Tuesday, February 5, 2013
Once your website (or social media page) is seen by a new visitor, your goal is to “capture” their contact information so you can continue to develop the relationship.
The most valuable pieces to capture are the visitor’s name and e-mail address. These elements are the easiest to leverage over time because they position you to reach out to large groups all at once, yet you appear to be speaking to just one person. You’re maximizing efficiency and connection at the same time.
One of the most popular ways to capture the contact info is to offer a free, downloadable gift that would make your ideal client light up and say, “Wow! I need that.” The best way to do that is to offer a solution to a common problem that your niche struggles with.
You could position this gift as a way to escape the pain of their problem (by highlighting how hard it is to be where they are and how this gift will help); or, you could emphasize how they can move toward something specific (the dream life they really want). Either way works well, but people are generally more motivated to invest (time, money, contact info) if you’re helping them move away from a specific pain. And, the more pain they are feeling, the more they will invest.
Here are a couple of examples to consider:
1. A coach who supports business leaders in leveraging technology and leadership, could offer a document on the “Top Ten Tips to Ensure Technology is Working for You in Today's Fast-Paced and Technological Workplace.” It speaks directly to the main concerns of the ideal client.
2. A coach who works with overwhelmed professionals could offer a 3 part video series on “The Top 3 Strategies to Take Control of Your Time and Create the Balance You Desire.” Again, speaking to the clients’ biggest desired outcome.
Remember: The goal is to create rapport and credibility instantly, and make your ideal client think, “Wow, I like your style. I feel like I’ve gotten to know you and your expertise through this free gift.”
Passion into Profit Coaching Challenge: Consider your ideal clients biggest challenge or greatest dream, what offering/gift would make a difference for them now? Create that gift and begin to watch your community grow!
Teresia LaRocque MCC, is Director of Entrepreneurship and Business Building Mentor for the Erickson Business Center – www.ericksonbusinesscenter.com at Erickson College International www.erickson.edu. Teresia is a pioneer in the booming profession of personal coaching, the first recipient of the International Coach Federation’s Master Coach Credential in Canada and cofounder for the Vancouver International Coach Federation chapter. Teresia is committed to supporting coaches to take their talent and passion for coaching and make their entrepreneurial dreams come true. Teresia is the founder and facilitator of the Passion into Profit Program, a customized business building program offered through the Erickson Business Center.