Wellness DFY Marketing

The wellness business is much like the fitness or personal training business; the clients have the same behaviors and concerns. Usually you’re not their first attempt to overcome their present challenge and a healthy level of skepticism has them reluctant to commit to anything long-term.

As a result many wellness professionals (like personal trainers) find themselves selling short-term programs, small packages of sessions, and are frustrated because they’re business barely generates enough revenue to be considered a part-time “hobby.”

Don’t you think that our noble purpose is to help people? Yet traditional weight loss programs are far more profitable than those of the typical wellness professional or personal trainer and attracting thousand more people than we are, does that seem wrong to you?

Truly the missing component has more to do with us than a problem with traditional weight loss. As caring and compassionate professionals we’re good at helping people; that is until money is involved. We somehow think by not asking people to commit to long-term care, or leaving it up to them to self-direct the time we have to modify their behaviors that we are providing them the best service. Can you think of one instance where the people that communicated with you the most, on a regular basis, for an extended period of time didn’t get the best results? Of course not, so why would we ever think it was ok to reinforce the idea to our clients that a long-term commitment isn’t required? They clearly don’t know or they wouldn’t have sought us out.

This is what traditional weight loss is good at. They have taken a system or set way of doing things (hey we have that) and they’ve packages in a way that helps the customer long-term, and it just so happens that’s more profitable too. So if you can maintain your noble purpose, help people and live a good life too any reason not to?

That’s what I thought…

So here’s a little wellness promotion to get you started. The goal is to show you how we can engineer a method to use normal consumer behavior in a predictable format to drive people to take action on goals that they’ve been putting off for far too long.

As people we work off inspiration, without inspiration we will forever remain inside our comfort zone, we can help a lot more people if we can predictably inspire them to take the first step to help themselves.

It follows a consistent email promotion sequence to grab the attention of the impulse buyer, the analytical consumer and the procrastinator.

The final sold out email should be a valuable component of most if not all of your campaigns, if things fall short of plan and it’s not any where near full (doesn’t happen often but can) then don’t send the sold out email otherwise we may as well end on a note of conditioning the consumer to more promptly respond to the next promotion.

I’ve written the emails in a way that I hope most people can use them as is, just a simple cut and paste. It can always help to add more personal relevant details so don’t be afraid to edit those areas as well.

How to Run This:

Send out the emails on the days indicated one week before the official start date. Be majorly enthusiastic.

As you will read in the emails, there doesn’t have to be any big crazy difference, in fact the difference from what you’re doing now is likely that you have an ongoing commitment to these people in a set pattern of frequency for the next four weeks. With all that predictable and regular accountability just imagine how great the results can be…now imagine if they committed to you for 6-12 months?

About 2 ½ weeks into this program you should be talking to all of your clients about continuing with the same services on a monthly basis at the regular price. I suspect like personal trainers many wellness professionals are about a $1/min for service, or $60-70/hour on average. (If your more than be more, it’s good to be expensive.)

Assuming that you see your clients for 30-minute appointments we’re talking about 1.5 hours/week X 4 or 6 hours a month or approximately $420 month. I recommend offering them a deal to continue if they commit before the end of the program, like 25% off the first month and 10% off each extra month as a VIP discount. If you’re not comfortable with this then repeat this chant 10 times: “I will raise my prices because I am totally worth it.” Seriously though that’s the answer. If they say, “I’ll think about it.” Be sure to follow up, I’ll think about it is typical consumer fear that it might not work, you and I know better.

I know many of you will read this, get set to run it, and then start to lose your nerve and find all kinds of “reasons” why it won’t work, seriously just do it, hit send and say a prayer. I did the same thing, and this is why we need coaches and mentors too, but that’s another story.

Your awesome, you can do this and if you need more or need someone to push you in the pool come back to www.ProfitablePersonalTrainer.com or www.facebook.com/ProfitablePersonalTrainer as that’s what I’m here for. J

Always here to help,

Cabel “The Mechanic” The Profitable Personal Trainer

Email 1: Monday AM week prior to start.

Subject: Secret BETA Project (Are you in?)

I’m writing you today to let you in on a little secret. As people we’re all the same we all want the best results in the shortest time and we’re always looking for an easier way still.

As a wellness professional I’m always learning, and just like you I always want to figure out how I can help you get “there” faster and easier.

Recently I stumbled across something that will do just that. In fact I began applying it with a few of my clients immediately, the improvements were noticeable almost instantly.

(If you can include names and results of recent clients here could be even more powerful.)

I’m so excited about this I want to give it a real unbiased test (you know very scientific and all) so I need your help!

In fact I need the help of a small group of people to help me fully test this idea. Are you in?

All you have to do is be excited about losing between 5 and 15 lbs in the next 28 days, willing to follow my specific instructions and really put this new little secret to the test, I’m calling it my Secret BETA Project.

Can I count on you?

I mean really what do you have to lose? Maybe a dress size?

Wouldn’t it be great to fit into those “skinny jeans” hiding in the back of the closet?

Here’s the deal.

Since this isn’t 100% tested and proven (that’s what you’re gonna help me do) that’s why I need people not within my current training program. Additionally to make it a win-win you won’t pay my regular price, instead it’s only going to cost you a measly $97 bucks! Just like everything I do it’s guaranteed, so if it doesn’t work or your not happy with the result I’ll 100% refund your money.

Now because this is a BETA project I’m going to keep the group small so you can have my maximum attention. I’m looking for only 9 committed individuals that are serious about losing 5-15lbs in the next 28 days.

• We’ll be meeting 3 days a week for the next 4 weeks. ***NOTE: Your services may not function like this please revise****
• You may be required to complete additional workouts on your own that I’ll provide.
• You must be super committed.
• You must not have any specific travel plans that could cause you to miss sessions or make eating consistently really difficult.
• You must not be a current client.
• And to be fair to everyone so I can help as many people as possible you must not have taken advantage of any sale promotion in the last 60 days. (Sorry.)

If this sounds like you then hit reply right away because my Secret BETA Project is going to start next Monday and I suspect these spots are going to fill pretty quickly!

Always here to help,

(your name)

Email 2: Send Wed morning.

Subject: BETA Project Nearly Full! (wow!)

Wow! Ok I didn’t quite expect that kind of response.

Within a few hours a had a whole bunch of replies for the Secret BETA Project idea it seems a lot of people are really curious…and willing to be human guinea pigs!

But seriously, it seems a lot of people love the idea of testing out this new belly-busting secret to lose between 5 and 15lbs in the next 28 days.

I did get a couple of questions though…

Many people are wondering if they have to have tried a special diet or used any of my nutritional programs before. The answer, no, it’s good for anyone, regardless of what you’ve previously tried.

Others have been asking what exactly the secret is. Honestly, I’m sorry I can’t tell you; it would actually ruin the test. It’s 100% safe no crazy gimmick, not a supplement or anything like that. In fact it’s so simple you may not even realize it’s different at first so you just have to trust me.

In 28 days I promise you will both see and feel the difference.

So here’s the skinny, at this point 6 of the 9 available spots for the Secret BETA Project are full.

If you missed the last email definitely hit reply right now or call (your number) and let’s get you registered before the last couple spots are gone.

If you did miss the last email here’s the details again:

• Starts next Monday (insert the date)
• Runs for 28 days, 3 appointments a week.
• You may be required to do a few additional things at home, which I’ll detail.
• You must not be a current client. I need this to be independent of my current methods to really judge its effect.
• You won’t pay anywhere near full price, it’s a fraction of the normal cost at $97 and still covered by my full money back guarantee for the whole program. (What on earth do you have to lose?)
• You must be excited about the idea of losing 5-15lbs in 28 days.
• You must not have any specific plans that will cause you to miss appointments or make it difficult to eat consistently. (I understand things can change so just no 2 week vacations please.)
• If you were part of a recent promotion (in the last 60 days) sorry you’re not eligible, I want to help as many people as possible.

So with just 3 spots remaining hit reply or call (your number) and I’ll get you setup right away.

Always here to help,

(Your name)

P.S. (Add a comment about timing, as I write this we’re heading into EASTER so my PS might be “The Secret BETA project is the perfect solution for eliminating the guilt of an indulgent Easter, keep the family memories and forget the weight concerns! (oh and it’s guaranteed, are you crazy? What are you waiting for? Just kidding, hit reply if you’re ready for change.”)

Email 3: Send Thursday afternoon.

Subject: Last chance (Urgent, attn. required)

There’s just 1 spot left in my Secret BETA Project for some dedicated and determined person to lose 5-15lbs in the next 28 days. Is that you?

I need just one more person to add to my special test group for this new strategy that I’ve already seen melt fat like crazy in some of my current clients.

Here’s the details of the program from the last email one more time:

• Starts next Monday (insert the date)
• Runs for 28 days, 3 appointments a week.
• You may be required to do a few additional things at home, which I’ll detail.
• You must not be a current client. I need this to be independent of my current training methods to really judge its effect.
• You won’t pay anywhere near full price, it’s a fraction of the normal cost at $97 and still covered by my full money back guarantee for the whole program. (What on earth do you have to lose?)
• You must be excited about the idea of losing 5-15lbs in 28 days.
• You must not have any specific plans that will cause you to miss appointments or make it difficult to eat consistently. (I understand things can change so just no 2 week vacations please.)
• If you were part of a recent promotion (in the last 60 days) sorry you’re not eligible, I want to help as many people as possible.

With just one spot remaining this is totally first come first serve, so hit reply immediately, I’ll be looking at the time the email came in to see who gets the spot or you can call me directly at (your number.)

For everyone else already registered I’m pumped to see you on Monday!

Always here to help,

(your name)

Email 4: Send latish Friday evening

Subject: Secret BETA Project Sold Out!

It’s official the Secret BETA Project is totally sold out! Thank you to everyone who has jumped on board, I look forward to seeing you all next week and we’re gonna kick butt!

If you missed out on the Secret BETA Project I am so sorry (I had a few additional emails after that were sent after the final spot was filled) but don’t worry I’ll be in touch.

I always want to help everyone if I can and though this program is completely full I might be able to squeeze a few more people into my other programs. I’ll be in touch with something special for you or if you thinking now you’d really like to get started just hit reply and I can fill you in on the details.

Thanks everyone, you’re awesome!

(your name)