44: Craft a Compelling Benefit Statement for Your Coaching Business

This episode is part of the Client Winning Coaching Website series.  In the last episode I described 3 approaches to choosing your brand or company name and domain.Today we're diving into how to create your benefit statement so that it's attention-getting. It's the second thing your web visitors should see on your website to help them feel at home and interested in what else you have to say there. You've no doubt heard the concept of a Benefit Statement. It's a single well-crafted sentence that describes specifically how people in your target audience will benefit from working with you.I like to call it a Core Message because it identifies your coaching niche and all of your other messaging and offers will stem from the concept. But for the purpose of this episode, I'll stick with Benefit Statement.If you've ever done any live networking, you've probably experienced that dreaded moment when it comes around the table to you and you're supposed to say what you do.I remember times like that where I literally snapped to attention when someone introduced themselves with style. That's the power of a well-crafted Benefit Statement.But I've also heard and read a lot of there statements that lack inspiration and won't help the coach attract clients.Obviously, you want yours to be highly relevant and compelling to your target audience.  So in today's episode I'll explain 4 main things:What makes a Benefit Statement COMPELLING as well as how to avoid that "MEH" response.What a well-crafted Benefit Statement will do for you and your target audience  plus why it will help you get engagement and enroll clients from your website. A bunch of Benefit Statements that are beautifully word-smithed for impact as well as some that are duds so you can see the difference. The pre-work and basic formula for crafting your own Benefit Statement. So first, what does a Benefit Statement do for you and your prospects? Your Benefit Statement is an attention-getter. It's the centerpiece of your marketing. When you share an effective Benefit Statement, people will understand exactly who you serve and why those people would want to hire you.You want colleagues and friends who hear it to say:     “Oh, I know someone who could really use your help!”You’ll use your statement a lot over the course of your business, including as:·      The first marketing message in the header of your website.·      The first sentence that you say to introduce yourself to prospects.·      The beginning of your “elevator” speech when you share what you do in a networking meeting.·      One of the first sentences within your “bio” for a presentation or your by-line in any kind of guest article or promotional material.·      It's also what you'd say if someone asks what you do for a living. ... Learn what your benefit statement does for you here.