Are you curious about the possibilities behind bringing their business and brand online?
You’re not alone.
This is for good reason.
In business terms, the potential leveraging of your time is 10-fold that of a face-to-face business. That goes for 1-on-1 models, as well as group training. Not to mention, the overhead costs compared to a brick and mortar business are utterly abysmal.
The potential income diversification is vast, and you quite literally have the freedom to engineer exactly how you want to spend your time, and who you want to spend it with.
There is no shame whatsoever in not wanting to slave away on the gym floor 40, 60, 80 hours per week.
It’s a both a physically and psychologically demanding situation to be in week after week, year after year.
Burn-out is a very real thing, and comes with most business structures that function as more of a “job” than a thriving business.
Your income is capped by the number of hours you can put in per day with a smile on your face. What’s more, the majority of your time is likely spent training people who aren’t necessarily your “ideal” client. The kind of client you’d jump out of bed in the morning to go train. The kind of client you got into this business for in the first place. The kind of client that brings out your true passion.
After you’ve put in your initial years of grind-time that all rookies need to go through, there’s absolutely no reason why your time shouldn’t be spent with the people you’re truly motivated by – WITHOUT sacrificing every other area of your life.
Transitioning partially or fully online opens up an entirely new world of possibilities.
Now, along with this idea of “online personal training” comes the image of the laptop on a beach lifestyle. Allow me to squash this for you immediately:
Online or offline – if you want to grow a successful, profitable, thriving business, you need to accept the fact that you’re going to work your ass off. You are going to be uncomfortable.
YES – you can create more time freedom in the short and long term.
YES – you can multiply your monthly income several times over with the right systems in place.
YES – you can spend time working with people who actually EXCITE you every day.
YES – you can take more trips or potentially live in different locations, taking a month or two off every year.
These are all very possible. However, this doesn’t mean you’re going to be backpacking across India for 6 months in the quest to “find yourself”, sipping coconuts and sangria all day, while popping onto your laptop 4 hours per week.
It’s just not gonna happen. Especially in the formative years of your business. It’s offensive, lazy and utterly naive to think otherwise. The difference lies in actually enjoying your work and what you get to create, and who you get to impact every single day.
Can’t accept that?
Kindly remove yourself from this industry and go build some drop-shipping business around cheap Chinese knockoff watches.
Online personal training, when done well, is very serious business. Few do it right. The purpose of this article, is to give you the framework and steps behind what’s required to start (or grow) your presence online in a way that sets you up for short and long term success.
The overarching requirement before you should be allowed to consider ANY of the following, is to actually be damn good at your craft. Training – online or off – is a massive responsibility. No amount of marketing or shiny words can make up for a terrible product or service. Do something better than anyone else, or create something truly useful and unique.
Now, nothing is truly “new” in this industry. The only truly unique asset you have at your disposal, is you. Your damn self. People buy products. People invest in people. Make yourself worth the investment.
Integrity is sorely lacking in this industry to begin with. The last thing we need is more charlatans proliferating and spreading their scams, pseudoscience, and agendas. Take your bulletproof coffee elsewhere.
Step #1: Create Your Ideal Number.
Specifically break down EXACTLY how much money you want to be making each month to support the life you want. The real number. Not the number you think is “realistic”. How to get to this number will be covered later.
The important thing is to have this number as your North Star for everything that you do.
$5000? $10,000? $20,000 per month? Write it down.
A second strategy, if you find yourself in particularly tight times right now, is to figure out what’s called your “Do or Die Number”. The amount of money you need to see deposited into your account within the next few weeks to relieve stress, pay off debts, and allow you to live with a clear head.
We’ve all been there. You’re not alone.
The good news?
It’s completely under your control.
The bad news?
It’s completely under your control.
Nobody is going to do the work for you, but we CAN show you the way.
As you continue to read, I’ll explain how to structure and launch things to hit both of those goals in a step-by-step fashion.
Step #2: Why you? What makes you so special? I mean, really.
To be successful in any game, you need to have a well defined Unique Selling Proposition (USP). What makes you, you? What are you best at? What lights you up every day? Why did you get into this in the first place?
A Jack of All Trades isn’t just a master of none. He’s a broke, scattered mess with no direction and a flaccid brand image.
Become confident and solidified in your identity within this industry.
Now, leverage that identity to get clear on exactly who it is you’re going to target in your business.
Define exactly who it is you’re going to be talking to throughout all of your content, marketing, sales copy, and product construction.
Wether it’s physique-specific training, contest prep, rehab, single moms, sport specific, skinny guys, beginners, the over 40 crowd, stressed out corporate ballers, or anything in between – nail down who you’re going to target, and what makes you worthy of servicing these people.
What problem do they have that you solve?
What are their pain points every day?
How can you relate to them, and what kind of a track record do you have successfully working with these people?
How can you differentiate yourself from the rest of the noise in the industry? Hint: the answer lies somewhere between you as a person, and your method of delivery.
Step #3: How will you be seen? Video, articles, instagram, all of the above?
Content truly is king. It is the most effective method of positioning yourself as an authority in your chosen realm of specialization, while providing true value to your audience.
The syndication and organization of that content is Queen. Without a method behind the content madness, you’ll quickly spiral into a sporadic, pathetic mess.
With so many tools available in today’s online world, it can be overwhelming to know what to focus on.
The answer lies somewhere between what you’re most comfortable with, and what brings a high rate of return on time invested.
I recommend choosing three avenues to begin with, and focusing all of your effort on connecting and optimizing them.
The choices are endless:
-Facebook groups and public posts
-Blog posts and guest articles
-Instagram content (stories, videos, pictures, profile links)
The most important factor behind choosing your mediums, is having a way to connect and own them all. Whatever medium you choose, they all need to point toward your centralized business “home” and lead your audience into your funnels (free products and further content leading to your email list and offers in the future). This could be your Facebook Page or website. The advantage of having everything point to a website is the fact that you OWN that platform. It’s yours. It’s not going anywhere, and you control every single aspect of it.
Here’s an example:
Let’s say Jonny Broscience chooses the following to focus on:
-Closed/Private Facebook Group
Instagram: Regularly scheduled value-based content in the form of instagram stories and brief instructional videos/posts. He’ll push amazing content to his audience every day, and have a link in his bio to a free program or offer that his audience can take advantage of. Instagram stories can also be leveraged quite smoothly.
When they click the link and sign up for the free program, guide, or whatever he ends up choosing, they are added to his email list, and also prompted to join his free Facebook Group where he regularly posts different content, and interacts with members on a more personal level.
These people are now in his web of content and influence.
Facebook Group: Using pictures, videos, polls, posts, challenges, and other forms of content, our boy Jonny creates a free, responsive, interactive community of people who are genuinely interested in what he does. This leads them to know, like and trust him.
Within the group, he can offer his free program or product, and again have people join his email list and web of influence. What’s more, since this is such an intimate platform, he can occasionally offer special promotions within the group directly to people who are already interested in his services and value he provides.
Articles: By putting out regular, value-packed articles speaking directly to his target audience, Jonny can then share these pieces to his Facebook page, Facebook Group, and Instagram profile. This will in turn drive people to his website, have them drink in his content, be exposed to his services on that website, and ALSO join his email list once again.
Are you seeing a trend here?
All roads lead to the same point. Every tool above is used to create value and prompt his audience to join his web of influence. By having people join his email list (which he should be providing value through as well), he will be “top of mind” every single day for these people.
When the time comes when they decide they need to hire a trainer or buy a program, who do you think they’ll turn to? The guy they already know, like, and trust. The guy who’s already been providing immense value and interacting with them every single day.
The beauty of this system lies in how you set it into motion. Every week should have a content posting schedule that works in a logical, sequential manner.
-Instagram post on Topic #1
-Facebook post on Topic #1, with a prompt to join his free Facebook Group
-Longer version and/or short video on Topic #1 within the closed Facebook Group
-Main detailed article and/or guide on Topic #1 with a call to action
There are a hundred ways to structure this, and it all depends on what’s best for your business, message, and voice.
Step #4: Structuring Your Business to Create The Life, Profits And Impact You Want: The NUTS And BOLTS
1)Training clients online is a different beast entirely to face-to-face training.
When bringing your training business online, your systems behind how you actually coach clients need to be consistent and airtight. Often times, you can get away with being a bit “loose” in your organization of Face-To-Face clients. They show up, you show up, and you get to work.
It doesn’t work that way online. If you want to build a strong, thriving business around training, your systems are everything.
2) Creating training programs and a design process
Program design is important. You know this. We all know this. When shifting your focus to online programming, you need to consider two things:
a) Your presentation. Nobody wants to receive an email with link to a black and white word document you’ve slapped together using arbitrary bold fonts, with no particular structure. A branded, well-build template design is essential. Something that allows your client to easily print off their workout sheets, or pull them up on their phone while in the gym to track their progress. App creation is also something our Cartel Members are using with success.
There is some software out there that addresses this, but I’ve not found anything that I consider to be adequately customizable and useful. Thus, I’ve created my own system of training organization and templating that’s exclusively available to those in the Coaches Cartel.
Of course, you can always create your own spreadsheets. Just ensure they’re pleasing to the eye and functional.
b) If you’re doing it right, it can take a lot of time. Building a new program from the ground up can be an extremely time consuming process. A truly customized training program should have a lot of effort put into it. After all, you’re providing an elite service. Periodization blocks, volume progressions, intensity waving, frequency and specialization alteration. This isn’t the place for $50 “custom” Instagram plans that aren’t custom at all.
However, this doesn’t mean you can’t streamline the process for yourself. Create a network of templates to pull from. Categorize them by gender, number of training days, main training goal, body part focus, level of advancement, and whatever other variables you see fit to include. The more you have, the easier it is to pull from these templates and have something pre-built you can tweak and adjust for the individual.
Again, I’ve created a system for this that’s available to the Coaches Cartel members. If you have questions on how to construct your own, leave a comment and I’ll help you out.
3) Creating nutrition programs and the design process.
Exactly like the training program construction process above, you NEED to have a systemized method of creating effective, bespoke nutrition protocols for your clients. If, of course, this is a service you offer.
I recommend creating templates (or using the ones found in the Coaches Cartel) that auto-complete values of foods, have drop down menus, and generally make your life easier.
Chances are, a lot of your clients are going to have similar needs. Having pre-existing templates to pull from that you can tweak on the fly will save you time, as well as increase your consistency in client service and results.
Building this framework for yourself once, will save you an unbelievable amount of time moving forward.
Systemize these things to ensure you can actually spend time coaching and building your business. Utilize buckets, templates, elimination systems, and questionnaires to narrow down your client’s needs.
4) Application forms and assessment processes
When a prospective client is thinking about signing up for your services, you need to have a comprehensive application/assessment process in place.
Creating an online form is the easiest way to do this. It allows you to qualify the potential client and determine wether or not they’re a good fit for your program, and also makes the client fully aware of what they’re getting themselves into.
Wufoo is a great choice.
This should include a background on their previous experience, current goals, a snapshot of their life overall, financial ability, and questions that let you know they mean business.
5) Check-in and progress report systems
One a client is actually on board, you’ll need a standardized method of tracking their progress, and a place where they can submit their progress reports.
Simply doing this through email while attempting to remember who needs to check-in or be updated at what specific time time every single week is an exercise in insanity.
You will lose track. You will lose your mind. Trust me.
Develop a schedule and automate the process for yourself.
Have a staggered update system in place across the month for your clients to submit their progress results to you. This way, you won’t have everyone’s reports flooding in all at once. It’s far more effective to do a few each week.
As far as actually submitting their progress goes, I recommend crating a page or form online that the client opens when it’s time to log a report. Link this to your email account, or have a separate email set up exclusively for client progress reports. When your clients submit every 2-4 weeks, it will be automatically delivered to your email inbox.
No need to prompt clients for updates. No need to do anything other than review their progress, and make adjustments.
Choose one day each week where you set aside time for this, and batch your responses. Both you and your clients will thank me later.
A more advanced option for this is to actually have a client membership website or app created where everyone’s profiles are independently housed in once place. Current stats and stat changes, their current program, what nutrition they’re following, amongst other things.
The more you can centralize your process, the easier your life will be, and the better your clients results will be.
6) Tracking systems: Stats and Money
Data is everything.
When it comes to your clients, having a place where you log their trending results every week is an incredible tool that you should be taking advantage of.
Having a history of data to pull from across any period of time allows you to look back at what was, or wasn’t working, and how that influences your future programming decisions.
Like everything else I’ve discussed so far, make this easy on yourself and create a system. A simple, yet detailed spreadsheet will do the trick.
When it comes to your business, tracking is equally as important.
Know exactly where your money is coming from, when it’s coming, how it’s coming, and what your projected revenue is going to be this week, month, and year.
Are your clients paying you up front for 12 weeks? Monthly instalments? What is the potential recurring yearly income for that client? How many client slots do you need to fill to hit your monthly target? What are the billing dates? Have you automated this process? What fees are you incurring though your payment processor? What launches do you have coming up? Which clients are coming close to their renewal dates? How many categories of services are you providing and how are each of those performing?
Do not skip this step. “Winging” things via email and sending individual reminders to each client every month asking for money is no way to live, and certainly no way to run a business.
Build a business, not a job.
If you can’t wrap your head around doing this yourself, then we can recommend some software available on the web. Or, take advantage of the template systems we’ve built inside the Coaches Cartel.
7) Support System Design
Decide how you want to serve your clients, and be strict with the implementation.
Making yourself available at all hours of every single day via email and text message might sound like a good idea, but you’ll soon come to understand that clients will begin to expect immediate responses from you, no matter the occasion.
First, nail down your communication pathways. Email? Text? Messenger service? Facebook coaching group? Coaching calls? Group calls?
This will be highly dependent on the level of service you’re providing (one-on-one, group coaching, membership site, etc).
Second, implement a structured time block where you take the time to respond to questions every day. An hour or two in the morning or night. Make sure your clients are explicitly clear on the fact that you take this time to respond to questions, and they may not get a response right away.
Manage your clients. Don’t let them manage you.
Of course, if it’s possible and doesn’t interfere with your day, answering a few quick questions off to cuff via text isn’t a big deal.
Just be careful not to spend your entire day “putting out fires” at the detriment of everything else, when you could batch all of those questions for a specific pre-determined time. Besides, my fellow Fit Pro, if you’re good at what you do, there shouldn’t be many “fires” to put out in the first place.
This is about creating freedom for you, as well as increasing your coaching ability for your clients.
8) Referral systems and renewal processes
Listen up: if you don’t have some form of a referral reward system in your business, you are leaving a ridiculous amount of money and potential clients on the table.
Think about it. If you’re killing it in your coaching, your clients are getting results, and they’re overjoyed with the level of service you’re providing – why wouldn’t they want to tell their friends about it?
Why not encourage this? Why not reward this.
Referral-based leads are some of the easiest to convert into paying clients. A trust element has already been established, as the referral has seen their friend getting results with you.
Maximize these leads by having a system in place to reward your clients for referring people to you.
This can come in any form you like.
A simple system that I’ve implemented with success in the past is as follows:
“For every friend you refer that signs up for the program, you’ll receive 1 month of free coaching. My gift to you, and a thank you. 3 friends? 3 extra months. 12 friends? That’s one whole year of FREE advanced coaching.”
A new client signed on has a value 5-10x the cost of a month of free coaching. This is a no-brainer.
Get results with your clients. Results so good, they can’t help but brag about. Then, encourage that bragging to attract more happy clients, and let the cycle repeat itself.
Even easier than referrals, are renewals. Again, if you’re getting results, there should be absolutely no reason for them to stop working with you.
At least one month before their scheduled package comes to an end, begin the conversation about new goals to set moving forward. Plant the seed in their head. The journey is never over in this game. The best clients are those you have for 5-10 years. The clients that you know inside-out like the back of your hand. The clients you absolutely love and make your life extremely easy. The clients that grow your business for you organically.
Your coaching program should be built with the intention of having that client renew on either a month-to-month basis, or another extended package.
Make it worth their while.
Offer your high-end coaching services with an initial 90 day minimum commitment at $1200.
After the initial 90 day period, they can continue with you at a discounted recurring monthly rate of $350 that’s left completely open-ended.
Or, offer another 90 day package (possibly easier to digest for them) at $950, instead of the initial $1200.
9) Accountability systems
Accountability and consistency is a key factor behind your clients getting results, and having those results broadcast to the world.
Create a system of accountability for your clients that keeps them on track week after week.
This can of course be integrated into your bi-weekly progress reports. However, why not go a step further?
A habit-based weekly form for your clinets to fill out is an effective tool.
Tools like a Facebook coaching group are great for housing things like “Monday Motivation” posts where your clients post their goals for the week, or “Friday Wins” posts where they can post exactly how they killed it that week.
Depending on your demographic, have clients post pictures of their meals to the group. Set up “PR Reports” to celebrate their personal records they’re smashing.
The possibilities are endless. Create something that motivates your clients to stay on track.
10) Pricing your services competitively, and consciously.
Pricing can be a headache.
This is where your goal income targets come into play.
Work backward from your monthly or yearly income goal and determine exactly how you can reach that number.
Much of this is dependent on whom you’re targeting. Single moms will most likely operate on a different price point than stressed out executives. Determine what your market can handle.
If your monthly goal is $10,000, how many clients does that equate to? How many packages? Do you need to diversify your income streams?
If the answer is yes, then how can you scale a second service at a lower price point?
Truly bespoke, high-end online coaching means you are going to need to cap the number of clients you take on at one time.
Selling 20 clients on a $1000 12 week program works out to $20,000 (easy math, kids), and is quite honestly an average price-point for this category of program, especially if you’re great at what you do.
Spread across that 3 months, you’re looking at a monthly income of roughly $6660.
That leaves you just $3300 shy of your $10,000 monthly income goal.
How do we fill these gaps? Well, that’s highly dependent on what best suits your target audience and value delivery methods.
Option #1: One-off pre-packaged programs.
Build 12 week pre-built programs for those who just need something to follow at a lower price point. $400 per program is a great place to start if you position yourself well enough. Selling just 8 of those programs per month (two per week), is all you’d need to break through that $10K mark. With some simple funnel systems and content delivery schedules in place, that’s a very attainable number.
Option #2: Online group coaching.
Try out the one-to-many method on an online platform. How you structure this is entirely up to you, but can be as simple as housing things through an email list and Facebook coaching group. $150/month for each member, each given a standardized training program and nutrition guidelines monthly, with ongoing group support. Keep it simple. Fill the group with 20-25 members over a couple of weeks driving traffic to your offer, and again you’ve broken through the $10K per month mark, without killing yourself in the process.
Option #3: Membership sites.
Essentially, a membership site can be a place where you package up the principles behind what you’re doing with your one-on-one clients, and deliver it weekly to a large group of people. The options are again, endless. 50 members subscribed at $60/month will also break through your 10K ceiling. The best part? You can scale your membership site as large as you’d like. 6 months down the road, you could have 150 members on your site, dropping you an extra $9000 in monthly passive income.
In the Coaches Cartel, we break down the specifics of how to do all of these things, and much, much more. It’s about having the framework and templates in place to allow you to launch quickly, and effectively.
As you can see – reaching your monthly income goals becomes a game of strategy. However, the underlying principle of this is that you deliver absolutely outstanding value to your clients and audience, regardless of where they are in your business model.
11)Covering your ass
With the fun stuff out of the way, you need to ensure your ass is covered on the legal side of things. In the of chance something horrible were to happen, protect yourself and your business by having disclaimers, policies, and assurances in place.
Most of these things can be found online, and customized to your needs. We help make this airtight in the Coaches Cartel as well. You never know what could happen. It is the fitness industry, after all.
Step #5: The business of results.
Results is our business. Results is your business. If you get results, you should have no problem implementing an iron-clad guarantee within your business.
Define that for yourself. Put yourself in the shoes of your audience. Remove all risk, doubt, and objections for them ahead of time. Create a guarantee that makes it ridiculously easy for them to invest with you.
So: what is your guarantee and how are you going to back it up?
Now, once these clients are on board, you’ve guaranteed their results, and they’re ready to dive in – how exactly are you going to ensure delivery of those expectations?
This comes down to organizing your week in an airtight fashion. Every single day needs to be broken down into time blocks, each allocated to different aspects of your business.
This is to keep you sane, structured, and productive. When are you going to design programs? When are you going to update plans? When are you going to do coaching calls? When are you going to publish content? When are you going to create that content? When are you going to construct, tweak and monitor your marketing funnels? When are you going to write emails to your list? When are you going to manage your books? Qualify leads? Read applications? Call your mom?
All of these things and much, much more need to get done every single week. Trying to manage them all in a haphazard way on an “as needed” basis is a recipe for disaster.
Learn how to time block effectively, and proportionately throughout the week.
Doing this will ensure you’re delivering the best service to your clients, while keeping a clear head and waking up with a plan every day.
Step#6: Growing Your Business.
Let’s go through a rapid-fire list of just some tools at your disposal to be used for growing your business. Implement some, or all of them, depending on what you need right now.
How is your business actually structured? How many levels of service do you provide? This should be built with your ultimate income goal in mind.
The most simple formula is to construct something along the lines of:
Tier #1: Free content + Free Product/Download
Tier #2: Low-end product ($7-$57)
Tier #3: Group Coaching/Membership Site ($57-$97/month)
Tier #4: High-End 1-on-1 Coaching Program ($1200 – 90 day package)
Tier #5: Retreats/Bootcamps/Seminars/intensives ($1500-$3000/person)
The options available are truly endless. Wether you focus on selling products, or selling high end coaching – there’s a model for you.
In the beginning? Focus on one. Yes, just one. Preferably your mid-to-high level coaching service. Fill it up to the brim, then build things out from there.
Marketing: an overview of your ecosystem.
Choosing the tools you’ll be using to drive the majority of your business traffic into becoming qualified leads is essential. As we covered before, narrow these down to 2-3.
Content publishing schedules
Effectively executed content publishing calendars allow you to plan ahead and have the next 3 months outlined.
Every week, you should know exactly what main pieces of content need to be created and published, as well as what smaller social-media-based posts should be launched to promote it.
Every week, month, or quarter could have a theme to coincide with whatever programs you’re running or launches you’re planning.
Structure your content approach instead of simply deciding what to write or record about on the fly with zero premeditated agenda.
The low-hanging fruit. What do you have available to give to your audience free of charge? Something of value. Something that subscribes them to your email list or updates. Something that blows them away and entices them to seek out more of your paid services.
-Free downloadable guides
-Video training series
-Free generalized training or diet programs
The delivery method is less important than the information itself. Put out strong material, and you’ll create impact that attracts strong clients.
Fluff-Free, Quick, Effective Launch Strategies For Your Bottom Line:
Here’s the truth: What you need right this moment is likely along the lines of $2000-$6000 added to your bottom line in the next four weeks.
Relieve some financial pressure. Get an influx of new clients. Renew old ones. Give yourself some room to breathe.
If that’s something you need – then you should truly be focussing all efforts on making that happen as quickly as possible.
This means you are NOT going to waste time perfecting your funnels, trying to blast all of your social media accounts while creating others, or developing a completely new brand strategy.
No. What you’re going to do is focus on a single program launch. Doesn’t matter what it is. Pull from your existing network. Message literally every single person in your contact list that might be suitable for what you’re offering. Every single past client. Every single past lead.
What do you realistically need? 10 clients? 15? If you’re reaching out to 100-150 people, 10% conversion rates are astonishingly easy to attain.
How might this launch work?
Offer everyone on your contact list the opportunity to join your free private Facebook Group. Absolutely blast them with value and push engagement. Videos, pictures, polls, challenges. All in one centralized place.
Craft a special one-time offer specifically for this group. An 8-12 week transformation case-study program, for example.
The specifics of how to do this are shared on the inside of the Coaches Cartel. Down to the letter. But you can easily execute on something like this on your own.
It takes work. It takes multiple hours per day dedicated to it. It takes drive. But it also works. We’ve used it, our clients use it – you can use it.
This is just one fast-start launch process that we teach. All based around avoiding the sleezy, formulaic “info product” launch strategies you so often see implemented (you’re likely subscribed to some of their lists).
Email marketing that’s actually worth a damn.
Directly related to the previous point, email marketing (and more recently, Facebook Messenger Marketing) is one place where you can truly begin to develop a closer relationship with your audience.
A place where you can provide immense value on a more intimate level, prompting interaction and responsiveness from your audience.
This should be the central hub of your business where people receive both exclusive content not seen anywhere else, and can stay up to date on all your offers (paid, and otherwise).
Your list quite literally can equate to dollars in the bank. At a certain point, every time you send an email, you should have clients banging on your door.
Knowing the correct times to send email, with what content, and in what structure will have an immense impact on your bottom line.
Facebook ads that actually work.
Facebook Ads. If you’re doing them wrong, you might as well not be doing them at all. In fact, in the early stages of your business, you shouldn’t need to rely on them whatsoever.
When it comes time to dive into this resource, learn how to optimize your promotions in every way.
The copy. The targets. The areas of attack. The timing. The image. The colors. The call to action. Every single aspect matters.
When it comes to Facebook, simply pouring more money into these ads will NOT increase the number of leads you produce. At least, not right away. Knowing how to split test, optimize and refine your ads before scaling them is the name of the game.
Either hire someone to do this, or take the time to learn the ropes from someone’s who’s already killing it. Most importantly, don’t even consider this avenue until you’ve maximized the other strategies available to you and the growth of your business.
Funnel systems and qualifying leads.
Does your offer suck? Does your message suck? If so, you’ll find yourself talking to potential clients that don’t necessarily fit your ideal qualifications.
The name of the game behind all of your sales funnels and lead generation systems, should be to qualify your leads. This ensures that when it comes time to speak to a potential client in a sales consult (or sales page) they are already prepared to throw money at you for your services, while ticking all of your “ideal client” boxes.
Achieve this by being brutally clear with who you do and do not work with. This starts with the content you produce, and ends with the application form.
Craft your offers and content in such a way that they speak ONLY your ideal client. The sales process then becomes less about actual selling, and more about “when can we start”.
Promotions: Scholarship programs and Transformation contests
Typical frameworks for a potentially successful online launch can take the form of Transformation contests (painfully common and rarely done with any semblance of originality), and Scholarship promotions.
Each of these operate on incentive-based models.
In the transformation contest model, a typical incentive model can be as follows:
-Reduced rate for entry into the contest
-8-12 week commitment (for some fancy psychological marketing magic reason, using the term “90 days” converts better than “12 weeks”)
-Some sort of financial or product-based reward for the top 3 winners
-Offer a limited amount of free spots for those who like and share the promotion multiple times
-Contestants’ results can be posted after the contest, giving you free marketing material, and they receive social validation.
Running a coaching scholarship is something slightly different.
Ultimately, this involves you opening up 2-8 FREE coaching slots in your roster. Yes, entirely free.
However, clients need to apply for entry into the program. Not just anyone is accepted. Create your own ideal criteria and qualification system. During this application process, they are prompted to leave comments, share the scholarship post or ad to various social platforms, and generally have a high level of engagement.
The point is to give your business an extreme boost in exposure.
During this process, you’ll ideally have a flood of applications at your doorstep. Not everyone can be accepted into the program. For those who don’t win the coaching scholarship, offer them entry into your program at a discounted rate.
This is an extremely simplified explanation of how the scholarship system works. However, by the end of it, you will have a legion of both FREE and PAYING clients all getting amazing results with your program, while your business receives an unprecedented level of exposure.
Leverage that exposure to your advantage.
Facebook Messenger Marketing
I’ll save this ninja portion for the Cartel Coaches.
What’s important is that you begin to grasp the power that is now becoming available via direct message marketing. Especially through Facebook Messenger. Automation sequences, ad campaigns, one-click checkouts.
The strategies now available in this realm will be weapons of mass domination for you when it comes time to step-up your online game.
A quick google search will show you exactly what I’m talking about.
A bit beyond the scope of this article, yet still worth mentioning. I will say that very, very few coaches should be focusing on this at all. You truly need to have reached expert status in your realm; to a point where retreats and intensive bootcamps become a natural progression for your business. Well designed retreats, seminars, and camps run on a quarterly basis are extremely powerful.
Form a financial standpoint, you stand to bring in $15,000-$40,000 every quarter.
Further, if you position yourself correctly, these events will naturally create your quarterly marketing content for you. Record and package up the information and workouts housed within these retreats. Offer snippets of lectures over weeks and months. Develop content strategies based off of all of this, so that your events become the ultimate culmination of what your brand has created for the entire year.
Weekly social media strategy
We call it the Social Media Strategy 2.0.
Going through each week haphazardly attempting to release something on each one of your profiles without a clear theme or direction is yet another way to get nowhere quickly.
What’s worse? Putting out content without a clear call to action that leads your audience to either more free content, or how to exactly invest in your product or service.
Every Saturday or Sunday, set aside time for a strategy session. Plan out each and every day of your week. Each few days should have a theme topic. Each one of these topics can be broken into different kinds of content. Instagram posts, longer Facebook posts, live-streams, short one minute videos, and complete blog posts.
Simply copy/pasting the same content across all networks isn’t good enough. You need to give people a reason to engage with you on different platforms in different ways.
Understand that a platform like Instagram triggers different psychological interaction incentives than Facebook does, and structure your delivery to compliment this.
Here’s an example:
Topic: Your Topic Here
Headlines: 3 separate headlines all on the same topic
CTA: The call to action that your content will point toward today
8am: Video (Facebook or instagram)
8pm: Longer form copy + Image
Each of these will cover the same topic, with differing levels of detail to suit the platform they’re released on.
Topic: Your Topic Here
Headlines: 3 separate headlines all on the same topic
CTA: The call to action that your content will point toward today
8am: Copy + Image
Notice how as we go through the week, the order of your content delivery will rotate. In this way, you’re not just doing videos at 8am every single day. This allows your audience to be exposed to more variety, depending on when they are most active during the day.
Now, at the end of the week, all of your content could lead up to one main blog post or article that dives deep into everything you’ve discussed. Not only does content production become simplified, your engagement will rise exponentially.
Putting out fucking brilliant content and deliver with brilliant coaching
This is where honesty can hurt.
If your content is average. If your coaching is average. If your results are average. If your effort is average. If your passion is average… Well, your success will be average.
Constantly work to become better at what you do. Master your craft. Never stop learning or convince yourself you’ve reached a point of “good enough”.
The absolute best coaches and entrepreneurs I know, spend more time and money on their own education every year than you can possibly imagine. It seems ridiculous in some cases. Almost unnecessary. Yet, this is a commonality among every single member of the elite, and it shines through the content and services they deliver.
Be undeniably excellent in all that you do. If you strive for anything less, then you shouldn’t be reading this article at all. Kindly close this window, and go back to watching YouTube videos.
Step #7: The Assassin’s Approach to Sales
Systems, systems, systems.
The Assassin’s approach to sales involves getting laser specific in every aspect of your sales process. In reality, every single word, video and image you put out into the world is a form of sales copy. The right kind of sales copy. You’re conditioning and moulding your audience to become receptive to your brand in general.
You’re leading them down the path to know, like, trust and respect you.
Thus, when it comes time to have a sales call, construct a sales page, or shoot a sales video, it resembles nothing more than a sincere conversation.
By the time a potential client reaches these elements of your sales process, they’re already aware of the financial commitment, they know exactly what’s involved, and you’ve addressed every one of their potential objections.
There should never be a point where you’re trying to convince someone to give you money in return for your services. YOU are in control. The sales conversation should be the final step in your process where your leads are simply asking when they can start, and where to send their money.
Sales Calls and structure
One of the most important things to remember, is that YOU are in control of the conversation. You are interviewing the client. You are NOT putting on a pathetic song and dance to win the affection of your audience. You are there to establish IF you can help them, and HOW you can help them.
If you don’t have one already, build your sales call framework. This should be no more than a six-step process. Every single call you make should follow this framework, making sales as easy as 1,2,3.
Of course, we have tested and proven frameworks inside the Coaches Cartel available to you, but we’ll also delve deeper into this subject in future articles.
As far as sales pages go (if it’s appropriate for your offer), they follow the exact same principles I’ve outlined above. For the dirty details on Sales Page structure, either book in a call with us, or keep an eye out for future posts.
Case study strategies
Case studies and testimonials can and should be the lifeblood of your business.
As often as possible, broadcast the results your clients are getting to the entire world. use language that speaks to your audience, and conduct interviews with your clients (who should be more than willing to participate if you’ve developed the right relationships).
Just a few of the other strategies we tear apart inside the Coaches Cartel include:
3-step Video Content funnels leading to direct sales
Monetizing your Facebook Group
Monetizing your Facebook Page
Standard Operating Procedures for sales funnels and systems in general
Outsourcing 101, 102, and 103
Step #8: Structuring your life for success
Allocating your time in an intelligent structure is a major key behind short and long term success.
Take a breath and review everything you’ve just read.
Does it make sense to go through your week without a structured schedule, attempting to get it all done effectively? No.
Start treating yourself and your business with the professionalism that’s demanded.
Every day of every week needs to be broken up into time blocks. Categorize the key areas that you need to focus on each week, and schedule them in a recurring fashion, so that your weeks look exactly the same through each month. In this way, it’s easy to tweak and refine things based of of the results that you’re getting (indicated by your weekly KPIs).
Use a spreadsheet. Use your calendar. Use a piece of damn paper. I don’t care. Find a method of targeting your madness that you can stick to.
After all, the entire point of building a life of leverage is to eventually create more freedom for yourself. This will never happen while doing things freestyle.
Step #9: The Technical Sh*t.
Rule numero uno: You are a coach, NOT a web designer.
Being uncomfortable with the plethora of online tools and tech available to you is entirely normal.
Being “tech savvy” is not, and has never been, a prerequisite to running a successful online venture of any kind.
First of all, only the very basics need to be focussed on in the primary stages of your business. The rest? When the time comes, outsource whatever you need to someone who will do it in a fraction of the time, at a reasonable cost.
Don’t have the financial means to outsource anything right now? I’ve got you covered. There are many free, easy-to-learn tools out there available to you that will get the job done in the short term, prepping you for growth in the long term.
Let’s review some of the tools and tasks you might be faced with:
Sales funnels and landing pages: Clickfunnels, Leadpages.
Clickfunnels and Leadpages are both extremely valuable tools in your sales armoury.
When you see businesses with opt-in pages, sales pages, webinar registration, landing pages, and other stand-alone action-based pages, the owner or developer is likely using one of these two programs to construct them.
The good news is that they are quite literally built on a drag-and-drop framework. Meaning there is zero previous web design knowledge needed to look like a pro in a short amount of time.
Even better news? Inside the Coaches Cartel, we provide all of our clients with ready-made templates for just about every purpose you can imagine. Simply copy, paste, and tweak the branding and wording to fit your business.
Email lists: Aweber, Active Campaigns, Infusionsoft
As discussed before, building your email list in the long term is money in your pocket.
How to do this? Well, from Aweber, to Mailchimp, to Active Campaigns, to Infusionsoft – the options are vast.
I recommend starting with a basic platform to begin with. Something like Aweber or Mailchimp. The advanced campaign management tools within programs like Infusionsoft will do nothing but confuse and cripple you in the beginning.
Mailchip is completely free, and Aweber has a free 30 day trial period.
Easy to implement. Easy to instal. Easy to maintain. Just easy.
Website design and speed of implementation: WordPress.
Wordpress is, in my opinion, the only platform you should be considering when building your website. I’ll get into the finer details in a later article.
Now, remember: YOU ARE A TRAINER, NOT A DESIGNER.
In most cases, a website is not at all required to successfully run your first launch. In fact, it may only slow you down.
What your website should look like, how it should function, and the key areas you need to focus on can be covered later.
What matters is speed of implementation, and proper use of your time.
Either start with a free WordPress theme and hire a designer to customize it for you (at an extremely reasonable cost), or wait until you’re generating the income that allows you to hire a team to build it from the ground up.
Inside the Coaches Cartel, we hold your hand through this entire process with templates (recognize a trend, here?), advice, and even reference to our own designers at reduced rates.
Your main take-away from this should be to completely avoid dumping your time into a website when you should be focussing on everything else I’ve covered in this article.
The same goes for logo design. Get it done once, and get it done right.
Step #10: Putting it all together
I know, I know. This is a lot to take in.
Let’s simplify it together.
First, you need an iron clad game plan. Take the time to create it. Week after week. Every week. Planned down to each hour of the day, at least 30 days in advance.
30, 60, 90 day goals, and 12 month big picture plan.
There first 30 days is all about utilizing the resources you already have at your fingertips to generate a surge of clients and profits. Remove financial strain, and shift your mindset.
The second 30 days is all about optimizing this process, filling holes, and creating your long-term framework for growth. This is where your coaching systems, tracking systems, social media strategy, content calendar, website, funnels, and other tiers of your business come into play.
The last 30 days should be used to unleash fury unto this world. This is where preparation meets glory. This is where your hard work will truly pay off, and set the tone for the rest of the year.
After that? Repeat the process. Except this time around, you’ll be starting from a position of influence and advantage.
Set the Plan, get the Tools, seek the Help.
Let’s look at the things that are holding you back right now, and what that means for you. Of the aspects I’ve covered in this article;
Where are you lacking?
What can you do NOW to address that?
What if every single one of those limitations were removed for you, and you were able to simply focus on what it is you do best?
We’ve all heard the fantastical claims out there. The reality is that you can create whatever it is you want.
With the right plan, the right tools, and the right help, anything is possible.
The hard truth: If you’re not willing to work for it, and become better every single day, you’re simply not cut out for this. Not everyone is. Some people should be the number 2 or 3 in a company. It’s where they will thrive. This doesn’t mean that you cannot easily add $1-4k to your bottom line every month on a part time basis.
Join Us In The $100K Coach Plan:
We recently recorded the online workshop with a big group of trainers that –
Shows you how smart personal trainers can break the $100K in the next 12-months.