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The Lead Magnet-Niche Connection & How to Audit Yours for Higher Conversions

by Kathleen LeGrys | Mar 18, 2024

The Lead Magnet-Niche Connection & How to Audit Yours for Higher Conversions

On this episode, we’re discussing the lead magnet-niche connection which means confirming your lead magnet is closely aligned with your ideal clients, so you are getting more of the right people on your email list. More ideal client subscribers mean more people enrolling in your coaching programs, so this is an important piece of the puzzle.

What we’re sharing is a 3-phase process for auditing your lead magnet. It’s our proven approach for helping our coaching clients align their lead magnet with their niche resulting in the maximum number of ideal client subscribers to their list.

Phase 1 – Choosing a Niche.

Our philosophy for choosing a niche boils down to three simple things:

Who you help
How you help
And the transformation that you offer

Back on episode 216 we covered: 3 Simple Steps to Nailing Your Niche. If this is something that you’re still struggling with or feel like you need additional fine tuning, this would be a great episode to check out.

Before your dream clients feel that you are the coach for them, you have to be clear yourself about what you do and who you help. Your marketing message should leave potential clients saying “yes” this is for me or “no” it is not. If they are left wondering and unsure what you do, that means you have work to do.

For the rest of this episode, we’re going to assume that you have your niche dialed in to what we refer to as a marketable ideal client.

Phase 2 – Choosing a lead magnet that aligns with your niche statement.

We’ve found that most coaches create freebies with the intention of getting the highest number of people to download it. So, they tend to offer something that is more of general health information that appeals to the masses vs. a niche specific lead magnet.

While that may or may not grow your email list more quickly, it overlooks the ultimate goal of getting the ‘right’ people on your email list. Those that are actually interested in what you have to offer – your coaching services or coaching program.

Think of your lead magnet as a stepping stone commitment from a potential client between them finding you for the first time and them enrolling in your program. That conversion rate will be much higher if that steppingstone commitment, your lead magnet, is in alignment with your paid program.

Phase 3 – Audit Your Lead Magnet

1. Is your dream client aware of their challenge, are they searching for a solution, and do they have money to invest? This is what we call a marketable ideal client. Will your lead magnet teach them something specific related to your paid program?

2. Does your program/coaching services solve that challenge for them? Again, it’s important to confirm that the lead magnet you are offering is in some way related to your offer. That’s the stepping stone we were talking about earlier.

3. Is your lead magnet content connected to their challenge and can it give them a quick win? A quick win means that they can quickly and easily implement what they learn from your lead magnet and get a result that inspires them and has them excited to learn more.

4. Is your lead magnet content part of your actual program? This is the simplest way to create a lead magnet that is guaranteed to be in alignment with your program. Just take a small piece of your program and turn it into a free download. A resource guide, checklist, cheat sheet, etc. are all great options.

5. Does your lead magnet title clearly identify who it’s for vs. general health? (Ask 5 friends/family to read the title and tell you what it is and who it’s for)

Here are a few examples of client-specific lead magnets:

7-Day Meal Plan for Managing Diabetes
10 Tips for Reducing Stress and Anxiety without Medication
Bloat-Free Baking Guide for Women with IBS

In each of these examples it’s very clear who it’s for. In example #1, it’s people with diabetes. In example two it’s people suffering from stress and anxiety. In example three it’s women with IBS.

6. Are you promoting your lead magnet consistently and on all channels, (social bios, social posts, website home page, website popup, about me page, groups) with clear language so they are clear it is for them? If the answer is yes, is your email list steadily growing? There is no better test for your lead magnet then putting it out there to grow your list. If people are joining then more than likely it’s dialed in but if no one is taking action chances are you have work to do.

5) Recap

Now that you’ve been through the audit process, it’s time to analyze your answers. Where can you make changes that will improve your content and/or results? If you aren’t consistently growing your email list each month then there is a disconnect somewhere. Keep making changes until you have a lead magnet that is growing your list with your marketable ideal client AND the people on your list are also becoming paying clients.

If you need support in creating a lead magnet that is perfect for your dream clients I have a guide that will help. It’s called: Create an Irresistible Client-Attracting Freebie in 60 Minutes – A Lead Magnet Template for Coaches.

BTW…

We will be opening the doors to the Wellness Business Accelerator next month, and if you want to know as soon as enrollment opens, be sure to join our VIP waitlist here. This is our signature program where we walk you through how to reach your ideal clients online and consistently enroll new clients within 60 days. We’d love to have you join us!

Resources and Links mentioned on the show:

3 Simple Steps to Nailing Your Niche

Create an Irresistible Client-Attracting Freebie in 60 Minutes – A Lead Magnet Template for Coaches

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30 Day Fit and Healthy Jump Start

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

by Kathleen LeGrys | Mar 4, 2024

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:

Identify and Address a Problem Your Audience Knows They Have
Provide Small Wins that Create Momentum
Create Desire for Next Steps They Can Take with You
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!

Resources and Links mentioned on the show:

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Best Of: The Difference Between Your Free and Paid Content

by Kathleen LeGrys | Jul 17, 2023

Best Of: The Difference Between Your Free and Paid Content

When it comes to creating and sharing content for your business, there are two types; Free and paid.

But how to you determine what should be included in your free content such as your freebies, blog posts and videos, and what should be saved for content for your paid programs?

If this question has been on your mind, this episode will be a huge help.

Here’s what you’ll discover:

The purpose of your free content and how it plays an important role in your marketing and client attraction strategy

8 popular types of free content you can use to attract your ideal clients

What to avoid doing with your free content

Examples of free content you can start sharing today

Tune in or read the post below to learn how to use both forms of content in your business to get the best results.

I received a great question about how coaches should distinguish between their free and paid content; what should be offered as part of content such as freebies, blog posts and livestreams, and what should be saved for content for paying clients.

Alma asked this question and then went on to say “I feel like if I just touch on the subjects of healthy nutrition or exercise tips without getting into the “nitty-gritty” in the materials available for free, people would sense that there isn’t much value in them.”

This is such a great question, and it may be something you are wondering too, so we wanted to cover this on the podcast.

Purpose of Free Content

Let’s talk about the purpose of your free content, we’ll share a few different examples, and then we’ll talk about your paid content (your coaching programs and courses) and how to set that apart, as well as how to use your free content to lead to your paid programs.

It’s important to first point out that your free content is actually part of your marketing strategy because it’s an important piece of the awareness and attraction phase where people get to learn more about you and determine if they can learn something valuable from you. This is called content marketing.

According to the Content Marketing Institute: “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

So, content marketing – your free content – is a client attraction strategy and it’s a key part of how you will bring people into your world. Think about the people you follow on social media – you probably follow many of them because you learn from them on a regular basis. You learn bits and pieces of information, but you don’t learn an entire process from A-Z, right? Your free content builds trust and rapport and is oftentimes the first step in the customer journey or sales funnel. Here’s one example: People read one of your blog posts, they see your social media icons, and they follow you on Instagram. Once they check out your IG bio, they see you have a free offer or a Facebook group, and they request to join your group or they opt-in for your freebie.

Your free content can come in many forms, including:

Blog posts
Social Media (posts, stories, Reels, YouTube, Clubhouse, etc.)
Webinars
Free PDF downloads
Video series
Podcasts
Livestreams
Podcast

Where it can get confusing, as Alma mentioned, is how much information do you offer for free, where you make it valuable enough and what should be part of your paid programs.

With the list of 8 options above for free content, each one of those should play a part in creating awareness and desire for your paid programs and let people get to know YOU as a person and your brand. This is a process that takes time, and it takes multiple touch points over time.

Your free content should be part of the customer journey where you get to educate and inspire your audience about topics that you cover in your programs and how your program helps your clients achieve their goals.

Here’s the big distinguisher between your free and paid content:

Your free content shares small pieces of helpful information on a specific topic but it does not give a system or a roadmap for a transformation or desired outcome. Your paid program provides the entire solution.

Your free content is only small chunks of the solutions you offer. You aren’t taking people from point A to point B and beyond – you are making them aware of what you do, who you help and how you help them, and you provide helpful tips

and inspiration along the way.

Think about the people you follow on social media – let’s take someone who is an Instagram expert, like Jasmine Star (we had her on the podcast back on episode 117 about How to Easily Navigate the Changes on Instagram). She is one of my favorite people to learn from when it comes to IG. She shares fun and helpful tips and strategies, but if you want to learn her whole system and you want more access to her, you need to enroll in her paid program, Social Curator, which is her monthly subscription where you get a complete monthly IG strategy, IG posts, captions, and images for IG.

You can take some information from your paid program, but just share a small part each time, and make it specific to your niche, so you are attracting more of your ideal clients and building trust with them. People will still learn something of value, but it’s not going to solve an entire problem.

It will be the same for a freebie you offer. It should be about one specific topic, so your ideal clients can get a small win. Your free offer shouldn’t be a 30-page eguide. A big mistake we see is overwhelming people with too much information. A great free offer is more about what they can take action on vs making it too long for them to consume and never put anything into place. When you get very specific about who your freebie is for and the quick mini win it will get your ideal client, it makes it easier to come up with ideas.

Say your niche is helping moms who have just been diagnosed with celiac disease. You know from experience, that one of their top struggles is likely how to pack food and snacks when they travel. Maybe your freebie is a list of 20 gluten-free, celiac-friendly foods that are perfect for traveling.

The list will give them a quick win, but there is so much more they need to learn and implement in order to implement a gluten-free lifestyle, from how to avoid cross contamination in their home, how to cook for the whole family when you are the only one who has to be GF, how to eat out when you have celiac, and so much more. There is a lot they have to learn, and your free guide gives them one small part of what they need to know. They can now start to see that you are a trusted resource, and they may want to learn more about how you can help them by working with you.

Take this podcast as another example. We now have over 300 episodes full of free and helpful content. We also have a paid program called the Wellness Business Accelerator which is our 12-week course for wellness business owners who want to fill their practice. In this program, we take our students through a very detailed, and step-by-step process to dramatically accelerate their business growth, so they can start getting clients in as little as 60 days. People can get free content on the show to get small wins, which we love hearing about, and for those who want more support and a proven blueprint and process to follow, they can enroll in our paid program – the full solution.

Recap

The goal with your free content is to draw people in to learn something short and sweet and leave them wanting more, then direct them to the next step such as sign up for your freebie, join your Facebook group, read a blog post, watch a video or something else. Your free content should ultimately lead people to your paid programs, and that’s how content marketing works.

Speaking of content, you can save yourself a lot of time by repurposing your hard work, and we covered how to do this on episode 144 where we talked about 5 Simple Ways to Repurpose Your Content to Reach More People.

Resources and Links mentioned on the show:

Episode 117 – How to Navigate the Changes on Instagram

Episode 144 – 5 Simple Ways to Repurpose Your Content to Reach More People

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Supercharging Your List Building: 5 Vital Elements for High-Converting Freebies

by Kathleen LeGrys | Jun 19, 2023

Supercharging Your List Building: 5 Vital Elements for High-Converting Freebies

If you have created a free resource to grow your email list and it’s not getting the number of leads you had hoped for, or you’re getting ready to create a brand-new free offer, it’s important to know the 5 vital elements needed for a high-converting freebie. This week on The Wellness Business Podcast we’re sharing the 5 elements you need to know, so you can attract more of your ideal clients and grow an email list full of quality leads.

In this episode you’ll discover…

The 4 ‘sweet-spot’ details to pay attention to when creating a new free offer that will make it a gotta-have it resource for your dream clients
The 5 vital elements that every high-converting freebie must have that makes it irresistible in any chosen format
Why designing a freebie that is niche-specific and highly valuable, (vs. general health information), is a game-changer for attracting the right people that are perfect for your paid program

One of the lessons we teach inside the Wellness Business Accelerator program is called – Create the Perfect Lead Magnet & Landing Page to Attract Your Ideal Clients. Many of our students think they have a pretty good freebie already, but quite often once they go through the lesson, they can make it even better by focusing on the ideal client they want to attract. That’s the beauty of having two experienced coaches working side-by-side with you through this program.

In fact, here’s what one coach had to say after completing this lesson and implementing the process we teach:

Supercharging Your List Building: 5 Vital Elements for High-Converting Freebies

Once we help coaches improve the positioning and messaging of their lead magnet, their email list quickly starts to grow with all of the right type of potential clients, which become warm leads.

We will be opening the doors to the Wellness Business Accelerator again this fall, and you can be among the first to be notified by joining the VIP waitlist here.

First, it’s important to point out that any free offer or lead magnet creation needs to have a sweet spot and that sweet spot starts at the intersection of these 3 specific details.

Grabbing the attention of the right people so they will immediately say yes this is for me, or no this is not for me.
Includes information that is perceived as valuable – meaning that it is promising a specific outcome so they know exactly what they are signing up for and what they can expect when they subscribe, rather than a general health topic that could be appropriate for almost anyone.
Gives next step action items to move the subscriber forward – so you don’t leave them hanging wondering what’s the next step to get more information or how they can work with you.

Creating a compelling lead magnet that addresses a specific problem or provides valuable information to your target audience is a big part of running a successful coaching business. You absolutely need a way of building an email list of ideal customer subscribers and when the people on your email list are a perfect fit for your program you’ll find it much easier to enroll them into your program whenever you are launching.

Your lead magnet could be in the form of an PDF guide, a cheat sheet, a checklist, a template, a video tutorial, a mini-course, or any other form of digital content. As long as it’s considered a helpful piece of content, no matter which format you choose, you’ll be building your email list with the right people.

Supercharging Your List Building: 5 Vital Elements for High-Converting Freebies
Here are the 5 vital elements that every high-converting freebie must have.

1. Compelling Title – This means that the title is niche specific and grabs the attention of your dream client. For example:

Not specific: 5 Foods Every Woman Over 50 Should Eat

That title is pretty generic. Other than it’s for women over 50 it really doesn’t give much information who it’s for or who it will help

Instead, if the title was: 5 Foods Women Over 50 Need to Eat Daily to Prevent Hot Flashes & Reduce Belly Bloat, you know exactly who it’s designed to help.

This title is a lot more specific and an easy “yes, that’s for me”, or “no, that’s not for me” scenario as you promote the freebie on social media.

2. Bio at the end

We’ve noticed that coaches often want to make their bio the first thing their new subscriber sees as they go through the new resource they just got access to. Here’s the deal, your new subscriber is more interested in the content you promised them than they are your credentials and personal story. There is a time and place for that information which is at the very end of the freebie on the last page.

The bio should include a little information about you, 2-3 short paragraphs, along with a call to action and a headshot of you,. In this case the call to action could include a recommendation about how to implement what they’ve learned in the freebie as well as next steps to get to know you better, such as follow me on social, join my FB group, or visit my website for more great info.

3. Education/Information (but not too much) – Think of your freebie as a way to educate or inspire with practical solutions, actionable steps, or insights that they can implement to achieve their goals or overcome challenges, however, it’s important not to give so much information that they feel like they are good to go and don’t need to know anything else or the information feel overwhelming.

As you create your lead magnet, a good rule of thumb is to keep asking yourself this question about each piece of information you include, “Does my new subscriber really need to know this information to have success with this resource?”

A great example of this, and one we’ve seen many times, is that coaches want to give way too much background information and then it feels like a science lesson vs. helpful and informative. Your new subscriber wants the crib notes version or the shortcut to get results. Only share what they need to get a quick win vs. all the background info. They aren’t the coach, you are, and they don’t need all the details.

4. Something easy to implement so they feel like they are making progress

This step is really important in the overall scope of your new subscriber feeling like this resource is valuable. Of course, they are going to want to take action or implement something to see if what you teach works so include a small step that they can take to get a small result. You’re not trying to fix the big problem with this one resource, rather giving them hope about what’s possible for them.

5. Next steps to work with you – discovery call or link to paid program

Some of your new subscribers will be satisfied with the information that they just received and take the slow approach to implementation. Then there will be other subscribers that are excited, inspired, and ready to take action so it’s up to you to be specific as to their next step as we mentioned before.

It’s perfectly reasonable to include a link to your paid program so they can check it out or better yet, give instructions about how to book a discovery call with you so you can have a personalized conversation with them. There will absolutely be people that want to discuss your program and your coaching services with you and will book a call with you immediately.

Save this post and refer back to it when you are ready to create your own irresistible free offer and let me know how it goes!

Resources and Links mentioned on the show:

Link for WBA waitlist

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