Archive for Stand for Something
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Karin
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Here's a 1-minute audio tip, perfect for Labor Day Weekend, on the importance of releasing the outsider mentality in your wellness business.
Posted by:
Karin
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In my town, there is a relatively new gym. They've been around for a little over a year.
The word on the street is they spent millions building it. They did a really great job. I love it.
The staff is friendly, the place is always super clean, it looks nice and it has everything you want.
Yet here is where they unwittingly force me to, again and again, question my membership.
There is always, and has always been, a willingness to cancel poorly attended classes.
In fact, in an effort to figure out what's working and what's not, they request that people sign into a clip board for each class (I never do this - nor does anyone else in my class or any other classes I've attended). So that's not a reliable tracking method.
As it is we all check in when we arrive at the gym via an electronic pass. And the gym is small enough for the staff to quickly assess who attends what classes with a quick check. So here's my first Wellness Marketing Tip: Stop asking your customers to check in twice. Your staff can do this.
Sometimes I hear the teachers or members say things like this. "Oh, I hope they don't cancel this class."
I missed my favorite yoga class for two weeks (as is common for gym members). I finally made it back into class, and the word in the class was "Oh, thank goodness everyone came to class today, they were going to cancel this class."
What the what!!??
If you are in the wellness field, cancelling classes does not project confidence in your business.
Here's why:
- First, understand the bigger picture of wellness field. People start and stop programs, classes and diets all the time. It's the nature of the field. You will never change this. Willpower isn't most people's forte.
Especially in the fitness field. You sell memberships and know that only 20% will show up and use the gym.
So running your business based on your customers ability to "show up" and stick to something doesn't make sense - numbers-wise and by the nature of the field.
If you are going to be a successful in a wellness business you must do more than simply run a business.
You must lead, inspire and be an oasis of confidence and certainty. Especially in these times.
When people are a bit more careful about where they spend their money, you must project a sense of certainty in your offerings. Anything else will not be supported. And the looming threat of class cancellation projects uncertainty. (I already have enough of that in my life, I don't need this at the gym.)
What my gym is doing is letting members lead the program offerings. It seems like a good idea on paper. After all, you want to give people what they want.
But that business model doesn't work in the wellness field. And it certainly doesn't makes sense when you understand the nature of membership patterns and the inner challenges people face when tackling a long-held pattern of resistance to healthy living.
- Second, here's the energetic signal you send to your customers when you are willing to cancel classes
It communcates an energy of lack and limitation. (It doesn't feel abundant and inspiring and no one wants to be around this. Your members may not intellectually understand this, but they feel it.)
I took my husband to check out a class with me, as he wanted to join. In that class, everyone was talking about the possiblity of cancellation. He said — "Why would I invest my money when I'm not certain it will be here? What if I can't make it to class one or two weeks, will it be gone??" Good point.
The willingness to cancel classes says, "Show up if you want. I may or may not be here."
It also says, "I'll only show up if you show up."
That is not a position of leadership. It's a wishy washy, wimpy energy.
Understand that the wellness business is an emotional business. You only have to watch an episode of the Biggest Looser to get this. And so you need strong leadership to help people overcome their emotional blocks to health success.
The energy you must project is that I will be here no matter what. And when you are here, you can count on us to inspire and motivate you and show you such a great time that you will want to come back. If you can't or are unwilling to do this, you shouldn't be in this business.
Many wellness professionals run their business the other way. They become indignant about their clients ability to value their services, not realizing that what comes easy for them, is challenging on many levels for their clients. And they have never taken the time to study the business side of their modality.
Here is the greater truth: I am paying for those classes to be there, whether or not I attend.
If you run your business based on your customers ability to stick with a class/program you are not leading your business. You are reacting.
So every month, when my membership dues go through, I wonder if my classes will still be there. And I start to wonder if there is another more certain solution I can invest in (read: another gym).
And you can bet there is no way the teachers are really committed to teaching classes at the gym with the looming threat of cancellation. They only have to wait for a better offer.
So what's the solution?
1. Add MORE classes.
Yep. It feels contrarian but it's gotta be done. There should be more classes to choose from to ramp up the energy of the place. Request your staff to take a certain number of classes each week to get some bodies in there. Advertise your classes in the area. Create a special offer to give friends a 3-class pass. More people need to know about your classes. Classes are easy to say yes to. When I look at the list of classes, it feels sparse. For people who like taking classes, they want more, in case they miss a class (because you know that they will) Make it super easy for people to never miss a class, by having several options to choose from.
2. Change the agreement with your teachers to make this work.
If it's a budget issue, change the agreement. Think more creatively to solve this challenge. For example, lower your teacher rate and offer an additional $2 per student. The more students, the more money they make. Give them incentives for sustaining high class enrollment every 90 days. Study the teacher who is attracting lots of members to their classes (I notice he's always early and never, ever late for his classes, always inspiring, super fun and always makes everyone feel special. It feels great to be in his presence. Train all your teachers to do this.)
3. Start studying the super stars in your field for fresh ideas and inspiration.
If you're in the business of inspiring others, you'll need to invest in keeping yourself inspired too. I suggest you start with Joe Cirulli's story of how he built his Gainseville Florida Health and Fitness Center.
Here to your continued success,
Karin
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Karin
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How do you know if your wellness target market is one that will allow you to make a good living while making a difference?
Your market or audience must meet the following four criteria:
1. They are aware they have a health and wellness challenge that is affecting their life big time.
No convincing needed. They are aware that they have a problem. If you find yourself convincing, you are talking to the wrong people.
2. They are willing to pay to solve this challenge.
If they can't afford your services, products or classes or they are unwilling to part with cash in exchange for the solutions you offer, they are not a viable target market.
3. They are easy to reach in groups.
This means they get together on their own accord - online or locally - and gives you a place to test out your message and offerings. For example, business owners get together in groups to discuss their business goals, best practices and more. Nothing is more brutal in private practice then trying to get people to come to you when you don't have an audience to begin with. (I've been there!)
4. You enjoy serving this group of people.
Not everyone will enjoy serving this group of people and they don't have too. But you do.
All four of these criteria must be present in order for you to make a living doing what you love. If even one is missing, you are left with an expensive hobby or running a charity.
Please take a moment to make sure your target audience meets this criteria. It will put an end to burn out, struggle and financial loss in your wellness business, and finally allow you to truly make the difference you are here to do.
To your continued success,
Karin
Learn more about revamping your message and sharing your talents with the world by signing up for my newsletter. Get the details here.
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Karin
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I love watching American Idol when it gets down to the top 36.
Now it's all about transforming these passionate, talented people into powerful performers with a genre and style of their own, and getting them to exude a level of confidence that says: "I'm here to stay."
The same holds true for health and wellness pros.
In private practice, you must highlight your unique message (your song genre if you will), express it in your own way (owning your own style) and be willing to really go for it or risk getting lost in the shuffle.
Here's what you can learn from last night's performances and harness the wisdom shared by the American Idol Judges. (I love learning from the most unusual places!)
Tip #1: Pick the Right Song
"You blew it." That's what happens when you pair great vocals with the wrong song. The stunned artist says, "But I love that song. It really speaks to me."
I hear this all the time. Health and wellness pros clinging blindly to a message that no one really wants to hear. Or worse, trying to serve a target market that doesn't want their help.
The problem with this is that it's only half the equation. Choosing your message, essentially your song, based only on what feels right to you, doesn't mean other people will find it interesting.
While that is fine if your goal is to sing around the house, however, it's not enough to start a business and make an impact.
You want to ensure that the "song" you choose (read: message) also speaks to a specific, profitable target audience. Otherwise you never break past the singing around the house phase of your practice.
Solution: Internal Meaning (what your "song" means to you) + External Meaning (tweaking your "song" to also hit home for your audience) = You Got Yourself a Hit
Tip #2: Showcase Who You Are as an Artist
Last night, we heard beautiful voices trying to sound like someone they admired rather then showing us who they would be as a recording artist.
This is important because the way you share your art, is a powerful way to stand out, get noticed and create connection with your audience.
For example, in your private practice, be willing to share your style of counseling, your unique approach to your modality, and shine a light on your personality or the way you live your life (ie - Are you a no-nonsense person or warm and cozy type practitioner? Does your lifestyle demonstrate that you walk your talk? What makes you or how your work interesting?)
Simon Cowell, the most critical, yet most insightful judge of the group, kept hammering this point home. "You have no charisma" he told one singer. Ouch. But he was right. Great singer, kinda boring presenter. He needs to work on building charisma.
For the health or wellness pro, charisma is about being interesting, making your work relevant and keeping the eyes on you and the information you are sharing when you are in the front of the lecture room, leading a tele-class or adding personality to an otherwise boring health article.
Where many practitioners falter with this is believing that their work isn't about "them." While that may be essentially true, the way you deliver your services is a HUGE buying decider in an age where there many similar professionals doing the similar work,.
So show us what kind of artist you are. It's wildy attractive.
Tip #3: You Gotta Go For It!
A couple of the performers played it safe last night. They chose a song that they loved and thought everyone would love too (usually some sort of classic or blast from the past), they tried to emulate the original singer (instead of making it their own) and it just wasn't very compelling.
No more playing it safe. You have to be all in.
When you're not it shows: Your newsletters are sent infrequently, you don't market consistently, you don't make bold promises in your copywriting and essentially hide out.
Another way this shows up is by "niche-ing a little." It's when solo-professionals discover their niche, and then suddenly choose to dilute their new message and go back to what’s more familiar. That is, the “uncomfortable familiarity” of marketing their services the same way to the same people who don’t really want or can afford what they offer.
What the judges were looking for, and what America is looking for from you, is that you believe in your message and you "sing" it like your life depends on it.
Now you've got our attention.
Here's to finding your perfect song, a captive audience and having the courage to sing all out.
Karin
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Posted by:
Karin
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If you are in the health, wellness or life transformation field. Please take heed.
The practitioner model in private practice is over.
Your clients/patients are looking for a different kind of healer/coach/mentor/counselor/physician.
They are looking for leadership.
In times of uncertainity, fear and extreme stress (turn on the news and see what most Americans are literally "attuning themselves" to), people are looking for inspiration and direction.
Your audience now has zero tolerations for unclear messages, program offerings without a specific result, or any other type of wishy-washy presentation.
People are feeling burned and vulnerable. The illusion of job security is busted. Promises made have not been kept.
Translation for health and wellness pros: Anything other than a clear, bold promise of what you can deliver and an plan of action of how you will deliver will sound like BS.
Obama's administration understands this. They are setting the tone with lots of communication, bold leadership and outling clear action plans.
You too must do this too. You must make the case for your services, the value they bring to your target market's life RIGHT NOW, in this economic climate and highlight the importance of taking action.
This will make your services irresistably relevant to your client base.
Your audience is looking for a place in life to feel inspired. They are looking for clear direction. They are looking for an oasis of confidence in the sea of uncertainty.
Your private practice could be that oasis. No, I'm not talking about getting into local government.
I'm talking about when people come to your talks and client sessions, they feel your confidence, certainty in your expertise and for that one-hour they are with you, they can relax knowing someone's in charge and leading the way in matters that are important to them.
Be it relationships, health, money or dealing with pain.
And this can only happen if you start to LEAD your private practice and clients.
Essentially saying "Follow me! This way! I've got the solution you're looking for."
It's time to transform your private practice into a place where clients can relax, feel inspired and receive clear direction.
Clear program offerings. Clear plan of actions. Clear solutions. A clear message that cuts through the fear and hits home.
Become known in your community for being this oasis of certainty in your modality.
It's wildly attractive.
Wondering how little ol'you can do this? Check out this must-read book on this topic. It will spur your thinking in new ways and inspire a new level of courage to take the lead. (And it's a super quick-read!)
Here's to leading your private practice to continued success,
Karin
Like what you read? Learn more about revamping your message and sharing your unique talents with the world by signing up for my newsletter. Get the details here.
