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Show Notes
Are you feeling stuck? Do you wonder where to find clients while everyone else seems busy with theirs?
What if there is a magic wand and when you weave it, it can fix one thing? One thing that would bring clients quickly. Would you want it? Sure, you would. While it may not be magic, there some solid pointers on where to focus and what to stop doing. When you feel stuck, you often spend time on coffee catch-ups, networking in the wrong places, or creating endless posts. You stay busy but avoid connecting with your ideal people. Do you know who your people are and where they are?
Clarity Empowers Action
Many of us like to blend in rather than stand out. Here in Australia, we talk about the tall poppy syndrome where people avoid attention. Unfortunately, blending in does not work for coaching. If your message is too broad, no one knows what you do, who you help or if it is for them. There is one thing you must do. If you have been listening for a while, you might guess what it is. You need clarity.
Clarity in Consistency
The best strategy will not work if people do not know you are speaking to them. Consider Facebook and Instagram. People see them talking to everyone now, but they did not start that way. McDonald’s is another example. They have stores everywhere, but they started in one city, selling one type of hamburger. They perfected their systems. Today, McDonald’s makes most of their money from real estate, but they still sell hamburgers. You know what to expect anywhere in the world because they are consistent.
Clarity in Constructing a System
With coaching, you also need systems, but not to the same extreme. You must know who you are speaking to. This is where the Rule of One comes in. One audience, one pain point, one offer.
You can help corporates, governments or not-for-profits, just not all at once and certainly not at the start. Generalising might get you a few clients, but it will be hard work.
Clarity in Messaging
The best way to get clients is referrals. If your messaging is unclear, how can people refer you? It may feel counterintuitive, and it might turn people away, which is a good thing. It allows you to focus your message on your core clients. It might take longer than you hope, but with clear messaging, your business becomes sustainable.
Otherwise, you end up taking any and every client, which works for a while until it does not. Suddenly, you are back at square one, trying to fix your messaging and find the right clients. If you do not know where you are going, no one can help you get there either.
How do you refine your message? Start by knowing who you want to speak to. If you already have clients, review them. Do they have anything in common? Did they face the same problem? Work in the same industry? Want the same outcome? That is your starting point. Think about your message. What are you putting out into the world? Keep it simple. Less is more.
Clarity in Helping
Be clear about who you help. It could be by industry or situation. For example, mums returning to the workforce, career changes, money, health, or weight loss. If it is weight loss, narrow it down. Is it women over 50 losing menopausal weight? Is it 35-year-old mums losing baby weight? Be specific so people know if it is for them or not.
Think about going to the doctor. If your arm hurts, you do not want to hear about how great you will feel once it is fixed. You want the doctor to understand the problem first.
Once people know you understand, they will be ready to hear the solution. Then share examples, case studies, and testimonials. These help people see you can help them too.
SBT Episode 280 covered the hard truth about why your business might not be growing. That is worth a listen if you missed it.
Clarity in Attracting Clients
If you do not have clients, look at who you are attracting. Avoid being vanilla. You cannot help everyone, and you should not want to. There is a place for generalists, but it is harder. Generalists usually have large networks or referrals from other places.
Niching is easier and helps you restart if you have lost momentum. Stick with your niche for at least six months, three if you must. Give it a proper go. Tell everyone what you do. People cannot refer you if they do not know. Specificity attracts the right clients. You will hit the bullseye and even draw in a few from the outer rings.
Contacts
Struggling to Get Clients? Fix This One Thing Now
Start with one person, one message, one problem. Build from there. Soon, you will have an amazing coaching business, without needing a magic wand.
Listen to the full episode of Small Business Talk episode 287.
You can also find the video versions of the Small Business Talk Episodes on YouTube.
