BEST OF: Which is Better… Promoting Your Program or a Discovery Call for More Sales

BEST OF: Which is Better… Promoting Your Program or a Discovery Call for More Sales

BEST OF: Which is Better…Promoting Your Program or a Discovery Call for More Sales

Have you ever thought about how long you should warm up your new email subscribers and followers before you invite them to join your coaching program? The real question is how much nurturing is needed before your lead is willing and excited about working with you and will say yes to your paid program.

Of course, the goal is to enroll as many clients as possible into your program, but the truth is that some people will need more nurturing than others. Some of them will want to hop on a discovery call with you and others will be decisive from the beginning and will know you’re a good fit almost immediately. To figure out a client-conversion strategy that works for you, let’s dive into this BEST OF episode so we can walk you through each step so you can make a plan.

If you’ve ever asked yourself what makes the most sense for enrolling clients into your paid program, consider these five questions.

1) How warm or cold is the audience or person I’m promoting to at this time?

2) Is offering a discovery call or breakthrough session mandatory for them to feel comfortable investing with me at this time or is it just a courtesy that only a couple of people will take me up on?

3) Is this the only time they will hear about my program, or do I have a follow-up email sequence in place that will continue to promote for the next 5-7 days leading to more sales without the requirement of a discovery call?

4) Is my program low, medium, or high priced?

5) Do I offer a money-back guarantee that will ease their mind when making the decision to work with you? (This is optional).

If you have mostly a cold audience that is learning about you for the very first time, then you should probably offer the discovery call as the call to action. If discovery calls are the way you decide to go, be sure to listen to our previous podcast episode called: How to Lead a 1 on 1 Discovery Call that Results in the Client Saying Yes. We have a very specific formula that works exceptionally well that we walk you through in this episode. We promise you’ll feel ready to lead a discovery call with confidence after listening to this episode. We’ll link it up in the show notes for your convenience. There’s also a downloadable cheat sheet that you can get that will keep you on track.

If your audience consists mostly of a warmer audience that has been on your list for a while, then it probably makes more sense to directly promote your coaching program right from the workshop or challenge. When the audience is familiar with you and have consumed a fair amount of your content, chances are they won’t need the interim step of a discovery call.

Another thing to consider with new email subscribers is following up with a sales sequence that promotes your program for 5-7 days. It’s recommended to add a link to your online calendar to book a discovery call in those emails. Sometimes, people just want to hear your voice and ask a couple of questions before they make a decision.

The last thing to consider is your program price point and whether you offer a money-back guarantee. If it’s less than $500, chances are a discovery call will not be necessary. As long as your sales page is clear, and your marketing message includes the benefits of working with you, the potential client will be able to make the financial commitment without needing a chat with you.

On the other hand, if it’s more than $500, it’s probably a good idea to make the call option available. As the price goes up so will the need for people to book a call with you.

There may be times when you promote your paid program and times when you invite people to book a discovery call.  Working through what you want to do ahead of time will help you put the necessary pieces into place to get the best possible results. 

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5 Holiday Promotion Ideas to Boost Revenue

5 Holiday Promotion Ideas to Boost Revenue

5 Holiday Promotion Ideas to Boost Revenue

The holidays are just around the corner, and if you’ve been trying to figure out what to do for a special promotion for your health coaching business, we’ve got you covered.

You can run your holiday promotion any time in Nov. until January. There isn’t one set time frame that is a guaranteed winner, so choose the time frame that works best for you and what you think will be most appealing to your audience based on what you know about them.  For example, if you know the holidays (between Thanksgiving and the end of the year) are super challenging for them, you might want to do offer something during that time to help them.   

Decide when you want to run your promotion and decide how long it will be; 3-7 days is what we recommend. It doesn’t have to be a Black Friday sale – it can be any time. You can even wait until January if you want. The downside of running a Black Friday promotion is that it will get buried in the dozens and dozens of other Black Friday promotions people get. If you do want to do Black Friday sale, offering it a little early (at least a week ahead) is a good idea, so you stand out a little more in the inbox and beat the rush.

We want to let you know that you don’t need to create a brand-new program for this to be successful. You can use what you already have and gear it towards the holidays. As Emily Hirsh from Hirsh Marketing says, “You just put different wrapping paper on your offer.”    

Let’s dive into the 5 holiday promotion Ideas we have for you.  Pick one that appeals to you the most and set a date for putting it into place.

1. Holiday promotion idea #1:  Host a free 5-day online challenge.  Challenges are great because they allow you to grow your email list, build trust and connection and then once it’s over, you invite participants to your paid program.  You cover one small topic each day (topics that are most relevant to your niche and what your audience struggles with) and at the end, let them know how they can get your support to continue the journey. You would typically run your challenge in a FB group or other online forum, where you either use live or recorded video (such as slide deck) as the main content and then also send daily emails. You can either put this together on your own or check out the done-for-you challenges I offer that makes this really easy. You get all the content, slide decks, and promotional materials to save you a ton of time and ensure you have everything you need to promote and run a successful challenge.   

2. Holiday promotion idea #2: Host a holiday themed virtual workshop.  Workshops are another great way to grow your email list, position yourself as an expert and then lead people to the next step to working with you. If you know of local businesses such as gyms, and yoga studios you could even host live in-person workshops if you want.  Based on what you know about your audience, what is a topic that they would find beneficial?  Brainstorm some ideas and see what comes to mind. You can either create your own slide deck in Canva or take advantage of the wide selection of done-for-you workshops Karen Pattock offers that include all of the content, slide deck, social media posts, marketing flyers and more.

5 Holiday Promotion Ideas to Boost Revenue

3. Holiday promotion idea #3: Come up with a special holiday offer for your 1-on-1 coaching.  An example of this would be that people can enroll in your 3-month 1-on-1 coaching program and get a special bonus such as healthy holiday meal plans or recipes or an extra session for free. Maybe you have a pre-recorded course or workshop that you can include as a bonus.  You don’t want your bonus value to be higher than you coaching program, but you can include more than one bonus if you want.

You want to position this as something related to the holidays AND your niche where you also highlight the problem they are facing this time of year.  One example would be if your niche was helping people balance their blood sugar, you could say something like: “The holidays can be a tricky time to navigate when you’re trying to manage your blood sugar and your weight. In my 90-Day Healthy Holidays program, you’ll get support, proven strategies and delicious blood-sugar-friendly recipes that will equip you to get through the holidays stress-free and in control.”

In that messaging, we called out the problemgetting through the holidays while trying to manage blood sugar and weight, the name of the program and how it will help them – In my 90-Day Healthy Holidays program, you’ll get support, proven strategies and delicious blood-sugar-friendly recipes that will equip you to get through the holidays stress-free and in control.” You would add more details such as what’s included and what type of support they get, but that’s the basics of the messaging to have it tie into the holiday season.

4. Holiday promotion idea #4: Offer a special for your online group coaching program – include a bonus such as holiday recipes (use Meal Garden or That Clean Life).  Similar to what you would offer for your 1-on-1 program, you can do the same for your online program or membership. Call out the problem they are facing this time of year and how it will help them.

5. Holiday promotion idea #5: Pre-Sale for a New Year program. If you plan to launch a program in January, you can offer an early bird enrollment special where people either get a bonus or pricing incentive – or both, if they sign up by a certain day. We recommend a 5-7 day promotion for this. This gives people an incentive to enroll now and they can start in January.

Bonus idea: If you aren’t ready to promote a program before the end of the year, use this time to grow your email list with something enticing your audience will love and appreciate, so when January rolls around, you’ll have new subscribers who may be ready to join in the New Year.

Which option appeals to you the most?  If you feel like you have too many options, just pick one and test it.  You’ll learn so much as you go and we can’t wait to hear about it.

Reach out to us on Instagram and let us know your plans and how it goes.

You can find me at Karen Pattock and Kathleen is at Kathleen LeGrys.

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The 5 Key Components Every Launch Must Include To Be Successful

The 5 Key Components Every Launch Must Include To Be Successful

The 5 Key Components Every Launch Must Include To Be Successful

A good launch strategy is an important part of every successful business. A launch is a marketing campaign that shares an offer you have, so you can get people interested, excited and ready to enroll in your program or service during a set period of time.  This can be for your 1-on-1 coaching, your online program or anything you have to offer your audience.

In this episode you’ll discover:

  • The 5 key components every launch must include to be successful
  • Why implementing these key components, a minimum of four times per year can increase sales as much as 25-50%
  • How these strategies can increase launch momentum by making more sales on day 1, thereby, giving you social proof that your program is in demand

Before we dive into today’s episode about launching, we wanted to share some exciting news with you. We are hosting a brand-new free training in a couple of weeks, and you’re invited to join. It’s called:

3 Secrets Every Wellness Business Owner Needs to Know to Grow a Thriving Practice in 2023

If you feel like your dream clients aren’t seeing or hearing you no matter how much content you create or how often you show up on social media then you’re going to love this free training.

During the training, you’ll discover:

  • The #1 strategy you MUST have in place to stand out and attract a steady stream of new dream clients that want what you have to offer
  • How to easily and effortlessly lead prospective clients from finding you online to enrolling in your paid programs (NOTE – this is easier than you think once you apply our 3-step system)
  • The biggest obstacle that is likely preventing you from filling your coaching programs that you probably aren’t even aware of (and what to do to fix it)

There are two dates and times to choose from to make it easier for you to join us live.

CLICK HERE to choose the date/time that works best for you, and we’ll see you there! 

The 5 Key Components Every Launch Must Include 
To Be Successful

Okay, now let’s dive into the 5 Key Components Every Launch Must Include to be Successful.

First, let’s chat about what a launch is so that we’re starting on the same page.

A launch is a marketing campaign that piques interest in an offer that you have, so you can get people interested, excited and ready to enroll in your program or service.  Think of it as a special promotion that is only available at certain times of the year, so it makes it makes it more exclusive.  We’re going to share ideas on how to do this in just a bit.

We recommend launching once per quarter. That’s 4 times per year you’ll create a marketing campaign spotlighting one of your programs that includes some, or all, of the key components that we’ll be discussing here today.

Launching actually has 5 key components that set the sales process apart from anything else you sell during the year. It’s a special offer that isn’t available all of the time. Instead, it’s available approximately 4 times per year.

Key Component #1 – Open & Close Dates

Every launch needs an open and close date. People love deals and special events when it comes to purchasing and one of the most important is the date that it starts and more importantly, the date that it ends.

A deadline, or closing date and time, encourages people to buy, because time is limited to act. When there is a set timeframe for them to purchase, more people will sign up. Without a deadline or urgency, people will put things off until ‘someday’. People are natural procrastinators so conveying a deadline as part of your marketing strategy is a sure-fire way to grab their attention and get them to act.

Key Component #2 – Urgency & Scarcity

One of the most popular launching strategies inlcudes ‘urgency & scarcity’. In fact, one of the most well-known cases of urgency and scarcity is Amazon Prime Day. It is a 24-hour period when you can get special deals and pricing on many of the items you’ve been wanting to purchase on Amazon when you are a Prime member. To make this offer even more compelling, Amazon always uses this disclaimer: If you’re shopping Amazon’s lightning deals, be aware that those short-term, limited quantity deals will likely end before the full sale does.

That is a GREAT example of Urgency & Scarcity. For most launches or special promotions for health coaches, we recommend running it for 3-7 days.

We can all use this strategy in our business to make more sales of our programs in a few different ways. The next three components will describe some of those options.

Key Component #3 – Time-Sensitive Bonuses

This is one of the most used, and the most successful, components to a profitable launch. Inside the Wellness Business Accelerator program, we teach our students how to use time-sensitive bonuses to sweeten their offer so they can make more sales during the open cart period.

A time-sensitive bonus is something that is available only for a short period of time, (during the time that your launch is running), and once the doors close it goes away and isn’t available any longer.

Using this component as part of your launch strategy can increase sales by as much as 25-50%.

Key Component #4 – Special Pricing

This is such a great way to get your ideal clients to stand up and pay attention to you and your program during the launch period. However, special pricing doesn’t always mean a discounted price, although it can definitely include a coupon code or something similar.

For this key component we would like you to think in terms of your entire launch offer. Beyond a discount code, special pricing could include the value of the time-sensitive bonuses you’re offering, it could include an added perk that you don’t usually offer like a private call with you, or it could be something like a bundle of programs offered at a special price. Any way that you decide to package your launch offer can be considered special pricing because of all the reasons we’re talking about here today.

Key Component #5 – Limited Spots

It doesn’t matter if your launch offer is promoting one-on-one coaching or a group program, limiting the number of clients that can enroll is a surefire way to make it more successful. This is also considered part of the urgency and scarcity component we already discussed but we believe it deserves a unique spot on our list because it is so powerful.

A limited number of spots often increases the number of sales you’ll make on day #1 of your launch simply because your audience does not want to miss their opportunity to grab one of those spots. As we mentioned before, it is human nature to procrastinate until the last minute when purchasing something so adding a layer of urgency and scarcity by limiting the number of spots available with your offer takes much of the procrastination out of the equation and gets people taking action.

Making more sales on day one is so good for our mindset as business owners and offers us the unique opportunity to brag about it in our following marketing messages in email and on social media.

Let’s say you have 25 spots available in your program and 10 of them sold on day one. That means that 40% of your spots are filled in just one day. If you’re running a 5- or 7-day campaign and almost half of your spots filled on the first day and you let your audience know that they are going to be even more eager and excited to join sooner rather than later which is a win for everyone. I can’t think of a more compelling marketing strategy to get people to take action.

Recap

We are true believers in embracing these 5 components when launching your program whether it’s for the first time, 5th time or 25th time. We use it in our businesses all of the time and have helped many of our Wellness Business Accelerator students enroll more clients by doing the same. Learning how to be a better launcher by putting together an effective launch plan will make all the difference in how many clients you enroll into your program.

Be sure to save your spot for our upcoming free live training (choose Oct 17th or 18th):

3 Secrets Every Wellness Business Owner Needs to Know to Grow a Thriving Practice in 2023

Hope to see you there!

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BEST OF: 10-Point Checklist for Your Website Homepage

BEST OF: 10-Point Checklist for Your Website Homepage

BEST OF: 10-Point Checklist for Your Website Homepage

Designing the home page for your website may feel a little confusing, but when you have a clear understanding of the purpose this page serves, you’ll find it’s probably a lot easier than you think. We prefer to think of it like our online home and the homepage is like the foyer where we greet a new guest. We invite them in and give them the lay of the land to help them feel more comfortable, cozy, and empowered to get around on their own.

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

Here’s what you’ll discover:

  • The overall purpose of your website homepage so you can maximize your visitor’s overall experience, (and keep him/her 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

Today we’re bringing back a popular episode of the podcast that will walk you through our 10-point website homepage checklist. The good news is that you can design your website in phases; you don’t have to do it all at once. Since each page has its own unique purpose, it’s easy to start and stop one page at a time. Since your homepage will get the most visitors and it can also help you build your email list, that’s where we are starting.

Alright, let’s dive into our 10-point checklist.

#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.

#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.

#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 clients Karen Finn is:

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

#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.

#5: List Building Freebie

It’s important to add your 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.

#6: Opt-In Box

The box for someone to add their email address should also be located above the fold. 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.

#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.

#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.

#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. 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.

#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.

Your website is your online home, and your homepage is the place where your website visitor can window shop the most important aspects of your site. In essence, you are building a mini customer journey just for your website homepage visitors.

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Increase Coaching Program Enrollment with the Right Bonuses

Increase Coaching Program Enrollment with the Right Bonuses

Increase Coaching Program Enrollment with the Right Bonuses

​Today, we’re talking about how using bonuses with your program offer can increase sales, how and when to use them and a few examples of bonuses you can use if you need some ideas and inspiration.

Bonuses can work with ANY type of offer you have – one-on-one coaching, online group coaching, a membership site or anything else. The intention behind bonuses is to make them time-sensitive and only available for a set number of days – so there is urgency involved in people taking action to get access to the bonus.  I’ve been using a bonus strategy for over 9 years – for my done-for-you coaching programs, and for the Wellness Business Accelerator course Karen and I run together, and I also use this strategy when I am an affiliate, promoting someone else’s program.

Something to keep in mind before we go into more details about this strategy; A good bonus either enhances your clients’ experience in your program or it makes it quicker or easier to implement what they are learning and trying to put into place.   It’s easy to think you can throw in any extra resources you have already and call it a bonus, but people don’t just want more information – they want an outcome or result, and your bonus should help them with that. 

Let’s jump in!

1. How bonuses can increase sales during a promotion. They can help get people out of procrastination mode to joining your program now vs waiting for “some” day. When you offer a program 12 months out of the year, bonuses allow you to have a form of urgency that you otherwise do not have. Your bonuses should be: time sensitive, provide value for your clients, make it quicker or easier for them to implement what they learn and get results. 

2. How and when to use them:  You can use bonuses during a promotion that has a start/end date.  You pick a certain time frame when you will offer a bonus – no more than 5-7 days is ideal, because you want people to make a decision NOW.  So, say between June 5th and 9th, you will include an exclusive bonus when people enroll in your program.  After the 9th, the bonus goes away.  You can include a different bonus next time if you want. You can play around and experiment with different bonuses to see which ones your audience responds to the most.

3. There are different strategies for the timing of your bonuses, so let’s talk about some options: 

A bonus for Day 1 of your promotion – this is called a fast action bonus and it’s for the early action takers.

Mid-cart bonus – this can help get a boost in sales during the middle of your promotion when sales tend to slow down a bit.

Cart close – Most sales will come in on the last day anyway because people tend to procrastinate, but you can really get a boost in sales, when you include a great bonus on the last day.

If you only have time to create ONE bonus, and your offer is for 1-on-1 coaching which is available 365 days a year, you can include the bonus throughout your promotion if you want (so it starts on day one and ends on the last day).  We recommend you keep this simple when you start out and you can add more bonuses later if you want.

4. What are some bonus examples you can use? Your bonus will depend on your niche and your program but inspiration for your bonuses can come from looking at top questions you get from clients or prospective clients or the top challenge your clients face. Where do YOUR clients struggle the most and what would they find helpful as an extra resource?    

Examples: 

  • 21-30-day meal plan to make planning meals easier (specific to your niche and your program).   If your niche has to do with a dietary style, recipes or a meal plan could be a good bonus option.
  • Virtual cooking class to teach clients how to make quick and healthy meals. Again, this depends on your niche and what YOUR clients would find helpful and valuable.
  • Workout plan (you can collab with a fit pro if this is outside your area of expertise) 
  • Bring in a guest expert for a bonus virtual workshop or class
  • Extra coaching sessions or a bonus 1-on-1 session for the first 5-10 people who enroll in your program (this would depend on the price of your program – you wouldn’t want to offer a bonus coaching session on a $47 online program because your time is way more valuable than that price of the program
  • Meditation audios
  • Journals

What ideas come to mind for you? Brainstorm and see what you come up with. There are so many options. 

5. Guidelines for bonus value – you may be wondering how much your bonuses should be worth, so here are some parameters to consider:

  • Don’t value your bonuses at the same or higher price than your program because it will diminish the value of your program. 
  • Bonuses such a workshops or live trainings will have a higher perceived value than something like a PDF guide or recipe bundle, but that doesn’t mean you have to offer workshops. 
  • The value of your bonuses will depend on the price of your program.  I tend to go with bonuses that are valued between 20% – 30% of the price of my paid offer, but there isn’t one set rule on this.  The most important thing is that your bonus is specific to your ideal client, and they will find it valuable and irresistible.  If you are offering a low-priced program – like a 30-day online program this is priced $197 or lower, I would go with the 20-30% rule for your bonus value.  So, at $197 your bonus could be valued between $40 – $60. This is just a range to give you a starting point. 
  • Include the $ value of each bonus on your sales page and in your emails, so people can get an idea of what it’s worth in relation to the cost of your program. People don’t know the value unless you include it, and you don’t want to leave it up to folks to try to guess. 

As you can see, there are plenty of ways to use this strategy to increase sales without having to use discounts.

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