It’s Time to Overcome Your Wellness Coaching Business Barriers
Wellness coaching begins with understanding the psychology of the decisional ambivalence prospective clients struggle with…
… and ends with you taking action to educate and inform prospective clients in bite sized pieces. Just like you’re on a journey to build your coaching business, your clients need cohesive step-by-step approach to built in trust in you and your offers.
You can attract more prospects and sign more clients in your wellness coaching business when you put psychology and relationships first.
If you’re like most of the health and wellness coaches I’ve worked with over the years, you’re passionate about helping those who desperately need powerful “wellness coaching” solutions.
You would think that the fact that you may have expertise and credentials would inspire them to choose wellness coaching, but research shows the struggle goes much deeper than that.
It’s an interesting pattern I’ve seen in the “wellness coaching” industry for years.
You would think that everyone suffering with anxiety, high blood pressure, rheumatoid arthritis, celiac disease, diabetes, weight gain etc. would want to feel better, right?
They do, but gaining entrance into their sacred world is both art and science.
Why Fear Prevents Clients From Choosing “Wellness Coaching”
You would be mistaken if you think they don’t want help.
That’s what your mind tells you when you get tired of working really hard on your business, working a job and caregiving for many.
I get you on a deep level.
When you’ve done everything you know…it takes a bite out of your reserves.
Reality: Clients want to have healthier bodies, minds and spirits, but they have been struggling with the emotional toll of chronic illness and likely depression.
After struggling long-term, they are very hesitant to disturb what little balance they’ve established in their lives. That’s why your wellness coaching strategy might not be breaking through.
That was my story when I had Chronic Fatigue Syndrome among other health issues.
I desperately wanted help, but worried that there would be negative consequences that I couldn’t ever right again. I didn’t want to be disabled again.
Not everyone has a crazy mother to drive them crazy enough to find a way, like I did (blessings hidden in the bullcrap!).
It takes a ton of energy to keep going when you’ve been coping with chronic illness, so your client attraction methods need to come in through the back door rather than trying to convince them from your services page or in a short networking visit.
So, while “wellness coaching” solutions might make sense to them, they’re afraid of “rocking the boat,” so they leave and keep looking instead of landing and starting their holistic recovery with you.
Working with doctors & chiropractors to bring in traffic and in my years as a leader in the field of Psychology, I’m keenly aware that most prospective clients aren’t even aware of what causes their suffering.
They’ve been sold on medicating symptoms instead of addressing root causes for decades.
That’s why ‘how and when’ you communicate your wellness coaching offerings has to overcome their unconscious training one message at a time – see below.
Address Underlying Fears To Build Wellness Coaching Credibility
While the right information can be helpful in raising awareness, it doesn’t get up and under the hood of long-term habits.
It takes a different tack to wake prospective clients out of their trances and get them on board with necessary lifestyle changes.
That’s why it’s important to understand Stages of Change from Psychology and how they inform the Buyer’s Journey. In short, new clients seeking services are in the awareness stage of change, so you need to be careful to pace and stage your wellness coaching messages to match their stage of readiness in your marketing campaign.
Prospective clients won’t choose “wellness coaching” as a solution until you address the inner psychology that controls their ability to consider an alternative.
Honor their natural decision-making process, so they’re first motivated on the idea of very simple change BEFORE being introduced to higher end “wellness coaching” solutions.
How do you honor their natural decision-making process, and gain wellness coaching clients in the process?
Remove prices and services from your wellness coaching website and create a simple relationship marketing campaign.
I know – I really said that, but it will make sense in a moment.
Slow Down & Gain More Interest In Your Holistic Approaches To Health
So what can you do instead of listing services on your wellness coaching website?
After all, you’ve got coaching solutions and your coaching website is where the rubber meets the road.
However, think about going on a first date and telling a prospective boyfriend or girlfriend EVERYTHING you have to offer up front.
No curiosity evoked.
In fact, whoa, right?
No second date.
That’s what happens when you give all your “wellness coaching” solutions away up front.
It leads prospective clients to think they’ve seen everything, make a snap decision in the 5-7 seconds before they surf to the next option.
Let’s stop that pattern and get prospective clients to WANT to learn more about you and the incredible wealth of knowledge and skills you can bring to their lives.
Introduce Your Services In A Relationship Marketing Campaign
I’d like to see you dramatically improve your rate of re-connecting with prospective clients, so I’m sharing some tools to help you better understand the role of Lead Magnets in relationship marketing.
Relationship marketing is all about having more than one shot at gaining interest and inviting people into your “wellness coaching” services. .
Lead magnets help you gain traction by sharing your coaching solutions AFTER you have an email address.
Rule #1: Educate Prospective Clients About The Origin of Their Problem
Give Free Information in Your Blog. End an informative blog post with a lead magnet – see below.
Then follow up with at least 6-8 emails that gradually lead prospects from learning about the origins to how your wellness coaching solution is better than how they’ve been trying to solve their problem.
Remember: Speak to their underlying fears, uncertainties and objections to doing things differently as respectfully as possible. When you touch their emotions, they’ll feel your authentic presence guiding them.
Not a writer at heart? Don’t worry, just sign up for someone offering similar “wellness coaching” services.
Don’t copy their emails, but use them to stimulate your own email copy. Studies show that 6-8 email touches are essential in deepening their connection to you and sense of trust in your solution.
Check out this post by Hubspot for an excellent Email Writing Guide.
Don’t forget to put a testimonial in emails after the 2nd email. That builds credibility and helps them see how others who weren’t sure were helped by your solutions.
Remember, do your best. Perfect is great, but done is much better!
Join a great email autoresponder company to send your emails.
I use aWeber, because it’s easy to learn and I like easy. http://www.aweber.com/ – Note: I do not make a commission off of this link. I offer it freely so you can hit the ground running.
Rule #2: Use Lead Magnets to Build an Email List For Your “Wellness Coaching” Service
Do you know what really drove sign ups 10 years ago? Newsletters.
Now the sign ups are extremely low and newsletter readers have low conversion rates for “wellness coaching” (unless your specifically targeting the elderly). Most people don’t have time to read them and there’s no urgency or SINGLE call to action.
Choose simple to create but effective lead magnets that make a difference:
- Checklists – Example: 7 Step Checklist for Reducing Adrenal Fatigue Flare-Ups. It’s short, powerful and reaches right into a prospective “wellness coaching” clients health trauma and offers hope.
- Short Guides/Reports – less than 5 pages (with images)
Don’t over do it. Lead magnets are to be short and to the point and just a snippet of what you would offer if they were your paying wellness coaching client.
- List of resources or tools
Ex: Create a list of the resources you use to inform your work – create a short paragraph for each one (that’s related to your wellness coaching steps) and why it’s important to your reader and the link to the site/tool. That’s it – one page and done.
- Cheat Sheets
Example: 5 Simple Steps to Lower Your Blood Pressure Without Expensive Medications
- Audio/Video Download or a Mini-Course
It’s easier than ever to create audio’s and videos. Rather than have the video on yourself, consider using Power Point slides that you flash through when you’re talking.
Want an even easier way to create free videos for your wellness coaching business?
These kind of videos hold attention better because there’s both audio and visual, which helps reinforce the information and your energy! There’s a free service that makes this a snap. Adobe is great. Get started here: Free Simple Video Creator.
Need a little video coaching? No problem. Just click this link to get your copy of my Video Sizzle PDF – scroll down the page to get your free copy of simple strategies to make your videos soar.
Remember: Wellness Coaching Starts Well Before You Enroll Them As A Client
For specific information on how you can personally tailor your wellness coaching messages with your blog posts, contact me here:
To Your Brilliant Success,
Beth Hayden from Copyblogger struck gold again with her “Boost Webinar Conversions With These 5 Tips.”
Once again, she reminds us of the power of effective sales copy.
While she doesn’t come right out and say it,your webinar sales process starts as soon as prospective client reads your sign-up form.
Step One: Boost Webinar Sales With Better Sign Up Forms
Create a riveting webinar title and convey a promise that speaks to your webinar audience’s biggest and most hopeful outcomes.
“Don’t be afraid to use words like: shocking, amazing, unknown secret etc. All of these words get readers to stop long enough to examine the rest of your webinar copy.”
It’s what jolts them out of online indifference and into a state of curiosity.
List ONLY 3 power-packed benefit bullet points on your sign up page.
Highlight the big benefit webinar takeaways. Focus on the benefit of the benefit.
Don’t focus on sit-ups. Focus on the six-pack abs that will garner lots of positive attention. That’s what they’re really after.
Last but not least, harness the power of a compelling webinar call to action.
Sign up now!
Step Two: High-Connection Makes Webinar Sales Soar
Before you get into the meat and potatoes of your content, make sure you take 5-10 well-crafted minutes to share your story.
Beth Haden’s article: accurately directs you to “describe a situation where you struggled with something and then figured out a way to break through that problem or issue.”
Just don’t leave it at that. Be aware of your audience’s deeper need.
The “story recipe” for soaring webinar sales needs to be peppered with anticipatory moments that seed your audience’s minds with curiosity.
It’s all about peppering your story with elements that draw people toward your coming offer. This move ensures that no one hears tires screeching when you transition to your webinar sales pitch.
When you help webinar participants feel connected to you, they’ll WANT to know how to get more of you in their lives.
Step Three: Earn Your Webinar Sales Pitch
“You can “earn” your selling time by delivering useful, unique, relevant content. Then exude confidence in your offer, and take your time explaining your product or service.” I love how Beth Hayden really laser focuses on what really counts in her Copyblogger article.
Your webinar sets the stage for your offer.
When done well, you “earn” your selling time, because you’ve spent time up front “earning” trust through service.
Nothing is more powerful for building rapid online trust, credibility and sales than client-centered webinars.
Step Four: Embed “Hooks” in The Webinar Sales Funnel and Presentation
When done right, the “hooks” you embed in your webinar sales funnel are the keys to attracting, engaging and keeping webinar participants glued to their computer screens.
“Without hooks, there are no sales. I am not talking about the painful, metal hooks used on a fishing trip. I’m talking about the emotional, personal and highly targeted mental hooks that are going to get into the minds of your audience and stay there.”
Scale My Business laser targets how to employ hooks and 15 other sales elements to frame your “selling time” for maximum impact.
Ready to take your webinar impact and sales to new heights?
Find out how to super-serve your audience and super-size your webinar sales today.
To Your Phenomenal Success,
Tools That Fuel True Client Engagement
How 2015 Facebook Changes Limits Your Impact
Just when you thought you were getting somewhere managing your Facebook business page, the rules up and changed in 2015. Like or not, the new rules are here to stay and they will impact your bottom line in a big way.
At the end of 2014, Facebook announced that they would begin filtering out promotional posts unless businesses pay to boost or advertise them. As of April 2015, Facebook rules are in full swing.
Many of the health and wellness business owners I work with use Facebook as their “go to” marketing channel. It’s been cheap and easy up until now, they’ve been able to promote their businesses on lean budget consisting of both paid and unpaid promotions.
Now, it’s a pay to play environment and many of the people I support don’t have excess dough to toss into the black hole of Facebook marketing.
You used to be able to do a promotional post from your business timeline without consequences.
Now, you’ll pay with reduced views for your posts and page if you “promote” a paid offer within your Facebook timeline.
Check out the Wall Street Journal’s take on it: facebook-rules-will-sting-entrepreneurs
What does Facebook consider a “promotional” post?
Innovative Health Solutions Don’t Change Behavior
If you’re like most of the health and wellness professionals I’ve worked with over the years, you’re dedicated to improving the motivation of those who desperately need powerful health solutions.
You would think that the fact that you may be an expert or published author would be motivating enough to get their commitment in using your innovative health solutions, but research shows that the struggle goes much deeper than that.
Books are sold and CD sets fly off the shelves, but many people don’t do any more than read or listen to the information. While they think that the ideas are good and make sense, they still only micro-invest, while others take your health solutions and jump in wholeheartedly.
You would think that people suffering with anxiety, chronic fatigue, fibromyalgia, arthritis, diabetes, and crohn’s would want to be better, right?
Why Health Solutions Aren’t Enough
You would be mistaken if you think it’s a matter of want or desire. They all desire the outcome, but they often struggle with “no motivation to do anything.”
After struggling long-term, they are very hesitant to disturb what little balance they’ve established in their lives. Ask me how I know.
I desperately wanted help with my issues, but worried that there would be negative consequences or that I wouldn’t be able to do all that was required of me. It takes a ton of energy to keep going when you’ve been coping with chronic illness.
The “idea” of implementing some of your health solutions messes with their inner ecology. While they’re not well, at least they know what to expect if they keep most of the elements in place.
So, while your health solutions make sense, prospective clients fear “rocking the boat.”
Think about your own life. How many instances have you feared “rocking the boat” when it came to a struggle you were trying to overcome?
…like changing how you market for clients????
Address Underlying Fears To Make Health Solutions Stick
While the right information can be helpful in raising awareness, it doesn’t get up and under the hood of long-term habits. It takes a different tack to get them on board with necessary lifestyle changes.
That’s why it pays to understand Stages of Change from Psychology and and how that informs the Buyer’s Journey spoken about in marketing circles.
No lifestyle change can take place based on information alone. The information must include the client’s natural decision making processes so they’re first “motivated” on the idea of change BEFORE being “sold” specific health solutions.
Before sharing one of the most powerful ways to do this, I’d like you to answer this question:
How do you eat an elephant?
Answer: One bite at a time. Right?
“Health Solutions” Are Embraced When Delivered In the Right Format
One bite at a time is how we help people overcome long-standing fears that keep destructive behavior in place.
Rather than producing more content, the answer to engaging more people in actual change versus just trying to sell services from your site will both surprise and delight you.
While 25% of the people who read your eBook or blog will take action, approximately 75% will be left with partial or no engagement with your work.
That 75% also represents 75% of missed revenue generating opportunities. Their deeper health transformation and your income are two sides of the same coin.
If this large group of people who need your solution, don’t get help in overcoming their ambivalence, they’ll skim right past your health solutions and keep surfing endlessly and continue to suffer.
They’ll suffer not only from health issues, but from their habitual pattern of just skimming the surface instead of embracing change.
How do you reach people who are challenged to commit?
Create a “Mastermind” For Your Health Solutions
By creating a short but power-packed series that allows you to deliver your health solutions in a safe, trusting and informative mastermind event, you forge a more personal connection that has the power to reach them where they live.
When it comes to living with health disorders, I know from personal experience the isolation and pain that comes from bearing the weight of a disorder and wanting change, but not having enough oomph to get over the hump.
It’s always come down to the power of connection. For my own recovery and the thousands of lives I’ve supported over decades, connection is what helps overcome the fears and builds a foundation of strength.
During a “Mastermind” Event, people get the opportunity to ask personal questions that relate their fears and worries while working through your program. It’s a dynamic way of engaging designed to be created and used again and again with little to no work on your part.
The best part?
Health Solutions “Masterminds” Rapidly Change Many More Lives
With the Health Solutions “Mastermind” event, you can literally serve thousands more people while working much fewer hours.
It’s so rewarding to meet people at their model of the world and awaken their resilience while helping them solve long-term chronic health disorders.
Your health solutions can have so much more impact when you learn the almost overnight process to connect, engage, inspire and transform more lives.
Don’t be afraid to take a few minutes to see what’s possible. After all, that’s what you’re asking your readers and clients to do, right?
If you’d like to discover how to serve more, earn more and work less, I’d love to discuss it with you.
Sign up for your Free Resource Guide: Wellness Profits: How to Quickly Create “High Ticket” Programs to Help More People Heal Their Lives.
How to Attract High-End Wellness Customers
Wanting high-paying clients and “being mentally prepared for them” live in two different camps of your brain.
So often wellness experts want to get out of the “trading hours for dollars model,” but find it a hard fence to jump. The “idea” of finding and engaging “high-end” customers seems far fetched when you’re used to getting small book royalties or trying to reduce prices to match what you think people can afford.
The “High-End Vs. What You Know Conflict”
I know the model well. In every career transition I’ve experienced, I’ve come up against the same “high-end” vs. the “stay with what you know” pattern that you’re facing now.
It comes from not knowing what the possibilities are with regard to creating a lower-impact business workout model that produces an even better “high-end” result.