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Having a Big Idea isn’t some marketing catch-phrase; it is real. Without a big idea, you are just a wandering generality as my English teacher would tell me. 

So let’s break it down, because you need one, to stand out from the crowded space like the Eiffel Tower in Paris.

To get started, we need to begin with the end in mind. We need to consider your offer, your solution. 

The solution you say, but I have many. Of course, you do, that’s what makes you great you aren’t a one-trick pony. However, you have to have a gateway for your new clients to walk through unless your business is like Target with thousands of items for sale you need your Big Idea. 

If you haven’t read the article on ‘Finding Your Ideal Client,’ jump over to it to create your client profile. You’re going to need that profile before you can proceed with this exercise. 

With their profile in at your side, answer the following questions in the Big Idea Exercise.

Big Idea Exercise

• If your client motivated?

 Does your audience have a strong reason to take action when presented with a solution to their problem? If your house is on fire, you’re going to call 911. Is your crowd hungry?

The rule of thumb is always be selling aspirin, not vitamins. People will buy to eliminate pain, but are less motivated to feel better. 

It’s hard to get people to spend money even in the best of times, so look for hungry people. List all of the pain-points that your clients experience, don’t leave anything out. Consider which ones have the most significant impact on their life, career, or family. Circle them.

What is their biggest pain point?

• Are they searching for a solution?

Within this group, are they actively looking for a solution? Unless you are a household name, like Amazon or Apple, your group may not know you exist. But if they are looking for a solution to their problem now, you have your chance to get on their radar. 

Look for the search terms that they are using to find the answer to their problem. Describe the solution that they are looking for on your list.

• Are they having a problem finding the right solution?

 This is when you need to do some research. Start by looking for comments or questions that people have around the service that you offer. When I first heard this, my response was – like where would that be? If you’re in social media groups, forums, or chat groups, look at the questions, objections, or complaints that people have. Quora and Reddit are resources, as well as a place for you to comment as well.

Look at book reviews in Amazon, the likes and dislikes are great nuggets. (However, be aware that some authors will load up their reviews with friends who have been encouraged to leave favorable reviews to boost sales.)

Make a list of the comments and complaints that you find in your research. 

The GAP

Armed with your answers from The Big Idea exercise, you should start to see a gap in the market that you can fill. 

Consider what you are naturally great at; make a list. What is your sweet spot? Are you optimistic, a communicator, intuitive, risk-taker, friendly, powerful self-control, analytical, or great at forecasting? Don’t be shy; make that list long.

On the flip side, what is not your sweet spot. Be honest; you don’t have to be great at everything. Consider the messaging of your favorite brands – what they say about themselves and what they don’t say.

This will help you stand out from your competition when your audience gets a clear signal of what you represent. Walmart is winning as the low-cost leader, while Target succeeds with convenience, happiness, and a fresh look. Both have to compete against the gorilla in the room, Amazon.

They have picked their lane, have a loyal fan base, and are succeeding.

Your Big Idea

You probably see your big idea take shape by now. It sits in the middle of; your gifts, your client profile, and your research. Look at your competition to see what they are providing and what is missing. 

Don’t be overwhelmed with their success, take time to carefully read through their messaging to see – is there meat on the bone, or is it fluff?

With your experience and talents, how can you make their life easier, save them time, or help them earn more? That’s when you become the Shiny Object.

Advanced Conversion Tips

You’ll see a market that you can serve at a higher price point with all of your research. It is widely accepted that a specialist will make more money than a generalist in any field.

Your specialty can target the luxury market or the middle market, but more importantly, consider how you will serve your market. 

Today’s buyer is looking for a specific user experience that will bring them back while creating super-fans.

What elements can you bring to the table that will delight them with an optional premium service plan? (Amazon Prime service provides free 2-day shipping, a premium fee that we gladly pay for speedy service.)

Next, I’ll cover high-converting offers. 

It doesn’t matter if you are starting a new business or have been in business for years. At some point, everyone gets stuck. No matter how you change up your marketing efforts with… new ads, more content, videos, more flyers, webinars, social media posts, or email blasts, you just can’t seem to move the needle in a significant way. 

We all hit a wall. 

You just can’t get enough clients, conversions, or bottom line profits. 

Like many, a football coach will tell his team and the media – let’s get back to the fundamentals! (I love sports comparisons and quotes)

It’s a simple game, there’s a need in the market, and you have a solution. 

It starts with clients

You’ve experienced the thrill of having sales, lots of sales by now, and learned a thing or two along the way. One of those things might be that you were so eager for clients that you took everyone with a credit card in their wallet. While that is the right criteria for selecting clients, people with money are always great; they still have a lot to be desired when it comes to finding your perfect clients. 

Ok, maybe perfect is a stretch, so why not ideal.

As you have discovered, there is more to defining your ideal client than just having the ability to pay. Whom do you love working with? Naturally, there are people whom you had a blast working with while others were a stomach-churning nightmare. Take a closer look at the characteristics of your ideal client.

It could be they:

• had a direction
• were coachable
• followed through
• were dependable
• showed up – on time, prepared
• didn’t make excuses
• wanted straight talk
• open to new ways of thinking

Characteristics are a great way to start thinking about your ideal client. You’ve got a handle on all the things that you like. Now think about the things that you didn’t like that came your way. 

It could be they:

• were lazy
• complained all the time
• were always making excuses
• blamed everyone else
• see themselves as the victim 
• didn’t have a clue what they wanted
• played mind games
• wandered down rabbit holes
• argued with you about solutions
• stinking thinking

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Knowing what you like and don’t like is the basis for creating the coaching business that you love. Yes, you have to kiss many frogs before you find the ideal clients. Truthfully you have to have the boundaries that you tell your clients they need to establish.

If you are a people pleaser, it will show up in your marketing. You have to take a stand! Let people know what it is you want and what it is you don’t want. Be confident that you will grow your business with people who appreciate what you have to offer. As you know, there’s an ocean out there of people who are just impossible to please. Why waste your time that you will never get back on people who will see you as just mediocre. 

Ok, we’ve looked at the characteristics of your ideal client. Let’s look at who they are as they live out in the wild.

Your Marketing Rut

Stuck can look like a rut when it comes to marketing for new clients. So, where do you find these beautiful people? You can make this a fun exercise. It doesn’t have to be hanging out at the local chamber of commerce if you’re shy or just don’t like large crowds. 

Some people are a natural in large crowds, while others end up talking to friends and miss out on new opportunities. There is no right or wrong, just what works for you.

Ask yourself, what do you like to do? Are you into wine, art, books, or community building? Find organizations that focus on the same things that you want to take your coaching business in a new direction. The people that need your help are everywhere. 

Show up as a person who cares about others. But how will they know you’re talking about them if you don’t know what is essential to them. 

Another common roadblock coaches have FOMO, fear of missing out. Many think that if you become too specific with your ideal client profile that you will miss out on the good stuff. Becoming too narrow is real. However, there’s a way to figure it out as you market to your ideal client.

What they look like and how they think is next…

The typical demographic considerations are:

• Income
• Marital status
• Children
• Hobbies
• Occupation
• Religion
• Politics
• Gender
• Ethnicity

How do they behave – Psychographics are:

• Spending habits
• Values
• Buying habits
• Lifestyle
• How they think and behave

Creating this profile will help you dive into their life. Create better ads, content, and build stronger relationships, because you ‘get them.’

When you were a child and wanted to get your way with your parents, you had years of experience to know how they’d react to good vs. bad news. Like most children, we are driven by our basic needs, to win at all costs. We understood what it would take to sell your idea to get your parents’ approval. We would try different approaches until we won or where told to stop – this isn’t going to happen. 

You understood what is important to them and how to frame your story to get a favorable response. Of course, some are better at this than others, but you see where I’m going. You know how they talk, what their favorites foods are along with their hot buttons.

Some would suggest that you shouldn’t use insider language. However, it needs to sound like them. If your ideal buyer is a ‘Deadhead’ (the Grateful Dead band), you better know they have their own language if you want to be one of the cool kids.

Like many cult followings, there is a secret handshake or insider language that they appreciate. It tells them that you ‘get what they’re about.’ Use it to your advantage.

Many entrepreneurs will fall short of creating this level of detail for their marketing. As a result, your audience is too broad and poorly defined. 

In the marketing world, you’ll waste money on advertising because your message doesn’t resonate with your ideal buyer.

Diving deeper into your ideal buyer 

Now consider what you do when you’re looking for clients. If your client is looking for a quick fix to a problem, but you want long-term coaching clients, you’re not going to be a good fit. Be consistent with your services.

Consider:

• Do they want a done for you solution
• Do they want a done with your solution
• Are they the do it yourselfer
• Are they looking for a long-term solution
• Do they want a quick fix
• Do they need to follow up between sessions

Take a 360-degree look at whom your ideal buyer is and start building their profile. The truth is you will make adjustments and modifications along the way to find the people who need your services. You’ll even create multiple profiles based on your offerings. Don’t be afraid to create multiple profiles – one size doesn’t fit all.

Why it matters

Now that you’ve developed a profile or two, you will stand out from the crowd of business coaches who are generalists. A big audience is an essential ingredient to any business online or off. 

You will understand their problems and find the Big Idea that will be your hook to unlock the treasure chest of ideal clients. 

Next, I’m going to cover how to find your Big Idea and why it is essential to building a rockstar business. Your big idea – next