Last 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

A few weeks ago, I went through and did some Facebook maintenance.  As I was going through, I decided to leave a lot of groups.  I was getting lots of messages from them and I never actually went in and looked at most of them.  So, I cleared the clutter and left only a small amount that I’m really interested in.

Facebook is a great place to get your business noticed.  You can gain huge visibility and fill the trust bucket for your potential clients easily.  For most coaches, it can a big business and trust booster!  Too often, I find myself explaining the difference between a Facebook Page, Group and Profile.  So not only do I want to quickly cover the differences for you, I’m also going to give you some things to think about so you can decide  which one will work best for you, as a coach.

Before I get into the differences, you need to know a few things.

1)  Does your target market mind sharing with people that they are interested in your particular topic?

2)  Is your target market more interested in discussion or learning?

3)  Would your target market prefer to read at their leisure or receive information by e-mail or both?

4)  Is your target market conversational, but only in private?

Facebook GROUPS

So, if you think of Facebook groups like google groups or yahoo groups, it’s pretty much the same thing.  The only difference is you can’t share files.  The very huge disadvantage of a group is that the conversation is limited to the space provided for the group.  So, all members need to physically go into the group to keep up with the dialogue.  You can send a message to the group to stimulate conversation, but no one will see the updates unless they click through to the group.

For coaches, I usually only recommend using groups when you have a group of people who do not like to speak openly about the topic you work with.  Career coaches and many life coaches run into this.  Their target market doesn’t want to be “public” about their exploration of the topic, for fear of losing their job etc… If this is the case, then a private group where only those you invite in can be members is the best way to go.

Is there a wall? Yes

Is there a Discussion Forum? Yes

Is it Private? If you choose so, you can make it invite only

Does Google Index? No

Can you e-mail members? Yes, you can e-mail all members of a group

Is there a cap on members? Yes, you can’t have more than 5000 members in a group

Facebook PAGE

A Facebook Page can be set up as a business profile or a person profile.  Depending on whether or not you are the face of the business, you can choose accordingly.  Pages are open to the public and indexed by google (so choose your title with that in mind).  The great part about pages is that everything you post on your page wall shows up in your followers feed.  So, people will get notified when something new is added.  Then they can easily access it and join in the conversation.

I recommend pages to coaches if they are looking to gain exposure for their business.  You can create discussion on your wall and then carry it to the discussion forum if you wish.  You just have to remember that the whole world can see these pages, so try not to start conversations that require personal answers.  This is a great place to share resources that pertain to your topic.  You can also create events for your business and e-mail all your followers about what’s going on with you and/or your business.

Is there a wall? Yes

Is there a Discussion Forum? Yes

Is it Private? No

Does Google Index? Yes

Can you e-mail fans? Yes, you can e-mail all those who “Like” your page

Is there a cap on members? No

Facebook PROFILE

Your profile is the first thing Facebook gives you.  It comes automatically the moment you set up your Facebook account.  There’s a big debate among marketers as to whether you should use your Facebook profile for business or JUST use the business page and keep only your TRUE personal friends on your profile.  This is a very personal choice.

There are some great advantages for opening up your profile to business contacts.  First of all, it allows you to become “friends” with people so you can easily see what they are up to.  With a page or group it’s very one-sided where you put out information and they respond.  If you are “friends” with someone, then you see their updates in your feed. You can easily see what’s going on in their world and jump in with your own two cents.  It’s also easier to start a conversation with an individual via their wall or a message.

The great part about the new Facebook profile is you can choose who sees your posts.  If you group your friends, you can open your posts only to specific groups.  You can also open them up to specific individuals.  You can choose who sees each individual wall post at the time you decide to add it.

Being friends with someone also allows you to send individual private messages.  You can’t send to more than 20 people at a time and you don’t want to do this too often or can be seen as spamming to Facebook.  So, use it wisely but this opens you up to a much more private and personal conversation with people.

Is there a wall? Yes

Is there a Discussion Forum? No

Is it Private? Depending on your privacy settings.  You have control over what is seen on your wall and can allow “everyone” access to all things your friends post.

Does Google Index? Only when you post to “everyone”

Can you e-mail? Yes, you can e-mail up to 20 people at a time.  Don’t do that often though.  You can also e-mail groups and individuals.  I wouldn’t do every day or you’ll be seen as a spammer…use it sparingly and wisely.

Is there a cap on friends? Yes, 5000

My personal philosophy

Personally, I don’t have any groups, because I don’t want to continually e-mail people to remind them there is a group to go look at.

I have a business page (http://www.facebook.com/coachesmarketingsource), which I direct potential joint venture partners, clients or other business people to all the time.  In fact, it’s what I link to on all my web activities.   Here I post resources about my topic, share what my joint venture partners are up to, ask questions and e-mail followers about my company.

I use my personal profile as a personal space..  I do accept friend requests from people who would be potential clients or great joint venture partners.  I also accept friend requests from family, personal friends,  former classmates, and former acquaintances I’ve lost touch with.   I’m very picky so I don’t hit that 5000 friend cap.  All of my “friends” are people I really truly would like to get to know better.

That’s a lot to digest, so if you have any questions or comments, please leave them and I’ll be happy to respond.

Kristen Beireis, Trust Marketing Expert

We’ve been doing a  lot of work on getting blog websites up for our clients recently and I keep repeating myself on this so I’ll share my thoughts here.  Most people think if they are going to have  blog website, the blog will be the home page and there isn’t any need for a home page like you have on a regular html website.  I HUGELY disagree!  Ok, I’ll qualify that.  If you really just want to create a conversation and never want to sell anything, then have at it with the blog being the home page for the site….HOWEVER, if you intend to sell a service, product etc… on a website built on a blog platform, then I suggest you reconsider creating a separate home page.

Why am I all up in your face about this?  As usual, it’s about building trust with your potential clients.  Think about it this way.  If you do your SEO, partner with people who link back and do all the important things to drive traffic to your website, you will start attracting people to yourdomain.com who only know that you have a website with something they are interested in.  If they land on your blog first, well then that’s what they think you have to offer them…free information.  That’s great!  Um, except, hold on.  You want to sell them something eventually right?  By looking at a blog, they don’t know that.  They don’t even know why you have the blog.  They just know you’re sharing information and are building a community around your topic.

So, what will they think when all of a sudden you say something about a product or service you offer…try to sell them something?  First they will be surprised…and not in a good way.   They signed up for information, now you want to sell them something?  That’s not cool!  For some people it can feel like a bait and switch.  Hmmm….would you trust someone who pulled that kind of stunt?  Would you trust them to help you make serious life changes?  I wouldn’t.

Ok, ok, I hear you naysayers out there bringing up the “About Page”.   The about page talks about who is “behind” the company and how it functions.  Um, they didn’t even know it WAS a company.    Some people talk about the author on the About Page.  This is good, because it gives some insight into what makes you different than anyone else in your industry.  What industry are you in?  What kind of service do you offer?  Why will people benefit from these services?  Those are the kind of questions that are answered on a home page.

So, why do you need a home page?  So those who are coming from your affiliate partners, search engines and other random places know WHY your website exists, that you have something to sell, and that it’s going to change their life for the better.   Just as with a regular HTML site, you need a place for people to land and quickly determine that they need to know more.  Once they decide they need to know more, by all means, share your blog conversation with them and then lead them through your site as you typically would.  By giving context, you are being transparent about the purpose of your blog and site.  You are building trust.

Still have questions?  Still have objections?  Let’s hear them.  Leave a comment.

Kristen Beireis, Trust Marketing Expert

Coaches are extremely passionate people.  It’s the training, the life change that comes along with the choice to be a coach, and that passion for helping others is why coaches usually get into the business in the first place.  Most coaches I know love all humans and believe everyone should be happy with themselves and their lives.  I’ve heard coaches say they believe deep down everyone knows they are worthy.  I know most coaches want the world to be a happy, peaceful place.  It’s what makes them so great at what they do!

The challenge is containing that passion and those beliefs while marketing.  I know, it’s not easy but if you want your potential clients to trust you, you have to remember where they are.  Think back to your innocent days.  The days before you knew coaching existed.  Close your eyes for just a minute and remember what that was like….

Now, what would your reaction have been if someone had sent you some writing that said;  “You are a talented human being who deserves to get everything she wants.”?  Would you have believed that?  I know I wouldn’t have!

I specifically remember an instance in the first month of coaching where my coach blurted “You are so talented.”  Oh boy did I challenge that one!!  It started with “You don’t even know me, how do you know what talents I have?”.  I wasn’t ready to accept that I was talented, lovable, or worthy yet.  I hadn’t explored myself enough to know that I was.  I hadn’t worked with my coach long enough to get there.  (Thankfully, my coach was awesome and in the next few months I changed my thinking on that.)

So, can you imagine what would’ve happened, had I come across a piece of marketing where someone tried to tell me I was lovable?  Um, circular file anyone?! In fact, it’s repelling.  It’s gremlin fodder.  They eat that stuff alive and convince people to run away…FAST!

I bring this topic up because I see it all the time.  I see coaches putting marketing materials out that assume the reader can comprehend an affirmation for themselves.  Now, I’m not saying that EVERY person is going to be revolted by that kind of statement, but you need to think about where your potential client is before they have worked with you.  If your typical client goes through a process with you that brings them to loving themselves, don’t try and convince them to go there now.  They haven’t had the benefit of the process yet.  If they have, then they wouldn’t be an ideal client.  So why speak to them?

There is a difference between flat out saying “You can have anything you want” or “You are alive, therefore you are worthy” and asking someone to imagine what life would be like should they overcome challenges you help them get over.  There is a thin line, but by challenging your potential clients with powerful questions that get them to see possibility, they become attracted to you.  Now that’s marketing!

The next time you want to boost someones self-esteem or help them understand that there’s more than where they are, ask yourself if your statement might feed the gremlin of a past client before they got to you.  If the answer is yes, then rephrase to create possibility.

What kind of questions might you use to create possibility?

Kristen Beireis, Trust Marketing Expert

This has been a big question on a lot of minds this year.  I keep seeing messages on forums asking if e-mail marketing, list building and other internet marketing strategies are coming to an end.  The answer is NO!  The actual function of the marketing is not coming to an end, in fact it’s going strong for many people.  The change is coming in how we use these different mediums to market our businesses.

In fact, as a coach, you have a unique opportunity to capitalize the most on them!  It’s the conversation and message that’s changing more than anything.  The reason the question about these mediums dying out is being asked is because people are seeing their numbers dropping in response to their marketing.  Are you noticing this?

There’s a good reason for the drop in response rates.  It’s called desensitization.  Usually that word is used in conjunction with violence.  If you’re exposed to it long enough, you lose your fear of it and then run the risk of being violent yourself.  Yes, this is what’s happening with internet marketing.  For 15 years or so, internet users have been bombarded with e-mail marketing, pop up boxes, sales pages etc… They’ve seen it all and they’ve seen it 100 million times over.  Now they just hit the delete button, unsubscribe, click away or their eyes glaze over.  The “tactics” that we’ve been taught through the information marketing age are dying…not the mediums themselves.  People aren’t responding because everything sounds the same to them.  Nothing is standing out as new, fresh, or different.

So, what does that mean?  It means, if you are going to get business on the internet you have to provide something that internet users aren’t desensitized to.  They need content that gets their attention through emotion (click here to read Scott Stratton’s great article on this).  They need people who are selling something new, different and fresh.  They need to hear your passion.  They want transparency, honesty, and they want to be able to trust you.  Stop putting out the same old, same old content.  Differentiate, get brutally honest, and share your passion with the world.  That’s going to get you noticed on the internet over anything else.

Do you think internet marketing is dying?  Or are you joining us in the new evolution of internet marketing?

Kristen Berieis, Trust Marketing Expert