Before we start, I want to clarify that this is a resource to close & narrow your mind and focus.
We’re about to go through a list of the five different products/services that you, as a health professional, can offer online…
And I want you to read closely and immediately decide which two or three you’d be most comfortable creating, and ignore the rest.
In reality there are a million different ways for you to reach and serve new customers as a health expert online…
But there simply isn’t enough time to learn & execute all of them (at least not at the start, anyway).
Here we go – 5 ways that you can create really helpful products and offer to your audience, how much you're supposed to charge for them and what they're good for.
Choose which ones resonate with you best and commit to them!
Also known as “Liquidators” or “Welcome Mats”, these are products that teach (usually one) specific skill related to your audience’s specific desired end-result.
These small products (which really shouldn’t take the buyer more than 45-60 minutes to consume) generally sell for anything between $7-$49.
Let’s imagine a nutritionist who serves an audience of people who suffer from hormonal imbalance.
A small guide on how to navigate and hunt through a typical supermarket to find the most hormone-friendly foods – and things to avoid – giving a “Best-To-Worst” options list would work perfectly as a Low Dollar Product.
Here's another example – a fitness coach who helps people run their first half-marathon, or actual marathon.
How about an at-home or in-gym training routine that their customers can follow for when it’s too cold, or too wet, outside for running? What about a guide to using a Heart Rate monitor, and how to read and interpret the important data?
Those would work perfectly as a LDP.
The main goal of a LDP is to create buyers by putting something of immediate and high perceived value that will get your customer moving forward to what they ultimately want.
There’s a lot of psychology involved behind that sentence above – which we’ll cover in another post.
We’re starting with Low-Dollar products FIRST because I strongly encourage everyone to have at least one of these, and because I don’t think it’s possible to have a successful and profitable business if this is all you have to offer.
If you think you can do this, great – but you need more.
These products – which can be priced from $49-297 – are usually deep-dives into a specific part of your customer’s journey.
To take the easiest example – training for a marathon – we know that there are many things that must be executed upon to achieve that – training properly, having good running technique, eating properly, getting enough rest, flexibility…
The same is true of whatever your clients and customers are looking to achieve too – and a Fundamental Course walks through exactly how it’s done from top to bottom.
Where a Low-Dollar Product is built around ‘doing a specific thing’ – like reading a HR monitor or finding the least-worst food option in a food court – a Fundamental Course is designed to walk your customer through the A-Z of something higher-level.
A Fundamental Course for a marathon runner in-training could be a deep dive into how a runner should be working out in the gym to improve their strength.
It might include a specific but customisable workout program, a self-test that could be done on the athlete’s running technique with corrective exercise templates, guidelines on how to adjust eating for gym workouts vs running sessions…
Many, many things about using a gym and designing a resistance program need to be taught to someone who wants to run a marathon!
Another example might be a Fundamental Course on programming and periodisation for that same runner.
These are where your main focus should be – firstly because these types of products deliver the greatest value to your customers, and because they’re the ones that are most likely to make you profitable (and also the most fun to create)
These are awesome and fun – basically Continuity refers to anything that you deliver to a large group where people pay you on a recurring basis - usually monthly.
For the health/wellness industry these can range in price from $7-$97 per month – but the key to making these work is that they must be ultra-specific in terms of what they deliver and the end benefit that is delivered.
The most common way that these are done is through creating monthly content in the form of food plans, workout manuals, teaching materials or videos, mini execution plans like detox programs or digestive flushes, and the most important (and enjoyable)…
A monthly or fortnightly Q&A session via webinar.
In terms of profitability and stability, a membership program is excellent – it’s a predictable stream of revenue and relatively stress-free to service your customers.
However… There is a key metric to pay attention to: your Stick Rate. Basically this refers to how long your members stay inside your program – on average.
It might be that your members stick with their membership for 3 months, or stay on for years. The lower your Stick Rate the harder this model is to run – and poor performance in this area is an indication that your content isn’t very easy to consume, valuable or relevant to your audience.
Most health and wellness experts reading this right now will currently already be doing this, but looking for ways to either expand their operations and streams of income beyond seeing clients, or look for alternative ways to actually acquire more of them.
This certainly can be a ‘feather in your cap’, but a large percentage of us who dream of creating an online following an empire don’t usually put this right at the top of our list of desires.
We’ll investigate this process in a blog later, but know that there is an extremely specific process that you can follow to acquire new customers, and many ‘campaigns’ that can be deployed to make this happen.
I’ve seen these be incredibly successful, and a lot of people have built their entire business on them!
Once you know your audience and what they’re trying to achieve, this alone can be the core of your business.
A Short-Term Challenge might be something as simple as putting together a 60-Day Program that you run 3 or 4 times per year to help people lose a certain amount of weight, or take a few strokes off their golf handicap, or feel 10 years younger, or get themselves ready for a half-marathon.
This is a wise option to deploy if your audience’s goal is easily defined and measured – like the things I’ve listed above.
Challenges can work spectacularly well because they generate a real community feel amongst your followers, and since they’re offered infrequently they create a sense of urgency and desirability because they’re not always on sale.
These can be priced in the $50-$400 range, depending on how detailed your content is, how customisable it is, and how significantly relevant the solution you’re offering is to the overall quality of your customer’s life.
These require real skill to offer properly in the wellness field purely because it’s often much easier to spend big money on 1:1 advice from a coach or expert than it is to spend big on an online course.
I’m not going to suggest that it’s impossible to sell a $2,000 course on weight loss or detoxification or fertility, but it’s certainly hard and is something to be approached with caution.
I know of someone who sells a High-Dollar Product on how to correct binge-eating for over $10,000. And they sell a LOT of them.
High-Dollar Products – meaning things that cost $500 or more – are best suited to situations that your audience finds themselves in where they have a massive commitment to honour (but not necessarily a ‘huge problem’).
Off the top of my head I think that an online guide/course to developing parenting skills for new mothers and fathers might work well, or a program that walks parents through how to teach their children to swim.
When I mentioned that these aren’t well suited to people with a ‘huge problem’, you’ll understand what I mean when you consider what someone with Crohn’s disease, or fibromyalgia, might think if they have a few thousand dollars to spend on a program or the bespoke advice of an expert working 1:1 to create a unique solution.
Now that we’ve covered the different offers you can make, I’m wondering if you can pick two, three or four of these that jump out at you as attractive, achievable or enjoyable for YOU?
The most important factor to your success isn’t going to be how much money you can earn per customer or anything like that – but how much fun you have and how passionately you can create valuable content and experiences for those who look to you for help.
No matter what someone buys from you your goal should always be for them to take far more from YOU in terms of transformation, knowledge and health than you ask for in terms of money.
As a last note, it’s TOTALLY fine for you to start out on one path and then transition. You can start out building your audience with your core offer being 1:1 coaching and expand from there, or dabble with things like retreats or monthly programs and remove them if you’re not finding success or joy.
It’s your business and it’s totally up to you how it’ll run!
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