Selling the “sizzle” of coaching

Today I was having a conversation with a client.

And for context, she’s a dating Coach for divorced women.

And, she was struggling to come up with an offer to get people on the phone.

(Sometimes I’ll brainstorm with clients different offers/ways to get prospects to book a call, instead of the boring old “strategy session” or “discovery session.”)

Initially, the offer that she was using to entice people to book was:

“I’ll show you how to avoid the traps of sabotaging the dating experience.”

But the problem with that was, it was giving the prospect what they needed, not what they wanted.

Plus, it was feature focused, not benefit focused.

So I said…

“Is that what they really want? Or is that what you know they need?

For me, what they really want is probably something like...

How to attract 3 quality men this week (not saying you can promise this in a 15 minute call, just giving you an example on how to think like your prospect.)

Or...

How to Have a 1st Date Conversation that Gets Him Chasing You

etc.”

Here’s what she said…

“I’m struggling just a bit here. My client isn't desperate for a date, she's desperate not to get hurt again. She really wants to attract someone who's genuine and not just into the chase. That said, how about changing the thank you page offer to: 'How to have a 1st date conversation that will leave him wanting more'? It seems a little more empowering. Thoughts?”

My response?

“If she doesn't want to get hurt again, why not have something like...

How to Tell if You're Compatible on the First Date

Or

5 Signs He's Not Worth the Time

Or

How to Tell if He's Not Worth the Time in 15 Minutes

Etc”

Notice what I did there?

Notice how my examples are more desirable than "avoiding traps of self sabotage?"

Why?

Because I simply took what she told me the market wanted, then I gave it to them.

And that’s all marketing is.

Sell them what they want. Give them what they need.

Or another way of saying that is…

Sell the sizzle, not the steak.

Of course, this is easier said than done.

And that’s why Coaches hire me to help them attract more clients.

Because after working with thousands of Coaches over the years, I can analyse very quickly what needs to be said, and why. And then I can tell you very specifically what needs to be said to make your campaigns convert.

With that being said…

If selling the sizzle and creating a better marketing message is something you feel like you need help with, then maybe The Aussie Hermit can help?

To know when spots open next to my 15 Minute Client program, put your name on the waitlist here:

https://The15MinuteClientWaitlist.com

-Luke Charlton
The Man Cave, Canberra