How to Decide if an Evergreen Workshop is Right for You

How to Decide if an Evergreen Workshop is Right for You

How to Decide if an Evergreen Workshop is Right for You

A highly effective strategy for enrolling clients in your coaching programs is to offer online workshops (webinars). Once you have a workshop in place that works well, you may decide to offer it as an evergreen (pre-recorded) option, so people can sign up for it and watch it any time. 

Choosing to provide an evergreen workshop sounds like an amazing ‘set it & forget it’ marketing strategy but there are a few things you need to consider before making this decision.

First, you need to know what your goals are for this strategy. It’s always good to be intentional with your decisions when it comes to marketing your coaching business.

Is your goal based on marketing convenience, (as it you’re loving the ‘set it and forget it’ model), list building, or for revenue generation (or both)?

Once you know your goal, it’ll be easier to decide which style of evergreen options you should embrace. There are two types – Using a professional software like EasyWebinar or a DIY model using an online storage option like Dropbox. EasyWebinar is not the only option. There are many to choose from but for the sake of example, we’ll be referring to EasyWebinar.

When you choose a software like EasyWebinar, there are many moving parts but it does have its benefits. This software is designed to make it appear as if the workshop is live, (even though it’s pre-recorded), which means that you’ll ultimately end up with more clients joining your coaching program. The live appearance using this software will lead to higher conversions. That said, this software is a lot of work to set up. Let’s break it down.

  • Appears as if it’s live – your attendees will need to choose a date/time and register for that specific event.
  • Great list builder
  • The software requires you to have multiple email sequences in place. One that goes out before the workshop encouraging them to show up live, reminding them of the amazing benefits of attending the call. It also requires a “we’re live” email as one more reminder and lastly a couple of follow up email sequences based on whether or not they attended live or didn’t show up at all.
  • The software monitors if someone showed up and the length of time they stayed which is super helpful when it comes to analyzing the conversion rate.
  • Software is pricey – $80/month (EasyWebinar)

This is a much more professional option and will definitely convert at a higher rate. Meaning that whatever you offer at the end of your workshop will have more clients enrolling than if you choose to do the DIY option that we’ll discuss next.

Next up, is what we like to call a DIY Evergreen Option. It’s much easier to design and can be set up really quickly compared to the other option we discussed. Let’s go over how this would work.

  • The DIY option would be set up as an on-demand option. Meaning the future attendee would opt-in for the replay link and it would be sent to them immediately in an email. No need to choose a date or time.
  • This option is also a great list builder
  • The emails required would include a delivery email with the recording link and then a follow up email sales sequence that would promote your program for 5-7 days.
  • No software expense – only online storage like Dropbox or Google Drive

This option is a tradeoff. It’s easier to set up but won’t convert nearly as well as the other option that appears live. But this is a great place to start if you’re just getting started since it has a low barrier to entry and can be set up more quickly.

Here’s what you need to know before choosing either one of these options.

Before going evergreen you should deliver the workshop a few times live to get a high-quality recording that has been proven to convert attendees into paying clients. This is a really important piece of the puzzle. We know that many coaches want to go straight to the recording option so they don’t have to feel out of their comfort zone by doing a live workshop but showing up live will improve your presentation skills and ultimately give you a better recording for your evergreen model.

There you have it. Two different options to set up an evergreen workshop in your health coaching business.

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How to Improve Email Delivery Rates with a 4-Week Re-engagement Campaign

How to Improve Email Delivery Rates with a 4-Week Re-engagement Campaign

How to Improve Email Delivery Rates with a 4-Week Re-engagement Campaign

If you’ve been building your email list for a while, you may have noticed that as your email list grows, your open and click-through rates go down. This is normal because some people are only looking for free information and maybe they got what they needed out of your initial free offer. That’s okay! A certain percentage of those people will remain at the top of your funnel and never invest in your offers. The remaining people on your list may need additional incentive to open your emails, so using a re-engagement campaign can be very effective for getting your subscribers interested in your content again. 

When you use this strategy, you can re-engage the people who are already on your list, build your email deliverability credibility with the different email platforms, and possibly get your subscribers excited about your offers all over again.

In this episode, we’re diving into how you can use an email re-engagement campaign in your business. 

How email delivery works and how to train your subscribers to click links to improve open rates

There is a fine line between giving enough information in your emails to make them valuable and interesting to your subscribers vs. giving it all away so there is no need for them to click the link, (the link being whatever call to action you are sharing with them in that particular email).

That means that you need to be strategic when deciding what to include in your email. Over time, your subscribers will become familiar with your style and be conditioned, or trained, to click the link to learn more. That’s you overall goal. When they love your content, they’ll always be curious to see what’s included in your most recent email.

Each time someone opens your email and clicks the link inside, it’s sending information out into the internet that says your content is desirable and interesting. That establishes credibility for you with the email delivery services and that’s a good thing.

What a re-engagement campaign is and how it works

A re-engagement campaign is a series of emails delivered over a number of days, or weeks, with the express purpose of getting your subscribers to engage, (specifically clicking a link). You’re ultimately training them that your content is valuable and clicking a link is beneficial to them.

When Karen did this for her list, she drafted 4 emails that were sent over the course of a month on 4 consecutive Saturdays. Each email was broken down into a specific category or topic and each email included four free pieces of free content.

Her email categories were:

Client Attraction
Client Conversion
Revenue Generation
Business Setup

She also sent one announcement email before the re-engagement campaign letting her list know what was coming and when to keep an eye out for it. The announcement email was designed to build excitement and enticement for what was coming.

How to Improve Email Delivery Rates with a 4-Week 
Re-engagement Campaign

Putting the pieces into place: 

  • Choose content for each week (4 weeks in total)
    • Feel free to use pdfs, checklists, resource lists, livestreams, blogs, podcast episodes, etc. Basically, any content that can be accessed by a single click. I included 4 resources in each email that included previous livestream trainings, workbooks, guides, checklists, etc.
  • Write delivery emails
    • The emails are pretty basic as the main goal is to spotlight the content and links that you’re sharing. Draft a brief introduction of that week’s topic and then list the resources that you’re sharing with the appropriate clickable links.
  • Tease what’s coming the following week
    • As you wrap up each email be sure to share what they can expect the following week. In essence, you’re teasing what is coming next as a way of piquing their interest and getting them excited for the following week.
  • CTA (call to action) in each email
    • The call to action for each email is to instruct them to click a link, or multiple links, to gain access to the information you’re sharing.


Review analytics, (specifically click through rate vs. open rate)

Tracking your data is the only way to know if something is working. Our recommendation is to establish a baseline by documenting the click through rates and for the most recent 4 emails that you sent prior to the campaign. Prior to the IOS14 update we also tracked open rates but the reliability of that information within your email management system is not accurate so now we rely strictly on click through rates as our main metric.

Back in 2021, when Apple released its Apple Mail Privacy Protection, it made it impossible to get accurate open rates. Basically, Apple Mail now ‘pre-fetches’ content in emails, which downloads whether the email is opened or not. This means everyone using Apple software will show a 100% open rate, even if they don’t open the email! So, this means your reporting will show a higher number of opens that are actually happening that’s why a click through rate is our metric of choice.

As you send the re-engagement emails, document the click through rates for each of the five campaign emails.

Next, analyze the data. To confirm that you have re-engaged your audience be sure to track the 5 emails that you sent after the campaign ends. Meaning you document the click through rates for each email.

We did some research on industry standards and in an article from Smart Insights they report that an average click through rate across all industries is 1.4%.

In the health and wellness space the average click through rate is 1%.

In an article posted 1.23.24 by Dripify.com they reported that the average click through rate across all industries is 2.3% with Campaign Source being their resource.

As you can tell, there is a range even within what the experts are reporting so it’s always a great idea to track your own data.

So, now it’s time to look at your results. Has there been an improvement? Have you seen an uptick in click through rates?

Once you run this campaign the first time you will be able to rinse & repeat it very easily with minor tweaks. Our recommendation is to run a re-engagement campaign two times per year.

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How to Run a 30-Day Health Coaching Program that Leads to Long-Term Clients

How to Run a 30-Day Health Coaching Program that Leads to Long-Term Clients

How to Run a 30-Day Health Coaching Program that Leads to Long-Term Clients

Launching a 30-day health coaching program can be a great way to not only address a problem your clients have, but it can also lay the groundwork for a long-term coaching relationship. The goal is to have people join your short-term program and lead them to a longer-term program as the next step to continue to see results. Today, we’re sharing 4 key elements that make a 30-day coaching program successful by focusing on addressing the most common problems your potential clients face, providing small wins for them, and creating desire to continue the journey with you.

Let’s start with the first key element:

1. Identify and Address a Problem Your Audience Knows They Have 

The foundation of any successful coaching program starts with addressing the specific problems your ideal clients are facing. Understanding their pain points is not only important in covering the right topics to help them, but it’s also critical for your messaging and marketing of the program. If there is a disconnect between what you’re offering and what they think they need, they aren’t going to sign up – no matter how amazing your program may be.  What are your clients top 3-4 struggles? Where do they need help the most?

Let me share an example: 

When I was a health coach, my clients top 4 pain points were:

  • Reducing processed foods and eating more whole foods
  • Meal planning
  • Finding time for exercise and figuring out what type of exercise to do
  • Reducing stress

Their main goal was weight loss. So, when I was designing my coaching programs, I was sure to include these topics.

If it’s a 30-day program, you can’t go super deep on each topic, since you will likely cover one topic per week, and you don’t want to overwhelm people, so you highlight a few key elements of each topic and showcase examples of how to implement them. This is about baby steps – not the whole kitchen sink.

If you had to choose 4 topics to cover, what would they be?  Write down some ideas, and then come up with subtopics for each one that shares the why and the how.

So, for the topic on meal planning, you can share why it’s important, why it helps people reach their goals, saves them money and some helpful tips on how to meal plan.  You can share any apps you like as well as any tips and tricks that make it easier to do.

As far as how to deliver the program, one easy way is to create a slide deck for each topic and then narrate it using Zoom or other software of your choice. Canva is great for this since they have slide deck templates you can use and customize.  You can then upload the videos to YouTube or Vimeo and host in a platform like Thinkific, Kajabi, Karta or Practice Better or you can keep it super simple and just upload the videos to a FB group you have set up for the 30-day program.

When I designed my 30-Day Fit and Healthy Jump Start done-for-you program for health coaches, those are the 4 topics I covered because they are some of the most common that people struggle with when transitioning to a healthier lifestyle. etc.)   

2. Provide Small Wins that Create Momentum 

Focus on small wins people can get, especially during the first couple of weeks. Progress is always motivating and helps people stay committed and engaged. It can also be the reason they decide to continue working with you after the 30 days are over.

An example of this could be sharing the importance and benefits of daily movement and sharing options for tracking daily steps.  You can have fun with this and encourage people to share their daily step count in the group for the week and at the end of the week, you’ll choose a winner at random for a $25 Amazon gift card.  The winner doesn’t have to have the highest number of steps, but by having people make the decision to do it, track it and post about it, helps them take action and it makes it fun.  This is just one idea, and it will depend on your niche what topics you cover, but baby steps and small wins can be very motivating for people.

How to Run a 30-Day Health Coaching Program that Leads to Long-Term Clients

3. Create Desire for Next Steps They Can Take with You

You want to introduce the idea that the 30-day program is just the beginning, and there’s a deeper, more comprehensive level waiting for those who want to continue on the journey and see even more results.

Throughout your 30-day program, plant seeds about what it’s like to work with you in your 90-day program. Example:  “We go deeper into lifestyle changes that ease menopause symptoms in my Menopause Rescue program, and since we only have 30 days together in this program, I wanted to focus on 4 strategies that can start making a real impact.”   In this statement, you’re mentioning there is another program, so it’s creating a bit of curiosity and then at the end of your 30-day program, people will be ready to hear what’s next. You can sprinkle statements like this in each week of the program, and this works well in any livestreams you’re doing, or you can incorporate it into the content of your slide decks (or do both).

4. Offer Your Next Level Program 

As your 30-day program comes to a close, let members know how they can continue to work with you to see results. You just had a group of people spend 30 days with you and some of them are going to want more. You can do this on a livestream if you have a Facebook group community for your members and of course, you also want to send promotional emails about it.  Let them know who the next program is for and how it will help them. Paint the picture of what the next 90 days together will look like, by sharing the specific outcomes and benefits your clients can expect when they follow your system.

If you have testimonials, share those on your sales page as well as any videos of case studies you’ve collected.

Outline the topics and resources that will be covered in the next program, along with your ongoing support, guidance, and additional resources they’ll have access to.

Running a 30-day coaching program that leads to a longer-term program can be a fantastic way to build your practice because it allows people to make a small commitment that then shows them what else is possible with your help. Taking the first step is often the most challenging, so making it easy for people to do means you’ll have more clients and generate more revenue. You can rinse and repeat this process during the year, so you have a system you can replicate. In between each launch, continue to grow your email list, so each time you promote, you’ll have more people who see your offers.

Let’s recap the 4 key elements that make a 30-day coaching program successful:

  1. Identify and Address a Problem Your Audience Knows They Have
  2. Provide Small Wins that Create Momentum
  3. Create Desire for Next Steps They Can Take with You
  4. Offer Your Next Level Program

So, where can you start this week? You can do this very simply by starting with what you know your audience wants and create a program that covers some of the basics to get them going in the right direction.   Make a list of your clients struggles and goals and where you know they need support and put together an introductory program to help solve part of that problem.

If you aren’t exactly sure what your clients want or how to find out, we did an episode all about this that you may find helpful. It’s episode 341 called: How to Find Out What Your Ideal Clients Want.

You can either create a 30-day program from scratch or check out my 30-Day Fit and Healthy Jump Start if you’d like to have a completely done-for-you online coaching program that’s ready to go. It will save you so much time and you give a step-by-step process of exactly what to do and how to do it, including the promotional emails, social media posts and more.   

Here’s what Jennifer had to say after running this program for the first time:  This program is made to perfection. I had over 50 participants and gained 5 health coaching clients!

And Pam said this:

I love this program and how I can customize it to fit my demographic and make it my own. I enrolled 26 people on my first go around and now I have something I can use again and again.

Whether you decide to create a 30-day program on your own or use one I’ve created, the strategies we shared in this episode will help make it successful!

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Blueprint for a Profitable Health Coaching Business

Blueprint for a Profitable Health Coaching Business

Blueprint for a Profitable Health Coaching Business

There are so many things to do as a health coach and business owner, and sometimes, you may not be sure where to start or where to focus your time. Everything feels like it’s important, so what do you do so you feel like you’re actually making progress?   

I don’t know about you, but I always love having a blueprint to follow, so I feel like I have a plan. If you do too, we think you’ll find this episode super helpful because we’re sharing a blueprint for a profitable health coaching business. 

We’ve been there too, and we know it’s not a great feeling, so we have 4 strategies to share that will help.   

1.  Have a clear picture of what you want for your coaching business, and put it in writing

  • Decide what you want your business to look like, including when you want to work and how you want to work. Do you want to do all online coaching, all 1-on-1 or combination of both? This is your business, so you get to design it in a way that works for you. 
  • What do you want to earn from your business each year? Break that down into monthly goals to determine how many clients you’ll need – from 1-on-1 clients to your online group programs.  We’ll cover more about this in a bit.

Blueprint for a Profitable Health Coaching Business

2. Be clear about who you help and how you help them, so you can attract your ideal clients – Declare Your Niche

Have you figured out your niche yet? This can take some time, but it will help set you apart and also help you attract the right people.  This is an important part of your marketing and content strategy. When you go from a niche that is general to content that speaks to specific people who are looking for help with a specific problem or goal they want to reach, you will stand out so much more, and that means more people will be interested in working with you.

One example of this would be saying your niche is something like:

I help women live a healthy life and feel more vibrant. 

That’s pretty vague and general, right? The benefits aren’t very clear, so your followers and subscribers aren’t going to be compelled to invest in a program that doesn’t offer a specific solution to a particular problem they know they have.   

Vs:

I help women over 40 lose weight and gain muscle through targeted exercise programs and sustainable nutritional habits.

With this example, it’s very clear WHO you help and what you help them do.

If this is something you’re working on, and would like a little help, we covered this in detail on episode 265. The title of the episode is 3 Simple Steps to Validate Your Niche Marketing Message.

3. A Way to Help Clients while you also reach your financial goals – this is your offer or your coaching program(s)

When we mentioned setting income goals and mapping out how you’ll reach them, you want to consider your program offers. How many programs will you have and how will you price them? 

If you have a goal of $30k this year, you can reach that through different offers such as:

  • 1-on-1 coaching
  • Online group programs
  • Membership

One way to reach the $30k would be to have 20 clients at $1,0000 (that would be $20k) and then $10k could be through your online group programs or membership program.  There are many ways to reach one goal, and by mapping it out, you’ll see how to get there. 

4. Marketing

Decide where and how you want to get the word out about your business. Consistency with this is important, so determine what is realistic for you right now, so you can set up a schedule that works for you. 

Options for marketing your business include…

  • Email marketing – most of your sales will come from email, so it’s important to grow your email list, stay in touch weekly or bi-weekly and invite subscribers to take the next step with you – book a discovery call, join a free challenge, enroll in your program, etc.
  • Paid ads such as Facebook/Instagram – this will allow you to reach a lot more people, grow your email list or get registrants for your webinars.
  • Social media – Go all in on a couple of platforms, so you can be consistent.  Use different content formats such as video, livestream, graphics, photos, etc.  Test what your audience responds to the most.
  • Hosting workshops – online or at your local gyms, yoga studios or anywhere your ideal clients might be hanging out in your town or city. 
  • Being a guest on podcasts to get in front of new audiences – this is a great way to reach more people, and some hosts will allow you to share about your free offer that can also help you grow your email list.
  • Hosting your own podcast – you can make new connections by inviting guests on your show.  When you ask if they can share the episode with their audience when it goes live, this gets you in front of their audience too.

Marketing doesn’t have to be complicated, but you do want to decide which strategies you want to use and be consistent with it because it does take time and the more people see you and have the chance to learn how you can help them, the more paying clients you’ll have.   

Let’s recap your Blueprint for a Profitable Health Coaching Business.

1.  Set Goals – Have a clear picture of where you want to go, so you can map out a way to get there.

2. Be clear about who you help and how you help them, so you can attract your ideal clients and fill your programs.   

3. A Way to Help Clients while you also reach your financial goals – this is your coaching program or membership.

4. Decide where and how you want to market your business.

Be sure to put it in writing. We like using Trello for this because you can map out everything, set due dates and reminders and see everything in one place.  If you have a larger team and want something a little more robust, ClickUp is good too.  I think Trello is great if it’s just for you and maybe one team member. 

Go through each step and see where you want to start.

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What Health Coaches Need to Know About Using AI in Their Business with Lisa Fraley

What Health Coaches Need to Know About Using AI in Their Business with Lisa Fraley

What Health Coaches Need to Know About Using AI in Their Business with Lisa Fraley

AI is everywhere it seems. Many health coaches are using it which is great, but it’s crucial to be aware of potential pitfalls and mistakes that are easy to make without even realizing it.

Since tools like ChatGPT are relatively new, it feels a bit like the wild west right now, so we invited our favorite legal expert, @LisaFraley, to clarify some important things we all need to know and to help us navigate using AI in our businesses.

In this enlightening interview, Lisa shares valuable insights on:

  • 3 main issues and potential areas of concern to be aware of before using AI
  • How to avoid plagiarism and copyright violation (and the difference between the two)
  • The current surprising statistic on the accuracy of medical information being shared by ChatGPT
  • Best practices for using AI safely as a health coach right now
  • What to do if you discover someone has copied your original work

Tune in to this must-listen episode as Lisa provides essential guidance every health coach needs to know.

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Takeaway Tuesday – Our Best Recommendations to Prepare for a Successful Photo Shoot

Takeaway Tuesday – Our Best Recommendations to Prepare for a Successful Photo Shoot

Takeaway Tuesday – Our Best Recommendations to Prepare for a Successful Photo Shoot

We’re sharing some behind-the-scenes prep we’re doing for an upcoming photo shoot we have scheduled. Photo shoots aren’t just about the clothes you wear or whether you’re having a good hair day. There are several key factors like location, props, etc. that should be taken into consideration for the best outcome.

We’re also diving into a trending topic related to offering a free download on your website. We’ve seen a trend lately of coaches only having popups on their website vs. a static opt-in opportunity and in this episode, we’re sharing why we believe it’s important to have both.

In this episode you’ll discover:

  • Our behind-the-scenes tips and strategies to have a successful photo shoot complete with a list of props we like to include
  • Ideas for great backdrops for casual photos on social media or B-roll for Instagram Reels
  • Our recommendations for the best place to locate your opt-in opportunity on your website and whether pop-ups are still a good idea

Grab your favorite headphones and let’s dive in!

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