Let’s assume that you have amazing life coaching skills, and the potential to be a popular life coach, yet you are not getting the number of clients you want. You are good at social networking, and you even have lot of page visits. You have a snappy and informative website. You have impressive credentials. You might even appear on other life coaching websites. In short, you have reached out and you have worked hard, but you are not yet hitting your target. What can possibly be missing? Well, the good news is that it just may be the most obvious, the simplest, and easiest to solve problems in social network marketing.
You probably already know that when people think about whether to hire you as a coach, any kind of coach, they need to feel they can trust you. No one wants to pour their heart out, or place their future in the hands of strangers. Or a photo of a stranger. No amount of copy, no matter how well written can take the place of your potential clients seeing and hearing you, looking at your eyes as you express yourself, and sensing the confidence and sincerity in your voice. In short, you need to post compelling web videos in order to bridge that gap between you being a stranger to being someone who projects warmth, authority, and empathy.
Web videos can be a great social marketing tool when well thought out for your individual business and personality. They can be counter productive if you try to copy someone else, or take a cookie cutter approach. Here are some suggestions.
WHAT TO SAY IN YOUR VIDEOS
Part One Keep it short, and focused on the client’s needs and how you are here to help. Introduce yourself, but do not give a long drawn out bio. Ask them to please call by your first name. I am not going to give specific examples here because it would defeat the purpose of making your video unique. Suffice to say that you can do a lot of good in the first 15 to 20 seconds by asking the client if he or she is having trouble coping with a business or personal issue. Pause, just for a couple of seconds, to let a bit of suspense build. Then tell the client they have come to a good place, that he or she has just taken the most important step. You can help, you will help, and you will explain how in the next two minutes. The specific language and style must be your own. What you have done in this 20 seconds is to ask a big question and provide the answer. You have taken a weight off of the client’s shoulder, and you have their attention.
Part Two This is where you establish three points. (A) What makes you uniquely suited to the client. There are a lot of pitches out there by coaches, but you are unique and we need to know about that. It might be your knowledge base, training, life experience, etc; (B) explain how you can help. This might, for instance, involve your particular technique. Be specific; (C ) Tell the client why he or she can depend upon and trust you. Confidentiality and other best practices are important to mention. If the client has confidence that you adhere to a professional code, this will help you to connect.
Remember, this is not an elevator pitch. You are not pitching at a cocktail party. This is intimate, and the client needs to feel that it is all about him or her. This doesn’t mean that you can’t include your credentials or unique selling points, but it needs to be done in the context of making the client feel more and more at ease with you.
Part Three This is your call to action. But resist the temptation to pressure someone into action. Your prospective clients are likely to feel edgy or wary, because they are facing difficulties. They may already have quite enough high pressure people in their lives. You need to let them know with your eyes and voice that you are the rock upon which they can lean.
Sweeten the pot with a gift or discount, but not in the way that most sales pages do. Instead, let the client know that it is important that the two of you first confirm that you are well suited as a team. So you are going to give away or discount the first live session. “Who knows,” you say, “you may only need one session.” I know that a lot of marketers say give an eBook or something similar. But in your case, I recommend keeping it personal. Getting live, face to face contact with the client (via Skype) is a great first step.
Even if you do not intend to do live coaching, a compelling and personalised video will help you connect with the client.
Remember, you are a unique coach. Your video should reflect that. Do not copy others.
Get help, even if it is only an amateur critic. Ask someone, who you trust to be objective, to provide feedback before posting your video.
Finally, do not spend a lot of money making your video. It is not necessary to hire a production company. You can probably shoot and edit it yourself, or find a friend who will. I have often talked people through their first few video productions, with guidance on what to say, as well as shooting, lighting, audio, background setting, and they usually end up wondering why they didn’t do it sooner. Now they are much more confident uses of social marketing video.