How important is it that you have proprietary content for your coaching business?
Having your own framework for why and how you work with clients is becoming an indication of whether you are a thought leader in your industry.
More and more, as the coaching and consulting worlds become saturated, having a unique framework that showcases your model for guiding your clients is an indication that you have the expertise, experience, and confidence to serve them well.
Let’s face it – there are a lot of newbies in this space, regardless of industry.
Can they do good work? Yes, of course.
Is it comprehensive and sustainable? That’s less likely — not because they are bad people or have bad intentions, but because they don’t have the years of practice that you do.
Your coaching program and consulting business have seen many clients work through many challenges. You’ve coached and guided and facilitated in ways that have taught you what works and what doesn’t. And, it matters.
The work you do makes an enormous difference to those you serve and the businesses they support. You know how to guide them to break through barriers and find a better way.
With all of that knowledge and practice, you have what it takes to create a proprietary framework that is unique to you – so that you can build your business and make more sales/money!
What it Includes
What is proprietary content?
Proprietary content is original content that you own. In order to own it, you need to have a trademark, patent, or copyright on it.
FOR COACHES AND CONSULTANTS, PROPRIETARY CONTENT CAN INCLUDE:
- Business processes
- Coaching systems
- How we work strategies
- Drawings and graphics illustrating your systems and processes
- Brand/program/system names
- Customized programs
- User interfaces and materials
Within your proprietary property, you might consider creating a framework by which you guide your clients through your coaching and consulting practices.
For example, we created this graphic for an organizational change consultant, using the areas that she focuses on as cornerstones of service.
By doing so, she claims a collection of areas of expertise and shows her authority in guiding ideal clients through them.
This is a simple example. Moving forward, this can expand into a series of frameworks and content that could translate into online courses or print materials.
You can easily see how this simple proprietary framework can help guide the business owner to identify future services, programs, and workshops she could offer.
This simple proprietary graphic drives company sales and success!
How it is Used
Proprietary content does more than just look pretty. It makes you appear more legit. If used well, it can also attract your ideal client, feed your ongoing content creation, and drive bigger sales and more money!
Attracting Your Ideal Client
Of course, before you can determine if this is working, you need to define your ideal clients. You work with these people on a daily basis, so you need to know who these customers are and whether or not they are a good fit for you and your coaching business.
Take the time to research and define your ideal customers. It will matter to the long-term health of your business!
Proprietary materials do no good sitting on a shelf! Dust ’em off and use them in your online marketing! Your custom visuals showcasing your content should live in multiple places on your website.
- Create a section on your homepage, then link it to a page that goes deeper into what it all means!
- Use the visuals on your about page to tout yourself as a thought leader.
- Go a step further and use the content consistently in your other online marketing – especially social media. This will help you be known for this specific set of content and drive traffic to your business website.
Great content on your blog
A blog is a great way to get organic traffic to your site through search results. They are also a great way to attract prospects and current clients back to your site. When you talk about things that matter to them, you become more important to them.
Want an example? How about this post. You are here because you are either interested in the work of Tic Tac Toe Marketing or the content of this post. Either way – WELCOME! Take a look around. We are glad you are here. And, when you are ready, book a call to discuss your needs!
Building Your Team
Your proprietary business content is likely to be a cornerstone of your coaching and consulting philosophies. Having this solid content wrapped in an attractive design gives you credibility and authority for more than just prospects and clients.
It can also help you attract talent for your team. We are all drawn to things that make sense and are smart. We want to be associated with high-quality, strong, and successful people and organizations.
When you are writing your next job description or hiring ad, use your proprietary visuals to showcase what you are all about.
Spend time in the interview going over what you value and how you live that out through this powerful content. Help them understand that they would be joining a team that stands for something and that, they too can be known as a thought leader in your industry.
When your business has a guiding philosophy and the proprietary content to showcase it, it can help guide your team into areas of specialty.
Take a look at your guiding principles or mission statement. It helps you see where you are doing well and where you need to focus your work a bit differently to achieve a higher level of success, right?
Your proprietary content can do the same.
Highlighting Your Expertise
Your unique frameworks, content, graphics, and ideas tell people what you should be known for. They give insight into what kind of a business coach, leadership coach, executive coach, or industry-specific consulting business you own.
The more specific you are, the more ideal clients you will attract, and the more money will come your way.
Case studies are a great way to show your proprietary content in action. You don’t need many. Three to five case studies sharing a way that you use your framework, as a whole or segmented, will help your audience to imagine how it might impact them in their work.
When you can show positive ROI, you help prospects imagine what their life/business will look like after they work with you!
Tools to build on your framework
Your coaching program or consulting business is likely built with your cornerstone content in mind. When you have proprietary content and materials that align, they can drive the materials that you need to create to support the framework.
Take, for example, this client’s framework:
For this client, this framework guided the creation of a collection of tools that support the overarching buckets of need.
Once the framework was established, we pulled together existing tools that filled each bucket and were able to identify where we needed to create additional tools.
For The Conversation That Matter, this collection became a product offering passive income, as well as a fully developed collection of resources they can use with clients.