Minimalist Marketing: A Simple, 3-Step Process For Getting Coaching Clients


Every day you all see these new tactics and systems for getting clients. It's overwhelming.

Plus, you're probably busy coaching your existing clients so you don't always have time to research everything yourself.

Let me simplify it for you.

Here's Exactly What you need to focus on each week If You Want To Get More Clients

Let's all accept right off the bat that there's no magic formula for building a coaching business.

There are principles to follow and proven tactics to choose from.

Pick the tactics you like and can stick with. Consistency is the key to marketing and it's easier to stay consistent when you keep things simple.

There are three things you need to do in your coaching business every week if you want to have a full roster and they all start with the letter "C":

Create, Convert, Coach.

Let's go through each them now, starting with Create.

Step 1: Create Content That Attracts Potential Coaching Clients

The first thing I want you to do is get super clear on who you want to coach and what problems they're facing right now. If you're not willing to do this, you're not going to be able to market yourself. You can try to just coach everyone you meet for free but that gets old real quick.

Instead, I want you to choose one type of person and one painful problem they have.

If you haven't worked with many people yet and don't know who your ideal client is, just use a former version of yourself and base your marketing on that.

Then create things that solve your ideal client's problem in small ways for free. This could mean blogging, podcasting, video, webinars, in-person workshops, or networking groups live or on Facebook. Don't just create content that interests you. Create things that move your potential clients closer to their goals.

You may be thinking to yourself, "I don't want to create content, I just want to coach." And you wouldn't be alone. Most coaches want to get something for nothing. They aren't willing to create value for potential clients in advance, so no one ever sees them as an expert who can solve their problems.

Do yourself a favor and choose one type of content to start putting out weekly. Write, podcast, or make videos - it doesn't matter what you choose just play to your strengths. Once you get good at producing one type of content you can add in another format if you want to.

Most people suck at writing, they hate it, and they should just stick to video. The nice thing about video is that you can get it transcribed or your can just summarize the main points with bullets. That way it won't take you three weeks to create one article.

These pieces of content need to be really good. If you can't produce something really valuable every week then switch to every other week. If you can't do that, switch to once a month.

Once you've created a solid piece of content, you're going to share it on one social network to start. I recommend using your personal Facebook profile, but go wherever your people are. If you don't promote your content it's just going to sit there and not do anything for you.

Next we're going to focus on building your email list. We're going to do this by offering a short PDF, 2 pages max, that will give your potential clients a quick win in exchange for their email address.

This is going to be a list of some sort - checklist, list of tools, list of tactics. My free offer is called "21 Ways To Find Potential Clients" and you can have a look at it here. You need to give people the opportunity to opt in for this free offer at the end of every piece of content as well as in the main navigation and homepage of your site.

Later you can run ads to your content or directly to your free download. But don't worry about that right now if you're just getting started. Right now just focus on creating great content, sharing it with your social network, and letting your list grow organically.

Step 2: Convert Potential Clients INto Paying Clients

Okay, so now you've got this person on your list. Why is that important? Because now you have the opportunity to build a relationship with them.

This is equivalent to asking for someone's phone number when you make a good connection so that you can ask them out on a date later. If someone sees one great piece of content from you but doesn't reach out for coaching, you don't want to lose them.

So now that you have their email, what do you do?

Since you're going to be producing content every week, the first place I want you to share it is with your email list. You're going to send this email out on the same day each week. It doesn't really matter which day, just do what works best for your schedule.

Then, once a month, I want you to mix in an email that invites them directly to a strategy session with you. You can either have them fill out an application or have them schedule a call with you using an app like Calendly. What you choose depends on how much you want to qualify those leads, which is based on how much available time you have in your business. If you need clients just send them to your calendar.

Later you can actually put these emails into an automatic sequence for new subscribers, but you don't have to worry about that right now. Just focus on emailing your list and helping them understand the value of an outside perspective.

Okay, so what do you do once you get these potential clients on the phone?

This call is equivalent to a date. They're trying out for you, you're trying out for them. The goal is to stay cool and see if there's potential for a long-term, committed coaching relationship.

There's actually a very specific framework you can use for these conversations, but for the purposes of simplicity I want you to focus on asking them questions about what their situation is now, where they want to be, and what challenges they're facing.

Then I want you to explain how working with you would help address those specific challenges. Position your coaching as the fastest way for them to get results.

Then propose one coaching package that would be the best fit for them, with an option to pay upfront and an option to pay monthly. Not seven different packages. One package, two payment options.

If they're in, take their payment and schedule your first session. If they say no, thank them and ask if they know anyone else who might be interested. If they say maybe, then talk through their concerns and give them confidence that they can get results with your help.

Step 3: Coach Your Heart Out And Capture Case Studies

Most people think that the marketing ends once they get a client.

Nothing could be further from the truth.

If you over-deliver on the coaching experience, you'll get repeat business and referrals. And then your business will start to grow organically.

Hopefully you're a good coach. If you're not, do whatever it takes to get better.

When it comes to measuring the effectiveness of your coaching, there's only one thing that really matters: results.

If your client takes action and achieves the results that they want, they will become your most valuable form of marketing.

But only if you capture their results in a compelling way.

You can't just cross your fingers and hope that people will talk about you to all their friends. You have to proactively create case studies that you can share later in your marketing.

Don't ask for testimonials either. Instead, ask for feedback. Send them a form with a bunch of questions about their experience. Then copy and paste the responses together into one compelling case study. You can also do this using video.

Here's an example from my most recent round of Coaching Business Bootcamp:

Once you capture these case studies, the cycle starts all over again.

Share your case studies with your email list and include it in your content.

Use your individual coaching sessions to get ideas for new pieces content to create.

Look at what all your best success stories have in common and use that to narrow in on who you can best serve.

And watch as your business and your impact grows.

The Bottom Line

If you're not creating, converting, or coaching, you're creatively avoiding. The things you're spending time on aren't moving you closer to getting clients. Stay focused on the 20% of activities that give you 80% of your clients. Keep experimenting and doubling down on what works for you.

To recap:

  • Create valuable content that solves problems for the specific type of person you want to work with and offer a free gift to get them onto your email list
  • Convert these people into clients by inviting them to a free strategy session with you and seeing whether they are a fit for your coaching services
  • Coach them towards the results that they want, create case studies from your biggest success stories, and use them to create even more valuable content

See, how easy was that?

Simplify your marketing today and keep me posted on your progress.

Greg Faxon

Greg Faxon, 2829 Connecticut Avenue NW (Apt 513), Washington, DC 20008, United States