Let’s start off with some marketing basics.
As a coach, your marketing will be most effective when you focus on educating and providing value.
This is exactly what the Two-Step Marketing Approach does.
A big mistake coaches make is that they try to sell their services and enroll new clients too soon.
It’s like asking someone to marry you after the first date. While there are occasions when this does work, you’re much more likely to get a YES after a courtship period when you’ve really gotten to know each other.
The Two-Step Marketing Approach is how you court potential clients. It’s how they become familiar with you and how you build that all-important “know-like-trust factor.”
Here’s an example of how the Two-Step Marketing Approach works…
Instead of immediately inviting a potential client to learn more about your coaching services and hire you as a their coach, you can instead invite them to your free training.
Your free training could be a teleseminar, webinar, workshop, audio recording or video training.
Then, at the end of your free training you extend an invitation for them to take the next step.
If you are focused on enrolling individual clients, that next step would be to have a complimentary consultation with you.
1. You host a free teleseminar on a hot topic your ideal clients are really interested in. You deliver an awesome, inspiring, content-rich call. Don’t worry about giving away too much information for free. They’ll still need you to help them get into action and implement what they’ve learned.
2. Towards the end of the call you extend an invitation for them to take the next step.
Here’s an example of how you can extend the invitation:
“We’re almost at the end of today’s call and I’ve done my best to give you as many strategies, tips, tools and resources about how to
As I’m sure you know, it’s valuable to receive useful information and resources, but the real secret to success is about implementation. I encourage you to get into action and start putting to use what you’ve learned right away.
In fact, supporting my clients in taking action and overcoming whatever might be keeping them stuck is a big part of what my coaching is about.
On that note, I have a special opportunity for you. I invite you to have a free strategy session with me so you can take the smart, strategic action necessary to
You’ll also have the opportunity to learn more about how my coaching helps people move forward as quickly and easily as possible so they can
I only have a limited number of slots available and you’ll need to sign up by
If you are serious about
RESOURCE: A good online scheduling tool that I use is www.TimeTrade.com.
Do you see how inviting a potential client to a free teleseminar with you that provides huge value and then inviting them to take the next step can often be a lot more effective than immediately inviting them to have a consultation with you?
As I mentioned earlier, the Two-Step Marketing Approach works well for enrolling individual clients and for filling your coaching groups. If you’re focused on group coaching, you can follow this formula and in the strategy session invite the person to join your coaching group.
Another variation is instead of offering the free strategy session, at the end of your free training you can make a direct offer for people to join your coaching group.
I just created a free video about the Two-Step Marketing Approach. The video focuses on using this approach for filling a coaching group, but you can apply it to your individual coaching as well.
Click here to see the video training about using the Two-Step Marketing Approach.
And then if you have questions or comments about this approach, post them below the video and I’ll personally reply.