I know firsthand what it’s like to KNOW how much value you give your clients and the potential there is for you to change someone’s life but struggle to attract the right people. When I first started a coaching business 4 years ago I felt like I had to convince people to work with me. But there was one big, all-encompassing strategy that I wasn’t getting right from the outset which was causing the drought in clients and the poor quality of leads I was getting.
My big mistake? I was marketing to too many different people!
This realisation sent me into an obsessive learning frenzy and I made it my day job to figure out what made a business fail and what made a business thrive.
The biggest reason why businesses fail is that they don’t position themselves to their market as needed. Or more poignantly, the market doesn’t see a need for them!
The trick is to position yourself as the go-to expert for solving a genuine problem and/or achieve a specialised result for a certain type of person.
For example, I was recently asked a question from someone who was struggling to generate enough great quality leads into their business on how to solve this problem.
This person described their current lead generation process as:-
To be honest on paper it’s a great process! Simple and effective!
However, not everything is as it seems. Even though this person has a great process, the content isn’t bringing in the number of leads nor the quality of people they want.
So there is a problem in two areas:-
1.Lack of relevant wanted results. I.e. the content is not ‘speaking’ to anyone in order to create that need to click to find out more.
2.Lack of prequalification of prospects. I.e. Due to the first problem – the tyre kickers and freebie hunters with time on their hands are slipping through the net resulting in the calls being of low quality with less than perfect prospects.
People don’t want national newspaper horoscopes that can apply to anyone and everyone, so getting as specific as possible in your micro-niche will absolutely help.
Jen Hall is Business Clarity Coach for Coaches, Consultants & Experts who want to become Unrivalled Go-To Experts. Jen not only gets you clear on your micro-niche, message and what makes you unique and desirable, but she helps you to define what makes you an irrefutable offer to the market so you can position yourself as a high-end 'must have' option for your prospects. She is a Multi-Award Winning Speaker and Best Selling Author of Expert Unrivalled.