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Coaching
By Catherine Franz, Sat Dec 10th
Coaching is unique because it makes a special promise:transformation. At the root of any desire for personaldevelopment is the expectation that, every time they have anencounter with their coach, they have some how changed from theperson they were into the person they more prefer to be. Instead of focusing your communications, this includes allmarketing materials as well, on subject areas or benefits,concentrate on lives -- the kind of person you help create. Thisisn't merely an issue of who they can become; it includesvalues, ethics, the sense of personal mission, and what peoplewant to accomplish within their life times. In this way, you canreach beyond the practical considerations within the decisionmaking process to speak to the individual underlying core: aperson’s dreams. Here are a few ways to make your communications more personal,and directed towards their dreams, thus, making it moreappealing and attractive:
1. Speak and Write to Their Values In any coaching communications, two of the most important wordsyou can use are "we believe." Even the most practical personaldevelopment desiring person believes in something. Tellprospective clients what your coaching stands for so that theycan evaluate whether they share your coaching values, which isthe same as your personal values if you are solo. This step helps filter that would most likely not be a matchanyway. After all, in a country crowded with coaches, your values can beyour greatest distinction. Maybe your coaching encourages anentrepreneurial spirit through projects or creative approachesto familiar problems or challenges. Some people prefer the wordchallenge,
so I included both. Put your coaching values frontand center. 2. Connect Benefits to Ambitions Describing what people are going to learn, such as living theirlives by their values or building a strong personal foundationisn't enough; you want to show how coaching helps them reachtheir goals. Instead of writing mere descriptions, write storieswith the prospective coachee as the potential hero. Tell readers how your fieldwork prepares them for real-worldexperiences, how your group coaching hosts relationshipopportunities, how your teleclass sharpens them, changes theircritical-thinking, or decision-making skills. 3. Use Endorsements and Case Studies Selecting a coach can be intimidating and overwhelming even forthe most courageous people. An endorsement, in an ad or printedmaterial created for sales, shows how your coaching welcomes andworks with people just like them. Case studies is a step up from endorsements by actuallydescribing in some detail the transformation story -- how aperson from one kind of background acted on her ambition and wasable to move forward through your program or by working with you. Conclusion These techniques also work well for service or productscommunications if you also offer teleclasses, workshops, orgroup coaching programs. Actually, not that I think of it, itworks in all personal development communications. © Copyright 2004, Catherine Franz. All rights reserved.
About the author:To learn more about how to turn your life into a fabuloussuccess, visit the Abundance Center for techniques, tips, andprograms to support your goal. While you are there, check outthe three e-newsletters Catherine writes monthly.http://www.abundancecenter.com blog: http://abundance.blogs.com
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