Hey there wellness entrepreneur!
Before we get to today’s blog, I want to remind you that I have a Black Friday Special going on. If you are a one-to-one client working with me in the months of January and February 2025, you are going to get access to the Instagram Messaging Makeover Clinic.
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So over the eight weeks, I’m going to teach you the strategy on how to do that as well as give you personalized feedback so you’ll be able to drop in reels and captions and get feedback from me and the community so by the end of the eight weeks, you have your own frameworks and protocols and know what hooks are and how to create a 10-second reel easily so you can again grow your audience of excited wellness clients so you can grow that six-figure and six-figure plus online wellness business.
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All right. Let’s get to the blog!
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Hello there, wellness entrepreneur. Welcome back!
Today, we’re going to talk about your 100K Marketing Strategy so you always know what to say whether you’re showing up to a networking event and talking with someone, or going to write your next e-mail or post, you never have to wonder what to say or spend a lot of time hemming and hawing or sitting there in frustration, frozen, staring at the computer screen, just hoping and praying that whatever you write will impact someone.
That what you put out there will not cause someone to unsubscribe or feel like they’re bothering them, that you’re actually giving value, and there’s more marketing is getting your business in front of more people, getting more eyeballs, more brains, more people who value their health, want to change their wellness, become familiar with the work that you do and your brand.
And you want to be able to, while you’re marketing and growing that audience, you’re not just growing your audience with anyone but your marketing is speaking to that ideal wellness client that wants help with their health and knows that you’re the perfect person to do that.
When you do marketing well, your e-mails and your posts will walk them through becoming aware of your business. Maybe they’re already hot, meaning that they know that they have a health problem and they’re already seeking solution, so when they come across your business, they’re like, “Oh my gosh! She’s exactly who I’ve been looking for! I need a book of consultation and work with her!”
Or, maybe, they’re not aware of their problem or they’re a little bit colder to you because they just came across your brand and they’re a more methodical buyer and they have their own process in which they purchase things and for some people it takes a bit of time before they actually click buy. That’s fine! But, your marketing can walk them through all these different phases of a customer journey or a buyer’s journey as it sometimes said, so that they end up in the end however long it takes hitting the book the consult call to work with you.
And this process works even if you feel like you don’t have a lot of time because when I teach you the Seven S’s Of Marketing which are part of my 100k Messaging Framework I teach my clients, then you’ll always know what to say and getting that information out of your head into a post or when you feel confident that you know what to say, you might be more likely to show up to a networking event and actually talk to someone at the event, it will save you time.
So here is the solution: For a lot of the wellness entrepreneurs that I talk to whether I’m talking to them on consultations, whether I’m talking to them in the DM of Instagram or whether they’re my client, I think 99% of wellness entrepreneurs have an idea of that ideal client they that they want to work with. They actually can describe the struggles that are happening in their daily life, specifically. They know the desires these clients want to achieve in terms of their health and wellness goals. They just get stuck trying to get that information out of their head into a post so that they resonate with their audience and it walks them through that buyer’s journey instead of feeling stuck or frozen and then just posting a graphic that says, “Happy holidays! Returning back to office this in this state.”
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The Seven S’s Of Marketing
So today here on the blog, we’re going to go over the Seven S’s Of The Marketing 100k Marketing Message Framework. What I actually do with my clients first before we go over these seven s’s is go over their five client avatars because a lot of my clients have more than one ideal client.
The Client Avatars
So I’ll give an example: if it’s a physical therapist specializing in women’s health, they have brick-and-mortar component and an online program, then they’re going to have different client avatars for each of those programs and within each of those programs.
So for example, they might work with pregnant moms in the clinics helping them to prepare for birth online. They might work with those pregnant moms helping to create birth plans and creating more empowerment. There might be some overlap there with the pregnant moms in the clinic. There might be some therapy involved such as reducing sciatica or back pain or any urinary incontinence issues. Where the online program for the pregnant moms is more birth plan preparation and both in preparing for birth for that last trimester and what will happen on the actual day going over mindset issues if struggles arise, those sort of things.
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So that client avatar can differ in terms of their goals, meaning there can be a busy mom who’s in her second trimester with a couple of children and she’s really struggling to care for her toddlers and the toddler’s older sibling just because she’s tired from pregnancy and she’s struggling to move around quickly because her back’s really bothering her.
Versus, a different pregnant mom but in a similar situation meaning that she’s in her second trimester, has a couple of children, is feeling tired, but this mom doesn’t experience back pain. She’s experiencing more confusion and overwhelm in her birth plan because her baby’s breached and her doctor saying one thing and her acupuncturist is saying another, her and her partner are disagreeing on the safest course of action for the baby and the mom and you’re the perfect person to help them through so it could be on the surface what looks like a similar client, but actually because of their struggles and their goals are slightly different.
So I first have my clients write out these different client avatars because how you’ll speak to each of them is very different.
Then we go over their core teaching pillars. So what they’ll teach these clients and patients in their programs specifically different categories or topics or frameworks that they teach their clients and then we apply two things to these client avatars and the core teaching pillars and that is the seven s’s of marketing which will go over here today as well as the rule of one.
So anytime they’re at a networking event, it’s more obvious because they have one person in front of them typically unless they’re leading a keynote speaking event, but if they’re talking with one person, they’re going to be listened to that one person’s struggles, that one person’s goals and they can provide the one solution to what that person needs or one suggestion and how they work with them.
It gets a little trickier when you go to apply the rule of one to post or send an e-mail because you often are imagining that you’re sending an e-mail to a whole group of people, so then your brain is imagining all these people reading your e-mail or post but what you want to imagine instead is that you’re actually writing that e-mail or that post to one of your client avatars, speaking about one of their specific problems.
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And then, you can apply the seven s’s to get that information out of you and write it in a cohesive framework that leads the reader to that next step of becoming more aware of their problem, becoming more aware how you are the solution to their problem and an insight and awareness about their problem and how their goals are actually practical and realistic and how you can help with those goals and then the next step, the call to action.
Okay, so what are the seven S’s? So I’m going to give you the overview of the Seven S’s and then we’ll break them down each one in particular.
Okay the first is the client struggles, second is the desires or the successes that they want to achieve, third is the solution that you’re offering or the solution to their problem.
For example, on this blog right now, the solution is getting the awareness for you that you already know your client. You already know all the information already right now. You don’t have to seek outside of yourself for that but you just need a process to get this information out of your head and into an email or a post. So what is the solution and insight that you’re helping them to realize when you’re creating that piece of content?
Number four are the strategies, number five is the structure, number six are stories, and number seven is senses.
So we’ll break them down the struggles are the day-to-day, specific things that your ideal clients are going through like maybe they’re experiencing GI issues, bloating, cramping, now they go to put on their favorite pair of pants, but the buttons are tight, you will also want to ask yourself.
This is why my clients love working with me for this process is often they tell me, “Alison, you ask the questions to get all the information out of your head,” but you can begin to do that right now as well.
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The First S: Struggle
So if you’re thinking of that struggle, for example, urinary incontinence. Why is that a problem that seems obvious? Okay, they want to avoid embarrassing accidents. Yes, but why? Because maybe now they’re not going to their favorite CrossFit classes because they’re afraid of accidents. So now they’re stuck in the house. They’re not losing the baby weight that they really want to. They’re not getting back out socializing with their friend. So now they’re arguing with their spouse and they feel cranky all the time. You see how that takes it to a next layer? So you really want to dive deep into those struggles.
And we’re going to add a layer to that with number seven, which is the senses. How are they feeling during that time when they deal with these struggles? So I hinted to some of them that they might be feeling angry. They might be feeling cranky. They don’t feel like themselves. They feel frustrated. They feel overwhelmed, frozen, they feel a lot of shame regarding their body. They feel guilt that they’re not parenting the way that they want to because they always imagine themselves being a calmer mom. So what are the senses connected to those specific struggles that your ideal client has? Write those down.
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The Second S: Success
Then we’re going to swing on to the opposite side of the spectrum and start to talk about the successes or the goals that your ideal client wants to achieve. What are those?
So if we go to the bloating, the GI issues, maybe they’re constipated all the time, do they want to have successful bowel movements? Why is that important to them? Beyond the obvious is because now their GI system is more optimized. So they’re not holding on to weight, they’re not holding on to edema. They’re not bloated. So they fit into their clothes more confidently. So now they’re actually getting out of the house and not only are they fitting into their clothes more confidently, they can go out and they have more freedom and flexibility and different types of restaurants that they can eat in and different types of food that they can try, so they feel confident making dinner dates with their friends and their loved ones and not having to worry about canceling last minute because of a GI issue or fear, for example.
So the real goal is the ability to find freedom and flexibility and their food choices without the consequences, right? So you want to again speak to that deeper layer as to why the goals important to them and again, what feelings are connected to it? What senses are connected to it? So in this instant, freedom, flexibility, confidence, maybe strength and energy because now their GI system is working more efficiently. So you’re going to write those down.
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The Third S: Solution
So then next in this table if you’re filling it out in it in a table, this is what I give my client, is solution. So if they have that GI issue, what is the solution that they need to be aware of and how do you help them with that solution?
So for example with the GI issue, it might not be eliminating all, you don’t have to eliminate all your favorite foods on the FODMAP diet If you’re experiencing a lot of IBS issues. Instead, what you need to do is take functional medicine. Now, I’m not an expert here. So I’m making something up, but you need to take functional medicine test X to uncover the real reason, the higher GI issues, so then you can know exactly what foods will trigger your GI symptoms and what foods you can actually eat so you have more control over your diet and you can plan better when you go to restaurants and because it often does not mean eliminating all your foods, you do have more freedom and flexibility.
So the solution that you’re offering is this awareness that they don’t have to cut out everything that they like. They don’t have to follow some abstract really rigid diet plan like the FODMAP instead. They’re getting a customized unique diet plan based upon their genes or their lab values or the physiology of their body depending on whatever tests you may use. That’s specific towards them. That’s part of the solution that you offer.
The Fourth S: Strategies
And then the strategies that you work through with the client is the step-by-step process that you actually take them through to get them from their struggles and how they were feeling with those struggles to their successes and how they want to feel.
So the strategies are actually the process that you walk them through and often in a post or an e-mail, you’re not going to say, “Okay step one, take hair tissue mineral test to find out or GI map to find out XYZ, put in mail then go over assessment and intake and number three, go over outcomes of test.”
You’re not going to write those exact steps down in an e-mail. That is done within the container when someone actually purchases and works with them. What you can do however, is give that process, that overview, if you have a system that you find yourself frequently working with your clients that you give it a name.
Like right now, here I gave this process of the 7S is The 100k Marketing Message Framework and my clients get that when they work with me and I walk them through it every step of the way so that if they get stuck or have questions or have trouble thinking of the answers to these questions, they have me to work with them.
So what are your frameworks or blueprints or if you dropped any of these type words formula into a thesaurus or chat GPT, then you could come up with all kinds of names for some of your specific processes and strategies.
So for example in another area of health and wellness when I was a brick-and-mortar practitioner with my yoga physical therapy massage coaching wellness clinic, I had a process where people when they came with me with sciatica, I would do the evaluation, the assessment, the intake, I would specifically ask them about lifestyle and stress and do nervous system tests and then when they were working with me.
Often, I started with some diaphragmatic breathing, teaching them how to access their deep core. I taught them some restorative poses right off the bat so they can down regulate, and then we also moved into over a series of sessions, traditional physical therapy strengthening traditional therapy movement, some massage techniques. We also got on the yoga wall and did some traction.
So those all of that work was part of my Heal Your Low Back Blueprint Program which I eventually brought online as a yoga wellness type program for people with back issues. So I did it in-person and I repeated it with hundreds of people and then I refined my system and I eventually brought it online and that is my strategy of how I worked with people with back pain. So you can begin to think about that for yourself.
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The Fifth S: Structure
The next one sometimes is a little bit elusive for my clients at first and that is the structure. I call it the structure because I view this S as the table legs that holds up your strategies, that holds up your solution. So if the top of the table is the solution and the strategies, meaning how you help people and what they actually receive in terms of knowledge and transformation, that is the top of the table. The structures here are actually some of the legs that hold that up and make your table look different than all the other tables out there, meaning the structure is what sets you apart from all the other wellness entrepreneurs out there. It’s what makes you different.
So for example, back to my sciatica example, what made me different was that I didn’t just look at the back when someone came to me for sciatic issues. I also looked at the whole person. What was going on with their whole spine, their hips, their knees, their neck, I was looking at the whole person physically and then I was looking at the whole person holistically through a kosher model lens where I would look at all the different layers in terms of nervous system, breath mindset, healthy living.
I would work through each of the five layers of the yoga koshas which not a lot of physical therapists or massage therapists or yoga practitioners because they didn’t have my unique combination of expertise, meaning my credentialing of physical therapy, yoga teaching certifications, yoga therapy certifications, training massage therapy, holistic health practitioner, nutrition schooling, nervous system trainings and coaching along with my own experience of having sciatica and back pain and scoliosis myself and two herniated discs with tears and all these kinds of stuff.
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No one had that exact combination as me so when I was able to tell little bits of my story, which is leading into the next S, in combination with my beliefs and values, which were really important to me, that the whole person should be addressed and often that’s the missing key, that’s what begin to set me apart from other practitioners in the area.
In fact, that’s why I still have clients that come to see me seven to even twelve years later is because I’m the only one that offers this. That they can’t get anywhere else even though they might try or they have to see three or four practitioners to get it all in one spot. So they come to continue to see me because now I know them and I can utilize and pull from all these different skill sets and they trust it because they see that I’m actually practicing what I’m preaching and living my truth when I show up and do my yoga practices, when they see my body strong and I’m able to heal.
For example, living through scary health diagnosis with ease and bouncing back after many surgeries, things like that, I’m able to share parts of my stories and how that relates to my philosophy and values that are different or my soapbox standpoints that are different than what other practitioners might think.
So that is your structure. The table legs that hold up your programs.
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The Sixth S: Stories
Now your stories are twofold. It’s as I hinted to some of the stories that you’ve encountered along your way in terms of health and wellness and I always tell my clients this: it doesn’t have to be big, macro, health transformations like I’ve lost 50 pounds or I used to have crazy embarrassing leaking accidents and now I’m jumping up and down on CrossFit boxes. It can be and that’s amazing, but if you haven’t experienced crazy big health transformations or there’s some health transformations that you don’t feel like sharing publicly, then you can also share micro transformation.
So for example sometimes I would share the story of how it took me almost two years to heal from those two disc herniations and disc tears with sciatica and scoliosis and sometimes I just talk about when I got back to my first yoga class after a disc herniation where I couldn’t move for a whole week or when I talked about finally when I had a wrist surgery, actually, I had three wrist surgeries, when I was able to finally do a real plank with both palms on the ground instead of having to fist it. You could tell little micro bits of the story.
So many micro transformations you can tell and then that same rule of applying macro transformations and micro transformation, you can begin to apply that for both you yourself, your stories and your clients’ stories.
So often a missed opportunity I see through e-mails on websites and in social media especially is that there’s only a quote from a client and that might be taken from a Google review or a Yelp review or something a written testimonial, which is fine! It’s a great place to start! But what can be so much more powerful is when you tell the story of the transformation.
So for example, you read about a lot of those clients’ stories and transformations here on the blog because I actually have my clients tell their story themselves. That is a lot of power when someone can see themselves and resonate with the struggles that a specific client has and then sees the potential of what’s possible for them because they’re seeing someone that’s been in their shoes and now has achieved the success that they want.
It’s very powerful and you might be thinking, “Well, Alison, you’re a business coach and you’re working with clients that are entrepreneurs so they’re used to being public and sharing their stories and because they’re on the podcast, they’re getting a chance for business and publicity and marketing.” And yes, that’s true!
But if you go to the very beginning of this podcast right here, Ignite your Wellness Business, it used to be Ignite Your Wellness, this podcast actually first started when I had my brick-and-mortar and so the first 50 or 60 episodes or so are me from the practitioner viewpoint So you’ll actually hear some of the stories from some of my patients and some of my clients that I worked with for back pain that weren’t entrepreneurs and weren’t getting on a podcast for publicity.
Now, not all my clients, a lot of my clients these days, yes, it’s great marketing and exposure for them when they’re on my podcast but I know a lot of them do it because they want to inspire and help other entrepreneurs because they’re very caring and compassionate people. They’re not doing it just for the exposure. I don’t attract that type of client. They’re doing it because they want to help you the listener but I also want you to know that people that aren’t entrepreneurs will also help you as the business owner by sharing their story. There are some people that are more shy and introverted or private is the word I’m looking for and that’s fine.
You can always ask them, “Hey, do you mind jumping on a Facebook live?” Or, “Hey! Can I record you and ask you some questions so I can share it with my audience about your transformation, about your journey, your health journey?” And if they say no, you can say, “No worries! Do you mind just writing a sentence?” Then you can use the quote, right? But if you never ask, you are missing out on big opportunity for the clients to share their stories.
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Some of my patients way back when I was a brick-and-mortar practitioner, they love to share their story because just like my business coaching clients here, they wanted to help people. I wanted to inspire people. They were very excited about their results. They wanted to help me as a business owner because they were so grateful for their results. So you’ll miss that connection point with your client who does want to help you and your audience might be missing out too if you don’t ever ask. So utilize your stories and your clients’ stories.
Also Read: 5 Steps to Transition Your Hands-On Wellness Practice Online
Conclusion
And so those are the Seven S’s. So if you were to put this out in a table format in combination with your client avatars, now you have different clients with each of these where you could pull out information from each of these seven areas and your core teaching pillars where again you can apply this information to specific areas such as diet, such as strength, such as mobility, such as diagnosis.
These specific symptoms that you educate on will then allow you to have so much content and then you apply the rule of one to each of those where you’re only talking up to one person about one specific struggle, about one goal or one of your philosophies that you believe strongly in or one of your stories, then you’ll have content that you can pull from and speak specifically to your client that resonates and you’ll never run out of content and it will really speed up the time that it takes to create content.
Often what I feel with my wellness is that it takes them a lot of time to create one piece of content. So for example, my client Dana came to me one call and she told me that it had taken 90 minutes to create one real and when I investigate what’s happening, what’s taking so much time, often, it’s twofold and you’ve heard me talk about this on past blogs is you know some mindset blocks like doubting their capabilities and posture syndrome. So there’s the negative self-talk or layered with trying to combine all this knowledge of the client struggle, the client success, many stories, different clients, all of this information into one post, instead of taking each piece of information and creating separate reels in post.
So with Dana, we found that she was trying to create the reel with anatomy and education knowledge several different exercises to help on a specific diagnosis. There were different layers in this reel so when we took a look at the reel, we realized that the reel could actually be three or four reels to split it up because truthfully, that’s what’s doing better on Instagram and holds. Shorter content right now on Instagram is holding people’s attention better versus if you’re going to create longer form content, might be a better place like a blog or YouTube for example.
But in terms of creating a lot of content for Instagram where you really have the opportunity to grow a massive audience and being efficient with your time when we applied this formula in this concept, instead of just creating one reel in 90 minutes, she actually could have created four or even five when it’s done more efficiently.
So this week, get out there, pick just one of the S’s to focus on for example and speak to one of your client avatars regarding that specific struggle and then maybe highlight some successes or goals that they want to achieve and then keep it simple and just give them a call to action at the end saying, “DM me to learn more,” or you can action at the end of the e-mail can be simple like, “Reply with any question,” just to start the conversation with your audience or if you feel ready, you can also say, “DM me to learn more about working with me.” Whatever you feel comfortable doing right now, but all of those are options to help the audience resonate with what you’re doing, help them to understand that you’re the person to help them because you understand their health struggle and then they clearly know that next step.
So get out there and give it a try and I would love to hear your results! So if you’re not already, follow me on social media. On Instagram you can find me with the handle: @igniteurwellnessbusiness. Send me a DM and let me know how it goes! I would love to hear! Or tag me in a story where you’re trying that and keep me posted and stay tuned for future episodes on more of messaging so you can both grow your audience and learn how to move that audience from either your e-mail list or social media to paying wellness clients.
Alrighty. I’ll see you next week. Bye for now!
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