Published:

11/23/2013 05:08am

How to Differentiate Yourself In The Coaching World

Every day the coaching world is getting more and more crowded. It is easier than ever now to start your own coaching business, and it's becoming increasingly difficult to stand out and attract attention.

Everywhere you look there are other coaches that are offering the same types of coaching programs, and they may have bigger marketing budgets and more whiz-bang marketing tactics. So how do you compete?

The important thing to remember is that while your specialties are similar, there is always something you can do differently or position in a strategic way that makes you unique. You can build a brand around yourself that will attract the right types of clients that need to work with you specifically.

I'm sure this seems much easier said than done, but if you can build a brand with the three keys that I'm going to share with you, I guarantee you are going to create a coaching brand that stands out, is memorable and will carry you to where you want to go and beyond.

1. Personality

The best way to differentiate yourself in the noisy coaching market is to consider the one thing that is truly unique about you and your business. Your personality is something that no one else has, and it's what is going to appeal most to your target market, if they jive with your personality they are going to want to purchase your products.

Your personality is much more than whether you can be described as "nice", "funny", or "clever", it is how you are perceived by the outside world and how you position yourself against the competition. Are you relevant? Relatable? Likeable? If you look at some of the most successful brands out there you'll see that their expression of personality is what attracts rabid fans.

Let's take Apple as an example, if you remember their "Apple vs. PC" commercials they personified their brand with a young hip man who was instantly relatable to their target audience, and subsequently personified PC as a "outdated" corporate gentleman. Not only were these commercials entertaining to the point where people would talk about them and look forward to the next one coming out, but they positioned Apple in the minds of their audience as having all of the qualities of the young man. Cutting edge, creative and fun to the point where it made you want to be Apple's friend! Having one of their products made you feel like you too were all of those things, and so they were even more desirable.

Consider how you would perceive your brand if it was a person. What kind of personality would it have? By expressing your personality in your brand and marketing you make will make a stronger connection with your target audience and ultimately resonate with those that are going to be your best clients.

2. Quality

Obviously the quality of your coaching program or product is paramount to your success. If you're selling a shoddy product or program you aren't going to last long. On the other hand you could have the best coaching program or course, but if it isn't perceived as quality at first glance no one is going to pay attention. It would be nice if people didn't judge a book by it's cover and instead "gave you a chance" before making their final decision, but that isn't the reality. If your brand doesn't scream quality right off the bat, well you might as well pack up right now.

One of the most important, and easiest ways to jack up your quality perception is through the Standard Credibility Builders that are described in Book Yourself Solid by Michael Port. These are the branding pieces that everyone has, but are easy to brand in a way that makes you stand out. The standard credibility builders are as simple as having a professional headshot, well designed business cards, dressing well when you're promoting your business, and of course your website. Anything that makes a first impression before you even open your mouth is a standard credibility builder.

Of all of these, your website is the most important credibility builder. If someone goes to your website and it isn't up to par, you're going to lose their