Success as a coach, consultant, trainer, or indeed in any profession where you are selling your knowledge, experience and advice, comes from your ability to position yourself at the top of your field.
One of the key ways to do this is by writing.
Even though society as a whole seems to be leaving the book behind, when it comes to choosing our "experts" we still hold authors in awe. So one of the key things I encourage all my clients to do is to write a book; a physical book, not an ebook.
It doesn't have to be War and Peace.
I see a role for two kinds of books in building your business. I call them your "Expert Manifestos" (or should that be Manifestoes? anyway, I digress!)
Unless you've been under a rock for the last few years, you've no doubt heard that we live in the "new economy" and that unless we adapt our marketing to it, we're doomed. Which of course is true.
The only problem is, no-one seems too specific about what exactly this new economy is.
You know already you need to build a tribe, right? I mean you may call it your list (I tell my clients not to, for a variety of reasons), your community (better), your army of raving fans, or whatever, but you know you need to gather a bunch of people around you who care about what you have to say to them. You'll have heard that over and over again.
You also probably know that having built your tribe you need to engage with them, and the bare minimum for that is an email sequence or "autoresponder series".
The problem a lot of business owners have is that it's easy to write 20 emails, but that doesn't make an autoresponder sequence.
There’s a key thing they’re missing.
So I want to tell you what that is.
A lot of my mentoring clients come to me terrified of competition.
It's easy to understand why - I was there myself at one point.
We've all been hypnotised into thinking like consumer brands. For a consumer brand, competition *is* bad. Here's why. In a typical consumer Market there's limited demand and over supply: in other words too many vendors chasing not enough buyers. So the law of supply and demand pushes prices down.
And many coaches put themselves into the same position by not specialising enough.
But imagine you were the marketing director of Aston Martin, eager to sell more cars.
In marketing, if you're going to fail then fail fast, learn and move on. In this Six-Figure Blueprint Brief, business growth mentor Rob Cuesta challenges coaches, consultants and trainers to test everything if they want to get more clients