Posi%ve Psychology Coaching Fall 2014

Transcription

1 Posi%ve Psychology Coaching Fall 2014 Class 10 Notes Lynda Wallace Course Instructor 0

2 Today s Agenda Welcome and Logis8cs Building a Thriving Posi8ve Psychology Coaching Prac8ce Clients and services: who, what, and where Marke8ng GeDng started You Made It - - Time to Celebrate! 1

3 Think Expansively About The Clients You Could Serve People hire coaches when: They want to create posi8ve change in one or more areas of their lives. They have hope that change is possible, but don t feel they can do it alone. They feel mo8vated to pay for the kind of help coaches offer: Goal clarity Pathways Persistence Accountability Posi%ve psychology coaching skills and techniques can help a wide variety of clients to create posi%ve change in a broad range of areas. So think expansively about whom you could serve. 2

4 Get Beyond the Niche Standard Targe%ng Advice for Coaches: Narrowly define your target and ideal clients. Find your unique niche and coach people who fit into that niche anywhere in the world. Problems with this advice: Niches are small by defini8on. It s hard to reach the whole world to find the clients in a narrow niche. It takes 8me and money to create (or expand) a market; it s far easier to serve one that already exists. Confining ourselves to the small niches in which we feel most comfortable can constrain our personal and professional growth, and limit our opportuni8es to make a posi8ve impact. 3

5 Describe Your Services in Broad, Familiar Terms Number of google searches per month in the U.S. 20, ,000 5,000 1,000 2, Less Than 200 Life Coach Career Coach Health Coach Business Coach Execu8ve Coach ADHD Coach Financial Coach Rela8onship Coach Nutri8on Coach Paren8ng Coach Happiness Coach Spirituality Coach Everything Else Your unique approach is what will make you a great coach. But you re best off marke%ng your prac%ce using familiar language so people can find you and so they can understand that you offer the services they re looking for. Once you have their asen%on, you can describe and use your unique approach to get great results. 4

6 Love Your Niche? Here s a sugges%on: Cul8vate your niche AND Expand your reach to a broader target as well 5

7 Think Local for Big Impact The clients most likely to work with you are local clients. Most clients expect to work with a local coach, and to have in- person sessions. An aarac8ve local office signals credibility and success. Your best google strategy is a local strategy. Most clients begin their search by googling for a local coach. Google serves up local results even if the person searching doesn t ask for them. You can get your coaching prac8ce on the first page of google search results for coaches in your local area. Here s What to Do: If you want to make a living as a coach, seriously consider a local office or office share. Op8mize your google results for local searches EVEN if you only coach by phone. Cul8vate local awareness, connec8ons and referrals. 6

8 Be Clear About Your Revenue Sources If you re seeking to earn a living as a coach, you need to spend most of your work %me delivering services for which you are being paid. Every prac8ce needs a reliable primary revenue driver. For most coaches, that is one on one coaching. So begin by defining what you will offer that people will be mo8vated to pay one on one fees for. Revenue Sources Paid coaching sessions Paid group coaching Paid workshops Other paid offerings Marke%ng Free talks Free workshops Free sessions Other free offerings Marke8ng is not an end in itself. To build your prac8ce, your marke8ng efforts need to lead to paid work. The more direct the link between marke8ng and paid work, the beaer. 7

9 Create a Purposeful Website Design a Process, Not a Brochure Guide visitors through a process intended to inspire them to schedule a consulta8on (and/or sign up for your newsleaer). Make your invita8on obvious, invi8ng, and simple to accept. Focus on your clients, not yourself. Write your copy as if you are wri8ng to one new ideal client. Conjure someone up who feels stuck, confused, or burdened by problems, but also feels hope that he or she can ac8vely create a beaer future with the help of a good coach. Write in a warm, conversa%onal style. Imagine a conversa8on with that person about his or her situa8on and how you can help. Be Personal: I can help you to... (not Lynda works with clients to... ) Speak the words aloud as you write them to help you write in your authen8c voice. Work with short asen%on spans, not against them. Be brief: write a dral, cut it in half, then cut it in half again. 8

10 A Purposeful Website Inspires a Series of Responses 1. Hey, that s me! Are you experiencing? Do you want to? 2. Yes, that s what I need. Benefits, benefits, benefits. Here s what you ll get out of it. 3. This coach could help me. Facts about you that best inspire trust by signaling accomplishment and credibility, balanced by a warm invita8on to work together. 4. I can picture this. Brief, clear descrip8on of services and what to expect. 5. I ll try it. Simple process to contact you for a consulta8on. 9

11 Be Where Your Clients Are Looking For You When people are mo8vated to hire a coach, they ll usually go to their browser... And type in a few words (a keyword phrase) describing what they re looking for... Their browser will turn those words over to a search engine... And the search engine will select and suggest relevant web pages. The sites on page 1 of google search results for a given keyword phrase get >90% of the traffic. 10

12 The Main Reason My Prac%ce Is Full Page One Search Results 11

13 The Main Reason My Prac%ce Is Full The Rest of Page One 12

14 How to Be Where Your Clients Are Looking For You 1. Enter search terms your poten%al clients might use: career coach nj life coach chicago health coach san diego 2. Join the directories that show up on the first page of results, for example: Noomii Professional Coach Directory Psychology Today Provider Directory 3. Use Search Engine Op%mize (SEO) to get your site to show upon the first page. SEO = techniques that associate your site with your key search terms. Even if you decide to hire someone to do it for you, it s a one- 8me investment and far, far more produc8ve than adver8sing. 13

15 Convert Consulta%ons by Coaching Spend most of your consulta%on %me offering a genuine coaching experience of real value. Successful consulta8ons are about the client, not the coach. The top reason my clients give for choosing me: You really listened to me. 14

16 Think Like a Coach Building a successful coaching prac%ce isn t a maser of luck. It s a straighdorward process of taking prac%cal steps to learn, implement, and improve your prac%ce- building efforts. So apply what you know about how to get big things done, and make it happen for you. Create a vision of where you want to go. Commit to an adaptable, big- picture plan to get there. Immediately and consistently take manageable steps in your chosen direc8on. Experiment boldly and learn by doing. Build on what works, and change what doesn t. Rely on trusted allies for help, support, and accountability. 15

17 Congratula%ons - - Look What You ve Earned! To print your personalized Cer8ficate of Comple8on, just go to the online classroom aler the class 10 live session is over for easy instruc8ons and a congratulatory video. 16

18 Thank you all for an experience that has cap8vated my mind and filled my heart. 17