Are Your Materials Client-Centred?

I'm sure that you would say that you're client-centred in your sessions as a coach. You keep the vast majority of the focus on the client and as little as possible on you. However, can you say the same about yourself as a promoter of your coaching services? Take a look at your marketing materials and see how you stack up.

Whenever I meet a coach, or a new subscriber joins this newsletter, I'll often look at their marketing materials if ever possible (e.g. website, brochure, etc). What I see often astounds and disheartens me. What I see is usually pretty boring and just plain wrong.

If you have a website or brochure chances are that you kick off with the ego-centric 'welcome to your world' salutations. Here you are. Here's your service. Here's what you do. Erm, from the client's perspective - do you think they really care?

Who is the most important person in your universe? You right? Then why would it be any different for your potential prospects when they read your materials? Surely they mainly want to read about them not you? But what do you write about then? Well...

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Can You Help Me ?

I've set up a questionnaire to help me to determine the most suitable price point for the How to Niche Your Coaching Practice product. I would be really grateful if you would complete the one questioned questionnaire that only asks for a figure in pounds. It's so easy to do.

Do this by Monday 7th March and I will do a complimentary review of your brochure or the home page of your website.

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> Writing client-centred marketing materials...

Here are a number of points to consider to ensure that you have client-centred rather than ego-centric marketing materials. Here goes...

1. Identify - State right up front the type of clients you work with. This helps to let people know whether or not you are right for them. Marketing is a process of including and excluding clients.

For example, the opening of your website or brochure could be as simple as 'Are you a (fill in the blank)? Upon reading this the person is then able to rule themselves in or out.

2. Situations - Uppermost on a potential client's mind will be the problem or aspiration that they would like help with. Therefore, doesn't it make sense to talk about these up front in your website or brochure so they know you understand where they are?

The ideal response from the potential client when they read your materials is 'Wow, they really understand me. I bet they can help me too!'

3. Solutions - A potential client will be looking to improve their life in some way so if your marketing materials talk about these then so much the better. So what do you think they are really looking for?

The more specific and detailed you can be the more likely they will become interested and imagine themselves working with you.

4. Call to Action - Most coaches end their brochure with the ubiquitous and often lame call to action of 'Call me today for your f'ree coaching session'. If you're phone is not ringing off the hook then take it as feedback that you need a different call to action :-)

Give the client a reason for contacting you today and preferably an immediate benefit too. I'm a big fan of having a valuable report that you offer potential clients for f'ree in return for them taking the next step. Include a deadline on your request and watch your response rates increase.

So, are your materials client-centred?

With very best wishes,

Authentic Practice
helping coaches to get more clients
45 Capitol Court
Old Coach Road
Wollaton
Nottingham
NG8 1GX

Website: http://www.authenticpractice.com

Tel.: (0845) 123 5105
Mobile: (07811) 262 111

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I work with coaches who have a strong desire to help others but are currently struggling to get clients. I help them to attract more clients and create a stable coaching practice to make a difference in the world.

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