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If you’re attempting to appeal to two different markets with different challenges on the same website, you’re likely in for a lot of struggle.
The basic challenge is that when you appear to be “the solution” to more than one group, your prospective clients will instinctively think that you cannot be so good at any one of them. Whether you are or not matters little. It looks like you’re not.
If the two groups have similar challenges, your struggle will be less. For example, the two groups; chronically disorganized and people with ADHD, both struggle to focus and keep order in their lives.
It’s easier to find one good niche or target market, and hone in on that one group.
Nonetheless, if you’re aiming for two or more groups, here’s what you can do on your website …
Create a main link for each. In your main website navigation bar (often across top or down the left), create a link for each group. For example, if you work with both Lawyers and Doctors, your navigation bar might look like this:
Home | For Doctors | For Lawyers | Services | About | Contact
Create a page for each. Create a page for each of your target groups as well. On that page outline the ideal client profile, the challenges you help with, and the results you help attain for that group.
In this example, Mary, a branding coach, helps both employed professionals and entrepreneurs brand themselves:
http://www.yourcareerbydesign.com/
Create a lead-in for each group on your home page for each group. On the home page, prominently, create boxes to clearly lead each group towards their respective areas on the website.
For example, on Renee’s website, she has three targets: Individuals, Businesses, and Coaches:
http://www.coachnetwork.com/
Create a separate coaching program/service for each and lead them to that. For each group, create a separate service designed for that group. For example, for a relationship coach, “Revitalize Your Love Coaching” for doctors, and “Love and Order Coaching” for lawyers as each will have their unique nuances.
In conclusion, bear in mind that it will be tough to communicate when trying to speak to different groups (niches, markets, audiences). Consider honing in on one market first – there’s often more than enough business to keep you busy and profitable. If you choose to approach multiple niches at the same time, clearly direct those groups to material specific to them.
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On your website, what should you call yourself? Coach? Transition coach? Business coach? Success coach? Health coach?
What if you’re a health coach and you don’t want to rule out “wellness” ? But hey, you’re also holistic too, so how about “Holistic Health and Wellness Coach?”
While from your point of view, the title “coach”, “health coach”, “business coach” encompasses what you do. But from your client’s perspective, these kinds of titles don’t do much but give them a point of reference.
I’ve got a different angle for you to consider to make good use of your title. Continue reading: On Your Site, What Should You Call Yourself? Coach?
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Coaches struggle to grow their list and a big part of that is the invitation to get on the list. On many coaching websites, you will see an invitation, “Join my newsletter” along with a form. This is hardly motivating for visitors since there’s just too much email out there already.
Your list is precious, and arguably the most valuable asset in your business. Your list contains people who said, “YES, I want to hear from you. Yes, let’s stay in touch. And, Yes, I want your help and one day I might buy. ” It’s gold.
Without a list and a good invitation, most of your visitors will leave your site and never to be presented with the opportunity to buy from you again.
So, here are five tips to get them to sign up right away with no hesitation. Continue reading: 5 Keys to Getting Email Addresses and Growing Your List
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Got a site up that isn’t getting much action? Do you have visitors coming that just seem to go away and not get on your list, and not sign up for a program, and not call you for coaching?
That stinks.
There’s a big chance that your site wasn’t properly planned. That is, you may not have taken key preliminary steps to ensure people will be excitedly ushered TO your site, THROUGH your site and onto BUYING from you.
If the graphics are clean and the pages load fast, your problem is probably lack of attention in these three preliminary pieces of building a website.
- Getting juicy words
- Planning how to get traffic
- Creating a site selling strategy
1. Getting Juicy Words
In short, survey your market. Ask them question about their challenges, nightmares, biggest fears, deepest wishes, etc. They will give you great words for your copy.
For example …
Continue reading: 3 Do-Before-Building Basics for Maximum Website Attraction
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Here’s an example of how to write a blog entry to lead potential clients to you from search engines.
- Think about a challenge your client faces from their perspective.
ex: A parent’s child suddenly gets poor grades in school
- Think about keywords this parent might use to search for help.
ex. my daughter is suddenly getting bad grades, my son’s grades started getting worse
- Choose a title that solves the problem.
ex. How to Parent a Teen That Suddenly Gets Poor Grades
Continue reading: 10 Blog Steps to Get Clients from Search Engines
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 I recently spoke with Renée Hasseldine (founder of CoachNetwork) about coaching websites for earning a six-figure income.
We discussed many of the key components: building a list, giveaways, service offerings, and such. But what I want to comment on is a very handy freebee at her site, “The 13 Essentials Checklist for a 6-Figure Coaching Business.”
Continue reading: 2 Website Notes on this 6-Figure Coaching Business Checklist
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Monday, May 24, 2010
Posted by
Kenn in
hmmm
Protect your marketing.
 You should back your website on some regular basis, especially if you’re continually adding content.
Why?
- Websites can get hacked. I have heard it.
- Hosting companies can goof-up. I’ve been there.
- You and/or your designer can goof-up. I’ve been there.
Continue reading: How to Back-Up Your Website (Protect Your Marketing)
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Blogs and business websites are great for building credibility, for getting search engine traffic, and for having central hub for your coaching business. And when done well, they can be very compelling for getting prospective clients and making money.
However, most coaches don’t do this very well – by far.
Whether you have a great website, or a lacking one, you can boost your business with mini-sites.
Mini-sites (similar to micro-sites, squeeze pages, landing pages, sales pages, slide pages) are small websites, often 1-pagers, that are designed to get visitors to perform one task, such as:
- Getting someone give you their email address
- Getting someone to buy a product
- Getting someone to sign up for a service (coaching program)
You’ve seen them. They can feel very wordy, a bit salesy, and often long winded IF you’re NOT the person for whom this page was targeted.
BUT, and a huge BUT, if you are in the target market for this mini-site, then this wordy page will feel very compelling, very motivating, and stir up a lot of emotion in you.
Mini-sites can be very powerful.
In her book, Coaching Millions: Help More People, Make More Money, Live Your Ultimate Lifestyle(affiliate), Milana Leshinsky, highly successful mentor coach, talks about how she used mini-sites along with various other web strategies to grow her coaching business. This is a great book for coaches looking to make 6-7 figures.
Mini-sites work well due to less distraction – just one action on the page.
However, a mini-site is at the mercy of copy. Without compelling content, they won’t do much.
Some keys to successful mini-sites:
- A headline that literally mesmerizes your visitor.
- Great sales copy. Some basics for sales copy include: testimonials, benefit statements and handling resistances to taking action. To learn more, do a search: how to write a sales page
- Use longer pages if you’re asking people for money. Shorter for asking for an email address.
- Have only one call to action and spread it through the page so people can easily click when ready.
- Target your mini site to a specific audience: ex. Real estate investors as opposed to “people who want change”
- For building a list, be sure to give away juicy freebees.
So, for example, if you’re looking to build a big list of prospective clients, a good move for just about any coach, create a mini-site with a list of reasons why to signup, a gift (audio, video, or ebook), and an easy to access sign-up form.
Here’s a mini-site I use for building my email list:
http://www.websiteahas.com
Should you use mini-sites?
Probably so, but what were your goals again? Don’t want to build a list? Just a few clients on the side? An endless supply that pay well and passive income?
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Thursday, May 13, 2010
Posted by
Kenn in
hmmm
I’m in the middle of enhancing my Autoresponder Series component of my website program and I’m due for some eats.
(you may need to enable images if you’re getting this by email)
Noteworthy:
- That is rose hips tea. I’m exploring its benefits and enjoyment.
- You see mango, papaya and celery. Papaya is tasting better and better to me. At first, it was a bit bland.
- Those little rocks are from the beach – Jones Beach. I’m a beach-lover.
- That ear piece was working well with Skype. Something is amiss with the connection recently. Technology – heh!
- On my screen you’ll see I’m working with one of my developer’s Mike (in the Philippines) using Skype.
- Also on my screen, you’ll see a recent website I’m polishing up of a client who, interestingly, recently ran his second 100-mile ultra marathon.
Where does this kind of stuff fit into marketing?
The hands-down most powerful motivator that signs clients up is when clients feel you can help them reach their goals. Thus, content like this should not be on the frontline of your communications with your clients. It’s better left to be discovered on the background in case someone is digging. Many heavy duty marketers avoid this kind of stuff altogether.
What’s one personal type thing that you have on your site that may seem cool, but perhaps it shouldn’t be on the forefront?
What kind of stuff should you be putting on the forefront?
I’d love to hear. Please comment below.
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Remember the story about the buckets and pipes?
Here’s the essence of it …
 There was a village that needed water, and the nearest spring was quite a walking distance.
Carrying buckets took a lot of work. One person could carry 10 buckets full over five trips and then be tired.
Creating a pipeline would take a week or two to build, but once in place it could bring 30 buckets every day and only require maintenance of a few hours per week. Much, much better.
The same goes for getting coaching clients.
Here’s the bucket way (very simplified for example purposes):
- Go to 3 networking events in a month (9 hours including commute time and getting dressed)
- From each event, you walk away with three leads for total of nine (pretty good)
- Of those nine, six lose interest or magically disappear (this is the reality)
- You continue to follow up with the remaining three (say five hours of calls and interactions)
- Of those three, one signs up as your client
That’s about 14 hours to get one client to sign up in a month. To get ten clients, that would be 140 hours over 10 months. And, those clients won’t stay with you forever. You’ll need to go replace them as they end coaching.
Here’s the pipeline way (again, very simplified):
- Research and choose a group of people to work with
- Creating web marketing systems for automated follow up with those people
- Write articles, give talks, or attend network groups
- Direct people to your web marketing systems
- Out of the many come, the ones that really need help will call you
This may take 50 hours to get into place, but would only take 10 hours of work each month to keep going. And, a system like this can get you as many clients as you can handle.
Bucket method: 140 hours to get 10 clients. If you need 30 clients over a year, that’s 420 hours.
Pipeline method: 50 hours start-up plus 10 hours per month marketing for endless stream of clients. If you need 30 clients, then that’s 170 hours for the year.
Do you want a small handful of clients over the short term, or a big supply paying you well over the longer term? What are your goals?
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