"steadily, authentically, organically and affordably fill your practice with clients that are a perfect fit"
won't break your bank or feel 'gross')
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| Why not give this video a watch before perusing the looooong letter below? You'll learn a bit about the day and what exactly I mean by 'pay what you can' (it might surprise you) |
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Is this workshop is for you?: These workshops will be most useful to you if you're some form of service provider such as those listed below:Therapist, Life-Coach, Massage Therapist or Body-worker, Reiki/Energy Healer, Meditation Teacher, Chiropractor, Breathworker, Natural Childbirth Support, Hypnotherapist, NLP Practitioner, Wellness Coach, Fitness Instructor or Coach, Pilates Instructor, EFT Practitioner, Shamanic Practitioner, Naturopath, Nutritionist, Herbalist, acupuncturists, TCM Practitioners. | Workshop Dates: to reserve your space justclick here* WINNIPEG WHEN: Thursday, September 22nd (9:00am – 5:30pm) COST: Pay what you want at the end of the day. TO SPREAD THE WORD ON FACEBOOK SPACES AVAILABLE: 20 CANCELLED * HALIFAX WHEN: Thursday, September 29th, 10:00am – 6:30pm COST: Pay what you want at the end of the day. TO SPREAD THE WORD ON FACEBOOK PACES AVAILABLE: 10 SPACES REMAINING: 4 * TORONTO
WHEN: Thursday, October 13th (9:00am – 5:30pm) COST: Pay what you want at the end of the day. TO SPREAD THE WORD ON FACEBOOK SPACES AVAILABLE: 20 SPACES REMAINING: SOLD OUT TORONTO - Second EventWHEN: Saturday, October 15th (10:00am – 6:15pm) COST: Pay what you want at the end of the day. TO SPREAD THE WORD ON FACEBOOK SPACES AVAILABLE: 20 SPACES REMAINING: 9 * CALGARY WHEN: Friday, November 11th (10:00am – 6:30pm) COST: Pay what you want at the end of the day. TO SPREAD THE WORD ON FACEBOOK FOR MORE INFO OR TO RSVP: CLICK HERE SPACES AVAILABLE: 20 SPACES REMAINING: 16 to reserve your space justclick here |
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From: Tad Hargrave, www.marketingforhippies.com
Three things (they might be important) . . .
First of all, this is a long letter. I knooooow. Long sales letters. I have the same reaction.
Second of all, you do NOT need to read this whole letter. Really. I've included all this information because it might be useful for you. But you're welcome to just sign up. This letter is to help you figure out if it's a fit if you're not sure - but if you already know you're going just sign right up.
Third, here's my promise: my intention is that even by reading this letter, your practice will be in a better place than it was when you woke up this morning. I promise. I've packed this letter chock full of insights, strategies and resources that you can apply immediately to get more paying clients.
So, with those things out of the way, here's a question we might share . . .
I've wondered this for years.
And I've come up with some ideas and perspectives that I hope you'll find useful.
Sooo . . . I invite you to attend a day long workshop (that you'd likely pay about $399 for most other places) on a pay what you can basis. Really.
Three things Pay What You Can means for you . . .
THING #1: It means you get access to a marketing workshop you'd otherwise pay $399 for and you are welcomed to set the price yourself. After you've received the value - based on how much value you received and what you can afford.
THING #2: It means that whatever you pay is okay. For realsies. There's no pressure or funny business about it. This is how I've run my workshops for the past decade - feel free to ask around. It means that you pay the deposit for the workshop and then pay whatever you want on top of that (we used to not do deposits and it just resulted in a lot of no shows). We think you'll agree that the deposit is a reasonable amount. It also means you're welcome to pay for the whole thing upfront if that feels more comfortable.
The only catch - and I think you'll agree it's more than fair - is that you must pay something - and that 'something' must be a number that feels in integrity for you. Not too much so you're stressed - and not so little you feel guilty. The right amount - for you, right now.
Here's what some past participants had to say about the pay what you can process when I asked them . . .
"I didn't feel any pressure at all. I was pleased with Tad's integrity and belief in the concept. It obviously works for him, but it seems like a foreign concept in a greedy world. It is a subject that makes most people uncomfortable, but Tad dealt with it earnestly and gracefully." - Leslie Joy Plaisance, Kelowna, British Columbia, Canada, http://www.yogabydesign.net
"The combination of the workshop and the one on one work with Tad produced a significant increase in my business. I learned skills that work to get results. It was fun! encouraging, and interesting. Tad was genuine and honest about Pay What You Can. I felt very comfortable with the process." - Nancy Christie, Toronto, Ontario, Canada, http://www.
"And, best of all, there was absolutely no pressure about the payment at all. I think that part of the authenticity factor was that Tad really meant it when he said it was a pay-what-you-can event. It would have been pretty churlish to walk out of there paying nothing, as he offered so much in terms of himself, resources, ideas, contacts, etc. Unless you are terribly stubborn, totally resistant to change, intensely lazy, or think you know it all, there's no way you could not increase your income after that workshop -- so sharing it with your inspiration seems pretty logical to me!" - Beth Landau-Halpern, Toronto, ON, Canada, http://blh-homeopath.com
I hope that helps to set your mind at ease about the payment. I set up the payment in this way so you'd feel both welcomed and able to attend something that might have felt out of reach otherwise. Something that could be vitally important to the sustainability and growth of your practice.
Here's the heart of this workshop for me: That your marketing goes from something that feels like this . . .
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Let me start this letter off by giving away the most critical piece of content that you will learn in the whole workshop. Below is a ten minute video where I talk about what I think is the most central and fundamental piece in marketing:
'The Journey'
 |
I grew up going to an alternative school (a Waldorf School). My mother was the local 'dealer' of a brand of homeopathic medicine called Weleda and I was surrounded by a lot of hippies and holistic types. My childhood was wool sweaters, learning to knit, mint tea, unsuccessfully learning to play the recorder, wooden toys and annual solstice bonfires at Hawrelack Park in Edmonton.
Years later, as I started working with a focus on green businesses - I noticed that many of the people who were attracted to my workshops were holistic practitioners (even though I wasn't marketing to them directly).
Often they shared the exact. same. story.
They'd gone to some holistic college and learned all about how to be a healer. And they left so excited. No more working a 9-5 job for the man! Many were beside themselves with excitement of being paid to do something they love. It was almost too good to be true. But they held an, "if you build it, they will come." attitude and went for it.
So, they built a business - and no one came. Or too few. Not enough to sustain them.
I've had so many friends go through this heartbreak and confusion of not being able to make their dream work. They wasted small fortunes of money on overhead and marketing approaches that just didn't work. Sometimes, I would have them secretly confess to me, "I guess this is the universe's way of telling me I'm not meant to be a healer . . ."
Many were forced to work another job - and some give up on their dream of being an holistic practitioner completely. And it's was so sad to see this. Especially when I could often tell exactly what they were doing wrong.
All because they just didn't know what to do or where to start.
After I heard this story enough times from friends and people I cared about - I decided to create this workshop. And then it just took on a life of its own.
But, whether or not you come to my workshop - I want to tell you where to start - right here in this letter. I promise I'll get to that in just a minute.
But here's the bottom line of my letter to you:
I’d like to invite you to attend my “Marketing 101 for Holistic Practitioners” workshop for whatever you want to pay me.
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"Tad's course was direct, brilliant, insightful and deadly
accurate. I have been in the healing arts now for over eleven years and
thought I knew it all but this course just amazed me. If you are just
starting out or have been in practice for awhile this course will turn
your head around and show you things you never thought of." - Atherton Drenth, Medical Intuitive, Author of Following Body Wisdom, www.athertondrenth.ca
"Thanks so much for all the information and useful techniques you presented in the Kelowna workshop. Now I feel that I know where to start to refocus myself and my practice, and that I have some concrete steps and practical techniques for marketing that I lacked previously. Previous marketing talks had left me frustrated as the global picture was not broken down into specifics and it seemed that only the real extroverts would be successful. Now marketing looks do-able, maybe even fun sometimes! Thanks also for the great resources,for your generosity in sharing your knowledge, for your integrity and vision for what is needed for a better world, and for your sense of humour. I am definitely referring other people to you." - Cheryl Clarke, Kelowna, BC
"The parties that you hold have inspired me although I have yet to
attend one. I'm getting ready for my own party next weekend: "Hey Sugar!
A Sweet Soiree" I was so inspired by your online invitation that
I used it as a template. I hope that you don't think I'm just a copy
cat and instead are honoured that I think you're such a cool guy with a
great approach! I invited about 100 people.I review my notes often!
The diagrams you made were very easy to make sense of and showed the greater picture of what happens within interactions. They allowed me to see the whole picture. For instance, rather than just focusing on the problem OR just focusing on the solution, you offered ALL of the steps needed to get from point A to point B. I love diagrams and connections!!!
Also, the pink spoon ideas have been invaluable, really bringing me into more active marketing and attracting more people! The exercise/template regarding "How Do I Articulate What I Do" has been super useful and I don't get the glazed-eyes look from others when I explain what I do. They are all interested and can easily follow along, whether they are familiar with the work or not.
Again, I review my notes often to make sure I am on the right track! Thank you Tad! Thank you so much!" - Isabella D'Alessandro, Guelph, Ontario
My Seven Promises for You This Day. When you walk out of the workshop Sunday night:
PROMISE #1 - You Will Be Clear: You may learn more about marketing in one day
than you've learned in your whole career (and certainly your holistic
education). Here's what this means for you: You'll no longer be mystified as to why your some of your past efforts failed and other efforts succeeded. This means you'll be able to get more clients, more consistently in the future. No more marketing confusion of 'why didn't this work?'.
You won't just see new things this day but you'll leave with new eyes. See through the marketing matrix.
It will all. finally. make sense to you.
PROMISE #2 - You'll Have Clear Next Steps: You will leave this day with a crystal clear understanding of the exact steps you need to take to get your practice to the next level.
PROMISE #3 - Your Marketing Will Be Uplifting: You'll have a skip in your step Sunday night because you'll know what kinds of marketing are authentic and fun for you. You will have ZERO fears of ever needing to do anything that feels gross, slimy or inauthentic.
That will be a thing of the past.
Imagine learning how to create marketing that not only works to get you more of the clients you're looking for but that feels good to you and your potential clients. Marketing that is generous, honest and deeply honoring of whomever you meet.
Imagine having a marketing strategy that has people actually wanting to participate, wanting to be marketed to - where it's just good vibes all around and doesn't even seem like marketing.
Imagine a marketing that not only helps you DO your work but actually becomes an expression of your work so it looks and feels like this . . .
Do you see?
PROMISE #4 - New Friends and Colleagues: When you walk in Friday night - you're going to breath a huge sigh of relief as you get a chance to meet a lot of other practitioners in your own community (who you might never have met yet) who are all in the same boat as you. They're dealing with the same frustrations around their marketing. Nothing makes exercise easier than having a 'gym buddy'. And you'll be leaving this day with a lot of new 'marketing buddies'. And we're all smarter when we work together.PROMISE #5 - Be Able to Help Your Friends: I think this might be my favourite unintended side effect of the day. When you leave, you're going to be able to help you friends and colleagues with their marketing. You'll become a bit of a marketing coach.
Imagine the incredible satisfaction of being able to sit down with a friend who's struggling and confused with their marketing - and being able to pinpoint the EXACT nature of their problem.
Imagine how good it will feel when you're able to help your friends get 'unstuck' in their business. In fact, it will likely be easier for you to see these things in their business than in your own (isn't that the truth?).
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PROMISE #6 - Hand Picked Resources: Not only will all of the above be true, but you're also going to know exactly which resources to trust and who to call on for your most pressing problems.
If you need to build a website - you'll know the exact program to get, the site where you can get build a website for free.
If you want to use social media to build your business - I'm going to give you the name of my colleague who makes $20,000 per month using social media only 90 minutes per week (no joke).
If you're serious about leading workshops - I'll give you the name of my colleague in Vancouver who can take you through that process step by step.
If you want to write a book - you're going to get leads on some of the top 'get a best seller' coaches in the business.
Bottom line: If I can't help you with the problem - there's a good chance I know someone who can.
PROMISE #7 - You're going to have so much fun: You'll be surprised at how fun and easy marketing can be. Yes, there's work to do. And some of it can take time. But you'll be delighted at how much fun the process can be. Plus - This day has a very chill vibe to it. I tell a lot of jokes. If you're back on time from breaks I'll do magic tricks (I'm really good). There are lots of useful exercises and none of that condescending 'give your neighbours a high five' rubbish you might have had at other workshops. This day is good people coming together to learn from and support one another.
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“I
was resistant to exploring marketing strategies in the past, and I am
excited to try out what I have learned. I thoroughly LOVED his
workshop. I think Tad is one of the best, workshop leaders I’ve ever
encountered! He is down-to-earth, funny, warm, generous, and full of
resourceful information. I could go on and on. I am so impressed!!
Can’t rave about him enough! And I will rave... Drop me a line and I'll
be happy to do so and tell you about my experience for a few minutes - 416-538-8408."- Erica Ross, Toronto, Ontario - www.danceourwayhome.com
“This
is a superb workshop that I would recommend highly to my own clients,
as well as to other artists and social entrepreneurs. It gives a
roadmap for growing socially conscious and holistic businesses -through
effective, creative and ethical promotion methods and strategies.” - Katie Curtin, Living in Between Toronto and Mexico - http://katiecurtin.com/ "Tad really meant it when he said it was a pay-what-you-can event"
"Before I came to Tad's workshop, the notion of marketing was one that made me curl my lips with ick -- I
found the very idea impossible to distinguish from used-car salesman
vulgarity. The word itself seemed like a moral lapse, especially for an
alternative practitioner.But, by the end of the workshop, I loved that I could think of marketing as something that I could do and retain a degree of authenticity; I could actually think of marketing as a way of articulating my genuine desire to help, and at the same time, attract the kind of clients I actually want to work with -- ones who would want to work with me too!
A whole new way of thinking -- truly! The workshop actually made it seem like I could get out of my alternative practitioner hole and interface with that big scary world of commerce out there and not feel like I had sold my soul to the devil.
What did I love most? Tad's jokes! Seriously, Tad's authenticity and genuineness -- no ick at all.
And, best of all, there was absolutely no pressure about the payment at all. I think that part of the authenticity factor was that Tad really meant it when he said it was a pay-what-you-can event. It would have been pretty churlish to walk out of there paying nothing, as he offered so much in terms of himself, resources, ideas, contacts, etc. Unless you are terribly stubborn, totally resistant to change, intensely lazy, or think you know it all, there's no way you could not increase your income after that workshop -- so sharing it with your inspiration seems pretty logical to me!" - Beth Landau-Halpern, Toronto, ON, Canada, http://blh-homeopath.com
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Here's what Your Day Might Look Like:
Let me paint the scene . . .
You show up at a very civilized 10am in the morning (you're so glad he doesn't start his workshops at 8am) and the day starts with a casual conversation. You're really enjoying the casual but focused pacing of the day.Over the day, you learn about the Top Ten Must Have Tools for any practitioner to grow their practice. You're happy to discover that you already have some of them! And some you never even thought of. But it feels great to at least know what's missing and where you can improve what you've got.
In the morning you talk about the first four tools: Specialization, Website, Photo and Bio. It all makes sense and you can begin to feel the gears turning. Already, you feel like you've learned more about marketing than you have since you started your career.
Lunch comes at 1pm and you're delighted to find it's an hour and half. You hate rushed meal times at lunches. You all trundle out to that local, organic cafe that you love. The one with the great soups. You enjoy a relaxed meal together - the conversation shifting easily from what you learned this morning to good old fashioned getting to know each other. And . . . these people are amazing. Even that person you were secretly annoyed by on Friday night - you're warming to. What a story she has!
You enjoy a leisurely walk back to the workshop space and are invited to sit with some new people.
Then the afternoon begins. And then for the next ninety minutes you delve deep into that thing that's been frustrating you for years. How you articulate and describe what you do. You've pulled your hair out over this one for a long time and seen a lot of people go glassy eyed and say, 'that's interesting . . .'. They didn't get it.
You learn the two main things that make people confused and then you're given a simple, six step, fill in the blanks template to articulate what you do. And it makes sense! You really like it.
So, you go around your table with everyone doing their best to fill in the blanks for their business. And people start nodding. You find yourself looking at that new age practitioner across the table and thinking, 'oh! NOW I get what you do.' (of course - you never told her you didn't understand her explanation on Friday night - no one ever does). When it comes to you, you do your best and you see a similar reaction. Oh my god! People are actually getting it!
To make it better, after each person goes - you're invited to take a few minutes to share what you noticed worked and didn't work. When it comes to you, your nervous. But to your delight much of the feedback is really positive, 'I loved this part of your story!' says one fellow. 'I love how clear you were about the problem you solve,' says a woman across from you. And then they also share where it didn't work for them - and you have to agree. They give you some suggestions on how to improve it and you begin to feel excited to try this out on your friends.
You take a 15 minute break and when you come back, someone from the group has been invited to lead a 5 minute energizing stretch.
Over the rest of the day you cover the remaining five tools: your database, your hubs database (don't worry you'll learn all about what 'hubs' are a little further down in the letter), testimonials and case studies, email newsletters and sales funnels. It's a lot to take in, but it all makes sense.
The day ends at 6:30pm and you trundle off to dinner with some of the new friends you've met. Your brain feels full - but in a good way.
What a good day.
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"Thanks to the workshop and subsequent coaching,
- I am more aware of why my clients' may or may not choose me. When it's because of money, I can maintain their interest and still be of service without giving myself away. When it's because of doubt, I have different ways of letting them sample what it's like to work with me without either party having to 'go all the way' or put out too much
- I now give a little to get people interested without giving away too much. For example, I ask for something small in return (email address!), which is more valuable in the long run than the small cash tips I use to receive at a street festival.
- I use pay-what-you-can pricing more strategically by gently indicating the value associated with my more expensive services.
- I offer different levels of service with different levels of "risk" and cater to varying comfort levels by finding different ways to package my services. For example, it doesn't cost me much time to give away a little worksheet, which has value to the potential client and also some viral potential.
- Instead of casting my nets willy-nilly, I am more aware of who is hungry for my service and have therefore focused more on where I can find them.
- I am actively changing the nature of my relationship with immediate peers to encourage mutual support and cooperation rather than go along with the old vibe of secrecy and competition
- I am ready to repackage my services for different audiences rather than trying to be everything to everyone
- My next business card will have an implicit value so it doesn't get thrown out but rather "redeemed" or shared with others (still thinking on this one while I've got the old cards).
- I am no longer afraid to sell Me and my interests, passions, and talents rather than trying to fit some kind of industry standard or consumer expectation that made sense yet felt ever so slightly off.-
- My
"sales pitch" is more story - and process - based consisting of
examples and steps rather than relying on benefits and industry
concepts that only hypnotists would understand."
"I have 3 new clients in the past month, and 5 people booked for free sessions"
"Just
a quick thank you!! I am feeling so on track with things, and my
website just hit the airwaves, too. I have 3 new clients in the past
month, and 5 people booked for free sessions, and I am just gearing up
for my first free session on Wednesday, so am digging through more of
the information you forwarded to me. Wow! Thank you so much for sharing this with me. I have gotten SO MUCH out of your workshop, phone calls, and e-mails and I am so appreciative. I am even giving marketing advice to a number of people I love, or who will listen to me (#1 piece of advice - get mixed up with Tad).
I am in awe of the amount of STELLAR information that I now have at my fingertips, and am well aware that I cannot possibly do it all (or do it all right) RIGHT NOW, as I would like to. I can't even look at it all right now, for that matter, so I am carefully digging out as much as I can absorb and implement before taking each new step, and setting some aside for tweaking and revamping later.
In the meanwhile, my motivation has improved 1000 times, I don't feel like I'm procrastinating anymore, because I know that whatever I do will actually help, and things finally seem to be coming together. I actually have tears in my eyes thinking about how much I appreciate your help with everything:)."
"Friends had recommended the workshop so I was willing to give it a try,
even though I felt skeptical. I felt that psychotherapy is very
difficult to market appropriately so I really wondered if what Tad would
teach could work for me. I had a lot of fun learning. I came away with a basic education about marketing. While I had never been to a marketing training, the friend that I invited to come along with me had been to other marketing workshops and said that this was the best he had attended. I asked to do some one on one work with Tad to get my marketing on the road.
The combination of the workshop and the one on one work with Tad produced a significant increase in my business. I learned skills that work to get results. It was fun! encouraging, and interesting." - Nancy Christie, Toronto, Ontario, Canada, http://www.
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$399 might seem like a lot for a workshop.
To be clear - you are NOT being asked to pay that. It's not even a suggested amount.
But, if the whole PWYC thing feels uncomfortable you are welcome to choose to pay the full amount of $399 over four installments. But really, you're encouraged to come on a 'pay what you can' basis.
I've done almost all of my workshops 100% on a PWYC basis for the past ten years. I only added the payment-in-full and in advance option because some people felt so uneasy about coming under the PWYC conditions.
But here's the more important consideration . . .
Regardless of what YOU pay: Will this workshop be worth $399 and a day of your life for you?
My best guess? Yes.
Of course, I can't know for sure if this workshop will help you or not but . . .
Here are the five reasons why I think this workshop could be worth far more than $399 to you (they might be important):
REASON #1: If the material you apply from this workshop gets you even ONE new good client - you will likely have made far more than $399.
Think about it.
If a typical client pays you $75 per session and you see them only six times and then they leave forever never to return - you've made $450.
And I can assure you of this: what you will learn (and unlearn) will form the foundation of strategies that can get you dozens and dozens of perfect clients. And make more money from existing clients.
REASON #2: You're going to meet a bunch of other practitioners on this day. Many for the first time. A number of those could become powerful sources of referrals for you and send you clients.
REASON #3: It's not just the content of this day. You are also getting ten, hand-picked, practice-building bonus resources worth over $250. You get access to these the second you finish enrolling and can start applying them immediately to make more money. And you'll have access to them after.
REASON #4: This sales letter itself contains an incredible amount of valuable content and links to resources that can get you started in the right direction - whether you come to my workshop or not.
REASON #5: If, after thirty days of applying this material, you don't honestly feel like what you learned from the day will make you at least $399 in new money - then I will happily refund you every penny you paid - PLUS $50 of my own money as a small token of gratitude for your having taken the time to try it out. No tricks. No hassles. No hard feelings.
So, you're going to make money from this day one way or another.
Why am I so confident about this?
Because, for the past decade or so I've traveled North America offering up what I think is the most practical, refreshing and leading edge marketing perspectives I have been able to find or think up on a pay what you can basis (and, on average, I've been paid very well for it - in fact most other marketing gurus are surprised at how much I make on a PWYC basis but that's another story . . .).
And all of my years doing this has left me with a single critical awareness - the ignorance of which kills so many businesses (and might be the reason your practice is struggling):
is a different skill than the skill of marketing
and selling what you do.
Related? Yes.
Identical? No.
You've probably got a certain level of proficiency (possibly mastery) at what you do. But that doesn't necessarily get you clients . . . does it?
The skill of helping clients inside your sessions and the skill of building up your practice are two totally different skill sets. The key to dealing with this is to stop learning more modalities and instead, invest in business training (come back for more trainings once you know you can actually make a living in your practice).
Some of marketing is like an intuitive form of art.
But some of it is a science.
Seriously.
There are some things you can do in marketing that will get you predictable results. Just fill in the blanks, do the steps and you get clients. There are some strategies that just. plain. work.
My friend Sharla Jacobs often says, "Getting really good at what you do will not build your practice, building your practice will make you get really good at what you do."
Isn't that true? You learn from experience. But how can you get more hands on experience without getting more clients?
I'd like to offer you a chance to learn - at minimal risk to yourself by attending my workshop on a pay what you can basis.
to reserve your space just
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So many holistic practitioners struggle with their marketing. And, to make it worse, they spend small fortunes of time and money on marketing that doesn’t work. And they feel like they’re flushing money down to the toilet.
By now, you’ve probably already discovered that trying to market yourself by spending hundreds on brochures, business cards and logos won’t get you very far. You likely spent hundreds of hours in your schooling learning how do your work (but almost none of it in how to market your work).
Before we get into what you DO need – let’s talk about what you DON’T need.
- Business Cards: these are useful but they’re often a marketing crutch. They get given out to anyone and everyone (including people they already know, who are on their email list and facebook friends. Why??) They’re given out with the notion of ‘getting my name out there’. But, far more powerful than getting your name out there is getting ‘their name in here’. Meaning: better to get their card and follow up with them by sending them something free and useful. But that’s another story.
- Brochures: These typically get left at new age bookstores and holistic centers and rarely picked up by anyone and almost never get anyone clients (unless they’re written particularly well – again – another topic for another time).
- A fancy logo: These end up being highly relevant to us but usually irrelevant to anyone else. They’re nice. They can add to things – but they’re not necessary.
So, what DO you need? Here’s my take on the ten things you most
need. And I’ve yet to meet a practitioner who’s got all ten of them.
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During the workshop - you will delve deep into the following ten pieces.
But here's the Cole's Notes of what you'll be learning.
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TOOL #1: How to Craft a Focused Specialization That Has People Saying, "Heavens! That's perfect for me!"
You just can’t be everything to everybody.
Whenever I ask practitioners who they're trying to reach, inevitably, they say, "Oh! That's the best part! What I do could help anyone."
A large
part of this is about having a clear sense of who you’re wanting to work
with. But it could also be differentiating yourself by
what you offer, where you offer it, how you offer it. There are so many
ways to look at this.
The big question people have is, ‘Is this relevant to me? Can this help me?‘
And if you’re lost in trying to be everything to everybody – then your
offerings will never get a solid ‘yes’ with them. When we focus we’re
able to craft beautiful offerings to people that are incredibly
compelling.
If your marketing pitch is, ‘I help people into holistic wellness’ then marketing will be much harder for you than someone who can say they work with a more focused and defined group.
In marketing, focus is freedom.
At this workshop, you will get:
- a clear definition of what exactly a niche/target market is
- a clear answer as to how many target markets you should have
- the three criteria of a good target market
- honest feedback from other participants on whether your ideas for target market are clear
What this means to you: People will start saying, "I know someone you should talk to." It becomes easier and easier to find hosts for your events and partners who can promote you. Your marketing gets easier and easier. Your website has real impact with people. Your offers become more and more attractive to the kinds of clients you've always secretly dreamed of. And people start to say wonderful things behind your back - word of mouth builds slowly, organically and consistently. You start making much more money.
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FREE VIDEO: Cartoon Bear Talk About Niche Marketing Most holistic practitioners are resistant to the idea of trying to pick a focus. If you're not sure why picking a niche matters . . . watch this video I made.
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TOOL #2: The Secrets to Creating Website That Gets You Paying Clients (vs. A Website That Everyone Thinks is "So Pretty!")
This is huge. You not only need a website but you need it to do the right things for you. And you likely need the right help in putting it together.
But, to step back a bit, why a website? Why does it matter so much?
A few reasons:
Firstly, it can be working for you 24/7. While you sleep people can be engaging with it.
Secondly, it has a lot to do with the principle of safety in marketing.
Meaning – rather than imagining marketing as being about ‘pursuing’ or ‘chasing’ people – we can imagine it as helping people to find us and making it safe enough to approach us. And a website gives people this safety. They can check us out 100% risk free from a distance and ‘get to know’ us.
A couple important note about your website:
- You must be able to update it yourself for free. Yes. Being trapped in paying some designer to update your website (or waiting for them) is lame.
- It’s not enough that your website is functional and looks pretty – it must help you attract and get real paying clients.
At this workshop, you will get:
- a super useful list of resources that can help you create a website for free with absolutely no experience in making websites.
- clear guidance on what should go on your website homepage
- what the most important page on your website is (after your homepage)
What this means to you: Your email list starts to grow while. you. sleep. People start finding you 'randomly' on the internet. You LOVE your website. You feel proud and excited to show it to people. You're able to make any changes you need instantly and for free and so your website gets better and better with every passing month. By the time people call or email you to book a session they already love and trust you. No 'selling' required.
to reserve your space just
click here
TOOL #3: The Secrets to Getting a Photo That Has People Saying, "I want to work with THAT person!" Before They Even Know Much About You
You need a great photo. Like these ones below by my colleague Donna Santos.
Here’s why your photos matter today more than ever before . . .
We live in a day and age where people are more skeptical than ever about advertising, marketing and business. Cynicism is rampant. Dealing with faceless corporations in the age of facebook is losing its luster.
In the age of social media – relationships matter more than they ever have.
So does authenticity. People smell ‘fake’ faster than ever before. And attention spans are shorter than they’ve ever been.
To sum it up: we live in an age of A.D.D. cynics.
So you have to capture their attention FAST. And they need to get that you’re ‘REAL’ extremely quickly too. Within seconds of seeing your marketing materials (e.g. brochures, business cards, websites, posters) they will decide if you are relevant to them and whether or not they like and trust you.
Harsh but true.
Your photo plays a critical role in how attractive, safe and ‘real’ your work feels.
"A picture is worth 1000 words" is an old saying but holds more true than ever. Many practitioners spend a huge amount of time an effort working on your website - Writing and rewriting the content, making sure it says exactly what you want it to say, choosing colours, working closely with your designer or web developer to get it all just right.
And then they use terrible, often outdated and poor quality photos of themselves.
As a practitioner, your photo is one of the most important pieces to your website. It
tells your viewer who you are, it gives you credibility.
The Secret: It should be
well aligned with your message. If you're promising to help people create radiant health and vitality - then your photo should look healthy and vibrant. If you're promising inner peace as a result - your photo should look peaceful. If you're working to help people find their passion in life - your photo shouldn't look peaceful and studious.
Simple.
What this means to you: People visiting your website begin to trust you more. Your no longer an anonymous name and title. You're a real life, vibrant human being. The instant sense of connection they feel has them spending more time on your website getting to know you even better.
to reserve your space just
click here
TOOL #4: How to Create a Kick Ass Bio That Has Your Perfect Potential Clients Feeling Like They Already Know You and saying to themselves, "I love this person! I want to book a session with her"
The very first page most people will check out on your website is your bio.
Why?
They're
coming to you with a really personal and sensitive problem - they want
to know they're going to be safe. They want a sense of your vibe. They
want to 'get to know you' without having to meet you in person.
But sadly . . . most people’s bio’s don't help them.
They are lacking any of the critical elements good bios need. Most of them are just a listing of all the modalities they've studied and schools they've gone to. And that's not enough these days.
At this workshop, you will get:
- a heads up on the best resources I know of that can help you craft a stunning, irresistibly attractive bio
- the four critical elements that you MUST have in your bio.
What this means to you: People feel far more deeply connected to you. They trust you more. Your credibility skyrockets and more people actually end up booking sessions with you. Once in a while, you even get clients who hire you because you share some random interest (which is in your bio). You also begin to feel more clear and more solid about the value you bring to the table. You question your credibility less and less because you realize your whole life has led you to this work.
TOOL #5: Learn EXACTLY How To Describe What You Do So That People 'Get It' Right Away and Say, "Wow. Tell me more!"
This is an area most practitioners struggle with deeply.
They go to
describe what they offer and people look confused.
You need to be able to describe what you do in a way that people ‘get it’. And this means it can’t be fuzzy, confusing, jargon filled or just a list of modalities. I’ve written an ebook about this called "How the eff do I articulate what i do?" that I’ll be selling soon. It’s really good and gives you lots of examples of how you can articulate what you do in a way that’s crystal clear and extremely compelling.
At this workshop, you will get:
- the the three biggest blunders most practitioners make in trying to
articulate what they do (but you can watch them right now in the video below)
- a simple, five step formula for describing what you do to people in a way that they 'get it' versus saying, 'wow . . . that's really . . . interesting . . .' with glazed eyes.
- honest feedback from other participants about what's working and what's not working in how you articulate yourself.
What this means to you: Your dream clients hear you describe what you do and say, "Oh my god! That's amazing. I can't say no to this. I'd be a fool to walk away from what they're offering." or "I know someone you should talk to." No one ever seems to be confused by what you do anymore. Your website and marketing materials become clearer and clearer.
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FREE VIDEO: Three Biggest Blunders Practitioners Make When Describing What They Do Most holistic practitioners find that people don't 'get' what they do. They describe it and people go glassy eyed, smile and nod but clearly aren't understanding. We'll look at the main reasons why this is happening.
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TOOL #6: The MUST HAVE Secret to Staying In Touch With Your Clients (and Potential Clients) - Your Highly Organized Database
If you every want to sell your practice to someone - this is the only thing that will really matter to them.
This tool is the basis of anything else working.
You need to keep track of your existing clients. Not just in their
intake forms on your desk or in a file folder. On a computer. In a
spreadsheet or contact management system where you can email them all
together and organize them in different ways.
At this workshop, you will get:
- a clear list of the things you might want to keep track of in your database
- ideas on how to get this kind of database started that won't overwhelm you
TOOL #7: How to Grow Your Practice Rapidly Through the Power of Strategic Partnerships (via Your 'Hubs Database')
What's a Hub?
A hub is anyplace you might find your clients. That could be an event they attend, a group they're part of, media they follow or just a person who's incredibly well connected and respected to the scene you're trying to reach.
And hubs are critical to marketing.
There are three levels of marketing - cold, warm and hot. The cold level is where you're approaching people 'cold'. No previous contact. As a stranger. At the warm level you start working through hubs. You get introduced to them by people they already know and trust. And this warm level is the secret to everything is business (there's a hot level too - but we'll talk about that at the day).
Bottom line: Without hubs, your marketing will always be a struggle. Period.
Try to send a direct mail piece out to 100 people and you'll be lucky if you get 2 responses. Why? Because they don't know who you are. It's junk mail. But if that same letter came from someone they knew and trusted then you might have 20-40 responses. For the exact. same. letter.
But . . . you need a way to not only identify but then keep track of potential partners and hubs you come across. Unless you want to be stuck shivering at the ‘cold’ level of marketing you must start thinking about hubs very seriously.
At this workshop, you will get:
- a clear definition of hubs
- a starting point for identifying your own best hubs and partners
- exactly what you want to keep track of in your hubs database.
What this means to you: Your marketing explodes. Seriously. Instead of approaching people 'cold' as a stranger - you start getting introduced by the people who are most well connected and respected in your scene. This means people are showing up open (sometimes even really excited) to work with you - and you've never even said a word to them. Your credibility grows overnight. Within a year you're incredibly well known and respected yourself.
to reserve your space just
click here
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FREE VIDEO: The Importance of Hubs The biggest question I get is, "Where do I find new clients?" Here's your answer . . .
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TOOL #8: How To Craft A Content Rich, High Value E-Zine
Let me guess: you're on too many emails lists.
You don't read most of them - and a bunch are starting to annoy you. And yet - you kind of 'get it' that staying in touch with your clients is a smart thing to do. But you don't want to be 'one of them'.
Here are few thoughts on this (they could be important) . . .
THOUGHT #1: your emails to your clients should, on average, be 80% value for them and only 20% self promotion. If you try and switch that and make 80% of what you send out to be shameless plugs - everyone will unsubscribe or stop reading them.
THOUGHT #2: No one should ever end up on your email list without their explicit permission. If you've ever met someone at a party and all of a sudden you're getting several promotional emails from them every week - gah. Gross.
THOUGHT #3: What if your emails could be so cool, valuable, unique and relevant that your clients not only looked forward to getting them - but they even occasionally passed them onto their friends?
If someone visits your website and doesn’t give you their information, it’s a if they were never there. Tragic.
A high quality, content rich ezine is good karma. And we like good karma
At this workshop, you will get:
- a list of the top email marketing services you can use to create your e-zine (and which one might be best for you in your given situation)
- clarity about how often you should be emailing your list
- a good sense of what percentage of people should be opening and reading your emails (and how you can find out)
- a chance to explore: how do you make a newsletter so cool you'd not only read it but forward it with other practitioners.
- a top ten list of things you can include in your e-zines that seem to be pretty much guaranteed crowd pleasers.
What this means to you: Every
time you send out an email you have the opportunity to make money. Even
if you're not
“selling” anything. You get to build a relationship, share tips or a
story that
will inspire someone somewhere, and inevitably, down the road, people
buy your books, come to a workshop or sign up for a session. Plus, ezine mailings can have marvelous side benefits . . . Every mailing causes a spike in traffic to your website, and that raises your profile with Google. People will forward some of your emails to their friends, and YOU will grow your list. Hubs
and other big shots might ask to work with you because you have so many
subscribers and they realize that exposure to your amazing list could
help them! It’s cheap and a lot easier than personally calling your entire list of people every week to stay in touch. People
may read your emails for years before they hire you, but when you hear
from them they’ve already made a decision (because you've built trust by
offering them value for years). And finally, your ezine gives website visitors something to say “yes” to without having to spend any money.
to reserve your space just
click here
TOOL #9: How to Build Deep, Deep, Deep Credibility and Trust with Perfect Clients Before You Ever Meet them via Case Studies and Testimonials
Stories matter. They are powerful. There are few things more powerful than hearing the stories and words of your clients. A few thoughts on this:
- Testimonials: don’t just make them say “AWESOME!” says AJ from Texas. Who the hell is AJ? Who cares. Make sure the testimonials are a paragraph or two. Give them a headline to grab people. Give their full name.
- Case Studies: these tell the stories from a before and after perspective. “They came in with _____ problem and they left with ______ result.”
At this workshop, you will get:
- some smart ideas about how you can get actual testimonials from your clients vs. just 'promises' of testimonials
- why asking for testimonials might not be as useful or effective in the long run as asking for 'feedback'
- four questions you can ask your clients that will help them write up amazing testimonials
- how to format your testimonials so they are not only noticed but also believable
- the three critical elements to a powerful case study
What this means to you: Your credibility deepens profoundly. People show up with a deep level of trust in you already. They are open and hopeful that you might be able to help them. They show up already understanding the basics of your perspective and point of view on healing and wellness. They're excited to work with you to achieve the same results that your other clients have gotten. And they're so happy to pay you well for your help.
TOOL #10: How to Massively Magnify Your Income By Creating Your Sales Funnel
If all you do is sell individual sessions you’re hooped.
Sadly, it's not a very sustainable business model.
What's a Sale's Funnel? Well - much like the picture to the right, it's the old: free, inexpensive, medium priced and expensive. It's the bronze, silver, gold idea.
It's wider at the top where the less expensive things are because that's where you'll be getting more people.
It’s important have levels of what you offer.
Why have this?
You’ll get more people in the front door because you’re offering free
and cheap things you offer (e.g. ebooks, free audio, free video,
blogs).
You’ll also get some clients signing up for higher priced things (e.g. in depth workshops, high level coaching, on going monthly programs).
If you look at this funnel – most practitioners only offer one level (the $50-200). Consider adding more levels.
Here’s the short course – there are four things most practitioners need to add to their funnel:
- Pink Spoons: ebooks, free audio, free video, blogs, quizzes & assessments etc.
- Programs: workshops, retreats, talks.
- Packages: a spring package, a flu package, a lower back pain package, a series or 3, 6 or 12 sessions etc.
- Products: books, DVD’s, clothing, supplements, info products etc.
At this workshop, you will get:
- a chance to brainstorm with other practitioners around the weakest link in your sales funnel
- a bunch of ideas as to what sorts of offers might fill up your funnel
What this means to you: You start making more money. A lot more money. You start getting more clients. A lot more clients. You start working one on one with your favourite, most ideal possible clients. For the first time in years, you're in a position to be extremely picky about who your clients are. You actually find yourself saying, 'no' to some people. You might event start making money while you sleep. You feel financially stable. It's amazing. Plus - you no longer feel the guilt of needing to turn people away - you've got something cheaper and easier to offer them.
“You
are doing great work on the planet. I am very thrilled to have met you
and take your course. Lots of light bulbs are going on for me since.You have helped me mostly by reminding me of my basic essence and role on the planet and that has nothing to do with massage and skin care. Thank you for reminding me of this basic purpose in my soul.
Yes, you definitely have a gift and I look forward to your continued help as I figure out a way to be myself in the world and actually make money so my daughter and I can live more comfortably and more freely.
I felt I gained important information particularly direct response marketing, seeing how I can solve their problems, and my own unique ways of handling problems. And offering them risk reversal offer, to put the client at ease.
You are coming from a place of authenticity and you are fun and express Joy and wisdom. This is how I would like to be when doing business and this is the type of person I would enjoy giving money to.
You were not hype. You were just natural and had a lot of valuable information. It was not boring or slow like other trainings. I liked the liveliness and exercises that were relevant to problem solving in my business.
If I were to really apply this material I could hopefully triple my income. I believe it will. I can only go forward from here. When will you come back and live here forever?”
"I was a bit apprehensive, as we got a bunch of downloads ahead of time and I am suspicious of free stuff. Plus the offer of pay what you can afford made me a bit nervous.But, after the first night, I was very pleased and looked forward to the next day. All lot of the points were so logical and practical and yet most of us hadn't really considered them before.
What I got most from the workshop was a set of concrete steps to take, a plan from beginning to end. It was all very current, cutting edge. It is the first workshop that I have attended where I wasn't bored or daydreaming even once. It was geared to the alternative market, which definitely need to be dealt with in a different way than other products" - Leslie Joy Plaisance, Kelowna, British Columbia, Canada, http://www.yogabydesign.net
"creative ideas I could implement right away.""After your workshop, I was inspired, psyched up and able to re focus my whole mind set regarding my business approach. I felt I received a lot of great resources, contacts and solid applicable information right within the first hour of the seminar.
I enjoyed the thought provoking exercises and it enabled me to network with the others in the room with ease and joy. I began to see things from differently angles, because you as well as the group offered feedback, and creative ideas I could implement right away.
The event motivated me to explore all the options of social media I had not thought of. It also helped me to really focus and narrow down my niche marketing strategy. I was able to go away with a solid plan as to how I would design, and organize my new website. That alone has been a godsend for building my site and its presence online.
Thank you so much!
I learned the most effective elements of a great website. I learned that i needed to make it interactive, real, convey that I care about my customer and include a call to action where appropriate.
I also learned what becoming a 'hub' means and how crucial that is for long term success and profitability. This was a true gem of the seminar. It made perfect sense and is now my long term goal for my business. Again thank you!
It spoke to me on my level, and specifically gave content related to my field. It was dynamic because we were teaching and learning from each other. I could begin to think outside the box, and develop new approaches to my business. It was also light hearted, fun and humorous which made the issue of money and profit much easier to deal with." - Piera Bonventre, Toronto, ON, Canada, http://www.
that I didn't know that I thought I knew!"
"Honestly??? I have to admit I was curious. I had taken a couple of
Marketing courses in College and thought to myself...so how does "a
hippie" do marketing opposed to the conventional marketing techniques I
was taught in school.Wow...there was so much I didn't know that I didn't know that I thought I knew!
What I discovered was...Marketing for your own individual business is NOT the same as marketing for a large corporation and I see now in college I was taught to market to "the masses"...however if I want to run my own independent business I needed to find my niche to be effective in my marketing strategies.
I really enjoyed the openness & relaxed atmosphere...I believe we embrace information more freely when we are in a non-threatening & non-judgmental environment. I also think I learn just as much from the group discussion as I did for you...well almost as much.
I was cash poor when I saw your invitation and thought to myself wow...I can overcome my embarrassment of being cash poor and go learn something that may help me or I can sit at home and stay cash poor...So I went and I gave you everything I had which wasn't more than a few dollars and pennies and you were fabulously understanding...Now that I'm doing much much better off...I know we'll run into each other one day & I'll be buying lunch!" - Barbara Mckay, Edmonton, Alberta, Canada
to reserve your space just
click here
Thank you so much for taking the time to read this.
Please let me know if you have any questions.
- You get to pay
whatever you want at the end based on what you can afford
and thought it was worth to you (over and on top of the modest space holding deposit). Truly. Actually.
- there are limited spaces at each workshop
- It's so easy for the years to slip by, not knowing where to start on your marketing and feeling lost and frustrated about it.
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 | Tad Hargrave is a hippy who developed a knack for marketing. Despite years in the non-profit and activist world, he finally had to admit he was a marketing nerd and, in the end, he became a marketing coach for hippies. Maybe it was because he couldn’t stand seeing his hippy friends struggle to promote their amazing, green and holistic projects. Maybe it was because he couldn’t keep a 9-5 job to save his life. Whatever the reason, for almost a decade, he has been touring his marketing workshops around Canada, bringing refreshing and unorthodox ideas to conscious entrepreneurs and green businesses that help them grow their organizations and businesses (without selling their souls). And, over the years, he has become recognized as a leader in the wider movement towards green and local economies. |
