Hey there, wellness entrepreneur. Welcome back!
Today we’re talking about Creating Your Signature Wellness Offer. Now, if you’re newer to the podcast, I want to let you know that there is a previous episode on this, Creating Your Signature Wellness Offer. It’s episode 143. Now, if you’re a loyal listener for the podcast for some time, I decided to do an additional episode on this topic because that was over 100 episodes ago. Can you believe that? It’s just crazy to me. And because we’re coming up on a new year.
What Do You Need To Know?
What are the updates in creating your signature wellness offer for 2025? Let’s get into it.
So as we’re looking ahead to 2025, there are a ton of exciting opportunities for wellness entrepreneurs for growing a demand for their signature wellness offer, especially if you’re utilizing a high ticket strategy, which I highly recommend if you haven’t hit six figures yet, and you want to easily with a simple strategy, go into the multiple six figures, even without having to overwork or hustle.
And you can still, especially if you’ve hit six figures or more, bring in a group or an on-demand offer while maintaining that signature wellness offer as the bulk of your revenue while you’re growing an audience. So this strategy is important as well.
If you do have a smaller audience, maybe a couple hundred on Instagram or 400 on Instagram, or maybe a couple hundred on your e-mail list and about 1,000 on Instagram, the strategy is for you.
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The Good Thing About Signature Wellness Offers
Here’s what’s so lovely about the signature wellness offer is that if you’re unsure if you want to focus on in person work for 2025, or online work for 2025, or you’re like, “I definitely want to do both,” you can create the same offer, the same signature wellness offer for both. I know, it’s mind blowing!
The data is clear. From personalized nutrition and health coaching to hybrid fitness and rehab models, consumers are seeking out holistic and customized. That’s right. Individualized wellness solutions from the pandemic. They’re a little burnout of the on-demand online offers or especially burnout of Western medicine and cookie cutter approaches. They want offers that are going to work for them. And that’s great news for practitioners like you with multiple certifications and passions for helping a lot of people and making a bigger impact in the health industry.
So let’s dive into some of the numbers. The personalized nutrition and health coaching market is anticipated to reach 16.5 billion by 2025, growing at an astounding 21% annually, and 42% of consumers are actively seeking out personalized nutrition and health advice. Meanwhile, the hybrid fitness model blending online and in-person services is exploding with a projected growth rate of 35% per year. Consumers are also showing a strong preference for practitioners who offer both virtual and in-person options with 58% expressing this desire.
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And perhaps most exciting, 68% of people say they’re willing to pay a premium price for a personalized wellness program. So if you’ve been thinking about this strategy, but you’re unsure how to implement it, you’re in the right place. If you’re thinking, “But I’m not an expert in everything health, who am I to teach this? How can I create a high ticket offer?” The truth is you don’t have to be an expert in every health modality. The key is to leverage your unique combination of skills, certification, and life experience to your unique signature wellness offer that’s transformative for your clients, the ones that you want to trap.
Maybe you’re a physical therapist who is also trained in yoga therapy and mindfulness coaching, or perhaps you’re a nutritionist who’s incorporated functional medicine into your practice. Whatever your background, you have something unique. No one has your set of circumstances, of your unique certifications, any training that you’ve done, maybe a skill set that you brought in from another career, and your unique health and wellness stories and transformations on your journey.
Those are some ideas, philosophies, and the modalities that you want to bring in into your unique offer.
The Challenge in Packing Many Certifications in One Signature Offer and The Key To Combining it All Succesfully
And I understand your concern about having too many certifications to pack it into one signature offer. It’s a common challenge for a lot of clients I work with and wellness practitioners who’ve expanded their skill sets over the years. I get it. I’m a wellness practitioner of over 20 years. If I were to put up all the certifications and trainings that I’ve attended over the two decades, it would fill more than one wall. But because I figured out how to combine all of into one offer for both in-person work and online, then I’m able to help my clients do the same. And if they can do it and I can help them and I can do it for myself, then you can do it too.
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The key is to shift your mindset from, “I have too many certifications,” to, “I have a unique combination of skills and experiences that can deliver truly holistic results for the ideal clients that I want to attract.”
Your clients aren’t looking for a narrow, one-size-fits-all solution. That’s why they need you, because what they’ve tried in the past, those cookie-cutter solutions haven’t worked for them. They want a practitioner who can guide them through their individualized transformation and personalized experience.
Think about it this way. Your certifications represent the different tools in your toolbox. When you assemble them strategically, you can build something truly unique. It’s not about trying to cram every modality into one program. It’s identifying the core elements that will leave the biggest impact for your client.
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And that’s what you’ll market out in the world. But then when you’re actually working with a client, each session is really catered upon the need that they have in that moment for that day. And when they come to you for the next session, whether it be the following week or in another week and a half or so, then you might pull a different modality or tool.
So let me give you a practical example here. I had one signature offer that was based upon more of a package style because I had some clients, when I had my brick and mortar and I was starting to work online, and it was based a little bit more package style because I had some clients that needed to come twice a week because they were athletes that were actually performing. I had some division one athletes on full ride scholarships, a grand prix horse jumper. Then I had some clients that needed to come see me weekly.
And then I had other clients that had been with me for years and they were more on a wellness maintenance plan for them.And I hate the word maintenance, but because they were still evolving and growing in different ways, they had figured out that we’ve worked past the intensive part and they didn’t need to come to see me weekly. We were still getting growth with them coming to see me twice a month or once every three weeks or once every four to six weeks was about the average for these clients. And if I had built one package on average, I had that package be 12 sessions, for example, with a result individualized to them. Then for one session, I could work with someone on the table, we could even get on the yoga wall, I can inter disperse some mindset coaching in between. And the next week, if they were out of town traveling for various reasons, then we could work online, we could get into deeper into mindset or visualization or breath work or more reviewing their HAP.
And I was looking at how they were actually completing their yoga flow or certain strengthening exercises. I could flow through all these certifications and modalities that I had to offer. And it just varied session by session, but was all encompassing into one signature wellness high ticket offer.
And you don’t have to worry about niching down your signature too much. Offer can be broad enough to serve variety of clients. As you just heard, I served athletes, I also serve moms that were stay at home with their children and were experiencing health issues in a variety of ways. I serviced a lot of yoga students on the yoga wall, a lot of yoga teachers and practitioners and entrepreneurs here in my clinic, and in my online wellness yoga health services. So you can serve a variety of clients as long as it’s anchored into your core expertise and delivers a personalized result for each person.
Now, if you already have a niche, don’t use that against yourself, stay within your niche. I have a lot of clients that really specialize in women’s health and varying facets of women’s health, like strength, lifting hard and heavy for women or certain pelvic issues for women.
One of my clients, when she first came to me, she was struggling with how to create that signature wellness offer as a physical therapist with additional training and yoga therapy, integrated nutrition and somatic coaching. She wasn’t sure how to package all of these skill sets into one really highlighting her expertise and length of doing her work. After we worked together in a few sessions, she launched her whole-body rejuvenation program.
Over the course of four months, her clients receive a blend of one-to-one sessions, group workshops, covering topics like pain management, posture alignment, gut health, and nervous system regulation. She also gives some deliverables and specials, and they don’t have to meet with her week to week. She has them set up on individual frequency depending upon their needs. Her clients love it and experience great health results and transformation.
She’s able to charge almost $3,000 for this four-month program. And she feels that this program is flexible enough where she can really cater it to the person on a consultation call, depending upon what they need and where they’re located. And it’s easy for her clients to renew because if they finish the program and they get results, then they can set new goals or she tracks progress. So if a client is on the way to achieving their results, it’s easy to renew and a no brainer to say, “Okay, I want to continue working with you because I’m so close to getting to where I want to go.”
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How Do You Make Your Signature Wellness Offer Come to life?
Okay, so let’s talk tactically. How do you make this happen? The key is to use your unique experiences and certifications into a high touch, unique program for your health client.
This could be a comprehensive weight loss program that incorporates nutrition counseling, functional movement, and mindfulness, or an integrative pain management series, blending physical therapy, yoga therapy, and health coaching.
The key is to start with your ideal client in mind. What are their biggest challenges? What results specifically are they creating? Not just to feel better. They don’t want to thrive. They don’t want to feel better in their body. They don’t want improved wellness. What specifically, and this sometimes hurts the brain, but you have to write down and take the time. And I take my clients through this in a pillar type format, what are they craving differently in their day to day? Then reverse engineer the perfect solution for them, pulling from your full toolkit of skills and modality.
I have my clients first start to think of their ideal client avatars. There’s three to five of them. Meaning you’re not just saying, “Okay, I help women who are 45 going through perimenopause changes,” and then trying to cram the people that are in menopause, or even the people that are in the late 30s, and their various symptoms into that one person, because really they’re very different people.
So I have a client and her marketing message and her programs the same, but how she speaks to her moms that are wanting to get pregnant versus the moms that are in the beginning of their pregnancy versus the moms that are mid trimester or the moms late trimester, and then the postpartum moms with a new baby, or postpartum moms that are several years out are all very different. And they all have different needs. So you need to write and understand what those struggles are and what those needs are for each of those different client avatars. And then you can work backwards to creating one offer for them.
But like my client above is knowing how you can be flexible for each client in terms of what you’re doing session to session. But the structure of the program, the nuts and the bolts of how many sessions you might have, what you might include in your program, such as online somatic or fitness classes, or workshops you might give them or certain deliverables like house reports, if you do functional medicine testing, all of that may stay the same.
Understanding Your Ideal Client
So step number one is to understand your ideal client who would be a great fit for this signature wellness offer. Then you want to conduct market research from your audience and clients.
Now here, it’s easy to go crowdsource and Facebook groups or look at what other people are doing, and asking around which really can be a huge time waste and suck and energy and you can spin in confusion forever here. So you really want to focus on your audience and your clients to and what your certifications and modalities are.
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Market Research
So the market research is focused on your unique bubbles. So you’re not comparing and getting into confusion and crowdsourcing so much. And specifically from your audience and your clients is you want to figure out what they’re really needing with what they’re really struggling with day to day and what they’re really hoping to achieve, what do they desire in their day to day in terms of health and wellness.
So you can look at what posts of yours are doing really good on Instagram. What are people commenting or direct messaging to you in e-mails or on social media? What are questions your clients are bringing to consultation calls? What are the struggles people are bringing to discovery visits? What are they really seeking on discovery visit?
For me, I have a form that you fill out for my consultations. I’ve been doing this for years and I’ve compiled a document which now I can utilize AI’s help to analyze. I don’t put any of the names. I just put a lot of the answers from the form into this document that’s almost 100 pages now over the years which then I could submit to a tool like Claude or ChatGPT to say, “Give me my clients’ biggest desires. Give me my clients’ biggest struggles and break them down specifically,” and I can get a whole bunch of marketing content and then I really have a better understanding when people are coming to a consultation call, what they’re struggling with and I can position my unique signature wellness offer for them specifically.
Start with some research on your avatar and your clients also. Where are they transforming? What are they really desiring? Your potential clients and then next map out your program in detail. What are the topics you want to cover? I teach my clients how to uncover their core teaching pillars based upon their certifications and their experiences and if they’ve been with clients for six months, a year, several years, a decade, what are the same topics that they teach on over and over again? Those are often their core teaching pillars.
Then, what is the structure for your offer? How many one-to-ones will you offer? Are there any group touch points that you’ll offer? Deliverables? Will you offer DMs in between calls? Group calls? Even if it’s a one-to-one experience, will you bring them together ever as a group? Are there any bonuses? Any videos that you’ll offer? Workbooks? How will you sequence the experience? And you want to start from the end result first. What is that result that they will achieve when working with you and then work backwards?
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Remember, when you are mapping out the program in detail, they don’t want more calls. They don’t want more deliverables. They don’t want videos to watch in the portal. So think about that end result. Anything that you’re going to give them, anything that you’re going to have them watch or do, the whole purpose is to help them to achieve that result.
And if you’re working with a variety of different client avatars on health transformation, the result might be a little general or you can write down specific results for each of those avatars. But they still come together and you can ask yourself these: What is the simplest and easiest that makes this program doable and can fit into their life? What do they need? What is the minimum amount of work that they need to do? Or what do they need to hear? Or how many sessions do they need with me to achieve that result?
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So everything gone into the program is very intentional with the sole purpose of helping them to achieve that transformation and not just do busy work, because they don’t want busy work and they just don’t want to watch videos or do yoga flows just to do yoga flows. Everyone does yoga flows. Everyone does home exercises because they want something. What is that something that you’re helping them to get? This is huge. This is everything. And then for the length of the program, I often go with the average person. I say, “Okay, for the average client, how long does it take them to achieve this goal?”
So for example, a lot of my clients get fully booked and even build a waitlist around three to four months working with me. My program is six months because there’s a lot of people that also take a little bit longer and I don’t want them to feel rushed. And I also want to build in time for life circumstances to happen and for them to live their life while they’re growing their business.
So that is why my Awaken Business Coaching Program is six months long. Instagram Message Makeover Clinic is two months long or eight weeks because the goal is different. They’re growing their visibility. They’re growing their audience. They’re growing their followers. And that can happen quicker.
What is the average length of time that a client might need to work with you to receive that transformation, that result, and then give yourself and them a little bit of buffer space. So tag on a few more weeks, a month, or maybe a couple more months at the end, just to give you ample time. So your clients can achieve those results.
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Pricing
Then you want to price this based upon how you feel. So meaning not what other people are charging, not what people are telling you to charge. Again, not what Facebook and crowdsourcing is telling you to charge. You want to price it upon knowing that you believe in its amazing deal for its value.
So my business coaching program right now, I’ve been told several times I could easily charge 10K for the workbooks, the portal that I create, the deliverables, the length of time I’ve been bringing clients through this program. But right now it’s $5,500, which I believe is an amazing deal for the people. The books alone, where I just take people through step by step, I could be charging thousands for those books in the portals completely by themselves. But I know it’s an amazing deal.
Now, sometime I am going to be raising my price, but when I raise my price, I want to ensure that my clients are getting even better results at that time. And because of this, I can show up on my consultation calls in complete confidence. And when someone is thinking about it, or is wondering if this is the program for them, or if I can help them, I’m always a little stumped because I’m like, “Have you seen the testimonials? Have you seen all the clients that come through? Have you researched other practitioners?” This program for what you pay is an amazing deal. That’s how you feel. That’s how you want to feel in discovery visits that you have got them. You know exactly the process that you’re taking them through. You understand all that they’re going to get and receive and what’s on the end of doing the work that result.
And you’re completely confident at that price. If you’re having to coach yourself a lot on the price, then it’s probably too high. If you’re feeling resentful, if your client or roster gets booked out and you’re busy, and you’re not really bringing in the revenue that you want, and you’re starting to feel resentment, that probably is a sign that you might need to raise your price.
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Marketing Framework
Then next, you need your marketing framework for this offer. I teach my clients the 100k Marketing Framework, which focuses on three components of the marketing plan. The short-term marketing plan, like social media and emails, the collaborative and mid-range marketing plan, like being a guest podcast, partnering with certain influencers and other practitioners that serve the same audience as you, but doing complementary work, maybe doing Instagram lives with those people, or partnering in workshops or with studios, or hosting your own workshop, for example. And then the third part, long-term marketing, which is more based upon SEO strategy. Then you need a sales funnel.
So anywhere that you teach or anywhere that you market and show up, all roads lead to that next step, like a consultation. And they’re coming prepped, already knowing about your offer and knowing what you do. And then it’s systematizing the delivery. So you can build out your frameworks, your core teaching pillars, templates, ways to automate and onboard your new clients, streamline the client experience. So again, they get results easier and quicker. And then it’s a rinse and repeat.
Once you get it set up, you rinse and repeat it over and over again, refining it so it gets better. Literally, that’s what I did in my brick and mortar to six figures and beyond. And I’m doing that here in this program.
So the areas, a lot of places where people get stuck, I see them coming to me is that they feel like they don’t know who the program’s for. And that is often because they’re trying to combine five different client avatars into one different avatar. They’re feeling like they have to niche down, which you don’t. Or they have way too many offers, too many skill sets, too many certifications, and they feel like they can’t make it into one program.
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Conclusion
So if you get stuck in any of those areas, just take a breather and a pause and remember that each session is going to be individualized to the person. You just need to create the container, the structure and how you’ll be delivering those sessions. And you can create again, often another area where people get stuck on is thinking of the specific results that they will achieve. If you have different client avatars, if you have a broader niche, then you might have several different types of results that people can achieve when working together with you, then write all those down.
So for example, I have many clients that get fully booked and develop a wait list. Then next I have clients that hit six figures. I have clients that are hitting six figures and now wanting to bring in an online program and fill that for the first time. I have clients that are multiple six figures and need help hiring their staff. I have clients that are multiple six figures and want to launch their first online program. So I have different types of avatars.
My program, the Awaken Business Coaching program serves all of them. The results are very specific to each of them, but I’m taking them through the same container. It’s the same price point. It’s the same amount of calls. It’s the same deliverables. But what I’m doing session by session, whether it be the group format in the Awaken Mastermind or a one-to-one is a little bit different for each group that I take through each session of that group, depending on what questions are asked and who’s able to show up to the call or for the one-to-one, obviously it’s very individualized to the person on the call and what they’re going through.
So set a timer. If you’re getting stuck in any of those areas, really it should only take 20 to 30 minutes for each of those areas. Just decide and go forward. Literally when the timer goes off, just trust your gut, pick one and go forward, or else you can spend months here. And that’s what really slows down the revenue, that confusion, that frozen place here, or better yet, hire me, I’ll help you through it. But literally just choose one. You can change it at any time. Just pick it, stick with it for two to three months. If it’s not feeling right, or I promise you, what will happen is if you can sign clients through using your marketing and selling strategies and the system for delivering, if you can bring more clients through, then you’re going to gather more data of who you really like to work with and what they’re really needing.
And that’s going to inform better decisions for the future. But it’s really hard to make decisions if you’re not bringing any clients through the program, because it’s all hypothetical. It’s all theory. It’s all in your head. You really have to just go out there and do it. And that informs. And that is what makes the program better, because you watch your clients, you watch where they get stuck or where they’ll tell you where a video might be confusing or needs to be redone or workbooks, how they could be better.
I’m always updating. In fact, at the end of this year, 2024, I just finished, this is probably the third or fourth, maybe even fifth edition update of my workbooks. And now I like feel like every time I say that, I really feel like they’re the best ever. And I’ve added new components into the portal. And I feel like I’m streamlining and making the process clearer and simpler. Also, my clients, again, can get results quicker and easier. So the more people that are actually paying you for this offer and going through it, the better it’ll be not you sitting there thinking about it will make it better.
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Actually just getting out there ripping off the band aid. And here’s what you’re probably or most people are afraid of, myself included, is failing along the way, or finding that having your clients find mistakes and tell you. Here’s the truth: It can’t be perfect out of the gate. In fact, it won’t be perfect out the gate. And if it’s just sitting there in your mind, and you’re not selling it to anyone, and you’re not marketing it, you’re not helping anyone. You’re not helping the people that need the help. So however you need to work with trying to make it perfect and getting it exactly right out of the gate, you have to let that go. You have to just get out there and do it and learn from it.
I’ve had clients that tell me in the workbook, I don’t know why you this here. Or there was a section a couple years ago where I had like a couple pages repeating itself, or videos, I really had to work on my videos in the portal over the years where people would be like, I can’t really hear you too well, or this part was confusing. I just took down the feedback, and I think about them and then when I would have time in my schedule, it was always a project ongoing, I go through phases of this, I would just update the workbooks. I wouldn’t do it frantically. I wouldn’t rush and do it.
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I would say, “Okay, next quarter, I’m going to when I get enough of the edits that I either saw or clients brought to my attention,” or I realized by bringing people through that I could update and make a module easier to understand, I’d be like, “Okay, next quarter, updating the portal and the workbook, that’s going to be on my project list, I wouldn’t be doing it all the time, I would do it in phases.”
And it’s okay, the program would be how it was in between, in between these phases of editing, because again, you’re always going to be finding things to approve upon, especially when you’re working with a lot of people. And that’s the benefit of working with you. If you’re delivering touch points where you’re whether they’re group calls or one to one session, then you can tell them the most up to date methodology. And you can tell them, “Okay, this lesson says this, here’s a way to even approve upon what I say in this lesson,” or, “The workbook says this, here’s an update to that section of the workbook.” You can tell them because you’re working with them.
I find a lot of the practitioners that come to me, whether they’re at trying to hit six figures at or even into the multiple six fairs, aren’t ready for a true on-demand program yet. And on-demand meaning that you’re not involved, not leading any live calls at all. People are just kind of over that, unless you’re doing it extremely low ticket style, like a two-hour workshop for $45 or a mini offer on-demand program for under $100, like $97. And it’s part of your funnel towards your high-ticket signature wellness program that we’re talking about here, then an on-demand, having the video done once and done well, that’s a little bit different than perfecting this high ticket signature wellness offer.
Of course, even with those workshops over time, you’re going to be improving them as well. My Neck And Back Workshop from the very first one I led to the one I led seven, eight years later was a little bit different. Some things are the same, but some things are a little bit different, the more I let it over time. So same is going to be true for your offer as well.
So I think you understand the gist of what I’m saying. Just get out there and try and do it. Get the feedback from your clients of where their suggestions they say. And that’s why the price point is so important. If you’re not confident at the price point, that means you probably need to lower it because you got to get more people through to learn more from them. It’s better to offer a lower price that you feel confident that they can get results and you’re going to help them. It is still going to be an amazing deal even while you learn. And then again, the more people you take it through, the more you’ll get. And then over time, you’ll be ready to raise your price.
All right, so there you have it! Some tips here at the end of 2024 to help you prepare for 2025 and what the consumers are really wanting for in the health and wellness industry. So you can really strategize your unique signature wellness offer for 2025 and your clients to get results.
I’ll see you next week. Bye for now!
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