This guest post is by Amy Harrison of Harrisonamy.com.
This article is part of a three-part series on how your blog can feed different types of business models. In the previous article we looked at how blogging can attract the attention of clients who want to hire you directly, for the right price. In this article we’ll be focusing on how your blog can feed a coaching business model.
Potential coaching clients are looking for two main elements when they hire you:
- confidence that you can do what you say you do
- the idea that they will enjoy working with you.
Whether you’re offering life coaching, technology training, or marketing consultancy, your client wants to feel like your service is worth their investment, and that you will be easy to work with.
And through your blog you can provide evidence of both.
Build confidence in your expertise
We looked previously at how writing on the subject of your specialty showcases your expertise. This also works well for coaching models because you are letting your audience do a little “try before they buy.”
Not only are they getting to know you and your personality, but they’re getting to sample what they can achieve if they worked with you one on one.
One of the most obvious ways to encourage your reader to move from visiting the blog to hiring you is by offering lessons they can use to see some results. There are plenty of blogs regurgitating generic theory, but if you can break down your blog post into specific lessons (with examples drawn from real coaching clients), you prove that you can do what you say, and build credibility by referencing people who have seen results through your work.
Obviously you won’t be able to name all your clients, due to confidentiality, but you can still use specific examples without revealing identities.
For example, if you’re a marketing coach, which of these pieces of copy do you think are more likely to build your credibility?
“To succeed in social media marketing you’ve got to get your business to stand out and be noticed. If you look different than your competitors, more people will visit your page and you can increase likes to your business…”
Last week as part of a client’s Facebook marketing campaign we made a couple of tweaks to their advert and managed to increase clickthroughs by 20%, get 5% more phone enquiries, and generate two sales within the