DEIB in Coaching 2) Review Your Marketing Materials (With Checklist)

Diversity is a fact. Equity is a choice. Inclusion is an action. Belonging is an outcome. Arthur Chan, Diversity, Equity, and Inclusion Strategist

First we're excited you're here!

If you’re reading this, you’re most likely looking for ideas or wondering how coaching can be more inclusive. There will undoubtedly be some who find this topic Diversity, Equity, Inclusion and Belonging (DEIB) intimidating or uncomfortable, but the more we normalise it, and approach it with empathy, the easier it will become. Whether you agree or disagree with the points made in this article, it is our hope that reading it promotes awareness and, of course, action!

This article is part of a series where we've suggested 7 Ways You Can Increase (Your) Cultural Awareness in Your Coaching Practice. Here we explore the second step 2) Marketing Materials Audit.

But if you haven’t already done so, we recommend you read DEIB in Coaching 1) Identity Mapping Exercises: The Identity Iceberg (Free .PDF Tool) and complete your identity map before reading on. Why? So that you can join us on this thinking journey and really embrace the 'why' behind what comes next.

What message are you sending?

We are always communicating. But what message are we giving?

As coaches, we develop marketing materials to attract clients. These include our website, flyers, social media posts, videos and graphics, outreach emails and any other public-facing media.

In this way, we present our brand which is essentially what we stand for and who our coaching services are aimed at. And people make decisions about working with us when they look at the images, language and tone that we use.

How is this relevant to DEIB?

Have you considered how potential clients really understand and interpret your media?

• We are always communicating. So even when we remain silent, we're communicating. As coaches we know that non-verbal communication can account for a large proportion of a message.
• The meaning of your communication is the response you get. While your intention may be clear to you, it's the other person's interpretation and response that reflects the meaning of your communication back to you.

And do you know how someone who is different from you might experience your materials?

Remember that intentionally or unintentionally, you're having an impact. You're always sending a message.

Getting specific: why doing a Marketing Materials Audit matters

Your marketing materials matter. They are your brand—what you put out about yourself and your business in the world.

And while your materials are perfectly aligned to a specific target audience, you may have unintentionally excluded certain individuals or groups.

Helpful Checklist of Marketing Materials to Audit

Important Note: Although we use the word 'checklist', simply ticking boxes is not enough to be truly inclusive. Instead, the power comes in the reflection, awareness—and action—your reflection brings. Below are simply some points for consideration as we continue our ongoing journey to improve our world!

When you review the marketing materials outlined below, consider:

• What message/s are you sending?
• Who are you including?
• And crucially, who might you be excluding?

And here are 5 specific areas of materials you can review

1) Your website copy

Your copy simply means the words you use! In particular review these 3 essential pages on your website:

• Your Home Page
• Your About Page
• Your Who I Work With page

2) The images you use

Humans are highly visual. So the images you choose matter! Consider images and graphics in:

• Your blog and articles
• Any graphics/infographics you share
• Other website pages
• Any downloads you offer
• Your emails
• Videos

3) The authors of the inspirational quotes you share

We all love quotes. But as you think about the quotes you share:

• When you consider the demographics of your quote authors (ethnic origin/religion/gender/sexual preferences etc), do they represent the clients you want to serve?
• Are the quote authors alleged (or actual) racists, misogynists etc.? Have they abused their power, made hateful statements or committed crimes? If so, are you comfortable being associated with them?

4) How does your website perform for people who are visually impaired?

This can be a bit more challenging, but there are some easy things you can do like:

• Ensure your website images have "Alt Text" set, which is a description of the image which screen text readers read out for the visually impaired.
• Check your graphics and webpages for colour blindness.
  • You can simply do a web search for a colour blidness checking tool. And the one that we use is: https://www.toptal.com/designers/colorfilter/

5) Other things you might like to consider include:

• If you work in more than one language, do you offer an easy way for someone to translate your website?
• What other abilities, disabilities or preferences might your potential coaching clients have? And how do you address them in your online and offline materials?

Finally, who gets to see your marketing materials?

It's not only about the marketing materials we create, it's also about who has access to them: where do you place your marketing materials?

We're told by marketing experts to create a customer "persona" or "avatar" and then focus all our marketing efforts toward that type of person. But does that persona or avatar truly represent all those you might want to work with?

For your marketing materials, consider:

• Where are your marketing materials visible/available? Who will see them? Who will not?
• And the key question again: Is this intentional?

Here's a quick list of places you might put your marketing materials and potential issues:

• High-End Venues: Distributing materials only in certain areas, gyms, clubs, or boutiques may exclude individuals from lower socio-economic backgrounds.
• Print Magazines and Newspapers: Relying only on print mediums might exclude younger audiences who primarily access information digitally. It may also overlook those with visual disabilities if no alternative formats are available.
• Single-Language Publications: Using only one language for your marketing materials, especially in multilingual communities, can limit your reach if you speak and serve clients in more than one language.
• Gender-Specific Establishments: Placing materials only in venues catering to a specific gender, like men's clubs or women's health centres, might exclude others.
• Cultural or Religious Centres: Focusing solely on specific cultural or religious centres could inadvertently exclude those outside of these communities.
• Age-Specific Venues: Places like retirement homes or college campuses cater to specific age groups. Exclusively marketing in such venues can leave out others.
• Events
  • Accessibility: Do the events you're hosting—or marketing yourself at—have proper accessibility features (like ramps for wheelchairs) or consideration for diverse needs (like providing sign language interpreters). If not you're potentially excluding those with specific needs.
  • Inclusivity: Do the events you're hosting—or marketing yourself at—provide a safe environment for people of every skin-tone, belief, sexual orientation etc.?

Wrap-up

We hope you found this eye-opening in a really positive way. Because as you can see, there are many things to consider and options available when promoting our services.

There is no issue with having a target audience, and adapting your materials to suit them. However, having a range of online and offline approaches can widen your reach and inclusivity.

We're suggesting that you do a review of your marketing materials to ensure your media:

1. Speaks to everyone you intend it to
2. And doesn't unintentionally exclude people who might be a good fit for you

So, what do you think? What did you learn from this article? And importantly, what will you do differently?

Remember that if you decide to start 'diversity' conversations with fellow coaches in person or in online spaces, you are contributing to greater awareness and a more inclusive coaching industry.

Now watch for the next in this series of 7 articles that looks specifically at what each of us can do in our coaching businesses to embrace diversity, equity and inclusion and minimize our own blind spots.

Where Next?

• Next article: Making Identity and Culture Part of your Onboarding Process
• And if you didn't already, you might like
  • Read the introductory: 7 Ways You Can Increase (Your) Cultural Awareness in Your Coaching Practice
  • Read the story of how these articles came to be here >>
  • The first in this series of 7 articles: 1) Identity Mapping Exercises: The Identity Iceberg (Free .PDF Tool)

Lastly, whilst you won't see a disclosure in every article on our blog, we think it's important to do so when covering this DEIB topic:

So what do you think? Tell us what we missed or what else should be on these lists! What did you take away from this article? Share your thoughts in the comments below!

Contributing Author:

Abena Baiden (she/hers) GMBPsS is the ACC- and ICF-trained founder of Positively Flourishing. Abena runs adult and teen coaching programs to promote wellbeing and personal development with her practice firmly rooted in the values of Diversity, Equity, Inclusion, and Belonging. If not in the classroom or coaching space, you'll find Abena studying for her doctorate (which focuses on coaching in education) or exploring the world from her latest base as an international educator and coach. Lift the lid a little more here

Learn more about Abena & see all their articles here >>