174: How to Write Emails Your Coaching Audience Wants to Read

Recently, I asked my Facebook group of new coaches what topics they would like me to cover in my upcoming podcast episodes. By the way, I LOVE it when coaches like you ask me burning questions, so don’t hesitate to reach out and ask me something specific. I’ll answer in a solo episode or find an expert to interview.DeShawn, this episode is for you. And, it’s dedicated to all coaches who want to build an online community of potential coaching clients called a leads list! Find the full transcript with links to related resources at prosperouscoach.com/174.I’ll cover the goal of marketing emails, do’s and don’ts, plus the top 5 quick tips for more effective emails.First …Don’t Sell Coaching By EmailBeing sold to by email feels skeevy. You don’t like this and neither will your audience. So, resist the temptation to sell to people who do not already know, like and trust you well. That causes unsubscribes.By the way, unsubscribes aren’t all bad. Part of what’s happening with unsubscribes is natural selection. Your IDEAL clients are staying and those who don’t connect to your message are moving on.Building trust is the #1 reason to email your target audience. Your goal is to relate, inspire, entertain and educate. By the way, that’s what you also do in a blog, podcast, videos and social posts. It’s called generosity marketing and it works!If you inspire some sort of action you’ve succeeded. The long-term goal with email marketing is to inspire successive actions that bring your prospect closer to hiring you. Potential actions your reader might take include clicking through: ·      to download your lead magnet·      to experience your content on your website — a blog, podcast or videoLater in an email series called a campaign you might also inspire them to sign up for an enrollment opportunity such as: ·      a Discovery Call·      to register for free webinar or another eventBut those things aren’t something you want to offer out of the blue in a one-off email. It takes a strategy. That’s why it’s called a campaign.Selling your services isn’t at all like selling a gadget or makeup — the kinds of ads you see on social media. Coaching is a co-creative relationship and the service has a relatively high price point. Your prospects deserve a chance to talk to you or have a more personal connection before they enroll. But even then, never hard sell.Show That You Know Who You’re EmailingYou can imagine that to relate, inspire, entertain and educate, first you have to understand your audience well. What makes them tick? What are the BIG problems you help them solve on the way to big goals they are struggling to achieve:Are YOU solving a big enough problem? That’s a key to success. Check out episode 65 for help with that.If you haven’t yet chosen a viable target audience to serve and discovered why they would seek out help and hire you, let’s fix that. It’s the cornerstone of everything you’ll do for your coaching business.Create a Strategic and Attractive Customer JourneyNever write and send an email or series of emails without the end in mind. Click here to read more about how to create a customer journey and 5 quick tips to emails your audience wants to read.