Just as with every aspect of your business, your coaching programs should offer several levels of commitment, from free to high-end VIP days or mastermind retreats. Doing so helps new potential clients move from “getting to know you” to “raving fan” more efficiently and helps ensure you always have a positive cash flow in your business.
You probably have many of the pieces in place already, so start your funnel planning by listing out all the products and services you currently offer, such as:
Free webinars or teleseminars
Current coaching offers
Ebooks and other resources
It helps to think about all your options in terms of cost since the lowest-priced products (and those on the free end) will be what leads clients into your funnel. For example, you might host a free monthly call during which anyone can ask you questions related to your area of expertise. That would be the top of your funnel.
It’s very likely that the first time a client pays you will be for a low-cost self-study program or some other similarly priced item. A potential client will rarely love your free offer so much she’ll jump right into your highest-priced program without first getting to know you a little better.
With that in mind, you’ll want to make sure your mid-priced products and services deliver spectacular value. The information must be rock-solid (naturally), but the delivery should also be smooth, and the design should be professional. You want your new customer to know that you can deliver a top-quality, polished product.
The next step is to move your clients into an actual coaching program from self-study courses, whether that’s a group or one-on-one offer. You don’t have to have all three in place, but if you do, then the next logical step is the lowest-priced program.
Suppose you map out your funnel and notice a considerable gap between offers – for example. In that case, you have a $27 program, and your next product is a $1500 VIP Day, it’s probably time to create some intermediary offers.
Those might be a more content-heavy self-study program, a one-on-one coaching offer, or anything else that is a logical next step. The key is to keep increasing the engagement – along with the price – so you can move people smoothly through your funnel.
Want to know what’s more important than a great big mailing list? The relationship you have with them.
It’s true. You can have 100,000 people on your list, but if they don’t know you, and worse, if they don’t trust you, then that great big list is worth next to nothing.
In her book, Internet marketing expert Connie Ragen Green wrote “Huge Profits with a Tiny List,” that she earned more than 6 figures one year with a list of just over 600 subscribers!
So if your list size is not (yet) where you want it to be, don’t let that hold you back from creating and marketing products to them. Just be sure you’re spending time building your relationship, and they’ll reward you with the profits.
Stay in Touch This is likely the biggest mistake new email marketers and coaches make when it comes to their list. Sure, you have great intentions, but somehow sending emails doesn’t feel important when you only have a few hundred people on your list. So you procrastinate.
Days turn into weeks. Weeks become months. Pretty soon, you realize it’s been 187 days since you last sent an email. Yikes! That’s no way to build a relationship.
Make it a point to mail your list at least once per week so that they don’t forget who you are (and why they subscribed in the first place).
Always Keep Their Best Interests in Mind Making money is great. Ultimately, that’s everyone’s goal. But hammering your list with endless offers is not the best way to go about it. Remember, you’re building a relationship, and that means always asking yourself, “Is this in the best interest of my subscriber?” When you email with a genuine desire to help your reader, it will always be well received.
Remember, They Need You Here’s another all-too-common mistake newer list owners make: assuming “someone else has already done it/said it/mailed about it.”
Which could not be further from the truth, and here’s why: Your subscribers count on you to give them the information they need. They’re looking to you for advice. They need your insight into the right training and coaching programs, which new health apps may help them, what blogs to read. And it doesn’t matter if other coaches are talking about an offer or new product or have developed an eCourse similar to yours.
Because for some people, the message will only make a connection when they hear it from you.
The bottom line? As with most things, quality trumps quantity when it comes to list building. Just because you don’t have thousands of subscribers is no reason to avoid mailing them, and it’s definitely not an excuse for back-burnering your coaching programs and training courses. Remember, your subscribers are counting on you.
So, you’ve got your vision board for 2021 filled with photos, and you’ve decided on your business goals; now what? Visualizing what you want in life is a great practice, but don’t forget about making an action plan to fulfill those goals.
1. Break down your ultimate goals into smaller steps. If you want to double your income, for instance, keep that big number in mind but break that big number down into a monthly income total. If necessary, break that down even further into weekly and daily goals. Knowing these smaller goals will help you focus on daily money-making tasks to earn those totals and ultimately reach that larger goal.
2. Plot your daily money-making tasks. No matter what your ultimate goals are, you need to make money with your business, and those are the tasks you should prioritize. What tools do you have at your disposal? Think about using your blog, social media, email list, affiliate products, courses, and coaching programs to make more sales.
Sometimes all it takes is publicizing your offers more frequently via social media and to your email list. Try emailing your list more often. Be on the lookout for affiliate offers that are the perfect match for your customers. Create a group coaching program to attract more people. Don’t be afraid to sell.
3. Plan to outsource. Hiring independent contractors will free up time in your day and help you reach your monetary goals. Even if it seems counterintuitive to spend money to make money, your focus will naturally shift to delegator, and you’ll get rid of the administrative tasks that keep you from producing products or creating new coaching programs. To make outsourcing worthwhile, interview candidates, and have a firm idea of what types of tasks you’ll delegate each month. Finding that right person will make the backend of your business run smoothly, and you’ll soon appreciate making that investment.
4. Track your progress. Don’t wait until the end of the year to evaluate if you’re meeting your goals. When you do your monthly bookkeeping is an excellent time for this evaluation, or consider doing it weekly. Did you reach your daily and monthly goals? Did you have a couple of days where you doubled or tripled your goals? What was different? What did you do on those days? Try to replicate those actions in the upcoming months. If you did NOT meet your goals, make changes to your plan, and ramp up your efforts the next month.
5. Document your action plan. Just because you come up with a great plan in your head doesn’t make it real. Putting information down on paper makes it real and easy to check if you’re following through. Trello is an online platform that allows you to create digital checklists (or boards) of all your tasks. Share your boards with your VA or make a board for her with her monthly tasks. Your VA could also create her own board that lists the different processes for doing her tasks if you ever need to hire another VA.
Is your content finding its way to your whole audience? Even though you have a thorough content marketing plan, you may actually be missing some people simply because of the format you're presenting.
Scientists and psychologists have studied the ways people learn for dozens of years, and they have documented four different types of learning: visual, auditory, reading/writing, and kinesthetic. Each brain works differently, and some people will identify strongly with one learning type, while others will say they're a mix. If you incorporate your message into content formats with these learning styles in mind, you will reach more people.
Does This Mean Four Times the Work? Creating content for four different learning styles sure sounds like a daunting task but let's break it down because it's a perfect example of repurposing your content.
Traditional internet content started with written content, so let's say you write a blog post first; that will appeal to those reading/writing learners.
Now take the most essential points of that blog post and create an infographic; that will appeal to your audience's visual learners.
Take that blog post and use it as a script and embed that audio track onto your blog page; now, auditory learners don't have to struggle through the written post -- they can listen to it instead. You could also search out some podcasts that compliment your business and your message. Approach the hosts and offer to be a guest; then, you can promote that interview, and your auditory learners will happily listen.
Kinesthetic learners learn best by doing, so if your blog post can be broken down into numbered steps, that will appeal to them. Your message will mean more when they take the time to follow your instructions and experience the outcome first hand. These numbered steps can be included in your blog post, or it can be a separate handout or opt-in freebie.
Video is gaining popularity every day, so take advantage and start filming! If you are hesitant about this, it's time to work on getting over your fear of being seen because that's a quicker way of connecting with your whole audience, not just your visual learners.
If you have a business, your goal is likely to create an income that will sustain the lifestyle you want. But what happens if you're deathly afraid of selling? Many people have an aversion to selling when, in reality, it's the most critical aspect of your business, and the only way you'll bring income in to reach your goals. Quite the conundrum, eh?
If you're ready to ramp up your income, you need to overcome this fear of selling. Here are some tips for reframing your selling mindset and overcome your fear of selling:
1. Don't sell; have a conversation. If you're worried about being perceived as that pushy, hard-sell salesperson who follows you around the store, then start by only having a conversation. Whether you're talking to someone 1-on-1 or speaking about what you offer in a public setting, release your grasp on the sale and have a conversation with your audience. Talk about the benefits, who it's for, who you help, and what you can do to improve their life. They'll begin to self-qualify and be even more ready to sign on when they do speak to you!
2. Offer your help instead of selling. What is the result of every product or service? They ALL solve a problem. Approach each potential lead with the idea of helping them solve a problem instead of selling them your product or service. Helping has a more positive connotation than selling does, and this frame of thought may make it easier for you to start those qualifying conversations.
3. Start small. Don't try to conquer the world in a single day. Start small and talk about your business to family and friends. Spread your reach in your local community by networking in person at business events. Start networking online. Post consistently on social media. Rinse and repeat all these steps until you have a well-oiled networking machine that produces leads.
4. Focus on your goals. Promoting your products and services becomes much easier when you remember your WHY: Why are you in business? What are your goals? What is your timeframe for meeting those goals? Setting reasonable deadlines will keep you motivated to sell instead of taking the day off to binge-watch that new series on Netflix. Also, share these goals with your spouse, business associate, or accountability partner. When you know other people will ask you about your progress, you remain motivated to get things done.
5. Get excited about your products and services. When you're proud of your offerings, it's much easier to get into selling mode. Do your market research. Understand your audience's pain points. Create your product or service to alleviate those pain points. Make your product/service the absolute best it can be and then offer it to the world. Your excitement will become contagious among all your followers and fans.
Bonus Tip: Ask for testimonials from happy clients and read them when you have a moment of doubt. Reading those success stories and kind words will do wonders for your failing confidence.
Lastly, just be yourself when promoting your business offerings. Don't try to copy your competition. Don't try to look like your favorite mentor or guru. You are unique, and your audience will be attracted to YOU based upon your authentic self.
Wishful thinking will not bring in clients. Depending on organic traffic from the search engines will build you a robust business. Waiting for people to find YOU isn't a good business plan, friend.
I know, I know. It's hard out there, but...
Only actively promoting your business and your life-changing products & services will attract your ideal customers, which ultimately will result in sales.
Taking an active role in marketing your business is a daily task. The idea is that with your comprehensive marketing strategy, you'll have a steady stream of prospects finding you and entering into your sales funnel.
While you don't need to spend a solid 8 hours each day on marketing, you need to set aside time for this regularly and make it a non-negotiable.
Here are some low-cost ways to tell the world about what you have to offer:
1. Create a marketing plan. Determine who your target client is, where you can find them, and what information they will find useful. Look ahead on your calendar and schedule seasonal themes, seasonal offers, and sales. Knowing what you'll promote and when relieves a lot of stress and confusion when it comes to creating your actual marketing content.
2. Embrace social media. Your tribe wants to hear from you. If you don't connect with them, they will find someone else to follow. Consistency is key when it comes to social media marketing. Share some advice; share some common mistakes in your industry or niche; highlight some of your clients' successes in case studies.
3. Nurture your email list. Like your social media following, your email list has given you permission to email them, so they are already interested in what you have to say and offer. However, if you neglect to email after a few weeks or months, you'll be starting at ground zero to rebuild that trust. A relationship of any kind is a two-way street -- a give and take. You have to provide valuable information to your audience before you can take their hard-earned money. Stay in touch, make recommendations based on their needs, and tell them about your newest offerings.
4. Come out of hiding and start networking at live events. For far too many business owners, hiding behind the computer creating content is a happy space or safe zone. But if you're not going to toot your own horn, then who will do it for you? After all, if you're not excited to tell the world about your business, why should they be excited about it? Search for local business events, Chamber of Commerce events, BNI chapter meetings, or service organizations, such as Rotary Clubs or Lions Clubs, and get connected.
5. Learn to ask for testimonials and referrals. Testimonials come from happy clients and are often listed on business websites and social media pages. Referrals come from those with whom you're networking by merely asking if they know anyone in a particular company or niche who could possibly need your services. Once you get in the habit of asking these questions, it will become second nature to you.
Think all a farmer has to do is wait until fall to harvest truckloads of delicious tomatoes or corn or squash? If only, right?!
That farmer has worked hard all year long to prepare for that week or two of reward.
He prepared the ground following last year’s harvest. He planted seeds in the spring. He watered and fertilized and protected his fragile crops from pests and drought, and poor weather.
And finally, after months of work, he enjoys the results.
Your business works the same way, and if you take a page from the farmer’s playbook, you’ll soon be reaping the rewards, too.
Here are a few farming tips for growing your business...
Preparing the Ground This is your brand, your voice, your very presence in your market. If you’re just starting out—like that farmer after his harvest—you’ll spend your time simply becoming known.
Let your audience get to know YOU. Join networking groups where your ideal clients spend their time. Build a presence online and start your mailing list. This is the prep work that will form the foundation of a stable business in the future.
Planting the Seeds Your seeds are your content and products. With each blog post you write, every product you create, you’re planting a seed you can harvest later. But unlike the farmer, your seeds will produce over and over again, endlessly.
In fact, you’ll likely find that blog posts you wrote years ago will continue to bring in new clients year after year, with no further help from you. Products can be sold over and over again or reworked into new offers. Podcasts, videos, ebooks, and more all continue to work for you, month after month, year after year.
When you think about it that way, it’s easy to see that planting seeds is a critical part of every business.
Nurturing Your Crop Wouldn’t it be nice if you could just “set it and forget it”? Unfortunately, that style of business rarely works.
Instead, it would be best if you spent time nurturing. Stay in touch with your email list. Update old blog posts with new ideas Study your stats to improve your traffic and conversions Improve your products
Of course, being a farmer is a long-term investment. The work you do today may not pay off for weeks or months to come. But with a strong history of consistent “farming” in your business, you’ll soon see that those long-term rewards are paying off consistently as well.