance:

Check out the possibilities. For a minimal investment of your time, you’ll be well on your way to continuously renewing these critical connections. Not only will this leave your current and former clients pleased that they chose such a thoughtful coach, it might even win you some referrals!
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The Do’s and Don’ts of a Powerful Testimonial

We all know that a strong testimonial is one of the most persuasive marketing tools out there. After all, there’s no better way to build credibility with potential clients than third-party endorsements. But how do you get them?

First, it pays to know what makes a good testimonial. Business consultant Michael McLaughlin offers a great overview – not only of what a top-shelf testimonial looks like, but also how you can ensure a good outcome by taking an active role in the process.

Once you have a plan for the what and the how, it’s time to decide the who.

Choose wisely: approach clients who’ve already given you positive feedback about their coaching outcomes. And when you ask, offer them some guidance about how they can easily create a high-impact testimonial – including the “three pillars” of a high-quality success story:

  1. Keep it short
  2. Make it authentic
  3. Be specific

In order to jump-start their thinking, you might even include an example (like the one in McLaughlin’s post) or some open-ended questions about their coaching experience.

By participating in the process, you can help make the difference between a lukewarm compliment and a winning endorsement – maybe even one that inspires a prospect to become a client!

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Infographic: Top 7 Marketing Musts for Success

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A Neuroscience Argument for Coaching

This article, from the CTI blog Transforum, makes a persuasive argument for coaching.

Be sure to check it out – it might be a great piece to include with your coaching proposals. Or it could be a good link to have on your website. Or it could serve as the basis for a blog post. However you make use of it, I hope it makes a powerful addition to your marketing materials!

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