In our last two posts of this series, I shared how to find your profitable niche and how to create your irresistible signature offer. Today, I’m tackling the next crucial step on your journey to a six-figure online coaching business: selling and marketing that offer. Let’s turn your amazing offer into a money-making machine!
>>> Listen to part #1 of the path to a six-figure online business here
>>> Listen to part #2 of the path to a six-figure online business here
Listen to this episode:
The Foundation: Mindset Matters
Before we dive into tactics, let’s talk about mindset. The biggest obstacle standing between you and those sales isn’t your marketing strategy – it’s what’s going on between your ears.
You need to believe, deep in your bones, that what you’re offering is valuable. No, scratch that – it’s invaluable. Remember all that work you did identifying your audience’s pressing problems? Your offer is the solution they’ve been desperately searching for. You’re not just selling a course or a coaching package; you’re selling transformation, relief, success.
I’ve been there, trust me. When I first started out, I was paralyzed by fear. The fear of showing up, of putting myself out there. The paralyzing worry that nobody would buy what I was offering. These fears are totally normal, but left unchecked, they can derail your entire business before it even gets off the ground.
Overcoming Your Fears
I remember sitting at my desk, about to go live for my very first webinar. My heart was racing, and I felt like I was going to be sick. What if no one showed up? What if no one bought? What if people laughed at me? What if I wasn’t good enough?
I did it anyway, and over time I learned how to reframe my limiting beliefs. I realized that by not putting my offer out there, I was denying someone the very solution they might be desperately searching for.
What helped me push through? I started focusing on my ‘why’, my vision. I’d remind myself of the transformation I wanted to create for my clients. I’d visualize them achieving their goals, overcoming their challenges, and living the life they dreamed of. This wasn’t about me anymore; it was about them.
I also started practicing ‘mindset maintenance’. For me, this meant carving out time each day to quiet my mind, challenge my negative thoughts, and reinforce my belief in myself and my offer.
The most powerful shift came when I started reframing my thoughts about selling. Instead of thinking, “I hope they buy,” I started thinking, “I hope this helps them.” This simple shift took the pressure off me and put the focus where it belonged – on serving my clients.
The Power of Content Marketing
Now, let’s get into the nitty-gritty. Where do you start with marketing your offer? Here’s the cold, hard truth: you can’t just put it on your website and hope that someone will find it and buy it. You need to actively show up and build an audience of potential buyers.
This is where content marketing comes in. It’s absolutely essential if you want to build a personal brand and a thriving coaching business. Content marketing is how you attract your ideal clients, how you showcase your expertise, and how you provide value upfront.
Content marketing looks like blog posts, podcasts, YouTube videos, social media content, newsletters – basically, any medium where you can share your knowledge and connect with your audience. Each piece of content you create is an opportunity to demonstrate your expertise and give your audience a taste of the transformation you offer.
Creating a Strategic Content Plan
Having a content marketing strategy means that you don’t just create content for the sake of it. Every piece should be strategically designed to serve a specific purpose in your marketing funnel. Are you trying to attract new audience members? Nurture your existing audience? Overcome objections? Showcase results? Your content should align with these goals.
For example, if your signature offer is a course on productivity for entrepreneurs, your content strategy might look like this:
1. Attract new audience members with blog posts or YouTube videos on “5 Signs You’re Not As Productive As You Think” or “The Hidden Costs of Procrastination for Entrepreneurs”.
2. Nurture your audience with an email series on productivity hacks, each one giving them a quick win.
3. Overcome objections with case studies of clients who’ve gone through your program and achieved amazing results.
4. Showcase your expertise with in-depth content on the psychology of productivity or interviews with successful entrepreneurs about their productivity routines.
Overcoming Content Creation Fears
Now, I can already hear some of you saying, “But I’m not a writer/speaker/video creator!” Here’s the thing: you don’t have to be perfect. You just have to be helpful. Start with the medium you’re most comfortable with, and focus on delivering value. Your audience would rather have imperfect content that helps them than no content at all.
When I first started, I was terrified of being on camera. My first videos were awkward, to say the least. But I kept showing up, kept providing value, and you know what? My audience appreciated my authenticity and my willingness to push through my comfort zone to help them.
Working Smarter: Content Repurposing
Here’s a pro tip: repurpose your content. If you create a long-form piece of content, like a blog post or a podcast episode, you can slice and dice that into multiple social media posts, an email newsletter, maybe even an infographic. This allows you to maintain a consistent content presence without burning out.
The key to successful content marketing is consistency. It’s better to put out one piece of high-quality content each week than to post sporadically whenever inspiration strikes. Your audience needs to know they can count on you to show up regularly with valuable insights.
Building Your Sales Funnel
Let’s shift gears and talk about your sales strategy and your sales funnels. This is the journey you’ll take your potential clients on, from first contact to becoming a paying customer.
At the top of your funnel, you’ve got your free, valuable content. This is how new people discover you and helps them get to know, like, and trust you.
Next, you want to offer something of value in exchange for their email address. This could be a free masterclass, a detailed PDF guide, or a short email course. This builds trust and gives them a taste of what it’s like to learn from you.
Once they’re on your email list, it’s time for some relationship building. Share more valuable content, tell stories, and most importantly, listen to their responses. What questions are they asking? What challenges are they facing? Use this intel to refine your messaging and your offer.
Finally, you make your pitch. Your offer should feel like the natural next step, the obvious solution to the problem they’ve been grappling with.
Embracing the Sales Process
Before we wrap up, I want to address a fear that holds back many coaches: the fear of being “too salesy.” Here’s the truth: if you truly believe in your offer, if you know it can change lives, then selling isn’t just okay – it’s your obligation. You’re not tricking anyone; you’re giving them the opportunity to solve a problem that’s been holding them back. Reframe selling as serving, and watch your business (and your impact) grow.
Taking Action
We’ve covered a lot of ground today, from mindset shifts to marketing strategies to sales funnels. But remember, this is a journey. You don’t have to implement everything at once. Start with one or two strategies, test them out, and refine as you go. The key is to stay consistent and keep providing value.
I challenge you to do one thing: pick one marketing channel and commit to showing up there consistently for the next 30 days. Whether it’s daily LinkedIn posts, weekly YouTube videos, or regular blog articles, choose something and stick with it. You’ll be amazed at the momentum you can build in just a month.
Remember, you’ve got an amazing offer – now it’s time to let the world know about it. Your dream clients are out there waiting for you. Go find them!
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