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Marketing For Coaches : The Big Why

What is your

Big Why ?

The thing that gets you out of bed in the morning, the drive behind what you do. We all have a deep passion for being in this business but how we can we identify it and then how can we align this with our brand and message.
Simon Sinek has a famous Ted Talk that encompasses the whole thing.
If you haven't heard it, then start with this.
If you have heard this scroll down.
You can see the Big Why is a working from the inside out.
The Golden Circle Every single organization on the planet, even our own careers, always function on three levels. What we do, How we do it and Why we do it. ! When all those pieces are aligned, it gives us a filter through which to make decisions. It provides a foundation for innovation. When all three pieces are in balance, others will say, with absolute clarity and certainty,! “We know who you are,” “We know what you stand for.”! Whether they realize it or not, all great and inspiring leaders and organizations think, act and communicate just like each other…and it’s the complete opposite of everyone else.
 
Almost every coach I start to work with creates content from the outside of the Golden Circle, What they do and how they do it.
It is a default in programming.
At least for me, it is.
That is how we communicate.
Starting with What.

Most coaches know it is about the Why, but they start with a long tail description of the technical side of what they do and then break into How they do it.  We get mired in a title of Strategic interpersonal relationship structural development coaching.  No one knows what that means.  When the What is aligned with the Why it comes out in human terms anyone can understand.
To Much How
Ever been to a hardware store or supply store and asked a question, then you get the guy who will tell you in how to fix it in terms that you can not understand and have no idea what the heck they are talking about. This is too much How.  Our clients need to know how they will FEEL when the use of our service. What is there an emotional tie to the outcome? This is conveyed through a clear alignment of the WHY to the HOW to the WHAT.
So what is the Big WHY?
You have to define that in terms that people can relate to.  This is a genuine message that is not contrived or crafted, but a passionate speech that makes you pet Pug cry and you can hear Epic Cinematic soundtrack welling up in the background.  That Epic Ferris Bueller speech that frees the soul and makes you wanna dance. Cue that one up.  That is a challenging thing to create.  This is not your fluffy mission statement that every sentence starts with "I" or "we", it is a Gandhi like vision of how you can help others and make a difference in the world.  Think of speeches by MLK, Gandhi, Mandella, they are all about the people and the cause.
Ethos, Pathos, Logos.
The three artistic proofs or modes of persuasion.  A fundamental in speech class.
When we speak from the Pathos we are speaking of the struggles that the people have had and the pain they have gone through and how we can overcome this injustice.  Authors use pathos to invoke sympathy from an audience; to make the audience feel what the author wants them to feel. A common use of pathos would be to draw pity from an audience.
Ethos required also it defines your character to the audience and allows them to see your moral fiber.
Logos: To use logos would be to cite facts and statistics, historical and literal analogies, and citing certain authorities on a subject.Logos is the Greek word for “word,” however the true definition goes beyond that, and can be most closely described as “the word or that by which the inward thought is expressed.
If you Google how to create aTED talk the pattern will be:
  • What is the problem
  • Who are you - backstory
  • Ethos
  • Pathos
  • Logos
  • Conclusion how it could be solved.
Now let's take a look at your marketing.
Think of MLK writing a website that said :
I am a preacher, scholar, and motivator that will help you overcome oppression and solve civil injustice.
Would you hire him.? Maybe, it's hard to separate MLK from his speeches and accomplishments.
What if you could speak to people about how they are feeling and how they can
move from where they are now to where they want to be and you are there to help them.
I don't know your story, but I bet that is why you are in this profession. You got in this to help people cause you discovered a way to shift people, or create breakthroughs and you Love doing that. Join us at our Webinar 
July 23rd & 25th , where we will dive into this deeper.
How can you write content that is will help change the world?
1. Start NOW!!.
Write today and keep writing.
Not a writer?  We have ways of capturing your audio and turning it into text, so you don't have to write. Stay tuned and I will send you information on how to do all of this.
2. Write from a Beautiful State
Get up and shake your body out. Your beautiful state maybe working out, running, after yoga, dancing, it usually requires a physical acceleration to get the blood moving and oxygen flowing to the brain.  Personally, I have a Wim Hof breathing followed by a guided Meditation with a celebration after.  If you are a UPW alum you have lived it and know what I am talking about.
Here are links
Wim Hof
Tony Robbins UPW NYC 2017
In 2017 I was at the TR UPW event linked above and I saw Wim Hof there and he did a demo.  This stuff works for me and really gets my chemistry right.
I also need to be a place of gratitude.  I have to feel the deep, in your heart, gratitude that comes from being very present and very aware of the wonderful things in life.  When I started a life of gratitude, it was not a deep as it is now.  Time will allow you to find a deeper understanding of Gratitude and one-ness with a higher power.  After practicing this for a while, I know more than when I started and still have everything to learn.
So the BIG WHY is a Big Question that you will be working on as long as you choose to grow and evolve.
Start Today !!

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