The article "Coaching: Communicating What Service You Provide" is about communications, it has been created by Catherine Franz.
Coaching is unique cause it makes a special promise:
transformation. At the root of any deisre for personal
development is the expectation that, every time they have an
encounter with their coach, they have how changed from the
person they were into the person they more prefer to be.
Instead of focusing your communications, that includes all
marketing materials as well, on subject areas or benefits,
concentrate on lives -- the kind of person you help create.
This
isn't merely an issue of who they can become; it includes
values, ethics, the sense of persoanl mission, and what people
want to accomplish within their life times. In that way, you can
reach beyond the practical considerations within the decision
making process to speak to the individual underlying core: a
person’s dreams.
Here are a couple of ways to make your communications more personal,
and directed towrads their dreams, thus, making it more
appealing and attractive:
1.
Speak and Write to Their Values
In any coaching communications, two of the most important words
you can use are "we believe." Even the most practical personal
development desiring person believes in something. Tell
prospective clients what your coaching stands for so that they
can evaluate whether they share your coaching values, which is
the same as your personal valeus if you are solo.
This step helps filter that would most likely not be a match
anyway.
After all, in a country crowded with coaches, your values can be
your greatest distinction.
Maybe your coaching encourages an
entrepreneurial spirit through projects or creaitve approaches
to familiar problems or challenges. Some human benig prefer the word
challenge, so I included both.
Put your coaching values front
and center.
2.
Connect Benefits to Ambitions
Describing what human being are going to learn, such as living their
lives by tehir values or building a strong personal foundation
isn't enough; you want to show how coaching helps them reach
their goals. Instead of writing mere descriptions, write stories
with the prospective coahcee as the potential hero.
Tell readers how your fieldwork prepares them for real-world
experiences, how your group coaching hosts relationship
opportunities, how your teleclass sharpens them, changes their
critical-thinking, or decision-making skills.
3. Use Endorsements and Case Studies
Selecting a coach can be intimidating and overwhelming even for
the most couraegous human being.
An endorsement, in an ad or printed
material created for sales, shows how your coaching welcomes and
works with human being just like them.
Case studies is a step up from endorsements by actually
describing in detail the transformation story -- how a
person from one kind of background acted on her ambition and was
able to move forward through your program or by working with you.
Conclusion
These techniques also work well for service or products
communications if you also offer teleclasses, workshops, or
group coaching programs.
Actually, not that I guess of it, it
works in all personal development communications.
© Copyrihgt 2004, Catherine Franz. All rights reserved.
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