“Aerodynamics are for people who can’t build engines.” Enzo Ferrari

OK so my 8 car, two-story garage was more popular than I thought.

Maybe even my boy Enzo would approve? 

Previously, I briefed you on a couple critical parts of marketing… the fact people buy what they want and not what they need…

…. And ensuring your process to get new coaching clients unveils “new insights” (curiosity) for those you’re pitching.  Tony Robbins does the exact same thing.

When I teach this technique to my tribe of business coaches they watch their prospects go from beta (not paying attention) to alpha mode (paying attention) almost instantly.

They pretty much buy whatever is placed in front of them.

Can you say, “High-end coaching fees with 3-year retention rates.”

Here I want to talk about something a little more exciting in my world… it’s my personal favorite part of marketing which is creating a compelling message.

This will have a direct impact on your coaching fees… as well and most importantly for your small business coaching clients who need to make money in order to keep paying you!

Kum-by-yah types, right now thinking “Karl, Coaching is not all about the money…” Please save it for someone else. Business owners use the money to pay you… make them some. Deal with it.

Glad I got that off my chest. I’m still kinda sick. Tad moody.

Your marketing message should “speak” to your prospect.  Appealing to hot buttons which are those sensitivities that trigger “A feeling” from your prospects. 

Three of the greatest marketing messages of all time:

Fed Ex: When it absolutely, positively has to be there the next day!

Domino’s Pizza: Fresh, piping hot pizza to your door in 30 minutes or it’s FREE!

Robert Allen: No Money Down Real Estate

I know you’ve probably heard all of these many times. But have you really understood what they mean to the person buying??

You probably know I like cars…. let’s see what sort of “hot button” issues they market within a very competitive environment and then let’s extrapolate it out for Features, advantages, and benefits.

Features tell…. But benefits SELL. 

Benefits are where you create “that feeling.”

No one buys a Ferrari because they need one… they do it 100% for “THAT FEELING. “

You’re probably not coaching Enzo Ferrari. 

If you are… intro me!!

OK, this is getting a little long. I’ll do a more traditional type coaching client and see if I can make this even easier.

I’ll also get to The Fast Times at Ridgemont High thing….  involves me…. drunk…. in my car sleeping during school hours and what happened next.

Obsessed with your success,

KB

PS. I take a TON of time writing these posts which I HOPE are helpful.

If you like them… please do me a favor and tell anyone you feel can use my new insights.  They can subscribe for their, complimentary for a limited time, subscription:

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