About
Hi, I’m Nicole
I’m glad you’re here! Because if you want to help more people with their health…
and if you also want to have a profitable business that supports the lifestyle you want to live…
Then we have a lot in common.
Since 2017, I’ve been helping natural health coaches and practitioners create online businesses that help hundreds, some even thousands, of people with their health.
I do it using a 3 step system that combines my unique background (more about that in a moment). The 3 steps to my approach are:
Differentiate ⇒ Captivate ⇒ Activate
While you may have heard something similar from someone else, there can be a huge difference in HOW these steps are executed.
This is especially true for the first step – Differentiate. And it’s especially true for people in health & wellness.
Unfortunately, most people don’t get that step right. (Marketing “experts” included.) And if you don’t the other two won’t work.
Here’s a high-level look at each of the steps:
Differentiate
You need to stand out from all the other coaches and be the obvious best choice for your dream clients
That requires advanced marketing techniques that go beyond entry-level advice like “create a brand,” “pick a niche,” or “express your personality.”
When you’re in health & wellness, those entry-level tactics aren’t enough (which is why you often hear about failed launches and failed businesses).
Captivate
If you don’t have messaging that gets your audience’s attention, you won’t have a business … no matter how amazing you are at what you do,
Your messages must get past people’s brain filter, get inside their head, and make it an easy decision to work with you. This requires advanced copywriting techniques.
Most coaches have messaging that doesn’t do this. (Their messages often focus on the wrong thing.)
Activate
You need a system that puts the first 2 steps into action. That takes powerful marketing assets.
With the right marketing assets, the heavy-lifting will be done for you. And your dream clients will be interested in working with you long before you say “hello.”
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Coaches who have that kind of marketing system wake up in the morning to new calls booked on their calendar.
Now let’s talk about the elephant in the room. Most of the marketing advice out there for health & wellness coaching businesses is entry-level. And if you use entry-level marketing, the best you can have is an entry level business.
So why is most of the advice entry level?
The first reason is because most of the advice is meant to apply to a wide audience, like “entrepreneurs” or “coaches.” It’s not designed specifically for people in health & wellness. So it’s generic. And it completely ignores the specific challenges health & wellness coaches face with their audience. The other reason is because most marketers only know entry level techniques.
You’ll understand why in a moment. But first, let’s take a look at the role branding plays in all of this. Because it’s important in creating a profitable health coaching business … but not the way most people think.
What You Must Know About Branding If You Want To Create a Profitable Health Coaching Business
To explain what I mean, I need to tell you how I got here…
When I started working, success meant climbing the corporate ladder. So for years, I commuted 90 minutes each way into NYC to work long hours at an office.
As an executive in the entertainment industry, my role was to build brands around the world through consumer products licensing.
I had a demanding schedule. I sacrificed a lot. And eventually I earned the coveted title of Vice President of Marketing.
Over the course of my career, I cut major deals with swanky entertainment companies like Disney, Marvel, and Rovio (the creators of Angry Birds).
I also worked for swanky entertainment companies like MTV, Pokémon, The Sharper Image, and Nickelodeon. I helped turn them into beloved household names around the globe.
My friends envied my “glamorous career.” And yes, parts of it were glamorous.
I stayed in a hotel where I had my own butler … dined at Michelin 3-star restaurants … and flew first class to places like Tokyo, Singapore, and Sydney.
It wasn’t long before my bags were adorned with the American Airlines 2 million air miles platinum luggage tag. Woohoo!
During that time, I learned what it takes to build a profitable brand. And while there are a lot of different parts to it, there are two essentials. Without these, you’re dead in the water.
The essentials are:
1. Positioning: You must have something that positions you in a unique way and makes you to stand out from your competition
2. Messaging: You must speak in a way that resonates powerfully with your core audience
Done right, these two things give you the keys to business success …
They give you a unique marketing advantage.
This is true for everything from big brands to solopreneurs in health & wellness. When you have a unique marketing advantage, you can practically write your own ticket. So that’s a quick glimpse at the “good” part of my career. And it might have you wondering why I left it to focus on helping natural health coaches and practitioners with their businesses.
To answer that, we need to look at the “not so good” part of my career.
The Hidden Truth
What few people knew about me at the time was that underneath the shiny exterior of my so-called glamorous career, I felt unfulfilled and empty … like I was just “going through the motions” of life.
Even worse, I felt like I was missing out on my son’s childhood. And it broke my heart.
I was helping bring amazing brands and cool things into people’s homes, but I was missing out on what mattered most in my own life. In fact, I hated what my life had become.
- I hated giving up things I enjoyed because of company demands on my schedule
- I was exhausted by the wasted hours spent on office politics (and the emotional toll they took on me)
- And worst of all, I hated rushing my son every morning to drop him off at daycare or leave him with his grandmother while I raced to catch a train
Even when I was home, I was so busy catching up on household things I barely had time for him.
One of my worst memories was when he was an adorable toddler. He was playing with his toys on the family room floor. I came down the stairs with a pile of laundry in my arms to put in the washer. He looked up at me and said, “Mommy, do you want to play with me?”
I remember walking past him saying, “I do, honey pie, but I don’t have time.”
To this day, I still feel a painful ache in my heart when I think of that. The memory of telling my sweet little boy I didn’t have time to play with him is almost unbearable.
I was miserable. But I felt guilty complaining because I was making good money and had a career my friends envied. So I kept my dreams of doing something that felt meaningful to myself.
But every day, I longed to wake up in love with my work and excited to start the day. I wanted to feel like my work truly mattered. And I desperately wanted to spend more time with my little boy before I missed out on his childhood altogether.
Then one day, deliverance came
… but not the way I expected.
I got laid off.
To say I was blindsided is a ridiculous understatement. I had recently negotiated a deal for the hottest entertainment property on the planet – Angry Birds.
When I contacted Rovio about the rights, I found out our biggest competitor had been speaking to them for months and were close to closing a deal. But I also discovered something else.
It turned out I knew the person handling the Angry Birds negotiations for Rovio. We’d worked together 25 years earlier.
When I approached him, he was thrilled! He said he’d been inundated with people wanting the license. But working with me was an easy decision because he knew my work and trusted me.
So we negotiated a $1.5 million guarantee, which I knew would be a drop in the ocean compared to what we’d earn from it.
The company launched the license and watched their profits soar! When they laid me off, they’d already made $60 million from Angry Birds, and they were just getting started.
In fact, Angry Birds was the most lucrative entertainment property they’d ever had in their portfolio. And given my deep contacts in the entertainment industry, they could expect similar deals going forward.
But the company’s main focus was on sales. And I wasn’t in sales. So when they were looking to cut expenses, they laid me off. (Who ever said corporations make smart decisions?)
Getting laid off was bad enough. But there’s something else that made my new reality much worse.
A few months earlier, I’d had a candid discussion with the company president about my husband’s desire to end our marriage. I wanted his assurance that my position was secure because I was planning to take on more financial responsibilities.
At that point, all I cared about was keeping my son’s life as unchanged as possible. I wanted him to still live in his childhood home and continue going to the school he loved. That meant I’d have to buy my soon-to-be ex out of the house.
I felt reassured after my talk with the president. So with the sweep of a pen, I became the sole owner of the house and responsible for all the expenses.
But that’s not all I did …
Since I believed I didn’t have to worry about my job, I decided to waive the alimony and child support I was entitled to.
It was a very bold move, but I’d crunched the numbers and felt I could make it. And I thought it was the best way to stay on good terms with my ex, which would be best for our son.
Of course, I had no way of knowing that my VP of Marketing salary would vanish before my very eyes 20 hours later. Needless to say …
I was in complete shock
There I was, in desperate need of some time to heal from the demise of my marriage. Instead, I had to hit the ground running. I had to find a way to replace my salary fast.
So I dove into my job search and started networking. But every time I went on an interview, I felt nauseous.
I tried to ignore it, but the ache to have more joy and fulfillment in my life, and to spend more time with my son, was too strong.
I’ll never forget the last interview I went on. It was with a twentysomething man in New York. He made me wait an hour and a half in a conference room. When he finally came in, he barely apologized for keeping me waiting. After we spoke for a while, it was clear that I was a good candidate for the position.
Then he said the office hours were 9am to 7pm, no exceptions. That would mean I’d have to leave the house at 7am (before my son woke up) and I wouldn’t get home till 9pm (after he went to sleep).
That was the last straw!
I didn’t want to feel imprisoned by a job anymore. I wanted the freedom to work when I wanted, where I wanted, and with whom I wanted. And I wanted my work to be aligned with what was important to me. I wanted to feel like my work mattered.
So I decided to take the biggest risk of my life.
I had no idea how I was going to do it, but I had to try to create a business that fit the professional and personal lifestyle I ached for.
I was so determined that I even started using manifesting techniques to help make it happen.
And the Universe delivered … right into my inbox.
I’d been thinking about the things I was most naturally drawn to. And I realized that for years, I alway had articles, magazines, and books about health and wellness stuffed into my laptop bag. I even became the office go-to person whenever a colleague had a health issue.
I also knew I loved to write. So when a copywriting program magically appeared in my inbox, it seemed almost too good to be true!
Copywriting was the perfect way for me to combine my marketing expertsie with my love of health & wellness and writing.
But the Universe didn’t stop there …
Why I Know Advanced Techniques That Other (so called) Experts Don’t
One night in a bar, I started talking to a man. He turned out to be one of the most successful and revered natural health copywriters in the world. And a couple of months later, he invited me to become his apprentice!
Over the next 6 ½ years, he revealed to me all of his secret copywriting and marketing techniques … the same techniques he’s used to help his health and wellness clients end the struggle and build a profitable, thriving business.
What I learned from him can’t be found in any book, course, or workshop. The work was grueling. But it paid off.
Thanks to my mentor’s training, combined with my brand marketing background, the promotions I write sell so well that I earn royalties. (I’m told only about 5% of copywriters in the world earn royalties.)
In fact, my first 3 royalty checks covered my mortgage, taxes, and insurance for an entire year AND paid for a one month trip to Paris!
So what’s my secret? Let me tell you one of them …
Before I write a single word of copy, I find a mind-blowing way to differentiate the product I’m writing about from the competition. I have to position it to stand out (remember Positioning is one of the branding essentials).
So I look for the product’s “pixie dust” – the hidden magic that makes it work. This explains why the product is different (and better) than any other product out there.
The right pixie dust is the secret behind Positioning. It gives a product or service a unique marketing advantage. It makes the difference between mediocre sales and knocking it out of the park.
For brands … for products … and for you.
Why Health Coaches
Struggle To Get Clients
When I started helping health coaches and practitioners with their marketing, I was shocked by some of the things I saw. So many of them were spinning their wheels trying to get enough clients to build a steady, profitable business.
I found out that none of them were taught how to market themselves effectively or how to scale their businesses. Or they’d joined a program or hired a coach to help them, but they weren’t getting the results they’d hoped for.
Many were stuck in the “dollars for hours” trap. Many of them felt burnt out.
Like me, they felt pulled to do work that made a difference. They wanted to create a business that felt aligned with who they were and made them feel fulfilled.
And just like me, many of them dreamed of creating a profitable business that gave them the freedom they craved.
But they struggled to stand out and connect with people who wanted to work with them.
Since I knew positioning was the secret to writing blockbuster promotions, I wondered if I could apply the same principle to help health coaches and practitioners create a successful business.
I knew that if a health coach didn’t sound different from everyone else, there was no niche, gorgeous website, or marketing “system” that would help them.
And I knew many of them would suffer the same fate as the 95% of people who try to create a successful health coaching business and end up failing.
Did it work?
I had the chance to test my theory with one of my clients. They had a program that helped health coaches build an online business with a webinar funnel. I joined the team to help the coaches in the program with their copy.
But I started off by helping them with their positioning. I even created trainings for my client that walked the coaches through how to define their unique positioning. Then I’d work with them to create their “Pixie Dust.” Only then would I help them with their messaging and creating their webinar.
And it worked like gangbusters!
Many of the coaches shared their amazing results.
One coach helped people restore knee strength and mobility after ACL surgery. His new positioning gave him the confidence to double his prices. And within a few months of launching his webinar, he had his first $12,000 month.
Another coach helped people with MS. Thanks to her first year’s success, she was able to give her daughters everything they wanted for Christmas for the first time ever … and she regularly earns $20,000 or more a month.
And a naturopathic doctor I worked with wanted to spend less time at the clinic and more time with her growing family. Her new positioning and webinar allowed her to reduce her hours while increasing her income.
It Changed My Life
Between my copywriting work and helping health coaches and practitioners build their online businesses, my own business started taking off.
I was even featured in a magazine for writers, in a couple of books about women left the 9-5 to follow untraditional paths, and I spoke on stages
But best of all, I was able to drive my son to and from school every day. I went to every one of his home soccer and rugby games, took him skiing every winter, and on 3-week trips to visit our cousins in France every summer.
I’m so grateful I was able to do these things. I’d never have been able to if I was working for someone else.
My son is in college now. And since I can work when I want, where I want, and with whom I want, I now spend a few months a year in Paris and other parts of France … and traveling to other dream locations.
I’m very fortunate to be living my dream.
And now my life’s work is helping health coaches and practitioners do the same.
I’m in the midst of writing a book that will show you how to apply my approach to your business. But for now, the best place to find out more is here: Health Coach Marketing Insights
All for now …
