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E#217 How to Describe the Benefits of Coaching

This episode is about how to describe the benefits of coaching

How good are you at describing the value and impact of coaching to potential clients? In this episode, I am going to help you to unpack the benefits of coaching in a way that gets prospective clients interested in learning more and working with you. 

Recently, I was having a conversation about coaching in a workplace context, in terms of mental health, seeking support and duty of care for your own wellbeing.  

As I was describing how coaching works with an employer, his eyes lit up as he totally ‘got’ the way coaching could support his workforce. It got me thinking about how we often describe coaching, why that falls flat, and then what to do instead. 

In this episode, I’ll talk about 
* How do you describe what “coaching” is? (what not to do)
* What drives people
* How to describe the value of coaching

How do you describe what “coaching” is? (what not to do) 

A lot of coaches struggle to sell their services because they find it hard to describe what they do and how it works.  

I’ve done several previous episodes about this, such as episode 116 Explaining Your Coaching Services with Fiona Cosgrove and more recently, episode 205 How to Create a Magnetic Value Proposition. 

And the problem is exactly what I’ve just said – we try to describe COACHING – not the value or benefits of coaching. 

What I mean is this – we get caught up trying to explain what we do as a profession or HOW coaching works, so we end up talking about US and our modality or methodology, rather than THEM – the value, benefits and results that THEY want to achieve.  

If we focus on how we do the method, then people are, therefore ‘informed’ about us and our method, but they have no idea what’s in it for them. So that’s what NOT to do. 

The way to communicate value is to answer the question – ‘what’s in it for me?’ – and this is what I want to talk about today. 

Back to that conversation, I had recently with an employer about coaching in a workplace context, the conversation was about mental health, seeking support and duty of care for your own well-being.  

We were discussing psychosocial risks, and how they impact worker safety. I positioned coaching as part of the solution, by explaining that the two key goals of coaching are to raise self-awareness and to help people generate self-responsibility. By coaching around these two aspects, we could empower workers to be more aware and proactively seek help or take action themselves, therefore improving the individual’s duty of care and as a consequence, reducing mental health risks and incidents at work. 

He really got the importance of coaching to HIS organisation. I used language that the employer was familiar with, and that tied into the ‘industry vernacular’ that he was familiar with – and showed how coaching can help him achieve the benefits and outcomes he wants. That said, he really understood the value of coaching and his eyes lit up.  

The way you describe ‘value’ is probably different for different market segments, but the point is that you need to use the clients’ language and talk about what’s meaningful to them, to the results and benefits they are after so that the value of your services is really obvious. 

It’s time to think differently about how you communicate value.  

In the example I’ve just described, I thought about the fact that mental health problems are initially hard to see, so it makes sense that self-awareness is valuable. 

Currently, workplaces are focussing on identifying mental health risks and priorities, so it makes sense that helping people self-identify is half the battle won.  I didn’t waste time trying to explain coaching – I described coaching in terms of the benefits and impacts it can create. 

See how unpicking the market’s problem helps you talk about the value? 

What drives people to change (and buy) 


In what I’ve just explained, it’s clear that the value of coaching needs to be positioned around what drives people to change and to pay to get your help. 

Have you ever wondered what those drivers are, and how to know when someone will pay? 

Here are four conditions for change and for buying. 

As you learn in coaching, the first condition of change is ‘a sense that something isn’t right’- in other words, self-awareness is the first step, because if you know or are self-aware that you have a problem you will more likely do something about it or seek help. 

A lot of the general marketing a business does is to make people ‘problem aware’ – and some of the ways we do this are with quizzes, case studies, stories and questionnaires, and by inviting reflection. 

Knowing you have a problem is one thing but doing something about it and paying to get help is another. 

So the second point is, in my experience, that the problem the person has identified needs to be big enough that it is disrupting their daily lives – they can’t ignore it (and they describe the impact on families, relationships, work, and their own wellbeing). Most people are reactive, so they tend to wait until things get really bad until they seek help. 

Thirdly, they feel they can’t tackle this on their own (and they use feeling words around this like frustrated, helpless, irritated, guilty etc). They have obstacles that are situational, behavioural, cognitive or emotional and often talk about what’s hard, or what’s getting in the way. 

Fourth, feel ready, willing and able to get help to make the change (and there are positive feelings they want to have right now). 

These are the four general things that drive people to buy and to pay to get help. 

When you have spoken to people in your niche and truly understand these four elements from the niche perspective, using their ‘feeling words’, then you can use the information to formulate a statement of value that aligns with them. 

How we need to start describing the value of coaching 

To sum it up, we need to start describing the value of coaching by talking in more specifics about the things that matter to the niche client and how that feels, rather than talking about us and our tools or methods.  

For example, when I used to coach in weight loss, a lot of clients talked about not being able to commit to themselves or be consistent and loathing themselves for that. 

If I was speaking to one of those types of people, I’d be talking about how coaching helps you to make a solid commitment to yourself and then learn how to honour that commitment so that you can be consistent, authentic and living with integrity, feeling aligned with who they truly are, and feeling proud and confident.  

Can you see how that very different explanation could be very valuable for someone who really wants to commit to themselves and be consistent and stop beating themselves up? 

There’s no description of visions and goals or what coaching is – just a clear, feelings-based description of what coaching can help the person to achieve, using their language. 

What I’m saying is this – think about the outcome that people want, because it’s a key part of the value of what you do – in your niche client’s eyes. 

A final word 

To really get into the client’s shoes – get coached yourself. This is essential for a few reasons – so that you can be a role model for change – but also experience what it’s like to make and honour a commitment to yourself. 

Then you can authentically talk about the value of coaching from your own experience.  

When people want to know HOW coaching works, you can speak honestly about what it’s like to make a commitment to yourself, how it feels, and how you develop certain skills (e.g. self-regulation, self-discipline, consistency, scheduling, self-accountability) that can transfer to other areas of life. 
 
When people want to know WHAT the RESULTS are, you can speak emotionally about the feelings and changes you experience. For example, you will finally stop quitting on yourself and feeling guilty. You’ll be aligned with your values and dreams. Having some wins in one or two areas builds your confidence to do more and build on those wins. And how, when you are living in line with your values, it is living with integrity which gives you a sense of self-respect and self-worth. 

In other words, we are communicating how forming a few simple habits can give important skills and insights that can be applied to other areas, so they don’t have to doubt themselves anymore or rely on experts anymore. 

Now, how would you feel if someone describe coaching like that to you? 

Summary

Today we talked about how we often get caught up describing “coaching” when we should be describing the VALUE of coaching. 

To do that, you need to know what drives people in your niche, and even better, get coached yourself so that you have the lived experience. 

Then you can more easily craft a statement that describes the value of coaching with such richness that people are excited to join you on the journey.  

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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E#213 How to Set Up a Co-Coaching Agreement

This episode is about how to set up a co-coaching agreement

If you’re a coach, it is essential for you to have your own coach. But what if you can’t afford to pay a coach? Co-coaching – or swapping sessions with another coach – is a great way to give and receive coaching and gain the benefits. Coaching is much more effective if you are working with the right person – and today I’ll describe how to set up a productive, connected co-coaching agreement with a fellow coach.

Why Do Coaches Need to be Coached?

A lot of coaches finish their qualification and start looking for clients but have not been coached themselves.

Why is this important? There are a few good reasons.

In this episode, I’ll talk about 
* Why coaches need to be coached
* How to do a ‘good fit’ call
* How to set up a co-coaching agreement

Firstly, if you’re going to communicate the value of what you do as a coach, you really need to speak authentically and from experience. Imagine trying to sell a car if you didn’t drive one yourself? Imagine trying to sell a skincare product that you didn’t use yourself?

Being coached yourself gives you authenticity and credibility.

Secondly, when you decide to be a professional coach, you are pretty much committing to your own personal growth.

Once again this is about authenticity. If you are not willing to grow and change yourself, how can you be trusted to help others to develop new habits and pursue their own personal growth?

As one professional coach in the US says – you can only take a client as deep as you have gone yourself.

Thirdly, everyone has blind spots. Yes, you can coach yourself through the process of self-talk, reflection and journalling, but there are things about yourself and limiting beliefs that you can’t see. So, no matter how good of a coach you are, you can’t do it all on your own.

Finally, it is through the process of coaching and experiencing the discomfort of change that you really appreciate what your clients are going to go through, how to describe the benefits and value of coaching, and to gain lived experience in problem solving, navigating a journey and defining success on your terms. By working with another coach, you might also learn a few new coaching techniques as you get to increase your skills and go deep on areas that are important to you – perhaps deeper than you would on your own, or with your own clients.

All of this leads to greater resonance with your audience, more impactful marketing, and better coaching skills.

To work with a coach, you have a couple of options.

You can hire a coach and pay a fee for service which suits some people.

Alternatively, you can find a peer coach to work with and do a barter, swapping sessions with each other – which I like to call co-coaching.

The great thing about co-coaching is that the coaching itself is often easier because you are both familiar with the concept of coaching, the language of coaching, and how a session is run. This makes things feel more comfortable and it’s easier to get into a flow. Great if you are new to coaching and lacking a bit of confidence!

Also, co-coaching has zero cost. If you are on a budget, co-coaching is a cost-effective way to help you get some practice, experience and personal growth.

Like any coaching relationship, it’s important that you make sure you have a good fit with the person you are going to work with.

You can identify a co-coaching partner through your coach training school and/or alumni, or through your industry association (e.g. HCANZA).

Once you’ve identified someone you might like to work with, it’s important to make sure you are a good fit for working together.

I like to have a good fit call with any prospective client, and it’s great practice to do it with a potential co-coaching partner.

How to do a ‘good fit’ call

A good fit call is a short conversation (usually around 30 minutes) where you gauge your suitability for working together.

You can use this same process for a co-coaching relationship or to qualify your prospective clients!

The goal is to see if you have the right chemistry – that is, rapport and relationship – and both feel willing to coach each other.

There is no set-in-stone way to run a good fit call, but it might generally involve asking each other some general questions to get a sense of who the person is and what is important to them.

Here are some sample questions you can ask:

· What’s the main area or habit you’re looking to work on right now?

· What are your objectives for the coaching partnership? (e.g. to help you achieve…..)

· How do you want to be coached? (e.g. plenty of silence, direct, empathetic etc)

· Tell me about yourself and your life right now? (e.g. looking for common ground)

· What are your top two values, and why do they matter to you?

Asking a few questions like this is usually enough to get a sense of the person and how aligned you are in terms of demographic, personality, values, priorities and stage of life.

Be very present in the conversation so that you can do the essential piece – which is checking in with yourselves about the chemistry you have with the other person (somatic awareness).

There are three questions you can ask yourself during the conversation:

· How is my body responding in this conversation?

For example, do you notice tightness or tension in your body, or a tingling, free-flowing feeling? Where do you feel that?

· How do I feel in the conversation?

For example, do you feel overwhelmed, tentative or drained, or do you feel calm, open and energized?

· What am I thinking during the conversation?

For example, are you thinking this person seems like hard work, or I’m not sure about them, or they’re too soft/driven for me, or are you thinking this person is aligned, we are getting on well, I feel good about this?

This checking in process leads to one of two outcomes – you’re not a fit, or you are a fit.

There’s really no in between.

If you feel that the two of you are not a fit, that’s ok, you can decide together openly and honestly. In this case, you can be honest and let them know that you don’t think it’s the right fit but it was lovely to meet them and have the introduction.

If this was a client, you might say that you feel there is another coach who would be a better match for them and be able to give better and more relevant support, and would they like you to pass on the other coach’s details?

If you feel you are a fit, you can establish an agreement – I would recommend for a set number of sessions and then review. Allow enough time and sessions for the person to establish (or get back on track) with at least one habit

How to set up a co-coaching agreement

Once you have established that the rapport and relationship is suitable, it’s time to set up a co-coaching agreement.

With a client, you would normally agree on the terms, payment and duration of coaching, and it’s a similar process for co-coaching (without the payment).

It’s important to have agreement up front so that you can ensure you both achieve your goals and are committed to the process. This can be even more important when no money changes hands; as financial investment can strengthen commitment.

The last thing you want to do is start cancelling or postponing sessions, losing enthusiasm and getting to busy.

Treat your co-coach with the integrity and respect that you would a client.

You could either ask the coach to complete your normal client agreement, or, you can establish a less formal written agreement in a document stating the terms of the arrangement so you are both clear on the expectations and commitment.

Your agreement would normally be a minimum of 8 weeks (at least 5 sessions) for working on one or two new habits.

If you were just getting an existing habit back on track, you’d be looking at a minimum of 6 weeks (at least 4 sessions).

You can decide on the cadence of sessions depending on how much support you feel you would need. Starting weekly is a good idea for at least 3 weeks, then you could continue that way, or perhaps move to fortnightly at the time if you both agree.

It’s also a good idea to schedule at least three sessions in advance so you both clear your schedules to make time to focus and give your energy to the coaching relationship.

Summary

Today, we discussed the many reasons why it’s so valuable for coaches to work with their own coaches, including depth of experience, skill development, authenticity, personal growth and marketing insights.

We also covered how to conduct a good fit call to ensure there is suitable rapport and relationship between you, including sample questions to ask each other, and three questions to ask yourself to honestly reflect on the chemistry and suitability of this partnership.

If you’re not a fit, be honest and thank each other for the conversation.

But if you are a fit, you can set up a co-coaching agreement that covers how long you will work together, the cadence of sessions, and which days and times suits both parties. Having something in writing ensures the commitment of both.

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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E#212 What’s the Difference Between ICF & NBHWC

This episode is about what’s the difference between ICF & NBHWC  

Are you a qualified coach who is wondering how to gain professional credibility and endorsement? You might have been looking at ICF and NBHWC accreditation but aren’t sure which way to go. By the end of this episode, you’ll be clear on the difference between ICF and NBHWC as professional associations, what the process is for getting accredited by either, and perhaps some clarity on which option is better for you.

If you’re a qualified coach of any type, then being a member of a respected industry association gives you professional credibility, visibility and a measure of competence as a coach. There are various professional coaching associations around, and the two most talked-about in health and wellness coaching are ICF – the International Coaching Federation – and the NBHWC – the National Board-Certified Health and Wellness Coaching association. Let’s compare the two. 

In this episode, I’ll talk about 
* What is the difference between ICF and NBHWC?
* What is the process for getting accredited by either?
* Which option is better for you?

What is the difference between ICF and NBHWC? 

Let’s start with the International Coaching Federation.  

ICF is a global organisation for coaches and coaching, which has been around since 1995 and has over 50,000 members. ICF aims to advance the coaching profession by defining and upholding coaching ethics, standards, core competencies and professional conduct.  ICF also provides independent certification and a worldwide network of trained coaching professionals. 

ICF members are typically life coaches, executive coaches, leadership coaches and similar.  

Having been around a long time, ICF is well known in Australia and in corporate settings, having at least a PCC qualification helps you get in the door as a coach at executive level.  ICF promotes itself as “the most globally recognised, independent credentialling program for coach practitioners.” 

Now let’s compare the National Board-Certified Health and Wellness Coaches association.  

NBHWC is an American-based association that has collaborated with the National Board of Medical Examiners (NBME) in the US, to provide a robust board certification exam that assesses competencies in trained health and wellness coaches. NBHWC defines and upholds health and wellness coaching standards and core competencies at an international level, allowing the profession to advance in all aspects of healthcare and wellness.  NBHWC was developed and endorsed by some of the major players in health and wellness coaching. 

NBHWC been around since 2016 and is linked to the medical and Medicare system in the US – but not elsewhere.  Still, NBHWC is considered by many to be the gold standard of credentialling for health and wellness coaches specifically, and at an international level.  

NBHWC is not as well known in Australia as ICF at the time of writing but is becoming better known as more coach training organisations register as recognised providers with NBHWC and promote this status of their program. 

Aside from advocacy and maintaining standards of training and coaching competency, both associations play key roles in advocating for our professions, creating a community for coaches, and for approving training courses that qualify coaches to sit the respective exams.

What is the process for getting accredited by either? 

ICF Accreditation process 

ICF has recently (early 2022) updated their credentialling exam, process and levels. What I am about to describe covers this new process. 

The ICF accreditation process involves submitting a portfolio of evidence first and an application fee. ICF assesses your application and then decides whether you are eligible to sit a three-hour multiple choice exam which they call a Coach Knowledge Assessment.  

The portfolio of evidence varies according to the level of qualification you are pursuing, but all levels include certain types of information: 

  • Proof that you have successfully completed an ICF-approved course of a certain number of live (real-time) hours and evidence of successful completion*, 
  • A coaching log with certain number of hours depending on the level you are applying for,  
    • At least 75% of hours must be paid hours 
    • At least 25% of hours must have been completed in the 18 months prior to your application 
  • Completion of at least 10 hours of mentoring with an approved ICF mentor, and  
  • Submitting 1 recording of a coaching session and a transcript, which demonstrate you have met the ICF core competencies (this is a different session structure to HWC).  This only applies to PCC or MCC level applications. 

As you go higher up the qualification levels, you need more hours of everything before you can sit the exam. 

The bottom level is Associate Certified Coach or ACC, where you need to show evidence of completing 60 hours of coach-specific education and 100 hours of client coaching experience (e.g. coaching log). 

The middle level is Professional Certified Coach or PCC, where you need to show evidence of completing 125 hours of coach-specific education and 500 hours of client coaching experience. 

The top level is Master Certified Coach or MCC, where you need to show evidence of completing 200 hours of coach-specific education and 2,500 hours of client coaching experience. 

*Note that If you have not completed ICF-approved education, you may choose the portfolio pathway for any of these three levels. This requires you to provide specific details of all the courses you have completed, including continuing education courses and the number of hours related to each core competency. 

For example, I completed the PCC application process. I had completed one ICF-approved course, but to make up the 125 hours of coach specific training, I also provided evidence of four other courses I completed, each showing the curriculum, number of hours on each competency, and learning outcomes. It was a BIG job to do this, but I got through. 

If your application is accepted, you will be notified and invited to sit the exam which can be done online from your home computer. The range of possible scores is 200 – 600, and a passing score is 460 or more. 

I’d recommend about 4 weeks of study for the exam, given that your 10 mentoring sessions and private client coaching should have prepared you adequately, and there are no health metrics that need to be studied and learned. 

Your application and the exam are all entirely accessed by a secure online portal in the ICF website. 

NBHWC Accreditation process 

The NBHWC accreditation process is similar to ICF’s.  

You are required to submit a portfolio of evidence first and an application fee. Then, NBHWC assesses your application and decides whether you are eligible to sit a 4.5 hour multiple choice exam. 

NBHWC lists a calendar that shows exam application periods each year. They have 3 intakes per year at the time of writing. 

Once you have applied you have a window of time to submit a portfolio of evidence and then, if that is accepted, to book in and sit your exam and pay the associated fee. 

The portfolio of evidence includes certain types of information: 

  • Proof that you have successfully completed an NBHWC-approved course of a certain number of live (real-time) hours (e.g. Wellness Coaching Australia’s Professional Certificate course), 
  • A coaching log showing 50 hours of health and wellness coaching sessions  
    • at least 20 minutes long,  
    • at least 75% of the session being coaching and not education,  
    • not including sessions with friends, family or classmates, and 
    • must have been completed AFTER completing your recognised training course. 
  • Submitting evidence of a health-related Bachelor’s degree, or alternatively, that you have completed 4,000 hours of work experience in any field.   

The NBHWC website includes plenty of great resources including a sample coaching log. 

>> Here is a link to the exam study materials and information 

If your application is accepted you will be notified and invited to sit the exam, and will need to find a secure test centre location near you. 

I’d recommend allowing about 12 weeks of study, 2 – 3 hours per week, covering their core competencies and learning the American medical metrics (these are tested). 

Once your exam is completed, you will receive your score about 8 weeks after the closing of the testing window. 

In both cases, the multiple-choice exam asks you to answer questions about specific situations.  

For example, in the NBHWC exam, you might be asked what you would do if your client in their 10th session came in and was lacking motivation to continue. There are also specific questions about US medical metrics. 

In the ICF exam, you might be asked what the best possible or worst possible action might be as a coach if your client presented with low motivation and reluctance to discuss specifics. 

In other words, knowing the theory of coaching isn’t enough – the exams are testing your knowledge of how to implement the skills you’ve learned in real life situations, and related to the stage of change, size of obstacle, scope of practice and ethical considerations. 

This is an overview of the two assessment processes – visit their websites to gain more specific detail of what is involved. 

Which option is better for you? 

The best option depends on your situation. 

For some health and wellness coaches, NBHWC is more relevant as it is more specific to health and wellness coaching and is often desirable or essential for international coaching companies who employ health and wellness coaches (e.g. Noom – though they have an internal training program for this, possibly BetterUp). 

While the general public in Australia don’t recognise NBHWC at this point in time, the credential is becoming better known. Plus, it is more specific to health and wellness coaching and the assessment considers a more specific model around habit change. 

For some health and wellness coaches, ICF is a better fit. This is probably relevant if you want to break into corporate coaching, where ICF is recognised, and PCC is often the minimum standard.  

ICF is more broadly recognised, although the credentialling system does not specifically assess knowledge of health and wellbeing metrics or development of habits. 

Either way, being credentialled by ICF or NBHWC is good for your credibility but possibly involves a whole new suite of qualification courses, time and cost.  

For many coaches starting out, it is better to work with clients and get proof that you can help people to build credibility and trust, before considering a formal credentialling process. 

A Third Option 

There is a third option – joining HCANZA; Health Coaches Australia and New Zealand Association. 

This industry association is not a credentialling body, but it performs many of the same functions and ICF and NBHWC and upholds the standards of ethics and education of those two associations.  

HCANZA provides community and connection in our local area, as well as advocacy for health and wellness coaching professionals and creating visibility and employment in our field.  

HCANZA does not have a lengthy, costly examination process, just a requirement to show successful completion of:  

  • an NBHWC-recognised training program, or  
  • an ICF-recognised training program plus appropriate health and/or lifestyle education.  

Other levels of membership are available if you: 

  • Are an allied health professional with an advanced degree and coaching experience and training 
  • Are a current or prospective student of a health and wellness coaching course, or 
  • Have completed a coaching program with health and lifestyle training meeting the criteria set by NBHWC. 

There are three levels of membership: 

  • Professional membership 
  • Associate membership, and 
  • Student membership. 

To apply for HCANZA membership, you need to provide evidence of training as mentioned above, professional indemnity insurance (or cover note), code of conduct and scope of practice documents, and an online application form and fee. 

Summary

It’s clear that you can bolster your professional standing, credibility and visibility by being credentialed by an industry body such as ICF or NBHWC, or by being a member of an industry association such as HCANZA. 

Any path you take requires you to have completed a certain standard of training by a training provider who teaches and assesses core coaching competencies.  

In the case of NBHWC and HCANZA, evidence of health and lifestyle training is also required. 

For ICF and NBHWC, allow around 4 – 12 weeks of study and evidence preparation. 

If you are new to the industry and not sure where to start, your best option may be to simply join HCANZA, get some practice and experience as a coach, then decide on your future direction before committing to a credentialling process that costs time, energy and money. 

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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E#210 How to Start a Health Coaching Business

This episode is about how to start a health coaching business

When you’ve qualified as a health coach, what are the steps you need to take to get started? Should you set up a website, or hire a coach? What should you do first? It can be really confusing, especially if you’ve never run a business before. By the end of this episode, you will have an outline of how to start a health and well-being coaching business, so that you can get clear on your priorities and start taking action.

Before you start your business

While this episode outlines how to start a health coaching business, you need to consider a few important factors if you want your business to be successful!

In this episode, I’ll talk about 
* Before you start your business
* The first three essential, foundational steps
* Developing your marketing materials and sales funnel

Imagine your business is a new puppy. It needs to be fed, toilet trained, cuddled, trained and nurtured so it can grow into a happy, healthy dog that knows how to behave.

Think about the responsibility involved in raising a puppy. If you want to succeed in your business, you need to clear the same amount of time, space and effort in your life to dedicate to your business and ensure it works.

A lot of people are ok with planning in business, but they struggle to implement perhaps due to life circumstances, personal trauma, trying to do too many things at once, or simply not dedicating enough time or being realistic about what they can achieve.

Others don’t research, define or commit to a niche and a clearly defined problem, which means they don’t have a clear value proposition and that their marketing efforts are ineffective.

If you want to start a business, make sure you have set aside at least 6 hours per week, increasing over several months, to start and develop your business.

The three foundational steps

1. Define what your business stands for (vision and values)

Like any good roadmap, you need to start with the end in mind.

If you know what your business stands for and what it brings to the world in terms of the results and outcomes it can create, you will be able to attract the right clients, and get your daily work priorities right and feel motivated to show up each week.

For me, my vision and values create the compass that help me work out whether something is worth pursuing or not – be that a program I develop, a contact I am introduced to, or a client enquiry.

2. Define your value proposition (what will they get from your program?) and offer (what is the thing they buy?)

This is really important for explaining the value of what you do and feeling a sense of value in your own work, and confidence in your ability to invite clients to work with you.

In the words of one of my recent Passion to Profit students, who worked on her value proposition:

“I have actually enjoyed it; I go back to it regularly just checking in on some of the points. It centres me back into the why and what. Kind of helps get those creative juices going, thinking of how to place together information for marketing.”

Each service you offer has its own value proposition.

For example, an 8-week coaching program might have a value proposition that is about creating a transformation of some kind and a path to rapid change.

In contrast, a monthly membership that follows the program might have a value proposition about helping people stay on track and be consistent and develop deeper insights and changes that help them step into their future self.

These are very generic examples, and you would want to be way more specific and relevant to your niche. But what you can hear is that the value of each is very clear and will appeal to different people depending on their stage of change.

In order to get your value proposition right, you need to speak to your target market and understand the results and support they want, need and will pay for. Your value proposition is based around that. You can do this in casual conversations, free coaching sessions, or social media conversations.

3. Outline what you will charge per program/membership and how many you need to sell to meet your income goal (simple math)

The third foundational step is to be really clear on what your income will be and also the timing.

For example, there are many ways you can earn $100,000 per year.

You can sell 2 x $50,000 programs (they’d be one year long for that price, and highly transformational).

Or you can sell 10 x $10,000 programs (probably also around 12 months long and transformational, or very personalised).

Or you can sell 100 x $1,000 programs, which might be a series of groups each school term and/or a few individuals.

Or you can sell 208 memberships at $40 per month (assuming 12 months).

Or it could be any combination of these. These are examples, but it’s important that you get clear on what you’re offering initially.

It will likely be one core program that you offer, with a group and a 1:1 pricing, and you’d focus on selling that and becoming good at it, and known for it, and to learn more about your audience.

Once you have these steps mapped out, you can get on with other business building tasks.

Developing Your Offers, Marketing Materials and Sales Funnel

Once you know who you are talking to and what you are selling, you are ready to develop your marketing materials and sales funnel.

4. Create a splinter/taster service – low risk way for people to try before they buy (< $100)

The marketing gurus say that if someone spends as little as $1 with you, they will more likely buy something more expensive.

Your splinter service is your first, lowest cost offer. It should be priced between $27 and $97, and it should offer tangible value to the audience. That value is likely to be creating an aha moment (the first condition of change), and perhaps an outline of the steps they need to take.

With this information in hand, your target market will be positioned to decide if they are ready, willing and able to change right now or not – and whether they want to do it with you.

5. Decide on your free thing (is it a FB group, a challenge, a webinar you run or talk you do regularly etc?)

Most people need to spend time getting to know you before they will spend anything with you, especially for a personal service like coaching.

Create a free thing that gives people the chance to get to know you – this is your free, no risk offer.

Make sure your free thing is something that plays to your strengths so you can keep showing up and offering value. E.g. don’t do a group if you hate FB. If you love speaking, do Youtube or Insta reels or live workshops or challenges instead.

Make sure it offers value to the audience. Don’t give away everything, but help them start forming a specific habit, such as giving up alcohol, developing a meditation practice, or something else that will help them achieve their ultimate aim.

If they can get some quick wins on this free thing, they are more likely to want to continue the journey in your full program or at least consider your splinter service.

6. Create a marketing schedule for VISIBILITY/awareness

Once you have your offers mapped out you are ready to create a marketing schedule. This schedule has three aims:

1. To help you become visible and build awareness of how you help people,

2. To ensure you show up consistently with your marketing so that you build trust, rapport and interest that lead to enquiries, and

3. To ensure you are regularly making free and paid offers so people have something to try or buy.

Depending on whether you are marketing online or offline, your marketing schedule should include:

1. Regular posts or content that offer value to the niche and/or

2. Regular networking events that introduce you to your niche or niche referrers (and book follow up coffee chats)

Don’t try to do 100 things in 100 places, just start with one or two tactics for at least 6 months. Give it enough time to see what works, and test and measure as you go.

Focus on building connections first to build the audience over 1 – 3 months, then start promoting offers once you have an audience.

When you these activities, you will be experimenting to see what sticks. You will shape your content around that feedback and then start building your audience.

Then when you have built the audience you are ready to start making offers (not before – know the audience first to fine tune the offer so it is relevant – and give first in order to receive).

After you have built some trust and a following, you can do fortnightly to monthly promotions for

c. Your free lead magnet (e.g. challenge, group, webinar, talk etc), and

d. Your program / membership or whatever your core service is.

Remember that people who sign up for your lead magnet should be offered the next level of service after the lead magnet has been delivered.

For example, if your lead magnet is a downloadable ebook, you would make another offer e.g. for a good fit call within a few days.

If your lead magnet is a live challenge or a workshop, you would make the next offer e.g. for your program at the end of the challenge or workshop.

Notice that trust, rapport and relationship are built more quickly in a live environment so it’s easier to make a bigger offer.

With some careful planning, you could do an ‘intake’ (offer with a start date or week) so that you can manage your work time if you are working at the same time as building your business.

E.g. you know you can handle one group on a Saturday morning, so you promote that, fill the group, then run it and use feedback to refine the program if needed.

Then, decide if you will take paid or unpaid leave for the next group – or run two on a Saturday morning and afternoon.

7. Make sure your systems are in order to deliver the above elements.

Finally, once you have these elements in place, you can look at the systems you will need to deliver the essential parts of your business, such as:

– Email systems

– Invoicing and bank reconciliation systems

– Client onboarding processes

– Program delivery processes

– Feedback and improvement processes.

This overview covers the key things you need to do at a high level to build a successful coaching business.

Summary

If you want to build a successful health coaching business, you need to get a few things in order.

You’ll need to complete some foundational tasks to make sure you are ready and committed to building your business.

Then, you’ll need to do some research and foundational tasks to create a vision, mission and define a viable niche who is ready, willing and able to spend money with you to solve their problem and meet your business and income goals. By doing research with your target market, you will be able to create some specific value propositions for each service that you offer.

Finally, with a clear knowledge of who you are speaking to and how you help them, you are ready to create your offers, marketing materials and sales funnel to help people get to know you, like you and trust you enough to work with you.

If you feel like you are ready to do this now, check out my Passion to Profit course which starts on 27 September.

https://www.wellnesscoachingaustralia.com.au/business-resources/passion-to-profit/

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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E#205 How to Develop a Magnetic Value Proposition

This episode is about how to develop a magnetic value proposition

A lot of coaches find it hard to really communicate the value of what they do in their marketing and craft a viable value proposition. Today, I want to unpack the ‘brand ladder’ with you – a helpful marketing tool that helps you define what motivates people to buy and craft a compelling value proposition that is guaranteed to attract new clients.

Before you develop any marketing strategies to get out there and start becoming known, liked and trusted to attract clients, you have to know what to say and how to describe the value of what you do. A solid brand ladder will make all the difference. It’s what will rocket fuel your opportunities.

In this episode, I’ll talk about 
* What is a Brand Ladder and Why Do You Need One?
* The Five Step Brand Ladder Process
* Crafting Your Value Proposition

What is a Brand Ladder and Why do You Need One?

In all marketing and advertising, we want to write, speak or engage with emotion and values that are aligned with what the clients want to feel and be, because this is appealing and attractive to them.

If you listened to my last episode, you might have heard me mention that 90% of a buying decision is based in emotion, and only 10% is based in logic.

So, how do you create that emotively based value proposition?

Brand laddering is one exercise to help you uncover the right language to develop your value proposition. This tool helps you to unpack the mental and emotional process your potential client goes through as they are becoming engaged to buy, and it leverages coaching concepts including positive psychology, Maslow’s hierarchy of needs, and unpacking the “why behind the why”.

They start from outlining your service’s most important feature, then it’s benefits, the emotional value to the person, and how those benefits and values might change someone’s life.

The Five-Step Brand Ladder Process

Let’s walk through the five-step brand ladder process, so you can use this to create compelling copy and a rock-solid value proposition that is irresistible to potential clients.

Bottom Rung – Features

Features are the factual statements about your service, about what it can do or what it includes, and why it’s the best choice.

This rung answers the question – “so what is this program, and who is it for?”

If your service is a coaching program, then factual statements might include:

· Weight loss program tailored to women in their 40’s

· 8-week, evidence-based program to help you reduce stress at work

You can hear the points of difference here – firstly both are specific to a problem, the weight loss program is tailored to a specific group, or the 8-week program is evidence-based.

These types of statements speak about the strengths or differences of your service and therefore why it is a better choice.

You will notice that the wording is specific, not general. That way there’s no room for misinterpretation or misunderstanding. This is important for all rungs of the ladder.

Second Rung – Functional Benefits

Next are the functional benefits that these features provide. These are the end results of what the service can accomplish for your client.

This rung answers the question – “so what do I get?” or “what’s in it for me?”

Functional benefits are things that help people to:

– Stay connected – e.g. friends, family, socially

– Save money – e.g. reduce time, add value, track success, reduce costs

– Make you smarter – e.g. build skills, support, information, step-by-step process

– Help you be healthier – e.g. prevent, restore, mental health, lose weight, exercise

– Work better for you – e.g. faster, safer, evidence based

– Help you take action – e.g. awareness, motivation, confidence

– Simplify your life – e.g. efficient, easier, time-saving, streamlined, organised.

For a coaching program, these could be things like:

· Making simple changes to your eating habits to help you achieve a healthy weight

· Learning how to better manage your schedule and leave work on time, so you can switch off more easily and have the energy for friends, family and fitness after work.

Notice once again that the language is specific to the client and what their daily life experience might involve. Market research and conversations with your client can help you get there.

Third Rung – Emotional Benefits

Next are the emotional benefits that these functional benefits provide.

This rung answers the question – “how will this make me feel?”

It’s a bit like peeling off another layer of the why in a first coaching session, asking “so if you were to achieve that vision, how would you feel?”

Emotional benefits are commonly things like:

  • Curiosity for knowledge – e.g. competent, smarter, aware
  • Sense of optimism – e.g. motivated, successful, inspired, special
  • Feeling comfortable – e.g. relaxed, nurtured, compassionate
  • Feeling free – e.g. alive, excited, exhilarated
  • Getting noticed – e.g. playful, popular, sexy
  • Feeling liked or self-assured – e.g. friendly, happy, fulfilled, confident, empowered
  • Staying in control – e.g. respect, safe, trust, reliable
  • Feeling myself/my values – e.g. honest, standards, purpose, family, authentic
  • Feeling revitalised – e.g. active, more energized, youthful, getting the old me back
  • Having a sense of pride – e.g. leadership, overcoming, accomplishment

For a coaching program, these could be things like:

· This program is designed to help you feel more confident, comfortable in your own skin and aligned with your values

· By mastering your work schedule, you’ll feel more in control of your time, gain a sense of achievement and have a more relaxed time with the ones you love.

Notice how we are tapping into the client’s aspirations here. We are not promising that the program does this – we are saying how they might feel if they can get on top of their obstacles.

Working with your niche clients to help them create a vision can help you to work out these ‘feeling words’ more specifically.

Fourth Rung – Transformational Benefits

Next are the transformational benefits that are possible when a client can make lasting change.

This rung answers the question – “how will this change my life?”

This is like peeling off yet another layer of the why in a first coaching session, asking “Why is this vision so meaningful for you?”

For a coaching program, these could be things like:

· I’ll be a better, healthier role model for my kids and know that I am doing the best for my health

· I’ll have better, more meaningful relationships with my family, have more fun in life, and perform better at work.

Notice how we are tapping into the client’s deeper values and motivators here. Reflect on how you feel even just listening to these transformational benefits!

(Sometimes) Fifth Rung – Social Impact

Some brand ladders have another layer – related to social impact of the company or even of the person using the company’s services.

This rung answers the question – “how does this change society?”

In a coaching context, this might only really apply to specific niches, but it could also speak to the values of your business and it’s greater mission in the world.

For example:

· XYZ Coaching is on a mission to put an end to diabetes and other avoidable lifestyle diseases. This is your chance to be part of the change and inspire your friends and family with healthier choices for a healthy weight.

· Burnout is a global problem. For every program purchased, we will donate $10 to Beyond Blue, an organisation that supports and advocates for better mental health.

By now, your potential client will feel on a high and be excited to work with you!

Crafting Your Value Proposition

So, how do you use this information to craft a value proposition?

It’s about pulling together the key elements of the ladder into something that speaks to the value of what you do.

Using the weight loss example:

If you’re a woman in your 40’s who is struggling to lose weight, XYZ coaching will take you through a step-by-step process to make weight loss easier. You’ll finally start to feel more comfortable in your own skin and be the role model you want to be for your family.

Using the stress management example:

If you’re sick of feeling overwhelmed by workplace stress, this evidence-based program will help you to manage your time better and feel more energized so you can switch off more easily and have more quality time with the people and things you love.

Summary

The brand ladder exercise is a great tool to help you unpack a statement that truly conveys the value of what you do – your value proposition – and taps into your prospective client’s emotional drivers.

You can build a brand ladder using the words your clients use in their initial vision sessions, by peeling off the layers of the why.

Assuming that you have the best intentions for your client and will do your best as a coach, this is an authentic way to get excited about what you do and the difference you can make in the world.

It helps you to stand out and be emotionally engaging to the right people.

And if you get this right, you’ll easily have more clients heading your way.

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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E#204 How to Better Explain What You Do So You Can Attract More Paying Clients

This episode is about how to better explain what you do so you can attract more paying clients

A lot of coaches have trouble explaining what they do, what health coaching is and how it works. And that’s why I want to get a bit ranty today. We’ll talk about the #1 reason why you may NOT be getting the leads you want, and how best to explain what you do so that you can confidently speak to people and attract more paying clients.

Advocacy vs Niche Marketing

I want to start this episode by talking about advocacy versus niche marketing. The problem I see is that a lot of coaches are so stuck on telling people what health and wellness coaching is BUT they’re not really communicating the value of health and wellness coaching. Let me explain

In this episode, I’ll talk about 
* Advocacy vs Niche Marketing
* Appealing to Emotions
* Brand Laddering
* How to Attract Paying Clients

For starters, people buy things that they believe will get them a result.

But if you are trying to explain your services in terms of how your profession works, then you’re not really talking about how you help the individual or the results they will get.

For example, imagine a doctor explaining how doctors work. He might say something like:

“Well, patients come to see me when they’re not feeling well. They come in and make an appointment and then we sit down and go through the health history, and I work out what’s going on with them now and I may prescribe medication or treatment that will help them to get better. They might come and see me again in a couple of weeks to make sure everything’s been resolved and that’s how being a doctor works.”

Now, I know that’s a really obvious example, but it illustrates what some coaches are trying to do when they’re explaining Health and Wellness coaching to people.

When you talk about helping clients to set visions and create goals and make lifestyle change, then you’re talking much more about how professionals in our industry work within a session with a client.

For the sake of clarity, let’s call this type of explanation “advocacy”.

The term fits pretty well with the dictionary definition of advocacy, which is “the act of pleading for, supporting, or recommending; active espousal.”

How do you know if you’re going down the road of ‘advocacy’ in your marketing?

Well, your copy would include words that focus more on our profession. The language you use would be broader and perhaps more about you as a coach. If you are using more thinking, factual or logical words to describe what you do. He might be also talking about qualifications and standards, professional affiliations, or the science behind what you do.

Let’s be clear – There is a role for advocacy in your marketing particularly if you are talking to other health professionals for the sake of building relationships to gain referrals. But you are not likely to get clients this way directly, because you were not speaking to them emotively in their language.

This is why I’d like to talk about niche marketing now.

Niche marketing is very different to advocacy. In niche marketing, your language focuses more on person, not the profession. You’re using more feeling words and specifically, the words that your clients used to describe their pain points and desired feeling-based solutions. You’re talking about their unmet needs, their perceived problem, how that plays out in their daily life, their desired solution and your value proposition. As a refresher, a value proposition is defined as a basic statement that communicates the benefit you promise to deliver to your customers post purchase.

This is how the hypothetical doctor might discuss his value proposition to a prospective client.

“I’m a Doctor who specialises in helping people who have just been diagnosed with metabolic syndrome, pre-diabetes or diabetes. I understand that being diagnosed with this might be a shock and leave you feeling overwhelmed. Maybe you are confused about your treatment options, mediation and their side effects, or which areas of your health require attention.

I understand how worrying this can be, especially with your work and family responsibilities at this time of your life. As someone who has treated metabolic conditions for 10 years, I am here to help you to navigate your condition, understand what’s going on in your body and take action to prevent the progression of this condition by taking action to lower your cholesterol, reduce your waist circumference, normalise your liver function and improve your physical and mental health.”

Can you hear the difference in the language? Of course, doctors don’t usually describe their work like that or use emotive language.

But if you had a metabolic condition and you heard those two descriptions, one based in more advocacy language and one about the challenges that someone with metabolic syndrome faces, which one would be more appealing?

Which one of those doctors would you trust more?

Appealing to Emotions

As I mentioned earlier, if you want to explain what you do really clearly and in a way that grabs attention then it’s important that you appeal to their emotions. And to appeal to someone’s emotions, talk with emotional words about things that they are emotionally engaged with.

You want to tell a story, but not just any story – you want to tell the niche client’s personal story.

You want to use descriptive and emotive words, and real examples of what the person might be thinking, living, experiencing and feeling. This portrays your understanding of them as a person and not just as a prospective client. This naturally brings a flavour of empathy, compassion, understanding and relatability to your words and messages.

Imagine how confident you’d feel knowing you had something that engaged people at their very heart and soul!

Brand Laddering

So how do you work out how to describe what you do in a more emotive way?

Brand laddering is one exercise you can do to bring more emotive language into your marketing copy, and to make it more about the person than about your profession. I will talk about that in the next episode, but the premise is that it helps you peel of the why’s behind the service.

It helps you to unpack the mental and emotional process your potential client goes through as they are becoming engaged to buy.

It works just like our very own coaching process of exploring the whys. As coaches, we explore a client’s challenge and desired solution with them by asking several why-type questions to uncover their values, motivators and drivers.

More in the next episode! But first, let’s back up a step and talk about a four step process to help you improve the way you describe your services to potential clients.

How to Better-Attract Paying Clients

If you want to get better at attracting paying clients, you will need to switch out of advocacy marketing and into niche marketing.

Here are four steps to better-explain how you work, and more easily engage paying clients.

1. Conduct LIVE market research interviews with your niche to hear what they are emotional about, and to hear the words they use to describe their problem, desired results and bigger why outcomes.

2. Create a brand ladder that captures the key words from these interviews, moving beyond the ‘features’ of what you do and into the emotional and transformational benefits.

3. Use this to craft a value proposition that clearly explains the tangible emotional benefits that your niche client wants.

4. Ask some of your niche clients for feedback on the value proposition. Why do they like it or why not? What does it mean to them? What would be more appealing, if anything?

Engaging people in your niche for feedback is ALWAYS, 100%, the best way to get your marketing copy, your explanation of what you do, and any descriptions of your services, spot on.

If in doubt – contact a business or marketing coach for support!

Summary

Today we talked about what coaches typically do wrong when describing what they do as a profession, and why it doesn’t work.

We compared the more factual, profession-based ‘advocacy’ approach to marketing, versus the more emotive, client-focused niche marketing approach.

Your ability to attract clients is all about appealing to their emotions. If you want to attract more paying clients, try following my four step process:

1. Conduct market research interviews with your niche

2. Create a brand ladder to draw out the more emotional, why-based words

3. Develop a value proposition using more emotive, client-focused words

4. Practice it on your niche before sharing your insights in your marketing

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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E#203 The Ultimate Guide to Health Coaching Prices

This episode is about the ultimate guide to health coaching prices

If you are a health coach and want to know how much to charge as a health and well-being coach, you’re in the right place. By the end of this episode, you’ll be clear on how to set health coaching prices that you’re comfortable to charge, and that are good value to your clients.

You know what it’s like when you start working as a health and wellness coach. You’re about to launch your business, and you have no idea of what to charge.

You look at all the other coaches out there and see coaches charging wildly different amounts – where do you even start with working out coaching pricing?

Let’s dive into this very important topic and help you get your pricing right so you can launch your business with confidence and certainty that you’ll find clients who are willing to pay you for your coaching programs and packages.

In this episode, I’ll talk about 
* Health Coaching Pricing 101
* Perceived Value
* The Goldilocks Method
* Getting Your Pricing Right

Health Coaching Pricing 101

There are a few things to consider when it comes to pricing your health coaching services.

Which market are you targeting?

For any service or product, there are pricing ‘norms’ for different markets. In coaching, we could broadly consider four markets:

  1. Corporate
  2. Private niche clients
  3. Healthcare/Integrative Medicine, and
  4. Medical

I have listed them in this order on purpose – businesses or people with higher disposable income tend to pay more for health coaching services, or buy in bigger volume, or both.

In this list, I’ve put corporate clients at the top of the pricing tree as organisations will likely pay more and/or buy more to keep their employees healthy.

Next are private niche clients – those that are not covered under the corporate banner, they tend to have a specific health problem they want to solve and would rather seek support from an independent specialist rather than go to a doctor. Remember, a niche is defined as a group of people with a big problem they will pay to solve, and they generally pay more per session or package compared to people who have fewer big drivers for change.

Next are healthcare/integrative medicine clients. They typically have a big health problem to solve and are seeing multiple professionals to get support, to get to the bottom of things. They’re motivated to pay for a solution that will help them manage their condition but they might also be spreading their available spend across multiple health practitioners.

Finally, there is coaching in a medical setting. People who go to doctors and are referred are more likely to be lower income earners, possibly less motivated to make lifestyle change, and/or looking to get Medicare or Private Health rebates (not willing to pay as much as other cohorts).

If we take these four broad markets as a starting point, it’s pretty clear that there are different levels of motivation to buy, size of problem, and abilities to pay.

Their Demographic and Personality

As a layer over the target market, there is also the type of person you’re dealing with.

Certain demographics have higher disposable income, and they’re the types of personality who are already spending on other health services like massage, PT, supplements, food delivery services etc. This combination of demographics and personality will more likely spend money on coaching with fewer objections – if they can see the value.

Other people have very little disposable income and may be reluctant or simply unable to pay very much for coaching services. They’d more likely pursue the medical/Medicare route.

And regardless of income, some people are penny pinchers, some people have a victim mentality, and some people value health above all else and will do anything to improve it.

There are a lot of demographic and personality factors that affect someone’s willingness to pay for coaching services, no matter what the price.

Perceived Value and Pricing Psychology

Perceived value is a very important factor in setting pricing for health coaching packages and programs. A potential client’s mindset is that something must be ‘worth the money’ – meaning it must ‘give me the result I want’ and it also ‘must be proven to work’.

People are suspicious of anything that’s too cheap compared to the market rate. Cheap generally means ineffective, inexperienced or unqualified – or that a person doesn’t value or back themselves.

Think about how that affects trust, rapport and relationship!

There’s a saying that goes, ‘nobody wants free kittens’ which is really saying that there must be something wrong with it if it’s free or very low cost.

People are also wary of anything that’s too expensive. Part of this mindset is that the person thinks about what they stand to lose if they don’t succeed! This is a double-edged sword, because while a higher price implies greater skill, knowledge and specialisation, people who buy health coaching services usually lack confidence in themselves because they’ve failed before – and what if this doesn’t work for them?

What does this mean for you?

It means that as a coach, you need to be very clear on your value proposition – who your program or package is for (the niche), what problem it helps them to solve, how much they might save as a result of doing this program, what they will avoid, and what they will gain.

The value proposition outlines why your program or package is worth the money. Your VP includes:

– a list of benefits of what they get (not the features)

– your level of specialisation (niche clarity, lived experience and/or specificity) which conveys “perceived expertise”

– words that your niche clients commonly use, including ‘feeling words’,

– clear explanation of your process or system

– an outline of results (that they want, and including testimonials to back you up)

– a way of making it easier for them (process, money-back guarantee etc).

The Goldilocks Method of Pricing

I have done a whole episode on the Goldilocks method of pricing and I teach this in Passion to Profit.

It’s basically this:

– price too low and you’ll feel resentful and half-hearted about servicing your clients, and they won’t take you seriously

– price too high and you’ll feel scared to ask for the money, and your potential clients might have too many objections

– price just right, and you and your clients will both think your services are great value for money – and you will both ‘buy in’ wholeheartedly.

So, what do you charge for health coaching? Here’s a pricing guide for health coaches.

Getting Your Pricing Right

The common ways that coaches price their services are as follows. These pricing structures are relevant for both 1:1 coaching and group coaching:

– hourly or per session rate (fixed period of time or ongoing)

– price per program (fixed period of time)

– price per package (fixed period of time)

– monthly price with fixed number of sessions (e.g. membership style)

I’ll just distinguish between these options so you know what they are.

Single sessions, charged per session or hour, are typically either for an introductory needs assessment (as a one-off) or as ad-hoc sessions. Ad-hoc sessions can be offered after a program or package has finished, or as an up-sell within a membership.

A program is a set number of consecutive sessions, e.g. 8-week program, 12-week program, 6 month program with either weekly, fortnightly or monthly sessions or some combination of these.

A lot of people use the word program and package interchangeably.

I prefer to define a package as a program of some kind for a fixed period, but with other value-adds bundled in, for a higher price. For example, you package up a coaching program with 4 PT session, or a wellbeing journal and water bottle, or some other combination of services, products, ebooks etc. A package might have a more flexible time period within which it can be used.

A monthly membership implies a set monthly fee on an ongoing basis, with a certain number of group coaching sessions, and usually along with some educational or other content housed in an online social media platform, learning platform or shared folder (e.g. Google Drive).

Basically, the more you include, the higher the price.

So, how much does a health coach charge per hour?

A lot of new coaches think about pricing ‘by the hour’ or session, because we get used to the idea of ‘hourly rates’ as employees and customers.

A better way to go is value-based pricing, where you sell several sessions of coaching for one price, not based on hourly rates, but based on the value of the outcome to the client.

These are general guidelines, but you must work out your pricing in terms of:

1. your income goals,

2. how niched or specialised you are,

3. how experienced you are,

4. what you are comfortable to charge, and

5. how much proof of success you have.

After all, people are buying results, and the better coach you are and the more proof you have of success, the more likely people will pay you for your coaching services.

The best question to ask yourself is this – ‘If I were a prospective client coming to my own business, would I pay that amount of money for this program to get those types of results?’

Summary

There’s a lot of factors to consider when working out coaching pricing, and it comes down to a few key areas.

If you want to build a viable business, select a market that will pay enough money for and value the services you want to offer.

Next, decide on what type of service you want to offer.

Finally, make sure you create a compelling value proposition for your services so that both you and your prospective clients feel good about the exchange of value – that is, your services for their money.

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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E#202 Should I Show Pricing on My Website?

This episode is about should I show pricing on my website?

This is a question that comes up a lot – should I show pricing on my website, or is it better to not have pricing on my website? This episode covers the pros and cons and helps you make this decision.

Recently in my Passion to Profit course, I had a conversation with my current students on whether to include pricing on your website. We had a great brainstorm on the topic including how individuals felt if they were in the customer’s shoes, and I wanted to share some of the insights here.

What do your clients like?

The really easy way to figure this out is to ask your existing clients or practice clients what their opinion is. A client-centric business always starts with this approach.

In this episode, I’ll talk about 
* Getting client feedback
* Price Lists on Websites – Benefits and Inclusions
* Why you might not include pricing on your website

You can either send them a direct message, email or even have a conversation with them and just say “hey, I’m winding whether to include pricing on my website. Would this make a difference to you?” Done just ask any clients, ask your favourite clients. After all, you want more of those, so their opinion matters more!

If you don’t have any clients yet, then think about your own buying preferences, after all, your ideal client is probably a lot like you are in terms of their values.

Imagine that you were going to buy a coaching program from somebody, and you were looking on their website to see what their packages were all about. Would it make a difference if there was pricing there, or not?

Price List on Websites – Benefits, and What to Include

What are some of the upsides of including pricing on your website?

Well for starters, it might seem like you are more authentic, and have nothing to hide. It might seem like you’re very upfront and honest.

Most people assess value based on typical outcomes or results, but pricing is often part of the decision, especially if the person doesn’t know you very well or doesn’t have enough proof or trust that you can help them actually succeed and get results.

If you are going to include pricing on your website, you’d need to make a few things clear. These include things like:

1. What is included in the price (features written as benefits)

2. What are the different package and pricing options? (not too many)

3. What are the payment options?

Let’s unpack these a bit.

What’s included in the price

When we are talking about what is included, it’s tempting to think about features, like workbooks, coaching sessions, etc. And while these are all valuable things, there are ways to describe them that communicate the value clearly.

I call these ‘features written as benefits’. This is where you list a feature and explain why it’s important.

Here are two examples:

1. 8 x 1:1 coaching sessions to give you the support, self-awareness and accountability you need to work out what to do, problem-solve, celebrate wins and become consistent

2. A 20-page workbook to help you develop an action plan, stay motivated and see results

Doesn’t that sound way more exciting than just saying ‘8 coaching sessions and a 20-page workbook’?

I would use this as full descriptive text that goes into detail of what the program includes.

In keeping with consumer protection law, please make sure you are not promising a result that you can’t deliver. Rather, talk about how the feature is intended to help them.

Packaging and pricing options

In terms of pricing options, if you decide to show pricing on your website, make it really clear as to what’s included in each option so the person can see how they’re different.

It’s helpful to include a diagram showing three options and listing what’s included in each.

You can also outline what the market retail price for each option is, and what you are selling it for (e.g. valued at $900, price is $600). This highlights the value of what you are offering without discounting (stay away from that!)

People normally choose the middle of three options, and this is typically your core or main program.

Payment options

In terms of payment options, if you are going to put pricing on your website, it’s important that people know how you will charge them and whether there are options.

For example, is it one payment up front, or three easy payments, or something else?

Sometimes people are interested but don’t have the money upfront, so would potentially buy if they knew there was a payment plan available.

You don’t have to offer a payment plan! And if you do, make sure you have clear terms and conditions, and make it easy for them. This is a whole other podcast, for sure!

Why You Might Not List Pricing on Websites, and What to Include

There may be circumstances where you don’t want to put pricing on your website, and that’s totally ok.

Firstly, a person who sees pricing listed on your website might decide then and there, based on price that they don’t want to work with you – before you have any chance to talk to them about their needs and wants.

That means you potentially lose a customer. Of course, if they are price driven, they might not be the customer you want to work with!

Another consideration is that your program options might be fairly customised and it could be too difficult to communicate easily on a website or landing page.

For example, you might have two or three options for a package that really require an understanding of the person in order for them to make the right choice, so a conversation is necessary first.

Similarly, there might be pre-requisites for a client to complete before they work with you. For example, with my weight loss program DownsizeMe, I required all clients to have a health clearance from their GP before signing up, and that might dictate whether they would buy the program at all, and/or which option is best. I also had this program available via licensees in other states who might have charged different prices, so I didn’t list the price on the website.

If you don’t list pricing on your website, then what should you include?

There aren’t any hard and fast rules, but there are a few things I think are essential to still get enquiries for your services.

Firstly, lots of recent, positive testimonials or ratings are a good starting point. This tells the reader that a lot of people have succeeded as a result of your program, and what they liked about the program. It gets them hopeful and excited, and shifts them into the mindset of ‘value buying’ rather than ‘price buying’.

Secondly, you might like to explain why you don’t list pricing. For example, saying that there are pre-requisites, or options that can be highly customised, or other reasons, would be important to allay any fears of ‘hard sales’ in your website visitor.

Thirdly, you still need to communicate the benefits, value and comparison of your program options, indicating where any tailoring might occur. At least people can see what they’re getting for their money, and you are shifting them into that value-buying mindset.

Fourth, the way you position the enquiry is important. I provide a booking link to a 30-minute good fit call or give them the option to send a contact me message. In my reply, I tell them it’s a chance to see if they’re suitable and if we have the right chemistry – if not, I will be honest and refer them to someone else, rather than set them up for failure. This feels really authentic to me and has been accepted by everyone who has followed this pathway. And there are several I’ve said no to!

Fifth, it can be helpful to put a short video of you on your website (or at least some bullet list points) explaining why you developed this program and who it’s for, and not for. This helps people see that you’re not just desperate for anyone and that you truly are seeking a good fit and to work with the right person – that way, they are more likely to succeed and you’ll both be happy.

Finally, if you want to, you can provide an indicative price range or a statement like ‘programs start from $ (amount)’ so the reader at least has a ballpark guide. This can be effective for getting them over the line.

Summary

It was interesting to have a discussion with my Passion to Profit students on whether to include pricing on your website or not.

We discussed:

· The benefits of including pricing on your website

· The reasons why you might not show pricing on your website, and

· Things to include in either case to position your services and options appropriately.

If you need help with pricing, reach out to me via my contact page for a good fit call.

For enquiries about my Passion to Profit course, click here.

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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E#199 How Does Diet Impact Mental Health

This episode is about how does diet impact mental health

In the 20th Century, we have seen global shifts in dietary intakes, with people eating more sugary, fatty, high-energy food and snack foods, and a decrease in fibre-rich and nutrient-dense foods, especially in younger generations and those who are ‘busy’ and looking for convenience.

But what impact does diet have on mental health?

Today I want to explore the latest research that links diet and mental health, and to discuss some opportunities for health coaching in this space.

 

In this episode, I’ll talk about 
* Global Research from Nutritional Psychiatry
* What the Research Means for Mental Health
* How Employers Can Support Better Nutritional Health

Nutrition and Mental Health – Global Research from Nutritional Psychiatry

We know that many ‘common’ mental health disorders are associated with chronic health conditions. We also know that lifestyle behaviours including eating habits are intrinsically linked to physical health. Recent research is defining these relationships and revealing opportunities to improve mental health through diet.

Nutritional psychiatry is an emerging field that recognises the consistent link between better quality diets and a reduced risk of depression, anxiety and other mental health disorders.

Most of us are familiar with the longevity and good mental health associations with Blue Zone diets – think the centenarians from Ikaria and Okinawa – and this association is supported by research. Here are some examples.

A study of Norwegian men and women who followed a traditional Norwegian diet reported more favourable mental health compared to those on a typical Western diet, even after adjustment for variables including age, education, physical activity, smoking and alcohol consumption (1).

An Australian study of 8,660 healthy men and women showed that a Mediterranean-style diet was associated with lower psychological distress as measured by a K10 score (2).

A systematic review of both observational and interventional studies of nutrition and bipolar disorder found that the intake of certain nutrients is associated with a reduction of bipolar disorder

symptoms. Those nutrients include omega-3 fatty acids, folic acid and zinc. Promising results were also indicated for coenzyme Q10 and probiotics (3).

Many studies show that lower socioeconomic circumstances partly explain poor eating habits and depressive symptoms, but there is also evidence that depression is directly associated with long-term exposure to an unhealthy diet, independent of socioeconomic status (4).

What Does This Mean for Mental Health?

Medication, exercise and psychological intervention are well-known approaches that play an important role in treating and managing mental health disorders.

The research findings from nutritional psychiatry show that healthy eating is another impactful ingredient in maintaining brain health and mental health. It is important that we recognise these links with the rise in mental health disorders and body weight during the Covid 19 pandemic, and, that we apply these learnings in practice.

To that end, it is promising to see that the Royal Australian and New Zealand College of Psychiatry guidelines (2020) and the National Institute of Health and Care Excellence (UK) guidelines (2022) now recommend dietary improvement and other lifestyle modifications as a foundational treatment for mood disorders.

This is a positive starting point to augment the existing approaches to mental health. Yet there is still more that can be done on a day-to-day basis to improve eating habits and food choices toward better health, lifestyle and productivity.

Can Employers Play a Role in Better Eating Habits?

Dietary changes typically happen in our own households or via a medical setting, but there are also opportunities for workplaces to be involved in improving eating habits of the workforce for better mental wellbeing, productivity, focus, concentration and general health.

These days, it is an employee’s market with thousands of job vacancies on the market. This means that employees are looking for workplace benefits to entice them into a workplace, or to make it worth their while staying in an existing workplace.

Any opportunity to improve health could be seen as a value add, and a sign that the employer cares about their workforce.

What might this look like in a workplace?

Well, assuming you would do a needs assessment first and find out what sort of service is desired, there are a few ways you can package up your services for a corporate market. In other words, there are a variety of ways you can add value to workplaces in terms of employee nutrition.

Firstly, educational and coaching programs can be offered to any employees to help them understand the benefits of healthy eating and to empower employees to develop of healthier eating habits. If you don’t have a dietetics or nutrition qualification, education can be based around published government guidelines in an interactive, workshop style arrangement.

If you’re working with a rural or remote workplaces where the workplace provides meal, one offering you could make is to help them develop a strategy to improve the nutritional quality of foods on offer at the workplace and reduce the availability of unhealthy options. This is an important consideration where employees don’t have access to healthy food other than at the workplace.

Routine medical clearance and fitness for work checks can monitor body weight and waist-to-hip ratio as one indicator of nutritional health and can facilitate referral to a dietician or health coach to support behaviour change. Partnering with the EAP or medical service that the employer uses is another way to add value to the company.

In some cases, running workplace challenges can also offer individuals the chance to improve their nutrition in a supportive team environment.

Of course, individual coaching is also appropriate as an on-sell from or adjunct to any of these types of initiatives.

The evidence is clear – eating habits play a significant role in brain health and mental health.

And aside from medical and psychological support programs, there are many other opportunities for coaches to help organisations to improve the eating habits of their workforce, and consequently, improve their quality of life, health and work performance.

The Opportunity for Coaches

If you are a coach running a business that focuses on either nutrition, mental health or both, there are opportunities for you to approach workplaces to implement education and coaching strategies that will boost employee health, wellbeing, focus, productivity and performance.

Citing the statistics and research is a great way to position your services to employers and gain their buy in. It answers the ‘what’s in it for me’ question – why should I invest in your services?

Summary

Today we covered some of the groundbreaking research in nutritional psychiatry that demonstrates the links between nutrition and mental health.

I also talked about some opportunities for employers to have an impact on employee wellbeing – especially important in times when employers are trying desperately to retain their talent.

By presenting the facts and figures on the impact of nutrition on mental health and performance, and by outlining affordable opportunities for employers to offer a value add, you can position your coaching business to enter the corporate space more easily.

If you have questions on this episode, hit me up on my contact page.

(1) Jacka, F.N et. al (2011). The association between habitual diet quality and the common mental disorders in community-dwelling adults: the Hordaland Health study. https://pubmed.ncbi.nlm.nih.gov/21715296/

(2) Hodge, A. et al (2013) Patterns of dietary intake and psychological distress in older Australians: benefits not just from a Mediterranean diet. https://pubmed.ncbi.nlm.nih.gov/23199436/

(3) Fernanda, C Gabriel et al. (2022). Nutrition and bipolar disorder: a systematic review. https://www.tandfonline.com/doi/abs/10.1080/1028415X.2022.2077031

(4) Jacka, F.N et al. (2014) Dietary patterns and depressive symptoms over time: examining the relationships with socioeconomic position, health behaviours and cardiovascular risk. https://pubmed.ncbi.nlm.nih.gov/24489946/

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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E#198 The Impact and Potential of Health and Wellness Coaching

This episode is about the impact and potential of health and wellness coaching

The recent HCANZA conference showcased some of our leading innovators and impactful coaches, as well as the impact and potential of health and wellness coaching. This article summarises how health and wellness coaching is at the cutting edge of health behaviour change in a variety of contexts, and how huge the opportunity is right now for qualified health and wellness coaches.

The inaugural HCANZA conference on June 2-3, 2022 was an incredible opportunity for like minded graduate and professional health and wellness coaches to come together and learn about opportunities for our profession. The conference was made possible by the incredible work by HCANZA Chair Linda Funnell-Milner, whose tireless efforts (supported by the board and leadership team) ensured that everything ran like clockwork.

In this episode, I’ll talk about 
* The Award Winners
* The Speakers
* The Networking Opportunities

The conference kicked off on the evening of Thursday 2 June with a cocktail party, a keynote address from Grant Schofield, and an awards ceremony which I was invited to MC.

The Award Winners

Let’s start by recognising the movers and shakers in our industry, in Australia and New Zealand. The awards winners were:

1. Giovanna Stewart: Best Emerging coach of the year

Giovanna is a dietician who is gaining success by combining her dietetic expertise with client-focused coaching skills.

2. Jaala Dyer: Coach of the year in a clinic setting –

Jaala has developed a collaborative and creative platform for the most important chronic disease drivers that many in our communities face, and it is now being shared across the wider community.

3. Karina Morris (WCA graduate): Health & Wellness Coach Advocacy Award

Karina shows dedication in delivering coaching to a truly underserved population within the disability community, showing both courage and leadership to take Health and Wellness Coaching to areas that will make a significant difference to people’s lives. Karina is striving to have Health and Wellness Coaching recognised as a professional service within the NDIS that can be funded under many other parallel funding-based systems.

4. The Change Room (employs WCA graduates): Business Achievement Award

The Change Room has successfully adapted to the challenge of Covid and has created and provided resources for the unprecedented health and wellbeing issues arising in this time both for the individual and for organisations. They have adapted their use of technology to facilitate the ongoing

delivery of their core mission – supporting clients involved with return to work via insurance company funding.

5. Sharon Tomkins: Health & Wellness Coach of the Year

Sharon demonstrates committed to ongoing learning and training, individualises her client programs according to needs, and has engaged in many models of delivery and has been active running community programs. Sharon clearly works collaboratively with other health practitioners and shows leadership in her role of training health coaches.

6. Brad Hulcomb: Outstanding Contribution to Health

Brad is an influencer across multiple layers – medical, coaching and sports – and has impacted many on his journey, from his medical work to his ski instructing to now his health coaching. As the director of the Urgent Care Clinic on the slopes of Mt Ruapehu ski field, he led doctors, nurses and radiographers providing high-quality care in austere environments. He ran medical conferences to provide participants with more than just knowledge, but also focus on their own well-being. He is also a coach trainer with PreKure. He is someone who walks the talk.

As you can see, there are many ways that health and wellness coaches can have an impact, and these are just a few – the top six of over 50 coaches nominated for these inaugural awards.

The Speakers

On Friday, the audience was treated to a jam-packed day with speakers from different realms sharing knowledge and innovation from the coaching front.

Session 1 was about thinking big and exploring the possibilities.

Michael Arloski talked about how important it is to deepen our craft – and he discussed the concept of craftsmanship, which is very close to my own heart. Michael says that in the face of global well-being challenges that our clients face, we can double down by focusing on masterful coaching and staying within our scope of practice. Practice, patience and presence are required to become good at what we do, and focusing on this will help us to deliver incredible value to our clients.

Paul Taylor presented a summary of his new book ‘Death by Comfort’ – why modern life is killing us and what we need to do about it. Paul discussed some of the latest research around the benefits of ‘uncomfortable’ things like exercise, cold therapy and heat therapy, and how they can truly improve quality of life and longevity.

Suzie Carmack talked about creating value as a coach, and about building your personal brand and business with a portfolio career. A portfolio career is the idea of having multiple income streams as a coach, but also organising your days and working in batches to avoid burnout.

Session 2 shared exemplars of partnerships from the field.

We heard from Grant Schofield, Troy Morgan, Dr Sandra Scheinbaum, Bee Pennington and Sam McBride.

The speakers illustrated various ways in which coaches can build and leverage partnerships to build their businesses and have an impact.

One thing was definitely clear – as a coach, we need to engage our target market and build relationships there to truly understand their needs, before going in to ‘sell’ anything. It is truly relationships that give coaching a platform to really shine and make a difference.

Troy Morgan discussed two ways to succeed in corporate – firstly, to develop strong partnerships with all stakeholders, and secondly, to collect data that proves the impact and value of the work you are doing. Those two things can make you indispensable within an organisation.

Sam McBride’s ‘Men’s Muster’ in NZ was a particularly interesting example of how to engage men with the idea of health behaviour change, with a little beer and a lot of engaging outdoor activities.

Session 3 was about breaking business ground.

David Carroll, myself, Philippa Flowerday and Michelle Yandle discussed how coaches can establish thriving businesses in a variety of contexts.

We explored different models that can create income and add value, and discussed coaching success in organisations, workplaces, communities and solo businesses.

Michelle showcased a unique ‘ Empowered Eating’ model that is based in the ancient wisdom of her ancestors, and which is relevant to the issues upstream of eating – family,

A key message is that being specific about the problem that you want to solve, is the best and easiest way to build your business and have an impact.

Session 4, the final session, included speakers who are inspiring best practice and stepping into new specialty fields.

Dr Cam McDonald, Shivaun Conn, Sarah Rusbatch and Fiona Cosgrove talked about cutting-edge research and emerging niches in coaching.

Cam discussed the power of combining coaching and technology, focusing how we are extremely variable in terms of our exercise, nutrition, psychology and medication needs, and how digital metrics can identify and predict the needs of individuals so as to fine-tune their habits and protocols in these areas.

Shivaun talked about trauma-informed care – what it means and how to work with it and manage your own triggers as a coach. She explained the signs of a dysregulated nervous system (stuck ‘on’ or ‘off’) and the language that someone might use in either state, as signs that a coach could use to identify a need for referral or support.

Sarah outlined how (and why) her grey area drinking practice has skyrocketed in the past 14 months and shared the personal story behind her journey to becoming a grey area drinking coach. Her talk hit home with a lot of questions and commendations related to her work.

Fiona Cosgrove discussed her PhD research into the development and care of the health and wellness coach, and the four key areas that changed for coaches themselves during their coach training journey. These are self-knowledge and acceptance, better relationships, professional optimism, and personal health and wellness. Fiona’s was a fitting final session that pulled together the essence of the conference – that Health and Wellness Coaching has important impacts on both coaches and clients in terms of physical, mental and emotional health.

Networking Opportunities

The networking sessions created invaluable connections for all who attended. As the MC on the Thursday evening session, I invited everyone to introduce themselves to someone they hadn’t met before, to forge new connections.

By Friday, the ice was well and truly broken, and everyone was eagerly swapping contact details and sharing ideas in the breaks between speaking sessions. Several people were discussing opportunities to work together or to try the services of someone else. All in all, there was significant cross-pollination and the generation of new ideas.

Summary

The recent HCANZA conference was a huge success. It was an event that bought coaches together, showcased new and innovative research in our field, and highlighted coaches who are breaking ground and having an impact. Further, the conference showed that success is available to all who qualify in this field.

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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E#197 Business Pivoting – Do I Need New Branding and Social Media Pages?

This episode is about business pivoting – do I need new branding and social media pages?

Recently I was asked whether pivoting your niche requires you to set up all new social medial profiles and pages, separate from your existing ones. Let’s talk through this today and summarise a few key points.

No matter who you are, when you start your business, it will take a long time before you truly, deeply understand your niche. Even if you have your own lived experience with your niche’s main problem, your experience of it will be different from theirs.

And as you know, being on a journey yourself means that more and more layers of the onion (as we call it in coaching) are peeled away revealing the true meaning and beliefs behind our habits, thoughts and actions.

In this episode, I’ll talk about 
* What is your brand?
* How to evolve your brand – Option 1 – the Tweak
* How to evolve your brand – Option 2 – the Happy Ending

And invariably, as you peel off those layers and learn more about yourself and your niche, you will likely become more specific about who your niche is. You may even pivot your niche because you finally understand who your best clients are or because you may have outgrown the niche clients that you started with, or realised that some aren’t as committed as others and you want to work with people who are totally all in.

What does this mean for your business?

In short – it probably means you need to rebrand.

What is your brand?

You’ve probably heard the word branding being used in a marketing sense. Your brand includes the images, personality, position, values and traits that your business is known for. Your brand is designed to attract the right type of customers to your business.

When you start your business you have an immature brand, because you have somewhat limited knowledge of your niche and ideal client.

Your brand matures and evolves as you get to know your ideal client.

What I mean by that is that you start using their language in your marketing, using more images that look like them, sharing personal anecdotes that resonate with them, and connecting more deeply. Maybe your customer journey has evolved.

As a result, you set up your website and social media accounts to appeal to those people.

So if you pivot your niche or evolve it substantially, what do you do with all those social media pages?

Do you create new pages and run them in parallel?

Do you move to a different social media platform?

Do you close everything down and relaunch?

How to evolve your brand – two options

Right up front I’ll be clear that I’m not an expert in this – but I have heard the same stories from some true experts.

And here’s the general agreement on how to do it.

Option 1 – Tweaks and specificity

Let’s start with option 1 – you’re going to be more specific or make some upgrades but essentially work with a similar type of client.

Start telling your people that things will be changing around here.

Let them know you still love your followers but they’ll notice you sprucing things up and maybe talking a bit differently or more specifically than you have in the past. Or let them know that you are having a complete change and revamping everything!

If you’re doing a similar version of what you currently do, then let them know that you’re still the same amazing business owner, and you’re still there to serve them as you are right now.

It’s great to email your list and send a personal message about the exciting new change, and create a similar version or a live or reel saying the same thing on social media. Repeat the messages over about a 4 week period so everyone hears about it.

Share your new vision and mission and be excited about it to generate momentum and get your audience Re engaged with you.

It’s important to also know that if your audience don’t feel connected to the new way of doing things, that’s ok, you won’t be offended if they unsubscribe or unfollow. After all, we all outgrow things in our lives, and that’s ok.

After the four weeks, you can start introducing your new branding, messaging and images and weaving it into your posts and communications.

Or, you can make it fun and create anticipation by counting down to a relaunch, and make an event out of it!

Option 2 – The Happy Ending

What if you’re totally pivoting to something completely different and no longer want to work with the old niche, or you’re discontinuing some services?

This is option 2, and it means you’ll need to break up with them, in a way, to draw a line in the sand and be very clear that you are making a complete change.

Still make the announcement and share your new vision, share stories about the good and bad times, and all the success, but draw a line in the sand.

Let them know whether there is a cutoff date at which old programs finish or a date at which you’ll wrap up with certain clients, or you might decide to continue working with some of your original clients simply because you love them.

Whatever you choose, make a clear decision and be transparent and consistent about it.

Don’t create false hope or set weak boundaries. Be honest and upfront about your plans. People will respect your honesty.

Someone who has done a full pivot really well is Denise Duffield Thomas. She ran lucky bitch boot camp for many years and then let everyone know she was closing it down and pivoting into a money mindset course. She closed down her old website and social pages and started fresh – and that makes sense if you are doing a complete and total rebrand into a different area.

Denise had a last hurrah celebration and a big goodbye, and everyone still loved her. Some people left, and some stuck with her, but everyone respected her efforts over the years and her honesty.

Summary

Today we talked about how to pivot your business in a way that is seamless and considerate of your audience – whether that pivot is minor or major.

There are a series of steps to take to make it work properly – but no matter what you do, consultation with the audience is an important part of pivoting without upsetting or losing your audience.

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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E#196 Andy Hampson – Launching her Breast Cancer Coaching Business

This episode is about Andy Hampson – launching her breast cancer coaching business

Andy Hampson of the Inspire Network is on a mission to change lives. Andy has just launched her coaching business with a pilot program to bring out the best in breast cancer patients. Andy is leveraging her skills as a Practice Manager and her professional network to help patients she has previously supported, in a different and more inspiring way.

Connect with Andy https://www.linkedin.com/in/andy-hampson-the-inspire-network/ 

In this episode, I’ll talk about 
* Starting her business and the journey
* Her business traction point
* What her aspirations are

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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E#195 Danielle Dobson – Breaking the Gender Code

This episode is about Danielle Dobson – breaking the gender code

Danielle Dobson is hot property right now. As Author of the Gender Code, Professional speaker and executive coach, Danielle is making an impact in the corporate and small business worlds by helping women unlock their potential in leadership and life. In this episode, Danielle talks about her own career progression and Gender Code limitations, and how she broke through to create a successful business that is breaking ground and having an impact.

Connect with Danielle

https://www.linkedin.com/in/danielledobsondna/ https://www.codeconversations.com.au/ 

In this episode, I’ll talk about 
* What she’s doing now in her business
* Starting her business and the journey
* Her business traction point
* Challenges she overcame to succeed

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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E#194 Kristine Gardner Having an Impact With Metabolic Balance

This episode is about Kristine Gardner having an impact with metabolic balance

Kristine Gardener of Melbourne Wellness Coaching is a wellness coach, naturopath and Metabolic Balance Coach who is running a successful weight loss coaching business. But in the beginning, she wasn’t sure how to get traction and where to start. This interview uncovers her journey to success, and what it took to get there.

Connect with Kristine

https://www.linkedin.com/in/kristine-gardener-consulting-coaching/ https://melbournewellnesscoaching.com.au/

In this episode, I’ll talk about 
* What she’s doing now in her business
* Starting her business and the journey
* Her business traction point
* Challenges she overcame to succeed

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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E#193 Ruth Morgan: Creating Healthy Careers

This episode is about Ruth Morgan: creating healthy careers

Ruth Morgan of Creating Healthy Careers shares her insights and lessons in developing as a coach and creating a viable, inspiring business. Ruth is a coach, author and speaker who knows what it takes to create a more meaningful and purposeful career – and how to remove the blocks that get in the way.

In this interview, Ruth tells the story of how her business came to be, and how her own journey inspired her business.

Connect with Ruth https://www.linkedin.com/in/ruth-morgan-creatinghealthycareers/ https://creatinghealthycareers.com/

In this episode, I’ll talk about 
* What she’s doing now in her business
* Starting her business and the journey
* Her business traction point
* Challenges she overcame to succeed

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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E#192 How to Network Effectively at Events

This episode is about how to network effectively at events

I have a slew of networking events coming up and I am mapping out my business and marketing goals for these events so I can network effectively and make the most of my time there. Today I’ll take you under the hood and share my top tips for effective networking at events.

If you’re like most people you might attend networking events, listen to the speakers or meet a few people, swap a few business cards and then go home. You might spend a lot of money or time to get there, for little or no return.

I want to walk you through a process to make the most of any networking events that you attend so that you do more than just show up – you learn how best to network effectively, exchange value and gain important insights that will help you grow personally and/or professionally.

In this episode, I’ll talk about 
* Finding relevant events
* Starting with the Why – and Clear Goals
* Speakers and Attendees
* Breaking the Ice and Connecting
* How to follow up

Finding Relevant Events

It’s one thing to decide that you’ll attend events, but I suggest that you focus on finding truly relevant events that are going to give you the most impact on your business.

For example, it might be tempting to attend events that are short, cheap or purely online, when it actually might be better for you to attend live events or to pay more money for bigger or better events that will progress your business.

You’d be looking for events that interest you, are related to your specialty, and might link you with potential clients and/or referral partners. The idea is to maximise your exposure to quality people and good opportunities for collaboration, introduction to clients or professional visibility and reputation.

Most industries have lists of events that occur throughout the year. For example in coaching, you can find relevant events in a few different ways:

– Search online for ‘coaching conferences 2022’,

– Join a newsletter list of a coaching organisation that regularly hosts events e.g. HCANZA, ICF, Institute of Coaching, so you can see what’s coming up and find something relevant.

– find events in your niche area that might attract niche clients or collaborative businesses. o Event Brite is a good place to start o LinkedIn Events is another great option.

Start With the Why – and Clear Goals

There’s generally at least one good reason why you decide to attend a particular event.

Rather than just showing up to the event ‘because it’s interesting’ like a lot of people do, I encourage you to unpack all the whys for attending in advance. Doing this might help you to identify some marketing or other opportunities to make the most of your time at the event, which enables you to set some really clear goals for the event.

For example, I am presenting at or attending three events soon

– The Share Your Brilliance Online Summit (May 23 – 27) (Free tickets here!)

– The Digital Health Festival in Melbourne (May 31 – June 1), and

– the HCANZA Coaching Conference on the Gold Coast (June 2 – 3).

I have mapped out a why for each of these events so that I make the most of my attendance.

For example, I have three marketing goals for the Digital Health Festival:

1. To connect with like-minded people who are working to advance remote monitoring in mental health, so I can stay abreast of cutting edge knowledge that might help the company I work for (Philia Labs),

2. To meet some important networking contacts who can refer potential partners or investors, or who can provide support to Philia Labs, and

3. To secure a certain number of appointments for demonstrations of PhiliaLabs’ product.

Also, I have three goals for the HCANZA conference (tickets here!):

1. To inspire coaches in my presentation by explaining how to break ground and create an impact in your coaching businesses (with some great case studies)

2. To meet network connections and potential collaborators on digital health and women’s health projects I’m working on, and

3. To engage with my students and clients who I have only ever met online, catch up on their business progress and identify how I can best support them or connect them with opportunities.

For each event, I have worked out which people I want to talk to and how many follow up appointments I’d like to book.

Having these more specific targets means that I can show up and network purposefully and professionally and achieve some goals that will progress my business activities and growth

Speakers and Attendees

As you’ve heard with my goals, it’s great to identify both speakers and potential attendees at an event you will be attending.

For example, at Share Your Brilliance Summit, I have identified some wonderful speakers who could help me or my clients with different specialist areas of business.

At the Digital Health Festival in Melbourne, there are definitely speakers I want to talk to, but I also know that potential clients, competitors or collaborators might be wanting to see those same speakers. That means I’ll be primed to network with the audience at some of those presentations.

Breaking the Ice and Connecting

It’s one thing to attend an event and identify people you want to meet – but on the day, you need to be clear and confident about how you will approach them! It’s great to think about some interesting ice-breakers to start conversations and to practice your elevator pitch, so you feel ready and confident with engaging.

Check out the link in the episode notes.

Once you get past that first hurdle of breaking the ice, then you’re ready for connection – simply put your coaching hat on and ask, listen and reflect.

See if you can work out the person’s needs, wants, gaps in knowledge, common ground or synergies.

And if they seem like someone that you’d like to build a professional relationship with – invite them to follow up.

Those people would probably fall into one of six categories:

– Ambassadors for your business

– Influencers to help you gain visibility,

– Referrers (to clients or opportunities)

– Collaborators or partners

– Leads (potential customers), or

– Prospects (engaged and interested in buying).

It’s great to keep notes of the people you like (perhaps in your phone) – add their name and perhaps their website, phone number and also the category you’d assign them to.

Following Up

You’d probably be looking to create follow-up situations in one of several ways.

At a live event, swapping business cards is a great way to follow up – but take it one step further and agree on a date for a ‘coffee catch up’ online or in person.

The way you decide to connect would depend on the type of category that person falls into

For example, if you met an ambassador who wanted to showcase you or an influencer who wanted to mention you, then following them on social media and sending a private message would be one way to stay connected to them. You might also share some of their posts.

For referrers and collaborators, you might organise a Zoom meeting or a coffee date so you could talk about how you could help each other out.

For leads and prospects, you might invite them to follow you, and you might email them an article or podcast you created that might be interesting and valuable to them. Following that, you could organise a Zoom meeting or a coffee date to follow up.

Summary

As you can see, there’s more to events than just booking one and attending.

They present an opportunity to create connections that can help you to grow and build your business.

As we discussed, it’s about finding relevant events that give you the best opportunities first, then working on your why, your goals, who is attending, and how you will connect and follow up.

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

Learn more here:

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E#191 Share Your Brilliance!

This episode is about sharing your brilliance!

Today I want to talk to you about sharing your brilliance. After all, you are an amazing practitioner who wants to change the world, and therefore, you need to be able to let people know how you do this, and then, to do it well.

I am talking through the lens of a summit I’m speaking at shortly and will share some tips and insights to help you get your brilliance into the world!

In the show notes, I’m sharing a link to your FREE ticket to the Share Your Brilliance Summit, being held from May 23 – 27, 2022.

In this episode, I’ll talk about 
* What Sharing Your Brilliance is All About
* What Gets In the Way of Your Brilliance?
* The FREE Share Your Brilliance Summit
* Three Steps to Share Your Brilliance

What is “Sharing Your Brilliance” All About?

Brilliance means splendour or magnificence. And in a business context, I think that sharing your brilliance is about bringing your greatness, your zone of genius and your special skills and talents into the world.

Why does this matter?

Because as an authentic person who is in the business of helping and supporting others, you are on this world to make a difference, to have an impact, to help others to overcome their fears, challenges and find the joy and fulfilment they deserve.

Further, if you have greatness and the power to help others, it would be an absolute travesty if you DIDN’T share your brilliance.

Everyone would be missing out on the impact of your superpowers!

What Gets in the Way of Your Brilliance?

I think you and I both know the answer – it’s the stuff between your ears. Your fear, your lack of confidence, your scattered thoughts, your impostor syndrome.

Feeling not good enough.

Not knowing where to start.

And when you say those sorts of things to yourself repeatedly, they become beliefs. This is how beliefs are formed!

Now, I know how confusing business can be – especially if you are running an online business.

You’re on the journey of building a client base and getting things right in your business. But if you have any sort of impostor syndrome or self-doubt, there are a billion people out there trying to sell you the magic solution.

With SO much noise and information out there, so many people to compare yourself with, so many shiny objects….it can lead you away from your integrity.

It can be a challenge to work out how to get started and succeed in sharing your brilliance, and, find business strategies that suit multi-passionate, intuitive types like us.

The Share Your Brilliance Summit

That’s why I’m so excited to tell you about the Share Your Brilliance summit from May 23 – 27!

Most importantly, this event is totally, 100% FREE. No cost.

For 5 days, May 23 to 27, Natasha Berta of Connected Marketing is bringing you presentations from 25+ heart-led business owners who have found ways to grow their business without selling out on their soul. You’ll hear about everything from mindset, sustainable business foundations, content creation + creativity, your offer, how to reach more people, and more.

It features 25+ amazing presenters who are ready to teach and mentor you on how to book more sessions and have greater clarity about your value.

Let’s face it, these things are the secret sauce for building a purposeful, profitable business. Communicating your value and booking more sessions with paying clients.

The goal for this summit is different than most. It’s going to be more like an online retreat than a summit with morning movement sessions, daytime learning sessions and wrapping up each day with a sound healing to integrate it all.

Plus, there is a theme for each day tailored to people in business who are just like you – waiting and wanting to share YOUR brilliance.

For example, I am going to be speaking at the summit, on How to Create a Client Centric Program that Sells.

I am so excited to be featured alongside some pretty big names in business, including:

· George Kao
· Danielle Gardner
· Karen Humphries
· Lucine Eusani
· Bridget Avgoustakis
· Claire Kerslake
· Aesha Kennedy
· Chantal Khoury
· And a whole lot more

There’s a free option and an affordable VIP pass with tons of goodies.

Each presentation will be available to you for 24 hours, but you can also get lifetime access (along with some other amazing bonuses) by grabbing the VIP All-Access Pass.

There’s more I’d love to tell you about this summit, but I’ll let you check out all the details for yourself – and you can grab a free ticket for the Share Your Brilliance Summit using this link!

How You Can Share Your Brilliance

So, how do you share your brilliance?

Here are some ideas to get started.

Firstly, clarify the value of working with you and the service you offer.

  1. Write down all the skills and strengths you have – think about the things that come EASILY to you but are hard for others to do.
  2. Make a list of your top three strongest values. What drives you, and what makes you passionate about your work?
  3. Write down three important reasons why your work is so meaningful. If you can do this work, what sorts of impact or result does it have?

Secondly, define the turning point that causes people to reach out for help.

  1. What is the moment of realisation that they need to change? Where are they, and what is the situation?
  2. If you’ve been on the same journey, what was YOUR turning point?
  3. What is the pain that becomes so big, that the person reaches out for help?
  4. What is the result they know they desperately want?

Finally, work out who your target audience is, and where they might be. 

  1. Think about the people that light you up, who ‘get you’, and who you love to be around. What kind of people are they? 
  2. The saying goes that your niche is the version of you from 5 years ago. What kind of person are you?
  3. Think about where you like to hang out and find out about or buy services in your area. Where would you go, and what would your requirements for buying be – would you need to follow someone on LinkedIn for a while before speaking to them, or would you listen to their podcast, or something else? 

    These three sets of questions help you to define your value, your people, what they need help with, and where to find them. Feel free to write out your own set of questions in these areas to help you get clarity. 

    Also, go back to my previous episode 186 Three Proven Marketing Roadmaps for Coaches to help you get clarity on using your communication strengths to build your audience. 

    Summary

    Today I talked about what sharing your brilliance is, and some of the things that get in the way of that. I mentioned a totally FREE summit in May 2022, with over 25 experienced speakers to help you learn how to share your brilliance. A link to your free ticket is in the show notes.  

    Finally, I walked you through a three-step process to share your brilliance. What are you waiting for? Get out there and share your greatness with the world. I dare you! 

    Ready to get clarity on your pathway to success?

    Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

    Learn more here:

    Posted on

    E#189 How to boost your professional credibility

    This episode is about how to boost your professional credibility

    When you start a new profession, one of the most important parts of marketing is developing professional credibility and a good reputation. Today I’d like to share a golden opportunity for you as a professional health and wellness coach, to do just that in June 2022.

    Starting out in your health and wellness coaching business is exciting and challenging. And initially, you need to put in a lot of work to become seen, known, liked and trusted.

    Further to that, you want to be more than just known – you want to be seen as a reputable professional who is properly qualified and who is confident in what they’re doing.

    In this episode, I’ll talk about 
    * 7 Reasons Why the Conference is a Must Attend Event
    * How This Event Can Rocket Fuel Your Coaching Business
    * Why We All Have a Role in Putting Health and Wellness Coaching on the Map

    How do you do that?

    Well, there are many ways, and I want to talk about one specific golden opportunity for you to boost your professional credibility if you are a health and wellness coach in Australia or New Zealand.

    This opportunity is the HCANZA conference, being held on the Gold Coast on 2 – 3 June 2022. The conference is called Health and Wellness Coaching Conference – Breaking Through – Health and Wellness Coaching in a Post-Pandemic World.

    Before we unpack this, I’d like to say that any professional conference attendance gives you similar opportunities, but this particular conference gives you a one-time-only opportunity to be seen, heard and recognised as a professional.

    7 Reasons Why the HCANZA 2022 Conference is a Must-Attend Event

    There are several reasons why this is such an important event and such a significant opportunity for you as an individual health and wellness coach.

    Not in the least, is the fact that the world we know, our workforce, what’s important to us, the awareness of health and the willingness to change have been irrevoc

    Now more than ever, coaching is a viable career option, and it’s a golden opportunity to put Health and Wellness Coaching on the map as an important part of navigating health and wellbeing into the future.

    1. Showcasing Health and Wellness Coaching as a Reputable Industry

    This inaugural conference provides the opportunity for our industry association and its members to showcase the skills and the breadth in-depth of knowledge and experience that health and wellness coaches have and share those with the world.

    We have global experts Zooming in or attending live to speak at this event. Some of them are founders of the industry and have played a significant role in building our profession from the ground up over the past 20-odd years.

    With global key opinion leaders together in the room, it gives a huge weight of credibility and reputation that we can promote and advertise to medical professionals, allied health professionals and the general public to promote ourselves as an evidence-based, high calibre profession.

    This alone puts health and wellness coaching squarely on the map.

    2. Showing the Value of Health and Wellness Coaching, and Where it Fits

    This conference is our chance to explain our scope of practice and highlight how we complement other health professionals so that their clients and patients can achieve better health outcomes more easily and in a shorter time.

    We show our value with case studies, storytelling and real-life examples of business and client success.

    We’ll share how coaches and coaching organisations have changed lives by working in a complementary way with other health professionals, giving everyone who attends a clear understanding of exactly how and where coaching adds value to existing health professionals and treatment frameworks, and independent businesses.

    Remember, this is the first time in Australia and New Zealand that such a conference has been held, and it’s our opportunity to share these facts and success stories for huge media coverage and collective recognition.

    3. Clearly Explaining How We Work

    Have you ever had trouble describing what you do and how you work?

    The stories, case studies and expert presentations at this conference will equip you, the attendee, with clear insights and anecdotes to share with prospective clients, partners and advocates in your own practice when you get home to explain clearly how you work with people and what sorts of results and outcomes are possible.

    You will learn how to describe your profession and skill set in a more succinct way.

    You will develop a confident spiel about the important conditions for change such as self-awareness as an essential first step, and how health and Wallace coaching empowers self-responsibility, which saves the health system and the individual billions of dollars each year.

    4. Improve Networking Skills and Confidence

    Another great reason to attend this conference is that it gives you skills, experience and confidence in networking.

    Networking with other health professionals pretty much an essential part of fast-tracking your marketing and gaining success in your business.

    By attending this conference, you will get to polish up your skills of breaking the ice, having friendly conversations, making your contacts, and starting conversations that lead somewhere, with like-minded people.

    How will you feel, having brushed up your networking skills in a safe environment with trusted colleagues?

    How much easier will the next conference or networking event be?

    What impact will that have on your business or coaching practice?

    5. Build Important, Business Building Alliances

    I’ve just touched on the skills of networking, but have you considered what they might lead to?

    If you think about it, conferences are networking events that offer business-building opportunities.

    The #1 challenge coaches tell me they have is running their business in isolation, feeling alone, with nobody to bounce ideas off.

    Attending this conference in person gives you a more personal connection with other coaches that you’ve only ever met online. That live meeting will cement your relationships and help them grow.

    Through those conversations, you might even find some opportunities and leads to help you in your business.

    Think of how you’re going to feel after walking out of a conference with a handful of really great contacts that you can stay in touch with and possibly even collaborate with or get help from to grow your practice?

    Or finding someone who is doing complementary work and you find an opportunity to help each other?

    Or simply being inspired by one of the speakers and discovering strategies that you can apply right away to your own business?

    One way or another, you have the chance to learn some important skills and develop some strong support networks and alliances.

    6. Increased Confidence, Belief and Action-taking

    How are you feeling so far, having thought about all these benefits?

    I bet you are feeling pretty pumped up. And that leads me to my next point – this conference is essential to your business development, your confidence, and your personal and professional growth.

    You might hear that and think, “well that’s a pretty big claim to make”.

    Yes, it is – but it’s 100% true.

    Think back to the last time you attended a conference or event – how did you feel?

    If you have ever been to any sort of sizeable event, you probably remember the huge buzz, sense of enthusiasm, inspiration, energy, confidence, optimism and hope that you felt.

    You probably left that session on a high, with so much belief and a readiness to take action based on what you learned or discovered.

    There is a saying that we are the average of the five people closest to us. In a professional context, it’s important that you are rubbing shoulders with people who have more experience, more knowledge, and a greater sense of conviction about what is possible with your modality, so that you can continue to hope, believe, and create success that you wish for in your profession.

    Listening to professional coaches speaking gives you the sense of what’s possible for you. It makes your discipline in your profession relatable and within your reach. And it gives you the opportunity for some personal growth and to identify what you need to focus on in order to keep moving forward and growing as a coach and as a person.

    Remember that we are in the relationship building industry, and your ability to be self-confident is critical to your success. You can learn how other people have built their own self-confidence and their skill as a coach so that you create a roadmap to get there yourself.

    That leads me to my last point on why attending this conference is so important.

    7. The Ripple Effect

    The final benefit of this conference that I want to talk about is the ripple effect.

    For this inaugural conference to really help to put our profession on the map, we need to sell all the tickets and speak to everyone we know about it.

    If it’s down to the HCANZA board and few members to do this, we’re not going to get very much media coverage or excitement or visibility.

    But if the conference is a sell out and we’re all sharing the word and the success stories, it is a totally different ball game.

    It shows that there is a strong collective of coaches who are qualified and who uphold a standard of practice, and who stand together as a united voice to speak about the benefits and opportunities that health and wellness coaching provides.

    And at a larger scale, the success of our industry depends on the commitment of every person who is certified and working in the capacity of a health and wellness coach, to find their voice and speak up about the profession, this event, and every one that follows.

    It’s not something that a few people can do on their own. For this to work we need to have everybody putting their hand up turning up and being part of something that is bigger than the individual, and which has the potential to create a significant impact on our health systems, longevity and quality of life.

    Yes, the number of people attending the conference and telling everyone about it, is important for our profession.

    But it’s also important at the other end of the conference long after it’s finished. Because you’re going to walk away feeling inspired and enthusiastic and excited, and you’re going to have a head full of new knowledge, ideas and cutting edge information.

    And what’s going to happen to that information?

    You’re going to be excited to share it with everybody you know.

    You’re going to be equipped with information and words that will help you to network with other health professionals, reach potential clients, find collaborative partners, and find cross referral opportunities.

    The more people that attend and promote this conference at the same time, the bigger the visibility and impact we can have.

    This really is a critical time and event in the development of our industry.

    Summary

    Today, I got pretty ranty about boosting your professional credibility, and more specifically, using the inaugural Health and Wellness Coaching Conference – Breaking Through – Health and Wellness Coaching in a Post-Pandemic World – as a vehicle to really showcase our profession.

    I outlined just seven of the many benefits of attending.

    In summary there are so many opportunities for personal and professional growth at this conference. So much rich content, information and relationships to be found in this conference. All you need to do is attend. https://www.conference.hcanza.org/?_ga=2.5600117.73171265.1650423249-552347760.1650423249

    Ready to get clarity on your pathway to success?

    Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

    Learn more here:

    Posted on

    E#186 Three Proven Marketing Roadmaps for Coaches

    This episode is about three proven marketing roadmaps for coaches

    If you’ve finished your coaching qualification and are ready to launch a business, it can be daunting to realize that you have no idea of how or where to find clients and to create a consistent income. On top of that, the word marketing might conjure up a sense of dread and that you need to do all these things that the experts say you should do.

    This couldn’t be further from the truth. Forget the Facebook ads or webinar skills training courses – in this episode, I’ll discuss three marketing roadmaps for coaches that play to your natural communication strengths and help you start promoting with authenticity, integrity and confidence.

    In this episode, I’ll talk about 
    * Playing to your communication strengths
    * The Writing Roadmap
    * The Speaking Roadmap
    * The Networking Roadmap

    Playing to your communication strengths

    When I started my coaching business, I was convinced I needed a Facebook page and Facebook group. All the gurus told me it was the only way to ‘get clients’ – and to set up some ads.

    The trouble is, I feel incredible anxiety when I go onto Facebook. But I persisted as I thought I had to be on that platform and that it was the only way to succeed.

    So, what happened?

    I felt anxious every day. I had to force myself to open the app and create posts.

    I spent hours debating over the words, trying to get them right, and picking images. I cringed at the lack of engagement, and I stressed over the future of my business.

    For a good six months, I did Facebook training courses, paid for mentoring and joined support groups. I felt miserable and hopeless.

    Then I reflected on my communication skills and strengths and worked out that this was not how I should be doing marketing. I needed to do it MY way, so that I could feel energized, motivated and excited about connecting with my audience.

    From there, I went on a journey to explore how best to market my business.

    I realised that I feel most comfortable and authentic when I’m talking to people, networking and to a lesser degree, writing. My main skills are active listening and relationship building, so these options make sense to me. I get to express my opinions, listen and reflect, and draw on my extensive technical writing skills and experience.

    Fast forward to today, and these are the ways I do my marketing.

    As part of my ‘visibility’ marketing, I write an article each week and turn it into a podcast, where I speak about things that my audience wants to know about. These build trust and relationship.

    I’m pretty busy with contract work and as a board member of HCANZA, our industry association to do much more than this. But If I wanted to go really big online, I’d be looking to be a guest blogger on a nationally-recognised online magazine, or guest on a podcast that is nationally-recognised, or on the radio.

    As it is, I share links to articles and podcasts on LinkedIn and Instagram. These are my best promotional platforms because I feel comfortable and more connected with my audience – it’s where ‘my people’ are.

    But actually, my preferred way of marketing is networking, so I do a lot of connections with others so I can meet and learn more about what people do, where there are synergies, and work collaboratively via cross-referral and cross-promotion.

    As you can see, I have a mix of marketing channels that leverage my communication skills and help me build visibility, and the ability to scale if and as needed.

    It’s taken me a while to get to this point, but when you’re starting out, it’s better to start more simply. Let’s talk about three rough marketing roadmaps for coaches that leverage your communication skills and can help you get visibility, new clients and traction more easily.

    Please note that it’s highly likely that your ideal clients within your niche have the same communication strengths and skills as you. By playing to your strengths, you’ll more likely attract your people.

    Here are three roadmaps that I think are the most effective for building coaching businesses. There are other marketing strategies out there, but these three are more effective because you get the chance to connect more personally and emotively with potential clients or referrers.

    As per my previous episodes – it’s the emotional connection between you and your clients that builds the trust and rapport that clients need before they commit to buying from you.

    Now, let’s explore the three roadmaps!

    The Writing Roadmap

    If you’re a great writer and you love writing, chances are your audience is the same.

    You’re probably someone who:

    • journals a lot
    • likes writing lengthy passages/stories
    • is creative with the written language
    • writes emotively and descriptively
    • If this is you, then it’s entirely possible for you to engage your audience in this way.

    As a skilled writer, it’s relatively easy to gain visibility by guest blogging on highly visible online publications like MammaMia, Forbes, Thrive Global or other platforms.

    You could also write case studies, stories and articles for your own blog and build a following, or longform posts on social media platforms where your audience hangs out. Mine is on LinkedIn, yours might be elsewhere.

    You can write for your local industry association and/or industry publications to gain visibility.

    Of course, any writing you do needs to be publicised via sharing through emails (to your network), and on social media and your client email list.

    If most of your audience are readers, then your website can offer a well-written lead magnet (e.g. a how-to guide) that they can download, and join your list.

    As you become more comfortable with writing and build a presence, you can start to offer live webinars or 1:1 calls to connect with you.

    Writing as a stand-alone marketing tool can take more time than speaking or networking, so if you are starting here, you would aim to build in another marketing strategy later such as networking or speaking, events or PR, to speed up the process of becoming known, liked and trusted.

    The Speaking Roadmap

    If you’re a great speaker and you love talking, chances are your audience is the same.

    You’re probably someone who:

    • enjoys socialising and in-depth conversation
    • likes speaking at length, teaching and/or telling stories
    • has a good vocabulary
    • speaks confidently and articulately and likes public speaking.

    If this is you, then it’s entirely possible for you to engage your audience in this way.

    As a skilled speaker, it’s relatively easy to gain visibility by being a guest on a highly visible podcast or getting interviewed on the radio or scoring a regular community radio spot.

    You could also develop your own podcast or YouTube channel, where you build a following by posting audio files or video files and inviting comments.

    You can deliver a signature talk to local groups, allied health professionals or clients. You could engage your local public library to help you promote and deliver a workshop and present your signature talk (promotional) in their space.

    You can present at conferences, expos or other events.

    Of course, any speaking you do needs to be publicised via sharing through emails (to your network), on social media and your client email list, or the list of the event organiser.

    If most of your audience is speakers and listeners, then your website can offer a well-scripted video or audio that they can watch that invites them to join your email list or meetup group.

    As you become more comfortable with public speaking you can offer live webinars or workshops that promote your service offering.

    Speaking is a fabulous marketing tool that requires confidence and practice. It’s easiest to start small and with people, you know, and build up to larger audiences and/or more complicated means of delivery (e.g. in-person vs online).

    One thing is for sure – public speaking is one of the fastest ways to become known, liked and trusted because there is an authentic connection in real-time, and you can build trust and authority easily if you know your subject matter.

    The Networking Roadmap

    If you love interacting and meeting people to share ideas, chances are your audience is the same.

    You’re probably someone who:

    • likes meeting people, breaking the ice and having in-depth conversations
    • likes speaking but is also curious about other points of view
    • enjoys collaborating and brainstorming to build on ideas
    • is comfortable with sharing opinions and exploring differences.
    • If this is you, then it’s entirely possible for you to engage your audience in this way.

    As a skilled networker, it’s relatively easy to gain visibility by attending events that are hosted by business, social or online groups, or joining networking groups or social media groups.

    You could also develop your own group (e.g. a Facebook group), WhatsApp messenger chat, or live MeetUp group if you don’t like social media that much (MeetUp is a platform to facilitate groups that meet.

    You can offer interactive workshops, breakout rooms or discussion/opinion topics with allied health professionals, complementary businesses or potential clients. You can co-host workshops with other professionals to share knowledge and gain insights.

    You could also host events like movie nights, book clubs, meditation sessions or other such events that bring people together to meet, connect and share insights and ideas.

    This is a lot like the ‘speaking’ roadmap, with a key difference being that you are more interactive and collaborative, with the focus on sharing ideas and listening more.

    Of course, any networking you do needs to be publicised via sharing through emails (to your network), on social media and your client email list, or via the event platform.

    If most of your audience is interactive too, then your website can offer a live session with you (could be virtual) as a 1:1 on a meeting platform, VR, or to attend an introductory group event.

    If you are attending networking events hosted by other people, it’s important to define a goal for the event and complete that goal so it advances your marketing effort. For example, I make a point of finding one or two people at each event that I like connecting with, and to email them afterwards and set up a coffee date. This could be a potential client or a potential referrer.

    As you become more comfortable with networking, you can start your own group or simply schedule connections with like-minded people that you’ve built connections with. An allied health professional near me does this well – he emails me every quarter to set up a coffee date.

    Networking is a fabulous marketing tool that requires confidence and organisational skills. It’s easiest to start with small local groups and build up to attending larger groups or even creating your own group (which requires learning a bit of tech in some cases).

    Networking is one of the fastest ways to become known, liked and trusted because there is an authentic connection in real-time, using both auditory and visual cues to gauge and develop rapport.

    My opinion is that while speaking can build a sense of authority, networking can build connection and engagement.

    Summary

    Today we talked about three marketing roadmaps for coaches.

    To create your roadmap, it helps to play to your communication strengths and style to build confidence and to be truly authentic.

    Depending on your personal skills and strengths, I outlined three roadmaps:

    1. The writing roadmap
    2. The speaking roadmap
    3. The networking roadmap

    There are other marketing strategies, but these are known to be more effective because you get the chance to connect more personally and emotively with potential clients or referrers. If you need help to develop your proven marketing roadmap, book a good fit call to see if I can help you. My books are closed to personal clients until July 2022, but I have space in my June Passion to Profit program if you need help to build the foundations of your business. Click the link to learn more about the program.

    Ready to get clarity on your pathway to success?

    Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

    Learn more here:

    Posted on

    E#184 How to Beat Overwhelm and Achieve Simplicity in Business

    This episode is about how to beat overwhelm and achieve simplicity in business

    Are you a coach who is setting themselves up for your first clients and feeling overwhelmed about all the things you have to do, manage and create? Let’s take a step back and slow down and get clear on some simple things you can do to start meeting and creating more clients.

    Why Simplicity?

    In our fast-paced, always-on world we have so much stuff and so many things going on in our minds and lives.

    Did you know that at any one time, your brain contains around 60,000 thoughts?

    In this episode, I’ll talk about 
    * Why Simplicity Matters
    * How to Do Business Simply
    * Five Simple Things For A Successful Business

    When we are always on, going fast and being ‘busy’, we tend to act without thinking, accumulate things that we don’t really need, and get talked into things that we don’t really want.

    We can become overworked and reactive, and then we lie awake at night with our huge to-do lists.

    The unwanted emotions kick in at 3 o’clock in the morning and we create mountains out of molehills.

    It’s hard to run a business effectively if you are caught up in the drama of all the things.

    The principle of simplicity can help you stay afloat and to thrive.

    Here’s how to achieve simplicity in business so that you can be freed up to build relationships – which is really the heart of what you’re doing.

    How to do Business Simply

    One of the easiest ways to be simple is to define what you need RIGHT NOW and the easiest way to meet those needs.

    In life, your needs include basics like water, exercise, good food, rest and time to reflect.

    If you think about your business in the same way, it boils down to five simple things:

    – maintaining relationships,

    – scheduling,

    – delivering services,

    – storing information, and

    – invoicing.

    As a coach, you know all about that first list of things. Now let’s talk about the second list – those five simple points – that can help you run a business with simplicity.

    Maintaining Relationships

    What does maintaining relationships involve?

    This is the essence of marketing. I think it’s about deciding who you will meet, and how often you need to meet them.

    For example, maintaining relationships could be as simple as meeting 5 people in your network each week, or showing up to a Facebook group you run each day, or making 5 phone calls per week.

    That’s it.

    SIMPLE!

    That’s all it takes to introduce yourself, build relationships and keep them warm. And when the time is right, these are the people that might buy from you or help you spread the word.

    Scheduling

    What does scheduling involve?

    There are two parts to this. Firstly, there is how you organise your time.

    You already know that you need to maintain relationships, so that would go into your schedule each week as a regular, set activity.

    You also need a way for clients to schedule enquiries or coaching sessions with you.

    How do you do that?

    Well, at a basic level they can phone or email you.

    At a more sophisticated and automated level, they can access you via an online booking platform like AcuityScheduling or Calendly.

    The beauty of these platforms is that they include reminders and even payment gateways so it’s easy to do two or three things at once.

    Delivering Services

    What does delivering services involve?

    As a coach, you either need a room, a phone or an online meeting service.

    Simple!

    A room could be a by-the-hour hired space in your local area, for example, a room you hire ad-hoc in a wellbeing clinic.

    The phone is easy – you can definitely coach by phone if you want to.

    Alternatively, you can use an online system like Google Meet (free), Zoom (low cost and better quality) or Microsoft Teams (higher end). These are all simple and easy to set up.

    Storing Information

    What does storing information involve?

    Well, you have client notes, procedures, policies, tools and resources that you might want to store.

    The old-fashioned way is a filing cabinet with printed documents. This is totally fine!

    Otherwise, you might want to have a folder structure set up on your computer where you store different types of documents.

    For example, you have one folder for client files (one folder within that for each client).

    You might have one folder for policies and procedures.

    You might have one folder with resources in it – a vault of information – that you can share with clients, via a link.

    That’s it. Simple.

    Invoicing

    What does invoicing involve?

    The in-person way involves a Word document template and a receipt book.

    If you want to get a bit fancier, Wave App is a free software that gives you basic invoicing functionality.

    Fancier than that is Xero or Quickbooks on a monthly subscription, with more bookkeeping features.

    Simple. You really don’t need much more than that.

    What about an online presence?

    I know, I know, you are thinking now – don’t I need a website or a Facebook page?

    NOPE.

    For free, you can set up a LinkedIn profile (professional) and you can also set up Google My Business for free.

    Both of these are great ways to build an online presence and get testimonials. Why get a website when you can do this?

    It’s the reviews that really count in the beginning.

    Summary

    Today, I discussed the concept of simplicity and how it can help you run a business free of overwhelm, and full of time, calmness and clarity on what you are doing each day.

    Your business is all about relationships, and the key things you need to focus on are

    – how many people you speak to each week,

    – scheduling your time and booking in clients,

    – a method for delivering your services,

    – a simple way to store information, and

    – a way to invoice and track payments.

    People are going to tell you that you need fancy systems and software. I’m here to say, No You Don’t.

    Keep your business simple and it will be WAY more enjoyable. If you need help to prepare for market research interviews and analyse your results, book a good fit call to see if I can help you. My books are closed to personal clients until July, but I have space in my June Passion to Profit program if you need help to build the foundations of your business.

    Ready to get clarity on your pathway to success?

    Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

    Learn more here: