24. 3 Practice Prosperity Pillars

I recently received a lovely email from one of our members noting the value that she had received from one of our free workshops. She shared that she has three words written at the top of her whiteboard in her office and she refers to them whenever deciding on what content or offers to create for her practice. 

These three words are ATTRACT – SERVE – RETAIN. 

The reason why they are whiteboard-worthy is that they can help keep you focused on activities, like creating content, that have an impact on your practice. If you are spending time on activities that don’t fulfill one or more of these pillars, then it is likely a waste of time or something that can be managed by a virtual assistant (visit Episode #21 – Hiring a Virtual Assistant. In it, we cover activities appropriate for a VA. Many of these activities fall outside of the Prosperity Pillars and are perfect to consider getting support for.)

The pillars of attract, serve, and retain are not just buzzwords. They’re the lifeblood of any business. And here’s why…

Because if you’re not attracting, you are repelling.

If you’re not serving, you are repelling

If you are not retaining, you are repelling.

I don’t know about you, but repel doesn’t sound like a positive word to me unless you are talking about insects.

Growing your practice is all about attracting new clients, serving them immense value, and retaining them. That’s it. Engaging in activities outside of these growth pillars will come at a cost. 

While the formula is simple, the work required to fulfill these pillars is intense so I am here today to break it down for you and give you guidance on creating content for each.

We’ll cover:

• Attract: Getting Clients through the Door
• Serve: Nurturing and Caring for Both Clients and Prospects
• Retain: Keeping Clients Engaged

ATTRACT – SERVE – RETAIN

It is no accident that the 3 Practice Prosperity PillarsTM aligns with two theories that come together to support your practice growth – marketing and behavior change, both of which we have covered in Episode #2: Your Marketing Funnel and Behavior Change.

But today I want to take a deeper dive into specific content and activities that can fulfill the pillars. We’ll keep the lists brief at three so you can take action – your goal this week is to create one piece of content for each pillar. Once created, put the content into action – this could be something as simple as posting to social media or publishing a blog to something a bit more robust, like creating a high-value opt-in like a webinar.

Attract: Getting Clients Through the Door

The first pillar, “Attract,” focuses on drawing new clients into your practice – these are top-of-funnel activities. This isn’t about direct selling; it’s about creating an authentic, valuable message that resonates with the people you can best serve. 

The Importance of Authentic Messaging

We talk about messaging a lot – pretty much in every episode – because it is so important. You should not create one piece of content for your practice until you are clear on who you are serving, how you are serving them, and what you offer that sets your practice apart.

It’s about communicating the unique value and approach of your practice in a way that resonates with the specific needs and aspirations of potential clients. Authentic messaging helps create a strong brand identity, differentiating you from others in the field.

Content

At this stage, your goal is to create content that raises awareness, generates interest, and drives traffic to your website or other platforms. Here are three pieces of content you can take action on – if you are a Living Plate Rx member the work required to get these “brand ready” will be minimal.

Educational Blogs – long-game content

One of the most effective ways to establish your expertise and build trust is through educational content like blogs. These blogs could cover a range of topics, such as “The Benefits of a Plant-Based Diet,” “How to Manage Blood Sugar Levels Through Nutrition,” or “Breaking Down Myths About Carbohydrates.” Each blog should aim to address common questions or misconceptions your ideal client might have and should end with a call to action (CTA) encouraging readers to book a consultation for personalized advice.

Blogs that have good SEO [search engine optimization] will continue to deliver over time, which is why they are “long-game” content. If you’re not sure how to optimize your blog, get support from someone with training.

Why Blogs Work:

• They position you as an expert in the field.
• They offer value to the reader, building trust.
• With proper SEO, they help people find you online when they’re searching for solutions to their nutrition concerns.

Social Media Posts – short-game content

Social media platforms are indispensable tools for reaching a wider audience. There are many types of content you can create such as static posts, carousels, videos, live events, and short-form videos like Reels. The key is to sprinkle your platforms with all of them – but remember, while your content type will vary, your messaging will not. 

Your best chance at getting attention happens very quickly – the half-life of most social posts is a few hours to a couple of days. You can extend this by reposting or pinning high-performing posts to your feeds.

Why Social Media Works:

• It’s where people spend a considerable amount of time.
• Allows for targeted advertising to reach your ideal clients.
• Enables immediate engagement, building a community around your brand.

📚Your Content Cure for this week includes a small bundle of social media content that you can use to promote your practice. Customize to reflect your brand and practice philosophy.

Free Workshops or Webinars

There is LOTS of buzz about creating this type of content because the strategy works well as a lead magnet or a very low-priced offer for a warm audience. Your best leads here are going to be those who already know you but have yet to engage with your brand.

If you are going to create this type of content make sure that it is high value or it will be hard to compete. The workshop/webinar should be loaded with support to solve a narrow problem for your ICA and provide them with a quick win. This narrow problem should relate to your other practice offerings because the idea is that a small percentage of people who engage with this type of content will move on to becoming clients.

Here’s an example: Let’s say you specialize in counseling for IBS [irritable bowel syndrome]. Your ICA likely struggles with…

• managing symptoms like bloating, constipation, diarrhea, and fatigue
• knowing which foods to eat
• preparing recipes in a way that doesn’t cause symptoms
• understanding their trigger foods
• eating out

These are your ICA problems – pick one and solve it in your program. While you’re solving this one problem, others will surface. The other problems are tackled in your core offer[s].

Hosting workshops or webinars on topics relevant to your potential client base is a fantastic way to attract people to your practice. Not only do these sessions establish your expertise, but they also provide an opportunity for direct interaction with potential clients. This can be particularly beneficial when people are unsure about making the initial investment in a consultation or one of your larger offers.

Why Workshops/Webinars Work:

• They provide a no-risk platform for potential clients to get to know you and your approach.
• They offer immediate value, which can prompt attendees to take the next step in their health journey.
• They can be recorded and repurposed as content for your website, social media, or email marketing.

Serve: Nurturing and Caring for Both Clients and Prospects

The “Serve” pillar is about providing top-notch service to not only your existing clients but also to those who are considering your services. This involves delivering consistent value to build trust and encourage conversion.

Email Newsletters

Weekly or bi-weekly newsletters that offer free advice, highlight recent blog posts, contain invitations to events, and provide exclusive content can help maintain interest among prospective clients. The people you will be having a conversation with within this pillar came to you as a result of pillar number one, which is why they are valuable contacts. They have been attracted to and already opted into your brand.

Why Email Newsletters Work:

• Keeps you top of mind.
• Provides a platform for delivering value consistently.
• Allows for personalized communication, which can lead to higher engagement rates.

📚Your Content Cure for this week includes a sample newsletter template that you can use. Customize to reflect your voice and brand philosophy.

FAQ Sessions 

Host FAQ Sessions [you could call them whatever you want, i.e. office hours] that provide an open forum for potential and current clients to engage directly with you. You can answer frequently asked questions related to nutrition and health and guide your ICA generally without getting into MNT. You could host within your EHR or on a public forum like social media [i.e. Facebook page.] 

Why FAQ Sessions Work:

• Establishes your expertise in the field.
• Helps to alleviate common concerns or questions potential clients might have.
• Can be a low-friction way for people to engage with your brand without making a big commitment.
• Will encourage potential clients to take the next steps with you.

Resource Libraries and Toolkits

Create a members-only area on your website where people can download free ebooks, and recipes, or even have access to mini-courses or other content related to your niche’s nutrition concerns. A “member” does not necessarily need to be someone paying for a subscription, it might be all your active clients who get access to this exclusive area. It’s just another way for you to serve at scale.

Resource libraries can offer a wealth of information at the fingertips of your clients and prospects. They serve as a ‘soft sell’ method by providing value upfront, building your authority, and increasing engagement without any hard sales tactics. This is especially useful for nurturing people in your funnel who may not be quite ready to commit but are warm leads nonetheless.

You could create different tool kits based on the level of engagement clients have with you – for example, an active client might get access to a more robust library of content whereas a prospect might give you their email in exchange for a smaller bundle of content. Within that smaller bundle, you will no doubt continue to nurture this type of client to a paying customer by offering a discovery call or directly selling your larger offer.

Why Resource Libraries Work:

• Adds a layer of exclusivity, making prospective clients feel valued and special.
• Provides a repository of useful information that clients can refer to, building your credibility and trust.
• Encourages repeat visits to your website, increasing the likelihood of engagement and eventual conversion.

💥If you are a Living Plate Rx member, you have plenty of content you can use to build these toolkits. When you’re deciding what to include, first decide who you are creating it for. If it is for current clients who are already aware that you are the solution to their problem, you can include a variety of content to support them on their journey. The content should coordinate nicely with your care plan. For prospective clients, stay focused on solving one problem well to not overwhelm them. Give them a taste of what it is like working with you and a certain percentage of them will come back for more.

Retain: Keeping Clients Engaged

The cost of acquiring a new client is much higher than retaining an existing one, making this pillar essential for financial sustainability. Here are three content ideas that will support retention in your practice.

Personal Check-in Calls

Periodically reach out to clients and offer a 15-minute. Check-in call to see how they’re doing, whether they have any concerns, or if they need more support.

Why Personal Check-ins Work:

• Demonstrates a genuine interest in your client’s well-being, which is rare and appreciated.
• Provides an opportunity to identify and address any potential issues before they become major problems, ensuring customer satisfaction.
• Reinforces the personal connection, making it more likely that they’ll continue with your services and recommend you to others.

📚Your Content Cure for this week includes an email template that you can use to reach out to active and past clients. Customize to reflect your voice and brand philosophy.

Make it a goal to reach out to a certain number of clients each week and track the success of your action. This could look like someone booking another session or maybe just a replay that says, “Thank you for thinking of me!” Both are valuable KPIs [key performance indicators] for your practice as they accomplish the goal for this type of content.

Interactive Challenges

Host a quarterly challenge that encourages clients to meet specific nutrition or wellness goals. For example, a “30-day Sugar-Free Challenge” or a “Family Meal Prep Contest.” Clients can track their progress through your EHR, and those who meet the challenge could be highlighted in a community forum or social media group (with their permission, of course).

Why Interactive Challenges Work:

• They foster a sense of community and support among clients.
• Encourages clients to stay engaged and committed to their health goals.
• The interactive nature adds a fun element, making it more than just about health but also about community engagement and support.

One EHR tool that I am particularly fond of for supporting challenges is photo journaling. You can create a group in your EHR and grant that group access to the challenge. Members of the group can post images of their success. When I was in practice all of my clients used this tool for group and individual programming. It worked for two reasons – it was simple for the client and it sparked engagement. 

Community Forum

Establish a secure online forum or Facebook group where existing clients can share success stories, tips, and recipes, and offer each other support. You could also participate by answering questions or sharing expert insights. 

Why a Client Community Forum Works:

• Fosters a sense of community and peer-to-peer support, thereby improving client satisfaction and retention.
• Offers you a direct line of communication with your client base for feedback, testimonials, or informing them of new offerings.
• Clients who feel connected to a community are more likely to stay engaged and continue using your services.

Your Content Cure for This Week

Your Content Cure for this week is a content bundle with one piece of content from each Practice Prosperity Pillar.

For the Attract pillar, you have a small bundle of social media posts that you can use in your social channels or your EHR; for the Serve pillar I have provided a newsletter template that will support you with nurturing your email list; and for the Retention pillar, I have included an email template for personalized check-in that you can send out each week. Take the content, edit it, and brand it to make it unique to your ICA, brand, and brand voice.

>> DOWNLOAD YOUR RESOURCES HERE<<

Key Takeaway

These pillars are essential for the growth and success of any practice, and they serve as a guiding framework for making decisions about content and activities. Here’s a breakdown of the key points for each pillar:

ATTRACT:

• Focus on drawing new clients into your practice through top-of-funnel activities.
• Create authentic and valuable messaging that resonates with your target audience.
• Content ideas for attracting clients include educational blogs, social media posts, and free workshops or webinars.
• Use blogs for long-term positioning as an expert.
• Leverage social media for immediate engagement and community building.
• Offer high-value workshops/webinars to attract warm leads.

SERVE:

• Deliver consistent value to build trust and encourage conversion.
• Use email newsletters to keep potential clients engaged and informed.
• Host FAQ sessions or open forums to answer questions and provide guidance.
• Create resource libraries and toolkits with valuable content related to your niche.
• Customize your content to nurture prospects and active clients differently.

RETAIN:

• Focus on keeping existing clients engaged and satisfied.
• Conduct personal check-in calls to demonstrate genuine interest and address concerns.
• Host interactive challenges to foster community and commitment to health goals.
• Establish a client community forum for peer-to-peer support and feedback.
• Encourage clients to stay connected and engaged.

In summary, these three pillars are not just buzzwords. They are the foundation for practice growth. By aligning your content and activities with these pillars, you can attract, serve, and retain clients effectively, ultimately leading to the success and sustainability of your practice.