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Terapia com Jay

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Terapia com Jay targets mature, female executives who are looking to invest in their personal and professional growth.

Audience Type

  • B2C
  • Female Executives

Needs – Primary Buying Considerations

  • They need clear, practical strategies for improvement in key areas of life.
  • They value effective, simple exercises for inner development.

Demographics

  • Age Range: 40+
  • Gender: Female
  • Geography: Brazil
  • Income Level: $100,000 per year
  • Profession: Executive

Psychographics

  • Lifestyle: High-stress work environment, value family and justice.
  • What they value: Personal development, continuing education, and practical guidance.
  • Pain Points: Need for personal and professional growth strategies.
  • Buying Behavior: Driven by content marketing on social media.

2. My Message to My Target Audience

Refined Elevator Pitch

  • Terapia com Jay offers focused women executives over 40 a clear path to self-improvement across body, mind and spirit through simplified yet effective exercises and strategies, enabling them to become heroes of their own lives.

Understanding Their Pain Points

  • Struggle with managing work-life balance
  • Overwhelmed with complex inner world struggles
  • Lack of practical solutions for personal development

Transformation

  • Achieve a balanced life
  • Gain self-confidence and power
  • Experience significant personal growth and become the hero of their own life story

Unique Selling Proposition (USP)

  • Simplifies the complex process of inner world exploration
  • Proven expertise across nine different areas
  • Outperforms traditional therapies with practical and effective exercises and directions

Brand Values & One-Liners

  • "Become the hero of your own life"
  • "Uncover your path to self-improvement"
  • "Balance your body, mind, and spirit"
  • "Simple solutions for complex inner struggles"
  • "Invest in yourself with Terapia com Jay"

Tone

  • Empowering, compassionate, and practical. Our tone evokes a sense of control and optimism, assuring customers that transformation is attainable.

Hero Text Idea

  • Flag Text: YOUR JOURNEY STARTS IN BRAZIL
  • Main Headline: Unleash Your Inner Hero
  • Sub Headline: With Terapia com Jay, conquer your obstacles and achieve personal growth with practical, effective strategies. Be the hero of your own life.
  • CTA: Begin Your Journey

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

Website

  • Focus on restructuring to make it mobile-friendly as most social media users are on mobile.
  • WordPress - continue using it as it's within budget.
  • Track conversions on the appointment booking system to measure effectiveness of marketing efforts.

Social Media

  • Prioritize Instagram and Facebook: relevant for targeting mature, professional women.
  • 2-3 posts per week: mix of inspirational quotes, client testimonials, and brief tips or exercises.
  • Consider LinkedIn for professional/executive audience: post 1x per week, articles related to stress management, work-life balance.

Paid Advertising

  • Start with Facebook Ads given the limited budget and the demographic's presence on this platform.
  • Consider Google Display Network for retargeting visitors to the website.

Content Recommendations

  • Blog posts on website: practical self-improvement exercises, client success stories, advice for work-life balance.

Podcasts

  • Create a bi-weekly podcast focusing on different areas of personal growth.

Partnerships & Outreach

  • Affiliate partnerships with other personal development professionals not competing directly.

SEO and Content

  • Optimize website content for terms like 'Terapia online', 'Self-improvement for executives'.

Offline and Local Media

  • Participate in local events for professionals and executives.
  • Offer to speak at corporate wellness events.

Online Events

  • Host monthly webinars giving tips on personal growth and work-life balance.

Online Networking

  • Engage in Facebook Groups and LinkedIn communities targeting professional women and self-improvement.

Cold Outreach

  • LinkedIn: Reach out to female executives offering a free introductory session.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • E-Book titled 'Conquer Your Inner World: Essential Exercises for Personal Growth'
  • Mini-course: 'From Executive to Self-Hero: A 5 Day Journey'
  • Quiz: 'What's Holding You Back? Discover your Inner Challenges'

Tripwire Offer

  • Discounted first therapy session
  • Early access to new courses at a reduced rate
  • 'The Growth bundle' - a low priced bundle of selected courses

Welcome Sequence

  • Email confirming subscription with a thank you message
  • Introduction to Terapia com Jay and its values
  • Regular content like blogs, tips and promotional offers

Segmentation

  • Based on lead magnet chosen (e-book downloaders, mini-course takers, quiz takers)
  • Based on customer engagement (active, passive, dormant)
  • Based on customer life stage (first therapy session, repeat client, course purchaser)

Chatbot and Automation

  • Implement chatbot on website for immediate Q&A
  • Setup automated reminders for appointments
  • Send follow-ups post sessions

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: ActiveCampaign
  • Ideal for small businesses with limited budget
  • Includes automation, segmentation, and analytics features

Sales CRM

  • Recommended platform: Pipedrive
  • Simple, cheap, yet efficient for small businesses
  • Tracks engagements and transfers to the sales process

Automated Follow-Ups

  • Post-opt-in: Welcome emails with e-book or course details
  • Post-session: Follow-up email with summary and next session details
  • Reactivation: For inactive clients, email with special offers

Newsletter

  • Frequency: Bi-weekly
  • Topics: Self-improvement exercises, client stories, work-life balance tips

Retargeting & Ads

  • Platforms: Facebook for retargeting, Google Display for remarketing.

Social Media and Content

  • Posting frequency: 2-3 times weekly on Facebook and Instagram, weekly on LinkedIn
  • Content: Client stories, personal growth tips

Webinars and Events

  • Monthly webinars focusing on personal growth themes

Other Nurture Channels

  • WhatsApp for immediate Q&A and appointment reminders
  • SMS for appointment confirmations and reminders

3. Sales Conversion Strategy

Sales Process

  • Warm leads call for consultation, Jay explains services
  • Automate FAQs section on website to provide answers without a call
  • Implement an online scheduler to provide instant booking confirmation

Sales Assets

  • Develop a service proposal template for generated leads
  • Script for telephone consultation addressing common concerns

Testimonials and Case Studies

  • Collect success stories from past clients
  • Display testimonials on website, social media, and in sales proposal

Conversion Rate Insights

  • Establish a simple tracking system (like Google Analytics) to assess website->call->client conversion rate
  • Quarterly review and tweak of conversion strategy

Urgency and Offers

  • Promote a 'New Year, New You' discount every January
  • Offer a 5% booking discount for 'Your Birthday Month'

Guarantees and Risk Reversal

  • Introduce a "First session satisfaction or it's free" guarantee

Shock and Awe

  • Send a personalized welcome kit (journal, pen, introductory letter) after first booking
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Send personalized welcome email with a brief intro to Jay and her work
  • Offer a short, free initial consultation over call to align expectations
  • Provide an onboarding video or digital booklet with a roadmap for the therapy journey

Communication Cadence

  • Weekly check-in emails with progress updates and next week's preparation
  • Quick response to client's inquiries via Whatsapp

Client Education

  • Monthly webinars covering various aspects of personal growth
  • Simple handouts with effective exercises for inner work

Personalized Touches

  • Celebrate progress milestones with personalized messages
  • Birthday greetings with a self-reflection activity
  • End-of-year reflection activity and 'growth roadmap' for next year

Visuals and Documentation

  • Weekly personalized 'growth reports' detailing progress and next steps
  • Before-and-after descriptions of the inner journey

Feedback and Proactive Support

  • Monthly feedback form to catch pain points early
  • Quick action and communication in case of difficult periods

Guarantee or Promise

  • Money-back guarantee for the first month if not satisfied

Operational Excellence

  • Punctual start/end of each session
  • Professionally yet warmly conducted therapy sessions

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Incentivize semi-annual or annual therapy packages with a slight discount.

Upsells & Cross-Sells

  • Offer additional courses or group therapy sessions.
  • Promote 'intensive care' packages, combining multiple areas of expertise.

Bundling & Packaging

  • Create "Mind", "Body", and "Spirit" packages encompassing related therapy areas.
  • Bundle existing services into all-inclusive 'Total Transformation' package.

Loyalty & Retention Programs

  • Reward loyalty with perks such as a free session after a certain number of sessions purchased.
  • Implement an 'inner journey milestones' recognition system for repeat clients.

Custom Services and Personalization

  • Offer personalized therapy plans built around specific client needs/goals.
  • Upsell high-touch, white-glove 'Dedicated Therapist' packages.

Pricing Strategy

  • Consider a 'commitment discount' for clients signing up for 6 months or more.
  • Conduct competitor pricing analysis and adjust session rates accordingly.

Customer Data and Insights

  • Implement a basic CRM to track repeat client behavior and to personalize servicing.
  • Monitor client churn and identify opportunities to enhance satisfaction and retention.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a free session for every successful lead brought by the referrer
  • New clients get a 10% discount on their first session

Shareable Assets

  • Shareable social posts featuring positive testimonials
  • Email templates for clients to use when recommending Terapia com Jay

Timing and Triggers

  • Ask for referrals after a session where the client has experienced a breakthrough or progress
  • Automated post-session emails that encourage sharing their experience
  • Staff trained to highlight the referral program after such successful sessions

Client Success Stories

  • Create video interviews of clients sharing their growth journey
  • Feature client testimonials on the website and social media

Referral Contests

  • Offer a 'Referrer of the Month' contest with the prize being a free session

Partner or Affiliate Programs

  • Collaborate with local businesses to offer joint wellness programs

Thank-You Experience

  • Send a handwritten thank you note with a small wellness gift for every five successful referrals

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