I had an 8-session consultation with two financial coaches
who wanted more clients to walk in the door. There was one
thing they were clear on: once they had clients, these two
coaches would do amazing work with them. The trick was
getting them in the door! Sound familiar?
Over the next 8 days, you’re going to get the chance to
“eavesdrop” in on my sessions with “M&M” and get some
ideas for your own business. This is just a sampling of
the work I do and I decided to make it public—not just
in these blog posts, but in a CD product I’m launching
next week! You’ll be able to get the actual sessions,
plus 2 great bonuses, starting next Tuesday.
So Session 1 with M&M. Of course, I need to get the lay of
the land: how long have they been coaching, who have
they been coaching, etc. They tell me they were trained
through Dave Ramsey and have been coaching couples
on and off for ten years, mostly giving their coaching
away. Now, they’re ready to make money! I am pleased
to see that they have a somewhat Brain-Sticky differentia-
tion already, promoting themselves as, to paraphrase,
the “seasoned couple working with younger couples.”
This is, of course, very appealing, as what younger couple
wouldn’t want to be guided by an “older and wiser” couple,
who had weathered financial storms in marriage?
I am also pleased to see that they have a target market!
I can’t tell you how many service entrepreneurs don’t.
“Couples” is still too broad, but we can begin to focus this
down by looking at the age of their market’s children. Do
M&M work with very new couples, who have newborns?
Or those who have preschoolers? Or are they in high school,
facing the issue of college? Each “era” has its own difficulties
and it is critical to know which difficulty they want to
address as coaches. They tell me that most of their clients
have children in elementary-school, indicating that (generally),
the parents have been married at least seven years, and up
to 14 years. These are often pressure-cooker times, when
the honeymoon is over, financial issues are no longer
ignorable and volcanic eruptions occur.
I begin to take M&M through a process I call the “Trigger
Event.” The fact is, humans walk around thinking they can
handle most of their issues by themselves, or at least with
the help of friends and family. But something happens, one
day—in fact, one moment—that triggers their dawning reali-
zation that they need help. This is a tough exercise for most
people, and M&M and I move right in like “Google Earth” on
their couples, looking in on a typical scene when such an
awakening might occur. They decide the couple is reviewing
a new credit card statement and we move through the entire
scene: what the conversation is like, what eruption occurs,
and what finally “pops the cork;” has one or both of them
blurting out, “We can’t do this alone!”
Why is this important to know? For starters, it is critical
to understand that you won’t make money if your market
isn’t hungry—and they aren’t always hungry. I always tell
my clients and students that your greatest competition is
not someone else, but rather the idea, “I can do this myself.”
But there will be a tipping point when they are in such pain
or frustration they are finally ready to spend money. And
you want to know what that pain is—on a very specific level
—so you can refer to it in marketing copy, creating intimacy
with your market as they “self-identify,” saying, “That’s me!”
—and so you can potentially influence that trigger event in
those who haven’t had it yet. The trials and tribulations are
there in the background, like a humming furnace, but they
haven’t realized they need help yet. You can help them
realize it, by talking about those moments, only if you know
what they are.
So, what is a moment that would wake up your market
from enduring and tolerating whatever is not working for
them? Would love to hear your ideas below! And be sure
to come back tomorrow, when M&M decide on the strategy
they’re going to use to get more clients!