Any coach who wants to develop a coaching business must know that the message he or she sends out to clients is essential for the development and success of that business. Even though the message must represent who you are and must come from your heart, it should have a certain structure to be properly received and understood by your clients.
This structure helps you get the attention of your clients and arouse their interest. It helps motivate them to want to learn more. It creates a central focus, not only for them, but also for you.
There are five elements to this structure and they must be applied in order to deliver a clear and straightforward message:
1. WHO
The first thing you should say in your message is “who” you are referring to, the target clients with whom you work. Your clients must know that it is them you are sending your message to.
2. WHAT
The second element enables you to press the emotional button. It is about the problem, the challenge, the need. This is the moment when you must show them you have the solution to their problem. Ask them the right questions, help them embrace the problem and they will give you the answer.
What is their biggest challenge?
What is their No.1 problem?
What is their most irrational, deepest fear?
Take the answers to these questions and work on the solution from there.
There is no specific topic you can tackle to get the attention of your clients, but human nature has its own dynamics for which clients are willing to invest.
3. SOLUTION
The target clientele and the No. 1 problem are not enough, your message must show that you can work on the solution. You must show your clients the ultimate result they will get by working with you.
This is very important because your clients will not join you if they don’t believe it’s possible. They must know what benefits they will get. That is why your message must be focused on the benefits and not on how you get there. By talking to your potential clients about the benefits they will have from working with you, you will definitely get their attention.
People are more convinced about what you can do once you give them real life examples. You can prove to them you are the one they need by talking about your own success or by telling them about your clients’ success stories.
By telling them a true life story, you get an emotional reaction. This is the point where your clients will start to buy, because, remember this: “People buy emotionally and justify their purchase logically “.
If you tell them the story of someone who was in the same situation, who had the same problem, and that person had achieved the result they were looking for, they will immediately say: “If he did it, I can do it too!”
The story will motivate your clients to take action.
4. UNIQUE
Another element that is useful and very important in your message is to show what makes you unique, why the clients should turn to you. This is the “USP” (Unique Selling Proposition).
Your USP could be: the problem you can solve, the solution you offer, your approach, your style, all the elements that make you stand out from your competitors and make your clients want to work with you.
There are many ways that make you unique or different, as long as you acknowledge them and use them in your work. It is important to let your clients know this and appreciate you for it.
5. PROCESS
The process is the steps your clients must take in order to understand, accept and put into practice your message to get the results they want.
In fact, this is what you already do with your clients during your sessions. However, if you write it down, your process will become clearer to you and it will especially make more sense to your clients. It is also easier to see if something’s missing, if everything is coherent and if it clearly states your intended message.
Now that you know how to structure your message to your clients, it is time to learn how to transform it into a Magnetic Message. For that, you can visit my website http://coachingandsuccess.com and ask for your free copy of my “Discover Your Magnetic Message” document.