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Over the last few years, the number of professional coaches has grown exponentially. There is anxiety around an increase in competition, from coaches who have been in the business for a long time and from new coaches. Competition is here to stay and it is not unique to the coaching industry.
Why so many coaches? It’s now easier than ever to start your own business. Technology and internet tools enable motivated people to achieve everything that’s required to start a business on their own. Accounting tools, website builders, marketing automation tools, online stores, and client communication tools mean low set up cost and access to the marketplace. You just need a willingness to learn, a good work ethic, and a computer.
How to stay competitive? Don’t worry, be ok with reality. Worrying leads to anxiety. You cannot control the competition. Look at what you can control.
Compete on value not price. Differentiating yourself with standout quality services is a solid strategy for staying competitive.
Focus on your own business and don’t get distracted. Keep learning and getting a good grasp on what works and what doesn’t. Giving high-quality service to your clients is always the most important thing. Continue with your own growth and development—energy flows to where attention goes.
Diversify your products and services. Ensuring you can offer a broader range of products and services can protect you. During times of industry growth, the squeeze will be felt in the most common offering; one-one coaching. If you have additional related products and services that are more difficult to replicate, like an online course, your income will be more protected. Make sure your products and services are closely related to your core offering so you are not going in five directions at the same time—speaking from experience here 😉 , unfortunately. And speaking of mistakes, keep making them, just make sure they are new ones.
Up-skill on business technology. Like it or not, technology is here to change, so set aside time at some regular interval to keep up. Build online authority and stand out. Starting with your About page. The trend is to write it in the first person and include a story that tells why you are the answer to what your customer need. The first person approach and story also gives a sense of what its like to work with you.
You have one very important message for your customer—that you are the one who can solve her problem.
When you give only information, this happens:
The parts of her brain that deal with language are activated, she notes the material and may weigh it against other evidence she has on the subject.
When you tell it to her in a story, this happens:
The parts of her brain that deal with language are activated, she notes the material and weighs it against other evidence she has on the subject. Depending on your story, one or more of her senses may be prompted. More importantly, her memory is stimulated, she remembers something from a past experience. She may put herself in the story and co-create the story with you. She feels. And she will remember how your story makes her feel.
Stories are how we understand the world and connect with others. We are wired for stories. They are the simplest and most effective tool to connect and are an essential business tool. If you are not telling stories, you are not connecting with your customers. Especially today as we isolate and distance. We have not shaken hands or hugged or sat close to anyone outside our inner circle. We crave connections.
As a small business owner, I know how hard it is to stand out authentically and be remembered. Stories are the keys. You have many stories. Ask yourself what your customer needs, and why she needs what you offer. Choose the story that illustrates your message, and tell it. And because your message is in a story, you will not only make your point, it will come with a human touch, with empathy and compassion, you will connect on an intimate level and demonstrate your compatibility and bedside manner — the better for your customer to know you, and for you to be top in her mind.
Today’s About page for coaches need to include:
Title – Grab attention, clearly show what’s in it for your customer
Introduction – a little about you and more about how you can help her
Personal Story – build trust and empathy and further drive home how you can help
Call to Action – Newsletter signup, freebies, inquiries, complimentary sessions with contact or link
Photo –put one on this page so they put a name to face
Use the magic word: you
On your About page the purpose of each sentence is to make readers want to read the next sentence.
Tell her what she wants to know. Have you been in my shoes? Have you helped someone like me? Can you help me reach my goal?
Let her know how easy it is to work with you. Spell out steps, like If you think you’d like to coach with me, contact me by email to set up a phone conversation. In your session, we’ll talk about your goals and how you can reach them.
The About page is where potential customers go to learn about you. It is where you can stand out from the competition. Where she can learn why she needs and wants to work with you, and for her to take the next step.
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