3 Steps to Turning Freebie Seekers into Paying Clients

3 Steps to Turning Freebie Seekers into Paying Clients

3 Steps to Turning Freebie Seekers into Paying Clients

As you’re growing your email list and social media followers with your free content, one of your main goals is to turn some of your subscribers into paying clients.

You may be wondering how to move people from being just a freebie seeker to becoming someone who invests in your coaching programs or other offers.

On this episode, we are covering 3 specific steps to put into place to enroll more people into your paid programs, and we’re sharing examples of each one.

STEP #1. Find out what your ideal clients want and find out what to do with the information you gather once you have it.

STEP #2. Invite people to work with you or join your group program (discover one effective ‘non salesy’ way to do this with ease).

STEP #3.  Map out a customer journey that leads potential client down the path towards becoming a client.

If you want to turn more of your followers and subscribers into clients, be sure to tune in.

Let’s dive in!

It’s important to know some stats up front, so you can set some realistic goals. I believe it was Instagram expert, Jasmine Star, who said something like 95% of your audience will only consume your free content and that’s okay. Keep showing up and be there for the people who want to hear from you because you never know when they will be ready to work with you and you also never know when someone will refer you to a friend, even if they never work with themselves.

We find this to be very true in our businesses too – most people will only consume our free content, but when you know how to drive people to your paid programs, you’ll have more of them becoming clients or enrolling in your online programs.

This exact question was posted in my Health Coach Biz Support Facebook group for my live office hours, so I gave a very detailed answer that you can watch if you are in my group.  Just go to the videos tab and you’ll see the replay from the Live office hours replay I did in April.

Here was the question:

How do you move people from “freebie seekers” to paid clients? I have both a group and a list that all came from opting into my free lead magnet. They come out in full force for free trainings, free downloads, etc. – but paid offers (even as low as the $18 offer I put out Monday) are literally crickets.

I loved this question because it gave me some good information. Her freebies are resonating with her audience since they are signing up for them so that’s great. Since the price of her offer was only $18, we can feel pretty confident that price is not the objection, so it’s something else.  It’s usually a disconnect in how the offer is worded – meaning it isn’t clear HOW it will benefit them or how it will help them get from where they are now to where they want to go – the outcome or result. If people are confused or unsure of how something will help them, they aren’t going to dig around to figure it out, so they pass on it.

It could also be that the freebie topic and title was enticing but there was somehow not a direct logical connection about how the freebie topic relates to her paid program.

This is common because we don’t come out of school knowing how to write sales copy – it’s a process and it takes time to figure out what our audience really wants and what will resonate with them enough to take action.

When people understand the benefits and it’s a solution they WANT, money becomes much less of an issue.  Saying “I can’t afford it” oftentimes means I don’t see the value, I don’t need that, or it’s not a top priority right now. People find a way to pay for things they really want.

3 Steps to Turning Freebie Seekers into Paying Clients

Let’s look at 3 steps to turning freebie seekers into paying clients.

STEP #1 – Know what your ideal clients want (their desired goal, what problem they want fixed).

This is why it’s so important to do some research to find out what specific problem people have when it comes to your niche. You want to make sure your offer directly addresses the problem, and you are using words they use to describe the problem and the solution.

When you think about your ideal client, can you make a list of 3-5 very concrete and specific challenges, issues or struggles they have that are related to your niche?   What are they saying to themselves or what are they telling their best friend?   What words and phrases are they using? Go ahead and write them down.  If you really aren’t sure, you can start out by looking at other social media accounts of similar niches to get some ideas. Look at the posts and questions you see to get some insights. Ideally, speaking to people one-on-one will give you the best information but start where you can.

If your niche is about balancing women’s hormones, your ideal clients may not be saying to themselves “I sure wish I could balance my hormones” but they might be thinking things like “These hot flashes are driving me crazy because I can’t sleep, and I can’t lose weight no matter what I try.”  Your niche could be about balancing hormones in the big picture, but make sure the wording you use is what your ideal clients are actually expressing, so they understand how you might be able to help them solve the problem.

Here is where the wording comes into play:

  1. The name of the program or paid offer (is it specific and clear who it’s for)
  2. The benefit people will receive from it – what is the promise or expected outcome they will get if they go through your program?  This will be communicated on place like your sales page, social media posts and videos.

STEP #2. Invite people to work with you. 

If you have a freebie that is growing your email list, are you inviting your new subscribers to take the next step with you?

The next step could be to book a discovery call, enroll in a program or purchase a low-priced offer such as a high-value guide, recipe bundle or something else (priced under $30).  Oftentimes, coaches aren’t presenting offers often enough and that’s a big reason for not getting clients.

One easy way to do this is to add an invitation in the P.S. of the first email in the nurture email sequence, and then sprinkle in client success stories in some of the other nurture sequence emails.

Back on episode 155, we covered The Missing Link to Turning Your Email Subscribers into Clients, and we highly recommend listening to that since we go into how to align your free offer with your paid programs, so you have more people signing up to work with you.

STEP #3.  Map out a customer journey.

A customer journey is simply how people go from finding out about you to becoming a client, so there are going to be steps for that along the way.

This is a big one. When you share content on social media, do some of your posts lead clients to the next step in the customer journey?  Before someone becomes a client, they will need to have several touchpoints with you.

Here’s just one example:

#1. They follow you on IG.

#2. They check out your bio and some of your posts.

#3.  They join your FB group.

#4. They subscribe to your podcast or YouTube channel.

#5. They get on your email list.

This example was 5 steps but one of your customer journeys may be 3 or 4, and you will likely have more than one customer journey in place.

The chances of someone booking a call or joining your program from just one post, one video or one email is incredibly small, but when people get to know you more and see you and your content in multiple formats, it’s builds trust and familiarity which is critical in the customer journey.

We did a very in-depth episode all about the customer journey on Episode 132:  Planning Your Customer Journey for Improved Client Attraction, and we’ll link to that in the show notes at wbpodcast.com/132

Let’s recap the 3 steps to turning freebie seekers into paying clients: 

STEP #1. Know what your ideal clients want, so you can communicate that you have the solution.

STEP #2. Invite people to work with you or join your group program.  Don’t be shy about it.

STEP #3.  Map out a customer journey, and keep in mind that it takes time and multiple touchpoints with you before people invest.

Remember to be patient with yourself with all of this. It takes learning a bit about marketing and then you test, tweak and fine tune as you go to see what works.  We are still testing things all the time.

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5 Types of Free Offers to Grow an Email List Full of Ideal Clients

5 Types of Free Offers to Grow an Email List Full of Ideal Clients

5 Types of Free Offers to Grow an Email List Full of Ideal Clients

If you want to build your email list, you may be wondering what type of free offer to create. Since there are many options to consider, we are narrowing it down to 5 types of freebies you can use to grow an email list full of your ideal clients.

In this episode of The Wellness Business Podcast, you’ll learn:

  • The simplest and easiest type of free offer you can create on your own
  • The best format for testing your freebie title and topic
  • The freebie option that will accelerate your email list growth the fastest

Tune in to discover which type of free offer might be best for you AND your audience right now, so you can start growing your email list now.

As you probably already know, a freebie or lead magnet is something you offer as a way to grow your email list. People sign up to receive your free, must-have valuable resource, and they typically also receive an email follow-up sequence that may lead to booking a discovery call or joining one of your paid programs.  There are all kinds of different freebies, and today we are covering 5 of the most common and most popular.    

Before you decide on the TYPE of freebie you want to create, it’s important to keep a couple of things in mind:

  1. The topic and title of your freebie are WAY more important than the format you use (a PDF guide vs. a video series for example) because your free offer should provide a small solution to a problem or struggle you know your ideal clients have. Your audience doesn’t really care how they get the solution – they want it in the easiest way possible in most cases, so keep that in mind.   
  2. Your freebie should directly relate to your paid program and what you offer. So, as you toss around ideas for what to put together, ask yourself if it ties into your coaching program in a logical and seamless way. 

Let’s dive into 5 options for your freebie, so you can decide which one is right for you at this time.   

1. PDF guide or short eBook. 

Let’s start with this option because it’s the easiest format to create. You can use canva.com for this or outsource it to a virtual assistant or find someone on Fiverr.com to do it for you inexpensively.  The goal of any free offer is to have people consume it, so they get value from it and learn a little about what you do and how you may be able to help them. You don’t want to create a free 50-page PDF guide that people likely won’t ever get through, so we recommend 3-10 pages as a range – something easy to read that gives folks a quick win. 

Starting with the simplest freebie format can be a great way to gauge interest in your offer, and then you can add more bells and whistles or tech later if you have a winner.

2. Resource list, checklist or cheat sheet. This would also be a PDF, but it’s usually shorter than a guide or eBook – sometimes just 1-2 pages long, but still high value for your audience. These can be a fun to put together, especially if you have a list of free resources you know your audience will appreciate.  If your niche is gluten free living, you can include your favorite apps, websites, places to shop, etc.  People like quick and easy, so what can you put together that would be a helpful reference? 

3. Recipes for your niche.  If your niche relates to a particular dietary style such as plant based, keto, paleo, etc. a recipe guide can be a good option. If you are trying to make changes to your diet, figuring out what to eat is a struggle for most people, so if you can make it easy for them, they will appreciate it. A free recipe guide could have 20-30 recipes in it – just enough to give people a few to try out.  You can use services like That Clean Life or Meal Garden to put together guides to use as freebies and also use them with your clients as extra goodies. This makes it easy, so you don’t have to create the recipes from scratch.

4. Workshop or video series.  Now, we are getting a little more advanced, but free workshops and/or video series can work well because people get to see you on video, and that means they get to know you and connect with you faster and on a deeper level, which tends to expedite the customer journey. 

The workshop can either be live, delivered in real time on Zoom or it can be pre-recorded.  A video series can be two or more videos and they would be pre-recorded. Both of these options involve more tech, but if you’re ready to dial things up a bit, this could be a good option to test. 

5. Virtual summits.   Taking the tech up another notch would be something like hosting and running a virtual summit. This can be an amazing way to turbo charge your email list growth quickly because you’ll have several speakers on your summit and each of them should be required to email their subscribers and spread the word on social media.  If you had 15 speakers and they each had an email list of 3,000+ people, you would have the potential to get exposure to thousands of new people in a very short period of time. People would need to enter their email address to register for the summit, so you are growing your email list. The benefit to each speaker is that they are getting in front of new people too, and they will usually be allowed to share one of their freebies too, so they can grow their email list too during the summit, so it’s a win-win for everyone. 

Which type of freebies are you most drawn to right now? Take a look at what others are doing to get some ideas and inspiration and then set a due date for when you want to have yours complete and ready to share with your audience.

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6 Elements of a Profitable Workshop

6 Elements of a Profitable Workshop

6 Elements of a Profitable Workshop

Workshops are a great way to establish authority within your niche, grow your email list and enroll clients into your coaching program. There are 6 essential elements to running a profitable workshop, and if any one of these elements are missing from your presentation, chances are, your results will be less than you expected.

In this week’s episode of The Wellness Business Podcast, we’re covering:

  • The 6 elements of a profitable workshop (this blueprint has been time-tested through 200 presentations)
  • A breakdown of each key workshop element and why it’s important
  • How you can put this blueprint into action by creating your own profitable workshop.

If you plan to host any online or in-person workshops this year, you’ll want to tune in for all the details.

Here are the 6 key elements of a profitable workshop and then we’ll dive into each one individually.

  • Establish
  • Enlighten
  • Educate
  • Entrench
  • Engage
  • Enroll

If any one of these elements are missing from your presentation, chances are that your workshop will not lead to the outcome you want, which is enrolling new paying clients.

  1. Establish – A connection with your desired clients starts with your workshop title – which should grab the attention of the people you want to attract – your ideal clients. This element is key because it weeds out the tire kickers and the people who are looking for general health advice. Remember one of the amazing benefits of hosting wellness workshops is that it is a quick and easy way to grow your email list and by creating an ideal client specific workshop title you’ll be attracting only the right people.
  2. Enlighten – Kicking off your workshop with 3-4 qualifying points establishes why they showed up, confirming that they are in the right place. Let’s face it, whenever we show up live for an online training the thing that’s always in the back of our mind is, “Is this worth my time” and should I stick around?  Your workshop attendees will be wondering the same thing. By kicking off your workshop with 3-4 bullet points outlining the BENEFITS of sticking with you for the entire training (what they will learn), you will have your workshop attendees feeling relaxed and interested and settling in for the entire training which is exactly what you want to get them ready for your program invitation at the end.
  3. Educate – This is the meat of your workshop content – teaching, inspiring, and informing them on the topic promised in the workshop title. The key to this element is that you teach on what they need to know and why they need to know it as a precursor to introducing them to your paid program. Remember, what you don’t want to do is to give away all of the “how” that you teach in your paid program. You want your workshop to set the stage for why your attendees should join you in your paid program.
  4. Entrench – Once you’re done educating on the workshop topic it’s time to entrench them in what they’ve learned by asking them to reaffirm why they showed up in the first place. You do this by recapping what you’ve taught during the workshop in a bulleted format as well as ask your attendees to share any ‘aha’ moments that they’ve had. The purpose of this element is to move them out of learning mode and into reaffirmation that spending this time with you was well worth it thereby establishing you as a valuable resource.
  5. Engage – Engaging your workshop attendees with a Q&A session is the perfect way to eliminate any fears or doubts that they may have in working with you. By giving your attendees the opportunity to ask questions and get clarification on what they’ve learned, it opens up the dialogue for you to step into a coaching role which they need to see you to be willing to invest in your paid program. You’ll want to save this until the end, so it doesn’t break up the flow of your presentation and get things off track.  Q’s you may not have considered.
  6. Enroll – Now it’s time to share the next step by introducing them to your paid program and walking them through the steps to take to enroll. This is the big finale. You’ve laid all of the groundwork and now it’s time to introduce them to your paid program and how you can help them overcome the problem they want solved. This is the perfect place to use benefit statements, testimonials, case studies, and program descriptions to entice your workshop attendees to join your paid program.

If you’re excited about using this outline to create your own wellness workshop, be sure to download Karen’s free guide called: 6 Elements of a Profitable Workshop – A step-by-step blueprint for creating high converting workshops.

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4 Types of Email Sequences to Increase Sales

4 Types of Email Sequences to Increase Sales

4 Types of Email Sequences to Increase Sales

Did you know there are different types of email sequences you can use to increase sales and boost client enrollment in your programs?

On today’s episode, we’re covering 4 different types of email sequences you can use as part of your marketing strategy for better results.

  1. Pre-launch emails
  2. Waitlist emails
  3. Nurture sequences
  4. Open cart emails

Knowing how to create email sequences or campaigns that actually get results can feel a little tricky the first few times you write them. Most of us don’t start our online businesses with copywriting experience so we’ll be sharing what each sequence’s purpose is and how many emails we recommend for that sequence.

Here are the 4 types of email sequences to increase sales. Be sure to tune into the podcast episode for more details and examples.

1) PRE-LAUNCH EMAILS: add value, build authority

In the timeframe of 1-2 months before your launch campaign, we recommend warming up your followers with program specific content that let them know that something is coming and educates them on the things they need to know to make a purchase decision when the time comes. These emails should nurture your audience and establish your authority by sharing tips, strategies, case studies, busting myths, etc. to help educate and inform. Be sure to leverage any podcasts, blog posts or videos you’ve made to share exclusive insights and/or mindset shifts that showcase you know how to help solve your ideal client’s problem.

These emails should be sent once per week, 4-8 weeks prior to your official launch dates. We call this your Pre-Launch Runway.

If you want to learn more about how to design a pre-launch runway be sure to listen to episode 172 of The Wellness Business Podcast. It’s called: A Simple and Free Strategy to Increase Interest in Your Programs

2) WAITLIST EMAILS: build momentum, warm your audience

One of the best ways to create momentum and excitement for your upcoming program launch is to create a waitlist. We also recommend that you thank your early-bird audience for being the first to sign up by offering them a digital thank you gift (this could be a PDF related to the topic/theme of your paid program). 

This means that you’ll send your waitlist audience a special free download just for registering on your waitlist. This technique has served us very well over the years and gives our waitlist audience the feeling of exclusivity and VIP access to special opportunities that no one else gets. Offering an extra free resource is optional, and something you can add down the road if you are new to all of this and may not have time to incorporate it for your upcoming promotion. 

When the launch gets closer, you can begin to build anticipation by letting your waitlist know exactly when your offer will be live, and what bonuses they will receive if they are the first to sign up.

We’ve also given our waitlist members 24-hour advanced notice of the sale link so they can get in on any time-sensitive offers before the sale goes public.

For this email sequence there isn’t a specific number of emails. Depending on how early someone registers for the waitlist they may get as many as 5-7 emails.

3) LEAD MAGNET FOLLOW-UP EMAIL SEQUENCE EMAILS: value add for your ideal client

Any time someone signs up for one of your free downloads, make sure to follow up with them with additional emails to educate them on what they need to know to make a buying decision from you. Also, let them know what dates they need to mark in their calendars and any next steps they may need to take.

The pre-written follow-up email sequence that I mentioned earlier is for this exact purpose, so you don’t have to figure this one out on your own. To save tons of time be sure to download the 5 done-for-you fill-in-the-blank email templates by going scrolling to the bottom of the show notes on this page.

This email sequence will be different for everyone but on average should be 5-7 emails in length.

4) OPEN CART EMAILS: sell, sell, sell!

During the open cart phase or launch phase, it’s important to educate your audience as much as possible about your offer/program through testimonials, data from previous client wins, tackling objections, and any live Q&As you’ll be hosting.

This sequence of emails should create urgency and you’ll also want to send 2-3 on the last day of open cart. Make sure to communicate that the doors are closing, and to address any hesitations or objections your audience may have, encouraging them to reach out to you with their doubts. On the last day we always include a “if you’re on the fence” email to give our subscribers a chance to ask questions.

The number of open cart emails depends on how long your launch campaign is. For a 5-day open cart period we would recommend 7 emails in total. One on days 1-4 and three emails on day 5.

So, there you have it – 4 different email sequences you can use to increase sales.  Start where you can and build from there over time.

Be sure to download the 5 free fill-in-the-blank email templates below.

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Designing the Perfect Home Page for Your Wellness Business

Designing the Perfect Home Page for Your Wellness Business

Designing the Perfect Home Page for Your Wellness Business

Designing the perfect homepage for your wellness business can be tricky but once you have a clear understanding of the purpose that page serves on your website, it becomes much easier. Your website is like your online home and the homepage is like the foyer where you greet a new guest. You invite them in and give them the lay of the land to help them feel more comfortable and at ease and help them know where to find things.

In this episode, we’re going to walk you through our 10-point website homepage checklist so you can create a new homepage or improve on the one you already have.

In this episode you’ll discover:

  • The overall purpose of your website homepage so you can maximize your visitor’s overall experience, (and keep them on your website longer)
  • Our 10-point homepage checklist and how to apply it to your website for better results
  • Why going through this exercise will be an eye-opening experience for you so you’ll be able to improve your website marketing message to attract more dream clients

If you’ve been wondering if your website homepage is set up to attract your ideal clients, you’ll want to tune in!

No time to listen to the podcast right now?

Here is a breakdown of the 10-point home page checklist we cover:

Point #1: Navigation Bar

The navigation bar should be located at the top of your website homepage. At a minimum it should include a tab for the about me page, paid programs/services and a contact me form.

Point #2: Search Icon

The search icon should also be located at the top of your website. It gives your website visitors the ability to search for keyword and topics within your side that interest them.

Point #3: Marketing Statement

Your marketing statement is a simple one sentence structure that shares who you help, how you help, and the outcome or transformation that you offer. It’s structured like this –

I help ______________ get ______________ result using ___________ method.

A great example from one of our Wellness Business Accelerator students is:

Helping women lose weight and tackle menopausal symptoms with personalized intermittent fasting and self-care strategies.

Point #4: Your Picture

It’s important to include your picture at the top of your website because as a personal brand, you are truly selling yourself as much as you are selling the transformation that you offer. Your dream clients want to get to know you and by showing up at the top of your homepage you’ll start building a relationship and the know, like trust factor with them immediately.

Point #5: List Building Freebie

It’s important to add your email list-building freebie title near the top of your homepage as well. It should be visible on a desktop computer without needing to scroll down to find it, (which is called above the fold). You will capture the most emails from your website visitors in this location.

Point #6: Opt-In Box

The box for someone to add their email address should also be located above the fold (the top of the webpage before people have to scroll down to see and read more). I recommend either just one box to capture their email address or two boxes, one for their first name and one for their email. The more boxes you add beyond that will discourage your website visitors from downloading your freebie.

Point #7: Direction/Guidance Buttons

Direction and/or guidance buttons should be located near the middle of your homepage. Think of these like shortcuts to the places on your site you most want to take your visitor. Just create three or four graphics and then hyperlink that graphic to the desired page or location (see my home page for an example of this). 

Point #8: Testimonials

Since it’s likely that your website visitor will scan your homepage quickly, it’s nice to include two or three brief testimonials from past clients.

Point #9: Latest Blogs

If you are someone that publishes a blog through your website, it’s a good idea to add a summary of the last three blogs on your homepage (see my homepage for an example). The idea is that when your website visitor scans the page a few of your recent blogs will capture their attention and then they’ll stick around to read them.

Point #10: Social Media Links

One of the easiest ways to get new social media followers is to include links from your website homepage to your main social media profile and business pages. We recommend that you link only to the social media platforms that you are active on. If you aren’t posting consistently, don’t link to that platform.

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3 Secrets to Creating the Perfect Lead Magnet to Grow Your Email List

3 Secrets to Creating the Perfect Lead Magnet to Grow Your Email List

3 Secrets to Creating the Perfect Lead Magnet to Grow Your Email List

If you’ve taken the time to create a lead magnet to grow your email list, you want to get as many new subscribers as possible, right? 

If you have promoted a lead magnet before and the results weren’t what you had hoped, the good news is that there are ways to turn it around.     

In today’s episode we’re walking you through the 3 secrets to creating the perfect lead magnet to attract your ideal clients.

Here’s what you’ll discover:

  • Three secrets to creating a high-converting lead magnet that has new subscribers signing up for your email list every single day
  • The 9 most popular lead magnet delivery formats that are designed to help your new subscribers get more out of your content
  • The 5 key elements to crafting a lead magnet title that guarantees your dream clients will know it’s for them and will have them instantly entering their email address to grab your freebie

If you want to get more leads each month, this is a must-listen episode.

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