GSI UC BS Marketing Matters Manual by The Coaching Institute

MARKETING MATTERS MANUAL 1

MARKETING MATTERS WE’VE DONE THE WORK IN THE BACKGROUND. W E’RE CLEAR ON WHO WE WANT TO COACH (FOR NOW!), AND WE’V E GOT OUR ‘READY TO DO BUSINES S’ HATS ON…

Our internal world is shaping and determining our outer world. So it’s up to us to ensure we give ourselves the very best mindset we can for the journey ahead.

MARKETING FOR SUCCESS – OVERVIEW OVERVIEW AND INTRODU CTION TO MARKETING MARKETING IS A ‘LEAD GENERATION ACTIVITY’. IT’S WHAT BRINGS PROSPECTIVE CLIENTS TO YOU, OR YOU TO THEM.

It can include anything from networking through to sophisticated online lead generation techniques. Marketing is about generating ENQUIRIES and interest in you and what you offer. Marketing is not ‘meeting people and chatting’. It’s meeting people with a purpose. The purpose is to see if there are synergies to do business. Marketing must consume 80% of your time and effort when you’re starting out. And it stays that way until the momentum of your referrals take over. 

MARKETING CAN (AND IS NOT LIMITED TO) INCLUDE: 

Network at three events, consistently, and be known for being an expert in your niche and generous with your knowledge

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BNI meetings

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Web site lead generation (versus a web site that can’t capture prospect contact details)

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Offer to run a webinar on the Success Principles from your Foundations of Coaching training event (you may use the CD’s you purchased there to help you word your own content, with our permission)

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Speak at networking events about your content, not what you sell

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Joint venture with TCI and being an Ambassador for Your Success and running a mini workshop on any of the content, with our blessing!

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Joint venture with TCI and being an Ambassador for Disruptive Leadership and running a workshop for leaders on the content, with our blessing!

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Joint venture with a gym to provide complimentary coaching sessions to all new members as a gift for joining the gym

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Joint venture with a health resort with the same offer, or running free workshops and letting people go into the prize pool to win complimentary coaching

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Cold call businesses and asking who provides their success coaching programs currently

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Offer to run a workshop for a team in a business for 1 hour

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Leaflets in your local coffee shop

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Ads in your local paper

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Flyers in the window of your local shop

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Leaflets in coffee shops

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Introduce yourself to all the businesses in your area

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Offers of complimentary coaching sessions on your fan page or time line

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Offers of complimentary coaching sessions through Linked in

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A web site with an opt in which provides something cool (like the Meta Dynamics™ mini profile, in return for the prospect’s contact details)

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Sponsor a networking event

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Present at Mind, Body, Spirit Festival

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Write magazine articles

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Google ads

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Facebook ads

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Have a financial planner recommend a workshop you run for their clients

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Be published in a book on your area of expertise

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Write a book on your area of expertise

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Poster or leaflet at your local gym

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Free workshops at gyms

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Coach for referrals

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People receive your business card

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You collect business cards and sending people cool stuff

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At networking events give your CD/DVD to them, with a voucher to a complimentary coaching session in it as a gift – the CD is the Success Principles, or the Critical Alignment Model…

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Place your CD and voucher in the gift bags at networking events

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Let people know you’re offering complimentary coaching sessions as a gift in return for testimonials for a web site you’re building

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Coach people for six sessions for free so you learn how to be a great coach, and believe in yourself, and your clients can rave about what you’ve done for them

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Ask clients if they know anyone who would also receive value from your services

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Don’t do it alone – hang out with coaches who are getting on with it and appreciate being around people who are doing the same – success leads to more success and ideas generate more ideas

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Turn up to the ICG Coach and Connect events and learn what the speakers offer until you’re ready to deliver at one of these events

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Keep building your database

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Provide phenomenal value in our Facebook groups to the stage that you have a reputation for being awesome and generous, and people will recommend you for their friends and colleagues for coaching

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If you’re in Pro Coach, get sorted to run classes for TCI and learn how to provide massive value as soon as you can – people love certainty

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Get to 100 hours of coaching as fast as you can – for your competence and your confidence

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Get to 500 hours of coaching as fast as you can – most don’t – so you will be competing with very few experienced coaches, instead of lots of rookie coaches

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Constantly figure out ways to help the coaches around you in ways that are meaningful to them – they will remember this and when they need a coach for a larger gig, will recommend you

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Offer to speak for free whenever and wherever you can – you will build the language skills you need to project certainty

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Get into the niches that are in high demand – leadership coaching; business coaching; sales coaching; team coaching; success coaching for executives…

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Let the Wow Team know about your setbacks and your wins – the more you share that you’re applying what we teach, the more we want to help you!

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Leaders and managers are often intrigued by all the excitement around executive and personal coaching, yet aren’t sure what it’s all about. To get your business cranked up, coach them ALL for testimonials and referrals. Explain that you are keen to be introduced into X Company and to do so you would like to demonstrate just how effective coaching can be. ‘I would like to offer you three coaching sessions with my compliments, so you can see the full value and benefit of this service.’ Make sure you ask for five referrals at the conclusion of the service, if they don’t recommend you to the company. If they do recommend you to the company, expect things to take a while, but hang in there and persist. It can pay off really well, as long as you delivered on the coaching.

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Keep adding to your professional skill base. Coaching is constantly growing and changing as a profession. It is important that you continue to top up your knowledge of this fascinating career. Read a coaching book as often as you can. I know that my success is about being able to offer the best value for a service a client has ever received. Then I know they will talk about me to their friends and associates. Study Meta Dynamics™ – It is the most powerful form of coaching there is, as it includes coaching, NLP, some therapy techniques and its own unique structure that is research based and proven to be effective for assessing and assisting clients.

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Develop a professional information pack. A business card is a good start. Now start thinking about something a little more comprehensive to offer potential clients. Go onto the web and see all the downloads you can get from professional coaches throughout the world. Contact some coaches and request their information packs. See the quality of what is out there before you commit anything to print.

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Brochures are not essential. You can do colour pages that explain in more detail what your services offer and their benefits. Make sure the pages are well written and talk of the benefits of using your services.

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Take your business cards everywhere. You will always be asked the business card when you have no pockets! Get in the habit of carrying them in your car, wallet, purse, handbag, briefcase, suitcase, client file… It’s more than simply carrying them with you. It’s about being ready and willing to hand them out to someone who may be interested in your services. Some coaches get this and get through their cards rapidly. Other coaches say they never seem to come across prospective clients… interesting! Your business card will be requested based on your willingness to give more value to the person you are talking with. If you’re chatting and thinking the whole time: ‘Please ask me for my card, I really need a client,’ they may ask you for your business card, but they won’t offer you the business. Be cultivating an attitude of willingness to serve and curiosity in the other person. Be on the ready to assist them in creating the changes they want and need. Don’t worry about whether they will then ‘pay’ you by asking for your business card. That will unfold naturally, maybe with them, maybe with someone else, just let it happen.

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Get a website, even if it’s just one page that includes a testimonial and link it to other sites. It’s not necessary to build a 150 page website. Three pages, outlining what coaching is, the services you offer, the benefits and some testimonials is plenty. Think about offering a complimentary session. Better still, offer something of value that is low risk to them, such as a recording, video… Whether you choose to go down your own name route or that of a company name, your website will turn out to be vital cog in your marketing wheel so I would recommend that you closely match what you choose as a business name with your web address. So a little pre-planning is in order when choosing your business name – make sure that your website name is available by checking in advance at: http://www.abr.business.gov.au or http://www.melbourneit.com.au/

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Niche your world I’m a huge believer of the riches are in the niches. A niche is an area of expertise, or a narrow band of focus. There are two types of niches, there’s niche marketing and niche coaching. Niche marketing is how you market to the niche and niche coaching is actually delivering the coaching itself. If I could give you the most valuable lesson that I have learned over the years it is not to be a Jill of all trades and master of none with your coaching business. You should select a niche or group of people whom you are going to concentrate on supplying your services to and set out to dominate that niche. If you don’t align yourself with a niche – and you may have one or two niches, you don’t have to limit yourself to only one – then you may believe that EVERYONE on the planet is a potential client! How wrong this is!

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Walk your talk… people are instantly attracted to passionate people. I would network and pick up a client at nearly every event I went to. Seven coaches would then be in touch with me who were also there, wanting to know how I did it. Why? What was the difference? I never spent time talking to coaches beyond the pleasantries and encouragement. If we wanted to talk, I would arrange a time with them at a later date. I would be amazingly certain of my ability to assist others to create change. It came across too, because I was so curious about the other person, what they were doing, what they were enjoying, how they were building their business. It’s attractive, to be in a conversation with someone who is genuinely interested in you and your life. I love speaking with people and finding out how they do what they do. People have a strategy for everything they do and don’t do. Find their strategy and you know how they generated the results or non-results they got. For more on how to do this read: Strategies in any Meta Dynamics™ materials. So I would spend ages getting really into how they do what they do. I love doing this. And people love it when I do it. I don’t pry – I am curious about how they get their results, what they’re doing to improve their results and how they are planning their growth etc. All stuff anyone could ask, except everyone else who is networking is busy trying to get business!

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Walk your talk when you’re not with people – act as world leader of coaching even when no one is there to see you. I made a decision to be the world’s second best coach (I needed someone to coach me… Tony Robbins!) and then committed to act as if that is the truth. It makes it easy to act with total integrity, passion, certainty, playfulness, focus… Walk your talk especially when you are challenged. Anyone can be congruent with their values when things are going well. It takes a certain person to be able to stay true to what they believe when the wheels fall off. Most people handle problems by moving to effect. Be the exception and move to cause even more when you experience a challenge. Hang out with amazing people who inspire you. Make choices that inspire you. Be your own best leader. Always - not just on Monday morning in that meeting when you’re working to get a client. If you do this, you will feel you deserve a space at the table.

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Align with similar businesses. Trainers, facilitators, mentor groups, adventure groups, gyms, health spas… All of these groups are looking for strategic alliances with likeminded successful businesses. You will need to be professional, confident and focused. One of the easiest things you can do to assist the relationship is offer their entire data base a complimentary session – at your cost but with their branding alongside yours on the offer. That way the company you are aligning with look like champions for “paying” for the complimentary session and you get to coach people who are already pre-qualified. This is what I did – I approached Melbourne Sports and Aquatic Centre to offer assistance with adding value to their members. I offered to write articles for their newsletter, which they accepted. And I offered vouchers to all their new members as they joined. I created a voucher for the manager to see, so he could visualise what I wanted to offer. On one side it had the MSAC logo on the left, and my Sharon Pearson and Associates logo on the right. Underneath this it said, ‘Complimentary Coaching Session’ Your gift for being with us. It is given to you with the compliments of (Name of strategic alliance). So it looked like MSAC was providing the service, so MSAC got to look really great from the beginning. This also had the benefit of making me look good, because it looks like MSAC is endorsing my business. On the other side it had the price – so whoever saw this voucher and was interested was already qualified on price. At that stage I was $200 per hour or session. It gave my name, how to contact me, and the limits – not transferrable, not redeemable for cash, not redeemable for other products and services. So now anyone who contacted me already felt I had authority (Cialdini) because of MSAC’s endorsement. They felt the Law of Reciprocity – as I was doing something cool for them. They felt safe because it came from MSAC, a brand they know and trust. I offered to personally assemble the gift bags they gave to new members, to ensure my voucher went into the bags.

I did this every Saturday morning, before my workout – yes, I became a member of the gym so I could put my business cards on their Announcements wall – and my cards disappeared every single week. So now I was writing articles, providing business cards, was visible at the gym and was endorsed by the gym with the vouchers. This one strategy led me to my first $10,000 month.

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Tell every person you know what you are now doing. Time to start telling people what you do. You will get some people who will love it. You will get some people are not interested. You will get some people who are curious. You will get some people… You will get all types of people, so polish off a thirty second sound bite of what you do and stick out your chest and say it with playfulness and gusto. And ask them if they know some people who would be interested in your services, as you are just starting to build your practice, so a complimentary session would be a great offer for anyone they send your way…

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Coach for free whenever you can. I gave away more sessions than I got paid for in my first year of coaching, and still made around $23,000. In my second year I earned over $230k… the difference? I was willing to coach ANYONE who wanted to experience it. I had a full client list and some days coached five people and was exhausted but I was getting better at what I did and more people were getting to know about me and the word was spreading so I got more clients… I think you get the idea.

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Coach 100 hours of coaching AS SOON AS YOU CAN! You will feel so confident and assured. You will start to notice patterns in people’s behaviour. You will notice your coaching effectiveness building. But to feel all this, you must coach. The Coaching Institute provides pro bono clients, but don’t simply rely on this service. You don’t get to learn what it’s like to offer your services to someone and have them accept without our screening them! You’ve got to get on this horse. I know the coaches who will be successful quickly – they coach all the time, and don’t tell themselves “I don’t have enough experience to coach yet.”

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Always ask for the business, or at least the opportunity to get the business. Don’t just have a great conversation about their coaching needs and then walk away. Ask for the business! ‘Would you like to experience a coaching session with my compliments?’ ‘I would be delighted to provide you with a complimentary session.’ ‘I would love to assist you with changing this. Would you like to have a complimentary coaching session so we can really resolve it?’ ‘My clients love the fast and effective results they get from working with me. Would you like to experience a coaching session?’

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Write an article or series of articles. Article writing is instant credibility. If it’s written down and published it must be true! Write articles on everything you are learning in your coaching journey. One coach wrote every article for The Coaching Institute’s mag for six months and received leads from doing this. Nearly every time I am quoted in a newspaper article the phone rings. It’s credibility.

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Stay outside your comfort zone, that’s where you will improve. Too many coaches information gather and don’t act. You have all you need to create the change you need. You don’t need any more training. You don’t need a few more practice sessions. You don’t need to read one more book. If this is you, then I’m talking to you! Do something that is going to stretch you today – don’t just plan for it!

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Offer your services to every business owner you meet

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Distribute your cards to every business in your area

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Offer your speaking services to every Rotary Club or Chamber of Commerce in your town or city. Today!

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Write a workshop and make it part of your packaging This is an awesome way to build your business. Companies and individuals welcome training ideas that give them skills and ways of doing things they hadn’t thought of. You can write a workshop on

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Your Success

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The Success Principles

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Setting Goals

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How to Coach Yourself to Success

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Disruptive Leadership

Create a blog and post comments on other blogs in your niche. Blogs are easy to add comments to. Just type in life coaching blogs and see what comes up. More importantly, what blogs are there in your niche? And you can comment on other blogs to get known. Establish yourself as an expert in your niche by sharing insights that are useful for others.

MARKETING FOR SUCCESS – MARKETING PLANNING MARKETING PLANNING Now we have lots of ideas about how can market our programs and services, we need to get a bit of a plan together to ensure we do what we know we need to do, to build our client list. Our goal is to earn at least $24,000 within 18 months of starting our training with The Coaching Institute. This is very doable. We just need to focus on the activities that will work for us. A lot of what we’re committing to can go in our 90 Day Goals. But we can get more targeted about this area, if we choose to, as it’s so important to our success. Remember, 90% of our time is meant to go into marketing! The way to look at it is, one hour of paid coaching takes approximately 4 hours of marketing, until the referrals begin to pour in… Re-examine the list of marketing pathways shared in the previous section, and the ideas on joint ventures already provided…

MARKETING FOR SUCCESS – BRANDING SUCCESS BRANDING FOR YOUR BU SINESS Branding is your culture. Branding is how you are perceived by your market. Branding is not your logo. Branding is not your business name. Branding is reputation. It’s perception. Think early and thoroughly on your business values. On your vision. On your style. On your energy. On how you greet people. On how you treat people who will never be a client. On how you treat the Wow Team. On how you interact with students in our community. On how you interact on our Facebook groups. On the conversations you have. On what you care about. On what gets you pissed off. On what you do to serve others. On your generosity. On your level of appreciation. On your willingness to accept feedback. On your willingness to support and champion others. On your willingness to go the extra mile. On your standards. On your expectations. All of it. All of it. All of it. All of it is communicating to those around you, who you are. And based on that, people are deciding whether to trust you. And based on that, people are deciding whether to work with you. And based on that, you get the experience you need to serve others. And based on that, you learn and grow and become valuable to others. And based on that, you get paying clients. Because you earned it. Marketing is not trying to get clients. Marketing is being valuable. So valuable, people have to buy from you. Branding is how valuable people will decide you are. It’s up to them. Based on who you are. Right now.

MARKETING FOR SUCCESS – YOUR FIRST WEB SITE YOUR FIRST WEB SITE – INTRODUCTION It’s not a requirement that you have a web site. It is, however, a popular path for many coaches, so we include this for you. A web site is, to be valuable, a LEAD GENERATION STRATEGY. It’s not to ‘position your brand’. It’s not to ‘help people find you’. It’s to generate leads. It’s. to. Generate. Leads. The major elements of a successful web site:  An opt in that gives prospects a way to receive something they perceive as valuable (go back to what your avatar cares about and wants)  And in return we receive their contact details, so we can then market to them

NOTE: If you’re in the Professional Coach program, we give you a web site template. There is contact on your first web site in your training. The more advanced your training, the more advanced the content. Whatever level you’ve enrolled in, study they content we’ve provided and then complete the following questionnaire. And if you want a web site, follow the steps in the questionnaire to ensure you achieve a web site that will generate leads.

MARKETING FOR SUCCESS – WRITING ARTICLES FOR LEAD GENERATION WRITING ARTICLES FOR LEAD GENERATION – INTRODUCTION Writing articles for online and offline magazines serve a number of purposes:  They help us get great at articulating our message and why what we share is valuable  They help our potential audience connect with us  They help our potential clients discover more about something they care about, or are passionate about, or a problem they want solved  They give value and so build trust  They lead to inquiries  They help us complete our assessments! 

MARKETING FOR SUCCESS – FACEBOOK FAN PAGES FACEBOOK FAN PAGES – INTRODUCTION Facebook is a powerful potential ally when it comes to generating leads. It is cost effective (setting up a fan page is free). It’s easy to do. It takes only time to develop into a movement. Remember, all marketing is to generate inquiries from our avatar. So with that end in mind, TCI uses its fan page to share messages that we believe our avatar appreciates. You can visit it here. https://www.facebook.com/BecomeALifeCoach/?fref=ts This is how it looks right now (we change the banner often, depending on what the offer is that we want our prospects to respond to).

As you can see, people can book into our current event on Facebook, through Facebook. SO cool!

Here’s where you’re directed if you click on the ‘Book Now’ button…

It goes on from there but you get the idea… Notice the ‘depth’ to the design and graphics. The work doesn’t look cheap, or like it’s a school project. The effort we put into this results in over 300 registrants for these online TV shows, which we run each quarter. That’s lot of leads! Maybe you joined us from one of these events…  You are not required to do this, but it’s something worth knowing about now, early in your journey. Because whilst you may not feel you’re ready for an event, you are ready to offer complimentary coaching sessions through your fan page…

MARKETING FOR SUCCESS – LEAD CONVERSION LEAD CONVERSION – INTRODUCTION We’re now really honing in on the skills we can develop to generate inquiries. Marketing is what generates leads. The point of marketing is to get people to want to know more about how we can help them. To do this, we need ways to help them actually inquire with us… to take action… This isn’t when they buy (they may, but it’s unlikely; most people don’t buy the first time they come across something). It’s when they get a little engaged in our solution to their challenge. From here, they will then receive a ‘cool thing’ from us. This may be a coaching session, where you offer them the opportunity to work with you on an ongoing basis. And it could be many other cool things… The ‘cool thing’ needs to be a match to your market – to your avatar. It needs to be something they would want, and see as valuable, and you will give it to them for free, IN RETURN FOR THEIR CONTACT DETAILS. From there, you will have the opportunity to wow them with the value you can provide. By doing this, you will build good will, which will lead to a much easier conversation about purchasing your program. It would look something like this:

Networking event

Collect a business card from someone who wants more information on the CAM Model

Send the great content to them

Check in with them to see if they loved it and would want to experience a coaching session utilising this

The lead has converted from ‘knowing of you’, to accepting the next step in the journey with you…

Here’s another example:

Speak at event

On stage offer to share a cool strategy (CAM Model) with whomever would like more info on it

A bunch of people come and see you at the back of the room and you collect their business cards so you can send them the info

You follow up with all of them with a few further emails, with more cool value, leading to two people accepting your offer for a coaching session…

The call to action at the end of the article is for a free Critical Alignment assessment

Three people request the free online assessment …

…and one of them requests, from this, a conversatio n about their results…

Here’s another example:

Article on CAM published in a magazine

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SHARON PEARSON MARKETING MATTERS MANUAL Ultimate Coach – Business Skills Edition 1 | Version 1 |AUGUST 2017 Published by Global Success Institute Copyright 2017 © Global Success Institute All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, mechanical or electronic, including photocopying and recording, or by information storage and retrieval system without permission in writing from the publisher. In some instances, people or companies portrayed in this book are illustrative examples based on the author’s experiences, but they are not intended to represent a particular person or organisation. NOTE TO READERS All products and services by our company are for educational and informational purposes only. Use caution and seek the advice of qualified professionals. Check with your accountant, lawyer, professional advisor, before acting on this or any information. Connect with WOW Team today at wo w @ gl oba ls uc ces s ins t itu te . co m to get mentoring on how to take your coaching to the next level

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