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What is coaching brilliance? It is perhaps a question not asked often enough. How to be a good coach? How to be a successful coach? How to proper as a coach? These questions are often asked, but what about coaching brilliance? Is Coaching Brilliance Born or Made? Some people are born smart – geniuses who […]
Categories: Become a Life Coach, What is Coaching | Leave a comment

Getting that Perfect Profile Photo (with Megan Gill)

Megan Gill, modern glamour photographer, explains how she gets her business clients to step into their light and change the way they see there self. Discover tips and ideas to get a beautiful photograph of yourself that you love.
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Who is the Money Coach LLC?

The Money Coach LLC looks as if it is or was a coaching business located in Tampa, Florida. The man behind the name is Ronald Clark, a financial services advisor who moved into money coaching Who is Ron Clark, the Money Coach? Ron Clark is the founder of The Money Coach, LLC, a private financial […]
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How to Write Your Client Attracting “About” Page | By Cari Maines

Originally Posted on The Coaching Tools Company as How to Write Your Client Attracting "About" Page | By Cari Maines

Your "About" page is the second most visited page on most websites after your home page. But let's face it, writing your "About" page can be painful. There are many professional writers who don't enjoy writing their own "About" pages...

The questions are endless: "What should I say?", "How much should I talk about myself?", "How do I sound like a person and not a robot?", "How can I use this page to attract clients?".

Well, it can be easier than you think.

There are three main questions you must answer on your "About" page:

  1. "How do I serve my client?"
  2. "What makes my business unique?" (also called your Unique Selling Proposition or USP)
  3. "Why should I buy from you?"

Then, use this information and:

  • Focus on the benefits your client will receive from working with you.

Build Trust on Your Client's Website Journey

When your clients arrive at your website they need to know right away how what you do applies to them, so they stay on your website and don't click away. Then when they're ready to learn more about you, they'll visit your "About" page. This is where you go into more detail and deepen their trust.

  • On your "Home" page, you want to catch the reader's attention and explain who you serve. You want the reader to immediately know what you do so they know they're in the right place. Here's a great example of a fantastic home page. https://thepaigestudio.com/home
  • Your "About" page is where you take it a step further and begin to win their trust. This is where you explain who you serve and how in more detail, as well as who you are and a bit about your business. Here's an example of a short "About" page http://byregina.com/bio/ that I like. It's filled with personality and powerful language that makes you want to know more about her business.

Here are the 5 Elements You Need on Your "About" Page

This is the outline that I (loosely) follow when I write an "About" page for someone:

  1. Headline - A clear statement of what you do and who you serve.
  2. Benefits - What benefits can you provide them, with your services? What will they achieve by working with you? Tell them how you will help them create the change they're seeking.
  3. Your Story - Tell your story as it's relevant to your business and your clients. Why do you do this work? Build trust by addressing the struggle you went through to get where you are today.
  4. Call to Action - What do you want them to do next? Sign up for your email list? Visit your blog? Schedule a discovery call? Lead them to the next step you want them to take.
  5. Photos - Be sure to have at least one photo where the reader can clearly see your face and eyes. This is important so they can make a connection with you before you even talk to them.

For help discovering what makes you unique, including a helpful example that helps you identify your "Headline", check out last week's article "What makes you unique as a coach" here >>

Now it's time to Write Your "About" Page

Using the 5 Elements outlined above, write a few short paragraphs that answers these 3 questions:

  1. "How do I serve my client?"
  2. "What makes my business unique?" (also called your Unique Selling Proposition or USP)
  3. "Why should I buy from you?"

And be sure to:

  • Focus on the benefits your client will receive from working with you.
  • Write about yourself in the context of how you can help them.

Wrap-up

Now you have a great "About" page! Simply be clear on your Unique Selling Proposition (USP), follow the 5 elements and focus on how you help your clients and the benefits they will receive.

I hope these tips help make writing your "About" page easy!

Comment below if you have any questions for me. What do you struggle with when writing your about page? I'm happy to help!

 

Want to be irresistible to your ideal customer? Get Cari's FREE "Words that Work" Website Copywriting e-course here >>

 

Contributing Author: Cari Maines is a Freelance Copywriter and Content Writer. She specializes in soulful copywriting and blog posts for big-hearted brands. Check out her services here. You can also connect with her on Facebook & Twitter.

 

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Image of Coach and Client by Monkey Business Images via Shutterstock

Categories: About Page, Brand, Business Development, Cari Maines, Coaching Inspiration, Guest Author, Marketing, Marketing and Sales, Marketing Yourself, Running a Coaching Practice, Sales, Sales and Marketing for Coaches, Your Website | Leave a comment

Finding Your Personal Brand (with Nicola Grace)

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What is Executive Coaching PPT?

What is executive coaching PPT? If you are executive coach, it’s helpful to understand how to use PPT effectively as both a promotional and training tool. Using all the available technologies will make you a better coach, and a better-known coach! What is Executive Coaching PPT? An executive coaching PPT is a PowerPoint presentation created […]
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How to Become the Fitness Coach to the Stars

Do you dream of being the fitness coach to the stars? Do you have a burning desire to work with celebrities, stars, and high-powered individuals? Dream Big When You Dream It might sound like an unrealistic dream to be a fitness coach for the stars. But, if you don’t dream big, why dream at all? […]
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What Makes YOU Unique as Coach? | By Cari Maines

Originally Posted on The Coaching Tools Company as What Makes YOU Unique as Coach? | By Cari Maines

In the marketing world, knowing what makes your business unique is known as your Unique Selling Proposition (USP). Your Unique Selling Proposition (USP) simply refers to whatever makes your business distinct and different from similar businesses. This is increasingly important to uncover as the online business space gets more and more crowded.

After all, you're not just a coach. There's something you do differently than other coaches in your niche - and if you don't know what it is yet, we're going to figure it out!

In this article we're going to focus in on what makes your business unique, and you're going to create a "Headline" and a "Tagline" that will help you:

  • Narrow down WHO you market to - making marketing easier and less stressful.
  • Become known for a SPECIFIC thing - being the go-to person for "x".
  • Write and communicate more easily - by being YOURSELF.
  • Create a client-attracting "ABOUT" Page.

An Example of Finding Your Unique Selling Proposition (USP)

Beth is a life coach who works with couples and helps them improve their relationships. She chose this area because she got divorced and now wants to help other couples going through the same struggles she experienced.

But she's having trouble finding clients. The market feels saturated. She doesn't know how to stand out from the rest of the coaches working with couples who are having relationship troubles.

During a business brainstorming session, Beth searches online for life coaches who help individuals (not couples) throughout and after divorce. She sees that there are only a couple of coaches doing that. She does some more online research (on google and social media) and finds out that people want and need this service, and she can provide it.

This research helps her discover her new USP. She chooses to work specifically with women because in her research, many coaches are already working with couples. She focuses on after divorce because she sees a need to help people adjust to a new single life.

Beth is now the life coach who works with women,after divorce and helps them adjust to a new life - and way of being.

Why Should People Buy From Beth?

Using the example above, Beth could say, "Because I've been there. I know what it's like to feel lost, lonely, angry, and need to rebuild your life during all of it. I can help." This is a strong message to the client, creating trust in Beth that she can guide you through this time in your life.

What's Unique or Special About Beth?

  • Unique about her personality - caring, intuitive, the fun friend
  • Unique about her coaching practice - she's been through divorce, she rebuilt her life
  • Unique about her ideal client - they feel lost, overwhelmed, and are grieving due to divorce

Beth now knows to use a caring but fun tone in her writing which helps her clients trust her and makes them feel safe. She uses her fun nature to keep things light-hearted when appropriate and infuse humor into her consultations, which can sometimes be emotional for the client.

If we weave this all together to create a "Headline" and "Tagline" for Beth's business we get:

  • Headline: Need support in rebuilding your life after divorce?
  • Tagline: Let me take your hand and walk with you into your new life.

So, What Makes You and Your Business Unique?

Let's do an exercise to figure out (or at least begin to) what makes you and your business unique.

1) Open a fresh document or grab a pen and paper.

  • List one to three things that are unique or special about your personality.
  • List one to three things that are unique or special about your coaching practice.
  • List one to three things that are unique or special about your ideal clients.

2) Why should people buy from you?

  • What's your message? What unique experience do you have? Why should they trust you?

3) Now take the answers to the above questions and create your own "Headline" and "Tagline".

  • Review Beth's example above for inspiration and ideas.
  • Make sure you clearly express what you do, and who you serve.

Wrap-up

Pulling all this information together gives you the focus to market directly to your ideal client. It also makes it easier to find your clients online, as well as at local events and gatherings. With this clarity, you save time and energy to put into your clients (instead of endless marketing and networking with little return).

And now that you've defined what makes you and your business unique, you can also write and communicate what you do more easily - simply by being your wonderful self.

The next step once you have this information? It's time to write (or re-write) your Client-Attracting "About" page (follow-on article coming next week!).

 

Want to be irresistible to your ideal customer? Get Cari's FREE "Words that Work" Website Copywriting e-course here >>

 

Contributing Author: Cari Maines is a Freelance Copywriter and Content Writer. She specializes in soulful copywriting and blog posts for big-hearted brands. Check out her services here. You can also connect with her on Facebook and Twitter.

Comment below if you have any questions for me. I'm happy to help!

 

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Categories: Brand, Business Development, Cari Maines, Coaching Inspiration, Guest Author, Inspiration, Marketing, Marketing and Sales, Marketing Yourself, Running a Coaching Practice, Sales, Unique Selling Proposition, USP | Leave a comment

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Dr Clare Allen has discovered key patterns that make organizations successful and profitable. In our interview, Dr Clare discusses some of the essential principles that coaches in-particular need most create wealthy and personally fulfilling businesses.
Categories: Coach Pep Talk, Podcast, Profitable Business, Season 2, social media | Leave a comment

Everything You Need to Know About a Wellcoaches Wellness Coaching Certification

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