COVID-19 has rocked us all in one way or the other and has literally shifted the way that everyone does business. Luckily as online coaches, people still need what we are offering and they're going to need it more and more as time goes on. In my new video I'm going to teach you how to adjust your messaging so that you can be truly authentic to yourself and your audience.
As a small business owner, I've been feeling all the emotions over the past few weeks, and maybe you can relate. I've been worried, motivated, sad, and happy. It honestly feels like a bit of an emotional roller coaster. I realized that you probably have a lot of questions and while it's really easy to panic right now, you have to remember there's still a lot we can control and there's still a lot we can do to grow our business during this crazy & uncertain time.
I know there's a lot of you who might be feeling, "Should I even be selling during a time like this?" And the answer is yes, you absolutely should. I've seen people shaming online entrepreneurs and business owners for selling during this time, but to be honest, this is your business. This is how you support yourself and your family. You have the right to do what you need to do to continue to be able to do that.
And what that means is we may have to switch things up a little bit in order to stay more authentic. And I have three ways to stay authentic in your business throughout a global economic crisis.
1) Adjust your messaging and address coronavirus with your people.
Even if you don't want to, you are going to have to address it. You can't just go on like it hasn't happened and every single person on the planet is feeling the effects of it in some way, shape, or form. Now the cool thing about all of this is there's very much a collective connection right now regardless of where people live in the world. Everyone is experiencing this. So we actually have the ability to relate with our fellow human beings in a way that we've actually never been able to before. So it's really important that you meet your clients where they are at, ask them how they are doing and ask them what they actually need from you during this time. It's important to be compassionate and empathetic during these times, and it's also really important to be honest. It's okay to share your struggles because by being authentic & vulnerable, you are going to be able to connect with your audience in this really deep way and you're going to be able to relate to them maybe in a way that you've never been able to before.
2) Adjust your offerings.
This is going to depend on your industry and your audience, but you definitely want to take a look at what you were offering and make sure that it is still relevant. You may need to update them or switch them up a little bit. Maybe there's something else you can offer right now that's really going to support them with what they are uniquely going through right now. What you want to look at is your pricing model - maybe you offer additional payment plans for your clients or allow them to pause their program until they get sorted. During this time, customer service is king. You really want to make sure that you are treating your clients in the best way you possibly can, that you are showing up for them and showing them that you care. Because when this is all said and done, they will remember that. And at a time where people are cutting non-essential spending, you want to be going above and beyond and make sure that they see that what you are offering is something that they really still want to keep.
3) Focus on nurturing your current audience.
I don't think anyone has the excuse of, "I'm too busy," unless they have tons of kids at home and now they're just managing kids. Obviously there's an exception there, but a lot of people are at home. They're online. So this is a great time to build relationships with your audience and show them how awesome you are, how awesome your brand is, and how you were there to nurture and support them and serve them during this time. This is a great time to not only build your social media following, but also your email list.
If you are noticing less sales during this time, remember that this is temporary and there is so much you can do by just showing up, being authentic and truly, deeply supporting your people during this time. This may be the perfect time to consider creating and launching an online group coaching program. And if you are interested in doing that, please download my Group Programs Checklist.
Pain points are a specific problem that prospective customers of your business are experiencing, and are specific to your niche. The truth is all humans want to avoid pain, and your ideal client is experiencing pain around their specific health issue. They hate it, it bothers them, and they desperately want to get rid of it. So if you want to sell your product or service, you have to explain to your ideal client how you're going to help their problem go away. And if you can show how your awesome health coaching program is going to get rid of their health issue, they are going to invest.
But if you want to identify the pain points of your ideal client, you have to know who your niche is. This is a really big blocking factor for health coaches.
The most important thing about pain points, is that they need to come from your ideal client, and not you. You might be able to extract some pain points from you if you are someone who has suffered from the same things as your ideal client, but it's really important that you get those pain points from the real humans struggling with whatever your niche is struggling with at this very moment.
Let's say you're just starting out so you're brand new. You've never had a client and you don't have a way to find people to talk to. Your niche is out there - there are tons of people online looking for someone like you to help them! So go out there and do the research and find these people and figure out what are they actually struggling with.
There are six really amazing ways to connect with your ideal client and see what they're struggling with.
1) If you've ever had a client who has suffered with your niche problem, ask them. Ask them questions or just pay attention to when they speak. And if not, maybe you have a friend, or a family member, or a spouse, or someone else who has struggled with your niche problem who wouldn't mind if you asked them a few questions.
2) A great place to learn about your ideal client pain points is in Facebook groups. There are lots of Facebook groups around all different types of health problems. Join a group that is specific to your niche and look at what are they posting, what are they struggling with, what questions are they asking. Don't go in there and try to sell. There's usually rules around that and that could get you booted out. But, you can go in there and just ask questions, engage, be a fly on the wall.
3) Outside of Facebook, you could go to Instagram and you could follow someone who is in a similar niche and look at their posts and see who's commenting and what are the questions.
4) If you have any amount of following, even if you only have 50 to a hundred people on Instagram, or LinkedIn, or wherever it is you're hanging out, get out there and ask them. Use Instagram Stories and use the question or poll features and ask questions like, "What are you actually struggling with? What is the hardest thing about having anxiety? What drives you the most insane about having anxiety?" There are so many different ways to actually get out there and engage with people who have this issue.
5) Send out a survey. Basically, I sent out a survey and I bribed people. I find if you want people to take action you can offer them a chance to win a gift certificate or some sort of prize if they complete the survey. And based on survey results, you can use those results to create your content.
6) Draw from your own personal experience. A lot of us end up niching in health issues that we have struggled with personally. You don't want to use only your own pain points from your experience because we all have unique experiences and you want to really extract those pain points from a wide variety of your ideal clients. But if you have had personal experience in your niche, then you can definitely draw on your own personal experience and take pain points from your own life.
What I challenge you to do is go out there and do this research and find 30 pain points from 30 different people who are struggling with what you are niching in and write them down. And then go and solve each of those pain points. You've just done 30 days of content and you can just go out there and share it. At the end of 30 days you can literally just repeat because the truth is not everyone's going to see all your content, and it's not actually a bad thing to be repetitive online. This is a fantastic way to create content - video, Instagram, Pinterest, you name it.
Remember that my "Find Your Profitable Niche" Workshop is still open for registration. On April 3rd @ 10am PST, I will be hosting a live, 2-hour, interactive training that will help you identify a niche for your business that helps you attract new clients and create content with ease. Reserve your spot: kendra-perry.com/niche-workshop
Authenticity is a big word in the online marketing world right now, but what does it actually mean and how do you actually leverage it in your business marketing strategy? I used to show up online as the person I thought I should be rather than the person who I actually was. And truthfully, my business didn't started to take off until I started to be myself. And this is exactly what I want to teach you.
First off, you may be wondering what authenticity marketing is. It's marketing your business or your brand by showing up as yourself and as who you truly are. Authenticity marketing would be telling someone that your program or service actually isn't a good fit for them and that there might be someone else who would be a better fit for them instead. Inauthentic marketing would be pretending that the webinar is live even though it's a replay. Inauthentic marketing is only showing the highlight reel on your social media and not talking about any of the real stuff. Inauthentic marketing would be pretending that your health condition is fully healed when in fact you are still in the thick of it. Inauthentic marketing is marketing your business or your brand in any other way that doesn't represent you and who you are.
So let's jump into 5 tips on how to utilize authenticity marketing in your business.
1) Identify your core values.
If you're going to show up as who you are online, you have to learn about who you actually are. And this starts with defining what your core values are. You should sit down and come up with 5 to 10 values that really define who you are as a human. Your values are the things that define who you are and the things that you are unwilling to sacrifice.
Need some inspiration? My core values include fun, laughter, integrity, adventure and connection to nature. Once you know what your core values are, you'll get a better idea of who you are and what you stand for. This is going to help guide your business decisions. And ultimately what you end up saying yes to.
2) Speak with your own voice.
When you show up on social media, like Instagram, Facebook or YouTube, you want to make sure that you are speaking with your own voice and using the words that you actually use. So this means that you should talk the way that you talk in real life. If you have a sarcastic sense of humor, crack some sarcastic jokes. If you like to laugh, don't be afraid to laugh. You just want to make sure that you talk the talk - your talk.
3) Serve first, sell second.
When you are focused on serving your clients and finding the best outcome for them, regardless of what that is, you actually treat your audience like humans. People really like it when they feel that you actually care about them. And remember, when you have a serve first, sell second mentality, that means you're always going to find the best outcome for your audience member, for your potential client, even if it's not ultimately working with you.
A key thing to remember with this mentality: it doesn't mean that you're just giving free information and breaking your boundaries. What it means is that you're being generous with your content, giving as much value as possible and really caring about the people who are following you and always trying to help them as much as you possibly can.
4) Embrace the haters.
When you really embrace those interesting or unique or polarizing sides of your personality, ultimately some people just aren't going to like you. And guess what? That is okay. We cannot make everyone happy and like us. This can be tough to swallow because a lot of us have been conditioned to be people pleasers and we secretly want everyone to like us. But when you are authentic and you're showing up as yourself, some people they just aren't going to resonate with you. Ultimately the people who don't connect with us, they just weren't meant for us anyways. So embrace the haters, give them some love, and let them go.
5) Share your story.
Be honest about exactly where you are right now. A big fear I see in a lot of health coaches is that they're afraid to share what they know about something because personally maybe they are still going through it. They don't think they have any right or they don't feel like an expert. But people want the truth. And the fact that you still struggle with whatever you're talking about, doesn't mean you can't speak on that topic. And it doesn't mean you are an impostor. What it does is it makes you real.
If you found this helpful and you want to get more tips and tricks from me for your health and wellness business, make sure to subscribe to my weekly business tips because I send out a super juicy, super actionable tip every single Tuesday to my email subscribers.
In today's business world, you honestly can't go that far without finding someone preaching about the necessity of hustle in order to grow your business. But is a hustler's mentality really needed in order to grow a business? In my opinion, it's not and I actually believe that it's totally detrimental to your growth. In my video, I'm going to teach you that you don't actually need to hustle to be successful and what you should actually be doing instead.
The reason why I decided to become a health coach is because I was struggling with chronic fatigue and chronic insomnia. I was tired all the time, which meant that I wasn't able to work that long without giving myself a break. And because of this, I always had to be careful about how I managed my time and energy because otherwise I would burn out. So when everyone started glorifying this hustle thing, I called bullshit because I in fact grew a multiple six figure business without hustling because I needed to rest a lot and not overwork.
Personally, I hate the word hustle because it implies that in order to be successful in business, that you have to, well, hustle. Or that you have to work yourself into the ground and stay up late at night and prioritize your own health in order to make money. The problem is that hustle doesn't actually guarantee your success and it doesn't guarantee that you are focusing on the right things. And more than likely, you're just going to burn yourself out. So if this hustling thing does not resonate with you, that's okay. It doesn't resonate with me either, so do not feel guilty about not hustling.
So if you're just hustling and burning yourself out, you're a poor role model for your clients and they are going to see right through you. So in my opinion, you cannot be a hustler health coach and be successful because I don't think anyone will really want to follow a health coach who eats like shit, who stays up late and doesn't take care of themselves. They will see right through that, like I said, and that is inauthentic. And if you want to learn more about how to be authentic in online business, make sure to check out my video, Authenticity Marketing.
Now that we're on the same page about hustling, let's talk about how to grow your business the anti-hustle way.
1) Learn to say no.
aying no and setting boundaries can feel totally crazy at first and it can feel really overwhelming, but saying no is actually the highest form of expression of self love and self respect. So when you are a new health coach, it can be really easy to get hungry for opportunities or get distracted by what I call shiny objects in disguise, which are opportunities that seem totally golden at first, but when you break them down, they don't actually help grow your business. In fact, they're probably helping grow someone else's business. Or it may present itself as an opportunity to make fast money, but in the long run, it doesn't actually lead to your bigger mission.
2) Determine your freedom number.
With hustler mentality, a lot of people will continue to grow their business without taking into consideration what they need for happiness. Grow your business to the point that it is aligned with your lifestyle. So me personally, I love minimalism in business and I don't want to grow a multiple seven figure business unless it's absolutely aligned with my lifestyle. If growing my business bigger means working more and having less time for my self care, for my outdoor time and for my relationships, then that is actually not something that I want and I will cap my growth at the level that it needs to be in order to align with that lifestyle.
3) Focus on cultivating a community.
Instead of going out there and hustling like a maniac, focus on cultivating and building relationships instead. When you build real human relationships with your audience, what you do is actually create return customers and fans. If you have a follower who really buys into your mission and what you do, then they are going to purchase and invest in every single thing you put out there. When you focus on creating a community and building real relationships, you can sell to these people over and over again because they like you, they trust you, and they buy into your mission.
You don't need to hustle when you cultivate real human relationships with your following. And the honest truth is you don't actually have to grow a massive following to be successful when you consider the relationship community connection. If you focus on having a quality and engaged following by building community, by building relationships, then you don't need to hustle and keep seeking new customers because you already have your super engaged, super friend customers who are willing to invest in anything new that you put out there.
As a business owner, it's incredibly important to have multiple sources of income rather just relying on a single source of income. You're going to feel so much more comfortable if you have multiple income streams that are going to pick up the slack when other streams slow down. And in this video, I'm going to share with you all eight of my sources of income so that you maybe get a little bit of inspiration or see what's possible when it comes to making other sources of income.
My first source of income, and probably one of my primary sources of income up until about a year ago, was one-on-one coaching. That's going to change a lot in 2020 because I actually stopped taking one-on-one clients, but this is basically me exchanging my consulting services, my advice with health coaches who are looking to grow their business. Now, something I've learned is my zone of genius isn't really one-on-one coaching. I do think I'm good at it. But me personally, I prefer to put my energy into other things, like courses and group programs. So in 2020, this is probably going to become significantly less of my income streams. But currently, beginning of 2020, it still is one of my primary sources of income.
Number two is my HTMA Expert course. This is my course for health professionals, health coaches, fitness pros, health practitioners who want to learn hair tissue mineral analysis. This is one of my biggest moneymakers and in 2020 I expect it to be one of my primary streams of income as well. I teach this course live so I'm showing up weekly for live Q&As for the six weeks that we actually run the course. If you are interested in being a part of the HTMA Expert course, which launches January 28th, click here.
My third source of income is my monthly membership program. After health coaches or practitioners have completed the HTMA Expert course, they usually want to access my support. They still want to have help with their case studies and implementing what they learned in the course. So, I have HTMA Masters membership, which is for graduates of my course only. But basically, within that group we do review calls. We help them with their case studies. We make sure all their questions are answered in regards to hair tissue mineral analysis. We also dig into some of the other functional tests, like the organic acids, GI-MAP, and DUTCH test.
My next source of income is my 360 Mastermind. In November 2019, me and my business bestie, Christine Hansen, launched our yearlong mastermind program for health coaches. This was a really big source of my income at the end of 2019, and it's going to be a sort of a minor part of my income going into 2020. Most people paid up front, but some people are on subscription plans, therefore we will still continue to receive those payments on a monthly basis.
My fifth source of income is HTMA test kit orders. We have a program in my company where health coaches can actually order HTMA kits through us instead of the lab. Because depending on what people's health certifications are, they may or may not be able to actually set up a direct account with the lab. So for those people who maybe don't have the credentials that the lab is looking for, we allow them to order HTMA kits through us. We do mark them up slightly because I am basically paying an assistant to manage that program, plus I pay a mail lady to actually ship out those kits for me.
My sixth source of income is supplement commission. Now, I don't do health coaching anymore, but I do have an online dispensary with Fullscript. That means that my past clients have accounts. And any time they order under my account, I get a commission. Now, supplement commission used to be a lot more for me but since I don't really health coach anymore, it's not as much as it used to be.
My seventh source of income is High on Energy commission. Some of you may know I used to run a group membership program called High on Energy. That was where I helped women resolve their chronic fatigue and basically get more energy. When I decided to end that, I didn't really want to just let it go because I'd created such an amazing community of women. So I offered the membership to another practitioner and she runs that program now and rebranded it to a different name, Healing Journey Services. I had her take over the program in exchange for commissions of the sales for the next year.
And then my final stream of income comes from affiliate sales. Affiliates are certain products that I love that I recommend. This is definitely my smallest income source, but I do make some commissions. For example, I recommend the Pure Effect water filter because I think it's so important to be drinking clean water, so that is a product I recommend. I also promote the Joovv LED Red Light, therapy light, because it's amazing for antiaging and skin, and I've found it to be really, really effective for sports injuries. I also recommend the HeartMath device, which is a sort of meditation-like device that I love and has helped me so much in terms of how I deal with stress and how I feel overall about myself. I make a few hundred dollars a month on commissions from those products.
So those are my eight streams of income. And going into 2020, I'm probably going to add a few more courses. My plan in 2020 is to create a whole library of business courses specifically for health coaches and other wellness professionals, spiritual advisors, or anyone who does online coaching.
Remember as a business owner, multiple incomes take away so much of your stress and overwhelming feelings when it comes to money if you set up multiple income streams. And if you don't even know where to start and have yet to determine a niche, I have a workbook just for you, my Money-Making Niche workbook!
Let's talk about money. If you aren't willing to look at your finances you are going to struggle financially. But don't worry in my new video I'm going to give you six money management tips that are going to help you manage your finances like a boss.
There was a time where I actually believed that I was bad with money because I'd been told that my entire life so ultimately that is what played out. I felt really uncomfortable looking at my bank statement, looking at my credit card, and the result was that I always went into overdraft or I overstepped my credit card and I ended up accumulating a small amount of debt. And honestly this whole money thing actually almost prevented me from starting a business because I knew that having a business meant that I needed to learn to manage my money. Luckily I started my business anyways and today I manage a multiple six figure company with multiple team members so I now have a very good relationship with money and I'm very good at managing it.
So just remember that making money is pointless if you don't know how to manage it. So it's really important that you at least adopt some basic money management tips like the ones we are going to get into today.
1) Separate your bank accounts
You don't want to be combining personal and business expenses because that gets confusing. You want to have a bank account for personal, a bank account for business, and you also want to have a credit card for personal and a credit card for business. It's really important to separate out your expenses so that you can track what you were actually spending in your business.
2) Hire a bookkeeper
A bookkeeper can do bookkeeping a million times faster than you can and it will relieve the anxiety and stress. This is probably one of the most important investments that you can make as a new business owner so do it now, hire a bookkeeper.
3) Analyze your cashflow
I look at the report that my bookkeeper gives me every single month and I really, really analyze where is my money coming from. I like to analyze my income streams, see which one is performing the best, and I also look at each and every one of my business expenses and I ask myself, "Am I using this platform? Is this helping me move my business forward? Is this necessary?" Because if it doesn't fit into that category I'd get rid of that expense.
4) Pay yourself first
I actually got this advice from the book Profit First. So you want to figure out what you need for personal expenses like your rent or mortgage, your insurance, cost of food, cost of gas, cost of your extras, maybe your gym pass or your yoga pass. You also want to put aside money for taxes and you also want to put aside money for investments. Because of course as entrepreneurs we don't have fucking pensions so we have to invest in our own future.
5) Invest in the basics
You don't need a ton of platforms or services to run a business. My first course was run off a PDF doc that literally linked to a YouTube video so 100% free. So always start with the basic don't get caught up or distracted by all these flashy, fancy platforms because really in the end you don't need much to run your business.
6) Money mindset
Your beliefs around money ultimately are going to confirm your reality. So if you don't believe you're worthy of money or you don't believe that people will afford the cost of your services then you are going to have a problem with cashflow. So guys, if you hear yourself saying any of the following you definitely have a money mindset issue. "I'm bad with money." "People can't afford the cost of my services." If any of these come up for you, you need to repair your relationship with money and my video, Scarcity Mentality will help you out.
Money does not equal happiness but it sure makes being happier a lot more easy. It gives you freedom, it gives you control, and it gives you ability for the fun stuff like travel and adventure. Money is not the root of all evils. And wanting money has nothing to do with the type of person you are. It does not make you a bad person. It means that you want freedom, comfort, and happiness.
Now go out there and make some fucking money and then tell me all about it!