Archive for October, 2010

The Dalai Lama on Trust

Tuesday, October 26th, 2010 | Trust Marketing with No Comments »

dalai_lamaLast week The Dalai Lama visited my area.  Unfortunately, I did not have tickets so I wasn’t able to attend any of the events.  However, I did watch lots of news reports and read articles reporting on the visit.  Of course, the press quoted him left and right.  He is such a wise man, even the quotes are educational.

One of the quotes I found from the visit is:

Trust only comes by showing genuine concern for other people’s well-being. The Dalai Lama

I hadn’t expected to find something about trust, but this quote really stood out for me.  I couldn’t agree more and it directly relates to what I teach coaches about building trust in marketing.

Okay, okay, I know you’re a coach.  You’re all about having genuine concern for other people’s well-being.  It’s what you do!  You help people create their own well-being.  It’s important to you or you wouldn’t be a coach.  My question to you is; Are you bringing that concern into your marketing?

You may be wondering exactly what I mean by that.  You may even think you ARE bringing that concern into your marketing.  The key here is genuine concern.  Most marketing philosophies have you create marketing from what the client wants to hear.  Is that genuine?  In fact, genuine concern has to come from you first.

So, what are you most concerned about when it comes to the well-being of your clients?

Now, go deeper.

What is that concern about?

Where does it come from?

Why are you concerned?

Another word that comes up for me here is fear.  Most concern comes from a place of fear.  Fear of what could happen if someone continues down the path they are on.  Fear of the future, essentially. I know, as a coach you’re trained not to read anything into where your clients are.  You’re supposed to let them tell you what’s going on for them and then get curious about that.  Since you actually don’t have that opportunity to individually coach each and every person before they see your marketing, you will need to read into their pain and problems.  Pick one ideal client and speak to them.  That will help you focus your concern.

I’m suggesting that you take your deep concerns and turn them into marketing.

Share your fears with your ideal client and where they come from.

Share your concerns and why it matters to you.

Share your story and how you got to the place of this deep concern.

Focus on one concern and write some marketing around it. I guarantee your potential clients will be able to connect with your marketing and you’ll get a much higher response than you ever have before.

It takes guts to share this kind of personal stuff in marketing.  You’re a coach.  Get personal with your potential clients and they’ll trust you enough to get personal with you.

REMEMBER where your clients are before they get to you.  Speak to them in that place.  Prepare them for working with you.  Don’t make it look like an overwhelming impossibility.

What do you think?  How and where will you be sharing your concerns?

Kristen Beireis, Trust Marketing Expert

Kristen Beireis, Trust Marketing Expert