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In this episode I’m going behind the scenes with Body Confidence Coach, Toke Adeyemo. A busy wife, mom, and ER nurse, Toke runs a program to help women boost their confidence and feel amazing in their own skin.
In March 2021 Toke successfully ran her first $10k webinar launch and she walks us through the process, showing us firsthand what goes into pulling it off (Hint: she didn’t do it alone!)
This is a great episode if you have been struggling to see consistent profits in your business and want to know what it takes to hit 5-figure months as a health coach.
Toke Adeyemo is a health coach and a certified nurse practitioner with 15 years of experience in the medical field in various areas dealing with different patient populations including primary care, family medicine, pain medicine, and emergency medicine.
She became a health coach after experiencing her own struggle to balance the give and take of family, career, and her health.
The foundation of her program, The Body Reset Academy, is a balanced approach to nutrition, exercise, and self-care which helps her clients reach their health and fitness goals.
Episode Transcript
We are here with Toki Adeyemo. She is a nurse, she is a health coach, and she’s here to share with us her recent experience of having the first $10K webinar launch of her health coaching program called Body Reset Academy.
I’m very excited to have her here with me. I talk to Toke all the time, but I want her to share with you firsthand her experience of how she launched her program, and how she set a goal, and she smashed it.
Welcome to the show, Toke.
Thank you, Laurie. Thank you, thank you, thank you. I totally appreciate this.
Yes. As Laurie said, I’m a nurse practitioner, and I’m also a health coach. I’m a wife, I’m a mom, and I just recently am coming off of my first official launch, and really excited to just share with you guys some of the things that I’ve learned, and some of the things that I went through in my launch that will hopefully help you guys to get through your launch as well.
What I would like for you to do first is give us the background. What led you to health coaching from where you were before? Bring us through that journey a little bit. Yeah, sure, sure.
It’s interesting because I actually started off after … We have four children. I started off after my third child really wanting to do some work from home because I work in the hospital. I work currently in the emergency room.
It’s where I’m currently working clinically, and I wanted to be able to do more stuff from home. I actually started off, interestingly enough, wanting to be an Amazon seller. I wanted to sell on Amazon, and then I went from that to wanting to do an online maternity boutique.
I’ve done so many, or I’ve had different interests. Then I had my own journey with weight loss, and then transformation, and losing a good amount of weight. I’m a practitioner, and I love health.
I thought, well, why don’t I go into that? That’s something that I’ve conquered, and then I could teach other people about. People started asking me more about, wow, you lost 50, 60, 70 pounds. How did you do that? That’s how I fell into it.
Really fell into it that way. I guess it was probably, let me think, 2019, where I started off really looking into health coaching and seeing what I could do in terms of different things online in terms of health coaching. That’s how it started.
Got it. It sounds like you were what’s known as a serial entrepreneur. You were looking for that place where it really fit for you, and it turns out your own experience led you to the place that made the most sense.
Absolutely. That’s exactly what happened. I don’t think I’m unlike anybody like other people that are starting off in the online space where you’re like, oh, let me look at this.
Let me look at e-commerce. Let me look at a boutique, different things and different things that people see that they want to maybe just delve into or take a look at. That’s where I was as well, and then settled into my sweet spot.
Got it. Remember, it was 2019 because that is when you came to me for help with your website. I remember originally we started out doing that.
That’s how we met. That’s somewhere. Remember? Yep.
Gosh, it feels like, I don’t know, 100 years ago, and yet it was only two. Let’s talk a little bit about the program that you just launched. Let’s just get right into it.
This launch that you had, tell us about the program. How did you create the program that was part of the launch? Right. Okay.
To be honest, I’ve done a couple of different coaching programs and learning how to create an offer, but not how to create any offer, like an irresistible offer, like an offer that other people would want to buy, like that my ideal client would want to buy. Just through my own research, doing a lot of reading online, I follow a couple of different people, and then I’ve been in a couple coaching programs on how to craft my offer is how I came up with mine. Then for this particular offering that I have in Body Reset Academy, let me take you back last year, after I had my fourth child, I really was wanting to, I guess, put together a program and really just get something launched and get something going.
One of the coaching programs I was in at the time, she was like, you know what? You’re overthinking it. Literally, you know, you kind of know what to do. Let’s put a couple of these things together and just throw it out there online.
Throw it up on your page and be like, hey, is anybody interested in a jumpstart, like a weight loss, like jumpstart, and see what you get? That’s exactly what I did. I posted it up on my Facebook personal profile, and I had a lot of people be like, yes, yes, yes, yes, I’m interested. Then from there, I kind of put it together.
That was kind of how I got my first kind of offering on a smaller scale in terms of what I was kind of offering for my program. Then from that, I got a couple of testimonials, and I was able to grow it from there and turn it into a longer program. Based on that initial program, I kind of got what worked and what didn’t, and then I kind of had my kind of solid core.
That was how I was able to get just my offer together in terms of what I knew would help people and would work. Got it. It sounds like you pre-sold it.
You were throwing some spaghetti out to see what stuck. You didn’t put the whole thing together and then try to sell it. You said, hey, I’m putting together something that’s going to help you have more energy, lose weight, define this transformation that you just had.
You said, would anybody interested in learning how I did this? Then you kind of took them through. It sounds like what you did was kind of an iterative process where you did round. You got some testimonials.
You got some feedback, found out what worked, tweaked a few things, and just kind of kept doing that. That’s exactly what happened. When I posted it up on my page, hey, anybody interested, I didn’t even have anything together.
I was just kind of interested. I was like, comment, yes. They were like, oh, yes, yes.
I was like, oh, okay. People are interested. That’s how I kind of started.
Then from there, just with the help of that particular coach, we put some things together and I had an offering. That was pretty much it, and then I got some testimonials behind that and then ran it a couple times and tweaked it a little bit and tweaked it and tweaked it. That’s kind of how I got … I’m still tweaking.
You’re always tweaking. What would you say is the one thing about your program, because there are, I don’t know, bajillions of weight loss programs out there. What would you say is about your program that really just sets it apart? What would be different working with you? Yeah, that’s a good question.
A couple things, I am personally vested in the transformation and the success of my clients and the people that work with me. I want to make sure that I have that high touch support and I want to make sure that I invest and put in everything I can into each person that I personally work with. If they show up, I’m showing up.
I’m never going to leave them behind. I’m never going to not be there for them. If they’re showing up 100%, I’m showing up 100%.
They put their best foot forward and I do the same. Yeah, hopefully from there, it works. That’s exactly what has happened and what’s been my experience.
The other thing is that in my program, one thing I’ve seen in my program that I haven’t seen in a ton of other programs is we do some mindset work. We really dig into some mindset things and the mental barriers that surround weight loss because a lot of programs, they may talk about like, well, what do you eat and nutrition? Those things are very important and we do address those things in my program. I don’t think it’s helpful if you address those things and you don’t talk about the mental side of weight loss and you don’t talk about the mindset shifts that need to occur for success.
A lot of programs don’t talk about that. That’s on and I really bring home in my program that mental side of weight loss. Got it.
You have a very highly individual customized. I want to say it’s customized, but you are giving a lot of attention to the clients that work with you. This is not just a generic big group.
You’re one in 20 or 50 or whatever and they never get to hear you talk to you or get your input or anything like that. You are working with them directly. Yeah, exactly.
It’s pretty high touch. My program is a hybrid program. It’s group coaching, but there’s also some one-on-one aspects and some one-on-one elements as well.
We have group coaching because I think there’s a lot of value in the group coaching experience, learning from others and hearing others’ experiences and where they may be struggling. You can kind of compare and well not compare, but you can kind of see other people going through the same thing as you and that’s really helpful for people to see that and experience that. But at the same time, you may have your own individual place where you’re struggling.
You need that kind of one-on-one. My program has the one-on-one part, but then there’s also the group coaching element as well. I call it a hybrid program.
Gotcha. They have the support of a community and then they also have your expertise directly applied to what they’re doing. Yep, absolutely.
Yep, exactly. Let’s jump into the launch process. Yes, this is great.
Can you kind of walk us through your launch experience?
The whole launch process, right? It’s interesting when you talk about what a launch is. I feel like some people may not even understand what it means to quote-unquote launch. A lot of people think about a launch maybe as a one event type of a thing.
Maybe it’s just the webinar or just whatever the launch event is, but the truth is that there’s the pre-launch, the actual launch event, and then the post-launch phase, and all of that is part of the launch. My launch phase started, I guess, mid-January and went to early February. My launch phase is probably about three, four weeks in terms of just pre-launch and things like that.
I decided late 2020, so probably November, I was already thinking about, okay, I know I’m going to launch in the new year. As I mentioned before, I’m a wife, I’m a mom, I have four children. I knew I was going to need some help.
What I did was I sat down and I thought about what it would look like for a person to come into my world, whether that be on social media, through my email list, what it would look like for them to come into my world, and their process, basically the customer journey from when they come into my world all the way till they buy, and all the way till they actually start the program. I mapped everything out. It was sitting down, putting everything on paper, and saying, okay, from the time the customer comes to me when they find me on social or wherever, what that will actually look like.
That way, just going through, and I really did it in a very detailed manner. They’re finding me on social media, the time period that it would take for them to get to know me, that know, like, and trust. I’m getting to know, like, and trust me from them maybe landing on my email list, going through my sequences, coming into my launch event, going through my webinar, and then them buying from me, and then them going into the onboarding.
So that’s kind of what I did. I did work with a couple different people to really be able to get all this together, because it really is a massive amount of work. While you can do it on your own, and I know if you’re trying to save money, that’s something that you can do, but I really needed the help, again, because I’m just so busy at home, just with the kids and my husband and things like that.
Once I mapped everything out and looked at everything, I then said, okay, what can I do on this list? What can I realistically do, and then what do I need to outsource and have outsourced? That was kind of like the bird’s eye view of looking at the launch structure and the launch timeline. It sounds like you really put a lot of thought into that pre-launch phase where you wanted to really build trust with your audience before you even had anything to sell them. You didn’t want the first experience for them to be finding you, and you’re pitching to them, right? You wanted to have them build that trust, get to understand why are you an expert at what you do? What’s your story? Why would they want to work with you? Really kind of just get to know you before there’s even a hint of, do you want to work with me? So that sounds like that was a really smart thing to do, to kind of start way back and just have that long runway where you could do that.
Exactly. The other smart thing is outsourcing. I know this is a hard thing for a lot of coaches to do, especially when they’re first starting, because outsourcing does cost money, but so does your time, right? So if you’re a wife, your mom, you work full-time, you’re busy, right? Exactly.
That’s the thing. I mean, you’re very talented, but you’re not a graphic designer. You’re not a Facebook ad specialist.
If you have a goal for a launch and you want to be successful, you really do need to kind of bring in specialists who are good at what they do and are going to make your launch high quality. Exactly. You’ve got to bring in people.
I mean, that’s the thing. I mean, there are people that execute launches from beginning to end, but I would say those people probably have, maybe they’re not working or they have a ton of time. But if you really want to, I think have the best chance at a pretty successful launch, you do need to bring in people.
And there’s just a lot of things. I mean, because you got to think about it. There’s copy, all the copy that goes throughout the launch, right? All the copywriting that’s involved, getting your lead magnet, getting all your sales pages together, your sales page copy, getting your graphics done, your social media content.
There’s so much. And so really, it really would be a great idea for people to look at what they can and cannot do. And I think they kind of have to look at what they’re good at as well.
Like, okay, what can you do? What are you good at and you feel comfortable with? And then if you’re not good at it, rather than doing maybe like a not great job, I think looking at outsourcing those things would really be kind of the best thing. You started in November and the launch ended in February. And I’m sure you kind of had a, it was kind of a roller coaster.
I’m going to, I’m going to, from what I heard, it was a roller coaster, right? So what would you say surprised you the most about this entire experience? Yeah. Let’s see what surprised me the most. I feel like all the little pieces that you think, cause you know, it’s interesting.
Cause even though I mapped everything out, there were still some things that I didn’t, you know, that I didn’t think about or that I didn’t anticipate, you know, for like, let me see if I can give you an example. So I use, so I did a webinar. I was a webinar launch and just kind of some of the integrations that I wasn’t aware of.
So like the integration between, so I use Kartra for my email list. My website is built on Kartra. My email list is on Kartra and my funnels and things like that.
And just kind of even the integration between zoom webinar and also Kartra to make sure that everything works together. These are some of the little things that you don’t know. Cause you know, oh, okay, well I’m going to host my webinar, you know, I’m going to host my webinar with zoom, but then you’re sending them to a landing, like a Kartra landing page and just all the integrations that go along with making everything talk to each other.
These are like the, so some of the technical stuff I feel like, which I wasn’t aware of, you know, and you’re like, oh, I didn’t know that, but I’m really glad that I had actually outsourced my tech because I’m like not techy at all. Like literally I can get around the internet. Like I’m really not techy.
And so I really needed to have that. I was glad that I had that taken care of. And so like, I think that was probably one of the things like some of the tech stuff.
And then just even it’s interesting because even with even without sourcing a lot of things, I think one of the things that surprised me was like the, I guess what it like, what is it like the, the, that being that person to manage everything, like all the moving parts and all the moving pieces, because the thing about it is like,
Oh, you know what? Your copy person needs to get in, you know, this amount of copy to you so that your page design person can have everything designed and like just basically managing the overall board and the overall picture.
That’s a whole other thing in and of itself. So you’ve got all the moving pieces of the launch, but then that person that’s overlooking everything, managing to make sure things are done on time, that’s a whole other piece as well.
And so it’s like, who’s managing, who’s managing the whole launch. So that’s one thing as well that I like didn’t really realize like that is actually a duty to manage to make sure everybody’s doing everything. And so that’s something else as well.
So it sounds like you were surprised by, even though you had an idea of what was going to go on in the launch, how much actually went into it. And I remember you messaging me. There was, I don’t know, one morning or one evening or something.
And you said you had fallen asleep, like literally fallen asleep at your laptop, working on something. And you just passed out like me tasks. Yes.
It was, it was, it’s a lot of work. A lot goes into, you know, having a successful launch, especially when you are the point person and you’re a kind of, you know, making sure that the project manager has all the stuff that they need and the graphics and the Facebook ad copy and all the, all the things that are going to kind of go together. I think I was working on one of my email sequences that night.
Like it was late, like probably after midnight, I had to go to work the next thing I was like, Oh my gosh, I have a deadline. I needed to get in one of my email, I think my pre- or post-webinar email sequence and to the tech person to like load up all the emails. And I was like, Oh, I need to like look through this email sequence.
So yeah, those are, those are like really important things that people don’t, you don’t realize, like, you know, you don’t, you don’t realize it’s not, if it’s not done ahead of time, you know, there you have it. So your goal for this launch, what was, what was in your mind for what a successful launch looked like to you? Right. I felt like if I could get to five people organically, that would be really good.
I felt like with all my, because I didn’t have a big following. I still don’t, I don’t have a large following on social media. I don’t have a large following on on Instagram.
I don’t have a, I have more on Facebook, just my personal profile, but my, but my, like, we all know, like the Facebook business page doesn’t really get a whole lot of reach. And so I didn’t have a large following. And I was like, okay, you know what, if I can get five people organically, that would be great.
And that would be good to me. And for me, that was, you know, that would be a good, like, I felt like a launch that I could scale up from. Where did, what did you actually end up getting for, uh, for a client number? So I actually got 10 people in actually got 10 people.
So I wanted double what you wanted. When I actually got 10. And so that was, I was like, what, you know, it was pretty, you know, it’s funny.
Cause I actually, I sold a couple of slides in the DMS, but in the launch phase before I even got to my webinar.
So you have a little head start is what you’re saying. That’s good.
That’s good. That kind of gives you a little like, you know, pumps you up a little bit to feel like, okay, at least I’m already, I’m starting, I’m starting before, you know, I’m starting ahead. So you’re going confident.
Like, okay, this is really, really good. Just in like the pre-launch phase. Like, so that was really, really, that was really good for me.
So when you hit that, when you hit your goal, can you give us an idea? What did that feel like?
I was like, holy crap. I did it. I was like “Oh my gosh, I actually, like I did it. I actually, I actually did it. So like I actually, I was like, did I just make $10,000 online or what? Like I just cannot believe it.”
Let me ask you this. You’re a mom. You’ve had four kids. Would you compare that feeling? Let me stop. Just kidding. Just kidding.
Pretty close. Pretty close. Almost, almost. It’s in the running for sure. For sure.
And let me, so let’s go back a little bit before you hit that goal.
At what point did you realize like this is happening? Like I can see the top of the mountain here. I can see the finish line. I’m going to, I’m going to make my, I’m going to hit my goal.
Yeah. I guess like after, after the cart opened and let’s see after the cart opened and I was making sales in the cart, like in the open cart base. And I said, wow, like people are actually, people are actually buying.
People are actually buying, you know? And I said, okay, this is, this is pretty amazing. And you know, it was like, I got one and then I would get another and another. And then I said, oh my God, I think I’m actually going to get like 10 people.
And so I remember when the last person, I think I’m trying to remember, let’s see, like the last person that I had that actually bought. And I saw it come through in my email. Like it’s Carter.
When you get a sale, it says, congratulations, you made a sale. And I was like, I actually got the 10th person. So it was pretty amazing.
It was pretty amazing. I, yeah. I remember you messaged me and you’re like, it happened.
I did it. I did it. And I was like, I was celebrating for you as I’m putting my son to bed.
I’m celebrating for you. Like I’m so excited. So this is, that’s the high moment, right? So let’s talk about the low.
Okay. We’re not going to stay there. We’re not going to focus on it, but what was the low point for you? Were you like, oh, oh, what have, what am I doing? Right.
So this was interesting because this launch, so one of the things I guess that you kind of decide too is like, whether or not your launch is going to be like all organic or are you going to get people in through, are you going to get people like get leads in like paid leads, like paid traffic versus organic traffic, get people in organically, or is it going to be, are you going to pay for your leads? Right. And so in my launch, I initially kind of decided I wanted to do both. I wanted to promote organically, but I also wanted to get into Facebook ads and see if I could bring people in that way.
And um, so I, I, you know, I have plans for both and in the first phase, which I was doing some list building ads, like my ads weren’t working. I mean, they were not, and you know, granted it was my first time really running ads and I was running it kind of in conjunction with somebody else kind of helping me.
I had taken like just a little Facebook ads course last year and I didn’t really have a ton of time to really dig deep into the ads, but you know, I said, okay, I’m going to try and do this. And so my ads weren’t really converting and I was just like, wow, like if my ads are not working, you know, I just, you know, I think part of it was self-doubt because I’m thinking to myself, will I be able to convert people that, you know, organically like, or do I needed, you know, do I need paid traffic?
And really honestly, I’ll, I’ll say this, like my entire like ads part of my launch, like halfway through, I ditched it. I just was like, you know what, this is going to be an all organic launch.
And, but I was disappointed though, that first stage, like trying to get people in through my ads and like, it wasn’t, it really wasn’t working. And I was like, wow, it’s almost like, do I just like leave this? But I’m like, no, I’m already promoting that I’m going to have a webinar. Let me just kind of go ahead with it.
At any point where you just like, let me just walk away from this and, you know, regroup and try again in a couple of months when I, when I feel more confident or I figure out whatever part is, you know, throwing me off. Yeah. I mean, I wanted to, but then I couldn’t because I already told people to date.
I mean, I wanted to, but then I didn’t want to go back online and be like, oh, sorry, guys, just kidding. Actually, I had to, you know, I didn’t want to do that. I was like, well, I just need to finish it.
I just need to finish it. But I was, there was definitely a point where I wasn’t like as enthused to kind of go on because I felt like, like I was scared of going into a webinar with nobody in the room, like with the, with the Zoom room, because I was using Zoom webinar and the Zoom room would be empty and I’m just like talking to myself, but knowing that I had to like, or, or, or talking to people and not, and just talking to nobody. And so I wanted to kind of quit, but then I didn’t because I’d already put the date out there.
And that’s one thing too. If you put the date on the calendar and you start promoting it and you’re kind of are held to it. So yeah, yeah, it kind of helps you to kind of push on, even if you’re feeling like not great about what you’re, you know, not great about maybe the process.
If you were going to look back at your experience and pick one thing that you, that in your, in your opinion worked really well. Like, you’re like, this is, this was gold. If I launch again, when I launch again, I will redo this, this part pretty much to a tee.
I will, I will verbatim do this part again. This, this worked great. What, what would that be for you?
So the project management software that I used with all the people that helped me with my launch down to like my tech people, my graphics, you know, like the people, the person that I use to kind of help me with graphics, social media, all that stuff, all the, all of the kind of moving pieces of the launch most like 90% of the launch was kind of perched out from a project management.
I guess I would call it software. I guess I used Asana. So Asana was the board that I use.
I mean, some people use like Trello. There’s a couple out there, right? There’s like Asana, there’s Trello. I can’t think of the names of some of the other ones right now.
And I’ve used Trello on the past, but I didn’t find it to be as user friendly, but Asana was amazing because everybody that worked with me on the launch could see what was going on in real time. And that was really, really helpful. And also when you have so many moving pieces, so many things that need to get done, you kind of need one central place to be able to see how things interact with each other and what needs to get done when and deadlines for this person, or, you know, this person needs to have their stuff done so that this person can get their stuff done.
And when things are contingent upon other things from other people, you really need to be able to see it all in one central location. And my Asana board is like gold, like my Asana board, like if I had, if I would be like, Oh my God, what is this? Or what does this do?
Like my Asana board was like everything in terms of looking at the global overall picture of the whole launch. So you’ve got to have some, like you got to be organized.
You’ve got a plan, you’ve got to be organized and you need something to keep you on the straight and narrow in terms of your organization. So my, if I use Asana and that was really amazing. Now let’s take it the other direction.
What would you do? What would you ditch altogether? What would you do completely different? What would I do different?
