The Client-Attracting Word

If I were to ask you for one of the most powerful words you could use to attract clients, would you know what it is? It's only a short one but it will help you to convey that you are really client-focused. In true Rolf Harris style, can you guess what it is yet?

(P.S. You've seen it 7 times already).

When coaches write their marketing materials such as brochures and web pages, they often slip into talking about themselves. Their business. Their coaching. Their philosophy. Well guess what - potential clients don't care much about this.

Clients are most interested in themselves and how you can help them to ease their problems and achieve their desires. On the whole, it's about them and not about you. So shouldn't your marketing materials reflect that?

Here's a useful 'Customer Focus Calculator' that allows you to check the client-centredness of your materials:

The Customer Focus Calculator

Just type in your text and company name and it will give you an indication of how client-centred your materials are. Are you surprised by your results?

I just received a proposed piece of copy from a client for a brochure and it's just come out with a Customer Focus Rate of just 22% and they speak 3 times more often about themselves than their customers. Obviously, this will change :-)

Contrast this with the score for this newsletter with Customer Focus Rate over 93%, and where I speak about you around 14 times more often than myself. That's why it's interesting to you right?

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How to Get Your Coaching Fees Teleclass

Are you unsure about how to charge for your coaching services? Maybe you feel uncomfortable discussing this topic with prospective clients. Well, on Wednesday, 26th October at 8pm (3pm EST and 12noon PST), I will be delivering an informative teleclass on how you can actually get the fees you set in your coaching practice.

To get your complimentary place on the teleclass, just send a blank e-mail.

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> Tips on Client-Centred Materials

Here are some things to think about to help you to create a more client-focused writing for your materials:

1. Use Your Imagination - Imagine that you have a person sitting beside you and you were writing your words for just for them. In fact, this is not far from the truth as only one person reads your brochure or site at a time don't they?

2. Make it Conversational - Rather than slipping into alien corporate speak, make your writing sound conversational and like a real human being has written it.

3. Use 'You' Often - Use the word 'you' frequently throughout your text and add words relating to yourself and your process less often.

4. Calculate it - Once you've prepared your text and before getting it published, use the 'Customer Focus Calculator' to get a score and adjust as necessary.

P.S. I'm off on holiday to Bologna, Italy from 28th September - 5th October and will answer your e-mails upon my return.

So, are you using the client-attracting word?

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.: (0115) 928 3070 or (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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