Coaching and running a business are not the same thing. To do the former you need to be a good coach and enjoy the work. To market you need other skills that may not be nearly so attractive. The problem is without those skills you don’t have a business and don’t get to do any coaching! Is it possible you could love marketing as much as coaching?
Here are a couple of thoughts you might find helpful when facing the challenges of marketing your coaching or consultancy business.
Marketing can Enhance Your Coaching
Many coaches are wary of marketing because they see it as selling. Selling is a part of marketing and obviously essential to your business. It is not the entirety of marketing.
Marketing is essentially educational. It is an opportunity to spread your message, to explain what you offer and why it is of value to your market. Remember, even though you may not be addressing your market direct; an engaging and entertaining talk, for example, may help people understand your offer and think of contacts who may be interested.
And don’t forget, if you are good at educating your audience, it will raise your profile.
Marketing is Your Priority
The trap many coaches fall into is their pursuit of brilliance. The concept of imperfect action is lost on them.
Let me illustrate with a keynote talk. You develop your keynote talk and set aside 5 days to perfect it. You already have an adequate talk; you know the type of talk that says what it needs to say but is not terribly compelling.
The temptation is to spend your time developing the talk. But the big question is, who is going to hear it? Would it not be better spending the time promoting the talk, ensuring you have opportunities to deliver it to a viable audience? The biggest reason talks fail is because no-one turns up!
And if you know 30 – 100 people are going to turn up, you’ll find time to improve that talk!
How have you found congruence between your coaching and your marketing?