Everyone can benefit from having a coach.
But not everyone will benefit from having YOU as a coach. Nor should you think they will. The fact is, your knowledge, skills, coaching style and experience make you the perfect coach for only a very specific person – sometimes known as your dream (or ideal) client.
Positioning yourself and your coaching program as the perfect solution to his or her problems is what will help you demand a much higher rate than the coach who tries to serve a wider audience. Your clients will value your advice much more – and be more likely to act on it successfully – when they know they are part of a carefully chosen subset of a larger market.
So how do you attract that ideal client? The obvious first step is to find out who he or she is. Ask yourself:
• What her family situation is – is she married? Does she have children? Does she live in a house or apartment? In the city or in a rural area?
• What her socio-economic status is – is she wealthy or working class? From a privileged or more humble background? Does she have a job? Own her own business?
• How old she is – Is she just out of college? An empty nester? Retiree?
• What are the exact problems you are uniquely positioned to help her solve? For example, if you’re a branding expert with a background in jewelry design, you’re the ideal solution for an up-and-coming jewelry maker who has trouble differentiating herself from the crowd. The pain point you’re answering for her is “How can I stand out in a crowded market and sell more jewelry?”
Once you know the answers to these questions (and there are many more you can ask yourself – this is just a small sample of what you need to know about your dream client) you will better know exactly how to reach your ideal client. You’ll know:
• Where she hangs out – forums, Facebook and LinkedIn groups, local meetups, and more are all gathering places for like-minded individuals. Chances are if your dream client is spending time in one particular group, there are others there who will also benefit from your coaching.
• Where she’s going – Your dream client has goals, and if you can discover them and create a plan to get her there, she’ll gladly pay you a premium for your coaching services.
If you’re just starting out, it can seem daunting to identify your dream client, her needs, and where she spends her time. As you work with more and more people though, you’ll be better able to refine your message – including your email marketing, sales copy, social media outreach, and more – and you will naturally begin to attract exactly who you want to work with.