In order to understand why and how people get to a place of trusting someone, you have to experience being skeptical. Then take note of what makes you move through that skepticism and allow what’s on the other side to help you. I practice this frequently, because I’ve decided that I don’t want my skeptical nature to stop me from doing things I really want to do.
As an example…I’ve been DYING to go on a retreat this year. An opportunity came to have a mastermind retreat in my neck of the woods. In order to make it happen, I organized renting a house together in an unfamiliar area with a group of people I’ve never met face to face. *gulp* I was the one organizing the house rental, fee collection etc… Of course, my skeptical brain was thinking…I don’t know these people, what makes me think they are going to pay up? We’re going on retreat to have open, honest communication…I don’t know these people, can I really open up to them? *gulp* Did I arrange it? You betcha!!! I trusted my instincts to want a retreat and seize this opportunity. I trusted that the online connection I’d had (which totally stimulated me) was worth grabbing onto and getting more of. I trusted that I am resourceful enough to deal with whatever comes of it. I trusted that I could find safety when I needed it.
Even as I’m writing this blog post my skeptical/fearful saboteur is saying “Hey, um, are you sure you want to put it out into the world that you are willing to get together in the middle of the woods with strangers?” No, I’m not sure. What I am sure of is that there are some people who need to read the story to help them understand what I will say later in this post. I’m trusting that people will learn from my story. I’m trusting that if no one hears from me after the end of July, that someone will come looking for me.
In order for you to trust me, I have to trust that you can handle the story.
As a coach, it’s your job to move clients through the skepticism and fear to the other side where wonderful things await them. When you’re trying to get someone to commit to your services, you don’t want them to be moving through the skepticism. “You want them to be sold on the benefits.” Ok, yes, that’s what the marketing gurus tell you. I disagree.
Here’s the deal, you’re a coach and you are selling a relationship with you. If you’re all rainbows and puppies in your marketing, then clients will expect that when they get on the phone with you. If you tell them, I’m going to push you and make it sound like rainbows and puppies, then they’ll still expect it to be rainbows and puppies in a relationship with you. You have to represent what they will get when they work with you, otherwise you’ll have very confused potential clients who won’t trust you the moment they start talking to you on the phone. If it’s not rainbows and puppies, then don’t sell rainbows and puppies.
Oh wait, but you don’t want to scare them away!!!
Just as I have to trust you can handle my story, in order to get potential clients to trust you-you have to trust them. When you’re coaching you hold them as naturally, creative, resourceful and whole. Right?
Do you trust them to be that when making the buying decision?
Do you trust they can make their own decisions about what they want when you’re writing your marketing materials?
Do you trust they can make their own decisions about what they want when you are designing your teleclasses, speaking and/or going to networking meetings?
Or are you assuming you have to help them find it in the sales/sample call?
Re-read those questions and think about it for a minute or two…really…do you?
You could be missing out on opportunities to challenge potential clients to look past what they know and feel comfortable with. You could be challenging them to step up, take action and do something…before they get on the phone with you.
What skepticism did you have about taking the same step your asking them to take?
What helped you move through it?
What was more powerful than the fear?
Where did you have to dig to get the courage?
Help your potential clients look there too. Use your writing to help them understand that you “get it” and know where they are. Share your struggles of moving beyond that point. Use your marketing to help them move through the skepticism. Just in case you didn’t notice skepticism is also fear and the saboteur. Speak to their soul, pull out their courage, and demand that they step up. Do this, and you’ll be talking to more of the right clients.
I’ve learned to move through skepticism and I’ve been willing to risk falling flat on my face. Every time, I have grown, learned and changed from the experience…good or bad. It’s your turn to let go of what you are supposed to say in your marketing and start trusting your potential clients can handle. You could when you were in their position. Right?
So, what’s one thing you are going to trust about your potential clients? Leave a comment and share your thoughts.
I was reading a sales page marketing a coach’s group program the other day. As I was reading the page I was intrigued by the copy. It was personable and seemed to have it’s own unique flavor. As a marketer, I know this comes from the coach having written his own copy. So, I kept on reading (as I often do with coach pages…it’s my business to read them). The weird part was, I WANTED to keep on reading. Usually, I just kind of ho hum through coach pages and barely remember what I read. I usually just look for marketing components to see if they are being used.
What I found fascinating about this particular page is that it had the typical components, but it didn’t SOUND like a typical sales page. There were little comments that literally made me chuckle out loud. There were statements that made me really look at whether he was talking to me or not. There was an upbeat tone about it even though the coach was very clear and niched when it came to who he wanted to work with.
By the time I got to the bottom of the page, I really wanted to take advantage of the offer. Unfortunately, the event he was marketing was dated 2004. So, I couldn’t actually sign up (although all the pay buttons were still there, so I could have).
Do you hear that? It’s sound of the trust bucket dumping upside down. The entire page had my attention and I have to agree that comedy disarms. The comedy in it is what completely disarmed me and allowed the trust to flow into my trust bucket. Then came the date of the event and all of that was lost. My major skepticism returned and I immediately thought….Is this guy even in business still? I’m out!
So the moral of the story is…
1) If you have the inkling to include comedy in your sales copy, then by all means do. It DOES disarm even the worst of skeptics. Don’t overdo it or TRY to create comedy. Only use it if it’s naturally there…or you’ll dump everyones trust buckets.
2) Take down your old sales pages when you are done, so no one accidently stumbles on them. FYI - If you use WordPress you can set the old pages to “no follow”, “no archive”, “no index”, then search engines won’t be looking for it so people won’t stumble on it.
Have you found comedy disarms you? Have you used your own sense of humor on a sales page? What did you learn? Leave a comment. I want to hear from you.
The other day I stumbled onto the website of a business coach. Two seconds after I got there, I was ready to click away. I know I’m one of the most skeptical internet buyers out there so I’m always curious as to what makes me click away. It keeps coming down to the same thing…marketing jargon and cold information.
Let me define what I’m talking about first.
Marketing Jargon - Pre-formed statements that supposedly get people to buy. Things like “Sign up right now!” “You’re going to love this.” “You can’t live without this.” That kind of thing.
Cold Information - Information for information sake, with no real value to offer. These are the sites that explain exactly what you are going to get without telling you why you want it. This feels cold. Like there is no person behind it. A robot could have written it.
For some people these tactics work great! In fact, your website shouldn’t be devoid of these things. You just need to add some of YOU into your website if you want clients to trust you enough to share their life stories with you.
Let’s go back to the website I saw the other day. Most of the headlines were some sort of marketing jargon. In between it was all information about building a business that I had heard 100 times before. Now, yes, I do surf coaching websites all the time, so I’m more likely to have read it elsewhere. At the same time, do you think your potential clients are going to go to your site without checking out others like it? I doubt it!
Market to me without telling me your marketing. They are on your website. They already know you are trying to sell them something. Talk to your target market as if they are in the room with you. Share with them that you know who they are by describing them. What would your ideal client want to know up front? Give them the information they need conversationally. As if you were answering their question one-to-one….not one to masses. That’s why it’s so important to get to know your ideal client. So, you know who they are and can speak to that.
Infuse your personality. I have editors that review my copy before I put it out on my website. Many times they make suggestions to get rid of certain colloquialisms. Usually, I ignore their advice because it’s MY words. I want MY words out on that website so people can relate to me. It’s important to use proper grammar and use correct spelling, but it’s also important to speak like you do in person.
I didn’t see a picture of the coach anywhere. In fact, there weren’t any graphics for me to connect with at all. Just a bunch of words. When I did finally find my way to the “about” page, I found even more information. Information about the education of the coach. I found information about how that coach works with their clients too. That’s not going to cut it. By the time I get to the end of this page I should have a sense of who this coach is and why they care about me. Credentials, experience and the coach’s process substantiate that but if I’m going to trust you with my dreams then you have to give me a little more than that. I want to know who you are as a person and as a coach.
Share with me. Tell me that you run marathons, enjoy time with your kids, play baseball in the summer, and go on a hiking retreat every year. Substantiate your expertise with information about who you are and what you love. Tell me that your mission is to help your clients find happiness in their lives, because you once weren’t happy. Things like that will get my attention.
Your most valuable asset is not your list! It’s YOU! Use it to your advantage.
What do you think? What do you want to know? Is there anything you want to change now?