The biggest taboo in coaching…
Marketing coaching is different
About this book
Get rich quick
Finding your way around
ONE Using Coaching Tools
You already know the answer
What is marketing?
The secret to effective service marketing
The wheel of marketing
GROWing your coaching practice
‘If you fail to plan,you plan to fail’
SMART goals save you money!
NLP techniques in marketing
Marketing is rapport
Modeling in marketing
TWO Choosing Your Niche
Maintaining variety in your coaching practice
Niche coaching or niche marketing?
Getting the context right
Identifying your own niche
The next step
Maslow’s hierarchy of needs
Here’s another little secret…
Failure is not an option!
International Coach Federation (ICF) survey
How do coaches market themselves?
How long does it take to start building a practice?
How do coaches price their services?
What is coaching worth to the client?
How much do coaches actually charge?
What can you include in coaching packages?
How much should I charge?
Who pays for coaching?
FIVE Your Marketing Message
Understand who you’re aiming at
Have a beneﬁts-driven message
Know your outcome
A confused mind always says,‘No’
Carrot or stick approach?
Increasing your success rate when talking about your
The actual timing when you’re talking to them
Actually speaking to the right person
Have you got an attitude problem?
How to win clients and inﬂuence referrers
Use your client’s language … word for word
The power of persistence and the reality of repetition
Keep in regular contact with people
What is networking about?
Asking for help
Why network at all?
People buy people
‘Fake it till you make it’
Types of networking events
Formal networking groups
Networking with people you already know
WAIT! Before you get stuck in…
Hunting versus farming
How do you approach people at business
The elevator pitch
When should you exchange business cards with people?
What if you get stuck with someone?
Following up with people
Asking for referrals on more sensitive issues
Remember the context
How many contacts is a good result from an event?
What should I put on my business cards?
Getting referrals from your clients
SEVEN Public Relations (PR)
Getting featured in the press
Topical versus timeless
What is ‘news’?
Volunteer yourself as a resource
Be a big ﬁsh in a small pond
Haunted press releases
Following up your PR
‘Show me the money!’
Getting booked as a speaker
Improving your skills as a speaker
Planning your talk
Creating a buzz
Getting permission to contact people
Record your talk
More about modalities
Taking questions and answers
Be yourself… really
Is your image right?
NINE Getting Started on the Internet
Why have a website at all?
How much does a website cost?
What do you want your website to do?
Getting the right keywords
Use testimonials and case studies
Tell people how to contact you
Clients want to be coached by a person
Does everyone know what coaching is?
Should I include my rates on my site?
Get people engaged
Writing content for your website
How much should I write on my website?
Reinforce your call to action
Getting the look right
The language of colour
Style of writing
How do you choose a website designer?
What’s the difference between a website
designer and a developer?
Choosing a domain name
Selling products via the internet
Getting people to look at your website
You are still dealing with PEOPLE!
TEN Other Marketing Methods
How often should you promote yourself?
Writing an advert
Flyers and brochures
Stationery – letterhead and compliments slips
ELEVEN Asking for the Business!
Section 1Individual clients
What do you say?
“I’d just like to have one session for now...”
What if they’re not my type of client?
Getting the phone to ring in the ﬁrst place
Sole traders (one person working alone)
Small businesses (approx 2-50 people)
Medium-sized enterprises (approx 50-250 people)
Large organizations (250+ people)
Negotiating your terms
Coaching practice in pre-launch phase
Coaching practice in launch phase
Coaching practice in maturity phase
Is your market seasonal?
Key problems and challenges
Public Relations (PR)/publicity
Direct marketing,sales letters,postcards
Writing a brief for your supplier
Setting your marketing budget
The Coach Files
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