Small Business Talk For Coaches

The Podcast To Transform Your Coaching Passion Into A Thriving Business.

Rule of 1

Show Notes

Background

Today I want to talk to you about the one rule. What if you were to focus on one person? Remember when you fell in love? Your first love. All you did was concentrate on that person. You didn’t see any flaws. You didn’t see anything but pure sunshine and roses. Everything you saw was that person. You ran it through a filter. Would that person like it? Would they be happy with it? Are you going to be the best person? You probably even said things that you liked that you didn’t, just so that you could make that person happy.

One Person Idea

What if your customers thought that they were your one person? Every message was filtered not to be dishonest, but to make sure that they hit the mark, that they knew that they were just your one person. That the message was just for them. So I use a dartboard analogy a lot. If you’re trying to hit a bullseye in the middle of a dart board, you know, a round dart board with the circles around it. If you’re trying to hit right in the middle, there, that’s easy if you’re aiming for the middle. Whether you hit it or not might be a bit further out, might be towards the edge, but aiming for the middle, you’ve got some chance.

But if you aim for the outside of that, there’s no chance of you’ve got to hit the middle of that dartboard. So when you’re thinking about your one person, the ideal client, the person that does the best coaching, they do what you say. They pay on time. You get the best results. The growth is amazing. When you’re thinking about that one person.

One Person, One Problem, One Solution

What do they need to hear then? What is their one problem? Thinking about that problem. We’re not thinking about all the tens of thousands of things we do. What do we do? Our coaching. We quite often have multiple problems presented to us, but we bring it back to one problem for the client. What is the most important thing that you can talk about today?

What would be the most useful thing for us to use this time today? We bring it back to one problem or one thing that they want to talk about, not the 15 different things that running around in our mind. And we’re really confused and we’ve got no idea. It’s just busywork. If we’re trying to solve all 15 at once, we get nothing.

Marketing Strategy That Works

Why do we do that in our marketing? Why do we try to solve everything? So not only do we want to make them money, but we want them to lose weight. We want them to stop drinking. We want them to have amazing transformations. What is that one core problem that you can have? So one person. One problem.

Did you know that Unilever, the big brand, has over 400 different brands started in toothpaste and washing soap and that kind of thing? And now it’s expanded. But each of these brands, or the majority of them, have kept their brand names. They haven’t been changed into the big Unilever brand that all kept their own because that gives you choice.

You might have 3 or 4 Unilever products all on the same market, but now you’ve got choice. And in that you’ve only got 1 or 2 things. And now solving that specific problem. So if you had the Unilever brand and you had 15 different products to choose from, guess what? You’re probably not going to choose anything because it’s too confusing.

In fact, they did a study of that. They had jam samples, you know, sweet jam, apricot jam, strawberry jam, that kind of thing. So one day, they put out three different jam samples, and people got to try it, taste it. They were there for sale. They did really well. They had more than average sales. The next day they put out 15 different jam varieties.

Some were low sugar, some were mixed berries, some were this, some were that. And that day everybody got to try it and very few were sold. It was too confusing because they liked the mixed berries and the strawberry and the apricot and the oh no, couldn’t buy all four. So I’m not buying any. So by having too many choices, people get confused and they don’t think that you can solve that one problem.

Be More Specific With Your Service

Thinking of narrowing it down sounds counterintuitive. We think by narrowing it we’re going to make it worse. But what do we do when we’re looking at a specialist, for instance, we don’t go to the doctor. That can give us 15 things. We might have to go to the GP first so that we can get a referral just to the knee doctor.

Well, just the foot doctor. We don’t want to go to a doctor that does complete whole bodies to just check that funny little thing that we’ve got on their toe. That’s a general practitioner. And then often they refer to a specialist, but the specialist narrows it down and only has that one thing or maybe two that related that they doing.

And generally, they start with one thing so it doesn’t get too confusing for your clients. Get it down to being much more specific. And yes, that’s going to exclude a lot of people, but it’s going to make your messaging so much easier. It’s going to attract more people to you. And then when somebody says they have the problem with not being able to make a business out of coaching, then you go, go to Cathy, she’s a specialist at that.

And you’re going to become the specialist too. So getting your focus much narrower actually makes you more valuable. And quite often you can charge more because now you’ve talked to so many tens, hundreds, thousands of people that are just like your one client. So you’ve heard the stories that they have, you know, the problems that they’re having. You know the solutions.

You know what they’ve tried and hasn’t worked. You know what they’ve tried and has worked. And as you go along, you can massage and change your technique a little bit to really hit the mark of your client, that one client, if you’re trying to hit the mark of 15 clients all in one go, it makes it really difficult for you and for them.

So you really need to focus and then doing lots of supermarket analogies today. But that’s okay. That’s where we’re at. 

How Being Specific Helps

If you think of pain relief, pain relief used to pay for everything, but now they’re getting very specific. There’s pain relief for headaches. There’s pain relief, migraines. This pain relief for women’s problems. There’s pain relief for this problem. There’s pain relief for that problem. When you look at the ingredients, they’re generally not that much different. But now we’re buying full. So unlike the jam example where we’ve got confused, these ones are all specific. So we’re buying the one for the back pain. We’re buying the one for the headache etcetera etc. Because it’s specific. It’s going to fix that exact thing.

Will the back pain one fixes the headache? I don’t know, I’m not a doctor, but I’d hazard a guess to say yes, probably it would. So now we’re getting specific. So we know that we need to get that specific thing. So, think about the rule of one. One person, one problem, one solution. Now let’s throw one more data at lots of ones today to that one price.

So how many times is your bookkeeper compliant? I don’t know what you’re charging for this. That person’s on that. We’ve got renewals coming up. We charging the old price. The new price, the friend’s price, the list price, the blue price, the red price. What if you only had one price? Maybe you offer a payment plan. So, it might be a full paid price and a payment plan.

Price. Okay, technically two, but it’s the same price right across the board. Your bookkeepers going to love you, and if you can start doing it as a prepaid. So you pay at the beginning and have your automated software doing that, then you don’t even have to invoice. So then you made it easier again because it’s all taken care of. They click the button, they put the credit card in and off they go. That’s another conversation for another time.

Links

Contacts

Rule of 1

But you get the idea. One person, one problem, one solution, one price. It’s going to make your marketing, your delivery and your service so much easier.

Listen to the full episode of Small Business Talk episode 243.

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