Hey there, wellness entrepreneur!
Before we get to this week’s blog, I want to make sure you know about a two-hour live workshop I have coming up. It’s Two Hours To Workshop With Me For $15 and here’s what we’re going to do: Just a few blogs ago, I told you the Five Steps To Create Six-Figure Regeneration Workshops and that can be your system that you refine and rinse and repeat to six-figure wellness business.
In this Two-Hour Workshop With Me Live, we are going to workshop your workshop system. So yes, that’s right! It’s the Workshop To Workshop Your Workshop System. I get a kick out of saying that every single time, but I’m super excited about it because I’ve taken a lot of clients through the system myself. I’ve used this system for years and it’s what has created two six-figure plus businesses for me and it can be your six-figure system to sell out your workshops so you can create your online six-figure.
So when you come to this workshop live, if you have a workshop that you want to create but you’re struggling to get a topic that you feel is compelling and popular and people will really want, and then creating a headline for that or you’re getting stuck in the messaging or you don’t know where to market it or what to say to get people to join, or maybe you’ve taught workshops and you have no problem getting people in the room but you’re having trouble converting to consultations at the end, then this is the place to come and we’re going to workshop all of this out so you can get your personal questions answered by me.
So then you can just go out and teach your next workshop, feel confident about it, be more efficient in your time, so you can teach it, get your clients, help more people, help them get more results in that workshop, get excited about working with you in your next wellness program, your high ticket wellness offer, then you have more free time to spend with your family and just live your life.
So I’ll see you there! Two hours, $15! The link is <LINK> to get registered. Of course, there’ll be a replay if you can’t show up live. If you want to workshop anything but can’t show up live, then you can just send it to me ahead of time. I’ll make sure to answer it live.
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Hey there, wellness entrepreneur! Welcome back!
Today, we’re going to talk about What’s Happening Or What You Can Do If Your Brick And Mortar Is Really Thriving, you’re getting a lot of people consistently reaching out to you, you have consistent patients and clients that are coming to your in-person clinic, you have consistent revenue there, but you feel pressured for time in doing one-to-one, and now you want to launch an either on-demand or group program, and it’s not selling.
What happens? What’s gone wrong?
Often, there’s a common thought that is, “Well, I’ve been successful, I know how to sell my in-person services, I’ve made money in my clinic, I know how to help people in my clinic, my people get results , and so I’m just going to record all that I do and put it in a bow in a nice online program and then put that online and it’s going to sell because I have proof that it works and I am a great practitioner.” The problem with that is there is a different skill set to sell in-person services than there is to sell an online group or on-demand program.
So we’re going to go over the key areas that you need, the skill sets that you need, or perspectives that you need in terms to allow you to sell that online group or on-demand program if you don’t want to do one-to-one online.
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Key Area #1: Making Sure The Program Has a Specific Result
So the first area we’re going to go over, making sure that group program or on-demand program has a specific result.
You want to position it with your brick and mortar in a way that’s complimentary so people understand whether they’re local to you or online, whether they should work with you online or in-person, not just, “Well, duh, it’s an online program so you work with me online.” You really need to position the program so people understand what’s the right offer for them and so they understand that they could actually potentially do both.
So we’re going to get into that as well, as why the marketing message is so important for your online program as well as the ego that’s involved and how that might be, your ego, actually might be slowing you down.
And of course, no one wants to hear this. Everyone always wants to just get to helping people in the online program, myself included, but sometimes the hard coaching is the right coaching for you and the coaching that you really need to hear so that you can actually get students in your group and an on-demand program.
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Transitioning From In-Person to An Online Program
So a few blogs back, I talked about the different types of online programs and both from the perspective of the four different types of online programs and then most recently, on how to create an impactful online program.
So you can go read those blogs to compliment this one, but it’s understanding if going from in-person to online, if you should start with one-to-one first, which is often the simplest transition, or if you have the audience and business maturity to go right from in-person one-to-one services to a group and or on-demand online offer.
And some of my clients who I work with do have that capability because a lot of practitioners with successful brick and mortar do have that warm, engaged audience and business maturity where you can skip the one-to-one online program step. There’s often great news that people love to hear because the whole reason, often people have for the reason why they want to start an online program is because they want to get out of the one-to-one time for money trade and bring in more passive revenue and more flexibility and time freedom into their business.
But I caution you not to rush here and consult with someone, a coach, even if it’s not me, to make sure that skipping the one-to-one phase isn’t going to slow you down or come back to bite you in the big picture. But then after you decide what type of online program is best for you for where your business is right now, then it’s deciding, “Okay, if someone’s choosing to work with me online, what is the tangible result they’re going to achieve at the end of this program?”
Whether it’s they work with you for an eight-week cohort, a 16 or four-month group program, an on-demand program that they get for lifetime access or one-to-one coaching that maybe continues on for three months, what is the tangible result or transformation that they’re going to achieve when working with you? It’s important to know that because then you’re going to be able to differentiate your marketing from your brick-and-mortar clinic.
Key Point #2: Knowing The Difference Of Your In-Person and Online Programs
So for example, I have a client, Lynne, who works with runners so they can get faster, run farther, do better in races, all without risk of injury in her in-person clinic. And she works with a variety of different types of injuries that runners face. She is developing an online program that is going to be a group program for runners running their first marathon.
So already from that positioning, you can see that someone can differentiate themselves, “Oh, I have an injury and I’m in Pensacola, Florida. I’m going to work with Lynn in-person.” Or if someone finds her on Instagram, they’re going to know, “Oh, I’m in Milwaukee and I’m training for my first marathon ever, so I can still work with Lynne online to help me run my first marathon with lowering my risk for injury. So hopefully when I run this first marathon, I’m not going to get injured.”
The client can be different. And that makes it easier for Lynne to know, “Okay, if I’m going to write an e-mail about marathon, then I’m going to be highlighting my group program. And if I am marketing towards healing an ankle injury, I’m going to be highlighting my in-person services.”
Must Read: Discover Lynne’s Path to Six Figures in Her Wellness Practice
And the other thing about knowing the result and the type of program is then you can strategize your marketing plan for that month, that quarter, and for the year. Because if you’re having a group, and I recommend this also for an on-demand type program, you have open cart windows when you can actually get into the group program so a group of people start all at one time and then the door is closed.
So for Lynn, for example, she can know, “Okay, my program’s going to start in the summer to help prepare my runners for races in the fall and I need to have the open cart when people get into the program on this and this date and then they’ll be in and they’ll be going through the program. And some of my in-person patients can even come into this program because they’re training for their first marathon and we don’t usually cover those skills in my in-person sessions because we’re doing more exercise-based or manual techniques. So they can come in and get the step-by-step prepared for the marathon, which will be different than my in-person services.”
Also Read: How to Expand Your Reach and Help More People
So she already knows how the programs are going to be different, how to market them at different times and the audience knows the difference as well. Versus, if you don’t know the positioning of your online program with your brick and mortar and you don’t know the specific result of the online program, then it’s easy for the marketing to get very muddled. You feel like you’re marketing the same thing, “Just come work with me in person or online,” and people don’t understand the difference, so they freeze and they don’t take that next step.
Or you’re getting people who come to consultation calls and they’re confused and they say, “Okay, I’ll just think about it and get back to you.” Or maybe you’re just not getting a lot of action on your online sales page because people just want to prioritize in-person because they think that that’s going to get them the better result. That might not be true.
Like in the case for Lynn, for example, someone who really wants to start the marathon and run it effectively and know the step-by-step process on how to do that and stay injury-free, then the group online program is going to be the better fit versus her one-to-one sessions.
Or my client Justine, who’s surpassed two launch periods where she had the doors open for her fitness classes with specials and then closed them. She does have the doors open evergreen though where people can enjoy it any times, but she created an incentive bonus around joining at a certain period with special programs and deals. And her online group program is a compliment to her in-person one-to-one services and again, are different where in person she might do more energetics and body work and specialized internal pelvic work and online, she’s helping them through more exercise-based and hypopressive training which she can do in person but often runs out of time.
Must Read: How Fit2Be Classes by Justine Calderwood Improve Women’s Health
So now these patients have work to do in-between sessions and she has the ability to help people anywhere in the world. Like find her on Instagram, for example.
Key Point #3: Knowing the Correct Messaging and Marketing Location for In-Person and Online Program
With Justine, when she figured out, “Okay, what’s the result I’m going to be offering in these hypopressive fitness classes? How are they going to be different than my in-person services? What are the differentiation and the positioning for my online fitness classes versus my in-person work?” Then she can get to work on the marketing message and the marketing location.
So for Justine, she determined that most of her in-person brick and mortar patients were on her newsletter list where Instagram is online and yes, some of her brick and mortar patients are there online but she has the potential of growing an online audience there and she has some people who have expressed interest on Instagram already through her stories and her reels where she realized, “Okay, I can put most of my online fitness class marketing on Instagram because it’s online and I can talk mostly about my brick and mortar through my newsletter because that’s where my in-person people are.”
So when you know the difference and the two programs in-person and online are very clear in your head and you know how they differentiate in your head, then it makes your marketing, your messaging, and where you’re marketing more clear which also creates more clarity for the audience so they can, for example, use the link in an Instagram story like for Justine, and purchase the program on their own without needing a sales call, without needing a DV or a consultation because it’s very clear to them, “Oh, I can work with Justine online. I don’t need to wait two to three months for her wait list to open,” or, “I can put myself on her waitlist if it’s appropriate for me to come to her clinic or I’m local or I don’t have to go see another practitioner in my area if I’m not local, I can work with her right now and start to take action right now which will inform me for my next steps if I need any other additional help.”
Must Read: How Fit2Be Classes by Justine Calderwood Improve Women’s Health
Her online clients are able to make more empowered and informed decisions on their own and feel confident in those decisions because everything is clear. So that clarity starts with you and it’s the difference of taking time to think all this through versus just saying, “Okay, I have these skills, I have these certifications, I have all these exercises and yoga flows and meditations already in my vault, I’m just going to put a title on it and say, come work with me online,” without really thinking it through and really taking the time to differentiate the programs.
It’s really going to maximize your outcome and help your audience. So it’ll help you in getting more people in the program and it’s going to help your audience so they actually take action to get into your program and get the help that they need.
So it’s at this point where often the brick and mortar wellness entrepreneur gets stuck because they feel compressed for time with doing all the one-to-ones, managing their brick and mortar clinic and now trying to market, sell and deliver on an online program. So yes, it’s understandable as to why you would want to just pass off the marketing and selling of that online program to someone else.
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So depending on your revenue, you could hire a team to help with that. But before you do, you want to make sure that again, you’re clear on that result, the positioning on how it differentiates from your brick and mortar, where are your brick and mortar people located in terms of marketing? So where are you going to market your online program and where are you going to market your brick and mortar? And do you know the differences in the actual marketing message? So the audience can self-select, “Okay, I’m going to work with her online or I’m going to work with her in the clinic,” and it’s not just, “Oh, this person does yoga flow both in-person and online. I’m not sure which one I should do.”
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Importance of Going Through The Uncomfortable Stage Of Learning
Figuring out the answer to these, especially knowing the clarity and the specificity on the marketing message, it takes some time and that kind of work. I always laugh with clients because they’re like, “Oh, it’s so tough,” and it is. It hurts your brain sometimes to get specific in the marketing message and really think about, “Okay, what is the result that I’m going to give someone?” Not just saying the words, “Oh, they’ll be pain-free, they’re going to feel better in their body, they’re going to thrive.”
It sometimes is uncomfortable. And then how can I say that in a reel? How can I say that through an email? How can I get the message across so they understand the urgency of taking action now, versus waiting to next month or four months when the star is perfectly aligned and there’s actually savings in the bank account to pay for the program? How can I help them to understand that taking action now will serve them better down the road?
Those are the questions that a marketing assistant or a VA can’t answer. So when they can’t answer those questions, they’ll just write generic posts. So then again, you’re in the same problem of your audience not understanding the benefit of working with you online or the difference of working with you online or differentiating you from any of the other practitioners doing similar work as you and now just started an online program just like you.
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So that’s why it’s so important for you to know yourself first and go through the discomfort of figuring this out first so that you can train your VA, train your marketing assistant so they know exactly what to say. And the good news is, it doesn’t have to take very long. It might just take a few months of you getting down and putting some posts on Instagram or writing some e-mails or doing some podcasts on your own to see where the messaging lands and where it doesn’t so you can inform yourself before you spend money on it.
And AI can help here tremendously. I’ve been taking a lot of courses myself on AI and teaching my clients on how to use specific prompts to help edit these e-mails and edit their captions for posts so that they do convert better as well as thinking of objections that the audience might have in terms of taking that next step to work with them or desires they might have by using data that they might already have such as forms filled out on consultations and such.
And that helps the writing process and the marketing process go so much quicker so you can get more marketing material out in the world for data to understand, “Oh, okay, those type of posts don’t really do well,” or, “Those type of stories when I put the link up don’t get any sales, but these types of stories do so I should do more of that.”
And then when I hire a marketing assistant and a VA, they can just replicate those successful posts and that’s how you’re really leveraging your time and leveraging your revenue.
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Otherwise, what happens is if you hire a marketing assistant because you are successful in your brick and mortar and now you think, “Okay, I can just use that success to sell my online program,” but you don’t really differentiate the difference between the two first or understand the result and the messaging, then the marketing will fall flat and we’ll end up in a profit squeeze type situation where you’re not getting your ROI from that marketing assistant because you’re not getting sales from that online program because here’s the truth, the online programs, you can have low expenses compared to a brick and mortar business where you have to pay for overhead and sometimes more staff.
Conclusion
So there really is great potential here for you to have more take-home profit and create more flexibility in your schedule because when you do have a successful group or on-demand program, you will have more flexibility of time.
Yes, you’re going to have more marketing activities, but you can juggle your calendar in a different way where you can feel more freedom to say, “Oh, okay, I don’t have to do 20 plus sessions a week anymore to hit multiple six figures.” Instead, I can say, “Okay, I’m only going to take 10 in-person massages a week. The rest of my revenue is going to come from my online programs.”
Think about how freeing that can be, especially for your body and your health and your exhaustion levels. Think about not having to drive around town teaching so many yoga classes because now you know your revenue is coming from other places. So yes, it takes time, but it’s so worth it when you slow down and go through that discomfort yourself to figure out, again, the result, the position and differentiation from your in-person services.
You get clear and specific on the marketing message, which highlights the result, the positioning in both your current services as well as other practitioners doing the same type of work as you.
And marketing message, also overcoming objections, fears, hesitations the audience might have, desires that they want to achieve, and highlighting you as the expert and what you really excel in, as well as letting go of the ego when you work through this process and possibly fail some in terms of reels or messaging or podcasts, falling flat only because you’re trying new things. You’re learning a new skill.
Because here’s the truth, just because you’re successful in your brick and mortar clinic, it doesn’t guarantee immediate success in your online program. It does happen. It can happen, especially if you do have that warm, engaged audience that know, like, and trust you already from your brick and mortar services. It can happen. But you never want to put pressure and expectation that it should happen. You see the difference?
Okay, so this week get to work answering those questions. And hopefully that will light you up and give you some marketing ideas for this week. See how they go. If they don’t work, refine them and try again. Pop it into AI. Make sure you have specific prompts, not just asking you to write a message that says, “Write me an Instagram post to highlight my online program.” Be specific in your prompts and that can help you to create content for days for you to try with till you find content that lands in your audience and you’re getting more revenue and then it’s time to hire that team to help you sell that program, and then it’s off to the races with earning more profit, more revenue in less time, all while helping people all over the world.
Okay! I hope you enjoy and I’ll see you next week. Bye for now!
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