Two change-makers walk down the street, very clear on the fact that they want to help clients improve their lives.
Coach A says “I can help you get what you want in life”.
He wears a faded t-shirt, pair of shorts and flip flops . With his ungroomed greasy hair, anyone would think he just woke up. As a direct result, most people don’t take him seriously and think that maybe he ought to help himself first.
Now, that’s not to say he is ineffective as a coach, nor is it to say that he should change his image. What he failed to consciously communicate, was something like this…
“I can teach men how to earn more money without having to put a façade on. Men who can’t be bothered with waking up early, wearing fancy clothes, smudging product on their hair, smelling like flowers and pretending to be nice to other people.
For 8 years – I used to hate dragging myself out of bed trying to pretend to be something I was not. So I figured a way to be a Happy Home-based Hermit, and I want to share that with other dudes looking to do the same. Ultimately – it is about being comfortable in your own skin.”
Long-winded I know – but you get the gist.
If he said something like the above, the impression is different. He is clearly expressing the heart of his brand (laid back) and his behaviour is congruent with what comes most naturally to him.
Not everyone will be attracted to it – but the right people will. If he is true to himself, he will magnetize the market. He will draw in those who aspire to have that lifestyle, and repel those who think he is cheap and undignified.
“A man is a method, a progressive arrangement; a selecting principle, gathering his like to him, wherever he goes.”
– Ralph Waldo Emerson
Coach B says…
“I help female professionals who are struggling to find purpose in their current job. Using a precise system I developed over my five years of being an HR executive, I help them discover and transition to a new career – in the most time-efficient, cost-effective and risk-free manner possible.
My purpose is to show people how they can manage transition in their lives – because change is inevitable.”
Say this coach is a lady. And she wears minimalist clothing; a respectable skirt, blouse and blazer that look impeccably ironed. She stands tall, walks briskly, and even in the wind – not a hair on her head seems out of place. Her watch? Space-grey Swiss of course 🙂
She exudes an energy of efficiency and precision. She is congruent with the image she presents. So much that her recital of who she is and what she does, sends chills down your spine.
The above examples illustrate just one way, two coaches can be so distinct. It is not by chance – it is by choice.
Notice how important it is to be specific and congruent in your purpose and what you want to share. This is not about finding a niche (though it seems that way), it is about communicating the niche you are.
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