Coaching Business Startup 207 – Coaching Business Branding Basics
How to become a coach. With Coaching Marketing Rockstar JJ Jalopy.
Hey there!
Welcome back to Casa Jalopy.
Let me pour you a glass of wine. It’s a cheap Chilean Shiraz today – half price from the supermarket.
Yep, I’m living the V.I.P. lifestyle to the fullest. Diddy would be proud!
Unfortunately you missed dessert. We had a Gu chocolate souffle each. Have you tried them?
They’re the best thing in the world. (Well, apart from me!)
They’re delicious. Every taste is like a spiritual orgasm! They’re even better than the awesome chocolate brownie recipe that I shared with you in my last newsletter.
My newsletter sucked a bit last week, actually. Sorry about that. I was tired. I wrote way too much. And it was formatted like crap.
BUT… it’ll be waaaay better next week. So sign up here! 
The Jalopy Gang Newsletter – A newsletter so awesome that it knows when it sucks…
Yeah, I know. And I call myself a marketing expert!!
Yesterday I had a busy, amazing, productive and love-filled day. When I blogged about it, my buddy Christian asked me to elaborate on what I’d been doing.
Well, like any self-respecting attention-seeker, I love talking about myself . What I’m about to talk about is almost entirely irrlevant to anyone wanting to learn about starting their coaching business, setting up their home business, productivity tips, marketing advice, or any of the cool coaching and mentoring stuff I talk about, so feel free to the section below entitled JJ stops rambling here to get to the content!
So what was I doing?
Well… I completed the arrangement of an asset securitization for an automotive vendor finance portfolio.
Ever wish you hadn’t asked something?
<<If you care, insert your own paragraph here about credit rating agencies, responsibility, asset-backed securities, credit crunch, capital adequacy, balance sheet restructuring, Megan Fox or Stephen Hawking, or Megan Fox and Stephen Hawking together with a big bowl of strawberries.>>
The details are unimportant, thank God. What is relevant is the sense of achievement that comes from doing a job really well. THAT rocks.
JJ stops rambling here!
Right. Let’s get out the blueprint.
This. Again.
You found your niche coaching market.
You personalized your prospective coaching client or customer and created a customer avatar, a representation of your average coaching client. You sat inside their head for a while and you understood their problems and their worries. You understood what scares them. You understood how they feel about their friends and their family. What obligations they feel they have. What their hopes are.
Then created an image of the kind of person they would like to talk to. How would they make them feel? What experience would that person have? How would they make them feel better about themselves? How would they help them solve their problems?
This was the first step to finding solutions to their problems.
So what’s next?
Well if you like, pretend for a moment that you are JJ Jalopy.
…
Now come away from the mirror and get back here. Concentrate!
That’s better…
Now your customer avatar (following mild-mannered ladies man Eben Pagan) is an awesome lady called Marjorie. Recap here…
Now, as a coach, the answer to your coaching clients’ problems is going to involve You.
You are going to form an essential part of your brand. Your business communication is going to largely based in the way You communicate.
That’s a given. And it’s massively important, actually. Don’t go thinking you need to put on a serious business hat when you’re running your business and that you can relax and be yourself when you get home.
However it is that you are – that rocks. That’s why I love you. Be like that when you’re playing business.
HOWEVER…
You are a complex and multifaceted individual. You are a socially sophisticated person. You do not interact in the same way at the Vicar’s house as you do when you’re sharing a glass of wine with your best friend.
Unless the Vicar is your best friend.
You do not bring the same aspects of yourself to every situation.
Remember the image we constructed of the person your customer would most like to talk to? Let’s call this person your business avatar.
In constructing your brand and communication plan we want you to:
- be totally authentic
- emphasize the aspects of your personality and communication style which are consistent with that of your business avatar.
Make sense?
Cool. Write this down. Think about how this feels to you.
And in the next post in this series I’ll discuss how I do this in my businesses.
Until then have a wonderful evening. I’ll see you next time!
JJ Jalopy.
Comment by Christian Haller
15 May 2009
Consistency and congruency are two essential elements of be recieved authentically. Great post.
Christian Haller
Good Food Fast & Easy
Healthy Italian Recipes
Comment by Lynn Lane
15 May 2009
Great insights. Looking for your next post.
Lynn
Success Strategies For Life
Success Today
Comment by jc mackenzie
15 May 2009
JJ,
Good advice for sales people of all kinds
Thanks
JC
JCMACKENZIE.COM
Making money-reviews
Comment by Anthony Lemme
15 May 2009
Lighting bolts! Missed the whole post. Oh yeah, business avatar. I’ve got it. Be congruent.
Anthony
http://www.anthonylemme.com
The Most Powerful Personal Growth and Mind Develpment Tool on Earth
Comment by Pam Schulz
15 May 2009
I think you’re being a bit hard on yourself. I thought your newsletter was great!
Pam
Invest in Your Future
Comment by Duane Cunningham
15 May 2009
JJ you are the man!
As a total aside I just picked up Neil Struess’s new book “Emergency” have you read it?
Hope your keeping an eye on Eban’s guru mastermind launch at the moment! Some awesome launch lessons there!
Duane
Super-ADVANCED Persuasion Techniques & Influence Training Proven to Quickly Create a Flood of Money?Constantly & Continuously Flowing into YOUR?Bank Account Like the Niagara Falls…?100% GUARANTEED!!
Discover Secret Persuading Skills that Work Like Magic by Tapping Into the Psychology of the Mind with The Worlds Leading Persuasion Expert Duane Cunningham!
Comment by Rob Northrup
15 May 2009
Hi JJ,
This is really good. we need to make sure that this “business avatar” is still authentically us but we need to accentuate the most important features that will further the relationship and decentuate (is that a word?) features that could slow things down.
Seize the Day,
Rob
Sales Expert For Small Business Owners
Personal Asset Protection For Small Business Owners
Comment by Don Shepherd
15 May 2009
JJ your blog rocks because you make me laugh and at the end i have learned something that is important.
“spiritual orgasm” needs to be a brand of something.
Don Shepherd
Central Oregon Camphiker
Comment by John Ho
15 May 2009
JJ,
When there’re more thing son the plate, writing long blogs is demanding.
Unless of course, you’ve got lighting fast typing. It woudl ehlps a lot. ( But not if you’re like me have typos all over the palce when i press myslef to ype fast
)
John Ho
Numerology Expert Helps Understanding Personality for Better Influence & Persuasion (WordPress Blog)
Numerology Expert Daily Numeroscope (Vox Blog)
Numerology Expert Helps Understanding Personality for Better Influence & Persuasion (Money Page)
Comment by Steve Chambers
15 May 2009
What a rocking post. Congrats on the auto thing.
Steve Chambers, The Sales Expert
Sales Eagles – Sales Coaching for high flyers
Comment by Philip Graves
15 May 2009
Even your weak blogs are good. But I know how it is to churn something out and regret it! It’s a fine line between pushing yourself to get things done and knowing when you should just walk away.
Philip Graves
Consumer Behaviour Research
author of “The Secret of Selling: How to Sell to Your Customer’s Unconscious Mind”
Comment by Bob Kaufer
15 May 2009
I love cheap Shiraz and I will share this with friends.
Bob Kaufer
Z Health For Life
Comment by Yann Vernier - ProfitsTactics.com
15 May 2009
Great writing as usual. And excellent marketing insights for anyone starting a coaching business.
Note: I actually quite liked the last edition of JJ’s Gang, it felt like authentic freeflow writing, I read every word even though it was long.
All the best,
Yann
How to Get Organized, Stop Procrastinating, and Set Goals for Small Business Success
Comment by Lisa McLellan
15 May 2009
Thanks, I love cheap wine. I especially like arbor mist with the screw on top! And I’m so sorry I missed dessert – it sounded simply scrumptious! Oh yeah, and thanks for the marketing tips as well. JJ you are the coach above all coaches!
Lisa McLellan, Babysitting Services – Babysitters, Nannies, and Au-pairs
Comment by Jon
15 May 2009
Hey JJ. Your writing is incredibly entertaining.
I loved your newsletter! It sounded just like you do after you’ve had a few beers.
So basically I couldn’t get a word in edgeways and all the women ignored me and fell in love with you.
You wrote it on Sunday, didn’t you?
Pub lunch?
Comment by Bereavement, Widow, and Grief Counseling and Support, Henderson, Las Vegas, NV, Nevada
16 May 2009
Excellent recap for how to be a superb coach.
Of course, you combing fantastically yummy chocolate dessert and red wine, and you have captured my riveted attention!
Best regards,
April Braswell
Boomer Dating Expert, Relationship Success Coach
Widow Support and Bereavement Counseling Outreach Workshop Henderson, NV, Nevada, Las Vegas
Comment by Darryl Pace
16 May 2009
JJ,
I like your insights on being ourselves in our businesses. This is all part of being true to ourselves.
Health, Fitness — Darryl Pace
Fitness Product Review
Darryl Pace’s last internet rant.The Best Time to Exercise for Burning Fat
Comment by Pat Becker
17 May 2009
Business avatar. Like that. Want to hear more about how I create mine.
Pat
Internet Dollars for Business Owners
Pat Becker’s latest internet ramble.Promote Your Business with an E-product