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Show Notes

Are you looking for ways to scale your business and reach more people while still staying true to your vision? Join me and my special guest Cynthia as we talk about her transition from one-on-one to group coaching, and create a marketing strategy that will help her take her business to the next level. Learn how you can expand your reach without compromising on quality, and get tips and insight on how you can make the most out of this journey. We’ll discuss what it takes to grow your group coaching business, so don’t miss out!

Connect with Cynthia Croissant

Facebook: https://www.facebook.com/cynthia.croisant

Website: www.fitnesssimplydone.com

Want to Work with Jennifer and her Virtual Marketing Experts Team?

Are you a coach, consultant, or online course creator who are looking to grow your business, increase your income, and scale your impact? Connect with me at YourMarketingMatchmaker.com I look forward to hearing from you.

Jennifer Tamborski 

Hey there, welcome back to Marketing Matchmaker, I am super excited about the series I’m doing if you have not joined me the last couple of episodes, we are diving into people’s marketing strategies, what’s working, what’s not working and really trying to help them create a strategy that will be effective for them throughout the next six to 12 months so that they’re able to grow their business.

Today, I have Cynthia Croissant with me. Cynthia has was a stay at home mom when she started feeling stuck and frustrated with how she looked and felt. The one thing that helped her feel strong and empowered was exercising. She got serious about health and fitness. People started asking her how they could do it. So she got certified as a personal trainer. Then she earned a special certifications teaching kettlebells increased flexibility, improved nutrition, and rest the mind and body.

Now she shares this information in a holistic program that focuses on mindset, fueling the body workouts, stress recovery, and healthy habits. She understands what it is like to have a lot of responsibility and not a lot of time, but still wants to but still want to feel confident and get back in shape. She’s particularly passionate about helping moms who take care of both kids and aging parents feel happier with their bodies and be the fittest mom, they can be.

Thank you for joining me today Cynthia, I’m super excited to introduce you to the audience and just kind of see what we can do to help you get the ball rolling on your marketing.

Cynthia Croissant 

Jennifer, I’m so happy to be here excited to hear what you have to say.

Jennifer Tamborski 

So let’s start with this. I know I read your bio, and a little bit of that information is in there. But I want the the audience to get from your perspective, what you do, who you serve, and kind of what you what your goals are for your business this year.

Cynthia Croissant 

So what I do is I help people to work out primarily in their home. So through zoom through one on one coaching primarily. And I give them a workout and some gym homework that they can do a workout program. And then a suggested meal plan like this is a good idea to eat breakfast, lunch dinner, so that they can have a good way of eating and losing weight through fewer calories, that kind of thing. And then a habit to work on throughout the week, whether it’s going to bed at a certain time getting a certain length of sleep or things like maybe adding some dry brushing in to get the circulation flowing better, something like that.

So um, that’s what I do. Usually it’s small, I call them snack sized workouts, and I’ll give another habit we can do is to get up and do a little movement, like, do 30 seconds of marching four times during the day, just something to get up and move more throughout the day. And then just kind of check in with them a couple times a week, see how it’s going.

That’s primarily what I do. And I mostly serve professionals who can meet throughout the day, have a little bit of a chunk of time have some freedom for that. Usually they don’t have a whole lot of time, like they’re busy, like I said, taking care of kids taking care of aging parents taking care of their business, so they get what it’s like to have to just really be on it. Right? Right. When we get on. We’re like, Okay, we’re going we’re going and maybe break it up into smaller chunks throughout the day so that they have the time to do this. And they like that they don’t have to drive anywhere. So you don’t have driving time factored into anything. I tell them if you just want to work out in your pajamas. That’s okay. Just get it done. Yeah.

Jennifer Tamborski 

So what do you what’s your goal for your business? Like what are you trying to do in the next six to 12 months,

Cynthia Croissant 

What I would love to do would be to start more of an evergreen type of program where I have everything like like the the recipe of the work that I have given people can get here and there throughout the year and what I’ve been doing with my one on one clients, write that all up and have it digitally available for people to kind of do want their own and just a program they can pull out work on their own.

And then have another level where you can have an accountability call, like I’ll be there you can ask your questions. Like they can ask am I doing this technique right and I can watch them and be like dipping your toe or whatever that is.

So have a kind of small group version of that and then have a third level where I will go through like we can schedule the one to one and I’ll give you the workout and I’ll be like now we’re doing five six odds are, you know, that kind of thing. So have like more tears available have the same idea. But in that would give me more time freedom because right now with networking and programming in continuing education and then the one on ones, it’s kind of like I don’t have a whole lot more time to add a lot more clients. And so my ability to add to the income right now is because I don’t have a lot of time to do more one on ones.

Jennifer Tamborski 

Absolutely, absolutely. I think that’s a where a lot of coaches, and even you know, business owners get no matter what you’re calling yourself, it usually goes from one to one to one to many model, right? You fill up your one to one programs, and then how do you continue to make money? How do you scale to that next level? So how are you bringing in leads right now? Like, what are you doing to bring in leads,

Cynthia Croissant 

What I’m doing is organic marketing, and Facebook primarily because I am, my ideal client is a little bit on the older side, kind of like maybe 35 to like 65 in that range. So a lot of times that we’re hanging out on Facebook, so I post daily on my personal profile, and I have a group, like a Facebook group, a private group, that I put more tips give them more, more value more particular that are you know, workouts or health tips or nutrition tips, stuff like that challenges little bit of challenges in the in the group.

So I’ve been trying to funnel people into my group, doing master classes, again, trying to get their information, get them into the group. And I network in several different entrepreneurs, business owners networks,

Jennifer Tamborski 

Right. So you said you have been doing some master classes? How have those been going? How have

Cynthia Croissant 

you so I get a lot of people who are like did for you? I’m so glad you can do that. Yeah, you look good, good for you. But they’re kind of like, that’s not me. I couldn’t go there. I couldn’t do this. So I get a lot of that. So I don’t know if my message is resonating, or the way I’m presenting it. They’re they’re just kind of like that does not sound like me. Kind of. So yeah, everything little bit of room for improvement there.

Jennifer Tamborski 

Yeah, definitely a disconnect between who you’re attracting and and who you actually want to be attracting. So yeah, I can see that. So you have people signing up for the the master class and showing up when,

Cynthia Croissant 

um, I last time I tried this, it’s been a little while I’ve been doing more like, we’re gonna do a week of no added sugars. Okay, now I’m here tell me how it plays? is done the assignment for today? Let me know when you’ve done your 30 seconds of marching. And, um, you will get out, get the group will get like 60 people signing up in the group and their whole like, Yeah, sounds good. And then they don’t engage.

Jennifer Tamborski 

Yeah, yeah. That is a lot of times the biggest struggle. So what what we know about marketing in general, is that a bout 10 to 20 20% of the people that sign up for webinars and challengers actually show up to them.

So in order to get the results, you really need to like a strap late from there, right? So if you have if you have 60 people sign up, you know, if 10% of them show up, that’s six people. And then if that sounds about right, then it’s like 1% by that’s like one person. And so when we get to those points of trying to go from that one to one model to that one to many model, we need to get more people into the group, right?

There’s a couple of different things that you could do right now to one of them could be something simple like a lead magnet, rather than looking at the challenges and all that kind of stuff. Give them something that’s a download or or a quiz or or something that’s going to give them information and value quickly, that they can digest in their own time and then have an email sequence following it. That warms them up before your challenge, right.

So usually what we do in my company when we have clients who do challenges or masterclasses or that kind of stuff, We spend the first, at least 30 days before that, building their email list. Now, obviously, we do ads to do that, it’s not required to do that. And it all depends on how quickly you want to get those results in the door. But if you can spend some time building your email list, getting people on nurturing them, reminding them of their struggles and why they’re, you know, the pain points of what they’re struggling with now, then it makes the challenge that much more inviting and enticing to actually attend. So you have a larger group of people.

But 10 days before, the actual challenge, is when you start inviting people to the challenge itself, right, because we don’t want to invite them too far out, they forget, we, we invite them to close, and it’s five whole days or three whole days, or whatever that might be, and they don’t have the time or whatever. So that 10 day kind of mark helps to make sure we get enough people into the challenge itself.

Realistically, you have about, you’re gonna want to have at least one to 200, probably closer to 500 people actually join in order to fill some kind of group coaching program or to sell your course or anything like that. It’s not that you won’t get sales with 60 people, it’s just like, you won’t get enough sales for it to matter. And if you’re if it’s the course, that’s not a huge deal, right, like that’s evergreen, but if you’re talking to a group, and you only have two people in it, it’s not much of a group.

So I think, I think right now, what you really need is to we need to, to look at from, from a different perspective of what can we give them that’s high value, that leaves enough of a gap, because that’s thing, we don’t want to fulfill their struggles completely. Because then they don’t think they have to, then they’ve learned it all. They don’t need they don’t need you then.

So what’s what’s enough value, but also leaves enough of a gap that they’re like, yes, this challenge makes sense. I need it feels good. I really want to be in here because you know, I it sounds like something I need. So, realistically, my suggestion is to have the lead magnet direct, directly connect to the challenge, the challenge directly connect to your product service or solution, whether that’s an only sell one thing during it, right pick your group, pick your course pick your one on one, whatever it is, but only sell one thing during the challenge.

Cynthia Croissant

So one thing, okay. Okay. All right.

Jennifer Tamborski

So when you think about the challenges that were successful, what have what is what has been successful for you in getting clients? Um,

Cynthia Croissant 

the most successful one that I’ve had is this idea of how to flatten your stomach that people love anything about belly fat or flat tummy or something. Yeah.

Jennifer Tamborski 

That’s awesome. Because that’s a huge, like, you’re in something like that you’re really teaching them. That’s the other thing about a challenge you, you want to give them value. Absolutely. And you want to teach them the why, why this is important to them. Why they want to do this, why you know why they’re feeling the way they’re feeling? All of that kind of thing. You want to teach them the what? What is it that’s going to help them? You know, what is it that’s going to make them feel better? What is it that makes sense? All of those kinds of things.

What you want to avoid teaching is how. Because your How is your program. Now you can give them a high level, how but the more how you give them the more they think they can do it themselves. And I know this, there’s a lot of coaches out there that that teach, give them everything you have. Because in the end, they’re going to come to you for accountability and all that kind of stuff. And that may be true for some people, and I know for most coaches, especially those that are just getting started, that’s not going to work. Like if you give everything you have you filled their bucket of what it is they need and off they go. They’re like I can do it myself. I don’t need you.

Cynthia Croissant 

Yeah, I can see that. I’ve tried that before. Like, I’ve done a 30 day challenge where I’ve given them everything like here We’re gonna do these exercises and these amounts. And look, I gave you a video and here it is today. And then I go back in and I’m like, did you do it? Did you know? And accountability? And even then people were like, Yeah, I’ll get to it. And then they don’t. So yeah, and when I gave every single detail that was in does, um, I didn’t get as big of interest in responses, when I just kind of had a headline of, do you have? Do you struggle with having a flat belly or something like that, and I had a quick little lead magnet about things that I think can affect your belly fat.

Jennifer Tamborski 

And yeah, that’s exactly it, those are the kinds of things that you want to do. Because you’ve actually hit you’ve already hit in your audience, you know, what they’re looking for, they’re looking for losing belly fat, the flat belly, the losing fat, in general is going to be a big ticket item for women in general, right.

And it’s more of how they look and feel a lot of times than it is necessarily their health. For some, it’s going to be their health, but people respond to and want to change based on a pain point. Most people aren’t, there’s, there’s this thing called away from and towards motivation towards motivation is when you go towards something, so you want more money. So you go to do all of the things, you want better health, you go do all of those things away from motivation is for is more like, Hey, I have a bill due. So I’m gonna work, work, work, work work to make money to pay that bill. And then I stopped making money because I don’t have to right kind of thing, or losing weight, or, you know, for a lot of people, it’s more, I want to fit into those jeans. So I’m going to work, work, work, work work to fit into those jeans, and then I’m going to go back to my normal, everyday life, right?

If we’re focusing on the, you want more health, you want better health 90% of the population. Yeah, they do. But that’s not going to give them an enough incentive to do it. So when it comes to like the weight loss health industry, it’s so much better to focus on what it is that they they want to give them what they need, you know, they need to exercise, you know, they need to change their eating habits, all of those kinds of stuff.

But what they really want are things like being able to fit in my jeans, having a flat belly, you know, being able to wear a swimsuit, I’m telling you, we are in May, you know, this is the time of year people are going oh crap, I can’t send my swimsuit.

Cynthia Croissant

Yeah. Yeah.

Jennifer Tamborski

So those kind of things that we focus on in the health industry, because it’s going to give them it’s just going to move the needle for them that it’s going to give them incentive to show up. And then to step into your program, right. Because you’re let’s say you do. Depending if you’re trying to attract women who are successful already, and they’re already in business, or they’re in corporate or whatever, five days is a big commitment.

Like that, that’s a lot of time.

If I’m, if I need to show up for you, every every day for an hour for five days, that’s a lot of time. So you may want to shorten that commitment window down to three days. Yeah, if you can, kind of fit it in. So and make sure you’re fitting in as close to lunch hours as you can timing wise. So if you’re, I usually say if you’re on the Pacific coast, hit like 10am ish, or 9am, nine or 10am. Because if you hit 9am on if you’re Pacific, if you hit 9am. Pacific, that’s morning, people have barely started their day. In Central time, it’s 11am, people can go to lunch, and then on Eastern time, it’s noon, people are going to lunch. So it’s a it’s a good Crosspoint. But doing something like that, like looking at your time zones, and hitting a time zone that’ll kind of cross as many as you can, that would be functional for them.

But keep it keep it really short, like those three days is enough time to build know like and trust. That is all you’re trying to do with a five day challenge or challenge with any kind of, you know, multi day training to build know like and trust.

Spend the next there 30 days or so like if you have if you already have that download for the belly fat and you know the belly fat, the flat belly. Are you ready to get ready for summer? Do you want to wear that skinny you want to wear you know all of those kinds of things. Focus on that.

Get as many people into your lead magnet as you can because it doesn’t require a commitment and then you can sell the training. And I say sell even though it’s you know, going to be free but you You’re still selling a time commitment from them, have them sell the training in emails, so they get on to your three day training.

And in three days, you’re going to teach them how to XYZ, so that they can have a flatter belly. Like that’s, that’s what the focus is. And the end of that training, keep in mind you are seeding throughout every day, your program, whatever, whatever program it is, you’re going to do, you’re seeding that through every day of giving them little highlights of my clients who have done XYZ have had these results and that kind of thing. At the end of day three, you sell them into your program you’re selling from the stage.

So it needs to be really tight and really concise and, and also really impactful so that if you have bonuses, or fact SAS acting discounts or things like that, that will be helpful. But then seven days after that you are emailing them every day to remind them to buy. You can even have bonuses expiring, that’s completely up to you like this fact, acting bonus is only good for the next 24 hours, and then this bonus expires, and then this bonus expires.

Cynthia Croissant

Gotcha.

Jennifer Tamborski

But it’s really just about giving them almost FOMO, right fear of missing out. Like it’s less for me, it’s less about, we give them a window of to buy because it it brings in that scarcity, that they only have this time to buy your product.

But reality is if we can highlight what they’re going to miss, if they don’t buy your product, it’s going to be much more impactful. Because that’s a piece of their life. Right? So if you if you don’t step into this now, what are you going to do instead? What is it? What’s the kind of feel like in a month if you’re in the same place as you are right now? Like those are the kinds of things especially for women in the in that weight loss space? Most times, that’s what they’re struggling with, right.

Cynthia Croissant 

Yeah, sounds good. Yeah, I think that’s interesting that make sure you do an email campaign leading up to it, and then I was, like, given them every single thing for like, a month, and it was just too much. So it really is.

Jennifer Tamborski 

And I know there are coaching programs out there that teach that and it’s definitely a way you can do it. I just happen to think if you give them everything, they don’t have a need for you.

And that’s what you’re trying to build is a need for you. When you’re making a million dollars, you can give them everything because you don’t have a need for them. Right. But it’s spot where you you have as much need for a client as they need you. It’s about making a gap, enough of a gap where they’re they need they need your services in order to get to whatever their outcome is.

Cynthia Croissant

Yeah, makes sense.

Jennifer Tamborski

Awesome. Awesome. Is there anything else you’d like to discuss while you have me here? If

Cynthia Croissant 

you have a second what what email like CRM email sending program, would you suggest

Jennifer Tamborski 

I prefer Active Campaign, that’s the that’s the preferred platform that I use. I have clients that use all kinds of things but I prefer Active Campaign. It’s it’s the most robust and customer friendly platform out there for a price that’s not going to break the bank long term.

So the second one to that would be MailerLite, if you’re if you’re looking for a platform that you can use for free like MailChimp, I would always suggest mailer light over MailChimp by but those are the two platforms that I generally suggest to people.

Thank you. Thank you so much appreciate any time our rating my friend, I’m so glad you were willing to play with me today. This is the favorite. My favorite part of my business entirely is being able to do these kinds of things for clients. So for those of you that are in the audience, and you’re struggling with your marketing, and you really do want to get to that next level and you need a strategy and you want to talk to someone about it, head over to yourmarketingmatchmaker.com and sign up for a free strategy call. We can do the same thing, same type of thing with you as I do with my people on my podcast, I would be happy to chat with you. If you’re looking to grow your business, increase your revenue and scale your impact. Marketing is your key to success.

OUTRO: Thank you for listening to the marketing matchmaker podcast. If you enjoyed this episode, I would love to hear your feedback. Please head over to Apple iTunes and leave a review so we can hear from you. And if you are a coach, consultant or online course creator who are looking to grow your business, increase your income and scale your impact. Connect with me at your marketing matchmaker.com I look forward to hearing from you.