Show potential clients a taste of the value you can bring to their lives by offering up a freebie.
Guest Blog: Rebecca McCusker, Stories Manager, Meal Garden
Many nutrition professionals start their own practices with enough knowledge and expertise to help clients get on the healthiest path for their lives … but what stumps most nutrition professionals is they suddenly find themselves at the helm of a business.
And running a business requires knowledge on how to get customers through the door.
This is no easy feat.
In fact, one of the most common complaints from nutritionists and dietitians who are running their own business is, “It’s so hard to land new clients!”, “How do I attract people who might be interested in my services?”, and further, “How do I inspire them to actually become a client?”
The Magic of the Email List
Marketers and business owners agree: email marketing provides the highest return on investment.
Probably because email is so cheap.
Furthermore, email marketing is the most personal of all mediums. Your message ends up in someone’s inbox, and feels like you’re speaking directly to them.
Ideally, a growing business will send out a newsletter once per week: educating potential clients on how to stay healthy, sharing latest blog posts, podcasts, or videos, and inviting readers to take the next step in your business (aka, signing up for your services!)
But how do nutritionists and dietitians get people to sign up for their email list, especially in a world where most people don’t love giving out their email addresses, in fear of getting spammed?
Enter: the lead magnet.
A Lead Magnet is a Freebie.
As a health professional who has helped multiple people live healthier lives, you’ve accrued significant knowledge over the course of your career.
Even if you’re just starting out, chances are, there are valuable nuggets of knowledge you can provide to give people a taste of what it’s like to work with you … and what you’re all about. It acts as a sneak peak of the value you can bring to their lives.
What are some examples of a lead magnet?
Lead magnets can take on many forms. Here are just a few formats you can use:
- E-book
- Checklist
- Worksheet
- Quiz
- A template
- Recipe collections (You can create recipe collections around specific concepts that can help your clients. Recipe collections from Meal Garden make perfect lead magnets, such as this Gluten-Free Recipe Collection, and this No-Sugar Added Collection.)
- A meal plan calendar
- Printable (like a grocery list)
- Tutorial
- Programs (Programs provide added support to potential clients that might want to dip their toes in what you offer. Meal Garden’s Hormone Reset Program and Stress Management Program can be used by practitioners who want to provide recipes and supporting educational materials to get potential clients on the right path. Or make your own nutrition support program by becoming a member of Meal Garden!)
- Webinar or course
- A guide
- Free coaching session
A lead magnet should be quick and easy for you to put together.
Take out a piece of paper.
Brainstorm your zone of genius: what is your superpower? What value do you bring to clients? What is the most pressing problem you can solve for them right now?
Write down the top questions you keep hearing from both leads and potential clients.
Next, write down all the knowledge you’ve accrued throughout your career — the areas in which you shine.
Now, pull from these ideas a lead magnet that can:
- Solve a real problem for your potential clients.
- Promise a quick win.
- Demonstrate your expertise in your niche.
- Is quick and easy for your audience to digest.
Don’t overthink it. The best lead magnets are simple.
Interested in learning more about how Meal Garden can help you attract new clients for your nutrition practice? Click here to learn more about how Meal Garden can help you save up to 70% of time on creating recipe collections, nutrition programs, grocery lists, and meal plans for your clients.
Adrien Paczosa is a Business Strategist for Private Practice Owners and Dietitians and helps them grow and scale their practices to six and seven figures. She is the founder of Fearless Practitioners, the division of her business that offers business training and coaching to private practitioners, dietitians and wellness professionals.
Adrien is a Registered and Licensed Dietitian, owner of iLiveWell Nutrition, her private practice with two locations in Austin, Texas and the surrounding counties.
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