Most coaches come into our Client Creator Challenge (CCC) already doing SOMETHING in the way of marketing. They’re posting on social media, they’re writing emails, they’ve got a podcast, OR they’re doing 1:1’s – but they’re not seeing much traction from those efforts because there’s something missing in what they’re doing. CCC at first is about filling those gaps and really optimizing what you’re already doing.

It’s not about doing NEW things necessarily, but refining what you’re currently doing so it works. It’s typically easier and better to double down on your current thing, than it is to create something brand new. But if what you’re doing isn’t really working, or isn’t working as great as you want it to, it can be tempting to scrap it and go back to the drawing board.

Maybe you heard another coach or some online digital marketing guru say they got success in one way so you stop and try that instead. When really, the correct course of action is looking at what you’re currently doing and figure out WHERE in what you’re doing it’s failing you. Fill those holes but keep going.

Keep in mind, you cannot do every one of these things perfectly right out the gate. It’s not possible. Pick one part of your client attraction efforts that you can improve and hopefully I’ll give you an idea or two of how you can do that in today’s episode.

Let’s dive in… Let me know which one you will be implementing in your business.

Hack #1: Using Testimonials Effectively

When you get a testimonial from a client, share it but also break it down into various phrases creating a lot more content to share. For example, here’s a testimonial one of the coaches received and how I had her break it down:

“I held a lot of subconscious tension around my finances, and after the drafting session I feel so much more relaxed because of the clarity and direction I gained. Coach’s Name really transformed the way I look at bank accounts, expenses, and financial targeting during the session. What I learned directly led to my wife and I paying off debts, which was a huge goal of ours. Focusing on loan repayment efforts, breaking all expenses into monthly expenses, and being open to leveraging multiple bank accounts in order to automate finances were all game changers. Those wins will continue to snowball us into the mile markers we set during the session. I honestly got more than I expected and my bar was not low.”

Break it down into smaller snippets:

  • “after the session, I feel so much more relaxed because of the clarity and direction I gained”
  • “Coach Name really transformed the way I look at bank accounts, expenses, and financial targeting during the drafting session”
  • “What I learned directly lead to my wife and I paying off debts, which was a huge goal of ours”
  • “The wins from our session will continue to snowball us into the mile markers we set during the session”
  • “I honestly got more than I expected, and my bar was not low”

Then add a CTA to each one!

CTA: I’d love to help you experience the same thing. Click here to schedule your very own drafting session. (Or click the link in my bio or whatever)

Avoid the “how” part of testimonials. Notice I did not use that part of the client’s testimonial because the HOW is not important. Another client’s HOW might be different so that’s not the important part of this testimonial.

The idea is that instead of one testimonial, we created five if not more from this one and I instructed this coach to post one each week for the next few weeks so they’re continuously sharing a review to their audience.

So if you have testimonials from clients, take a look at them and see how you can create a bunch of social media posts out of them.

Hack #2: Capturing Client Results

Client results are important because they’re the proof that your coaching works and is valuable.
Not only are testimonials great, but every coaching session asks your clients what’s one thing they gained from that session. Then you use these in your marketing. That way you have it in their words. And make sure you use their words. I don’t care if it doesn’t sound like the way YOU would say it or maybe it could be worded more eloquently. If everything you share is perfect, your clients will think they need to be perfect and when they’re not, they’re less likely to book.

Plus, the things they care about aren’t always the things we think they will care about or that we ultimately care about as the coach. So if you’re not asking at the end of sessions, I want you to start asking and then using those in your marketing.
Client results is one of the pillars and it’s one of the trickiest parts of business because it’s all one big feedback loop that informs each other. We need clients to have the best marketing and the best offer articulation, but we need those things in order to get clients!

Hack #3: Making the Most of Networking Meetings

Your goal from most networking events is to get MORE 1:1’s scheduled from that event. Meet lots of people, be honest that you’re new and are looking to gain as much knowledge as possible. In the Growth Guide series in Part 1, I talk about how I schedule consults while at networking events. Have that plan mapped out just in case you go and there are people who are interested in getting your help with their finances. But more likely, you’ll be meeting other professionals there.

Questions you can ask to keep the conversation flowing:

  • “Do you often come across clients or people who would love to hire you but are struggling financially so they can’t?” (If they say Yes or sometimes, offer to meet with them to see how you might be able to help each other.)
  • “What are some goals you have for the coming year?” (good biz conversation starter)
  • “What’s something from 2023 you’re proud of? (another one)
  • “Any fun trips or vacations planned for this year? (good one when you don’t really have anything to say and convo is blah)
  • Are there any other networking opportunities you’ve taken advantage of and that you would recommend?

In other words: Your focus is on meeting other professionals and scheduling 1:1’s with them, but I also want you to focus on inviting people to your email list. So you can say something like “Each week, I send out an email with a key financial strategy or practical money advice you can apply right away. If you are interested in receiving these emails, I’d love to invite you to join my email list. Simply pass me your business card and I will add you.” Then hopefully you have people hand you their cards. And of course, modify that to work for you.

You can also say this when you’re talking to a person 1 on 1. If they say anything about money or any other topic you talk about in your content you can say “I’d love to add you to my email list so we can stay connected. Do you have a biz card w/ your name & email on it?”

In other words, networking is not done so that day you get a client: You go to a meeting, you find someone who wants to become a client and viola you get business from it. It’s meant to make connections so you can further those connections after that particular networking meeting.

Hack #4: Streamline Your Social Media Process

Social media can be a time suck for sure. It is honestly when my perfectionism is at an all time high. I can tinker and tweak endlessly and honestly, no one would even notice the sh*t I’m changing. So keep that in mind, done is the goal. Set a goal and a timer- are you trying to get five posts done in an hour? Get them done and if time permits, you can circle back and adjust the ones you like the least.

Also, templates!!! In Canva, I have some templates I use over and over again to cut down on the tinkering time. I know it’s a cost but Canva Pro can be really great as a time-saver. You can have your brand colors uploaded and you click “shuffle” and it automatically takes your template images and shuffles the colors automatically so it looks different, yet still cohesive.

Finally, candid photos are the best! I have an album in my phone titled SM and I’ve saved a bunch of my candid photos that I like – me alone, me with kids, etc. Those photos require no time to make and honestly, they’re better anyway. Try to have a mix of candid and curated images which will dramatically cut down on time!

Hack #5: Making Bold Offers

“Offer” doesn’t necessarily mean “sales offer into my program” but to take the next step with you wherever in the client journey that is. How are you inviting people to take the next step? That’s your bold offer. If your marketing is solid – people are seeing it and connecting with it. You are getting comments, messages or people joining a list of some type – you’re doing something right.

Then you take the next step, which is a challenge for many coaches.

If you have someone DM’ing you on LinkedIn or Instagram let’s say, or commenting with you in your Facebook group…the next step is a bold offer. You’ve got to take someone from an online relationship to offline. It’s like the metaverse to the real world. You’ve got to take someone from your DM’s to a call.

Let’s say it’s a referral partner you’re trying to connect with. Do a small exchange back and forth and then try something like this:

“I’d love to connect virtually with you sometime via Zoom. Let me know if you’re up for that and if I should use your scheduling link or if you prefer using mine. Here it is just in case that’s easiest.” You just have to ask. Move it to a real world relationship – it will actually have a better chance of success and synergy from there.

And keep the tone friendly. When I first meet with a referral partner, I start off getting to know them personally then I shift to professional so when I’m extending this initial invitation to connect.

Hack #6: Creating an Effective Freebie/Opt-in

If you need help creating a freebie or opt-in I really like Alex Hermozi’s teaching on this. He breaks it down in a super simple, easy to understand way. If you’re not sure where to start, start there. Now, once you have a free offer, you want it to be seen consistently. You want it to become familiar to your audience which builds trust.

So once you design your freebie, think of five benefits it provides. Think of the problem it helps people overcome. Then take each one of those and write some content for it and the CTA is your freebie. You should be posting about it routinely and consistently, not just once or twice.

In addition to the consistent posts – maybe 1 a week let’s say – you can do blitz weeks where you only talk about those benefits or the problems it helps you overcome in every post. You can do that 2-3 times per year to really get eyes on it.

Hack #7: Nurturing Referral Relationships

You’ve connected with someone and you even did a 1:1 with them. How do you continue to nurture that relationship so you stay front of mind and hopefully it leads to referrals?

  1. Tie it to their profession – so if you see an article about their work (let’s say a mortgage lender, and there’s an article about rates coming down…) you can forward it to them and say “Hey, I saw this and thought of you. I hope you’re doing well!”
  2. You can follow their newsletters and reply when they send something “This was great! Enjoyable read, thanks!” or something along those lines.
  3. Tie it to something personal (this is easier when you genuinely like the person and you share a common interest). i.e. Lions making the playoffs for the first time in like 30 years or something. New article about a travel destination if you know they want to visit, plan to visit or loved visiting there
  4. Tie it to something that’s time sensitive – this time of year is easy “How was last year for you?” or “What’s something you’re looking to accomplish this year?” or tax season if you’re connecting with accountants “I hope tax season is as smooth as possible for you! Let me know if there is anything I can do to support you this tax season!”

One thing we did in the past was email the accountants we had connected with previously and asked if they were taking new tax return clients this tax season or if they were fully booked and if so, which types of clients are they looking to add?

This sparked a conversation and also let us know, if a client comes to a session and they’re saying something like “I haven’t been able to get ahold of my accountant” or “My accountant said they’re not doing my kind of return anymore…” then we would know who we could connect them with.

So it creates a win-win-win scenario – which is something you know I’m all about.

Hack #8: Making Videos Feel Authentic

When making videos for social media (or other content), visualize a specific person – like a friend you know or a specific client – and imagine you’re talking directly to them instead of a whole bunch of random strangers. That can help it feel more genuine and can also feel less pressure.

Share the conversations you have with referral partners, allow this to inform your social media content too! You can post things like “Today I talked to a ____ who said ____” or “Today I met with someone who asked me this question….” It can prompt a lot of great things for your social media so it feels more like an extension of the REAL YOU and the REAL CONVERSATIONS you’re having! This is some of the best content to share in your stories on IG or more real-time if you’re needing inspiration for your lives.

Hack #9: Getting Started With Your Email List

Where are you starting from when it comes to your email list?

Choose an initial strategy:
Option 1: You build out a full nurture sequence so when someone signs up for your email list, they get a series of emails curated to build trust and introduce you and what you do for them. This requires more planning and more tech strategy in order to set this up in an automated fashion. Most email servers do this for you but at a cost and not everyone wants to upgrade right away.

Option 2 is a great place to start if the idea of setting up the tech and the series of emails feels intimidating… they just start receiving your emails – whatever you send next. This is totally OK and better than not sending anything at all to prospects or people who you connect with so just start here if Option 1 is overwhelming.

Choose a recurring strategy:

  • Newsletters – 1st or 15th, weekly on Fridays but these are more structured and usually have multiple parts or segments on them.
  • Musings – these are more personal. If you get my emails, mine are like this now.

Track and refine: If you have an email nurture sequence already done, or once you’ve been sending emails for a while, it’s time to begin tracking open rates and/or click thru rates.

If you have a 7-email nurture sequence, is there one email in the process where clients tend to fall off? Is there one email out of the 7 that gets opened far less? Look at the subject line, does it need to be modified and made stronger so people open it?

You will continue to tweak and refine, one aspect at a time to determine if it’s better or worse then rinse and repeat. You only want to make one change at a time – I want you to think about changes you make as controlled trial and error. If you make too many changes at once, you don’t know what part of those changes worked and what didn’t work.

Once you feel good about what you created, you need to review them. Once per year, put a note on your calendar to review and edit your nurture sequence as needed. You change, your philosophy on coaching will change and your ideal client will too.

Hack #10: Inviting People to Join Your Email List

Once you have an email list, you have to invite people to join it. You can do that with your freebie/opt-in on your website, putting your freebie/opt-in as a CTA on your social media consistently – both things I shared previously in this episode.

Inviting people to your email list is a great way to nurture them and is an easy “yes” for someone you just met. Imagine saying something like:

Each week, I send out an email with a key financial strategy or some practical money advice you can apply right away, can I add you to the list? Great. Can I have your business card and I’ll add you?

Instead of: “Would you like to schedule a coaching session?”

You can’t get clients without first getting prospects. And you can’t get prospects without first getting leads. What newer coaches try to do is meet someone and immediately turn them into a client. So you try to skip the lead, prospect, client journey. It’s so much easier to get them on your email list and nurture them from there – now they’re a lead, then you can focus on turning them into a prospect and then a client.

Hack #11: Build a Content Creation System

If you sit down one day and do some social media, then a couple or few days later you write an email and then you try to plan some video content another day…it’s likely too all over the place. You want to try and create a system for content creation. Here’s my process:

  • I start by writing my emails. I have a document for each month and that document is open most of the time. I have it broken up by week.
  • I write the emails throughout the prior month as I have conversations or feel inspired by something.
  • Then after an email is done, I also have a social media document for the month where I take snippets from the email and put it into separate posts. So if you are shooting for 3 posts per week, you’d have 1, 2, 3, – all the way to 12 and next to each one, you’d simply copy & paste from the email doc the snippet into the social media doc.
  • Then I batch create and schedule those.

Another approach to your content is to identify your content pillars. Draw a venn diagram. In one circle are all the topics you like talking about. Personal finance, human behavior, your own hobbies or interests. In the second circle you write all the topics your ideal client cares about.

The overlap – the topics that are in both circles are your content pillars. If you focused 80% of your content on those things, it would not only be more cohesive overall, but it’s probably going to resonate with your ideal client.

You don’t have to do an entire month in advance – that took me a bit to get in the groove of but hopefully this gives you a good idea for a “system or routine” that can help you! The goal is to build continuity amongst the work you’re putting in to create your content.

Hack #12: Training Clients to Refer

Referral is such an overlooked strategy for getting business. Think of how many hours you’ve spent on social media and compare that to the number of hours you’ve spent on creating a referral program in your business. The latter has much stronger ROI and is likely worth your time and energy.

Most people don’t know HOW to refer. I know I didn’t know how to do this until I owned a business. That’s also when I realized how important referrals are. That’s why we must educate and train our clients on referring to us. There are a number of ways we do this but one big one is to help our clients feel comfortable sharing their own financial journey.

Your clients’ stories can be a source of inspiration and encouragement for other people; where they may feel ashamed of it initially, we can help them shift that. It’s important we talk about this with our clients so they feel comfortable sharing – both for them and for us. This is done during coaching sessions and something I think we should do as coaches anyway – even if it wasn’t good for us but because it’s really great for the clients to help them feel proud of themselves and what they’ve been able to do financially and for themselves.

Episode 38 is all about coaching clients celebrating their wins so that’s a great place to start these conversations. Your clients feeling proud of themselves is the foundation for every successful referral program in your business so start there and in a future episode, I’ll cover this more in depth.

Hack #13: Effective Calls-to-Action

Creating more clear and more bold calls to action is something we help coaches with in the Client Creator Challenge. I officially have a new rule – you are not allowed to use the word “if” in your CTA anymore. Here’s an example:

“If you have a dream and you want to make it happen, let’s talk.” Compared to: “What’s a dream you have? I’d love to help you make it happen. Let’s talk.”

I wanted to show you the difference with removing the “if” statement only. All I did there was remove the “if” statement because my ideal client has a dream so I want to be talking to the person who has a dream. I don’t want to question whether they have one or not, they do. And I’m talking right to you, not everyone else.

But that call to action still isn’t terrific because “let’s talk” isn’t clear enough. How do we talk? Am I calling you? Am I emailing or DM’ing? What’s up?

Giving specific times, days or blocks of time that you are open to take calls always helps people to make a decision about actually scheduling one. They need to be able to see in their mind their own calendar and where a call with you might fit in. When you give some specifics about this in your CTA they actually imagine themselves talking to you in that time window and are more likely to take action!

Here are some other CTAs that worked in CCC:

  • “I have opened a block of time on my calendar for tomorrow afternoon. DM me to grab a spot.”
  • “I have three openings this Thursday and Friday to answer your questions about coaching and how my program can help you. DM me to pick your time.”

Hack #14: Making the Most of Conferences

I would do two things to make the most of conferences. And I would think about how you can do both of these quickly and smoothly when you’re talking with someone.

First, schedule 1:1’s at the conference and afterward. Have your calendar totally open the week following and schedule as many collab meetings with referral partners right away. Schedule these however you need to – manually adding to calendar and inviting the person using their email address, pulling up your scheduling software and booking it yourself .

When attending a conference, I have two appointment types – 30 min and 60 min. The next week is available for these two appointment types in the scheduling software. When I’m talking with someone, I pull it up and say something like “Let’s meet for 30 minutes next week [or I’d love to continue this conversation next week] – how’s Monday look for you?”

Once you pick a date/time, say “Okay and what is your first and last name? Great, and your best email so you get the reminder? Great and your phone #?” Awesome. Okay you should have that in your email now can you go check? Yup that’s it… okay can you add that to your calendar right now?”

That way they get reminders and it’s on their calendar.
And the second way to leverage your time at conferences is to give your freebie away to as many people as possible. You know it’s good and has a very targeted purpose. Be bold about bringing this up when you introduce yourself. For example… “I help women in higher education transition to leadership positions and nail their salary negotiations. I have a free assessment I created that women have found really valuable and helpful. May I send it to you?” Then pull up a quick form where you can type their name and email. So now they’re on your email list.

There you have it – 14 simple hacks any financial coach can use to boost their marketing efforts. Remember, you can’t do all of these perfectly right away. Pick one area to focus on improving at a time. Over time, as you refine each pillar of your marketing, you will start to see the growth and traction you’ve been working towards. Let me know which one of these hacks you plan to implement first in your business!