I have a fantastic guest today that I know you are going to love! I know you probably want to boost your visibility and attract new leads, and one great way to do this is to reach out to the media to get exposure.
Lisa Simone Richards was kind enough to share a few of her insider tips in this post. We hope you find it helpful!
As a publicist for health coaches, nutritionists, and wellness entrepreneurs, my clients come to me with one specific goal in mind: to harness the power of publicity to grow their business. Between publicity, marketing, advertising, and social media, there are countless ways to promote your business. In harmony, they all work together beautifully. If I only had to pick one promotional vehicle though, I’ll always choose publicity because it’s a great way to build brand awareness, establish credibility and promote your business for little-to-no cost.
If you’ve never dabbled in publicity before (hey, we all start somewhere!), the idea of exactly what story idea to pitch can be daunting, intimidating, and overwhelming. To make it easy, I’ve broken it down into the top five story ideas to pitch the media:
What to Pitch
Media want to serve their audiences with easily-digestible, actionable content that offers a specific takeaway. Pitching a story along the ideas of:
- How to create the perfect healthy holiday platter
- How to master the smoothest smoothie
- How to bring the tropics home with island-inspired mocktails
- How to make pizza that won’t make you gain weight
You get the idea – teaching the audience how to do something (that ties in with your business of course!) will provide value and encourage them to want to share your tips.
There is nothing quite like a list. Easy to scan, easy to digest, and super easy to execute. Some ideas of lists that you can offer up the media as a health coach include:
- The dirty dozen and the clean fifteen
- Five ways to hide kale in your kids’ food
- Top mistakes when starting a new health program
- 10 ways to avoid food temptation
Something that explores an extreme (i.e. best or worst, top mistakes to avoid) can encourage a debate, which is especially entertaining on radio or on TV!
Every year every industry lists the upcoming trends – Welltodo shares their ‘Top Wellness Trends’, American College of Sports Medicine shares an annual list of the year’s upcoming ‘Fitness Trends’ – you can take this into your own hands and define the trends, or even better, don’t recreate the wheel – dissect the trends and share your expert opinion on them! Especially if you pitch a story where the trends have been identified by a credible source or body – you can jump in to share your thoughts on where you agree, disagree, and what they may have missed.
News sources are always looking for a timely hook for their stories. Consider how predictable the news cycle is: holiday eating tips in November/December, weight loss and fitness stories in January, and get ‘bikini ready’ in time for summer. The beauty of working in health and nutrition is that a seasonal angle is always built in when it comes to food: apricots are in season during May, peaches peak in June, comfort foods in fall, and light, no-heat-needed recipes for summer. Knowing that these seasonal food stories will be coming into play, pitching a healthy recipe featuring these items can be a surefire way to nail a media feature (and if you scroll down to the end, I’ll give you the exact script I used to get not one, or two, but THREE of my client’s recipes featured on Canadian Family!).
5. Commemorative / Awareness Themes
I love sharing this story idea because It’s. Just. So. Darn. Easy.
We touched briefly on timely news stories, and commemorative days/weeks/months make for a built in media opp. (Seriously. Did you know that ‘national split pea soup week’ is the 2nd week of November? There’s a celebration for everything!) To make it easy, here are links to the various food days, weeks, and months of the year:
Now that we’ve taken the guesswork out of what to pitch, the next question is how to successfully word your pitch? Click here to get a swipe file of the word-for-word pitch I used to land the three of my client’s recipes on Canadian Family. Feel free to tweak it and make it your own!
Lisa Simone Richards is a publicity expert for health, fitness and wellness entrepreneurs who want to see themselves and their businesses featured online, in newspapers & magazines, on TV, and on podcasts.
As the creator of Make Media Friends, an online PR school for wellpreneurs and fitpros, she’s here to teach you how to use the power of publicity to get your brand featured in the spotlight.
P.S. We’ll be chatting about this over in the Health Coach Peer Support Mastermind Group, so be sure to come on over and join us (certified health/wellness/fitness professionals welcome). JOIN US HERE!
Frustrated with Facebook ads and throwing your money down the drain? Are you wondering how you can reach YOUR ideal clients without pulling your hair out?
Today, I’m honored to have my good friend (and amazing business mentor) Karen Pattock share a free step-by-step training that reveals an often-overlooked, but critical (and free) tool that you are probably missing. Without the use of this free tool, it’s very likely your Facebook ads will flop (or your results will be less than stellar).
Karen is one of my top people to turn to for Facebook marketing, so I knew I HAD to have her as guest to share her wisdom with you. She went a step further and put together an entire training for you, so read on for more info on that too.
Be prepared to be blown away!
Are you someone that has tried paid advertising on Facebook and once your campaign ended it felt like you flushed your money down the toilet?
I’ll be honest… Facebook is making millions of dollars in advertising money from people that don’t see any results.
But, I can’t really blame Facebook and neither should you.
The truth is there are also thousands of examples of companies and small business owners that are getting amazing results from their advertising efforts on Facebook.
The difference between those that are frustrated because they didn’t get results and those that are seeing tremendous results is a simple thing called RESEARCH.
Luckily there is a tremendous tool built right into the Facebook platform that allows you to do the research. It’s called ‘Audience Insights’.
Audience Insights lets you tap into the kind of research that puts you exactly where your ideal clients are on Facebook.
Today, I’m sharing a step-by-step video training that teaches you how to use Audience Insights in your business.
This video ‘how-to’ training breaks down the following:
- What the Audience Insights tool is and why it’s important to your online marketing strategy, (even if you aren’t planning on paid adverting right away)
- A demonstration of the Audience Insights tool inside my Ads Dashboard using three variations of searches: Weight Loss Health Coach, Fitness Professional, and Paleo Diet Health Coach
- How to maximize the results of your research by not only applying it to your paid advertising strategy but also to your day-to-day posting strategy to increase engagement and get more eyes on your offers.
I encourage you to first watch the training all the way through to the end. Then watch it a second time and test it for yourself as I walk you through it all step by step.
No matter where you are in your business, how successful you’ve been to date, or what your experience has been in the past with Facebook, the information you learn today will be extremely influential in reaching your ideal clients and turning them into paying customers.
Watch the training by >> CLICKING HERE. <<
P.S. WANT TO LEARN MORE ABOUT THE OTHER FREE MARKETING TOOLS ON FACEBOOK?
Marketing your business becomes a whole lot easier when you have a system and let’s face it… the inside scoop never hurts.
To teach you the ‘inside scoop’ about Facebook marketing and how to set up the free marketing tools offered inside the Facebook platform I am offering a $50.00 discount on my Harness the Power of Facebook Marketing program to you because you’re part of Kathleen’s tribe.
There’s no need to continue to post without being seen by your ideal client.
There’s no reason to make offers to grow your email list and all you hear are crickets.
And there’s no reason to try to figure it out on your own when I’ve demonstrated how to maximize your exposure on Facebook with the free marketing tools available.
To discover more about the program and get access to the $50.00 discount, just >> CLICK HERE <<
In the spirit of full disclosure, this post includes an affiliate link, which means that I may receive a commission if you decide to make a purchase. I only recommend products & systems that I use and love myself, so I know you’ll be in good hands.
This week I have an awesome guest post from my friend, and colleague, Amy Lippman. Amy is going to share some of her top tips for giving a successful talk, so you can turn your attendees into paying clients.
When I started health coaching, I was still working full-time in another job. I was eager to leave my 9-5 so I could focus on health coaching, and prove to myself (and others) that “I could do this!”
I used a number of different strategies, but speaking proved to be the fastest and most effective way to get clients.
It wasn’t always glamorous… My first talk was to a group of about 20 people at a local gym (not a fancy one), in their group fitness room.
Speaking doesn’t come naturally to me, and boy was I nervous!
But here’s the great news: Two of my very first clients came from that talk.
I continued to give talks each month, and this was how I attracted at least 50% of my clients.
Where To Give Talks
Ideally, you want to give talks at places that attract the types of clients you want to work with. When I was health coaching, I was primarily interested in targeting women in their 30s who were somewhat healthy and active, but were struggling with weight or energy.
Here are 5 places I targeted:
• Yoga studios
• Pilates studios
• Acupuncture clinic
• Local mother’s club
How to Book Speaking Gigs
I’m more of an introvert, so I have to admit that I always found it intimidating to pick up the phone and cold call a potential group or venue – so I found other methods of reaching out that were just (if not more) effective.
1. Use Networking to Your Advantage
I attended regular networking groups for business owners and at those meetings one of my main goals was to connect with people who might host me as a speaker. I also used networking to meet people who could connect me with other people/places that might be interested in hosting me.
This is how I connected with chiropractors, a large acupuncture clinic, and mother’s clubs where I gave numerous talks.
2. Send a Simple Email
Sometimes it’s as simple as making a list of places you’d like to speak and sending them an email.
Here’s the exact script I used to land several speaking engagements at yoga and pilates studios in the course of one month.
My name is Amy Lippmann. I am a Certified Holistic Health Counselor offering Nutrition workshops. I specialize in helping busy, professional women lose weight naturally.
Do you accept outside speakers? My signature talk is called: “How to Conquer Your Sugar Cravings and Take Back Control of your Diet.”
If so, please let me know…
Super simple, right? This short email worked well because it’s short, to the point, and I made a specific offer.
3. Use Your Personal Connections
While you may not personally know a lot of people who can host you as a speaker, you definitely know people who can introduce you or connect you with places/groups where you can speak.
Who do you know that sees the acupuncturist or takes a spin class? They could make a personal introduction to start the relationship. You’re going to find that you can tap into way more connections than you realize! (And, by-the-way, this introduction can be done by email.)
I booked 2 corporate talks simply by getting referrals from friends.
Turning Attendees Into Paying Clients
If you’re going to put time and energy into giving talks, you want to be sure those talks help you enroll clients into your programs. After all, that’s WHY you’re giving talks, right?
Start with the end goal in mind.
This means, as you start planning, be clear about what you want to happen at the end of the talk.
Do you want more private coaching clients? Or do you want to enroll attendees in an upcoming group program – like a challenge, cleanse, or jumpstart program?
Make your talk content relate to the program you want to promote. And then, at the end of the talk, make a specific time-limited offer.
It sounds simple, but this is one of the rookie mistakes I made in my early days. I made an offer, but it wasn’t super enticing and I didn’t make it time-limited.
If your offer is for a group program that’s starting in a week or two, that will create urgency. You can also sweeten the deal by offering a discount or special bonus they’ll get if they enroll on the spot or within 24 hours.
If you want to enroll attendees into a private coaching program, promote a breakthrough or strategy session at the end. Give that session a dollar value and make the offer time limited. For example: “I have a limited number of openings over the next 2 weeks for a free strategy session call. If you schedule that today before you leave, you’ll be able to grab one of those spots.”
Having a specific, time-sensitive offer (that relates back to your talk topic somehow) is KEY to successfully enrolling new clients. You’ll want to practice this a few times before your event to get comfortable with your own verbiage.
If you’d like to learn exactly how to give talks that get you more clients, and you’d like to have the actual presentations and script to make it a breeze, I have great news.
If you’re like a lot of the coaches I have spoken to, you know that speaking is a good strategy, but you have a lot of questions, such as…
• How should I structure the call or talk?
• How to get people to show up?
• What do I do if no one shows up?
• How to I convert attendees to become paying clients?
You probably have these questions and more. This is why I’ve developed done-for-you speaking kits that you can use to get in front of your ideal audience and potential dream clients.
>> You can find out more about the speaking kits HERE <<
You’ll get everything you need to market, fill and deliver a successful talk! There are different topics from which to choose, so select the one(s) that are of most interest to you, and you’ll be ready to rock your next workshop!
After 5 years as a health coach, Amy Lippmann merged her marketing roots with her passion for wellness by launching her company, Marketing for Health Coaches, where she’s helped thousands of health coaches and nutritionists successfully get clients through speaking, launch online programs, create high-converting websites, and grow their lists.
How does a brand new health coach go from feeling nervous and unsure to feeling confident and empowered to help clients achieve their goals?
How to feel more confident as a health coach is probably something you’ve wondered at some point. Maybe this is even on your mind right now.
I know what this is like because I started out feeling very unsure, and very nervous to start coaching clients and charging people for my services. I think it’s something every health coach faces when they’re first starting out – just like anything else in life, it’s unsettling to be the newbie. As a health coach, the stakes are even higher because you’re helping people navigate the journey to better health.
Let’s look at 4 ways to help you boost your confidence…
Practice, Practice, Practice
This may sound obvious, but it can be easily overlooked.
In order to be good at anything, it takes practice, right? Would you expect to pick up a new musical instrument and be able to play a song right away? Of course not.
When I attended the Institute for Integrative Nutrition, we were encouraged to practice 3-5 consults with fellow students. I’m not going to lie – this was nerve wracking at first! It was critical in my entire process of coaching though because it showed me where my strengths were, but also where my weaknesses were. It also showed me that the way the school suggested we conduct consults, didn’t fit my particular style, so I went to work to create a consult outline that flowed better, and made a huge difference in my confidence on that first meeting.
Can you find 3-5 people to practice your consultation (discovery session, strategy session or whatever you call your initial consultation) with over the next 2 weeks?
Don’t expect it to be perfect, but just do it to get the practice, and you’ll feel better each time you do it.
Do you have a smooth transition to lead to inviting people to work with you? This was tricky for me when I was brand new because I didn’t want to seem pushy or salesy, but I knew I needed to lead into offering my services somehow.
I put together a great outline and script that helped me tremendously. You can get the ENTIRE script and outline HERE for FREE.
Offer a Beta Group
If you’re just getting started and experiencing those common beginner jitters, you can start a beta group for your coaching program.
I did this while I was still at IIN, and it was a tremendous help once I graduated.
Offer your programs for a three-month trial; enough time for them to notice results. This is a great (and very simple!) way to get testimonials. This also takes some of the pressure off that you need to be ‘perfect.’
Word-of-mouth is important, and your free clients can end up being walking billboards for you. Just be clear from the beginning that if they feel that they have received great value from you, in exchange for your services, they will write a testimonial for you within 7 days of completing the program.
Have the Right Tools and Resources
Do you have the right tools and resources to truly help your clients succeed or do you feel like you’re just ‘winging it’ with your coaching?
I felt a huge boost in my confidence when I had all the content I needed to coach my clients effectively. This meant no more scrambling to find the right handouts and resources to send them after each session. Having a system in place not only boosted my confidence, but it also saved me several hours each week.
If you don’t have a system in place or coaching sessions already put together, be sure to check out the Coach with Confidence Program which gives you 12 done-for-you coaching sessions plus handouts and much more. >>CLICK HERE << for complete details
Step Out of Your Comfort Zone
Let’s face it; Starting anything new can be scary and intimidating – the same holds true as a health coach.
The best way to face the fear is to step out and get started regardless of feeling nervous. Every time you stretch beyond your comfort zone, you will grow in both experience and confidence. It will get easier and easier each time you do it, I promise.
The first step is always the hardest, but if deep down you know this is how you want to make the world a better place, don’t let fear and doubt stand in your way. Take action.
Taking action doesn’t mean there are no failures, mistakes or mishaps along the way. It just means you learn lessons along the way, and keep moving forward.
What is one thing you can do in the next 30 days to get going with your business?
You’ve got this! I believe in you – now it’s YOUR turn to believe in you.
Boost your confidence with your new client consultations – Grab your FREE Health Coach Discovery Session Guide >> HERE <<
Join our FREE Health Coach Mastermind Group for support, guidance, brainstorming and more!
If you’re unsure about what you can or can not do as a health coach, this post is for you.
There is a lot of confusion that surrounds this issue, so I turned to health coach attorney, Lisa Fraley, to shed some light on the topic.
I know of health coaches that get slapped with fines (of over $2,00) because they aren’t aware of the laws and restrictions that are in the place where they live, so we don’t want that to happen to YOU!
Lisa kindly agreed to be a guest on my blog today to answer a few of the most common and important questions.
I’m also including a link to a FANTASTIC INTERVIEW I did with Lisa earlier this year where we dive deeper into this topic, so be sure to scroll down the end of this post to get access to the interview too.
Okay, here’s my Q and A with Lisa…
1. What is the best way for coaches to help their clients make healthy diet and lifestyle changes and stay within their scope of practice (especially if they live in a red or orange state)?
In general, in a “red” or “orange” state, the best way for health coaches to stay safe is to focus on offering programs that are not individualized or tailored to each client. (Red and orange states have the most stringent laws).
This can feel challenging, particularly if a health coach is trained as a functional nutrition practitioner or through a school that emphasizes bio-individuality, but in red and orange states, health coaches cannot do bio-individual work, blood tests, or develop individualized nutrition plans for clients.
It’s safer and wiser for health coaches to focus on general education about healthy eating and lifestyles, and conduct programs where no personalization is involved. You’ll need to check with an attorney about the laws in your specific state because what is allowed in one state may not be allowed in another. Generally speaking, group programs or detoxes and non-individualized programs are best.
In addition, be sure to stay away from using the term “nutrition” and do not create individualized meal plans in “red” or “orange” states as those areas (and others!) are reserved solely for registered dieticians and licensed nutritionists.
To find out more about the laws where you reside in the U.S., go to http://www.nutritionadvocacy.org/
You’ll see a map of the U.S. that breaks things down by color (red, orange, green, yellow) then you’ll want to click on your state to get more specifics about the current laws.
2. Is the answer to question #1 any different if coaches have clients worldwide?
3. Providing meal plans for clients is a confusing issue. Can health coaches offer meal plans if they are not individualized in any way (they would be providing the same meal plan to everyone)?
Yes, in most states, if the meal plans are not individualized, they may be provided to everyone. However, it’s better to call them “healthy recipes” or “5 easy dinner ideas” – and not use the words “meal plans” – to make sure that you aren’t treading into territory that is reserved for registered dieticians and licensed nutritionists.
As a health coach, you can educate and share healthy recipes and food choices – just like healthy cooking websites and cookbooks do – but your focus should be on recipes that apply to everyone. In a “red” or “orange” state, you are allowed to share recipes or meal ideas that fall into the categories of “gluten-free” or “Paleo” or “vegan” or whatnot (just like you can have “Paleo” cookbooks) but you can’t adapt recipes for one of your clients based on their needs or create food protocols based on a client’s blood test results, for example. You can’t tweak or individualize recipes or sample menus for individual clients.
4. Where are the most important places that coaches need to include their disclaimer? Since there are mini disclaimers and full disclaimers, which one goes where?
Every health coach needs to have what I call a “full” disclaimer on their website that is visible through a link in the footer of the website. This is a robust 3-4 page document that explains what you do and what you don’t do as a health coach, disclaims your liability and says that you are providing education and information through your website, but you are not acting as a doctor or giving medical advice.
You want to be sure your website visitors know that the information on your site does not substitute for their own doctor’s advice, and that they should not stop seeing their doctor based on what they read on your site. The “full” disclaimer is your base layer of legal protection on your site which is why I align it with the root chakra. It’s your first step to feeling safe sharing the information on your site with the world.
Also, you also want to have what I call “mini” disclaimers on your program guides, handouts, Facebook groups, video and audio recordings, and other types of materials. A “mini” disclaimer is a brief 2-3 sentence disclaimer that you place in the footer of your documents, in the Facebook group sidebar, or state verbally when you are speaking in your video or audios that tells people that you are not giving medical advice or in any way substituting for the care and advice of their doctor.
Speaking of disclaimers, here’s one from Lisa about the information in this post:
**Please note that each state differs slightly, so health coaches should consult with an attorney to get clear about what they can and can’t do in the state where their business is located. The information provided in this post is meant to be general and educational in nature, and is designed to point health coaches in the right direction, but it is not to be relied upon as legal advice since the laws in each state are constantly changing.
Thank you Lisa!!!
You can find Lisa Fraley at lisafraley.com
Click HERE << to see the selection of helpful legal resources Lisa provides for health and wellness professionals (affiliate link).
CLICK HERE to watch a REPLAY of an interview I did with Lisa Fraley where we do a deep dive on these topics and more, (including how to know if you need to trademark your business name or logo).
Have you ever felt frustrated that your potential customers aren’t taking action like you want them to? Do you feel like you’re delivering valuable content, posting on social media, but you’re not seeing the results you hoped for? If so, it could be that you need to look at your call to action.
What Is a Call To Action?
A call to action is a phrase, or even a paragraph instructing your audience of the action that you want them to take. In order for a call to action to be effective, it must be both specific and actionable. You don’t want to be vague when creating a call to action. Your audience should be crystal clear about the action that you want them to take. You should also make it easy (totally obvious) for them to follow through and take action.
Sometimes a call to action will include a hyperlink within the text of your content. Other times, it may be more effective to insert a clickable button so that it stands out from the rest of the content. No matter how it is designed, it should be clear what action you want your audience to take at a glance.
In order for a call to action to be effective, you also need to be clear about what your audience should expect once they take action. Adding a clear value proposition will not only make your call to action more likely to convert, but will also help set expectations for your audience.
For example, many people fall into the trap of using the phrase “Click Here,” as their call to action. While it may be clear what action you want them to take, it is not compelling, and does not provide a clear value proposition. Your audience has no idea what to expect after they click on the link or button.
A more effective call to action might say, “Download Your Free E-guide.” It still lets your audience know what action you want them to take, while also clearly defining expectations of what they will receive once they take action.
Where to Use a Call to Action
There are nearly limitless possibilities of where you can use a call to action. Think of all the various platforms you use to communicate with your audience. Any time you are communicating with your audience, you should have a call to action instructing them in what you want them to do next. Below is a list of places where you may want to include a call to action. While it is not an exhaustive list, it should help you to get started brainstorming.
Blog posts are a popular way to deliver valuable content to your audience, and establish yourself as an expert in your field. Use a call to action within your post to link to another related post on your blog. You can also use a call to action to lead people to an opt-in to help grow your email list.
Social media posts
Social media can be a powerful tool in your marketing arsenal if used correctly. Rather than simply posting at random, your posts should all be designed with a purpose. Tell people what to do and why they should do it. An example would be adding a link that states “click here for your free guide” at the end of a post showing why the guide would benefit them.
Opt-ins and landing pages
In many cases, an effective call to action will lead directly to a landing page. The landing page should be set up as part of your sales funnel so that it provides additional information, while only giving one option to move forward. A well designed landing page will have a call to action incorporated into it, leading your audience to take the next step. It should be designed so that it is obvious where they should click to take the next step.
You can also use a call to action to encourage people to receive your opt-in. This will help to grow your email list, while giving your audience access to additional valuable content.
Your sales page should be designed so that it is very obvious how your audience can purchase your products or services. Incorporate a “Buy Now” button in more than one place on your sales page to make it easy for them to make a purchase. You want to include a ‘buy now’ button near the bottom so people don’t have to scroll back up to find it (make it super easy for them to take action).
Videos or live broadcasts
Videos can be an effective marketing tool because they make it easy for people to connect with you on a personal level. At the end of your video, what should people do? Your call to action could be to download a new free guide, or checklist, or it could be to join your private Facebook group, or enroll in your new program. Include both verbal, as well as text instructions on screen to help your audience know what the next steps they should take are.
Improve Your Business with Effective Calls to Action
No matter how large or small your business currently is, an effective call to action can help you convert your audience to paying customers. You can use a call to action to grow your business, and effectively move people through your sales funnel. Improve your call to action, and watch your business grow.
Come join us! If you’re a certified health coach, nutritionist or certified fit pro, join us over in our private Facebook group to brainstorm, share ideas, and get support to build your business.
Hope to see you there!