Most coaches and consultants don’t have a background in marketing or conversion rate optimization (CRO); very few universities teach CRO as part of their curriculum. Yet, because the internet has become the primary marketing channel for most businesses, it’s essential for coaches and consultants to know the basics. Even if you have a marketing background, it’s easy to slip into the daily rut and miss the goldmine. Every day, I see coaches making mistakes that cost them leads and sales. Here are seven of the most common ones.
I looked at their social media accounts, websites, newsletter emails, and all the existing sales copy. Here’s what I found.
1. Disjointed Copy
I would often spot sales pages where there’s a lot of content and areas covered. Most of the basics were there. But the copy just didn’t flow or seem to follow any structure or plan. To read that copy thoroughly till the end, you’d need a way better attention span than most of us possess today.
2. Incomplete Copy
On one website, I saw some bullets mentioning pain points and some others citing benefits. But that was it. There were no other copy elements like USP, testimonials, trust signals, and CTAs.
3. Not Promoting Their Own Social Media Channels
This one was a surprise. I saw LinkedIn profiles with no hint of other socials, only to find four different links in the small print on the bottom of their website.
A coach on my shortlist launched a YouTube channel a few weeks ago, and it only has nine subscribers – an excellent opportunity to grow, but they aren’t promoting it much.
4. Not Using The Platforms They Have
One coach I analyzed had 50,000 LinkedIn followers, but only 700 likes on their Facebook page and they rarely used it. Maybe it is because they get all they need from their LinkedIn platform, but there’s an ample opportunity right there if they want to grow.
5. Targeting Too Broadly
On one site, I saw a 1-to-1 coaching service aimed at athletes who want to work on their mindset AND solopreneurs who want to double their income in 12 months. I understand if the client can help both these groups, but putting them together in one place isn’t useful in my view. The client needs separate sales pages targeted at those unique audiences.
6. Putting Testimonials At The End
It’s quite common to hear the saying ‘what others say about you is more powerful than what you say about you.’ But a lot of copy that I saw focused on the audience (and rightly so) but didn’t do much to back up the claims made. And yet, when I looked around a bit, I found some great testimonials that could have emphasized a lot more.
7. A Focus On Emails
Almost all the coaches I looked at had an email list and a free lead magnet offering for anyone who subscribes. Maybe they’re focused on emails, which is excellent. But it means there might be other opportunities for using that email list, like encouraging readers to join a Facebook group or subscribe to a YouTube channel.
If you’re a coach, I hope you found something you might be overseeing.
If you’re a reader, have you got any other common oversight that you see your potential clients make? Share them in the comments!