Greg Faxon explains three simple, personality-aligned approaches to getting consistent coaching clients using a dating analogy: (1) connector/referral partnerships (being introduced by others), (2) maven/content creation (attracting clients by sharing high-value expertise), and (3) salesperson/direct outreach (asking people directly and accepting rejection). He argues consistency requires choosing the approach that fits your strengths and recommends spending one hour every morning on the matching activity (building partnerships, creating content, or doing outreach) to build a steady client roster.
Chapters
Most people want consistent clients, but they're not being consistent enough with any given marketing strategy. If you post a blog post one month and then don't for three more months, you're not going to get clients. And so here's the thing that helps you be consistent. Finding a marketing strategy that's aligned with your strengths. I want to use the analogy real quick of dating to explain the three different ways to get coaching clients. There's really three ways that you could go on more dates. Number one is that you have a friend set you up, introduce you to one of their friends, and you go on a date with them. And this is sort of like in marketing, how you can build referral partnerships. You can create relationships and support those people in the relationship for free, and they'll say, oh, you should go work with my friend. Number two, in dating, you could just be so attractive and have so much expertise that people ask you out on dates. If I'm in a band and I'm an amazing musician, that that's going to be attractive. Once I get to a certain level, people are going to ask me out on dates. If I know where all the parties are at and all the cool spots, that's attractive in and of itself. And in marketing, this is sort of like producing content that's extra valuable for your potential client, giving it for free, and then people want to hire you to help them implement it. Third way to get dates is you just directly ask people out. You're charismatic, you're persuasive, and eventually it's a numbers game. Some people are going to go on dates with you. And this is sort of like in marketing, how some people are better with just approaching their potential clients and inviting them onto a consult where they can sell their coaching services. Most people are best at one approach. They're either connectors, they're mavens. Mavens are people who rather educate and share their expertise than sell, or they're salespeople. They're naturally charismatic and they don't mind being more direct and getting rejected sometimes. If you are learning from a connector, but. But you're a maven, those are not going to be strategies that you can be consistent with. So my challenge to you is to spend one hour every day, ideally first thing in the day, doing something that matches what I call your coaching archetype. If you're more of a connector, spend an hour reaching out to potential referral partnerships, saying, hey, I noticed we serve the same market. If you're a maven, spend one hour creating super valuable content sharing your expertise for free. If you're a salesperson, spend an hour doing actual outreach. And if you do that, you're going to see that your client roster reflects that consistency.
