Speakers, authors and coaches need what you have to offer. They all want to be seen as experts so you need to tell them how your product will do that for them. It's called building a platform and any speaker, author or coach will understand that language.
There are two things to consider when positioning yourself in front of this group. Speakers and authors will respond to marketing practices that use the language "become an expert" or "stand out in your field". Coaches will respond to "help more people with your expertise" or "coach more people to success with _____ (their area)".
Get in front of these groups yourself so they know you're a real company. Align yourself with an author or speaker or coach that has credibility in the market you'd like to penetrate and and approach them to endorse your product. (After they've been given a demo, of course).
These are a few things that come to mind immediately. If you'd like further information, email me at email@example.com or give me a call.
Most of all, keep going...this group needs what you have to offer.
P.S. I just thought of one more thing. Large platforms like Udemy discount courses regularly and many experts in your category get really frustrated by the perceived devaluation of their material. Something to consider.
Have you ever offered to help them build an audience? I speak often on podcasts and at events at a guest, and the top problem is getting eyeballs and clicks as needed. If you could do a little bit of vertical integration there, I can help you create a brand and social strategy to move forward using some social selling. Message me and let's talk!
Create resources and content to help those coaches and teachers realize the benefit of packaging their knowledge. An excellent place is here on Clarity, MosaicHub, LinkedIn, and a number of other sites where experts hang out.
They may be an expert in underwater basket weaving, but not in packaging their product into a course.
I'd love to talk more since I am in this position right now and think we could identify your marketing strategy.
Sign up for every coaching course you can find and then send them ads. It is the reverse newsletter approach. I do it all the time. Once you have a certain amount of customers you can take other measures. For now hire a virtual assistant or two and get going.
The secret to success: I have had the pleasure of knowing and working with some of the biggest names in business, celebrities, actors, entrepreneurs, business people, and companies from startup to billion dollar operations. The number one reason for their success is doing what they know and love while doing it in new, creative, and innovative ways.
Best of luck,
Take massive action and never give up.
Michael Irvin, MBA
Hello Stephanie, I actually am one of your potential clients. I am the owner of one of the world's most recognized vocal training programs for singers. I just launched a new LMS here, www.TheFourPillarsofSinging.com. I could help you by sharing with you what my needs are as a course work owner that sells access to systems like this. I would also be interested to learn how you could help me?
Start with those who influence your audience. Target 'coaches to the coaches'...people who train speakers, etc. Leverage all their hard work at amassing a community by doing some account based marketing to those people; strike up partnerships; get some beta user feedback (and testimonials). If you have a solid product, it's a pure value add to their audience.
You can also target those communities with paid traffic and then just a matter of tweaking the metrics to make the numbers work. (Spend < Revenue)
And for what it's worth, I develop products with speakers, authors and thought leaders. Happy to take a peek at what you have and provide feedback.
As both a brand marketing consultant and a speaker, I suggest that you position yourself where customers can find you. It will be a business expense. However, attending, or even sponsoring, events hosted by notable speaking entities like Toastmasters and NSA will not only put you in front of prospective clients, but provide insight into their needs and how you might improve as well as position your product effectively. You’ll likely be the only vendor of your type in the room, which means zero competition, but you will stand out. Depending on your capacity and budget, you might even solicit speaker bureaus and become a third party vendor.
For the sake of “clarity,” best practices for marketing ANY type of service is to 1. Narrow your target audience (Are you going after academics who want to digitize their content for mass consumption, industry gurus/coaches on LinkedIn, or self-proclaimed life coaches who live on Twitter, Instagram and LinkedIn, have podcasts, blogs, or have done TedTalks, etc.?) 2. Research your target audience’s sales and customer engagement needs then 3. Pitch your service based on value and benefits. WHO you’re targeting will impact HOW you target them and WHAT you say.
Call me to learn more about the 4Ps of Marketing and how to use the 5Ws to position your product effectively.