How can you, a coach or consultant, form a connection with your target audience? One that makes them feel fierce loyalty to you where they spread good word of mouth and help you achieve your goals.
What Your Branding Is and Isn’t
Other seasoned marketers will teach you technical strategies like video marketing, blogging, podcasting and more. They’re great at teaching the technical steps and talking about how your content can help you with search engine optimization (SEO).
However, these technical steps are not what attraction brand marketing is about. Anyone can release a video. Anyone can slap content on a blog or website. And anyone can record an audio file.
You are a special person to be able to embrace the concept of branding for yourself, a true leader who isn’t afraid to command the clout you need online to draw the very best clients. You can leverage the attraction brand marketing system to draw people to you, not drive them to you.
What does attraction branding mean? Branding to attract clients is not hype and not hard selling. Attraction means you present yourself online–as a brand–in a way that has people clamoring for more from you.
You make them addicted to you over time. They love your personality. They love your insight, and they love how real you are with them. Branding with an attraction element helps make you visible to those wouldn’t otherwise find your site online.
Word of mouth is a powerful thing. When there’s a buzz created about you specifically – people flock to you like moths attracted to a light. They feel warmth and comfort in your message, and people respond to that and want to be around it.
Live Your Tag Line
A tagline is a kind of brand motto. When ACPI was formed, two pilot groups produced two different tags lines for ACPI to test.
- Take on the role of a lifetime.
- Make a difference
ACPI still uses both in different marketing venues, and since we chose those taglines, I have noticed other online businesses copy them. That means ACPI did its homework successfully.
What is your branding about? What do you want to be known for? Do you want to be the marketer who:
- …has a sympathetic nature?
- …is very blunt and honest with people?
- …over-delivers in value?
- …carefully scrutinizes everything before you recommend it?
Whatever you want people to think about you is what your brand’s tagline should be created around. Many marketers use a simple, “To your success” closing tagline at the end of every email and blog post.
This is generic marketing, and it does work. Yet, how much better would it be if you could come up with something that people remembered and associated with you?
What businesses are you drawn to? Think of those who you yourself are attracted to in the world of online business. What drew you to them. What elements are they using to capture people’s interest and turn them into loyal fans!
For parenting and family coaches, building a sales funnel offers a method for planning your monthly income, especially if your income bounces from high to low. The erratic approach can drive you nuts. Welcome to the series on funnels – sales, product, or client.
What Is A Funnel?
For an online business owner, sales occur after a series of steps, which is the funnel. A sales funnel is a fundamental marketing tool. However, many new and experienced entrepreneurs have no clear understanding of what a funnel is or how it works. Read on…you’ll see how necessary a sales funnel is for a stable income and business growth.Imagine: You want a client to purchase a parenting book – that is the end goal. You start by inviting the site visitor to read any content on the blog, or a landing page on your web site associated with the book topic. The funnel refers to the how you lead a customer through the buying process.
A Simple Sales Funnel
- The basic sales funnel starts with free content. This typically begins with blog posts, videos, or social media content from Facebook or Instagram, and other information readers can access at no cost. This is the “top” of your funnel.
- Next, you’ll have an attractive offer that requires a very small exchange: trust me with your email, and you receive this offer. You’ve seen this type of offer all over the internet, and likely signed up for some. The offer might the free ebook or guide, video series, checklist, class, workbook, or other valuable content.
Once on your mailing list, you’ll then present your readers with a series of low-cost offers. Perhaps you have a low-priced ebook or a trial membership.
Customers who purchase your low-priced product move further down the funnel, and are presented with more, higher priced products. As they continue to buy, they move closer and closer to your top-end offers, which make up the bottom of your funnel.
How Your Funnel Works
- If you imagine a funnel, you can see that free content—at the top—is consumed by the largest number of readers. Below that, your extreme low-cost item (available only for the cost of an email address) attracts a smaller subset of the true freebie seekers. Next, your low-priced products bring in yet a smaller group.
- Finally, as you near the tip of the funnel, only the loyalest of fans and customers will purchase your highest priced offers.
Your job, as the business owner, is to ensure that your funnel leads buyers naturally from the top, free offers all the way to the bottom. The more buyers you can keep in your funnel, the more money you will make.
Most new—and even established—business owners can easily envision the top of the funnel, but if you truly want your business to grow, you must master the entire process, and that starts with understanding what a funnel really is and how it works.
As a Nurturer, you might feel like you always have to be in the present moment. As a life coach or entrepreneur, your instinct alerts you to others’ needs. These three coaching qualities are for you…that you will be balanced, get stuff done, and have a good time.
One common trait of successful entrepreneurs is that they are masters of self-discipline. In the beginning, the motivated entrepreneur puts in the hours as well as the work to turn the business into a successful venture. The early stages are full of intrigue, which fosters further envisioning, planning and promoting outcomes. A high level of self-discipline helps you stick with a course of action through good and bad times. When the glamor fades, you won’t enter a state of self-denial. You will know within your heart that you can achieve a much bigger reward, especially when it comes to finances.
What gets any coach entrepreneur through the day? A high level of confidence gives you that edge to finish the job irrespective of the state of the business.Significant challenges bring the best personal rewards to you. You stuck with it. You said yes to the part that gets discouraged. You have the compassion to know when to take a break from your intense focus. Your confidence as a coach entrepreneur lets you see opportunity where another business-person only stares failure in the face.
Business landscapes constantly change. Can you go with the flow? Would you want to be left behind? You don’t always see what’s ahead: a website crashes. You get sick. You overspend. You don’t spend enough for leads or advertisement. These are the new waters that an entrepreneur navigates. Adaptability and intuition help you to cope and respond quickly in any situation. Being adaptable helps navigation.
Does the title Certified Parent Coach show up in your mind? Do you play the role of mentoring families in your head? Here is why you do, and it is good news.
People go into entrepreneurship for the freedom of managing their own time and resources. It is a good reason, but they need to plan their entrepreneurial journey.
3. Envisioning: To see in your mind the steps to business success are clues that depict two facts:
You can manifest the vision.
The steps will make themselves known to you. Your job is to watch for the positive (or negative) clues.
I see this quite often when professionals call ACPI about being a parenting coach. They think about it, and suddenly see the term online, and click through to the site. They have a dream about it. They’ve expressed interest in parent coaching and then meet a parent coach. You can call it synchronous, but I call it manifesting one’s intention.
Th result is a clear vision of the plan or objectives of the business.
Planning gives the entrepreneur the ability of foresight enabling allocation of resources for any outcomes.
4. Being Determined
After the creation of the action plan, entrepreneurs decide to commit and maintain a high level of determination to attain success. Believe it or not, the determining and planning keep you interested and motivated enough to commit for the long term.
Sustaining is an extension of determination.
Business involves a commitment to the workload. Will you accept that the buck stops there with you? This challenge is enough to discourage an entrepreneur.
Before you embark on the journey, you must be fully determined to see the business through, and this will prop you up even when the pressure of the market mounts.
Learn from failures
Envision and plan for strong profits.
You have to start over again if a failure should happen. Claim the tenacity of building a better business
5. Be Passionate
Passion is the fuel that drives commitment and determination necessary to succeed on the entrepreneurial journey. As an entrepreneur, you have to appreciate what you do, and it starts with knowing why you went into the business.
Passion based on your business’s particular mission is an intrinsic drive that carries you through the long days and the long nights that consume your energy for life. Without passion, you will quickly cave into the stress, and the pressure and your entrepreneurial journey will be a short lived one. Passion provides the entrepreneur with an internal reward that sustains them between paydays.
Getting Into The Right Mindset
1. Practice Careful Optimism
Having a positive mind and positive outlook are crucial to being successful in business. Optimism is th mindset of those who are able to maintain less stress and more happiness.Confidence drives entrepreneurs to move forward. But there is danger in sheer and pure optimism. Excessive optimism can make one overlook risks and potential pitfalls. By all means, avoid pitfalls. While approaching business with an optimistic mindset, you also have to acknowledge that there are risks that you must exercise carefulness.
2. Optimizing Your Focus
If doing a particular task takes you four times as long as somebody else, it might be a simple lack of concentration. Find a mindset or affirmation you like, and repeat it mentally. That is one way to focus your mindset. If sales goals, for example, motivate you, then put pictures of what you will purchase with the money around your office. That is visual stimulation for your optimal mindset.
Are you an achiever and motivated by accomplishing tasks, than use a pie chart to illustrate the work that needs to be done. Then, at set intervals erase pieces of the pie until it is empty. It might just be a matter of distractions. Don’t play music while you work. Turn the ringer off the phones. Don’t sit in front a window if you are distracted easily. Working smarter, not harder, is aboutpeak performance and peak focus. When you are working at your peak, you get more done in less time. Leaving you time to do more of what you love.
3. Practice Healthy Pessimism
People will tell you that negative thinking will get you no where. Yes, depression does breed fear, which can stop you from taking the necessary steps to be successful. But there is use in having a little bit of healthy pessimism. Having healthy pessimism means that you are astute enough to recognize the pitfalls and risks involved in your venture. However, you are not pessimistic enough so as to allow those insights to stop you. Instead, you are driven to come up with solutions to every risk and difficulty that you encounter.That is a winning mindset!