Finding your voice & message can feel a little overwhelming at first. But your unique perspective is exactly what your clients are looking for. By sharing your voice, you’re not just offering coaching; you’re providing a deeply personal and valuable experience that resonates with their individual needs.
The Power of a Clear Message
Your message is what will draw your ideal clients to you. It’s the difference between blending in with the crowd and standing out in the coaching world. Imagine your message as a magnet. The stronger this magnet, the more effortlessly it attracts its target. In the coaching world, your message is the magnet that attracts the people who resonate with your values, your approach, and the solutions you offer.
When your message is clear, compelling, and authentic, it acts as a powerful force that draws people towards your coaching business.
Before you can craft a message that resonates with your target audience, you need to take a step back and uncover your core values and passions. By taking the time to uncover your core values and passions, you’re laying a strong foundation for a coaching business that is both successful and meaningful. This first step is essential as it will be the foundation upon which your entire coaching business will be built.
Uncovering Your Core Values and Passions
Maybe you are familiar with Rachel Carson. If you aren’t, that’s Ok. She was a marine biologist and writer who faced a lot of challenges trying to share her message. Back in the 1950s and early 1960s, pesticides were really popular, and people didn’t know how bad they could be. Carson did some research and found out how harmful these chemicals were to animals and the environment. She felt really strongly about letting people know what she’d discovered. But she faced opposition from the chemical industry and skepticism from some in the scientific community. But despite this, she persevered.
Her groundbreaking book, “Silent Spring,” published in 1962, became her powerful message to the world. It served as a catalyst for the modern environmental movement, and paved the way for the establishment of regulatory bodies such as the U.S. Environmental Protection Agency (EPA) and the banning of DDT in numerous countries.
Drawing inspiration from Rachel Carson, I’ll help you craft a unique message that resonates with your ideal clients and positions you as a standout coach. Take a moment to reflect on these questions.
- What truly motivates you?
- What problems do you want to solve?
- What change do you want to see in the world?
- What are you most passionate about sharing with others?
How to Find Your Coaching Voice
In a crowded market, your beliefs and values are your unique selling points. Carson was motivated by a deep love for nature and a commitment to protecting the environment. Here are the key elements that drove her:
Motivation
Carson’s motivation stemmed from a lifelong fascination with the natural world. Her early experiences exploring the woods and the coastlines of her native Pennsylvania and Maine ignited a passion for understanding and preserving nature.
Problem Identification
Carson recognized the harmful effects of synthetic pesticides on the environment. The widespread use of chemicals like DDT was causing significant ecological damage, killing not only pests but also birds, fish, and other wildlife. She saw the interconnectedness of all life forms and was alarmed by how these chemicals disrupted entire ecosystems.
Desired Change
Carson aimed to raise public awareness about the dangers of indiscriminate pesticide use and to push for regulatory changes to protect the environment. She wanted to shift the public and governmental perception towards a more cautious and informed approach to pesticide application, promoting safer and more sustainable alternatives.
Passion
And finally, Carson’s passion lay in preserving the integrity of the natural world. She was particularly concerned about the long-term health of the planet and the well-being of future generations. She was driven by a sense of responsibility to speak out for those who couldn’t protect themselves—the wildlife and the environment.
Aligning your business with your values will not only lead to deeper personal fulfillment but also create a sense of purpose that will shine through in your message and attract like-minded individuals who identify with what you stand for.
Your Ideal Audience
Now that you know what drives you, you need to know who are you speaking to? This is the question you need to answer to tailor your message to resonate with your ideal audience. In other words, your message is not for everybody. It’s for a select few. Those people who are most likely to care about what you have to say.
To identify your ideal audience you’ll need to create a customer avatars, or fictional representations of your ideal clients. In essence, customer avatars act as a roadmap, guiding your marketing efforts and helping you connect with the right people at the right time.
Consider their demographics, interests, values, and challenges. What keeps them up at night? What are their deepest desires? By understanding your audience on a deeper level, you can craft a message that speaks directly to their hearts and minds.
Let’s take a look at how it’s done.
In the context of Rachel Carson’s work, her ideal audience could be segmented into a few distinct groups:
1. Concerned Citizens:
- Name: Eva Martinez 36
- Backstory: A mother of two living in a suburban community, Eva is increasingly worried about the health of her family and the environment. She’s noticed a decline in local wildlife and has heard news reports about the potential dangers of pesticides.
- Aspirations: Eva wants to create a safe and healthy environment for her children and future generations. She desires a world where nature is respected and protected.
- Pain Points: Eva is frustrated by the lack of information and action on environmental issues. She feels powerless to make a difference and fears for the future.
2. Scientists and Researchers:
- Name: Dr. David Chen 52
- Backstory: A dedicated researcher in the field of ecology, Dr. Chen has witnessed firsthand the negative impacts of pesticides on ecosystems. He’s frustrated by the lack of public awareness and the influence of chemical companies.
- Aspirations: Dr. Chen wants to see a shift in scientific research and policy towards more sustainable and eco-friendly practices. He desires a world where science is used to protect and restore nature, not exploit it.
- Pain Points: Dr. Chen is concerned about the long-term consequences of inaction. He feels a responsibility to share his knowledge and advocate for change, but faces resistance from powerful interests.
3. Policymakers and Government Officials:
- Name: Senator Emily Johnson 41
- Backstory: A newly elected senator, Emily is passionate about environmental issues but feels overwhelmed by the complexity of the problem and the pressure from lobbyists.
- Aspirations: Emily wants to make a real difference in environmental policy. She desires a legacy of positive change and a healthier planet for future generations.
- Pain Points: Emily is frustrated by the slow pace of progress and the political gridlock. She wants to find effective solutions but feels constrained by the system.
4. Educators and Students:
- Name: Mr. Michael Rodriguez 32
- Backstory: A high school biology teacher, Mr. Rodriguez is passionate about inspiring his students to care about the environment. He’s looking for engaging and informative resources to share with his class.
- Aspirations: Mr. Rodriguez wants to empower his students to become informed and active citizens who will advocate for a healthier planet. He desires a future where young people are passionate about environmental issues and actively working to protect the Earth.
- Pain Points: Mr. Rodriguez is concerned about the apathy and misinformation among his students. He wants to find ways to make environmental issues relevant and meaningful to them.
As you can see, we have four (4) avatars for Rachel Carson, ranging from a single mom to educators and students. As a coach or online service provider, you don’t need this many. Start with one.
Crafting Your Compelling Message
With a clear understanding of your values, passions, and ideal audience, you’re ready to craft your compelling message. This message should be a concise statement that encapsulates the essence of your brand and the transformation you offer.
Think of it as your elevator pitch – a short and captivating summary that grabs attention and leaves a lasting impression. Use storytelling to connect with your audience on an emotional level. Share your own journey, your struggles, and your triumphs. Let your personality shine through in your unique voice and tone.
Compelling Message: (Example)
“Our planet, our home, is under threat. The indiscriminate use of pesticides is poisoning our land, our water, and our bodies. We are witnessing a silent spring, a world where birds no longer sing and our children’s health is at risk. But it doesn’t have to be this way. By embracing science, respecting nature, and working together, we can create a healthier and more sustainable future for all.” – Rachel Carson
The “So What?” Test
As you refine your message, continually ask yourself, “So what?” after each statement. If you don’t have a compelling answer, keep refining.
The ‘So What?’ Test’ is a quick and effective way to evaluate the significance and value of an idea, project, or piece of information. It’s a popular tool in marketing, helping marketers craft compelling copy, mission statements, and product descriptions. It helps to cut through the noise and focus on what truly matters. Here’s how it works:
1. Identify the Key Point (Statement):
- Clearly state the idea, project, or piece of information you want to evaluate.
2. Ask “So What?”:
- Challenge the initial statement by asking “So What?” This prompts you to dig deeper and uncover the underlying significance.
3. Repeat:
- Continue asking “So What?” until you reach the core value or impact of the initial statement. Each repetition pushes you to explore further implications and consequences.
4. Evaluate the Outcome:
- Assess the final answer. If it reveals a compelling reason, a significant impact, or a clear benefit, then the initial statement passes the “So What?” Test. If not, it may need further refinement or reconsideration.
Let’s apply the “So What?” test to Rachel Carson’s message about the dangers of pesticides:
Statement: Our planet, our home, is under threat. The indiscriminate use of pesticides is poisoning our land, our water, and our bodies.
- So What?: The indiscriminate use of pesticides is disrupting ecosystems, killing beneficial insects, and harming wildlife.
- So What?: This disruption can lead to a decline in biodiversity, loss of pollinators, and imbalance in the food chain.
- So What?: It can negatively impact agriculture, leading to crop failures, food shortages, and economic losses.
- So What?: The contamination of water sources can harm aquatic life, disrupt ecosystems, and make water unsafe for drinking and irrigation.
- So What?: The exposure to pesticides can pose serious health risks to humans, including cancer, neurological disorders, and reproductive problems.
- So What?: It can affect vulnerable populations like children and pregnant women more severely.
- So What?: This can lead to increased healthcare costs, reduced quality of life, and long-term health consequences for individuals and communities.
- So What?: The continued use of pesticides can have devastating and irreversible consequences for the environment and human health.
- So What?: We need to take immediate action to reduce our reliance on pesticides, promote sustainable agriculture practices, and protect our planet for future generations.
This exercise highlights the power of the “So What?” test in revealing the deeper implications of a statement and inspiring action.
By repeatedly asking “So What?”, we can see the far-reaching consequences of pesticide use and the urgency of Rachel Carson’s message. It’s not just about the immediate impact on individual organisms; it’s about the interconnectedness of ecosystems, the long-term health of the planet, and the well-being of current and future generations.
Communicating Your Message Effectively
Once you have a message that truly resonates, it’s time to infuse it into every aspect of your online presence. Your website, social media channels, content, and even your customer interactions should all reflect your core message. Don’t shy away from being authentic and raw. People crave genuine connections online, and honesty can set you apart.
Remember that your message isn’t set in stone. It can evolve as you grow and learn. Stay open to refining it over time as you gain a deeper understanding of your audience and their needs.
Your message has the power to change lives & minds, unlock doors, inspire change, and make a lasting impact. Find it. Embrace it. And share it with the world.
