It is in the details
In your marketing materials you need to be sure you always stay to the point. However, about half of the world population will look for details on certain topics while others don’t. This means from your main short and to the point pages, you offer links with additional detail.
Indicate that there is accuracy and transparency
Be sure to mention on your website, that your website offers truthful and accurate information. And commit to this on your coaching agreement that the client signs prior to taking your coaching. You legally signed your name under a document, that you represent yourself accurately! This already sets you apart from many coaches, who won’t commit to the accuracy of their websites. And for your customer it debunks the possibility that you lied or embellished.
The main marketing statements
This article is centered around some of the main coach marketing statements I see on the website, to which you could adapt your website, brochure, and especially your agreements by which you more formally commit.
1. “I deliver, guaranteed!”
Well, “guaranteed” is a strong statement you may not want to put in a contract. Be sure sure to state that it does require commitment from the client too. Outline what you know you can deliver, and above all be accurate! Otherwise you are just promising. Give some case studies of clients you have worked with, and successfully guided towards change, pair that with their testimonial!
2. “I am a qualified coach.”
Consider listing all of your qualifications, and where you obtained them. How these organizations offer quality training. It’s a little more than paying a couple of 100 dollars, and call yourself a member coach of some organization. Sometimes an image can say a 1000 words, a copy of your certificate or a seal! Offer links to the organizations you trained with and are registered to. Even attach your course syllabus etc. Transparency.
I personally think that accuracy does lie in saying I am “trained” or “certified” coach for the new coach. Qualified, in my opinion does require practice. Much like there are many “NLP Trainers”, but so few actually ever ran a class even less a quality class.
3. “Read my amazing testimonials”
Video testimonials without edits, are key! Written testimonials can easily be changed, and are quickly given. Video testimonials really require a bit more effort from the client. Provide contact details (with permission), and websites of your happy clients, so they can actually be contacted! Not only can your accuracy can be verified, but that the person that gave the testimonial is like the client and not some yahoo off the street who was already empowered by the mere sight of you. Pick the type of former client, your client can identify with. I have seen testimonials that were great, but from a person whom I did not identify with at all.
4. “I goal set, I solve phobias, I change emotional states, figure out your strategies, brain storming and draw out what is unconscious, etc.”
What specific methodologies do you use for that? What is the process like? What is your success rate, and are you willing to sign off on that number?
Are there any requirements for you being able to do this, that are expected from the client?
5. “I will get you results.”
What is your success rate? And what are examples of the results that you obtained? Again those case studies can be useful. If I was a client, and I saw a case study similar to my underlying issue or goal…I know I would want that coach.
6. “I am committed.”
In what does this commitment show? Other than being really passionate and loving what you do. Are you willing to state your procedures of complaint? And if you do not want to give a dissatisfied client their money back, because you feel you offered a great service then what independent body can the client contact to appeal?
Are you seeking coaching yourself? Do you invest back into your own education? How many hours do you spend improving your own skills?
7. “I am there for you.”
What specifically does that look like in more detail? And are you willing to sign off on this? Some clients look for a coach they can call in an emergency any time, this requires a different commitment from you.
8. “I offer quality.”
Ok what guarantees do you give? What if the client changes their mind after starting coaching with you? What if the client buys a package, can they cancel sessions and get their money back? What is the response time if a client has a question of an administrative nature? What about coaching? Can the client contact you in emergency? Show examples of your coaching forms if you have them (and make sure they look amazing.)
9. “My coaching sessions are life changing.”
What process do you follow to get there? Again the case studies could be useful here. How long does it take? Do you use forms to get there and cookie cutter approaches? Or do you do customized work and hand design each NLP pattern.
10. “I am an expert.”This topic requires a little bit more of an explanation in next weeks blog post:
Marketing Coaching & NLP Services: The Expert