The Only Place to Focus On...

Would you like to have more clients in your coaching practice? I'm guessing you do. However, are you looking in the right place to achieve this objective? Few coaches do.

So where should you focus? Well, it's a place that you most probably wouldn't think of at first as it's not really that obvious. It's not a location that you can physically see. Nor is it located in cyberspace. So where is it? Well...

The place to focus on is within the mind of clients you want to attract into your coaching practice in the first place. It may be an unfamiliar terrain to you at the moment and that's precisely why you may be finding it hard to attract clients consistently. Do you know what's going on in there?

You see, it is in the clients mind that the decision will be made as to whether they want to work with you or not. So doesn't it make sense to become acutely aware of what's happening within their head? But what do you look at...

Here are a few key things to consider about the 'brain terrain' of your target market:

1. Their worries - What situations keep your clients awake at night? What are they worried about that would cause them to seek some outside help?

Do your marketing materials start off by addressing their concerns straight off the bat? Unfortunately most coaches begin with the usual lame litany of the 'welcome to my world of coaching' variety.

2. Their hopes - What do your target clients aspire to achieve and what specifically are they looking for? Do your marketing materials detail specifically how you can help them to get it?

Note - typically, prospective clients are more motivated to move away from their fears and worries than they are in achieving their desires or aspirations.

3. Their inner conversation - Do you know what they are saying to themselves when they are talking to themselves about the situation that you could potentially help them with?

Listen out for what people in your target market say when they are talking about their situation and what they want to achieve with their lives. If you can determine this, you have access to some of the best words to use in conversation or on paper.

4. Their focus - Do you know specifically who and what your target market are looking for? Are they even looking for coaching when they are looking for assistance? If not, how are you dealing with this?

P.S. You may have noticed that the 2006 issues of the Authentic Practice newsletter have been a bit more erratic in terms of delivery time and day, i.e. not always on a Wednesday and not always in the morning (unlike the Swiss clock precision of 2003, 2004 and 2005).

The reason? The combination of a hectic workload in the New Year, New Practice rush and an erratic routine since returning back in 2006. Don't worry - I'm still alive and kicking and I promise you that I will return to my usual consistency ;-)

So, are you looking in the only place to focus on?

With very best wishes,

Shaun

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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