Does is seem like all the health coaches you know are offering a cleanse or detox?
Are you interested in offering an online program, but want to offer something unique that will stand out?
I know that you have something unique to offer, and a cleanse or detox is simply the format for a short program where you can draw upon your unique passion, knowledge, and skills as a coach.
Today, I am going to share how you can tap into your unique skills and passions, to create a cleanse or detox that stands out.
1. Determine a niche your program
Whether or not you have identified a niche for your business, you can still have a niche for your cleanse/detox.
Determine who you want to serve and what pain point you want the program to focus on.
For example: You could serve women who are trying to conceive and have the cleanse/detox focus on fertility.
2. Name your cleanse/detox
Using your chosen niche for inspiration,come up with a name for your cleanse/detox that makes it clear who this is for and what problem it solves.
If we stick with the fertility example, you could name the program “Optimize Your Fertility in 21 Days.”
3. Communicate the niche in your marketing When you market your program, have your promotional emails, social media posts, and sales page copy clearly convey who this program is for and how it will help them.
4. Tweak the content If you are using a done-for-you content, tweak the content so it works for your niche.
You can easily do this by:
· making simple changes to the recipes and menu plan
· adding in specific supplements or herbs that will support your participants
· adding in targeted lifestyle practices such as meditation, specific yoga poses, mantras, using a tongue scraper, etc.
Do you want to offer a group program but aren’t sure where to start?
I recently listened to a very good podcast where the subject was the opioid epidemic in this country. I knew it was bad but did not really realize the scope of the numbers. The podcast was the Indivisible Radio show on NPR and if you want to listen to the full show here it is. I really think health coaches need to have some understanding of addiction.
I have some experience with addiction so this is a topic that is important to me. I’ll tell you a bit of my story in a minute.
I think as health coaches this is a topic we all need to have at least a basic understanding of since you will definitely have clients that are struggling with this. I know that as a health coach we DO NOT prescribe or diagnose, but as a trusted advisor, we should at least have some tools in our box to share with people should they want to get some help. One of the cornerstones of addiction is denial of the problem, usually everyone around the addict knows there is a major problem long before they do.
In the podcast, they share some numbers but one that stuck out to me was that during the aftermath of the Vietnam war, when there was a major heroin problem in this country, the death rate was something like 1.5 per 100,000 and during the crack epidemic of the late 80’s it was around 2.5 per 100,000. Now the death rate from the current opioid epidemic is somewhere around 20 per 100,000 people. Some states, like NH and WV are as high as 30-40 per 100,000.
The number is skyrocketing and shocking and the causes are complex, but the problem started in the mid 90’s when pharmaceutical companies started widely marketing opioids like oxycontin, even going so far as to market some of these products as “non-addictive”. I am not a doctor, but I find it really hard to comprehend how anyone could have realistically thought that a compound so closely related to heroin and morphine could be non-addictive.
I don’t have a solution to this, but if we are to solve this growing epidemic it is going to take a lot more than another “war” on drugs. That, of course, has been wildly ineffective. We need to become educated, talk about it in a more productive way, and as coaches have empathy for all those people that are suffering from addiction. My experience with addiction is that it is also a disease of isolation, so just have an empathetic heart can go a long ways.
So, I told you I would share a bit of my story, here it goes.
As a teenager, I experimented with all sort of things, from alcohol and pot to pills and LSD. I think I exhibited addictive type tendencies from the first time I drank but throughout high school, this was more of a “when I could get away with it” sort of thing.
This progressed to more daily use after I graduated high school and moved out of the house. I’m not sure if this was a good thing or not in the long run, but I think perhaps it was. I ended up living and working around quite a few people that were much older and lived this lifestyle for decades and it nearly scared me straight. Somewhere around 19, I decided I needed to clean up my act. First I enrolled in college, then quit all the harder drugs and then got married, in about a 2-year time span. Of course, there was a lot of drama in between all that, but I’ll spare you all the gory details.
What really ended up happening is that I never really dealt with my addiction problem, I just changed its trajectory. While I stopped all the drugs, I continued drinking alcohol. This started off fine and I was quite functional for a long while. Over the years, however, the drinking became more and more of a problem and led me to make some less than ideal choices for the direction I wanted to go.
During this time I had become a father and now had two small boys. This all came to a head in March of 2001 when I was home alone with my 2 boys, Jason was 2 are Ryan was 4. I had what I found out later was a major panic attack but I literally thought I was having a heart attack. I called 911 and was taken to the hospital with my 2 small boys in the ambulance with me. The moment I was wheeled into the emergency room on a stretcher was one of those pivotal moments in life when everything changed for me. I prayed the first honest prayer of my life which I think was “Please help me” and thought I may never see my kids again.
Once in the emergency room, I remember a very nice nurse coming in to check on me and asking if there was anything going on I would like to tell her. The words “I’m an alcoholic and I need help” came out before I realized what I was saying and that was the beginning of a new life for me. She was super sweet to me for about 2 minutes, and then she laid into me and lectured me about how I had 2 beautiful kids and had to take responsibility for my life. I needed a little tough love at that moment and I’m sure as an emergency room nurse she saw people like me every week that said they wanted to straighten out their lives and get clean only to show up in the emergency room again a week or a month later.
That was a little over 16 years ago and I haven’t had a drink since. I have had lots of other life drama, like we all have, but have not found a good reason to have a drink, and I hope I never do.
For a few years, I was utterly convinced that I would absolutely never drink again. In fact, my mom has on many occasions questioned whether I was actually and alcoholic. I’ve also learned that the only person that needs to be convinced is me and maybe I wasn’t at first. I also quit smoking shortly after getting sober and around 10 years later decided for some unknown reason that it would be OK to have a puff of a tobacco at a Native American ceremony I was attending. Needless to say, that was a bad idea, and it was nearly 4 years before I was able to put down cigarettes again. This little experiment convinced me beyond a shadow of a doubt that I suffer from the disease of addiction. I am good at abstinence, but cannot have 1 cigarette or 1 beer or 1 whatever if I don’t want to get back on that train.
I am really happy to say that neither of my boys remembers me ever drinking and being a sober, recovered alcoholic has made me a far better father than I ever would have been otherwise.
I know it is easy to get caught up in all the other metrics we measure in our business. How many people are on my email list, how many followers do I have on Facebook, what is the conversion rate on my opt-in page, the list goes on and on.
These are all important things to know and track, but the love metric is infinitely more important. How do you care for and serve your community?
This is so much harder to quantify and put down on a spreadsheet and measure, but still, something that we should spend as much time, if not more than worrying about all the numbers.
In order to have a successful business, I have heard it said that you need 1000 true fans. Kevin Kelly coined this term years ago, but it is still relevant today. He was talking about musicians, but it is relevant to any small business I think.
A True Fan is defined as someone who will purchase anything and everything you produce…
Assume conservatively that your True Fans will each spend one day’s wages per year in support of what you do. That “one-day-wage” is an average, because of course your truest fans will spend a lot more than that. Let’s peg that per diem each True Fan spends at $100 per year. If you have 1,000 fans that sums up to $100,000 per year, which minus some modest expenses, is a living for most folks.
One thousand is a feasible number. You could count to 1,000. If you added one fan a day, it would take only three years. True Fanship is doable. Pleasing a True Fan is pleasurable, and invigorating. It rewards the artist to remain true, to focus on the unique aspects of their work, the qualities that True Fans appreciate.
So how do you go about creating these true fans? Fall in love with the process of serving your tribe. Don’t focus only on building your list, getting clients and making money. Focus on giving value, serving and nurturing your tribe.
Of course, you need to learn how to build a list and a community, I am not trying to diminish all the stuff we always talk about. You absolutely need to know your niche, have an amazing free offer, and a way to make money.
In fact, you need to really work on having a well-developed sales funnel and strategy if you want to be successful. But, if you just focus on the marketing and the numbers, you will lose that heart connection with your tribe, which is where you will find those true fans.
This is a huge mistake I made early in my business. I thought I would just hide behind the computer screen, build a list and make money. While I suppose this can lead to some level of success I know this was very short-sighted and really not a very rewarding way to build a business.
If you’ve felt trapped or overwhelmed at the thought of creating weekly newsletters, keep reading. I’m about to give you a guilt-free “Get Out of Jail Free Card.”
And if you love writing newsletters – and attract a lot of clients that way – keep reading because you’re going to learn the latest trends for 2018, as well as how GDPR regulations may impact your email marketing.
For years, marketing experts have taught health coaches that they HAVE to put out a newsletter if they want to attract clients. And that was true… at one time. Until a few years ago, it’s what I taught my own clients. And until a few years ago, the strategy was sound.
Before we can understand newsletter trends for 2018 and what’s changed, let’s take a look at the past.
Jump Back 15 Years
In the early 2000’s, building a list of subscribers was simply a matter of offering a free newsletter on your website, or even better, a free e-book with a newsletter. People couldn’t get enough free information, especially on cutting-edge topics or micro-niches.
Online marketers figured out pretty quick that they could make 5 to 10 times more sales if they offered to “stay in touch,” rather than immediately asking for a sale. With a name and email address, they could continue to educate and promote products to subscribers over and over again.
And it worked like gang-busters. Profits exploded as sales increased, and expenses were extremely low in comparison to traditional mail advertising.
So what change? Two things, actually.
Too Much Information
Think back to the days before email and internet, when people actually paid money to receive magazines and newsletters in the mail. Chances are you only paid for a few subscriptions, and they came in once a month.
Now imagine for a moment if every day you had 3 to 5 newsletters or magazines land in your mailbox (not your inbox, but your mailbox). No matter how great the information in each one was, would you have time to read them all? No. Could you at least read most of them? No, not if you were getting over 100 a month.
That’s the exact situation that has developed for most people today, except with their email inbox. They don’t intend to clutter their inbox with all those newsletters. But they sign up for a newsletter here, a training webinar there, and before you know it – BAM! – inbox overwhelm.
And your own subscribers are no different. They see your newsletter in their inbox, but they are drowning in a sea of information.
To put this in perspective here are some statistics from Evernote.com:
“By 1950, human knowledge was doubling every 25 years. Today, that’s been reduced to 14 months. In less than a decade, thanks largely to our interconnected devices, the sum total of all human knowledge will be doubling every day.”
Changes that Didn’t Work
In an effort to stand out in the inbox, online marketers started making changes, like making their newsletters shorter, improving their subject lines, or adding extra characters and punctuation in the subject lines. That helped, but the results were short-lived as inbox-overwhelm became more and more of a problem.
Another strategy was to send email more often or even daily. Experts are still teaching health coaches that the more often you email your list, the more money you will make. Well, that strategy works to a certain point.
Think of it this way. There are probably very few people that you want to get email from several times a week. Your merchant account or bank deposit notices would certainly qualify. The person helping you resolve a difficult challenge or fix a painful problem is another. But if an email message isn’t urgent, it often won’t be read.
The problem with email alone is that it’s one-way communication. Your readers can read your messages, newsletters, and articles and learn more about you. But it doesn’t allow YOU to learn more about them and thereby connect with them on a personal level.
An Important Shift – Social Media
Things started to change around 2007. I remember attending an online marketing conference that year and hearing about something called Facebook, a new online platform that was growing by leaps and bounds.
The popularity of smartphones and tablets have made a huge impact on social media. Before smartphones, we typically needed to access a desktop or laptop computer to socialize online. Now, we carry Twitter, Facebook, and more with us wherever we go.
Unlike email, social media allows you to have a two-way conversation with your readers, and it allows them to easily share your information with others. In the past, we connected with our ideal clients through email. Today, those people are spending more time on social media and less in their inbox.
Newsletters Trends for 2018
Are newsletters dead, then? No, absolutely not. Email will continue to be a very important way for you to connect with prospective clients. But a few things have changed.
Shorter Newsletters with Fewer Sections
In the past, newsletters were expected to include several sections: a personal note, article, tips, upcoming events, product promotion, quote of the day, recipes, about author section, and more.
Today, consider sending shorter newsletters. Your subscribers will look forward to hearing from you and know they can read your messages in just a few minutes.
Send Emails, Instead of Newsletters
Another trend you may have noticed is that people are sending less formal newsletters and more personalized emails. The goal here is to create raving fans, not just subscribers. If you’ve been feeling guilty that you aren’t sending a regular newsletter to your list, this may be what you’re looking for.
You can include a reference to your latest online article, share a discussion you were having in social media, give a case study example, share a personal observation, or just pass along a great resource you found.
Deliver Huge Value
If you want your emails read, your readers need to know that they will always get something of value when they open your messages. That value can be anything from a tip that will save them time, money, or effort, or it may just be a funny joke to lighten their day. The important thing to remember is that delivering value is more important than just sending something to their inbox.
Combine with Other Marketing Efforts
This is how you make your newsletters more interactive, especially now that they are shorter.
Here are a few ideas:
Include a link to a YouTube video you just uploaded.
Invite them to your live Twitter or Facebook video.
Link to a conversation happening in your Facebook group and ask them to join in.
Share a picture you just posted on Instagram or Pinterest.
Link to an article you just posted to your blog.
Tell them about a fabulous new resource you found and give them the link to check it out themselves.
There’s one more thing you need to consider when sending newsletters or emails.
GDPR for Health Coaches
The new GDPR (General Data Protection Regulation) goes into effect May 25, 2018. If you collect any data on any person in the EU (European Union) – even email addresses for newsletters, webinars, or free gifts – this will probably apply to you.
I found two great articles to help you better understand how the new regulation may impact your health coach marketing.
“This new standard means we can’t automatically add everyone who grabs one of our lead magnets to our general marketing email list… The new consent standard applies to your EXISTING list. If you can’t show that you have the right kind of consent from people who are already on your list and to whom the GDPR applies, then you cannot email them any longer beginning May 25, 2018.”
“Your GDPR + Email Marketing Playbook: How to Prepare for the New EU Data Law” by AWeber
Aweber gives a fabulous visual example of a web form that meets GDPR requirements. I also like how easy the article was for the average person to understand.
(Disclaimer: I’m not an attorney and this information is not to be considered legal advice. It is provided as educational information only.)
For effective email marketing, focus on delivering value and having a two-way conversation with your ideal client.
Remember that today, subscribers are being inundated with information, their inbox is overflowing, and they spend more time in social media than in their email. It then becomes clear that there are much better options for getting clients than the traditional e-newsletter.
Your goal isn’t just to get subscribers, but to create raving fans who love your content and want to hear from you, whether it’s in video, written, or audio format.
If you dread creating a regular newsletter, you now have better alternatives. Consider this your “Get Out of Jail Free” card and don’t feel guilty.
On the other hand, if you love writing and sending newsletters, remember to incorporate them with your other online marketing efforts. Try out some of the suggestions above. Most of all, know your followers so you can deliver your content in the way they prefer to receive information from you.
Either way, remember to take a more in-depth look at the upcoming GDPR regulations to see how they may apply to you. The two articles mentioned above are good places to start. If you are building a list – through a website or social media – chances are pretty good that some of your subscribers are from the EU.
Do you love newsletters or not? Leave a question or comment below and let us know.
For more tips, strategies, and articles on how to get more clients and create irresistible offers, programs, and websites, visit http://www.KarenBrunet.com
Are you using webinars yet to promote your health coaching programs and services yet? If not, let me encourage you to jump in, the water is warm.
Don’t get overwhelmed with all the technical challenges, it doesn’t need to be all that hard. What are some reasons why you should be doing webinars?
They are a great way to engage with your audience.
Webinars are the quickest way to build your email list.
You will get way more people signing up for your programs and services from a webinar than you ever will from a sales page or a social media post.
You can use webinars to create course content.
So let’s break down some of these benefits.
Engaging with your audience.
You have probably heard me talk about this before, if you want to be a success online, you need to pick a niche and then become seen as an authority figure to that group. This doesn’t need to be as hard as it sounds. Lots of coaches get overwhelmed when they see all the super successful coaches who have 7+ figure businesses and are the so-called “gurus” in their niche. If you want to play on that stage, awesome, I applaud you. However, just because you don’t want to be the next Oprah or Dr. Oz doesn’t mean you can’t be an “expert” in your field.
Webinars are the quickest way to build your email list.
You have probably heard that to build an email list you need to create an irresistible free offer, put up a squeeze page and then deliver the content to your subscribers. Well, guess what one of the most effective free gifts is? You guessed it, you will likely get way more people to sign up for a great informative free webinar than you will get to download an ebook or video from the homepage of your website. This doesn’t mean those other things aren’t important, but webinars are a great way to kick start your email list building efforts. This is the way I have built up Health Coach Weekly.
You will get way more people signing up for your programs and services.
Everyone tells you that you need to create a sales page to sell your programs and services, what they don’t tell you is that the conversion rate (how many people actually buy) of most sales pages is very low, in the 1-4% range. What does this mean? If you have a 1% conversion rate on your sales page, then for every 100 people that land on your sales page, 1 person will buy your product or service. Of course these numbers can vary wildly and writing a good sales page is another skill entirely. The best way to get someone to sign up for your coaching program is to have a 1-on-1 session with them, this is why IIN suggests that you do a health history with people. This is fine when you are starting out, but eventually you want to do things to more effectively leverage your time.
Here’s a good idea for a starter webinar sales funnel for a health coach. Pick a topic that you are an “expert” in and that your target market will be interested in learning about. This can also be applied offline to talks you give at local events.
Setup a simple squeeze page or signup form and put all the registrants on a new list in your email system.
Send out a few reminder emails before the event starts, this is very important since people sign up for lots of things these days with the best of intentions but then forget all about it.
Deliver the webinar and make sure it is at least 75% killer content, so if you are doing a 45 minute webinar make the first 45 minutes all about serving your audience.
Have a good call to action at the end of the webinar.
Send out a replay link to everyone that registered.
Send out a few more emails about your call to action, but only to the people that signed up for the webinar.
So what is a good call to action? When you are first starting out, this could be something as simple as getting people to an introductory consultation. Make sure to give it a great name and build up the value. Instead of just giving away a free health history, make sure your introductory sessions are high value and charge something for them. The goal isn’t to make money here, but to qualify potential clients. The problem with “free” is that lots of people will sign up with no intention of a further commitment.
If I come to a “Weight Loss Breakthrough Session” with you and actually give you some money, I will definitely show up engaged. This actually makes it easier to then sell people into your paid programs since the freebie seekers will have never made it to the initial consultation stage with you.
Of course if you are just starting and really need clients, don’t charge for you initial sessions until you have a full calendar.
One bit of advice, if you are selling a high dollar service, go for the initial consultation, not the sale, until you get really good on webinars. Most people will need to actually have some sort of relationship with you before they are willing to spend hundreds or thousands of dollars with you.
If you are doing something like a $67 winter detox, then a webinar is a perfect platform for this. Pull out some of your best content, make it into a webinar and then sell your detox at the end.
I know lots of coaches get uncomfortable with the whole “selling” thing. I get it, but if you are delivering great content and programs, how else are you planning on changing people’s lives and actually getting paid?
There is an excellent HBR (Harvard Business Review) article, September 2016, that talks about the concept that emotional connection matters more than customer satisfaction, and I completely agree.
When you have an emotional connection, you have a relationship, you have a bond that people don’t want to break, there’s value in that relationship, right? So, when a brand screws up, when, let’s say, you get a product and something is wrong or it’s broken, customer satisfaction, you’re not satisfied by that result, so you get in touch, and they make it right.
Because of emotional connection, we tolerate a break in our customer satisfaction.
So, customer satisfaction shifts can be weathered through emotional connection. Emotional connection is what makes customer satisfaction … makes us a little bit more flexible, right? Because we care about the brand, we love the brand.
An example of this is Uber. I love Uber. I love my Uber experience, and the app and it’s my preferred service … my preferred brand. And then Uber stood for something, they got behind something that I could not align myself to, and I had to choose and be decisive about severing my relationship to the brand.
No longer being a customer is an easier way to say that, a less severe way to express that, right? And I was so disappointed, because I loved it. I hesitate because I don’t want to lose this brand. I like this experience, this works for me. People have emotional connection with their brands and they don’t want them to fail or change, they don’t want to lose them, and when they do, it’s a loss.
A brand relationship can endure a satisfaction failure.
So, just like personal relationships, people fight, people make mistakes, people apologize and if there’s enough equity in that relationship, enough connection, enough trust or enough emotional bond, it can weather a storm and it can repair. So, that’s why emotional connection is far more valuable to create than customer satisfaction.
Customer satisfaction is a measurement of the transaction, more so than the overall relationship. It’s a measurement of the transactional, the net result of a series of transactions. So, inherently, it is less valuable than emotional connection.
Bottom line is to focus on establishing emotional connection, be clear on what you stand for, where you resonate, where is the empathy to your target audience, where are your peeps and where … build that love, build that emotional connection that relationship, so that when there is a failure, because there will be a failure, no brand is perfect and people aren’t perfect and relationships endure impacts. When you build enough equity, your brand can sustain that failure. And you have an opportunity to make it right and to even strengthen that relationship.
Good customer service creates more customer satisfaction and actually can stimulate a deeper relationship of how that brand took care of something, took care of a mistake. And that shows character, that shows even more credibility, and therefore, even more love, even more trust, therefore, even more love.
Build the Brand as You Build the Business - YouTube
I’d like to discuss the concept of building your brand as you build a business, and doing that correctly up front.
One of the mistakes that many small business owners make is they wait too long to start marketing and branding. They say, “I have no resources. I’m a boot-strap start up brand. I don’t have start up capital, so I’m going to just get this thing out into the world and see if it works and then I’ll rebrand.”
The problem with that is so many start ups don’t see past the prototype stage and don’t have that ability to survive because they haven’t created that connection beyond the focus of the business. They focus entirely on building the business and almost nothing on the brand.
Successful Brands Focus on Brand Development and the Relationship with their Audience
Most small businesses rush into marketing and messaging that’s chaotic and not in alignment with what their target audience is really seeking emotionally. If that business makes it through into success or out of the prototype stage, they then start to build the brand and the business at the same time. They grow teams, systems, and their organization but also then re-tool the brand so it’s based on strategic alignment of their market’s emotional connection.
Successful brands that are up and running focus their marketing budget almost entirely on brand development, brand connection and deepening the relationship with their target audience. They study their target personas and evolve with them. They craft and fine tune their messaging continually so that their resonance continues to grow and shift and evolve with the relationship. You need to do the same thing.
Small Businesses Should Start Branding as Soon as Possible
I’d like you to learn from the big successful brands that put all their focus on branding. The business takes care of itself because it’s up and running and bring that over to the start up phase or in the re-brand phase where you’re up and running. You are generating revenue and you have customers and now you’re looking at the brand. Start doing that as early as possible so as you’re developing the business you’re developing the brand at the same time. Don’t make the mistake that so many start ups make, which is just focusing on the business. Then it becomes: “Oh, I have to throw that whole thing out and I have to re-brand?” because the brand that got you there is not going to be the brand that gets you further.
For many holistic practitioners, it’s the dreaded question: “So what do you charge?” You really want them to say yes to working with you, but you’re afraid they’ll balk at the amount you quote and walk away. What do you do?
In this article, you’ll learn how to confidently tell people what you charge AND get them excited about working with you.
Understanding the Problem
Most health coaches think the problem centers around the amount that they charge. And as a result, I find many who don’t charge enough for their services. They are charging hundreds of dollars for their services instead of thousands.
It’s not so much a problem of “what” you charge as it is a problem of “when” you tell them what you charge.
For example, suppose I told you Mary charges $100 or $1,000 or $10,000 or $100,000? Does that tell you anything about what Mary offers? No. Does it help you make a buying decision? Maybe. But not as much as you would think.
Certainly, a person’s budget does need to be considered. But if the transformation Mary is offering is valuable enough, the amount can seem like a bargain.
For example, if Mary’s $10,000 program helps people reverse type-2 diabetes, its value may be priceless to the diabetic. What if her $100,000 program shows you how to have a $1 million holistic practice within the next 12-18 months – and she has multiple client success stories to prove it?
As you can see from the examples, “when” you quote your rates has more of an impact than “what” you charge. You need to first convey the value before quoting a price.
And that leads us into the first step of how to confidently tell people what you charge.
Step 1 – Talk About the Transformation First
Don’t quote your fees before first stating the value of what you are offering.
The reason many health coaches and practitioners get this wrong is because they think the value they offer is in the process: nutrition counseling, massage therapy, diet and supplement recommendations, balancing energy chakras, etc. And that is what they talk about when describing their services.
While all of those things are well and good, that’s not where the value is for the potential client. The value is in the transformation you offer. And this is where your branding message comes in.
Tell people what the end result will be once you help them learn to eat better, use homeopathy, start exercising, or go through a detox. How will their life be transformed once they work with you?
For example, do you help them drop up to 2 dress sizes in 30 days or look 10 years younger? Do you help them break drug or food addictions? Do you help women look and feel sexy again or help men get back their vitality?
So the first part of conveying the value is to state the transformation, not the process used to get there.
Step 2 – Find Out What It’s Worth to Them
Talking about the transformation is the right place to start, but it’s not enough if you want to sell high-end programs and packages.
You see, most people won’t immediately realize the value to them personally until you point it out. You have to help them “do the math.” Here’s what I mean.
Once you’ve stated your transformation, find out what would be the impact in their health, relationships, career, lifestyle, and income if they were to achieve this in their life.
Compare how they feel about their health and situation now to how they will feel once they reached their goals. Find out what it will cost them if they don’t work with you – if they continue on the way they are. Will they be better off in a year from now or worse? How much worse will it likely get?
Help them realize all the ways their life will improve, both logically and emotionally.
Then ask them what that is worth to them. Many will tell you “It’s priceless” or “That would be worth anything.”
Remember that people make buying decisions emotionally then justify it logically. So you want to especially address their feelings and emotions about the problem, not just the physical impact on their lives.
A common concern I hear from health coaches is, “But what if my services don’t help them make money? How can I get them to put a dollar amount on it?”
Don’t be concerned if your services do not help people make more money. That is typically a secondary concern. After all, why do most people want to earn more money? It’s so they can have a better lifestyle. As a health coach or holistic practitioner, you help them have a better lifestyle without the need for more money.
Step 3 – Offer a Program
At this point, you’ve communicated the transformation, and you know that you’re talking to a potential ideal candidate. It’s time to offer a program and confidently answer the question, “What do you charge?”
Once someone understands the value of what you’re about to offer them, you’ll feel great when you quote your fees. And that person you’re talking to will see it as a bargain. After all, they’ve already told you how valuable it will be for them.
At the very least, I recommend that you have 3 programs or packages to offer potential clients:
Free – includes a free irresistible gift, newsletter subscription, and/or articles.
Low to Mid-range – includes a quick start program or something that can be done in two to six weeks.
High-end – includes three to twelve month private, one-on-one coaching with extras.
The important thing is to offer them the program that is the BEST fit for them. You’ll want to consider their goals as well as their budget. Then offer the program that will best meet both those criteria.
For more information on the difference between a $300 program and a $3000 program, see the following articles I wrote on this topic:
If you’re charging hundreds of dollars for your services, instead of thousands, you’ll definitely want to check out those articles.
Typically, you’ll only need a few strategic tweaks to your current programs to double or triple your fees.
Most people don’t become health coaches or holistic practitioners for the money. They do it because they love what they do.
But one of the goals for being in business is to make enough money so you can have the resources that enable the lifestyle you desire. And that includes enough income to continue growing your business.
It’s great to change people’s lives, but if you don’t charge what you’re worth and get it, you won’t be able to do any of those things.
That’s why it’s so important to price your services to reflect the real value of the transformation you are offering. By following the steps above, you will be able to smile and feel confident the next time someone asks, “So what do you charge?”
Please leave a comment and share which step or insight you found most helpful – or which one you plan on implementing first. I’d love to hear from you.
Marketing, selling and networking online is a huge maze and playground of tools, systems and platforms that you need a decoding map to navigate. Grasping the terrain of the options and possibilities is imperative.
This might be intimidating at first, yet hopefully it becomes inspiring to you around what is possible for building your brand. Before you make any final decisions on your systems and toolset, let’s talk about building your customer’s integrated brand experience.
Awesome brand relationship, high in emotional resonance with customers, is done through three integral layers.
The core inner nucleus of your brand is your brand’s Identity, the brand voice and communication “outbound” is the expression layer, and the interactive relationship “inbound/conversation” is the Experience layer. We call this the Experience Tapestry. Design it well, to up-level your brand’s value, and make more money.
The four distinctive, essential threads to weaving increased value, and therefore higher fees, are simple, strategic and intentional, by design.
Define the experiential roadmap for your ideal customer relationship, throughout the entire, customer courtship. From awareness, interest, education, acquisition, work process, repeat business into customer loyalty, you must put pen to paper and define what is the experience you wish for the target audience to have with you. So lets use an example. If a key Brand Identity definer of your value is that your “quick and efficient”, as well as “proven and professional” you will want to be sure to design that experience of those four characteristics from beginning to end, and throughout all your tools in your toolset.
Decide which tools will allow you to meet those strategic goals, systematically, and experientially. Be sure to draw out the tools needed, the “mouse trap” of all the parts, and see what tools work together well. Keep in mind the cost of “duct-taping” tools that don’t integrate seamlessly. Select tools that are easy to update and customize the imagery and content.
You will always spend more on talent than tools, so choose wisely.
Plan for your ideal experiential journey, even if you think you can’t afford the best tools you dream of, just yet. Craft the ideal customer experience for your target audience. Then break the plan out over four phases:
1) “NOW” 2) NEXT, 3) “SOON” 4) “ULTIMATE” toolset.
You may be surprised how quickly you can evolve through to your ultimate toolset. In fact, tools are very inexpensive relative to talent, so, I say; dream big, and don’t settle. It means the difference between speed of conversion, and the financial difference between profit, and dream profit.
Design the communication assets as an integrated whole. I would ask you to repeat that, out loud, five times, so that you really embrace this concept. Let me tell you why.
Deliver If we are communicating “quick and efficient”, as well as “proven and professional” you will design a visual graphics palette for all things visual, such as your photo style, borders, colors, and cadence. Then, be sure your graphics are of the same expression, same style and congruent across tools, and the nurturing experience, the “courtship”.
Specifically if your look and feel is a fresh pop of mango orange, and dove grey, this would be great to communicate simple, direct, and a nice clean feel. Be sure that all impressions across tools are consistent across the board, or as I say, on-brand.
What is the ROI for this approach, the return on investment, you ask? Great question.
If you define, decide, design and deliver one interwoven experience across the customer courtship, these things will happen:
1) Brand connection is established faster, relationship is richer and deeper.
2) Trust is instilled faster.
3) Sales convert faster.
Done well, your nurturing process will deliver ready, willing and able, educated buyers, begging to be hired as your client.
They can even get pushy about it! This is a sign of excellence on your part. A sense of urgency to work with you, that it is essential to work with you, now, so they will excel, is what branding, brand experiential design, and conversion is all about.
The final feature, is massive profit. You will need to “sell” and “network” (non-billable activities) less, and deliver services (billable) more.
Do you feel overly responsible for your clients’ success?
Do you worry about whether your health coaching clients are getting healthier, losing weight and feeling better?
Does it keep you up at night? Are your clients always on your mind?
Do you think feeling this responsible for your health coaching clients makes you an exceptional health coach?
Our job as good coaches is to give our clients the tools they need to create their own success. You can teach them how to choose optimal foods to support their health goals, you can show them how to read food labels and cook meals for their families, and you can coach them to upgrade their thoughts and improve their self-care.
However, what your clients do – or don’t do – with the tools you teach them, is out of your control.
It can be frustrating, I know.
I find myself worrying about my clients’ success too. I build a new website for a client, teach them how to use it, share my tips and techniques for effective newsletters, and give them my best business coaching… and then I worry about whether they’re going to have all the success they want and deserve.
Truth is, some of them will and some of them won’t. Ultimately, it’s out of my hands. And your clients’ success is out of your hands too.
Your job as a health coach is to share the best of your knowledge and experience, to be present for your clients as they encounter the growing pains of transforming their lives, and to give them the tools they need to succeed. That is all you can do.
When you know you gave your best, you can relax knowing that the clients who are committed to their success, will achieve their goals. And the ones who aren’t ready yet, are still left better than when you met them.
You didn’t start your own business to feel a constant low-lying anxiety all day every day, right? If you’re anything like me and my clients, you crave a life of ease, and joy, and freedom.
One step towards the life you desire is to let go of responsibility for everyone but yourself.
Be responsible for how you feel, for the life you’re creating, for the care you give your business and your clients. And release the responsibility for the life your clients create for themselves.
Reduce your own stress with better self-care.
Do you notice you tend to worry more about your clients when you’re not feeling your best? Turn your health coaching skills on yourself. Be sure you get plenty of rest, eat your favorite healthy foods and take time off from your business to re-charge.
It’s essential to step away from your client work and business-building on a regular basis. You need that perspective to remember why you started on this path in the first place: to follow your passion and create a life you love.