In branding-me-branding-you, I spoke about the importance of the Message – Media – Market (Match).
In 15-reasons-to-niche, I followed this up with the importance of really knowing your target market (niche)
Today, I want to expand on what it means to manage a congruent coaching business and why that is so important.
When I visit many coaching websites, I am often left wondering what their Core Message or Promise is.
Your Core Message = “your biggest boldest promise” (as Michael Port puts it so well)
This is important because everything develops from there: Your core signature service or product, the path your clients / customers take with you etc
Therefore your optin box or freebie gift should not be random.
Indeed, it should be something you become known for as much as your core signature product or program.
That’s why it’s often referred to as your core signature lead generation gift or product.
In turn, it should then directly lead in to your front-end product or service.
Yet in many cases, the gifts I see (whilst all very attractive) tend to be unrelated to what that Coach does.
The effect: Yes people may read it or consume it but go no further as they are still left wondering as to how you can help them.
Gifts must be relevant to your client’s or customer’s principle issue or your unique approach to solving it.
This pre-qualifies your leads so that they’re more likely to become clients and customers.
Insted, many think they’re just giving something away to get people on their mailing list!
Bottom line: Offer a generous gift that introduces your signature approach to solving their specific problem(s).
Ditto your front-end product. This should give people a paid taste of what you can do for them (one step further down the path) and qualifies the less serious from the more serious (by nature of the fact that they have shown themselves willing to spend money on you).
When done well, with a congruent freebie gift, and a congruent front-end product, prospects should have greater trust in investing in your core coaching, training or consulting services because (being congruent) they can now expect more of the same, but with greater personal access to you.
Am I saying I am a fan of the traditional marketing funnel? NO WAY!
For now, just accept that everything you do should be encapsulated within the same ONE theme (congruent)
That’s why people are attracted to experts. They help you filter out the good stuff from the regurgitated “no-longer-true-today” stuff.
And that’s why you need a congruent coaching business model. So you get known for that ONE thing (amongst all the noise out there today).
This article is adpated from: Noel Lyons’s Blog
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