Productivity coach on Facebook: Addressing 3 different sub-groups or melting them together?

Dear Warriors,

Some marketing strategist would be of great help here.

A friend of mine is a productivity coach and he's building up his business in big strides.

His program is 12-week coaching with one call per week. It costs 3k or 3 x 1,200 euro.

His medium of communications is mainly Facebook and in a smaller extent - Instagram.

From what he explained to me, he expands his prospects' base by simply sending invites to suggested "friends" on Facebook. No campaigns no paid ads etc.

He uses posts to give value and as CTAs he prompts people to leave a comment or hit him up. Mainly the former. Then he sort of has permission to reach out to them per DM and talk.

I want to help him out with crafting a better copy and perhaps, by the way, structuring the funnel better. It's a good opportunity to delve into someone's business to get some real-life experience.

Here's what his business is about:


1. Who is your target market?

In general, everybody that works from home and has to come up with their own routine structure and has to hold himself accountable.

More specifically, young male online entrepreneurs (roughly between 20 and 32):
Self-employed people that work online and work from home or remotely.
Also possible, but less focus on people that are working for a company but work remotely.
I would add that most of the people have self-development and many even seduction background.


2. What are the different segments of that market?

Online business owners, mainly e-commerce or agency owners. Freelancers, copywriters.
Also, segments differ in terms of problems and situations of clients:


1. Guys that are starting out but lack structure and productivity and routines and right habits.

-procrastination
-distracted by phone
-environmental design
-shiny object syndrome, focussing on too many or always new things, no commitment, no burn the boats
-consistency and discipline, laziness
-routines both for morning and evening
-deep work and focus business routines
-time management
-weekly plan
-accountability
-not good enough yet, imposter
-mindset, success stories
-challenges that common entrepreneurs have is they re not doing income generating activities
treat job as blue collar, especially when working from home, put in the 8 hours, have well defined routines


Guys that are well but have self-doubt, limiting beliefs, fears and stuff like that, also not defined their vision and values and what success means to them, (more about vision, values, limiting beliefs, mindsets)

-negative self-talk and thoughts
-success never really defined
-always thinking I need to do more, guilt for not working enough, success not defined for yourself, hustle pressure, ---needing to always do more
-social media fuels dissatisfaction and comparison with others
-relationships with parents
-people surrounding yourself with, environment etc
-confidence in own abilities, dealing with bad days, self-worth and self-esteem, negative self-image
-limiting beliefs and mindset
-money, success, deserving, good enough
-perfectionism
-get into action after being down, momentum
-why are you doing it, have vision and wall of love ready
-mentor accountability

-guys that are doing well but are lacking work-life balance, might chase a definition of success that is not theirs, prove something to someone, burning out, no social life, balanced work life, don't know when is it enough?

-fear of missing out
-self-care, self-love, yoga, balance,
-traveling, changing the environment
__________________________________________________ ________________________________


1. So we have three different sub-groups (although I somehow couldn't change the numbers into 1,2,3). The question would be if we should target all of them separately or at once all in the same posts?


2. Are we missing a lead magnet here? Is this something that is necessary to have to convert better?
To me, it looks like a YES. Closing on FB from posts and private convos looks a bit inconsistent to me. E-mails are not included in the process yet. It's worth mentioning that he produces a lot of good content there but it's mainly informative and it's stuff that seems to be pervasive in the circles of entre- and wantrepreneurs.



MY IDEA:
Creating a lead magnet (I think a free intro call trumps any e-books) + e-mail campaign focussing more on invoking pain points (instead of just pumping "value" through lives,vids and posts)

Please feel free to brainstorm even without fully dissecting the whole case here.