Hey there wellness entrepreneur. Welcome back!
How To Craft An Irresistible Offer For Your Wellness Business
Today we’re going to be talking about How To Craft An Irresistible Offer for your wellness business. So this does not necessarily mean that you need to go out and create a new offer. It might be looking at your current offer or offers with a new lens.
So first, we’re going to talk about some key facets of your offer to think about when designing it and selling your irresistible offer. And then talk about why your offer might not be selling the way that you would like.
Now, the word offer can be interchangeable with offer that you have – a workshop, an online program, like a six week on-demand online program or maybe a group program online, or in-person ones. The one program or package that you have and that you’re offering to the world any of these things. You can interchange the word offer or swap it out and use the word that resonates for you.
I’m just going to use the word offer to stay consistent throughout this blog. And there will be a part two to this blog, because some of the reasons as to why your people might not be buying your offer, that gets into what’s happening in their mind and in their beliefs or there might be a mismatch in your marketing and what they’re expecting or wanting.
So we’ll uncover all these areas over the next several blogs. And if you want to go through all of this, just sit down for an hour block of time and just work through it. Then I highly recommend you getting signed up for the free workshop to craft your irresistible offer, where I will walk you through this step by step by step. This is the link to the free workshop: https://igniteurwellness.com/magnetic-branding-workshop/
Think About the Key Facets That Compromise and Make Up Your Offer For Your Wellness Business
But for today, you can get started on thinking about the key facets that compromise and make up your offer and start to think about, if your offer, if you have these facets, you’re sold on them, but your offer is still not selling. You will then realize it’s not because of any of these facets and the tendency is to switch them. However, let’s talk about not why you don’t want to switch them, but what to do instead.
The overview of the key facets to think about when you’re creating your offer are:
- The person you are serving
- the price
- your positioning in the marketplace
- your philosophies,
- what you teach, what makes you different
Ask yourself these questions: Why is your program different than other programs on the market? Why would your potential and ideal clients want to purchase your programs over other programs? And it’s not putting other programs down, it’s just highlighting your differences. What makes you the person, the exact person that this offer is right for.
Creating Your Offer With Your Ideal Wellness Client In Mind
So you can think of this as your niche possibly, or you can think of this as imagining that best or ideal client. Because I learned this from my coach, you never want to make an offer for your worst clients, the clients where you feel like you have to spend a lot of energy fighting against or changing things for them, or feeling like you’re always having to justify yourself, or there’s a lot of pushing or dragging them along or justifying yourself of maybe why you do something versus another way.
You want to make this program for the clients who you love to work with, the clients that get results easily with you and come back and again and again and again. And yes, they might face challenges and struggles, but they keep going and they trust in your work, they trust in you, and they believe in the work that you’re doing. You want to make your offer for that person.
So when you think of creating your offer and you’re thinking about the positioning and the price, some of the other program details is another facet. For example, the length of the program and maybe some bells and whistles that you want to include in the program. Or maybe you keep the program simple and don’t include any bells and whistles. All of that really doesn’t matter.
But you want to think of that ideal health coaching client. What would they want? What do they create when you’re designing this offer? How could it make their lives easier? What facets of the program or the length of the program, any of the program details they really want, or what would they really be?
So, for example, when you’re thinking about some of the program details, I have some clients that I will think about or consider working with me, and they show up on a consult call and my program is six months long. And I very rarely will deviate that because I have it set up where I like my reason.
I know that it can help people through challenging at stuck points. I have my back-end systems to support the six months. There are a lot of reasons that go into why I don’t deviate from offering something different than six months. Even if someone on the consult call says, “Well, what about three months? Can we do three months? I think I could get what I need at three months.” Sometimes people have a clear idea of what they think they want. However, you as a practitioner are folding with space to go deeper into what they might not realize they actually need and then come out on the other side, which is part of the reason why I have my program six months long.
And so some people come to me thinking that they need this one specific thing, like a very tactical strategy in their business, like designing their offering, and then it will fix everything. And I know that it’s more superficial because really, what comes up when you start selling the offer are all the reasons why if you set these areas of your offer in place and don’t change them, what really comes up are all the fears, hesitations, and reservations someone might have in taking you up on your offer. And really, it just has to do with their fear of possibly not getting the results.
And so when you’re thinking of the time frame, it’s not saying, “Okay, well, I think maybe I’ll make my offer six weeks because if I do it twelve weeks, I don’t think people want to invest in that long of a program.” Trust me. If you can promise or guarantee that they’ll get specific results at the end of twelve weeks versus six weeks, they’re kind of just dipping their toe in the water. You can talk with them, coach through their own reservations, fears, and doubts on how you’ll help them navigate through implementing all the work over the twelve weeks and not having to feel strained for time or financial resources or energy, then they’ll be sold on the twelve weeks because they’ll place their trust and faith in you to guide them through getting the results.
Versus, if you try to cram all your information into six weeks thinking that your person doesn’t want to work with you for twelve weeks, they’re too busy for twelve weeks, then what will happen is they are fire hosed with a lot of information over six weeks, and that might cause someone to freeze, not start to implement the work that you do or back away from the work that you do. And maybe then they start missing appointments, or canceling appointments, or rescheduling appointments out for the future being like, “Oh, I didn’t have enough time to implement the work yet,” so it’ll show up in sneaky ways for them because you’re trying to cram too much information in a short amount of time.
If you want help developing your signature wellness program be sure to read this blog: https://igniteurwellness.com/signature-wellness-program/
What Really Takes Up Time With Health Coaching Clients
For me personally, I found that for my people, because, yes, we go over some very simple business strategies and systems that people can implement right away, right following a call, or sometimes we do some of the work right there on a call. But, the true work is that next layer when they go out into the world and start selling it or marketing it, or delivering it. What comes up for their people, what comes up for them, what comes up for feelings in their bodies and thoughts that they might have, and energy shifts and how can we work through that? And that sometimes is what takes the time.
And also we work through many layers of this, which if you take a very simple thing from, if I’m working with someone whohas hesitations with marketing, maybe they have a fear of one layer might be having a fear of being judged. Another layer might be a perfectionist layer, making sure that the copy flows just right and there’s no grammatical errors or punctuation or they’re adding in all the copy elements and all these things. So we can take each of these layers and work through them.
So week by week, their marketing improved in many different ways through many different layers. Yes, someone could work with me for three months and definitely see progress, definitely get insights, definitely make some changes into the strategies and the systems of their business, but they’ll get so much more sticking with me for six months because that work is now compounded. We’re able to go through things faster. I understand them more, I know more of the backstory or I know where their brain or their nervous systems tend to gravitate towards and so we can work through things so much faster.
And that is why if you heard Taimi’s testimonial, which is on Instagram and Facebook and actually on the website, she says like right off the bat in the first month of her second round, how she got these exceptional results that blew her mind. It was because the work of the first round has now been compounding itself. So the point about this is that when you’re designing these program details such as the length of time thinking, “Oh my people aren’t going to pay this or that,” it comes back to what is in alignment for you.
View Taimi’s testimonial here: https://igniteurwellness.com/
And that leads to the last facet of the offer that we’ll talk about today – the promise. Or some people call this a guarantee. And you don’t need to market your promise or your guarantee. It’s just for you, really. And if you want to market it, you can. It is a marketing strategy, a tactic.
But let’s say if you design a program that is twelve weeks long, what can you promise someone? What result can you tell that at the end of the twelve weeks they will feel this? That will help to justify your price and it also will highlight perfect or ideal client that you wish to make this offer to, one that will get these results easily and implement it into their lives and get the win.
The Five Facets for Your Wellness Business Offer
So let me just review this for a moment here. The five areas are your price, your position, person that you wanted, your ideal or best client that you want to sell this offer to, your promise and the program details. The natural inclination is to go right into deciding the price and the length of the program and program details.
Like for me, I have a workbook and a portal. I caution you with that. I like to start with the person first. I think of my ideal client. Now I have three ideal clients, three different types of wellness entrepreneurs I work with.
I work with the wellness entrepreneur who is just starting off and maybe they’re still working their job full time or part time. And I love that. I support that because it brings in money and revenues. So then there isn’t a grassiness or hustle or having to put a lot of pressure force of the business to perform right away.
I also work with the wellness entrepreneur who has made money and now they’re looking to get to six figures in a scalable way, in in a way that they can still embody their own wellness practices, still have time for their family and enjoy life while they’re hitting six figures.
And then the third phase of wellness entrepreneur who I work with are those who have hit six figures and they’re scaling it to the multiple six figures 300,000, 400,000,500,000 plus a year. I would have someone working towards 750,000 in one year scaling in a sustainable way.
You Don’t Have to Have Different Offers For Different Types of Health Coaching Clients
So it’s learning how to manage a team, be a CEO, manage your schedule, manage the energy, bring in sustainability to prevent burnout. For each of these three entrepreneurs, think about them. What offer can I create that will help where they are in their business?
Now, I have one offer. And when I think about each of these phases, I think about how my one offer can help each of these people in different ways. So I don’t change my offer. I don’t change my length of the time or the price of my offer. Where I just cater the promise and the results to each of the phases of where someone might come to me. And I have the luxury of doing that right now because I’m offering one-to-one.
However, if you are doing a group program or on-demand program or when I bring those programs into my world and I’ll tell you why, I say when in just a bit, you want to focus on one person for each of those. Because if you’re navigating through helping a group of people navigate through your program, then you want to keep it clear and simple for them so they’re a similar person or have a similar problem or struggle as they’re going through that group program.
So there are details depending on group or membership versus one-to-one workshop or a class that you want to nuance out for yourself or hire someone like me to help you figure that out for. And think about the big picture plan for your business. Because sometimes as you’re creating your offer, the mistake I often see is someone, an entrepreneur, wellness entrepreneur, completely abandoning their three-year plan or haven’t even thought about their three year plan and trying to do all their offers, all their ideas all at the same time.
Your Offer Might Not Be Selling Because Of Your Client’s Thinking and Feelings, Not the Facets of Your Program
And that’s what leads to confusion for your people because they don’t know what to buy or what you’re really offering. And it leads to doubt for you and the tendency to switch up all these details of the offer and blame your offers not selling on things like price or the length of the program or maybe the results of the program or the technicalities in the program, what modalities you’re using like yoga or tapping or meditation. And really it’s none of those things if your offer isn’t selling, it’s because of what the client is thinking and feeling, not because of the different facets of your program.
So, for example, a potential client might be thinking that they just don’t know you yet, they just don’t trust you yet because they just found you on social media. Or they might be thinking that, “Well, I can see that their offer works for other people, but will it work for me? Will I have the commitment to see this offer through and do the work and show up?” None of those are about the price or the length of time, it’s about their own thoughts and feelings and that is what you want to address your marketing and on your consultation call.
But the only way you can address what client is feeling or thinking the reservations that they might have, some people call this the objections that they might have, is by committing to your price, committing to your positioning and why you’re different. The person, your ideal client that you want to sell to, the promise that you will help them to achieve at the end of the time working together with you and then the program details is sticking to those and not changing them and believing hard on them.
Learn how to sell your wellness program by reading this blog: https://igniteurwellness.com/energetics-of-selling/
Potential Clients Can Sense Your Doubt and Hesitation in Your Own Wellness Program When You Keep Changing Your Offer, Price, and Details
And here’s the thing with that. I’ll give a caveat, is that you don’t have to always be in 100% belief every day to sell your offer and have people take you up on it. But it’s noticing when you’re in a lot of doubt, confusion or overwhelm, or you’re continuous switching your price or switching the details of your program or the modalities of how you’re delivering your program or the promise, all that is confusing for your people watching you and it’s confusing for you.
So then when you go to market and you go to show up on consult, what they will feel or what they will detect unconsciously might be your doubt or your own hesitation. Because every time you switch it, it becomes a new offer. And for me, the last about a year and a half or so, maybe a little bit longer, I’ve been dialing in on this one offer, I haven’t changed it. I changed my price because I did sell it out and I created demand. So I increased my price. But I had my reasons and I worked towards when I would change the price. I didn’t change my price because people were buying, I changed my price because I had the demand. The rest of the offer I really haven’t changed. I just go in and I improve my work.
I have a list of things that I want to improve in the portal, but I come to the corridor where I’m setting aside the time to re-record some of the module so I can focus on my marketing, with what my ideal client is really struggling with. And I can work on my messaging, highlighting how my program is a perfect solution to what they’re struggling with. I can focus on the fears, the hesitation, the reservations someone might have with investing with me, and I can have my marketing speak to that to help bolster courage for them and give them confidence to take that leap of faith.
So think about you for your person and your offer. Who is that ideal person? What might they be struggling with? What do they need to hear from you to take that next step? And it has nothing to do with the price or the life of the program, it has to do with what they’re thinking and feeling. And what can you say to them, help give them courage to take that leap of faith.
So this week, take a look at your offer, take a look at those parameters. And it doesn’t have to be a long length of time, an hour. And again, if you want to go through this step by step-by-step, you can show up to the workshop. I call it a workshop because we’ll actually be giving prompts and you can be writing them out.
And as soon as you decide, don’t stay here too long, maybe an hour, or tell yourself, “I’m going to sell what I have now and I’m going to come to Alison’s workshop, move forward, commit to it.” So then you can just work on the marketing and the selling of that program. And when you sell that out, then you’ll create new problems like, “Okay, do you want to add in?” And that is the time. Adding another offer possibly if your audience and your business can support another offer or maybe then it’s time to increase your price. Again, all of this is the work help my clients with when they come to me in their day to day session.
But it’s also remembering as you create your offer and you think about other offers that you might want to launch in the future is thinking of that three-year plan of where you want your business to go and it doesn’t have to be rigid. So like for me, I have a plan to bring in an on-demand program and a group program at some point. I actually have a few different offers that I want to bring in at phase points throughout the year. And I know I still see one-to-one as part of my offers for the next couple of years. But numbers or something else for my potential clients tell me what they want. Otherwise then at any point I can change that.
So your three-year play may be a five-year play or whatever works for you, it doesn’t have to be super rigid. But you do want to take the time to think that through because it will help inform your current offer, what offer to launch first, what offer you might want a large second and when. Otherwise you leave having this pressure and this urgency of trying to launch it all, all your offers now and again as I came back to, it’s just not sustainable. Because if you think about it, if you have to spend all this time thinking about your pricing, the promise, your person, the details of the program, or believing that it’s the perfect offer for your ideal person, believing that you can get the results for them, believing that they’ll take you up on the offer and they’ll see the result and experience the promise that you’ve made to them when they’ve paid you, you have to do that for all your offers.
And that’s why it’s sometimes the simplest. If you don’t have a team right now, focus on one. And then as your business grows and double down and get pretty good at that one offer and your audience grows,
then you have the ability to bring in the second offer. And that’s a mistake I made early on because I was -in a program and they highlighted having many different offers and doing one-to-one, in-person and having an on-demand and group program, and it was just too much for me. I felt all over the place, and I wasn’t sure what I was marking at a single time. And it also confused my audience.
So for now, I really love this methodology. But again, there is no one right way to run a business. So it’s all about inquiring for yourself. Okay? What makes sense right now. Be truthful for yourself. Where might you be hiding? Where might you be avoiding dialing into one offer? And why is it fear that you don’t think people will want it? That is the work that you really want to focus on and dial into. Why don’t you think people will want it? Why do you think they want to work with you in all of these different ways, trusting yourself that you can make a desirable and irresistible offer?
Okay, so there you have it. Focus on those five key areas for your offer this week. Remember, client focus.
So when you think about that ideal person that you’re making your offer for, what will help them, the promise that you’re helping them to achieve, what is the timeline that is reasonable for them, all that they are working through. Think about that. Keep them in your mind’s eye first. Not the fears, not the hesitations, not the doubts, but that ideal person who does want to work with you, who trusts you, create a wellness program for them. Let go of the filters. Focus on that person. And if you get stuck here again, make sure to sign-up for the workshop. Or even better yet, get my eyes on your business and sign-up for a free consult. All right?
There you have it. I’ll see you next week. Bye for now!
Book your free consultation call with Alison here: https://igniteurwellness.com/business-coach-for-health-coaches/
Get the free training Get Clients Blueprint here: https://igniteurwellness.com/get-health-coaching-clients/