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Aligning Yourself with Perfect Fit Clients

SUMMARY

Are you finding it difficult as a coach to cut through all the noise out there right now? Are you putting a lot of stuff down, but nobody's picking it up? Or are you attracting clients and then finding out that they're not the right clients for you?

Well, stick with me in this episode, because what I'm going to do is continue our conversation and help you to be able to attract the perfect fit clients.

Hi, this is Grant Herbert, Emotional Intelligence Speaker and Trainer of the Year and Master Coach Trainer, and today, I want to continue our conversation around growing your coaching practice by speaking to you about Audience Alignment.

We want to do is make sure that we narrow your focus and we speak directly to them so that they tune in and they find you eliminating all that competition out there and all that other noise. It gives you cut through. What it allows you to do is to become the Simon Cowell instead of the contestant, where you get to When you have cut through, you are able to attract potential clients with a pull strategy, rather than a push, rather than just throwing heaps of mud on the wall and hopefully somebody will become my client. choose who it is that you're going to work with. That's better for you, and it's very much better for them as well. To do this, what I want to do is just give you the three key areas that we focus on so that we can get that Audience Alignment and start getting some people who want to talk to us about what it is that we do.

The first stage is what I call a Currency Clarifier.

The second thing we do is work out your Hot Avatar.

The third area that we want to work on is crafting a Magnetic Message.

Well, that's it from me for another week. Join me again next week, when we go a little bit deeper on Audience Alignment and I help you to craft your Magnetic Message so that you get the right fit clients. I'll see you then.

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FULL TRANSCRIPT

Are you finding it difficult as a coach to cut through all the noise out there right now? Are you putting a lot of stuff down, but nobody's picking it up? Or are you attracting clients and then finding out that they're not the right clients for you? Well, stick with me in this episode, because what I'm going to do is continue our conversation and help you to be able to attract the perfect fit clients.

Hi, this is Grant Herbert, Emotional Intelligence Speaker and Trainer of the Year and Master Coach Trainer, and today, I want to continue our conversation around growing your coaching practice by speaking to you about Audience Alignment.

So last week, we talked about your Expert Positioning and you having clarity around who you are, what it is that you know, why that matters to you, and why that could matter to your market. Now that we have that focus about self, what we're going to do is look at others. We're going to look at who it is that we could best serve with our Signature Stories, with our Sensei Superpower, and create that segment that is going to tune in to exactly what it is that our message is saying. So, let's imagine that your right fit clients are out there right now. They've got a radio in there trying to tune it in to the exact message that they need to hear. And along the way, there are lots of other noises trying to get their attention. And it sounds like the radio is just off the station a little bit.

We want to do is make sure that we narrow your focus and we speak directly to them so that they tune in and they find you eliminating all that competition out there and all that other noise. It gives you cut through. When you have cut through, you are able to attract potential clients with a pull strategy, rather than a push, rather than just throwing heaps of mud on the wall and hopefully somebody will become my client. What it allows you to do is to become the Simon Cowell instead of the contestant, where you get to choose who it is that you're going to work with. That's better for you, and it's very much better for them as well. To do this, what I want to do is just give you the three key areas that we focus on so that we can get that Audience Alignment and start getting some people who want to talk to us about what it is that we do.

The first stage is what I call a Currency Clarifier. A currency is that one particular thing, that measurement that your particular clients looking for as their result. For some people it's time. Other people, it's money. For others, it's happiness or fulfillment. However, we need to make sure that we clarify what their currency is instead of what we do a lot of the times, if we just have vague outcomes, "We can help you with this", rather than narrowing that focus on that one particular problem that our Sensei Superpower helps you to solve better than anybody else. Another challenge is when we typecast and we go, "Everybody who has that problem sees it in this particular way", or, "Everyone in this particular part of the world or this industry sees it that way." That is one of the reasons why the dial is just off the station and they don't hear what it is that you've got to offer them.

And the big challenge with that is it creates an emotional disconnect. Instead of them going, "Wow! This person is like me and they get me", it's, "I don't know what this person is talking about and it's definitely not moving me emotionally." People make decisions on emotion, not just logic. So, we've got to make sure that our Currency Clarifier helps us to get that emotional connection with our potential market. To do that, what we want to come up with is a specific measurable result. It's like when a young person goes to a driving school. The one result that that driving school would be marketing, and the one result that that person wants to get, is to get their license. So when we are clarifying the currency of our particular clients, we need to be specific. Remember, we talked about, "We don't sell programs, we sell transformation." So, this is about taking them from where they are now to where they want to go, and that way they want to go needs to be specific. So, that's the first area that we work on, and there's a process that I take you through to help you to clarify what the particular currency is that your clients are going to measure your offer on.

The second thing we do is work out your Hot Avatar. The reason they're hot is that they have that problem right now. Remember, we talked about the fact we need to be relevant. We need to be in the current context, not generalising a particular problem. So right now in the middle of this pandemic, there are particular things that I do with Emotional Intelligence that help people with the particular problems that they have right now. So, my message needs to speak to that so that it tunes in and they hear through all the noise. A lot of coaches have marketing that is an 'all about me' mentality. And it's not because they're self-centered, it's because that's what they've been taught. They build websites that has an 'About Me' section. Their social media is all about them. Just like you and I, they like to hear about ourselves, the prospects that are out there that are the right fit clients for you, they don't want to know about you just yet. They want you to talk about them.

And there's also the problem of the Scattergun Approach. So, use the shotgun and have a wide spread, rather than narrowing down the focus so that we hit that right person that it is that we want to have a conversation with. And this all leads to a trickle down leads and inconsistent sales results. So when we have irrelevant messaging, we end up with the wrong fit clients and we beat our head against the wall, and so do they, because it's not working. So, what we want to do is find this Hot Avatar, which is a specific person with a specific problem right now.

So, now we have clarified the currency that we bring, we've narrowed down a Hot Avatar that we're going to speak to right now, the third area that we want to work on is crafting a Magnetic Message. Great marketing, great for them, great for you, is all about having a pull strategy. So, imagine that your perfect fit clients being drawn in by a magnet. That's what 'on point, on message' can bring you. As our message is pulling these people in, those who don't fit that message right now, they go down the side. They're not attracted. You don't have conversations with them. Therefore, they're finding the person that needs to help them right now and you're only having conversations with the people that have the problem that you solve. Therefore, your conversions go up and you help more people. So, having a powerful Magnetic Message qualifies your potential buyers, and it installs belief in them that you can solve the problem that they have right now. The other thing that it does is it actually contains the solution to the objections that people are having. Putting together a Magnetic Message, one that is on the right station and it speaks to the correct currency and the problem that you solve, will attract the right fit clients and more of them, and allows you through your specialisation to get longer-term engagements and charge higher fees. In my mentoring program, I help coaches, trainers, and consultants with a Magnetic Message formula to get into the lab and put all these things together in this process. Now that we know who we are, and we have positioned ourself as an expert, and we know who to talk to because they have that particular problem and need it solve right now, the formula that we use allows us to put a message out there that people are tuning into and attracts them to you.

That's the three areas that we work on in Audience Alignment; Currency Clarifier, Hot Avatar, and Magnetic Message. By the way, if you'd like some help with this, then make sure you reach out, drop a comment or an insight in the comment section. Or if you're listening to this on the podcast, I'd love you to leave a review and ask that question in there, and I will definitely give you the help that you need. I'm soon going to be launching another cohort of the Online Program Launchpad, where we will go through all these elements in depth using formulas and templates that I've put together so that you can craft the right message and get more clients.

Well, that's it from me for another week. Join me again next week, when we go a little bit deeper on Audience Alignment and I help you to craft your Magnetic Message so that you get the right fit clients. I'll see you then.

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