Maybe you're wondering what the heck a coaching welcome packet has to do with
marketing... A lot! Because your marketing never ends.
Everything you do in your coaching business that impacts your prospect's or
client's experience is marketing as it shapes your reputation in one way or
another. As you're here,
I bet you love the thought of sending your new coaching clients a welcome
package. If you'd just know what to put in. Don't fret; I've got your back.
Watch this video where I'll walk you through the must-have elements of a
well-thought-through welcome package.
Plus I'll address the things you better leave out,
and I'll show you quickly the welcome packet I created for my clients.
Hey, I'm Sabine, by the way. If you haven't done so yet,
please subscribe to my channel and hit the bell so you won't miss a video where
I'll demystify digital marketing for coaches.
Before we dive into the five DOs,
have you ever heard of post-purchase dissonance or buyer's remorse?
That's marketing jargon for that nerve-wracking feeling of regret and
uncertainty you get after the initial purchase high because you realised that
you spent a bucketload of money and you aren't 100 percent sure it will work out
for you. Ever felt that way? Yes? Your coaching clients get this feeling too,
most likely within the hour or day after giving you their credit card details.
That's why we need to make sure that your welcome experience (and I'll create a
video about this entire process shortly) is nothing short of amazing.
Because you want to reinforce the message that they did the right thing and
chosen the right coach when making their purchase. So,
the goal of your welcome package,
which is a crucial part of the overall onboarding process,
is to get them into or even better,
maintain that "feel good" state about their decision, themselves,
you and your services.
So let's dive in and talk about the five DOs first. DO #1,
give it a personal touch.
Start your coaching welcome kit with a personal note where you congratulate your
new clients and welcome them into your inner circle.
Reinforce that they made the right decision when choosing you and your coaching
program,
and briefly point out the benefits they can expect throughout the coaching
journey. DO #2, make it about them.
Provide guidance and give your clients tips on how to get the most out of your
time together. This section could cover planning,
mindset and productivity hacks,
as well as pointing out additional resources to make their journey a smooth
ride. DO #3, show that you care.
Knowing that they're in good hands and that you care about them and their
results are vital,
so let them know how they can get in touch with you whenever they feel stuck or
need extra support. If you want to set some boundaries, you can do it here,
but make sure to phrase it in a positive and uplifting way.
This isn't the place to teach them a lesson on how to do things your way. DO #4,
lead the way.
Your clients most likely don't sign up for a coaching package every day.
So take them by the hand and give them an overview of the journey ahead,
the timeline, the methods, the milestones, the process... what can they expect,
but also what can they contribute to making this experience unforgettable.
Make them feel good and reassure them that they did the right thing when saying
yes to working with you. DO #5, get them ready.
There's nothing worse than spending the first coaching session on sorting out
logistics, covering basic queries,
or taking your clients on a journey of 1001 questions covering every possible
angle of their lives so far. So,
use the welcome packet to get them ready for the first coaching session by
adding a mini-checklist with super simple tasks at the end.
Stick to three if possible. Nothing time consuming or hard to do.
Because remember, it's about keeping them in that feel-good state.
Now you know the five DOs,
but before we dive into the things you should never include in your welcome
packet,
let me know in the comments below if you have a coaching welcome packet for your
clients right now. I'd love to know.
Now let's talk about the three DONTs that shouldn't make it into your coaching
welcome packet. NO-NO #1, steer clear of pitching.
You've sold your coaching program already to them so there is no need to tell
them over and over again how great you are, where they should connect with you,
how they can join your free group or which masterclass they should sign up.
The selling is over.
Focus your marketing on giving them the best experience possible.
If you feel the urge to include a short bio, go for it, but don't overdo it.
Be Humble. NO-NO #2,
keep your inner teacher at bay.
Want to know the secret of an instant mood change?
Tell your clients what to do or worse,
remind them of their terms and conditions they agreed to line by line.
Keep the legal stuff or any rules they need to stick to or obligations they need
to follow out of the welcome packet.
You can undoubtedly manage expectations but do it subtly and with love.
Even better,
ask yourself if this section really needs to be in the welcome packet or if you
can address it at another time. NO-NO, #3,
treat them like a person, not a transaction.
I can't tell you how often I see a client welcome package,
which is purely focused on transactional stuff... Payment receipts,
personal details to be filled in, rules explained, and so on.
Don't remind them how much they paid for your services.
Remind them what they will get out of it.
Don't ask them stuff they've already provided you with when they signed up.
Ask them what they're most excited about.
And don't ask them questions that have nothing to do with their goals.
Explore what really matters to them.
Make them feel unique and special - like they're one in a million,
not just a number on your revenue spreadsheet.
Humanise and emotionalise your content.
A little bonus tip here,
whenever you're unsure if you should include something or not, ask yourself,
is this relevant right now?
And the emphasis is on right now because there's a lot of stuff you want to let
your clients know about and that's totally okay. But the question is...
Can you let them know about this at a later point in time, too,
without jeopardising the coaching outcome?
A coaching welcome packet is all about serving bite-sized chunks of information
at the right time that keeps them in a feel-good state. Before we wrap up,
here's the coaching package I created for my mentoring clients.
I start out with a personal note congratulating them that they made the right
decision and what they can look forward to plus the benefits they can expect.
Then I walk them through the three simple things to do to get the ball rolling.
They're all relevant and super easy tasks to complete.
Rather than including a questionnaire here,
I put it in a separate email which they receive after the welcome packet.
On the next page,
I walk them through the timeframe and session we have and give tips on how to
best use them to advance quickly.
Here I talk about being there for them and the best way to get a response from
me quickly. And, this section here is all about the mentoring sessions,
including some logistics. In this section,
I give them a quick overview of the tools we use while we use them,
what they're all about and which ones are a must-have like Trello for example,
especially if someone signed up for the Profitable Launch Project.
The next part is about how to get the best return on investment and best
practices.
It is followed by a short copy of the importance of giving feedback to foster an
open and honest environment.
Then I address frequently asked questions previous clients asked me,
and I know they could be useful for them too. And lastly,
I included a quick checklist and a collection of useful links.
I don't see this welcome package for new clients as set in stone at all as I
always update and move around things based on the feedback of my clients and the
nature of the mentoring package. Also,
keep in mind that this welcome package isn't everything they receive.
I created an entire welcome process or onboarding experience for my clients to
set them up for success from the get-go, which includes various elements,
and I'll talk about this soon here on YouTube. So,
make sure to subscribe and hit the bell to be the first to know.
Now you know what needs to go into a welcome packet and what not.
You understand that this is a balancing act between providing the nitty-gritty
details and maintaining a feel-good vibe. In the end,
your welcome kit is a reflection of your brand and positioning strategy and your
values. So over to you,
what's one thing you plan to change or include in your coaching welcome packet?
Let me know in the comments below this video. And, if you'd like this video,
please give it a thumbs up and share it with your friends or peers.
As I love having you around, please check out my other videos here on YouTube.
They're all about how to grow your coaching business online. Bye for now,
and I'll see you in the next one.