Most coaches have a blog or newsletter but struggle to attract new readers, and more importantly, fail to monetize it. While there are a number of different ways coaches can improve upon what they are already doing, my favorite approach is referred to as Soap Opera Selling.
At some point in your life, you may have been addicted to one soap opera or another, tuning in each day to the high-drama sequence that always left you hanging on the edge and wanting more. No matter how many times someone escaped death, got divorced, or was part of a financial scandal, you kept coming back for more.
It’s an approach coaches can use to turn their client experiences into a story line that strengthens existing relationships, boosts their email list, and drives targeted groups into their practice.
To accomplish this, take a moment to step back and think about your blog, newsletter, or emails in terms of a multi-part series or episodes.
I generally use 3-5 episodes and frame the sequence around a targeted audience. I know many of you have targeted audiences, but when it comes to soap opera writing and selling I would encourage you to whittle it down to a very specific group of people you want to help and that you have tangible tools and resources to prove that you can.
For example, I wrote the following soap opera for married couples entering retirement:
Title: The Biggest Mistake I Ever Made With A Client’s Wife
I was going through my normal client meeting prep when I noticed Hal and Carol pull into our parking lot. They were a few minutes early, but no big deal. I took a quick swig of coffee and that’s when I realized Carol was by herself and dressed to the nines. Let’s just say, she didn’t look or act retirement age, and must have gotten off work early today.
They usually drove together but, since Hal had recently taken a buyout offer from his employer, it must have been easier for them to drive separately. As a former social worker I tend to be a hugger and greet some people with a friendly squeeze, especially longtime clients.
I told Carol it was nice to see her and how great she looked, and then it just happened.
I made one of the biggest mistakes ever!
It wasn’t premeditated and, if I could go back in time, I’d change it.
I point blank asked her how Hal’s recent retirement was going and her response was nothing I expected a lady to share. She launched into a sharp-tongued, detailed response accompanied by what looked like tears of anger one minute and a sense of hopelessness the next. She described everything that retirement is NOT supposed to be.
That’s when Hal pulled into the parking lot so I had no choice but to…
The episode goes on to talk about how I helped her begin to resolve some of these issues with Hal, and how others can do the same with a free guide called How To Prepare Your Marriage For Retirement.
On the surface, Hal and Carol’s situation is a very common instance but instead of labeling it as the typical early retirement story, I inserted the reader into the conversation, gave them a front row seat, which is exactly how you encourage people to want to learn more, read the next episode, or give you their email for a free guide or newsletter. As a result, I was able to engage a host of prospects with related concerns as well as positioned myself as a resource for couples considering a buy-out or struggling with the transition.
Fact is, there are a lot of things going on behind the scenes between you and your clients that can be converted into a soap opera sequence. By doing so, you will raise awareness about a particular issue you are comfortable helping people with, position yourself as the expert on the topic, and done correctly, can be used to sell sessions or your other material.
Interested in learning more? Join us Wednesday April 6th as retirement expert and nationally syndicated columnist Robert Laura shares real, actionable strategies for becoming a media darling, writing consistent and engaging content, breaking down barriers to writing your first book, and how to grow your business with financial advisors and more.