141. How To Build Your Referral Network ft. Michelle Ellis

Subscribe Now to Discover Why Other Smart Health Coaches Like You Tune into the Healthy Hustle Podcast.

One of the first things I did as a health coach was get out there and build a referral network. I cannot recommend this enough, guys, because when social media becomes unreliable, you’ll always have your referral network to fall back on as you build and grow your health coaching business. 

In this episode, I am talking to Michelle Ellis about how to build your referral network with tips and advice from our own experiences so you can get off the struggle bus and start helping clients get healthy! We’re covering everything from building a referral network in your local community to pitching your services to local businesses because we want everyone to stop struggling and start building a profitable health coaching business

Connect with Michelle:

Michelle’s website: https://michelleellisco.showit.site/#/
Michelle’s Instagram: https://www.instagram.com/theorganiccopywriter/ 

Rachel: Hey there, guys, you’re back on the Healthy Hustle podcast. And I have my good friend Michelle here who’s also a copywriter and a health coach. She specializes in copy now, but I love to bring her on, because she can give that assisted perspective of what it’s to start your health coaching business. 

So I’ve been talking to a lot of coaches who are feeling they’re on the struggle bus on their social media, maybe the algorithms are not playing nice. I know they’re not playing nice for me. So one thing that I did when I first started coaching was to get out there and build a referral network. A coach was asking me the other day when I made a social media post about this about building your referral network and how to do it. She said, can you just give me some extra tips for building this because I’m on the struggle bus. 

So Michelle, let’s get everyone off the struggle bus because that is a pain in the ass. And it’s not good for getting clients to make changes in the world, and building a profitable health coaching business. So let’s talk about a few ways that you did when you were coaching to build your referral network?

How To Build Your Referral Network Offline

Michelle: The first thing that I did was get connected locally. Online, even though it was cool and fun and everything, it felt a beast at the time. I just felt  okay, that’s going to be something that I’m going to do simultaneously. But I also have all these local connections that I don’t want to lose sight of. 

So I got connected specifically with the grocery stores that I was shopping at. Wild By Nature, Whole Foods, and some other local venues that were mom and pop stores. They didn’t have a name, but they had a name in the community. There was only one of them on all of Long Island, but they would allow you to go in and leave your brochures, leave your business cards, connect with them. 

At the time I really was one of very few on Long Island health coaches, which was really nice. And there were a lot of naturopathic doctors and acupuncturists and chiropractors, one of those cork boards that you can put something up and those were great. 

Even also some online things that they did. So I would go and say, Okay, I would to do a workshop. Can I do a workshop on this topic? Would this be helpful for the people that come here? I could give them a grocery list of things they would buy in your store? 

Rachel: I think those mom and pop shops are looking for education. I know at the place that I used to go La Leche League was in the back breastfeeding their babies, and they had a whole bunch of venues that.

Michelle: Yeah. It was really cool because they would do monthly newsletters and real fliers. So it’d be online, but it would also be on fliers that they would pass out themselves of what’s happening this month. On these workshops my name was alongside doctors and stuff. So I thought it was the coolest thing ever. 

Funnily enough, there were people who came to the workshop, a doctor, we exchanged business cards, and he was like, Look, I can definitely refer to you, you can refer to me. We each had our own scope and we complimented each other. So that was really great. They also just did a lot of the marketing. I did things, but they had their Facebook event on their business page. They had certain things that. 

Something else that I did that’s probably worth mentioning is Groupon. I got the detox on Groupon, I set it at a higher price and then you had to discount it. So I did that. It went out to people and I got people to join in. It was kind of cool because they push those sales and they push those specials out. I know that Groupon is still around. 

But things that are still happening are just great ways to really capitalize on an existing network without having to build one from the start right off. So I was building my own network. But in the meantime, I was using networks that were already available to me that I didn’t have to build by the 1000s I already had access to. So that was really helpful both online and offline because I did that in mom groups too. So there was a group of 30,000 moms, so I would do it there.

Rachel: I love that. I love going to grocery stores. I totally forgot about that because I would go to grocery stores, I would put up my card out, put up my flier and speak to them about doing a workshop or a grocery store, or shopping tour and make it really similar and make it a win-win. 

When I was approaching them I would say I really love shopping here. This is what I can do for you, I can also promote you. So there was that cross promotion. I did that also with a local juice place that I ended up doing a recipe book that had raw ice cream Minette. So I did a recipe book can charge for the raw ice cream presentation, which was really the ebook. 

So looking at doing local things and look into local vendors. So one, definitely make a list of 20 people in your local area that you want to approach. These can be chiropractors, gyms, spas, grocery shopping places, or anywhere that is a local venue that you can go and approach with a workshop. Do you have anything else you want to add to number one?

Michelle: Yeah. Think about the people you can get connected with that you usually were already connected with. Because we’re living that lifestyle. We have our holistic doctors and our list of places to go to and water therapy, and all these cool places already go to and we already shop at. So why not go and drop a business card and just have a conversation. That’s all it really takes. 

Rachel: Take time out of your weekend or during the week to find out when the owners are there or the general managers, then go and introduce yourself. I used to take two hours out and just go to these little different hubs of Florida Del Rey, Boca Raton and meet people and vendors. It’s such a great way to build your referral network and get a list of people who are referring to you. So let’s go on to number two, which is networking groups. 

What Networking Groups To Consider For Your Referral Network

Michelle: Definitely working with networks that are already existing on Facebook was a really big one for me. I was really serving moms, helping them lose weight was a really big one for me, because I had done it at that time, three times. Now twice. I had done it twice at that time. Now I’ve had four kids, but I was always a big gainer during pregnancy, no matter what, I gained.

Rachel: I gained no joke, 60 pounds.

Michelle: Yeah. Each time, no matter what I tried. I think the last one I was maybe 45 pounds. But it was always over what they say. I’ve always lost it within six months or less. And so for me, I went right, that route first. Okay, detox, weight loss, then digestion and things I added in my workshops for digestion. But for the most part, I focused a lot on weight loss with the mom groups. 

I felt that was an immediate result that most moms wanted. Especially a lot of them who just had children looking for ways to lose weight right after and feel really good about themselves. So I went right to the admin of the group first and foremost, and asked  Hey, can I upload this file, which was my freebie? Can I upload this file here? It’s free. 

Rachel: And your information inside the book?

Michelle: Yeah, and they let me do that. So it was really nice because that helped me connect with people that I’m still connected to today on Facebook, which is so funny. It’s just great and they loved it. Then they would reach out and ask do you have something longer? Do you have something for this? What do you recommend for this? And then they just started coming to me and asking questions in private messages.

Rachel: Well, you did it in the file section, because then it stays there for a long time. 

Michelle: Yeah, honestly, it’s probably still in there. I’m still in the mom group, for sure. Butthe group has just grown. So that was one big group for me that I did specifically and then specialty groups.

So groups for IBS groups and things that. Which were my other focus people who were looking for it naturally. I would just go in there, not advertised, but go in there post a picture with myself or something I was doing, holding, if it was a certain type of product or whatever I was looking at. I would just say, Hey I’ve been struggling with this for X amount of years. I decided to look into this further, I became a health coach. This is what I’m doing and I’m just blown away, by natural remedies and everything. 

Then people would just start commenting, rather than me going in there and saying, Yeah, I got this cool thing so it would just really create interest and then people would just naturally engage which is still the algorithm breaker today. You know, because Facebook loves that, the more engagement that you can get naturally and organically, the better your posts are gonna work anyway. 

Rachel: Well, and it’s the opposite, which is creating your own Facebook group. I know that that really built my networking, and to get very specific on your group name, having a goal, I can’t say enough this specific on a group name, because there are things I still to this day. It’s why I talk about YouTube a lot. I will go to YouTube to research that something. But I’m on Facebook a lot. If I type in something, I pull up a group. So I think networking in your own group, maybe starting with a challenge?

How To Start With A Challenge To Engage Interest

Michelle: Yeah, I think I did a holiday muffin top blast off thing. And it did really well. There were 50-something people that came in. I didn’t really even advertise it much at all organically and even do paid ads or anything. But I just posted about it a lot. Hey, I’m doing this thing. And I didn’t realize how many people would actually join because it was kind of a spur of the moment thing that I decided to do. I was really doing it also for myself if I was just being honest. 

Yeah, I’m a health coach, but I also ate a lot for Thanksgiving and we’re gonna do this together and people joined and they had great results. It was a three-day detox and it worked really great. I would post pictures of what I was doing. I did it in my own groups and that kind of started one of my groups, because I did a pop-up group for that and was really focused on that only. So it had  massive engagement during that whole entire time. Then I went and turn that in into a different group. Yeah, so it just helped.

Rachel: Yeah, I built so many groups until I finally started just having one main group. Yeah, I liked it specific when it was a pop up. I think those groups are great. I think as long as you can have them with a call to action, sign up for an offer, for a place that you’re still nurturing them, that’s where I would do these pop-up groups. And then I realized it was better just to do in my own group, create that engagement, but have a certain, specific challenge that we were doing or video teaching series, something that could create engagement, give them value. Have me show up get to know people and vice versa.

Michelle: Yeah, absolutely. Running multiple groups is very hard to do. But you can also archive them too. So if you do do it, now you can archive them, but it’s great to have to do that now,. Things have changed so much on Facebook to have that hub of your own Facebook group run the events in there. 

Rachel: Yeah, can you really just drive people there. It’s also great you do paid ads, you teach a lot about paid ads. It’s also a cheap way to get people on your list and to drive to your Facebook group.

Michelle: Absolutely. Yeah, that’s honestly one of the best things that you can do. Because then you get to deliver, you get to nurture in there and build those relationships and those connections and also people feel safer. Sharing their health issues, their problems.Nobody really wants to share how much weight they want to lose in a comment. It’s not typical. But if you’re in a group, they feel comfortable sharing talking about digestive issues, hormonal issues. Nobody wants to really talk about libido or acne or whatever, in a comment. So taking them to that safe space in that community is definitely the best thing to do.

Rachel: Well, and then there’s networking groups that you can look at offline such as going to toastmasters, or I know that I joined a few groups. They had a breakfast twice a month, I joined another woman’s group. They met and you got to feature yourself and stand up. Trust me. I was so nervous when I did that. Because I hate speaking in public. It’s probably one of them. I love zoom and the online world.  But all these different platforms. You can meet people, your people. 

Michelle: Yeah, exactly. I’ve gotten better..

Let Local People Know What You Do

Rachel: But if you are looking in your area, look for local places that you can join. Meeting people face to face can really prove to be a great connector. So think of those two groups that you want to join so that you can build your authority. I know that even my neighbors who knew what I did, were people that word of mouth was huge.

 So let people know what you do. Make sure that it’s not that sales pitch, but make sure that you can do it in your quick elevator pitch. This is my name. This is what I struggled with. I now a health coach and I work with people who struggle with ABC so they don’t have XYZ or so they can achieve XYZ. So make it to street, then let’s go on to Chamber of Commerce.

Michelle: Yeah. Which is really cool because you can register locally. Something else that I did too was I also registered locally with not just Chamber of Commerce, but also local papers. There was specifically one called Dance Paper in the Hamptons that I got into, and I reached out to them. So I had a higher caliber, basically, of an audience that was just people who were into health in that area that were invested in health in that area. 

They were frequently going to those types of natural grocery stores and looking for natural doctors. So it was my target audience. Doing that locally allowed me to be advertised for you, then you’re listed in there. People really do support local businesses. They shop locally. 

Rachel: The chamber of commerce is always doing these local events where again, you’re meeting these other vendors, you’re meeting people who are local businesses. They are really a great referral from a doctor or chiropractor or get to know the local spa, or some of these really cool places that people hang out for their health. 

How To Start Pitching Your Services To Local Businesses

Which brings us to the last one, which I love. So you have your list of 20 people already because you wrote them down. You definitely paused this episode, and you wrote them down right away. If you didn’t, you’re gonna pause it now and you’re gonna write them down. So I want you to think of these people, as business owners, just yourself, this could be the chiropractor, this could be a doctor, this could be a juice place.

There’s so many different really cool venues out there that are looking for people to do blogs or newsletters. So approaching them and asking if you can do a blog or newsletter is similar to pitching a workshop, but it’s definitely less commitment. 

So if they’re not ready to do a workshop, you can say, Hey, can I post a blog on your website, give them a nice picture of yourself, a nice bio, and have a free gift at the bottom of the blog. If they allow you that free gift, you can go and build your list. It’s the same thing with your newsletter. You can send a newsletter to them about a topic that of course applies to your niche or your sub niche, something that they would be interested in or something that would benefit their customers. You can do a newsletter again, giving a free gift at the bottom that they allow you to build your list. And if not just give that free gift as a file or an upload and give to their readers. But of course, you can still build your list by putting your information in the freebie. 

Do you have any other suggestions for how to pitch and make it smooth sailing?

Michelle: Yeah, I remember first getting into Mind Body Green, which was a great place. 

Rachel: I didn’t even think about building your network by doing Thrive or Mind Body Green. 

Michelle: Yeah. Those are great. I remember in MindBody green, I think the article that was accepted for me was, how I quit smoking naturally and what I did to support my body after. Which, I am still smoke free. So it’s been 10 plus years. But I shared that story. 

I shared it from the health coach’s perspective of how I could support my body in the process, because it was a whole nicotine withdrawal. They allowed me to have my bio, which led people right back to my website, which was great, because that’s where I housed my freebies, and my opt ins and things that and whatever was going on in events. 

I would have the event page with the calendar, if I was doing something local, and plus my programs were there. So it was really great to try to just get into those places. Honestly, all it really took was pitching to them. So you look for the person who accepts blogs, so they all have their own email address. But they typically go to a certain editor or a certain team that accepts those submissions. And then you email them, sometimes it’s submissions, but you just look for that underneath the contact. 

You would just say, “Hey, I’ve been a reader of MindBody Green (or whichever blogging platform) for X amount of years and I love these articles. I would love to contribute. I’m a health coach. This is what I specialize in.” List and hyperlink some examples. Even if they’re on your own blog I’ve written on this topic, this topic and this topic. I could definitely write on this, this and this for you and benefit your readers. 

Rachel: I’ve been health coach for X amount of years. Here’s some samples of what I’ve written. Would you be open? But I think getting a relationship first. I mean, that’s why I love the networking groups or I love that outreach when you’re going face to face, or even calling somebody to build that rapport first and to see how you can support each other. And then of course, pitch.

Michell: Yep, absolutely, definitely the relationship is key. Honestly, all of those businesses, the chiropractors and acupuncturists, they’re all looking for content for their website as well. They don’t want to be the one writing it all the time. So it’s always good to reach out and do guest blogging.

Rachel: Wow, this was a jam packed episode. I hope you get off the struggle bus with this. Social media can feel exhausting and there are times that I sit there and I just feel no inspiration. So in those times, or maybe you just haven’t nailed your message right or any of the things that contribute to social media. 

It’s about building those relationships. I had an amazing relationship with a gym locally, where I did workshops, got clients, one on one business, and also ran programs. Another great relationship was at a suite where I did workshops constantly for them. I would do newsletter takeovers and blogs. I had a yoga studio as well, a lot of places that really loved you coming in educating their clients on what’s better. 

So remember your 20 places, write them down, make sure that you’re reaching out to them and build that referral network. All right, Michelle, you have anything else you want to say?

Michelle: Yeah, just really just keep going at it. Don’t give up and sometimes it takes reaching out even more than once. So if you didn’t get the response you’re looking for, especially if you’re trying to build that referral base, just go back. Sometimes people are just busy and it might not be the best time so just whatever you do, keep doing it and keep at it. 

Rachel: Keep doing it. That’s gonna be the mantra for this week. Keep doing it, guys. All right, have a great one. Peace out and I’ll see you on the flip side. Bye, guys.

Michelle: Messaging is so important for your health and wellness business because you want to reach the right type of ideal client, and you want to attract them organically, especially if you’re just starting your business.

You don’t have a ton of money to toss around with Facebook ads. So it’s really great to really get that concept of, okay, I’m attracting people organically on my social media, they’re connecting with me, they’re scheduling a wellness consultation, health discovery call, and they’re reaching out. Maybe they’re opting in to your freebie. All of that is so important.

In order for that to happen. You have to know who you’re talking to and all about them. But there’s so many things that go into it. You might even find that you have more than one type of person that you’re speaking to. So you might have to have some variation in your messaging and individual posts that go out or cycle them through or do something that.

But you should definitely know, the biggest things are: What’s that big problem that they have? What are symptoms that come from that problem? And really think about them. How old are they? Where do they live? Paint the full picture of what they do on a daily basis. That’s your ideal client avatar.

Rachel: If you’re looking to Google something, go to digital marketer, it’s Ryan Deiss. And Google ideal client avatar, there’s a great download that will take you through that process. You want to know age, demographics, dislikes, TV shows and movies they watch. Really play out the scenario of each of these ideal clients.

But before we dive into ideal client avatars and messaging, let’s talk about nailing your hook. Because I see clients left and right, who are saying, I specialize in gut and I just want to work with people to get them healthier. But it’s not going to work if you just say I want to work with everyone or I just want them to feel better. We want to get really specific.

So can you walk me through an example of a hormone specialist who deals with blood sugar, weight loss, and hormone balancing.

Michelle: Yeah the first thing, let’s say, you’re a hormone coach, and you’re saying something similar, I help women get their hormones in check, and lose weight and do things in the process, but get healthier. If that phrase comes out at all, the next question that I always ask is, well, what is healthy defined by that particular person that you’re speaking to? Because health is so different for everyone.

It’s really, really personal and based on that person’s goals and their problems and what they’re dealing with and what keeps them up at night and what’s their daily struggle.What’s their big goal?

So the hook really needs to be the biggest problem that you help solve for that person that dramatically changes their health or dramatically changes their life. But be so specific with it. Is it balancing hormones? Well, what does that mean? Are you talking to somebody who’s going through menopause or perimenopause? Menopause really messes up the cycle.

The more specific that you can really get with that, that’s going to help you attract the right people into whatever you’re putting out there like your freebie or workshop. So it’s really important to have the hook relate to that big problem that you solve for the person that you ideally would dream about working with.

Another step is to really know, signs, symptoms, and also what they want to achieve. So it’s really know those symptoms because that’s how people identify, and really know what they want to achieve. What is that big problem that you’re solving that they so desire on a physical, spiritual and mental aspect as well?

It’s really important to know those symptoms and what they’re dealing with, because a lot of times, it can be very easy to just fall into general language like, “I help women get their hormones healthy.” That’s good ground to start with. But then what’s next? And how deep can you go with that?

Get so specific and talk about things that might be uncomfortable to say out loud, but really connect with your ideal client? Is she having night sweats? Is her libido low? Did she gain weight during perimenopause? You have to get really specific.

When I think of copywriting and sales, if it was a sales page, these are your individual bullet points that have to be on your messaging everywhere, so that you can connect with them. You might have more than one type of person you want to work with.

So let’s say, you specialize in three things. Maybe it’s hormones, gut, and weight loss. Really sit down and think about, is this the same person that I’m talking to every time? Are these things connected? Or do I have different audiences for each of these? Which is fine, too. So it’s just really important to know that as you present your offer.

Rachel: Well, you just brought up a great point, because when we sit there and think of different audiences, we also have to think of that ideal client. So let’s say it’s a woman who’s dealing with weight gain during perimenopause. You might have a person who’s a stay at home mom, you might have a person who’s working in an office, and you might have a person who is a high powered CEO. But remembering that in your messaging, it’s okay to narrow it down and leave out your other ideal client.

So if you’re messaging and really talking to that CEO that has high stress, really go in and talk about high stress, maybe emotional eating, stress eating, or the weight that’s caused by perimenopause. Really speak to her in those pain points that she’s struggling with so she actually identifies with you and says, I’m going to opt into this freebie today, or I’m going to watch this masterclass where I’m going to sign up for this discovery session.

And I always look at it as someone who also loves health. If I’m going to hire a natural health person, whether it’s a doctor or someone else, I really look for specifics. What can they really help me with? When I’ve had breast challenges in the past, before I looked for natural, holistic experts that specialized in breast health. I wanted to know, is this someone I can hire who knows their stuff, and can really help me with this specific problem?

It’s the same thing when you go to your general MD. They refer you out to someone who can really help you go deeper in that specific problem. So it’s the same thing. So how specific can you get in your messaging as a health coach to those people who are really looking for that expert who can really help them solve those problems?

Rachel: Well, when we’re talking about messaging as well, we’re not just even talking about social media, we’re talking about messaging on your website. Can we talk a little about that? Because you brought up something that I would love to talk about, which is key words.

Before we jump into websites, how do you find your key words? I always say, do your market research, get 5-20 people on a phone call, interview them, take that time out to hear the words that they are saying. Take the exact words and write them down on a word bank. What would you suggest in addition to that?

Michelle: From an SEO standpoint, don’t be too creative. Use words that are so common that people are typing them in Google. So if you specialize in gut health, you should have keywords on your website that are digestion. Do they have a specific issue? Is it IBS? Irritable bowel syndrome? Gas? Bloating? Probiotics.

If you talk about that often, and you think your ideal client might be searching for those words that they are using every single day, use them. Make sure they are problem specific because that’s really important, because that’s what’s going to pop up in Google when they go search and you can even do that yourself. Go to Google and start typing it in, how to heal my gut. Notice all the things that pop up and look. Notice those common keywords and put those in on the back end of your SEO on your website.

Rachel: Such an important topic. Because so often we use health coach words that our ideal client wouldn’t use. Let’s talk about messaging on our website. So somebody comes to your website, and I forget what exactly is the amount of time you have to capture their attention?

Michelle: You’re lucky if you have three seconds. It’s so fast, because we’re a population that is just busy. So aesthetically, you want it to also be visually appealing, you want it to be attractive, you want it to be easy to read and then have pictures and things like that.

With these words, you want to think about the ‘above the fold’. The header needs to be so specific. And if that’s all they read on the website page, is that enough to keep them scrolling? Is it something they get over, whatever the problem is? Is it enough for them to take action on? “Click here and download my free guide.” It just has to be specific, it can be a question. “Are you struggling with your diet?”

Rachel: Your list builder should definitely be up on the top as well. So it should really be that big hook. The headline is that question in very, very bold, like Melissa Ramos.

Michelle: What I’ve loved about her messaging is that I remember her talking about super uncomfortable topics. She talks about UTIs, she talks about bacterial vaginosis.

For me, that is some clear, specific messaging. Most people get afraid to go that deep. So that’s when you fall back to that general messaging and general language, but do you say the things that they’re really struggling with? Because that’s what’s gonna make them opt in and click and hire eventually. So it’s important to be really specific.

If you’re focusing on a woman with Hormonal Health. Is it really balancing hormones naturally? Or is it really down and dirty to the women’s hormone health issues? Is it about her sex drive? If she could fix that, would it save her marriage? Really thinking about exactly what it is that that person is struggling with?

Rachel: That really comes down to that market research. In the beginning, say you’re coming right out of school, and maybe you haven’t done that market research. But for me, I asked friends, people who I felt had similar issues, similar health problems to that of my ideal client, I asked family members, I asked as many people as I could to get clear on what was the biggest thing for their gut issue?

For me, people came to me for food allergies and food sensitivities that was something that in their gut, somebody could deal with like Belly Bloat. But I found that food allergies and food sensitivities and weight loss were my big A’s and I never thought that I would ever be a weight loss coach with gut. But I found that so many people had bad bacteria that was leading to weight gain. At least that’s how I viewed it. And that’s what also set me apart from other people. I do gut differently. I do weight loss differently. Come and work with me and get down to your weight loss issues because you’re on a diet and nothing’s even working.

Michelle: That’s so important. I remember health coaching and I was scared to. It’s easier to write for someone else, right? Even writing for myself, I remember going and doing that inner work to be able to be confident in my own messaging. It took really being comfortable looking at my problems.

So for me, my ideal client was myself in the past, and that might be very similar for a lot of health coaches, that’s why we usually get into the field, right? We want to help the people how we helped ourselves. So it took a lot of feeling comfortable and being able to just push the limit a little bit. Am I talking about bloating? Am I talking about how messed up my stomach was or how I leave a party if I felt sick? Things I never wanted to share with anyone who knew me personally.

No, it was really necessary for me to be able to have people reach out and say, Hey, I’m so glad you did that post. I connected with that, can we have a talk? That’s how you attract people. It’s really just an honest vulnerability. So when you’re doing the market research also do the inner work.

Rachel: If you’re a different topic, because I’ve seen coaches who say, I’m scared to share my story. It doesn’t mean that we share everything. We share the things that we know our ideal client is going to say that is me. I remember sending an email out to my newsletter list when I had Rachel’s Wellness, when I was coaching about gaining weight when my probiotic wasn’t working.

I talked about this realization that I had for myself that I needed to rotate my probiotics so my body didn’t get used to it. All of a sudden, I got five clients from that email. People were like, Oh, my God, this is happening to me, I’m gaining weight, these pounds are so hard to get rid of. What’s going on? Let me try this.

All of a sudden, people were like, I need to work with you. Look at all these tips that you have. And just sharing that personal story with somebody. I also shared how it made me feel because people were identifying with my story as somebody who was recovering from food addiction, stress eating and not having a very good relationship with food. I struggled with food for years and it just helped me bring my client closer to my own life.

Michelle: Yeah. It provides a nice, comfortable platform for them to share in return. No one feels comfortable walking into a room and sharing something super personal. But if someone shares it first, then it feels like others can share, it’s a natural reaction. So it’s nice to be able to get those emails back or someone hitting the contact on your website, or having someone DM you because they’ve read your story.

It’s also just nice to be honest in your messaging, too. So if you’re struggling with that, just draft it a bunch of times. You don’t even have to put it out there yet. But draft it. Sit with it. Get comfortable with it yourself. Would this be the information my ideal client needs to hear from me in order to hire?

Rachel: Yes. I did with every post, whether it was posted on my personal page where I was laying the foundation for my brand, or posted on Rachel’s wellness, my business page, or on my Facebook groups. I always tried to really share with my ideal client, the very struggles that I had with asthma, the struggles that I had with food allergies.

Also even when I would have a flare, that was an important thing. If I had a flare, I used to get Angela Diem on my eyes. So my eyes would blow up after a food reaction. I remember posting that picture and being like, if you’re in a flare, this is what I do, and helping my ideal client to understand what was normal, autoimmune reaction and what was a flare. That landed with clients too. Be vulnerable in those situations where we would be so scared to share something because it also helps our ideal client to identify with us and humanize our work.

Michelle: Your message isn’t going to be for everyone and the people that it’s not for, that’s okay. I’ve heard from health coaches who were like, Well, I want to share this, but back before they did custom audiences on Facebook and everything, you can’t even do that on Instagram. They’re afraid for people they know to see it. You’re not sharing it to help those people. They should be there to support you wanting to help the people you should.

A lot of that comes down to that inner work that you’re talking about. It’s getting over the fear of what people are going to think. Because you declare that you are going to start this business. And you can’t just start this business by doing a few posts that are not speaking to your ideal client with your own messaging, it’s almost impossible to get hired.

Rachel: So let go of that self doubt and what are people thinking of me? That only leads to procrastination. So when we’re not doing the things that we need to do in our business, or when we’re questioning that, that just leads to procrastination. Then all of a sudden, we don’t have a business at all. We feel we’re failures. And it’s a vicious circle. Instead of just saying I’m going to let go of what people think of me, I’m going to make this post, I’m going to do it. And I’m not going to question that or look back.

Michelle: What was actually very therapeutic for me, is I went to other websites, third party websites, MindBody Green, Thrive Global, and I started doing some blogging there. Because even though it was a big audience, the chances of someone that knew wasn’t going to be reading it. And it was an awesome experience to have strangers commenting, thank you, this helped me so much. It just gave me this reassurance and confidence to build me up a bit.

So even if you can do some guest posting or guest blogging somewhere, and really get comfortable with that messaging, that can really help boost confidence to write.

Rachel: Whether you’re building your signature program, or blogging or doing things within those programs or within the blog, there has to be something that brings your story into relation to what you’re teaching. It’s not having that fear to go for the work that you need to do, or not having that fear to put out your signature program and find those stories that are relative to that signature program that you are selling to your ideal client. You have to really know the why of it. I think that’s important. Knowing why you’re messaging a person, knowing the journey that you’re going to take them on, whether it’s a blog, a workshop, or your signature program.

Michelle: Yeah, that’s really important, which goes right back to, who’s your ideal client? What’s their problem? Because when you know that everything else becomes crystal clear. Your freebies, your programs, your offers – everything that you do is there to serve someone. Once you know who that someone is, all the messaging becomes so much easier.

Rachel: Do you think that we’ve missed anything during this episode?

Michelle: I don’t think so. But I would definitely say if you’re really struggling with it, have a friend or a peer record you or record yourself. If you’re struggling with your messaging, look at the places that you’re struggling. Is it in your about me page, your website, social media posts?

First compartmentalize the areas, then actually say, I’m going to sit here and focus on a social media post, or I’m going to write down my story timeline. What happened? What was life like? What brought you to your knees that said, you’re going to change into this as a business? What do you teach now? Actually write it down and figure out the stories that you need to extract to infuse into your messaging and then actually record it. Record some of the verbiage that’s going to be on your website. It will take you out of that fear of struggle, because when we just let go and record it into our phone, it’s so much easier.

Rachel: Yeah, I can’t count how many times I’ve done that. I play it back too. Then you hear it and it just helps. It’s definitely a great way to express myself.

Remember, you have your messaging. You want to know what you do, who you do it for, what problems you solve, get very specific in that. You want to also make sure that your messaging is specific. You can have more than one ideal client avatar, just make sure that ideal client avatar works.

Lastly, really believe in your story. Believe in the story that you went through. And if you didn’t go through a health issue, you still need to get down and dirty doing the same work and figuring out what are the problems and what is your ideal client’s desire? Don’t be scared to get specific. In this, specifics is where you’re going to make the magic and that’s when your ideal client is definitely going to opt in, sign up or hire you.

Additional Resources:

Free Resources to Grow Your Business 

Ready to build a business without the overwhelm? Save time creating content and MORE time finding clients >> Go Here

Subscribe & Review on Apple Podcasts

Are you subscribed to my podcast? If you’re not, I want to encourage you to do that today so you don’t miss any future episodes! I already have so many amazing guests and topics lined up, I would hate for you to miss a single one!  Click here to subscribe on Apple Podcasts

Could I ask a big favor? If you are loving the podcast, I would LOVE it if you would leave me a review on Apple Podcasts. I read each and every review.  Wondering how to leave a review? Click here to review, then select “Ratings and Reviews” and “Write a Review”.  You rock! THANK YOU!

Subscribe Now to Discover Why Other Smart Health Coaches Like You Tune into the Healthy Hustle Podcast.

error: © Rachel Feldman and Rachels Wellness, 2014. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Rachel Feldman and www.rachelswellness.com with appropriate and specific direction to the original content.

By continuing to use the site, you agree to the use of cookies. more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.