The following is an excerpt of one of David’s coaching sessions in Top Coaching Techniques.
David: I’d love to see you test market a video. Show lots of people. What’s the demand; what do they want? If you need 10 or 15 grand to get a really good one done, okay. Then you go look for some capital to get a video done. But, that’s one project. Then you might look at something else. I mean, it’s a fun thing to look at and to think about. Maybe it’s just that I haven’t had experience with a lot of getting a whole bunch of capital and going out great guns, but I really thought you’d do that when you want speed to market.
Client: I agree. I see what you’re saying. I think that’s how it usually ends up falling, but I just think about all the other businesses. You’ve got my mind rolling. I’m looking back saying, ‘Okay, when I started this business, how did it really get started? How did it become successful?’ It was a ramping up.
David: I’m a huge believer in that.
Client: That’s a good point. That’s very true. You’re right on that.
David: So it’s like a dance. You get to grow totally in tune with your market, and responding to your market, instead of coming up with this plan of what you think the market will take – instead of going out there and hoping. Okay. So have some fun with that. There’s a good point to it, to feel out the market. It’s responding to what you feel, rather than trying to tell it what it should be.
The following is a transcription taken from Explode Your Practice.
David: So what does this brand really convey to people. Like when I see the NIKE ™ symbol I think of health, and exercise and action. So what do you want people to feel when they see your brand.
That’s an excellent question and I don’t have an answer to that. So looking at the key messages would definitely move me further along there.
David: OK great. Well I will suggest just a couple of things that are coming to my mind now and maybe you can extend on that for homework. One thing I thought of was romance. Because particularly, my feeling is that women are going to buy this more than men.
OK.
David: Women care more about their relationship. That’s their focus. It’s like not much is more important than their relationship. Whereas men can be more career-driven, like that. So if you work out that a large part of your target market is going to be women. Then perhaps romance could be one of the key messages. Another one that I got was security.
The following is a transcription taken from Explode Your Practice.
You’ll want to get a graphic designer to come up with and work with you to come up with some of those images. Whip up some logos. That kind of thing. But, then test it. Get people who are your perfect market. The kinds of people who you would love to come to you and hire you. And who can afford you, of course. And run it past them. Run past three or four different logos and ask them which coach would you hire or if you saw this on the web or in a magazine which one would you want to call. And ask them how it makes them feel, what kind of sense they get from the company from looking at it and see if they can find the key messages. See if it is coming through and if it does, you’re set. Your home and hosed as we say in Australia.
The following is taken from Get Paid University.
I invite you to go and do it. You can do a free trial, I believe. I haven’t checked recently but the last time I looked at getpaidforwhoyouare.com/pcs, get the auto-responder package. That’s $30 a month and you can get started. The alternative is to – as I mentioned in the book – if you’re on a very, very strict budget, you can go with MailChimp in the beginning and you’ll probably want someone to assist you with setting that up.
To set up your newsletter system so that even if you got four subscribers, four friends who come in you can be up and running and be ready to send out your first issue. The next step if it’s for bonus points put a sign up form on your website. So weebly.com, you can do it, MailChimp or work with Weebly, Professional Cart Solutions will work with Weebly and you’ll probably want some help to integrate the two so you might want, you know, I think you get x number of days of fund support with Professional Cart Solutions, use them. Say, “Hey, I need your help. Get me up and running so that people can sign up to my newsletter on Weebly.” It’s such an important step.
