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!
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!
Are you totally jealous of all the Instagram accounts out there that have the swipe up feature? I hear you. I'm just like you. When I made this video, I didn't have 10,000 followers yet, so I discovered a sneaky little work around that will allow you to access the swipe up feature without having 10K followers.
The swipe up feature converts super, super well on Instagram, but what a shame it is when you have less than 10K and you can't access this feature. Now, when you don't have 10K, it's not quite as seamless as it would be if you had 10K and you wanted to use the swipe up feature. It does take a little bit more effort, but I promise you it's fully worth it because you can send people from Instagram to your website, to your sales page or your landing page.
Now, the first thing you're going to want to do is you're going to want to create a one minute vertical video and you're going to do that making your smartphone. Just take your phone record a one minute video, and in that video you're going to tell people why they should be clicking on your link. If it's a YouTube video you want to link to, for example, you're going to tell them why they should watch that video. At the end of that one minute or at any point in the video, you want to make sure that you tell people to click the link and point to the top right corner.
The next really important thing is to make sure that you upload a high quality thumbnail into your IGTV video, so it'll prompt you to do this at the beginning of your upload. Now this is important because the IGTV video that you post is actually going to automatically populate to your Instagram feed. If you don't upload a thumbnail, it's going to be just a random shot of your face that maybe looks like that or like that and that doesn't actually entice people to want to click into that video. If you add a custom thumbnail that has a graphic that tells people exactly what that video is about or exactly whatever it is you want them to click to is about, then people on your feed are going to be way more likely to click into that video.
The next thing you're going to want to do is you're going to want to upload that one minute video that you just created to your IGTV channel. Create your title and add your link in the description section and guess what? The link is actually clickable unlike when you add a link to a regular Instagram post. Remember that image where you're pointing to the upper right corner? This is because that is where the arrow is that they need to click to access that link and go to your video or whatever it is that you're linking to.
The next thing you're going to do is upload a quick Instagram story that tells people why they should click to whatever it is you want them to click to. Before you upload the story, you want to link your story to your IGTV post! On the top left corner of that Instagram story, there is a link icon. Click that icon, and you'll see that IGTV video that you just posted. You want to select that video and what that's going to do is it's going to allow the people who are watching your stories to swipe up to go to that IGTV video.
Do you see how this all connects? Basically people who are watching your stories are going to swipe up to get your IGTV video and then that video is going to tell them to click the link to go to your YouTube video or your lead magnet or your sales page or your blog posts or whatever it is that you want to lead to. It's a little bit more maintenance, but this work around works super well. I've tracked it and I get a ton of clicks this way to my videos, to whatever it is that I want to promote so I really do recommend using it and putting in that little bit of extra effort.
If you want to learn more about IGTV and how to dominate Instagram with it, be sure to watch my video, How to Get More Views Using IGTV.
Are you considering buying followers or even getting a bot to get more followers? STOP, I repeat, stop buying followers!!
I'm going to teach you how to boost your followers without a robot or without paying money for them. I grew my account from 2,000 to 9,000 followers this past year. And I did so WITHOUT bots, WITHOUT fake followers and WITHOUT paying for fake followers.
The first thing you can do to increase your followers on Instagram is to actually go out and follow your ideal client. Because every time you follow someone, your account actually pops up in their notifications. So if they are a person who might be interested in the type of content you're putting out there and then they are way more likely to follow you back. So if you are targeting single moms who are looking to lose weight, you might go around and look for Instagram accounts that are owned by single moms, which you can usually tell when you are looking through their feed.
Number two is to be SOCIAL on Instagram. Who knew that you have to be social on social media? So make sure to engage, like, and comment on the posts of your ideal client. When you can start a conversation with someone who might fall into your target market, that will actually tell the Instagram algorithm that they like seeing your content. And you're going to be way more likely to show up in their feed.
The third thing is to be strategic with the hashtags you use when you're posting. This will make you more searchable. So you actually want to go out and do a little bit of hashtag research because if you're using massive hashtags that have millions of posts, as someone who has a small following, you're probably never going to rank in that category. You can utilize Instagram and search for various hashtag and see how many posts that each hashtag has. Now, as someone who has a smaller account, you're going to want to look for hashtags that are maybe under 50,000 or up to 200,000. But I wouldn't go over 200,000 because you're probably not going to rank since you are a smaller account.
My fourth tip is to utilize Instagram Stories every single day of the week, or at least every single day of your work week. Instagram Stories actually populate above the feed. So there are those little circles that are above your individual feed and every time you post a new story, it actually moves you to the front. So when you're posting stories regularly throughout the day, you're way more likely to stay on top of your ideal client's feed and they're going to be way more likely to watch your stories. Now, you want to be strategic with your stories. Instagram Stories is a fantastic way to educate and provide value to your ideal clients. So if you want to get inspired and see the opportunity for the types of Instagram stories that you can post, go ahead to Instagram and follow my account and tune into some of my stories to see how I do it.
My last tip is to optimize your Instagram bio so that when people come to your page, they know exactly what that page is about. So it really grinds my gears when I see health coaches out there posting their certifications, their interests. But there's actually nothing in that bio that tells me what is this page actually about. You only have five seconds to grab this person's attention and make them want to follow your account. So you need to be very clear about who the page is for and what they can expect to get from following the page. If you want to dive a little bit deeper into this and you want to know how to optimize your Instagram bio like a boss, make sure to grab my Instagram Bio Cheat Sheet.
All right, friends, now go grow that Instagram account and fire that robot!
Are you feeling clueless when it comes to Instagram TV or IGTV? Maybe you're wondering, "Should I use it? How can I make it work for you? Is it actually worth using?" Well I'm going to break down for you on what IGTV is and how to use it to get more views to your account.
When Instagram first released IGTV, it was a total fail, but it is a failure no more because Instagram just released some very powerful features that make it absolutely worth using. When I started using Instagram TV videos, I saw 5 to 10 times more engagement and views than any other type of content I was posting on Instagram. So it worked for me and I promise it will work for you too.
So what is IGTV? IGTV is basically Instagram's app to allow you to post longer-form video. With Instagram TV, it is a vertical video, you record it with your smartphone, so super low maintenance, super easy, and the video is between one and 10 minutes. This makes it a perfect tool for educating your ideal client because you have up to 10 minutes to do so, which is lots of time to teach your ideal clients something. In order to access the IGTV app, it is a separate app than Instagram. The two do link together, but you do need to go and download the Instagram TV app so that you can start uploading your videos.
Now, the first piece of advice I'm going to give you about IGTV, is your thumbnail really matters. The new feature that Instagram just added is, now when you post an IGTV video, it actually automatically populates into your Instagram feed. This makes it way more likely that people are going to see and find your video. But if you don't add a custom thumbnail to your video when you upload it, a random picture of your face is just going to populate into your feed. That's actually not going to tell anyone why they should actually watch that video. One important thing to keep in mind is, Instagram actually will zoom in on the center of the image. So you want to make sure your texts or whatever it is that tells your person what the video is about is restricted to the very middle of the image. You're going to have to test with this, but this is very important. It means that new followers to your feed can scroll down and see the name of the videos you've posted, which means they're going to be way more likely to go in and actually watch that video.
My next tip is keep your video short and to the point. It's really easy to ramble on, especially when you have up to 10 minutes, but I actually recommend that you try to keep your videos about five minutes or less. People don't have much attention span these days and it's going to be way more likely that they're going to watch your entire video when it is less than five minutes and it doesn't ramble on too long. Make sure to write down your points on a Post-it Note, stick it next to the top of your camera, next to your phone, so that when you look at your points, you're still looking at the camera, so that you can stay on track and properly educate your ideal client.
The next awesome thing you can do with IGTV in order to promote it and let your audience know that you've posted it, is to actually promote it in your story. You can make a quick video or a quick graphic and you can actually create a swipe up feature even if you don't have 10,000 followers. All you need to do is upload your video or your image to IGTV, and there's a little link button in the top left hand corner. Click the link, select the IGTV video that you just posted, and then let the people know in that video with a sticker that tells them to swipe up. When they swipe up, it's going to go to that IGTV video and then they can watch it.
I have one more bonus tip for you! The description when you upload your IGTV can actually contain a clickable link. So people can actually click on that description and it will take them outside of Instagram. This is really juicy, especially for those of you who don't yet have 10,000 followers. Use it strategically. Do you have a lead magnet or an awesome freebie that is related to the IGTV video that you just did? If so, link to it and make sure in the video you tell people to click the arrow in the top right corner, and that way they can click that link and get that freebie.