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Mentalkompetenz

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Adult men in their 40s seeking guidance and support for mental health and self-improvement.

Audience Type

  • B2C
  • Adult men seeking mental health support

Needs – Primary Buying Considerations

  • To improve mental health
  • Personal development and finding meaning in life

Demographics

  • Age Range: 40s
  • Gender: Male
  • Geography: Austria
  • Income Level: Not Specified
  • Profession: Not Specified

Psychographics

  • Lifestyle: Possibly feeling stuck or unsatisfied with life
  • What they value: Personal growth, self-improvement, mental wellness
  • Pain Points: Struggles related to mental health and life satisfaction
  • Buying Behavior: Interested in personal coaching and counseling

Secondary Target Market (only if applicable)

  • No secondary market defined

2. My Message to My Target Audience

Refined Elevator Pitch

  • Mentalkompetenz provides men in their 40s a path to improve mental health through unique life design coaching and counselling, enabling them to find and embrace a new meaning in life.

Understanding Their Pain Points

  • Struggling with mental health issues
  • Currently feeling lost or without purpose
  • Difficulty finding specific mental health support for men in their 40s

Transformation

  • Achieve mental wellbeing and clarity
  • Feeling of empowerment and self-assurance
  • Life becomes meaningful, engaging, and fulfilling

Unique Selling Proposition (USP)

  • Specialist mental health service catered to men in their 40s
  • Proven coaching and counselling techniques tailored for men's specific needs
  • Unmatched 1:1 support focusing on men's unique mental health challenges

Brand Values & One-Liners

  • 'Reclaim Your Mind, Reclaim Your Life'
  • 'Tailored Support for Men, Designed for Transformation'
  • 'Your Journey to Mental Wellness Starts Here'

Tone

  • Mentalkompetenz maintains a tone of understanding, encouragement, and earnestness. We aim to make our clients feel safe, valued, and inspired to take steps toward their mental wellness.

Hero Text Idea

  • Flag Text: 'Austria's Specialist Men's Mental Health'
  • Main Headline: 'Revitalise Your Mind and Empower Your Life'
  • Sub Headline: 'Experience transformation through our tailored counselling and coaching services. Take the first step towards renewed mental wellness and a fulfilling life.'
  • CTA: 'Start Your Wellness Journey Today.'

3. The Media I Will Use to Reach my Target Market

Website

  • Upgrade website with a blog feature to share content related to men's mental health
  • Use WordPress thank to its simplicity and cost-effectiveness
  • Track user engagement: sessions, bounce rates, average session duration, and form completions
  • Evenly focus on both desktop and mobile based on broad audience.

Social Media

  • Focus on Facebook and LinkedIn for their mature audience and professional network
  • Post 3-4 times per week
  • Content should include mental health tips, client success stories, and informative posts about the services.

Paid Advertising

  • Use Facebook Ads, targeting men in their 40s in Austria
  • Use Google Ads with focus on keywords related to men's mental health coaching and counselling in Austria

Content Recommendations

  • Blog posts about mental health statistics for men in their 40s, insights from a recent client (anonymously), how coaching works, etc.

Podcasts

  • Appear on health-related podcasts such as 'The Men's Health Podcast' or 'The Stress Solution'

Directories

  • Add business to relevant local therapy and counselling directories in Austria
  • Join the Austrian Coaching Council (ACC) directory

Publications

  • Publish articles on 'Men's Health' magazine
  • Contribute to blogs such as 'Good Therapy' or 'Mind Journal'

Partnerships & Outreach

  • Co-operate with local men's groups, gyms, and health centers to reach potential clients
  • Get involved in mental health events and networks, such as the Austrian Network for Positive Psychology

SEO and Content

  • Create blog content around long-tail keywords: 'men's mental health support', 'life coaching for men in 40s', 'mental health counseling for men in Austria'

Offline and Local Media

  • Sponsor local men's health events
  • Distribute leaflets at local fitness centers, cafes, and community clubs

Online Events

  • Host a monthly webinar series on topics related to men's mental health.

Online Networking

  • Interact in relevant forums such as 'Men's Mental Health Forum'
  • Join Facebook groups related to men's mental health

Cold Outreach

  • Engage with potential clients on LinkedIn through personalised messages
  • Email marketing targeted towards men who have shown interest in mental health resources.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • eBook: 'A Man's Guide to Mental Wellness'
  • Webinar: 'Reclaiming Your Mental Health in Your 40s'
  • Free Mental Wellness Assessment

Tripwire Offer

  • Discounted introductory counseling session
  • Low-cost online workshop on men's mental health

Welcome Sequence

  • Automated email thanking them for their interest
  • Follow-up email with valuable content and introductory offer
  • Regular updates with useful tips, success stories, and special offers

Segmentation

  • Segregate leads based on their engagement level
  • Further categorize them based on their areas of interest gathered from their activity

Chatbot and Automation

  • Implement a chatbot to quickly respond to inquiries
  • Use chatbot data for deeper segmentation

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: ActiveCampaign due to its cost-effectiveness and robust automation features
  • Suggested improvements: Implement audience segmentation based on engagement level and topics of interest

Automated Follow-Ups

  • After initial sign-up for lead magnet, send a welcome email and follow-up with coaching tips
  • Triggers for follow up messages could be webinar registrations, eBook downloads, or visits to service pages

Newsletter

  • Send bi-weekly newsletters
  • Topics include mental health tips for men in their 40s, customer testimonials, and teachings from the counseling sessions
  • Segmentation will be based on client's interest and engagement level

Retargeting & Ads

  • Focus on Facebook for retargeting ads and reach. LinkedIn for professional networking.
  • Targeting men in their 40s located in Austria

Social Media and Content

  • Consistency: Posting 2-3 times per week on Facebook and LinkedIn
  • Posts types: Mental health tips, success stories, informative posts about counseling and coaching services
  • Maintain a tone of understanding, encouragement, and sincerity on all posts

Webinars and Events

  • Monthly webinars focusing on various aspects of men mental health

Other Nurture Channels

  • Implement a chatbot on the website for quick query resolutions
  • Use of SMS automation for appointment reminders and follow-ups

3. Sales Conversion Strategy

Sales Process

  • Define a clear journey from initial contact to the closing of sale.
  • Use a consultation-call-to-action to ease prospects into the sales process.
  • Follow up with automated email sequences post consultation, addressing common concerns and outlining next steps.

Sales Assets

  • Develop a sales script to guide and standardize initial consultations.
  • Create a follow up email template that addresses common objections and reaffirms the unique value proposition.

Testimonials and Case Studies

  • Gather testimonials from current clients and highlight successful transformations.
  • Showcase testimonials prominently on website and in marketing materials to build trust.

Conversion Rate Insights

  • Start tracking conversion rates from initial leads to closed sales to identify bottlenecks and improvement opportunities.

Urgency and Offers

  • Consider limited-time discounts or added value incentives (like a free initial consultation) to create purchase urgency.
  • Promote these offers on the website and social media channels.

Guarantees and Risk Reversal

  • Assure prospects with a satisfaction guarantee or allow a partial refund within a certain period if not satisfied to reduce perceived risk.

Shock and Awe

  • Consider sending a personalized thank you note or a small gift (a relevant self-help book, for example) post consultation to make your offering memorable and build rapport.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Send personalized welcome email with client's next steps
  • Offer a complimentary initial consultation call to understand the client's challenges
  • Provide access to a private client portal with helpful resources

Communication Cadence

  • Weekly check-ins via email to assess progress and handle queries
  • Monthly video calls to discuss progress and revisit goals
  • Provide urgent support via phone when needed

Client Education

  • Regular blog posts on topics related to men's mental health
  • A series of instructional videos to teach mindfulness techniques
  • An FAQ section answering common mental health questions

Personalized Touches

  • Send handwritten notes to acknowledge important milestones in the client's journey
  • Birthday and holiday wishes to make clients feel important
  • Special recognition for one-year 'Mentalkompetenz Wellness Anniversary'

Visuals and Documentation

  • Progress report detailing client's growth and improvement
  • Before and after analysis of client's mental health
  • Easily accessible digital portfolio of all session summaries

Feedback and Proactive Support

  • Regular client feedback surveys to identify and anticipate issues
  • 24/7 emergency hotline for immediate mental health support
  • Access to a dedicated client care team who can provide immediate assistance

Guarantee or Promise

  • 'Your path to improvement, or your money back' guarantee
  • Commitment to absolute confidentiality and client's privacy

Operational Excellence

  • Adherence to appointment times and schedules
  • Regular training of staff to deliver empathetic communication
  • High standards of professionalism and ethics maintained at all times

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer discounted rates for annual payment as a commitment incentive

Upsells & Cross-Sells

  • Offer group sessions as an upsell for social support
  • Offer advanced sessions with specialized mental health professionals

Bundling & Packaging

  • Bundle a series of sessions together at a discounted rate
  • Present packages with different levels of intensities and session frequencies

Loyalty & Retention Programs

  • Offer session credits or discounts after a certain number of sessions completed
  • Recognize milestones within the therapy journey to foster engagement

Custom Services and Personalization

  • Add premium intensive sessions focused on specific mental health matters
  • Provide tailor-made therapy plans based on individual assessments

Pricing Strategy

  • Introduce sliding scale pricing based on customer's financial capacity
  • Offer discount on first renewal as a thank you gesture for their business

Customer Data and Insights

  • Implement simple tracking to identify customer milestones and therapy progression
  • Generate insights to develop personal progression reports to motivate continued engagement

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • One free counseling session for every successful referral
  • Exclusive access to wellness webinars for both referrers and referees

Shareable Assets

  • Social media posts praising the impact of mental wellness
  • Email templates with a personal endorsement of the service
  • Free wellness consultation voucher cards for distribution

Timing and Triggers

  • Ask for referrals after a particularly successful coaching session
  • Remind happy customers via email for referrals

Client Success Stories

  • Share video testimonials socially and encourage sharing
  • Weekly spotlight of a success story in the newsletter

Referral Contests

  • Monthly "Referral Champion" title for top referrer, with online recognition
  • Quarterly prizes for those whose referrals leads to most new clients

Partner or Affiliate Programs

  • Partner with local gyms and wellness centers for mutual referrals
  • Establish an ambassador program with existing high-profile clients

Thank-You Experience

  • Send a personalized handwritten thank-you note after each successful referral
  • Premium gifts (related to mental well-being) for top referrers annually.

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