2 Key to Compelling Website Content: being specific and immediately valuable.
In the Neil Fiore’s book, “The Now Habit,” he explains that immediate rewards are very powerful for motivating people to getting started on their work. For me, taking a 15 minute break and eating a banana after a block of work is more motivating than the concept being financially independent in a year. I know exactly what a banana is and I will have it in just 30 minutes!
In your coaching, when you help clients propel forward, you help them get crystal clear on what they want. It’s very specific. You also help them identify immediate action steps, even tiny ones. The momentum of these immediate specific actions create immediate value.
Lack of immediate specific value causes a lot of coaches to struggle with creating an attractive website (and struggle in marketing generally).
When explaining how they coach, they often say, “I’m a professional coach.” or, “I help people achieve their dreams.”
It’s tough for people to get motivated by that because it’s not specific and the value is not immediate. People often don’t know what their dreams are, or if they do, it’s not something that’s on their mind all the time.
Instead, if you focus your coaching on something more specific, for example, saying, “I help you quit smoking in 30 days so you can feel a lot better and avoid lung cancer” it’s obviously much more motivating (You might want to hold up a picture of a blackened lung – very specific).
On a quick side note, as you do get more specific in your message, you will need to also consider how you will get around people who want this specificity. Now you are on your way to coming up with a viable niche.
When it comes to your website and online written content. Get specific. Give immediately.
- Don’t just have “Great coach!” type testimonials, get specific and tell what your clients have attained from working with you.
- Don’t just say you have coach training. Point out how it’s helped thousands of others.
- Don’t just tell people to get on your email list, give them something immediately for getting on the list, and tell them what your content can help them attain in the short term.
- Don’t just say you give free coaching sessions – tell what that session will do for them immediately.
If you’re website doesn’t give some specific immediate value for your potential client’s, I strongly suggest you sit down for an afternoon, write an article on one of their smaller, immediate challenges and how to solve/handle/deal with it.
For example, if you seek clients who suffering from severe energy drain, you may want to write an article, “3 Steps to Revving Your Engines and Getting Out of Feeling Wiped Out in 3 Minutes” (help them solve their challenge with something immediately, specifically valuable).
Kenn Schroder helps professional coaches who struggle to find and attract clients setup a compelling web presence to create a steady stream of fun-to-work-with, paying clients. Get 5 Website Strategies for Attracting Coaching Clients at http://www.CoachingSitesThatWork.com
