I help women in the health and fitness business get more clarity, clients & cash.
HI, I'M ELLE
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If you're a fitness coach who wants to grow their business without working more hours with 1:1 clients, you're in the right place.
In the video training below you're going to discover the exact steps to creating your own online program inside of your “body business” so you can create freedom and profit in your business. Let's dive in!
There's also a downloadable PDF that you can grab at the bottom of this post. Print it out and work on each step as you create your online program.
Hi there! I'm Elle Kealy and I help health, fitness, and wellness professionals create online programs for their businesses so they can have more time and freedom and profit without having to work MORE hours. Sweet!
If you already know what you do and who you do if for, then yay! But if you're still deciding on on what kind of online program you want to create and who you want to help them this is where you start. In step one, you get really clear about who you are and how you can help people.
The key to creating an online program that sells is to make sure that it's relevant and useful to your target market, which means first of all going a bit deeper on the kinds of clients you're looking to attract with your online program.
Don't try and be all things to all people (I see this in the fitness world so often). We know that everyone can benefit from being fitter and doing a personal training program or eating better, but when we start speaking to the general public about what we offer, so many times we just don't really make a connection between anyone and our services and then our sales add up to a big fat nada…so nailing down your niche is key.
Remember, the core premise of your online program is going to be solving your ideal client's number one biggest problem and everything that you create in your marketing, brand, the website copy, what goes out on social media, everything that goes into your emails, all of the free content you create, whether it's blog posts or videos that go on YouTube, is going to reflect this one core premise.
(So you can see how you need to follow this step and get to the nitty gritty of who you help and how you help them before you build the shiny website right?)
Step number two is all about creating your online program, which I like to call your Signature Service.
Your Signature Service should address ONE client with ONE problem. You want to think about where your client is right now? What are they thinking and feeling at the point that they're online, on Google, looking for you? What's that problem that you want them to solve
Now the big secret is that you don't need to have created your program before you start selling it and here's where I see so many people get stuck. They want to have a finished product, they want to have the shiny website, they want all their modules written, they want to have filmed their exercise videos, they want to have written all of their nutritional programs, and they've done all of that before they've even tried to sell their program.
The PROBLEM is that it's time consuming and overwhelming, plus, when you start out you might not be 100% sure that you've got your program content right for your clients. Instead, try to create an outline that lays out the foundation of your program, then use a marketing technique like the one I teach inside The Healthy Online Business Launchpad to presell your program before you've made it. Good right?
Resist the temptation to start overfilling your program with tons of juicy tips and content because when you start to overfill your program with everything that you know (and you know a LOT) your clients get overwhelmed, they give up on your program.
We know that as fitness professionals and coaches, we lose clients all the time to being ‘busy’ or overwhelm so let’s help them out and start thinking about the minimum steps that a client needs to take to get results with a program rather than what would be the perfect steps that a client needs to take to get results with a program.
Step three is all about ramping up your marketing and here is where I see a lot of people get stuck and wondering what to do. Often they don't want to market their program until it's been created, but instead it's really smart to begin promoting before you're ready to launch.
Marketing can seem like a huge hurdle if you're new at this but it doesn't have to be difficult if you've got a step-by-step system to follow, which is why I created the Healthy Online Business Launchpad, so that you can just get the lowdown on what to do, in order and get moving quickly.
One of the first things to focus on if you're completely new is growing an email list, or, converting those scores of social media followers into email list subscribers which you do by creating lead magnets.
You want to get your Facebook page and Facebook audiences up and running before you launch too. (Facebook audiences are lists of people that you're going to start running advertising to when you are ready to promote and you can start building those audiences right now for free!)
Other ways to kick start your marketing include:
It can take months to get your website right. In fact, you're probably never going to feel like it's finished and you're always going to want to be tinkering with it, but your marketing system is not your website. You don't even need a website to launch an online program.
Step four is all about effortless enrollment. Yes, we're talking sales. There may be some of you who are thinking, ‘I hate the phone’, ‘I hate selling’, ‘I'm bad at sales’, ‘sales are sleazy’..or even…. ‘I want an online program so I don't have to do sales! Can't people just go to my website and click ‘buy now'?’
Yes! You can automate enrolment and sales, which I teach inside the Healthy Business Launchpad but the truth is, you're going to get a lot more clients signing up and you're going to get greater insight into who your clients are and what they want, (so you're going to make better online programs) if you actually have collaborative conversations with people, especially when you start out. Talking is underrated!
That's all that sales are. They're just conversations where you're learning more about your client, you're listening to who they are and what they want and what they need, and then your job is to educate them and guide them to making a buying decision with you that will help them reach their goals.
The truth about fitness or health coaching or wellness is that nobody really wants personal training! Nobody really wants 10 Pilates sessions or a health coach!
What they want is an outcome. They want to feel great in their clothes, they want to feel strong and sexy and confident. They don't want the vehicle, so you're not selling your time, you're not selling your hour, you're selling an outcome.
Once you figure out how to have these emotionally charged conversations that really connect and sell an outcome to a client, then sales and enrolment becomes effortless.
Step five is all about your program delivery. The difference between a one on one program that’s delivered online and a true online program (for a group) is that with 1:1 online coaching, very often you're creating different content for every single client whereas with an online program that is scalable, the majority of that content, maybe not all of it, but the majority of that content is going to be delivered in exactly the same way to everyone who's on your program.
You don't have to be techy to deliver an online program and a lot of people think this has to be really complicated but you can actually just get started with nothing but an Excel spreadsheet and a Skype account, both things of which are totally free.
At the other end of this spectrum, you can have things like a membership site which is simple, fast and easy to set up and something that I teach a lot of my clients to do even if they think the computer hates them! (It doesn't so don't let tech overwhelm hold you back.)
Delivering your program doesn't have to be complicated.
Step number six is marketing your program and to do this I use a simple sales system. It's called a sales funnel, which doesn't sound very sexy but it's basically a really easy way to get people into your program.
A simple sales funnel consists of creating some free content that we call a lead magnet, driving traffic to that free content by and encouraging people who see it to go to a landing page.
What’s a landing page I hear you ask? It’s just one page on your website where someone enters their email address to access your free content. Then once you've got the e-mail address, you can send those people a series of automated emails that encourage them to sign up for your online program. That's a very simple online sales marketing system but don’t be fooled because it can also be extremely powerful.
Step seven is all about getting ready for a yes. Imagine…..someone wants to join your program! That's great!!!! But…..how are you going to actually take the payment? Are your payment processing systems in place? Do you have a payment plan? What happens to make it really easy for somebody to actually give you the money and sign up to get online?
Make sure you've got all your processes and systems in place so that you can be ready for those sales when they start to come in.
They've signed up, now what happens? Try to think about what kind of journey you want your client to go through when they sign up.
I like to think of something I can I offer my client that they can do right now to give them a quick win. Could it be something like clearing out their kitchen or maybe it's something like making sure they've got all the right fitness equipment that they need? Brainstorm some quick wins for your potential clients and see what you come up with.
Sending out a few emails once a new client signs up so that they know exactly what to expect every step of the way is going to really help you keep your clients for the long term (and also help you get referrals!) so don’t go quiet on them once the payments dropped into your bank account! (The good news is that you can automate all of this so you're not emailing everybody all of the time and that's the key to scaling your business.)
In step nine, we get into the exciting stuff, which is delivering your program. This is where you really get to shine because you're the expert, but delivery is really easy when, once again, you have a system that enables you to scale.
Maybe you're going to switch from coaching one on one to coaching groups? How are you going to deliver your content ? Are you going to do some parts live or is it all going to be automated? How are you going to check in with your clients? How are you going to make sure that they're staying on top of things and supporting them every single step of the way?
Delivering your program is the really fun part and then the great thing with an online program is that once you’ve made it and tweaked it, you can sit back, relax, rinse, and repeat.
Online programs actually allow you to work LESS and make MORE because they're easily repeatable and scalable.
Make sure to Grab the free PDF that goes with this blog post and you can print out the complete checklist to be your reference as you put your own online fitness program together.
Over the coming weeks, I'm going to be releasing a very specific training for each one of these steps because we've just brushed over this in this blog post but I want to dig a little bit deeper so that you've got exactly what you need to get started with your own online program. You can always find out more at www.ellekealy.com. Look forward to seeing you there!
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