When coaches contact me, one thing many of them say is “I’m not a writer.” They can’t see the end of the journey, because they believe they must write a long book, and shouldn’t it be with a publisher?
Not really. If you are online and meeting your target audience, you are in the right spot. Your audience is like you, they don’t want to read long books that in many cases lecture them. Your clients want to know much more about you – what your work is specifically to them and how it will benefit them. They don’t care much about your credentials or degrees. They appreciate your humor, uniqueness in your approach, and they want answers for their particular challenge or concern.
I recommend you begin with the one that shares about your coaching process and how it helps your audience. Remember, the #1 business trend is education. So, educate your potential clients.
Get these from your client files. Then, choose a focus and answer each question. Think a series of short ebooks for this to reach different clients’ needs. Think a 10 tip eBook under 20 pages that hooks your audience; offer it free as an opt-in to your website, where you will have landing pages for your coaching packages. These soft “sales letters” will share five to ten benefits and testimonials that prove your worth.
You know your topic. You know your coaching strengths. You already have the answers within, so why think you need to spend a lot of time on research? In fact, research makes your chapters dry and telling like a lecture, rather than engaging your readers with case studies or dialogue. Since many coaches come from academia (me too), they need to not show off with big words or complex ideas. Instead, keep it simple (KISS) and use your organic, natural voice that speaks from your heart – not your head. Your would be clients want to have a conversation with you and be engaged with a savvy friend.
You may have some articles written, given a teleclass, or have some juicy client stories where you solved their challenge. These translate into the compelling chapter middle part after the introduction and before the conclusion. Writing a book is like writing a seminar or training in a way. You’ll need a beginning, middle, and end. These strategies can short cut your time to your book’s finish line.
If you don’t create even a short eBook, and self-publish soon and fast, your potential clients won’t know what you have to offer them. You won’t build your practice beyond a few, and you won’t have the confidence of being a respected coach who earns consistent high income. For the payoffs, reread tip #1.
First, think of your preferred audience – the one who will most want your book. Write to that one audience to make your book speak directly to them. Engage them to want to act on your ideas. With too many audiences in mind, your book may lack focus and you will need to include information for each one of them in every chapter. If you don’t include each audience, they will turn away not thinking your book is for them. This is the number one mistake emerging authors make – unless they are Chicken Soup marketers, of course.
You already know they aren’t going to the bookstore to find your book unless you are in the 1% famous list. They are on the internet! You need to share your book that brands you in articles, blogs and social media marketing, write a short email sales piece to send your email list, and put up a website sales letter that will seal the deal.
You may not get all the answers here, so add on comments and questions that really helps you!
You can grow your coaching business one step at a time. A good place to start is with your ebook.
Published by Judy Cullins