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.
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.