5 Steps To Crafting A Holiday Marketing Campaign
Are you panicking that you don’t have your January promotion ready to go? After all, January 1st is just 3 weeks away. In our health coaching business we actually get 2 New Years – January AND September.
It’s entirely possible that our businesses can bring in double or triple the regular monthly revenue if you have a solid marketing plan in place. Think about how amazing it would feel to wake up on December 30th knowing that you’ve already made a thousand dollars in revenue?
Whatever faulty thoughts are racing through your mind stop them now. Believe that it’s entirely possible for you to enjoy the cha ching of New Year’s Resolutions in whatever way feels authentic to you.
Part of my expertise is crafting marketing campaigns and funnels. I LOVE getting down and dirty with a client avatar and creating a marketing campaign that draws in your ideals clients.
For me there is nothing better than getting an email from a prospect who tells me that they resonated with my message and my story. It means that prospect felt, heard and understood so much so that they were motivated to send me an email to tell me.
Seeing as January will be here faster than we can say Rudolph the Red Nosed Reindeer, I’ve put together 5 steps that you can follow to QUICKLY craft a promotion. These strategies can be used any time of the year to market anything you’ve got going on in your business.
Before I dive into the 5 Steps To Crafting A Holiday Promotion let’s talk about the program itself.
Over 50% of the US population is classified as overweight or obese. 42% of the Canadian population is classified as overweight or obese. 1 in 4 Canadians have Metabolic Syndrome and 30% of the US population has Type II Diabetes.
Weight loss and detoxification are hot topics this time of year. Just because everyone and their mother will be promoting their own weight loss or detox program doesn’t mean that you shouldn’t throw your hat into the ring.
Since half of the US population is overweight there are more than enough potential clients to go around. Remember that you have an important message to share. People need to hear your version of weight loss… some will resonate with you and some won’t.
Follow these 5 steps to develop a well laid out plan for your January promotion so you can take advantage of the January mindset and help more people transform their lives.
Step 1: Identify the WANT
This step should be done before you even start creating your program. It should be the center of everything you do in your business. What do your ideal clients WANT from you?
When they fall asleep at night thinking, “If I could just ______________________________
then I would feel ___________________________.”
What are those two fill in the blanks for your clients? That’s what they want.
No one wants a 12-Day Detox or a 6-Week Weight Loss program. I know I certainly don’t want to go on a detox… I might have to, but I don’t want to.
Your first step in planning is to write down all of the feelings, benefits and outcomes that your ideal client actually WANTS.
They want to feel sexier, have more energy, get rid of their bloating, sleep through the night, balance their moods, get rid of cravings, reduce anxiety and so on.
Write out the top 10 things your clients want. Then write out 10 ways your program provides them with solutions to their wants.
Step 2: What’s the BENEFIT?
A big mistake I see health professionals making in their marketing is only listing the features of the program. For example, meal plans, recipes, videos, worksheets, etc., are all features.
Benefits describe the how. Features describe the what.
How will your program benefit your clients so they get what they want?
Write 3 to 5 benefit bullets that showcase how your offerings solve the client’s problem. Allocate 2 bullet points that highlight one aspect of your ideal client’s pain or an objection they would raise before investing in your services.
For example: for less than $7.99 per day you can stop stressing over what your next meal or snack should be because we’ve laid out your entire day of meals and snacks for you.
These benefit bullets should be on all of your marketing, in your emails and on your sales page. Emotions drive the decision making process so if you want to avoid the “it’s too expensive” price objection then providing your ideal clients with the specific benefits of your services is a must.
Step 3: Add VALUE
It’s common during a promotion to offer a discount. We know the psychology behind the deal mentality. Everyone wants the best deal possible.
Since we are in the business of life transformations we don’t want to be offering deep discounts or a BOGO type of deal.
In creating multiple online programs I’ve had to write a lot of sales copy. Whenever I’ve launch an online program I make sure to offer fast action bonuses. The bonuses serve to add a tremendous amount of value to the offers and replaces the need to discount the program.
What additional value can you add onto your offer as a bonus? Perhaps the bonus is only available for the first 15 new clients or for the first 48 hours. You can add a sense of urgency and scarcity around the bonus.
Step 4: The ASK
This is where we all kinda lose it. We feel uncomfortable asking for the sale. Even on a sale you have to ask for the sale. Don’t assume that people know to click on the register now button or can figure out on their own how to reach you.
After you’ve presented the benefits of working with you and your problem solving solution it’s time to ask for the sale.
Here is an example you can use:
I have 15 spots available for my XXXX program. Click the REGISTER NOW button below to claim your spot today.
If you are talking to a prospect in person, here’s an example:
I have 3 openings in my schedule. Would you like to secure a spot so we can continue to work together?
Step 5: Be Respectfully PERSISTENT
Remember that no one really wants to make changes to their diet or life. They might have to but 9 out of 10 people don’t really want to. It’s our job to stay at the top of their mind by being respectfully persistent.
Show up wherever your ideal clients are. It’s a good thing to be everywhere. Think about it this way… if you get 3 recommendations to buy a book from 3 different people plus you see ads for the book everywhere you are way more likely to go and buy the book.
It’s not likely you will buy the book if you only see one ad, right?
One of the biggest mistakes I see health coaches make is to send out only one or two emails promoting their program. We don’t want to bug our prospects or spam them with too many sales promotions.
When a store runs a sale do they just have one commercial or one newspaper ad?
Combine education, content and your promotion. It’s our responsibility to get the word out to those who need to hear it. There is nothing wrong with sending out 3-5 emails or targeted promotions as long as you are also providing good quality content.
Be upfront with your prospects or followers and let them know you are promoting your new program. Be proud of your program. You are a life changer and there is NO shame in that.