Jan 25, 2019
In this episode, Cate coaches Kelly Gardner through designing an annual pass that capitalizes on the wealth of knowledge and skills she already possesses.
Kelly Gardner is “certifiable.” She’s a Licensed Professional Counselor, a Certified Yoga Therapist, a yoga teacher trainer, and a Yoga Health Coach. Kelly excels in building, analyzing, and refining systems, and she wants to learn how to build and offer signature courses. She’s currently coaching the third round of her 12-week yoga health coaching course and is getting ready to launch her annual pass.
For a Yoga Health Coach, the annual pass is the ticket to a good lifestyle. Offering multiple courses means more work for the coach. More is not better. In fact, more is worse. The key is to roll what you already know into your annual pass that so you only need to market and enroll for one course - your signature annual pass. To simplify things even more, you only need to design first next quarter. Let your course members help you design your next quarter and you can be sure you’re providing them with the experience they want.
What you’ll get out of tuning in:
- Why one annual pass is better than multiple shorter courses.
- How to design your annual pass based on your particular knowledge and skills.
- Why you only need to design the first quarter of your annual pass.
Links Mentioned in Episode:
Show Highlights:
- 0:00 - Kelly is “certifiable.” She is a Licensed Professional Counselor, a Certified Yoga Therapist, a yoga teacher trainer, and a Yoga Health Coach. She’s currently coaching the third round of her 12-week yoga health coaching course and is getting ready to launch her annual pass. Kelly excels in building, analyzing, and refining systems, and she wants to learn how to build and offer signature courses.
- 6:12 - For a Yoga Health Coach, the annual pass is the ticket to a good lifestyle. Offering more courses means more work for the coach. More is not better. More is worse. For Kelly, the answer is rolling everything she already has into her annual pass.
- 13:00 - By figuring out your market differentiator, you can figure out your marketing strategy. If you’re still struggling to figure out what your annual pass should look like, go back and listen to “What Should Be In My Annual Pass?” in the YHC course hub. Each quarter of the annual pass goes deeper into your differentiator.
- 22:00 - After mapping out the annual pass, the next logical step is to organize retreats or live events. For Kelly, the idea of organizing a retreat is overwhelming. She offers her course online and her course members are scattered around the Eastern US. Cate suggests that Kelly have her course members come to her, build the retreat into the annual pass, and invite members to bring a friend who might enroll in the next round.
- 25:50 - When things get hard, get excited for your future members, for their transformation. Kelly’s next step is to detail her A to B transformation and refine her messaging around that. It’s important to speak in the language of the “A”s.
- 31:10 - You only have to design your next quarter. If you let your members help you design it, then they really are getting what they need from it, and you’re not overbuilding it. We’re selling connection, not information. We’re building a container for transformation.
Favorite Quotes:
- “Having more to offer means having more to market. . . . More is not better.” --- Cate Stillman
- “It’s really important when things get hard to be excited for your future members.” --- Cate Stillman
- “A lot of what people actually want is access. They don’t want more information.” --- Cate Stillman
- “I just figured out that the habit course I’m teaching isn’t about the habits. . . . It’s about building the container for them to go be who they want to be.” --- Kelly Gardner
Guest BIO:
Hi, I’m Kelly Gardner. I’m
a Memphis girl. I was born and raised in Memphis and my family has
a strong history of working to make this city great. So, I am
doing my part as a Licensed Professional Counselor in both
Tennessee and North Mississippi. I also serve as a Certified Yoga
Therapist (C-IAYT and 500 E-RYT) in clinical mental health
settings. When I am on the road, I am leading yoga teacher
trainings as a Senior Master Trainer for YogaFit Training Systems
or I am leading personal development workshops. I am currently in
the thick of my Yoga Health Coaching certification which builds on
my previous Ayurvedic Yoga Specialist training. And if you
need a personal trainer, I’ve got that covered
too.
I
believe that yoga is great for EVERYONE and I love introducing
people to how yoga can change their lives. (Yes, it can work
for you too.)
I am
a guide for others to learn how to make strides toward the kind of
life they really want to live. I do not believe that anyone
was born to be unhappy and it’s my dharma to help others help
themselves. Connect with Kelly on her website and facebook
page.