I’m always amazed that most coaches really don’t know how to market their own business. And I’ll be the first to admit I can remember the time when I was there, and even when I started and THOUGHT I new how to market. But I keep finding more and more intricacies that work better and better. The step I am about to show you has gotten reports from some of the coaches I have coached to build their business as hitting 20% to 70% of the prospects they touch.price of clickfunnels
A Marketing Strategy-They Will Beg You to Coach Them
There is more to marketing than just who you reach out to, how many you reach out to, and what you say when you do reach out. What we are about to talk about is just one strategy in a bigger strategy of how you lead those you do touch through the process of getting to know you and, eventually getting them BEGGING to do business with you.
Notice something here? I said BEGGING to do business with you. We could reach out to a cold market and say something that might get 1% to 5% of them to come to you with a little curiosity and you’d be able to start down the sales path to convince them to buy. However, if we take them through the process of getting to know you while experiencing the VALUE you provide, they will eventually be begging to allow you to take the next step. And you will be in control of whether they take the next step, and the next, and the next.
Let’s talk about a marketing funnel. Imagine a funnel. It’s wide at the top where it’s open to the world, and narrows down at the bottom.
Our marketing funnel looks very much the same, except the funnel is divided up into steps or layers. At the top of the funnel, step 1 is wide, step 2 is narrower, etc. This represents that there are more people at the top and fewer as we step down into the funnel, with your ultimate sale, your coaching at the very bottom.
I’m sure that you’ve walked along the aisle in your local grocery store and seen the little old lady at a cart, offering a sample of something. You take the sample, and, of course it tastes really good. So, you want to buy that package to take home to the family that she has a special price on, just for this one time. And, she may even give you a coupon with a discount so that, after the family also loves the larger sample you just took home, you can come back and buy the even larger package the next time. And, you also just entered your name into the mail list so they can send you further offers. You are 2-3 steps down into their marketing funnel.
Here’s how a business coaching marketing funnel could look. What you use at every level of the funnel can be tailored to what you do, what your type of coaching is, etc.
At the very top you are reaching out into the world to touch your prospective client, and hopefully you are standing where you can touch your IDEAL client.
The first step of the funnel is a freebie, a giveaway, but it has to have value, the more the better. You might be sending an email, or a direct mail piece to your ideal market with an article. You tell them “Here’s something that has typically taken a company like yours in the ___________ industry up by ___times. I’d just like to share it with you.”
Some Ideas — Coaching Marketing Funnel
You could also give that article away at a networking event, a speech at a trade show, etc. This is where you give your sample as they walk by.
After they have experienced it, always ask them to define how much value they got from that. You have to get their answer because most will appreciate the offer, but not really connect with just HOW MUCH WAS THAT REALLY WORTH until you ask them to define it. Get them to put it into dollars and cents, or a multiplier of time or dollars or their business. After they have defined that, it becomes easier for them to realize that IF they got this much from the first, simple touch, that they just might want to find out more.
So, you take them step by step down your funnel. Each step requires more commit and some perceived risk on their part, but after they experience the results it is easier and easier for them to take a small step.
People hesitate taking a step to “coaching” since it can be perceived as risky and costly. But once they have experienced the results at step 1, step 2 is easier, then step 3, etc.
Here is some possible steps
Step 1, top of funnel
- Free articles, handed out or sent to them.
- Articles in ezines.
- Meeting with you at a speech or networking event where you give them a hint or tip
Step 2 (free or low cost, $10-$40)
- E-book (free or low cost)
- Free hour with you
Step 3-Low cost ($40-$90)