If you’re a coach, then you know that the focus in your coaching is on the client. It’s all about helping your client move forward and it only makes sense that your coaching sessions focus on your client. But I have another perspective to share with you. I also want to reinforce a message that will make all the difference in your marketing.
The coaching relationship, like so many others, is built on trust. Your client shares his or her challenges, worries and frustrations with you. He lets you into his world so that you can help.
From my perspective, if my client is going to truly trust me and trust our relationship, then it makes sense that I share something of myself as well. That isn’t to say that the focus of the coaching is on me, not at all. But if I can share some of my own vulnerabilities, then it can help build an even stronger relationship.
One of clients, a seasoned coach herself, told me that she had a breakthrough with a client because she was being real in sharing her vulnerability, and that was something she learned from coaching with me. She said that in sharing, she was able to be more authentic, make a stronger connection with her client and add more value.
We can take that same lesson and apply it to our marketing.
One mistake a lot of coaches make with their websites is that they focus on their coaching services. First of all, people don’t care about the “tools” we use, they just want to know what kind of results we’re going to help them achieve. So the main focus of a coaching website should be on our clients – what are their challenges and what kind of solutions can we offer to help them achieve the transformation they’re looking for.
Having said that, they also want to get to know us as coaches and as people. Are we someone they can open up to, spend time with and learn from? Are we someone they feel cares about them?
So while the main focus of your marketing should be on your client, be sure to weave in some elements of yourself. Share who you are and your personal story. Be someone your clients can relate to. Above all, be real.
Creating your niche strategy and your personal brand depends on your ability to tap into your true self. I promise you it will make your coaching and your marketing much more fun and much more successful.
Please leave your comments below. And if you need help crafting your niche strategy and personal brand, then let’s arrange a time to talk. Just click here to apply for a Clarify and Create Discovery Session. I look forward to speaking with you soon!
Cindy, aloha. Great article; your comments make perfect sense. Whether you are talking about the principle of reciprocity or information exchange being a two way street, in order for a relationship to flourish both parties must participate in “like” manner. As coaches, we know what people say is the problem is not necessarily so. The more they trust us because they “know” us, the more open they will be, the more we can understand the true issues and the more effectively we will be able to help them.
Hi Janet,
Aloha to you! What a great point. It really does take good intuition and probing sometimes to uncover the heart of the matter. And the more people feel comfortable with us as coaches, and trust us, the easier it will be for them to reveal that truth and for us to help them see it.
Many thanks!
Cindy
What you say is so true. Unless you reveal your heart then the the trust is clinical not real. By sharing you it gives hope and an emotional connection
Hi Morris,
I love that. I’ve seen you around the internet hallways but have never spoken to you. You really strike me as a philosophical and genuine person. Have I captured some of the essence of your brand?
warm wishes,
Cindy
Hi Cindy, thanks for sharing this article. I also struggle with how much of myself to share, as the model I have been learning tells me to really be acutely focused on the client. Recently my clients have started to ask me questions about my life and I have shared parts of my life with them. Parts of my life I might add that I would normally not share and make me quite vulnerable. I think this article does a great job of articulating why I struggle with how much of me to put into my marketing efforts and I really hope that this can be balanced out somehow. Thanks again!
Hi Rebecca,
Thanks for your openness and honesty in sharing that. You said it very well – it’s a matter of creating that balance between sharing of yourself and keeping the focus on your clients.
Thanks and warm wishes,
Cindy
Bottom line response: I would agree.
It seems to me that while we definitely fall into the “professional” category when it comes to business aspect of coaching, we must strive to reflect who we are as individuals, what we value and reflect in our own unique manner that we, like all folks, face the same basic challenges as anyone else.
I liked your point about the website trying to reflect this, Cindy, and my immediate result was that I “ran” back over to mine to see how I was doing in that area! In other words, you made immediately think through what was said and caused me to do a quick check up.
All the best to you as you continue to be a blessing to many, many folks.
Lee
Hi Lee,
I’m glad that was helpful. I’m going to revisit my own website and make sure my personal values and brand are reflected as clearly as I would like. I’m also in the process of having a logo designed, and want to ensure that my personality (and not just my solutions) are reflected in that.
Many thanks!
Cindy
Since everybody else is taken, you might as well be You. The information you share Cindy is spot on target. Authenticity and showing people who you really are is vital to creating your niche strategy and personal brand. Revealing information about yourself helps to develop the know, like and trust component. Without this being developed it does not really matter how brilliant a Coach you are because your message will not radiate long-term.
Thank you Cindy for sharing.
That is such a great point Steven. It’s not just about marketing ourselves and establishing trust, it’s also about building long-term relationships with our clients. Thank you for sharing!
Hi Cindy, you bring up some great points. I believe that “selling services” (as opposed to products, like books or shippable goods) requires us to reveal aspects of who we are because who we are is at the heart of what we are selling. It is a challenge to develop boundaries that keep things at a professional level. There isn’t a ‘one size fits all’ rule, so I try to decide what I share by asking myself, “will this help my client or not?”. If it will help, I find the right time and way to frame it so that I can share and still bring the focus back to the client. Thank you for writing a thought-provoking post!
Peace,
Lisa
.-= Lisa Hanfileti´s last blog ..After two years we finally did it =-.
What a great perspective Lisa. You’re an amazing coach and I value your insights. I agree that sharing of our selves isn’t a pass to blab on about our own situations. Bits and pieces that help our clients and make us more real, shared in a genuine, helping and professional way is the balance I think we all seek.
Thanks for sharing!
Cindy
Great Cindy, Thanks for the article, You just reminded me that I need to do just that,We tend to forget to speak more about ourselves and less on our Market. I will work on that. Thanks again.
.-= Diana´s last blog ..How To Keep Your Children Safe From Chemicals In Your Home =-.
Hi Diana,
It’s funny because I’m all about understanding the needs of our target market and creating a solid niche strategy. But you’re right. To best serve our clients, we need to share a piece of ourselves as well.
thanks for taking the time to read and share.
Cindy
Hi Cindy,
Your blog entry reinforces everything I am learning right now while doing Maria Andros Video Conversion Formula. We are working really hard on developing our story and how to effectively weave it in our lead capture page, auto responder messages, etc.
Keep up the great content! You are spot on!
Dianne
The Rogue Dietitian
Hi Diane – it’s great to hear from you! Congrats on doing that program. I’ve heard great things about it. And congrats for taking your business to the next level. You have a lot of wisdom to offer anyone who is seeking to improve their whole wellness.
warm wishes,
Cindy
Thanks Cindy for the article. What you said makes perfect sense. I look at it this way:
When calling into a company for help if all you get is a recording or non human you feel as if your business with them is not all that important, or at least I do. If you don’t share some of yourself with your client’s so they know you are “human” and have stumbling blocks yourself they will feel you are just another recording, and could care less about them, just there for the “buck”.
Thanks Elizabeth. We are all in this together and all face challenges as we grow our businesses. In fact, one of my clients told me she was grateful that I wasn’t so astronomically ahead of her that I couldn’t relate to her struggles. I searched really hard for a coach who has been where I’m headed and doesn’t charge a fortune. It’s hard to find. I’m grateful that I can do that for my clients, and they know I care about them. In return they give me so much appreciation and support. It’s really an amazing thing. Thanks for sharing Elizabeth. I appreciate YOU!
Hi Cindy,
I read this blog post and wanted to comment. You are so right that sharing a bit of ourselves creates trust as well as a connection with the client. Since I started my business a year ago, I have had so many people relate to my through my stories. This creates a bond for the client and the coach when they realize that we have had the same fears, struggles and challenges as we help them along in their journey.
Thank you for sharing your perspective. It is a great one.
Have a nice day,
Cindy
Thank you Cindy. And having met you several times now, I know that you’re such a warm and caring person. I’m sure that translates in your coaching work.
warm wishes,
Cindy
GREAT job of getting others involved with the conversation! Look at ALL the comments! And, you did it by revealing your personal experiences and feelings. Hopefully, that answers your question.
Have a productive day!
Mike
Hi Mike,
What a smart observation. I hadn’t looked at it that way, but you’re so right. And what I learned is that it’s something that people believe in themselves and apply to their own coaching, which is great!
thanks for sharing!
Cindy
There are at least three points here; building rapport is essential to the flow of information. Furthermore, the less clinical you are the more relaxed the client will be and finally the experiences that you transmit to the client can be used to great effect; therefore get off your perch and be more effective. Remember the adage ‘if I am like them, they will like me’ and if they like you they will come back or even refer you on to others.
That is fantastic Stevie! And I guess that’s why working with clients (and a target market) you can relate to is so powerful. Many thanks!