This document provides guidance on marketing an executive coaching business, including building a brand, developing a marketing strategy, messaging, and launching a new business. It discusses segmenting the market and targeting specific customer segments like Caterpillar dealers. The recommended positioning statement positions the coaching as providing "the competitive edge for management development because we have the most qualified coaches who understand the industry." Tactics suggested for building an initial base of business include web-based marketing, referrals, and networking with other coaches. The document also outlines developing coaching service bundles that create value and provide customers access through various channels.

1. Marketing Your Executive Coaching Business

2. Marketing Basics

3. Building a Brand“If you want a better image, try starting with a better reality”Guy Kawasaki

4. Building a Whole BrandBrand information comes from any contact/association from which the customer receives informationIt includes the messages:You deliberately sendInformation you don’t send deliberatelyYour brand has both “body” and “verbal” language

5. Communication____% of communication consists of body language____% is expressed through tone of voice____% is communicated through words 58 35 7

6. How your company got its reputationSynthesized interactionsCreates your reputationInterpretation of interactions within their group Is their opinion of youPerceives and Interprets an interactionBased on motivationGenerate interactions with Other parties over timeCompanyCustomer

7. How you Improve/Manage your ReputationDetermine what you wantYour Reputation to BeUnderstand how groupInterprets your interactionsCreate interactions withEach person for desired reputationUnderstand how each party Interprets your interactionCompanyCustomer

8. Marketing Strategy

9. Old Way - 4 P’sProductPromotionPricingPlaceNew Way - SIVASolve ProblemsProvide InformationCreate ValueGive AccessBasic Marketing

10. SegmentationWhat is Segmentation?Why do we need Segmentation?What do we do once we have “Segmented the Market” ?

11. Criteria for SegmentationA. IDENTIFIABLEA good segmentation scheme must have the following two characteristicsB. ACCESSIBLE1. MUTUALLY EXCLUSIVEC. RESPONSIVE2. COLLECTIVELY EXHAUSTIVED. SIGNIFICANTCount Dollars Not Eyeballs

12. TargetingOpportunities for Profit * Size * Growth PotentialTARGETMARKETSELECTIONCompetitive Intensity * Unmet Needs * Entry Barriers Firm’s Objectives

13. Firm’s Capabilities

14. Synergies across SegmentsPositioningNow that we have segmented the market and picked out the segments we want to target with our offering, the next question is, how can we convince consumers in the target segment to choose our offering?To do this, we have to convince this segment that our product / service / firm:Meets (or exceeds) their needs (Solve their Problems)Does it better than competitive offeringsThis is the role of Positioning in a firm’s marketing strategy

15. Positioning StatementFor [target segment], the [product] [most important claim] because [single most important support]For business travelers, Avis provides the best customer service, because it’s #2 and tries harder.

16. Messaging

17. SummarySegmentation is the concept that recognizes diversity in the marketplace. The process of segmenting the market produces clusters of people who are similarTargeting a segment involves the identification of segments to which marketing effort will be directed. Marketers must select targets for which their product will meet a need.Positioning requires designing a company and product image and developing a marketing mix to promote the image to the target segment(s)

18. Messaging“Your marketing message, elevator speech, unique selling proposition, value positioning statement or whatever you call it needs to describe what you do and the problems you solve in one or two sentences. This may seem like a small part of your marketing effort, but in fact it is one of the most important elements and costs the least to fix.”

19. Message ElementsWhat’s In it for Me!

20. Traditional: What we do.

21. Adaptable

22. Works in various media

23. Simply stated

24. Less than 12 words (not counting product/service name)

25. Compelling

26. Target customers understand it – does not need to be explained

27. Make it memorable?

28. Supported by 3 benefit claims

29. Points of Difference

30. Points of Parity

31. Satisfies 4 evaluation criteria

32. Unique (Different)

33. Beliveable (Supported)

34. Important (Relevant)

35. Usable (Meaningful)Examples“Friends Fly Free” – Old one“The Un-Cola”“We Pick you Up”“Fly the Friendly Skies” – Bad one“Memories that last a life-time”Coaching Examples:“With Us, its All about you”“Creating Organizational Success, One Leader at a Time”

36. MessagingHere is a six step process that will help assure your marketing message will sell.

37. 1. Capture the attention of your target market with a headline that clearly defines who you are talking to. If you are selling to retirees your headline might be something like, "If you are 65 or older."

38. 2. Identify the problems, symptoms, issues, needs and wants of your target market. You must start with where they are and then move them to the action you want them to take. To continue our example, if you are looking for retired people to volunteer time to a cause your sub-head might read, " And looking for a way to make a difference in the lives of others".