I came across a coach’s bio the other day and as amazing as her accomplishments were, she came across as arrogant and over-confident. Let’s call her Maria.* She had the perfect rags-to-riches story of being an orphaned, teen-aged, run-away mother who started and sold a seven-figure business due to her own personal awesomeness. Now she generously bestows her greatness upon those willing to hire her at a bajillion dollars per hour.
So how do you demonstrate your track record of success to potential clients without coming across as my grandpa would say, “holier than thou”?
“You have to be careful,” explains business coach Iman Aghay, “that when you share your rags-to-riches story, you put the insights, system, process, or program that you developed on the pedestal. When you put yourself on the pedestal, people lose confidence that they can replicate your success.”
Maria clearly has an immense amount of internal drive and determination despite the obstacles that life throws at her. But prospective clients don’t blindly believe that her drive and determination will ooze into them when they hire her. Rather than touting her own greatness, it would be more powerful for her to have a system for overcoming adversity and staying positive against all odds. Then her success story would support the service she sells and clients would be more convinced to hire her.
So here are my top five tips for writing a coaching bio that sells.
1. PUT YOUR SYSTEM ON THE PEDESTAL
As I’ve discussed above, when you share your story, emphasize what you’ve learned along your life’s journey and how you’ve created a system that can be replicated by others.
2. IDENTIFY YOUR CRUCIBLE MOMENT
By investigating a wide range of young and old leaders, the authors of the book Geeks and Geezers, leadership pioneers Warren Bennis and Robert Thomas, concluded that many leaders have experienced crucible moments: turning points that “force us to decide who we are and what we are capable of.” Share the turning point in your life and how it impacted you. Your readers will be moved by it. Moved, that is, to take action and call you.
3. SHARE YOUR REASON FOR COACHING
What’s your purpose for coaching? Who are you impassioned to serve? State it clearly so your readers know whether or not you are the right coach for them. By the time your readers get to the end of your bio, they should be either hitting the back button because you’re the wrong coach for them, or hitting the “contact me” button.
4. IDENTIFY AN ENEMY
Every good story has a hero and an enemy. Yours should too. When you describe the enemy of your life journey, try to identify an enemy that everyone can relate to. Maybe it’s oppressive parents, your own internal doubt, or procrastination. Whatever it is, your ideal clients will know exactly what you’re talking about and want to know more about how you conquered the enemy (i.e. pick up the phone and have a conversation with you).
5. CONCLUDE YOUR BIO WITH A CALL TO ACTION
Too many coaches miss a huge opportunity. They write an amazing bio, get readers feeling warm and fuzzy inside, and just leave them hanging. There’s no next step.
If someone gets to the end of your bio, there’s a good chance they want more. Make it easy for them to keep engaging with you. Maybe you have an online calendar system, an intake form, an assessment they should take, a book you want them to buy, but regardless of what it is, state what it is you want them to do next. If nothing else, you should invite them to call you for a free consultation.
برچسبها: HOW TO USE YOUR LIFE STORY TO SELL YOUR COACHING SERVICES ,
+ نوشته شده در شنبه 16 ارديبهشت 1396ساعت 1:47 توسط admin | | تعداد بازدید : 61