I did an audio post on this a while back, but I think it is worth reviewing since coaches and consultants have an interesting dilemma. They typically get their clients from referrals, but how do you create referrals if you are just getting your feet wet and building your client base? This ‘chicken or the egg’ scenario is one that can be very frustrating when you are building your business, but there is a way to jump start your business to a full practice- by creating Topic Specific Marketing (TSM) material.
TSM is:
A slice of knowledge that you know your prospects and clients need and want.
Written, recorded or both
Accessible to anyone, anytime, anywhere
A way for you to become an industry expert on your topic of choice
So how do you go about creating TSM? Read on!
Pick Your Topic
Let’s say that you are trying to get into a large company and sell training services. Instead of sending them a four -color brochure with a nice picture of yourself (you can do that later) and the history and benefits of coaching, you will create an information product that you think fills a need within their organization, and deliver it to them. You can write it up as as 'Whitepaper' or record it and put it on a disc for them to listen to. Your topic needs to be specific enough that it could be explained in 30 minutes or less and about the same length as a magazine article. If you know your targeted prospective company is going through a merger or acquisition, what are some key skills they could use that would ensure a smooth transition? How about Communication Skills? Setting outcomes and getting team buy in? Dealing with uncertainty? Do you see where this is going? Instead of explaining the vast benefits of coaching from an abstract level, you want to chunk down into the land of application. Apply a principle with verbs in your sentences, and give them something they can sink their teeth into. The end result is; instead of them getting your brochure, they will get a free sample of your service. Remember, you are giving them a sample, a slice, not the entire cake, since you are the cake. You want to leave them saying, “More Please”! Make sure to put everything you are into your sample so it is a true representation of how you will be when you get the contract. That way, they can decide for themselves if you are the right one for the job, and the ball will be in their court. Their next logical move will be to call you to set an appointment. And guess what? After you get the contract with them, you can use the marketing piece for content on your blog or podcast. See? Now you are putting the power of time leveraging into practice.
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