This is a new section of the blog where we learn from solo and small business owners who offer specialised services rather than being generalists in their field.
The first interview is with Keyuri Joshi from On The Ball Coaching
She easily came to my mind when I decided on this new section I am really pleased she took the time to share her story.
Here are her answers to my questions:
Could you tell us a little about your background and your business?
No matter what role I have held in my life, teaching has been a part of it. As a nurse, I taught my cardiac patients how to manage risk factors for a healthier lifestyle. As a Sunday School teacher, I taught little kids how to apply values in their young worlds.
As a mom, I continue to teach my son about non-academic life skills to navigate the roller coaster of reality. Teaching is a good portion of what I now do as a Certified Parent & Emotional Intelligence Coach.
I currently work with parents of children aged birth to 10 years on how to successfully navigate past parenting challenges by setting goals and implementing strategies to achieve them.
I hold them accountable at every step and also enjoy teaching them ways to teach their kids the skills of emotional and social intelligence. This focus on ESI skills is what sets me apart from other Parent Coaches.
Why did you choose to specialise in the coaching you provide?
Most importantly, I felt a deep conviction about its value to both parents and children.
While most parent coaches are generalized, I have added the speciality of teaching Emotional and Social Intelligence skills so parents can help kids navigate the tough emotions of growing up.
Too many parents just focus on academic growth. Great grades are important, but they are not going to help kids know what to do with disappointments, bullying, competitiveness, anger, sadness, etc.
Furthermore, we all know that the teenage years are full of angst for all. Lots of parent coaches focus on that population.
I focus on a younger population so parents can start early with effective parenting strategies and ultimately reduce the challenges of the teen years.
While I currently work with parents of kids birth to age 10, I am seriously considering narrowing my niche target to parents of kids birth to age 5.
This would allow me to attract an even more concentrated population of clients who would benefit from a more targeted approach to parenting in the early childhood development years.
What are the benefits to your business and clients?
The benefit to parents is that they know where to get comprehensive information and solutions targeted to their unique needs. I hope a parent of a younger child would be more likely to retain my services over a coach who is a generalist.
The benefit to my business is that I can hone my marketing to a specific population and create content specific to their needs instead of trying to be everything to everyone.
Remember the saying “A jack of all trades is a master of none”? I want to be a master in my field.
If someone was looking to specialise what tips or advice would you give?
First, I suggest finding that service or product that you believe in down to your core. If you are not confident about what you are selling, you will not generate the enthusiasm to succeed.
Second, I do believe in specialisation.
This allows for easier marketing or core content or products. In the spirit of supply and demand, it may also allow for increased revenue generation as you provide a service that others may not.
What are the key marketing tactics you use?
Word of mouth is optimal. There is nothing more valuable than a testimonial of delivering stellar customer service coupled with tangible results. Personal networking at both organized events and casual social gatherings is also helpful.
I have blogged with little success perhaps due to infrequency of posts and generalized content as opposed to targeted content. That said, I occasionally write for a local publication which has allowed me to stay on the radar of some parents and paediatricians who are generating referrals.
My marketing goals for the new year are to jump out of the computer and into reality by capitalising on more face to face contact. I am delivering workshops to my target market.
You can find out more about Keyuri and her services at www.ontheballparent.com As well you can you can connect with her on twitter @BestParentCoach
What a nice idea to start with Keyuri, Sherryl! We have all been online friends for a long time but now finally get to know you Keyuri. Really interesting!!
Believe the marketing tactics you are chosing to be the right ones. Since you need to meet your clients you definitely need to concentrate on the area where you live. Coaching people online only will not generate the same results.
Keep up the good work!!
Catarina Alexon recently posted..Do you agree with Wikipedia that Sopa and Pipa amount to censorship?
It was good to know more about Keyuri and her business Catarina and i am glad she agreed to take part.
Susan, I sincerely apologize for calling you Sherryl:-)
Catarina Alexon recently posted..Do you agree with Wikipedia that Sopa and Pipa amount to censorship?
Catarina, no need to apologize
Thanks
Catarina Alexon recently posted..Would Harvard regard you as a great leader?
My heartfelt thanks to Susan for featuring me. As a business owner, I’m always mulling over marketing ideas and business strategies in my head. Answering Susan’s questions in written format was profoundly energizing and has alligned my goals for 2012. It’s going to be a great year! Thank you Susan!
Keyuri Joshi recently posted..iPadding Children. Critical Information for Parents
My pleasure Keyuri and I am really glad you agreed to take part. I am sure 2012 will rock for you, your business and clients
Hi Susan
Great to see the launch of your new series, its a great way to see how others specialize in their industy. Looking forward to future editions.
Jackie recently posted..Is Your Website As Good Lookin’ As You Are?
Thanks Jackie and I am looking to mix up the type of businesses.
I got so excited when I saw this!
Keyuri – you look beautiful and Susan, way to go to choose her to interview. It is nice to see that Keyuri has always had the common thread of teaching in everything she has done. I have experienced her intuition, warmth, and intuitive knowledge first-hand a little while ago when she and I spoke about MY teenager. Congats ladies on an awesome interview!
Julie Weishaar recently posted..Calling All Bloggers! Mavis Nong is Having a Contest
Hey glad you liked it Julie
Keyuri is a great example to follow and person to know.
Susan, I can’t think of a better way to illustrate what you mean by “specializing” than to showcase Keyuri. I’ve been following both you and Keyuri for close to two years now and I’m impressed by the wisdom that both of you share. Reading this article is helping me to clarify my specialty. I look forward to reading more of your interviews.
Sherryl Perry recently posted..What Impact does Social Media Have on Businesses?
Hi Sherryl,
I was trying to remember how long we have all known each other as it seems like longer than 2 years
I am glad this article is helping you and I have no doubt you find find the right one.
Specialists Rock Interview with Keyuri Joshi | M4B Marketing…
This is a new section of the blog where we learn from solo and small business owners who offer specialised services rather than being generalists in their field. I am really pleased Keyuri agreed to answer my questions….
I’ve known Keyuri for awhile now, through blogger groups, so it was a treat to learn more about her background and career history. And I agree that if you’re not excited about what you’re specializing in, neither will your clients. Great choice for an interview.
Dennis Salvatier recently posted..Design Field Trip: Getty Center part 2
Hi Dennis,
I agree about being excited as it does rub off on clients and if you have employees. Glad you liked the interview.
Such a great interview! Her story is really inspiring, thanks for sharing it!
Glad you enjoyed it.
Very informative article about Keyuri — happy to know more about you, Keyuri.. I’m really glad to be part of this blogging “family” where we help each other. I decided to rebrand myself about three years as a business writer — and then, in the past two years I have evolve my brand into a social media writer. My experience is the more narrow your focus the broader your opportunities. This doesn’t mean you have to be slavish about your focus and not pounce on opportunities outside your specialty. But it sure makes it easier to introduce yourself at a networking meeting!
Jeannette Paladino recently posted..Brainstorming Still Works – When You Know How to Use It
You have given great advice Jeannette especially about the narrower the focus the broader the opportunities which can be easily overlooked.
Thanks for sharing this.
I really loved this post. You write about this topic very well. I really like your blog and I
will definitely bookmark it! Keep up the super posts!
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hey great interview! I really enjoyed reading it. We all need these kind of inspirations. Hope there will be more posts like this
Thanks Joel, glad you enjoyed it.
How i wish i can a personal interview such like these.
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The form of disclosure of Keyuri is the good old statement … We (marketers) have to learn what marketing really has not changed, just evolved. Today instead of getting information in the church, school or the corner shop these indications are happening in social media, which has an infinitely greater comprisement
It was great to learn more about Keyuri and you are right that marketing really hasn’t changed. We just have more tools.
Thanks for sharing your thoughts.