Coaches, consultants, planners and other marketers need to communicate their value. "Tell the world your great" because clients want to believe you are great; they want to brag about you. After all, if you're not great, why are you offering the service? From Cathy Goodwin, Ph.D., at http://www.CopyBranding.com h

1. “You’re Great:
Five Tips To Tell The World”
By
Cathy Goodwin, Ph.D.
http://www.CathyGoodwinMarketing.com

2. About Cathy Goodwin
• Online marketing for over a decade
• From career website to online marketing
– Strategy
– Branding
– Copywriting
• “Copywriting helps develop your strategy”

3. Why You Need To
Tell The World
• Clients want to brag about you.
– Think of one service you use – trainer,
housekeeper, doctor – someone you’ve worked
with for a long time.
– How do you talk about that person?
• If you’re NOT great, why are you here?
– Mediocre services who promote TOO well
– Your clients deserve you.

4. “5 Tips”
• Come across as sincere and authentic
• Explain complex services
• Communicate expertise
• Share personality
• Fine-tune your niche
to share your brilliance

5. Coming Across As Authentic
Focus on the client
Show, don’t tell
Skip the descriptions
“maverick”
“wild”
“curly-haired”
Specific details
REPLACE “Will claim your child”
with
“Will stop a tantrum-throwing child in mid-scream”
REPLACE “My clients reach their goals”
with
“My clients finish their doctorates, spend 3 months at a
villa in Tuscan and sail down the coast from Virginia to Florida.”

6. Explain Your Services
Choose a metaphor for your service
Example: bicycle metaphor for coaches
Tell a success story

7. Communicate Expertise
Replace “I’m great” with success stories
Show how credentials help you serve clients
more effectively

8. Use Your Personality
Use personality for style and persona for
promotion.
Style: Blogs, social media, and emails.
Connection.
Promo: Web pages and
sales letters.
Persuasion.

9. Fine-Tuning Your Niche
Easier to be specific.
Easier to choose a metaphor your audience will
understand.
Success stories will resonate.
They’ll “like” you!

10. Where to Get More
• Join me in an Espresso Consulting Session:
– http://budurl.com/espressocall
• Get a Video Tutorial for one piece of copy:
– http://budurl.com/yourtweak