Note: Our show name has changed to the Market Your Message Podcast. Please excuse us as we transition.
A lot of coaches struggle with being in the position where people are messaging them. Where people are reaching out, people are saying, “I want to know how I can work with you.” The majority of coaches and service professionals are always on the other side of the coin.
They’re all on the other side of the coin, begging for clients, and what does begging for clients look like? If you’re posting constantly for people to book appointments on social media, but they’re not booking appointments. Or maybe you are getting people to book appointments, however, they’re not the right people so you’re hearing a lot of nos. You’re not getting the ideal clients that you’re looking for.
A lot of times this is where coaches find themselves so I’m going to share with you exactly what you need to do to position yourself. So clients will self-select so people will know exactly what you do, how you do it, and why they should be reaching out to you.
The first thing that I’m going to share with you is what I like to call P. A. T. in other words Pat. I’m going to tell you what each one is, but then we’re going to break it down to exactly what you need to do to be able to accomplish this. Now, if you follow what I’m sharing with you today, and remain consistent with it, you’ll find yourself in a position where you’re attracting the right clients.
You create predictability. So there are two sides of the coin. On the one side you guys are not attracting people at all. You’re not getting people to book consultations at all. But then we have the other side of you who you are, but they’re just not the right people.
So in P a T the
P stands for positioning.
A stands for attract because really that’s where you want to be. You want to be in a position where you’re attracting ideal clients, not you having to go after them.
A long time ago when I started back online in 2012 I was in a, in a network marketing company. The network marketing company was called ItWorks. The company that sells body wraps, it works. I would have to do a lot of prospecting in the beginning, which is how I got good at prospecting. I would have to always be out there, asking questions, DM’ing people. But that’s what they told you to do, talk to 10 people a day.
Now, while I love networking, and being inquisitive, and finding out more about people, that shouldn’t be where you’re relying to get clients. I know exactly what it is to be in a position where you’re begging for clients and you’re in feast and famine and you’re really not knowing where the next set of clients are going to come from.
So in P a T, P is positioning. A is attract. And then the T is teach. So another good thing about what I’m going to be sharing with you guys is for those of you who don’t like to be salesy, but those of you who don’t like to promote a lot, even though you need to start promoting cause you’re a business owner, but I know that some of you are inching your way into it.
Sometimes there are mindset issues around their confidence issues around there, so you don’t promote yourself as much as you should.
For those of you who are in that position, the teach part is really going to help you because there’s really a way where you can self select by just following PAT. Put yourself in a position where clients self-select.
Now let's break down the P:
The first thing you have to do is find out what position you’re in now. You have to know what position you are in before you can properly position yourself. People need to know what to come to you. You want to find out what position you are in, and how people are perceiving you.
To do this you can try asking on your platform or you can actually reach out and ask. Instead of reaching out, or trying to get clients who’re not really interested in your services, let’s reach out and find out why. What do they think you do? Because before you can even position yourself, you have to know where you’re at.
- Find out where your current position is.
- You have to specialize.
So once you figure it out, then figure out how are you helping people? How can you find that special place in the market where you could just fit?
I like to specialize in two ways.
One is by having a signature process in how I help people. When you have a signature process, there’s a difference between having a process and having a signature process. When you have a signature process, it’s only yours, you’re the only one that can take people through this process to reach their desired results. So the first way that I do it and specialize is by creating a signature process, but then the second way is by being the difference.
How can you position your specialty differently from everyone else?
Let me give you an example. I am not the only one that teaches messaging. I am not the only marketing and income strategist out there for coaches. I am not the only one that’s talking about mastering your method. However I am really good at it, but not the only one. I needed to find a difference. As I’ve helped people over the years with their message, with their stories, with their marketing, I’ve realized a trend starting to come in my head where they are coaches who are making other coaches feel like they have to rely on social media everyday, live streaming, overworking. That’s the position I got myself in. And because I got myself in that position, I started to really feel true.
So I started to dig in and I’m like, what’s different about what I do?
What is, how does it, how do I see this whole thing differently from everybody else that’s teaching what I teach?
And here’s what I came up with:
I helped my clients use offline strategies to fuel their online strategy.
Because I’ve found that space that I believe is very different from what other coaches are teaching, I start to attract people who are looking for exactly what I talk about, which is a way to still reach your profit goals without spending all day on social media, and being able to put themselves in an offline space where they can go in front of their ideal clients.
When I stumbled upon that I realized that I attract baby boomers!
I attract people who have nine to five jobs. They don’t have time to be on social media all day. They really don’t even have the desire to do it. They would love it if it could be done for them, but they still want to be able to reach goals and help people.
I do not believe in my ideal clients slaving on social media and relying on fighting against algorithms to get clients. All the strategies that I come up with are always with that thought in mind. How am I gonna help them save time but still reach the results?
That’s my difference.
The second thing is to find a specialty because when you find a specialty and you create a signature process, that is another way of eliminating competition and people will start to self-select.
You want clients to be at the point where they know the problem that you solve and they rather come to you than anywhere else because they know that. And the only way you could do that is by specializing in creating a signature process.
The third thing is finding your difference, finding a difference because the reality is you’re not the only one to do what you do. What angle can you come from that makes you different?
So we first, we talked about position, now we're going to talk about attracts.
The second thing you have to be able to do is attract people to you. We have coaches who go in, they get certified, and they think that clients are just going to come. They’re not going to come. You gotta be able to attract them to you.
Well, here are the two things that would happen.
Either you’re going to go after them or you’ll be in a position where they’re coming after you. Which one would you rather do?
For my newbies to get those first few clients, you are probably going to have to reach out to people. You’re probably going to have to come up with a list of people who you know may need your services. Reach out and let people know you’re in business.
But for those of you who have been at this, but years online every day trying to get clients and it’s still not working, it’s either you’re not positioned to get the right people, you don’t know what to say to attract people, or you aren’t teaching what you need to teach.
When it comes to attracting people to you, the first thing you need is content.
Content makes the world go round. When people are looking to solve problems, the first thing they do is go to Google. Back in the days, they were on the yellow pages. Back in the day when you wanted to move into a new city and you’re looking for a hairdresser, you’re going to go and open up the yellow pages and you’re going to see what hairdresser is around.
Now when you move to a new city, the first thing you’re doing is going to Instagram. Going to Google, going to Facebook, typing “the hair salon near me.” That’s the first thing you’re searching for because that’s what content drives us.
So that means that when somebody goes on Google and they put a hair salon near me if you’re not there and you don’t show up, that’s why the other salons are getting the clients.
The content is what’s going to get people to come to you, so you’ve got to have content.
How are people supposed to know what it is that you do? Where are your hours being spent?
The first thing is you need content. The second thing you need is credibility. And that’s not going to come without content and the consistency, which is the third thing you need. So three C’s under a trap. You need content, credibility and consistency.
Having a signature process helps you build credibility.
Many people listen to me every week and open emails from me about my workshop.
Because there’s trust I have built my credibility through my content.
And that comes from consistency.
It’s not only getting published, it’s not only writing a book, it’s not only having press releases.
Credibility can also come by just showing up, giving content, and people will start to be like,
“Oh my goodness, thank you. Thank you so much for helping me.”
Well, they come back and they say, you know,
“I took action on what you said. I read your blog. I took action and such and such happened.”
All of a sudden you’re building credibility because that person is telling other people the same thing.
Now you’re getting little testimonials because you’re giving content.
Content is important and the content is what’s going to help build your credibility.
And while all the other stuff I mentioned, the bright books and getting published and press releases and speaking getting that one sheet, all of that makes it great.
But there are things you could do right now to start building your credibility.
So a lot of you are stressed about writing a book and it takes you four months to write a book when you could be building credibility during these four months because you’re putting out content and you’re being consistent with it.
So we got positioned and we got attract and now let's talk about teaching.
So the first thing is in order for you to create content, you have to first know what questions people are asking about what it is that you do.
You have to first know what questions people are asking, and what problems are they struggling with as it pertains to what you do because that’s going to help you create content that people are looking for.
If somebody has a problem that they want to solve and they’d go and search for it, do you come up?
If Instagram is your preferred platform and people are searching for, say, a health coach in Tennessee, are you coming up?
These are the simple things that I need you to think about.
You see how all of this flows. This is how you put yourself in a position where people come to you. See how you can attract people to you, and finally what you can teach them.
If you are a coach or service professional who wants to accelerate your results, you want to structure your business and you want to be able to create the things that you’ve read about today, that signature process, the stories, the things that you need to be able to consistently attract and sign high paying clients.
Then click the link below and book your appointment with me.