It’s easy for us subject matter experts and coaches to make assumptions about what our clients really want and need. From there, we assume we know how our programs should look, what our copy should include and what our value proposition is based on our experience.
But we are not always correct in our assumptions.
I’ve seen many people create programs in a vacuum. They fine tune websites, offers, packages and products based on what they assume their clients want and need, but when they finally put their perfect, final piece of work out there nobody buys.
They didn’t do the important work of connecting with their potential clients to make sure that what they offered powerfully connects and resonates – and that could be about the program itself or even how you describe the program and it’s value proposition.
It can be a crushing experience to go through this, and my goal is to have it stop happening because it’s so disappointing.
I always encourage my clients to go out and talk to their potential ideal clients. Go talk to people! Ask them what they want! (A bonus with this is you get to plant some really great seeds about the work you do and the transformation you offer, which can lead to prospects.)
When you speak directly with people, you’ll get a clear sense of where those potential clients are leaning in both from a content standpoint and a program standpoint as well as capturing the language your potential clients use to describe their challenges and desires. This is what I call “client speak.”
When you have this information and go to create a program, you can build it around the sweet spot of where your potential ideal clients are leaning in (what they really want from you) and what you really want to give.
This is how you’ll create an offer that people want and will buy. This is also the way to create an offering that is resonant to you, as well, and that you know how to talk about in a way that connects with your audience.
I always say that we coaches have to teach our clients our language, because each coach has his or her own culture and jargon based on our schooling and experience. Sometimes we’re so deeply focused in our work that we forget that not everybody speaks our language, even the people who would be a perfect fit for our work.
So the idea is that we teach them our language after they enter the door—the sign on the door should be in their language to entice them inside!
I understand that it can be intimidating for coaches to ask for help and have these conversations with potential ideal clients. It’s much easier to hide behind a computer and do all this work without talking to people, but if you’re not interacting with your potential clients, you can really miss the targets.
I’ve had clients who were shocked at how differently their potential clients described the challenges and issues they were most concerned with. Other times they’re on the same page, but it’s so valuable to test those assumptions. Consider it a litmus test for your program or offering.
If you’re getting ready to create a program, go out and talk to people first. Be really open to what you hear because it might lead you in a different direction than you first anticipate, but wherever you end up, it’s sure to be closer to the sweet spot of what you audience needs and wants.
So go forth and create! Just be sure to conduct your market research first.
Tara Butler Floch