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RISING WOMEN EXPERT
ADVICE...
I am a Life Coach. Where do I start when building a client base?
Like any business, finding the right niche market and communicating the
benefits of your service starts with knowing exactly what your “product” is
first. Even in a service oriented business like coaching, you have
“products”. Narrow down what you coach. It’s great to say that you can offer
mentoring from business success to heightening self-esteem, however are you
a flee market or a specialty shop? When you “specialize” in one certain area
(or product), you have a far better chance of creating a business platform
that can be communicated effortlessly, which in turn helps you to narrow
down your target audience.
For instance, let’s say your coaching education focused on helping others to
excel in their relationships. Your title is a “Relationship” coach; your
products are a) one-on-one sessions, b) small group workshops and c) large
audience presentations. By narrowing your business model down into these
three areas you can now concentrate on how to reach your target audience for
each individual “product”.
The first thing I suggest you do is create a program based on your expertise
in relationships that details a general step by step process to which your
client(s) will participate in whether individually or in a group setting.
Create this as you would a manual that can be prepared as a workbook to use
in your coaching sessions. From this, you are now ready to create your
marketing materials which will include your website, your printed brochure
and display advertising. From the concepts detailed in your “workbook” you
should be able to draw key statements that communicate the benefits of your
program. Find the wording that has the most clarity and impact to the reader
and brand it by keeping this message consist within all your visual
marketing.
Now in my experience, for coaches (unless you are well known) relying on
distributing print materials or placing general display advertisements is a
shot in the dark. I suggest that you consider coordinating free “info
evenings” or lunch seminars or offer free (time limited) coaching sessions
based on the model you developed. Being that you are in essence your end
product, introducing yourself in person while giving your audience a taste
of your expertise and coaching style is what will sell you and your service.
You now have a specific product (your specialization in relationships), a
concise message (your program benefits) and an attractive incentive (your
live presentations). The next step: Become Public...advertise, network and
present!
Written by Illiki Rai, owner of Rising Women magazine. For more tradeshow marketing advice, email your questions to
media@risingwomen.com
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