Niche Marketing

Mentorship Program Case Study #2: Healer, Rachel Warrington – Yarrow Healing Arts, Victoria, BC, Canada

Rachel joined my Mentorship Program a couple of years ago. She is a healer from Victoria who struggled, as many healers do, to find some semblance of a niche. What they do could, conceivably, help everyone. And so how to choose? It can be very difficult. But, we rolled up our sleeves and got to …

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Coaching As Activism

What if your coaching could be a potent, effective and inspiring form of activism? In asking this question, I am suggesting something to you that might be hard to hear: there’s a good chance that it’s currently not. Let me make my case: the coaching industry grew out of the personal growth industry and the …

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Helping The Helper

Sometimes you’ve got to ask yourself, “Who is it that’s helping the one I want to help?” Sometimes your target market isn’t who you think it is. Famously, FedEx made the mistake of thinking that their clients were the CEO’s of companies when, of course, it was actually the secretaries and executive assistants who would …

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Be a Flower, Not a Butterfly Net

  I hosted a men’s circle earlier this year and a young man said something brilliant: be a flower, not a butterfly net. It reminds me of something I heard colleagues say for years: be a lighthouse, not a searchlight. Butterflies run away from nets. People run away from searchlights. Of course, it’s dangerous to …

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Everything I know about marketing in a single sentence

Before someone buys from you, everything in the following sentence needs to be true (and true in the order it appears in this sentence): There’s a result clients crave that they believe can be attained, and they believe you can help them attain it better than others. So simple. Of course. But we often miss pieces of this in our marketing. I …

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