Did you just add an online course, program, or membership to your menu of offerings? If you have, you are in good company! 

It makes sense, not because it’s the “thing to do” or a trend. It’s simply another (wonderful) choice for many of us in a certain stage in our business and in our lives. It also gives our clients and customers more options.

But is starting an online business driving you nuts?

Many of you have spoken up about feeling uninspired, irritated, resentful, or frustrated at the process of making it all work.

I definitely understand.  

My business went from a local, brick and mortar, to a combination/hybrid, to 100% digital/online in 2017.

It hasn’t been easy, but I’m grateful that I have more options than I had back in the early 2010’s. There are still some frustrations that even I have!

The main difference between selling time and selling a product (something that can be sold on demand, not necessarily a physical product) is that for the latter, we need to have a system set up in order to make it work.

I call it my “ecosystem.”

This blog is about some of the things that drive us nuts, and may even make us want to quit before we even get started…when choosing a platform or group of platforms (a system.) This can happen whether you consider yourself “tech savvy” or not.  I’m going to politely call them “challenges.”  

I want you to feel validated, and show you some ways I’ve found to make the shift from solely 1:1/time-slot based practice to selling a digital “thing” that can be sold at any time, from any place, while avoiding resentment, burnout, and frustration, starting with the digital platforms you are building your empire on.

Note: This is one of my more epic pieces of content, and it’s kind of like having 9 blogs within a blog. It’s skimmable, and I even included a downloadable version for you, which you can find at the end of this article.

Let’s get started with the 9 challenges!

Can you relate to any of the following? Because these are all things that I did, or felt, when I was first starting out. (and sometimes still do today)

Challenge #1:

The assumption that this is supposed to be EASY! Someone tells you that it’s all so easy, if you just _______. (fill in the blank for what they attribute their success to here)

What you’re really thinking is:

“Isn’t this shit supposed to be serving ME? I feel like it’s making MY life HARDER.”

And I think you have a VERY legit complaint here!

Let’s take a closer look at this one.

This isn’t necessarily about whether or not someone is good with “tech.” (although it could be) The real issue is that the thing that we thought would solve a problem may only partially solve that problem, leaving us to figure out how to fill in the gaps in our “spare” time.

In the case of a system that can handle hosting, selling, and promoting a digital product, there’s a lot going on. This isn’t about making the system more complicated, but about integration and a seamless experience for leads and customers.

This should be an intuitive process for you, and why software companies work hard to make sure that it is.

If you have ever been in a Facebook support group, you can get a pretty good idea of what is working, what still needs to be addressed, and what isn’t working and causing frustration for its users.

“How can I ______ so that I can _____? Help!”

I don’t like to blame the software developers. From what I see, most are doing their best to solve a specific problem for their customers, and they are paving the way to make this all easier.

However, some do continue to overpromise what they can deliver in their marketing, or don’t want to admit that their product isn’t right for everyone. These aren’t necessarily shady companies. In fact, some of them are the most recognized platforms in use today. (SquareSpace, Wix, MailChimp) The power of great marketing!

A few have almost nailed it, but there still is no perfect solution, yet. 

When an expert or coach sends a message that it’s “really pretty simple” or that if someone has questions or runs into a major roadblock, they are “just making it more difficult by overthinking it” I get irritated, because this happened to me, about 10 years ago. 

There IS work involved. There WILL be some trial and error, but a lot of it can be mitigated so that entrepreneurs actually have energy to carry on with the next steps.

Yes, some entrepreneurs do procrastinate and overthink to the point where they get in their own way. This also needs to be addressed. (I did, in this blog)

It’s also unnecessary to expect people to just figure it all out on their own or assume that they have ample time and money to spend on making mistakes that can be easily avoided and don’t really teach anything important about business.

We also need to be realistic about how much time or effort it will take to set up our ecosystems.

When we’re told that it’s supposed to be “easy” it sends a message that maybe there’s something wrong with us, that there is something that we’re not grasping, that we’re just not working hard enough, or that we’re “overthinking” it when the problem isn’t about a mindset shift, but a VERY REAL glitch or gap in the fabric of the system, which must be addressed.

I believe that the main reason why it’s not a slam-dunk easy-peasy process is because there still are very few subscription-based apps and platforms (SAAS for you nerd types) in existence, even today, that are complete. I recently did some extensive research and found that almost every single one had an important piece of the puzzle missing.

If you don’t even know what those puzzle pieces ARE in the first place, of course it’s not going to be easy!

This is something I go over in detail in the Future Proof Your Business Toolkit, and some of the a la carte workshops that I teach, but I’m going to give you some free tips in this blog, coming right up!

Sometimes, it’s not the learning part that’s hard, but making not-so-fun discoveries about the limitations of your system, especially during a critical time.

I would rather learn a system that is still elegant and intuitive but takes time to learn, rather than run into a brick wall when I discover I need to migrate my email list to another service or figure out a Zapier workaround or discover that I can’t follow up with post-webinar attendees the way I thought I could and end up losing a HUGE opportunity to earn some income because of it. 

These are not “fancy-schmancy” options. A holistic ecosystem needs to have some flexibility. A system that aggressively puts limits on your options is probably not worth it.

These are the kinds of things you’ll run into if you don’t have all the pieces you need. 

Solution: Look for experts who understand what it’s like to be in the trenches, without a support team. Look for those who offer a step by step process, so that everything required for the journey is considered, including what order the steps need to occur in.

Also look for those who don’t promise that ONE technique (SEO, manifestation, whatever) is THE key to success. This is hardly a strategic approach.

A little secret: marketing really isn’t about learning a few proprietary secrets. The principles and processes are remarkably similar among most experts, with maybe some differences in opinion about individual pieces like websites or social media.  Find someone you resonate with and that you can trust.

Challenge #2:

TIME! Resenting having to spend so much time researching a platform and all the other “tech pieces” that go into a system, and then learning how it all works.

This is somewhat related to the first challenge, but it’s a little bit different. This isn’t about it the process being perceived as difficult so much as how much of a timesuck it can be.

If you have ever thought to yourself: “Where DID my day go?” you know exactly what I mean.

I hear ya! I do this task as part of my job, and sometimes I feel like I’m spending so much TIME on sorting it all out. We have more choices now, and systems are less “clunky,” but not every new app or platform on the scene is the best choice for everyone.

Also, there is no such thing as the “perfect” system or platform. As I mentioned above, almost every single one I’ve checked out has some pieces missing, including a few major holes that will need to be filled in order to have a functioning ecosystem.

So what’s the solution?

Solution: 1. Save time right out of the gate by narrowing down your search. There are a few systems that DO have all the pieces, but because of their robustness and flexibility, there may be a learning curve. This is to be expected.

Although I can’t choose for you, I have a method for quickly determining if a system or platform is worth investigating further, or not: My 7 criteria for choosing a platform.

These are absolute essentials for building a system that includes any kind of “on demand” product, such as a course, membership, or program.

If something is missing, the platform MUST have a way to integrate with another “piece” of the puzzle so that the end result is a seamless ecosystem, for both you and your clients and customers.

For example, if it lacks adequate email automation functions, it has to connect with something that will fill in that gap, such as Active Campaign or ConvertKit. (Although ConvertKit does have some limitations.. it’s not my go-to)

I prefer to avoid “duct tape” solutions or having to rely too heavily on Zapier.

I can’t even tell you how much TIME you’ll save by making sure that you don’t have any major gaps in your system, right from the beginning.

Solution 2. Set a realistic time frame. Don’t expect to get it all done in a few hours. If you break it down into small chunks, it will seem more manageable.

My perception of time is different when I set aside productive learning time, as opposed to unexpected time running into problems and obstacles or even researching/decision making. These are entirely different functions, and I advise keeping them separated as much as possible.

I personally believe in keeping the problem solving, researching, and decision making process limited. Hopefully, I’m able to help either from free content, paid workshops, courses, or even consultations.

Challenge #3: Wasted money: Spending either too much, or too little on setting up a system

And now, you may be thinking:

“Oh, no, here it comes. In order to get what I need and not pull my hair out I’m gonna have to take out a big loan.”

You don’t need to spend a ton of money.

It DOES help to start to think about time and money and leveraging and ROI a little bit differently now, since the equation may not be a simple matter of 1 hour of work = _______. 

This is all about BALANCE.  I’ve seen how both overspending (while neglecting to spend any time) and underspending (which almost always results in more and more unbillable hours)  can undermine success.

Again, this is not anyone’s  fault. How the heck can we possibly know, without any experience, how much we need to spend in order to save time, attract more leads, make for a better experience for everyone interacting with us, and yes, of course, make more money? 

Aside from not being a cheapskate and not being in the habit of throwing money at every potential solution without thought, there is no ultimate formula. This is about something called profit clarity. I go into this in depth in the Future Proof Your Business Toolkit. 

But I want to give you something right now, for free, to make this easier for you:

The first thing is to get a general idea of what might provide the best VALUE for you. Generally speaking, somewhere between “cheap” and “premium” works best for those just starting out.

I love analogies, so I’ll use one here. Let’s say it’s a hot day and you are thirsty.

You can spend $1 on a small glass of lemonade that will probably leave you thirsty for more, and likely spending a LOT more.

You can spend $5 on a HUGE container of lemonade that you’ll have to carry around with 2 hands and which you probably won’t finish. It will turn into a big, wasted, warm, sloppy mess

You can spend $2 on a “best value” size and still get a lot more than the $1 option, without wasting an extra $3 you may not even need. (or can save for an ice cream or nachos later)

Guess what most people choose, and why there’s a middle option?

Yet many new entrepreneurs either spend too much on something they don’t need, or (more likely) cut corners on freemium or $8 solutions.. so much that they end up becoming more frustrated and having to spend more money in the long run.

For example, I’ve seen entrepreneurs ultimately spending MORE time and money trying to save $12 instead of focusing on earning more. 

Conversely, I’ve also seen some throw $500 at a solution and never use it.

I’ve even seen some go from one extreme to another.

Everyone is different, but if I had to throw out one “entry fee” that sounds appropriate today, it would be around the $50/month zone Here are some of the options in that range:

• AttractWell
• NewZenler
• PracticeBetter

Note: The free versions aren’t worth it. There’s just too many gaps and missing parts. For example, with the free version of Practice Better, you don’t have the tools you need to send a welcome and onboarding email with a Zoom link to a new client or to customize an email. The calendar booking options also fall short.  It’s definitely not designed for selling on demand digital products, and certainly not for promoting them, which is important.

This entire process needs to be automated, period. In other words, free versions really don’t provide much value. It’s like getting a shotglass of lemonade on a hot day.

For those who have a pretty solid concept for a digital product, OR are already experiencing the “Freemium Nickel-and-Diming Effect” to the point where their total costs are starting to reach or exceed $60, the best value zone tends to hover around $100 per month, because it will probably save you time and make it easier for you to promote and sell your offering. 

That $100 or even $130 solution may cover everything you need (The 7 Criteria).. while that Frankensystem that started to look like a great value when you first started, may actually exceed the cost of the all-in-one solution. Not to mention that if an extra $20 per month saves you hours and frustration, it may be worth it. 

Remember, this is about designing or purchasing a system for booking time slots rather than selling a “thing.” 

Remember also, that as you begin to scale, you are creating something repeatable that someone can buy any time, from anywhere, on demand.. even at 3 am your time when you are asleep. Your ecosystem needs to be able to manage this.

After much research, I’ve found the best VALUE to be  in the classic systems that also focus on marketing the product you worked so hard to create.

• Kartra (The best value option, in my opinion, as of this writing)
• Kajabi
• ClickFunnels
• Setting up your entire system on WordPress. I like having an ecosystem that I own. Personally, I use a combination of WordPress/DIVI and Kartra. I like having a platform that I own and control the narrative of. I also like that it makes it easy for people to find me in a search. But I DO love Kartra as the home base for all my “transactional stuff.”

You CAN certainly also create a website on most of these platforms as well. As long as all 7 criteria are met, you’re good.

Note: These solutions only provide value if you have done the foundational work on your brand and offering. I do not recommend investing anything at all until this work is done. This doesn’t mean you need to have course material completed.. in fact, I don’t recommend waiting until you have a fully completed and perfect course ready in order to start selling your BETA version.  This is a different process altogether. Again, I go into more detail in my signature course that walks you through the process of creating an online offering in 30 days or less. 

The key: Finding your own “Goldilocks” system without wasting too much time on solutions that don’t provide what you’ll need.

Solution 1. I recommend starting with some of the platforms I mentioned above, and checking out some free trials. Allow yourself enough time to research and test each one.

Solution 2. More research that will save you time and money:

I wrote a blog that lists the 7 criteria I personally use when putting together a system for an online business. If any of these are missing, it’s likely you’ll need to patch something together, or get stuck in a “Freemium” trap, which means that ironically, you’ll end up paying more for less.

Again, expect to pay at least $50 for a complete solution, which needs to include not just a place to host a course, membership, or program, but a way to automate the entire process of promoting and selling it.

This is simply the price of admission, unless you don’t mind having obstructed row seating. 

Note: I’m creating a quiz that will help you choose where to begin as well!

Challenge #4: Making decisions about a business based on emotion.

Let’s switch gears.

I’m not talking about working “from your heart.” That I get. I’m talking about letting excitement, anxiety, self-doubt, and even depression or despair drive your decisions.

Again, no blame here. I’ve done this many, many times.

It’s important to analyze (without emotional attachment) what is and what isn’t working.

Making data-driven decisions doesn’t SOUND cool for a lot of creative entrepreneurs, but I’m going to go ahead and risk being uncool.. It’s essential to have not only subjective data to drive your next decision, but objective data as well.

Data is your friend, not the enemy.

This includes your KPI’s (key performance indicators) that give you insight about:

Traffic to your website: Are people finding you? If not, what’s the next step?

Clicks: Are people interested in your offer? If not, what’s the next step?

Course completions: Are students and enrollees engaged in, and completing your course? If not, what’s the next step?

..and more.

There are KPI’s for every stage in the journey you take leads and clients through. These numbers provide INSIGHT that your intuition alone can’t provide.

In other words, if you rely SOLELY on your intuition and emotions, in the absence of objective data, you may miss an opportunity to try something different. Your intuition and feelings simply won’t give you enough information about the next steps to take, including what to change and what NOT to change. (the principles of forming and testing a hypothesis, or troubleshooting)

You may also end up quitting because something “feels” bad, when all is needed is a minor tweak and some time to test it.

You may even want to quit, without realizing that the numbers are showing progress.

This is something I talk about in the Future Proof Your Business Toolkit in detail. I do my best to make this fun, and we do not skip subjective findings, which have equal value. (For example, client feedback is subjective but very valuable)

Challenge #5: Doing everything manually, assuming that this is how to deliver more personalized, high quality products and services, or show that you care (which turns into major resentment)

Nope. Nope, nope, nope.

The person who made your custom bookshelves or brews craft beers in your neighborhood may have a talent for creating something unique and high quality, but in order to make it work and earn a profit, they also need systems in place to take care of their businesses, their customers, their employees, and themselves.

In addition, having systems set up to “catch” or “handle” minor questions or issues, rather than risking someone having to wait or fall through the cracks, or making it easy to gather enough information to get the process started, is a way to show that you care.

Another example: A clothing store that makes it easy to browse, place an online order, have questions answered, try something on, get measured for alterations, return an item, get alerted when a new item arrives or goes on sale, is going to HAVE to have some of these systems automated, whether it’s via technology or a process/procedure/policy or even the way the merchandise is presented in the store. There are employees who are hired just to set up and maintain these systems, and for good reason.

Can you imagine if they didn’t have anything set up, and started from scratch every day? This would mean irritated customers, unhappy employees, and lost revenue.

Can you imagine trying to do this all YOURSELF?

Once you start offering products and services that are NOT based on selling time slots, this becomes important. Of course you don’t need to be as advanced as Amazon, or even close. You will need to have the basics set up.

It’s not “impersonal or robotic” to sell something that someone can access at any time, from anywhere, but this is still a major barrier I see with some entrepreneurs who are just beginning to create on-demand offers that compliment their 1:1 services.

Here’s another perspective:

If you own a business and make it HARD for people to interact with you during any step, this isn’t a great experience for them or for you. Booking, making a purchase, a basic welcome message/confirmation/receipt email, and a basic onboarding process can, and should be automated. This helps people feel cared for, shows you have your shit together, and means that you don’t have to be responding to emails 24/7.

Obviously, if people have questions, you can answer them personally, after having a way to get the most basic questions out of the way, so that people don’t feel completely lost.

It’s also about taking care of YOU: You also should not be obligated to respond to messages or emails in your inbox at every hour of the day.

Also, people almost NEVER take a particular action the first time they interact with you. They need reminders and processes that make it easy for them to take the next step. This is not something that people resent, but actually appreciate, when done well. Remember that built in touch points is a service.

It’s not just HOW something is bought and delivered that can be automated.. The product itself can also be something that is created once and repeated, without losing any value.

I STILL encounter some who think that creating something repeatable is somehow “impersonal.” So I’m going to use one more analogy to illustrate my point:

If you write a book and distribute printed or digital copies, is this also a “less than” experience for your audience? What about those who are unable to see you speak live, or like me, probably can’t get a physical copy of your book because I live on the other side of the planet?

I have one more point to really drive this concept home.. Because I am such a firm believer in automation.

The process of creating something repeatable, without our direct involvement of time in order to deliver the product, is what separates the “passionate hobbyist” or a freelancer from someone who has something that can be sold independent of their time and manual involvement. This isn’t a new concept that I came up with or made up, but a common benchmark for determining the difference between a freelancer or solo entrepreneurship and a “business” in the technical sense.

The same could apply to those who build a clinical practice and sell it, choose to open up more clinics, or rent out space to other practitioners. (Repeatable processes that earn income independent of hours spent) This business model is also NOT based on the limitations of selling time.

There is nothing wrong with being a freelancer or entrepreneur who sells their time, of course. This is just something to consider, if you desire something different at some point.

As many of my peers get older, the desire to create something that we don’t need to have “all hands on deck” for becomes stronger. There’s nothing weird about any of this.. it’s why people buy rental properties and sell stuff that they only have to create once, up front, and it’s basically done, and spend time thinking about things like initial investments, profit margins, and predicted ROI’s.

Again, this doesn’t mean that 1:1 services have less value. They do.. And it’s where we all need to start, so that we can gain the experience we need in order to build something repeatable. In other words, writing a book about a topic without actual, “in the trenches” experience is indeed putting the cart before the horse.

Remember: You’ll still need some automated systems in place, particularly when it comes to booking. Making it hard to book online is a problem that is easy to address, yet many still don’t have this set up properly. (Don’t let this be you!)

The more you begin to offer “on demand” products, the more automation you’ll need for every step.. from attracting leads ..to promotional cycles ..to purchase ..to onboarding ..to follow up ..to keeping current customers happy.. to easily getting testimonials and referrals and affiliates.

The solution is more of a mindset shift than about any other process. It’s not about what we typically think of when we think about mindset, such as confidence, abundance, etc. It’s more about how to make the mental shift from thinking locally to expanding into new possibilities, if that’s your choice.. Because it IS different.

Challenge #6: Trying to be like someone else, and using their success as your own personal measuring stick.

This isn’t exactly news to most of us, but I’m going to cover it anyway, because it keeps us trapped. This mindset is NOT liberating. I’m even going to say that the time we spend reading about or listening to the people we admire in Forbes or as guests on Oprah may need to be limited, for the sake of our businesses and our mental health.

There, I said it.

It’s great to be able to see what is possible without limits from time to time, but I believe that a steady dose of this only sets many of us up for failure. We need to have role models that are only a few steps ahead of us on the journey as well.

Seeing another entrepreneur out there who is doing the same thing you are, who is killing it (or at least it looks that way) can set off all kinds of internal messages to our subconscious. It isn’t a flip that can be switched on or off, in my opinion.

It can feel as if you aren’t cut out to sell your offerings online, or even an imposter. Yep, this one is something I still sometimes struggle with. I mean, who am I to compete against the likes of Amy Porterfield?

There is of course, the internal work that is super important. I also want to point out a few external reasons that have contributed to their success:

• They aren’t, in fact, doing the same thing you are! Because of niching, (and doing the foundational work) no two businesses are ever going to be exactly the same. If this is true for a product like pizza or coffee, it’s most certainly true for your business. It’s not a platitude to say that you are unique.
• They were able to make data-driven decisions. There’s nothing wrong with using your intuition, but I stand by the notion that making emotional decisions when it comes to our businesses isn’t a great idea. That’s why we hire coaches and consultants and look at the actual numbers to tell us what’s really going on, or make it a point to continue to learn on our own. Believe it or not, this is a liberating process. When I have wanted to give up, and it’s been many times, OR when I get sidetracked by distraction, excitement, or fear, it’s good to have a grounded source of objective data or experienced opinion to turn to.
• They remained consistent. They didn’t constantly flit from one thing to the next, and didn’t quit 3 months into an endeavor. In other words, they gave it time to actually work. Even on days when they didn’t feel like doing the work, either by doing it anyway or setting up a process that allows them to take time off on those “off” days
• They took quick and decisive action when it was called for. In other words, they didn’t take 3 months to write a blog or a year to get their website done. They were also able to connect to the “big picture” enough to be able to prioritize tasks and projects, so that they weren’t just focusing on busywork, but on “moving the needle” in their business. (This is a skill that can be developed)
• They got help. The American tradition that says it’s your problem if you can’t make everything work out by “pulling yourself up by your bootstraps” is rather silly and needs to be retired or rethought. Again, I’m raising my hand.. I’ve bought into this notion as well, and it has NEVER helped me, especially as a single woman living abroad.
• They did the foundational work, without cutting corners, without “bypassing” the important (but not urgently compelling) work.

Did all of this painlessly fall into place for them from the start? Not likely. That’s why we share stories about our own personal journeys, so that people can be inspired by someone who is “one of us.”

This could mean that you don’t necessarily need to work with the top experts. (Although you can, of course) Just the person who is in a perfect position to get you from point A to point B, because they have been there and understand what it’s like.

Challenge #7: Inconsistency (and feeling pressured to remain consistent)

This one is very common.

If you are not consistent, it doesn’t necessarily mean you are lazy. Let me stress this: It’s not part of the job description to become a slave to our work, and by sheer force of will make it all happen, without fail. In fact, almost all of us will need a way to remain consistent without having to be “on” every single day.

It’s extremely unrealistic to expect ourselves to show up every day, in every way. For example, as I write this, I have a cold. It’s the perfect time to write a few blogs. I’m actually doing this in bed, which feels fantastic right now. Later, when I feel like myself again, I’ll use the content I write here for live broadcasts, trainings, or podcasts.

(Can you see now why I’m a fan of automation, and what it really means? Making it EASY on yourself!)

There are 2 types of inconsistency: Short term and long term. Let’s break them down.

Short term inconsistency

Short term consistency is about showing up, in whatever way works for you,  consistently, without big gaps in which you ignore your business, your audience, your leads, and your customers.

An example of short term inconsistency:  Me.. not showing up for the real people on my email list on a weekly basis, and not providing real value in those emails.

I struggle sometimes with remaining consistent with my email list. Did you know that ignoring your list and sending out only sporadic emails is just as annoying as getting inundated with too many emails in your inbox?

The first thought is: What and who is this? Why now? What do they want?

But when people see an email from you once a week, they tend to expect them and yes, even look forward to them if you consistently show up to provide value.

What works for me isn’t about beating myself up each week to make sure that I send that email. I batch and schedule so that I don’t have to feel as if I’m constantly having to come up with new ideas and content to write, and how to make it fit into the entire campaign I’m trying to create.

Automation isn’t just about the technical automation, but processes that I repeat on a regular basis that make it SUPER easy to follow.

For me, this means that I get inspired and full of ideas on a particular day. During this time, I capture ideas and even write some of my emails, including subject lines, calls to action, and all the links that will be included in the email.

To do this, I have my own slide deck that I scroll through that shows me every step in the process. I don’t expect myself to remember it all!

Automation is also about templates. Yes, I write from the heart in all of my emails, but sometimes, yes, I get a head start with a template. There’s nothing wrong with this. It can help you remember to include key points and the primary goal of each email, while still speaking in an authentic way. It’s just that you may have thought of the perfect authentic thing to say a few months ago, and today you are drawing a blank. Leverage what you already started.

This is something I go into more depth with in my email marketing bundles and in the Future Proof your Business Toolkit.

Automation is also about reusing and recycling. This blog is one of my “epic” pieces. It can be broken down (splintered) into 9 or more smaller pieces of content, which in turn, can become a live broadcast, a podcast, or a YouTube video.

I’ve got so much more to say about this topic.. But I already did! (haha!) as a workshop called “Creating Content The Easy Way.”  It can be found in my Rebel Wellness Entrepreneur Membership.

Long term inconsistency

Long term inconsistency happens when you  lack clarity and end up “floating” without any direction. This often shows up as a website that lacks clear messaging, or social media posts, landing pages, and checkout pages that appear to be thrown together without much thought.

This happens when people show up every once in a while with offers that are free, underpriced, or just all over the place. We’ve all seen this, and the natural inclination is to not take those who show up this way seriously.

This hardly inspires trust. I know where this comes from: Lack of confidence. As an introvert who just likes to cut to the chase, I know how hard this can be.. to just keep going and to keep showing up, and to keep working on our own story and refining value in order to attract our ideal clients and customers.

We may need to remember that consistency is more important than perfection. (Perfection isn’t even possible.)

Consistency isn’t just about time, but forming a cohesive entity that not only LOOKS trustworthy, but IS. This is one major reason why I call BS on running a business SOLELY by “going with the flow.”

Of course, this doesn’t happen overnight.  I didn’t start out with much consistency either.  So don’t beat yourself up if you are not there yet. Give it time, but also take heart because the next thing I’m going to talk about will give this process a HUGE jump start. I mean HUGE. And honestly, STILL.. almost nobody in the health and wellness industry is doing this.

Another reason why the next challenge is so important to address, because the reason for this kind of “floating or lost” inconsistency has to do with:

Challenge #8: Skipping the Foundational work. This part isn’t about the “tech” pieces but about gaining clarity and refining a story, message, ideal client, offer, and branding

Note: What most people think of when they hear the word branding: Aesthetics, design, fonts, colors, and logos.

In fact, the logo part isn’t nearly as important as the rest of the foundational work.

When coaches see this foundational work they tend to bypass it, thinking of it as a “fun little exercise that may help.” They dismiss it as non-essential, or consider it homework/low priority busywork that business coaches and web designers give them so that they can charge more.

This is NON-NEGOTIABLE work.

In fact, it’s impossible for me to do ANY work for a client without this vital information. Otherwise I’m just creating another generic, digital brochure. I can’t guess what copy to include in a website, or guess what images and colors to use.

Yet the info and content I often get is a headshot, a dry bio, and a blurb about acupuncture, a standard hourly pricing guide, and if I’m lucky, a blog or two. Followed by expecting me to follow the “I’ll know what I like when I see it” approach. I make it abundantly clear that I do not work this way, and so should you! This is a terrible business model for someone who is creating a custom solution for a client. It means no boundaries, low pay, unsatisfied clients, and certainly not a product or service one would stand behind or put their name on. 

It’s my job to guide a client through the foundational work, so that this doesn’t happen. 

The same principle applies to health and wellness professionals and coaches. Your clients are paying you for solutions and strategies, not just to pull levers or dispense information.

Without doing the foundational work, what you are selling is a commodity: “I’ll take the 20 min 4 gates session and the aromatherapy for $40, please, thank you” 

Now, sometimes this model works.

But it’s not if:

What you deliver is a result, or a solution to a more complex problem. Chances are good that in order to achieve that result, you are going to need a strategy, not just a favorite tactic or tool.

Skipping foundational work results in frustration, false starts, lack of focus, a product that looks like a commodity to an ideal client, undercharging, working with less than ideal clients, lack of results, not meeting expectations, a brand that resonates with nobody, and constant hustling on social media. Ultimately yes, this leads to resentment and burnout.

And this is probably NOT what you went to school for. 

This foundational work is laid down FIRST, as an easy-to-follow, step-by-step process in both the Future Proof Your Business Toolkit and the Tell Your Story DIY Website Kit.

The good news is that this kind of work is the opposite of the “left brained” work, such as researching and learning new platforms. This work is mostly internal, and requires nothing more than a journal and a block of time set aside for reflection and creative thinking, doing some fun research, and setting up a few “coffee dates” with people that you would consider to be an ideal client. This does NOT make it any less important. In fact, it is one of the pillars of my approach: Systems, Strategies, and Foundations.

The even BETTER news is that this process can rapidly accelerate the awkward phase we all go through when we are still defining our message, brand, and offer.  The fact that so many blow this off (not the superstars, though, they have done this work, I guarantee) ..will probably put you automatically way ahead of most of your peers.

Challenge #9: Burnout, resentment, and despair

All the challenges can lead to this ultimate challenge, when not addressed:

Wanting to give up, thinking that there’s something wrong with you, when there isn’t.

I hope that this rather epic blog helps you avoid getting to this point!

Remember:

• It’s NOT always easy, even if some say it is. Those people probably have assistants that do all the grunt work for them, anyway. But there ARE ways to make it easier, I promise.
• It takes time, but you can avoid wasting time up front by narrowing your decisions about what platforms to use
• Find your “sweet spot” when it comes to you monthly investment, knowing that it will likely be between $50 and $100/month when you total up ALL your costs of running your ecosystem (meeting the 7 criteria)
• Data is your friend. Intuition + subjective and objective data + experience = insight. You may find that the data is telling you NOT to give up.
  
• Do the foundational work to differentiate yourself from the crowd, and don’t even worry about competing with the superstars. Some would rather work with you, because they will be more inspired by YOUR story.
• Find ways to remain consistent, even if you have to “cheat” a little. Nobody wants to spend hours each day on this stuff, and it’s unrealistic to expect it, but it is true that if we show up sporadically it can hurt our business.
• Automation is also your friend, not the enemy, because it makes it all possible, prevents burnout, and yes, shows that you care (instead of dropping the ball when life gets crazy!) It also helps you remain consistent.Do this, and you’ll find your own “sweet spot” to work within, and have time for what really matters in life, like hanging out with little dudes like this:
• 
  I’ve also woven a lot of resources into this blog, some free, and some paid, for you to check out and enjoy.
  
  Cheers!

13 trends and predictions for service-based entrepreneurs in  2023

I’m finally on time this year for my annual gathering of marketing trends, insights, and predictions! I’m usually just in time for the Chinese New Year. (Happy year of the rabbit) 

It probably goes without saying that the past few years have brought on a LOT of changes. Some of them may or may not seem positive.

Some new trends have exploded in the last few months. Some are exciting and “sexy.” Some are disruptive. 

Some are timeless, but are mistaken for dead by “gurus” who rely on clickbait. 

I believe that the more we are informed about these changes, the better we can adapt and even leverage them so that we can continue to move in a positive direction.

Some of these trends are about marketing and technology, but others are more about human trends, social changes, and psychology.

I wrote a list of 13 trends and major changes that you may have already seen, or are likely to see happening this year.

Some of them are simple, and may feel natural to you. Others are more advanced, but don’t let that stop you from moving forward and creating more freedom for yourself this year. Don’t just go “outside the box.” Light that sucker on fire.

So let’s get started!

1. Establishing a niche, ideal client, and refining your message is more important than ever.

This hasn’t changed from last year. Let’s look at the health and wellness industry as an example, although this can apply to almost any service-based industry:

The focus on being the village healer and treating 100 conditions was already dying, even before the pandemic.

Now, people are less concerned about finding “an acupuncturist near me” but finding the BEST person who can help them with ______________. (post-menopausal weight gain, the real root cause of their  headaches, fertility for women over 40, ski and snowboard athletes, you get the idea.

You can also focus on what TRULY makes you unique.

Hint: what makes you unique is NOT your patented method, your study in Japan,  or the 60k diagnostic machine you just invested in. It’s about the HOW and WHY you work.. in such a way that keeps people coming back.

It’s your brand, your positioning, and what people love about you.

Seriously, you could position yourself as the go-to acupuncturist in your area for cyclists and mountain bikers, if it made sense for you. You could even expand beyond your local area as the “go-to-acupuncturist for bike people.”

Trying to “help everyone” is great, but it’s a lousy marketing plan. This doesn’t mean that you can’t help other people. It just means that you want to become KNOWN for ________.

The same goes for coaches and other services. If you position yourself as a vague commodity (I help empower women) then you won’t stand out from the crowd.

Without this step, any marketing you do is going to be a waste of time. Trust me, I’ve made this mistake.

This means that making yourself SEARCHABLE is also very important. (See #5 and #6)

What I’ve learned:

At times, I’ve struggled because I wasn’t REALLY nailing my niche and ideal client. I wasn’t attracting the kinds of clients I wanted to work with: service-based entrepreneurs who want to create more impact by scaling their businesses (creating something repeatable) and who were serious about getting shit done.

There, I said it. Making this bold statement, believe it or not, has made a huge difference. I let go of a few clients who were not aligned with what I was about, and stopped spending time in places where I wasn’t going to find qualified leads. As a result my energy level is much higher and I’m able to focus on gaining momentum and moving the needle in the right direction, so that I can continue to serve (instead of exhausting myself) This isn’t just about me, it’s about THEM too. (a win/win)

I’ve also gotten even more clear on my niche, ideal client, and messaging.  This is a normal process, especially when the world and the market is changing quickly, and as we continue to learn and grow.

2. Transformational experiences instead of transactional sessions

This isn’t so much a trend, but a shift.

Just as having a vague idea of the people you serve can devalue your services.. when you position yourself as someone who delivers an hour of service, or 90 minutes (or whatever) you become a commodity.

The patient or client perceives that the value they are getting from your services are based on how much time you put into it, instead of the results over time. The expectations of what happens in that hour can be a lot, for BOTH the patient and the practitioner.

It is important to remember that you are selling a plan, a process, or a strategy, and you are the guide.

When someone is really, truly, serious about a solution to a problem or the fulfillment of a desire, they are willing to pay a SET PRICE based on the overall value they get from the experience. They are paying you to take them from point A to point B. They may be paying you to give them the tools that THEY need to set them up for success, depending on their preferences and personality. 

And perhaps they are even paying for continuing support once they “graduate” from this process.

If you are a healthcare provider, this approach will be refreshing. The old way is going the way of rushed, impersonal, traditional healthcare. (Which can feel exhausting and unfulfilling) The new way is about adding more tools to your toolbox.

Because there’s too much pressure to be a “healer” within a short time slot. That’s not a strategy. It’s a series of tactics.

I see this as a FANTASTIC opportunity, if you can see it. This year,  people will continue to start taking  more responsibility for their own well-being.

What I’ve learned:

Just as I wouldn’t have a patient tell me what acupuncture points to use.. I’ve stopped offering “lever-pulling” services for an hourly fee. For example, I don’t use the “order taking” model for building a website. Part of my job is to create a beautiful website that reflects who they are, with of course, their input. But there’s more to it than that.

Sitting back and having someone get into “pixel nitpicking” while missing important pieces about design, user experience, SEO, and marketing function wasn’t helping me, and it wasn’t helping the client.

What does help is offering a package with structure that guides the client through the process. whether or not they know anything about what goes into creating an effective and powerful website. I also offer my services as a marketing strategist, specializing in systems and workflow, which really helps clients get the most out of their websites.

I also have a DIY option.. so that those on a budget or who want to nitpick pixels can do so at their heart’s content.. but they will still end up learning the basics of an effective website.

It takes the burden off of them, and allows me to do better work.

Do you have other offerings besides just time slots?

If you have not already begun to position yourself as a service or health care provider who isn’t selling time slots, but an overall strategy, I urge you to start this year to start building a creative offering in addition to your “time slots.”

Give people the tools they need and provide them with a fantastic overall experience that’s worth every penny, without grinding yourself into the ground with the hourly model of delivering your services.

It’s a win/win for both you and your patients or clients.

This sets the stage for the next few trends I’ll mention:

3. Creative Offerings 

Let’s use the health and wellness industry as an example again, knowing that it can apply to almost any type of service provided.

As people start taking the management of their health into their own hands (The DIY health movement) more people are looking for ways not only to get information, but to stay on track on a monthly basis, get support, and stay motivated.

At the same time, the resources available to service-based entrepreneurs may have shifted.  There may be more physical space available, or less. There is new technology that is more accessible than ever before, such as platforms that include everything you need to build and promote a course.

It may be a good time to consider other ways to teach and offer support, online, offline, or both. Perhaps it’s a good time to consider offering physical products that enhance your services.  

The old paradigm was all about transactional, hourly appointments for delivering a service, such as acupuncture or coaching. This model, in my opinion, is no longer adequate, and now both service providers, health care providers, and consumers have more of a diversity of options to choose from.

People can shop and do yoga and learn a new skill online. They can do just about anything online. Not that it’s always the best solution, but there you have it.

Because of the shift to transformational care or experiences, the emphasis now is also more about getting results. Not just showing up for another string of appointments. Now we can provide support and accountability.. and we can do it without having to spend hours working with patients or clients for often low pay, a ton of unbillable hours, and a LOT of overhead.

In this sense I’m still thinking the same as I did 10 years ago: There has to be a better way, and now there is.

In addition to the memberships, courses, programs, and other digital offerings I’ve been talking about for several years now, we can customize a bundled offering or really think outside the box, based on what we have available to us.

Examples:

• A space can be repurposed. It can be used for classes, rented out, or used for other projects or enterprises.
• Workshops can become bundled into entire curriculums
• Classes can be taught, recorded, and made available for purchase
• Support and accountability can be woven into a patient experience, via group programs, apps, and other creative ways

I could come up with even more ideas, but I’ll move on to the next trend..

4. Combining automation and personalization with human interaction and networking

Many service providers and wellness professionals I’ve talked to seem to think that automation or AI means LESS personalized attention and care.

This is not true. It’s also not an “either or” proposition. 

There are buzzwords that may be difficult to explain, and tend to be ignored, such as personalization, dynamic content, AI generated content, and automation based on how the user interacts with our content or brand.

So I’ll translate.

It means that you can set up systems so that depending on what someone does once they take a quiz, read a blog, click on a landing page, make a purchase, fill out a field or a survey, or otherwise indicate a PREFERENCE, that preference will be honored.

This means that those who got a certain quiz result or checked a box “beginner” or “advanced” will be on a different track than others who interacted differently.

Those who already bought from you won’t get more emails about that product. Those who WANT to hear more from you about a certain topic will, and those who do not, won’t.

This is why you carved out a niche.. so you can serve them on a deeper level, instantly, without having to do everything manually, OR send the same stuff to everyone, which is what is ACTUALLY annoying to your tribe! (spammy) If you take the time to segment (sort) your subscribes so that you can send only relevant content, it can make all the difference.

This isn’t as hard to set up as you might think, and is based on a visual flow chart. (I teach classes on this very thing) IF you have an adequate email marketing service.

On the other hand.. the value of a good human network isn’t’ going away any time soon. Cultivating a network is more important than ever as people emerge from several years of isolation, inflation, and not-so-fun times for many.

I would say that there are more creative ways to network and collaborate than ever. One of my favorite ways is via guest podcasting. It’s a great way to go deeper and have conversations with interesting, influential, and complimentary people.

When you find a way to COMBINE the 2, it can be VERY powerful.

For example, as a guest on a podcast, (a human, nuanced, deeper experience) you can provide a link to just about anything. If your goal is to grow your email list, there are many ways to set up an automation (I LOVE quizzes and sorting based on results) so that you can focus on the preferences and needs of your subscribers.

Your subscribers may then receive personalized and focused emails that tell them about future podcasts or other offerings they may be interested in, instead of just “blasting everyone” with the same content. See how this works?

5. Content marketing/SEO is your “garden:” This means higher quality leads, earning more trust, and less pressure to “sell.”  

Do a Google search on natural immunity or natural ways to boost immunity to see what I mean. It’s still getting  harder for individual clinic owners to compete with larger brands or big tech algorithms.

Don’t let this get you down, but you will need to think a little more strategically than you may have in the past.

That’s why content marketing is probably here to stay.  I’m talking high-quality and unique, not “turnkey” or syndicated content. This isn’t a new trend, but it’s probably more important than ever.

Content marketing and search are interconnected. In order to position yourself as an expert in your niche, and to be found, you’ll need to produce content with a few strategic keywords, on a consistent basis.

There’s another reason why you may want to get your blog fired up and running.

Content, in case you haven’t already heard, is the best way to earn the trust of your audience.  It does most of the heavy lifting for you when it comes to selling. Who wants to have to start from scratch, explaining what they do, follow a script, and feel stressed  when on a discovery call? Not me. By the time a lead gets to this point, they should already be somewhat familiar with your work.

Good news: You can still carve out a niche for yourself, in this new era of the niche.

Even better news: You can “cheat” and still produce high-quality content. You don’t need to write a blog every week. You can start building  a good library of your own intellectual property that you can:

• Re-use, by turning the blog into a podcast, a speech, modules in a course, chapters in a book, etc

• Re-cycle, by promoting the same blog at say, the same time every year. For example, let’s say that every March, you focus on the effects of sugar and sugar addiction. You don’t have to re-write it every time you want to use it. You can dust it off, update it as needed, use it, and put it back on the shelves again for later.

Note: refreshing and updating old content has been shown to improve SEO just as much as creating brand-new content!

• Re-purpose. For example, you can create a weekly live stream that you can record and use the audio for your podcast, or an interview you can transcribe online (using AI tech, such as Otter.ai) and use for a blog. There are many more possibilities.

Don’t forget to capture all your great content ideas as they happen. Keep a notebook or other “idea container” nearby. (I like Asana.. I have a separate area just for idea downloads)

6. The (further) evolution of Search

Every year, some experts like to declare  that SEO is “dead.” (eyeroll) The truth is, as long as people are searching for stuff on the internet, there will be a need for SOME kind of SEO. Not just for big corporations (who will still need to invest in it) but for solo entrepreneurs as well, to an extent.

Especially for health and wellness practitioners:  80% of people online have searched for a health-related topic online. (1)

This next section applies mostly to those who deliver services that could have a huge effect on the physical, financial, or mental well-being of a client.  Often referred to as YMYL (Your money, your life) Google’s algorithms favor websites that display authority, expertise, and experience.

This means you need to know your shit, to put it bluntly, or you’ll have a hard time ranking.

Your ideal patient or client is likely to do online research before choosing a healthcare provider or wellness professional.  You can be the “Dr. Google” in your niche. (just remember that Google isn’t the ONLY search engine out there.. YouTube, Pinterest, and Amazon are also search engines that you can leverage)

However, not everyone is looking for the status quo when it comes to health information.  Many are tired of being told what to do or think. That’s why there’s more than one expert in any given profession, and why offering a fresh perspective can be a VERY good thing.

A few things to remember about SEO (for all types of service industries) 

• SEO is a “long game.” Think of SEO as a fruit tree that  you plant in your garden that takes some work up front, and doesn’t seem to produce quick results. But then after a year or two, it starts to bear fruit with less and less effort.
•  The first page in a Google search is a finite resource, and is only getting more crowded and expensive.   Like beachfront property in the Bay Area.

This is why, as I mentioned above,  if you create a blog entitled “How to naturally boost your immunity” you’ll be outranked. Even if it’s a less charged topic like how to manage headaches naturally.. you may still be outranked by the big players like WebMD, even if their blog is shallow and outdated, and yours is innovative and based on the latest research in your field.

Don’t let the tech, med, and pharma mega companies discourage you. You went to school. You did the work. You have experience. You will have an audience who isn’t looking for a quick fix, but a real solution, and is more aligned with you than the big giants that take up so much Google real estate.

• What “big tech” considers to be “good” information vs. “misinformation” can be very subjective, which many wellness practitioners have discovered, the hard way.

Nor is this process entirely free of politics and conflicts of interest, or lack of rational thought. For example, there is solid evidence that shows that  zinc deficiencies are connected to a diminished immune response, but information like this gets bumped in favor of the great mask debate.

Whatever your take is on this, just know that you may need to adjust your game or think creatively and strategically if what you provide are ways to empower people when it comes to their health.

• It’s unrealistic to spend hours and hours descending into the rabbit hole that SEO can become. Trying to predict what Google is going to do next can be like becoming a part-time stock trader.

I can relate.

You do NOT need to waste your energy fighting against any of this, but it does NOT mean that “SEO is dead” or isn’t worth your time. (or money)

And now for some GOOD news…

• Content: The good news is that if you keep creating HIGH quality content that answers the questions that your very SPECIFIC ideal client or patient is looking for, you are already more than halfway there.
• Keywords: “Long tail” (a longer, more specific and targeted phrase) keywords are great for answering specific queries. Although search volume is lower, they are much easier to rank for, making it more likely that visitors will land on your website instead of your competitors’s site.

For example, “Chiropractic” has a huge search volume, but it’s way too competitive to rank for. Even “chiropractors in Tucson” could be competitive, as a great geo-targeted keyword.

But “10 root causes for headache pain that can be helped with chiropractic” is a  phrase (keyword) that not as many people may be searching for. It is less competitive and may better answer the queries that your ideal patient may have.

This is an example of a niche or “long tail” keyword.  Note: “Stop words” such as for, the, at, etc, are no longer a negative thing. Google is getting smarter at reading real human sentences and figuring out context.  

• You may NOT need to rank in the top 5 for every keyword.  People are not necessarily clicking on the first thing they see in a search anymore, because there’s more ads and Google features than ever before at the top.

For example,  if someone is looking for natural remedies for their headache, and they are a savvy ideal patient, they may be used to scrolling down a bit further to find what they are looking for.

It depends on your ideal client/patient and the stage that they are at in the buyer’s journey. My patients tended to do a LOT of research, and were looking for solid content (blogs) to back up the claims of the practitioner. So this person might scroll past the WebMD stuff because they are looking for an acupuncturist near them who ALSO is able to meet their specific needs AND aligns with their own values, not just the first thing that pops up in a search.

This person is also VERY ready to buy. As in their credit card is out and ready to use. Don’t overlook the opportunity to attract what could be the most qualified leads you can possibly get, just because you aren’t focused on creating great content and doing a little keyword research. 

Also, take voice search into consideration. What people type and what they say may be entirely different, when looking for a wellness professional.

Think of SEO as the “bridge” that will help your ideal client or patient FIND you online!

7. The Decentralization of social media platforms AND the entire web

Social media platforms are still sprouting up like crazy. Some are doing well (TikTok) and others have died. (Remember Vine and Clubhouse?)

We also have other options: The more “siloed” platforms like Mighty Networks and the built-in communities that can be created in the same software we use to deliver courses, such as AttractWell or Zenler.

I think this is a good thing.

There are a lot of people who for various reasons, are not happy with having one centralized place to interact with people online. Some, (I’m sure you aren’t surprised) are opting out of social media altogether, or paring down their time spent on social media in 2023.

For better or for worse, I think that checking out other options isn’t so much about “shiny objects’ anymore, but about hedging your bets.

Because of this, I think that it will probably mean that we’re going to have to show up in more places than just the good ol’ Facebook page if we want to remain relevant and visible.  (See #11)

8. AI, Web3, and the evolution of how we live and work

Remember the days when it was hard for us to wrap our heads around the concept of email, or the implications of the internet?

(Yes, I’m dating myself)

Expect a similar evolution with AI. Right now, it’s still in its infancy.  I sometimes use it to help get me started with creating written content, but to get to a final result I’m happy with, it still takes some filtering, tweaking, and editing.

I’ve been keeping my finger on the pulse for its possible far-reaching influences/effects on not only writing, but coding, music composition, and more.  I think it would serve any entrepreneur to start learning more about it. Like it or not, its coming, and it’s better to be informed.

I’m not able to speak to this yet, at the time of this writing, in a way that is authoritative, but I’m learning.

Web3 at this point, isn’t widely understood, even by myself. Some say it’s just a trend, or that it won’t fully take off.  (That’s what was said about email and the internet)

I can’t speak to this yet, but this year I’ll be diving in, and will update this blog as I learn  more.

What I CAN speak about with some authority is about how we live and work. I’ve been a digital nomad for about 5 years now.  At first, I was frustrated by how the entire world seemed to be stuck in the “version 2.0” (A phrase I’m borrowing from the book Network State)

What does this mean?

• Identity  based on geographical location, and isn’t portable
• Work that can only be performed in one place, and is delivered in only one way
• Unnecessary bureaucratic hoops to jump through
• Infrastructure that is unable to support fluid movement or remote work
• Headaches in getting paid due to tech glitches, fraud alerts, potential account holds/freezes, and weird bureaucracy
• Time zone bias (the world does not revolve around NY time)
• Exclusion from what many consider to be “real” communities

Trust me, I’ve kept a whole list of everything.. from my identity being tied to a US phone number to having to purchase a VPN to watch Netflix to the old school way the IRS handles expat taxes.

This is all beginning to shift due to the pandemic, the normalization of digital nomadism, and the shifting of the population all over the world due to the war and inflation.  Places that many of us may have never considered living in or working in, may become viable or desirable.

Lifestyles that may have seemed odd may now seem normal.

What does this mean for you? I personally know more than a few people who are choosing to live outside the US or travel within the US full time, as they continue to offer their services. Now this is possible.

Web3 may change some of this. I’m not sure how it’s all going to shake out yet (where’s my crystal ball) but it’s worth it, I think, to monitor and be prepared for.

I’ve been keeping my finger on the pulse of practitioners who want more flexibility and mobility, but may feel trapped by state licensing boards and regulations. I think that the solution for now, could be to add a coaching element to your current practice.  It sounds like a lot of work, but I also think it could be a good way to diversify income and hedge bets, especially if running a huge clinic isn’t something you want to pursue right now. 

For other types of service providers, the ability to work from home, or even abroad, is already becoming more mainstream. 

There are so many creative ways to work.. I am thinking positively. And I would love to hear from you!

The only thing I’m certain of is that change is inevitable.

9. Clear, concise, and patient/client-centered websites 

Websites aren’t going away any time soon, despite any noise you may have heard on the contrary. We still need a hub for our businesses that allow us to showcase our expertise and branding, and allow us to control the narrative and message without any filtering, distractions, ads, censorship, or any other random variables that are present on rented space.

I still, in 2023,  see a lot of health and wellness websites that leave me wondering exactly what it is the business does.

For example, a lot of functional medicine websites don’t focus on the patient, but the methodology. Even when it’s not confusing, it’s not always crystal clear how the service can help take a patient from A to B.

LIfe coaches and healers make a similar mistake by making weak and vague promises like “helping you step into your power” or “holding space.” These phrases mean almost nothing. The focus also tends to be on the healer, or coach, not the patient or client.

This year, websites will need to be CRYSTAL CLEAR and concisely explain the benefits to the visitor.

One of the more popular ways for achieving this goal is the Story Brand framework.

Storybranding isn’t a new concept but it’s not going away any time soon. (See #13) Websites that are confusing, make the practitioner or clinic the “hero” of the story, (instead of the patient or client) or that don’t make it VERY easy to book online, will likely not be very effective. Visitors will bounce off the site, never to return.

More than ever before, a health and wellness website needs to be patient-centered, not doctor-centered.

10. Community Building

This is something I’m learning organically, via experience.  It’s not something I excel at (yet?) but it’s important to mention.

I DO know that I’m isolated as a digital nomad, and I suspect that I’m not the only one who has found themselves in a position in which the traditional, local community isn’t a viable option.

Others may be technically living in a community, but have felt less human connection due to the events that unfolded in the past few years.

On a positive note, online communities allow us to gain access to a much bigger pool of other human beings that share similar values, goals, desires, passions, and work.

Online communities allow us to really focus on these connections in a way that may not be possible “IRL.” Some local/geographically based communities may still have a strong “scene” whether it’s tech, music, outdoor sports, culture, etc. I think this is great.

However, having online communities can make it possible to reach more people around the world, each with a different perspective on a given topic, which can in turn lead to a deeper understanding of a shared goal or passion.

Perfect examples include digital nomadism and surfing. We get to compare notes!

Because people are far more likely to buy from others whom they trust, share similar values and interests with, and otherwise “vibe” with, communities will continue to play an important role.

Communities are also a great way to share educational content, stories, and more, which keeps your audience on YOUR platform, instead of getting distracted and going elsewhere.

For this reason, I’m predicting that online communities will need to evolve beyond what Facebook is offering. Even though its share in this market is huge, there’s some weaknesses, and I’m glad to see more players entering the game, such as Mighty Networks (and probably more that I either haven’t though of as I write this, or will spring up in a few months)

11. Wider and more efficient distribution of your content 

In the not too distant past, there really were only a few channels of distribution available for our content.

In plain English, that meant that maybe we had a blog on our website and posted on Facebook and Instagram.

Today we have:

• Pinterest and YouTube, which have become much more sophisticated as an efficient way to get more qualified leads (people who are actively searching for what we offer)
• TikTok, (also a search engine) is exploding to the point where it’s bigger than Google
• Twitter and LinkedIN (great for rubbing elbows with celebrities and thought leaders)
• Alternative search engines
• Community-based platforms like Mighty Networks
• Amazon. Some people leverage its search engine and let their books do most of their marketing, or combine it with:
• Podcasting, which is still going strong
• Conferences, summits, and speaking events, both virtual and face-to-face
• Traditional networking channels

..and even Web3 experiences.

As a business grows, yes, we’re going to have to show up in more places than just that Facebook page we relied on a few years ago. (I could even include a whole new addition to this list about what I think the fate of Facebook will be)

When we first start out, it makes sense to focus on one channel and master it. That’s what we’ve been told to do for years. But in today’s competitive market, we’re going to have to expand at some point. Of course, we need to be realistic about the time we have, but this idea may not be as impossible as you might think.

What I’ve learned/insights

1. Due to the declining reach, the amount of work/time it takes, the fact that it’s largely out of my control (downtime, account suspensions for violated “community standards” and the poor ROI) I’m not relying on Facebook to get qualified leads.  I use it primarily for community building, my “research laboratory” and a communication channel.

2. How the HECK do I do all of this? If you guessed reusing, recycling, and repurposing (#5) you would be spot on! This blog is a great example. I don’t rewrite the entire thing every year, I update it as needed. Granted, this particular article requires a little more time and research to update.

Other blogs require only minor updates as I learn more and grow, and as the market and technology changes. That’s why I don’t write a new blog every week.

When I record videos or livestreams, I clean up the sound (I can do this with a few clicks) to use for my podcast. If I wanted to, I could start there, and use a transcript for show notes or edit it for a new blog.

I also use a little trick called “splintering.” It’s easy for me to write. Again, this blog is a perfect example.

It’s longer form content, already easily broken down into 13 concepts I can talk about separately, and even expand upon, in a short video or podcast.

Having systems and a workflow in place is also critical. This won’t happen overnight, but the goal is the “omni channel” approach.

I go into depth with this concept in some of my workshops and free trainings, and dive even more deeply in the Future Proof Your Business Toolkit.

12. Email is still as strong as ever

Want to know what hasn’t changed? (This is the section of this annual blog that needs the least amount of updating) It’s the “jeans and T shirt” version of all the marketing channels available today.

The longevity winner for all things digital marketing goes to EMAIL marketing.

Email also isn’t going anywhere, anytime soon, even if “clickbait” headlines like to grab your attention by saying that it’s dead every year.

It’s not just me, either. Almost every single other digital marketing expert will tell you the same.

Email isn’t sexy, but it’s the best place to keep the conversation going and maintain a relationship with your list. It has a far more impressive ROI than any other channel, at around $37 per each dollar spent.

Statistically, email is by far the most likely place where someone will end up buying that high-ticket item from you, because they already let you into their inbox, and because of this, you will provide nothing less than a generous dose of high-quality info to earn their trust.

You also own it outright, which isn’t the case for social media platforms.

You can use email to promote and deliver your new program, event, membership or course as well!

13. Using Storytelling in your marketing

Storytelling isn’t actually a new concept. It’s been around for a few years, and has been a big buzzword in marketing for a reason.. it works.

People connect to story more than straight information, bullet points, or explanations about what we do. Our brains, as humans, are wired this way.  Stories are one of the BEST ways to make sense of information and determine if the information will help us survive and/or thrive.

This concept can be applied to just about ANY aspect of our marketing.

You can find out more in another blog I wrote on this very topic!

The bottom line.. Pick even 1 or 2 strategies (besides email, which is an absolute essential) and start building some momentum. 

If you are a natural strategist.. you may have already started assembling your own strategy.

You could end up WAY ahead of the game! 

Bonus trend: NOW is the time to expand, not contract when it comes to your business.  Even if you are dialing it up just a notch, you’ll probably be glad you rode out all the uncertainty that seems to be influencing every decision humans are making, at least at the time of this writing. 

I believe that the ones who make the decision to remain committed and invest whatever time, money, or energy they can in their businesses will be the ones that come out way ahead as (hopefully) everything starts to stabilize a bit.