The Coach Approach to Marketing
There is nothing worse than dragging your audience through bad marketing copy. It actually hurts your brand.
Good marketing copy excites your audience. It shows how working with you brings value to their life and work.
But, as any project manager can tell you, it’s hard to carve out time for focused writing. The daily demands of work and the usual distractions in the office can derail you from making good progress.
Bridging the Gap
That’s where we come in. We embrace the challenge of bridging the gap between what you know and what your customers need to hear. We specialize in getting your expertise onto the page to boost your brand.
Coaching Out the Content
One way we are unique as a creative agency is that our writers are also certified coaches. We leverage our coaching skills to draw out content from our clients—by asking questions that lead to insights, by listening attentively to catch the details, by helping you process what’s happening to get to the heart of the story.
Here are a few examples of our proven results. (Note: Names and project specifics have been changed to protect the clients’ identities.)
- Finding the story.
Ryan is a project manager at a local construction company. He wanted to feature a school renovation project on their website. When we met with him to get the information, he easily rattled off the specs—what materials they used, how many square feet they built, how long it took them.
However, we wanted to uncover the story in the project. To coach Ryan out of the mindset of technical details, we asked him powerful questions, which led to interesting discoveries. We learned how Ryan’s team built a new ramp to the cafeteria, which made it easier for the five students in wheelchairs to join their friends during lunchtime. Our approach enabled Ryan to confidently show the value that he and his company brought to the school community. - Making the abstract concrete.
Susan is the president of a consulting company that provides training throughout the US. She often travels to train teams of executives on conflict management skills and reconciliation methods. But she couldn’t reveal who her clients were or what problems they were facing. How could we show the value of her training when the results were confidential and hard to measure?
By asking Susan strategic questions about her observations and experiences, we helped her describe the value of her work without revealing specifics and compromising her clients’ confidentiality. Now her marketing communications are clear, concise, and memorable, and her organization’s budget has grown 300% in just 5 years. - Engaging the audience.
Andrew is a successful agent at a real estate company. The company’s owner wanted us to create marketing videos, featuring different agents and properties. When we met Andrew at one of the houses for a video shoot, we were delighted by his natural charisma.
However, once the cameras were rolling, Andrew became nervous. All of a sudden, he wasn’t sure what to say or where to look. Through our empathetic encouragement and coach-style support, we helped this camera-shy real estate agent become a burgeoning YouTube star. Now his company has marketing videos that really engage their audience and show their real estate expertise. The videos even got picked up by a national real estate newsletter and distributed throughout the US.
Crafting Your Marketing Message
If you want customers to immediately understand the value you add, and appreciate the story you are trying to tell, then let us come alongside you. We’ll coach you through it.