How writing helps this life coach establish trust with his target audience. There is a lesson for most of us to learn here, so please welcome Johnny Limpus, UK-based life coach who describes himself as “the life coach for people who don’t like life coaches.” Read on and find out why, and how he overcomes that barrier to secure loyal and fulfilled clients…
How to create more trust (and clients) through writing
I think that trust is a funny thing in business. When you have it, you can move very quickly, and when you don’t, you can get stuck.
Two years ago I started my life coaching business. I had no website, no logo and no office. I simply had a Facebook account and a keyboard. I generated brilliant and exciting clients for the first six months using nothing but posts written on my Facebook account.
I built trust with people through writing, and this trust helped me create clients.
I found that there are a few basic things that help you build trust through writing. Here they are:
Create trust by sharing your own vulnerability
At the time I was launching my life coaching business I was also going through one of the most painful experiences of my life, the ending of my first marriage. Hardly the perfect advert for a life coach you may be thinking!
Whilst this sadness and grieving was heavy, it also gave me some amazing insights into the bravery, suffering and courage of other people who had been through the same process.
I started to write about the shame, the sadness and the stigma that comes with this. As a pressed “post” I had no idea how it would be received.
Would I be ignored? Would I get pity? Would I get abuse? I didn’t know.
What happened was that I managed to generate a very high level of trust, very quickly, with people who had been through a similar thing.
This trust led to emails, which lead to conversations which eventually led to coaching.
I think that being truly vulnerable is always a risk, but it can help you build a high level of trust very quickly. If people trust you, I think they are more likely to do business with you.
Don’t just tell, but show
Anyone can write about a theory or new idea they have just learned about, but it takes real courage to apply that concept to your own life and share the results.
Through writing, you can point to your own experience and show proof such as photos or statistics. I think this is a very effective way to build trust with your readers.
A few years ago I wanted to encourage more people to attempt the impossible with their lives and business ventures. I attempted to prove this by reaching out to the Hollywood actress Natalie Portman in just seven days using nothing but my own connections and social media channels.
I narrowly failed, but it made for a great blog post!
Now, more than ever, I think people need to see evidence that you have done what you are telling others to do (in your writing) in order to really believe you. After all, anyone can write a post telling you their opinion. What you want is proof that it might work for you. Show pictures, show numbers, or do it live as I did with the Natalie Portman experiment.
In this age of fake news I think people are looking for more evidence they can relate to from people they can really trust.
What evidence can you show for the subjects you are writing about?
As much as you may enjoy writing, unfortunately it isn’t really about you, is it? It’s about your reader. So how do you make an article or blog post massively relevant to your reader?
For me, it has to be about emotion. The hopes, dreams, frustrations and fears of your target audience.
For example, one of my target audiences is successful people who are looking for a little more meaning in their lives. Their frustrations tend to be about their business partners, bosses or workload, and their dreams are about being able to express themselves more.
Those are pretty specific areas to focus a blog post on, and don’t apply to every reader.
When I write a blog post I am fully aware that I will be alienating 99% of readers in order to try and really connect with my target audience.
What are the hopes, dreams frustrations and fears of your target audience?
Popular posts may get more likes, but relevant posts get enquiries.
How does writing help you in your business, especially if you work in coaching or similar professions?
Please share your views: as with Johnny’s post here, your views may well be helpful for thousands of others in similar professions.
Johnny Limpus is a life coach for people who don’t like life coaches.
Working with Entrepreneurs, CEO’s, and thought leaders he focuses on simple solutions to help successful people create more meaning with less stress. #bemoreyou
Find out more at www.johnnylimpus.com