Perhaps you are already trading online as a coach or a consultant but finding that you just not attracting enough clients. One of the main reasons I see for this is lack of a clear message explaining what you do and which people you help.
When a visitor lands on your blog or website they should immediately see who you are and what you do – this isn’t always the case, especially if you are in the professional service sector. You may find it really hard to explain what you do – this is another big drawback when you are building your brand.
All too often I see coaches trying to explain the features of their services ie, how the program is structured, what time the webinar/coaching call will take place, when they should be totally focusing on the benefits and results their prospective clients will have after working with them.
So, for example, a nutrition coach should be sharing the fact that after taking her program most of her clients have gone on to have a significant weight loss – but ALSO have changed their lifestyle and eating habits to keep the weight off (this is always the hardest part of being on a diet, right?).
Can you see where I’m coming from with this? How people perceive you will affect your branding. If you’re just one in a hundred weight-loss coaches you won’t stand out – but if you are branded and considered to be the coach who can help you lose weight AND keep it off in the long-term then you’ll stand out from the crowd.
My own example is quite unusual as I have advanced technical skills – but I’m also fully qualified to deliver advice and guidance, and a certified coach. So my skillset and credentials can be a great asset in my marketing and branding, as I don’t just tell you how to do it, I can also demonstrate the technical side too if need be.
OK, so let’s cover the three reasons why you need a sizzling signature brand:
1. Position yourself as an expert
Without a strong brand and the reasons we’ve mentioned above, you’ll find it hard to build your credibility and reputation, no matter which field or sector you’re in. Being able to demonstrate your expertise, knowledge and skills, as well as your clients success stories are what will make you stand out from your competitors.
2. Increase the perceived value of your services
If people feel they are dealing with an expert they will more than likely expect to pay more for those services.
Just because you are just starting out doesn’t mean you don’t have expert status already – don’t undermine yourself and your expertise. You should charge what you are worth and based on the results you’ve had in the past.
When I was a Career Advisor for a government-funded program a few years ago I was on a typical civil service salary, however, when I decided to go freelance and set up my own business I was soon in demand and earning in ONE day what I had earned in a week previously.
3. Deliver a clear, consistent message
Once you are clear about your branding your position in your field, you need to be crystal clear on your message. This should be delivered consistently whenever you update your status on Facebook, post on your blog, make a Tweet or write an article. In other words everything you do online should have your powerful message attached so people can hear it loud and clear.
My own message is pretty clear, I help women who want to fit their online business around their lifestyle by using technology to run their business on autopilot. This positions me as an expert in my chosen areas instead of being an Internet ‘Jack of all trades’ or should I say ‘Jill of all trades’.