It WAS personal back then. I lamented over their reasons for leaving:  Didn't they like me anymore? Did I somehow offend them? I beat myself up something fierce.

Then, I started to understand a few of the reasons why most people unsubscribe from any list:

1. Email overload Most people are inundated with email and don't always have or make the time to read every piece of mail in their inbox. I actually take the emails that I know are sent to me personally and read those first. Often times, unless the subject line is compelling, I might not even open the mail. It just depends on what I need at the time.
2. Email frequency Too many emails in a short space of time can feel overwhelming if your subscriber isn't in the market for whatever you offer. It triples or even doubles the overload! It can feel like you're trying to force feed your information to an unwilling participant. That's especially true if your information doesn't offer value to the reader.
3. Boring and repetitive content Saying the same thing over and over again can get tiresome to your reader. If you're not uniquely engaging in your message, you won't hold your subscriber's attention for very long - let alone foster the desire to remain on your list.

Here are a few considerations that may help:

• The departing subscriber may not be your ideal client. People are naturally curious and are often drawn to what's happening in the moment. One person on my list actually told me they were intrigued by my information when they joined my list. I discovered she was not my ideal client at all. She was simply curious.
• Your language doesn't resonate with your reader. Like moths to a flame, we're inherently attracted to language we understand - that speaks to us. This quote by Dr. Maya Angelou says it all:

“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

• Your reader doesn't understand the value of your message. This is when you must put on your marketing hat. The source of value for your reader is pain. Yes, it's true that you want inspire, encourage, create connection and more in your writing. As an information marketer, you're also helping your reader acknowledge what's uncertain, uncomfortable and unsure — the sources of fear and the unknown. You want your information to alleviate as much of that discomfort as possible.  Remember, you ARE the expert that can truly help!

It can be tough not to take it personal when a seemingly loyal reader unsubscribes from your list. If this is case for you, I invite you to read the book The Four Agreements: A Practical Guide to Personal Freedom, A Toltec Wisdom Book by Don Miguel Ruiz. The second agreement is: Don't take anything personal.

"Nothing other people do is because of you. It is because of themselves. All people live in their own dream, in their own mind; they are in a completely different world from the one we live in. When we take something personally, we make the assumption that they know what is in our world, and we try to impose our world on their world."

Acknowledge the person's view of world. When you're in sync, they'll return with curiosity, intrigue and readiness to learn from you as the expert you are.

Now, say goodbye to your breaking heart for good!

Overall, I'm delighted to say the future looks so bright for coaching, as coaches we can get ready to wear sunglasses. Of course, there are a few valuable discoveries you have to consider if you plan to be in the coaching industry in the future:

• Marketing is significantly more important to having a thriving coaching business than ever. In this sluggish economy, it's become increasingly necessary to demonstrate the value of coaching and the return on the investment in coaching. (If you ever question the value of knowing how to market yourself as a coach, there it is!)
• Technology has helped move coaching from local markets to a broader, more global reach. This is especially noteworthy because there are far more coaches in the industry - some highly qualified and others not so much. What this means for you as a coach is that you must place a greater emphasis on distinguishing yourself from the crowd. It's what I preach all of time — you MUST carve out a niche and it all begins with knowing your ideal client intimately well!
• Certification and Training is a controversial issue in the coaching community. With the influx of people calling themselves coaches without benefit of training or certification, clients are interested in working with experts (despite what they call themselves) who can help them find and attract clients. As a coach, it's crucial to have the right mentor to lend her expertise to elevate your coaching abilities and strengths. You also want an expert who can teach you a repeatable process for creating sustainable income. Now, that's ROI!

I'm sharing more trends, myths and opportunities on a free call for coaches I'm calling, The Future of Coaching: Get Ahead of the Trends, Dispel the Myths and Guarantee Your Staying Power In Coaching.

Are you really ready for the future of coaching?

How do these insights resonate with your experience as a coach?

Copywriting is something I hear coaches say they absolutely dread doing. It's especially challenging when you have to create a sales page or write copy to promote one of your programs or services. Oh no!

The discussion of the copywriting albatross comes up so frequently in the Certified Group Coach® Program that I'm sharing a few tips to get you started in this installment of What Would WendyY Do?:

• Take a deep breath to release your anxiety and clear your mind to write. I know it sounds simple but you'll be surprised at how much that breath helps you to focus. If the first deep breath doesn't do the trick, take one more and go way down to the bottom of your stomach to get it.  This time open your mouth and allow the angst to flow up, over and right out. It's ok to make a little noise so you know the anxiety actually left your body.
• Imagine you're sitting in a cozy chair in your living room. You're comfortable and relaxed. Visualize that your ideal client is sitting in a chair right next to you. Your job is to coach your client right there on the spot. That's easy because you're a great coach, right? First and foremost you're a coach. Now is not the time to forget that important fact so bring all of your skills with you to the conversation.
• Converse with your ideal client, naturally. You want to help her focus on the challenges shes facing and tackle each one head on. With compassion, you help her see the cost of continuing to do what she's always done. You're there to help her understand the real price of that kind of insanity. She's paying for it some kind of way and your role is to uncover the emotional price she's paying so she sees and feels the impact. This is no time to be skiddish - say what's true!
• Share the benefits and solutions your service or program offers. Talk to her about the results she'll experience after being in your program. I always remember from my sales background that people can relate to how the program will benefit them - the "What's In It for Me" information. Tell her and be generous!
• Remind her of your expertise by sharing your personal journey. Be sure to speak to her in a language she understands. That means you have to let go of coaching jargon. I tell my coaches to use the $5 words rather than the $25 ones.

This is a simple little technique that once you master it - you'll be on your way to writing really compelling and emotional copy that attracts and engages your ideal clients every single time.

That's what WendyY would do!

What's your greatest copywriting challenge?

It only takes ONE ideal client to make real money.

Unfortunately, I see coaches make a huge mistake by trying to serve far too many clients at one time.  Most of the time, the clients aren't even ideal.  You're diluting your marketing efforts by trying to be all things to all types of clients.

I think the belief is by focusing on just one ideal client, the market is somehow limited in the number of people you'll reach. You may also think speaking to just one ideal client will eliminate clients who can truly be served by your message.  That's the farthest thing from the truth!  Knowing your ONE ideal client intimately well helps you know exactly what she reads; where she goes, what she does and  how to reach her in the spaces and places. You're cooking with gas now!

Look at the Chicken Soup for the Soul series of books.  The very first book was written for a broad audience.  Authors soon discovered a wider appeal in the "Chicken Soup" series by creating subsequent books for Teens, African-Americans, Grandmothers, New Mothers and more. Each book in the series was targeted to ONE specific group of ideal clients. You get the idea.

One ideal client - just one.

Focusing on ONE ideal client leverages your marketing time while honing your expertise and skills to provide exceptional service to your community of ideal clients made up of the one. That's priceless and yields HUGE benefits for the amazing people served by the programs and services you create. Get really comfortable with the group of ONEs you're serving since you're well-positioned to dig deep in the services and programs you offer to support them.

In my next post, I'll tell you how to carve out a highly profitable niche with your one ideal client.  Kewl, heh?

Who's your ONE ideal client? This is your opportunity for shameless self-promotion.

In my last post I told you about the importance of having ONE very clear ideal client to focus your marketing efforts. When the light bulb turns on for the coaches I work with around this simple concept, it opens up a brand new perspective about how to attract and reach their ideal clients. I love sharing the reasons why having one ideal client is so important.

In this post, I want to give voice to how knowing your ONE ideal client intimately well helps you grow a very strong and profitable niche.

I define niche as having a clear and purposeful arena in which you serve your ideal client. Your ideal client group may expand over time but the work you do is what you really want to develop. A solid niche affords the coach the opportunity to use a comprehensive approach with your client, ultimately supporting the whole client. That's what coaching is all about!

Begin by understanding my Power of One strategy:

• Identify your one ideal client with great detail. Get to know your ideal client intimately well. Details matter!
• Clarify one core problem faced by your one ideal client. Get to the root of the problem rather than addressing symptoms caused by the problem.
• Determine the one solution to the problem offered by your coaching services.

As coaches, we know our client has more than one challenge she's facing so it doesn't end there.  As your relationship with your one ideal client grows, document additional problems that surface so you can revisit them and identify solutions you're able to offer with coaching.

Imagine identifying 20, 30, 40 or 50 presenting issues from your client that match the solutions you offer (your very specific coaching services). You have a product, program or service for every problem your ideal client has.  Cha-ching!!

Follow this 5-step niche-building strategy:

1. Create, market and fill a group coaching program based on the core problem identified by your one ideal client. With your ideal client clarity, you will attract multiple clients to your group coaching program who are equally ideal.
2. Match your coaching program to solve your ideal client's problem.  Your ideal client hires you as her coach because she wants change, help, support and resolution. You're well-equipped to handle that responsibility!
3. Turn your program into an information product. You're also creating passive revenue and there's nothing kewl-er than that!
4. Listen to the questions your ideal client asks and pay close attention to issues not resolved by the current program.  Opportunity is knocking and you get to be the one opening the door.
5. Develop new programs, products and services based on each new problem. You ARE the solutions-provider after all, right?

Start back at #1 for each problem-solution combination. This process is so repeatable and tenacity is the key!

I've been where you are now and know this strategy works. I believe in it so much that I specifically train coaches on implementing this strategy in the Certified Group Coach® Program. Yes, it works that well.

Try it for the next six months and you'll be able to see your profits are way up. Now you have a really strong niche  - a clear and purposeful arena in which you serve many of your ideal clients. Most importantly, you're loving the coaching business you've created filled with those ideal clients who love you and keep coming back to you for more.

What if marketing was easier, took little time, gave you energy and you loved doing it?

In order to embrace marketing with new appreciation, you must be open to changing your mindset about what marketing means to you.

You must be willing to experience marketing differently than you have before.

You must challenge yourself to behavior that facilitates the mindset change you desire.

I was browsing Facebook a few minutes ago and saw the headline on the cover of a magazine, "Put Me In the Game, Coach! I Want to Win!"  Your mind has to be in the marketing game for you to win clients and more business!

Imagine you're faced with your greatest marketing challenge, like writing copy, posting social media updates or follow-up calls. I have to admit I pause when it comes to follow-up calls, too. Then, I remember three very crucial things about marketing that help me put my mind in my marketing:

1. Time is a precious and valuable gift so use it wisely.
   You choose how you spend and how it benefits you. You can't afford NOT to spend time marketing your coaching programs and services. Like the dentist telling a child reluctant about flossing his teeth: Only floss the ones you want to keep.  Choose to invest your time in marketing to build your business.
   
2. Marketing is a conversation.
   I'm very social so whatever marketing-related action I'm taking, I shift my mind into a social mode. I love it when I do! I'm personable and professional. Most of time, clients on the receiving end are pleasantly surprised by the phone call from me. It's just not done in this day and age so I'm also standing out in the crowd by making the call.  Start the conversation and keep in going.
   
3. I am always willing, ready and able to engage in marketing activities to grow my coaching business. It's a personal intention statement of mine. I'm sharing it because it empowers and encourages me. I hope it supports you, too. Intention statements give you power to change your mind. Live your intention out loud.

Your mind is composed of elements by which you feel, perceive, think, will, and especially reason. You can change your mind and ultimately your behavior.  Put your mind in your marketing and watch your marketing efforts flow. You'll see your business grow, too!

My Challenge:  What are you willing to do to put your mind in your marketing?

I looked up the word compelling in the dictionary and discovered it means "to have a powerful and irresistible effect or influence."  Wow, that's very kewl especially when you think of the kind of marketing conversations you have on a daily, weekly and monthly basis.  It boils down to how powerful, irresistible or influential you can be, right?

Imagine sitting down in your living room with your ideal client. The two of you are enjoying an amazing conversation about what's keeping her up at night and how that problem is affecting her business. You're listening and caring with the utmost compassion. You relate to her experience because in some ways you've had similar experiences in your business. You continue listening with interest and professional objectivity. You ask her permission to invite her to look at things a little differently, knowing that it takes just one tiny step to alleviate that problem from her life and business. You encourage her to be courageous knowing that it represents genuine relief for your client. You challenge her and let her know you're there to support her in every step.

She taps into the opportunities you reveal and wants to continue the conversation (i.e., invest in your coaching). She knows you can help rid her life and business of the problem plaguing her. The reasons are very simple:

1. Connection - You began the conversation by building a bond of respect and genuine concern.  You continued that bond throughout the entire conversation by caring, listening and sharing. You invited her to accept the support you offered her and she accepted.
2. Value - You mapped out one small act of courage that would truly help her. You gave her a tip, tool, resource or strategy that she found gave her immediate relief. You gave her a glimpse into just how easy it is to take more steps and achieve bigger results.
3. Challenge - You believed in her ability to play a bigger game. You gave her the experience of playing bigger with a gentle, trusting nudge and she liked it! You know it's not being a "Yes Woman."  Instead you had faith in your client because of the great potential she had/has to remedy any obstacle in her life. You stood as her accountability partner, supporting her every move.

Now, that's a compelling marketing conversation/message — one that you can have in your emails, social media updates, blog posts, sales letters and more. Practice being authentically powerful, irresistible and influential until it becomes natural.  You'll see the difference right away!

How powerful, irresistible and influential is your marketing message?

Let me tell you why what you don't know about your ideal client is so dangerous:

1. You work with anyone who comes your way. Why, because you're attracting someone, anybody, everybody, all, people and groups of  people who aren't specifically ideally served by your coaching programs and services. Those general descriptions of your ideal client are off limits if you want to find your sweet spot and love the client you serve. As the expression goes, "If you don't stand for something, you'll fall for anything." I know that's tough to hear but it's SO VERY TRUE!
2. You dilute your marketing efforts, spend more money and waste lots of time marketing to groups filled with lots of people that are not necessarily your ideal client. Group descriptions of your ideal client (like entrepreneurs, solo-preneurs, small business owners) don't give you enough detail about your ideal client. Start there, then dive deep for more information about your ideal client. You want to know intimate details about who your ideal client is in order to have the marketing conversation. You may feel this level of clarity somehow limits your attraction. Not so! If your ideal client is a woman, it doesn't mean you won't attract men to your coaching programs and services. Instead, you'll have men with whom your message resonates in equally powerful ways. That's exactly what you want, right?
3. You're frustrated by the clients you serve. It's because fundamentally your values are out of sync. They aren't ideal clients!  Remember, your ideal client is ALWAYS ready, willing and able to invest in your services. This doesn't mean you won't encounter objections. Instead, you'll make a tremendous and necessary shift in your thinking about how your ideal client shows up to work with you. You'll also have a greater understanding about the level of investment she is willing to make.  Isn't it time to stop struggling with clients who aren't ready to truly make a commitment in themselves (let alone commit to you and your services)?

In my newest product, Boost Your Income with Ideal Client Clarity, you'll get to know your ideal client intimately well. You'll specify demographics and psycho graphics that help you understand what to say to your ideal client in your marketing conversation. You'll define your ideal client's experience so you know how you can truly serve her via your coaching, blogging, speaking, social networking and more. You'll see the impact on your ability to find, attract and enroll ideal clients into your coaching business.

You'll know what you know about your ideal client so you can boost your income and serve lots of ideal clients, really well.

How well do you know your ideal client?

I started thinking about what makes a truly great mentor coach. As a coach, you want to know exactly what to look for when choosing the right mentor coach for you!

A great mentor coach:

• lends her expertise to elevate your coaching abilities and strengths.
• exposes you to a whole new depth of coaching transformation.
• teaches you repeatable marketing processes accompanied by effective systems, tools and resources.
• engages you in ways to create sustainable income from your coaching business.
• holds you accountable for taking massive action to grow, personally and professionally.
• allows you to be creatively inspired and uniquely compelling.
• sharpens your ability to target truly "ideal" clients AND serve them exceptionally well.
• guides you to create a buying process for your clients — one your clients navigate with ease to say "Yes!" to your programs and services.
• shows you how to consistently boost your bottom line via expanded services, programs and products.
• teaches you a powerful content development strategy that spells lasting transformation for our clients. (Your clients will adore you!!)
• shows you how repurpose your content so you showcase your expertise every time you deliver it.

…that's just for starters.

A great mentor coach challenges you to belief in yourself and charge what you truly deserve for your services.

I'd love to guide you to a breakthrough!  Complimentary Business Breakthrough Sessions are available for a limited time. Apply now

What do you do if you're doing it yourself?

You look for the hottest marketing tools to simply the process so you can be really productive.  You want your marketing tool to help you:

• Design compelling sales campaigns to showcase your coaching program.
• Easily attract ideal clients to your website with color and splash.
• Incorporate videos to make your marketing campaigns rock.
• Create highly attractive opt-in boxes.
• Invite website visitors to spread your message via social media with just a few simple clicks.

After years of fighting with my website trying to make it look and feel pretty despite my limited web development skills, I've discovered THE tool that makes my marketing easy-peasy!

My #1 marketing tool is Optimize Press.

I share this tool with all of my clients and colleagues.  It makes marketing easy! I love being able to add built-in buttons and homemade videos to all of my sites.  Yep, it's so easy I've licensed it on all of my sales pages. That's just for starters!

I also love the 24 hour user-friendly membership area with comprehensive how-to videos and support. It's been a wonderful addition to my marketing toolbox and I had to share it.  The developers created this powerful tool to help you look like a real pro every single time.  How kewl is that?!

What's your number one marketing tool? Let's share the wealth!