Client Attraction

If you want to create a coaching business that clients exactly suited to your skills will flock to, you have to combine your authentic self with savvy content and getting the word out there.

And you also have to avoid the most seductive mistake—thinking that “any client is better than no clients.”

There is no need to settle for “any client.” You won’t get the results that you and your clients deserve if you try to be all things to all people.

Stop chasing the wrong people and instead set up your business to attract clients who want to spend money and get results.[/text_block]

Branding becomes less mysterious when you realize that when it comes to being a coach, it is really all about becoming known for your specialty and for how people perceive you as a person.

Instantly, it becomes obvious that consistency will be key in setting your brand. You need to always provide the same answers to this question:

What do your clients think of, when they…

• See your photo?
• Hear or read your name?
• See your logo?
• See the colors and graphic elements on your website and products?
• See your name/coaching title in their email inbox Subject Line?
• See a product or new blog post announcement?

What words naturally recur, when people describe you or compliment you?

• Reliable
• Upbeat
• Inspiring
• Trustworthy
• Rock-solid
• Whiny
• Erratic
• Uncaring

Don’t just skim through the previous lists. Stop and really think about how people react to you:

• On social networks
• In blog comments
• In forums you run/belong to
• As email feedback

Do your online interactions result in trite comments that are made simply to be polite… or do fans and followers use specific descriptors and give real feedback? Above all, answer for yourself the question “what do my clients really want and need from me?” Then set up all your branding to consistently provide this.

Be generous. Become known for your specialty.[/text_block]

Make sure your “qualifying question” sets people up to not only pre-qualify themselves but also sets them up to love your sign up gift.

And make sure your sign up gift is no carelessly whipped-up freebie, but a signature product that gives the new subscriber a valuable taste of what you’re all about and how you can help her.

Keep your home page as free of distractions as possible so that all the focus goes on your “qualifying question” and segmenting elements.

Your landing pages should follow the same format—one interactive self-qualifying question and a sign up box with nothing else above the fold to pull the visitor away. (If you scroll below the fold, however, he provides multiple testimonials from happy clients.)

Every content element on your website should be carefully thought out and geared towards your main coaching focus—but don’t make the mistake of making it all about getting clients.

Even though your structure is set up to allow people to connect with you…

Your content’s main focus should be on solving your potential clients problems.

“Answer this question” (or “complete this survey”) and let me help you,” should be your message.

By all means, use a few choice keywords, but never make your blog post and its title an excuse to use your keywords.

Whether or not you do add blog posts to your website, providing really valuable help with critical thinking or clarifying issues should be your website’s main focus.

If you write blog posts, your client should find your site such a rich resource, she bookmarks it and returns to you over and over as a reference and guide.

By the time she has done this even two or three times, you’ve established solid trust—and made her want to read your emails.

Offer a free mini-course in your emails—one that will help her take the next solid step in her journey.

Or send her a daily tip, if you can come up with helpful, original tips that aren’t already out there.

Use your email in conjunction with your website and social media posts to keep your potential client engaged and coming back for more.

Don’t just create text blog posts, of course. Vary written posts with video and/or audio posts.

Sign up for YouTube and create your own YouTube channel. Be sure to brand your channel with a powerful welcome video and your branding elements—your colors, logo and profile photo.

Create posts specifically for social media profiles and pages. Put out a weekly or monthly newsletter. (Create a dedicated landing page to encourage sign ups for that, too!)

And when it comes to content, don’t gloss over your titles, headlines and email subject lines.

These short little elements are the “hooks” that determine whether or not your ideal client’s interest is captured enough to read further.

Your “About” page also is a vital piece of content real estate: It should be all about your ideal client—what she wants or needs to know; facts that will interest her; facts she can relate to—even though it talks all about you.

(Weed out any detail that won’t interest her at all, no matter how proud you are of that particular thing.)

Your “About” page should answer the questions: “Why should I listen to this person? What is there about me that I can relate to?”

Make sure your site includes client recommendations and praise. In fact, simply make a section for that, with a tab that interested readers can click, if they want to read what others think about you.[/text_block]

Another area you will need to consider when establishing your coaching presence: Lead and buzz generation—that is, how to keep people talking about you.

You will have already taken care of this to a high degree by paying attention to and putting into practice what we have already discussed, but every time you are about to launch a new book or product, you will want to draw attention to it.

The way to quickly generate lots of buzz lies in being relevant and presenting great products, content and results in a timely manner.

And, of course, not just sitting back, but creating live events such as:

Webinars or teleseminars, Mastermind group events (in person or online) Workshops, New courses—especially if these are tied in with niche changes or upheavals, Live Streams and Fire Sales.

Many other marketers use contests, but you as a serious coach will always want to boost your credibility and not appear “gimmicky.”

However, there are certain times you can get away with more “fun,” such as holidays; and certain ways to do fun things for your clients without appearing “salesy.” (Example: Giveaways go down more easily than “contests.”)

If you do run a contest, consider making the prize service-related: A free, full one hour coaching session or a seat in your new course, for example. But make sure you can afford the commitment, if your giveaway involves coaching and/or interactivity.

But no matter which tactics you use, above all, be consistent with your branding.

Know “who” you are—and use every natural opportunity you can to be visible, active and present in the line of sight when your next client needs you.[/text_block]