Speaker:
A lot of coaching offers sound good, they sound thoughtful,
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thought through, supportive, maybe
something that someone would benefit
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from, and yet people don't buy or
they say, "This sounds great, just not
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right now," and then nothing happens.
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So in this episode, I want to talk about
the difference between a coaching offer
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that feels like a nice to have and one
that feels like an actual must-have.
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If we haven't met before, I'm
Jo Lott, a business coach, and
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I help qualified coaches get
clients with honesty, not hype.
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I have built my own coaching
business in various different
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niches and helped hundreds of
qualified coaches to do the same.
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If you are watching this on
YouTube, please do hit subscribe
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and like the video and comment.
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I would so appreciate your support in
this early stage of my YouTube journey.
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I will be doing a draw this month for
my launch on YouTube, so if you have
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commented, liked, and subscribed,
I will have your name there, and I
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will add it to a hat and do a draw
for a one-on-one session with me.
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So let's continue with why a
nice to have doesn't convert
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and what to create instead.
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One of the most common things I hear from
coaches is this: people are interested,
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they engage with your content, they
say it sounds really valuable, they
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even say that they would like to do it.
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They don't get their credit card out
and take the next step, and that gap is
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between the interest and the action, and
that is where your business can stall,
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and you can become really frustrated.
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A nice to have offer usually sounds
like this: something that would be
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helpful, maybe something that would
really improve things for people,
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something that would be good to do at
some point, but it doesn't feel urgent.
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It doesn't feel necessary.
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It doesn't feel like a must-have,
so it gets pushed down the list, not
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because it's not valuable when they
actually do it, but because it doesn't
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feel like their top-of-mind priority.
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So a must-have offer is different.
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It speaks to something that is
already on someone's mind, something
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that they are already thinking
about solving in some way, something
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they don't want to stay stuck in.
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It feels really relevant right now,
not just one day, and that shift
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often comes down to a few things.
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The first is how specific is your offer
and how specific is your target audience?
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What exactly are they dealing with?
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Because if someone can't quickly
see themselves in your offer,
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they won't feel drawn to it.
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The second is the problem.
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Is it something that they
recognize, something that they are
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already experiencing and actually
think that there's a solution?
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So for example, if you are a mum who's
overwhelmed, often that is a really hard
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niche to sell to because people think,
"Well, that's just all there is to it.
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Like, there's a lot to do, and
I'm just gonna be overwhelmed."
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So it's not as simple as it may seem.
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So even if they are already
experiencing this problem, it really
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needs to be something that they
believe that they can actually solve.
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So you really need to know what
their top of mind problems are that
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they actually will pay to solve.
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The third thing we want
to focus on is the result.
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What is going to change as a
result of working with you?
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What becomes possible?
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And is that something
that they genuinely want?
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Not in a really vague one-day
type of way, but in a really
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practical must-have-now sense.
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There's something that's also worth
saying here, which is the cost
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of staying where they are now.
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What happens if nothing changes?
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What will continue?
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Because without that, there's really no
reason for them to move and take action.
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So a really simple way to look at
your offer is this, does it feel like
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something someone would say, "That would
be nice to do at some point," or do they
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say, "I really need to sort this out.
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This is my top of mind priority"?
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That is the difference we're looking
for here One of my favorite examples
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of this is with a friend, Ellie.
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So Ellie helps tutors to
move to group tutoring.
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So she had a huge transformation
when she stopped targeting people
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who were currently teachers and
actually started to talk to people
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who are already tutoring one-on-one.
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That created a huge shift in her
business because she was speaking
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to people who really were in that
situation, not people who were too
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early on in the journey to care about
moving to a group tutoring business.
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If they are still in their teaching
job, for example, they're not your
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ideal client to move to group tutoring.
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So again, really think about the part
of the journey your client is in.
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Sometimes they're too early for
your service, sometimes they're too
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late for your service, so you really
need to find that just right spot
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that they are ready to take action.
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So if you are finding that people are
interested but not committed, don't
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always assume it's about your ability.
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Really look at how your offer
is positioned, and there are so
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many ways of doing this, like I
talked about, in terms of clarity.
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Is it specific?
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Does it feel relevant to them right now?
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Because these are the things that
move someone from, "That sounds really
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nice," to, "I want help with this.
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How can I start to work with you?"
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If you want my personal support with
this, you will find the details to
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my program, The Business of Coaching,
in the show notes or description.
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You will get my personal support and eyes
on your niche, message, offer, and all of
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the important aspects of your business.
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Thank you for listening today, and
like I always say, trust yourself,
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believe in yourself, and be the wise
gardener who keeps on watering the
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seed.
