Marketing without a plan is common. And a recipe for disaster.
It’s like my trip to the grocery store last night after work. No list; I just knew I needed to pick up something for dinner. I wandered the aisles aimlessly, backtracked several times, spent over $100, and still did not have anything to cook for dinner (not counting the yogurt-covered pretzels, which were delicious but not nutritious).
Unfortunately, many coaches approach marketing the same way I tackled the grocery store last night–spending too much money, lacking a clear plan, and missing the essentials.
You don’t want this to happen to you.
The Power of Planning
Planning is powerful. It . . .
- Creates synergy. Like following a great recipe, a marketing plan ensures that you are not just doing things right, you are working on the right things. The various tasks you are working on coalesce into a cohesive whole.
- Exposes blind spots. The reason you write a grocery list is to make sure you don’t forget an essential ingredient. In the same way, a strategic plan helps you see which marketing pieces are missing.
- Motivates and energizes you. Knowing exactly how your Grandmother’s Ooey-Gooey Chocolate Cake will taste motivates you to tackle that complicated recipe. So, having a marketing plan coupled with a goal brings an entire new level of energy to your coaching practice.
- Uncovers new ideas for growth and improvement. We browse recipe websites because we get bored eating the same old things. Likewise, a marketing plan helps us envision new strategies and ideas that will move us from where we are to where we want to be.
- Determines specific objectives and action items. While planning begins with possibilities, it ends by charting a specific path that will bring about results. Just as it is easier to go to the grocery store with a detailed list, it is much easier to find time for marketing when you wake up in the morning and know exactly what you need to do.
- Establishes accountability. Just as knowing when company will arrive motivates you to get the cooking done in time, specific goals and deadlines help keep your business alive and on track. A plan allows you to test results, adjust what isn’t working, and celebrate hard-won victories.
Before I go to the grocery store tonight, I am going to sit down to plan this week’s meals and make a list.
While I do that, why don’t you set aside some time to write a strategic marketing plan for your coaching business?
We’ll both be glad we did.
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