This is the post that every coach hopes they’ll never need, but sometimes, it happens: someone signs up for your retreat, program, mastermind, or one-on-one coaching, and then they fail to make payments. Sometimes, they email you and tell you what’s going on, and see if there’s some way that they can still fulfill the financial commitment that they made, just at a reduced rate.
Other times, unfortunately, they just drop all contact and don’t respond to emails–or make any further payments. That’s when it’s time to call a collections agency.
Whoa. That sounds serious.
Calling a collections agency is serious–especially for the person who has decided not to finish making their payments. More on that in a moment.
What most life coaches don’t know is that for you, the life coach? There’s very little for you to do, and getting set up with a collections agency is extremely easy and costs you nothing. Here’s how it works in most cases (of course, check your local jurisdiction for details):
* You get set up with a collections agency. You’ll need to work with one that operates in the country where the person is located. Here’s one U.S. company that I’d recommend: Optio Solutions and a Canadian-based company: CBS Canada. If the person is thinking that they can opt-out of collections because they’re in a different country? Nope. There are international collections agencies, as well–just google it.
* You hand over authority on the account. When you get set up with the collections agency, you are, in some sense, handing the account over to them. This means that the person who didn’t pay you is now no longer not paying “you,” they’re legally not paying “them,” the collections agency.
* The collections agency will categorize their efforts. A “Level 1” collections attempt is going to involve sending certified letters to the person’s last known address. This is a legal first step in most countries, required before any “Level 2” collections can commence. You, as coach? You’re not doing anything other than signing the paperwork. The collections agency is doing the heavy lifting.
* If Level 1 efforts fail, then you legally sign authority to move into a “Level 2” collections attempt. This? This is where it gets serious for the person who isn’t paying–if they fail to respond now, this can go on their credit report and be used as a pathway to putting a lien or garnish on their wages.
Again, you as coach? You’re not doing much of anything other than being in contact with your collections agency and signing paperwork.
What happens if they collect?
If the collections agency collects, you pay them a commission. This is usually between 35-50% of what was owed.
If the collections agency does not collect? You pay them…nothing.
So in other words, if someone has run out on payments, the worst that can happen is that the agency doesn’t collect but the person who didn’t pay receives consequences such as a note on their credit report that they’ve had accounts go to collections. You don’t pay a dime.
The best that can happen is that you’ll get at least 50% of the money that was owed, back. You might be able to expense the collections agency’s commission as a tax-deduction (of course, talk to your accountant about that).
This is scary!
No one feels good about making that call to the collections agency. No one. It’s scary to make the call.
At the same time, the person not paying has a lot of options before anything gets to a point where it needs to go to collections. One of those options is making more measured financial decisions prior to committing to something. Another is needing to say “no” to something else that they want–trips to Disneyland, new Nikes, eating out, moving to a new country, etc.–so that they can honor a financial commitment that they’ve made.
And finally, another option is contacting you and saying, “I can’t pay the full amount yet, but here’s what I can pay.” I wouldn’t personally recommend sending someone to collections if they are staying in touch and doing their best to pay what they can after a financial challenge presents itself. Someone who doesn’t choose to do any of those things isn’t honoring their own personal integrity, nor are they honoring the financial obligation they made to you and the expenses that you might have incurred in including them in your retreat, group, or other offering.
Most people have a mis-perception that if you hire a collections agency, you’re going to go through a lot of hassle and you won’t see the money, anyway. In fact, the efforts on your part will be minimal and there’s always the chance that something will be worked out. You can halt collections efforts at almost any point in the process, as well. Handing an account to collections isn’t about wishing ill-will to someone; it’s about respecting yourself and your business.
Permit me a moment to be blunt.
I’m always wary of getting caught up in semantics, but for this I’ll risk it.
You don’t have a coaching practice. You have a coaching business.
And understanding the distinction is the difference between creating a sustainable, profitable and enjoyable livelihood, and having a hobby that brings in a little extra cash once in a while.
We, as coaches, understand the power of perspective. Every day we coach our clients to shift out of unhelpful perspectives into more personally powerful ones that allow them to move their lives forward.
Well frankly, calling your coaching a practice is just another limiting perspective that keeps your business from growing and burnout not far away.
I remember when I was halfway through my coach training with the Coaches Training Institute. I bought a brand new orange journal to document all my coaching practice plans. I can still remember sitting on the couch, seven months pregnant, and mapping out scenario after scenario — inspired by the possibility of what could be.
“If I only have three days to work, I can probably fit in five clients a day, for $300 each per month, for a total of 15 clients and $4500 per month. Or maybe, I could sneak in seven clients a day, or charge $325 instead.”
All these scenarios were written out in detail believing that it was really just this easy to fill my coaching practice and create a sustainable income post-corporate exodus only a few months prior.
This all sounds fine in theory – especially to the new coach who’s still just hoping to get a few clients – period. And many coaches do run their practices like this – X many clients for X many dollars each month.
The problem is that nowhere in my scenario planning, did I account for ALL the other details involved in running my ‘practice’. I was so focused on the coaching, that I completely disregarded what it would take to actually attract, retain and grow my client base.
In short, I was thinking like a hobbyist not a CEO.
As you can imagine, and perhaps have experienced, it doesn’t take long before reality sinks in and you’re face-to-face with the truth that the clients aren’t rolling in and you’re just hoping that you can land one more this month to pay your bills and how on earth do you even find these clients anyway?
If this is you, or if you’re aspiring or brand-spanking new coach–stop calling it a practice and start calling it a business.
Your Coaching Business
You are a business owner who coaches.
Over the years, I’ve coached many coaches. From the fresh-out-of-school coaches, to the struggling coaches to the six figure plus coaches. And I can tell you unequivocally, that what separates the struggling from the successful has little to do with a particular strategy, a focused niche or the latest social media trend.
It has everything to do with this one perspective:
You’re not in practice, you’re in business.
Yes, it may feel like semantics, after all – don’t lawyers and doctors and massage therapists — service professionals just like you – refer to their practices? Yes. And in my view, it’s a mistake.
When you’re locked in a perspective of running a practice, you limit your thinking, your efforts and by extension, your growth. It’s all about finding the next client, and then the next one, and then the next one in hopes that you’ll keep your coaching roster filled and your bank account in the black.
In practice, your focus is simply, and often solely, in service. Strategic planning, joint ventures, systematization, effective marketing and leveraged business models are probably not happening, which means, you’ll probably not moving much beyond a handful of 1:1 clients. And it also means, you’re likely not building a strong brand for your business — you’re simply one of many hundreds of thousands of coaches (just like the lawyers, massage therapists etc) that a prospective client will have to choose from.
I get that I may ruffle some feathers here, but the word itself also draws sentiments of a casual, part-time service professional – one who’s probably great at their craft, but certainly not a contender in the business world. When I hear a coach refer to their ‘practice’, I assume she’s either fresh out of coach training or a hobby-coach. Hard truth? Words matter. And calling your business a BUSINESS (which it is, let’s be clear) is the first step in cultivating and evoking trust, authority and credibility.
Semantics and labels aside, this perspective may lead you to burnout, an income plateau and a lot of frustration (I’ve witnessed it hundreds of times with clients and colleagues). Unless you’re a coach who truly wants to just have a handful of clients and isn’t fussed about growth, holding onto a ‘practice perspective’ keeps your business small and completely reliant on the next client.
It’s only when we step into being the business owner that we can invite and incorporate more leveraged, high-impact, profitable elements that will help us transcend the “where’s my next client coming from?” fear that many coaches have and open us up to a more lucrative, systematized and focused way of bringing in business.
So if you have your heart and head set on a bigger, bolder vision, then this is the first point of entry. Because, circling back to how we coach our clients, when we inhabit a new perspective, we immediately start taking actions that align with this more powerful consciousness.
And that’s just good for business.
Business activator + leadership coach Stephanie Pollock is devoted to helping talented women in business GO PRO with their dreams, stepping into the spotlights — and revenue streams — they so richly deserve.
She’s the publisher of Going Pro Magazine, a Top 40 Under 40 changemaker and creator of Beyond PRO: Claim your place as CEO – a leadership program designed specifically for entrepreneurial women. You can find her online at Stephanie Pollock Media Inc and on Twitter at @steph_pollock.
Every coach has services to sell. Based on your Right People and business structure, your services could run the gamut from one-to-one private packages, group coaching experiences, live workshops, retreats, and events, or even a digital, self-guided version of work you do with your clients.
I think most coaches — and well, solo-owned business owners period — would agree that it’s a tall order to write a sales page that feels equal in quality to the work you do, sounds like you, and is clear, energizing yet reassuring, and engaging to read. Oh, and the page communicates the value of the offer and proves the price of participation.
You could absolutely hire a copywriter to help you out. When it comes to selling high value or high priced offers (and honestly, which of your offers isn’t high value?), this is a well-justified expense.
But many coaches wisely choose to write their own sales page copy.
Writing a lovely and compelling sales page that turns interested people into coaching clients or program participants is possible. And it doesn’t have to feel like World War III with a blank document.
But it’s not easy. You already know that.
There aren’t 10 simple steps to follow to sales page bliss (and anyone who tries to sell you this solution is full of bunk).
There is a path to start accessing your own ease and flow around writing a sales page for your offers, and I’m going to walk you through it.
Know your people, know your offer, know the value they perceive.
When you know your Right People — your ideal clients — through and through, you can step into their shoes and see your offer through their eyes.
First, know what problems or challenges are irking them or keeping them up at night. What problem or set of interrelated problems does THIS specific coaching offer solve for your Right People? When creating an offer, it’s easy to get swept up in the holistic nature of the work and all of the fun and interesting details you have planned (been there!) and lose focus on the very specific problems being addressed. To keep focused on the problems your offer addresses, bullet them out on ONE Post-It note or 3×5-inch notecard. Keep glancing back at these brief notes as you start writing to stay focused.
Next, ask yourself, how do your Right People frame this problem? For instance, you might see your coaching work as being about helping post-college aged women get out of stuckness around their personal lives and careers. But they might see your work as being about helping them feel their way into the next leg of their life journey now that the scaffolding of higher education has been removed. Sometimes a subtle shift in looking at the problem can open up huge breakthroughs in your writing process.
Then, think about how would they like to be approached with an offer of help to start working through this issue. For instance, do your Right People prefer an audacious, sassy, straight to the point call-out? Do they prefer a soft, nurturing, lyrical posture in your prose? Or, would they light up around language that perfectly balances heart and head? The key here is to understand how your natural writing voice is one your Right People naturally respond to — because you’re the best-fit coach for them at this time in their lives and in your practice.
Finally, marry the frame they use on their problem with the tone and style they prefer (note: it should sound like you!) to see how your offer is different from other similar offers out there. When you discern how your offer is different, remarkable, and valuable, you have a starting point for writing. There may be two hypnobirthing coaching workshops out there, but they each may be geared toward totally different types of Right People with different need expressions and delivery preferences.
Keep the value of your offer in mind as seen through the eyes of your Right Person client, and engage the tone they’d like to be approached in around solving this issue, and your sales pages will always be off to a strong start.
Abby Kerr is Creative Director of The Voice Bureau, a boutique brand voice development and copywriting agency serving solo-owned and small businesses. She is creator of The Voice Values paradigm for branding. Subscribe to her e-letter, Insider Stuff, for your complimentary brand voice self-assessment. Then tweet her to share your Top 3 Voice Values.
Abby lives in the PNW and is a home cook, a dog mom, and a fiction writer.
Why is design so expensive?
It’s a common dilemma: you want to go into business for yourself, and you need a website, but as you begin to price designers, you might easily get confused. Some designers or design-related websites quote rates that are ridiculously cheap. You’re not stupid; you’ve heard the adage, “You get what you pay for.”
At the same time, other designers quote rates that seem…disproportionately high. Does it really need to cost thousands of dollars to design a website?
Perhaps it might have also occurred to you that it doesn’t feel so very good when you, as a coach, are questioned about your own rates (and if that hasn’t occurred to you, now is a good time to think about it: designers like being asked to “keep the design simple” as a method of lowering their rates about as much as life coaches like being told that all they do is “give advice.”)
The truth about design is this: in the same way that there’s a difference between a retail clerk who fetches you the size you need in the dressing room, and an actual stylist who takes time to understand you and the look-and-feel you want to project, there’s a wide range of services provided by graphic and web designers.
We talked to three established graphic and web designers, Paul Jarvis, Sarah Morgan, and Andy Rado about what truly goes into the heart of good design, why it costs what it costs, where you can save (and where you really can’t).
Most people who hire a designer just think it’s about “sitting down to create the design.” What are many of the “hidden costs” of doing business that clients might not always see?
Sarah: Outside of coding I spend time: meeting with and emailing clients, responding to design inquiries and general coding questions, writing four posts/week on my blog plus a weekly email for my mailing list and keeping up social media accounts, learning the best ways to code design elements that clients request (recently spent time finding the best MLS plugin and learning how to use it for a real estate broker – I don’t just implement elements, I teach my clients how to use them), researching new design trends and stats because the internet is ever-evolving.
Andy: Aside from networking and marketing myself there are many hidden costs or “non-billable” hours that I put in each week. Often before starting a project, there are numerous emails and meetings that take place in order to establish a relationship and figure out if it will be a match. Some of the most time goes into preparing a proposal, sometimes 10-20hrs depending on how involved the project and how large the organization. In my experience, I only land 40-50% of these jobs. There are times when I need to learn something new during a project as well, which I can’t charge my clients for—a new development tool or project management system, for instance.
Paul: There are two kinds of web designers, generally speaking. The kind that just agree with everything a client wants and do that work and the kind that argue with clients. I’m the latter. And I argue because I want their project to succeed and sometimes know a little more about websites or design than the clients. I’ve spent a lot of time doing this, and have been involved in more web design jobs that every client. That doesn’t mean I know everything, but I definitely disagree when I am certain an idea won’t work.
What goes into design, beyond the final product of a visual website that the customer and client see?
Paul: Design works because it’s got reasons. Otherwise it’d be art. Nothing wrong with art for art’s sake, but adding a little reason and strategy to the mix is why people pay for the work I do. Every font, pixel, size, colour are all based on things like the golden ratio, grid systems, colour theory, layout principles, and even marketing strategies. Those don’t come in a single font or template you buy.
The other thing that is a factor in why people pay me for to do something they could buy for 99% less money is customization. When I’m hired I do mockups first. The mockups are based entirely on the brand and story behind the brand. I also factor into each design how the web works and how a CMS like WordPress works because I also code. So when I do the theme for their website, it matches the design perfectly and works exactly the way it needs to.
To code a single page well takes just as much time to test and debug, sometimes more, than it takes to program.
Sarah: Websites generally start with a wire frame (a drawing of how the site will be laid out) and a inspiration board for colors/fonts/patterns/etc. The designer will create a mockup of the site (possibly more than one) which will go through a number of revisions before a final design is chosen and they begin to code. A high-quality website will adjust properly on tablets/mobile, be compatible with all browsers, will be easy for you to update yourself (I never leave anything on my client’s sites that will be difficult for them to change on their own), as well as integrating plug-ins and scripts.
Andy: My experience and the variety of work I’ve developed over the years is vast. I can call out a font on a moving billboard and explain why they used it. I’ve spent countless hours observing other design and reading books and taking workshops on design. I sketch new ideas on a regular basis that are totally non-related to my current client work so that when I sit down to work, I can tap into that knowledge and come up with exciting and unique design solutions. I live design, it’s not just something I “do.” I have a huge passion for it.
Sally Sue Coach has just started her coaching practice. She’s uncertain about a lot of things, such as her messaging or who she ultimately wants to serve. She puts up an inexpensive WordPress template to get her by until she is sure about what she wants to do.
What are three questions, or three criteria, that she could use to gauge when she’s ready to actually invest in custom branding/website/visual identity?
1: Figure out who you are and who you are serving and why.
2: Have goals in mind: What do you want to accomplish with a rebrand/website redesign?
3: Be ready to put your trust in the people/person you hire.
Sarah: If your website traffic is steadily increasing or you’re getting linked or mentioned on larger sites, I would say it’s time. Your website is your receptionist, your store front, and your big marketing machine all in one, so as soon as you’re clear about what you do and who you do it for, it would be wise to invest in your web presence.
I would recommend finding a designer you like both design and personality wise and request a price quote, so you can start saving money. Look for someone who explains their process up front, who has a contract (to protect you and them), asks for a deposit, and gives you and exact start date and timeline for the project. If any of those things are missing that would be a big red flag!
1. What language does her intended audience use and understand and how can she use that same language to convey her message.
2. What are her business goals? How do they relate to the way the website is presented? Looking at things like calls to action, where elements are placed on a page, etc.
3. What’s her story/personality? How that can be properly conveyed through content, visuals and layout.
Why should people avoid those “$5 logo” websites, or other “factory design” websites? (Or shouldn’t they?)
Paul: They shouldn’t. If they feel logos are worth $5, then by all means, that’s their best bet. I get people that tell me $10,000 for a website is too much. I don’t argue because I agree, that for them, it’s true. If I convinced them otherwise, it’d be one shitty project to work on. I also think that people should spend what they can afford and be upfront with designers about what their budgets are. You can always upgrade your site once your business makes more money, but it’s a lot harder to get out from debt if you spent too much on your business before it’s made any money.
Sarah: My advice is always – if you buy a $5 tattoo you’re going to get a $5 tattoo and nobody wants a $5 tattoo. (Or you’re going to get a $20 tattoo that 50 other people have as well.) Same goes for logos and website designs! If you invest a little money in custom work you’re going to end up with a website that is all your own and a designer that will walk you through the design process and be available for updates and tech support long after your site is finished.
Andy: I’ve kinda given up on worrying about that aspect of my profession—it’s sad—but it’s reality. I believe it devalues what we do, but anyone who is buying a $5 logo generally won’t value what I bring to the table and I want to work with people who not only value what I do or another great designer does, but are excited about the possibilities of working together to reach their goals for their business.
You can generally find anything in life for a cheaper price. With design in particular, you will get what you pay for. I’ve encountered countless clients who have the experience of having to redo work because they went with a designer they weren’t necessarily in love with but hit their budget. Think about what you value, where you want to go and find a designer that you feel excited about working with.
Here’s the million-dollar question: Why is design so expensive?
Andy: I think it looks expensive to non-designers, because good design is generally not hitting you over the head—it just works and you generally “like it” so it should be “easy” to do, right? Also, the proliferation of easy to use software allows people to tinker with fonts and images, so why pay someone else? It has a lot to do with experience. The longer I work, the more vast my knowledge of design, typography, color, culture and trends becomes—and I am a lot faster now than when I started. People want their design great, and fast and that doesn’t come cheap. Quite simply, good design is a lot more complicated than it looks.
Paul: It’s expensive because you’re not only paying for the work, but the expertise that comes with the work. When I do a project for someone, it’s just just me making them a website, it’s me advising, planning, helping them on all aspects of their online business. That’s why I charge closer to 5 figures than a few hundred dollars. My decades of expertise are a factor in every project, so even if a client is paying for 50 hours, the hidden cost is the 20,000 hours I’ve spent working at my craft prior to the project.
Sarah: Like most creative disciplines, you aren’t just paying for the final product; you’re paying for the hours someone put into learning their expertise and staying up-to-date (especially in web design, things change daily). And, you’re paying for a relationship, not just a folder of files.The number one complaint I get from people interested in hiring me is, “I need all of these things fixed, but my last designer disappeared.” If you find a designer on a site like elance who will build you a site for cheap, you may end up with a cool design, but you won’t end up with a relationship. And you definitely won’t end up with someone who will be there to help you out 6 months or even six weeks down the line.
Sarah Morgan is a web designer, blog and business consultant, circus performer, and aerial instructor, who thrives on helping people grow their online presence, make the leap from unfulfilling jobs, and be brave in business and in life.
Paul Jarvis is a web designer, best selling author & gentleman of adventure. His writing has appeared in Forbes, Fast Company, Huffington Post, The Muse, Smashing Magazine, Communication Arts, The Next Web, Adobe’s 99u, GOOD Magazine and many other publications.
Andy Rado is a designer for humans–meaning, he wants design to do more than “look pretty.” He’s interested in the intersection of great design and the practical matters of how we actually use it in our businesses and daily lives.
So–You’ve done your personal growth work. You’ve learned a bit from here, a bit from there, and altogether, the tools and practices and workshops and books and coaching and therapy and experience have added up to make you into one pretty amazing dynamo.
So you think to yourself:
“I’m going to create an all-inclusive e-book that takes a holistic approach to personal growth, leaving no stone un-turned!”
“I’m going to create a 6-month coaching group for women who are ready to move forward in powerful ways!”
or, perhaps you’re even like I was, my first year:
“I’m going to create a year-long course! It’ll be called The Courageous Year! There will be different levels, and over the course of a year people will create their lives from the ground, up.”
You’re thinking of how high-value this offering is going to be–how it’s going to save people all the time or struggle that you went through, by taking the very best of what’s out there, and putting it all in one place, with you as the experienced guide who knows how this rolls.
Also, you might be thinking of how financially lucrative it is. Instead of winning one coaching client at a time, you get a circle going, charge thousands for it, maybe add in a retreat or a weekly call–wouldn’t that be a much more efficient than getting a client at a time?
It’s a truly fantastic idea.
In fact, there are a lot of coaches out there, who are trying it.
There’s just one (tiny-HUGE) problem:
It doesn’t sell (easily).
I know. “It doesn’t sell? But this is exactly what I wish I would have had! When I look back and think of all the searching I had to do to transform my own life, it’s nuts! Why wouldn’t someone want to save all that time!”
But–it doesn’t sell.*
Why It Doesn’t Sell
#1: People find all-inclusive, long-term programs to be really overwhelming. Think of the last time you tried cutting sugar out of your diet. It’s like the whole world cap-sizes and suddenly, sugar is everywhere. It’s overwhelming, and that’s just ONE small dietary change.
Now imagine someone staring down the barrel of Massive Life Change through Your Six-Month Program.
You might be a self-help junkie. You’ve been drinking the kool-aid. They haven’t.
#2: Even though people buy a gazillion self-help products, they often think (secretly) that it probably won’t work for them.
- Astonishing truth: Sometimes people buy things to feel like they’re doing something about a problem, without really setting up systems in their life so that they’ll actually…do something.
It’s like buying a book on eating more vegetables and reading it–but not actually implementing the steps. People do this with self-help, all of the time.
So imagine this: Someone is looking at your sales page, and you’re saying that it’s going to take six months to complete the program.
- You’re thinking, “How great it is that I’m honest and not bull-shitting people into another 1-2-3 step plan that won’t truly work.”
- They’re thinking, “I don’t want to wait six months for results” or “Since nothing else has worked, I’ll probably just waste six months and a lot of money on this and it won’t work, either.”
The problem at the heart of everything is not how great YOU are, it’s that people don’t think it’ll work. Because they don’t think it’ll work, they don’t put the time in. Because they don’t put the time, in…it doesn’t work. Then they think, “Well, that program wasn’t very good, anyway.”
I know. Are you tearing your hair out, yet? Because once I understood this, I kind of wanted to.
Welcome to the world of self-help: it is a land of people who truly desire life change, but who also have a whole host of defenses around changing, because it’s scary to change.
Compassion is advised as you proceed.
#3: When it does sell, long-term intensives might not pan out for you, financially.
You’re thinking, “I’ll run a 6-month program. It’ll be a thousand dollars per person. I’ll get 15 people to participate, and that’ll be fifteen grand. I can do that, plus have one-on-one clients, and I’ll run the 6-month program twice a year. That’ll be 30 grand a year just from the program, and I don’t even have to run that 40 hours a week! Aces!”
So, about that. Yeah.
Running a full-fledged program? It’s a ton of work. When I run group circles for just a month at a time, the work is constant. The emails alone take time and mental energy, and I’m not talking about “Can you send me the password, again?” emails. One person sends an email needing support because she feels like she can’t do it. Another person sends an email feeling upset because someone else isn’t participating enough, and she wants me to get the other person to participate.
I’m not complaining about these emails; they are all part of the job, and my job (your job) in such cases is to step up to the plate, and help people to use these experiences to transform their lives or their businesses.
But these programs are truly–no joke–a ton of work. Tech snafus. Recording phone calls. Someone can’t access something. Phone interference on the conference call line.
I charge $150 for coaching sessions with individual clients. There’s no way that I make that kind of money, per hour, with a group coaching circle.
So Why Do Them?
Because you love the work. Because you love community. Because you’re passionate about creating opportunities for people to grow and thrive. Because you’re good at it. Because you know it’s why you’re here. It’s my love of community that has had me run some pretty amazing group coaching circles.
When It Does Sell
Of course, when you get huge or when you have large numbers or if you have the right connections, you can sell people on entire life programs. When you have officially been elevated to self-help guru status, people want you to talk not just about personal growth, but about weight loss and wellness, relationships and sex, and on and on.
The thought then tends to be, “She has some great answers in this one domain; I’d love to see what she has to say about another.”
Hence the reason that self-help superstars like Marianne Williamson and Deepak Chopra have talked about weight loss, when their original popularity sprung from straight-up personal growth.
Also, there’s one domain where such programs do sell: If you are leading a mastermind or long-term commitment group on how to make money, then people will often over-ride their overwhelm or financial concerns, telling themselves that they’ll make a return on investment when the money comes in, later.
In the Meantime?
Keep it small. Sell micro.
Don’t sell programs that cover career, AND relationship, AND wellness, and on and on.
Find one corner of a huge problem, and sell something that will tackle that corner.
Your people will be less overwhelmed, and they’ll actually make measurable progress. Seeing that there’s success to be had in that one little corner will pave the way for a belief that greater successes can be had, too.
That’s really what we’re all creating, here–the sustained belief in possibility.
This week’s exercise to benefit you and your business:
- Review your current offerings–coaching offerings, e-books, courses, etc. Really ask yourself: What are the small, measurable things that someone gets from doing this work?
- If an offering isn’t selling well, ask yourself: If I were to break this down into a smaller offering that would target one or two successful outcomes for the person who used this, might it sell better?