Purpose. Building Trust and Credibility in Branding as a Coach. 8 Big Ideas:

Size: px
Start display at page:

Download "Purpose. Building Trust and Credibility in Branding as a Coach. 8 Big Ideas:"

Transcription

1 , MBA Page 1 of 5 8 Big Ideas: 1) There is incredible treasure waiting inside each one of us. 2) Your journey has all the you need! 3) Your voice, your perspective, and your experience are more valuable than you ever dreamed, 4) There s millions of dollars in other people. 5) Selling your expertise and content isn t a hobby, but a mandate, and it s the new economy. 6) The only way to share your message widely is through establishing credibility in the market. 7) Marketing today is just valuable. Simple. 8) More people want to help me than I ever dreamed. The 8 Assignments of Every Coach Who Wants to Build Trust and Credibility: 1) Purpose Our Purpose is the place where our sense of calling and destiny converge with our Gifts & Ability, and our Passion and Personality to fill in the Gaps : Passions & Personality Purpose Gifts & Abilities GAPS Which Capture Our Heart

2 Page 2 of 5 2) What can be more important than people? 3) Be fully present! Be integral. Be authentic. Be genuine. And, be fully present with positive energy always. Do the self-care it takes to offer your very best self every single day. 4) Positioning Your content, solutions, and messaging positions you. 5) Packaging When you stop packaging solutions, you stop earning cash. 6) Be consistent. Don t be random. Be methodical and strategic. 7) True networking is mutually beneficial relationships. 8) How do you measure success? Define and pay attention to your dashboard. The challenge of is clear: We live in a low-trust world. As billionaire Warren Buffett likes to say, trust is a matter of reputation individual and company built over long periods of time: It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you ll do things differently. According to the Franklin Covey Institute: o Only 51% of employees have trust and confidence in senior management. o Only 36% of employees believe their leaders act with honesty and integrity. o According to a survey conducted by the John F. Kennedy School of Government at Harvard University in late 2007, 77% of Americans lack confidence in their leaders. o And yet, a 2002 study by Watson Wyatt showed that total returns to shareholders in high-trust Organizations are almost three times higher than the return in low-trust organizations. o According to a 2005 study by Russell Investment Group, Fortune magazine s 100 Best Companies to Work for in America (in which trust constitutes 60% of the criteria) earned over four times the returns of the broader market over the previous seven years. o Source: So, is a business goal worth pursuing? YES! Authenticity and credibility really is a business imperative. Cultivating trust is critical to thrive in our marketplace. One of the only ways to overcome this trust gap today is to cultivate your own audience, build your own platform, and to develop credibility and trust. The best practice is to align personal and professional brands around common values. Only then, over time, can we build trust based upon engaging social media content.

3 Page 3 of 5 Building Trust and Credibility as a Coach - 3 Components: Credibility in Coaching Is All About Three Things: 1) Do people respect you? Are you competent? Are you an expert? And how do you tell the story of that expertise? 2) - Do people trust you? Are you trustworthy? Integral? Ethical? 3) Charisma/Communication Do people like you? And do you communicate with positive energy, both verbally and non-verbally in a way that draws people to want to be around you? 10 Tips for Building Trust and Credibility as a Coach 1) Be. 2) Be insightful. 3) Establish. My Coaching Solutions and Their Potential Packaging 4) Social. 5) Be. 6) Be lean of expression. 7) Be in both life and business. 8) Cultivate the right. 9) Post content that inspires and. 10) Last thoughts: o Be current with your posts, o Be relevant to your target market, o Be consistent with your values and mission, o Don t clutter, o Be bold and step out!

4 Page 4 of 5 Understanding Your Customers Deeply Marketing to your tribe, the people who love and follow you, is a fine art. It is about building authentic relationships, connecting on a relevant level, and adding genuine value. It is answering questions people are asking, solving problems people are feeling, and healing wounds people are feeling. The deeper our rapport, the deeper our client will trust us, and the greater will our opportunity be to share solutions. Who Is My Customer? Not just who are they, but what do they do? And, what do they WANT to do? o My customer is trying to achieve o My customer is trying to become o My customer is trying to avoid o My customer has succeeded at o My customer has tried and failed at o My customer s greatest aspirations are o The information my customer needs to move forward now is. The answers to these statements would be a script for your online videos or blog posts 4 Customer Insight Questions 1. What frustrates you the most about? What are your customers PAIN POINTS? 2. What are you trying to accomplish in this year? What are your customers ASPIRATIONS? 3. What do you think you need to double your results in this year? What are your customers FELT NEEDS & EDUCATIONAL NEEDS? 4. What strategies have you tried to improve your that worked, and that didn t? What are your customers EFFORTS TO DATE? Positioning Positioning yourself intelligently is critical. This is creating rapport with your people. My story of struggle is. My solution search story is My surprising results are My secret revelation/solution is My step-by-step framework is

5 Page 5 of 5 Include Core Elements in all your content: o Address the problem o Focus on the possibilities o Think about perspectives o Share your personal story o Talk about the plan o Share positivity Organized by Frameworks A framework is a step by step process for achieving a specific outcome. It is an organizing process to help people get from A to B. These steps are ideas that help a person achieve a specific outcome: You start with the whole concept, Then break it into ideas or directives, Then break each idea or directive into main points, Explain each main point, Tell stories and strategies along the way. Creating a Content Outline: 1. Begin by talking about the need, 2. Share your story and journey, failures and then successes, 3. Solution overview, 4. Break down in detail the steps or framework of your solution, the roadmap or path, 5. Share do s and don ts, and FAQs, 6. Share next steps where do we go from here? A Formula for Creating World-Class Content 1). People pay attention to what nourishes them. 2). People pay attention to what makes them better. 3). People pay attention to those they perceive as being an expert. 4) Empathize. People pay attention to empathy. 5). People pay attention to what will produces results. 6) Explain. People pay attention to. 7). People pay attention to what makes sense. 8). People pay attention to relevancy. 9) Encourage. People pay attention to what they believe they can accomplish!