Marketing Made Simple: Episode #181 Summary

Title: Talkin' Shop—The Power of Being Your Authentic Self in Coaching (And Why Buzzwords Just Get in the Way)

Host/Author: Powered by StoryBrand
Release Date: November 6, 2024

Introduction

In Episode #181 of Marketing Made Simple, hosts Dr. J.J. Peterson and April Sunset Shine Hawkins delve into the burgeoning coaching industry, exploring strategies for coaches and consultants to distinguish themselves in an increasingly crowded marketplace. Featuring insights from Eric Williams, a StoryBrand Certified Guide since 2017, the discussion centers on authentic branding, clear messaging, and the effective use of the StoryBrand framework to attract and retain ideal clients.

The Expanding Coaching Landscape

Dr. J.J. Peterson opens the conversation by highlighting the explosive growth within the coaching sector. He notes that while opportunities abound, the challenge lies in standing out amidst the saturation:

"It's growing like crazy and there's so many opportunities. But how do you make yourself stand out so often?" (02:46)

April Sunset Shine Hawkins echoes this sentiment, emphasizing the necessity for coaches to shift from being generalists to defining their unique value propositions. She introduces Eric Williams, whose expertise lies in helping coaches attract their ideal clients by refining their messaging and marketing strategies.

Mastering Clear Messaging with StoryBrand

Eric Williams underscores the importance of clarity in messaging, particularly for coaches who often default to showcasing their credentials and achievements. He advises against positioning oneself as the hero of the story, a common pitfall where coaches inadvertently overshadow their clients:

"We have to really look ourselves in the mirror and go like, okay, am I putting myself in the hero seat?" (08:35)

Instead, Eric advocates for adopting the role of a guide—someone who understands the client's struggles and offers actionable solutions without taking center stage. This approach not only fosters trust but also aligns with the core principles of the StoryBrand framework.

Differentiation Through Authenticity and Specificity

A recurring theme in the discussion is the power of authenticity. Eric shares his personal experience of securing a major contract by staying true to his unique voice and avoiding corporate jargon:

"I was running one of my biggest contracts... mostly because I was me and I wasn't afraid to be me." (16:03)

He advises coaches to infuse their personality into their messaging, making their content relatable and distinctive. This authenticity helps attract clients who resonate with their genuine approach, setting them apart from competitors who rely on generic, buzzword-laden language.

Furthermore, Eric emphasizes the necessity of specificity in defining one's niche. He draws an analogy to medical specialties, explaining that just as patients seek specialists for specific ailments, businesses seek consultants with expertise in particular areas:

"If you have a brain tumor, are you going to your general practitioner... you want somebody that says I only work on brain tumors." (26:22)

By honing in on a specific vertical or horizontal niche, coaches can become the go-to experts for that particular segment, thereby enhancing their marketability and client acquisition efforts.

Practical Strategies for Coaches and Consultants

1. Refining the One-Liner:
Dr. Peterson and April highlight the importance of the one-liner as an elevator pitch that succinctly communicates the coach's value proposition. Eric advises ensuring that the one-liner is conversational, specific, and free from corporate jargon:

"Check your one liner... rewrite it in your voice so it tracks the customers you truly want to work with." (29:03)

2. Utilizing AI for Voice Development:
Eric introduces a creative technique where coaches envision which celebrity would portray them in a biopic. This exercise helps in identifying and refining their authentic voice, which can then be integrated into their marketing materials using AI tools:

"Picture if there was a celebrity that would play me in a biopic... it was like, oh, the Rock or Ryan Reynolds... nope, not me." (20:05)

3. Identifying Client Needs:
Understanding the diverse spectrum of client needs is crucial. Eric categorizes client expectations into various roles a coach might play, such as a cheerleader, accountability partner, tactician, or executor. Recognizing these roles allows coaches to tailor their services and messaging to attract the right clientele.

4. Avoiding the 'Everything Person' Trap:
Coaches are cautioned against positioning themselves as generalists. Instead, they should focus on niche markets where they can offer specialized solutions, thereby avoiding being overshadowed by specialists in the field:

"Don't be the everything person because the everything person is going to get missed for somebody that is specializing in that particular problem." (28:29)

Actionable Steps

To conclude the episode, Dr. Peterson outlines actionable steps for listeners to implement immediately:

1. Evaluate Your One-Liner:
   Assess whether your elevator pitch clearly outlines your customer's problem, the solution you provide, and the results they can expect. Ensure it's written in a conversational style that reflects your unique voice.

2. Refine Your Messaging:
   Remove corporate buzzwords and emphasize authenticity. Highlight how your expertise directly addresses specific, tangible problems your clients face.

3. Define Your Niche:
   Identify and articulate a clear, specific niche where you can excel as a specialist, whether it's a vertical (e.g., marketing for health coaches) or a horizontal (e.g., fractional CMO services for startups).

4. Incorporate Personality:
   Infuse your personality into all marketing content to create a relatable and distinctive brand image that attracts your ideal clients.

Conclusion

Episode #181 of Marketing Made Simple offers invaluable insights for coaches and consultants aiming to elevate their marketing strategies. By leveraging the StoryBrand framework, embracing authenticity, and honing in on specific niches, professionals can effectively differentiate themselves in a saturated market. Eric Williams' expertise provides a roadmap for creating clear, compelling messages that position coaches as trusted guides, ultimately attracting clients who are eager to embark on their own success stories.

Notable Quotes:

• "We have to really look ourselves in the mirror and go like, okay, am I putting myself in the hero seat?" — Eric Williams (08:35)

• "I was running one of my biggest contracts... mostly because I was me and I wasn't afraid to be me." — Eric Williams (16:03)

• "Don't be the everything person because the everything person is going to get missed for somebody that is specializing in that particular problem." — Eric Williams (28:29)

Resources Mentioned:

• Become a StoryBrand Certified Guide:
  For marketers looking to enhance their expertise, apply for StoryBrand certification by visiting storybrand.com/guide.

This summary captures the essence of Episode #181, providing listeners with comprehensive insights and practical strategies to refine their marketing approaches in the coaching and consulting arenas.