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How to Be the Coach Clients Choose


Why do people buy things?

Today’s market is all about personalization. People buy things because they feel like the product speaks to them and that it was designed especially for them.

When a new customer contacts you to learn more about your program, it’s likely because they feel a personal connection to you, even if they’ve never met you face to face.

As a trainer, this is where your uniqueness comes in and can help you grow your business. People don’t just want to work with you because they agree with what you are doing. They also want to work with you because they agree with what you are against.

Enter: the monster.

Identify your monster

It’s not enough to let your potential customers know what you are for, you also need to let them know what you are. not for. We will call this factor “the monster”.

You don’t have to be against a person, but it’s important to be against something – an idea, a social convention, an institution – something that people can rally behind.

Some companies fight against an idea. Wealthsimple, for example, fights the confusion around money. Liquid Death Mountain Water is an outright anti-plastic and uses its monster to raise awareness of its environmental message. Some Instagrammers grapple with editing that shows hard-to-reach body standards as if it were the real thing.

Whatever your monster, it’s important that you take a stand and don’t back down.

When you identify and talk about your monster, you are making it clear to customers that you stand for something. Whatever you do to promote yourself should scare you a bit and remind you that not everyone will like you (and that’s good).

Striving to stimulate conversation around controversial ideas – and respond to the negative reactions that flow from them – is a way to expose yourself to new customers and help customers in your hot market make the decision to go. to hire.

When you post something controversial, you can expect an avalanche of comments, both good and bad. Know that when someone makes a negative comment or shares your post with a negative post, they are doing a lot more publicity for your brand than a positive post ever would.

“You can do that” vs. “Can you do that?” »Marketing

You’ll also want to determine if your target market is looking for support or a challenge. “You can do it” marketing is encouraging and uplifting, and works to keep customers coming back. “Can you do this?” marketing is asking customers if they can handle what you offer (think Spartan Race, P90X). Both types of marketing can be effective.

Whichever strategy you choose, it’s important to take your marketing strategy and incorporate your monster. We need to be unapologetic, fearless, and ready to take our monster stance. When we do, potential clients know that we are confident and strong, and able to give them the conviction they need to get results.

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