Coaching: Communicating What Service You Provide

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Coaching is unique because it makes a special ...
At the root of any desire for ... is the ...
that, every time they have ... with their coach, they Coaching is unique because it makes a special promise:transformation.
At the root of any desire for personaldevelopment is the expectation that, every time they have anencounter with their coach, they have some how changed fromthe person they were into the person they more prefer to be.Instead of focusing your communications, this includes allmarketing materials as well, on subject areas or benefits,concentrate on lives -- the kind of person you help create.This isn't merely an issue of who they can become; itincludes values, ethics, the sense of personal mission, andwhat people want to accomplish within their life times. Inthis way, you can reach beyond the practical considerationswithin the decision making process to speak to theindividual underlying core: a person’s dreams.Here are a few ways to make your communications morepersonal, and directed towards their dreams, thus, making itmore appealing and attractive:1.
Speak and Write to Their ValuesIn any coaching communications, two of the most importantwords you can use are "we believe." Even the most practicalpersonal development desiring person believes in something.Tell prospective clients what your coaching stands for sothat they can evaluate whether they share your coachingvalues, which is the same as your personal values if you aresolo.This step helps filter that would most likely not be a matchanyway.After all, in a country crowded with coaches, your valuescan be your greatest distinction. Maybe your coachingencourages an entrepreneurial spirit through projects orcreative approaches to familiar problems or challenges.Some people prefer the word challenge, so I included both.Put your coaching values front and center.2.
Connect Benefits to AmbitionsDescribing what people are going to learn, such as livingtheir lives by their values or building a strong personalfoundation isn't enough; you want to show how coaching helpsthem reach their goals. Instead of writing meredescriptions, write stories with the prospective coachee asthe potential hero.Tell readers how your fieldwork prepares them for real-worldexperiences, how your group coaching hosts relationshipopportunities, how your teleclass sharpens them, changestheir critical-thinking, or decision-making skills.3.
Use Endorsements and Case StudiesSelecting a coach can be intimidating and overwhelming evenfor the most courageous people. An endorsement, in an ad orprinted material created for sales, shows how your coachingwelcomes and works with people just like them.Case studies is a step up from endorsements by actuallydescribing in some detail the transformation story -- how aperson from one kind of background acted on her ambition andwas able to move forward through your program or by workingwith you.ConclusionThese techniques also work well for service or productscommunications if you also offer teleclasses, workshops, orgroup coaching programs.
Actually, not that I think of it,it works in all personal development communications.© Copyright 2004, Catherine Franz. All rights reserved.
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