Sound like you?

If so then you’re probably wondering what to do about it. First, let’s look at what you’re doing wrong. See, the problem is you are trying to be all things to all people instead of focusing on one particular area and excelling in it. I’m not really talking about niches here. I’m talking about something more intimate, something more profound… that ‘something’ that enables you to fine-tune what you’re doing so that you are utterly clear in your thinking and actions as a coach and as a person living a life of purpose.

Focus… And You Will Truly Achieve Miracles

As a coach, no matter what your area of expertise, chances are that your personal and professional journey involves a progressive deepening of your knowledge, assimilating it and then sharing it with the world. But coaching is a broad industry so there is a lot of knowledge out there. A LOT. You must be discerning if you really want to connect with people, make a difference and make a good living out of it.

Sure you have interests and stuff you’re good at but that’s not enough. Consider what you REALLY want to do. Get specific. VERY specific. Narrow down your vision to a beam of clear bright light ahead of you. See your path clearly. FOCUS.

Focus on what? I hear you grumble. Glad you asked (hehe). You focus on:

1. What fully represents your life experience AND your expertise, so that you’re personal and professional knowledge and experience are in sync.
2. What makes you feel truly alive… what gets you to the end of each day with a smile on your face and a feeling of immense satisfaction in your heart (truly).

It’s even better if these two points are one and the same. For example, say you’re a relationship coach because you were in a pattern of being victimized in your romantic relationships and now you’ve come through the other side and your love life is pretty amazing. Here’s how your coaching journey may look so far: First you learnt from personal experience and training what it takes to be empowered within your intimate relationships, then you built an amazing romantic relationship as a result of your experiences and finally you become a life coach specializing in relationships.

I’m here to tell you that becoming a relationship coach not enough. What does that even mean to people? Everyone has relationships with everyone they meet so get specific. Offer precisely what you know intimately and passionately. In this example your role as a coach would be to help people build empowered romantic relationships. Say that every opportunity you get to talk about what you do. It won’t be hard because it isn’t just WHAT YOU DO, it’s WHO YOU ARE.

When you narrow your focus like this then you can (and will) effortlessly facilitate the same shift of awareness and growth in your clients.

So… “Be Who You’re Meant To Be”

We teach our clients to find and live their purpose. Are you living your purpose by what you’re doing as a coach? If you’re not then consider fine-tuning what you do or change direction altogether if you need to because purpose is the path to your success. Coaching with purpose will naturally lead you to have focus and achieve miracles in your life and the lives of everyone you meet.

With purpose and the natural focus that comes with it you will become the person people go to for information in your field (and it WILL be your field!). You will be the proverbial big fish in a small pond. Rather than just hoping it’s that way, you will KNOW it’s that way. This kind of authentic narrowing of service is the key to your happiness and success as a coach.

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Contact me for quality content writing that is distinctly you (guaranteed!:)).

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You’re at your computer gleefully turning sentences into paragraphs and bringing your ideas to life through the written word. Finally, hours later you have a whole blog post about, well, you’re not exactly sure what it’s about. But it’s good. Sort of. Shame it’s got nothing to do with what you do. It’s also a shame it’s the only blog post you’ve written in a few weeks.

Question: Why can’t you write blog posts that are relevant and regular?

Answer: Because you’re not a writer.

It’s as simple as that. You’re a coach, a trainer, a consultant. Your skills involve facilitating change and fostering personal and professional growth, wonderful things like that. Sure, some of you may also have writing skills. If so, that’s great. Go for it. But for those of you who struggle to make your ideas come to life so you connect with your readers and progress your online goals, if you don’t enjoy the process of writing then you simply won’t want to spend your time writing blog posts. If that sounds like you then there are two things you can do. You can either develop your writing skills, or you can hire someone to write your blog posts for you.

1. Develop your writing skills

Good writing takes time and effort to learn. I know. I’ve been writing most of my life. Then there’s writing for blogs. That doesn’t just take good writing skills but it also means learning SEO and other online tricks of the trade. If you choose to try your hand at blogging, you may or may not discover a passion for the written word and online marketing. It takes loads of mental energy, time and dedication. It’s a risk, and only you can say whether it’s one worth taking.

2. Hire someone to do it for you

Even if you have lots of helpful stuff to say to your readers, if you don’t know how to say it and convey it then you’re in trouble. Hiring a Blog Writer gives you quality writing that communicates what you want to say to who you want to say it to. Not only that, but it frees up your time and energy to do what you’re good at and what you love.

Tips For Hiring A Suitable Blog Writer

Finding a suitable blog writer for your coaching blog is easy if you know the qualities to look for in a blog writer. There are four fundamental things you need to take into consideration. Your ideal blog writer should:

1. Be familiar with the personal development industry
2. Use a writing style that suits your blog: A friendly informal style suits most personal development blogs. If your readers are business executives, be more formal; if they’re teenagers, be less formal.
3. Be willing to write regular blog posts: Your readers will value regular posts. If they expect one every Tuesday and you don’t deliver, they will soon go somewhere else.
4. Be reliable: If you don’t have time to write blog posts yourself then you don’t want to be chasing up someone else to make sure your posts are written and uploaded regularly. A good indication of a reliable writer is how promptly they reply to your requests for information (emails, for example).
5. Be willing to make required alterations: You want to feel comfortable about requesting changes and confident that they will be made promptly. Bear in mind that a writer cannot anticipate the words you would choose.
6. Understand SEO writing: If your writer is not experienced at online writing and has no SEO knowledge, you will not get the most out of your blog. A good blogger understands how to research and choose keywords and how to use them wisely. This is possibly the most important skill a blog writer can possess.

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Here’s the scenario: A while ago you started a blog. You knew enough to get you going and you’ve managed to maintain it and post regular blogs. Then one day you notice that your blog looks kind of dated. You’ve noticed other sites have nifty features such as widgets and sophisticated flash ads. They look clean and professional and user-friendly. Whereas yours… well, there’s no other way to say it: it needs a facelift. You didn’t do it on purpose. You just didn’t know what you were doing when you started.

The symptoms

• Your design looks amateur
• Your posts don’t read well
• You’re widgets aren’t relevant
• The whole thing looks thrown together without any plan in mind

I’ll just tweak this… and while I’m here…

You might be tempted to just get in there and change things randomly in an effort to pep it up a bit. But don’t. That’s a recipe for disaster. You’ll only create as many problems as you try and fix. It’s a sad fact that, no matter how successful you are, something will always look wrong to you. If you allow it to distract you, you can spend your entire life chasing little, annoying problems, and you’ll never get to the big stuff, the things that really deserve your attention.

The good, the bad and the ugly

Definitely don’t fall into the make-it-look-pretty trap. As a designer, I know all about that. You get so caught up in trying to make it look trendy and eye-catching that you forget the fundamental purpose of the blog. You will only end up with something that looks great but only captures your audience for a second. As they say, beauty is only skin deep. It’s what’s underneath that count. And in the case of your blog, it’s the content that’s going to woo your readers.

Identifying the real issues

To figure out what really needs changing is a case of studying the data. Before making any changes to your blog, look at:

• Traffic statistics: Look at which posts have gotten traffic and which posts have been ignored. Why?
• Comments: Which posts hit a nerve that people want to comment?
• Links: Who is linking to you and what are they saying about you?
• Bookmarks: Which of your posts have been the most successful on social bookmarking sites like Digg and Del.icio.us? Why?

By looking at your data you will see patterns of what works and what doesn’t. You may even be surprised to see how much time you’re wasting on stuff that doesn’t work and how precious little time you’re spending on stuff that does. You will also want to find out what’s worked for other coaching professionals and try a similar approach for yourself.

If you’re new to blogging, then it’s wise to consider hiring a blog writer. Often we don’t see where we’re going wrong so we need someone to point it out for us. It’s usually obvious when we see it, but an expert eye gives us another perspective. A blog writer will enable you to get the attention of readers so you can build relationships with them. Even better, hire a blog writer who also has design skills so that the look of your blog and the content work in harmony.

Tips For Creating An Appealing Blog

Show off: Blogs are about expression so don’t be shy. Rave about what you know. Engage with your readers, reach out to them. Be more concerned with being genuine than being right. Show all your strengths and weaknesses. Be yourself, be real and be accessible.

KISS: I know, you’ve heard it before but if you don’t ‘Keep It Simple’, you’re going to confuse… and you never want to confuse. Say it with me: ‘Keep It Simple’.

Pay attention to your readers: Your blog is not as much about your topic but more about your readers. Who do they care about? What’s worrying them? What makes them want to get up in the morning? Get to know them.

Take advantage of technology: Consider using tools that make it easy for readers to find you. Host your blog on Blogger or WordPress.com. Try new plugins and play around with new themes. A good blog is one that moves with the times.

If in doubt, hire a professional: That’s what they’re there for — copywriters, marketing experts, graphic designers, web developers. The money you spend will be worth the investment. You will save time and energy and get where you want to be much faster than if you did it alone. Utilise the wealth of expertise available to you and you will flourish.

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In Part One of this post I spoke about making ‘you’ your brand. The key to a strong personal identity brand is effectively telling your clients who you are, what you do and how you do it.

What I mean by that is your personal identity branding must use a consistent visual vocabulary, establish your personality, build recognition and awareness, and set expectations, or your “brand promise”.

Get Your Clients To Recognise You

As with most brands, the look and feel of your personal identity is communicated online by how your web page looks, what the content says and how you say it.

The key to a strong personal identity brand online is effective communication using words and images. Your approach should provide relationship-building experiences, articulate the emotional and self-expressive benefits of the brand and it should be based on your core attributes.

Ask yourself some common coaching questions and apply them to the subject of your online personal identity brand:

• What do you stand for?

• What do you want to achieve?

• What are your strategy and values?

The Internet is still a gold mine of opportunity, especially for those who use it to create a recognisable identity. Create your own indelible identity online and you will soon be known, seen and accepted as a leader in your field.

7 Tips To Help You Carve Your Personal Identity Brand

1. Define your brand up front: View your website through the eyes of a new visitor. It must be immediately obvious what you do so that visitors know exactly who the site is for.

2. Make yourself visible at all times: Don’t hide behind your brand. Speak to your clients like you are having a conversation with them. Nothing creates mystery and distrust more than a site that is void of a human contact.

3. Put what you do ahead of who you are: this may sound like a contradiction, but new visitors are firstly interested in what you can do for them. Then they want to be convinced that you are the best person to give it to them.

4. Get admirers instead of visitors: Visitors go to your web site, subscribe to your newsletter or buy your products and services. On the other hand, admirers respect what you do, rave about you to their friends and eagerly track everything you do. Create a ‘hot gossip’ mentality and generate interest in ‘you’.

5. Make good use of words: Even with my background in graphic design, I will happily admit that content is more important than graphics. To connect with your admirers and convert them into clients, deliver useful niche-driven information that speaks directly to them.

6. Make sure visual elements reinforce your identity: While ‘Content is King’, the look of your website must complement what you’re saying and who you are. Find the design scheme that best suits your identity.

7. Become the ‘Go-To Person’: Set yourself up as the leading expert and the primary resource for all things relating to your field. Your expertise online must filter out from your website to all relevant online communities and portals.

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Which brings me to the subject of branding. These days branding goes far beyond corporate logos, mission statements and product identity. Generally speaking, a brand is a collection of experiences and associations connected with a service, a person or a product. Branding is a set of associations in the mind of your clients.

Different Types of Brands

There is so much more to the concept of branding that I could devote an entire blog site to it, so I’ll stick to what applies to you as a personal development professional. To carve out your niche online three types of brands that apply:

1. 1. Online branding is how you support your brand online using channels such as websites and online communities. In essence your ‘brand’ is the sum of the characteristics of your products and services as perceived by your clients.
2. 2. An online identity is a social identity that you use to establish a persona. This can extend to using an avatar, which is an icon-sized graphic image that represents you. Some websites also use the user’s IP address to track their online identities using methods such as tracking cookies.
3. 3. Personal branding is when you market you or your career as a brand. Personal branding can also involve stamping your name on a product you develop or endorse.

Blurring the Lines a Bit

As coaching professionals, you may benefit from combining these three definitions into one, and calling the whole kit and caboodle, ‘Personal Identity Brand’. Your ‘Personal Identity Brand’ conveys your specific values and behaviours to your visitors. Just like brand-name clothing or fast food restaurant chains, your personal identity brand is marketing yourself the same as you would a product.

The symptoms of not having a strong Online Personal Identity Brand

-          Graphics are too flashy

-          Slogans are ambiguous

-          Colours, graphics and images don’t represent you

-          Words and images clash

-          Your page or ad is too minimal or too busy

-          Your page or ad doesn’t reflect what you do and who you are

-          The content is misleading or confusing

-          You don’t speak your client’s language

Make ‘you’ your brand

As a personal development professional your greatest asset is you –your knowledge, your skills and your personality. If you think of yourself as the brand you will attract more clients.

I’m not saying that your strategic vision and your products aren’t important – they are crucial to your business – but as far as your clients are concerned those things are extensions of your coaching skills and experience. Your clients want to know who YOU are and what you can do for THEM.

In Part Two of this post I’ll talk about how to get your clients to recognise you and then I’ll provide some tips on how you can carve your own Personal Identity Brand.

Until then, happy business-building!

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What works better is to sell what you can do for your clients. When you market what you do as a solution to your client’s existing problems then you not only serve your client’s best interests, but you also set yourself firmly on the path of popularity and prosperity.

Tips To Offering Solutions To Problems

1. Be a Saviour

Here’s a magic statement that will almost guarantee you success if you say it to your clients: “I can do that for you.” Imagine being on the receiving end of those words when you tell someone a problem that’s been bothering you. It would remove all your stress, free your mind and lift your spirits, wouldn’t it? When you give answers, right wrongs and provide genuine solutions, then you meet your client’s needs.

2. Be a miracle worker

As personal development professionals, we best serve our clients by being miracle workers. That may sound like a tall order but when you have confidence in your niche [link to niche article] then it’s easy to deliver.

It can be easy to become impersonal in your interactions with people online. You can build strong relationships with the highest intention of truly serving your clients by giving them 100% of your commitment to solving their problems. When your clients know that you truly care about their welfare then they place their trust in you.

Take advantage of opportunities for relationship building such as blogs, newsletters and social networks. Give stuff away for free. Take advantage of technology. Then you will both strengthen relationships with your current clients and build relationships with your new clients.

3. Be One Step Ahead At All Times

In order to say those magical six words, “I can do that for you”, we must have the skills and supplies on hand to back up those words. Plan ahead to impress every client and they will reward you with a lifetime of dedication. You will build a truly supportive relationship with them and enjoy all the business and prosperity your client will bring you. It’s a win-win situation and you can’t get any better than that, right?

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What you end up with is some okay content abut something is missing. What is it? Oh, yeah. Clients! So, what’s the go? Where are they? You’ve done everything you need to do so why aren’t they beating down your doors and throwing hundred dollar bills at you in bundles?

In my conversations with life coaches and other personal development professionals, I find that practically every one of them has an almost intuitive ability to communicate with their clients in person. So how come that same level of natural ability tune in to their client’s needs doesn’t translate online? Read the following two explanations and find out why.

Reveal The Real You

Apologies for my bad language, but there’s no other way to say this: people see through bullshit. Attempting to be someone you’re not doesn’t ever work. I’m assuming you’re a decent and honest person otherwise you wouldn’t be in this industry. So in saying that, you would never fake it in the real world so why would you try online? If you think you can hide behind your words then think again. The only way you are going to reach your clients is to be clear about who you are, what you do and how you do it. After all, self-awareness is one of the first things you facilitate with your clients so it goes without saying that you practice what you preach.

Obviously we all want to connect with our clients on their level but compromising in an attempt to find the ideal coach within us is not the way to go. It’s unrealistic. None of us are perfect. It’s how we approach our challenges that makes us good coaches. People relate to real people not gods and goddesses. Let yourself show through – flaws and all. Speak your speciality as a coach from the heart and with passion and don’t worry if you’re not being professional or technically perfect. Being authentic is what will draw great clients to you.

The key is reflecting you – your speaking style, personality and niche area of expertise – through your words. That’s not to say you have to be a brilliant writer. What I’m saying is be clear about what you want to say and how you say it so your content writer can gain a better understanding of who you are and what you have to offer.

A good web content writer will mimic the way you speak… in writing. Huh, you say? What I mean is they will write on your behalf as if they are speaking to one of your friends. This is often referred to as “kitchen table conversation”.

So you may be thinking how does a web content writer reflect who you are online? They do it through listening to the language you use and then they translate it so it reads well.

Here’s an example:

What you say: “It’s kind of, um, you know, a struggle to find time to work on my website. I mean, I know it needs work but there’s other stuff that takes up my time like when I’m not coaching, I’m flat out with bills and paperwork and other stuff, you know? I don’t know… It’s kinda hard. But hey, who said being in business was easy, right?”

Web writer’s translation: “Do you struggle to find time to work on your website? There’s always so much other stuff that takes up your time. Like, when you’re not coaching clients, you’ve got bills to pay and stacks of paperwork to get through, plus everything else. It’s tough, but there is a solution.”

The trick for a web writer is to write like you speak but simplify and rephrase it. When you use informal language, special terms or jargon used exclusively within your specific marketing niche, client’s immediately feel that you’re just like them. There may be times when a certain level of formality is needed, depending who your client is, but with blogs, web pages, and enewsletters, informal is the rule.

Give Your Clients What They Want

There are plenty of ways to identify with your clients. Visiting the websites and blogs they go to is a good place to start. Listening to what they tell you is also vital. What are their desires and needs? What problems do they need solving? Identifying with your clients is your way of attempting to empathise with them. When you put your clients first, when you actually care about them and you make it your concern to help them, then you can offer them a product or service that will solve their problems and make life easier for them.

As a web writer I ask “So what?” after every sentence I write. I do this because the person sitting across the kitchen table from me (your client) is a sceptic. You can’t blame them. Everyone is trying to make a buck online these days, so people are wary. And like I said before, they see through bullshit. By keeping a client’s possible objections in mind every single minute I write, I establish a dialogue with them. That’s when they really get drawn into the copy and they say, “Wow, she’s talking to me!”

The other important thing is to make sure your dialogue has a warm, familiar tone. The best way to develop a warm tone is by getting to really know your client. Do some study and research and use that naturally ability you have to tune in to their needs. Put yourself in their shoes so they are real in your mind… as real as if they were sitting across the table from you right now.

To recap:

Good web writing is writing like you talk, keeping it informal and familiar but taking out the “ums”, and “ahs” to keep it simple and easy to read. Get to know your customer so you can identify their needs and build empathy. Then you’ll start to generate interest from your client. When you are both on the same wavelength your service and products will be valuable and appealing to them. When this happens there is no need for the hard sell because you have what they want. It’s as simple as that. Reveal the real you and get to know your clients for who they really are and your business will naturally grow.

Tips To Transform Your Copy From Being General To Specific:

• Be yourself at all times: Show the real you, not the idealised you
• Showcase your expertise: your professional skill set and your life experience makes you a specialist in your field. You are an original. Parade it!
• Make your spoken dialogue and personality work for you not against you
• Connect with your client: watch them, listen to them, know their needs, understand their problems so you can offer accurate solutions.

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So who do you call? The Contentbusters? Hmm, maybe not… You hire a web content expert with a solid understanding of personal development who’s not afraid to call themselves a “Content Expert For Coaches”. Creating web content that speak to people who are online searching for a life coach is a specialised field. Every single one of your clients has unique and very specific requirements, and that means you must too.

What you need is a content expert who knows your area of expertise enough to support you. But how do you know what to expect from them? The following 8 tips will give you a good understanding of what to look for.

1. Knowledge and Passion for Personal Development

Perhaps the most valuable quality in a web content expert is an interest in what you do. While sharing your passion is important, it’s just as vital that they have a solid background in the industry. If your content expert shares an interest in what you do, you’ll spend far less time explaining the benefits of your product or service to them. You won’t have to inspire them to feel passionate and inspired about your work, because they will already walk that same path. The last thing you want is to espouse keenly about a new relaxation technique to your content expert, only to see their eyes glaze over. More importantly, you don’t want that to happen when your potential clients read your copy!

2. Experience Writing for the Personal Development Field

Good writing bridge knowledge gaps. This means they must understand their subject and be able to talk about it in the layperson’s language. A writer with writing experience in the personal development industry is will have enough understanding of what you do to hit the ground running. They’ll appreciate the benefits of your product or service so you won’t have to spend days explaining your vision.

3. Ability to Write for Online Mediums

Naturally, you will need to make sure your content writer can write persuasive and compelling copy. The last thing you want is dry copy that reads like an instruction manual. Take a look at their samples and testimonials before making a decision. The other important consideration is to make sure they have experience writing for an online medium. Readers online have different requirements and objectives to readers of printed materials. Plus, reading conditions are very different. To be sure, ask them to recommend a maximum word count per page. The correct answer should include a comment about weighing up the problem of scrolling against obtaining a high keyword count for SEO. Ask them whether they prefer long sentences or short. The answer should be “short”.

4. Online Marketing Expertise

Look for a writer with experience in online marketing, or someone who runs a copy and design business with a heavy marketing focus. Online marketing experience brings with it a broader understanding of strategic online marketing and the realities of working with a broad range of people from all corners of the globe and evolving technology, products and services.

5. Online Branding Experience

Online branding goes far beyond its traditional meaning of corporate logos, mission statements and colour themes. Effective online branding is all about revealing to your clients who you are, what you do and how you do it. To be able to communicate a positive identity online, your content expert must be able to convert “you offline” to “you online”. Not only must they understand what you want to say, but they must also identify with your business vision… and I mean that literally. People look before they read. They scan what they see, noticing images and headers first. If your content expert also has web design experience then you’ve hit the jackpot because they will understand the relationship between words and images and how graphics should support rather than detract from your copy.

6. Understanding of Benefits

Your customers aren’t interested in what you do; they’re interested in what you can do for them. What benefits can you provide them? How can you make their day easier, less stressful or more profitable? Identifying benefits is one of the hardest tasks in any marketing project. This is where a good web writer comes in handy. When your writer has life coaching experience then they know how to draw out of you the most compelling benefits your products and services can provide your clients.

7. Can Contribute Value Beyond The Writing Basics

A good web content expert should bring value to your marketing that goes far beyond the written word. Good writing for the Web is more than grammar and punctuation. The online world is a competitive space so you must put forward your best to draw the attention of your ideal customer. If your writer is simply taking notes and saying “Yes” to everything you ask, then they aren’t doing their job. Expert advice and drawing your attention to other solutions are what you should expect from them, as well as integrating strategy, tactics, imagery, contacts, anecdotes, and corporate identity into their service. If they’re not delivering those things, they’re not serving your best interests.

8. The Business End

Of course, your content expert must be able to satisfy all the normal requirements. Ask for an agreement, a time estimate, and a document outlining the objectives of your web content project.

To recap:

Make sure your content provider uses a blend of powerful, motivating and persuasive words and images that not only put your message across to your target audiences, but also bring desired results. Good web content must grab attention, stimulate interest, hold attention, convey useful product information and generate more sales. When hiring your content expert, take the time to ask the right questions and do your own research and you will make an informed choice.

TIPS TO FINDING A SUITABLE CONTENT EXPERT

• Hire a PROFESSIONAL content provider: There are plenty of writers and designers out there willing to write your copy, design you a website and take your money. But if you want professional results, you want someone with the skill and attention your project deserves.
• Decide what you need: Come up with a short “job description” for your ideal content expert. The closer you can match your needs with the talent and experience of the expert, the better your chances of finding the right one.
• Collect information: Do your research so you make an intelligent, informed decision. Ask for a brochure or information kit that includes specific facts about their background, services offered, fees, client list, samples, copies of articles, and so on. Most top content providers will have this information on their Web site.
• Forget geography: It’s nice to work with local talent, but you shouldn’t allow that to affect your decision. There are lots of content experts, but only a handful of true professionals. And they’re scattered all over the world.
• Trust your instincts: Use your brain to evaluate the information and facts you collect, but pay attention to your intuition, too. It’s important to find someone you can work with comfortably. That means having a writing and design style and personality that you like.
• Think long-term: Once you find someone you can work with, be sure to develop and maintain a good long-term relationship.
• Think of them as an investment: A good content provider is an asset. They not only help you’re your products and services, but they also make your marketing projects (and your life) a lot easier. So take the time to find the right person. It’s worth it.

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