Marketing is a tricky concept to master. I’ve seen first-hand how new coaches have struggled in their marketing strategy because they either lack marketing background or they lack enough coaching experience. Years of coaching and getting coached has taught me a lot about marketing that coaching school failed to do so and that’s why I’m here to share with you guys six serious marketing mistakes that a lot of budding coaches are making (some of which I’ve also made in the past) and how you can avoid and fix ‘em!
So here we go:
Marketing Mistake #1: You’re Too Focused on Creating The Perfect Website
One of the top marketing mistakes coaches make relates to websites. Website and social media platforms are a great way to increase the mileage of your content but focusing on them alone is not enough.
Sure, we’ve come to the age of automation and artificial intelligence but when you put off coaching just because you’re too focused on having that perfectly stunning website or the latest memes on your social media accounts, you’re not really focusing on giving what your audience wants.
So instead of making calls and reaching out to new potential clients, you’re too busy making your website.
My Fix: Balance is the key. Instead of just simply beautifying your website or social media, use those tools as a bridge to connect with prospects. Invite them for a talk, offer them an irresistible freebie. The most important thing for you right now as a new coach is, you need to go out there and have face-to-face interaction and grow your brand.
Marketing Mistake #2: Being a One-man Army
No, you can’t do it all alone.
Trust me on this one.
Don’t be too hard on yourself, thinking you can manage it all.
When you’re just starting out in your business, you might think that because you have limited funds and resources, you’re better off doing it all on your own and that’s when the problems start. You may know a bit about every aspect of your business, but admit it, you’re not an expert at everything. When you try to do everything yourself, you risk spreading yourself too thin. It will end up doing your business more harm than good.
My Fix: Get yourself a coach and outsource whenever possible. Yup, you heard it right. You’re already a coach but you still need one for you because oftentimes we don’t know what we don’t know. We’re unaware of our biases, we fail to check our blind spots, and we all have the tendency to look at things only from one perspective. Our perspective.
A coach helps you see a more holistic perspective for what you’re trying to achieve. Invest in an excellent coach so that you know first-hand how a good coach works and what it’s like to be a client.
This way, you can also demonstrate to your clients you trust in the coaching process. You believe that coaching works. Because after all, how can you convince a prospect to spend more than $1000+ dollars on your coaching package if you don’t have a coach yourself?
Outsource everything that drains your energy, so you can focus on your coaching. Know your limitations. Asking help is not a sign of weakness or incompetence. Build a support group so you can focus on your strengths and the more important stuff.
Marketing Mistake #3: You’re Trying To Sound Too Smart
Another marketing mistake new coaches make is their love of using too much jargon.
Using jargons can make us sound smart and sound like an authority who really knows what we’re talking about. Jargons can sound cool, can raise our ‘expert status’, but it can also be a content killer.
We often use buzzwords to break monotony, entice readers and make content sound current. But too much buzzwords can turn into a buzzkill. Relying heavily on buzzwords can make your readers feel unwelcome.
You’re trying to communicate to prospects who come from different backgrounds, have different personalities, and have a different level of understanding of the issue as you do. As a coach who specializes in this particular area of knowledge, you’re playing at an expert level. But those who are attracted to your article or content often only have a beginner’s understanding of the same issue you’re blogging/talking about.
Using jargons are like using “exclusive” terms that only select groups of people understand. This might give prospects the impression that your offerings are not for them because they can’t relate to the ‘language’ that you’re speaking. Put simply, you’re not speaking their language. And a confused mind never buys.
The same rings true with templates. While templates save you a lot of time and provide a great tool for writing your content effectively, prospects get turned off with the idea that we’re speaking to them in a “cookie cutter” manner.
My Fix: Use jargon sparingly… like seasoning.
Just as you wouldn’t empty an entire jar of sea salt into your cooking, you should also treat jargons like seasoning. Sprinkle your jargon onto your delicious content sparingly.
Be clear, direct and honest in your message. Use jargons and templates sparingly. Just because certain buzzwords are effective for Coach A, doesn’t mean the same rings true for Coach B.
Your content should always have a human element in it. It should have personality to it. Heck, it should have you written all over it! You’re not there to simply regurgitate info, you’re there to connect.
Would you rather people remember you as the human version of Wikipedia or as that genuine coach who magnetizes clients because she truly understands her prospects’ pains?
Marketing Mistake #4: You Say Yes to Everything
Are you a coach who grabs onto every opportunity that comes to you, joins every class you can get your hands on, and try to be an all-around coach even if you know that niche is not the right fit for you?
If you do, stop it right now!
I know it’s so tempting to be everything to everyone, especially in the beginning. It’s much easier to be the coach that helps everyone, so you don’t have to bear the painful thought of turning anyone away who needs your help.
If prospects ask you who you are, what you do, and who do you cater to exactly and you give them generic answers like you’re the superwoman coach who can do just about anything and coach just about anyone… how much do you think that entices them to take you on as their coach? I’ll let you ponder on that for a sec.
My Fix: Niche in. Get clear on who you are, who you want to work with and what you can offer.
That way, you’ll know when and when not to enroll yourself in a course, you’ll know exactly what to say and do, and you’ll know when or when not to grab an opportunity especially if it doesn’t align with your goals and vision.
Having a strategy in place goes a long way in terms of staying focused on what you’re trying to achieve, and helps you utilize your limited time much more effectively. When you know exactly what you need to focus on, everything else in the periphery will melt away and become irrelevant.
Marketing Mistake #5: You Think Education-Based Marketing Isn’t Important
If you think coming up with blogs, videos, podcasts and all those other education-based marketing materials don’t matter (and are just a waste of your time), you might want to think again!
Education-based marketing is basically producing content that teaches your audience something new, tells them something they don’t know or simply gives them a tip (or a few!), which in turn positions yourself as an expert.
Consumers are knowledge savvy and highly informed nowadays. So if they’re interested in buying something, they would rather hop on Google and do their own research than have businesses tell them what to buy. I call these consumers ‘Empowered Buyers’.
So, simply telling Empowered Buyers to “buy this, don’t get that” just doesn’t work anymore! Instead, as a business, you simply need to take a ride with them on their decision-making journey. Offer them useful information to help them make their buying decision, and (hopefully) they will choose your product/service as the best that’s out there. And also, by then, you’ve built up some goodwill and authority ‘brownie points’ as the expert who taught them something they didn’t know.
These materials add social proof and build your credibility as a coach. When you’re sharing educational marketing resources to prospects, you’re slowly building trust and establishing a good relationship with them even before speaking to them.
As the world shifts more and more towards education-based marketing, make sure you hop on that bandwagon too!
My Fix: Regularly update your blogs/vlogs/podcasts, share informative stuff on social media, offer free advice with no strings attached, of course.
Pro tip: if you want to capture people’s emails after reading their blog, sure, go for it! You can do this by inviting interested readers to take the next step with you at the end of the blog. Offer a free downloadable such as a template / cheat sheet / white paper / free report that is related to your blog article.
For example: “Want a template to help you get clear on your Ideal Client Avatar? Don’t worry, I’ve got you covered. Enter your email to get a free copy of your Ideal Client Avatar worksheet”. Invite those who are interested to take the next step with you.
Marketing Mistake #6: You Don’t Have A Clear Call to Action
Sometimes we become so engrossed in the design of our materials or the way we wrote our contents that we forget to tell prospects what they can do next.
After reading, listening to or watching your stuff, what’s the next step? If someone visits your website, it means they go there for a reason, they’re curious to know more. However, if you leave them hanging, you’re likely to lose out on a potential client.
My Fix: Ask yourself what you want them to do next after visiting your website. Provide a clear and precise Call To Action (CTA) to keep them engaged and stop them from leaving.
Mistakes are a fact of life. We all make mistakes but that shouldn’t define us especially when there are ways to avoid and counter them. If you’re having a hard time with your marketing bottom line, I hope my advice helps. And if you feel like sharing your personal experience as it relates to this topic, feel free to share them on the comment section.
Once again, thank you for taking the time to read this article. Don’t forget to share your thoughts and experience, or simply reach out in the comments section below! I look forward to hearing from you.
Keep on shinin’,