In this short snippet from our full interview, I talk with Kira Sabin of the League of Adventurous Singles about how she’s created a thriving coaching practice–but without pushing to be the next big internet superstar. She’s open and honest about how to create a nearly six-figure business even without a huuuuuge newsletter, and she’s sharing about how to be totally yourself in your business.
In this short snippet of our longer interview for the Coaching Blueprint digital marketing program, Claire Pelletreau of ClairePells.com shares how you can leverage Facebook ads to grow your business. Listen in for this portion, or get the entire interview (plus all the others!) with the full program at CoachingBlueprint.com
In this snippet from our longer Coaching Blueprint interview, Sarah Morgan of XoSarahMorgan.com shares with me her insights into Pinterest marketing for life coaches. Our full interview (included with the Coaching Blueprint program) is packed with actionable insights on how to grow your business using Pinterest.
Interested in hearing the rest? Get access to the full interview and more when you purchase the full Coaching Blueprint Program
1. Who am I really trying to reach? There are any number of exercises you can engage with to define your answer, but I like whittling it down to its simplest elements: “I help people who struggle with ___________, to stop _______________ and start ____________________.”
Action step: Write out, longhand, what you want to help people with (there are clarifying questions in the Coaching Blueprint digital marketing program that are quite detailed), and then get it into one simple, straightforward sentence.
2. Is it “me”? I’m of the belief that a person’s website should be as visually representative of who they are as the messaging. It’s like putting on the clothes that make you feel most like yourself: if all black and a moto jacket are how you like to roll, you’ll feel completely out of place in a Laura Ashley dress. The same goes for websites. Does it feel like you, visually? Does it “sound” like you, when you write or create ongoing content?
Action step: make a list of any way that your website doesn’t feel like “you” and create an action plan to start shifting things.
3. Does my “about” page tell people about me, or about how I help them? Focus on the latter and tell people about how what you do translates to helping them. Yes, people are interested on some level about you—but only because they’re trying to get a sense of what it would be like to work with you. “Is this life coach ‘my’ kind of coach? Does she sound like someone I’d want to receive help from?” That’s what someone is unconsciously or consciously asking themselves when they read an about page.
Action step: re-write your about page from the perspective of how what you’re about, helps your clients. Move away from auto-biography.
4. Is my Services/Coaching page streamlined? As anyone who has read The Coaching Blueprint digital marketing program knows, I’m not a fan of packages. Packages demean the work of coaching. I know of very few people who would trust any doctor or lawyer who said, “I’ll charge you X for one appointment, but if you buy my Super Sparkle Package, you can save 20%!” Additionally, packages for one-on-one work undercut one’s hourly rate by offering incentives for paying less.
Action step: you want to check and see if your Services page is streamlined, see if you can fill in this sentence: “I charge _________ per session, with a commitment of ___________ weeks/months.”
5. Am I speaking to client needs? Look at your Services pages and ask yourself if you are clearly identifying what your clients struggle with/need help with.
Action step: Look at your last 10 blog posts and ask yourself if the posts identify specific things clients struggle with/need help with. If they don’t, re-write or edit them so that they do.
6. Am I articulating the solutions that I provide? Look at your Services pages and your last 10 blog posts and ask yourself if they speak to the solutions that you provide. Note that a “solution” is not “Hire me for a session.” If I have a sink of dirty dishes, my “solution” is cleaning them, not buying the dish soap.
Action step: Same as #5.
7. Are there multiple places where people can engage with my work? Look to see if there are many different ways to sign up for your newsletter; many different options for engaging with you on social media; many different ways to join communities you might have created. If someone’s only option for engaging with your work is to hire you, you’re limiting their long-term interactions with your business.
Action step: create multiple points where people might sign up for your newsletter or engage with you on social media.
8. What’s your ongoing approach for engaging people? Is it blog content, a podcast, video, something else? You need a reason for people to regularly come back and a way for them to see the totality of the content that you offer. It’s not just one blog post or video or piece of content that makes the website; it’s the work pulled together that really shows people what you’re about and how you can help them.
Many small business websites have blogs that just showcase their latest features or offerings. If someone is in the tech industry, this can be helpful—if I’m using your newsletter service, for instance, knowing that you rolled out a new feature that will help me to do business is helpful—but for service-based industries, just hearing about new availability to take on clients or sign up for a course, isn’t as engaging.
Action step: write out what your actual, ongoing approach for reaching people will be, and particularly note how this approach will help your clientele with what they struggle with, and offer them solutions.
I receive a lot of requests to participate in interviews, tele-summits, etc.
I am beyond honored that that is a fact of my life and business. I never take that for granted. I also know how hard it is to build a business, and I understand the workings of the tele-summit model that is being promoted.
I understand it, but I don’t agree with it.
In case you’re unfamiliar, the model works like this: You come up with a tele-summit or interview series topic. You line up speakers on that topic. You choose speakers who have large newsletter lists. You make it a requirement for the speakers to send a solo email–and entire newsletter–devoted to promoting the tele-summit and sending their subscribers to the tele-summit. The person running the tele-summit gets all of those subscribers.
Imagine, if you have twenty speakers for a tele-summit and all twenty of those people have lists of 5,000 people or more, and all twenty of those speakers send their newsletter subscribers an email about your tele-summit.
That’s a lot of people. So, again, I get why it’s so attractive.
The problem is that while the numbers work, whomever is teaching this system on the internet is getting it all wrong. They are teaching the fine art of alienation, not the fine art of marketing.
First, there’s the alienation in asking about someone’s list size. In other words, I get requests from people to take part in a tele-summit–but, they warn, the minimum list size that I need in order to participate must be X.
So really, it’s not about whether or not I’m good at what I do, or what great content I might add to the tele-summit. It’s about whether or not I have a large enough platform size to boost their profile.
Almost always, the people running these tele-summits have much smaller lists than everyone else. This is why they’re doing what they’re doing. They’re requiring others to have something that they, themselves, do not have.
Second, there’s the alienation of requiring anything obligatory around marketing. The way the tele-summit people sell it is that they’re promoting you by placing you as one of their speakers, so why shouldn’t you promote them?
Here are just a few reasons:
- It’s not anyone else’s job to promote your business, except your own;
- Telling someone how they should market something and requiring solo emails of someone is essentially asking to have a free microphone into someone’s business, and I don’t know many legit entrepreneurs who would put up with that;
- The person running the tele-summit is promoting you, sure, but you’re taking time out of your day to be interviewed and to offer content for their tele-summit–without the content, the tele-summit does not exist.
- At the end of the day, the person running the tele-summit is going to get new subscribers, but if I bombard my lists with solo emails from a bunch of tele-summits every time I participate in one, then my subscribers are going to get annoyed with me, and leave–so it’s actually not a win-win scenario;
- Even when the tele-summit person is saying they’ll share the entire list of subscribers with me at the end, it’s still no good, because I don’t know anyone with an email account who appreciates being dumped on someone’s list without their permission. Any email addresses someone gives me are going to be unqualified leads who didn’t opt-in and who probably don’t want to be on my list without giving their permission.
The Right Reasons
The right reasons to book someone for an interview or tele-summit are that the person can add something meaningful and helpful to the discussion.
I’ve agreed to interviews with people who had virtually no following–however–I knew that they were earnest, and that they really loved what they were doing, and they genuinely wanted to have a great conversation, together. I’ve asked to interview people for the same reasons.
The “win” when someone agrees to an interview is that they will create a tele-summit experience where everyone’s talking about how awesome it is. Take for instance, Liz Gilbert’s new podcast, Big Magic. Of course, Gilbert has the marketing machine of Oprah behind her, not to mention the incredible success that she’s achieved just through her excellent writing.
But more than anything, Big Magic has become an overnight podcast hit because Gilbert so clearly loves doing it and because the people listening in think that it’s phenomenal content.
Can you imagine if, before Liz Gilbert interviewed Cheryl Strayed, she said, “Now, I’ll interview you, but since I’m going to kind of be promoting you by interviewing you, first you’ve got to agree to promote everything. I need to know what your list size is.”
Nope–anyone with an ounce of common sense knows that that would be kinda slimy and wrong and that the reason to interview Cheryl Strayed is because she’s Cheryl Strayed.
If you don’t believe in who you’re interviewing, don’t interview them. Interviews are a phenomenal way to boost your business (something I share in the Coaching Blueprint newsletter’s free guide, Triple Your Traffic), but only when done right.