5 Most Common Mistakes Coaches Make in Their Branding Message
Jeanne San Pascual, Psych-Based Copywriter
18 April 2019
One factor that can help you succeed as a coach is to be able to differentiate yourself from your competitors.
After all, the coaching field is a crowded space no matter what your niche is. So how do you exactly stand out and attract your dream clients to your brand?
Well, first and foremost, you have to have a branding message that does the heavy lifting for you.
It should clearly state why they should choose you and how you can help them.
That sounds pretty easy but you won’t believe how many coaches mess up one of the most important aspects of their brand—their message.
Make sure it doesn’t happen to you!
Check out the info below on some of the most common mistakes coaches commit when it comes to their brand copy!
Target Audience and Language Mismatch
If you did your assignment and already know who your target market is, you have to craft your message in a way that resonates with them.
This means using the words that they use and employing a tone they would understand clearly.
For instance, if your prospects are young, hip millennials in their late 20’s, you’d be better off using a casual tone in your writing so they can better relate to your message.
Not Focusing on What Your Clients Want
Humans can be naturally self-absorbed.
That’s why it’s easy to get caught up talking about your business or brand and forget about who your message is for.
Always remember to address their needs and problems before ever thinking of making a sale.
That would come easily if your prospects can see that you can be of help to them. Resist the urge to list your mile-long list of accolades or achievements.
Most people don’t give a hoot about that. All they really care about is what results you can help them achieve.
“All they really care about is what results you can help them achieve.”
Insert Some Pizzazz Into Your Branding Message
Attention is such a precious commodity nowadays.
People rarely give it and if ever they do—they do so only fleetingly.
That’s why it’s important that your branding message is filled with personality and differentiates you from your competitors.
The last thing you want to do is to sound like you’re parroting someone else.
You can do this by telling an interesting story of how your business came about. This does the job of making you memorable in the mind of your visitors!
Using jargon in your web copy is a capital sin you should definitely avoid!
Unless your target clients are strictly experts, don’t make this mistake or you’ll lose potential prospects in the process.
When people don’t understand something, they don’t try to process it.
They just leave it at that…
And that’s the last thing you want them to do!
Make sure your audience feels connected from the get-go by using language that they themselves use and you’re set!
Not Being Consistent in What You Say
There’s nothing like an always changing message that alienates your prospects away from you—and promptly at that.
You’ll not only lose credibility in the eyes of your target audience but they’ll have a hard time trusting what you say.
This usually happens if they see something different every time they read or hear something from you.
That’s why it’s important to have a solid, powerful message that encapsulates what you do.
It has a better chance of sticking in their minds and would better establish you as the go-to authority for what you’re offering!
The Key to a Brand Message That Connects and Converts
It’s definitely not an easy feat to nailing down your brand message.
There are a lot of things you need to take into account—not just on the copy side but on what you want to convey n your brand message as well.
But no matter how hard it gets, don’t settle and use uninspired buzzwords that don’t add anything to your brand.
If you want a message that conveys what it’s supposed, you have to do most, if not, all of the above. Be authentic and make sure it reflects the best you could offer and only then it’s sure to convert!