3 | Making an informed decision as a student or client
Making any form of investment, whether that be in a coach or course, is an incredibly exciting one. And it’s not one to make lightly.
Whilst raising the standard for the businesses that exist in the space is the start of the solution (read more on that here), I believe it also comes down to education around how to make informed decisions, spot fact from fiction and make the right decision for you.
And ‘right for you’ is exactly it, because providing educators are marketing in a way that’s honest and helping you to make an informed decision, the next step is up to you. Here’s my thoughts on the things to consider before investing in education, coaching or mentoring...
1 | Know what you want (what and how)
Something I love about the coaching industry is that there’s no one size fits all and each educator is unique in what they bring and how they bring it. Because of this plethora of solutions out there, it’s important to have clarity on what you’re looking for and how you want it delivered.
For example, knowing you’re craving email marketing strategy which is theory based and taught in a hand-held environment, will immediately help you narrow down your search, know what you’re looking for and ignore any tempting marketing which isn’t selling the right thing for you.
If you’re unsure, value-driven educators will be willing to talk it through with you and help you to explore what solution will be the right fit, without pressuring you to buy. Speaking to peers who you trust and resonate with will also be a helpful step, as lived experience is invaluable in helping you form this initial clarity.
2 | Buy for the right reasons
The way educators and coaches market is a huge part in consumers being empowered to make the right decision. With hype, energy, scarcity and urgency being utilised in all marketing (sometimes in a value-driven way, sometimes not) it’s important to be aware of this.
Now these feelings will likely play a role in your final buying decision - I know I’m far more compelled to take the final step when it feels like there’s some energy or urgency behind it - but they should never be your core motivation. The core thing which draws you in and convinces you to invest should be the value of what you’re buying, not the brand behind it, the fear of missing out or that great bonus that’s being offered.
Again, those things can play a role, but they shouldn’t be your driver.
So when you’re feeling tempted to invest, ask yourself - why do I want this? If it’s coming from a negative place (shame, guilt, fear, pressure) you’ll want to take a step back to point #1 and reassess whether the value being offered is the right fit for you.
(PS - you’re not silly for letting hype and a great brand draw you in - that’s the power of marketing and why it’s also down to businesses selling in a value-driven way).
3 | Ask questions
As we’ve already acknowledged, there isn’t (yet) a universally accepted stamp of approval for coaches and mentors, which is why it’s down to us as consumers to ask the right questions. Any value-driven business owner will welcome these questions, answer honestly and give you the information you need to make an informed decision.
Knowing what you want and how (point #1) is going to help with this, as once you have an idea of what you’re looking for,, you can ask the right questions to understand if they meet these needs. Here’s a few areas I’d suggest questioning...
Values - What values and/or code of ethics do they follow in their business? Value-driven business owners will bring these into every step and area of their practice so aligned values and beliefs are integral.
Qualifications / experience - Where does what they bring in their work come from? Is it relevant to the industry / position you’re in? (Eg - if you know you want study driven expertise, look for someone with a formal qualification over someone with solely lived experience)
Evidence - Have they supported people like you before? What testimonials / case studies can they provide? Any value-driven business owner should have no issue with you speaking to one of their alumni students or clients independently.
Results - If they’re selling a result, what will be taught in order for that to be met? Are those steps sustainable and attainable for you? Hint: anyone talking about 10K months without any mention of the strategy needed to get there, likely isn’t going to get you there in a sustainable way.
Put very well by Steph Sanderson: “Growing and scaling a business almost certainly means a change in business model. You may require more human resources, a different system and/or software, refined or new processes - sometimes all of the above. To change one element of a business and expect sustainable growth is unrealistic at best, and damaging at worst. Growth always stress tests a business, and if it is done in a silo it will blow any cracks wide open. All growth should be planned strategically, and the business model adjusted to accommodate and the support the growth. This will ensure it's sustainable and consistent. It's not as exciting as the £10k month rhetoric, but neither is a broken business!”
Red flags
I thought it might be fun (I need to get out more if this is my definition of fun) to end with some red flags - simple ways to spot fact from fiction…
The value of what they’re selling not being specific (nothing is for everyone)
Telling you they have the secret to success / growth - there isn’t one
Lack of hard evidence / results
Assuming your goal before asking what’s important to you
Using result driven marketing (eg - 10K months) without acknowledging the strategy behind it and variables at play
No mention of their own values and commitments
Free workshops / challenges which are an empty sales pitch
Encouraging you to go into debt to invest in their offering
In conclusion, if it’s not a hell yes, it’s a hell no.
The best investments will come from knowing what you want, buying for the right reasons and feeling empowered to ask the right questions.
I truly believe that by making informed decisions and raising the standard of what we ask from coaches and educators, we can continue to make this industry the transparent and impactful place it should be. You with me?