This summer, I've been working with clients on improving their websites, and here's the NUMBER ONE problem I've seen:
The content is too generic.
While I totally empathize with this conundrum, I'm here to offer some straight talk.
If you want to build a thriving coaching and wellness practice, you've got to clarify your audience, message, and offering. It's time to stop being a generalist and find your niche.
1. Face your fears. In my work with clients, the top fears I've encountered boil down to these three:
As women, we're programmed to stay small. By becoming visible, confident, and fairly compensated for our services, we're breaking cultural norms. And that's no small deal. It's important to ask yourself what would help you find the courage to move through this challenge. Do you need support from a community or a trusted guide? Do you need to set aside some time for some self-coaching?
2. Own your story. The seeds of your niche live within your story. Why are you in business to begin with? Every client I work with is in business to help others through a similar challenge they've made it through themselves. Don't pretend you're someone else! What SPECIFIC mountain have you climbed to get where you are today? That journey was the boot camp for your business offering! Flesh that story out. That's what makes you UNIQUE. That's what allows you to bring your PASSION to your practice. You are the AFTER of your client's BEFORE. My clients are blown away when they make this connection.
3. Speak your audience's language. Once you're clear on your unique message, you can speak directly to your audience. I like to do an exercise with my clients where they imagine a conversation with a potential ideal client. You can do this too. Imagine how they describe their problem to you. Put yourself in their shoes, and write down what you hear. From there, you can create an offer that solves their specific problem. Time and time again, this powerful content prompts website visitors to book discovery calls asking, "Are you a mind reader? How did you get into my head?" THAT'S when you know you've hit the sweet spot.
To illustrate what I'm talking about, here are a few "niche makeovers" I've helped my clients achieve:
This clarifying work isn't easy, but it's so worth the effort. If you're not sure you can do this yourself, my Branding Blueprint offers the support you need to find your true colors and let them shine.
~ • ~ • ~ • ~
MY SPECIAL SUMMERTIME OFFER…
ENDS JULY 31 – If you'd like a professional opinion on the strengths and weaknesses of your website, I offer a website audit service where I dive in a take a close look at the content and structure of your site. Then we hop on a call and I give you 5 actionable steps you can take that will improve your traffic and conversions. Now through the end of July, I'm offering a special summer price - only $100 for the audit + call. Ready to get started and turn this around? Fill out my brief contact form, and I'll get you set up!
Happy Valentine's week!
In keeping with that theme, I have an important tip for you:
Your message is the HEART of your marketing. Don't put the cart before the horse and design your logo before you know your message and audience inside-out.
To learn more, click below to watch my FREE 5-minute training about "Message Before Brand." (I filmed it outdoors in the fall. Birds are chirping. This alone will give you a lift!)
Need a tip to help you connect to your message?
Start by fleshing out a challenge you've faced in your own life. Ask yourself how overcoming this challenge has shaped who you are today. Chances are, this is closely tied to the work you're doing in the world. And this, my friend, is the message you have to offer others.
Diving deep isn't easy. Introspection can be uncomfortable! But it's so worth the effort. Why? Because your message is MAGNETIC. And as women, we're often taught otherwise, so that's the pattern we need to break.
Is there a story inside of you waiting to be shared?
Can your life story inspire others?
My hunch is YES.
My work is helping others journey into their darkness and extract the light. Whether you're a speaker, teacher, coach whatever your business is...if your story can serve a higher purpose, I can assist you in constructing it in a way that is authentic and that delivers your powerful message.
If you need help, reach out to me. Drop me a note at firstname.lastname@example.org and let's connect. I'd love to be your guide!
Last weekend I spent time with a group of women in the woods studying wholeheartedness and the healer archetype (from The Four-Fold Way, by Angeles Arrien).
We examined the following quote by poet David Whyte:
“You know that the antidote to exhaustion is not necessarily rest? The antidote to exhaustion is wholeheartedness.”
Now that's a quote you can chew on, right?
It invites us to take a closer look when we're feeling exhausted and burnt out. It's an opportunity to ask ourselves, "am I really tired, or have I become disconnected from my creative passion?"
Of course, there are times when we're experiencing that bone-deep exhaustion so many women feel at the end of a long day – taking care of others, parenting our children, keeping our home, preparing meals, and maintaining a career – all in a culture where we’re paid less and expected to do more than our male counterparts.
Try telling a bone-deep exhausted woman she doesn’t need to rest; she just needs open her heart a little more. Um…no. Sometimes we just need to rest.
And then there are times when opening our hearts can tap us into a deeper wellspring of energy.
For entrepreneurs, here's a way to open your heart that's quite effective:
Remember your WHY.
Please join me in congratulating my client, Kathy Mickel, on her new website!
Kathy's WHY is to help others rediscover their direction and meaning in life. Her story describes how she found her own direction and the courage to leave the corporate bubble to start her own yoga coaching and retreat practice.
Author and Branding Consultant
I am passionate about helping mission-centered business owners share their message through compelling written and visual content.
My memoir, What I Gave to the Fire, is available in both print and Kindle formats on Amazon.com.