December 15, 2024 • 20 mins
What if shifting your marketing focus could transform the entire trajectory of your business?
In this episode I'm sharing how I made one simple change in my marketing that's completely transformed my business in this past year.
And it's very likely that it's the most powerful marketing strategy you're probably not doing.
This one change has allowed me to connect with more right-fit clients, grow my business - all while I'm spending LESS time marketing.
Tune in so you can say goodbye to the endless hamster wheel of social media posts and hello to building genuine connections with your ideal clients.
Resources
Get the steps to create an Unforgettable Brand in just 5 minutes! Take the Standout Business Scorecard
I'm leading a masterclass in the new year that will walk you through in detail how to set up the systems to turn your coaching into your marketing in your business.
Get on the waitlist - and you'll be the first to know when the registration is open.
If you're the best-kept secret in your industry, it's time to change that.
Because when you start showing up with clarity, confidence, and the right content—your ideal clients won't just notice you. They'll choose you.
Don’t miss your chance to get a free video brand assessment to start creating videos that actually work for your business.
Schedule your video brand assessment here >
Thanks for tuning in. If you found this episode helpful, share it with another expert entrepreneur who’s ready to stop blending in.
And I’ll see you next time—on The Standout Business Show.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Brad Powell (00:03):
I want to talk about how I made one simple
change in my marketing that'scompletely transformed my
business in this past year, andit's very likely that this is
the most powerful marketingstrategy that you are not doing.
All of the marketing advicethat we're getting right now
(00:26):
that's pervading everywhere allthe time is that we need to go
on social media and we need topost there every day, all the
time, in a highly visual andvery engaging manner.
That's not entirely bad, butthere are some big problems with
doing this.
One of them is that if you takethat on as your burden, that
(00:51):
you're going to post all thetime everywhere and you're going
to do it in an engaging way andyou're going to come back and
answer all the comments andreply to everybody, that's going
to take all your time and so,all of a sudden, you are
becoming a full-time marketerand a part-time business person.
The other problem is that whenyou are doing this marketing and
(01:12):
then you are a coach and youhave a high ticket coaching
offer that's $5,000 or $10,000or more for your services the
movement from people going fromI see your content to then
saying, okay, I'm going to buy a$10,000 offer Well, that just
doesn't work.
So today I'm sharing what I'vedone this year that changed
(01:38):
everything in how I do mymarketing and it's allowed me to
connect in a genuine way withmy best right fit clients.
It's allowed me to connect in agenuine way with my best right
fit clients.
It's allowed me to grow mybusiness, all while I'm spending
far less time marketing.
So if you want to know how I dothis, I'm going to walk you
through four basic steps, fourbasic ways that I've
(02:00):
incorporated into my marketingthis year, and how you can do it
too.
Welcome to the Standout BusinessShow.
This is where it's all aboutmaking a bigger difference by
doing business differently.
I'm Brad Powell, and let mejust agitate the problem a
(02:22):
little bit more.
So this thing about contenteverywhere you know, there's
this path that people are making.
It's very simple.
It's not even a funnel, it'sjust like two steps.
You are out there postingcontent and you do it
religiously, and you're onLinkedIn, maybe you're on
Instagram and and or you're onFacebook, you know whatever your
(02:45):
social media platform of choiceis, and you post often and
people see you and you have alevel of visibility.
Maybe you even have a Facebookgroup, that kind of thing.
So you're there and people knowyou and they kind of get an
idea of who you are.
And then your call to action.
The thing that you do forpeople after you're doing all
(03:05):
this content is you say, hey,why don't you get on a discovery
call with me so we can talkabout the possibility of working
together and I can maybe helpyou?
And so people get on a callwith you and then you have this
conversation and then you hitthem with your offer saying,
well, here's my offer and it'sover here.
This is the promise that'sgoing to make for you and it's
(03:27):
only $5,000.
And that jump that jump fromfree daily social media posts to
purchasing a high ticket, highvalue offer like that it's just
too big a jump for most people.
And so most of your peoplearen't going to land for you and
(03:51):
they're going to say, no, I gotto think about it or all the
other things that they say,which is like I'm not ready yet,
and they'll go away.
And so, as a result, your rateof having new clients come in
your door is relativelydiminished, and or you might
even find that you have a verydry pipeline and it's very
inconsistent of how you getleads and convert them into
(04:15):
becoming clients, and this issomething that, a little over a
year ago, I was facing in mybusiness and I was looking at
well, how can I do this?
The answer was not post more,go out and do more because put
out more content out there.
Like, the thing is that themore you do this, the more
(04:35):
content you put out.
All that stuff.
It doesn't necessarily help youget further, because the same
problem exists.
It's this huge canyon thatpeople have to jump across in
order to jump from seeingcontent on social media and
buying something of extremelyhigh value like a coaching offer
(04:55):
or a high service offer, and sothere are some ways that you
can help people cross this chasm.
In order for people to be readyto buy from you, they literally
have to build a relationshipwith you and they have to build
a level of trust with you, andthey have to feel like you
(05:15):
really understand them in a deep, meaningful way, to when they
can finally say, yes, this feelsgood.
And they also need to knowabout your work and how you work
, and so what you need to do isyou need to give them a set of
experiences so that they canactually have the experience of
(05:42):
working with you, of beingcoached by you, of what it's
like to be a client, and if youcan set up a set of experiences
where this happens, then you canbuild some easy stepping stones
across that big canyon so thatnow they're going to be ready to
accept your offer, so that nowthey're going to be ready to
(06:02):
accept your offer.
In fact, if you do it in theright way, they'll be completely
ready and all of the sellingand the pitching and the stuff
that you are used to doing youwill no longer have to do.
People will come to you and besaying where do I sign up?
I'm totally ready.
I know that you're exactly theright person for me.
(06:23):
Ready, I know that you'reexactly the right person for me.
So let's take a deep dive intohow you actually accomplish this
.
First thing you can do and thisis the simplest one is that you
can create a unique coachingtool and give it away.
When you've created this, thenthe thing to do is in your
(06:44):
social media and the otherthings that you do in terms of
networking is that you tellpeople about it and you become
known for this unique coachingtool, this one thing that you
have, which is a great, greatexperience for people.
This can become your callingcard and it becomes part of your
reputation, and I'll give youan example.
(07:06):
That I've done in this last yearis that I've created something
called the standout businessscorecard and, as a coach, this
works really well because, asyou know, the best coaches what
they really do is they ask goodquestions, and so the stand-up
business scorecard, which ismarried and very related to my
(07:28):
show, the stand-up business showyou can go and I'll ask you a
set of 15 questions and theseare yes or no questions and
they're really great coachingquestions on where you are in
terms of how do you rankyourself on your personal brand
and how do you rank yourself onyour online marketing and how do
(07:49):
you rank yourself on yourdifferentiation in the market,
and people will answer thesequestions.
It's very quick, it only takesa couple of minutes, but after
that, they get personalizedrecommendations from me and they
get a report saying here's yourscore and here are my
recommendations on how toimprove in the areas that they
(08:10):
need to improve and or, if theyget a high score, here are some
ways to go even further and evendeeper to make this even better
.
That's my unique tool that Ican now share with everyone and
anyone that I meet, and ifyou're interested in getting
this and you haven't done it yet, I highly recommend it.
(08:31):
It's quick, easy and it willactually help you determine
where are the areas that youneed to do some work in terms of
making your business moreunique and more outstanding.
You can go toawesomevideomakerscom slash
scorecard and if you do it,you're going to get an
experience of what it's like tobe coached by me in terms of I'm
(08:53):
going to ask you a bunch ofquestions, you're going to say
some answers and then I'm goingto respond with some
recommendations of where youcould go, based on your results,
which is the kind of work thatall coaches do.
All right, so item number two isyou can go live and do a Q&A
session.
This works great on socialmedia, because you can go live
(09:17):
to the place on social mediawhere you may have already been
posting a lot of content andbuilding an audience of some
size.
It doesn't have to be a bigaudience.
I mean, if you gather what youknow five, eight, 10 people to
join you on a live stream andyou open the door to say you can
ask me anything you want.
(09:37):
Or you can pick a topic and saytoday we're talking about this,
so ask me anything you want onthis specific topic and we're
going to troubleshoot and helpyou work out whatever challenges
you're having.
This is a great way for peopleto interact with you, and it's
much more a long form than theshort form posts that you see on
(09:58):
social media, and they not onlyget a chance to see you
actually working with them ifyou answer one of their
questions, but they see youanswering all these other
questions.
And somebody asks a question,they go oh, that's a good
question, I need to know theanswer to that too.
And so they're learning how youhandle yourself in a variety of
situations on a variety oftopics, and that is just putting
(10:22):
you in this zone of genius oftopics, and that is just putting
you in this zone of genius.
This is now removing you fromthe position of being a content
creator and you're just in yourzone of genius, doing your
coaching and you're justanswering the questions that you
really know how to answerreally well.
This isn't about trying to makesomething up.
It's not about having to dosomething different and
(10:43):
distinctive and going, oh no, Ineed to create something out
of's not about having to dosomething different and
distinctive and going, oh no, Ineed to create something out of.
You know whole cloth here.
It's like no, you're just inyour own place of confidence and
coaching and you can deliver,and this is where you can turn
your coaching genius into yourbest kind of marketing.
And I want to mention anotherthing here, in that, in terms of
(11:05):
this kind of time you're.
I want to mention another thinghere, in that, in terms of this
kind of time you're spendingwith people like this long bit
of time let's say, you do a Q&Asession and it lasts for an hour
.
Well, the reason that thatworks so well is that this is
the kind of thing that peopleneed.
In fact, there's a study donethat shows that if we go and
spend seven hours with someone,like over a varied period of
(11:29):
time, and we're doing variousthings with this person, after
seven hours we really move frombeing kind of an acquaintance to
being much more of a friendwith that person.
And you don't need your clientsor your prospects necessarily
to be your friend, but if youspend this kind of time with
them, like a seven hour timeperiod over different
(11:52):
experiences like this.
Now they really do feel likethey know you and they will feel
like you know them, and this isa huge transformation and this
is kind of the path that youwant to get on, which you really
(12:13):
almost can't accomplishcompletely just with posting on
social media with short formkind of posts.
A third thing you can do is thatyou can host a masterclass, and
what I'm talking about here isactually not a webinar.
It's not the kind of thingwhere you give a little bit of
content and then you pitch andsay, now come, buy my thing.
That's not what I mean.
I mean you actually come upwith a training that you know
(12:36):
will be really helpful and you,you know, hour long, two hour
long, two days, you knowwhatever you want to do, but
host a masterclass where peoplewill get high amount of value
and they will spend a lot oftime with you in a group setting
where you can coach them andthe other members of the group.
(12:56):
The thing to do here is thatyour masterclass wants to have
three elements that will make itway more successful.
The first thing is that youwant to have some kind of
contrary thinking as the premiseof your masterclass.
So if you come on and you'rejust saying things that a lot of
other people are saying that'snot that interesting and it's
(13:18):
not helpful.
They can learn the same kind ofthing from a number of other
people.
So you want to come in and kindof bust the myths and do
something that is a little bitagainst the grain of the
conventional wisdom and showthat you have an insight that
most people don't and thatthere's this other path.
That is the easier path, thesafer bet of getting people
(13:40):
closer to the result that theywant to get.
And if people learn that thereis a new path and that the new
path is your path it's part ofthe program and the services
that you created that makes yourthing become way more
attractive.
So be a little contrary to theconventional wisdom and that is
(14:02):
going to be much more attractiveto your audience.
The second element you want toembed moments of reflection
throughout the masterclass thatyou're presenting.
So you give people something tothink about and pause and you
just like the coaching that younormally do.
You ask them really goodcoaching questions related to
the topic that you're coveringand have them write out their
(14:25):
answers or put their answers inthe chat and have this kind of
interactive thing going on,where they are having to think
about, well, where am I andwhere do I want to go and what
are the things that are holdingme up, and these kinds of things
, so that people are goingthrough literally their own
transformation during the timeof the masterclass with you.
(14:46):
And then the last thing thatyou want to include is a
feedback session, and this issomething you offer and include
as part of the package, so thatwhen people are done with the
masterclass, they can get on acall with you and get feedback
from their response.
This is when you meet with themand you talk about their
(15:06):
experience of the masterclass.
They can actually give youfeedback.
But, more importantly, you givethem feedback on the things
that they said and the thingsthat they had that were changing
in their minds and all thatkind of thing.
And this, this is where you cannow say, hey, and if you want
more help on this stuff thatwe're working on in the
(15:28):
masterclass, you can work withme in these ways, and now you
can start making your offer tothis person.
And this actually works reallywell, because now they have
spent some time with you and nowthey have the experience of
what it's like to work with youas a coach and they're much more
ready to say yes to your offerNow.
(15:50):
I'm leading a masterclass in thenear future where I'm going to
walk you through all the stepsin more detail and you can
actually start designing yourway of using coaching as your
marketing.
And if you're interested inthat, you can get on the wait
list so that you'll be the firstto know when I open
registration.
So you can just go toawesomevideomakerscom, slash
(16:15):
coaching and put your name inand you'll be on the waitlist
and I'll be sure to reach out toyou when the registration is
happening, which will probablybe right in January in the new
year year.
(16:36):
And I have one more item to addto your list of ways you can
use your coaching as yourmarketing, and that is to host a
coaching style podcast, andthis is something that I've been
doing, where I invite a guestto join me in a hot seat and I
help them solve one challengeand I help them solve one
challenge.
So we spend 20 to 30 minutesdiving into their business and
what they're up to and they picka goal or a challenge that
(16:58):
they're trying to meet, and wework on that together, and so
I'm doing my thing.
I'm in my zone of genius againand this is what you can do,
like again, this is differentthan the other kinds of podcasts
where you have to come up withthe idea for the episode or
you're interviewing some otherkind of person on the show.
This is you doing what you'realready really good at and you
(17:22):
bring on someone and you coachthem and you showcase what is
basically your coaching genius.
Not only are you helping theperson who is there on the
podcast with you, but anybodyelse who sees or listens to this
episode.
They're going to have the sameexperience and they're going to
feel like, oh, you're a greatcoach, I can see what it's like
(17:45):
to be a coach by you, and thatwill make you more attractive.
They may start raising theirhand and saying I want to do
that.
Can I come on and be a guestand be coached by you in an
episode?
And, of course, all of thepeople who do this.
That's an experience for themand they're much more closer to
being able to say yes to yourcoaching offer.
(18:06):
And all of the people wholisten same thing.
They're much closer to beingable to say yes to your coaching
offer.
The whole idea here is that youcan create these different kinds
of experiences so that, insteadof having to get on that gerbil
wheel of creating content dayafter day after day, where
you're making things up andwondering what you're going to
(18:28):
talk about and what you're goingto say where you're making
things up and wondering whatyou're going to talk about and
what you're going to say Now,you're creating an environment
where, every time you have aninteraction, you are doing the
thing that you are very good atand you are doing the thing that
is the core of your work.
You don't have to make it up,you don't have to be a creator,
and all of this can beshowcasing your business and
(18:51):
your work in the best possiblelight.
So I'm going to say it one moretime I'm leading a masterclass
in the new year that will walkyou through in detail how to set
this up in your business.
Basically, how to turn yourcoaching your zone of genius
into your marketing.
So just go toawesomevideomakerscom slash
(19:16):
coaching, put yourself on thewait list and you'll be the
first to know when theregistration is open.
I hope to see you there.
Thanks for listening today andI'll see you in the next episode
today and I'll see you in thenext episode.
(19:38):
And if you're listening here atthe end, I just want to remind
you that if you'd like to go andgrab the entire archive of the
Standout Business Show, just goto standoutbusinessshow and you
could subscribe, where you'llget access to all the extra
stuff that I put in there.
That's only there for mylisteners.
We go live every Tuesday at 11am on LinkedIn and on YouTube,
(20:00):
and until the next time, so long.
I want to talk about how I made one simple
change in my marketing that'scompletely transformed my
business in this past year, andit's very likely that this is
the most powerful marketingstrategy that you are not doing.
All of the marketing advicethat we're getting right now
(00:26):
that's pervading everywhere allthe time is that we need to go
on social media and we need topost there every day, all the
time, in a highly visual andvery engaging manner.
That's not entirely bad, butthere are some big problems with
doing this.
One of them is that if you takethat on as your burden, that
(00:51):
you're going to post all thetime everywhere and you're going
to do it in an engaging way andyou're going to come back and
answer all the comments andreply to everybody, that's going
to take all your time and so,all of a sudden, you are
becoming a full-time marketerand a part-time business person.
The other problem is that whenyou are doing this marketing and
(01:12):
then you are a coach and youhave a high ticket coaching
offer that's $5,000 or $10,000or more for your services the
movement from people going fromI see your content to then
saying, okay, I'm going to buy a$10,000 offer Well, that just
doesn't work.
So today I'm sharing what I'vedone this year that changed
(01:38):
everything in how I do mymarketing and it's allowed me to
connect in a genuine way withmy best right fit clients.
It's allowed me to connect in agenuine way with my best right
fit clients.
It's allowed me to grow mybusiness, all while I'm spending
far less time marketing.
So if you want to know how I dothis, I'm going to walk you
through four basic steps, fourbasic ways that I've
(02:00):
incorporated into my marketingthis year, and how you can do it
too.
Welcome to the Standout BusinessShow.
This is where it's all aboutmaking a bigger difference by
doing business differently.
I'm Brad Powell, and let mejust agitate the problem a
(02:22):
little bit more.
So this thing about contenteverywhere you know, there's
this path that people are making.
It's very simple.
It's not even a funnel, it'sjust like two steps.
You are out there postingcontent and you do it
religiously, and you're onLinkedIn, maybe you're on
Instagram and and or you're onFacebook, you know whatever your
(02:45):
social media platform of choiceis, and you post often and
people see you and you have alevel of visibility.
Maybe you even have a Facebookgroup, that kind of thing.
So you're there and people knowyou and they kind of get an
idea of who you are.
And then your call to action.
The thing that you do forpeople after you're doing all
(03:05):
this content is you say, hey,why don't you get on a discovery
call with me so we can talkabout the possibility of working
together and I can maybe helpyou?
And so people get on a callwith you and then you have this
conversation and then you hitthem with your offer saying,
well, here's my offer and it'sover here.
This is the promise that'sgoing to make for you and it's
(03:27):
only $5,000.
And that jump that jump fromfree daily social media posts to
purchasing a high ticket, highvalue offer like that it's just
too big a jump for most people.
And so most of your peoplearen't going to land for you and
(03:51):
they're going to say, no, I gotto think about it or all the
other things that they say,which is like I'm not ready yet,
and they'll go away.
And so, as a result, your rateof having new clients come in
your door is relativelydiminished, and or you might
even find that you have a verydry pipeline and it's very
inconsistent of how you getleads and convert them into
(04:15):
becoming clients, and this issomething that, a little over a
year ago, I was facing in mybusiness and I was looking at
well, how can I do this?
The answer was not post more,go out and do more because put
out more content out there.
Like, the thing is that themore you do this, the more
(04:35):
content you put out.
All that stuff.
It doesn't necessarily help youget further, because the same
problem exists.
It's this huge canyon thatpeople have to jump across in
order to jump from seeingcontent on social media and
buying something of extremelyhigh value like a coaching offer
(04:55):
or a high service offer, and sothere are some ways that you
can help people cross this chasm.
In order for people to be readyto buy from you, they literally
have to build a relationshipwith you and they have to build
a level of trust with you, andthey have to feel like you
(05:15):
really understand them in a deep, meaningful way, to when they
can finally say, yes, this feelsgood.
And they also need to knowabout your work and how you work
, and so what you need to do isyou need to give them a set of
experiences so that they canactually have the experience of
(05:42):
working with you, of beingcoached by you, of what it's
like to be a client, and if youcan set up a set of experiences
where this happens, then you canbuild some easy stepping stones
across that big canyon so thatnow they're going to be ready to
accept your offer, so that nowthey're going to be ready to
(06:02):
accept your offer.
In fact, if you do it in theright way, they'll be completely
ready and all of the sellingand the pitching and the stuff
that you are used to doing youwill no longer have to do.
People will come to you and besaying where do I sign up?
I'm totally ready.
I know that you're exactly theright person for me.
(06:23):
Ready, I know that you'reexactly the right person for me.
So let's take a deep dive intohow you actually accomplish this
.
First thing you can do and thisis the simplest one is that you
can create a unique coachingtool and give it away.
When you've created this, thenthe thing to do is in your
(06:44):
social media and the otherthings that you do in terms of
networking is that you tellpeople about it and you become
known for this unique coachingtool, this one thing that you
have, which is a great, greatexperience for people.
This can become your callingcard and it becomes part of your
reputation, and I'll give youan example.
(07:06):
That I've done in this last yearis that I've created something
called the standout businessscorecard and, as a coach, this
works really well because, asyou know, the best coaches what
they really do is they ask goodquestions, and so the stand-up
business scorecard, which ismarried and very related to my
(07:28):
show, the stand-up business showyou can go and I'll ask you a
set of 15 questions and theseare yes or no questions and
they're really great coachingquestions on where you are in
terms of how do you rankyourself on your personal brand
and how do you rank yourself onyour online marketing and how do
(07:49):
you rank yourself on yourdifferentiation in the market,
and people will answer thesequestions.
It's very quick, it only takesa couple of minutes, but after
that, they get personalizedrecommendations from me and they
get a report saying here's yourscore and here are my
recommendations on how toimprove in the areas that they
(08:10):
need to improve and or, if theyget a high score, here are some
ways to go even further and evendeeper to make this even better
.
That's my unique tool that Ican now share with everyone and
anyone that I meet, and ifyou're interested in getting
this and you haven't done it yet, I highly recommend it.
(08:31):
It's quick, easy and it willactually help you determine
where are the areas that youneed to do some work in terms of
making your business moreunique and more outstanding.
You can go toawesomevideomakerscom slash
scorecard and if you do it,you're going to get an
experience of what it's like tobe coached by me in terms of I'm
(08:53):
going to ask you a bunch ofquestions, you're going to say
some answers and then I'm goingto respond with some
recommendations of where youcould go, based on your results,
which is the kind of work thatall coaches do.
All right, so item number two isyou can go live and do a Q&A
session.
This works great on socialmedia, because you can go live
(09:17):
to the place on social mediawhere you may have already been
posting a lot of content andbuilding an audience of some
size.
It doesn't have to be a bigaudience.
I mean, if you gather what youknow five, eight, 10 people to
join you on a live stream andyou open the door to say you can
ask me anything you want.
(09:37):
Or you can pick a topic and saytoday we're talking about this,
so ask me anything you want onthis specific topic and we're
going to troubleshoot and helpyou work out whatever challenges
you're having.
This is a great way for peopleto interact with you, and it's
much more a long form than theshort form posts that you see on
(09:58):
social media, and they not onlyget a chance to see you
actually working with them ifyou answer one of their
questions, but they see youanswering all these other
questions.
And somebody asks a question,they go oh, that's a good
question, I need to know theanswer to that too.
And so they're learning how youhandle yourself in a variety of
situations on a variety oftopics, and that is just putting
(10:22):
you in this zone of genius oftopics, and that is just putting
you in this zone of genius.
This is now removing you fromthe position of being a content
creator and you're just in yourzone of genius, doing your
coaching and you're justanswering the questions that you
really know how to answerreally well.
This isn't about trying to makesomething up.
It's not about having to dosomething different and
(10:43):
distinctive and going, oh no, Ineed to create something out
of's not about having to dosomething different and
distinctive and going, oh no, Ineed to create something out of.
You know whole cloth here.
It's like no, you're just inyour own place of confidence and
coaching and you can deliver,and this is where you can turn
your coaching genius into yourbest kind of marketing.
And I want to mention anotherthing here, in that, in terms of
(11:05):
this kind of time you're.
I want to mention another thinghere, in that, in terms of this
kind of time you're spendingwith people like this long bit
of time let's say, you do a Q&Asession and it lasts for an hour
.
Well, the reason that thatworks so well is that this is
the kind of thing that peopleneed.
In fact, there's a study donethat shows that if we go and
spend seven hours with someone,like over a varied period of
(11:29):
time, and we're doing variousthings with this person, after
seven hours we really move frombeing kind of an acquaintance to
being much more of a friendwith that person.
And you don't need your clientsor your prospects necessarily
to be your friend, but if youspend this kind of time with
them, like a seven hour timeperiod over different
(11:52):
experiences like this.
Now they really do feel likethey know you and they will feel
like you know them, and this isa huge transformation and this
is kind of the path that youwant to get on, which you really
(12:13):
almost can't accomplishcompletely just with posting on
social media with short formkind of posts.
A third thing you can do is thatyou can host a masterclass, and
what I'm talking about here isactually not a webinar.
It's not the kind of thingwhere you give a little bit of
content and then you pitch andsay, now come, buy my thing.
That's not what I mean.
I mean you actually come upwith a training that you know
(12:36):
will be really helpful and you,you know, hour long, two hour
long, two days, you knowwhatever you want to do, but
host a masterclass where peoplewill get high amount of value
and they will spend a lot oftime with you in a group setting
where you can coach them andthe other members of the group.
(12:56):
The thing to do here is thatyour masterclass wants to have
three elements that will make itway more successful.
The first thing is that youwant to have some kind of
contrary thinking as the premiseof your masterclass.
So if you come on and you'rejust saying things that a lot of
other people are saying that'snot that interesting and it's
(13:18):
not helpful.
They can learn the same kind ofthing from a number of other
people.
So you want to come in and kindof bust the myths and do
something that is a little bitagainst the grain of the
conventional wisdom and showthat you have an insight that
most people don't and thatthere's this other path.
That is the easier path, thesafer bet of getting people
(13:40):
closer to the result that theywant to get.
And if people learn that thereis a new path and that the new
path is your path it's part ofthe program and the services
that you created that makes yourthing become way more
attractive.
So be a little contrary to theconventional wisdom and that is
(14:02):
going to be much more attractiveto your audience.
The second element you want toembed moments of reflection
throughout the masterclass thatyou're presenting.
So you give people something tothink about and pause and you
just like the coaching that younormally do.
You ask them really goodcoaching questions related to
the topic that you're coveringand have them write out their
(14:25):
answers or put their answers inthe chat and have this kind of
interactive thing going on,where they are having to think
about, well, where am I andwhere do I want to go and what
are the things that are holdingme up, and these kinds of things
, so that people are goingthrough literally their own
transformation during the timeof the masterclass with you.
(14:46):
And then the last thing thatyou want to include is a
feedback session, and this issomething you offer and include
as part of the package, so thatwhen people are done with the
masterclass, they can get on acall with you and get feedback
from their response.
This is when you meet with themand you talk about their
(15:06):
experience of the masterclass.
They can actually give youfeedback.
But, more importantly, you givethem feedback on the things
that they said and the thingsthat they had that were changing
in their minds and all thatkind of thing.
And this, this is where you cannow say, hey, and if you want
more help on this stuff thatwe're working on in the
(15:28):
masterclass, you can work withme in these ways, and now you
can start making your offer tothis person.
And this actually works reallywell, because now they have
spent some time with you and nowthey have the experience of
what it's like to work with youas a coach and they're much more
ready to say yes to your offerNow.
(15:50):
I'm leading a masterclass in thenear future where I'm going to
walk you through all the stepsin more detail and you can
actually start designing yourway of using coaching as your
marketing.
And if you're interested inthat, you can get on the wait
list so that you'll be the firstto know when I open
registration.
So you can just go toawesomevideomakerscom, slash
(16:15):
coaching and put your name inand you'll be on the waitlist
and I'll be sure to reach out toyou when the registration is
happening, which will probablybe right in January in the new
year year.
(16:36):
And I have one more item to addto your list of ways you can
use your coaching as yourmarketing, and that is to host a
coaching style podcast, andthis is something that I've been
doing, where I invite a guestto join me in a hot seat and I
help them solve one challengeand I help them solve one
challenge.
So we spend 20 to 30 minutesdiving into their business and
what they're up to and they picka goal or a challenge that
(16:58):
they're trying to meet, and wework on that together, and so
I'm doing my thing.
I'm in my zone of genius againand this is what you can do,
like again, this is differentthan the other kinds of podcasts
where you have to come up withthe idea for the episode or
you're interviewing some otherkind of person on the show.
This is you doing what you'realready really good at and you
(17:22):
bring on someone and you coachthem and you showcase what is
basically your coaching genius.
Not only are you helping theperson who is there on the
podcast with you, but anybodyelse who sees or listens to this
episode.
They're going to have the sameexperience and they're going to
feel like, oh, you're a greatcoach, I can see what it's like
(17:45):
to be a coach by you, and thatwill make you more attractive.
They may start raising theirhand and saying I want to do
that.
Can I come on and be a guestand be coached by you in an
episode?
And, of course, all of thepeople who do this.
That's an experience for themand they're much more closer to
being able to say yes to yourcoaching offer.
(18:06):
And all of the people wholisten same thing.
They're much closer to beingable to say yes to your coaching
offer.
The whole idea here is that youcan create these different kinds
of experiences so that, insteadof having to get on that gerbil
wheel of creating content dayafter day after day, where
you're making things up andwondering what you're going to
(18:28):
talk about and what you're goingto say where you're making
things up and wondering whatyou're going to talk about and
what you're going to say Now,you're creating an environment
where, every time you have aninteraction, you are doing the
thing that you are very good atand you are doing the thing that
is the core of your work.
You don't have to make it up,you don't have to be a creator,
and all of this can beshowcasing your business and
(18:51):
your work in the best possiblelight.
So I'm going to say it one moretime I'm leading a masterclass
in the new year that will walkyou through in detail how to set
this up in your business.
Basically, how to turn yourcoaching your zone of genius
into your marketing.
So just go toawesomevideomakerscom slash
(19:16):
coaching, put yourself on thewait list and you'll be the
first to know when theregistration is open.
I hope to see you there.
Thanks for listening today andI'll see you in the next episode
today and I'll see you in thenext episode.
(19:38):
And if you're listening here atthe end, I just want to remind
you that if you'd like to go andgrab the entire archive of the
Standout Business Show, just goto standoutbusinessshow and you
could subscribe, where you'llget access to all the extra
stuff that I put in there.
That's only there for mylisteners.
We go live every Tuesday at 11am on LinkedIn and on YouTube,
(20:00):
and until the next time, so long.
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