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Marketing Case Study Part 1 with Adrian Ulsh

by | Adrian Ulsh, Business Coaching Fundamentals

Everything you’ve ever learned about generating leads and growing your coaching practice is wrong.

Everything you’ve ever heard, everything you’ve ever tried, and everything you’ve ever done — it’s all WRONG.

In this multi-part series, let me teach you a system for marketing your coaching… to a point where it becomes instantly obvious to your prospects that they would be an idiot to receive coaching from anyone other than you… at any time, anywhere or at any price.

Put yourself in the position of this real-life example that actually happened to me a few years ago. Let’s say you’re a chiropractor and you’ve just spent more than $10,000 on radio advertising. You spent an entire weekend with an audio crew in your office interviewing your staff, explaining your facility… and getting the entire production just right for prime time over the airwaves. And after all that work, effort and expense… you ran the ads for several weeks… your phone only rang 15 times… and those ads resulted in producing just one single patient at $1,900. How would you feel after investing $10,000 and winding up with a net loss of $8,100 you will never get back… not to mention all the time, effort and energy you wasted? But let me ask you this.

What if you could take just $1300 of that marketing budget and — just by changing what your radio ad says… instead of getting just 15 calls resulting in only one sale… you could generate 137 calls… close 37 of those calls into brand new paying patients… each worth an average of $2500… and you pocket a cool $92,500 for your trouble? That’s what’s called getting more results… making more money… for the same time, the same money… and the same effort spent.

What if I could systematically do this for you and your coaching practice?

Let me show you how to leverage what you’re already doing… and how you too can get those exact same results for your practice… just by changing the way you do all of your marketing and advertising. And I’m not talking about radical changes. Just simple, common sense changes that enable you to exponentially leverage your marketing’s results. That $10,000 marketing budget the chiropractor was spending remained the same whether they were getting 15 calls or 137 calls. And I’m going to share with you EXACTLY how you can accomplish these same results with your marketing… and in the process, dominate the coaching profession.

Multi-part series, I’m going to teach you how to achieve massive leverage with your marketing, meaning simply that you’ll make more money for the same time, the same money, and the same effort you’re expending right now. Why will this enable you to dominate the coaching profession? Simple… most coaches (99.9%… LOL) simply don’t know how to do this. They don’t understand the tremendous untapped potential that lies within their marketing.

Most coaches today spend some money on marketing and advertising… and then decide that whatever results they get from that marketing is probably about as good as it’s going to get. They realize that their results can fluctuate up and down, but they never imagine that results like the chiropractor… where they got 137calls instead of 15… is even remotely possible.

I’m here to tell you point blank that nothing could be further from the truth. The marketing system we teach to coaches around the world is based on unchanging principles of human nature that dictate that people always want to make the best buying decision possible, and therefore… marketing’s job — your job as a business coach — is NOT to yak incessantly about how great you are… or how low your fees are. Your job is to position your prospects so they have total control over the decision-making process… based on them having enough quantity and quality of information to determine that they’re receiving the most value for the fee they pay.

The system I’m going to teach you is truly a breakthrough in marketing and advertising, yet it’s simple and easy to understand. We have thousands of coaching success stories to prove that this works literally every time it’s implemented properly. I’m going to introduce you to some very common-sense principles of marketing that you’ll be able to instantly validate and embrace… principles that will give you a clear vision of what your marketing is supposed to look like and, just as importantly, what it’s not supposed to look like.

I want to show you the fundamental formulas and strategies to not only make your marketing work better… but to enable you to create what we call “competition-crushing” marketing. I want you to see how powerful all of this is… allow you to comprehend what the possibilities are for your practice… and what a significant advantage you’ll hold over your competitors when you implement it. So, let’s get started.

The System

There are two main components to any marketing plan: strategic marketing and tactical marketing. Strategic marketing is the content of your message. It’s what you say and how you say it, including the concepts that you choose to focus on, the words and images you use to communicate those concepts, and the tone in which the message is delivered.

Tactical marketing, on the other hand, has to do with the execution of the strategic marketing… such as placing ads, building a website, attending trade shows and things like that. If I ask a business coach about their marketing plan, the answer almost always comes back in terms of tactical marketing: They send direct mail, email, create a website and some use pay-per-click on LinkedIn and Facebook… those kinds of things.

But the key to effective marketing is to master the strategic side… not the tactical side. What you say in your marketing… and how you say it… are almost always more important than the marketing medium where you say it. Both are important of course, but the real leverage is in the messaging itself… and that’s the strategic side of marketing. In fact, when a marketing campaign bombs, the tendency is almost always to blame the marketing medium which is the tactical part of the plan, without any regard to how good or bad the strategy behind that marketing piece was. During this series, you’ll learn how to say things in a way that will make a profound difference in your marketing results.

This system has been successfully implemented in over 400 different industries, including business coaches, social media consultants, contractors, business brokers, accountants, financial companies, retail stores, real estate companies, home builders, restaurants, software companies, doctors, dentists, remodelers, internet companies, manufacturing companies and anything and everything else you can think of. We’ve even used it to help a $10 per hour dog walker build his business to over half a million dollars. Our revolutionary new lead generation system works with all sizes of businesses… from start-ups… clear up to Fortune 500 companies. But our true passion lies in working with businesses coaches averaging less than 6 figures in revenue.

This system will let you FINALLY quit competing on price… and start selling your coaching services for what you’re really worth. You’ll drive in more leads… and often see an increase in your advertising response by 2… to more than 100 times. You’ll also convert a higher percentage of those leads… and make yourself into a sales superstar. You’ll increase the amount of your average sale… and your list of clients that pay, stay and refer will increase significantly. In short, you’ll get a bigger bang for your marketing buck. But maybe best of all, you will FINALLY have total control over your marketing and lead generation results. So, let me ask you one simple question.

What is the actual purpose of marketing?

I mean, what is marketing really supposed to do? Well, in a nutshell, marketing is supposed to help facilitate your prospects’ decision-making process. There are prospects out there that need to buy what you sell. Sometimes they need to be educated to the fact that they need to buy what you sell in the first place, and other times… they already know that they want it but they need help deciding who they should buy it from. Often, they think they might want what you sell, but they have questions and concerns that need to be overcome before they’ll pull out their credit card or checkbook. But consider this.

Because these prospects are not experts in what you do… or their exposure to coaching services is quite low… they don’t really know the relevant issues surrounding the purchase. They don’t know how to make the best decision… they can’t tell the difference between the BEST deal and a major mistake… which leaves an opportunity for you to provide them with this information… and then guide them through the buying process. Consider this example.

Throughout your life, how many sunrooms have you ever bought? Have you bought five? Two, one? Or like 99% of homeowners… zero? Let’s assume you fall into that group of 99% of people who have never bought a sunroom before. Do you have any idea whatsoever how to buy a sunroom? Can you tell the difference between a $10,000 sunroom and a $25,000 one just by looking at it? Of course, you can’t. Now realize that when people need to buy what you sell, they are, generally speaking, just as clueless about what you’re selling as you are about sunrooms. So your job, simply put, is to facilitate your prospect’s decision-making process. Listen, this is actually pretty simple.

All prospects and clients want the exact same things

And it really doesn’t matter what type of business you have. They want to feel confident that their money has been well-spent… and that their decision has been made to the best of their ability. They want to get the best deal. NOT just the best price, but the BEST DEAL in terms of overall value. People instinctively want to make the best decision possible… and not feel like they’ve got to second-guess their buying decision.

All you have to do as the marketer is figure out what’s important to your prospects… educate them as to what constitutes the best deal when it comes to hiring you to coach them. Remember… VALUE! And then show them quantifiable proof that you actually provide the best deal in terms of price and value. All this has to be communicated to them in a way they’ll pay attention to, believe in and then take action on. When this occurs, the prospect gets what they really want from you… complete confidence that they have actually made the best decision possible and that they have truly gotten the best value. But here’s the problem.

Instead of using marketing to educate and facilitate the decision-making process and build the case why their coaching services are the best on the market… most coaches fill their marketing with self-serving jargon that’s only a thinly-veiled way to say, “buy it from me because I want you to give me the money instead of another coach.”

That’s why people become jaded… and why they resist marketing. They tend to either dismiss your entire marketing message… or worse… they become skeptical and stop paying attention to the message altogether. Prospective buyers want and need to be educated so that they can feel confident when making their purchase decision, and no one’s providing it. But here’s the good news.

The first coach who does provide prospects with this information…

WINS all the most profitable clients available! When marketing is done improperly, the end result is 100% predictable: you start to feel intense pricing pressure from your prospects, and typically you’re forced to cave in, lower your prices, destroy your margins, and make way less money than you should just to stay competitive. And you get to spend more time working and away from your family than those that are successful.

Here’s the brutal truth… and please don’t be offended by this… but if you’re always competing on price, it’s your own fault! Your lack of marketing ability has led to a situation where there’s no discernible difference between you and your competition. There have been no additional parameters… or relevant issues introduced… to educate your prospects as to what really constitutes the best value when it comes to buying coaching services.

If you feel like you’re always competing on price, it’s because the price is the only relevant variable that you’ve given your prospects to consider. From the prospect’s perspective, all things appear equal, so they default to the business offering the lowest price. In this series, I’ll show you how to fix this once and for all.

Our system… simply put… is a step-by-step program for innovating and marketing your coaching. The system will allow you to first be better than your competition… and then second… do better marketing than your competition. This allows you to separate your services from your competition… and become the obvious choice for your prospects to do business with.

Watch for Part 2 in this series in our next issue.

 About Adrian Ulsh

Adrian Ulsh is the CEO for Leader Publishing Worldwide, the largest online provider of coaching services worldwide. Adrian currently works with more than 500 coaches in 24 countries advising them on building 6 and 7 figure coaching practices.

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