These days, more and more people are calling themselves language coaches.
Some, like you, are actual coaches who have worked hard to learn the necessary skills. Others are teachers wearing a cloak – people marketing themselves as something they are not simply because it’s ‘trendy’.
While this can be super frustrating for various reasons (ethics being one), it’s also causing the niche to feel quite overcrowded. Now that more people SAY they’re language coaches, it’s becoming harder to stand out.
Well, good news. There is a way. It all lies in how you position yourself – and in this post, I’m going to explain exactly what that means and how you can do it.
What does ‘positioning’ mean?
When we talk about ‘positioning’ in business, we basically mean where you sit in the market. But it’s much more than just finding a niche. It’s about building a super clear brand identity that shows your people how you can help them and, in turn, why you are the right coach for them.
Why does the way you position yourself matter?
Positioning yourself in the right way is like magic. It helps you attract the perfect clients without doing any extra work. If you’re clear in your message, they will naturally find you!
It also helps you repel the wrong kind of clients, which can be super helpful for saving time and protecting your energy.
In other words, the way you position yourself as a language coach can massively influence the quality AND quantity of inquiries you get, as well as the satisfaction you feel from running your business.
So, how can you position yourself as a language coach?
A strong positioning isn’t about what you do, but how you help your ideal clients.
So, instead of focusing on intangible things like fluency and confidence, dig into the real life impact of your work. That’s what people are really paying you for. And it’s also what will separate you from all the fake coaches out there who don’t truly understand the value of coaching (and who probably use these generic promises in their marketing).
Here’s how to do it.
Step #1: Identify the transformation you offer
Language coaching is still quite new for a lot of people, and many consider it a synonym for teaching. So, you need to be super clear about the impact of your work in your marketing to set expectations and attract the right kind of clients.
This is where the transformation you offer comes in. Think: after taking your course or program, what do your clients typically achieve?
As a language coach, that transformation may be something like:
- overcoming crippling anxiety around speaking the language
- developing strategies to teach themselves the language
- having the self-belief to apply for a higher position at work
Consider the goals your students come to you with and where they end up after working with you. That’s your transformation.
Step #2: Define your unique method
When you have defined your transformation, the next step is to think about how you deliver it. You probably know this part inside out. Write down your step-by-step process and highlight anything that is especially different, effective or unique.
Here you may also need to highlight the biggest differences between COACHING and TEACHING so you can carry this through into your marketing.
When defined well, your approach will be part of what makes people choose you. So consider what your ideal clients want from the whole experience too. If they aren’t into mindfulness, it’s unlikely they will respond to a method that incorporates mindful learning techniques.
Step #3: Find your unique message
The third and final step is all about how you communicate what you do in a way that resonates with your ideal clients. Steps one and two will give you the information you need to create a good positioning statement (the sentence that summarises your work). Your job now is to summarise that into a clear and catchy marketing message.
An example?
As a business coach, I help people in languages create profitable and enjoyable businesses (transformation) without following gimmicky trends or letting business take over their life (method).
So, my positioning statement is that I help you ‘build your business your way’. It resonates well with the perfect people (maybe you?) and has helped turn my website into a good source of qualified leads.
(It was even stolen by another business coach at one point, which goes to show the impact a good positioning statement can have!)
How you position yourself as a language coach will influence your success
Although the language coaching world is definitely getting busier, it’s still quite a new thing in languages. That means you have a super exciting opportunity to build authority and leadership in your specific area while the industry is still growing. Figuring out how to position yourself as a language coach is a hugely important first step in that process. So kudos to you for putting in the work.
If you want to learn more about the steps you should take next to build a profitable language coaching business, download my FREE successful business handbook.