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08 Mar, 2009

Marketing Tips of the Tried and Tested Variety

Posted by: The Coaching Academy In: Coaching Articles|Life Coaching Articles

Coaching Blog Marketing Tips

Fellow coaches of the world unite! And I have to say that one observation of this industry is, we do, don’t we? Unite I mean. And where else do fellow professionals so willingly share, support and motivate one another?

I’ve been employed in the telecomm, tour operating, recruitment, advertising (and many more) industries since leaving college, and have always encountered ferocious competition and rather unhelpful behaviour rather than a ‘helping someone’ mentality. I’d love to share with you a piece of direct marketing that I tried, which had AMAZING results!

I decided that I needed a) more clients and b) more people to know what coaching FELT like.

However, some of my networking events were a wee while off and I was in need of some brand new prospects so I decided to write a newsletter. Anyone knowing me well would be quite right in thinking that this piece of sales literature would be 12 pages long. Hey! I surprised myself! It had a total of 316 words and took about one minute 30 seconds to read, I placed it on an e mail, called it an UPDATE not a newsletter and sent it to everyone I know…friends, business contacts, you name it; if their email was on my system, they were updated. I offered a free coaching session worth £60, it had a fantastic quote; it had my contact details…that was it.

The response was terrific. I had 25 people e mail me to ask if they can be coached by me…. Of course, the trouble was fitting it all in…so I extended the offer…. I am delighted to report that I have been overwhelmed! Thirty people approached me for free sessions. Of course, then I had to decide who to allocate them to, but it’s amazing how many people don’t respond to messages you leave for them, so in the end it became easier – if I was able to talk to them, they received the free session.

From these sessions, other opportunities have emerged. I’ve been asked to speak on motivation to a networking group of 30, and hold a speed-networking seminar for a few hundred people (and be paid handsomely for it too!). A local paper covered me and my coaching (free advertising, hurrah!), and off the back of that I coached a journalist who has introduced me to a couple of movers and groovers in the media, so now I have two full business pages to write for other local publications.

In truth, I didn’t get coaching clients from it directly, but with these other things happening, I am very pleased I did this exercise.

By Jo Clayton

4 Responses to "Marketing Tips of the Tried and Tested Variety"

1 | Debby

March 10th, 2009 at 8:52 am

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Hi Jo, I’m glad you got such a good result.

Has there been any pushback due to your having spammed your friends and colleagues? Or did you get their permission to send them this update?

I’m curious about anti-spamming considerations. Many email providers have policies against this sort of thing.

Basically, I hadn’t considered doing this for all these reasons.

Debby

2 | Oma

March 12th, 2009 at 12:15 pm

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Thanks for sharing, everyone! Jo talked about being proactive, Debbie warned against spamming and Felix mentioned the benefits of niching. I think you could still send out a newsletter without offending or alienating people. The key is to add high value through it and not to let it look “salesy.” If you just sent out a “keeping in touch” e-card with a short message addressing a problem, also containing a free offer I think that would be better received. What about sending such greetings out on birthdays, holidays, anniversaries etc?

If it adds value and isn’t “salesy” it is keeping in touch. And if the content is tailored to your niche I think it’ll work even better.

3 | Jacqueline Pigdon

March 12th, 2009 at 12:29 pm

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Using an opt-in auto responder is great and avoids spam for people have to enter their name and email and verify they are happy to recieve information from you.

Try http://www.aweber.com

4 | Cherry Douglas

March 14th, 2009 at 2:17 pm

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Hi Jo

Congratulations on your success!

To me one of the key lessons in your article is to keep your ‘newsletter’ short and sweet. Attention spans on the internet are so short that you need to get your message across quickly.

The model I have developed with my newsletter, The 5 Minute Career Coach is a monthly longer edition and then an interim update in between to keep in touch with my Community without overloading them. Seems to go down well!

All the best

Cherry

Cherry Douglas
Your Career Change Guide
http://www.how-to-change-careers.com

Sign up for The 5 Minute Career Coach
http://www.how-to-change-careers.com/five-minute-career-coach.html

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