Coaching: Communicating What Service You Provide

by: Nandang S Nugraha | Total views: 37 | Word Count: 504 | View PDF | Print View

 by: Catherine Franz

Coaching is unique because it makes a special promise:
transformation. At the root of any desire for personal development is
the expectation that, every time they have an encounter with their
coach, they have some how changed from the person they were into the
person they more prefer to be.

Instead of focusing your communications, this includes
all marketing materials as well, on subject areas or benefits,
concentrate on lives -- the kind of person you help create. This isn't
merely an issue of who they can become; it includes values, ethics, the
sense of personal mission, and what people want to accomplish within
their life times. In this way, you can reach beyond the practical
considerations within the decision making process to speak to the
individual underlying core: a person’s dreams.

Here are a few ways to make your communications more
personal, and directed towards their dreams, thus, making it more
appealing and attractive:

1. Speak and Write to Their Values

In any coaching communications, two of the most important
words you can use are "we believe." Even the most practical personal
development desiring person believes in something. Tell prospective
clients what your coaching stands for so that they can evaluate whether
they share your coaching values, which is the same as your personal
values if you are solo.

This step helps filter that would most likely not be a match anyway.

After all, in a country crowded with coaches, your values
can be your greatest distinction. Maybe your coaching encourages an
entrepreneurial spirit through projects or creative approaches to
familiar problems or challenges. Some people prefer the word challenge,
so I included both. Put your coaching values front and center.

2. Connect Benefits to Ambitions

Describing what people are going to learn, such as living
their lives by their values or building a strong personal foundation
isn't enough; you want to show how coaching helps them reach their
goals. Instead of writing mere descriptions, write stories with the
prospective coachee as the potential hero.

Tell readers how your fieldwork prepares them for
real-world experiences, how your group coaching hosts relationship
opportunities, how your teleclass sharpens them, changes their
critical-thinking, or decision-making skills.

3. Use Endorsements and Case Studies

Selecting a coach can be intimidating and overwhelming
even for the most courageous people. An endorsement, in an ad or
printed material created for sales, shows how your coaching welcomes
and works with people just like them.

Case studies is a step up from endorsements by actually
describing in some detail the transformation story -- how a person from
one kind of background acted on her ambition and was able to move
forward through your program or by working with you.

Conclusion

These techniques also work well for service or products
communications if you also offer teleclasses, workshops, or group
coaching programs. Actually, not that I think of it, it works in all
personal development communications.

© Copyright 2004, Catherine Franz. All rights reserved.

About the Author

Catherine Franz

To learn more about how to turn your life into a fabulous success, visit the Abundance Center for techniques, tips, and programs to support your goal. While you are there, check out the three e-newsletters Catherine writes monthly.

http://www.abundancecenter.com

blog: http://abundance.blogs.com

catherine@abundancecenter.com

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