I get it. You are interested in putting together content that you can sell in an online space. You want to stop trading time for your money. I’m so onboard with you! But I want to talk about that big no-no you’re doing when you’re building that signature program. You need to use this Main Action Step to Sell Your Content Online!
The good news is, you have tons of content! You’re the expert in your field. You have a lot going on and can share so much with people and sell to them to make really good money!
The bad news is how you’re going about doing it. So what’s the best way to take all of that knowledge and expertise and put it out into the marketplace in a way that is going to ensure success?
The first step is NOT to create the course or content. Remember that!
I was talking to a naturopathic doctor recently who is doing so many things right now! She’s got tons of energy and is interested in setting up her practice in a way that’s virtual. She wants to put content out there in a value ladder of some sort that brings them in, educates them, teaches them and ultimately sells them her higher-end packages and services.
So now she has worked on putting together opt-in’s. She’s created the course she wants to sell and is ready to go! But… she’s missing a few key foundational steps. The good news is that she knew this and it’s why she reached out to me. She came in saying she wasn’t sure how it all should go together and didn’t know what her strategy should be.
And this is what I need to share with you today!
1. Do the market research. Get clarity on the target market and do the market research.
Before you even create the content, you have got to understand whom you will be selling it to! Who will the target market for the course or content that you will put out there be? After you have the answer for this, it’s time to do your research!
However, do not think you’ve defined a target market if it’s too broad. Do not skim over this piece, or it will backfire on you! Be crystal clear on whom this content is for. You need to really understand this market’s deep desires and what their struggles are.
Once this target market of yours sees the powerful message that you’re putting out into the world, they are going to say, “I want more of that, she gets me!” And this is important, because it will determine how you’re going to get their attention. How will you get them to opt-in? How are you going to get them to pull out their credit card and sign up?
You need to speak their language, so make sure you do that research!
The next natural step is for you to want to create your course all over again. Why? Because this is where you’re comfortable. You’re the expert and you know the amazing outcome and results you want to get people. But, don’t do it!
2. Run the beta test
The next step is actually to get a few people to beta test the current course you already have set. I get it. You’re in panic attack mode. It makes you anxious. You’re thinking, “I don’t have the course done, the content isn’t ready.” But here’s a big truth…
You don’t need the content ready! You just need an outline!
Once you know who you want to serve with the content, get a small group of them together. Three to five people, that’s it! Outline the content and bring them through the content as you’re creating it.
It’s so important because this is where you’re going to learn what your target market responds to! You’ll see what kind of questions they have and where they are getting stuck. This is all going to help you create even better content because you’re in-touch with your course! You’re going to see first-hand how they are digesting the information.
By running a small beta test with your content, you’re going to get so much more well-informed. This is going to position you to bring it out to the marketplace in such a powerful way. And you’re going to be more confident in your new signature course.
You’re going to be able to be more clear in your marketing and messaging, which will ultimately give you more results to share with people. This will translate into more sales!
So why doesn’t everyone automatically do this? It’s because there is no doubt that you’re more comfortable being the expert in your course, rather than being the marketer. Instead of working on the content you’re passionate about, you have to be thinking about the foundations of this course to accelerate results on the other end. But I’m here to challenge you to get out of that role and get more into the marketing hat role!
You may also get stuck on this because you THINK you’ve already done the work I’m describing. But 99% of you haven’t. How do I know? Because of my own journey in my business! I’m still continuing to go deeper and deeper and doing research with my audience. From talking to all of you, I know you’re not going deep enough.
You’re not taking the time to understand your audience! And I know you’re skipping that important beta testing because you think, “I don’t know who to get so I need to just go online and sell it.” But the problem is you’re not going to sell it if you don’t have that right target audience, along with the messaging and understanding of how to position it with them!
And those are the first stages of really taking your one-to-one knowledge and bringing it into an online environment. This is going to help you achieve the goal of not continuing to trade your time for money!
This is an opportunity! It’s open to every wellness practitioner out there because you are the consummate expert and have a ton of knowledge in your respective area of expertise.
But you may not be a great marketer.
That’s why I’m giving you tips here every week to become better at the marketing piece of your business!
Today I want to share how by actually saying less, you can turn more of your free consultations into paying clients! But it’s even more than the FREE consults. It’s when you answer the phone at your clinic and someone is simply calling to inquire about your services. Or maybe you’re out and about in a social setting and you get cornered at a cocktail party. Someone wants to pick your brain! So let’s discuss How to Turn Consultations Into Paying Clients in 5 Easy Steps!
In all three of these scenarios, you can use the same approach. Think big picture! It’s not just free consultations or paid consultations. It’s any conversation that you have and I want to make sure you know how to walk away from it in the best way possible!
I had a client recently wondering…
“What questions can I be asking people when they’re calling into my office and I get them on the phone? What is the script I can walk through to turn them into a client? What’s the step-by-step?”
Another client of mine wanted to know exactly what she should say when she was meeting a friend for lunch, because she knew there was the potential that they could work together.
A third client recently started adding free consultations to her acupuncture practice. Right away, she was wondering what in the world to do in the free consultation that would cause these people to become paying clients on a regular basis.
How do you turn these scenarios into paying clients? Because I know you feel this, as well. You’re getting hung up on what to say. You have fear about not looking like the expert you are! You have fear about the wrong words coming out of your mouth.
This is a form of self-sabotage!
You also don’t want to be taken advantage of. Maybe you’ve had these types of conversations or consultations in the past and you ended up feeling like people used you. You gave them great information (maybe too much of it) and then poof… They were gone.
How to Turn Consultations Into Paying Clients in 5 Easy Steps
The good news about this is that it’s really simple! By actually saying less, you’re going to turn more of these consultations and conversations into paying clients. Here is the five step process you can use to do it.
1. Focus on Them, Not You
You do this by asking questions! Take the time to really uncover what they’re struggling with. Discuss their journey and found out where they are. Where do they want to go? What do they desire? How would this change their life?
This should be a majority of your conversation. 80% of the time that you are spending with them should be about finding out more information about their journey!
2. Think About How They Are A Good Fit For You
Can you genuinely help them? The truth is, you can’t help everyone. They may not be your ideal client and that’s O.K.! It’s time to empower yourself to decide if they would be a good fit for YOU, not just if you are a good fit for them!
Do you want to work with them? If you’re feeling yourself leaning towards no, it ends there. You don’t need to take them on or talk to them about working with you. I’ve done this hundreds of times myself, and it’s OK!
If you’re just not sure, than ask more questions!
3. Share With Them How You Can Help
Don’t misunderstand! You are NOT coaching them. You’re not giving them information. You’re talking to them about how you’re going to be able to take them from Point A to Point B.
Talk about the treatment plan. Case studies. Testimonials. Discuss your experiences in working with the struggle they are dealing with and show them that you understand and can help them.
However… DON’T SPEND MUCH TIME ON THIS STEP! Maybe 5% of your conversation should be based around Step 3. Remember… you’re talking less to bring in more paying clients!
4. Answer Questions
Go over the different questions they may have for you up to this point in your conversation. However, make sure you’re putting it back on them! Don’t do all the talking. I know you want to, but let them ask questions they may have.
They want to know how much things cost? Let them ask. They want to know all of the details of working together? Let them ask. Don’t give them all of the information, just to find out what they want to know!
5. Have a Clear Call to Action
Be ready to finalize the consultation by saying, “Great! Let’s sign you up today! Let’s get that first appointment in the books!”
If they answer by needing time to think about it, when will you follow up? Find out when you can connect again to make a decision. YES OR NO!
You have to have that clear call to action!
And just like that, you have 5 easy steps that you can use at any time you’re having a conversation, a consultations or someone calls you up on the phone.
And remember… saying less can actually help you turn more of those free consultations into paying clients!
I want to talk to you specifically about 3 Steps to Secure Your Next Referral Partner! Referrals are awesome! Maybe you’re always looking to collaborate with other business owners, specifically maybe even other practitioners, but you struggle to make it happen.
I have a recent client, Heidi, who reached out for some guidance and advice on this very topic. She is interested in building relationships, specifically with local yoga studios and I love that she took the initiative to reach out to studios in her area! She sent them a letter of introduction, including her business cards. But she just wasn’t getting any response. Crickets!
Do you understand this kind of frustration? Has something similar happened to you? Zero response is zero fun, so let’s work on what you can do to improve that response rate when reaching out to potential referral partners.
I know you don’t wan to look dumb or stupid in front of more advanced business owners and practitioners in your area. And you won’t!
But, be ready. Because you HAVE to take action! Even if you aren’t sure what to do, action is the key. As a matter of fact, it’s half the battle!
I want to give you a little recipe, a place to start, so that you no longer have any excuses to reach out to potential referral partners.
These are the relationships that will accelerate the growth of your business!
Let’s lay these steps out on the line, along with an example from Heidi’s perspective, of reaching out to a yoga studio owner through written communication.
1. Tell Them What You Want
Don’t dance around this. Don’t waste time! Tell them that you’re looking to collaborate and that you want to build a relationship where you can cross-refer business in the long-run. Be upfront! They are just as busy as you and by making it crystal clear, they can decide what they want to do quickly. How?
“Hello, Mr. or Mrs. Yoga Studio Owner. My name is Michelle. I’m a new business owner in the area. I’m reaching out because I would like to connect with other like-minded business owners to collaborate and cross-refer.”
That’s it! I’m telling them up front who I am and what I want and why I’m reaching out to them. Bam.
2. Make it Personal
Talk about you! Tell them what you do and what you specialize in. Share information about your practice and be authentic! Let them know that you genuinely want to build a relationship with them and why it make sense that your two businesses should collaborate. This helps them see what is in it for them, not just for you! Check out this example:
“You’re at the top of my list to connect with because …” Here is where you’ll make it more personal to them. Don’t talk about yourself, let them know why you want to connect with them specifically!
Maybe one of the examples is, “I heard you speak recently at a local chamber event and I was really impressed with your professionalism and your approach to business.” That’s all it takes!
Another example could possibly be saying, “You’re at the top of my list to connect with because after hearing about you from several of your clients, I realized that the way that you care for your clients and the level of customer experience that you’re delivering to them matches my approach as well.” There you go.
Let them know something you may have learned about them or why you see a lot of synergy between your business and theirs.
3. Invite Them To Collaborate
Give them a call to action! What would you like to do next with them to begin building that relationship? You’re not sure where your relationship can go without inviting them to this next step, so make sure you do it!
The language here would be something like, “I get the sense that we have a similar approach in our businesses and how we treat clients. I see you as someone of high integrity and professionalism. For that reason, I’d really appreciate the opportunity to get to know more about you and your business. I’m inviting you to meet for coffee in the next couple weeks. Would you please let me know what day and time work best?”
Here is where I’m inviting them to the next step with a very clear call to action.
By approaching your outreach in this way, by following these three steps, you’re going to see a lot more response, a higher response rate and a more welcoming response the next tie you reach out to a potential referral partner.
Finally, don’t forget to follow up! Make sure you follow through to show and build trust that you genuinely want to build a relationship with this fellow business owner.
Put this into action today! You have the steps now. Tweak it for yourself and your own business and you will slowly see growth in your business with the help of new referral partners!
I want to talk to you about creating content and nurturing your leads, so that you can bring in 50% More Revenue in One Hour a Week!
We chatted about this recently, where I gave you a recipe for how to come up with 30 days of content, but I know that many of you continue to struggle with this!
You think… I got the ideas now! But what the heck do I write? And than it hit me. I was working with a client recently where we laid out not just 30 days of content, but 90 days! Three months of content ideas that were rock solid, that spoke to her target market, and we came up with three pain points that she could address in her acupuncture practice!
We did the mini-topics under these three pain points and she was on her way!
But than her eyes got really big and she got white as a sheet. She said, “I don’t know what to do, Michelle.”
So let’s lay it out on the table. Let me lay it out for you like I laid it out for her. I know the one thing on your mind and I can hear your objections already. It’s not just that you don’t know how, it’s that you still have those objections in your head.
I don’t know how to talk to my ideal client
I don’t know who my ideal client is
It has to be perfect
What will my colleagues, friends and family say?
Will I sound stupid?
I’m not sure what my voice is
You HAVE to stop! Putting content out there like we discussed in the previous blog is actually pretty safe! You can’t get it wrong. OK? This kind of safe content allows you to find your voice! Writing consistently is the perfect way to do that!
You’re going to see what they respond to. You’re going to begin to move more into the direction of what they like from you. And you’re going to evolve as a content creator!
But if you keep sitting there and listen to those objections in your head, you’re brainwashing yourself into believing you can’t do it. You’ll find excuses.
Remember… done is better than perfect!
You have to get started. Hold yourself accountable and begin to create content on a regular basis.
Now for the five key components on doing this:
The anatomy of your blog – The Outline
A blog can be used and reused in so many ways! Create an outline. What is your overall message? One sentence!
Identify three key points to support your message
For each key point, decide on supportive information that you can use to drive home your message. It could be a statistic from another article, a personal story, a case study or testimonial. Maybe even an infographic!
Now write it!
Time yourself. Give yourself 30 minutes to get this done. If you did a good job on the outline, it’s not going to be hard, as long as you keep telling yourself that the goal is progress over perfect. If you strive for perfection, you’re never going to get this done!
Create an Awesome Headline
This is where I’d spend some time! Brainstorm 10 ideas. Once you have those 10 ideas, head over to the close schedule headline analyzer.
Type into Google if you aren’t sure what this is and it will pop right up.
Now, type in your titles and see what gets the best score! Now use it!
Create an Image
While I do think that images are important, I also want to make sure you aren’t spending hours on creating a graphic. I know in the past I have, but it’s such a waste of time! So how?
I use Canva and I love the free pictures you can find on splash.com. There are many other places you can find free graphics, as well, so it may just be a personal preference.
Call to Action
Whether it’s an opt-in box at the bottom of your blog, a free copy of a book, or the opportunity to schedule a free consultation or appointment, don’t miss this opportunity!
You want your readers to know where to go and what to do next, right?
And just like that, you’re going to have amazing content that you can use to nurture your leads and provide value. This will help to increase your revenues by 50%! This is worth investing that hour a week into!
I’ve just walked you through how to do this quickly and easily week in and week out.
And one last tip… don’t forget to make time to use this content in your social media strategy! Since you created three key points above in #2, you’ll now have three great points to use in your social media strategy three times a week! See how easy that was?
I’ve laid out this great recipe for you here today and can’t wait to dig into more topics in the next blog!
Let’s talk about 5 Steps to Sell Out Your Signature Program today! This came to me because of all of you, actually! And if you’re wondering what I mean by a “signature program”, let’s dig in!
What do you want to be known for? What kind of amazing outcome can you provide for your clients and how do you take them on that journey? This could show up in many different ways.
It could be a three month, one-to-one coaching or treatment program. Or maybe a six week small group program. How about an eight week allergy relief session? It’s up to you what you want to be known for. This would be your “signature program”!
I was recently working with one of my clients who had many different ideas for programs she wanted to do. She actually already had several courses and programs developed, but we needed to start whittling it down. If you’re not clear on who you serve and what outcome you offer, it’s hard to put yourself out there from a sales and marketing perspective to bring in the right clients for you!
What kind of target market is going to want what you are offering really badly? Why is it so hard for you to figure out? Why do so many of us struggle with this? You’re the expert, but suddenly, you want to insert yourself in many different things.
Believe it or not, the starting point is really what I consider Step #4 in my 5 Step Process!
But let’s walk through the beginning to help you sell out your signature program.
Be Crystal Clear On the Problem You Solve
If you don’t know what that is, you’ve got to go back to thinking about what you want to be known for. It needs to solve a big, big problem! It will need to be something that people WANT to buy!
Who Wants This Outcome?
Let’s think about this a little deeper. Say you have a client who is dealing with infertility. A side problem they experience is anxiety, which leads to sleeplessness.
Selling to a woman who is struggling with infertility for anxiety and sleep isn’t going to do the trick. What they really want is to get pregnant! While you can claim you’ll solve the anxiety, ultimately they could care less about it. While it is true that it may be driving them crazy, it’s not what they’re going to really go out and buy.
Before you come up with the step-by-step program you’re going to take them on, you need to put in some time to brainstorm.
Many clients may be in a bad way by the time they come to you. Think about how they got there in the first place! It’s not just taking them on the journey, it’s educating them on why they’re in this situation to begin with! I call it “ghosts of the past”.
Think about where they’re at now and what is keeping them stuck. Why can’t they get from Point A to Point B? What is holding them back?
Look at these two areas: the past and the present. Think about their lifestyle choices, the environment. Maybe their mental, spiritual, and physical health. Their relationships. You’ll want to incorporate these elements into your signature program!
Than, brainstorm the steps and possible things that you’re going to need to teach them to make sure they don’t fall back to past behaviors! To ensure that they break through what they are currently doing to move them to the next step!
Just get it all out on paper!
What I see happening is because many think it’s about perfection over progress. The idea here, however, is to just spit out as much as you can think of, that may be perfect for you to cover in your signature program.
Organize and Outline
The key to a signature program is to not make it too long. If you’re new to this, six to eight weeks is ideal. This could correspond to six to eight modules.
Take all the information you came up with in Step 3 and put it into six to eight modules! Each will need to have a goal and it needs to have some key points or outcomes.
Develop the course! How are you going to walk people through this step-by-step?
Don’t make the mistake to just think that now you’re ready to rock once Step 4 is done! Beta test your new program with five to ten people! This is really important because you don’t have to get it perfect, but you really need to get it going!
Don’t waste all your time developing some fancy signature program that doesn’t end up selling.
Now that you know the problem that you are going to solve and who it is for, go out and get beta testers to run through the new program! Now you’ll be able to develop it as you go and get feedback to adjust and tweak, where necessary.
As a recap, DON’T START WITH STEP NUMBER FOUR! Make sure you follow these 5 steps above and you’re going to develop a program that sells!