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Identify Your Target Market

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>> Hi. Welcome back. In this course, we've covered a lot of material related to unhelpful food relationships, such as when food is used as a coping mechanism for deeper emotional issues. We've normalized emotional eating, as it's something that all of us do, and can even be helpful sometimes. We've also explored when it's not helpful in the terms of the big picture and how it can represent deeper struggles. You took this course for a reason. Perhaps you struggled with compulsive eating yourself or you know someone who has, maybe you've had clients who seem to have a harmful relationship with food and you want to learn more about how to support them within your scope of practice. Whatever your reason for taking this course, you now have many more tools in your coaching toolkit and you're more prepared to support clients in this area. Now it's time to talk marketing. In this lecture, we're going to focus on how to identify your target market specifically with regard to potential clients who might be struggling with emotional eating. This requires three things honing in on your specific coaching niche, visualizing your ideal client, and crafting a powerful mission statement that speaks directly to that ideal client. Many coaches find marketing the most challenging part of the business. They have so much to offer, but they're unsure about putting themselves out there as the amazing coaches they are. Let's start by talking about your niche. Marketing yourself within an emotional eating niche is the same process as marketing yourself in other niches. Your niche is your section of the health coaching market or your target market. For example, you might be a Health Coach who works with older clients or you might work with companies as a corporate wellness consultant. When it comes to marketing yourself, the more specific you can get, the more success you'll have. Do you struggle when it comes to narrowing it down? I get it. You want to help everyone. You don't want to focus just on specific clients. You'll take anyone you can get. How can you narrow it down? Isn't that limiting? Wouldn't you essentially be turning away potential clients and making less money? Here's the thing. Having a smaller niche increases your chances of success, not only attracting clients who want to work with you, but attracting clients that you really want to work with. For the purposes of this course so many people who struggle with emotional eating are looking for Health Coaches, and a wide variety of people struggle with emotional eating. There's so much diversity within this category with so many options for getting even more specific. Knowing your niche allows you to have a clear message for potential clients that explains how you can help them solve their particular problems, and it helps you find potential clients more efficiently and effectively. Building your business requires knowing your niche. I once had a manager who gave me a lot of great advice, including the value of being known for something. As he put it, "Be the person who blank." Now this fitness position required me to find all of my clients on my own. And in order to do that, I had to find a way to stand out amongst all of my colleagues who were also looking for clients. So I found my thing, I became the Health Coach who worked with injured clients or clients who are new to exercise and anxious about where to begin. I use what I had, and I thought about why I really wanted to work in fitness to begin with. For me, it was less about building lean muscle mass or losing weight and more about helping people enjoy exercise more with less pain and apprehension. You can't be everything for everyone. The more you can zero in on a specific audience, the more you can use language that appeals to that audience, and the more success you'll have finding clients. You'll feel less scattered, more focused, and ultimately, you'll find more success and being the coach who blank because every person in your audience will want to work with you. This is how you set yourself apart from all the other Health Coaches out there. Another way to think about it is in terms of branding, which we'll discuss more later on. But first, you need to figure out your specific niche. If you don't know what it is, then you might want to start by identifying your target market. So who is your audience? Who is your ideal client? Who would you want to work with? Now perhaps you don't necessarily want to work with people struggling with issues we've discussed in this course, you don't have to. Do keep in mind that many people struggle with this in some form or fashion, and it's bound to come up in your coaching practice. However, your niche might not really relate to emotional eating at all. We'll use some examples that relate to this course material but feel free to adjust as needed. Whatever your niche, one of the biggest mistakes you might make in coaching is not marketing yourself. So hopefully, this lecture boosts your confidence and leaves you feeling more prepared to do just that. As usual, it's probably simpler than you might think, but it requires tuning into your intentions and thinking creatively. We'll go through four steps together. Are you ready? Let's begin. Have your journal handy as you're going to do some brainstorming. Number one, visualize your ideal client as a real person. We included an exercise to help you with this in your Learning Center. But let's go through the basic process together right now, shall we? Your ideal client is the kind of person that you want to work with. Do you know who that is? Maybe you don't and that's completely okay. Now it's a great time to think about it because it's an important part of identifying your niche and building your business. As we'll continue to discuss saying that you want to work with clients who eat emotionally or use food to cope is not enough. Not all of your clients will identify with this as their problem. And even fewer will come right out and say it from the start. Many will come to you with weight-related goals or maybe they feel stressed out or maybe because they can't get control over their cravings. Emotional eating comes in a wide variety of shapes, sizes, mindsets, and habits. Therefore, thinking about the kind of person you want to work with, beyond someone who struggles with emotional eating, is very helpful. Visualizing your ideal client and creating a story about that person, helps make him or her feel more tangible, more like a real person, or someone you would actually work with. And to do that you need to put yourself in that person's shoes and understand what makes that person tick. Before we move on, I want to talk briefly about coaching children and teens, as students often ask about this. Coaching minors is challenging to begin with, as you also need to work with parents. Furthermore, when it comes to emotional eating, children don't even have a full sense of personal identity yet. Very few children are mature enough to connect their emotions with their eating. Finally, children really have very little control over their lives, including food choices, not to mention, all of the physical and emotional changes they're going through, and body image concerns that emerge during this time. Everything is constantly in flux in their worlds in more than one way. This is one reason why eating disorders often emerge in adolescence and young adulthood. Children feel a lack of control in other areas of life, so they use food for control. This is why we really haven't included children in this course and why we won't include them in the marketing material. We're not saying you can't work with children, just recognize potential limiting factors and considerations that play into coaching younger clients. With that said, let's have you brainstorm your ideal client. Grab your journal and think about the following. What are your ideal client's demographics? Think about gender, age, socioeconomic class, education level, etcetera. I even encourage you to name this person. What does this person look like? What does he or she wear? Where does this person live? What does this person do for a living? What does this person do for fun? Think about interests, passions, and hobbies. What relationships are important in this person's life? What are this person's goals, values, hopes, and fears? And finally, describe this person's typical day. Pause the video now and write down some ideas for these. Now look at what you wrote down. Can you start to see your ideal client as a real person? Or you may be starting to understand that person more? The more you understand your ideal client as a three-dimensional person, the more clearly you can market yourself to that person. Okay, now that you've started to put yourself in this person's shoes, think about this next piece. Number two, hone in on your ideal client's problems. Again, most people won't seek out a Health Coach for support with emotional eating. For example, they might want support around healthier eating choices, they might be tired of diets not working, and finally feeling ready for a sustainable way of eating and a more positive relationship with food, they might be trying to lose weight, trying to gain weight, or not trying to alter weight at all. We've mentioned the Health at Every Size movement several times in this course. This community is all about body acceptance. So if you picture your ideal client as having that mindset, the problem might not be weight. Also, remember that it's not black and white, accepting your body and wanting to lose weight, or have a healthier relationship with food are not mutually exclusive goals. You can accept yourself and want to change, you can accept your body and benefit from making some changes, and you can not accept your body which might be the underlying root of your emotional eating cycles. Think about your ideal client. What challenges does this person face? What problems need solving? Why might this person seek a Health Coach? And what is keeping this person from an ideal life? Pause the video now and write down some ideas for these. How was that? Are you starting to get a clear picture of this person? Let's keep going. Number three, get clear on the value you offer your ideal client. Once you have a sense of your ideal client and the problems that person faces, it's time to position yourself as an Integrative Nutrition Health Coach by getting clear on the unique value that you offer. In other words, why should this person come to you for help with their problems? This is what's known as your unique selling proposition, a term you might have heard in the marketing world. In short, it's the unique value that you offer or your key selling point. It's what you stand for, and what you're known for, and what makes you stand out from the crowd. Again, trying to be known for everything can leave you being known for nothing. We've talked a lot about the power of story in this course. So what's your story? Think about the following questions. What led you to health coaching or to the world of wellness or even to this course in particular? What makes you unique? Think about your experience, passions, approach, modality, personality, etcetera. And what makes you different than other Health Coaches? What particular value do you offer? Pause the video now and brainstorm your unique selling proposition. This three-part personal development exercise was most helpful to me, and I've done a lot. It helped me frame my personal value as a coach. I asked friends, family members, and colleagues to name three words that described me. I asked those same people to name one to three things they would come to me for advice on. And I thought about three things I would study for an entire year if given the opportunity. Very quickly, I started to see patterns and several qualities and areas I was already known for. And though I have many seemingly unrelated interests, I was able to find three intersections between all three questions, relationships, wellness, and life advice, such as challenging yourself to do what you don't want to do. We included this in your skill-building activities this week, as it's a very valuable step in your personal branding, which we'll talk more about later. For now, let's wrap up with the last step today. Number four, craft your personal mission statement. I'm willing to bet that you've read many mission statements. Another name for a mission statement is an elevator pitch or elevator speech. A mission statement clearly defines your target market and the value that you bring to that market. In that way, it focuses on why people would want to work with you rather than your personal story as a Health Coach. Does that make sense? It generally includes the following. An action verb that describes what you do in general terms, for example, coach, support, provide, or teach, who you help, aka your target market, for example, women, men, older adults, or large corporations, what your ideal client's problem is? Think about what your ideal client say they want and what they really want, for example, "Stop dieting, feel good about my body, have more energy for the things I want to do in life, or feel less stress all of the time," and what you offer aka the value you bring or your unique selling proposition. This includes your solution to the problem, for example, develop a more healthful relationship with food, learn coping strategies, or ditch the diet for a more sustainable way of eating. And how, in particular, you help aka your approach or modality. For example, one-on-one coaching, group sessions, workshops, blogging, or products. Let me give you an example. "I provide one-on-one and group coaching to women fed up with years of dieting on how to develop a more sustainable and pleasurable relationship with food in order to reclaim a relationship with themselves that empowers them to finally reach their goals." Compare that to this example. "I help people with nutrition so that they feel better in body and mind." The second example doesn't contain these key elements, keeping it specific. Go back to your ideal client, what is this person's problems and how can you help solve those specific problems in your own unique way. Keeping it simple, concise, and clear. Imagine that you're in an elevator with someone who knows absolutely nothing about health coaching. How would you describe what you do and what you offer in easy to understand words in the amount of time it takes you to go up one floor in the elevator? To recap, identifying your target market is a key piece of building your business. Many different people struggle with emotional eating in many different ways. When marketing yourself as an Integrative Nutrition Health Coach, these four steps are invaluable. One, visualize your ideal client as a real person, two, hone in on your ideal client's problems, three, get clear on the value you offer your ideal client... Four, and craft your personal mission statement. We included several exercises in your Learning Center that allow you to practice doing all of these things, including one called Know Your Ideal Client. So check that out and share your experiences in the Facebook group. That's all for now. Until next time.

Video Details

Duration: 17 minutes and 42 seconds
Country: United States
Language: English
License: Dotsub - Standard License
Genre: None
Views: 7
Posted by: integrativenutrition on Mar 14, 2019

Identify Your Target Market

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