Marketing Training

Develop a self-paced, values-based training that utilizes marketing strategies based in empathy mapping (see work from the Strategyzer Group, Value Proposition Design).

I conducted a needs assessment by interviewing more than 20 different coaches who were at different stages in their businesses, and asked them to work backwards: what had worked well for them, and what had not?

Based on this information, I amalgamated results and began writing the initial outline for the program.

After the initial outline was complete, I began work on specific worksheets and other multimedia assets that would complement the program. The topics were categorized based on phases of brand development: the initial mission/values of the brand, moving into what problems the brand solves/solutions it provides, and then aligning pricing, visual design, content creation practices, with empathy mapping and customer journeys.

The training was delivered to more than 40 beta testers who reviewed it independently and offered feedback. The major feedback offered was the desire for each module to be even more reductive, and there was a high desire for templates and examples.

For the final product of what ultimately was called The Coaching Blueprint, I also included interviews with Subject Matter Experts. I was responsible for editing of videos and maintenance of the LMS.

The Coaching Blueprint program has now been in existence for ten years, and has been utilized by coaches from around the world to grow their coaching businesses. Testimonials include “I continue to come back to this program again and again as my business develops” and “This is one of the best programs I’ve purchased for my business.”

I have provided periodic Q&A sessions as follow-up as the materials develop further, and later created a product called “Blueprint Circles” for more advanced marketing strategies.