In this audio, I’m joined by Nanci Biddle, who calls herself “The Boundary Queen.” Her Web site is www.yourcoachingpartner.com. Nanci works with women and her tagline is “taking care of you while you take care of business.”

Today she is exploring how a coach can effectively research a new niche market, and connect with prospective clients in this new area. Nanci describes her new niche market as “Baby Boomers taking care of mom or dad.”

Her questions for me include:

1. What is the best resource to find women who are taking care of their parents?

2. What is the best way to find out what their needs are?

3. If I created a survey, what are some great questions to ask?

4. Where else could I display the survey besides on my website?

5. How can I offer the most value and what price would be appropriate?

I think you’ll find this audio especially useful in finding the right focus for your coaching practice. If you’re exploring new niche possibilities and wondering just how to find, and take advantage of, the resources and tools available to you, take a listen.

Building a coaching or consulting practice can be rewarding and lucrative. Sadly, many who get started on this path simply can’t make it. Almost daily I talk to people who give up on their dream of “solopreneurship” and, resentfully, join the ranks of job seekers.

What disturbs me the most is that many of them are talented and skilled professionals; real experts in their field. With just a bit of marketing know-how they may have been able to generate healthy six-figure incomes doing the work they love.

Instead, they spend tons of money getting more certifications. They are becoming “master technicians” mistakenly thinking that alone will get them clients. But that’s not how it works at all!

Let’s take the coaching profession for example. You see, prospective clients don’t even know the difference between ICF, CTI, Hudson, Adler, CoachVille or any other certification. They have no clue what CPC, MCC or other letters you might be putting behind your last name mean – nor do they care! What they care about is results – what benefits they’ll receive.

There’s a lot of talk in the coaching community right now about certifications, and while I agree it is important, it doesn’t matter one bit if you don’t have clients! Plus, you can be the most educated, certified, qualified, and professional coach out there and still struggle to stay busy.

You might think that’s common sense, right? WRONG! I see coaches drop thousands of dollars in a blink of an eye to get another certification and agonize for months over a hundred dollars investment in a marketing course!

The good news, unlike getting certified, learning a few simple marketing strategies doesn’t have to cost thousands of dollars. And it can make all the difference in the world. As a matter of fact, here are my top four “practice marketing secrets” absolutely free.

Marketing Secret #1 – Know Your “Ideal” Client

It’s critical that you know who they are, what their biggest problems are, how they make decisions, what they like to spend money on, where they hang out, etc. The “narrower” you describe your ideal clients and the more you know about them the easier it becomes to get your marketing message across.

Marketing Secret #2 – Become An Expert

And I don’t just mean be good at what you do. Heck, you should do that anyway! I mean position yourself as an expert in a specific area.

For example, you might be work with C-level executives in the insurance industry, or teach sales skills to realtors, or do turn-around consulting in manufacturing, or help working young mothers achieve life balance, or become a dating guru. Whatever makes you tick – just focus on one thing!

Marketing Secret #3 – Use Multi-Step Marketing

This is where I see so many professionals completely blow it. If a potential client doesn’t sign up for your services what do you do? Forget about them? I hope not! You work hard to get new leads and meet potential prospects so why give up on them? Many people simply feel uncomfortable doing business with someone they don’t know too well.

You should have a systematic way of keeping up with them – for years, if that’s what it takes. Let them get to know you, your company, and your services. You never know when their situation might change and they might be ready to sign up.

Marketing Secret #4 – Get Help

Just like your clients need your help, don’t be afraid to get help in the area of business and marketing. One of the most idiotic things I hear from professionals is “I should be able to do this myself.” Have you ever seen a brain surgeon operate on his own brain tumor. After all – he should be able to do it himself, right?

About 4 years ago I was struggling with closing sales and was really frustrated to see my potential clients hire other experts even though I was a lot more qualified to help them. I got the help of a successful sales coach. His advice not only quickly produced results to pay his fee but it also allowed me to make trips to my bank a lot more often.

There you have it – those are my top four secret marketing tips. OK, so maybe they are not so secret after all. In that case – I’m sure you are already happily working with all the clients you can possibly handle

Sometimes we can be too close to our own websites. For example, while one person might call their rates — “rates”… you might call them “fees”. Here’s an unusual way to learn what “keywords” words you use to find a website using a search engine such as Google) to add to your web pages and to maybe gain a little objectivity about your site, as well.

In the interest of making my growing web site easier for you — my viewers — to use, a few months ago I added an internal search engine feature to the home page. One of the bonuses of the program I chose is that I receive a weekly (and monthly) report showing what words viewers are using to locate different things on my site. By watching the words you’re using, I know better which “keywords” to add to my site to make it easier for search engines to find.

The program I recommend and use is FreeFind.com. This system is free if your website is less than 32Mb of space. You’ll receive a free weekly (and monthly) search report, automatic page updates, a site map (a listing of your web page and what pages link to other pages on your website) and a what’s new page, if you’d like one.

You also receive the code to set up the search engine box on your site, which can be customized and includes a small ad for the company. When someone uses the search feature, they’ll be provided with a few more ads, but so far, I haven’t found any ads that would put my site out of integrity.

So let your website visitors help you determine the best keywords to use on your site. After all, they are the people you want to find your website – your potential clients. Add an internal search engine to your site this year!

As a business owner, you know how important it is to offer your customers new products and services that make their life easier. But the fact is that thinking up new offerings can be expensive, time-consuming, and difficult. On top of that, you have to spend money advertising the new product or service, with no guarantee that it’ll be a success. It’s a high-stakes game that leaves many business owners unsure of what to do next.

Fortunately, an easy solution exists, and it can double or even triple your profits with little outlay on your part. It’s called coaching, and it enables business owners in every industry to increase the maximum lifetime value of their customers.

When most people hear the word “coaching,” they think of professional sports’ teams. But realize that everyday people just like your current customers need coaching on a variety of topics, from parenting to business. If you’re not offering coaching support as an added value to your existing product or service line, then you’re missing a huge profit potential for your company. Consider these two important facts:

1. No matter how good or how comprehensive your products or services are, your customers will always want implementation support. They’ll need someone to help them step-by-step through the process your product or service provides.
2. If they don’t get coaching from you, they’ll get it from someone else. If you don’t offer the next step that will allow your customers to successfully implement or better use your products or services, then they’ll find this support elsewhere. They’ll turn to a life or business coach who can be there for them every step of the way.

In other words, if you don’t offer implementation support, you’re leaving thousands of dollars on the table with each customer. So now the question is, “How do I begin offering coaching services to my existing customer base?” The following three steps will help lay the groundwork and get your new coaching service off to a great start.

1. Create a coaching niche:
Even if you offer a variety of products and services, when it comes to offering coaching to your customers, you need a niche. Not only will establishing a niche help focus your efforts, but it will also enable you to better brand yourself and your coaching services. Additionally, having a niche will increase your chances of getting referrals. After all, if someone can’t describe what your coaching is all about and whom you can help, that person won’t be able to refer others to you.

As you consider your potential niche, ask yourself the following questions:

• What are my most popular products or services?
• How can I better help my customers utilize these popular products or services?
• What are the most pressing problems my customers have?
• How can I help my customers better solve those problems?

By answering these questions, you should have a list of ideas for your coaching niche. The key question you then should ask yourself is: “Which of these specialties and niche markets have the highest potential for my coaching services?” If you find that you have multiple niches, that’s okay. Eventually you will find that one of the niches you work in is more enjoyable, profitable, and the easiest to reach.

2. Offer a coaching program:
Every coach needs a program. And while you might be offering a variety of coaching services and can probably coach all kinds of people on many different issues, you’ll have more success if you offer a core coaching program. You can offer your coaching program in a group setting or as one-on-one coaching. Whatever format you choose, make sure your coaching program has four important elements:

• It must focus on a very specific goal (Example: Better communication with your employees).
• It must have a specific time line (12 weeks, 6 months, etc.).
• It must be based on a process you follow (system of steps or concepts).
• It must demonstrate a “tangible” result at the end of it.

Here’s an example of how your core coaching program might look:

“12 Weeks to Highly Effective Employee Communication – A three-month, hands-on coaching program designed to help you better connect with your employees to increase productivity and morale through behavioral style communication techniques.”

To develop your own coaching program, start by asking yourself these questions:

• What goal would you like your clients to achieve as a result of your coaching program?
• What steps do your clients need to take to achieve this goal week by week?
• What tools and strategies can you use to help your clients reach their goal?

If you believe that you can’t develop a coaching program and need to customize your coaching services to each client, then develop a short-term training program based on an issue very common to your target clients. For example, “Building a Winning Team” can be relevant to small business owners, executives, non-profit organizations, etc. Then, as you deliver this coaching service, you get an opportunity to learn about each client closer, find out about their needs, and offer more customized long-term coaching solutions.

3. Use tele-classes to turn customers into coaching clients:
Tele-classes are a fun way to connect with other like-minded people, learn a new skill, and pick up some useful information. They’re also a great way to announce your coaching services and enroll current customers into your coaching program.

The most important thing you should have in place before giving a tele-class is a back-end product—your core coaching program. Next, treat your tele-class like both a product and a marketing campaign you’re conducting to fill your coaching program. For example, if you’re an employment recruiter and your tele-class is titled “How to Land a New Job in 30 Days or Less,” your content would discuss the “how-to,” but you would leave the hands-on strategies to the actual coaching program. Finally, name your tele-class. Be specific. Don’t make people guess what your tele-class is about. Your tele-class title is like the headline in an ad—make it short, punchy and to the point.

Prepare a handout with the tele-class’s outline, case studies, and the link to your coaching program web page. To get the most participation, send at least three reminders about your tele-class to your current customer base. This will also build awareness of your coaching program. It’s best to hold your tele-class three to four weeks before you’re scheduled to begin your coaching program.

During the actual tele-class, stick to the handout and cover the case studies you prepared. Spend seventy-five percent of your time on content and twenty-five percent of your time on questions and interaction. Mention your coaching program about half-way through the tele-class, and then again at the end. Tie any tools, products, or services you’re using with your customers to help them identify problems, gaps, and areas to work on into your discussion. At the end, invite participants to take advantage of a special offer—a discount, a bonus, a resource, etc.—available only if they enroll in your coaching program by a certain time.

Multiply Your Income Today:
Starting your own coaching program is the easiest way to send your profits through the roof. Remember, people are begging to be told what to do. They’re just waiting for someone with the knowledge and expertise they need to come along, sit them down, and walk them through it one step at a time. If you need proof of this, just look at how quickly people jump on trends. Whether it’s the latest fad diets, fashions, new technologies, or new ways of doing business, people are always ready to “plug in” to the next big thing. Now’s the time to make sure that “next big thing” is you!

The 18 Point Platform Checklist

A Platform makes you “THE CHOICE”.
Not only “one” of the choices—but “THE CHOICE”.

What is a Platform?
A Platform is everything that you bring to the table such as accomplishments, education, businesses awards and successes, your reputation, your contribution to your industry and what you stand for, that is, your mission statement and lots more. A Platform is similar to branding but it is a step beyond traditional branding. A Platform showcases you and allows people to understand who you are and how you can help them. A Platform is similar to the spokes in a wheel, each spoke is separate yet each one is important to the whole. The more powerful the spokes, the more powerful the wheel – the more powerful your Platform.

A Platform is what makes the difference between getting the “six-figure advance” or getting the “account” or “closing the deal”.

How will our Platform help us?
A Platform is a “convincer”. It removes the doubt in anyone’s mind that you are the best choice for whatever it is — the speaking event, the keynote address, the consulting gig, and/or the book deal. It’s about creating certainty that you are indeed the best possible choice — supported by evidence. This evidence is what we call your Platform that is, the spokes in your wheel and the evidence speaks for itself.

A Platform allows you to stand above the rest—to be seen above the crowd. It allows you to rise to the top.

A Platform makes you THE CHOICE. Not only “one” of the choices—but THE CHOICE.

WHY? Because You Deserve It!

How can I build my Platform:
Many people have certain basic elements of the platform already and will need to build up in the other “spokes” or areas of a Platform. Below is a checklist for you to follow.

Platform Check List:
1. Are you the author or co-author of books and articles? The more books and the more articles the better. E-books count also and are relatively easy to create.

2. Have you achieved Expert Status in the media, including TV, Radio and Print? Have you appeared on national TV, had article written about you? Have you received media coverage in any other country? Are you mentioned in any national magazines or industry trade magazines as the commenting expert (just a quote will do!). When the media thinks of your area of expertise, do they think of you?

3. Have you developed any products such as CD’s, video series, internet courses or any innovative products that has helped inform and educate your industry?

4. Are your books and articles appearing in other countries, translated to different languages?

5. Do you have speaking engagements? Did you address large audience or companies with names people would recognize? Have you done an impressive number of speaking engagements? Have you spoken outside of the country? Were you a keynote presenter? The more well-known and influential your speaking engagements – the more powerful your Platform. However, even if you are not at the top national you can speak to other groups to help you build up in this area. We all have to start somewhere!

6. Did you contribute your industry or achieve or breakthroughs? Have you received awards or recognition? Did you develop new business processes that enhanced your industry? Have you built a better mousetrap (example: Annie Jennings PR’s Pay For Placement Publicity Program or HOT 25! HOT 35! Or HOT50! National Radio Campaign – these programs have helped the PR industry greatly)?

7. Have you toured the country promoting your book? How many cities did you go through, how many interviews did you do, where did you speak, where did you hold book signings, did you sell an impressive amount of books?

8. Have you hosted or co-hosted a radio show, or have been a regular guest? Do you have your own radio or local TV show? Internet shows are easy ways to get started!

9. Do you have endorsements or testimonials from industry leaders?

10. Did your book make it to any bestsellers lists? Did it receive any awards?

11. Are any companies offering your book or products to their staff? Or is your work distributed throughout any organizations? And if so, how many companies, employees and people did you reach?

12. Was your book featured in any magazines? Or excerpted for any periodicals? Did you write any professional articles that appeared in important industry journals?

13. Do you have an ezine community? How many subscribers?

14. Do you lead a discussion group via your ezine or on the web? Do you have a source of dedicated “listeners or subscribers”?

15. Do you blog on socially relevant issues of the day? Do you podcast?

16. Are you conducting teleseminars or webinars for your industry? How many callers do you have? Who have you interviewed? What topics did you cover?

17. What are your credentials? If you have them, they are part of your Platform however, notice this is the last question I am asking you. This is because in certain areas and of course, this is not medicine etc., professional experience and accomplishments give you lots of “credentials”. However, if you can get your credentials – go for it as they only add to your Platform!

18. Do you have a Mission Statement? This is very important! What is it that you stand for? What is your message to the world?

Do you need a team of professionals to build your Platform?
Of course! Always surround yourself with brilliance. Plus, learn all you can about your website, writing your own web friendly material, search engine placement, ezines etc. so you know how to do these things yourself. And when choosing an expert to help you always apply good judgment and be sure you understand the agreement in advance, go over the fees involved, be sure the expert understands your objectives (show a visual if you can) and you understand what the expert can deliver. Always choose an expert with a strong history of achieving results. Do not work with start-ups as this will cost you time and money plus you do not have “certainty” that they can finish the job or provide the outcome you desire (start-ups need to develop their own platform so you will want to choose them later in their development and not as they are learning their skill set).

How long does it take to build a Platform?
Since a Platform is your accomplishments, it takes time to create a powerful Platform. However, NOW is an excellent time to examine your Platform and learn, start and/or continue building your Platform over time.