Are you still trying to help EVERYONE?
In today’s post, I write about why trying to help everyone is not an effective strategy to grow a coaching business.
A lot of coaches think “I can help everyone.” Or “EVERYBODY needs my services” or “I don’t want to exclude people because the world’s already too divided“.
Here’s why you’re probably wrong…
If you’re anything like me, you LOVE helping people.
And that’s probably why you got into your coaching in the first place.
But there’s a problem that most of my clients share when they first come to me.
They want to help everybody.
Because when you help people to heal, it’s easy to think that EVERYBODY can benefit from healing.
And it’s not like you’re wrong about that.
It’s just that’s a terrible way to run a business.
And from a web designing perspective, it’s really unhelpful trying to appeal to everybody on your website.
You know the saying “When You Speak to Everyone, You Speak To No One.” (Meredith Hill). It means that if you are trying to appeal to everyone in your marketing, nobody will feel spoken to. And so no one is going to hear you.
Here’s what you should do instead:
1. Focus on your target audience
It’s essential that you define your target audience.
If you find it difficult to choose a target audience, ponder these questions:
- Who are you doing your best work with?
- What people can benefit most from what you offer?
- And who do you want to work with?
If you want to find out more about this topic, I’ve written an article about choosing a target audience.
2. Design the website with your ideal client in mind
Once you have defined your target audience, then you can go deeper. You can define your ideal client within this target audience. You create a client avatar. The clearer you are about your ideal client, the more attractive you can make your website to them.
3. When writing copy, imagine you are speaking to your ideal client
Finally, when writing for your website or producing any marketing material, imagine you are speaking to your ideal client. Have your client avatar in your mind. Address them directly.
I know that you are the kind of person who cares about their clients. I also know that choosing a target audience helps coaches to do even better work with their clients.
When you stop trying to serve everyone and instead focus on helping those people with who you are doing your best work, your practice is going to flourish.
And if you are not yet clear on your target audience, then you might like my Website Clarity Guide – a Workbook for Coaches. This workbook will help you plan a professional website that speaks to your ideal client.
Would you like some help with your website?
I design websites for coaches.
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