Marketing ain’t what it used to be. And that’s a good thing. Especially if you’re a health coach or wellness entrepreneur.
But if you want to take advantage of what works now, there’s a good chance you need to make some changes. And some of them will seem counterintuitive to building a business.
In this article, I will focus on the most important thing you need to do. When you get this dialed-in, it makes everything else so much easier. But first, I want to tell you what’s changed. It will help you see how important it is for you to take this counterintuitive approach.
It used to be that “marketing” was mostly about advertising. That was back in the days when the best place to advertise was on TV. And the winner in the advertising wars was often the company with the deepest advertising budget (not necessarily the best product).
My, how times have changed!
In Seth Godin’s fabulous book This Is Marketing, he talks about how the internet has completely shifted what marketing is about. Because on the worldwide web, there’s no such thing as advertising to the masses. There is no “mass.” Instead, Godin says, “it’s a billion tiny whispers.”
And this has created an enormous opportunity for you as a health coach or any kind of wellness entrepreneur. Because success is no longer only about who can advertise the most or shout the loudest.
In fact, in this new world, Godin says marketing isn’t really about what we think of as advertising. Instead, marketing is now “... the generous act of helping someone solve a problem. Their problem… It’s a chance to serve.”
And there’s no one in a better position to serve than a health coach. After all, I bet chances are good that you became a health coach because you genuinely want to make a difference in the lives of the people you help.
So these “tiny whispers” have created a massive opportunity for you. But only if you know how to position yourself in the right way. And the most important factor in positioning yourself is getting very specific about who you serve.
Now if you’re anything like most of my clients, this will seem like a very hard thing to do! After all, health coaches can help people solve so many different problems. So let me give you a few ideas how to do this.
There are a number of ways you can get specific. And usually it involves combining a few different factors including both demographics and psychographics. These probably won’t all apply to what you do, but aim to combine at least 3 of them:
The reason why it’s so important to get this specific is that the sea of whispers isn’t paying any attention to you. As far as they’re concerned, they don’t want to hear from you. And the vast majority of people won’t even notice you’re there.
So the only chance you have of being noticed is if your message speaks to them directly … almost as if you called out their name to get their attention.
Let me give you an example.
I recently worked with, Anne, a nutritional therapist. She can help people with lots of different problems.
When I first started working with Anne, she said she sees a lot of people with type 2 diabetes. So she could certainly focus on helping people lower their blood sugar. That’s a start. But we got even more specific.
Anne told me she works with a lot of truck drivers. These are people whose careers make them extremely prone to all kinds of health problems. And the DOT (Department of Transportation) requires them to pass a special medical test to keep driving.
So their livelihood is at stake. Passing the test means the difference between being able to feed their families and keep a roof over their head … or not.
And that made truckers who need to pass the DOT exam an amazing client for Anne!
So instead of messaging that says something like: How you can lower your blood sugar in 8 weeks ...
Anne’s messaging can be more like this: How truckers get lower blood sugar and pass the DOT test in as little as 8 weeks.
If you’re a trucker with blood sugar problems and your DOT test is coming up, a headline like that will definitely get your attention!
See the difference?
Now once I get a health coach to see the benefit of getting really specific about their perfect client, they often worry that this will be the only person they’ll ever work with. Rest assured, that’s not the case. You will easily be able to expand if you want to.
But when you’re starting out and want to get established, being specific helps you to stand out. And that’s what will help you attract and engage more clients!