Why don’t you have more coaching products?
For some, the question might even be, “Why don’t you have *ANY* coaching products?!”
C’mon now, tell the truth. How long have you been thinking about writing that ebook? How often have you gazed with envy at someone else’s long list of audio programs, complete with sparkling little CD jewel cases, and wondered, “How did they DO that?!” How many times have you drooled over the product page at Coaching Toys? (Who doesn’t? It’s like FAO Schwartz for coaches!)
Well, I’ve got some good news and some bad news:
First, the bad news: No, that product isn’t going to create itself.
Secondly, the good news: It’s not as hard as it looks.
A coaching product is just your signature coaching process, or a part of your process, packaged as a self-help product. It gives the customer a ‘taste’ of what to expect when they work with you one-on-one, while providing you with a source of passive income.
Examples of coaching products:
- A book, ebook or workbook (“How to…”)
- An e-course
- An audio or video recording (digital or CD)
- A template, worksheet or checklist
- A software program (get someone to write it for you!)
- A resource directory
- A facilitation tool, such as a deck of affirmation or inquiry cards
- A do-it-yourself coaching kit
- A digest of articles
Coaching products help to bridge the gap between your lead generator (i.e., your freebie) and your premium offer (group or individual coaching). You know, so your customers don’t split their britches jumping from one end of your product funnel to the other.
Five tips for creating coaching products:
- Recycle: Convert a collection of newsletter articles or blog posts into an ebook or an ecourse
- Repurpose: Turn the materials from your last teleclass into a how-to kit for do-it-yourselfers
- Resell: Offer someone else’s coaching products, either royalty-free or as an affiliate (see www.coachinglab.com or www.royaltyfreeproducts.com to find royalty-free coaching products)
- Repackage: Spiff up an existing product with updated content and a new cover
- Regroup: Combine two or three items into a new bundle of products
BONUS TIP: Here’s a time saving idea for creating a special report that I learned from James Roche (aka, The Info Product Guy): Talking is easier for most people that writing, so record yourself being interviewed by a friend or colleague about whatever it is you help clients do, and have the recording transcribed. Then, all you need to do is edit the transcription and format it as a report or ebook.
For more ideas on creating coaching products, visit www.coachingtoys.com or www.infoproductguy.com.
Kathy Mallary (aka, The Inspired Market-her) is a marketing strategist and business development coach who specializes in helping self-employed coaches find a lucrative niche and create signature coaching products and programs. Get fresh, simple strategies for building a one-of-a-kind, sustainable coaching business at www.spiritspring.com.
Kathy, this is a fantastic article! I’ve spent a long time first
being awakened by Andrea Lee to what a marketing funnel is, which
you have summarized brilliantly, and then to the role products
play. From her wisdom, I’ll add to your foundation that the big
lightbulb for me was that many people who have plenty of money will
NEVER attend a teleclass or hire a coach 1:1. Many people want to
learn with self-study and can be a big fan without my ever meeting
them. Products, I learned, are one way to reach many more people
and go beyond 1:1 so we can achieve 1:many. You have made it so
attainable with the right commitment and time blocked out on our
calendars. Hmmm… I wonder if our NCC members might like to start
a collective with a few touch base tele-group calls to kick off
some product development and accountabilty. I’m willing to lead it
cause I need the support! Anyone game out there? (gee, what have I
started!) Kathy, if I need to move this to the discussion list, pls
advise! See how motivating you are, Kathy?
Thanks, Gail. What you said about some not choosing 1:1 coaching,
even when they DO have plenty of money — that’s something that I
think is overlooked by so many coaches. It’s not just whether
someone can afford you — it’s about customizing your offering to
their preferences and desires. Some people may prefer 1:1 coaching,
while others prefer to start with a self-help product. If you’re
not even offering those folks the option, you may be leaving money
on the table. Re your idea about starting a collective, that does
sound like something you might want to post on the NCC forum, as
more people will see it there. Good luck! Kathy M.