Why You Need an Ideal Client Avatar and How to Define Yours

You’ve heard that you need to talk to your “Ideal Client Avatar” aka your ICA either from me or from other business marketing experts. But, you know that you can teach anybody. I mean, Pilates is for everybody right? And, yes, you probably have been trained well and can teach all types of people. And Pilates meets everyone where they are. But, that doesn’t mean you get to talk to everybody. In fact, you can’t. You literally cannot write a post on any social, a newsletter, blog, or journal and talk to everyone and get attention. Even big brand names like Coke, Pepsi, or think of any big brand talk specifically to one person. Why? Because people need to feel like you see them, you get them, you understand them. They need to know that no matter their pain, problem or goal you can help them specifically. So, does this mean you only get to have one ICA? How do they do it and still appeal to so many people?

A simple answer is yes you can have more than one avatar. But, you still cannot talk to all of them at the same time. So, sure, you can have 3 avatars (I would keep it to 3 tops if you really can’t narrow down) but you still have to have total clarity around each one and know which one you’re talking to when you are promoting who you are, what you do and why you rock.

How do you know who your ideal client is?

This gets more complicated but it doesn’t have to be. I find that many teachers and studio owners struggle with this because they think about all the clients they have that they like. But, if I ask them if they would want 20 of that person they quickly remember that the client they like is late all the time, doesn’t want to pay their rates and is inconsistent.

So, first, you need to not worry about what will happen to the current clients you have. You might be a lucky person and have a client who is your total ICA. But, you might now. And that’s ok. We’re going to dive into what you need to know about your ICA and how to talk to them in this blog.

  1. Think about why you got into teaching in the first place. Was it to solve a problem you had? Was it because of how Pilates made you feel? Many times our ICA (or one of them) is us before we discovered Pilates.
  2. What do you like learning more about? I see a lot of teachers take workshops on anything. But, those who dive into something more specific will find a path that leads to working with more people that light their fire and allow them to flex their muscles a bit more. Look back at some workshops at see which ones lit you up so much you wished you could take hours more on that topic? Who does that information help?
  3. What are some non-negotiables in your business? Do you prefer to teach privates or groups? Do you want to teach more people or fewer people? Are there days and times that you will teach or won’t teach?

There are a ton more questions to answer about your ICA. But before we can get to them I want you to answer the above. Because these answers will really define a lot about your ICA’s. If you don’t want to teach mornings we need to own that and keep that in mind as we define your ICA. And its easy to get in the scarcity mindset as we dive even deeper into who your ICA is and start to bend your own rules.

Now that we know what information lights your fire, why you got into what you do and what you non-negotiables are we can start to dive even deeper into your ICA. And remember, the reason we need to be specific is so that when we market who we are and what we do we are speaking directly to our clients (future and current) so they feel SEEN! Everyone needs to feel seen.

Let’s get specific:

  • where do they live
  • when do they workout
  • where do they work/do they work
  • where do they workout
  • how much money do they make
  • what do they do for a living
  • what do they do in their free time
  • where do they get their information
  • what social media (if any) do they enjoy
  • what books do they read
  • what magazines/blogs do they read
  • what groups are they part of
  • what do they like to eat/drink
  • what does a normal day in their life look like

Now, let’s talk about why they need you:

  • what are their pain points
  • what keeps them up at night
  • what would they do anything to have a solution to their problem
  • what do they wish they had more of

How do you help them (hint don’t just write “with my Pilates sessions.”):

  • what about what you do specifically helps them
  • what are your ideal client’s program/how often do they need to see you
  • what do past and current clients say you do
  • what protocol do you want your ideal client doing with you

What are their objections:

  • what will keep them from saying yes to you
  • who will stop them from saying yes to you
  • why might they not say yes to you

Ok, you ready to take all this information and put it together to talk to your ideal client and make them feel seen?

If you know how your future client wants to feel every day and you know what their objections will be then you can literally say: “Hey ___, I know you’re tired of feeling tired and you can’t fathom taking time out of your day for your self-care. But, I also know that back pain isn’t going to go away on its own. You know that too. And, I know that if I was able to work with you each week not only would your pain lessen but you would have more energy. Plus, one day a week we can do it while you’re at your office so you don’t lose time coming to see me in the studio.”

The woman I was picturing was someone who works 12 hour days, is working hard to “get ahead” and so she is sacrificing herself. But, she wants more. She wants to feel good and have more energy. So I know I can get her to come in person once a week but that won’t help her so I am going to also see her the second time online because then she can see that I believe in what I do so much that I will meet her where she is.

Notice how I didn’t write: “hey ___, you’re tired, you’re busy, you may have back pain or neck pain, or postnatal problems. And yeah, I can do posture and pt too!! I like to see my clients 3x a week but we can do once or twice or whatever you want. What do you think?”

Does the person above have pain or posture problems? I don’t know. And does this teacher sound confident in how they do what they do? Nope, they are willing to see their client whenever the client wants…

Going back to the first question: Can you have more than one avatar? Yes, as I mentioned you can. But, you have to go through all the prompts above for each avatar. And, every post or piece of marketing you do you need to make sure you know which avatar you are talking to. On OPC we have three avatars. But, lately, I have only been talking to two of them. And, I only talk to one at a time.

And, if you do this really well do you know what happens. The person you are speaking to so well, the one that feels so seen comes to you, takes from you, and tells their friends. And, there’s a high chance that some of their friends are not just like them. So, by talking super specific you still end up attracting other clients. Your business grows and its because you’re mostly teaching the clients that light your fire!

I’d love to hear who your ideal client is. You can share it with me in the comments below. And, for more support defining your ideal client and how to market to them check out my avatar course here, becoming known, and the client journey. These courses will help you go from an idea to an in-person/online client!

xx~LL

 

Tips for Launching Your Workshop, Classes or Online Course

You know that your new class, workshop, online course or product is a good idea. In fact you believe its a great idea. But, you’ve posted about it and crickets. Or, just a few people and you’re feeling like “nothing works.” Or maybe you are just at the beginning stages and you don’t really know what to do beyond creation of the idea. Here are tips for launching your idea and getting people to see the value that you see in it.

Before we get into the tips its important to ask yourself a few questions (I promise the tips are coming up fast).

  1. Are people asking you for this? If the answer is yes then the tips below will be easier to implement. If the answer is no then you’ll need to make sure that you’re warming people up for this idea. For example, when I created OPC it was because my clients were asking me for classes since I was traveling so much. But when I created AGENCY the first time (it wasn’t called that then) I heard crickets. Literally nothing. I had to go back to the drawing board and warm up my audience for the program I believed in. Which now is call AGENCY and 90% full.
  2. How much do you believe in this? Whenever we launch something new there is going to be a period of time where it feels like no one cares. Like we are talking into a black hole. And its going to be your drive, your belief in this product, workshop or service that sees it through. Seth Godin calls it “the dip”: a temporary setback that will get better if you keep pushing. If you just like this idea but don’t know that you would fight for it even when no one is listening then it’s ok to park it for a while and hold out until you have an idea you can’t stop talking about.
  3. Do you know how it helps people? People buy what the believe will solve their problems. If you don’t know how your workshop, service, or idea solves a person’s problems keep diving deeper before you launch.

Ok, now here are some tips for launching, filling and selling your service or product.

  1. Before you create it know who it is for. I mean truly who it is for. ALL the dirty details! Too often people make mistakes by creating the product or service and then deciding who its for. But, I promise you tears will be saved, classes will be filled and you’ll have a much easier time if you start with who you are creating something for in the first place FIRST! Who is it for? How does it solve their problem and what will their objections be? What will their life look like after they come to your class or workshop?
  2. Get people excited! Before you spend the time and energy creating the entire product get people excited by “teasing” them a bit. Ask them questions that would help you really fine tune your product, class or workshop for them. Make them feel like they are part of the creation process. Think of movie trailers. They don’t just put a movie out there. They put out ‘teasers’ aka trailers for people to get excited and countdown the days to opening night.
  3. Sell people on the results not the process. This is key! Too often I see teachers and studio owners selling the workout or the workshop but not the things people get by going. Instead of “sign up for class this week” which says nothing about the class, what people get and why they should come. Talk about the results that they get by coming! What will life look and feel like?
  4. Share how you are the expert, the guide. Why should people buy or take from you? How are you the expert? People don’t buy Pilates or whatever you are teaching or offering. They buy from people they trust. So you need to share your story. How you got to where you are. Why this means so much to you! People don’t need you to be perfect. They need someone who they can trust to solve their problems. So be sure to regularly be sharing your journey!
  5. Talk directly to your people. I know you want to talk to everyone. I promise you this is a bad idea. While I write this I am specifically thinking of the two people who asked me this question last week. I know that it will help more than just them but I try to talk to anyone out there who could be creating something then I promise you that you won’t have gotten this far. The more you dial in and talk directly to your person you are wanting to serve the more they will actually respond. Look at some of the influencers that you follow. Look at how they write anything. I bet you that it feels like you’re in conversation with them. Now, look at your posts. If you’re getting lots of comments and engagement chances are you’re dialed in. If you’re not then time to get more vulnerable and more specific.
  6. Tell people daily how you help them. Yes, daily. I know this feels like a lot. This doesn’t mean you sell to them daily. Nope. This means you simply find different ways to share who you are, what you do, and how you help THEM.
  7. Give yourself the time it takes. Too often I see people create an offering and then give it one week and if it doesn’t sell then they throw the idea away. You need to give people time. 15 seconds on a story isn’t enough time for someones brain to say “yes I want that.” Remember tips 5 and 6 and then add in social proof. Testimonials, before and after’s. Your people need to see themselves in your posts.
  8. Tap into your network.  Who do you know who shares the same clients but offers something different? How can you collaborate? Do a live or go on their podcast? What can you offer their people that they can’t? How does that add value to them?
  9. Have clear steps on what people need to do and when to do them. Its easy to think that just because you told everyone clearly about your new product or service that they will then know what to do. But, pretend they just don’t. I mean, people are humans and they have a lot going on. So, what should they do if they are interested? Tell them and then tell them again.
  10. Yes you need a list, yes you need to email and post regularly and yes you can do this! I know it seems like there are a lot of people in a space. But there are also 7+ billion people on this planet. Focus on the ones you want to serve and then serve them!

There are actual steps to a launch of any kind. And this is something that I coach people on and we can do it when you know that you have answered questions 1-3 and you have started really adding value to your audience. Because to do a true launch it will feel very overwhelming if you don’t have the list, are not posting, don’t have practice talking to your audience, and haven’t created a network. So, if you’re ready to go full launch mode then contact me here. If you’re more in the needing more clarity on your ideal client check out this course, getting people on your list this course, and solid tips on creating, marketing, and filling a workshop this course is for you.

Where ever you are I promise you that you are the only person who can teach who you want to teach the way you teach them. So, share your story, share it often, get to know your people deep down and then create the service/product that will help solve their problems. Launching will be easier if you do.

What are you hoping to launch? I would love to hear about it in the comments below.

xx~LL

When Should You Hire Help and How Much Should You Pay Them?

Believe it or not the answer to when you should hire someone is sooner than you think and before you are ready. Whether you are working for yourself or you’re running a studio the truth is no matter how awesome you are you cannot do it all. At the beginning of your business, you have to “bootstrap it.” In fact, even if you have the money to hire all the people there is a lot to be said for focusing on doing only what you need and doing most of the work yourself. In the book “Power of Broke” Daymond John explains how so many businesses did better by not having the funds to do everything at one time. But, at some point, your badass skills will fall short of being able to do all the things well. Or, lack of time to do all the things will get in the way of your growth. So, how do you know when to hire? And, then how much do you pay them?

First, let’s talk about how to know when you need to hire. Believe it or not its less about when you have “enough money” to hire someone and more about when you lack of hiring someone is actually costing you money and growth.  Most people make the mistake of hiring people for the job they needed months ago and not for where they are going to grow. For example, you know you need to have your website updated, you have been writing blogs but they are inconsistent because once you get in a groove then you realize your social media marketing isn’t where it should be. And before you know it you’re overwhelmed and not doing any one thing well. You’re tired, frustrated, and wondering why do any of it. You end up not growing your business as fast as you want or could. And, you put off the dreams and goals you have because you “don’t have time.”

I get asked all the time how I “do it all.” And I am really honest; I have a team. And I didn’t start out with a team nor could I afford my entire team at the beginning. I barely could afford my first hire. But, I also knew that the more she did for me the more I could teach aka make money. Hiring my first assistant was scary and also the light I needed under my arse. And yours will be too. Because, when you have people you’ve got to pay you start to see opportunities to make more money in more ways. You also stop feeling like you charge to much or worry about charging for a late cancel. You have a team to pay for.

How did I know when to hire? Great question. There were things I wasn’t doing not just because I didn’t have time but because I dreaded doing them. They literally made me annoyed. Frustrated. And awful person to be around. They actually took longer than they should because they were not my strengths. Which was costing me money because I could have been doing other things in that amount of time I was wasting. So, I decided I needed an assistant. Someone to do the things that were taking too much time.

Step one: Write down ALL the things you currently do, need to do, and want to do in your business.

Yes, that will take time and you should take the time to write these things down. Just brain dump it all. EVERYTHING. Even the changing of the toilet paper. Once you have this brain dumped list then I want you to take anything that doesn’t require YOU and put them in either a “F yes” column or a “no” column.

For example, to put a video of mine up on Youtube it has to be filmed, edited, the copy has to be written, and then it is uploaded to Youtube. Of these tasks I love filming and writing! But, do not love editing and uploading. And truthfully the only one of these tasks that requires me to do anything is filming. The writing could even be outsourced.

Here’s another one, teaching a client. To do this they need to be scheduled, they need to pay or their package needs accounting for, then they need to be taught, maybe a reminder has to be sent. Of these tasks the only one that is an F yes for me is teaching. I can do all the other things. And you may even be thinking “But LL most of those things don’t take that long.” True, they might only take one or two steps. But, I don’t want to do those things. They don’t light me up and therefore those steps not only waste my time, they cost me money. I could be doing something else with that time.

Step two: Whatever is on the “No” list that doesn’t bring you money you have to hire for.

Anything that doesn’t bring you money that isn’t a F yes column is literally a drain on your headspace and your business growth. Trust me. I know you think, “But if it doesn’t bring me money, paying someone to do that is really costing me money.” Yes, it does cost you money to hire for these tasks, but I promise you if you use the formula below you will see how – in the same amount of time – someone can do the work that doesn’t bring you money and doesn’t light you up literally allows you to make more money.

Step three: Know how much your hourly rate is.

When you first go out to hire people for your business some people might ask you “what is your budget?” This question may have you worried. Or even thinking that they’ll cost you too much. But, if you know your “hourly rate” then you’ll know how much you can spend on a new team member. Side note most people will just say how much they charge per hour. But for websites and some projects, they may want to know what your ballpark is and we can talk more about this together if you need. But another way is to have a detailed list of what you want need and then get quotes on the same project from several people. Let them pitch themselves to you. But for someone working for you hourly like an assistant etc you’ll want to have an idea of how much you’re willing to pay for the job. As I mentioned my first hire was an assistant. And I decided that I could pay about $5 more than min wage so I could get a person who would be dedicated during those hours. But, I also could only afford that person to work 5 hours a week for me. How did I come up with that?

I knew my hourly rate!

Here’s how you figure out yours:

What is the amount of money you want to gross in your business in a year?

Divide that amount by the number of weeks you will work in a year.

Divide that number by the number of days you will work in a week.

Then take that number and divide it by the number of hours you will work in a day.

The answer is how much you must be charging at minimum for your time. And, that means anyone you hire that is less than that is saving you money.

So, I knew that I was able to take on one more hour of teaching a week and that gave me 5 hours for my assistant each week. I literally created 4 hours of time for myself each week by hiring her.

And, then when the results of her working for me began to take effect we were able to bring on another assistant to do other tasks on my “no” list. And that meant I taught one more hour a week, got another 5 hours out of another person. And thus had 8 hours extra. What would you do with an extra 8 hours?

Step 4: Create a job description from the “no” list.

In this podcast episode with Kareen Walsh she goes over how to know who to hire. And not just who but literally write the job description that saves you from hiring the wrong people. Too often people finally decide to hire but they don’t have a clear job description. So they hire the wrong people. Which will literally waste your time. AKA money. And then you’ll say “LL I tried to hire and it just didn’t work.” And you’d be right. But, you went about it the wrong way. When you look at the list of the things you love you create your own job description according to Walsh. And the stuff you don’t want to do creates the job descriptions of who you are hiring.

Step 5: Set them Up for Success

Training people to do the work better than you would is not easy but it is possible. There are some great tips for creating systems that are foolproof in the book “The Replaceable Founder” But, maybe you don’t have a system yet because its something you need but you haven’t done or haven’t had a chance to create a good system. Then first be sure to hire someone whose strengths and desires are related to the job. Don’t hire your friend just because they need work and will take what you will pay them. And be sure to take the extra time needed (and you will need it) tell them what you like that they did and why as well as what changes you would make and why. For example, say you’re hiring someone to write your newsletters and they do and you like the first two. And you say “oh I love these.” But then the third and fourth come out and you’re like “ugh these are not what I was expecting.”

All of our team works remotely so when we are having them take on a task of ours we will film what we do and have them create the “system” for it. This system then lives somewhere we can keep so if we ever need to hire anyone to do it they can follow the last person’s system for it. But, before we keep it as a true system we do have another person (in our case on our team but you could use a friend) to follow the system. It should be easy for anyone to follow their steps.

We give feedback often on what we liked and again WHY we liked it. And if we would change something we say why. This way they can start thinking like us.

Step 6: Have a plan for the time they are giving back to you.

If you are like I was in the beginning the people we hired allowed for me to do more things that would propel the business forward aka make more money how many hours is it giving you and exactly what are you doing. If you’re not clear on this you will easily fill it with other busywork. Now, almost three years after our first hire many of our hires actually give us time off. Yep, time to live life. What will you do with those hours?

Finally, I leave you with this reminder, hire for where you are growing. It is so easy to hire for the business you had yesterday. But then you’ll always feel like you’re not growing. And that you’re always playing catch up. Where do you want to grow your business? What jobs would be a “no?” Who are you hiring first?

xx~LL

Ps if you need help with hiring and firing here is a course that gives you more tips on this topic.

 

Pivoting: Tips for Instructors and Studio Owners

Pivoting, I am sure you have heard this word more often than you want during the Corona Virus Shut Down, Re-open, and potential re-closures. And, maybe you have even pivoted once or twice already? I know you struggle to know if you should pivot now? Is it too late? What if things “go back to normal?” And, even wondering if it’s too late and you missed the Pivot Plane. Truth is pivoting may be more than just what helps you survive this time. It might actually take your business to a level you hadn’t thought about. Or, even become more than a band-aid to the times and be the way you help people for years to come. Pivoting doesn’t have to be a last resort or a “bad thing.” It could literally be the thing that sets you free of what you thought you “should be doing.” So, whether you have already made some pivots or are just getting started here are some tips for Pivoting.

First, it’s important you recognize that pivoting is not a bad thing. It doesn’t mean you failed. When gyms and studios were forced to close ClassPass lost 95% of its revenue. OVERNIGHT. The entire fitness industry was sent into a freefall. You are not alone. And, there are tons of success stories already out there where pivots have more than saved a business. There are many that are looking at their future primary product being virtual. You can be (and I hope all reading this will be) saying something similar.

Now that you have let go of feeling like you’re “failing” by changing what you offer or how you show up. Let’s talk about some ideas.

Pre-Rona you or you studio were limited to who could get to your studio. People who lived or worked in the area. You were limited to your ideal client being “nearby.” Now, EVERYONE understands how to use their computer or device to zoom, Facetime, or Google Hangout. And, while some people weren’t as excited to workout online in March many are jumping on board now.

Virtual Classes For Always: In-real-time classes not only feel like “old times” you can easily charge your normal in-person rates. You are not limited to the walls of your studio. People are now used to buying fitness equipment so you can put together kits they can buy from you for your classes. You are also only limited to time zones issues. Your existing clients can help you promote your classes and bring their friends and family from all over the world. Which is where you should start. With people who know like and trust you. And when the time comes to move back inside you can still keep your in-real-time virtual attendees. I take a step class every week with about 28 other women from all over the country. And, the teacher is in a big warehouse with 20 in-person students. That’s 48 on a random night. Their studio could only fit 32. No longer are their profits limited by occupancy rules.

Courses: what questions does your studio or you get asked often? Nowadays creating online courses has never been easier. There are platforms like Teachable and Kajabi and others that make it easy for anyone to film a course put it up online and sell it. Now, I promise you just because you build it doesn’t mean it will be a success overnight. You still will have to promote this product. But, it is another income stream that now without having as many hours spent driving around to go from class to class or to the studio you can finally write, film and sell that course you’ve been wanting to put together. And, go ahead niche down and answer the specific question your ideal client is asking. Your ideal client has back issues do a course on things they can do at home. Maybe there is a level 1, 2 and 3? And, because they will trust you so much after doing the course maybe they join your virtual classes or in-person offerings when that happens for you.

Downsizing: this option is brilliant and I know that maybe it doesn’t feel brilliant in the beginning trust me everything is happening for you. Maybe you have a big studio, you’ve got lots of teachers or you’ve struggled to find enough “good” teachers? You opened the studio so that you could help people. You saw that most people opened with 3+ Reformers, towers, chairs etc. But, the truth is you don’t love managing people and you want to focus on other things. Maybe you want to travel, be with your family more, or simply have a business that is smaller, more manageable? What if you rented out your excess equipment, moved to a smaller studio space, or create a home studio as I did. Truth is most teachers can have a very profitable private business with 20ish clients working 46 weeks a year if they charge their worth. Your clients who are unsure about returning in-studio can rent the extra equipment from you and when they are done you can sell or re-rent it out.

Poll Your People: I’m often asked how come I moved to Vegas or decided to have a home studio? And honestly, I’ll answer the question about Why Vegas another day its a longer story than a bullet point on a blog. But, that part that helps you is I polled my clients who stuck with virtual. I asked them if when things “reopened” what they wanted? Were they going to be going back to their offices, other gyms etc. They all said they were LOVING virtual and were even doing more sessions. They didn’t have traffic, parking, or worry about a meeting running late. Because I knew that they were not planning on coming back it allowed me to explore other options.

Sell the Results, not the Process: maybe your business doesn’t need a pivot but your marketing does. I often see teachers and businesses selling the process. Meaning they sell class times or equipment classes. But they don’t sell what matters to people- how you help them. How does “Pilates Mat class tonight with LL 6 pm” solve their back pain, their lack of self-confidence, their stress level lowering or simply being part of a community? Right, it doesn’t. It sells the process. But, what if you talked about the results? What if you shared with people the big picture, the feeling they will have when they show up? Give this tip a try all week long and see if the engagement on your posts changes.

Stop wallowing: What does wallowing have to do with pivoting? A lot actually! If you add a new offering, discontinue ones you cannot offer, and even do any of the things I have mentioned above but you are still living in the “woe is me” mindset I promise you you’ll get to continue living in this place you are in. You’ve got to stop feeling like this is happening to you and that you’re the only one. And this one is a big one, You have GOT to stop believing that “no one wants to do virtual mat classes and pay for them.” Or “no one will pay for this class I offer because they are used to x, y or z.” You need to believe in yourself. You need to show up every day asking yourself how can you reach the people you were meant to help today? You need to because you are the only person who can teach who you teach the way you teach.

What pivots are you going to make? What are you going to commit to?

Couple things I need you to keep in mind as you make your changes:

  1. Insurance: you gotta make sure your insurance covers you for the on-demand aka pre-recorded content you are offering.
  2. City/County policies: I am LOVING the ideas of studios teaching in their parking lots, parks or beaches. Do you have permission?
  3. Your waivers: anytime you add something you have never done before you gotta make sure your waivers cover you! This is not something you can borrow from a friend download off the internet.
  4. Who is it for? Why do they need it? What do they get after doing it? Remember the results not the process is what they care about.
  5. You gotta market it. More often than you think. More times than you can dream up.
  6. Which is why you gotta love it, believe in it and go for it.

 

Look, I’m not gonna lie, times are WEIRD AF. But, let’s be honest, people are thriving during this time and it’s not because they are finding ways to benefit from a pandemic. No, these are Pilates teachers, Personal trainers, gyms and studios that have decided to get creative, show up and be ready to fail. Yep, failing is inevitable and it gives you Feedback! So, fail fast and you’ll actually fail forward. AKA make mistakes, learn from them, and try again tomorrow. Now is the time to get creative, try new things, and go for it.

What will you try next?

xx~LL

 

Resources for Creating an Anti-Racist and Inclusive Pilates Experience

Pilates is seen as an elitist and often even racist fitness modality. And, while most of its teachers would like to disagree I believe the past week’s protests have more than shed a light on where we can all improve in the effort for equality. And, while you might think that racism is not happening in your studio. Or that, you see all people as equal. Now is the time to take a step back and see are you creating a studio space that not only teaches Pilates safely and effectively. But also how are the studio policies inclusive of all backgrounds that might come through your doors? Is your staff or are you aware of micro-aggressions that however innocent you might think they affect the teachers and clients that come through your doors?

The problem of racism in the US and other countries may seem too big for you to fix. But, the truth is if you are doing your part in your community to create change that has a ripple effect that has no ends. And so, below please find the books, podcasts, charities, and more that you can use to educate yourself.

Side note: I’m still learning, I will always be. I am listening and educating myself as best and quickly as I can so that I can continue to use this platform for its mission-helping you do more of what you love- Teaching Pilates.

Part of being able to do more of what you love is making sure that the studio space you are in allows for any client you may attract to feel safe, welcome, and included. For you to feel strong, confident, and aware not just of learning styles but of cultural differences and needs. And, for teachers in the BIPOC community to feel safe, welcome and empowered. I know I am still making my way through these lists. But, I hope they help you on your journey to bringing more Pilates to more bodies.

Books

Podcasts

Courses/Workshops

This is in no way a complete list. And, as I find more I hope to update this. And, please feel free to post more resources in the comments below.

To my teachers out there reading this. If you see something do something. My interview guest Yunny on IG said this. And, it’s important that you stand up if you see a policy at a studio or a client whose actions are racist or micro aggression. Change happens first where we are.

To my studio owners, in these days after quarantine, it’s never been more important to make sure the culture at your studio represents the inclusivity you believe in. Now that clients are more aware of online services and follow teachers on social media you cannot afford to lose a good teacher because your policies or clients create an environment that negatively affects another person. Check out the interview I did with Kristen here.

Big thanks to those of you who sent me resource tips on Instagram and to Crooked Media who shared Sarah Sophie Flicker and Alyssa Klein’s list. You can see the full list here

Should You Charge Different Prices For Virtual or In-Person Sessions?

How to price your services is a question that has been asked since the dawn of the service industry. And the going advice is “look at what other people are doing and then charge the same or a little less or a little more.” Most often people charge a little less. Which is the wrong thing to do because it’s a race to the bottom. Who can charge the least amount someone will always win. But, you’ll likely be the one who loses. And then, because of CV19 every fitness, Pilates and Yoga instructor had to go virtual. And thus the imposter syndrome pricing began. Enter discounts or free sessions virtually and burnout. So, what should you charge for your services that were in-person and are now virtual?

The short answer is the same.

The long answer, you are not defined by the equipment that surrounds you. Your worth is not determined by how many Rerformers you have access to or which brand equipment you have. Your value comes from your knowledge and what you know doesn’t change based on your surroundings.

How much do you want to gross a year?

How many weeks a year will you work?

How many days a week will you teach?

How many hours in a day will you teach?

Take your gross annual desired income and divide it by the number of weeks you will work and divide that by the number of days in a week and the number of hours in a day. The answer is the lowest amount you can make in a teachable hour.

If you’re a studio owner how much do you want the studio to gross in a year? Divide that by how many weeks the studio is open and then the number of days it’s open and then the number of hours its open. The answer is the lowest amount the studio can make in an hour it’s open.

How much should you charge for virtual sessions? The same!

If your clients balk you be honest. For most of us, our bills didn’t change just because we are virtual. I still have to pay studio rent, utilities, internet etc. Even if in the future I get rid of my studio and stay 100% virtual I still have my continuing education, and bills to run my business from home.

You are a business. Not a charity!

It’s ok to make a profit from helping people feel better.

Do you need that repeated?

If I sound like I am on the pulpit I kind of feel like I am today. I just finished leading our webinar for our AGENCY MINI program which leads people to our AGENCY program that is an ongoing coaching group. And, this question kept coming up. How much should I charge? Even after we did the whole formula. I believe businesses can thrive during this time. I believe people are spending money. You don’t have to discount your already priced too low services. You need to find your people who will pay what you’re worth and value what you offer.

So, what is your lowest hourly rate?

Is that something you’re charging now?

Is it higher than what you’re charging now?

Do you need support for this?

You can check out my course on “how to raise your rates” and “talking to your ideal client.” And, if you want more ongoing support then check out AGENCY. It’s hard to do this business thing alone. You need a community that reminds you when you’re down how much you’re worth.

xx~LL

Short Cuts to Getting Clients, Getting Paid and Getting Known

Before when you were busy teaching, studying, running around from class to class, studio to studio or client to client it was easy to put off making that website, writing that blog or newsletter, and launching that new product or service. Now, you have time. So, with that excuse removed what is really keeping you from doing the thing you’ve been wanting to do? Let’s explore some short cuts to taking messy action and doing what you have wanted to do “when you have more time.”

Website: Look I am a massive fan of a good website. I absolutely believe you should have a website that allows you to take emails, schedule your clients, take the money!!! And really share your expertise. But, if you don’t have a website already and are in a pinch for cash to build it then here are some options:

  • A templated website like those you see on Squarespace etc.
  • Buy the URL and hire someone on Upwork or Fiverr to put your virtual class times, Venmo info, and a contact form.

Keep in mind these will be stopgaps but social media can only take you so far. Google cannot crawl your insta stories. You need a website. It needs to have key info so you can be found. But today with the support of contractor services like those on Upwork and even videos on YouTube you should make getting something online that you own priority!

And, for more info on what your website needs check out this course with a website developer who happens to be my husband but it will get you started with all the SEO you need to know.

But seriously, seriously, you need a website!

If you already have a website you’re congrats. Do a “walk through” of it and make sure its up to date with what you are offering now and what you want to be offering. 

Money: So you don’t have a scheduling system? No worries! I get it. They cost money and you might not be in a place to invest in that right now. Or, you might be needing to cancel yours but not sure how to take the money! Venmo, Cash App, Google, and Apple Pay, as well as the old go to Paypal and Stripe, are at your assistance.

(side note Venmo is not supposed to be used for businesses)

You can post about your virtual pop up and put your info for getting the money and then when they pay you can send them your zoom link! Yes, there are fees to some of these options. But, that’s something you factor into creating your prices. You are not a charity nor a hobbyist. Having a business means there are fees, taxes, and bills. And, that’s honestly ok! In fact, it will help you stand up for your worth because you have to make sure you have enough to cover your needs and the bills that come with it.

There’s no reason to make taking money complicated. If you’re sitting there trying to figure out how to let people’s friends take a class or session with you have them send you the money through one of these apps. Keep it simple!

Marketing: If you don’t talk about who you are and what you do people will not find you. Especially right now. There is a lot of noise out there. And, you can’t just post one time and then think “well no one signed up so just gonna quit.” Or, worse sulk and think you’re not good enough. NO! You have to tell people who you are and what you do 7-17x before they check you out. yes, that many!

Start with those who know and love you. Tell them what you are doing, why you’re excited, and who it’s for. Invite them and ask them to invite their friends. Ask them to share it with their friends via text or email. Seriously, get that old school. The people who already know and love you will do a way better job than the algorithm. As you teach them and get them excited snag their testimonials, ask them to post, get that “user-generated content” aka social proof.

Sure, we are more online than ever before but you don’t have to be getting peeps from all over the world to know you first. You start close to home and then allow the referrals to bring you out further and further.

People want to hear from their friends who they should be taking from. How can you get their friends to talk about you?

And, also be shameless. Seriously, talk about what you are doing more often than you think and then talk about it some more!

Tell stories! People love stories. How can you talk about why you rock with a story?

I’m gonna stop there because those are the 3 areas that everyone gets stuck and then says they couldn’t do x because they didn’t have y. Well, if you have a landing page with your offerings on it and are talking about your classes and sessions and able to take the money then you’ve got the basics covered. Then when you’re feeling like you have some money flowing in we gotta invest it back into your business so you can continue to grow.

Which one of these areas will you be starting with?

xx~LL

PS my AGENCY MINI program is back! May 11th-17th Brad and I are giving you 7 days of what AGENCY members get with coaching, webinars, a private group and a group coaching call. Get more info about it here. It’s $22 if you sign up before May 6th and the entire week is valued over $400. What are you waiting for?

Why You Shouldn’t Discount Your Services

Depending on where you live in the world the date your competitors started teaching for free may differ from me. But, for now, we’ll agree that sometime in March the fitness industry and especially many Pilates teachers started teaching live workouts on every social media platform they could and doing it for free. In fact, the morning after my studio was closed indefinitely I felt like every teacher in the So cal community who used to charge $20+/class and had a waitlist started teaching for free. EVERYWHERE. And, not only did this leave them exhausted it also left them more worried than those I know that didn’t do this. In fact, discounting your services or offering them for free not only will hurt your bottom line it will leave you fill drained and on your way to burn out. Why? Let’s review why discounting hurts your business and some things to do instead.

First, discounting your services not only leaves you taking home less than what you need. And, lets get real, were you charging your worth before? Were you? Probably not. So, now not only are you making far less than you were before which already wasn’t enough to have a runway to get through this unprecedented time. But, you’re also telling people that what you were charging before was likely too much. And, when we are on the other side of this how will you go back to your pre-rona prices?

Second, Your business bills didn’t get discounted. So, now you have to teach even more just to make the same amount. And, yes, while people now have more time than before to workout they are still not picking up the phone and trying out a random teacher. They are taking the classes they did before even if it’s been a year or two. Or, they are asking their friends. So, you need to be nurturing your current clients and asking them to help you get their friends to class. But, if you discount your services to get these new clients in its not rewarding the loyalty of the clients who love you and want to support you. Also, you’re left with the issue of raising your prices on these new clients when “life goes back to normal.” Something very few teachers enjoys doing.

Third, most people are not researching “discounted Pilates near me.” Or, “free Pilates.” They literally are asking their friends and then looking you up online. Even more of a reason to have a stellar website for when they stalk you. So, discounting your services doesn’t bring you a slew of new clients just because you put a slash through the price.

Fourth, and maybe one of the more important reasons, when you discount or offer for free you definitely make it harder for every other teacher in your community, and the world to charge their worth. When you discount your work you devalue it. Devaluing the amazingness of Pilates doesn’t mean you’ll have more. It means everyone will have less. Why would anyone want to do a workout that lacks confidence in itself to charge its worth?

So, what can you do instead of discounting your work?

Take this time to get your business organized. Go over all your website copy, your social media bios etc. Are you talking to your ideal client? Are you telling them how you help them? Why they should work with you?

Evaluate how people can work with you. Maybe you used to sell 10, 20 or 30 packs of sessions. Maybe you keep your prices the same but you change the size during Covid 19 times only. For example, if you normally charge $1000 for a 10 pack of privates you charge $300 for 3 or $500 for 5. They are still paying the same price but less at the front end. Be clear that this is for this particular period of time. I stopped selling my ten packs for now because the reality is myself or my clients could get sick. I wanted to have less sessions on my books to have to worry about owing people. So, my clients pay one at a time for classes (they pre-pay) and they pay either a single session price that is more than a 5 pack session price. But, the 5 pack is at the cost of my 10 pack.

If you were doing only privates maybe you teach duets or semi’s and everyone can pay a bit less for the session but you make more for the hour. This is a great way to start to work less and make more! Everyone wins there. (All examples are considering virtual sessions but keep these in mind for when you are teaching IRL).

It’s a CV19 world! You can change your offerings, schedule and how you teach clients to however WORKS FOR YOU! But, that doesn’t mean you’re worth less just because you are teaching less or not teaching in your studio.

Focus on the VALUE. Take the time to go through all the testimonials. What do clients say about why they take Pilates or fitness with you? People don’t care about Pilates or Barre or HIIT. They care about how you help them. The value you bring to their life which they pay you for with money. You teaching them =energy. They repay that energy with money aka energy. But, you have to tell them WHY YOU! What do you offer them (that’s not a discount).

LOVE YOUR SELF! If you take this time to do some deep self-work, why you do matter? Why you are worth charing more etc.? You will see massive growth in your business when we are on the other side of this. Maybe you need to see a therapist right now or read some books that will help you see how amazing you are and help work through whatever is causing you to feel like you need to discount yourself or teach for free to be relevant. We have been given a gift to get to know ourselves more than ever. That famous quote “Wherever You Go There You Are” has never been more true. Do not try to run from this time. Instead, dive in deep. What do you want out of life? How can you use this time to create the space to make that happen?

My fitness pro, I freaking love you. Prior to CV19 I saw what discounting services did to many peoples businesses. It wasn’t pretty and it doesn’t work. If you base your business of a price and that’s your focus for getting clients it will be a race to the bottom. Someone out there will always be able to go cheaper than you. Focus your efforts on who you want to serve, why your rock so much and charge your worth. You’ll be able to thrive on the other side of this.

xx~LL

PS if you need to talk more about this please contact me for a coaching call or join AGENCY and get the support of an entire community!

8 Questions to Answer Before Creating a New Offering or Service

Creating income multiple income streams is essential in most businesses no matter the market you’re in. But, right now, during the time of CV-19, if you already had multiple revenue streams you might not be in as bad a position as those who had only one or maybe two income streams that might not be viable during this time. For example, if you made an income teaching private clients in their home and now in a “shelter at home” world you can’t go to their homes you likely lost all or a huge chunk of that income stream. But, if you had other income streams or if you can create other income streams you will be in a better position during and after this CV19 world. But, how do you know what those streams of income should be?

  1. What are people asking you for?
  2. How much could you make by answering this question/need?
  3. Do you need to hire, buy, obtain any other products, services, waivers, property or skill to do this?
  4. What do you think you could charge for this offering/product/solution?
  5. How many people do you know for sure would buy this?
  6. How much time do you think it will take you to create this income stream and keep it going? (then add more).
  7. Do you want to do this?
  8. When you look at your future is this product/service/solution in it?

I have a lot of ideas on a daily basis. I often say my superpower is ideas. I am an ideas machine. But, not every idea I have is a good one. And, even if it is the barrier or cost to enter and the amount of time it would require of me may not make that idea one that works for me, my business or my future vision.

My husband and I wanted to have a podcast years ago around helping people find their perfect mate. We wanted to share our story and other people’s stories from meeting to marriage and beyond to inspire people to see that there isn’t a perfect way to meet your mate. But, we couldn’t figure out how we were going to make the money on it. We knew that sponsors would come in the future. So, were we ok with doing at least one season without a sponsor?

And, then, if we answered the questions above-

Were people asking us for this? Yes.

How much could we make by answering this call to action? No idea yet.

Did we need to hire people? Not necessarily. We had the skills and tools to record, edit and upload.

How much could we charge? podcasts are free to listen but you can charge for ads based on people who listen…still no idea what that amount could be.

How many people would for sure listen? Our family and friends.

How much time would this take us? Season 1 12 episodes, 1 hour each, plus the time to write and edit. Looking at least 24 hours to put together.

Do we want to do this? yes, but, it would take us away from other projects.

Is this in our future? hmmm. maybe.

Do you see how this idea while answering a lot of people’s curiosity and questions isn’t likely to bring us an income in the near future? Now, if it took off who knows maybe we could have had a tv deal, a reality tv show…I mean the sky is the limit. But, the cost to enter was a lot of our time. And, if we think about time as money it wasn’t exactly the best project to take on in place of another one.

As you think creatively about different things you can do for you, your current clients, people you know, first you must make sure people are looking for that. Are you solving a problem? And then, how will you get paid? How much time will it take you? Are you better off using that time to do something else?

The devils advocate to multiple streams of income is, could you instead do a bit more of what you’re doing and instead of filling up your other hours of the day with more work what if you enjoyed some time doing nothing?

If you were teaching in people’s homes and now you can’t can you teach them virtually for the time being? Invite the clients you already have to take and also to let their friends know they can take. Maybe, when you’re back in homes again, you can maintain their sessions when they travel or you travel because they are used to virtual? Maybe you end up with clients from all over and you teach in person and online?

Sometimes multiple income streams appear on their own by you doing what you do best!

If you’re struggling to decide if you should be filming content, where to host it, post it? Or, if you trying to figure out your pricing in this virtual world please check out my blog on income streams here and on teaching virtually here.

I know this is a scary time. I know you’re trying to figure out how to make a living during this chaos. Or even post this chaos depending one when you read this. But, please know that your greatest strengths and your future dreams are the best filters. And, making decisions in a reactionary or fear-based state might have you wasting a lot of time and resources aka money on projects that are not best for your business.

So, yes to having multiple offerings or income streams if you can find ones that allow you to get closer to where you want to be.

xx~LL

How Much Should You Charge For Virtual Sessions?

Like it or Loathe it online teaching is here in full force. Studios across the world are closed or in limited operation these days due to CV19 and if you’re in a position like me it’s indefinitely closed. And, now you’re faced with either going online or not teaching at all. Teaching is your gift, your outlet, your dream and for almost all of us our livelihood. So, how much do you charge when you go from in-person sessions to Zoom, Skype, etc sessions?

For those of you who have been reading my blogs for some time, following me on IG and are in my AGENCY group you know how adamant I am about knowing your numbers. Knowing how much to charge for your offerings in general. This time may feel different in the world but the difference in how the world feels does not mean you throw your numbers out the window. Or, that you need to charge what everyone else is charging. Or, discount yourself. To know how much to charge you need to know your numbers. Here’s how to figure out yours:

How much do you want to gross in a year?

How many weeks a year will you realistically work?

How many days a week will you work?

How many hours in a day?

Take your annual gross divide it by the weeks you’ll work, divide that by the days you’ll work and then divide that by the hours in a day. The answer is the lowest you can go for your hourly rate.

So, how much do you charge for your virtual sessions? The amount you got above is a good starting point.

It’s also the starting point for IRL sessions. I know you’re thinking everyone is doing all these free lives and offering deep discounts. But, when you start teaching virtually and your clients start taking virtually you all will see and feel that virtual is anything “less” than real life. In fact, it’s harder!

And, you need to use this time to be planning for how you want your business to be operating when we are allowed back in our studios.

Discount your time now and it’s harder to charge more for it later. Your LIVE time is the same no matter if you’re in a studio or behind the camera.

If people cannot afford your privates now is a great time to group people off in duets and semi-privates. They can save on the hour, you make more for it and you can work less. This way you do not discount your time. Also, when we are back in the studio if a client is traveling they will likely book their online private session. But, if you discount it now, how will you handle it in the future. Are you going to refund them the difference when they are running late and decide to do their session from home? No, you’re not. So, maintaining your prices but offering options for people to share the session with one or two others can help them “save” on the session. And, they can invite their friends, family or co-workers to these virtual sessions. And, now! Check that out you’re growing your client list!

What about class prices? I am getting this question a lot. Especially from people who either never offered Mat Pilates classes or if they did they offered them at a discounted price from equipment. In my opinion, all classes should be the same price in a studio. Pilates on equipment or off is the same value. But, since we can’t go back in time and change your set up I recommend going back to the equation above and having a baseline price to go off of.

 

Let’s say your baseline hourly rate has to be $100. Look at your client list. How many can you guarantee will show up? 6? 3? 10? Your challenge is to get honest with the number of people you know will show up. And, that minimum should cover your costs. AKA gets you to that baseline or above it. Then everything over that is bonus. And, during a time like this making up for the hours you are not working anymore.

So, before you load up your schedule with 10 live virtual mat classes consider having 6 and making the equivalent of 10.

I know you’re scared. I know this is weird, bizarre, upside down and you’re worried. Havard Business Review wrote a great article about how what we are feeling is grief. So, please definitely feel your feelings. But, now is not the time to discount yourself so that you feel like you’re working. Being busy does not equal being in business.

Your clients WANT to SUPPORT YOU TOO! They need us now more than ever. And, I am not saying you need to exploit that. No, not at all. But, they need you to more than survive this period of time. Your clients need you to be able to teach, be in business when we are able to go back outside and into studios.

So, how much will you charge for your virtual sessions?

If you’re still struggling with how to streamline virtual sessions, wondering about different platforms, taking payment, lighting and more my webinar on “how to lead virtual sessions and classes” is now a course. It’s helped so many studios around the world entire this online world.

Remember, you are the only person who can teach the way you teach to the people you are supposed to teach.

xx~LL

What If You Have to Cancel?

Cancellation policies are a must. In fact, if you do nothing more when you set you your business but charge your worth and have a cancellation policy you will likely do better than most businesses who have don’t have that but have a business plan. And with a virus spreading across the globe there will be few who are not faced with the question of canceling a session, workshop, event or something like it. So, what do you do if you have to cancel?

To talk about how to end something we need to talk about how to begin it!

You need a cancellation policy. This is a must and if you roll your eyes or want to stop reading please follow to the end. Your policy will be challenged. And, it’s only as strong as you uphold it. When it comes to your sessions you need to have a policy that not only protects you but the other clients as well. And, when people ask to not be charged the late cancel this is your moment to train them. So many teachers fear this moment. But, this moment is key. If they are someone who is likely to cancel all the time they will learn from the get-go that they can you are simply going to charge them. If you haven’t been upholding your cancellation policy then times like these are going to be really hard for you. Because, of course, you don’t want people coming if they feel sick right now. Those who were already upholding their policy have clients trained to cancel early.

For events, workshops, retreats: there is a lot to think about when it comes to a cancellation policy. There are more expenses to these. Many are not insurable if they don’t happen. Payment in advance holds people accountable. But, what happens if they need to cancel. Did you put in your T & C’s what their options are? You may have different policies depending on how far out in advance the cancel. Or you may have a flat no refund policy. This is absolutely fine. I got to many amazing events that are expensive that have a zero refund policy. And, they won’t let you transfer to the next one. However, many will allow you to transfer your spot to someone else by a certain date.

For my retreats, we have a no refund policy, non-transferable to another event or retreat. However, we do allow people to send someone in their place.

I highly recommend you speak to your attorney who drafts up your waivers and contracts to help you verbalize your cancelation policy. This is not something you want to copy off the internet.

Ok, now that we’ve discussed briefly you having a policy in place for your clients and customers. That you will promise yourself to uphold!!!! It’s time to discuss what happens when you have to cancel.

In your business, I hope you never have to cancel more than a session or two. This will not be that costly in the end. And, it’s super easy to own up to. Fewer people are let down. I used to have a policy with my clients that if I late canceled on them I owed them a session. This helped them see that I treated me canceling on them as highly as them canceling on me. It also allowed me to emphasize how much them coming to their session sick could cost me. While only costing them a session if they got me sick I might miss an entire week of work.

And that system y’all worked for quite some time. Because I rarely got sick. But, with travel and meetings, my schedule has become increasingly busier. So I changed it. If I can provide them a sub then I don’t owe them a free session. They don’t have to say yes but it does solve me having to ever work for free. And, I let them send a friend in their place for their sessions too. I highly recommend this option for studios where there are multiple teachers. It is great for you, the other teachers and the clients too.

But, let’s say you have to cancel a workshop or retreat. If you had a cancellation policy in place you would have ideally put in that you can do this. And, what happens if you do. This is key. You hope you never have to but what if you can’t get to where the event is? What happens if a storm tears down your retreat space? What about “an act of God?”

You cannot control everything. So, having things put in place that you can fall back on or refer to is key. And also provides you with an out.

When canceling: Apologize. It is an inconvenience to your attendees too. Yes, it’s going to cost you money. Even a lot. But, they were just as excited to attend your thing as you were. Yes, you may have spent a year planning, marketing and selling it. And, you’re losing all that time and their money and likely more with fees, flights, reservations you cannot get back. But, they too have been planning their life around your event or workshop.

Own it.

Hold space for them as you would hope they would do for you.

Be mindful of what you post on social media about it. Your emails/calls/text canceling may have been beautifully articulated but if you then go to social and moan about it people see that. You are going to be sad, frustrated and more. That’s ok. But your attendees will also. And, when you do have another event you are going to want them to want to try again. Have a friend you can cry to the old fashion way. It is important you feel your feelings.

Make sure refunds happen as timely as possible. Let people know when to expect them. Be as communicative as possible. Yes, I know you’re losing money and you’ve got tons of other things going on. But, it’s super important that you remember they only know what you tell them.

If you handle canceling with as much grace, professionalism, kindness, and humaness you will be able to rise up again. You will. It might not feel like it in the moment. And, you might not want to. But, know that people will always remember how you made them feel. And if while canceling you can make them feel loved and seen they will remember that and be more excited for your next adventure.

Go check all your cancelation policies for all your things! Don’t wait. Do it today. It’s going to save you maybe even your business.

If you need help and support at this time please contact us here. We have been collecting best-written emails for not canceling and for canceling events. And, while we hope to not cancel a single event on your calendar this year. There are no guarantees for us either. And, while it would cost us more than any event took in to cancel we have policies in place for if/when we have to ever make that decision. And we want that for you too.

xx~LL

Tips for Using Social Media to Market Your Business

Social Media has made it clear it’s here to stay! It’s also done a very good job keeping our potential and existing client’s attention. And, its omnipresence in our lives can make you feel like you need to have thousands of followers (to get the swipe up feature) or the blue checkmark. Or, if you just find the perfect caption or hashtag then your classes will be full! Maybe you’ve considered boosting a post because it could reach 31,000 people and that would be epic…it’s only $12.00….stop! If you’re a small studio, home studio or solo instructor you likely will never need or benefit from a boosted post. And, for all Pilates teachers, social media can be super helpful. But, is it the means to the vision you desire? Probably not. So, here are some tips for using social media for your business without wasting your time.

  1. You need to have a place to send people back to. aka a website. If you don’t have this yet then all the followers and likes in the world will not be able to actually give you money, know how to work with you. And, if the platform you’re using goes down one day you SLO.
  2. Social media is about being social. Posting and ghosting is sooo 2015. But, scrolling, “like pods” and 30 hashtags a post does not give you the ego boost…I mean..post algorithm boost you’re looking for anymore. Engagement is what matters. So, when you post create content that people want to engage with. Then go be engaging in other’s posts. Read- People who you want to see why you rock. Which is hard if you don’t know who your future client is on IG or FB then finding them and commenting on their posts can be tricky. But, that would be the more strategic way to get people to find you and see why you rock.
  3. Search engines don’t read your posts so be sure to put all your expertise on your website (which the search engines do read) and then share that awesomeness on your social where people might click through from your website.
  4. Go find your peeps and engage with them. Yep, I said that in #2. It’s that important.
  5. FB ads are super great if you can afford to “pay to play.” But, since most of us really only need 20 good consistent clients and studios about 100 give or take. The amount of money you’ll spend A/B testing which ads of awareness work and then getting those to come in to actually use your space it’s likely at best a wash if not a loss leader. I’m not saying it doesn’t work for some. But, if you don’t have pixels to do retargeting campaigns (which you can’t do for boosted posts) then that money is mostly going down the drain.
  6. Think about how you use social media as a human. What do you click on? How often do you need to see an ad of something before you click? Do you buy workouts through ads? If so what did the ad say, promise? Look like? What posts get you to like, comment or even follow?
  7. Are you hanging out where your client is? Many of you are all over IG but your client might be loving living in FB and in its groups. You don’t need to use social media for your business but if you’re gonna you want to use it where your people are.
  8. What do you help people with? Yep, people don’t care what time your class is as much as they care how you help them. It sounds rude but it’s true.
  9. Set a time limit on yourself. Social media posts creations, scrolling aka consumption is a total time suck. And, the ROI is not as good as referrals from the clients you have, organic searches online (must have good SEO which means you must have a website) and in-person interaction. Yes, you can get a client to meet you while you’re walking down the street.
  10. Know your goal! I have tons of clients I coach who do not use social media at all for their business or even their life. I have other friends who dominate their goals because of it. If you’re unsure if you should be using social media share your goals below or contact me here and let’s talk about it.

I’m a fan of social media! Yep, I so am. But, I rarely post on my personal FB profile. I mostly use it for connecting with you, and other Pilates lovers and teachers around the world. I have met some of the best friends in my life because of it. And, yes, workshop and online clients too! But, Social Media can also cause insecurities, loss of time towards doing what you love for the clients you love. And, I also think makes people think they need to have all these followers that truly don’t mean anything for most of us.

When you post on social if you’re lucky 1% of your followers see your posts. And, if those random less than 1% comment enough soon enough then the algorithms deem it “viral” and then they send it to about 6%. Yep, that’s right. So, think about it. How many people is that? I bet you could email, call, text, personally dm or go meet outside as many people in less than a day and actually get responses back from those in your community who could actually take a class or session from you.

My ask of you is to focus first on your website. How does it tell those you are trying to serve that you’re the best for them. And then, how can you use social media to drive traffic to your site and ideal into your schedule?

xx~LL

PS: I go over social media tips and the newest things you need to know daily in my online coaching group AGENCY as well as in coaching calls. If you want more support in this area then check out the only community that supports teachers on their business from apprenticeship to 30+years of teaching.