{"id":14316,"date":"2020-08-05T15:12:17","date_gmt":"2020-08-05T15:12:17","guid":{"rendered":"https:\/\/www.relationshipcoachinginstitute.com\/?p=14316"},"modified":"2020-08-05T15:12:17","modified_gmt":"2020-08-05T15:12:17","slug":"your-marketing-funnel-service-delivery-system","status":"publish","type":"post","link":"https:\/\/vhhtesting.com\/xyypro3\/your-marketing-funnel-service-delivery-system\/","title":{"rendered":"Your Marketing Funnel & Service Delivery System"},"content":{"rendered":"
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Your Client Creation Machine (& re-purposed pasta maker)<\/figcaption><\/figure>\n

Your service delivery system is simply how you deliver your services. Ideally, it is created in response to your market research and tailored for the needs of your niche.<\/p>\n

It might be tempting to build a service delivery system around what \u201csounds good\u201d or \u201cseems right\u201d to you. Regardless of how good your hunches are, my unwavering advice to you is always to do your market research first<\/em>, and then base your service delivery on the hard data that you generate. If this merely verifies what you already \u201cguessed,\u201d then more power to you, but more times than not, your market research will re-shape your hypothesis of what you thought <\/em>your niche wants and needs.<\/p>\n

Another way of putting this is to market to your target audience, not to yourself<\/span><\/strong>. And make no mistake: you are not your target market<\/em>. This is one of the biggest flaws in all marketing (by no means limited to therapists or coaches). Often, businesses of all sizes forget that they aren\u2019t <\/em>their target market. Or to put it differently: they assume that they are<\/em> their target market. So they simply say to themselves: \u201chey, this makes sense to me, so it must make sense to the people I\u2019m trying to communicate with.\u201d<\/p>\n

The Golden Rule vs. The Platinum Rule<\/span><\/strong><\/p>\n

The Golden Rule<\/span><\/strong> states “Do unto others as you would have them do unto you.”<\/em> While this practice civilizes us and helps us get along in society, it doesn’t work in marketing and building a service-oriented business. Here’s an analogy; if you wanted to give someone a present and you followed this rule, you would give them something you would like to receive, which only works if they’re exactly like you!<\/p>\n

The Platinum Rule<\/span><\/strong> states “Do unto others as they want to be done to.”<\/em> To do so requires connecting with others and learning what they really want, rather than what you want to provide them. This works great for sex; you’re much more likely to pleasure your partner by doing what feels good for them rather than what feels good for you. Your sales will be much higher by providing programs and services that address what your customers want rather than what you think they need.<\/p>\n

[Scroll to the bottom of the is page to download a free recorded tutorial about how to do market research and leverage the Platinum Rule in your coaching business.]<\/em><\/p>\n

Most practitioners understand this, yet seem to have a hard time implementing it. I’ve seen many conduct diligent market research (because they know they need to design their services for their niche) and then completely ignore their data and their marketing flops. It pains me to see such passionate, \u00a0talented, well intentioned professionals struggle to make a living because they have such a hard time connecting with the people they want to serve.<\/p>\n

There are a couple of reasons for this; both of them strangely obvious when you write them out the way I will here:<\/p>\n