The Connected Yoga Teacher Podcast
107: Launch & Promote Your Yoga Offering with Abby Herman
Do you struggle with putting out content that connects you to your yoga students? Have you gotten overwhelmed about promoting your yoga offering - not knowing where to start, which platform to choose, or even what to say? Abby Herman is just the expert you need to hear from about all things content-related.
Abby is the founder of Write Solutions and is a content strategist who helps her clients to get their message out to their audience, in their own voice, and on their own terms. She specializes in working with service-based businesses and helps small business owners generate ideas and strategies to move their businesses forward with content that attracts the right clients.
You have something unique to share with the world, but if people don’t know about you, they can’t work with you. That’s why content is so important - it helps you connect to your ideal yoga student, and attracts them to you. Abby talks about finding your zone of genius, brainstorming, how to use content across different platforms, and what it really takes to make a successful launch.
If you’ve been wanting to start promoting your yoga offering more consistently, or if you find yourself getting stuck in creating meaningful and relevant content for your audience - this is the episode for you. Listen to the end of the episode to find out how you can stand a chance to win a live 1:1 content planning session with Abby!
[2:43] Shannon introduces her guest for this episode - Abby Herman.
[5:28] What has Abby's experience with yoga been?
[6:27] What does Abby do and who does she do it for?
[6:50] What does 'launching' mean?
[7:54] How much time do you need to lead up to a launch?
[10:33] It is possible to launch a program or course with a tight turnaround, as long as you are nurturing your audience on a regular basis before that.
[12:07] What should you be saying in emails that nurture your audience? How can you brainstorm content ideas to engage with and remain connected to your audience?
[15:46] How does Abby generate content in her own business?
[20:30] How many umbrella topics should you have in your Excel spreadsheet?
[23:11] How long does it take to brainstorm ideas? Abby shares some tips about things to do, and things to avoid.
[26:55] Abby shares her thoughts about repurposing and reusing content across different platforms.
[35:20] Is it important to focus on platforms that you are uncomfortable or unfamiliar with?
[36:35] What is the best way to map all your content ideas out onto a calendar?
[42:25] It's important to link to other content in emails, but can you ever be adding in too many links to different content?
[46:21] What's the best time to send emails? How often?
[48:08] To find out more about Abby and the work that she does, get in touch via her website.
[48:42] Shannon highlights her biggest takeaways from this interview with Abby.
Gratitude to our Sponsor Schedulicity
Quotes from this episode:
"Launching means you are putting something out there ... to your audience and it's a way to really narrowly focus your audience's attention on one thing that you want them to buy."
"People have to hear things like 7, 8, 9 times in order for it to really register."
"Whether it's a free event or not, you still want to get a commitment because once they say 'yes, I'll be there', they're much more likely to actually show up."
"The more you can expand that experience for your clients, the better, and the more willing they will be to buy the thing."
"Think about content in themes, and then it's a lot easier to then take those themes and plug in different ideas for a blog, for an email you send out to your audience, for social media posts."
"When you have too many, your message gets watered down, and so people don't really know what to come to you for. They don't really know what you're an expert in."
"Sometimes we're so close to our own content and our own ideas that we don't really know what other people need to know."
"What I recommend doing is creating content that is complementary but not the same."
"Think about where you can show up the best for your audience, and how you can promote that."
"Think about that any time you're creating any content at all - what do you want them to do, or what do you want them to know, or what's the call to action at the end."