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Show Notes
Now, I would like you to imagine you have walked into a shopping centre and you are hungry. You are not really sure what you would like to eat. So you walk past one café and it says:
“We sell hamburgers, fish and chips, sushi, ice creams, cakes, desserts. We sell everything. Anything.” That is nice. Any clients?
Then you walk a little bit further and you see another sign that says: “We sell the best burgers in town.” Suddenly, a burger sounds like exactly the right choice, does it not? It is not because the other place that sold salads, burgers and everything else is wrong. It is simply that you no longer have to make such a big decision. Your choices become much simpler. Do you want chicken, beef or vegetarian? Instead of… What food do you actually want?That is what good marketing does.
It simplifies decisions and makes it much easier for someone to say: “Yes, that is exactly what I want.”
Specific Marketing Attracts More Clients
That is where so many coaches struggle.We want to help everybody. Unfortunately, generalists are often overlooked because they are not specific enough.
When you think about your marketing, ask yourself:
- Who is your one person?
- What is their one problem?
- And how are you the one solution?
That does not mean you cannot help other people. In fact, by becoming more specific you will often attract more people.
Someone might say: “I am almost like that. Can you help me too?”
Quite often you start by helping someone with one problem and then end up helping them with several others. Perhaps they come to you for career transition. Later you help them with leadership. Then mindset. But they did not come looking for mindset coaching. They came because they had one very specific problem they wanted solved.
That is why being clear and specific in your marketing matters so much.
Relevance Creates More Value
Think about sales courses. Someone says, “I am doing a sales course.”
You ask, “What is it about?”
“Oh… it is just a sales course.” There is no excitement.
Now imagine they say: “It is a sales course specifically for people in my industry, at my stage of business, solving the exact challenges I face.”
Now it suddenly feels much more relevant. Much more valuable.
Narrowing Your Focus Does Not Limit Your Business
Think about throwing a dart. If you aim for the bullseye and miss slightly, you are still on the board. If you aim for the outside edge, you will never hit the middle.
The biggest myth I hear from coaches is: “If I narrow down, I will lose clients.”
Generally, you will not. Your existing clients are still your existing clients. Unless they are due for renewal, nothing changes.
What usually happens is that you gain more clients because people immediately understand who you help and what you do.
And if someone is not quite sure, they might contact you anyway.
Clear Calls to Action Win More Clients
So be very specific about:
- Who you help.
- How you help them.
- And exactly what they need to do next.
Do not assume people know. We think: “My link is in my bio”, “I sent them an email”, “They know how to contact me.”
Many people do not. Tell them clearly. Click here. Book now. Reply to this email. Send me a DM.
Make the next step obvious.
When people feel understood, it becomes much easier for them to buy. Nobody wants to feel talked into something. Everybody wants to feel seen. Understood.
And confident that you know exactly how to help them.
Recognition Always Beats Persuasion
You do not need more talent. You already know how to do what you do. You are probably very good at it.
The real problem is communicating it clearly. It is not about complicated funnels. It is not about chasing the next shiny object. It is about getting your message so clear that people instantly understand what you do, who you help and why it matters.
The clearer your message, the easier it becomes for people to refer you, recommend you and remember you.
Recognition always beats persuasion. That is when your discovery calls become yeses.
Eventually, if that is the direction you want to take your business, you may not even need discovery calls because you will be selling one to many.
Links
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Why Generalists Get Overlooked
Remember: You already have the skills. You have used them before. You will use them again. Sometimes all you need is a little more confidence.
Listen to the full episode of Small Business Talk episode 355.
You can also find the video versions of the Small Business Talk Episodes on YouTube.
