Conversations around marketing for coaches that empowers them to attract Better clients, build a Bolder offer and be Braver with prices, planning and purpose.
How do I advertise my coaching business?
When coaches ask “How do I advertise my coaching business?” the tried, trusted (and tired) answers are: SEO, Facebook Ads, Google Ads, Squeeze pages, set up a marketing funnel, or my favourite, a baffling combination of all of these presented as if it’s some kind of Secret Formula™ for success!
I’m going to go out on a limb here and say you don’t need any of this. In fact, I’ll go further and say, I can’t tell you what you “need” or “should be doing”.
What I can and will do in this episode is show you how you can start to put your coaching business out there without the need for what you might be thinking of as “advertising”.
Connecting Dots with Anya Pearse
Anya Pearse is like the mobile libraries of our childhood. You would look forward to it arriving and be welcomed in with open arms to a cave of wonders filled with exciting and nourishing resources to cosy up with.
She is the first to have a reassuringly apt reference in any conversation - be it a book, an article, a podcast, a poem… she can contextualise our experience in any moment within a wide world of others' experiences, reflections and wisdom - which is hugely comforting, inspiring and humbling. If we “read to know we are not alone”, Anya compassionately shares what she’s discovered to help us feel this directly.
As a child herself she was “baffled, yet intrigued” by the behaviour of those around her, and now combines a researcher’s curiosity, a poet’s turn of phrase, and a comedian’s sense of timing to help those she encounters gain insight and compassion into what they do.
She is no stranger to tricky times, having lived with a disabling chronic illness for 16 years; reimagining it as her spiritual path helps her to bring a particular kind of hard-won grace, wisdom and empathy into her work.
The Head of Positive Psychology at The Museum of Happiness, where she co-facilitates their Certified Happiness Facilitator Training, she is an intuitive adviser, and Fellow of the Positive Psychology Guild. She consolidates her interest in “the science of what makes life worth living” with an MSc in Applied Positive Psychology, focusing on the concept of “self-as-instrument” – how our own qualities of attention, openness and presence impact others and create our first intervention.
Anya invites us to consider patterns, meaning and connection within ourselves and the universe to which we may previously have been blind: “Dots can be connected, allowing patterns to appear. Clarity and new ideas start to flow.”
As a coach, you too are a treasure trove of magic for your clients. And you can show up with it through bringing resources, energy, compassion and inspiration into your marketing as well as into your coaching practice.
We will be talking to Anya about what it is to bring our full selves to our interactions - and interventions - to creative moments between two people.
On the surface, this Marketing Masterclass is about (repurposing) content, resources and showing that you are the best guide for your ideal client.
Underneath, this time with Anya will be a mind-expanding dance with joy, a celebration of the self and about how to take things slowly...
Move your marketing from conversions to conversations
Most marketing advice for coaches doesn’t work.
Why? Because the Holy Grail of traditional marketing strategies is the conversion.
And as a coach, conversions are not what you’re chasing.
You’re not selling vacuum cleaners, or water bottles, or any other ‘disposable’ product or service. Conversions are not your focus. The heart of the coach’s marketing journey isn’t the ‘sale’ at the end of it, it’s the conversation that takes place between you and the prospective client.
You’re not just chasing a sale, you’re looking for the right sale, to the right client… and that requires a conversation, an exchange with someone who resonates with what you do and sees the value in the outcome, feeling or insight that you’ll guide them to.
So, how can you shift your marketing mindset? How do you wean yourself off the conversion drive and focus on creating opportunities for conversations instead? We have a few ideas…
Repurposing marketing content for coaches
Not everyone learns in the same way. As a coach marketing their services, seeking to showcase your expertise and reliability to a target market, you can’t afford to ignore the fact that how people like to absorb information differs, according to one of four broad preferences.
Why is this a potential problem?
Because if you always market the same way, using the same method (the one you’re most comfortable with, no doubt) you’re only engaging a fraction of your potential audience.
But don’t worry, reaching more people, broadening your appeal, isn’t a huge or complicated task…
How to create your coaching product mix
In our community of coaches, the question of ‘product mix’ often comes up. People want to know how best to expand their portfolio of services: How do I start a course? How do I create a programme? How do I set up a community? Good, valid questions, although frequently people worry about them before they’ve even got their first product sorted (or selling). So how can you make the perfect mix? In this episode, we'll find out.
Read the blog version here: https://betterbolderbraver.com/how-to-create-your-coaching-product-mix/
Returning to my Tribe with Melanie Kovacs
Melanie is a business coach and the co-founder of Joypreneurs, a community for women in innovation who want to build something of their own, with ease and joy.
Melanie has been on a journey herself, finding that joy is her motivator. Being part of the Better Bolder Braver community, the THNK School of Creative Leadership and also The Happy Startup School communities have helped her with this, as she has enjoyed creating for creating’s sake, learning a lot about herself along the way. She sees entrepreneurialism as another self-growth tool, and is keen to support other women on a similar path to find joy too.
Melanie is an example of a coach who has chosen to find, guide and inspire people with similar experiences to her. This is not an appropriate niching path for all coaches, for whom working with people just like them may be triggering. But for Melanie - who is hugely inspired by Joseph Campbell’s The Hero’s Journey - it is important for her to “return to her tribe”, tell her story, help people explore and play. And, as a result, find joy and clarity on their next (work) steps.
With Better Bolder Braver behind her, Melanie is continuing to find joy, stay curious, find her people and also be open - to collaborative models and to what she builds next.
So much of this conversation will no doubt resonate with many coaches.
You can join the next conversation live on our Corwdcast channel: https://www.crowdcast.io/betterbolderbraver