A recent survey by Demand Gen Report shows that the average purchaser consumes between three to five pieces of content before making a purchase. I recommend business coaches aim to double that number when engaging with a coaching prospect. The average coaching prospect is trusting you with more than just a one-time purchase. They want to know you have the expertise, skillset, and process to help them achieve the results they need for long-term success.
So, what pieces of content would be great for business coaches to create and share? I recommend having a feature-length piece of content, whether that’s a blog article that’s around 2,000 words or a 30-minute video training. This piece of content serves as the greatest value-add for your audience. They need to get tremendous value from this content without having to pay you anything.
You can connect a few smaller pieces of content beforehand, like a series of social media posts or an ask-me-anything session via Facebook Live, that all lead to the larger piece of content. You can then add a few more focused pieces of content, like a case study or a series of follow-up emails that guide towards a buying decision.
That will easily give you between six to 10 different pieces of content to engage with your coaching prospect before they need to make a decision. Try a few different combinations and let me know what works. Have a great day today and remember, your Message matters!
The Keynote Clarity for Thought Leaders Flash Briefing is presented by Jon Cook, founder of Keynote Content. Jon and his team help thought leaders, namely speakers, coaches, and consultants, craft and share their messages to better serve their audiences. Connect with Jon and his team at Keynote Content by visiting keynotecontent.com. You can subscribe to The Keynote Clarity for Thought Leaders Flash Briefing by visiting bit.ly/KeynoteClarity and enabling it there. Then, all you have to say is, “Alexa, what’s my flash briefing?”
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