The late, great copywriter Gary Halbert once told a story that I’ve never forgotten.
When he was teaching marketing classes, he would challenge his students by asking:
“If you and I both owned a hamburger stand and we were in a contest to see who could sell the most hamburgers, what advantage would you most like to have on your side to help you win?”
The students would give various answers:
– lower prices
– better buns
– tastier meat
– prime location ,,,
Then Halbert gave his (and was 100% confident that he would win this imaginary bet):
A starving crowd.
This is an important lesson for coaches to remember when choosing what to offer the marketplace.
When creating programs and offerings, you have to give people something that they desperately want.
It doesn’t matter if you think what you have is the greatest thing in the world – people have to be hungry for it.
The question I get from coaches is: “how can I know what people want?”
Well, we’re lucky to live in the best time ever to hop into the minds of potential clients and customers.
There are a multitude of things at your disposal like Facebook groups and online surveys (and they’re all free).
You’ll have to put your researcher hat on and do some homework, but it’ll be worth it. You’ll never again feel the sting of pouring your blood, sweat and tears into something only to hear crickets and get no sales.
I recently put my researcher cap on …
It’s been a year since I started my Secret Coach Club print newsletter, and I’ve been happy with how it’s been received (I’m well ahead of my goal for # of subscribers).
But there’s been one thing that my crowd has been starving for – something I’ve resisted up until yesterday.
I decided to finally make that change,
It’s something that’s going to help a lot more coaches, and I’ll be talking about it on a live video in The Coaching Jungle Facebook group at 10 AM EST today.
Sorry to be a tease, but you’ll have to be in the group to watch it (it’ll be worth it).
If you can’t make it live, the replay will be up in the FB group later today.
You can check it out here:
