Okay we can’t contain our excitement! We are launching the 360 Mastermind - a life-long commitment to yourself and a year-long commitment to our method.
What is a mastermind you ask? It’s a small groups of people who have similar goals and who come together in regular intervals to brainstorm and evolve together. Running a business by yourself can be lonely, isolating and scary as sh*t. So instead of being on your own and trying to figure it out on your own, you don't need to rely on just your one brain. In a mastermind, you have a group of brains that all have their own experience, that have all invested in different educational pieces, who have had different experiences. There's so many ways that a mastermind program can catapult your business. Professionally it helps you grow, but then the emotional piece is huge which impacts both your professional and personal development.
Kendra and Christine met through FDN but quickly became business besties. They started with running a webinar series and then moved onto the 360 Health Biz Podcast. These biz besties talk on Voxer, vent to each other, reach out for support, run ideas by each other, be each other's biggest cheerleading squad and now together, they want to be YOUR biz bestie, YOUR cheerleader and YOUR business coach.
The 360 Mastermind includes three pieces of continuous education: private coaching, hot seats, and two retreats. It’s a 12-month business coaching and personal development program that will help you power-up, move past your internal B.S, get accountable, master online business strategy and DO the work you’re afraid to do so you can access the life you have always dreamed of.
Join before November 15th and we cover the cost of the 1st retreat! If you pay in full, we cover the cost of BOTH retreats! The program officially starts January 19, 2020. Interested in learning more about the 360 Mastermind? Check out the details here
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Kendra Perry: Hey, hey everyone. Welcome to another amazing, as always, episode of the 360 Health Biz Podcast. I am one of the cool hosts, Kendra Perry, but the even cooler host [inaudible 00:00:00:15], and it is Christine. She is my Biz bestie. She is my biz rock and my biz family. It's just the two of us today. We are going to be talking about a topic that we're very passionate about, and that we want to really share with you, and something that ... This is something you guys actually might be missing in your business life.
We really want to help you see how much this thing can really help take things to the next level for you. Not only professionally, but emotionally, okay? This can actually prevent you from self-imploding and having a nervous breakdown.
Christine: Yeah, I agree.
Kendra Perry: So we're going to be talking about three community biz besties and basically masterminds. Because we know as entrepreneurs, it's lonely, right? It's isolating. Usually, we are trying to build our empires from our home offices, or coffee shops all by ourselves and our friends and family don't understand what the fuck we're doing, and usually they don't support us, right? Do you agree, Chris?
Christine: Yeah, I totally agree. I mean, Kendra and I we ... I think everyone who's been listening for a while and knows that we have this super close relationship, and we are business rocks to each other because there are times when you need to vent, or when you don't see your blind spots. And so, having a community is just so, so, so important.
And so, we want to talk a little bit about masterminding and what it is, why that community is so important. So let me walk you quickly back to what a mastermind actually is. And it sounds like this evil kind of thing. Like this I'm going to take over the world kind of thing. It is a little bad. But basically, it's been going back for eons of time. You can think about King Arthur and his round table.
You had these, basically, these communities, these small groups of people who had similar goals and who were always in a position of influence, or who wanted to have same goal, who would come together in regular intervals to brainstorm. So to basically see how they could evolve together. And it's basically, instead of being on your own, trying to figure it out all on your own, you don't need to rely on just your one little brain. You have a group of brains that all have their own experience, that have all invested in different educational pieces, who have had different experiences.
So we bring it down together to entrepreneurship who've been working with different clients, who've maybe already built this six-figure or seven-figure business, who have had their own coaches. All of our experiences are different. And so basically, you get the benefit of all of these different brains helping you to basically evolve and to become a better entrepreneur yourself.
So you also had people like Henry Ford and American presidents, and all kinds of people who've had this concept forever. And I think if you're one of the people who've mentioned it a lot is Napoleon Hill, who is Think and Grow Rich. So you should have read his book if you haven't yet. That is basically what we're doing.
So personally, I've been in a few masterminds in my career. Some have been led very, very well. Some may be not so much for me. But I have to say whatever the experience was with the coach, and I'm going to go back to that later because it's such a huge question of trust. What has always been life changing for me was the connection I made with the other members, always.
So the first time I joined a mastermind was in my first year in business that is back in 2015. I still I'm in regular touch with the people who were in that group because we bonded so much. Here's the thing, you need that connection. You cannot do it alone. And sometimes you stay in the abyss of hopelessness because you had a bad month, or because you had a comment hearing again by your family most of the time. And it's just when you need that support network, and that's what a mastermind is providing you with.
And then on top of that, you have blind spots. So very often you cannot see them. It's impossible. But you have a group of other people who are shining their light on you with so much love and experience, and they will see it, and they will tell you, why don't you do this? It seems so obvious. I've just been in Tuscany a couple of weeks ago for four days of masterminding with a group of women. And not to say that it only has to be women. It can be men and women, or mixed, or whatever.
One of the first things we did was we really opened up. We really went deep, and we talked about the good and the bad and the ugly. And it immediately created this bond. I wasn't ready to quite share until the very last day, but that was when I had my breakthrough because I felt stuck with my company. I hadn't realized that I had this block of developing further.
And as it is, now I have my team. I have a licensing format for my company. It's going to grow. But I wasn't ready and I would never have done it if I hadn't had the support of that little group. And so, that's how masterminds can be. They can be online, and they can also be in person. They can be focusing on certain topics, and they can also be focusing on you. And here's the amazing thing. Sometimes they do all three.
So sometimes they have topics of continuous education each month, and they might have something that's called Hot Seats, which basically means the light is on you. You bring your question to the table and everyone will help. And then sometimes they also combine in person meetings. And here's the drum roll moment because Kendra and I, we are hosting a one year 360 mastermind in 2020, and it has all three things.
So you have continuous education. You have hot seats where it's just about you. You have one-on-one coaching by the both of us. So we have very different brains as you know, but we have both geniuses now elements. So you have both brains. And we also have two in person retreats where you actually get to meet the tribe in person. And I can tell you there's nothing like in person meetings.
Kendra and I we've only met after knowing each other for like a year for the first time, and yet I think it still brought everything to a different level. We'll just see each other for the second time in a couple of days and I can't wait. It's just different sharing some food together, and having that chat and looking into each other's eye and just be like, "Oh, it's just different."
Kendra Perry: Yeah, you can really vibe off the energy of a group when you're at those in person events. Personally, I think you can build a business all by yourself without a community, without a group of likeminded entrepreneurs with similar passions, similar goals. But I think it's going to be really hard, and I honestly think it'll take you longer.
I really credit the fast growth of my business to finding a group of people to actually bounce ideas off of. When I first started out, I mean, I'm from a small town. I don't know anyone with an online business. My friends who I've had for years still don't really get what I do. They have no idea. My parents were not supportive. My partner at the time was relatively supportive, but I couldn't talk to him about it because he was a mechanic. And he was like, "What are you talking about? You can't talk to me about this. This makes me feel crazy."
So I felt like I was spinning. That was really difficult because yeah, like you said, you have blind spots. Or sometimes you're trying to decide between three things and you can't. You're so indecisive. You're like, "I don't know. Is this better? Is this better? Is this better?" And yes, we have to test everything. But sometimes it just helps to be able to talk about that with someone else.
My first experience meeting that type of people was going to a live event. I flew down to LA for a conference after I joined the transformation, or the Institute of Transformation Nutrition. I met a few women there at this event, who I'm still in touch with. They are still health coaches running their online business. We still keep in touch.
One girl I became very close with and we literally just faced with message all day, and that was so helpful because I'm just like, "What about this? And what about this?" Because it's such new territory. And it is very isolating because you're usually not getting the support of your outside community because they don't get what you're doing, and they want you to be safe. And starting your own business is not the same option, right? And obviously, there's a lot of weird conditioning and beliefs around small business, right?
So it's not their fault. They just want you to be safe. So I have that experience and that was really awesome. And then I eventually joined a membership that used to be run by Lindsay [Patea 00:09:37] and Emily [Patch 00:00:09:36]. It was called The Funnel Playground. So it wasn't a mastermind, but it was like a membership group where we all were building our funnels, and we had the hot seat coaching, which was very cool, and the support. That's where I met our current business coach, Jamie Palmer. I actually met her in that group.
Christine: I love her.
Kendra Perry: That's where I first came into contact with Jamie Jensen, who has helped us both with our stories. She's actually been on this podcast. Actually, both Jamies have been on this podcast. So it's very cool because you connect with people who not only can help you. You can hire them, but they come into your world and then you have them on your podcast. We have both been on Jamie's podcast, right?
There's just so many ways that this can catapult your business. So professionally, it helps you grow, but then the emotional piece is huge. Like me and Christine, we actually met through functional diagnostic nutrition. It's a funny story. I shared it on an Instagram story before. But basically, I was working for FDN. I was running their graduate membership. The owner was really set on having this lecture club where it taught people how to do public speaking. I hate public speaking, which is funny because I'm actually doing public speaking this weekend.
Christine: You'll be fine.
Kendra Perry: I'm like, "I get that you want to do this, but I don't want to be the one to charge this one because I'm not an expert on this." So I was like, "I'm going to hire an interim. I'm going to bring someone in who can help me run this." And so I put out the application and a bunch of people applied. But I was the most impressed with Christine's application because you had all this public speaking experience. Your resume, I was like, "Well, this chick's for real." And [inaudible 00:11:21].
Christine: I need to pull that resume out again.
Kendra Perry: And so, I ended up hiring her. So we ended up running this webinar series together. I don't know. Maybe it was 10 webinars or something like that. We just hung out. Christine did a lot of the teaching. I was there to support, ask questions, and run the questions. We just fell in love.
Christine: Yes, we did.
Kendra Perry: Yeah, it was so fun. We just started clicking. And then maybe like six months after we met, after I had soccer working for FDN and we both ended that webinar series, I wanted to start a podcast and I wanted it to be a business podcast. I love talking about business. I love helping coaches build their business, which I learned that when I worked for FDN because I was seeing all these people struggle with their business. I was seeing all the nutritionist just being so talented and having so much knowledge, and having the ability to help so many people in this world, but not actually being able to get their message out there.
So I really wanted to start a business podcast and I was like, "I don't want to do it alone." And I was like, "Christine would be the perfect cohost." So I asked. I asked you and I think you were just like, "Fuck yes."
Christine: I'm just a spontaneous kind of person. I'm just like, "Sure, it's easy. Just set it up here, here, here." I think that's also how we complement each other because I don't think that much. I just do things really quickly. And Kendra is more of a, "Okay, I'm planning this. And I'm going to do this and this." We complement each other really well because we have different paces. She slows me down when I need to slow down, and I pick it up when we need to be calm. And it's always working really well. But it was just like, "Yeah, sure, let's do it." And then that was it.
Kendra Perry: And it happened, yeah. I don't know what episode we're on, but we probably have almost 50 episodes. We've been doing this for about just over a year. We have so much on. This is definitely my favorite thing in the business is doing these podcast episodes because we have so much fun, right?
Christine: Yeah, very true. Very true.
Kendra Perry: On top of that, we are podcast cohost. We are our business partners, but we are also business besties. We talk on Voxer. We vent to each other. We reach out for support. We've run ideas by each other. We're each other's biggest cheerleading squad. We need that. I don't actually know what I do without you, Christine.
Christine: I know, likewise. You need it. I can never go to my mom and tell her something. She would just not get it. Or she will think you're complaining hence everything is a failure, which it's not. Yeah, I think it's an episode for mental sanity and just resilience. It's just you need to also genuinely have someone who truly believes in you.
There's a difference between people who try, and those people who actually do. You can just feel it. You really need someone who I think also knows and who has walked the talk, who has been in those shoes, who's had had maybe tough times at times as well to know that you can absolutely do this, and to trust in you, and who sees things in you that you don't necessarily always see.
So that is what is helping you to move on and to not get stuck. Sometimes you need to see yourself through other people's eyes in order to actually remember how great you are.
Kendra Perry: Yeah, and I agree. And I'm sure our listeners have had this experience with health, for example. A lot of us are health coaches because we are own personal health struggle. We can be very talented health coaches who have the ability to help our clients. But when we're trying to fix our own health, that can be very difficult because you're too close to the situation, and you're emotionally involved in it. And it goes through for your business too, right?
It's hard to take a step back and look at everything through logical eyes because the truth is we're all emotional beings, and we're being driven by our emotions. Our emotions are driving our decision making, which in business is okay sometimes, but sometimes you need to move out the emotional piece, and that's where your wolf pack, your community, your business bestie really comes into play because they can be the logical ones who step back and be like, "Oh, that actually doesn't make sense." Or deciding between those two things that actually isn't what matters. Both are good, you just need to do it, right?
Christine: Exactly. And I think one thing is the prep of our podcast was always that we connected, especially through FDN. We connected with people who are beautiful people, super smart people, and have this huge mission, and who literally really want to help so many people and you can do it, but who are not necessarily as into business as we are.
I mean, not everyone works the same way that we do. Both Kendra and I are total geeks. And that's, I think, one thing that connects us. We love our tech. We love the online aspect, and we chose it. But for others it's just ... But well, Kendra is in a remote town so it was a necessary ... Not a necessary evil. It's just a welcome choice, I guess.
For me, I'm in this teeny tiny country with a language that nobody speaks. So for me, it was sudden from the beginning that I need to conquer the world. But both of us we enjoy it. We've always enjoyed it. But we really, our mission with our podcast has always been to help those who might not necessarily have the inherent passion for this, and who just need some help and need a sounding board, I would back in.
But podcasting is obviously just a one-way street. We put our content out there, and we hope we make it as easy and as enjoyable as possible. But obviously, connecting and getting feedback and being actually able to help people is another story, which is how this was basically born where we said, "Okay, let's take it to the next level."
And I think the other thing is always, Kendra and I have both been working with coaches on and off. I think what makes us different, or not necessarily different. It's just that I think we're both people who've experienced to having people be very willing to take our money. But ultimately, not necessarily really caring about the outcome. And why? You obviously always have to do the work. I think both of us are people who really, really care. I don't know anyone, really, who is as invested in our private clients as Kendra is. You wouldn't think it, but this one is quite emotional sometimes. And I love her so much for it.
Kendra Perry: I'm very emotional sometimes. It's difficult because I think you're a health coach so you got into this to help people, and you did your nutrition training. Maybe you're an FDN, maybe did IIN. There's so many different ones out there these days. But you actually need just as much education, if not significantly more education, in online marketing and sales than you do as you have in nutrition.
That is really overwhelming. And it's not your nutrition school's fault that they didn't set you up for business because business and marketing is changing. It shifts constantly. You need to be up with the trends, right? You may not be that into that, and that's okay if you're not as obsessed with it. [crosstalk 00:18:47].
Christine: Totally. Totally.
Kendra Perry: Because if your nutritionists will try to teach you online business, by the time they updated the curriculum, everything would have changed again. Right? Things are always shifting. There's new platforms. The social media algorithm they're changing. People are changing, right? Ultimately, online marketing is a game of psychology because it's all about the people and how they respond. And the world is changing. It's always changing. Technology is changing people, right?
Christine: Plus I think people are changing. You are changing. The time when you graduate to the time a year later you will be completely different. Both of us redesigned and we've done our niches, and if you know our stories you know that we both completely shifted businesses over the years. And I think now it's been pretty consistent because we've done all the work, meaning not just the marketing work. We also do obviously stay up to date with whatever's happening in the digital world.
But I think one thing that we also do very much so is the personal development piece. And I think that's something, which, unfortunately, is very often put on the back burner. And both of us are a huge believer that it's actually the first step that you need to do, even though it seems so unsexy, and you cannot see the conversion necessarily in metrics immediately. But I do honestly believe that if that is skipped over, it's doing you a huge disfavor. I mean, both of us are very, very candid about that.
Kendra Perry: Yeah, I agree. I mean, I think online business is almost like 8% mindset, right? Pretty much all the reasons why you're not succeeding or taking action, are blocks, right? Imposter syndrome, fear of putting yourself out there, fear of action, analysis paralysis. These are things that are not unique to you. We're all going through these, right? And we have to push through these. Your money shift. You've downloaded a whole bunch of bullshit about money from your parents, from your grandparents, from your community, and that's actually preventing you from attracting abundance, right?
And so, with a 360 mastermind, it is a business coaching program. But it's also a personal development program because we have to work through these things. I work with new coaches. Most of my clients are pretty brand new. What we end up talking about on our coaching calls is a lot less of the techie, social media, business sales shift. We're talking about the mindset. They're like, "I'm so scared of this. Nobody signed my contract. They hate me."
I'm like, "No, that's actually not about you. That's because you need to remind them because people are distracted. That's not because they hate you." Stuff like that because we make everything about ourselves. We have fear. Maybe we were bullied in high school. So we're getting triggered when a troll comes on our social media and says something nasty to us, right?
Online business will trigger you. And if you don't do the personal work, your business won't grow because it can only really grow as far as you are willing to grow. And so, we want to discuss a lot of those things as we go through this. I mean, this is where I think me and Christine's greater mission is. I've been feeling it pretty deep in my soul lately that we have a bigger message to share because the truth is when you build your dream business, you are building self, right? You're investing in yourself, and you are becoming a better person because I don't think you can build a successful business that you love without doing that personal work as well, right?
Kendra Perry: [inaudible 00:22:20].
Christine: It's daunting because you're out there. It's all of you. I do find, though, suddenly you have terms inspiring floating towards you. It's not even because they're trying to, it's just because you're finally shining as the beautiful person that you are. And we believe that you are because otherwise you wouldn't be listening to us. That's very simple. I truly believe you attract the people who jive best with you.
My best example is my team. I've just went to Bali and I trained six amazing women for my team. Super smart. The best heart I've ever seen. I was a little bit intimidated at first, to be honest. But in the end, they are exactly ... Not exactly like me. Obviously, we're all different. But I truly believe that once you shine as who you are and you actually like who you are, the same kind of people will be drawn to you.
So if you're listening to us, then I just think that you are very similar maybe at a different level. So you actually know that there's much more to this than at first sight. This gives me the tingles through it.
Kendra Perry: I know. We're going to cry over here.
Christine: I know. So let's talk a little bit about logistics in terms of what we do, and what this whole thing looks like. So the reason why we're this, even if you're listening to this on a later date. It doesn't matter. You just have an idea of who we are, what our mastermind is. And just to say, there's something that needs to resonate. I've been in masterminds that have worked really well, that haven't worked very well. I've also been invited to some where I had to decline because it just wasn't the right time, or it just didn't feel quite right.
And so, I really believe that you have to join. If that gut feeling is like, "Yeah, yeah, this is it," then I think you have to listen to that for sure. So when we talk a little bit about logistics, let me pull up very quickly here an idea of what we're going to do. As I said before, we have these three pieces of continuous education, of private coaching, and of hot seats, and of the two retreats.
So things that we have in our curriculum, which is completely ... How should I say? Editable in terms of that we will listen to our community and to our tribe is the main thing is as we just said, is mindset. You have to face those little gremlins in your head and we're going to lovingly be there with love, beating the shit out of [inaudible 00:24:52] and letting you know when you are thinking things that are not actually your voices. And we're very good at that.
Other things that we're going to do is we're literally going to look at your website, give you feedback, and help you with your branding in terms of giving you ideas of helping you to understand who you actually are, what you want to look like, all of those things. Kendra and I have both heavily invested in working with the best in the industry on those topics.
So we've learned our fair share by watching them and by just being mentored by them in a way. Finances and pricing is something. If a coach is not offering you to become financially literate, you should run, seriously. I think it's an absolute basic task. You have to know your numbers, how much you're actually spending, how much you need to make, including taxes that go off. So we're going to walk you through that.
I'm not a financial mastermind or guru. And I think that was one of the things that actually helped me back for a long time thinking that I was not good with money. So doing this has been life changing for me. And so, we're going to help you do this too. Funnels, so the more practical things. What are you going to do if someone lands on your website? Sales. How do you sell? Which is a lot easier once you actually know who you are and what you like.
Softwares and tools and employees. Both Kendra and I have teams. So we're going to teach her everything we've learned. Copywriting. We've both worked with amazing copywriters and you just learn and pick up quite a few tricks, and scale to some extent. Online and offline marketing. Again, both of us, I do a lot of workshops. I do a lot of public speaking. I'm doing my first TEDx talk in December. So it's all very exciting. I'm going to teach you all about that.
How to do content creations. Again, both Kendra and I have invested in learning a system, which we'll help you to understand. Community building, which is Kendra's absolute strength. Video marketing, PR, which is my forte. So both of us have these incredible niches that we both shine at, and we help each other with this constantly too. So if I have a question about Instagram stories I will ask Kendra, or I will check out her stuff and just copy it. The workshop, for example, we design together, because that's more my experience. So you'll basically get both our brains.
And then the other thing is obviously the two retreats. So we're going to go to Denver at the beautiful resort in nature, because that's where my little Kendra thrives.
Kendra Perry: I was like, "I will not go anywhere but the mountains."
Christine: I know. It's hilarious. So we're going to go there. You basically have, depending on when you sign up, but everything's included in terms of accommodation, food, airport transfers, all of that jazz. You don't have to think about anything. We have a wonderful event planner who's helping us do all that. So it's all really exciting. So we're going to do one in the spring and one in the fall. So you'll get to meet us, and hang out with us, and bond with us. We're going to cry, and have fun, and make lots of money, which I'm very excited about.
Kendra Perry: And it's so much fun to meet in person. You really just vibe off everyone's energy. You'll feel just so inspired and transformed by the end of those. I'm really looking forward to those [inaudible 00:28:16] actually be super beautiful. And you know I'm going to drive you guys on a hike. So that's just going to happen. So prepare.
Christine: Yeah. I need to get shoes appropriate to that. I don't think my Louis Vuittons will cut in.
Kendra Perry: Well, you need some running shoes. I mean, it's such a cool program because you basically get our eyes on your business for an entire year. And we're there to help you plan and strategize, and give you the tools, share our experience, and basically just hold your hand through the entire process. And a year is a really good amount of time.
There's going to be just so much transformation that takes place. Because I really do think it takes about a year to really get what you need in place so that you can start really being successful in business, and build that profitable business, the one that gives you freedom, whatever that looks like for you. Whether you want to be traveling the world like Christine, or whether you want to be like hermiting out in a time [inaudible 00:29:09] where there's no employment opportunity, right?
Most people I know in the small town make modest incomes. There's not a lot of jobs. A lot of people come to where I live and have to leave. This was my way of being able to stay here, but also to be rich and be able to afford the lifestyle that I want. If you guys follow me on Insta stories, I just built and moved into my dream house. I could not have done that without my business, right? You guys should check it out on my stories. It's fucking nice.
Yeah. We're going to work through the mindset. We're going to help you attract abundance because there are things that you do on a regular basis, things that you tell yourself, things that you say to your online community that actually block new clients from coming into your world. You might be doing things that are actually repelling people from coming into your world.
If you're not attracting consistent clients and bringing in consistent income to not only pay your bills, but have the extras for the lifestyle that you want, it's not because you're not good at this. It's not because the internet hates you. It's not because the Instagram is against you, right? It's just because what you're doing is hard. This is not an easy thing. And trying to do it on your own, like I said, I think you can do it, but I think it will take you twice as long. I think some mental health will suffer as you go through, and you may give up.
I've seen a lot of coaches just give up because they're just like, "I can't do this. No one will pay the cost of my services. It's not sustainable." And I'm just like, "Well, it is. It's just that, you know what I mean? You're not doing the right things and you maybe don't fully believe in yourself." Right?
Christine: And look at what Kendra and I are doing. I mean, Kendra is selling head tissue mineral analysis and business coaching for health coaches and I'm selling fucking sleep. We charge whatever we want to in a way. We really walk the talk. We really know what we talk about and we care. I cannot say that enough. I think both of us are really carrying people with very cool humor as well.
I really think when we find someone who we think is a great fit, then we'll take you under our wing and it's going to be a lot of fun and very, very efficient. So if you want to know more about that, let's see. Where do we send them? So there again, that's me not being [crosstalk 00:31:34].
Kendra Perry: We can send them to ... We'll put it in the show notes, guys. But the link is just 360healthbizpodcast.com/mastermind. To make it simple, you can get all the details there. We have two tiers for our mastermind. We have a bronze and a platinum. So platinum is for people who just really want to Excel. You get a bunch of switch. We'll cover your travel cost to the retreats. You get extra coaching with me and Christine.
I'm going to help you master in your YouTube channel, become an authority on YouTube. Christine's going to help you with your signature talk. You'll get moral support from us, and that sort of thing. We do have two options depending on your needs. Just something I wanted to quickly address because we do talk to health coaches and all our examples are going to be in health and wellness.
Really, what we teach can apply to anyone who sells online coaching services. I know we've had a couple people interested, a girl I know who's a climate change coach, for example, and someone who I think does mindset. And they were wondering, well, is this just for health coaches? Our experience is in the health and wellness industry, but really what we teach is true for all online business as long as you're selling coaching services.
Christine: And I think what sets us maybe-
Kendra Perry: [inaudible 00:32:55] you sell a product, but it would be specific to. If you just have a product, this is probably not for you. But you don't do consulting, online coaching, you want to sell high ticket coaching programs, and eventually group programs, then this is for you regardless of [crosstalk 00:33:09].
Christine: Exactly. Especially when you're selling something where you tell yourself, or where the people are, where they don't necessarily see financial revenue immediately. It's not necessarily for someone who's going to afterwards say, "If you do this, you will have six-figure business." That's not necessarily it. But for things that are a little bit more intangible like mindset or health where we know it is the most important thing in your life.
The people just tend to be a little bit more weird about spending money on it because we do this every day. That's Kendra's online business. So we know how to sell that in a way that it's an integrity with you. You don't have to lie obviously do anything like that. So it's just different. And whether it is exactly like ... I don't even know what else could there be. Mode, or EMF, all of these things, self love, how to just sell these more intangible things that we don't know are absolutely essential and crucial for living a happy life. So that's where our forte is, I reckon. That's how I would describe it.
Kendra Perry: Totally. Yeah, and we're both super excited about it, and that's going to kick off January. So there is lots of time to sign up and get more information, if you guys are interested. We do have a deadline just for some bonuses. So if you guys are interested, definitely connect with us. In the show notes we'll basically give you every way to connect with us, whether you want to connect with us through email, through Facebook Messenger, or you can also hop on a call with either me or Christine and we'll just hash it out with you. We just want to help you make the right choice for you. Okay?
Christine: Exactly. Having said that, though, we are officially launching this at the FDN conference, which is going to be the 4th of November is our day. So you will listen to this later. So we have these extra bonuses that are going to be available until the 15th of November.
So listen to this and if you are like, "Okay, I really want to do this," just don't wait too long because they will be gone. It sucks when you listen to this later. It's just the way it is. We'll be kicking off in January. So still get in touch with us even if it's later. But that's just a couple of bonuses that will be gone by then.
Kendra Perry: Yeah, totally. Yeah. I think before the 15th if you sign up, we'll cover the cost of your retreats first, and the second one as well depending on what tier you sign up for. But that'll be on the 15th. So we're doing a super, super early bird, which is going to be super sweet. So if you hear this, let us know. But even if it is after that date, still connect with us because you can split it in. But we are capping it. We are taking a little bit in an amount of people. I think our cap is maybe like 20 or so. I don't know.
Christine: That's the absolute max, yeah. Absolute max.
Kendra Perry: Absolutely max. Yeah, so if you're hearing this on the podcast and you weren't with us at the conference, get in touch right away because we actually don't know how many people are going to sign up from the conference. And it could just be that it-
Christine: Almost sold out.
Kendra Perry: ... almost sold out then and there's only a few spots left when you're hearing this.
Christine: Yeah. All right. And I think that's pretty much it. So get in touch. Thank you again so much for listening to us. We really appreciate it so much. We appreciate every interaction we get on Instagram, we get on iTunes. We really do. This is not just us saying, "Oh, that's cute." But it's truly making our hearts every time we see this. So thank you.
Kendra Perry: Thanks everyone. We will see you in one week from today with the next episode. If you like this episode and you learned something from it, you can take a screenshot of it, share it to your Instagram stories, mention @360healthbizpodcast, and just let us know your take home. Let us know what you learned and we will share your story to ours. And for bonus points, leave us a five star review on iTunes.
We do currently have a contest going on, which is still going to be going on at the time that this episode drops. And you can win the 10 books that helped me and Christine build our six-figure businesses plus a business audit. So basically we'll audit your social media and website and send you a report that basically says, "Don't do this. This is good. This is bad." With love [inaudible 00:37:14]. All right, guys, thank you so much for tuning in, and we will see you next time.
Have you been considering running a webinar to bring new clients in the door? Well you're in luck because in my new video I'm going to teach you a webinar format that converts AND will help you turn those prospective clients into paying clients.
I ran my health coaching business for five years, and during that time, I hosted many webinars - some failures and some successes. But what I found when it comes to running a webinar, is that there are five key ingredients for success.
1) Strategic focus
3) Keep them short and sweet
5) Q&A session
Let's start with step number one: strategic focus. Your webinar topic has to be virtually the same as the ultimate product or service that you are going to pitch or sell at the end of the webinar. That means that if you're selling a weight loss program, your webinar actually has to be specific to weight loss and not some other similar topic like body image or mindful eating. Your program or service should actually feel like the natural transition for viewers who want to go deeper after learning from your webinar. So using the example of weight loss, if you are selling a 12-week weight loss program, then maybe the title of your webinar is "Five Shocking Reasons You Can't Lose Weight & What to do About it". In this example, people who are interested in weight loss are going to be very interested in signing up for your webinar. And once you teach them why they aren't having the weight loss success that they desperately want and then you give them a few actionable tips and strategies. Naturally, those who are interested in getting bigger results are going to gravitate or at least be interested in the product or program that you are selling at the end of your webinar.
Number two is bribery. People are pretty distracted these days which means if you don't give people an incentive to stay the course of your webinar, there is a really good chance that they're going to get distracted by their phone, maybe someone coming over, and they're going to drop off and they're never going to get to your pitch at the end of the webinar. So you need to make it worth their while to stay, and nothing works better than what I call ethical bribery. This might be free access into the program you're selling, or maybe it's a free product that they would be interested in like a Vitamix or maybe it's a free 60-minute consultation with you. Whatever it is, you need to make it juicy - something that they're actually really going to want. And you need to make this really clear at the beginning of the webinar. You need to tell them, "Hey, for those of you who stay with me till the end, you can be entered to win this free thing." And usually how I do this, is I say a secret word at the end of the webinar that they can then email to my team to get entered into the contest. But of course, you don't want to give that secret word away until you have finished your pitch. Without bribery, there really just isn't the incentive to stay to the end of the webinar.
Number three is short and sweet. The biggest mistake I see a lot of people doing is that they overwhelm the viewer by giving away way too much information in their webinar. As much as you feel super passionate about the topic you are teaching, if you make it too long and you overwhelm the viewer, it's a sure thing that they're going to just drop off. The content of your webinars should share a maximum of three to five points and it needs to be completely related to your webinar topic and ultimately your product topic. I also recommend that you give them something actionable during your presentation that they can do right now in order to experience a quick win. If you give your viewer a quick win, they're going to be way more interested in potentially entering your program, or if they're not ready to buy it then, they will probably still follow you and potentially they could become a buyer in the future.
The fourth ingredient is urgency. If you want people to take action at the end of your webinar, you need to put just the little bit of pressure on them. Otherwise, they'll get distracted and totally forget to invest in your program even if they had the intention to do so. Some people call this a fast-acting bonus. Trust me, it works. This is where you give them incentive to actually take that urgent action. So this might be a discount code that expires at midnight, or it might be some juicy bonus that they can only get if they sign up in the next 48 hours. And you should always include this urgency or fast-acting bonus. Even if you have your cart open for 10 to 14 days, you want to give them incentive to actually act right away. Remember, you do want to make it juicy enough that they can't help but take that urgent action.
The last tip is the Q&A or the question and answer session. This is your time to shine and you should always include this at the end of your webinar. This allows viewers to connect with you personally and inquire about working with you further. So regardless of who is asking questions in the questions box or if maybe nobody is asking questions in the questions box, that is okay. I recommend coming prepared with a list of questions to pretend to ask that highlight the benefit of your program. And like I said, even if no one actually ask this, you want to fake it because this is actually doing your viewer a favor by giving them more information about your program. So for example, if you have a weight loss program, one objection might be from someone who says, "Hey, I'm plant-based, I'm a vegan. Does this program actually include recipes that I can eat?" And you're going to be like, "Yes, it does actually, all of the recipes can be modified to be vegan or plant-based." Another example would be, "Annie says she has fatigue along with weight loss. Will this program actually help her get more energy and lose weight at the same time?" And your response is going to be, "Yes, Annie, it absolutely will. The information taught in this program actually helps build overall health and people can see a resolution of lots of different symptoms including energy or brain fog or digestive issues." The question and answer is the time to help address questions that you believe your ideal might have when it comes to making that decision to work with you.
Now that you understand the five juicy ingredients of a high-converting webinar, maybe you're hungry for some more delicious tips to optimize your online business?! So make sure to sign up for my weekly business tips here. These are tips that are specific to your health coaching business and things that I saw success with, with running my own health coaching practice.
If you've got a program and you're wondering how to price it, then make sure to check out my video, Pricing Methods and Strategies for Your Signature Coaching Program!
Today our topic is related to planning! Which took us awhile to realize that you actually need a plan to make strides in your business. And this doesn’t mean that on January 1 you buy a fancy marble printed notebook and by January 14 it starts collecting dust in your drawer.
Today on the 360 Health Biz Podcast, we discuss how planning can help you with your goals...for the rest of 2019 and starting 2020 with a bang! To determine what a kind of life changing experience this can be, we have Amber McCue, Founder of the Planathon here to go deeper into why we need to plan and set goals.
Amber stated “when we put a plan in place for our business, research from the state of the small business owner reflects that you will grow over 60% faster than if you don't put a plan.” MIND.BLOWN.
By planning out what you want to do with your business, it will help you grow faster, implement faster and you'll carve hours off the time you would otherwise be spending trying to figure it all out. Rather than flying by the seat of your pants and feel like you need to launch something new every few months, you need to be PRO-active instead of RE-active.
You just step back and plan first.
And it’s okay to start small. This means starting with micro moves and micro plans to get us ready for the macro plans. This could include breaking down five things that you need to accomplish this week to move closer to the goal that you're working towards. The small steps prepare us, and as we think about the plan for the year, you lay out the rocks.
So are you ready to start planning? Tune into the episode to hear all about Amber’s planning strategies and amazing event, the Planathon which just started!
From single mom at the age of 18 to owning two companies that allow her to work from anywhere. Today Amber runs her businesses from Africa, where she currently lives with her family. Amber is the founder of theplanathon.com, threeboudoir.com empowerandrise.com and coaches at ambermccue.com. Through her books, speaking, and in her coaching programs, Amber partners with business owners around the world who want to get more done, realize their dreams, and get freedom for themselves.
Join Amber's Planathon: theplanathon.com/360healthbizpodcast
Say hi on social:
Kendra Perry Instagram: www.instagram.com/kendraperryinc
Christine Hansen Instagram: www.instagram.com/sleeplikeaboss_
Connect with Amber: www.instagram.com/ambermccueTRANSCRIPTS
Christine: Hello everyone and welcome to this brand new episode of 360 Health Biz podcast and it is moi today, Christine with my beautiful hostess with the mostess, Kendra Perry who I love dearly, who makes me laugh, is super sexy and who's just really, really cool basically.
Kendra Perry: Okay.
Christine: Then to blow your mind today even a little bit more we have a fantastic, fantastic, fantastic guest today who I had the honor of meeting just a couple of weeks ago, blew my mind, zebras and everything. We will fill you in. And I will introduce her in just a little bit, but before we're getting started on an amazing juicy topic today as well, we want to appreciate you because you have been giving us some love. So Kendra take it from here.
Kendra Perry: Yeah, so we have a really awesome five star review from our biggest fan. We've already given her a shout out on this podcast but she deserves two shout outs because she's awesome.
Kendra Perry: And her name's Angela Brown and we were just saying before the podcast that she seems to take everything we teach and then implement it. I almost think we should bring her on as a case study because she's so-
Christine: I think we should.
Kendra Perry: I think we should. We should talk to her. She's probably like, "Oh my God." Anyways, so Angela Brown says, "Best podcast! Exclamation mark. Seriously love this podcast. I learn so much every time I listen and you guys are so genuine and real and make it easy to listen and learn. Your content is always incredible. Love you guys." And of course we love you, Angela. Thank you so much for being our fan.
Christine: We love you. Totally. We totally appreciate it. It's just the best thing ever. I feel really special. Thank you. So our guest today is the absolutely wonderful and amazing Amber McCue. So let me dish her official bio for you here. From a single mom at the age of 18, Amber, to owning two companies that allow her to work from anywhere. Today Amber runs a business from Africa where she currently lives with her family. She is the founder of the planathon.com, threeboudoir.com and powerandrise.com and email@example.com. So through her books, speaking in and in her coaching programs, Amber partners with business owners around the world who want to get more done, realize their dreams and get freedom for themselves. I mean what is not to love about that? Right? It's like yeah, sign me up.
So today our topic is related to the first URL that we talked about, which is the Planathon and Kendra and I... Well for Kendra probably not, but for me it took a little bit to really realize that I need a plan and at the same time I think I have a planner for every year. And I use it from January 1st til January 14th usually. And they're really beautiful planners. I have the desire map, I have the [inaudible 00:03:04], all kinds of different ones. The passion planner, I think it's called, really beautiful things. I just never do it. And so I'm really excited to learn about, first of all, how planning can help you with your goals because I think a lot of us, we just don't realize how important and how... What a kind of life changing experience this can be and then Amber is obviously hopefully also going to walk us through how you can do that and her amazing program, the Planathon which is going to start very shortly. So super, super excited about this.
Amber McCue: Yes. Oh my goodness. You are so not alone in your practice of, "I've got a new planner." 14 days later, what planner?
Christine: I know. And then it's like September and I'm like, "Aah."
Amber McCue: So true. And it's so funny because in the Planathon, right, we've got a group of people who are... 15,000 entrepreneurs come together every year and are preparing for the year ahead. And there are some good reasons for it because for those of you that may not think you need a plan, I want to invite you to rethink that, because when we put a plan in place for our business, research from the state of the small business owner reflects that you will grow over 60% faster than if you don't put a plan.
Christine: Well Kendra we need to screenshot this later because it's just like-
Kendra Perry: I can't do this and screenshot at the same time.
Christine: [inaudible 00:04:33] Excited. It's like, "What?"
Amber McCue: Yeah.
Christine: And I think I read this study before, but it's like again, what? It's crazy.
Amber McCue: I mean and I was like are you sure? Let's dig into that a little bit more, but there's so much research out there that supports you'll grow faster, that supports you'll be able to implement faster and you'll carve hours off the time you would otherwise be spending trying to figure it out while you're implementing. If you just step back and plan first. And I talk about it and this is a phrase I'm sure people have heard before, but slow down to speed up. Right? Yeah we've got to slow down a little bit. We're going to breathe. We're going to be intentional. Because I don't think it's the... It's not the act of planning and putting everything in a spreadsheet and putting it on the calendar. But what happens is we go into a different space in our brain and we're thinking strategically and we're stepping and elevating into that visionary CEO role. And it just gives us so much fuel for growth.
Christine: I'm excited [crosstalk 00:05:32].
Kendra Perry: Yeah I really love that.
Christine: Tingling all over. Say that sentence again. Too slow for speed? Is that it?
Amber McCue: Slow it down to speed up.
Christine: We need a teacher.
Kendra Perry: It's so good. Because we were saying before we started recording, like I haven't... I'm not the best of... I'm not a good planner. I fly by the seat of my pants. But how I felt all of 2019, well it was a very successful year for me in business. I felt like I was in this reactive state because it was just like, "Oh crap, I need to launch this" and "Oh my God, this is coming up so I can't launch then." And I was trying to just work things around and it was just... I ended up having to launch a course when I had all these trips in the middle of it. So I was in the mountains for seven days and I came flying out of the mountains after technical disconnect to launching and I was like, "This is ridiculous. Why am I doing this?"
Christine: I don't know how you did it.
Kendra Perry: And I don't want that for 2020. I don't want to live in a reactive state. I want to have at least somewhat of a framework.
Amber McCue: Yes. It's so funny because we actually in my program, Freshly Implemented, we had a client who was launching and going on vacation at the same time. But as she was getting closer to the vacation she realized, "Oh my goodness, I'm not going to have internet for five days." So one of our team members, a mentor in Freshly Implemented stepped in and said, "I got you. I'll watch your ads for the week." So we were backing each other up. But one of the simplest things that we can do, and we actually do this together in a live workshop at the end of the Planathon, is just look at the months, January through the end of the year and put your rocks in there. Right? I'm going to Bali in October and I'm going to be in the States for an event in February.
So you don't overlap and then weave everything else around it. For us, one of the rocks I put in is every Fall, we are hosting the Planathon. So no trips, family. And don't think that you're going to get extra love from me during that season. I just let everybody know. And friends, everybody knows at this point. So putting those big things on. Because I do not think it's important or necessary to go into all of the details for the entire year, just put the rocks on there, position things around. And then we go into details for a shorter period of time, which we can dive into a bit too. But I think if you just put those rocks in place and start to move things around it, you'll at least have the big picture.
I got to say, confession, the first many years of my business, I had way too much on that calendar. And every year I got a little bit smarter and a little bit more realistic and I got a little bit happier in my business and in my life at the same time.
Christine: Yeah. And I'm already seeing that October is going to be pretty full because I already have a conference in October and I know that I also want to do the retreat for my team in October. So I'm like, huh, wait a minute. So it's already, I'm like, damn. But you're right. Less is definitely more. And I feel what happened to me this past six months was I just wanted to focus on my business and suddenly everything happened and it's just proof that life happens. So just make sure you leave that breathing space, I think is just a really wise kind of tip.
Amber McCue: Yeah, it's so true. And in Planathon time, this is the one season... I think Christine, I mentioned this when we were in Tuscany together a couple of weeks ago. This is the season where my hours quadruple and I don't sleep well just because I'm so engaged and so excited about what's happening. I bust out the melatonin. So it's okay if you have a season like okay, this is going to be a little bit more intense than the others. But I know after that I get tremendous breathing room and I get to go back to serving my clients in a very big way and not right... We joke that stretched too thin is a kind of skinny. This will never be in. This way, but we're going to have bursts of our calendar where this is going to be an intense time. But when you look ahead and you forecast, you can plan for that and prepare to take care of yourself and take care of others and take care of your clients while that busy season is happening. So another benefit of, let's think ahead and plan together.
Kendra Perry: Yeah I love that so much because I'm all about lifestyle. I like minimalism in business. I don't want to work seven days a week. I don't even want to work five days a week. And I'm very... My self care, my lifestyle is very important. So I like what you're saying about kind of working your business around the trips you want to do and the things that are important to you from a personal standpoint.
Amber McCue: Yes sure.
Christine: So let's talk a little bit about... Well first of all the statistic is intriguing to me. So why do you think is it that your business grows so much quicker when you plan? Why do... I understand that you have a little bit more structure, but what for example would be a good... What would be a practical example of maybe a client that you worked with and you planned... You didn't plan one year and then you did the next. What happens exactly?
Amber McCue: Oh my goodness. One of my favorite clients. I got a lot of favorites. [crosstalk 00:10:59] Sarah, she is an author and she also runs courses for authors. You can check her out at heartbreathings.com if there are any authors in the house. And we talk regularly before she steps into a project about all right, what comes first? How do I position this? Because she's writing and she's serving authors at the same time. So how do I keep writing and I teach and I engage and I support this community? So she has just... Every year I get a little bit more structured, get a little bit more thoughtful about that plan. And I mean she just had tremendous growth and success in the last year and it is her success to share the details on. So again, go check her out.
But what I can see is that when we are intentional and we're mindful about it... There's this thing, where actually I was working with a coach once and he said, "Your goals are too realistic. Give me the big goal because that's what I want to help you reach." I'm like, "Well here's my big goal but I also want some things that are realistic because otherwise it's like, okay how am I going to get there?" And we get disconnected from where we are today. And what I find is that yes, stretch it a little bit, but it's also okay to be realistic about the near term goals and milestones, because it's achievable and it builds confidence and it builds momentum. And being intentional about these near term goals, which is exactly what Sarah and I are kind of constantly breaking down in our planning goal conversations, helps us build step upon step so that you can get to the big goal. Right?
It's not that the big goal and the big vision isn't going to happen, but we've got steps to take to get there. And I think sometimes it's easy to think super big and to go super big and then it's totally overwhelming and it's totally confusing. Like wait, which road am I going down? How am I going to get there? What path? And I'm a big believer in driving one car at a time because how many cars can you drive at a time? And if you try to drive five, how in the world is this possible? So what's the one thing, the one car, the one destination that we're trying to get to right now, knowing there's something else coming. Right? This isn't the end all be all, but keeping the focus as we go.
Christine: Yeah, and I think for example, I'm a very organic person. So I'm not linear at all, which means that I always have two to three projects at the same time. And it's kind of my way of working. And for a long time I thought that wasn't legit because we are taught the linear way. But it is also a big risk for me to get completely sidetracked. Right? So I allow myself to not just have linear structure. I always have two or three things on there and I bounce from one to the other whenever creativity strikes me and motivation. But I do need a kind of refinement because otherwise it just goes everywhere all over the place. So that makes total sense. And I do like that metaphor of one car. It's totally true. Absolutely yeah.
Kendra Perry: Yeah.
Amber McCue: It's interesting-
Kendra Perry: I was just going to say, I'm thinking of some of our audience who maybe with their business, they're just working with one-on-one clients. So maybe they're wondering, well what am I actually planning for? What are certain things that people should be thinking that they actually need to plan for at the beginning of the year or on a given day in their business?
Amber McCue: So a few things that immediately come to mind are how do you want to live your life? Right? So it's how you're operating and how you're showing up right now in your business with your clients, in alignment with the goals that you have. So many people start businesses for a little bit of freedom. And I can totally speak from experience that this... I was a workaholic in corporate. And I had to overcome that and really reset. How do I want to show up? Because when I am showing up in alignment with who I am and I'm operating in running my business in that way, it's just going to... It better serves everyone, especially my clients.
So I think how you spend your day, are you working at optimal times? For a long time, when I started my business, I never get any time. Sure you want to meet at night? Okay. Maybe not the best thing all the time. Sometimes in busy season, but really thinking about how your day flows and getting structure around that. Something else, your marketing efforts. Big time, got to plan the marketing. We don't market, things get [inaudible 00:15:44]. So constantly having a system in that. And I've got two different ways of marketing. One, in my photography business is very dialed in. We can turn it on, we can turn it off. A couple of weeks ago, Facebook turned it off for us, so we're resetting. Anything can happen, which is why you want to have a plan and maybe a couple of backup plans. And then in the consulting business we don't have that faucet. Right?
It's very much more launch mode. Is that how I want to run my business and my life forever? I don't think so. So I'm doing some planning around that. I very much like my faucet in the photography business and I want a faucet in the consulting business. So think about your marketing and is your marketing working the way that you want it to? And start building a plan and a backup plan for when things get a little bit off. I know oftentimes I hear from people who have one-on-one clients who get fabulous referrals, until they don't.
Kendra Perry: Yeah.
Amber McCue: Something happens, right? And it's not that you did anything wrong, but I'm not getting any referrals right now. Okay let's have a couple of different marketing channels in place. And the third thing that I think is really important, is to have a revenue plan. And your marketing plan and your revenue plan sync right up. And again, it's not about putting numbers in a spreadsheet or having numbers on a whiteboard, it's about getting intentional about where you want your revenue to come from and how you want to serve your clients.
Kendra Perry: That's so good. And I love what you said about referrals because I think referrals are fantastic, but I do see a lot of health coaches, especially relying too much on referrals. And to me, just relying on referrals is almost like relying on hope to drive your marketing and attract clients. Because you're like, "I hope someone's going to refer me." And I've had coaches be like, "Yeah I've just been getting referrals." And they think it's just going to like, that's just going to happen forever, but it's not reliable, and you're not actually like you said, being intentional. You're not going out there. And it's out of your control like you're relying on someone else. And I'm like, that's just not a way to run a sustainable business. And you're right, it does dry up, and then people are just like, "I've got nothing."
Christine: Yeah. And it's very rigid. I think that referrals they know exactly the experience, the one experience they had when working with you so other people experiencing exactly the same thing, although you evolve. So I still get referrals from the babysit business, which was three years ago. I haven't done that for three years, but people still, they don't catch that you change. So it can be quite disappointing actually also when people come because they've been referred to you, and you don't offer a certain service anymore or you've just evolved or your price has changed, you know? So it's a tricky kind of thing I find.
Amber: It is super tricky, and I love that along this referral conversation and thinking about how we want to structure our days and our weeks. Also from the state of the small business owner report. This is a great study that they did. They also revealed that businesses who are growing year over year consistently are spending two days a week on sales and marketing activities. So I sort of start to look at that as the average of the year because I've got some launch seasons where I'm totally spending more than two days a week on marketing. But on average over the year, and I'll flip back into client service mode so time on marketing goes down a bit, but I'm about average two days a week. And it's powerful, right? When you're showing up consistently, when you're engaging with people consistently, what that can do for a business. Again, getting to what you were saying, Christine, being super intentional about what you want to communicate and what you want to share with your audience to attract the right person.
Christine: Great, great. And I do like that too. It makes sense to me like I do less, I have to say, but kind of yes and no. Intentional like scheduled you set everything new content going out is once a week. But then I also catch myself having one other day where I will do a longer Instagram story or where I will do a specifically more elaborated post on Instagram or something like that, you know? So I think, and at the moment my funnel is working really well, like I have lots of preliminary calls booked. I don't know what's happening, but I think it's all connected to that.
It takes a little bit of time to kick in, but there's definitely a lot of truth to it. So let's talk a little bit about the Planathon itself. Right? So I love the word, Planathon. It's like, okay [crosstalk 00:02:38].
Kendra: It rolls off your tongue really nice.
Christine: Planathon, super nice. So tell us a little bit about how does it work? What is it? Is it a product, is it a service? Is it a workshop? What is it?
Amber: Yes, we ... I like to think of it as an event. And someone came to me later and said, "Oh, it's like a virtual summit." Like, "Oh yeah, I guess." But it feels so much bigger. Engagement and connection in this community blows our minds every single year. In fact, we have a team, the A team, helps engagement and just making sure everybody's taken care of in the community during the Planahton. And just yesterday a team member said like, "Oh boy, it's getting busy." Yes, we have a goal to connect with everyone in the community. So when people are engaging and showing up, we are there, and I am there a lot to participate because planning together is a whole lot of fun. And that's what this is about. We bring together a community of entrepreneurs to plan together because when you're in a group, I mean we know this, right? When you're in a group of people who get it, it starts to feel a little bit easier, and some of that, "Oh Okay, I'm not alone anymore," because I just sit at home alone a lot and do my work.
So there's that opportunity for connection. But structurally it's over five days. Actually, we spread it out over seven days. But there are five core days where every day five speakers take our virtual stage and help you plan in one area of business and life. So that is what's hap ... So five videos a day, five speakers taking our virtual stage, and the first day is my favorite day because I am in there connecting most on that day. And that's when we do some of the strategy and the big picture thinking, and then we bring it back at the end of the Planathon with a live workshop where, Kendra, you brought up at the beginning we're going to break down the strategic roadmap for the year. And we've got something super cool that we built this year, which is we're going to break down in that live workshop your modern CEO must do list because so many of us have more than we actually need on the to do list. So we're going to look at based on your stage of business, what should you be focusing on?
Kendra: Oh, that's so sad. I love that. I feel like people are really like obsessed and weird about their to do lists, and they just like create these big to do lists because they love to check things off of them. And I can't even ... When I see people's to do lists, I like, my adrenaline goes up.
Christine: I know. I am not a list doer, but I have one. I actually posted it just today on Facebook, and it's stupid. It's like measuring my fucking garden furniture because I need to find covers for the winter. I'm just like, "How can I outsource this? Like who can I [inaudible 00:05:33] to do that shit for me?" I just like [inaudible 00:05:37]. But, no, I absolutely love it. And just to comment, your speakers are awesome. Obviously there's a really exciting sleep coach who was good. But you have some really big names as well, so give us some examples for people who want to sign up.
Amber: Yes, absolutely. So Amy Porterfield is going to be there speaking on how to grow your list, a key piece in the online world if you're running an online business or even an offline business. So we've got Amy. We've got Denise Duffield-Thomas. Denise always comes out with something magical. So that's going to be the last presentation, like what is Denise going to talk about this year? And it's always mind blowing. So Denise Duffield-Thomas will be there speaking about money and money mindset. We've got Susie Gray coming to speak about your brand fingerprint. How do you really, as you were talking about, Christine, get really known in the market for that thing that you want to be known for and that thing that you do well. There are so many.
Christine: There's so many. Literally when I saw the lineup I was like, "Oh my God, I'm so honored to be part of that."
Amber: Incredible talent. And that's the thing. That was also part of how the Planathon was born. Like there are really cool people doing really cool stuff. Let's talk about it very specifically in the context of getting a plan together. So that's every topic is what is a step you need to take if this is your focus for the year ahead.
Christine: I love that.
Kendra: Yeah, and it's such a good topic to talk about because you know we're recording this at the end of October, and probably when this drops it's probably going to be closer to December. And, you know, we're kind of coming to that crazy Christmas season where everything is overwhelming, and sometimes the business goes on hold a bit depending on what industry you're in. But then January comes, and this is like new year's resolution time. This is when the gyms are packed, and everyone has these big goals that come like February or maybe January 14th like Christine.
Amber: You're out of it.
Kendra: It's kind of out. So is January a really good time to start planning for like when do people have to start thinking about their plan? Like should we do it now or should we wait until the new year? Let me know.
Christine: Actually we're going to squeeze this episode in, so I talked to our assistance. Are we going to squeeze it in so that it's before the Planathon launched so when people listen to it they can actually sign up. But it is a good question, why now and not January?
Amber: Now. It's so funny because when we first ran the Planathon it was like mid November. I'm like, "Okay, I'm going to host this and that in December. Is that good timing for everyone? No, we want it now." So I'm like, "Okay." And over the years we backed it up just a little bit because the holidays get busy. Right? Thanksgiving in the States, and there's some stuff happening as we move toward the end of the year. So it's the last week of October into the first week of November.
Kendra: This is soon.
Amber: This is next week.
Kendra: Awesome. I'm in. Where can I sign up?
Amber: I'm going to tell you, I actually did full on intensive planning back in July of this year. And it was the best thing ever because I was planning for the Planathon, and I'm updating some of our content, and I'm working on the Fresh Start workbook that we share. And I went deep because when the Planathon comes I get a little bit busy. So I'm like, "I'm going to go deep right now." I always go deep in December as well. But I went extra deep this July, and it was incredible. Our team is already moving forward on some of those things to set us up for 2020. So I'm implementing, but we're also thinking ahead, right? And what you were talking about, Christine, we don't run linear businesses. But it's sometimes really helpful to help us get our brains organized and help people understand what we're doing if we have some linear descriptions of what it is.
So I put that together in July, and now we've got a couple of things going. Our focus is super clear. We are absolutely in the Planathon car, right? So the sooner you plan, the sooner it's going to help you determine this is the car I'm driving right now. Okay. But maybe I need to take a detour or I'm going to just pop over here for one minute, but I've got to get back in my car as fast as I can. And that's going to ensure you get results.
Kendra: Yeah. I love this too because I know for health coaches especially, especially newer health coaches, like this isn't so much true for people when they get more established. But November, December can be more quiet times, right? This is the time where people are like, "Fuck health, I'm going to drink that beer at eat the fucking turkey," you know. So they're not investing in a health program. January, though, is massive. So obviously January would be the worst time to start planning because that's when everyone's coming in the door. This is a perfectly timed Planathon for our health coach community because November, December. You know, if you don't have that many clients do something that is going to actually help build your business and start to plan. I love this. I'm so on board.
Amber: Yeah, and we see each other that week, Kendra, actually, so we can actually exchange notes.
Kendra: That's so fun. I did also have a ... I have a friend who's starting her fitness and health coaching business here in Ethiopia, and she said, "Hey do you want to join?" I'm like, "Yeah, I'm definitely joining the next round. I got some goals." And she said, "Okay, you do want to start in November, December?" I'm like, "January, January please." And she's like, "Oh yeah." It's to your point, exactly, like things just kind of start to bake. And we need those breaks. Again, slow down to speed up. And I put rocks in my year for every December and every July. I slow way down because [crosstalk 00:11:26].
Christine: I love that, absolutely. And I think it's going to be also, you know, you have beginners where it's literally, "How can I make my business grow and structured day to day," and we evaluate. So one rock could literally just been having a reevaluation day of everything, seeing what has worked and what hasn't. And then for people who have bigger teams already, it's more of the CEO cap as to, "Where is my company going right now? What is the flow? What do I need to connect with? How do I grow it? How can I serve my team?" You know, so I think this really works on every scale. And I love also the fact that you can just take a break, you know, and that you plan for a month to just be intentional about evaluating what is happening and allowing yourself maybe also to say, "Okay, I need to redo this."
It's, I've probably seen it this way, but it's not working. So being open and being, yeah, allowing, giving yourself permission to actually shift in case it's not working. So do you have like a second Planathon in the middle of the year?
Amber: We actually ... People ask about that, that's so funny. One year we did sort of a mini Planathon, but it's just not the same. And then this past year we did a reflection event where you're checking in on all of those things. And that was a really enjoyable experience. And the power of reflection is huge. And if you start from a plan, if you have a revenue plan, if you've got like these are my marketing plans or this was all the stuff I had on my calendar, it's not quite working, you have a foundation that you can reflect from and reassess. And I think you're spot on. When you start to capture those things, when you start to capture the data, like where are my leads coming from? Okay I got to get some more leads over here because I have all my eggs in one basket or I want to stack some things, that is really powerful.
But it all starts with writing down the initial plan and then building in those checkpoints to come back to it. And I actually recommend people ... We started, actually my clients and I, we started reflecting quarterly because I believe in building out quarterly, more detailed quarterly plans than the whole 12 months. And we were doing some reflections. I was like, "We should actually do this every week." So I reflect on those areas of my business and my life weekly now. And that's powerful too for the micro adjustments we want to make.
Kendra: Yeah I think it's really important. And I actually started using a planner for the first time. It's the Best Self Journal. And I'm also very interested in your journal because I know you have a planner as well. But it's cool because at the end of the week it's like what were the wins and like what were the lessons learned? And it honestly helps.
I'm like, "I did this, and that didn't work. I reacted really poorly to that. So I obviously need to meditate more because that was super reactive. And that didn't work." And like, you know, that sort of thing. And I just love that reflection. And it also has something where it's like, "What am I grateful for today? What am I grateful for tonight?" And I think it's really important because, you know, we can kind of just get in that go, go, go sort of space. I think we're all kind of socially conditioned for that. But, you know, I wish I had known more about the importance of planning when I first started a business because I kind of just let things run. I was running it, but I just was chasing things. And I ended up building a business, like this monster that I fucking hated.
And it was overwhelming. It wasn't in line with my lifestyle. And I was just like, "What did I just create?" Like, "Sure, I'm making a lot of money, but this is actually not what I want." And so I had to really rethink and start pulling things off my plate and really think about what type of business is actually going to support my lifestyle. And I think that can happen when you're new and you're starting a business from a place of deficits because you're broke as fuck and you're like, "I just need to get clients and get money." So you end up chasing a lot of things that maybe aren't necessarily in line with that bigger purpose, right?
Kendra: And I think for me, I didn't even ... I thought I knew my bigger purpose, but I didn't really. And it kept evolving. And, Christine, we talked about this as well in Tuscany. I, my bigger purpose just came to me two years ago, and I've been in business for 10 years. But I knew it was coming, and I knew I would figure it out. And I was careful though not ... I would check myself because sometimes you know those workaholic things would come in like, "Okay, no. Dial it back." Reflection helps identify those things sooner, and there are totally things that I held myself back on because I knew it wasn't the thing. For example, someone, my clients at one point said to me, "Okay, now you need to create the bigger mastermind." Yeah. What the fuck? It's not time yet. I'm not ready. And, you know, they listen to what your audience is asking for, and yes. And also check in with what you want and what is in line with what you're ready for. And fast forward, you know, years later, okay I'm ready. It's not all right on time.
Christine: I love that. I've just been talking about it today, you know, where you need to be confident in whatever it is that you do, whether it is product or service, you know. And I am the believer of high end. I mean I do charge high end prices, but I would never have been able to do that if I hadn't been confident enough to do that. I wouldn't be able to sell it that way. So I really love that too, sometimes go against the mainstream kind of advice and go against your inner gut feeling saying you're not ready yet. And it's fine not to be ready yet. I really think that it's an important message to share and again, you know, to slowing down purposefully and really checking in and seeing and staying in that alignment. For sure. I love that.
Amber: I love how you phrase that. It's okay to not be ready yet. And that's why I think those micro moves and those micro plans, they get us ready. The small steps prepare us, and as we think about the plan for the year, right, you lay out the rocks and you put in the launches. And then you bring it back to 90 days. I'm a big believer in breaking down your 30, 60, 90 day plan, right? All the way back to corporate. Lots of great leaders who were using that strategy and it was powerful because you get momentum fast. But sometimes a 90 day plan is even too much, right? If you're just starting out you can't even see three ... I don't know. Like, I don't know. What do they want? Okay. Talk to your clients first or talk to who you think your target audience is first. Then come back and build a one week plan.
Okay. And after you get through that two weeks, three weeks, and then continue to build it out. So you can think ... And it's a still contrary because we're like, "Think big, you can do anything." Yes. And you can also start small because like we said, these things add up and confidence builds. And you can go bigger. And new opportunities are opened to us little by little as we're taking action. So I think that's really the key piece for me. Build the plan and take action on that plan.
Kendra: It's so true. I love that. And so how about some like actionable steps for our listeners? I know what actionable step number one is. It's to join the Planathon. We know that. But like what are some things, like what are some small things people can do to kind of put the stuff we're talking about into action right now?
Amber: Yeah, 100%, so if you ... And this is really where we get into customization, right, of what's going on for you and your business right now. But if you don't have any, no plan, I got nothing, like, I don't know, think about your vision, right? Even if it's not fully baked yet, it's okay to think about where you want to be going. I have this analogy when we were on a safari in Masai Mara Kenya, the driver was totally lost. He had no idea where we were going. He was so apologetic and [crosstalk 00:19:33].
Christine: That's reassuring.
Amber: All right guys. And he literally said, "You're trusting my little brain, and I don't know. I'm so sorry." Here's where we should be going. Like this is kind of what we're looking for, a big tree off to the left. There's a tree [crosstalk 00:19:52], but the whole time my husband and I are like, "This is good." We were enjoying every minute of this ride. And that's what I want for us in our businesses. And, "Oh, over there, Oh, there's a cheetah." The guy goes, "See the cheetah," and Simon, "Sorry guys, we're going to be late. This isn't safe for us to be in the park," but we detour a little bit. And then there's a pack of lions. And, "Oh gosh. Okay. We got to stop for the lions that are right in front of us." We go a little bit further, and we see the hippos in the river that we have to cross to find this tree.
Okay, that's a little scary. Just like in business, right? We're making steps forward. We don't quite know where we're going, but we have this idea of a destination in mind. And it might be a mirage, but it's going to get clear and clear the further we, the closer we get to it. Even if we don't know what exactly. Just one car, little detours, right? But stay in that car. And I think that creating that vision, even if it's foggy, so important. And then you take action steps to move closer to it. But what action steps am I taking? Put those rocks in your plan. Then bring it back. Build your 90 day plan. If you can't think 90 days out, start with a week, start with two weeks. And then after you have that personalized plan in place, right, very, very much personalized. Business is not one size fits all by any means nor is our life. So we want to marry those things up.
Then you work it every single week. And I highly recommend you take 15 minutes every Monday or Sunday if you prefer. I'm a Monday girl because I'm still weekending on Sunday. And a breakdown, these are the five things, five things, three things, right, that you need to accomplish this week to move closer to the goal that you're working towards, which also means you've got to have a goal defined. What is it that we're even working towards? Again, I think the goal should be a little bit closer and crystal clear like the milestones along the way on our journey to the big tree.
Christine: I love this. It's not overwhelming either and I love. You know, we had this discussion, as you said, in Tuscany that your goal doesn't have to be defined yet. And it doesn't necessarily need to be I'm going to save the world. I'm going to save the planet. I'm going to be the next super role model for women or whatever it is. You know, sometimes you just don't know, but you know kind of. You know at least the feeling, you know, and that is enough. I love that. I really do.
Kendra: Know the feeling, and that's enough. Yeah, and clarity will come.
Christine: Yeah, I think that too. This is amazing. So tell us, how does this thing work now? What do people do? So we are airing this for our next episode I think we squeezed it into. So what do people do?
Amber: So, you go to theplanathon.com and sign up. And then we're going to guide you through the process. We're going to share with you the link to the Facebook group. And we keep it on Facebook just it's accessible, it's super easy for people, and it's all happening there. Speakers are going to take the stage, and we've got extra materials for you as a part of that, some extra worksheets as you're working through and building your plan. So we'll share with you a 90 day plan template.
And if you've got all of the ideas, and you're not quite sure what your next move is, we're going to help you prioritize and give you a framework to think about, "All right, this is what I should be focused on," versus all the things. So we're going to just guide you through it. And I want to remind you and encourage you in all areas of business and life. You don't have to do all of the things in this plan.
Christine: Oh, I love that.
Amber: So we're a lot of speakers. Don't try to watch all of the videos. Watch those that are relevant to you and your business right now because you're going to get exactly what you need out of it.
Christine: I love it.
Kendra: I love it so much. I'm going to sign up. I'm so excited to plan. I never thought I'd say that. This is crazy.
Christine: I can see you being a great planner, actually. It's so funny.
Kendra: Yeah, oh my God. I should get my partner. He has an online business too, and he's like super into organization. This might actually be the perfect thing for him like totally geeking out.
Amber: I mean from social media to mindset to money, covered.
Kendra: Awesome. I love it. So everyone should go sign up for the Planathon. Me and Christine will be involved. Christine, you're speaking there. And one more thing I want to note before we leave today is since we, this episode is going to be going out on the end of October me and Christine are going to be in person at the same time, which is a fucking unicorn. We're basically looking at the functional diagnostic nutrition conference in San Diego. So if there's any FDNs out there who are attending the conference, we're going to be speaking at 9:00 AM and 10:00 AM on the Sunday. And make sure to come up and say hi to us. We can't wait to connect with you, hang out, and actually like touch your face.
Well we won't do that. But like, you know, like hug you, you know like embrace, like connect in real life because through the computer screen is just not the same. So we're [crosstalk 00:25:13]. Yeah, I'll be like, "Eww," but, no, it's going to be great. We're really excited to hang out with all of you guys. And, Amber, thank you so much. It's so cool. Thank you so much for being on our podcast because you're in Africa, and I have no idea what fucking time it is there, but hopefully you're not in the middle of the night right now.
Amber: It's early, very early.
Kendra: Okay, oh okay. Well, you look great, and I love that we can coordinate so many time zones on this podcast because we're always doing it. So thank you so much. This is awesome. And so theplanathon.com is where everyone needs to go to sign up so that you can get organized for 2020 be 60% more successful. Right?
Amber: Love that.
Christine: All right everyone. So we'll get back to you in a couple of weeks with our newest episode. And please leave a review if this was helpful for you. Please, please, please go to [inaudible 00:26:10] and leave us a fast five star review. Go to Instagram stories and do a little screenshot, and we will appreciate it. Thank you.
Kendra: Oh, and one more thing. So leave a review because we have a contest going on right now. So, if you go leave us a five star review, you know, if you feel like we deserve it, we will enter you into our contest to win. And we're going to send you the 10 business books that we basically credit with building our six figure businesses. Plus we're going to give you a business audit, which basically gets our eyes on your business to look at your social media and website. We're going to send you a report about everything that you need to optimize or everything that is working for you.
So I think that's pretty fucking valuable. And all you need to do is go take two minutes of your time to leave us a five star review. So make sure to do that because that's going to go until, I think, like beginning of November. So if you haven't done it, do it now.
Christine: Perfect. All right.
Kendra: That's all I got.
Christine: No, that is pretty much a lot. So with that we are signing out from Canada, Luxembourg, and Africa, or Ethiopia to be correct if we're going to go with countries. So Africa is not ... All right, anyways, hope you have a lovely week, and we'll talk to you again soon. Bye.
The most common question that I get from health coaches is how to price their programs and services. Luckily I have a simple formula for pricing your programs that is going to help you make money and prevent you from going broke. Watch my video to learn more or continue reading!
I totally understand the struggle and the pain that goes into trying to price your programs and services. I was a health coach for five years and this was by far the biggest struggle that I had. I went over it and over it again in my head....what is my value? Am I charging too much? Not enough?
Money is a pretty tough subject for most health coaches because a lot of us got into this industry because we wanted to help people, not necessarily because we wanted to become rich. The thought of charging higher prices to help people who are desperate and suffering might feel a little bit icky, or maybe even a little bit gross. But what you may not realize is that by undercharging your services or even offering them for free, you are actually preventing those people who are suffering from getting the results that they desperately need.
The exchange of money with your client is a massive part of their connection to actually doing the work and getting a result. As you know, you can't actually do the work for your client. They need to do it for themselves, and they need to really want it for themselves. So, in order for them to succeed and get that results, they need to be committed. And that exchange of money is actually a massive part of that commitment that they make to their health. Your client needs to find enough value in what you are offering that they actually want to give something away of value in exchange for what you are offering. And if they don't, it's pretty unlikely that they are going to be committed to your program and even complete it.
Have you ever offered a discount on your services, or maybe even offered to give your services away for free? And what was the result of that client? Did they actually stick with it? Did they actually get a result? I would say like 9.5 times out of 10, they didn't actually complete it, stay the course, or get the result that they initially wanted to get. And you also might have experienced this personally. Think of something that you were given for free. How likely was it that you actually committed to it?
If people aren't committed to your programs, then it's actually a huge waste of your time, but it's actually a huge waste of their time as well. If you're going to spend the energy working with a client, you actually want them to get a result. You want them to be happy and give you a testimonial after working with you. So their investment should be enough that they stay fully present and fully committed to the process that they are signing up for you with.
When it comes to a pricing formula, the first thing you want to do is you want to determine your hourly rate. Your hourly rate is for your reference only - you should never disclose this with your client. And if you have no idea what to charge for an hourly rate, think of the last job you just had, maybe the highest-paying job you've had up until this date. Take that number and double it, and there's your hourly rate. So, let's say your last job was working as a personal trainer for $50 an hour, so I would start at $100 an hour for your health coaching services.
The next thing you want to determine is, how much time are you going to be spending in session with your client in that specific program? So, your program might include a one-and-a-half-hour intake session followed by a one-hour test results session, and then maybe you do four 30-minute follow-up sessions at the end of the program, so that is a total of 4.5 hours.
Now, we can't stop here. We actually need to determine the time that is spent behind the scenes with each client. And this is a big mistake that I see a lot of health coaches making, is that they charge for the in-session time, but they forget about the time that they actually spend behind the scenes with each client. So, let's say that you need 10 minutes prior to a session to prepare, and maybe you need 10 minutes after a session to log notes and maybe send resources to client. And then let's say you're running labs with your clients; you're probably going to need at least an hour to review those lab results and develop a protocol. So, if we consider all that, that's actually going to equal an additional two hours of your time.
The next thing you want to do is determine how much time you're spending supporting each individual client. So, maybe you offer unlimited email support. How much time on average are you spending answering emails with each client? And if you don't know this, that's okay, just come up with kind of a generic average. And then you want to track this over time with each individual client so in the future, you know exactly what this number should be. Let's pretend that it's one hour per client. The next thing you want to do is add in any extras that you might pay for with each client. So, for example, do you offer a welcome gift? Make sure to include that. Do you pay for your clients' lab tests? You want to include that in the price as well. So, let's pretend that in this example, that total is $300.
Finally, let's do the math. So, you want to total up your hours spent in session, out of session time, and the time to support your clients, so in this example, that's going to be seven and a half hours. Now you want to multiply that 7.5 hours by your hourly rate, which in this example is $100, and that equals $750. Now you want to add your extras to the total, so that's going to be $750 plus $300 of extras. So, the price for this specific package is going to be $1,050. Now, this price shouldn't actually be set in stone. This is not going to be the price you charge for an eternity.
As a new health coach, I actually don't recommend listing your prices on your website, and I actually recommend increasing your prices with every few testimonials that you get. And so, as you get more testimonials and raise your hourly rate, you're just going to complete this formula again. There it is. It's that simple.
Okay, so now that you know how to price your signature program, you might be wondering about scaling it and actually turning it into a group program. So, if you want to know how to do that, make sure to grab my free Launch Your Group Program checklist!
Let's start at the beginning. What is a signature program? A signature program is what your business is known for. It is a program that is branded to your specific niche that you sell to your ideal client. And remember, without something to sell, you don't have a business at all. You may have a brand, you may have an online presence, but unless you are selling something, you actually don't have a business.
I see a ton of coaches making the huge mistake of selling one off sessions or single sessions. So basically they are exchanging an hourly rate for something like a 60 minute session with no commitment from the client to go any further than that 60 minute session. This is not a successful business model for health coaches. And that is because typically as a health coach, you are actually not licensed, which means that people's extended health benefits will not cover your services. One off sessions actually require very minimal commitment from your client, which means that you have way less of an opportunity to actually get them results and to actually prove the method that is going to get them that result. And without the ability to get your clients results and ultimately get testimonials, you don't have a proven method, which means that no one's really going to seek you out for anything.
If we look at things from a money perspective, getting enough clients in the door to actually pay your bills and have a little bit extra enjoy your life is virtually impossible. Let's say you want to hit $5,000 a month in your business and let's just say you charge $100 an hour for a one hour session. That means you need to sell 51 hour sessions every single month in order to hit that $5,000 a month goal. And remember, when you sell one off sessions, there's very little commitment on the part of the client involved. So there's a good chance that many of those people who you are seeing in that month, you may not see them again at all, or maybe not again for several months. And that means you need to bring a lot of new clients into the door and have to work really hard on marketing to attract those clients to you.
If this hasn't convinced you yet, here are 3 reasons why you NEED a signature program.
1) it gives your business the ability to sell something that is way more valuable than just simply a one off session. It gives your brand an identity and something that you are known for.
2) it requires your clients to pay a much higher price point, which means ultimately they are going to be more committed to working with you, which means you have more opportunity to actually get them a result and actually get those testimonials that will help you bring more clients in the door.
3) you actually have to get way less clients to hit that 5K a month, which means that you are less likely to be overwhelmed, you're less likely to burn out, and you don't have to juggle a million clients at once. And if this sounds good to you, give me a hell yes in the comments below.
Okay, so let's discuss how you actually create a signature program. So first things first you need to ask yourself the question, what is the ONE thing that I solve for my ideal client? Not five things and not 10 things, not 15 things. So you want to think of the one result that you could get for your ideal client that they would consider a huge win and they would rave about to all their friends.
When it comes to naming your signature program, you want to make the name of the program very specific so that the name speaks for itself. So when you say the name of your program, people know exactly what type of result they're actually going to get from that program.
The next thing you want to do is you want to determine how long your signature program is going to be. Now there is no secret sauce for the ideal length of a signature program, but don't make it too long or too overwhelming because that could actually turn off your ideal client from purchasing. I find three to six months tends to be best for a signature program. If you're doing just standard traditional health coaching, three months works pretty well, but if you are a type of coach who's running labs, then I would probably go on the longer end of that maybe more four to six months to allow for the time it takes to send out labs and receive results. And of course some of the errors that come along with working with labs.
And the final thing you want to do is determine what your signature program is actually going to include. How many sessions will you offer? What types of tools and resources will you give to your clients? What type of support are they going to receive from you? And don't make the mistake of adding too many sessions into your program to try to increase the value. People are actually pretty busy these days and they worry less about the time they get in a program. What they care about most is the results.
All right, so now go create your bad ass signature coaching program!
A lead magnet is often called many things - freebie, free gift, free offer, opt-in. Whatever you want to call it, the purpose of a lead magnet is to get people on your email list and lead them into a sale. A lead magnet comes in many forms – it can be a link or button that leads people somewhere to fill out their information, it can be a download when you subscribe to your newsletter, it can be a contest, a free gift, a web series, a video…the list goes on and on. In today’s episode, we provide 5 reasons why your lead magnet may not be converting and what you can do to change that.
So here they are:
Number one: Your lead magnet is too much…as in it’s too difficult to understand or too long that people lose interest.
Number two: Nobody knows about it because you don't talk about it. Like we have said many times over…you can’t put a sign up and expect people to come. Just like everything else in starting a new business, it requires promotion and needs to be talked about repeatedly. When YOU get sick of talking about it, that means you’ve talked about it enough.
Number three: Your lead magnet has nothing to do with how you serve people or what you sell. An example of this would be you help women with thyroid concerns but your lead magnet is a healthy food challenge that has nothing to do with the thyroid. There's ZERO connection there.
Say hi on social:
Kendra Perry Instagram: www.instagram.com/kendraperryinc
Christine Hansen Instagram: www.instagram.com/sleeplikeaboss_
Kendra: Yo. Yo, yo. What's up? 360 Health Biz peeps, It is your girl. It is Kendra Perry, and I am so stoked for this episode of the 360 Health Biz podcast, as always [inaudible 00:00:15] and I am with Christine today, my business bestie and deliciously sexy cohost, who looks like she's in her lingerie, right now, so definitely check- [crosstalk 00:00:22]
Christine: I kind of am. It was too hot. I just took massive woolen over. It's starting to get Fall and crispy cold, but then it's super hot. I don't know. It's weird.
Kendra: It's weird, but you look hot, and so guys, check us out on YouTube if you want to see how hot Christine is now.
Christine: With any means necessary we'll get you there.
Kendra: We have a great topic, as always, for you guys today. We're going to be talking about lead magnets, and for some of you guys, you might know what that is and maybe feel frustrated with it. Then, for maybe some of you newer people out there, you're like, "Well, what the fuck is a lead magnet?"
It's very important. You definitely need one in your business. We're going to talk today about why your lead magnet isn't converting, so for those of you who are like, "I don't know what you're talking about, Kendra," we're going to tell you what a lead magnet is. We're going to tell you what does converting mean. We're going to go into that today and give you five reasons why your lead magnet isn't leading to your bottom line.
This is going to be juicy, as always. You know, we like to dish out the juice, so that's what we're doing today.
Oh my gosh. I think that I think I'm too funny, but anyways. [inaudible 00:01:24]
Christine: I find you hilarious.
Kendra: Christine has a... Actually, we have a review we want to read, and we actually have a very special shout-out for who appears to be our biggest fan at the moment, so we just want to make sure that he knows that we love her and we appreciate her, so Christine, why don't you take it away and read those reviews and do that shout-out.
Christine: Yup, so we have our first review that we want to read, and it's by Biz Underway, and she or he says, I'm not sure, as an FDN, this podcast is giving me the specific information I need to develop my online business presence. It's an exhalation of relief.
Biz Underway, we totally get you, and thank you so much for that review. We really appreciate it and are so happy that we're able to help.
The other person that we love to [inaudible 00:02:12] and that always makes my day, so I really want to say thank you is Angela Brown, so she's A-N-G, or ang_brownholistichealth on Instagram and she always shares our stories on her feed, it's super nice. Thank you so, so much. We totally appreciate you and love you lots.
Kendra: Love you. We appreciate our fans, and guys, If you want to get a shout-out like Angela, all you need to do is take a screenshot of this episode when you're listening, share it to your Instagram stories. Mention 360 Health Biz podcast, and then we will tell you we love you. We will throw those emoji hearts your way.
Christine: Laughing emojicons, you know, like hearts, stars emoji-
Kendra: Oh, totally.
Christine: All on your way.
All right. Let's get going. I think one of the first things is, the first point that we have is what is a lead magnet? I just want to get the vocabulary out there a little bit, because it's called a lot of different ways, but I think lead magnet is one of the most popular ones.
To paraphrase it, you could also use freebie. Other people say free gift or free offer-
Christine: ... and opt-in, exactly, and I think those are the words that are used most of the time. Whenever people talk about that, and I find free gift is the most confusing for a lot of people, actually.
Kendra: It is confusing, because you're like, "What is that? What are you going to open up your trench coat and show me your genitals? What's happening here?"
Christine: That didn't occur to me, actually.
Kendra: That's what I think of, but I have a dirty brain.
Christine: [inaudible 00:03:46] I'll never be able to do this again, but yes. For example, I just find it doesn't translate into the business kind of aspect of it.
We're going to talk about that today because if it's a free gift, we tend to be a little bit too generous sometimes, and that's one of the mistakes that we're going to talk about.
Just to make sure that we know what we talk about, and it's basically, what it is, is when you go to a website, it comes in many different shapes and forms, actually.
Sometimes it's very subtle, and you just have a link to click on. Sometimes you just have a button to click on, and it will lead you somewhere else, where you have to fill in your address, and so forth.
Sometimes it's like this pop-in thing, and sometimes you immediately have to fill in your name and email address.
The most old school one I find is subscribe to my newsletter. That is basically old school.
Kendra: Which doesn't work.
Christine: Which doesn't work. Very rarely, but you know, that's a very old school one, but that's how it started, and I think-
Kendra: That's how it started.
Christine: ... most of us, back a couple of years, a few years, that would have been it on a website. That's what we call basic lead magnet.
Kendra: Primarily what the purpose of it is, is to get people on your email list. People aren't just going to give away their email addresses for nothing, and especially these days. People are pretty hesitant to give away their email address, because there's a lot of people trying to get their email address, so they like to hold onto it, but if you offer something... so, you've got to kind of bribe people. You've got to entice them to join your email list, and you might be giving away a cheat sheet, a checklist, an e-book, a web series, a video. Something like that. It's something that you give for free of value to kind of get people on to your email list so that you can create relationships with them. You can nurture them, you can get to know them, and eventually sell your product or service to them.
Christine was saying about the newsletter, that was back in the day, like when I first started blogging in 2011, that's what I had. Subscribe to my newsletter, and people would actually do it. They were just, "I want your newsletter."
These days, people are, "Well, what does that mean? I don't know what a newsletter is. What is that?" There's nothing interesting about it anymore, and so if that's what you have on your website, It's not going to lead to people opting in to your email list, because it's just not juicy enough, right?
Christine: Exactly. [crosstalk 00:06:06]
When receiving emails, you don't want anything else to spam. Everything you get from offers of your super market, things that you actually didn't agree to sign up on. Suddenly you're getting emails from the hotel you stayed at. The airline that you booked with or whatever.
Kendra: Yeah, and that drives me crazy, because I don't opt in for a lot of things but people are marketing to me and its completely illegal by the way guys. You need to get permission, and you need to be very clear and transparent, with the fact you are asking them to join your marketing list, and you're going to give them that free thing. They need to be well aware that they need to say yes. Right? It's like sometimes you sign up for an appointment with someone, or you purchase a product and then suddenly you're getting marketed to, and you're, "I didn't sign up for this."
Christine: It's not cool.
Kendra: It's not cool. It's very invasive right? For those of you who are brand new to this, you might be wondering how do I get their email address? How does this happen? What people are generally going to have, like Christine said; there going to have a pop up on the website. You guys have all seen this, you get on to websites and something pops up. That is a way to deliver it. A lot of people have what's called a landing page, it's basically a single page that just kind of tells people what its about, and why they need it. Why it's going to be helpful.
Kendra: That's something that you get with a third party landing page software.
Christine: Exactly, and the way that it's different from a regular website is there isn't a menu. There's basically nothing that distracts you to click somewhere else or to go somewhere else. The only focus is on this one thing, which is to basically sell you the idea that you need this. The currency is your email address. That's basically it.
Kendra: That's basically it.
Christine: Examples of lead magnets, let me just see, so I don't jump too much ahead.
Kendra: No. I think that's fine.
Christine: What are examples of a lead magnet? We've already talked about it a little, but the most popular ones I reckon are I think, checklists. Are huge.
Christine: A lot of people, and the company called Lead Pages, is a company that specialize on designing those. You can do it yourself, but they've done a lot of experiments, and they said that the checklist is really popular because it's easy to consume. People don't spend a lot of time on it. Those are things that work very well. The same is for the report, works really way. Back in the day e-books were really popular, now I would say not so much. They're just too long, people are like, "I don't have time to read." A small mini training at a point a lot of people did this drip kind of thing where you get one part of a training day one, day two, than day four. I think that's already too long. People don't really have the attention span for that anymore.
Kendra: Yeah, I feel like it's going to take a lot for people to get to the end.
Kendra: When we're talking about, the title of this podcast is "5 reasons why lead magnet isn't converting." What do we mean by convert? We mean getting people on your email list, and then that leading to a sale. Right? That's what we want. We don't just want to give someone away something for free and then disappear and then just sit there and prey and hope that they're going to eventually sell. We actually want to lead them into a sale, or a free sales call, or a program or some sort of low price offer, whatever it is. That's what we mean when we say conversion and convert. It's actually turning that lead, that person who is exchanging their email address with you to turn into your potential client right?
Kendra: Let's talk about... [crosstalk 00:09:36] Sorry, go ahead Christine.
Christine: The [inaudible 00:09:38] conversion would basically be they get on your landing page, or they see your offer, do they actually sign up? That's definitely the conversion you should track. How many people have seen it, and how many people have actually entered their email address? If you see that a lot of people have seen it, but they haven't given you their email address then somethings wrong. [crosstalk 00:09:54] that too would be to see, now they've given me their email address, they're curious they're obviously interested what I have to offer. How many of those are actually then taking the next step, saying the second yes to purchasing something from you? We're going to talk about how all of that is structured as in, how do you sell, what do you sell, in a series that is coming up soon, so stay tuned for that.
Kendra: Yeah, we're going to have an email marketing series. Today what we're going to tell you; the five reasons why your lead magnet sucks. Okay. Basically why, I see this a lot. This is something I struggled with a lot when I was brand new, a lot of the coaches I'm talking to just can't figure out. They're like, "I have this lead magnet, I put all this effort into it but it's not working for me." We're going to break down the five primary reasons why. The first one is actually something Christine alluded to earlier. Your lead magnet may be too much of a chore, to consume and it just takes them way too long to get through. Christine said that back in the day e-books did really well, you could give away this 100 page, 50 page e-book, and people would just eat it up. These days people just don't have the attention span.
If your lead magnet is too much of a chore to get through, even though people are signing up for it, they just don't get to the end of it. That's not going to lead your bottom line. Even though, I'm sure it's super juicy and its super good and you put your heart and soul into it. If it's too long people just aren't going to get through it. What you want is for people to get a result from your lead magnet. You want them to actually learn something of value, or actually maybe implement something from your lead magnet and be like, "wow that really worked." That's their first time coming into contact with you, your business and your brand and if they have that positive experience right out of the gate they're going to be like whoa, [crosstalk 00:11:47] this dude, this is cool. I'm going to pay attention. Right?
Kendra: E-books, don't do it. I see a lot of health coaches be like I'm going to do an e-book and I'm like, "no, no, no."
Christine: No. Even if I have a 5 page e-book, I'm not going to read it. I'm just going to skip everything and jump to the last page for example. Its instant gratification. Add in a little secret hot tip in there with something that can immediately be implemented or what else you can do is to have them something that they really didn't know.
Christine: For me for example it would be; here are three [inaudible 00:12:28] that you didn't know about, and also people have no idea that it could be the thyroid or a bit of hormonal food for example, it just allows them to immediately see, there's something new I've learned there. My day is better for it. Instant gratification is absolutely key.
Kendra: Fantastic, I love that. I think that checklists, if you want to do a guide, call it a quick guide make it very apparent that this is just a quick guide. I'm not going to dump all this crazy information on you. I'm giving you a quick guide. Checklist, cheat sheet, gift guide, maybe a quick video or a video series or something that [crosstalk 00:13:02]
Christine: A review maybe, if you have [inaudible 00:13:05] if you wanted to do the best five supplements for your thyroid or something like that. People love that stuff.
Kendra: People love that. What you want to test is when you actually make it and then read it as if you're a reader, then time how long it takes you to get through it. If it takes more than ten minutes too long really that five minute mark is pretty juicy right? People just want to get that information and move on, but if you give them say five supplements to help with thyroid or something like that and they try one of those supplements and they're like, "oh my god, my thyroid symptoms feel better." They're going to be so sold on you, they're going to be like, "this person is amazing, I'm going to follow them on social media I'm going to see what else they have." It's just a really good starting point. Don't be afraid to give away your best tips in that lead magnet, because you're really trying to impress.
Christine: Exactly, and we're going to talk about how to present it in terms of copy on a later episode too. Some tips, people just love the number 5 for some reason.
Kendra: Or 3.
Christine: 3 or 5 is the magic numbers because I don't know why. It just works really well. Or you could just say the number one thing. Stick between 1, 3, and 5. Don't go beyond that. Its just a magic number, make it juicy make it really interesting for them. You can get [inaudible 00:14:26] on how to write copy, and we'll talk about more on that soon.
Kendra: Soon, yeah. I think the other I just want to mention is it's really important to know who your audience is. For example, let's say if you were a health coach working with people who are brand new, their at the very start of their healing journey, they're just realizing now that maybe standard American diet isn't right. Maybe cereal for breakfast isn't good for me and maybe Diet Coke...
Christine: [inaudible 00:14:49] isn't fruit.
Kendra: Yeah, exactly. They're just learning, well then you need to kind of meet them where they're at. You can probably give them some really basic things that are going to seem really juicy to them. If your client is further along, and they're the type of person who's seen a lot of, they've worked with natural doctors, and they've tried a lot of things, they've done a lot of personal research and then you're just, "eat healthy, get sunshine." They're going to be like, "this sucks, I've seen this all before." You really need to know who you're talking to. If you're going to give them a really juicy piece of information you need to know where are they in their health journey, that's why its so important to determine who you're talking to. We did an episode on neish, it's one of our early episodes. I think it was maybe our first or second or third episode.
Christine: Yeah, I was up until 3 am, I'm pretty sure.
Kendra: Guys just scroll down to the bottom of the feed, and you can find that episode on neishing, its called to neish or not to neish.
Christine: To neish or not to neish or something like that.
Kendra: If you guys want more, cause that's really important. If you don't have a neish you're actually not going to know what to create for your lead magnet.
Christine: Exactly, it's going to be too vague. It's not going to stick, and you're going to get weird people wanting to work with you or not work with you.
Kendra: They're just going to fall off right?
Kendra: That would be number one, that it's too long, it's too much of a chore to consume. The experience you might be having is people are opting in for it, but then nothing's happening. Look at how long it is, look at how juicy it is. Look at the quality. Think of how it relates to your ideal client and where they are in their whole journey. Okay, so that's number one. Number two is, you're not pitching it enough. This is another thing I see a lot of coaches do. They make their lead magnet and then they tell people about it once.
Christine: I'm so guilty of this too. I forget that I have it. I'm guilty of a lot of things, I have to say. I have a free training that is 35 minutes, which is way too long. [inaudible 00:16:34] Anyway, we'll talk about that another time. It's very true that I'm absolutely certain that I'll get more people on my email list if I actually just mention it. It's just whenever you post, just a little tip, did you know I have a free training or to get more tips, try to relate it to your free lead magnet. Get more link is in my bio on Instagram, or a link is in my bio on Facebook, wherever you go just make it short and snappy and just add it. Did you know....
Kendra: Just let people know about it every time you're showing off on social media, or anywhere. Whether that's Facebook, Instagram, LinkedIn, Pinterest. Every time you're giving away something of value it's okay to be like, "I have this free guide." Obviously the content you're giving should relate to it, for example if you're doing some sort of live video; what I always used to do is I would mention it at the beginning then go through my training and then this natural transition. Now that you know about x, y, and z you might be wondering about this, funny enough I have this free guide that will teach that. [crosstalk 00:17:37] you can get the link above the video or below this post or whatever.
Kendra: It's just a natural transition. People liked the content you were sharing and they want to dig a little bit deeper. Then you're doing them a disservice by not letting them know that, that exists.
Christine: Exactly. You also need it if you want to get more into [inaudible 00:17:56].
Christine: If you want to get more into PR, you want to write articles, if you have a guest post. People will usually allow you to offer your free gift, or your opt in to the people, to the crowd, to the listeners, the readers, so make sure you have one that's super juicy. Say, "look at the end of this I have this free training where I have an amazing checklist." Try to relate it to the topic, and actually if you want to go super pro, you can design it for the audience that you're talking too.
Kendra: Yeah, totally.
Christine: You can have a URL, you just copy your lead page and then do it from, for example sleeplikeaboss.com/fire would be my opt in just for Entrepreneur on Fire, because everyone who's on Entrepreneur on Fire has their website/fire. It's kind of known thing.
Christine: My opt in is bold, I'm not even sure if it works. [crosstalk 00:18:45]
Kendra: Yeah, you can actually set up a redirect. This is actually something you taught me Christine. I have a plug in for my WordPress called 301 redirect, where I can literally just create links. Kendraperry.net/whatever, and then redirect it to some other page. It's really easy. Like you said sleeplikeaboss/fire. I can remember that. I can remember that right now and type it into my phone. You don't want to be, kendraperry.net/10-20times50 you know and have this huge thing that people are never going to remember.
Kendra: I'll often do, I just created an Instagram bio cheat sheet. I have KendraPerry.net/IGbio. Easy. [crosstalk 00:19:26]
Christine: Things like that, and people feel flattered when they go then. Like, "hey fire starters." Or "hey it was lovely to have this interview with x,y,z on her podcast, I hope you enjoyed it." Then you have the thing there. You can even then ask for reviews afterwards and things like that. We'll talk about that later on at our later episodes where break all of this through. Just to say, there's lots of things you can do. You should have it, you should definitely customize it if you can. It's an important tool to have, and just shout about it anywhere. [crosstalk 00:19:58] have it in every thing you do.
Kendra: Yeah, and you guys [crosstalk 00:20:02]
Christine: Email signature is super good.
Kendra: That's actually a great place to put it. I can't remember who I learned that from, but I have it on my email signature and my assistant's. We've got your email, we're going to get back to you within 2 business days but in the mean time we have this for you that you can check out. I think that's fantastic.
Christine: I love that too.
Kendra: I had one more thing to say. You guys may have noticed that some people out there have multiple lead magnets, it's very tempting to do that, and that's something you can eventually get to but if you are new, just make one. Just keep it simple, make one, [crosstalk 00:20:37] make it super specific to your audience and what you're ultimately selling. Then in the future, like right now, I have tons of options depending on what I'm teaching. It's because I have a team. I'm not a solo-preneur, I'm not doing this by myself. I have other people who are doing other aspects of my business so that I can focus on this. In the beginning don't get carried away. Create that one awesome thing that's really going to help your ideal client.
Christine: Agreed, cause otherwise it's super confusing later. It's just not worth it. Just keep it simple. [crosstalk 00:21:09] Then once you have your team, let them still keep it super simple, but let them handle it.
Kendra: Yeah, exactly. Once you have a team you just have more time for content creation. Right? Because their running the admin side of your business. If you guys are interested in learning how to hire a team, we actually recently did a podcast episode on that too didn't we?
Christine: I don't know if it's published yet.
Kendra: It's released. I actually just saw it. I'm looking this up... anyways it's like two episodes, or a few episodes ago. Check that out. Anyways, that's number two, is you're just not pitching it enough. People don't know about it. The reason you're not getting people on your list is because they don't actually know it exists, that's number two. Then number three, this one is really, really important Christine. I see this all the time. Your lead magnet is actually disconnected from the product or service you're ultimately selling. An example of this would be that you help women reverse how she motos but your lead magnet is a healthy food challenge that has nothing to do with how she motos. Or, it's a smoothy recipe guide. There's no connection there. Right?
Christine: Exactly. It's just a step, but it's not really the secret weapon or how she motos. We all know that the lead magnet is not going to solve it, but it needs to be much more related to the thyroid than just as the movie.
Kendra: Totally. Exactly, and that means, with that example that you have people opting in to your freebie because their interested in smoothies but it doesn't mean they have how she motos or they have any interest in healing their thyroid. Their interested in smoothies, but it's confusing because you give them a smoothie recipe then suddenly you're, "sign up for a call with me to help your thyroid." People are, "what? I just wanted a smoothie what the hell is this?"
Christine: Exactly, doesn't make sense at all.
Kendra: It doesn't make sense. You really want there to be an obvious connection. Really, your lead magnet is what do they need to know first when they come into contact with your business. With the how she motos, maybe it's five things you do every day that are making your thyroid antibodies go off the charts or something like that.
Kendra: Their like, "oh, okay." Then they get in there and then they go through your email sequence. Which again we're going to talk about email sequences in a later episode. It's obvious because their like, "okay, how she motos, oh my god these things are making my antibodies go through the roof and I didn't even know, I do them every day." Then you take them on that educational journey and eventually you're, "hey, I have this program are you interested in learning how I can help you reverse or how she motos." It's really that natural next step right?
Christine: Exactly, and I think you also need to voice it with who you want to work with. Let's say for example if you have a product series with simple tips keep your lead magnet simple. If you have a more complex service make sure your lead magnet kind of talks to it, keep it still simple but make sure that it conveys what kind of service you have. For example for me I did have just a bedtime routine checklist, but in the end it's not what I do. Now my lead magnet which is a training, is more complex but it shows people what they don't know so that they need to hire me in order to actually learn more about this and to address this. It really depends on how you work too and make sure that, that is aligned because otherwise you just get tire kickers. One big thing I see that is happening a lot of the time is quizzes. I know that quizzes convert very well in step one, which means when you have a quiz a lot of people will sign up to take the quiz, but the people that unsubscribe is huge.
The step two conversion of it leading to sales is not happening. There's been research done from that, especially last year in 2017 because quizzes were so huge that a lot of people experimented with it who have huge audiences and use of [inaudible 00:25:04] money and they saw, yes its converts very well and people are signing up because their very curious but it's more of an entertainment factor, it's curiosity. It's not a commitment to actually work with you or to actually take the topic seriously at that.
Christine: I'm personally not a fan of quizzes. I think they're fun but I don't think that they will bring a crowd that is actually going to convert.
Kendra: I love that you bring that up Christine, because I actually had a quiz as an opt in probably in 2017. It was crazy, I was running Facebook adds to it, I was getting 50 cent conversion. It cost me 50 cents for each person that was coming on to my email list with Facebook adds, now that's like unheard of but back then that was still super good. I grew my email list super fast with that quiz, but these people did not buy. When I launched my product to them through a webinar it was a flop, three times in a row with this list. It was ridiculous, and I was just like, "ahhh, why?" I just paid all this money, people are opting in but, you're right, it's just a curiosity an entertainment. I take a lot of quizzes if I'm bored. I'm like, "oh shit, that looks cool, I'm just going to take that quiz." It doesn't actually mean that I care.
Christine: Exactly, and I think that's [crosstalk 00:26:20] a word of wisdom from us just stay away from them, don't do them. Just don't.
Kendra: I totally agree. I tried to do it a bunch of different ways. I tried to set it up different ways. Having an assessment and then, telling them what was wrong and then sending them into another sequence. Honestly it just didn't work.
Kendra: I agree, don't do quizzes. That's number [crosstalk 00:26:44] wait what were you going to say?
Christine: You're welcome all of you guys that are just like, [crosstalk 00:26:51]
Kendra: Guys, that's number three. I think this is a huge one that just your lead magnet is disconnected. Right? It should be a natural transition. If you're selling gluten free recipes your lead magnet for example shouldn't be anything else but gluten free recipes. Then number four guys, is your lading page sucks. [crosstalk 00:27:16]
Christine: I love bad landing pages though. It's a pet peeve of mine, and when I see a really bad landing page I just slag it off until there's nothing there. It's kind of a pet peeve, it's not really nice of me. I mean especially people who haven't updated their website in like three, four, five, six years.
Christine: It's hilarious. In the mean time, there's really no excuse to have a bad landing page because you literally get them out of the box. Some look still really ugly but with all the drag and drop kind of system it's kind of easy. To just break it down what your landing page should be like. There should be no unnecessary fa-rah. It's just about your free gift, that's it. Nothing else. Make sure you have a huge headline that is telling you exactly why this is super awesome. Maybe a subtitle, then already give them the opportunity to sign up. Don't make them scroll 500 years until they can give you their email address. If you look at the screen it's above the fold, which means you don't have to scroll for them to get your email address or to press the button where they can then have a box in order to have that email address. Then you can add some fluff after that. You can add a video after that, or you can add your testimonials after that. I don't know your media credibility markers or whatever you do. Make sure it's easy to read, it's a big font. Make sure please, I still don't get why people don't check to make sure it's mobile friendly.
Kendra: Yeah, that's a big one guys, you got to. I realize that you guys are health coaches and you're on your computers but no one else in this world is. Everyone is accessing the internet from mobile. It needs to be mobile friendly. Once you finish creating it. Open it. Go to it on your phone and look at it. If it looks like shit that could be a big reason why people aren't opting in. Right? I love that you say this because people have different buying behaviors online. There's the impulse people, who are just you see the add and you're like, "I'm in." That's me, that's how I am.
Christine: Me too, it's like...
Kendra: I buy things all the time and I'm like, "what the fuck did I just buy?" I don't even know what that was. I'm impulsive. For me, I don't want to scroll. I don't want to have to scroll, I just want to opt in and get the thing. There are people who are called fact finders. The fact finders they actually need to do their own research, they need to spend a bit more time. For them their going to see that opt in but you should give them the opportunity to scroll. They should be able to see what does this freebie contain. Who the hell are you, maybe in a bio, and then some testimonials if you have them. Right?
Kendra: That's going to allow them to maybe build a bit more trust and convince them a bit more. For those people who are impulsive you want to make sure like Christine said it's above the fold and they don't have to go anywhere they can just enter their email address and it's done.
Christine: Exactly, and if you have a longer lead page make sure that you add that opportunity at the beginning and also at the end.
Christine: Some people will be at the end, and they just don't want to scroll back up. Just make sure that they can do it there.
Kendra: Yeah, you can have another opt in at the end, or you can just have it set up so when you click the button it just takes you back to the top of the page, which is what I think I have. [crosstalk 00:30:34] The other thing I want to mention is how you know your lead page isn't working would be that nobody's opting in. It's probably somethings wrong with your landing page.
Kendra: Sometimes it just takes a small shift to get it to convert. When something's not working I think a lot of us just want to go in change everything. Change the headline, do a video instead of a photo, then if it starts converting you actually don't know what works. It's really important to just change one thing at a time.
Kendra: Change the color and see what happens, change the image see what happens. Change the wording in the headline and sit back because sometimes for me I've had landing pages that were getting super low conversion and I literally just changed the wording up a bit with the headline and suddenly it was at a 70% opt in rate.
Christine: Exactly, and there's tons of blog posts on this about people who have done insane amounts of research on this. It's just like the color of the button is super important. It shouldn't be red for example or shouldn't be too aggressive. The font is really important. There's all these studies on them. I obviously go against all of them because I make it rather pretty rather than [inaudible 00:31:44] which is again, something else to do but I think if it's in line with your brand, again, it's fine. Make sure you only tweak one little thing and have it run for at least one to two weeks. Give it some time for people to actually get there and to see. It's not that your lead magnet is necessarily bad because they arrive there because they were interested in it.
Christine: The idea is good it's literally just the page. [crosstalk 00:32:06]
Kendra: Something turned them off, whatever it was. You want to intrigue them. You don't just want to be like, "get my free awesome thing." You want that headline to really trigger them, it should really speak to that pinpoint. If we're going back to that how she motos example it maybe mentions something like isn't it frustrating when every time you go back to the dr your antibodies are through the roof or even higher. That's scary to people that's when, "Oh my god, yeah every time I go back those antibodies just keep getting higher it's really scary right? Speak to their emotions, have an emotional trigger in that headline.
Christine: Exactly. Super important. Another thing I wanted to mention is, don't ask for too much information. I think in the mean time nobody's doing this anymore but at the time you had first name, surname, phone number, email. Don't do this. First never ask for someones phone number. People are going to be super offended. Personally I find that even the name is a field too many. I am a huge fan of just entering the email address. The reason why name can be interesting is that you can afterwards use it in your newsletter. It would be the computer registers basically that, this is Christine. Then you can automate that it would be every [inaudible 00:33:20] it would say their first name. It would be, "hi, Christine." For example, when I sign up, not always with my first name, I might just use C. Sometimes I might just use test, or I might use stinky feet.
Kendra: I hate stinky feet.
Christine: Then it's like every newsletter you get from that person is like, "Hey, Stinky feet." Don't do it. When you have a business, and you send them newsletters. You don't know who did that. You don't know who filled in the crazy name. I personally don't do it, and it's another step that people don't... It's another hoop to jump through. Keep it simple and my advise would just be email. That's it.
Kendra: I do ask for the first name, it's funny because I probably do say, "hey, stinky feet." a million times to the people [crosstalk 00:34:04] I have actually found that my nurture sequence does better when I say their name a ton of times. I just keep saying their name, sometimes I'll say it five or six times in an email. For some reason people seem to love that, it works for me. You really got to figure out what works for you right? If someone puts stinky feet in there, and I'm like, "doesn't that feel terrible stinky feet?" [crosstalk 00:34:30] I'm definitely going to rethink this a little bit.
Christine: Especially because some people really think you're writing them.[crosstalk 00:34:38] You wrote this for me [inaudible 00:34:40]
Kendra: It is funny, some people don't realize that it's a mass email. Some people they'll just write back to you like you're talking to them. Do you not? But some people [crosstalk 00:34:53]
Christine: That's what we want in the end. But it's hilarious so just be mindful of that.
Christine: Then we have, oh, the legal stuff.
Christine: Exactly, and if you're in Europe it's a little bit more intense as well. If you have an email provider that's a little bit say they will have it done for you. For example for mail [inaudible 00:36:05] and that we use for the podcast it just tells you add a GDPR box and basically people just have to check those boxes, and it's fine. You're in agreement basically.
Christine: Yes, it's an additional step for them, but sometimes it's not too bad because there's a little commitment with that as well. [crosstalk 00:36:20]
Kendra: It's true.
Christine: Having said that we can also quickly mention that the difference between a one step opt in and a two step opt in sometimes you have to click and then you have a box opening. Then you have to type in your name, and sometimes you just have the field right on the landing page.
Christine: Statistically the people who click on the button and then have the opt in, have to type in, have two steps basically to do. Clicking button, typing, are better leads in the end because their more committed to do it.
Kendra: That's a good point. I know in Canada you have to have a double opt in, so it's the law that people subscribe, but then they get an email that says confirm your subscription. They have to click on that. It's true, yeah it's an extra step, some people may not click it but the people that don't actually go through that super simple step that takes all of five seconds. They're probably not that engaged anyways. That's something I know that's true in Canada, I don't know about the states and I'm sure it's true in Europe. [crosstalk 00:37:20] know where you live and what your laws are.
Christine: Exactly. For example, I have an insane amount of people on my list who are unconfirmed. Which means they sign up, but they never hit the confirmation button. I throw them out. I literally throw them out, because for me, it's okay you can't even be bothered to click that link your most likely never going to be a client.
Kendra: They've probably got shiny object syndrome, they're like, "oh that's cool." Then they sign in and then their like, "shiny object." Then they're gone.
Christine: Exactly. [crosstalk 00:37:52] I can see that when I look at my subscribers. If you're unconfirmed I'm just throwing you out.
Christine: Yeah. All right.
Kendra: Awesome, okay. That's number four, that's your landing page sucks, that's the fourth reason. Then this one I think is just in regards to content. It may be the reason why people don't want to give away their email address to you is because maybe you're just not giving them content. Maybe you're just coming at them with the pitch you're, "this is my lead magnet, this is my lead magnet." Those are your posts. You're not warming people up with the really good valuable content. You should follow me and Christine on social media, especially Instagram. I'm at KPerryNutrition, and Christine is sleeplikeaboss. We actually give away a lot of really valuable content on our feed on our stories, on IGTV. Seriously it's a gold mine. That's why people are very open to giving me their email address because I'm giving them value. People are very sensitive to being marketed to in whatever way shape or form it comes in. You just can't lead with that. It's okay to pitch your lead magnet but you better give them something good.
Christine: Exactly. The way I do it, I'm pretty soft on the sauce. I don't pitch my lead magnet that much. What I do regularly is I pitch my blog. You have every other day on my Instagram there will be content that is directly linked to my blog and it's the URL that's on my Instagram profile and when you go to my blog I actually have a pop up. I actually hate pop ups, but they also work.
Kendra: They work.
Christine: [inaudible 00:39:27] In terms of that, you get all of this free content. You come from a place where you already received content, you want to check out more. Then I'm a little in your face, like, "Hi." It's kind of a balance thing. Sometimes you have to be a little bit more.
Kendra: Totally, and I think for me, I do weekly YouTube videos. I really pitch my YouTube videos. My YouTube video gives away actual tips, sometimes I give tutorials, at the end of the video it says, "hey, now you know about this but maybe you're wondering about this." You can click below this video and get my freebie, and that works really well for me. I get a lot of my traffic from YouTube even with a small channel. I don't get crazy views on my videos but a lot of those people do end up opting in just because it is very connected. Right?
Kendra: It's like the video [crosstalk 00:40:14] has to do with the lead magnet that I ultimately pitched. I don't pay for adds right now and all my leads are coming to me through YouTube. It's like I'm pitching something of value and then eventually that leads to.
Christine: Agreed, I never pay for ads. It's weird, it's a different story.
Kendra: It is. [crosstalk 00:40:33] and we'll do something on paid ads, on paid traffic here at some point. I know a lot of you guys are wondering about Facebook ads, which have gotten a lot more competitive and a lot more expensive. There are actually other really great ways to advertise. I also think that initially when you're new, you really should be pumping organic traffic. Smart organic traffic because ads are expensive. You will get to a point in your business where you'll have the budget for ads and you'll want to scale and I think it makes sense to be running ads but in the beginning I think you really just got to get your organic and free content dialed down before you start going into ads.
Christine: Agreed. All right. I think that was a no brainer. Let's make a quick summary. Number one. We have five reasons your lead magnet sucks, so number one is that it's too much, too difficult, too long. Number two, nobody knows about it because you don't talk about it. Number three is it has nothing to do with how you serve people or what you sell. Number four is your landing page is just bad. Redo it. Number five is that it's not good enough content. It's just fluff and nothing of value.
Kendra: Yeah, people just don't want to. THey're like "this person sucks. I'm out."
Kendra: Bye. [inaudible 00:41:49] Awesome. It was super fun hanging out with you as always Christine. We have so much fun, and I think we're funny. I hope [crosstalk 00:41:55]
Christine: I think we're hilarious. Seriously, I'm wondering if people want to see a case study because I'm thinking of redoing my training soon and just [crosstalk 00:42:03] see us do a case study. Set all this stuff up, let us know and we might make a workshop on that. That you could then get on our website.
Christine: Let us know if that's something that you're interested in. We'd love to know.
Kendra: Or you can just email us hello at 360HealthBiz.podcast or just shoot us a DM on Instagram 360HealthBiz is our handle. Because we love Instagram, we think that it is the social media platform with the most opportunity, if you guys are listening to this on your smart phone right now just screenshot it, share it to your stories, mention 360 Health Biz podcast and we will share it to our stories and just let us know in that story what was your biggest take home, because that just really helps us know that you actually are getting something out of our content.
Christine: Exactly. We love you loads, please love us back.
Kendra: Yep, love goes both ways.
Christine: Exactly. We'll talk to you in a couple of weeks.
Kendra: Yeah, well in one week.
Christine: In a week already...
Kendra: A week, yeah. We now release episodes every week.
Christine: See, I'm so... [crosstalk 00:43:02]
Kendra: Christine doesn't even know
Christine: God, I'm a nightmare. Yes, I'll talk to you next week.