In this 3-part video series, I break down the business of coaching for anyone interested in learning how to start a successful coaching business in 2020.
This video, Part #3, is all about the marketing process, your marketing strategy, and how to consistently get qualified prospects that are ready to buy and eager to work with you.
I share my formula for defining your marketing message down to one sentence, and how to deliver it in order to attract the right people to you.
I’ll also talk about highly effective marketing techniques to get in front of your audience organically and via paid ads.
FULL TRANSCRIPT 👇🏻
Hello everyone, Dave Fernandez here. I’m the founder of The Coach Your Way School and the author of the Number One Factor That Determines Your Success In Business, which by the way, you can get for free once you join our Facebook group and I have a link in the description down below for you to do so a little later.
Welcome to part three of this three part video series where I’ve been breaking down the business of coaching for you.
Part one was all about the business structure, how to create your offers, your coaching manual, and your pricing. Part two was all about the sales process and the two things that must happen consistently in order for you to have a thriving business. Part three which is today’s video is going to be all about the marketing process. I’ll be sharing my formula for defining your marketing message down to one sentence and how to deliver it in order to attract the right people to you. I’ll also be talking about highly effective techniques to get in front of your audience organically and via paid ads. So if you’re ready to learn more about the marketing process as it pertains to the coaching business, stick around because this video is for you.
Let’s get started by defining your marketing message down to one sentence. And the formula I’m going to be sharing with you is a very simple formula that I’ve used over the years in order to define my messages depending on the problem that I’m trying to solve, and how I’m offering to solve it.
The formula goes like this:
I would write it down if I were you because you’re going to need it. In order to fill in the blanks, we are going to have to go back through that exercise that we did in video number one. That was where we defined your ideal client based on the traits that they would have to have, the problems that they would have to be going through, in order for them to be a good fit for what you have to offer and the problems that only you can solve.
If you haven’t done so yet, here’s the link to video number one. So you can revisit that part and do that first portion of the exercise. I’m still going to review it a little bit here. First, let’s list out the pain points that this person is going through. I’m going to use the example primarily of organization, just like I did with video one. Your ideal client might be somebody who is having a lot of problems getting organized. Their lives are a mess and they’re suffering for it which may show up in areas like being late to appointments and having a messy house. They don’t have any type of routine or any type of system to keep track of things and it’s affecting their lives and everybody’s life around them. They are at a point where they are desperate and they are looking for a solution to this problem. They might have gone online several times, watched other videos on the topic, but nothing is working. So now they’re looking to engage the help of someone.
If you put yourself in that situation and you list out all the things that they’re going through, all the pain points, the things that keep them awake at night, those things that don’t allow them to have a fulfilling life it will be helpful and the things that are creating inner turmoil within them. What are those things? What are the things that they would want to go away? Having this list of pain points, things that they’re going through, that are causing them to suffer, is key for you to develop your marketing message. Now that you have the list, now we can go ahead and grab some of these items and start plugging them in to our little formula.
So, to start the formula,
The first blank, is the person that you’re helping. So in this case, just for now, we’re just going to use the word people. I help people. But we can go a lot nearer into who you’re actually helping. I’ll give you some examples in a minute, but for now, let’s just use people. So, I help first blank would be people and then do what? So this is the pain point. What is the thing that they would most want to go away? What is the thing that they aspire to. If you look at somebody that is having problems with organization, maybe their life is a mess and again they’re causing pain to other people. They feel like they’re out of control. Their life is out of control because they have no way of organizing things to work systematically for them and create certain outcomes. So, they need to gain control. That is what they’re going for. That is what they would want to have control over their lives. I help people take control of their lives. That would be probably one option for the second blank via, and that’s when you offer how you do that. Via coaching, via mentorship, via teaching, via a program. So in your case everybody’s case is going to be different, but you could use something like; I help people take control of their lives by teaching them how to get organized or I help people take control of their lives by teaching them my foolproof organizational method. For example, in case you have a program that teaches people how to get organized. In some cases you may want to get a little bit more specific about who you’re helping. So instead of saying, I help people do this via that, you say, I help women do this via that. I help men do this via that. I help retirees do this via that. I help teenagers. I help couples. I help seniors.
Obviously the more specific the better. But if you don’t want to narrow down your market so much using people, it’s okay. I’m going to give you a few examples about how this would work in several markets.
Examples of Coaching Offer Statements:
- For business, I help entrepreneurs overcome fear and take their business to the next level.
- In the relationship market, I help couples repair their relationship by teaching them how to communicate better.
- In the health and fitness market, I help people lose weight without having to move to the gym.
- In the personal finance field, I help people get out of debt by teaching them how to get their finances in order.
- In the personal development field, I help people achieve their goals through mentorship and relentless accountability.
As you can see, having a message so specific, is key for you to start attracting the right people to you because you’re calling them out. You’re calling out who they are, what they’re going through, and how you would solve their problem. So right then and there the right people will resonate with your message and the wrong people will just be repelled away. So next, what I want you to do, is to create as many of these one sentence messages as you can based on what you do, what you offer, and what your ideal client’s problems are. I remember the first time I did it, I think I had 15 or 20 different variations of the same thing and I ended up grabbing three or four, memorizing them and having them ready at the tip of my tongue whenever I needed them depending on who I was talking to or the problem that I was trying to sell my services for.
The next part of the exercise is for you to create this little bit of verbiage that is going to be based on a three step formula that I’m going to show you. That is going to become the framework of everything else that you do. Every communication that you have with your prospects, every sales letter, your website, your ads, everything, is going to be key for you to have this document well-defined and the three step formula goes like this. It’s called PAS and it stands for Problem, Agitation, Solution.
In the problem section, you’re going to call out the problem. What is the main problem that your prospect is having? There’s a very specific way you’re going to do it. Number two, the agitation part is where you’re going to make that problem very vivid for the prospect, almost gut wrenching. You’re going to use language that is going to portray the feelings and the emotions that this problem is causing in the prospect. In the third part of this solution you’re going to create a little call to action as to what they have to do in order to get in touch with you. So you can offer them relief and the solution. It could be as simple as click here and make an appointment with me or call this number and make an appointment with me.
Number one, the problem. You already know what your ideal client is going through. You know what their pain points are and why they are looking for a solution to their problems. The way I want you to frame the problem is by turning it into a question. You’ve seen these a lot everywhere in ads and TV, et cetera. You turn that problem into a question. For example, need help in your relationship, need help getting organized, need help getting fit, need help with your dad? That is one way of framing the problem and it is just as simple as that. You’re calling out via a question, the people that have that problem. Everybody else is going to ignore it and that’s okay, because you only want the people that have the problem to look up. As soon as you ask that question, those who have the problem will pay attention to it. That’s why it is step number one.
There’s another way that you can frame this question, which is more desire based, instead of calling out the problem, you’re actually calling out the desire. That could be done by asking how would you like to? How would you like to come home and see your house clean and organized? How would you like to never miss another appointment again? How would you like to be able to wear your favorite bathing suit to the beach? How would you like to be able to get out of debt and start a savings account? How would you like to be able to? So, you get the point and you turn every pain point into what the ultimate desire is and then you just ask, How would you like to?
That is step number one, the problem. Part number two, an agitation. That is where you grab that problem and you amp it up, you make it very vivid, you paint it in a way with a language that is going to make the prospect relive that situation again as they read what you wrote or as you’re talking to them. So, this could be done by painting a picture of what is happening. Imagine coming to your house, opening the door and everything is on the floor. Books are in every corner of the house. You go to the kitchen and it is a complete mess. You go to your office and there is not another piece of paper that can be put on that desk. The house is a mess and it’s just weighing on you. You don’t know where to put all these stuff and it’s affecting your relationships, it’s affecting your health. It’s time to do something about this. So this is an example of how to do the agitation part.
Part number three, would be the solution to the problem. You are the solution. So once you’re finished with the agitation portion all you have to do is just click here and make an appointment with me and I’ll come out and help you re-organize your life. To use a different example in the relationship market, your call to action could be click on this link and make an appointment with me for a free consultation where I’m going to show you the three steps that you could do right now in order to start repairing your relationship today. That could be your call to action. This document doesn’t have to be very long, it’s actually very short. It’s like almost a three paragraph or nothing cause problem, it’s just a question. The agitation, you know, three, four, five sentences. Agitating the problem, and then the call to action is another two sentences, where you invite someone to make an appointment with you, so you guys can talk for free and have that strategy call I talked to you about in the sales process, a portion of this series.
Now that you have defined your one sentence of marketing message and you have your PAS framework, that problem, agitation solution it is time to get out there and spread the word. Let’s start with organic reach or what is called social media. A lot of people start here, primarily because they are new to marketing and they don’t want to spend any money in getting their message out there, et cetera. So they start with social media, their own personal accounts, et cetera. They start putting things out there, just to see what happens. One of the mistakes that I see a lot is that they think that just because they’re going to post a picture of themselves with a quote on the bottom of whatever that’s going to do anything for the business. It is going to tell everybody about what they do and people are just going to start calling them and asking them for help to work with them or whatever.
That’s just not how it works. The way it works, especially for social media, you have to be very, very strategic and very specific as to the stuff that you put out there. Every piece of content, whether it is organic, paid advertising, or your website or anything, every time that you come in contact with your prospect, you’re selling. You have to call them out with a problem. You have to agitate the problem and you have to show them the solution, that you are the solution. That’s why we did that exercise before. Because now every piece of content needs to follow more or less that framework: the problem, agitation and solution. In many ways, what you want to do with your social media, is to add value to them. You want to go out there and teach, just like I’m doing right now. You go out and you put yourself out there and then you teach things that people want to hear. Your client would be someone needing organization, then you want to teach organizational tips. Things that they can implement right now and get some type of result right away. So now all of a sudden they’re hooked. They’ll remember you. Now, next time you post something, they’ll pay attention. They’ll tell their friends, and that’s how the whole organic thing works.
Stop posting pictures of cats or videos of cats doing back flips and stuff. That does nothing for anyone. As a business, that’s just entertainment. But as a business, you need to become an authority, especially if you’re gonna be a coach. You need to show up in your community as an authority, as someone who knows what they’re talking about, what they’re doing and how to solve all these problems. Again, you don’t have to solve every problem. You just have to be specific about what you can do for people and your message has to reflect that. So. when you use the problem, agitation, solution formula, that’s what you’re doing. You’re calling out just the people that want that information and you’re repelling everybody else. Because everybody is not going to buy from you.Unless, they become part of that group by all of a sudden having that problem. But other than that, you want to repel everybody by using this PAS formula.
Now, you have a system where you take somebody from peaking their interest to all of a sudden they look up like, oh, yeah, I do need help with this, and all of a sudden you bring him back to the problem with the agitation part like, my God, yeah, this really sucks. Oh wait, there’s a solution here. Or maybe I should call this person. Maybe I should make an appointment and they go on and do it. So that is how your organic reach should work; teaching, tips, tricks, action steps, things that people can use right away in order for them to get a quick result on something and come back for more. That is how the game is played.
Now I’m going to teach you one organic technique that I used when I was getting started as a coach that worked very well. I don’t know if you’ve ever heard about meetup.com. But it’s a platform that when you create a group and you select a number of categories that the group is about and you write a little about a thing for the group. Then you guys meet at a place you set up a meeting or you put a location and you meet once a week or once every other week, once a month, it doesn’t matter.
One of the beautiful things about Meetup is that once you create the group it’ll alert a lot of people around you in your community, in your city, that a new group has been created, what it is about and they’ll ask them to join the group. What that does is free marketing for you. So by sending out these emails they start recruiting people for you and in a matter of a few days you can have a lot of people, 50, 60 people there. Every time you see somebody joining the group, you’re going to go into messenger and invite them to a Facebook group. So you go create a Facebook group and then you invite these people out of Meetup into your Facebook group.
Now in the Facebook group you can go ahead and start having a conversation with them. You can publicly welcome them and ask them questions, like, what do you do? What are your challenges? et cetera. The people that start answering those questions publicly, you bring them to the private messaging world. Then you continue those conversations and you do a little bit of what I showed you on video number two, the sales process. Again, all this stuff is going to be based on that PAS framework that I just showed you. Problem, the agitation and the solution constantly. You are calling out the problem and you’re agitating the problem down to your solution or the call to action part; where you say, hey, by the way, I help people like yourself, get out of those situations through coaching. Would you like to experience a call with me free of charge? Let’s see if I can help you and then we’ll take it from there. What do you say? Want to make an appointment? And that’s the call to action.
In your Facebook group, in your meetup group, in person on an app, it doesn’t matter. It usually follows the same formula. If you’re using Instagram, you can start posting things related to what you do; solutions to their problems, relating to people. Maybe a motivational quote every now and then, but primarily what you want is to teach them. You want to become the person to go to. Believe it or not a lot of people think, Who am I? I’m the new guy in town. Who’s going to listen to me? Believe me, when I tell you that, that is not the case. If you start showing up even a little bit for the people that are just showing up in your environment, you’re going to be the first person they ever come in contact with, that is talking about this stuff. You may think that everybody’s following this guy or the other guys, whatever yeah.
A lot of people are, but for many that are going to come in contact with you. You are their first time that they experienced this type of information. So take it from me, because I used to think the same way and thank God, reality showed me, something completely different. Put your stuff out there and don’t be afraid to add value, add value, add value, and then call to action, call to action call to action.You could do it every other time. You could do it every time. You can do it every week or two weeks of posting consistently. You can then add a call to action, it’s up to you. These are things that you are going to have to try yourself.
Let me tell you something about marketing. Marketing is about failing fast. That’s how marketing works. Do something you do until it works or it doesn’t work. You either adapt or you just change strategy altogether because it didn’t work. You need to learn how your audience wants to be reached. Let’s talk about paid advertising for a minute. For coaches one of the things that I’ve seen work the best is Facebook. It doesn’t mean that you shouldn’t try anything else like ads on YouTube or Instagram. It depends on your audience. Is your audience watching YouTube videos? Is your audience spending more time on Facebook than Instagram, or the other way around? You need to see where they’re at. That usually has to do with what they’re looking for, who they are, et cetera.
Instagram is a different age group than Facebook and that’s why probably coaching works a little better on Facebook. But you know, without going too deep in the advertising world, it is risky. Yes, it takes money to do it and you have to know what you’re doing. But, you could have a Facebook page that is a business page; for your business, who you are, what you do, the problems that you can solve, et cetera, whatever. Every time you post something Facebook will ask you, if you want to boost the post. So, it pays, believe me to do a boost every now and then, if not every time, if you have the financial ability to do it. But it pays to do that, five bucks, $10 so you can reach more people then the people follow your page.
If you have no followers, then boosting that post also should follow more or less the problem, agitation, solution formula, right? Cause you, you want to to call people out, Hey, you need help with this. Here’s a tip on how you can solve this problem. So, now you boost that post and followers or no followers on your page. That post is going to reach several hundred if not thousands of people just for a few dollars. Okay, 10 bucks, 20 bucks can reach you know, three, 4,000 people. And if you did a good job with your problem, agitation solution in your post, it’ll call out the right people back to you, back to your page, back to your website, wherever you want to send them on that call to action section.
As you start getting some clients and seeing some money coming in, I suggest that you put a little bit of timing into learning more about how to properly advertise on Facebook. Because you can do a lot with people that come to your website. Then you can target them with Facebook ads and that is a pretty cool thing to learn how to do. The best strategy is always going to be a combination of both organic and paid advertising. Organic has to happen because you have to create a business image of yourself, your business, you have to put yourself out there and make yourself available to people organically and add value to the community at large. You can create this authority like a figure that people want to follow. Then the paid advertising happens in the background, sometimes in the front ground, but sometimes it’s just in the background, supporting everything that is happening organically. So, people start engaging with you organically. Now you appear everywhere they go. Instagram, Facebook, maybe YouTube. That’s when things start accelerating because you’re hitting your audience from all these different angles.
Think about each strategy as long term and short term. So your long term strategy is your organic strategy, right? Where you’re building this profile, this persona, this authority online for your audience. You’re becoming a resource for your community. Somebody that they want to follow, they want to listen to. In the short term your paid ads are constantly going around everything that you’re doing organically, pretty much supporting the whole, your whole ecosystem in a way and they’re constantly changing. Depending on what you’re offering, who you’re offering it to, who’s clicking on what. They’ll see, one ad versus the other, et cetera. So, the long term organic, short term, always going to be paid ads. As more people start entering your ecosystem and you have created a way of exchanging some value for their email address. It could be a report, it could be a little checklist or an ebook or something like that, right? Or even the people that make appointments with you. They all end up in some type of email marketing software. All these emails become part of your assets, because now every time you post, every time you publish something, every time you have an offer, you can just email your list, constantly about all these different things that you’re doing, what you’re up to and what’s happening in your life. You, know what new program you’re offering, what new tip you have, and that list becomes a serious asset for you as it grows, because not everybody is going to be ready to buy today, right? Some people will be ready next week, some people will be ready in three months, some people will be ready in one year. So, as long as you stay in touch with all these people, you’ll see a return on that investment.
Hopefully these three part video series were helpful to you and it helps you better understand how to structure your business, what the sales process is like, and also gave you very good tips on how to market your coaching practice. If you haven’t yet, please subscribe to my channel and also go watch the other two videos, now. I guarantee everything will make way more sense if you do. Until next time, I wish you all the best. And let’s get out there and start changing lives, one session at a time. See you.