Revealing the Full Marketing Strategy That Took a Coach/Consultant from 20 Million to 30 Million Yen in Annual Revenue in One Year

"My lead generation isn't stable," "I can't predict my monthly revenue," "Even though I work hard on social media, it rarely leads to conversions."

I often hear these things from people working as coaches and consultants.

Today, for those of you with such concerns, I will reveal all the specific measures I used to support a client's marketing for one year, successfully increasing their annual revenue from 20 million to 30 million yen.

I didn't use any special tools or large advertising budgets. All I did were three simple measures.

First, what I did initially: I launched a monitor campaign with two email newsletters.

When I started the support, the client already had email newsletter subscribers. However, they weren't utilizing that list effectively.

So, first, I sent just two emails to the existing list and implemented a monitor campaign.

The content was simple.

"I am offering my service at a special price for a limited time. I am looking for people to participate as monitors."

Just two emails. I sold a 100,000 yen product, resulting in 200,000 yen in sales.

It might seem like a small number. But this was an important first step.

Why?

A list dies if you don't use it. By continuing to send emails, the habit that "emails from this person are worth reading" is cultivated among the readers. And a monitor campaign is the lowest-cost method to refine your product and activate your list at the same time.

Start by moving the list you have on hand. This is the golden rule.

Next, what I did: I created a seminar, gathered attendees via email and LINE, and closed sales through individual consultations.

Once the list was warmed up by the monitor campaign, I moved on to the next measure.

I created one seminar and gathered attendees through email and LINE. The flow was to guide seminar participants to individual consultations and sell the main product during those consultations.

There is a clear reason for this funnel.

Coaching and consulting services don't sell if you just say "please buy" out of the blue. A process is needed until the other person thinks, "I want to entrust this person."

The seminar functions as that "place for building trust."

Provide value in a seminar to help participants deeply understand their problems. Then, only those who reach the state of 'I want to hear more details' will come to individual consultations. In the individual consultation setting, sales happen naturally without the need for hard selling.

The key point here is the seminar concept. If 'who' you are targeting, 'what kind of problems' they have, and 'how you solve them' are not clear, neither lead generation nor sales will function. I carefully designed this concept every single time.

It was also important to narrow down lead generation channels to just two: email newsletters and LINE. Using media that allows you to deliver directly to your own list without being swayed by social media algorithms is the foundation of stable lead generation.

Something else I did: Directly guided people to sessions via Instagram DMs and Stories.

In parallel with the seminar funnel, I ran another initiative.

This was a method of announcing 'Individual sessions now open' on Instagram Stories, providing details via DM to those who showed interest, and connecting them directly to a session (individual consultation).

This is the concept of 'parallel lead generation,' where you gather prospects through a route separate from the seminar.

Seminars take time to prepare. You cannot hold them many times a month. But with a combination of Stories and DMs, you can consistently generate inquiries on a daily basis.

The point is how you use Stories. Instead of just announcing 'Sessions are open,' keep sharing real information in your daily posts, such as 'I want to talk to people who have these kinds of problems' or 'I had a client who recently experienced this change.' By doing so, followers will reach a state where they think, 'I want to consult with this person.'

DMs are not a place for sales pitches, but a place to confirm whether you are the right person to entrust with their needs. Therefore, I made sure to thoroughly listen to the other person's situation so as not to be pushy.

Summarizing the three initiatives, it looks like this.

Essentially, I did three things.

First, a monitor initiative using email newsletters. I activated my existing list to first generate small sales.

Second, a lead generation funnel centered on seminars. I designed a flow to build trust in the seminar and close sales in individual consultations.

Third, direct guidance from social media. I used Stories and DMs to funnel prospects into sessions on a daily basis.

As a result of combining and continuously running these three, my annual revenue went from 20 million to 30 million yen in one year.

None of these are particularly difficult measures on their own. However, it is not the case that doing just one of them will lead to sales. Designing multiple lead generation routes and organizing the funnel up to the point of sale—this 'overall design' is what is important.

In conclusion.

What is necessary to increase sales as a coach or consultant is not the number of followers, the frequency of posts, or charisma.

It is the design of the funnel: 'who' you are targeting, 'where' you reach them, 'how' you deliver your message, and 'how' you close the sale.

If this design is correct, you can generate sales even if you have few social media followers or are not famous.

The three measures introduced here can all be started immediately. Please start by working on one thing you can do first.

I am currently offering support to a small number of individual entrepreneurs in the coaching and consulting field to help them build their marketing systems together. If you are interested, please contact me via a comment on this article or by DM.