Who are you and what business did you start?
My name is Nicole Moore and I started my Love and Relationship Coaching business in 2012. I got certified as a Life Coach at NYU at the end of 2011 so I technically began coaching then but in 2012 I got an official website up and started to promote my services to the world.
What’s your backstory and how did you come up with the idea?
I got a degree in Public Relations and I started work in that field immediately after college as a Public Relations assistant. I worked in an extremely toxic office and while parts of the job were fun, I remember even back then thinking “I don’t know what it will be, but one day I’ll be the one getting PR for my brand instead of working on PR for others.” I stayed in the PR field for five years working at different companies and I could tell it just wasn’t the right fit. Office life wasn’t for me and I had a calling to be an entrepreneur even though I had no clue what I would do. At my last job I had some free time so I spent that time daydreaming. I would constantly ask myself what I was meant to do and I only knew three things at the time: 1) I wanted to help people 2) I wanted to be an entrepreneur and 3) I wanted a job that was location independent and where I didn’t have to go into an office. During that daydreaming year I ended up taking a personal development seminar where they encourage you to go up to the front of the room and scream your desires out loud to the group to declare them. One young woman stood up and shouted “I’m 24 and I’m becoming a life coach!”. It was like a lightbulb went off in my head at that moment and I realized wow, I’m young (26) and she’s saying she can do this so maybe I can too and I don’t have to wait until I’m in my 40s or 50s to be legitimate enough to be a life coach.
I signed up for life coaching certification shortly after that and the rest is history. From my very first life coaching class I had this deep knowing that this path was meant for me and that I would be great at it. After graduating, it was time to choose a niche and get out there. I chose Love and Relationships for many reasons but one of the biggest ones being that I was in a relationship at the time with someone I thought was my soulmate and I wanted to spread the love.
Spoiler alert…he wasn’t my soulmate but an emotionally abusive serial cheater! Still, I’m so glad my intention to spread love back then blossomed because I’ve helped thousands of clients find and keep love over the past 10 years. I decided to name my company Love Works because I truly was obsessed with figuring out how to make love work. I began my personal development journey at age 22 and have been a seeker my whole life. Once I realized that self worth and lack of confidence had caused so much suffering in my love life, I became determined to shift and heal it all. This quest to figure out how to make love work eventually turned into a base of knowledge from which to help other people make their own love lives work.
Describe the process of launching the business.
The process of launching the business involved so much work and a tremendous amount of feeling the fear and doing it anyway. When the business started, it was just me, sitting behind a laptop desperately trying to figure out how to get clients. I did everything I could think of in the beginning to find clients. I signed up for BNI (Business Networker’s International) and attended weekly meetings at 6am to pitch my services to other business owners. I attended personal development conferences and struck up conversations with other participants and pitched my services to them. I went on message boards and shared blog posts that I had written to start gaining an audience.
I hosted meetups on topics like self love to start drawing people my way. It was a lot of trying everything I could think of to see what stuck. Eventually, I learned about email marketing and started to build an email list. This is when my business really began in terms of making sales. I began slowly with emailing my list one time per week offering tips on dating and relationships. I started to offer complimentary calls with me where I offered people advice for 30 minutes and then pitched my services. I started with trying to book private coaching clients because I wanted to cut my teeth working with people individually before launching into group programs and digital programs.
Once I felt comfortable with private coaching, I launched into group coaching. I enrolled 20-30 women at a time into a yearlong group coaching program designed how to help them find and keep love. Boy was that tough! But I learned so much from the process and launching group programs catapulted the business to a new level in terms of revenue. After group programs, we focused on digital products to extend our reach.
The goal was to take everything we’d ever done to help private or group coaching clients and put it into step by step training modules for people to watch from the comfort of their home. Digital products extended our reach considerably and we found that they also helped shorten the curve considerably for people to purchase group or private coaching. Once someone had bough a smaller digital program they were way more ready to invest in a larger ticket coaching program. Along the way, I realized I couldn’t do everything on my own. I had too many people trying to book complimentary calls with me than time in my calendar to do them. I had more people wanting to work with me than time to coach them. So, we expanded. I hired a sales team and trained coaches to work under me and with clients. The expansion has been amazing and we get to serve so many more people.
Since launch, what has worked to attract and retain customers?
The thing that has worked consistently since launch to attract and retain customers is content. Simply put, for my business in particular content is King. While I do have referral customers for sure, the vast majority of clients come our way because of content that they’ve seen either on social media, YouTube, on podcasts or on our email list. Typically, people consume our free content anywhere from a few weeks to two years before they purchase a larger coaching package and that’s ok! While we of course love it when people are ready to purchase courses or programs right away, we understand that many would be customers are coming our way precisely because they have trust issues or fears around finding love and so they need time ingesting the free content in order to feel comfortable to take the step to purchase.
Our business puts out a ton of free content every single week across multiple channels. Nearly all of that content is connected to an opt in or some way for people to inquire more about our services, join our email list or purchase a product. Once someone is on our email list we can send them marketing and this has worked tremendously well for our business. The formula is: free content to either a sales call with a team member or a direct link to purchase, on repeat, daily and weekly. In terms of customer retention, we do so well with this and honestly it’s just because our customers love our products. We have found that offering special client discounts helps. When people have demonstrated loyalty to our business by purchasing services and products previously, we love to reward them with discounts if they decide to purchase more in the future.
How are you doing today and what does the future look like?
The business is doing amazing today. For the past few years we’ve focused heavily on entertaining and informative content and getting our name out there in the press. We’re working on a television show that’s filming first quarter next year and we’re excited to reach new audience members and potential customers. The future looks like potentially creating our own coaching certification for others to get trained in the love works method, more television and media, books and spreading the message of making love work as far as we can.
Through starting the business, have you learned anything particularly helpful or advantageous?
One of the biggest lessons I learned in starting the business is that fears get smaller through taking action and just doing it. I was so nervous in the beginning, so afraid, so insecure about my abilities. I had absolute faith in the end goal and in the bigger vision yet I was scared to take smaller steps to make it happen because I was worried about looking bad. Every time I felt the fear and did it anyway, I got stronger and the thing I feared became something that now felt normal. For anyone who is just starting out their business and is afraid to take the steps you know will take you to the next level just take them and take them as soon as you can. When I look back at all the things I had to do to grow this business from public speaking to learning sales calls to marketing and building a team, I see skills that I now have for life because I faced the fears and just did it. Everything you’re afraid of doing now will become a skill you’ve mastered and have in your back pocket eventually if you just get started now so just do it.
What platform/tools do you use for your business?
We use infusionsoft for our email marketing because we have a large email list and we also use them for processing payments along with PayPal. We promote our content on YouTube, Instagram, Pinterest, Facebook, Tiki’s Tok and linked in. We host our podcast on Libsyn. We use canvas for creating graphics. And we have a membership site that houses our courses. We’re blessed in that this business is something that can truly be done from anywhere with a laptop, wifi and a phone.
What have been the most influential books, podcasts, or other resources?
The book the Four Agreements really helped me get my mindset right on a personal level in order to be able to function at my highest capacity. The agreement to “not take things personally” for instance has been so fundamental for me in learning to disengage from emotions and not take things personally when a potential client said no to signing up or a business endeavor went sour. A podcast that I love is The Skinny Confidential Podcast. It features interviews with people across all industries from celebs to big name authors. Why I love the podcast is people give super specific tips on what actually has worked in their personal life or professional life to be successful. Every time I listen to a podcast I feel inspired to dream bigger and also upgrade my habits to ensure more success.
Advice for other entrepreneurs who want to get started or are just starting out?
Just start. You are good enough now to get started and you’ll figure everything else out along the way. The most important thing is to not compare your journey to anyone else’s because it will invariably be different. Seek inspiration from other’s success stories but don’t use them as a reason to feel bad about yourself and like you’re not good enough. Truly, most things can be learned if you seek the right information. Be smart and practical about what skills will be required to be successful in your chosen filed and put in them time to master them. In my field, the skills of coaching, content creation, email marketing and customer service are essential so I took the time to really learn them all. True confidence come from skill mastery.