If you are a coach and you have a signature program that you offer to you clients, have you ever considered creating a very special physical product that could keep you front and centre in your ideal client’s life for a really low investment?
Having a range of products at different price points is a way to keep your audience engaged as they ascend the value ladder with you, moving from a free consultation call, through to a one-off “bite sized offer” all the way to booking a coaching program with you.
A planner is a way of putting your coaching philosophy to paper and allowing your potential clients to buy into your “brand” at a low cost, but in a way that will keep your name literally in front of them every single day, reinforcing your value.
The Value Ladder
Russell Brunson of Funnelytics talks about setting up a value ladder for your clients in his book Dot Com Secrets. This means that rather than jumping right in and trying to sell a new visitor to your website a $5000 product, you ease them in with a freebie -> a low cost product -> a medium cost product -> a high cost product -> your big ticket offering.
This value ladder applies even if your big ticket offering is actually relatively affordable (a yoga class pack, for instance). It doesn’t have to be a $20k mastermind!
So if you are a service provider such as a coach, a nutritionist, a home ed consultant or anybody who offers 1:1 coaching or consulting services, your goal is to move people along this value ladder so that the person who books you for a one-off consultation eventually signs up for a 6 month program or mastermind.
The Problem With 1:1 Services
The difficulty is that if you offer 1:1 services, it can be hard work to get people ONTO the value ladder, because your time is expensive, so even if you are at the affordable end of the scale, you could still be asking people to spend $60 or so just to test you out, which is a big ask.
Many coaches or 1:1 service providers don’t have anything that they can offer for less than about $247, which is fine, because you have to value your own time and expertise, but how do you get people coming across your material for the first time to invest in you, especially if you are not a “big name” and don’t have an endorsement from Amy Porterfield or Marie Forleo?
Instead of devaluing your time, think about creating a product that LASTS. With a digital course people can buy it and forget it, especially if it’s a low-priced course (less than $99).
But adding a physical product to your value ladder can switch things up a bit. It can get people’s attention because it’s something different, something more tangible than a digital product, and less guilt-inducing than a course you’ll never finish.
The solution is, of course, a planner.
A Planner To Change Your Ideal Client’s Life – BEFORE she even starts working with you!
If you are a 1:1 service provider, I’m going to assume that you have faith in your methods. That you believe in what you do.
Imagine if your signature method was codified into a gorgeously designed desktop planner that your ideal customer had in front of her Every Single Day. What would that do for your brand? What is the value of keeping your name in front of her and being of service to her every day?
You can use that planner to make her life better every day – give her the structure, the prompts and the support she needs on every page, whatever your niche is.
Now, what you do with that access is up to you, but my gut feeling is that for $60, a printed planner gives you much better long-term visibility to your ideal client than anything else at that price point.
By being of use to her every single day with your planner, you are going to turn this customer into a raving fan who can be potentially nurturing into a high value customer because of the trust she now has in you.
You could also offer your planner as a premium welcome gift when onboarding new clients!
So How Do You Create and Launch A Planner?
The four main stages of creating an launching a planner are:
1) Research – know your market and your dream customer inside and out.
2) Pre-launch – start warming up your community (or creating one from scratch) before you even announce it.
3) Design – there might be as many as 400 pages in your planner, so start mapping out what every single one will do, and planning your layouts.
4) Print – get a graphic designer to design your sketches and draft them into a final, gorgeous, print-ready format, and send to your printer. DONE.
Earlier this year, I wrote a blog post that went viral on how to make your own planner – you can read it here – and this week I launched The Well Planned Planner, a 1 day course that takes you DEEP into the fine processes of preparing for, designing and launching a beautiful planner to an audience of raving fans.