Case D: Writing Coach – Developing a New Business

Client

A former journalist and teacher wanted to combine her talents to help businesses people with their writing challenges.

Situation

A new business owner started a business without a plan, definition of services or pricing structure.

Solution

I helped define the business based on the principal's core skill set. This business is created around a fairly new concept that needs to be described in a way that prospects understand. I worked with this client to:

• Translate the service descriptions to match the needs of potential clients
• Develop an appropriate marketing message and materials for each of the three services being offered
• Create Web site content to support the other materials
• Establish a proposal format, sales process and pricing structure

We are in the process of writing a marketing plan and have started several marketing programs to promote the business. We are still working on building the business and refining the services.

Results

One of the keys to this client's success was to get her to think like her clients and offer what they want and need using their own words.

• The coach has several new and prospective clients
• She has started a terrific business with three distinct services
• She is confident in her ability to provide superior service to clients
• She is comfortable describing the benefits her clients will receive through working with her