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Passion & Purpose isn’t quite enough: Therapist’s marketing machine

So you’re a psychotherapist, counsellor, psychologist …whilst COVID and lockdowns made you one of the most in demand jobs, maybe you need some leverage? Some clients who fit in the niche your passionate about?

 

Maybe you’re wondering how to turn your expertise into a thriving online business? Let me share a story that might inspire you.

 

I’m a therapist not a marketer!

 

A few years back I worked with a therapist who had developed an innovative online therapy method. Her goal? To guide people through anxiety and depression towards what we called ‘fearless freedom’. Despite two years of refining her approach, she struggled to reach her ideal clients.

 

This happens often, therapists are amazing at therapy – and not so much digital marketing and brand strategy. That’s ok – you can’t be a genius at everything! Linda knew for sure that she squarely fell in the therapist bucket not the marketer bucket!

 

Developing a Strategic Marketing Ecosystem

 

So we developed this therapist a strategic online marketing ecosystem to automate some of the lead generation and delivery.

 

We focused on Facebook ads, crafting an offer that resonated with those seeking help. The response was pretty amazing – leads began flowing in, eager for support and ready to engage.

 

Linda was getting between 5-10 new leads every day!

 

So we didn’t stop there. We implemented a robust system to nurture these leads, using carefully crafted email sequences to build a growing community. Our CRM helped her track lead sources and maintain long-term connections. Soon, her list grew to nearly 300 strong hot leads, reaching people across Australia and New Zealand. Which was awesome – because she started with ZERO!

 

Redefining Offers & Future Vision

 

Once we had people in the door, we refocused on her product suite. I mentored her to expand her services beyond the initial three-session therapy offering, developing a maintenance program for ongoing support. Despite juggling another job and family life, Linda maintained discipline, allocating specific days for sales, content creation, and other ‘working on the business’ activities.

 

Whilst the journey took just over a year (thanks to Linda’s other commitments), it proves that with the right guidance and a little perseverance, you can turn your passion into a successful online business. It’s about making a real difference while doing what you love.

 

Are you ready to enhance your online presence? Let’s discuss how we can make your digital strategy work harder for you.

 

Book a 15-minute ‘ask me anything’ call: https://bit.ly/YTAskMeAnythingKC

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The Art of Attracting High-Value Clients: Mastering Brand Awareness and Development

Many entrepreneurs find themselves in a frustrating cycle of attracting clients who don’t quite fit the bill. These clients might undervalue services, request endless customisations, or haggle over prices. It’s a common issue that can lead to a scattered product line and difficulty scaling. For those nodding along, it’s time to take a fresh look at brand positioning. The goal? To attract those high-value clients who truly appreciate expertise and are ready to invest.
Let’s explore how to refine a business’s place in the market:

Step One: Uncover the Unique Contribution

It all starts with a bit of soul-searching. Entrepreneurs often struggle to package and convey their vision. This is where my ‘Impact Alchemy’ comes into play. It’s about digging deep to reveal what’s at the heart of a service, going beyond what traditional brand strategists might focus on.

Step Two: Size Up the Competition

Understanding what sets a business apart is crucial. By analysing competitors, entrepreneurs can identify gaps in the market that align with their unique skills. This insight is gold for effective brand positioning.

Step Three: Get Inside the Market’s Head

This is where entrepreneurs need to really connect with their ideal client. Start by defining one person, one problem, and one solution. It’s about gaining an intimate understanding of the niche.

Step Four: Craft a Compelling Story

People connect with people before ideas. A brand’s story and philosophy are what resonate with an audience. It’s not just about what a business does, but why they do it. This personal connection is what forges deep, meaningful relationships with clients.

Step Five: Nail the Positioning Statement

With a clear understanding of the unique contribution, competitors, and market desires, it’s time to craft a positioning statement that truly represents the brand. But it doesn’t stop there. A brand should have its own personality that walks the journey alongside its clients.

Great storytelling is key to building a standout brand. It’s about finding the language and messaging that aligns with the brand’s philosophy and resonates with the audience. This becomes the heartbeat of the brand, something people can relate to and rally behind.

What’s Next?

For entrepreneurs grappling with their unique selling proposition, remember: it’s the depth and resonance of the brand’s story that will elevate it beyond the flat and generic. It’s not just about standing out—it’s about standing true to what the business brings to the table and connecting with those who appreciate and seek that unique value.

By following these steps, entrepreneurs can transform their brand from just another option to the go-to choice for their ideal clients. It’s about creating a brand that not only attracts high-value clients but also resonates with the core values of the business.

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Pedaling to Success: A Spin Class Encounter That Revolutionised Leadership Training Marketing

Ever had one of those synchronous moments while doing something completely unrelated to work? 

 

I met Anita Cunningham on a spin bike at the gym. She knew what she was doing – I was a total newbie!

 

She helped me out with how to work the bloomin’ bike so I could start to get my sweat on. I thanked her and went on my merry way at the end of the session. 

 

Later that night we happened to run into each other at the members section of the football! So weird – among 80,000 people I was like “aren’t you that lady from the gym this morning!?”

 

One thing led to another, (well Anita stalked me on facebook) and next minute she was asking for brand and marketing advice!

 

From Spin Bikes to Strategic Branding: An Unexpected Partnership

 

Anita – the face behind a leadership training business that was already well-entrenched with big names like Telstra and Kmart – was successful at her training – but not so much in her marketing efforts!

 

Anita’s digital guy had been focusing on building her local google business listing, and a little bit of google ads. But in the crowded world of leadership training, that’s about as effective as shouting into the wind. So, over a cuppa, Anita picked my brain about how to really make her brand stand out.

 

We rolled up our sleeves and got stuck into her business, looking for gaps and opportunities. It was clear as day that we needed to do more than just fiddle with Google Ads. My plan? To turn Anita into an omnipresent force across platforms like LinkedIn and Facebook, showcasing her unique take on leadership training.

 

You see, Quality Business Services (that’s Anita’s company) had a different approach to leadership training – one that didn’t always mesh with what HR departments thought they needed. We had to bridge that knowledge gap and show potential clients why Anita’s holistic approach was better than the soft skills alternative.

 

Crafting a Holistic Marketing Ecosystem: Beyond Just Lead Generation

 

Over the next 9 months, we crafted a marketing ecosystem that didn’t just attract leads – it educated and nurtured them too. We developed a leadership skills audit as a bite-size opt-in for her website, serving to signal serious interest in her services. We gave her brand a proper makeover, from her website to a snazzy Canva branding system that Anita could use herself.

 

But we didn’t stop there. We designed brochures for her nationwide events, introduced clever QR-coded business cards (leading to a changeable landing page), and developed email sequences that were crucial in shifting perspectives and nurturing potential clients.

 

Recognising that people needed a taste of Anita’s expertise, we introduced smaller, teaser workshops. This gave prospects a chance to see what made Anita’s team special and helped them stand out from the crowd.

 

We built a proper marketing machine – a year’s worth of evergreen social media content, a new website, and a CRM system to keep everything ticking along nicely. We packed her website with SEO-rich blogs and used the personal stories of her trainers to give her brand that authentic, authoritative edge.

 

From Faff to Fab: The Power of Strategic Personal Branding

 

The result? A comprehensive marketing strategy that saved Anita 10-15 hours a week on social media faff, and ensured that when someone needed a leadership trainer, Anita’s brand was the one they remembered.

 

This journey with Anita wasn’t just about fancy marketing tools – it was about telling her story in a way that truly represented what her business was all about. It’s a cracking example of how the right strategy can turn a personal brand into a powerhouse.

 

And for me? It’s a reminder that sometimes, the best business connections happen when you’re sweating it out on a spin bike. Who knew?

 

Remember, if you’re feeling stuck with your marketing, or if your personal brand isn’t quite hitting the mark, don’t be afraid to reach out. Sometimes, all it takes is a fresh pair of eyes and a bit of strategic thinking to amplify your impact and get you the recognition you deserve.

 

Let’s have a chat and see how we can amplify your business.

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State of Influence Roadmap: Aligning Your Work Life with Your Life’s Work

Are you a Coach, Consultant, Service Professional or Subject Matter Expert?

The key to building a life’s work – not just a work life is in your personal brand.

 

 

Are you ready to find that sweet spot where your 9-to-5 isn’t just about paying the bills, but actually aligns with your life’s work – the stuff that makes your heart sing? As a personal branding specialist, I know this matters more (particularly to women) than you might think, and how it can be the foundation for a fulfilling work life.

 

 

The Power of Influence: Expert Positioning for Consultants, Coaches, & SMEs

When you align your day job with your life’s calling, it’s like turning on a light in a dark room. That glow doesn’t just brighten your corner; it sends ripples of change across the globe.

 

  • Imagine coming home after a day of work that’s seriously impacting people for the better
  • That positivity spreads to your family, your community, and even future generations
  • Hot tip: This level of fulfilment can be found in thousands of jobs, not just saving lives or charity work!

 

 

Because We’re All Connected

You’re influencing your opportunities & outcomes with every interaction. We’re all connected, like it or not. It’s a bit like the characters in that film ‘Avatar’ (minus the blue people), or those moments when you’re out in nature and suddenly feel at one with the universe.

 

  • We’re made of the same stuff as the stars and the ocean
  • We get to choose how we show up in the world
  • Our choices shape everything around us including our outcomes

 

 

Your Unique Brilliance: The Core of Your Thought Leadership

Now, let’s talk about YOUR light – your unique brilliance. Every interaction leaves a mark. One positive encounter can start a chain reaction of goodwill…It’s kind of like turning up the dimmer switch on the world’s mood lighting

 

you know you’ve got something of impact to do, a difference to make. But life has a way of squishing us into boxes, and dampening our light, doesn’t it? Well, I say it’s time to call bullshit on that and take back our power. We’ve all been through a massive, collective shake-up over the last few years, and it’s a once-in-a-lifetime chance to reassess and try something new. The universe is practically begging for change, and it’s nudging you to step up. So, how do we do this?

 

Finding Your People

It starts with finding your people – people who get it, who are on the same wavelength about making a change. It’s about quiet influence. Making ripples of impact behind the scenes. Leading from a place of authenticity and creating a deep connection with who you really are.

 

Then You’re On Your Journey to Influence

Influence doesn’t come easy, mind you. It starts from within.

 

  • Get out of your head and into your heart
  • Understand your ‘why’ before worrying about the ‘how’ and the ‘who’
  • Move through states: possibility, realisation, and alchemy
  • Until you reach the state of influence where you own what makes you brilliantly different

 

Making Your Mark

In this state of influence, you’re articulating your ideas and building a community who share your vision.

  • You’re not just flogging products or services
  • You’re selling your authentic self, your vision, your values
  • This is where your ripples of change turn into waves of impacts

 

Your Personal Brand is the conscious curation of the way people perceive you. Their perception can make or break your consultancy or coaching practice. Whether you’re a coach, an entrepreneur, or a leader in any field, aligning your work with your life’s work is the key to real success and fulfillment.

 

Ready to get in the state of influence? Let’s create a world where our work and our lives aren’t just aligned, they’re one and the same – where everything we do sends out ripples of positive imapct.

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How a Unique Pilates Vision Elevated Kim Out of Competition & Into Magic!

Right, let’s chat about Kim McKinnon and her Pilates studio, Think Pilates. It’s a brilliant example of how a personal brand strategist can help transform a business.

 

Nestled in Albury-Wodonga, Think Pilates isn’t your run-of-the-mill fitness centre. It’s a boutique studio offering a unique blend of mat classes, equipment sessions, and studio mat thank-you classes. But the real story here is how Kim turned this wellness haven into a thriving business that truly reflects her unique contribution.

 

It all started with a strategy day that was anything but conventional. Armed with sticky notes and a window, we set out to uncover the essence of Think Pilates. Through a series of thought-provoking questions, we began to weave together a teaching framework that would become the backbone of Kim’s marketing strategy.

 

This session was transformative, to say the least. We delved deep into what makes Think Pilates special, exploring both the tangible benefits and the soulful experience it provides. It was about expert positioning and crafting a personal brand for coaches that truly resonates.

 

Kim’s realisation that her business needed to reflect her unique magic was a turning point. In a market full of competitors, the goal wasn’t to compete but to carve out a niche where Think Pilates could shine authentically. This is where the concept of impact alchemy for coaches really came into play.

 

The strategy day helped Kim see her business not as a separate entity, but as an extension of herself. It was about aligning her passion with her business goals, creating a powerful consultant marketing strategy.

 

One of the most significant outcomes was the creation of an educational framework for Pilates, setting Think Pilates apart. It wasn’t about being better than others, but about recognising and leveraging her unique value. This is the essence of thought leadership for consultants.

 

This shift in perspective was monumental. Kim’s clients began to understand the value she offered, and word-of-mouth became a powerful tool. Her clarity of messaging meant that her clients could now advocate for her services with confidence.

 

Kim and I then kicked off on a digital transformation, crafting an entire educational Pilates process complete with visual aids and a revamped website. This is where the importance of digital presence for consultants really shone through.

 

Looking ahead, Kim is set to authentically occupy her space in the wellness industry, shining a light on her unique approach to Pilates. It’s a testament to the power of authentic marketing for experts.

 

Kim’s journey is a brilliant example of how personal brand strategy, combined with expert positioning and authentic marketing, can transform a business. It’s about finding your unique voice, crafting a compelling narrative, and creating a brand that truly resonates with your ideal clients.

 

If you feel like your professional service business could do with a reposition, and branding upgrade book in for a call and I will give you a bespoke strategy over the phone. If it feels like a fit we can do it together…otherwise it’s all yours to do with as you wish!

 

Kath x

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How to Take Your Coaching Business to the World – 3 essential foundations

If you’re anything like me, you’ve probably had your fair share of banging your head against the wall trying to figure out how to get your coaching or consulting business out there to the right people. Over 10 years in business as a coach branding specialist and consultant marketing strategist, it took me probably longer than it should for the penny to drop on these game-changers – that once I nailed – everything took off.

 

The Heart of Your Coaching or Consulting Business: Your Unique Contribution

 

Let’s start with the core of your business – your unique contribution. This is the special sauce that only you can bring to the table. It’s not just about your fancy qualifications or the latest coaching tools you’ve mastered. No, it’s about the transformation you create and the unique way you impact your clients’ lives. It’s your experiences, your skills, and your passions all rolled into one brilliant package. This is where expert positioning really comes into play.

 

Four Pillars of a Solid Business Strategy

 

To really harness your unique contribution, you need a solid foundation. I’m talking about four key pillars: Attract, Convert, Deliver, and Refer. Each of these is crucial in guiding your clients from the moment they come across your services to the point where they’re shouting your praises from the rooftops.

 

Attract: Building Authority and Getting People to Take Notice

 

Creating a strong attraction strategy is about establishing yourself as a go-to expert in your niche. It’s about understanding how to craft messages that make your ideal clients sit up and take notice. Your message needs to resonate with them, making them curious to learn more about how you can help them transform their outcomes. This is where content strategy for experts becomes crucial.

 

Convert: Having the Right Chats and Smooth Systems

 

Conversion is where those initial interactions turn into meaningful engagements. It’s about having the right conversations, presenting a clear and compelling value-driven and authentic offer, and having systems in place that make the journey smooth for your clients. Think a well-designed website or a hassle-free way to book a discovery call. This is where your digital presence for consultants really shines.

 

Deliver: Stand Out and Show Clear Results

 

When you’re delivering your coaching program, it’s crucial to ensure your approach is easy to digest and distinctive. But be careful – you don’t want to be so ‘out there’ that it feels like a leap of faith for your clients. Your delivery should promise a clear transformation – a before and after that gets them excited.

 

Refer: Create Raving Fans

 

Finally, a thriving coaching or consulting business isn’t just about the first sale. It’s about creating a cycle of referrals and adding more value to keep solving problems for your clients and they come back for more. This means delivering such brilliant value that your clients can’t help but tell others about you and are chomping to sign up for your next thing!

 

The Marketing and Sales Puzzle

 

Understanding the world of marketing and sales is like putting together a complex jigsaw. It’s about aligning your unique contribution, and your magic with the right platforms, crafting messages that speak directly to your ideal clients, and using tools that make the whole process smoother. Whether it’s social media, email marketing, or your website, each piece should work together to support your business goals.

 

When to Start Building These Foundations

 

If you’re wondering when the right time is to start laying these foundations, the answer is simple: now. Whether you’ve been coaching/consulting for years or you’re just starting out, the sooner you begin to align your strategies with your unique magic, the better positioned you’ll be to attract, convert, deliver, and get those all-important referrals.

 

Wrapping Up: Your Next Steps

 

As you mull over these insights, think about where you currently stand.

 

Are you clear on your unique magic?

Do you have a strategy in place for each of the four pillars?

Have you got clear and consistent messaging?

 

If not, now might be the perfect time to take action. Start by defining your unique contribution, then have a good look at your current strategies to see where you can fine-tune and improve.

 

Remember, building a successful coaching/consulting business can take a lot of fine-tuning over time. By focusing on these foundational elements, you’ll set yourself up for an impact-making business – what we all want right? This is where the concept of impact alchemy for coaches really comes into its own.

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