Building Trust and Credibility in Branding as a Coach

Transcription

1 Abe Brown, MBA President and Chair of Certified Coaches Federation, and Founder of Momentum Coaching Mentored both Life and Business Coaches from more than 5 major Coaching Industry associations Keynote and motivational speaker; conducts seminars and workshops all over North America International best-selling author, having written 4 books, Started and run several organizations from $100,000 - $40million in both the profit and non-profit worlds Over 20 years as a counsellor, coach and personal growth specialist. Earned an MBA from the University of Calgary Received the Coach of the Year Award in 2010 and 2011 from the Certified Coaches Federation. Enjoys running, celebration, karaoke, and healthy eating! Building Trust and Credibility in Branding as a Coach 6:00 7:30 pm EST 2017 Life Coach Conference: Overcoming Adversity 2017 #lifecoachconference Life Coach Conference: #overcomingadversity Overcoming Adversity Building Trust and Credibility in Branding as a Coach Abe Brown, MBA 2017 Life Coach Conference: Overcoming Adversity

2 8 Big Ideas 1) There is incredible treasure waiting inside each one of us. 2) Your journey has all the strength you need. 3) Your voice, your perspective, and your experience are more valuable than you ever dreamed. 4) There s millions of dollars in coaching and training other people Life Coach Conference: Overcoming Adversity 3 8 Big Ideas 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 posting valuable content. 8) More people want to help me than I ever dreamed Life Coach Conference: Overcoming Adversity 4

3 The 8 Assignments of Every Coach Who Wants to Build Trust and Credibility 2017 Life Coach Conference: Overcoming Adversity 5 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. Gifts & Abilities Passions & Personality Purpose GAPS Which Capture Our Heart 2017 Life Coach Conference: Overcoming Adversity 6

4 The 8 Assignments of Every Coach Who Wants to Build Trust and Credibility 1. Purpose 5. Packaging 2. People 6. Promoting 3. Presence 7. Partnering 4. Positioning 8. Profit 2017 Life Coach Conference: Overcoming Adversity 7 Sadly, We Live in a Low Trust World Here is the % of people agreeing with the statement, most people can be trusted : Canada 41% in 2009 France 19% in 2009 Russia 28% in 2014 United Kingdom 30% in 2009 Germany 42% in 2014 USA 38% in 2014 Source: Life Coach Conference: Overcoming Adversity 8

5 Is Building Trust and Credibility in Branding as a Coach a business goal worth pursuing? YES 1. In a 2013 study, customers identified authenticity as one of the top qualities that attract. For millennials, brand authenticity is second only to loyalty discounts in importance when choosing companies to support. ( authenticity being peddled cure drooping brands its real thing) 2. Authenticity means different things to different age groups. Corporate social responsibility, for example, is important among millennials, with 48 % of this cohort saying they support brands that are active in supporting social causes. ( _consumer_customer_insight_how_millennials_changing_marketing_ forever/?chapter=3) 2017 Life Coach Conference: Overcoming Adversity 9 3. The 2015 edition of Edelman s annual Trust Barometer shows a global decline in trust compared to Edelman also found that the number of countries with trusted institutions has fallen to an all time low. Trust in business is below 50% in half of the markets that Edelman examined in its 2015 study. ( property/2015 edelman trust barometer/trust around world/) 4. 91% of customers want brands they follow to be authentic in their social media posts. 63% of customers would buy from an authentic brand. ( power of brandauthenticity on social media infographic/) 5. A 2014 study revealed that the number one quality people demand of big brands is honesty about their products and services. ( number one thingconsumers want from brands honesty) 2017 Life Coach Conference: Overcoming Adversity 10

6 One of the only ways to overcome this trust gap is to cultivate your own audience, build your own platform, and develop credibility and trust, so that your personal name and brand override whatever concerns your audience might have about other practitioners in your space. The best practice is to align personal and professional brands around common values. Only then over long periods of time can we expect to build trust based upon engaging social media content Life Coach Conference: Overcoming Adversity 11 3 Components for Building Trust and Credibility: 1) Competence. Do people respect you? Are you an expert? And how do you tell the story of that expertise? 2) Character. Do people trust you? Are you trustworthy? Integral? Ethical? 3) Charisma. Do people like you? And do you communicate with positive energy, both verbally and non verbally in a way that draws people to you? 2017 Life Coach Conference: Overcoming Adversity 12

7 10 Tips for Building Trust & Credibility as a Coach: 1) Be authentic 2) Be insightful 3) Establish expertise 4) Social proof 5) Be aware 2017 Life Coach Conference: Overcoming Adversity Tips for Building Trust & Credibility as a Coach 6) Be lean of expression 7) Be consistent 8) Cultivate the right networks 9) Post content that adds value 10) Last thoughts 2017 Life Coach Conference: Overcoming Adversity 14

8 10 Tips for Building Trust & Credibility as a Coach Be current with your posts, Be relevant to your target market, Be consistent with your values and mission, Don t clutter, Be bold and step out! 2017 Life Coach Conference: Overcoming Adversity 15 PERSONAL AUDIT Take a few minutes and reflect. Where could you improve in the above? 2017 Life Coach Conference: Overcoming Adversity 16

9 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 and earn their business Life Coach Conference: Overcoming Adversity 17 Who is my customer? The answers to these statements would be a script for your online videos or blog posts My customer is trying to achieve My customer is trying to become My customer is trying to avoid My customer has succeeded at My customer has tried and failed at My customer s greatest aspirations are The information my customer needs to move forward now is Life Coach Conference: Overcoming Adversity 18

10 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? 4. What strategies have you tried to improve your that worked, and that didn t? What are your customers EFFORTS TO DATE? 2017 Life Coach Conference: Overcoming Adversity 19 Positioning Positioning yourself intelligently is critical. This is creating rapport, affinity and legend 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 2017 Life Coach Conference: Overcoming Adversity 20

11 Include Core Elements in your Content: 1. Address the problem 2. Focus on the possibilities 3. Think about perspectives 4. Share your personal story 5. Talk about the plan 6. Share positivity 2017 Life Coach Conference: Overcoming Adversity 21 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: You start with the whole concept, Then break it into ideas or directives, Then break each idea or directives into main points, Explain each main point, Tell stories and share strategies along the way Life Coach Conference: Overcoming Adversity 22

12 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 of your solution, i.e. the roadmap, 5. Share do s and don ts, and FAQs, 6. Share next steps where do we go from here? 2017 Life Coach Conference: Overcoming Adversity 23 A Formula for Creating World Class Content: 1. Ears: People pay attention to what nourishes them. 2. Empower. People pay attention to what makes them better. 3. Engage. People pay attention to those they perceive as an expert. 4. Empathize. People pay attention to empathy 2017 Life Coach Conference: Overcoming Adversity 24

13 A Formula for Creating World Class Content: 5. Explore. People pay attention to what produces results. 6. Explain. People pay attention to simplicity. 7. Expand. People pay attention to what makes sense. 8. Educate. People pay attention to relevancy. 9. Encourage. People pay attention to what they believe they can accomplish! 2017 Life Coach Conference: Overcoming Adversity 25 In closing Use this formula to facilitate you as you create life changing content that will answer the questions people are asking, solve the problems people are facing, and heal the wounds people are feeling. People are attracted to that which nourishes and sustains them. Your knowledge and expertise will make you a mentor and coach, and you will make it count! 2017 Life Coach Conference: Overcoming Adversity 26

14 2017 Life Coach Conference: Overcoming Adversity 27 Abe Brown, President & Chair 2017 Life Coach Conference: Overcoming Adversity 28