As a coach, you know very well what you want to do.
You’ve narrowed down on the target market you want to help.
With all these, you can easily craft your brand message, right? But what should your brand message say?
In one of my previous articles, I’ve mentioned that your brand message is what your business will be known for. It resonates with your audience. It spurs a connection and makes them want to work with you. Developing this message seems like a daunting task. But I’m here to tell you that it can be as easy as answering a single question.
That question is “Why?”
Why are you doing what you do? Why should they hire you instead of other coaches? Why is your approach better than others? So I guess these are technically more than one question… but they all fit together and the “Why” is what most coaches are missing in their messaging.
Focus on “why” and your brand will resonate with the right people whom you’ll be happy to work with.
How can answering “WHY” benefit your business?
It satisfies your audience’s curiosity.
People are naturally inquisitive and curious. When you present an idea to a prospective client, he would try to make sense of what you’re saying by asking questions like: “Why does your idea work and others don’t?”, “Why did you come up with this idea in the first place?”, and “Why should I trust you?”
Addressing the “whys” will help your prospects gain more clarity of your brand, your products, and you as a coach. And as they get to know you and your brand better, the more they become interested in what you share. The more loyal they become to your brand.
It urges your prospects to hire you.
Simon Sinek says in his book: “People don’t buy what you do. They buy why you do it.”
Communicating your brand in terms of your “whys” connects with your prospects’ emotions and resonates with them on a deep level. And we all know how emotions are strong motivators to make a purchase. Utilize your brand message to share the underlying value of your offers.
It helps you build your tribe.
The people who would respond and relate to your “whys” are the people who share your beliefs and your core values. Building your brand message around your “whys” is an effective way of filtering your leads until you’re left with the clients who truly relate with you and who would rally behind your cause.
It sets you apart from the competition.
There may be other coaches offering the same courses as you do. Some may even have a similar approach. But the things that would definitely make you stand out are your “whys”. Your motivation for launching your coaching business. Your purpose for choosing your target market. Your deeper cause. Your values and beliefs. These are things unique to you as a person and as a coach and are essential to your brand messaging.
Developing your brand message is like capturing the core of your business and using it like a beacon to attract your target audience. And the best way to communicate this is not by going into the details of what you offer or how you can help the people you work with. It’s by sharing the reasons behind these details. Your motivations. Your purpose. Your values. The answers to the “whys” that make you unique and special in the eyes of your prospects.
So, you have a great line of services you’re ready to offer your prospects. But are you clear with your “whys”?