Coaching Business Startup 202 – Beliefs about Marketing
How to Become a Coach. Coaching Marketing Advice with Coach Marketing Expert JJ Jalopy.
Hey there!
Welcome back to Jalopyville!
We’ve had an awesome day today. Mrs. Jalopy and I have just come back from the gym.
To be honest, we spent more time in the hot tub than the gym.
I’m all about efficiency at the gym. The more efficient my workout, the more free time I can spend in the hot tub!
This is the life!
I think of most of my life like this. The more focused and efficient I can be in my work, the more time I have to lie in on Saturday morning and enjoy a cuddle with Mrs. Jalopy.
So as we reclined in the tub, with warm bubbles foaming around us, we began to talk about marketing coaching.
How do you feel about marketing your coaching? I asked.
Well I know I have to do it, she explained, but I don’t want it to take over my work. I’d much rather spend my time coaching.
Most of the coaches I work with see marketing their services as a necessary evil.
This makes sense.
Coaches want to coach. Kind of obvious, right?
That’s where coaches perceive the most value. And that’s what they find most rewarding.
So that’s where their focus is. And some see the marketing piece is a necessary but unwelcome distraction from coaching itself.
Some coaches hold marketing in much worse regard. The mere mention of the word can be enough to cause disgust. They might see it as aggressive, as hostile, as an invasion.
My new series on this blog, which I hyped like crazy the other day, is all about marketing your coaching business.
It’s my premise that you will not achieve total coaching world domination without a marketing plan. My job here is to help you to do that.
It is my challenge today to get you to see marketing as an important, enjoyable and win-win extension of coaching itself.
Quite a claim, right?
Well… I’ll invite you to keep an open mind as you listen to what I have to say.
Let’s meet The Greatest Coach in the World.
Supercoach!
The Greatest Coach in the World is the greatest listener in the world has seen. She listens to the very core of what the client is saying. She listens past the words and understands the key drivers of her client’s behavior. She understands their fears. She understands their core desires. She understands what motivates them.
The Greatest Coach in the World is also the greatest communicator the world has seen. She understands the best way to engage the client to get the very best from them. She knows the language to use to inspire them. She knows when to challenge them and the best way to do it. She is able to effortlessly guide them towards the result or understanding that is in their best interest.
She’s a coaching dynamo! A superstar!
The greatest coach the world has seen!
But she doesn’t do much coaching. She doesn’t help many people.
Because she can’t stand the idea of marketing her services. She sees it as an act of aggression, an affront.
People hate being sold to, don’t they?
Besides, she’s the Greatest Coach in the World! The clients should find her.
But they don’t.
And hundreds of would-be clients walk past her in the street every day, failing to notice that lady they just walked past will help them to make their life a work of art!
Isn’t it sad?
It’s doubly sad when you realize that the Greatest Coach in the World would be the Greatest Marketer in the world, if it weren’t for one small limiting belief.
Wow, hang on there. That’s a bit of a leap JJ! What do you mean?
Well, let’s meet The Greatest Marketer in the World!
Mighty Marketing Man!
The Greatest Marketer in the World is the greatest listener in the world has seen. She listens to the very core of what the prospect really wants. She listens beyond what they say they want and she understands the key drivers of her prospect’s behavior. She understands their fears. She understands their core desires. She understands what motivates them.
The Greatest Marketer in the World is also the greatest communicator the world has seen. She understands the best way to engage the prospect so they listen to her message. She knows what language to use to inspire them. She knows when to challenge them and the best way to do it. She is able to effortlessly guide them towards the services or products that provide them with the most value.
She’s a marketing dynamo! A superstar!
The greatest marketer the world has ever seen!
Hmmm… Does any of this sound familiar?
As an awesome coach, you are already an awesome marketer…
…as long as you believe you are and you believe in the value of your services.
The last point is important.
Often a “distaste for marketing” is used as a convenient excuse for not taking action because the coach is not confident of the value of their services.
The first stage to getting past this is to acknowledge that you are doing this.
The next stage is to acknowledge and appreciate your value as a coach, and the value you can bring to people’s lives.
I was talking to a client last week. She had run a trial session a week ago and hadn’t heard anything back from the client. She didn’t want to call him to follow up.
I asked her why? (And THAT is awesome example of coaching in action, right there. You can write that one down and use it yourself if you like. 
)
She told me that the guy was in a lot of debt and she didn’t want to make things worse for him by making him pay more money on coaching.
I asked her what she thought would probably happen if he didn’t take her up on her coaching offer.
He’s likely to carry on behaving the way he was, she said.
I asked her what benefits her coaching would give him that he hadn’t had access to before.
As she listed out all the things that benefits he would enjoy as a result of her coaching, she began to see that taking her up on her offer of coaching would provide him with the best possible chance of making positive change happen in his life.
And she made the call easily. Her lack of belief in the value of her coaching had been the cause of her hesitation. Nothing else.
As it happens he declined her offer. And that’s okay. Many more people will benefit from my client’s coaching and they will be glad they said yes.
So how do I go about marketing my coaching practice, JJ?
Well that’s a good question. And one that we’re going to address in this awesome new series.
The approach that we’re going to take is one that I like to call win-win value-giving relationship-oriented marketing.
Or WWVGROM for short!
Every value-packed post I write on www.jjjalopy.com is a marketing message. Even yesterday, when all I did was show you that every motivational catchphrase can be improved with the addition of the word “Dude” – that’s a marketing message.
All of the communication I have with you serves to enhance the message of the JJ Jalopy brand. It is valuable to me because it enhances the JJ Jalopy brand essence and the relationship I have with you. It is valuable to you because it educates you, brings you hope and understanding, entertains you, encourages you, brings you specific and valuable advice, and much more.
This is true win-win value-giving relationship-oriented marketing.
And it is this kind of relationship-oriented marketing that I’ll be encouraging you to engage in during this series.
Great marketing is as entertaining as it is valuable. A great sales letter can be a riot to read! And it can be packed full of great free information.
Sometimes it can be full of hype. And that’s okay. Hype can be a lot of fun. And you’ll have the goods to back it up.
I hyped this series like crazy. But I know it’s going to be great!
The marketing model we’ll work with involves capturing attention, building relationships and then walking the talk. It’s based on giving value and exceeding expectations. It’s as far from the image of a pushy car salesman as you can image. (Although sometimes it pays to be pushy when it’s in the prospect’s best interest.)
I hope you’re excited about the rest of the series. Next time I’m going to drop the blueprint on you. The complete blueprint to total coaching world domination!
That’s when it gets really wild!
But now I’m going to finish off some cheesecake. Yum.
See you tomorrow. It’s been grand!
JJ Jalopy.
P.S. I’m sorry. I know this was waaaay too long. I wanted to get this bit covered so we can get onto the exciting stuff tomorrow. Thanks for bearing with me!
20 comments so far
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Comment by Lisa McLellan
25 April 2009
You are one silly dude! Super coach is pretty hot, can’t she get business with her looks alone? does she really need to market? lol Great post, lots of fun.
Lisa McLellan, Babysitting Services – Babysitters, Nannies, and Au-pairs
Comment by Christian Haller
26 April 2009
Another great post. Most of us would rather work in the business than on the business.
Christian Haller
The Art of Good Eating
Easy Italian Recipes
Comment by Yann Vernier - ProfitsTactics.com
26 April 2009
Wow, Supercoach and Mighty Marketing Man have an unusual dress sense…
Excellent post though. Too many business owners see marketing as a necessary evil while it is actually a lot of fun if it is reframed. Like by a coach mentor superstar like you.
Great stuff,
Yann
Comment by Don Shepherd
26 April 2009
My brother is an exceptional artist and sells his work for big dollars. when he sells it. he is afraid to market it because he doesn’t feel it’s good enough. He needs to read your blog.
Don Shepherd
Oregon Flyfishing
Comment by jc mackenzie
26 April 2009
JJ
Awesome as usual, I wonder what kind of serious changes could be made with a simple, slanted perspective, a paradigm [did I spell that right?]shift to “side step” outdated thinking.
Thanks
JC
JC
Butterfly Marketing
Manuscript
Comment by Lynn Lane
26 April 2009
JJ,
Supercoach is Super Hot. You are right. We have to work the whole business. Great post.
Lynn Lane
http://www.Warriorofsuccess.com
Warrior Of Success Training
Comment by Sonya Lenzo
26 April 2009
But she doesn’t have to be a marketer cuz she has YOU!!!
SunnyMarie
http://www.sunnymarie.con
http://www.sunnymarie.wordpress.com
Comment by mark mallen
26 April 2009
JJ, You have a great grasp of marketing. Most businesspeople do not realize that almost everything they do sends a marketing message. That is the market I will be trying to reach. If most of them had your attitude, there would not be much of a market for Mark the marketer. Mark
Marketingscoops
GlacierIceCream
Comment by Pam Schulz
26 April 2009
Great line – Great goal “Win-win value-giving relationship-oriented marketing.”
Another great post by an expert coach – JJ Jalopy!
Pam
Invest in Your Future
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Comment by Darryl Pace
26 April 2009
JJ,
As you’ve stated, acceptance of oneself and belief in the effectiveness of one’s wares are key ingredients in powerful salesmanship.
Health, Fitness — Darryl Pace
Fitness Product Review
Comment by Duane Cunningham
26 April 2009
Hi JJ,
Great post Dude!
No matter what business you think your in WE ARE ALL in the Marketing Businesses…if we are good at it we make lots of do ra me! If we suck they we cry all the way to the poor house!
Best we listen to the wizard of words as Marketing yourself or business IS where its at!
Duane
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Comment by Rob Northrup
26 April 2009
You need to market effectively or you have no coaching business..
Seize the Day,
Rob
Sales Eagles Soar Above the Competition!
Personal Asset Protection For Small Business Owners
Comment by April Braswell
26 April 2009
ooooo, hot tubbing, marketing, and Coaching, oh my! great combination for the desired lifestyle, indeed.
Best regards,
April Braswell
Dating Expert and Online Dating Coach
Grief and Divorce Recovery Seminar
Comment by John Ho
26 April 2009
JJ,
No matter how good we are in what we coach, we still need to do marketing to let people KNOW how great we are before we can get the business.
Referral (word of mouth marketing) is the most powerful way of getting new business.
John Ho
Numerology Expert Helps Understanding Personalities for Better Influence & Persuasion (WordPress Blog)
Numerology Expert Helps Understanding Personalities for Better Influence & Persuasion (Money Page)
Comment by Bob Kaufer
26 April 2009
When in business as an entreprineur, you need to wear every hat. Sales, operations accounts receivable and payable and marketing to name a few.
You have to do the stuff you don’t like to do the stuff you do.
Bob Kaufer
Sign Up for My Free Neuro Performance E Course Here
Comment by Philip Graves
26 April 2009
Your point about belief is an excellent one, dude!
Philip Graves
Consumer Behaviour Expert
author of “The Secret of Selling: How to Sell to Your Customer’s Unconscious Mind”
Comment by Steve Chambers
26 April 2009
The greatest coach in the world and the greatest marketer in the world are very similar to the greatest salesperson in the world.
Remarkable!
Steve Chambers, The Sales Expert
Are you a Sales Eagle?
Comment by Pat Becker
26 April 2009
My sister is a fantastic artist. She’d rather paint than market. You could help her see it as another form of expression – might be easier for her to do. She gets this email.
Pat
Business Owners Fast Track to Internet Profits