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START HERE: Your DCP
Before you start looking through content strategies, lead generation, offers, sales or anything else inside Axis Foundations, I want you to start here.
Your DCP.
Theres a reason this is ground zero for every single business I work with.
I dont care if you've just qualified as a PT, you've got 10 online clients or you've been coaching for the last 10 years.
We start in exactly the same place.
Because before we can work out what you should post, what your offer should look like, where your leads are going to come from or how you're going to position yourself, we need to answer one pretty important question:
Who are we actually building all of this for?
I've attached the DCP Worksheet to this post. Open it up while you go through this and actually complete it.
Dont just read this and move onto the next module.
What is a DCP?
DCP stands for Dream Client Profile.
But I dont want you thinking about this as the usual:
“My ideal client is Sarah, she's 34, drives a Range Rover and drinks coffee on a Sunday.”
I couldn't care less what car Sarah drives.
Your DCP is about understanding the person on the other side of your business well enough that we can build something specifically for them.
We want to understand:
Who you want to work with
Where they're currently at
What they're struggling with
What they've already tried
What they actually want
What keeps stopping them
How they think and speak about their problems
Why your approach makes sense for them
Why they should choose you
Thats when it becomes useful.
Why does this come before everything else?
Think about some of the things you're probably trying to improve right now.
Your content.
Your bio.
Your offer.
Your lead magnet.
Your coaching service.
Your sales process.
Your website.
Your lead generation.
All of those things need someone on the other end.
What we're buildingWhy your DCP matters
Content
What problems are we talking about and who are we talking to?
Bio
Who needs to immediately recognise that your page is for them?
Offer
What transformation are we actually selling?
Service
What support does this person genuinely need?
Lead Magnet
What problem can we solve before they've paid you?
Sales
What do they need to understand before they'll buy?
Lead Generation
Who are we actually trying to find and speak to?
This is why I dont start by telling a coach to post more.
Post what? For who? To achieve what?
Without the DCP we're guessing.
You dont need to exclude everyone else
This is probably the biggest objection I hear when we do this.
"But I can help loads of different people."
Good.
So can most coaches.
Having a DCP doesnt mean you're suddenly banned from coaching anyone outside of it 😂
We're creating focus, not restrictions.
If your message speaks to everyone, its very difficult for one person to feel like you're speaking directly to them.
You might still take on somebody outside of your DCP.
But when we're creating your marketing, positioning and offers, we need a person in mind.
Problems matter more than labels
Dont get too caught up trying to create the world's most specific niche either.
"Men aged 31-37 who work in accounting and train at PureGym."
Again, who cares.
Go deeper.
Maybe you work with men who already train but have spent years going through the same cycle.
They train hard for a few weeks.
Nutrition slips.
Progress stalls.
Motivation drops.
They start again.
Now we've got something to talk about.
You've gone from describing a demographic to describing someone's actual life.
Thats where good positioning starts.
Your job now
Download the DCP Worksheet attached to this post and work through it properly.
Take your time with it.
Dont write what you think sounds good.
Dont use ChatGPT to invent a dream client for you.
Think about the people you've enjoyed coaching. Think about the people you've got great results for. Think about the conversations you're already having.
And if you're newer and dont have loads of client experience yet, thats fine too.
Start with the person you believe you're best equipped to help and we'll sharpen it as you learn more.
Your DCP isn't something you complete once and never look at again.
Come back to it.
Refine it.
Use it when you're planning content.
Use it when you're building an offer.
Use it when you're writing your bio.
Use it when you're wondering what your business needs next.
Because pretty much everything we're going to work on inside Axis Foundations comes back to this document in some way.
Get this right first.
Then we build.