Industry
Marketing for coaches and consultants
Business coaches, consultants, a criminal defence practice and a retreat facilitator, across five documented engagements.
What is different here
Why coaching and professional services does not run like everything else
What makes this group different is that the product is a person, and a person cannot be comparison-shopped on specification. The buyer is choosing whether to trust someone with a lot of money and a fair amount of ego, so the decision runs long, happens mostly off your website, and turns on evidence of judgement rather than a list of deliverables. Two consequences follow for the account. Lead volume is close to worthless as a measure: a coach selling a high-ticket programme can be destroyed by a campaign that triples enquiries and fills the calendar with people who were never going to buy, and qualification has to happen before the call rather than on it. And the creative that works is the practitioner, not the brand, which is an uncomfortable answer for anyone hoping to stay off camera. Our documented work here is concentrated in paid social for exactly that reason.
Documented work
5 engagements in this sector
Each links to the full write-up, and each write-up links to the source document its figures came from. The location shown is the one that document states.
Where the leverage is
What we lead with, and why
Questions
Coaching and professional services: frequently asked questions
We want more leads. Is that the right goal?
Usually not, and this is the vertical where we will push back hardest. For a high-ticket programme, tripling enquiry volume while lowering quality fills the calendar with calls that cannot close and costs you the selling time. We would rather move cost per qualified call and let the raw lead number fall.
Do I have to be on camera?
For paid social, realistically yes. The product is your judgement, and the creative that carries it is you explaining something clearly. We can reduce how much of it you personally have to make, by getting more out of each session, but an account for a coach with no practitioner in the creative is working with a hand tied behind it.
Does this apply to law firms and accountants too?
Partly. The long, trust-led decision is the same, and our documented work includes a criminal defence practice. What differs is that professional-services searches are often urgent and local, which pushes the work back toward search and the profile, and that advertising rules for regulated professions constrain the claims you may make. We would read your regulator's guidance before writing anything.
Tell us what you are trying to grow.
We reply within 10 minutes during business hours. We will tell you what your leads cost now before proposing anything.