If adding online coaching to your service offerings has been on your to-do list, this post is for you.
The good news is that it’s probably easier to do than you think. Part of the problem is that there are so many options on how to do it that it can seem confusing and overwhelming.
If you know me, you know that I’m all about keeping things as SIMPLE as possible. There’s absolutely no point in spending thousands of dollars to have a custom membership platform created when there are plenty of other great options that are much easier (and much more cost-effective). Ask yourself “What is the easiest way I can get started, so I can share my gifts and experience to help people” instead of fixating your time, energy and money on the ‘latest greatest’ platform out there.
The first time you launch your program online, it will all be a test to see what works best, what you want to change next time, and get feedback and testimonials for your next launch. Don’t get hung up on thinking everything has to be perfect. When you consider your first (and maybe even second) round a beta group, it takes some of the pressure off, so you can deliver an amazing program without worrying about adding any bells and whistles.
NOTE: I think it’s important to work with clients one-on-one before you launch an online program. You want to test your program with clients, so you can get immediate feedback, get testimonials, and test your systems and approach.
There are just 4 things you want to have in place to take your coaching online:
1. Your program – This can be in the form of recorded PowerPoint presentations and/or face-to-camera video. You can do a combination of both if you want. Decide how long your program will be. You may want to offer a short-term program (30 days) that leads to a longer-term program (90 days). If you don’t already have a program all set and ready to go, check out the Coach with Confidence program which has 12 comprehensive health coaching sessions all done for you (this includes the PowerPoints you would narrate for your sessions). This program can be configured to be used as any length program you’d like (up to 6 months).
NOTE: You can record your PowerPoints using Camtasia (for PC) or ScreenFlow (for Mac) or use a program like Zoom (Zoom has a free version that would be perfect for this type of project, and I use it all the time). You also want to have the proper disclaimers, and agreement in place to protect yourself from liability. If you don’t already have the documents you need, Lisa Fraley is a great resource for this.
2. A platform to host your content – I think this is where most coaches get stuck (understandably so) because there are so many dang choices out there. Keeping in mind that our goal is simplicity, I recommend using a platform like Thinkific. I like Thinkific because it’s simple to set up and it allows you to drip your content (release sessions at a pre-determined date or time frame) rather than members being allowed to access all the content at once. You can upload your content (videos, PDFs, PowerPoints) right into the platform – easy breezy. Teachable is another option, but at this time, Teachable does not have a drip content feature.
NOTE: Having a membership site is completely optional. You can run your program by simply sending your participants a link to the content. If you aren’t going to use a platform like Thinkific, you’ll need to host your videos somewhere (YouTube or Vimeo are good options) and keep the links private, so only your members can access them.
3. Email – You’ll need an email service provider that includes automation. Automation is important to have, so that a welcome email can go out as soon as someone registers. It can also automate your emails if you’d like to set it up as an evergreen program (people can join at any time). I recommend Aweber, GetResponse, or MailerLite for this.
4. Facebook group for support & community – One of the most appealing aspects of an online coaching program is the community of support the members get inside of a private (closed) or secret Facebook group. Great program content is important, but people really want to be a part of the journey with others who are in the same place. This way they can share their struggles and successes along the way. As the group’s leader, you can provide support and have members get to know you. Doing live streams in the group is also a wonderful way to build rapport and trust. For a great post on how to run a Facebook group for your coaching business, check out this blog post.
With online coaching, the sky is the limit. You can deliver one new topic each week, or you can alternate weeks and use the off week to host a group call to answer questions and review the content from the previous week.
If you plan to do group calls, I recommend using Zoom or FreeConferenceCalling.com. These both allow you to record calls and send them out to those that couldn’t join you live or for those that want to listen again.
For more information on online coaching, including pricing and promotion, check out this step-by-step post right HERE.
Okay, so there you have it! Four steps to taking your coaching program online with ease. Remember, it’s always a test to see what works best, and it will continue to evolve over time.
Need more ideas? Be sure to join our FREE Facebook Mastermind Group for Health Coaches and Fitness Professionals HERE.
You’ve got this!
Disclaimer: This post contains affiliate links, which means if you make a purchase, I may receive compensation. I only recommend products and services that I either use myself or highly recommend, but do your own research to find out what’s best for you.
One of the questions I hear from health coaches is how can they stand out from every other health coach out there? Today, I have an awesome expert guest to share a great tip with you.
Lisa Simone Richards is a visibility strategist for health and wellness professionals, so I asked her to write an article to help answer this question.
The good news: there are tens of thousands of health coaches. Through the work of coaches like you, people can live their best lives, full of vitality.
The bad news: there are tens of thousands of health coaches. While I operate from an abundance mindset, the hard truth is that you’re facing a lot of competition, it’s difficult to stand out, and potential clients have lots of options when it comes to choosing their coach.
This makes finding a way to differentiate yourself more important than ever. If you were to go up to a potential client and describe yourself saying “Hey I’m a health coach!”, that’s not useful. Like we established, there are tens of thousands of other health coaches. However, if you describe yourself saying “I’m a holistic nutritionist who helps vegan, post-partum moms lose their last 20 pounds of baby weight,” you’ve precisely positioned yourself. You’ve clearly communicated the transformation that you offer your ideal client in a way that instantly attracts and magnetizes them toward you. This modern-day version of an elevator pitch is called an ‘Audio Logo’.
A few weeks ago, I got to go to San Diego for a conference about creating your signature talk, and one of the exercises we had to do was introduce ourselves to people using this style of precise positioning that makes the transformation we offer super clear. I can’t begin to tell you how many people couldn’t articulate what they did without an awkward laugh or a convoluted answer. Do you know how much confidence I had investing my money in working with them? None! Having your own Audio Logo will make sure that your potential clients have confidence in you from the start. (If you want to create your own Audio Logo, click here to download the template.)
While honing in very specifically in a niche can seem really scary, after interviewing over 20 health, fitness & wellness entrepreneurs, all of them shared the same advice: focus on serving a very specific client, and not just anyone with a wallet and a pulse.
Kathleen’s Note: If you aren’t sure of your target market, be sure to read this article where I asked 6 experts to break this down so you can get more clarity.
Continuing with the vegan, post-partum mom example – let’s see how lucrative niche-ing down can actually be: there are about 1,000,000 vegans in the USA. Let’s assume that just 5% of them are moms. That’s 50,000 potential clients. Could you even work with 10% of that population, 5,000 of them? Probably not! There are plenty of client opportunities available to you, depending on how you look at it.
When you can precisely position yourself and speak this specifically in your ideal client’s language, it makes them feel like you’re in their head, that you really ‘get’ them, and that ultimately gives them confidence in knowing that they want to work not only with you, but exclusively with you.
Taking the time to figure out how you can set yourself apart is one of the most important (and lucrative) things you can do as a health coach. Take some time this week to brainstorm ideas, and then write your own audio logo so you can practice it over and over again. You’ll be on your way to attracting more of your ideal clients.
To create your very own Audio Logo, download the template here.
Lisa Simone Richards is a visibility strategist for health, fitness, and wellness entrepreneurs who want to go from unknown and underpaid to standing out and selling out. She’s here to show you how to get seen, get clients, and get paid and how to get off the hamster wheel of chasing clients and instead magnetically attract them to you at www.lisasimonerichards.com.
Chances are, you have a website for your health coaching business, but maybe you’re not sure it has what it needs so that it stands out and attracts the right clients. Your website should evolve as you evolve in your business, so that means occasional updates to your website copy to keep it fresh and current.
But, how do you do this, and what should you include?
My guest today is a wellness copywriter who specializes in helping wellness professionals create website copy that translates into sales.
Her name is Margo Caroll, and think you’re going to find her tips incredibly helpful.
Whether you’re new to coaching or you’ve been in the industry for decades, an outstanding website is definitely at the top of your must-have list for marketing your business.
If you’re allowing social media to be the only place clients can learn who you are and what you offer—or you have an outdated website that desperately needs to be reorganized—it’s time for you to put a plan in place for writing a website that will convert visitors into clients.
But how should you know which pages to include, how to format them, and what to say on each page?
I’m Margo, and I’m a professional copywriter for wellness business owners. I help health coaches and other wellness business owners launch authentic, profitable websites and I’m here to share with you the lessons I’ve learned along the way.
In this article you’ll learn:
- The essential elements of a highly effective website from a copywriting perspective
- How to write your website copy in a way that feels authentic (not sales-y or demanding)
- How providing value first—before asking for anything in return—will draw your ideal clients to you.
Oh, and be sure you stick with me to the end of the article, where I’ll be sharing a free resource I’ve created for you to help you get your website copy written the right way!
Think of Your Website as a Fine Dining Experience
From the moment you first walk into a new restaurant, you’re already judging whether you’ll spend your money there based on the sights, smells, and sounds around you.
When you look over the menu in the lobby, the offerings need to be immediately clear or you’ll walk right back out without even asking for a table.
This is because as a customer at a restaurant, you expect a certain level of quality and consistency from your buying experience.
And just like a dining experience, your well-crafted website will draw readers in from the moment they begin reading if you do it right.
I’ve whipped up a delicious meal for you to explain the essential elements of a highly effective health coach website, so let’s dive right in for the first course!
The Menu: Website Navigation + Design
From the moment a reader opens your site in their browser, they need to have their focus directed to the action you want them to take, and to direct their focus it’s important to keep your navigation (the listing of the various pages on your site) streamlined and minimal.
1. Website Navigation + Design
On your website, your site navigation is your “menu”, and the design and layout of your website are like the first sights and smells walking into a restaurant.
Your call to action (a “Book Now” or “Schedule a Call” button, for example) needs to be completely obvious to visitors, and then the rest of your site navigation should stay simple and organized so it doesn’t distract from that action you’re guiding them to take.
The Appetizers: The Home Page + About Page
Now that your website visitor has warmed up their appetite with a review of the menu (your elegantly simple site navigation!), it’s time to start feeding them some of your best morsels.
Every business will require a slightly different website organization, but it’s safe to say that just about everyone will need both a Home and About page.
2. Home Page
The Home Page (or Landing Page, depending on the layout of your site) offers the first few bites of the appetizer that your readers are going to chew on in order to decide if they like your style and approach.
Remember that we’re playing the long game here, so try to make your homepage a resource, not a sales pitch.
Your Home page needs to be thoughtfully created, easy to navigate, and incredibly valuable.
Above all, don’t be stingy!
Any way that you can offer valuable free content to your reader before asking them to book a call with you or check out your packages is a great way to build trust and be authentic with them.
You know the crunchy difference between lettuce chopped by hand and the wilted pre-bagged stuff, right? Well your readers have a built-in “authenticity” radar as well, so make it clear when you write your homepage copy that you’re here to give value, instead of trying to close the deal with them the moment they arrive.
3. About Page
Considering that the About page is one of the most visited pages on websites, you’ll need to pull out all the stops to make this course one they’ll want to tell all their friends about!
One of my favorite soulful copywriters, Marian Schembari, once said that an About page should make readers want to open up a million tabs to read everything you’ve written, because they “feel like they’ve just stumbled across the internet’s best kept secret.”
That’s why I use a very specific strategy for organizing the copy, bio, and testimonials for my client’s About pages, because these pages truly can make or break the relationship you’re building with a potential client!
Think of the About Page as your “Aunt Suzy’s Secret Sauce” that you always slip into your best recipe, and that all your friends are dying to know about after they taste it.
This is what makes your recipe for success stand out from all your competitors.
The Entrée: Services/Products Page + Blog Page
Now we’re finally getting into the main course!
4. Services/Products Page
Whether you offer 1-on-1 coaching services or pre-packaged programs, this page is the one you’re probably most nervous about getting right.
After all, if you truly care about your clients (and I know you do!), you know that they’ve worked hard to earn the money you’re asking them to exchange for your offerings, and you want to ask them to invest in a way that feels authentic.
The Services (or Products) page is the one I spend the most time on in my Wellness Websites 101 copywriting course, because there are so many emotions tied to asking clients to invest in you that can block you from getting it written.
Your Services page is the centerpiece of your whole site, and you want to be sure that each word tastes good to your reader’s palate.
5. Blog Page
If you’ve been doing your research, you know that publishing regular blog content on your website is a great way to improve your search engine optimization (SEO) over time.
Writing great blog posts ties back into what I shared earlier about being a resource instead of a sales pitch.
If you choose to include one, your blog is the place you’ll share articles, information, and resources that will help your clients to succeed.
Remember, just like a delicious meal, what you write needs to appeal to your audience (the dinner guest!), not just to you. So write about what they want you to write about!
The Dessert: Lead Magnet
Mmmm, dessert! My favorite part of any meal!
This tasty treat feels like the icing on the cake of value and trust that you’ve just built in the reader’s mind as they explored your website.
6. Lead Magnet
A lead magnet (also called an opt-in freebie or content upgrade) is a great way to grow your email list by offering a valuable tool in exchange for the reader’s email address.
Whether it’s a checklist, e-book, 5-day Juice Cleanse, or any other type of valuable downloadable content, make sure that you take the time to finish your website off right with a helpful opt-in that grows your email list.
I hope this breakdown of a highly effective health coach website made you hungry for the deliciously organized, simple website copy your wellness business deserves.
Please share any of your own copywriting tips or questions in the comments!
Need more help writing your website copy?
Join the FREE, beginner-friendly email course Wellness Websites 101 to swipe a wellness copywriter’s step-by-step guide to writing your website the right way.
JOIN YOUR FELLOW WELLNESS ENTREPRENEURS IN THE COURSE RIGHT HERE.
Margo Carroll is a wellness copywriter and licensed massage therapist from Seattle, WA. She runs the show at Your Wellness Website Blueprint and Remedy Writing, helping wellness professionals write profitable website copy that sells their services while still feeling like they’re writing a note to a friend.
Margo enjoys trail running, spending time with family, and sampling new tea flavors on the weekends.
If you’re wondering how to stand out online, position yourself as an expert, and fill your schedule with clients, this post is going to be a huge help.
As a health coach, you may be feeling frustrated with low engagement on social media, slow growth of your email list, and not enough new clients.
This scenario can be the result of several issues, but one of the biggest problems I see is a lack of high-value, free content being created and shared.
By “free content”, I’m referring to tips and resources that your ideal clients would absolutely LOVE! Keep reading for ideas and examples of what you can do.
Why is free content so important and why should you be giving it away?
I believe offering free content is no longer optional in today’s world. Your free content gives people a sample of what you do and what you’re about. Most importantly, it can show people that you may have the solution to their exact problem.
Don’t you love getting free samples of goodies like skin care products, make-up or even food samples at Costco? OMG…I love it when the Vitamix guy is at Costco! If I didn’t already own a Vitamix, I would buy one because I get to see some of the tasty, healthy things I can make with it.
What do samples do? They allow you to try out something so you can decide if you might like to purchase it at some point. Without that sample, you may have never known it existed, right?
Rather than thinking: “Why should I give away my valuable information for free?” (Scarcity mentality that leads to very few people finding out about you). Reframe it to: “What incredibly helpful and valuable information can I give away for free to blow people away?” (Abundance mentality that leads people to appreciate you, be drawn to you, and want to learn more about what u have to offer).
See the HUGE difference there?
When I hear people say “I don’t want to give away my information for free” I see a red flag that tells me they will continue to struggle to build a business because they won’t be able to get themselves out there in a big enough way.
Successful marketers know one of the best ways to let people know what you do is to show them – give them a sample of your BEST STUFF for FREE!
You see…people can find ANY information they want about healthy living on the internet, so I’m pretty sure any tips you have aren’t completely earth shattering.
But here’s the thing – people need YOU to help them implement the changes they struggle to make on their own. So, your free information probably isn’t “breaking news” but you can present it in a way that only you can, through your experience and personality.
I’ve heard it said before that your free content tells people what to do, but your paid content (or your coaching services) shows them how to do it, and that’s the missing piece for your clients – the how (and the accountability).
The purpose of your free content is to inform and educate, but you also want to have a plan of where you are going to lead people to learn more about what you do. You want to provide a simple solution that gets people eager to find out what else you offer. Ideally your free content will lead people to the next step, such as getting on your email list, signing up for a webinar, joining your free Facebook group, and then ultimately, becoming a paying client.
Now that you see how important this is, let’s look at what type of free content you can create and share with the world.
Free content can be offered in many forms, so decide what appeals to you the most.
Here are just a few popular options for free content:
1. Blog posts – include an opt-in within the blog post to build your email list
2. Videos – add a call-to-action to sign up for your freebie
3. Webinars – these can be value only (education, no selling) and you’ll grow your email list as people sign up to join the webinar. You can also offer a paid program at the end of your webinar.
4. Live streams – add a call-to-action to sign up for your freebie or webinar
5. Podcast – add a call-to-action at the end of each episode to sign up for your freebie
Note: Find places where you can submit guest blog posts or be a guest on a podcast that your target audience would listen to.
The idea behind your free content is to get exposure, showcase your knowledge and personality, then lead people to sign up for one of your free offers. This is a great way to build an email list of loyal subscribers that look forward to hearing from you.
You know the saying “When you give, you get” or “Givers gain” right?
People like those that provide helpful information for free.
So, here’s the 4-step process for growing your business with free content:
1. Create your high-value awesome free content (see list of 5 options above) and share it (keep reading for ideas)
2. Invite people to your freebie (lead magnet, opt-in)
3. Offer your services at some point in the follow-up emails and/or at different times throughout the year
4. Rinse and repeat
Promoting your free content
Okay, so now you have your awesome, irresistible free content, how do people find it?
1. Post on social media – I like Hootsuite or MeetEdgar for this because you can manage multiple social media platforms in one place, and each post can be used more than once. One blog post can be seen over and over again during the coming weeks and months when you use a 3rd party social media scheduling tool.
2. Live streaming – My preferred live streaming platform is Facebook live, but you can also do this on Instagram or Periscope. The key is to be consistent. Use your Facebook business page for this so you can maximize your reach. Even if you have under 1,000 followers, you can potentially reach thousands of people with your live broadcast. Part of the magic happens AFTER you go live and your video lives on for people to watch, like, and share (this will get more eyes on your video, as well as more likes on your page). Select a topic or theme to talk about (3-10 minutes is great), then at the end of your broadcast let people know how they can get your free resource (this freebie needs to be related to the topic of your live stream so it seems like the next logical step where they can get more help and ideas on the topic).
For great tips on how to use FB Live for your business, be sure to check out this post: Everything You Need to Know to Start Using Facebook Live for Your Health Coaching Busines.
3. Invest in Facebook ads – I like running ads to my blog posts because these ads usually cost much less than running ads to cold traffic for a lead magnet. I also get to retarget these website visitors (using the Facebook pixel) so I’m creating a custom audience of those that come to my website (these people will now be somewhat of a warm audience since they’ve been to my site and now know a little bit about me) and I can show them another ad (to a freebie/lead magnet). Ads to this custom audience will typically cost less than running ads to “cold” traffic, so it’s a win-win. I include an opt-in in all of my blog posts, as well as a place for people to like my FB page (you can run ads to target your Facebook followers, but this is only effective when you have at least a few thousand followers). I do also run ads to lead magnets, but I like to mix it up and invest in ads to my blog posts too, so I’m growing that warm market audience.
4. Let your email subscribers know – Even though your free content will help you grow your email list, be sure to let your current email subscribers know about your awesome resources. This will make them love you and appreciate you even more!
Be selective and strategic with your free content. Share some of your best stuff so people can get a glimpse of how awesome you are. I noticed that the better the free resources I provided, the more I grew my email list and the more raving fans I had.
You want your free content to be so good people reach out to you to thank you for it.
You know you’re on the right track with people comment and email you that your content was helpful (I LOVE it when this happens!).
Okay…now it’s your turn.
What amazing free content can you share with your audience in the next week or two? People really do want what you have to offer – they just need to know that you and your solution exist.
You’ve got this!
If there was one simple thing you could do that would double (or triple) your new client enrollment, how much would that impact your business?
If you have 10 discovery sessions with prospects, and you typically have 3 or 4 of them sign up to work with you, how amazing would it be to have 6-10 people sign up instead?
It would be pretty significant, right? You could double or triple not just your enrollment, but also your income.
One issue I hear from coaches is that they aren’t really sure how to go from talking to their prospective client (without offering a ton of free advice) to smoothly transitioning to offering their services to that client.
Has this ever happened to you?
I know it happened to me when I was a brand new health coach. Taking that leap to offering your services can feel pretty uncomfortable and icky. We want to help people, but we also don’t want to come off as used-car salesmen.
When you focus your attention on what the prospect needs, and really, really listen vs. try to offer solutions right away, it can be a total game-changer. And that’s what today’s post is all about.
First, let’s cover some groundwork.
The purpose of the Discovery Session is to find out if you and your potential client are a good fit for one another and to give them the space to tell you why they need help.
This is different than doing a Health History or giving free advice.
The school I attended encouraged us to do a health history as the first step, but it felt really awkward to me. I decided to come up with questions that felt more logical and flowed better – questions that I would ask if I were talking to a friend.
This conversation is what I’m going to share with you today.
You can get my script and step-by-step process HERE as part of the FREE Ultimate Health Coach Toolkit.
If what you’re doing right now is working, great! You might not want to change it – BUT if you are looking for some ideas of what to say, I’ve got you covered.
Your MAIN OBJECTIVE during this 20-30-minute call is to uncover your prospect’s struggles, pain points, and frustrations and really listen. Make sure you take notes as you listen. This is not the time to share your story or try to solve their problems.
I know that may seem difficult to do because we are heart-centered problem solvers by nature, but it’s really important that you avoid offering solutions during this call. You can offer resources if you’d like (links to websites, book recommendations, etc.) but you really don’t know enough about this person to make personal recommendations.
You also don’t want to be known as the person that gives out free advice all the time. You’re running a business, right? Set the expectation from the start that your services are valuable.
You can offer your free discovery session over the phone if you want. That is what I did, and in fact how I did ALL of my coachings. I just preferred coaching virtually and not having a physical office space, which worked great for me. The most important thing is to find what works for you.
Let’s cover some of the best questions to ask during your discovery sessions.
Again, you can grab a copy of my FREE Health Coach Toolkit HERE to see all of the questions (including the ones that lead to people signing up).
Here are a few of my favorite Discovery Session questions to get you started:
1. What are the top 2 or 3 things you would like help with the most?
2. Why is that important to you? (Give them time to go deeper on this one).
3. What have you tried in the past? (Find out what hasn’t worked so that you know why they may feel like they have failed in the past.)
4. How did that go? or What did you think of that?
5. Are you at the point where you really want to make positive changes and are ready to take action? (See where they are with their level of commitment.)
6. If you had someone guiding you along the way toward your goals, is that something you would find helpful?
Then you go on to asking the closing questions to have them sign up to work with you. Not sure what effective closing questions to ask? Just grab the FREE Ultimate Health Coach Toolkit for a complete Discovery Session outline with detailed script.
Do you see how this is very different than doing a health history or just giving away a free advice session?
Most of us fear coming across as too “pushy or salesy,” so this process makes it much easier.
Find out what they need, if they’re ready to make changes, and let them know how you can support them.
If they aren’t a good fit for some reason, let them know and either refer them to someone else or give them some other resources that may be helpful.
What changes can you make to your current Discovery Session to feel more confident, so you’re able to help more people reach their goals, and boost your income at the same time?
Have questions? Let me know in the comments below.
I love having guests on my blog because you get to hear from a wide variety of experts on different topics.
My guest today is someone that I’ve know for a few years, and we became friends while we were attending the Institute of Integrative Nutrition back in 2012. Sean Flanagan and I became peer coaches for each other, and it was a great fit because we each had different strengths, so we helped each other out on a weekly basis. One of Sean’s strengths is marketing, and in particular, Facebook ads.
Sean is going to share the most important thing you need to know BEFORE you run Facebook ads. He gets questions about Facebook ads all the time, and the information he shares in this post is what most people are missing (and the reason why most Facebook ads flop). We don’t want that to happen to you.
Check out the post, and let us know what you think by leaving a comment at the end.
You may have heard about how effective Facebook ads are for generating leads and clients. But you’ve probably also heard of people spending money on ads to get nothing in return. Hell, maybe you’ve experienced that yourself.
So it’s tempting to think that Facebook ads are just plain too complicated.
That you must either be a Jedi-level FB ads expert or you won’t get any results. Luckily, that’s not true. As a 5+ year veteran of an online health and fitness business, I can confidently say that there’s very little about being successful with Facebook ads that are particularly unique to Facebook ads.
Yes, there are certain ways of crafting messages and offers or targeting people…
But the main thing to understand is that Facebook ads, like all paid advertising, are just a way of applying psychology in an ultra-leveraged way. Your foundation for applying psychology comes down to the basics of your business, and what you must know BEFORE you fun Facebook ads…
Knowing your target market and understanding them better than they understand themselves.
Not (just) analyzing them…
Being in their shoes.
Knowing the pains they want to move away from.
You can’t get inside the head of the person reading and get them to schedule their free strategy session if you don’t know who they are.
Yes, they need to know who you are.
But more importantly, YOU need to know who THEY are.
And they need to feel that.
You can’t list benefits and advantages of your service that will move them to say “OH MY GOD…I NEED THIS SERVICE” if you don’t know what struggles they experience daily or what they are striving towards.
[For help with figuring out your target market, check out this post HERE]
If you’re hazy on who your target market is, what problems they have, and the specific outcome you can give them, all advertising becomes risky.
You end up talking to nobody in an attempt to talk to everybody. Or maybe even worse, you talk directly to somebody, but from the perspective of an outsider rather than somebody who really gets what they’re going through.
This has a huge potential to actively anger your target market.
Instead of saying things like “Hey busy moms, I know how difficult it is for you to get healthy eating into your busy schedule”, health coaches and trainers will often say things like “Hey busy moms, ready to stop making excuses and reach your goals?”
As a subject matter expert, YOU might see them as making excuses. But they probably don’t see it that way at all.
And to look at them and make such a far-off guess about what is going on with them internally, you risk them forming a very negative opinion of you.
To recap, Facebook ads are just a means of scaling up your business’s visibility and putting specific messages out into the marketplace. The stronger the fundamentals of your business are, the more effective your ads will be.
And most important of those fundamentals is knowing EXACTLY who you serve and what they’re going through.
THEN, and only then, should you worry about making the ad copy perfect.
Or test a free strategy session against some other kind of introductory offer.
Or whether you should be using lookalike audiences or some kind of other targeting on Facebook.
Luckily, health coaches and fitness professionals have an advantage in getting to know their target market that many other businesses don’t have.
You work with real people in a high-trust relationship.
People will bare their souls with you.
They’ll share their deepest fears.
Their hopes and aspirations.
You just need to listen, feel what they’re saying without judgment, and make notes to reference later (when it’s appropriate to take off your coach hat and shift into “marketer mode”)
The more you understand your clients and the more clients you understand, the stronger your foundation for Facebook ad success – or any kind of paid advertising success – will be.
– Sean Flanagan has over a decade of experience in the health and fitness industry and over 5 years of being nearly exclusively online. Sean now uses his experience and expertise to help other wellness professionals create effective marketing strategies and attract more clients in their local markets through Facebook ads. You can reach Sean via his Facebook page HERE