The C-word

Are you overusing the C-word and it's losing you a lot of business? Is the C-word one of the first things to come out of your mouth when you're in front of a prospect and then you find the conversation doesn't lead to a new client? Is the C-word one of the first words to appear on your brochure or website? In true Rolf Harris style, can you guess what it is yet? The C-word is coaching of course.

Over the past few weeks I've had the opportunity to review a lot of coaching websites and brochures. A common theme was both their overuse and early use of the words coach and coaching. Now why is that a 'bad' thing Shaun? You are a coach and you're passionate about coaching so surely you should talk about that right? Erm, no - at least not at first...

The main person that matters in your business is the potential client. After all, they are the person who can help you to build your coaching practice if you help them to get what they want. Take a moment to see the world through their eyes...

They've typically got a problem they'd like to get rid of (e.g. work overload, failing relationship, no clients, etc) and/or aspirations they'd like to achieve (e.g. better health, a balanced life, etc). Therefore, doesn't it make more sense to talk about these in the first instance rather than coaching?

If you think about it further, their understanding of the word coaching may be limited at best and non-existent at worst. After all, how long did it take you to understand the enormity and potential of the fantastic concept of coaching? More than a few seconds right? So why expect the potential client to grasp it within the first pages of your brochure or website?

Of more interest to the potential client are the problems/aspirations they have and how you can help them to improve the quality of their life. The process you use to help them to improve their life is of less importance. Period.

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What Are You Doing on Monday 11th April?

Would you like to attend the Coaching Essentials Conference in London focused on how you can attract more clients as a coach? I'll be presenting a workshop on How to Niche Your Coaching Practice and many other top coaches will be presenting there too. To find out more, have a look at the brochure for the day. I hope to see you there.

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> Alternatives to the C-word

If you've been a subscriber to this newsletter for a while now you may recognise some of the points below. It may seem like repetition but it's all for a good cause. The points below work like a charm and can help you to attract more clients into your coaching practice - if you apply them. Please remember that knowing and doing are poles apart!

1. Problems - listen out for the main problems and frustrations that people tell you they have. Then position yourself as the person who can help them.

Are there common challenges that you know your target market frequently experience? If so, make these the focus of the first pages of your coaching brochure or website and you'll more likely capture their attention and make them want to read further. If you don't, they won't :-)

2. Desires - also listen out for the dreams and aspirations that people say they have. If they have common aspirations, position yourself as the person who can help them to achieve their goals.

Remember that on the whole people will do more to avoid pain than they will to gain pleasure. Therefore, that is why it's better to start off with problems and then move into solutions later.

3. Action - at the end of your website page or brochure conclude with a strong call to action that encourages the potential client to take a step closer into your coaching practice. The smaller the better. For example, it could be contacting you to request a f'ree report, signing up for your newsletter, or having a complimentary consultation.

So, are you overusing the C-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.: (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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