I was at a Summit with some colleagues and potential referral partners and standing there in front of them, for my “Hot Seat Coaching,” I revealed that I didn’t have a clue what I was doing when it came to messaging… I had made it this far into my business career and I did not know how to talk about the results I helped people get. I did not know how to create marketing copy!
For them, it came easy. Most of the folks in the room were masters of marketing!
I’m a systems gal, not a “copy” gal… I love making things organized and efficient behind the scenes… not writing copy or marketing messages… I geek out over features and how the work… not over describing the end-result impact…
So, when it came to marketing in my business, I only knew how to talk about the features – my services and all about coaching… I assumed the prospect I was talking to would make the correlation about how coaching (and later in my case for software) would benefit their lives. I didn’t know I had to spell it out for them, much less how to actually articulate it or write about it in my messaging.
Sitting in front of that room at that Summit, it felt like I was “found out.” It felt like they knew I was the fraud I felt like inside…
They were all so gracious and provided such great insight, coaching support and ultimately showed me so much love that I couldn’t help but to transform this moment for myself!
I mean some of these folks could potentially get me in front of hundreds and thousands of potential ideal clients. So, I got super busy teaching myself everything I needed to know about copywriting. I knew marketing. I knew networking. Now I needed to know messaging and copywriting.
I couldn’t afford to hire an agency at the time to just do it for me… boy that would have been nice and don’t think I didn’t try. It was up to me. I had to learn this. I had to overcome this obstacle so when I created my marketing content people would understand the message I was conveying and they’d be interested in what I was offering. I could, however, afford to hire a coach who taught me how to write copy. It took 2 ½ grueling years of disciplined effort, consistent action and accountability from a writing coach to transform this feature-focused gal into a value-driven and result-based copywriter. I began to create compelling copy that generated hundreds of thousands of dollars in promotions and clients… And eventually I knew our market, our ideal client and our messaging so well that when I could afford to hire an agency I was equipped to hire the RIGHT fit for my message, passion and calling. I wasn’t blindly just dumping this necessary task into someone else’s lap without fully understanding it myself first.
As a result, I intimately know my ideal client. I deeply know their challenges and desires and because of that, I can create endless streams of resources, content, material and programs that generate revenue and serve my prospects and clients beyond their wildest dreams. And because I have the infrastructure in place behind the scenes, I can scale as big and as quickly as I desire.
In fact, that is why I’ve created The Coaching Business Content Creation Template to save you years of grueling struggle and embarrassment! In this Content-Creation Template I share with you the core foundation of creating compelling copy!
Click below to grab your copy and create compelling copy that easily attracts those you wish to serve! I walk you through it all in an interactive fill-in-the-blank template to make it Easy Breezy!
So, you want to build your mailing list. And not just build it, but also take steps to make its members engaged and responsive. You know authenticity, readership, and engagement are crucial to growing your business.
You’re just starting out, and you don’t have any contacts! Even if you did, you aren’t sure if it’s okay to start contacting them. And even if it was okay, you don’t know what to say to them.
Hold it right there.
Help is here!
The contact list you create in your business is a gold mine. You should treat it as such: mindfully create it, cultivate it, nurture it, and protect it. Fortunately, I’m going to show you how.
First of all, chances are you have more contacts than you realize. And there is a way to have them “opt-in,” officially, so you can start sending them emails. And … you guessed it: I’m going to give you a template for what to say when you reach out!
Ready? Let’s do this.
First and foremost, you have more contacts than you realize. They’re just scattered across the many facets of your life and the many platforms on which you’ve collected them. From your high school and college classmates to your colleagues from previous jobs, to all the friends you’ve made along the way, it’s likely that your contact list is already pretty decent.
As technology has evolved in the past couple of decades, you’ve probably stored your contacts in different places: that old Rolodex, Outlook, your personal email account, your smartphone, your address book … you get the picture.
Collect Your Contacts and Organize Them into a Central Platform.
This is the groundwork. Go through Outlook, your smart phone, Facebook, LinkedIn, your business cards, old email accounts, maybe even old spreadsheets. Enter ALL your contacts into one central list.
Once you see this new, central list, you may be surprised that you have several hundred contacts!
The problem: they’re not official business contacts. They may be family, friends, colleagues, co-workers, or people you’ve encountered at various events.
A quick note here: even though you may be thinking these people don’t necessarily seem like your ideal clients, don’t be too quick to cull them out! Your existing contacts may not be your ideal clients, but they could provide a stepping-stone to people who are.
Ok, so you have your list of contacts. But none of them have officially opted in (signed up) to receive emails from you about the services you offer through your business.
So, let’s talk about the next step.
Ask for Permission to Send Them Emails.
Once you’ve got your contacts organized into one big email list, it’s time to let them know about your transition into starting your coaching business.
I call this notification the “Dear Jane” letter.
It’s a quick and easy way to get in touch with your existing contacts and give them the opportunity to opt in to your business mailing list.
It serves a secondary purpose, too, as a networking tool: your contacts can refer their own contacts to you, now that they know what you’re up to.
The “Dear Jane” letter includes seven components:
The positioning and personalization statement. This is where you connect with those you know in a simple and personal manner.
Your announcement. Let readers know you’re launching your coaching business, and tell them about your specialty.
Your 5-Part Connection Conversation to create engaging dialog and response.
An invitation to opt in and receive your lead generation magnet (also known as your free gift).
The Ask. Ask directly if they are interested in what you’re up to or if they know someone who is. Ask for the referral.
An invite to “Coffee.” Bring it back to a causal connection and show interest in what THEY are up to.
The opportunity to unsubscribe. Including this option in every email ensures you meet spam regulations.
This “Dear Jane” letter will help you cultivate a specific contact list for your business, full of people who are interested in hearing what you have to say.
Take the “Quality over Quantity” Approach.
List building is not about getting a name on your contact list for the sake of having a greater number of “subscribers” and the bragging rights that come with that.
(The “Quantity over Quality” approach will get you high unsubscribe rates, frustrated people, and a list that isn’t responsive when you promote your services, events, or programs.)
When you cultivate a list of interested people, you’re then able to communicate the right message to them, quickly, prompting action.
When you share messages, tips, and resources, the members of your list will be more likely to take the next step toward reaching their desired results.
YOUR result: a mailing list that is engaged and responsive … and a business that continues to grow.
How to find – and Get – More New Clients, More Easily… when you first start your coaching business, building it can feel like a struggle. It’s difficult to find clients, and when you do, it’s one at a time (talk about a slow process!) but it doesn’t have to be this way. When you know the real reason people buy from you (as well as what they’re NOT buying from you), and you develop a process for leveraging resources already in place, you can get lots of clients, at once. The result: you grow your business quickly! Watch this video right now to learn how to finally get more clients, more easily.