Coaching is unique because it makes a special promise:\rtransformation. At the root of any desire for personal\rdevelopment is the expectation that, every time they have an\rencounter with their coach, they have some how changed from\rthe person they were into the person they more prefer to be.

Instead of focusing your communications, this includes all\rmarketing materials as well, on subject areas or benefits,\rconcentrate on lives -- the kind of person you help create.\rThis isn't merely an issue of who they can become; it\rincludes values, ethics, the sense of personal mission, and\rwhat people want to accomplish within their life times. In\rthis way, you can reach beyond the practical considerations\rwithin the decision making process to speak to the\rindividual underlying core: a person¡¯s dreams.

Here are a few ways to make your communications more\rpersonal, and directed towards their dreams, thus, making it\rmore appealing and attractive:

1. Speak and Write to Their Values

In any coaching communications, two of the most important\rwords you can use are "we believe." Even the most practical\rpersonal development desiring person believes in something.\rTell prospective clients what your coaching stands for so\rthat they can evaluate whether they share your coaching\rvalues, which is the same as your personal values if you are\rsolo.

This step helps filter that would most likely not be a match\ranyway.

After all, in a country crowded with coaches, your values\rcan be your greatest distinction. Maybe your coaching\rencourages an entrepreneurial spirit through projects or\rcreative approaches to familiar problems or challenges.\rSome people prefer the word challenge, so I included both.\rPut your coaching values front and center.

2. Connect Benefits to Ambitions

Describing what people are going to learn, such as living\rtheir lives by their values or building a strong personal\rfoundation isn't enough; you want to show how coaching helps\rthem reach their goals. Instead of writing mere\rdescriptions, write stories with the prospective coachee as\rthe potential hero.

Tell readers how your fieldwork prepares them for real-world\rexperiences, how your group coaching hosts relationship\ropportunities, how your teleclass sharpens them, changes\rtheir critical-thinking, or decision-making skills.

3. Use Endorsements and Case Studies

Selecting a coach can be intimidating and overwhelming even\rfor the most courageous people. An endorsement, in an ad or\rprinted material created for sales, shows how your coaching\rwelcomes and works with people just like them.

Case studies is a step up from endorsements by actually\rdescribing in some detail the transformation story -- how a\rperson from one kind of background acted on her ambition and\rwas able to move forward through your program or by working\rwith you.

Conclusion

These techniques also work well for service or products\rcommunications if you also offer teleclasses, workshops, or\rgroup coaching programs. Actually, not that I think of it,\rit works in all personal development communications.

? Copyright 2004, Catherine Franz. All rights reserved.

To learn more about how to turn your life into a fabulous\rsuccess, visit the Abundance Center for techniques, tips,\rand programs to support your goal. While you are there,\rcheck out the three e-newsletters Catherine writes monthly.\rhttp://www.abundancecenter.com \rblog: http://abundance.blogs.com