Dan is a real expert in marketing for coaches, consultants and trainers. I have attended several of his seminars and he recently sent me this really powerful email and so I have added it to my blog.
A Tale of Two Coaches
One day, on a rainy spring afternoon in London, ten and a half years ago, two men attended a coach training program…
They were very much alike, these two men. Both wanted to make a difference in the world, both were friendly and people focused, and both had big dreams for their future businesses as coaches.
They vowed to stay in touch, but as the years rolled by they gradually lost contact, until recently when they ran into each other at an event out at Heathrow.
They were still very much alike. Both were happily married. Both had children. And unlike many who attended the same coach training program, both had started coaching businesses AND were still in business, despite the tips and turns of the economy.
Both also had excellent reputations for being great coaches.
But there was ONE striking difference…
One of the men worked in his business 40-50 hours a week, and made a modest income for his family. (around £25k)
The other spent more time with his family than he did working, and enjoyed a seven figure business with a mid six figure personal income.
What Made The Difference?
Have you ever wondered, as I have, what makes this kind of difference in people’s lives?
It isn’t always intelligence, or hard work, or luck. And it certainly isn’t that one person wants success and the other doesn’t.
The difference lies in what each person knows, and how they make use of that knowledge.
The first man – who worked very hard to bring home a modest income for his family – had become an expert on the latest change techniques, NLP, hypnosis, reiki, TFT, you name it, he did it!
The second man – who had achieved all his financial goals - had become an expert on marketing.
The first man had become a master of his craft… while the second man had become a master at bringing in new clients, getting bigger deals, and ultimately helping more people.
The first man took pride in doing every job himself – he had to make sure it was done right… while the second man – with his higher revenues – took pride in hiring highly skilled people to be a part of his team and be excellent in areas he was weak.
The first man’s business was his life, it constantly interfered with his relationships and his health…. while the second man’s business enabled him to create the lifestyle he dreamed of ten years ago.
How do I know this?
…Because the second man in the story is me.
But here’s the reason why I tell you this true story…
This exact same story will be repeated in hundreds of lives in the next few years.
Many new coaches, trainers, consultants and speakers will start and run businesses… only to struggle to find the clients, struggle to make ends meet and either stay trapped in a job they hate, not being able to make the leap or worse having to go back to the job they left because they can no longer pay the bills.
If they’re lucky, perhaps they’ll make a bit more money than they did at their former job… but with more stress and work along with it.
But a small handful of coaches trainers consultants and speakers (CTCS’s) will go about things differently.
This small handful of CTCS’s will…
Position themselves as the dominant player in their industry – the one people go to FIRST when seeking the service they provide
Become one of the “big boys” that scoop up 80% of the available clients… while the small fish who don’t know any better compete with each other for the scraps
Set up their businesses so they not only run themselves (products, memberships, etc)… but grow on their own… increasing net profits year after year while the CTCS spends LESS time actually working
But perhaps most exciting… they’ll do it without working any harder than the others… and while having a whole lot more fun!
And the way they will do it… will be with MARKETING.
So the lesson from the story is quite simple…
The Fastest Way To Grow Your Business In Today’s Economy Is Not By Doing More Hard Work… But By Improving Your Marketing!