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Show Notes
Background
Cathy Smith began her journey as a marketing professional in 2001, and has helped thousands of businesses to grow. Cathy specialises in helping coaches and is dedicated to showing you how to get your first clients, and many more. If you are ready to take your coaching practice to the next level, then you are in the right place. Whether you are just starting your coaching journey or you’re an experienced coach not seeing the results you desire, this podcast is for you.
Why is your coaching message not landing? Are you doing all the talking? Well, you might say, of course I’m doing the talking because it’s my message. Yes, but you need to connect. And if you’re not connecting, then your message is not going to change and is not going to lead to the right people.
Connecting to people seems pretty simple, isn’t it? Well, not always. Okay, so what can you do about it? Well, the first thing you’ve got to do is think about emotional intelligence. Unless you’ve been under a rock for the last few years, you’re going to have heard about it, known about it, and you might have even done some study on it. But what is it?
Self Awareness is Essential
What are you doing? What’s working and what’s not? And then thinking about that self-regulation because it’s great to know what we’re doing wrong and great to know what we’re doing right. But are we regulating that? Are we getting that message, just right? Getting that message out there. So, it might be a case of you’re not quite matching up with your audience.
Does that mean that you need to change your style slightly? Or does that mean you need to modify your audience? It can be both or either. But if you’re going to try and change one, remember to change one thing at a time so that you know what’s working and what’s not, and then motivating. So if you’re putting out great content and nothing seems to be happening, nobody seems to be listening. That can be a bit disheartening and not motivating. So take initiative. Have a look at your motivation. Get those small wins and celebrate because they are really important.
Give a Clear Message
Think about how many people are you talking to when you’re writing your messages? Are you thinking, “Can I help everybody?” As you know, and if you’ve been a listener at all on Small Business Talk, you will know that I always talk about talking to one person.
How does that one person think of them as your best friend? And then, can you be motivated by them? And that can also help you to be empathetic. So do you need to add a bit more empathetic into what you’re saying? Is what your telling not quite right? Are you a bit nervous when you’re doing messaging, especially if it’s video? And video is such a great way to build that rapport, to build that trust.
So making sure that you are getting messaging out there. It’s just not the written word. Written word is fabulous. But if you’re coaching people, watching who you are and how you do it. So you need to make sure that you’re really reading your audience. What is it that they’re looking for? How do they need to understand you? And are you understanding their problems?
Hit Pain Points
What’s in it for us? So we want to know that you’re understanding our pain points and that you’re going to help us and you’re the one for us. So I always say in marketing, if you can articulate your person’s pain point more than they can, then you’re going to be able to make that connection.
Because quite often we don’t know what our pain is. So, when you think about going to the doctor, you go with a sore arm. You might self-diagnose and think that it’s one thing. You get to the doctor and they say it’s something else. Well, sometimes coaching can be a bit like that, too. The first thing that somebody says is quite often not what it is that they’re looking for.
I was talking to a lady the other day and she was using a software service and she says, Oh, I don’t like this software service. It’s really expensive. And I thought, That’s really odd. And then we were at a table and somebody else asked her what she was using the software for, and she listed off a whole handful of things that she was using it for.
And that seemed really odd that she thought it was too expensive. She didn’t like it. She was using it for all these things. And as we got more into the conversation, it changed that there was actually a problem with one of the components, and it wasn’t delivering what she wanted it to. So, it wasn’t actually that it was expensive.
It wasn’t that it was complicated. It’s just one piece that wasn’t working the way she wanted it. So by fixing that piece, then she’s going to be much happier with that particular software. So sometimes it’s not what the client says. This time it’s quite often the second or third thing. And that’s why we’re always asking, is there anything more?
So what are the top three pain points that your people have and what is it that they present with? Do they say it’s one thing, but it’s actually something else? Is that something that you need to be putting into your messaging, making sure that you’re really hitting those pain points?
Listen Carefully
Are you listening? Are you really listening to what your people are saying? If you’re having consultations and they’re not quite landing. What can you learn from that? What can you evaluate? What is it that people are saying? Ask your current clients. Ask your audience. What is it that they would like? And it could be a case of tweaking things to get around that. So like I’ve said, sometimes it’s about serving up what they think they need so that you can give them what they actually need. But if your messaging is not landing, there are quite a few tips there.
Links
Contacts
Why Your Coaching Message Not Landing?
Have a look at your messaging, see if it’s landing. If you’re not doing video, maybe it’s a case of just trying one or two ways. Yes, we don’t like seeing ourselves on video, but we are our own harshest critics. And like everything, you’ll never get better if you don’t practice. Now, don’t practice and not put it out there because then you can’t get that feedback and your clients can’t get that messaging from you. So there’s no possible way that those prospects are going to turn into clients.
Listen to the full episode of Small Business Talk episode 254.
You can also find the video versions of the Small Business Talk Episodes on YouTube.
