the second part of any marketing strategy is evaluation. People need information before they can decide to work with you. And that's what this phase of marketing is all about. When I'm talking about evaluation, I'm thinking about this question. How will I help prospects decide whether working with me is the right next step for them. This can be all sorts of different things. There's all sorts of different ways that you can accomplish this evaluation piece. So the question that I want to consider, as I consider this larger question is what do people need to know before they're ready to buy? What do they need to know about their problem or their goal? What do they need to know about the solution that's gonna help them past that and what do they need to about you and your work? This is a great opportunity to do a quick brain dump and just think through all of the things that you know, a new client is going to need to have figured out or have information for before they actually decide to ...
invest in working with someone. So again, what do people need to know before they're ready to buy about their problem or goal about the solution they need or about you and how you work. Now, once you know what kind of information they need before they're ready to buy, you can think about how to relay that information. So what's the best way to communicate what people need to know before they buy. This is a great opportunity to utilize Case studies. A case study can feel just like our long testimonial, it can feel like you're patting yourself on the back for, you know, 1000 words or 500 words and yeah, that's what a case study kind of is. But the cool thing about case studies is that they're really engaging content there. You useful content because you're essentially telling the story of how you took someone from Point A to POINT B and your client, your prospect, they want to be that person and so walking through that story with them in the form of a case study is a phenomenal way to deliver that information. Another example is a buying guide or a services guide. This is something that we use that Yellow house media. I've got our services page on our website that kind of lays out the top level stuff and shares sort of what we're about and how we work. But within that page there's a big download button where you can download our services guide which really just goes into all of the nuts and bolts of our process, our pricing the timeline, our communication policy, it's basically a proposal that does not need to be customized so someone can download that and really it has all of the answers to most of their frequently asked questions. So that's a buying guide. Also long form content, you know, I'm thinking about content that really demonstrates my expertise, my perspective and offers something just wildly valuable to your prospect workshops are also a really great way to get evaluation done if you do have a slightly higher capacity business, maybe you're working with 15 to 20 people per year, hosting a quarterly workshop or a workshop a couple of times a year where you're delivering on some information that people really want, your teeth, them, how to do something. And then at the end you can talk about your service and how you help people do exactly what you've just taught them. It's a phenomenal way to get started with the evaluation piece and then similarly workbooks are another great way to do this. So if you think about a workbook as something that is t teaching and something that is sort of guiding people through a particular process. That can be a really great way to communicate the information that someone's going to need to know before they're ready to buy. So case studies, buying guides, long form content workshops and work books all really great for evaluation. Now, let's get back to our career coach as they think through this second piece of their marketing strategy. Again, I've got some questions for them first, that question, what do people need to know before they buy? So this career coach tells me that, you know, most people have some assumptions about career change that need to get busted. Oh, I love some assumptions and misconceptions to be busted as part of my evaluation phase, just makes me so happy when I can put a marketing strategy together around assumptions. So now we know with this career coach that the people they're trying to reach, have some misunderstandings about what career change is actually like. Alright, so put that piece of information, put a pin in it. The next question is, what are we gonna share to convey that information? So the career coach is going to tell me something like you know, I can talk with past clients about how those assumptions shifted for them and what results they saw when they learned. What's really true. Alright, great. I love using past clients as fodder for evaluation marketing and then finally same question as last time, what activity are you going to use? How are you actually going to make sure this evaluation piece gets done this career coach thinks that the best way to do this is to turn those talks with past clients into case studies for their website. Uh They say also share those case studies periodically via email or ask past clients for referrals using those case studies. Chef's Kiss. That is the perfect way to make sure evaluation is getting done and done well in your service based business Now of course your answer to these questions might be a little bit different but hopefully this gives you an idea of how evaluation works and how simple it is to be really effective with the way you ensure evaluation is getting done. So again it's your turn, get that workbook out and ask yourself how you're going to help prospects decide whether working with you is the right next step for them. Alright, We've got one more part to go in building out our marketing strategy.