The Abundant Practitioner Podcast By Dr Tilean
Welcome to our podcast channel. I'm Dr. Tilean, a Chartered Psychologist and Behaviour Change Expert turned Business Mentor for Practitioners, Coaches and Consultants who want to start and scale their own purpose-led business so they can live a soul-nourished and profitable life without compromise!
The Abundant Practitioner Podcast By Dr Tilean
Ep 57: Transform Your Marketing Strategy with Powerful Events
Ready to supercharge your marketing efforts? This episode of the Abundant Practitioner Podcast reveals how to take your email list from zero to over 400 subscribers in less than a month. We introduce an innovative shift from slow-paced, low-cost nurturing offers to dynamic one-to-many marketing events. By educating your audience on their challenges and presenting transformative solutions, you not only position yourself as an expert but also create a profound impact that drives significant results for your practise.
Ever wondered how health behaviour change theories can turbocharge your marketing strategy? We break down how integrating models like the Health Belief Model, Stages of Change, and Theory of Planned Behaviour into your events can make a big difference. Learn how cues to action, boosting self-efficacy, and fostering a supportive community can encourage participants to transition from contemplation to action, ensuring your events do more than just attract attendees—they inspire real change.
What’s the secret to creating irresistible events that convert? Clear, compelling language and strategic marketing are key. We guide you through crafting attention-grabbing titles, promoting events effectively, and ensuring your message resonates. Discover how to confidently present a singular, bold offer that aligns with your audience’s needs, moving them from initial interest to enthusiastic commitment. Join us and uncover the strategies that will not only grow your practise but also make a meaningful impact on your clients’ lives.
Thank you for joining me today on The Abundant Practitioner Podcast. I’m so glad you carved out this time for yourself because you 100% deserve soul-nourishing and soul-aligned success!
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Welcome to our podcast designed for psychologists, therapists and counsellors who want to take their business online and live a soul, nourished and profitable life without compromise. If you want to know the secrets used by practitioners just like you to navigate the global e-learning market successfully, then you're in the right place. I'm Dr Talib, chartered Psychologist, business Mentor and your host, and welcome to the Abundant Practitioner Podcast. How do you go from zero, like zero people in your email list, to over 400 people on your email list, right, in less than a month? Right? What marketing strategy, would I say, would be the most powerful one? And there is so many ways to market? Right, if you have been building your business for any length of time, even if you've not started building your business as a as a practitioner, you're like just kind of feeling it out. You're like doing all the learning. Right, you might have heard things like have an opt-in, have a freebie, have a lead magnet, right, and all of these things that you know. Put these things out there and then let people give you their email address and then slowly, slowly, like we'll send them, we'll send them these emails over time. Right, we'll send one email and then we'll wait a few days because we don't want to email them too much. And then we might wait a week and then you'll send them another email and you'll just nurture them for a bit and then eventually you'll offer a really low cost offer, right, and then you will take them up the ascension ladder and you will then offer them something else. So maybe the first offer is something like 17 pounds or $17. And then you'll wait a bit and you'll get to know them a bit more and then you'll make an offer maybe for something less than 500. And then you'll get to know them a bit more and then you might ask them to book a call, right.
Speaker 1:Like that is a model, a business model that is certainly talked about a lot in the online world, especially around people that are newly entering the online world, right, and so a lot of the thought process around that is like you just get into no business, right, let's start slowly, slowly and work your way up, right, and um, let's kind of learn, because building a business, any business, is a learning curve, right. Um, so like, let's just go for the learning curve, but let's like not put too many things out there. You know, um, a high level, right, and if you've been around me any length of time, you'll recognize that I talk about working with your clients per transformation, like what's the best way to actually support your clients. If you're going to help people and um really take them for a transformation, what would you offer them that would give them a real good go at having a transformational experience, right, um, and what is that um gonna look like? It's gonna look like, probably, something that is offered over time, right? It's going to look like something that has the ability to um give them community around them. It's going to look like um them having some bespoke elements involved in the sense of being able to work through their own individual stuff or whatever's going on. It may look like there's some training components attached to it. There may be a variety of different ways of working with people in a transformational process, but it's not literally going to be them having a you know um a 17 ebook likely, right?
Speaker 1:Yeah, and so it's like really matching your um, your what, what you take people through in terms of your marketing and your offer. It's about aligning it with the series of the mission and what's necessary, and I believe, and what I've seen time and time again, is that when you have a strong marketing event, right, which is a one-to-many event, where people have the chance to come into a room to understand what the problem is and understand it from a different perspective that maybe they've never heard of it before or maybe ways that they have heard of it before, but they are seeing it in a new light, right, it gives them so much confidence in that there is another way forward, right. And so when you do something one-to-many, it gives you an ability in doing an event. It gives you an ability to tap into the many theories that are out there scientific theories on health behavior change. Now, my background is actually health psychology, right, my background is health behavior change Right, it's health psychology, that the type of psychologist I am Right.
Speaker 1:And so it really is like when I was really thinking about what's the best way to to go to market, right, where I don't necessarily need to be, like you know, offer some free checklist and then, like, wait a few weeks and then offer them this $17 product and then wait a few weeks and then offer them this and then wait a few weeks, like I could just invite somebody into a room, right? Or invite these people into a room and really just educate them, pre-educate them on like this. What the challenge is. This is how I understand your experience in it and this is what could be a new way forward for it. Right, this is what the journey would look like moving forward, and that is the strongest marketing strategy I've seen, because one, it brings them into a room with other like-minded people to be able to see like, wow, like it's not just me alone with this challenge, there's this person and this person and this person and this person that has a challenge right. Number two, it gives the ability to bring um people into a room where they're actually able to start, like working it through and you're actually helping people by actually helping people. Right, so they're starting to see like, actually, this person, one knows what they're talking about, so they're able to let you're able to leverage yourself as an expert. Two, that they're already starting to have some level of results or understanding or acknowledgement about how they can bake. Three, right, so they. Therefore, it shortens that no, like trust and the only reason they say marketing to do the lead, like do the opt-in or the lead magnet, and then wait a few weeks and then do this and then do this and then ascend them slowly, is because they're building the no like trust factor, which is an important factor that is necessary in marketing, right. If you're going to take somebody from that has never known you to actually invest in your services, there needs to be a level of knowing you, trusting you right and liking you, and that can be time condensed by taking them into an event right. And that's why I really believe that the strongest lead magnet that you can actually have right and you can have a variety of lead magnets in your business, yeah but the strongest one is where you have a time-specific event that comes out right.
Speaker 1:The event that comes out, it brings people together and, like I was saying earlier, it taps into these health behavior change models, right, and so let's look at a few. So we've got the health belief model right. So the health belief model it looks at the person's perceived severity of what's going on for them and the perceived susceptibility of the journey of not doing something about it or not acting on it right, as well as their understanding of the perceived benefits of doing something about the thing and the perceived barriers that they may come across that they will need to work through to get the change, the health change, right. All impact somebody actually having change in their life. So how does an event help with this? When you take people into an event, you can educate them alongside other people around them who are going through similar things. On the perceived severity right, I know that you might be going through this in XYZ, this is what it might look like in your life this way, b, c, right, but you're also able to do in a group the perceived barriers to potentially overcoming that, and you can address it in a community, right, maybe you've not been able to press forward and do something about it because of this, this, this, well, let me help you think of it another way, right, and so this is what an event can do, even more powerfully than any other kind of lead magnet or opt-in. It can take all of these principles around the health belief model and really start helping people change their beliefs so they're actually able to change their actions.
Speaker 1:Right, the other part of the health belief model is cues to action, right, that people um require cues to help them take action, and you're able to do that when you have an event. You're able to say why don't you go and try this? This little snippet and then come back and let me know how you got on and they're able to test out certain things or experience things with you without even in most cases, right, I really believe in the, the power of the free event, especially when you are audience building, right, you want more people to know about the mission and the movement, right. Then actually put in a price tag or what could have a price tag on too early, yeah, and so you know that cues to action. You're able to say, look, you don't even pay me a penny yet, but why don't you just try this and see how that impacts you? Again, this is condensing that no light trust factor into days versus weeks, months or even sometimes years in how the traditional, slower level funnels work. Right Now.
Speaker 1:The other thing that happens as well is that you're able to, in an event Right, increase the people's self-efficacy. Self-efficacy is about the person's ability to believe they have the capacity to do the thing. You're able to take them through a process of just a few hours right, for them to understand that actually I could do something about this, so they're able to make an empowered choice and then therefore stepping into your process of change from an empowered place, right. So I really think there's so much to gain when you have a core marketing strategy. That is an event.
Speaker 1:The other thing it taps into another health model stages of change Right. We all know that the number of people that want change right is far more than the actual number of people that will go ahead and do the thing Right. The number of people that the percentage just goes from those wanting and desiring change of any kind wanting and desiring the business, wanting and desiring the health, wanting and desiring the love, wanting and desiring whatever it is right is a lot bigger than the number of people that actually go ahead and do the actual thing Right. So that's what the stages of change model is about, right. It's pre-contemplation, when they they're not even aware that the, the, the changes that they could make in their life could actually have so much impact on them. Right to the point when they actually go through life to the part. When they start contemplating change, they start thinking about actually, maybe I don't have to live burnt out, right? Maybe I don't have to live this way, right? Maybe my relationship doesn't have to be like this, right? Maybe our family dynamics could be a bit different. They start thinking about it, right, and then they go from that place of thinking to a place of planning for change, which, and then they go, which is called preparation, then they go around to action and then they go around to maintenance.
Speaker 1:Okay, so the way in which the marketing, marketing strategy in which I really recommend is having an event of some kind, is that that gets to help people go from the thinking about it stage to really planning stage and even taking action stage. Right, if you are walking somebody through an event over a period of days, yeah, we have a five-day event. Our next one's actually going to come up in September, right, but five days, five days, right, and we even have a little bonuses around that you know. But as you go through that process, that through that process of change, they have the ability to jump in, thinking about like maybe things don't have to be like this, let's just sign up for this thing. And you know, because I'm in that thinking about change stage, right, but as they're in that space and you're taking them through this event and you're giving them snippets of experience and like it could be different, they're getting an aha and they're starting to actually now plan for change. And then when you announce an offer, they're ready to take action to change. Right, we're condensing time, yeah, and we're fast tracking their with their ability to move forward and do the thing right.
Speaker 1:And so, again, like, the stages of change concept helps with that marketing strategy as well. Right, because it's going to pull in those people that are thinking about it. It's also going to pull in those people that are planning for change actively and it's even going to pull in those 1% that are like I'm ready to make change, like yesterday, where did this person come from that's doing this event? Let me just go in and see what's going on and, yeah, I'm ready to go right. So, stages of change model as well, and there's many other health behavior change models out there that really illustrate why actually, an event component, part of your, your business, is a really powerful resource. Right, it's not going to be the only resource, but it's definitely going to be a powerful resource that can happen for your business.
Speaker 1:Yeah, the theory to planned behavior right, theory to planned behavior talks about people's subjective norms, what people are exposed to. Many people struggle to make the change they want in their life because of the environment they're surrounding themselves with the change they want in their life because of the environment they're surrounding themselves, with, the people they're surrounding themselves with, they don't even necessarily potentially believe that that change could happen for them. So if you allowed somebody to come into a room where there's other people there with similar problems starting to think that it's possible, it starts to improve their subjective norms and they start to have the confidence of like, maybe, like there is another way. You know I'm not alone on this. I'm not like feeling like I'm one in a million because of my surroundings outside, that this is possible, that actually there's all these other people here, that this is possible, that actually there's all these other people here. So you know I'm not alone with this. Yeah, it starts to tap into changing attitudes and their beliefs.
Speaker 1:A big part about people making a decision to make change is their attitudes and their beliefs Right, and so your event can start to shift people's attitudes and beliefs around the subject that you teach that there is another way. Yeah, so there's so many things that can help do this right. It can help people make intentions to make change right. It can help people improve their perceived behavioural control, their perceived ability to do the change, to do the thing right, and this way, you have people that are empowered and you're not having customers that are disempowered, and that's what you want. You want clients that are empowered to change their lives, right, that come in there ready to roll up their sleeves and be like, yeah, let's crack on, and not people that are, oh gosh, I don't even know why. I'm here, right, you don't want to be. I'm here, right, you know what I mean. Like, so you want to be able to set it up that way, and this is what that marketing strategy can do right now.
Speaker 1:I'm not saying there's anything wrong with having an ebook or having a checklist or having whatever, right, any other kind of opt-in or lead magnet. Yeah, I think they're amazing. You know, we have a free training that people can opt in and they can download, right, we have, like, a free business audit, which is 15 minutes. People can come in and have a little experience. But there's nothing that beats it when you put on a really comprehensive event, that you take people one to many and you really have a strategic overview about, literally. I'm putting this event on and I want these number of people, and this is why, right, and the big why? Is because of, like, health, behavior change models, right, and so it can create a huge influx into your business.
Speaker 1:Yeah, now, how do you create irresistible events? Right, that comes down to the marketing of it, which always comes down to language Talking. The language of your audience matters, right. What words do they use? How do they describe their challenges? How do they describe what they actually want, and how do I articulate that in the simplest language possible? It doesn't even matter if your audience are highly academic, right, or, you know, highly educated. We want to bring that language down to a very simplified language. Right, you should be able to give your registration page to a ten-year-old and they are like, yeah, I get what this events about you know. And, right, you should be able to give your registration page to a 10 year old and they are like, yeah, I get what this event's about you know. And they get feelings and emotions from it and clarity and understanding from it. It's really clear because it talks the language of the person and it's describing emotions and feelings and what's going on for them right now, but it's also describing what they actually want. Where are they driving to get through? Get to right. That's how you create an event that is irresistible.
Speaker 1:The other thing of how you create an event that's irresistible right is if your event is coming up within like a couple of weeks at max. Yeah, it enables people to be like, oh okay, let me look in my calendar and maybe even move things around because I want to be there, but it's not so far in the future that they're putting it in their diary and then it's like you know, maybe I'll remember why I signed up for that thing and go into it, right. So it's also helpful to not advertise way too far ahead too. You could have an amazing event and just advertise a week in advance.
Speaker 1:Depends on whether you're using paid advertising techniques or organic, or both right. If you're using organic, you might need to give yourself a little bit of extra time, but even I wouldn't really go across three weeks, four weeks, even max. Yeah, organic, organic, I mean. Three methods of marketing, right. But if you are using paid methods of marketing, you could run that within two weeks. Three weeks, again, max. And if you've done it before, you know that your funnels strong. You only need necessarily a week to ten days, right, to get the people in there, okay, so you know it's, but the irresistibility comes through language.
Speaker 1:This comes through language that you use, whether it's on writing a post. If you're gonna use flyers, you're gonna write an ad, like however you want to market it. If you want to announce it in a in a room, right, it's all about language. Yeah, it's all about language. Right, it's all about being clear, right, having a headline. Right, oh, in this event, you'll discover, right, that's it A short sentence you should be able to say short, powerful sentence that just articulates in just X amount of time, you'll learn how to go from here to here. Right, that's how you create it. Here to here. Right, that's how you create. Have an amazing title. Right, you can think of titles. Great, what great tip for thinking of titles. You could use the sensory letters. Right, that you could use.
Speaker 1:Right, you know we've had events in the past called position, price promotes right, that's, you know a cool way of doing it. You could have things from that go from here to here. We've had events in the past that go from fearful to freedom. Right, you can do things like that. You could do an identity, um, an identity tagline for the name of your event, right, you know, like? Our facebook group is called the abundant practitioner. That's an identity call out. Yeah. So these are ways that you can entitle your events as well to make them feel like enticing of like wow, I want to, I am that, I see myself as that person, that identity, or I want to move from here to here, right, or like using that three word technique as well, can be really catchy, catchy, yeah. So that's the other thing. All right, so, step by step breakdown of how you can go from zero to having over 400 registrants right in your event yeah.
Speaker 1:Now number one is to decide. You're going to have an event, right? Decide you're going to have an event, decide what the event's going to be called and to give the event a name, decide when the date of your event is going to be, put it in your diary and just decide. Right, decide from a top level overview. You don't even need to know all the details of what you're going to cover in your event, right? You could just have a loose understanding of, like day one, I'm going to cover this. Day two, I'm going to cover this day three, I'm going to cover that, right, but you want to have enough so you can create a what I call a registration page right or a sign up page right. You'll be able to sign people up and say this is the event, sign up now. Right, sign up events happening at this point. Yeah, so those are the starting points.
Speaker 1:Is just getting making a decision? Not, I'm in an R-ing, am I going to do this, am I not going to do this? Right, just making a decision, I'm going to do it and I'm going to do it the next day and you go for it, right? So how do you go for it? Well, you're going to use the principles that I talk about of marketing, the four B's of marketing right. One is be mission led. That's deciding you've got an event to help these people with this problem, with this outcome right, that's what being mission led is about. And being magnetic, right. Number two is be findable right, you need to be out there so people know about this event. So how do you be findable? Yes, you can be findable through advertising right, but I recommend having guidance around advertising.
Speaker 1:If you other thing is outside of advertising, it could be like where are my people? Who do I want in this event? Where do they hang out? If you want an event that's filled with professionals. Where are professionals at work? Right, let's start emailing the workplaces and telling them about this event and why they why their employees need to be there. If you want to get hold of parents, where could we potentially find them? Right? The schools, okay. Right, let's contact them. Right, so think about where are your people and just get out there.
Speaker 1:You know, if you are out there every day, if you didn't even do ads and you got out there every day, okay, you know there's things that are going to need to help you with marketing. Right, it's going to be time, money or time and money, right? Yeah, so if you're not going to put the marketing budget in, that's absolutely okay, but you're going to need to put in some sweat equity, right, you're going to need to roll up your sleeves and be like every day, I'm going to reach out to x number of people and let them know my event's happening. I'm going to speak at these events and let them where my people go and let them know this event's happening. Right, and you're going to just actively recommend and be findable so that people can find out about your event. Right, you're going to build relationships.
Speaker 1:This is another great point about hosting events as well, and helping with the show up rate and helping also with turning registrations into clients is by getting to know the people that register as best as you can Right now, when your registrations are hitting the hundreds. Right, you might not be able to get to know every single person, not be able to get to know every single person, but you should be able to see like, or have a mechanism of identifying, who are those people in the stages of change model that are not just contemplating change but are actually planning for change. How could I do that? You could offer something like a 15 minute audit, a 15 minute assessment assessment. You know, something that helps, that asks them to hand raise, to identify their seriousness. Right, you'll nail over to build relationships. This enhances your show up rate, but this also enhances your ability to turn registrations into clients.
Speaker 1:And so, whilst it can feel sometimes a bit counterintuitive, I'm like you know I'm doing all of this stuff for free, right? You know like this is like I'm pouring out. Right, we want to think seed energy, not need energy. Right, we want to think like I want to. Just, I do want to pour out because people must know about this mission. I don't want to be a gatekeeper to certain information. I many people as possible to know about this movement, its mission. They need to know, they need to know there's another way. Right, and I trust and know that the right people will step up and stand forward into my offer. Right, and that's where turning registrations into clients come right.
Speaker 1:This is about being bold and being certain, with clarity and confidence about this is where I want to walk you to next. Right, if you're here and you've been planning, you've been thinking about change, you've been planning for change and now you're ready to take action for change. Right, this is what I want to share with you and you want to be really clear and clarity. I really say comes from one offer. Right, one clear offer. If you've got another potential offer that you want to offer them, talk about that after. Or other things you want to share with them, talk about that after. There might be other things you want to share with them about.
Speaker 1:Keep in touch with me on my podcast. Keep in touch with me on YouTube. You know, find me here, do this, do that, but do that after you've spent some time really turning those registrations which you've just spent like five days, potentially three days or a certain amount of hours or whatever, really warming up. You want to really lead them forward into the path and say, hey, here's what I've got for you if this is where you want to go and if this is where you want to go right now, that's absolutely okay. But for those of you that are ready, here's what I have next right, and that's really how it works. How you can take somebody from not knowing you at all to becoming an amazing client, an empowered client, a soulful client, right that energizes the room, right in a matter of not months, but less than a week. Pretty much right is by condensing that no like trust factor and moving forward with seed energy, with a powerful, bold energy of like.
Speaker 1:Actually, I'm gonna go in with the ask and I'm gonna go in the ask here. I don't believe I need to go in with the ask at like 17 pounds or dollars and then I got an inch up to here, and then I've got an inch up to here. I just need to go in with what they need. First and foremost, if I was to choose one thing that I would say look, this is the starting point at minimum that you need to get in at right, which is really going to be a change to you. You want to go in there and you want to choose something that is really looking at as well. Your you know it's taken into consideration, especially if there's marketing spends as well. It's taken into consideration that return on marketing spends yeah.