[00:00:00] Lauren Brollier Newton: Welcome. Today, we’re talking all about marketing. How do you market yourself? How do you get yourself out there? And for some of you, I know, you get this super scared, icky feeling inside of you, when you think about marketing yourself, putting yourself out there, marketing your business. And we really got to get over that. Because here’s the thing, if you don’t allow yourself to put yourself out there, you’re not going to be having clients, which means you’re not going to be helping transform their lives, which means you’re not going to be living on purpose. And then you’re going to be back to square one of why you became a coach, in the first place.
[00:00:33] Lauren Brollier Newton: So it’s so important to learn how to market, but we believe in attraction marketing. I truly believe, attraction marketing is what makes you an abundant coach. It’s not abundant for a flash and a pan, so to speak, but really can have a thriving coaching business for a very long time. So, this episode, attraction marketing one on one. So,what is attraction marketing?
[00:00:54] Lauren Brollier Newton: The first thing we have to understand, if we’re going to talk about attraction [00:01:00] marketing, is there is a difference between getting clients, and attracting clients. So let’s think about a get energy. Have you ever run into someone who’s just in a get energy? Have you ever come across a person who just is like a kind of what’s in it for me person? That feeling is so icky. So that’s why we want to think about attracting, rather than getting clients.
[00:01:21] Lauren Brollier Newton: Now, I know it can seem like just semantics, does the word really matter, but words have a vibration to them. Even in the Christian Bible, it says in the beginning was the word.
[00:01:31] Lauren Brollier Newton: So, if you’re thinking about what a word means, think about what it feels like to try to get something. I got to get something. I got to get something I need, as opposed to I’m attracting clients. To me, it just feels more expansive.
[00:01:44] Lauren Brollier Newton: It’s interesting because I’ve observed some of even the most heart centered people, get in this weird get energy, when it comes to finding clients or going to networking meetings and things like that. If we’re going to go out and give workshops, or network, or [00:02:00] put our online program out there, of course, at the level of fact, we want to get something. That’s why we’re putting it out there because we want to attract those clients. But the get implies that there’s no given there. And that’s not who we want to be as coaches, of course.
[00:02:14] Lauren Brollier Newton: So, I remember one time, I did a ton of networking when I was building my coaching business. And there was one person in particular that I would see at a bunch of networking events. And this person, every time they talked to me, every time, I’m not kidding. It was like uncanny. It was about something they wanted to get from me. Every time. They would come up to me and say, Oh, this thing, I want you to come, or, Oh, this blah, blah, blah, or here’s what I’m doing, or let me tell you about this thing. And it was very one sided. So of course, when I was around that person, it felt ick. I was like, this person is just wants to get, and nobody loves that.
[00:02:49] Lauren Brollier Newton: From now on, my invitation to you would be, to go from the idea of you’re getting clients now, to attracting clients. Just get the get out of your mind would be my invitation to you. [00:03:00] Attract is a way different energy. Attract for me feels like I am being who I am, I’m serving, I’m a value, I’m doing my business, and people naturally are like, I want in on that.
[00:03:13] Lauren Brollier Newton: Now, that doesn’t mean you’re not going to invite people. It doesn’t mean you’re not going to tell people what’s going on with you. But you just have this idea in your mind, that the reason they’re going to want to participate is because they’re attracted to the value you offer, they’re attracted to you as a person, they’re attracted to the types of things that you talk about or discuss in your coaching business, that’s the main reason why they’re coming. Not because you’ve got to get something, or it’s a numbers game, you got to reach your quota, or anything like that.
[00:03:43] Lauren Brollier Newton: So here’s how I like to think of attraction marketing. I’m going to give you two different examples of this. One is a 1980s example, cause that’s when I grew up. And one is a, they’re probably late 80s, early 90s. One is a more modern example. But I think, both have value for you to understand what attraction marketing is, and to [00:04:00] get over any fear you have of putting yourself out there, marketing all that.
[00:04:03] Lauren Brollier Newton: I want you to think back. If you live in the United States, if you don’t live in the United States, you might not have this experience, but I’ll paint it for you as best I can. So when I was a little girl, my mom was off work on Mondays. And so, before I was in school, Mondays was her day to go shopping, to go have lunch. So oftentimes, she’d take me shopping with her. So we’d go to stores like JCPenney, Mervyn’s, Macy’s, Nordstrom, things of that nature. And I always loved Nordstrom. Now as a kid, I didn’t get the differential. So for those of you who don’t live in the United States, Nordstrom is like a more higher end clothing, shoes, home goods department store.
[00:04:41] Lauren Brollier Newton: And I would say, JCPenney is a lower step. Like it would go, Nordstrom’s the best, then Macy’s, then JCPenney, Mervyn’s would be that. But I always loved Nordstrom as a kid. Not because it was the top of the line. I didn’t know anything about that as a kid. But what I loved, is that when you walked into Nordstrom, I don’t know if they still have this [00:05:00] today. But when you walked into Nordstrom, there was a person playing a grand piano. They always had a piano player. And it was like, so elegant.
[00:05:06] Lauren Brollier Newton: Now think of the piano player in Nordstrom. That piano player is not wanting to get clients, not wanting to get you gathered around his or her piano. That piano player is playing their song. Many people will be attracted to that, and that’s why they choose a place like Nordstrom. Some people will actually, they used to have like little couches and chairs and stuff set up. Some people will stop by and actually just sit and listen, because they’re attracted to that music. Others will leave a tip. Others will not even give two shits that there’s a piano player there at all. But that piano player just continues to play their song. And it attracts the people who want that elegant experience, or want that calm in the middle of the day while they’re shopping. No one’s saying, you have to listen to the piano player. You have to come over here and listen. Let’s see how many people we can get over here gathered around. It’s not that energy. They’re just playing their song.
[00:05:57] Lauren Brollier Newton: So what if you could think of attraction marketing [00:06:00] as playing your song? What if you could think of it as, I’m going to play my song, whatever that is, you’re the fitness coach, the health coach, the business coach, the spiritual coach, the life coach, whatever you are, and you’re going to play that song loud and clear. And those who love that music will gather, and those who don’t won’t pay attention, or they might test out the waters and then go do something else. But that’s what I want each of you to do, is play your song.
[00:06:21] Lauren Brollier Newton: Recently, we know, Taylor Swift is a phenomena around the world. This is probably going to be like my most commented on episodes, so I’m bringing up Taylor Swift. I don’t love Taylor Swift. I think, she’s a cool person, I appreciate, she’s a hard worker, it’s phenomenal, the following she’s created. I personally don’t feel attracted to Taylor Swift. And here’s I’m bringing this up, for every Swifty on here, you guys, I know, I’m going to get hate mail. But here’s what I want you to know, should Taylor Swift stop playing her song, or not play it at all, or get all but riled up about what she’s doing because Lauren doesn’t like it? Do we really want to believe that if we don’t feel resonant with something, the person should [00:07:00] just not do it?
[00:07:01] Lauren Brollier Newton: Of course not. You would never say that. You would say, Lauren doesn’t resonate with Taylor Swift. Lauren resonates with this person over here. And you wouldn’t feel funny about it. Unless you are diehard Taylor Swift, and now you just hate me and you’re never listening to the podcast again. But with that said, do we want Taylor Swift to stop playing her song completely because some of us don’t love her music?
[00:07:22] Lauren Brollier Newton: Of course not. She’s going to play her song. And obviously, millions of people around the world love that song she’s playing. They’re attracted to her. They like her costumes. They like her style. They like her personality. They like hearing about her. They love her music. And so, when you’re having this fear of putting yourself out there, the reason you’re having that fear is because you think that someone might think something about you. Either someone that you’re close with, or someone that you come across, they’re going to think you’re salesy. They’re going to think you don’t know what you’re talking about. They’re going to think you’re an imposter. They’re going to think something, whoever it is. And you have to decide, is them thinking something about me enough for me to stop playing my song or never start.
[00:07:58] Lauren Brollier Newton: Cause I’m not going to tell you that [00:08:00] everybody’s going to love what you do with your coaching business. There will be people who listen and have no zero interest in what you do. I’m not going to paint a picture that says, everybody on the whole planet is going to love what you do. No, they’re not. And you have to decide, who am I playing the song for?
[00:08:13] Lauren Brollier Newton: I want to help people as a coach. In order to help people, they have to know I exist. Therefore, I have to play my song. So, those of you who are afraid of marketing, are you really going to let yourself not market, because you’re afraid of the people who don’t resonate will think of you? Or are you willing to serve the person who does resonate? That’s ultimately the choice at the end of the day.
[00:08:31] Lauren Brollier Newton: But you don’t have to be salesy. You don’t have to be weird You don’t have to spam people. You can play your song. What is your song as a coach? It’s the type of content that you’re teaching.
[00:08:41] Lauren Brollier Newton: I don’t know if you guys know Gary Vee. He’s a coach speaker. I don’t actually know what Gary Vee does. I don’t know if he’s a real estate guy or what he does, but he has a huge following on social media. I follow him on social media. Gary Vee is a very strong personality, he cusses, he’s very matter of fact. Not everybody is going to [00:09:00] love that.
[00:09:01] Lauren Brollier Newton: Gary Vee has just continually kept playing his song, over and over again. Authentically and pure to who he is, millions of followers. Some people don’t like him. But the people who do, he’s really helping with what he does. Taylor Swift helping with what she does. Piano player at Nordstrom helping with what they do. And so, you just have to decide, am I not going to ever start because somebody might not resonate with me? Really, it’s that simple, yet deep of a question.
[00:09:25] Lauren Brollier Newton: So that brings me to point number two. So the first point is, we’re moving from a get energy to an attracting energy. And I think, that I painted that pretty clear right there.
[00:09:34] Lauren Brollier Newton: The second thing I want you to know about attraction marketing in order to build your business to 6 figures, is that your number one attraction tool is you. You as a coach, you are the number one client attraction tool, beyond all the fancy marketing, and logos, and slogans, and whatever it is. People as a coach, they’re most going to be attracted to you. And so, who are you? Are you showing who you are? Because the coaches [00:10:00] that I have seen not be successful. And they’re trying, they’re going out in marketing, they’re hosting workshops. Part of the reason why they’re not getting traction faster even though they’re taking action, is because the energy that they’re in is scared, nervous, not wanting to be themselves, portraying the get energy, perhaps. It’s the energetics of it. It’s not actually that they’re not taking action. It’s that they’re going in hiding who they are, because they want to do right, or they want to say the right words, or they want people to join their email list. And so, I better say it just perfect.
[00:10:31] Lauren Brollier Newton: And ultimately, not on purpose, but we end up sabotaging ourselves when we do that. Because people can’t fall in love with you, if they can’t really get to know you. So, I really want any of you, who are going out and networking, or you’re doing Facebook lives, or you’re posting on social media, or you’re writing an email of writing a blog, what’s the most you, you can be?
[00:10:52] Lauren Brollier Newton: I will tell you that usually the most you, you can be, is the you that’s with your best childhood friend that you’ve known forever, [00:11:00] or with a sibling that you’re really close to, for the most part, I’m not saying people you aren’t close to, I’m saying the ones that you’re close to, that’s where you’re going to see the you, as that’s not hiding as much. Cause these people are going to love you anyway, no matter what.
[00:11:12] Lauren Brollier Newton: And my invitation to you would to be to look for signatures of yourself in there. I’ll give you one for me, personally. I personally wear my heart on my sleeve. You have probably seen it in this podcast so far, if you’ve listened to more than one episode. I say what I think, I wear my heart on my sleeve, I don’t hide things, I tell stories about myself. I’ve always been. Even when I was a little girl, my grandpa would always say, gosh, you just wear your heart right on your sleeve. That is really who I am. That’s my personality. So if you asked me to dial it in, and to not share myself so freely, I would feel very stunted by that.
[00:11:49] Lauren Brollier Newton: And so, if some guru told me, you should really dial it in, Lauren, you should be a little bit more, whatever. And then I went to a networking meeting or I did a webinar and I tried to dial it in, it’s [00:12:00] actually going to repel people because it’s not authentic. There’s something they can taste in that. There’s just something I’m not quite attracted to, because they’re not seeing me, they’re seeing a front. And so if you’ve been wearing a mask, and I’m not talking about the COVID mask, I’m talking about, if you’ve been wearing a mask over some of yourself, because you want to look polished, or you want to look perfect, or you want to say the right thing, that’s actually getting in the way of you attracting clients.
[00:12:24] Lauren Brollier Newton: So, that doesn’t mean we don’t practice, it doesn’t mean we don’t try to put our best foot forward, it just means that you want to start noticing when it becomes, I’m just hiding because I’m not sure what I’m doing here.
[00:12:36] Lauren Brollier Newton: So the greatest thing about you being the number one client attraction tool, the greatest thing about that is it doesn’t cost money. You don’t have to pay for Facebook ads or anything. If you’re just willing to be you in the beginning, and you’re willing to go out there and network, and do social media or whatever it is, whatever strategy you’re going to use, there’s a million strategies that can build a coaching business. But that being fully you is going to be the most [00:13:00] important. So, your number one attraction tool is you.
[00:13:03] Lauren Brollier Newton: And in the beginning, this is the most important thing. So one of the points I wrote down that I wanted to share with you is, and I’ve shared this in other episodes, but with attraction marketing, I would say, don’t set up fancy online funnels and things like that until you have a proven process that works. And here’s what I mean by that. You can be a brand new coach and you can set up some sort of an online funnel where, you have a free e-book, and somebody downloads it, and then they get a series of follow up emails, and then they can click and book an appointment with you, you can set that up. But if you haven’t really established what works for you, what message works for you, who you are, that kind of thing, usually those funnels fail, because you don’t have a proven process yet, for how you know, it really works for you to enroll clients.
[00:13:49] Lauren Brollier Newton: So, my highest recommendation for a new coach wanting to get to 6 figures or a coach who’s been coaching for a while, but hasn’t broken that 6 figure mark, is let yourself be the [00:14:00] center of your strategy. Because it’s the resonance with you that they feel that’s going to cause them to want to coach with you or not.
[00:14:07] Lauren Brollier Newton: So, that leads me to number three, about attraction marketing. Which is, that the number one attraction marketing tool that is used by every successful coach in the world is workshops and speaking. Speaking, giving presentations, giving some kind of workshop, that is the best way to attract people to your coaching programs.
[00:14:33] Lauren Brollier Newton: Why? Because you’re playing your song. When someone can observe you in a workshop, or a speaking engagement, or a podcast, or a challenge, or even a Facebook live, although that’s not the number one strategy, but it’s good to get people, talking about it. But when they can actually see you speak and present on the topic that you’re passionate about, this is how you play your song as a coach. And this is how people decide to take the next step with you, because they’re feeling this resonance for the song.
[00:14:58] Lauren Brollier Newton: Why do people buy a Taylor [00:15:00] Swift concert ticket? They love her songs, they love her, they want to be a part of it, they want to see what she does on stage, they want to have community, they buy a ticket because they want more of what she has. They heard her song on the radio, or they saw a CD, or they saw her on TV, and they wanted more.
[00:15:14] Lauren Brollier Newton: It’s the same exact thing with a coach. You give a workshop, as a talk, a speaking engagement. You are the presenter at a meeting. You do a five day challenge. You get interviewed on a podcast. And someone feels resonant with you. They’re going to take the next step. All you were doing is playing your song. You didn’t say, everybody around here, you better come to my podcast. I’m going to hard sell you. No, you’re just inviting, playing your song, and the people who resonate will take the next step with you.
[00:15:38] Lauren Brollier Newton: Now, I want to address a couple of different things about these workshops. The first thing I want to address is, when I say workshop, the best thing is an hour or more, in my opinion, presentation, where you’re taking clients through a process where in that moment, they can actually see, Oh, just by being here for an hour, I see growth in myself. Because that is going to show them that [00:16:00] then if they go into a coaching program, gosh, if I got all this growth in an hour, you know what’s going to happen over 12 weeks or whatever it is.
[00:16:05] Lauren Brollier Newton: So a workshop, an hour that you host, meaning, you’re inviting the people and getting the people in the room, whether it’s a Zoom room, or a webinar, or an in person workshop, or whatever you’re going to do to give that workshop, you’re getting the people in the room.
[00:16:18] Lauren Brollier Newton: The other way to do that is to speak on someone else’s stage. So, you can go to an in person or virtual workshop, a summit, and a meeting at a group that meets in the town that you live in, and you present. The reason I’m saying an hour. Now, if you get the opportunity to present for even just 15 minutes, take that opportunity. I’m not saying don’t, but I’m saying an hour means, people have enough time to be around you, to see if they really resonated with with you or not. And by the time they take the next step, they’re usually pretty much ready to buy, because they’ve already been with you for an hour. They know what they’re signing up for at this point. Okay. So, workshops that you host or workshops on other people’s stages. Presentation is another [00:17:00] way to say workshop. The reason I like to use the word workshop is because, you think, it engages the audience a little more than just a presentation.
[00:17:07] Lauren Brollier Newton: Now, can a podcast be an example of this? A podcast is great. My advice would be, if you’re going to go on a podcast, that you want to know some things that you want to cover so people can feel attracted to the work that you do. You don’t want to go on a podcast and not at all talk about the service that you offer, or the fact that you’re a coach.
[00:17:24] Lauren Brollier Newton: So you’re not going to be selling the whole time, but you want to let people know, this is what I teach. So, a podcast can be like a workshop, or it’s not as great as a workshop, but it can definitely attract people, especially if there’s a bigger following.
[00:17:40] Lauren Brollier Newton: Now, the reason I say a Facebook live is not as great as a workshop or a speaking engagement, is because people didn’t sign up. They don’t have to stay. They can scroll right past it. Whereas, if people sign up for a workshop, and they show up, the likelihood they’re going to stay is bigger. So, workshop and speaking engagement’s, number one. Then I would [00:18:00] follow that by podcast. Then I would follow that by doing things online. I would also say that if a challenge on Facebook or on Zoom can be as great as a workshop or a speaking engagement, you’re just dividing it over several days. That’s what a challenge is. It’s like the five day challenge, the three day challenge.
[00:18:17] Lauren Brollier Newton: So, I wanna address another concern you might have. I know one of the concerns that comes up is, this is the main attraction marketing tool. Before I go into that challenge, let me just say this, every successful coach on the planet is using this workshop speaking engagement format to attract clients.
[00:18:32] Lauren Brollier Newton: By the way, this doesn’t have to be live, it could be recorded. We call that evergreen. It could be a workshop that’s recorded. People sign up for it, and then they have a time to show up and watch the recording. So, it doesn’t have to be live. I want to just point that out, but every successful coach in the world is doing this.
[00:18:46] Lauren Brollier Newton: So let’s look at some successful coaches in the world. Mary Morrissey. Mary Morrissey has recorded workshops that people can watch and then opt in for her coaching. She has three times a year, a three day workshop in person, where she [00:19:00] plays her song for three days, and invites people into the coaching. Mary Morrissey, the number one teacher of transformation in the world, still having workshops.
[00:19:08] Lauren Brollier Newton: Let’s look at Amy Porterfield. She hosts the podcast online marketing made easy. When she is selling her program, which is called Digital Course Academy. So digital course Academy, she sells through what? A webinar. When it’s launch time, she gives a webinar, invites people into the program.
[00:19:24] Lauren Brollier Newton: Let’s look at Tony Robbins. I see Tony Robbins hosting summits, challenges in person events, online events all the time to attract his next clients. I’m sharing this with you to say, it doesn’t matter if it’s recorded, virtual, in person, live, not live, challenge, summit, every single person is finding a way, to sell their coaching programs, to invite people into their coaching programs through this format.
[00:19:51] Lauren Brollier Newton: And there’s a reason why everybody’s doing it, it works. It works because when people have enough time with you, they can see if they resonate. When they resonate, [00:20:00] if they have a challenge that they would solved, they’re going to go with you, and they’re going to sign up for your programs. So, workshops.
[00:20:06] Lauren Brollier Newton: Another thing that might come up is, the fear of public speaking. You might be a person that’s, Oh my gosh, I have to host a workshop, or go live on Facebook, or host a challenge. That is not me. I’m not good at this.
[00:20:16] Lauren Brollier Newton: So first and foremost, is there a step you can take that’s maybe a little bit more comfortable than being live in person, like could you record a workshop, so that you have the opportunity to edit it, or you have the opportunity to use a teleprompter, and there’s a little bit less pressure because it’s you and a camera, and then it can be edited, and you could do that.
[00:20:36] Lauren Brollier Newton: In other words, I’m saying this because there’s always a place you can start. Doesn’t mean it’s not going to be a little bit uncomfortable. It’s going to feel like a little bit of a stretch for you. That is okay. But are you willing to in service of the dream that you have, the difference you want to make, the clients that are waiting for you, that you can serve? Or do you just want to go back to the same old crap, which is going to put you in the place you were before you became a coach, [00:21:00] or maybe it’s the place you are right now. So, the mission becomes bigger than the fear. That’s my suggestion.
[00:21:06] Lauren Brollier Newton: Our master coach at Brave Thinking Institute is named Kirsten Wells. Kirsten was in a Western medicine practice. She’s a Chinese medicine practitioner. And really, so skilled at her craft when she became a coach. One to one sessions, she’s good. She was a clinician in clinic, and in her Western medicine practice, she would see patient after patient, one on one, fine. Then she became a coach. And she realized that, Oh, I might have to speak in front of people. There was not a cell in her body that wanted to do that. It was like a no thank you, I’d prefer to just be one to one in person in the office. But she had the opportunity for Mary Morrissey to become Mary Morrissey’s master coach at Brave Thinking Institute.
[00:21:47] Lauren Brollier Newton: And Mary said, you’re not only going to be coaching, you’re going to be speaking on stage, too. And Kirsten was like, whoa, wait a second. No, that is not me. And Mary’s like, I guess you’re not going to be the master coach. So Kirsten said, the way that she got herself [00:22:00] to do the speaking, even though it was scary to her was, she caused her to think about the mission that she had, and the why that she felt, and the calling that she felt for coaching. And it was to impact greater and greater numbers of people. And she had a realization that if I just work one to one with people for the rest of my life, and I never get on a stage, I’m missing out on this impact that I feel like I was put here to make.
[00:22:21] Lauren Brollier Newton: So Kirsten found ways in which to put that self aside that didn’t want to speak on stage. She found ways to put that aside because she wanted the impact bad enough. Now, how do you get yourself to have the impact be bigger than the fear? You think more and more about the impact. Every time the fear comes up, you start thinking about the impact, and the people in the audience, and how this is going to change their life, what a difference you’re making. And you train yourself to get more interested in the impact that you can have.
[00:22:49] Lauren Brollier Newton: So, if you’re sitting here going, all right, I liked this whole episode until Lauren said, I have to go speak. You really just want to think about your mission, and think of if you’re willing to really give that up because you don’t have the courage [00:23:00] to do this. That’s the question we’re always asking. Are we going to go with love, or are we going to go with fear?
[00:23:04] Lauren Brollier Newton: So, if it’s not someone else’s stage and it’s your stage, how do you get people to show up for your workshops? You invite everybody in what we would call your more market. The people who know you, they love you already, you invite everybody, you network a ton, network, go on podcasts, build your list, go on social media, and constantly be playing your song and then inviting people. So, that’s attraction marketing. You’re playing your song. People will resonate with that. And you’re willing to play your song in a public setting, so that people know you exist, and know that you can help them.
[00:23:35] Lauren Brollier Newton: So, I love y’all very much. I will see you in the next episode.
