by: Yuri Elkaim

Our guest today is Anthony Balduzzi—an awesome guy that I actually call “the modern-day Superman.” I met Anthony a while ago, when he was in school for his naturopathic doctorates degree and starting his online business at the same time.

He holds dual degrees in nutrition and neuroscience from the University of Pennsylvania, as well as a doctorate in naturopathic medicine. Oh, and he’s also a national champion bodybuilder. If you’re someone who says, “Oh, I don’t have time to do xyz,” Anthony will show you that there are no excuses.

Anthony is a men’s health, weight loss and muscle-building expert, and he exclusively serves busy fathers over forty. Yes, it is a niche market—and you’re going to find out why that has been so important to him. And you’ll get a ton of other nuggets of advice on the way.

Click here to subscribe to the Healthpreneur™ Podcast on iTunes

In This Episode Anthony and I discuss:

  • How to block time when life gets hectic.
  • Why every business owner needs to think about their vision.
  • Niche markets.
  • Getting people to see your work.
  • Facebook and SEO.
  • Pros and cons of bootstrapping.

4:00 – 10:00 – Anthony’s story—perseverance and a whole lot of work.

10:00 – 15:00 – Bootstrapping.

15:00 – 19:00 – The vision: What kind of business do I want to run?

19:00 – 23:00 – The benefits of a niche market.

23:00 – 28:00 – Challenges with content—a lack of eyeballs.

28:00 – 31:00 – Marketing funnels.

31:00 – 32:00 – Building leverage.

32:00 – 38:00 – Rapid-five questions

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What You Missed:

Episode 26 was a solo round where I talked about the magic of staying lean in terms of your business.

Many businesses—even successful ones—have a ton of waste. And all that waste means less profits and less money in your pocket at the end of the day, with more work than necessary.

This is definitely an episode you don’t want to miss. There are some lessons in here that are crucial to any business owner, regardless of the size of your company or how much revenue you’re doing.

You can check out the episode right here:  The Magic of Staying Lean

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Transcription

Hey guys, how’s it going? Yuri Elkaim here. Welcome to another great episode of the Healthpreneur Podcast.

I’m excited about today’s guest (I’m excited about every single guest we have on the show).

Today’s guest, Anthony Balduzzi, I actually met at an event. Again, the importance of putting yourself in environments where you’re going to meet great people—I can’t emphasize this enough.

I’m a big fan of connecting with people. It’s going to help you exponentially in your business.

Anyways, so I met Anthony at an event. We had lunch together. Young guy, I think he was in his early 20s at the time … He was in school for his naturopathic doctorates degree and starting to build a business online.

I’m like, “Dude, this is amazing.” The guy’s got great core values, really integral person, and to see what he’s been able to do in the last couple of years has been tremendous. Really inspiring.

I call him the modern-day Superman because he kind of looks like Superman, and he’s built like a truck, so I’m excited to have him on today’s show.

So Dr. Anthony Balduzzi is a men’s health, weight loss, and muscle-building expert exclusively for busy fathers over forty. That’s the key part—exclusively for busy fathers over 40. In this conversation, you’re going to find out why that’s so important and what you can learn from that.

After watching his own dad lose his health and pass away sadly at the age of 42, Anthony founded The Fit Father Project to help other busy fathers get and stay permanently healthy for their families.

Anthony holds dual degrees in nutrition and neuroscience from the University of Pennsylvania, a doctorate in naturopathic medicine, and is also a national champion bodybuilder. He’s most proud of the fact that he’s helped over 10,000 fathers lose over 75,000 pounds collectively with his work at The Fit Father project.

I think you’re going to find this conversation really inspiring and uplifting, and if you’re somebody who’s made excuses—”I don’t have enough time. I got a lot of stuff going on in my life”—Anthony’s going to bust those excuses because here’s a guy who started his online business while attending naturopathic school full time. And now, it’s his full-time gig.

So without any further ado, let’s bring Anthony on to the show.

Anthony Balduzzi, welcome to the Healthpreneur Podcast!

Anthony:   Happy to be here, Yuri. Thanks for having me, bud.

Yuri:    All right, man. So I consider you kind of like the modern-day Superman, partly because you look like him, but also because of the work that you’re doing with all of the fathers that you’re inspiring, which is amazing.

What’s exciting? What’s new and exciting? What do you focus on these days? What do people need to know about what you’re working on?

Anthony:  Well, first off, thank you! Certainly been called worse things.

For those that aren’t familiar, I run a business called The Fit Father Project, and our goal and mission is to be the go-to online hub for busy fathers and men over 40, online, who need health advice. It’s practical, simple, sustainable, and just damn effective.

Our goal is to be the biggest content-publishing platform, and so we’re publishing tons of content, and we also have online programs. Everything we do is tailored around the mission of how can we serve this very specific avatar-father in a better, bigger way through online coaching.

Yuri:    That’s awesome. Just so all the listeners know, you’re not currently a father, but you started this because your dad went through some not-so-great things, and you used that as fuel to start this, right?

Anthony’s story—perseverance and a whole lot of work.

Anthony:  Yeah, exactly. I’m actually not a father yet, and the reason I’m so passionate about helping dads is because the reason I got into health from a young age was that I watched my dad essentially lose his.

He worked himself to the bone, gained weight, stopped exercising. He was eventually diagnosed with terminal cancer that was related to his lifestyle, and he died at 42 years young.

I always had a soft spot growing up for what it’s like to be a man who’s out there providing for his family, but the health slips in the process.

So I wanted to help other dads, and I also wanted to make sure that the path that I saw my dad go down didn’t happen to me, so that’s why I studied health, nutrition, became a naturopathic doctor, got into bodybuilding at a high level.

Everything’s kind of been from this inception point of watching my dad’s own health journey. So this is a mission-driven business for me. This is about helping guys like my dad because there’s so many men out there who are struggling.

I also have to say from an entrepreneurial perspective, men were not being served when I was looking in the market in a big enough way. I think there was a lot of programs that were more female-geared—and those are fantastic—but I really couldn’t find something that was specifically talking to guys like my dad, so I wanted to fill that space in the market.

Yuri:   That’s so good. It’s awesome.

I think it’s an important lesson there for a lot of the listeners because a lot of times, we get into a space where we went through the challenge ourselves. I lost my hair when I was 17, but I didn’t really go into this space of helping people with alopecia.

I became the energy and fat-loss guy because even though I had a different issue, I could relate to the challenges of feeling like an alien in your own body and not feeling comfortable with how you look. So it’s interesting that you’ve kind of used your own kind of very closely-related father’s journey to inspire you to build this out.

I think it’s something a lot of people who get into this space either don’t think about or they’re very cognisant of. The fact that maybe it was a relative, maybe it was a family friend, maybe it was themselves—really utilizing that story in a positive manner to create positive change.

I think that’s why it’s such a great space to work in.

That’s why I love having conversations with people like yourself, Anthony, because you’re coming from such a great, genuine place of serving others because you don’t want them to go down that same path.

So when we first met, you were in naturopathic school and you were starting to build this bad boy out. How did you do both? Because there’s a lot of people that’ll make excuses. “I don’t have time,” whatever, whatever.

You started this while you were in school full time, and how did you do both?

Anthony:   Yeah, I mean, I’m going to be frank. It was very challenging to find the time. And no matter whether you’re in medical school or raising a family, you need to block out time to make the business a priority.

So my medical school schedule was more or less … First patients at roughly 8:00 a.m. and often working until 9:00 p.m. So I’d have to block time in the morning to make my first thing. Two-hour block, get up at 5:00, have two hours to work, and then get to school, get to clinic, get to do the things I had to do.

So because I had two hours, I had to learn how to be efficient and focus on the right things. And I knew that if I didn’t block that time first thing in the morning to work on the business, it wouldn’t happen.

As much as I might lie to myself, I’m not going to do it at 9:30, 10:00 when I’m back after a long day. This stuff was my priority, so I made it the first thing.

I guess when people have busy schedules, the straight answer is you gotta block time—ideally first thing in the morning, before life “happens.”

Getting up earlier was one way that I was able to grow the business, but I’ve also got to say it took a long time. Because I had so much limited time to really build the proper momentum, to get the business to where it was.

If I had a full-time schedule, I could’ve done it a lot faster. But I learned a lot of valuable lessons from bootstrapping this thing with low finances and low time.

Bootstrapping

Yuri:  Sure, and just to give some perspective two hours in the morning over a month is 60 hours. That’s a week and a half of 40 hours a week working.

That’s a good amount of time, and I think, again, you made it a priority and you just did it. I think that’s amazing.

When you say you learned how to bootstrap, what are some lessons you learned starting from scratch to ramping up to where you are now?

Anthony:  I think the biggest thing is there are so many people who know a ton about health, fitness, nutrition, physiology that don’t know the first thing about developing a relationship with somebody online—marketing, and walking people through a sales process in a transformation to get them to spend dollars with you. So I had to deep dive into the fundamental skills of marketing, web design, how to do some of the technology with Infusionsoft, et cetera.

Now, I don’t necessarily recommend that you need to become an expert in these things, but what worked for me was I became literate, and I started to study each of the individual pieces to the puzzle so that I could install the baseline processes that now run our business, and then eventually hire people when the revenue was there to do these things better than I could.

Bootstrapping, I think, usually comes down to—if you don’t have necessarily a ton of time or finances when you’re starting things up, you’re going to need to invest in the knowledge acquisition of those highest leverage things. And in any kind of online entrepreneur, these days, technology is something that you need to be somewhat literate in, I think, to be successful on a bootstrap.

If you have a $200,000 budget to hire people right off the gates, then you probably don’t need to learn those things, but if you are bootstrapping, then you need to, I guess, get a course.

You have some great stuff. You actually were able to help me off the front end of things and point me in the right direction on what to start learning in terms of funnel design architecture, all that.

Yuri:   Yeah, that’s awesome. You said you … You took the words out of my mouth, I was just about to ask you if you had about $100,000 or $200,000, as you mentioned, at your disposal when you first started, would you do anything differently?

Anthony:  Totally. Totally, totally, totally. I would do most things differently.

I think that because I came from mentality of being scrappy—being a hustler and a bootstrapper, having to do things on very little time with no money starting off. I got a $2,000 loan from my parents to build my first website, and I totally blew that.

I had no business spending $2,000 on a website. I had no idea what I was doing.

But I would’ve developed an organization structure off the bat and put people in key roles and served as a CEO of my company, and then worked on the business instead of in the business.

The problem with a lot of people who do bootstrap like I did is there’s a learning curve to learn your way out of the bootstrap mentality and into the “I’m running a business, I need leverage, I need people, systems, and processes, and I’m not doing everything by myself” mentality. And that took me awhile to get out of.

I think that’s one of the biggest shifts that basically 10X-ed my business revenue is when I started to get into that CEO leverage mindset and out of the bootstrapper, out of doing it all myself.

I’m incredibly grateful, Yuri, that I know how to do pretty much everything in my business to a proficient way—and I could do it if I needed to. But off the bat, I definitely would’ve hired and would’ve had a very clear organization structure.

Yuri:  Yeah, that’s a great insight.

It’s funny, I have this four-quadrants exercise that I have people do, and the top right is what I call the danger zone. Those are all those things you just mentioned—which are the things you learn how to do because you have to do them, because you’re on your own. And overtime, you become dangerously good at them and you forget that they’re not your zone of genius.

Then you end up spending a lot of time doing them, and you’re like, “Hold on, why do I hate my business so much? I don’t want to write copy. I don’t want to do this. I want to just talk to people.”

It’s cool that you made that realization about the systems and processes at such a young age because as you know, being in naturopathic school, you come out and you’re an amazing technician.

You’re the artist, you can help people, but running a business is a very different animal.

What advice would you give to somebody—if you’re sitting down with a friend who is just graduating and they want to start their own business.

What advice would you give to them? Would it be the same, focus on those systems and processes? Or would it be anything different?

The vision: What kind of business do I want to run?

Anthony: I think the first thing I would tell somebody is to really get a clear understanding of the business model that they want to be in, as it relates the kind of life and schedule they want to create.

I think when we talk to health and fitness entrepreneurs and business owners, there are a million different ways that you can make money and impact online—whether that is from high-ticket, one-on-one coaching, whether that’s from selling a million $10 eBooks, whether that’s from being a CEO and licensing things out and having other people run things.

There’s lots of different ways, so I would get very clear with an individual about what kind of business model is going to fit their goal of that ideal lifestyle, and then we kind of reverse engineer from there.

Yuri:   Nice.

Anthony:   I found, at least with a lot of my friends, is they end up not being intentional about that business model off the front end and just more or less publishing health and fitness content, trying to do this and that, kind of the throwing shit at the wall approach. Like, “Let’s do an eBook,” or, “Wait, let’s pivot. That’s not working. Let’s just try to sign up high-ticket,” and you end up having an unintentional process.

A lot of times, it leads to an unintentional business that can make you feel trapped.

So I’d get clarity off the front end on those quadrants, what your gifts are, where you want to be. A Tony Robbins kind of a guy is a lot different than the minimalist four-hour workweek guy who wants to sip Mai Tais and have a completely leveraged business.

They’re two different things. One is not better than the other. You just have to know off the front end what the goal is. It sounds simple, but a lot of people honestly skip that step.

Yuri:  No, that’s a really, really important distinction because, as you mention, a lot of people just jump in. They’ve got the whole “ready, fire, aim” type of advice—which I don’t really agree with, because I’m more of a fan of strategize then strike.

I think there’s so much focus on grind and hustle that people need to just sit back and chill for a bit and think about the vision. Think about, “What is the type of business that I want to run?”

Even as you said, what’s the type of lifestyle that I want to have and what’s the business model that’s going to make that happen?

If you don’t do that, as you said, you’re just going to go from one thing to the next with very little focus and it’s going to be the typical entrepreneurial ADD. So having that clarity right off the bat is huge. That’s a really, really good piece of advice.

So you have the vision. For you guys, you decided that content publishing was going to be the big business model for you?

Anthony:  Well, I was always very enamored by information products in general because if I could package what I do one-on-one with people in a scalable way and I could market in a way that I could more or less set the price … It’s a really cool, lightweight business in the sense that you don’t have inventory, you can create transformation if you’re really good at what you do.

So the goal for us was to build a content-authority site that sold non-physical information transformation products at scale.

We are in the one-to-millions game. That’s what we want. With The Fit Father Project and that brand, we want to touch millions and millions of lives, which is a lot different than an intimate, high-ticket coaching, boutique model. So this is kind of our business.

And because of that, we knew that we needed to double down on some of the best niche-specific content on the net.

We spent a tremendous amount of time developing amazing resources. So for us, if you Google right now “weight loss for men over 40,” we’re going to be the first or second hit on Google for that.

Yuri:  That’s great.

The benefits of a niche market

Anthony:  And so we just double down on very niche-specific content and keywords that will serve our avatar. And a big lesson that I also learned was that making the decision to serve exclusively fathers and men over 40 was the best thing I could’ve possibly done with this brand.

Because with my naturopathic toolbox and all the things I know, I could help an infant from one day old to a 99-year-old woman.

We have the tools to do all those things, but I found so much power in a psychographically-niched brand, and it’s been fantastic.

I can have … A lot of us in the fitness space, we hear people complain about how crowded and saturated and noisy our space is. Yes, if you’re doing the generic stuff, you’re playing in that sandbox, and it is. It absolutely is. There’s a lot of noise to cut through.

What we were able to do with The Fit Father Project is build a psychographically-niche brand where we sell fatherhood through the vehicle of fitness and other things. That enabled us to really cut through the noise and have a very different conversation.

I think you’re doing that as well with Healthpreneurs. I mean, that’s a psychographically-niche brand. There’s a lot of entrepreneurial podcasts, but the people here that are listening to this conversation today are people that strongly identify it as Healthpreneurs.

So I think it’s like a shortcut hack. If I were to develop more future brands, it would definitely be psychographically niched.

I think that is a good way to cut through the noise and have a more intimate conversation that’s ultimately more transformational for people. And it’s enabled our marketing to be a lot more seamless, and we don’t have to compete as much with other, just generic health and fitness stuff.

Yuri:  Yeah, no, that’s super smart.

I mean, I’m the complete opposite. My health and fitness business was generic, and it still is. It’s a tough beast. There’s a lot more that goes into that.

That’s why I tell everyone, go niche. Do exactly what you just said you did. It’s so smart.

Did you ever have the fear, because I know a lot of people have—”Oh, I don’t want to alienate 90% of the market.”

Did you ever feel that way? Or did you feel like, “All I need is 10%, and let’s crush that.”

Anthony:  Totally. Yeah, I had that fear, “I don’t want to alienate the market.”

I have the vision, Yuri, of creating ecosystems of these psychographically-niche brands.

The way I got over that fear is like, “Hey, look. This thing, this silo I’m creating is for these people. I can always create another niche-specific silo where I can serve all these different silos, but they’re contained.”

It’s kind of like a “this first, then that,” and I think that was one way to get over the fear.

I think that any brand that tries to speak to too many people in the health and fitness space—where there’s a lot of emotion and intimate conversations that need to happen—that tries to speak across gender lines and roles … It can definitely still be effective, but I don’t think it can necessarily be as powerful as if it’s specific.

Yuri:   Oh, for sure.

Anthony:  The Fit Father Project had two or three brand iterations before it.

At first, when I launched the business, it was called Half-Time Fit, and the idea was that I was going to help people at the half time of life. My dad died at 42, roughly the half time of his life, and I was going to help men and women. I started like that.

Then I’m like, “No, I gotta niche down to men.” It became The Healthy Men Project.

Then I’m like, “Ah, there’s something more deep…” And then it eventually became The Fit Father Project.

It was a step-wise process to niche down. You don’t have to have it all figured out right out the gate, but as you can continue to pipeline down and get more specific, you will find the sweet spot. Or at least that’s been my experience.

Yuri:    That’s really great. That’s awesome.

So, you decided content is the main business model for you, and that’s the same business model that we’ve chosen for our business. It is, I believe, the best way to add value to the marketplace and build a sustainable business.

With that said, what are one or two big challenges that you have faced growing a content-based business?

The reason I ask that is that 11, 12 years ago when I first came online—selling an eBook at 6-7 bucks was a no-brainer. Nowadays, there’s been a huge price erosion because there’s so much content … Blog posts now are more valuable than a lot of the eBooks that you can buy.

So how have you navigated that? Is that something that you’ve experienced at all, with your market? Or is yours a little bit different?

What are one or two challenges that you’ve faced and overcome with your specific business model and content?

Challenges with content—a lack of eyeballs

Anthony:  Yeah, in content. I’ll speak directly to the challenges.

I think a challenge that a lot of us can relate to is—especially if we’re in the content space or even if that’s not our direct business—we publish awesome stuff and no one sees it.

It’s like the lack of eyeballs. There is search engine optimization, and writing content that’s not just valuable intrinsically, but also optimized to do well on search engines is important. Because otherwise, your stuff won’t be picked up to the extent that it could.

SEO takes time. It’s not an overnight thing. It took us years to rank some of our big blog posts, and it doesn’t necessarily have to do take that long, but it is a challenge that you publish something and eyeballs won’t be there immediately.

That brings me to the second point is the most immediate way that we’ve found to scale your traffic and eyeballs is through paid advertising—essentially buying article clicks and views on Facebook, on Google.

If you’re good at this, you can get clicks to the website for as little as two, three, four, five cents. But it introduces another challenge because a lot of these advertising platforms for health and fitness are very tricky to navigate.

I’ll be flat out and say it—and I’ll probably get in trouble for this—but Facebook doesn’t really like health and fitness.

Even if you are a good guy, your stuff can get flagged, it can be taken down—especially if you’re good at what you do and you have lots of results pictures. They’re not a huge fan of that.

It is a massive challenge scaling traffic and staying compliant, knowing that paid ads are the fastest ways to get eyeballs on things.

You could wait on SEO, and it’s a good long-term strategy that you have to do. You have to plant those apple trees, but you also have to harvest the hay—and paid traffic can be the way to get quick eyeballs on things, but it’s stuff to stay compliant.

Those are some challenges, as well as … I think the other thing is really working on developing a Z-to-A content strategy, where the content is designed to fit perfectly into a funnel that has been reverse engineered.

You have your product, and then you’re working your way backwards to email value, to opt-in offers, to content that’s going to be seamless. I think a mistake that I used to make was that I was simply writing on things that I thought were interesting topics that didn’t necessarily fit into the framework of what would move someone down a customer journey.

I think it’s valuable to express yourself and write about what you’re passionate about, but also be intentional about having different types of posts that fit into the structure.

I’m not going to ramble on that. We can dive into any topic that you think would be best from there, but I’ll pause for now.

Yuri:   No, that’s good. That’s a really valuable insight because … I see it all the time.

We have a whole content master workshop where I teach our two-day Teach to Sell Method for content marketing, and it’s amazing—one of the biggest mistakes I see is what you just talked about.

People, or business owners, don’t reverse engineer. They don’t have a strategy for what they’re creating.

It’s like, “Hey, I’m going to go off these keywords,” but what are those keywords leading to? Or start with a product, start with the end result, work backwards as you said.

The other big mistake I see is the same opt-in for everything. It’s like, “Hey, join our newsletter,” and that doesn’t work. That does not work anymore.

With that said, you talked about driving traffic quickly with paid ads. In order for someone to do that, they should probably be able to see an ROI relatively soon.

How do you go from Facebook Ad, for instance, to blog content without burning through endless amounts of cash and actually seeing an ROI?

Marketing funnels

Anthony:  The only reason we can see ROI from sending people to blog-post traffic is because we have a very dialed-in funnel, and we kind of think of our business, our content strategy in terms of buckets that people struggle with.

We’ve done a lot of surveys and deep-dive research and market analysis, and we know that our guys struggle a lot with: Healthy eating, finding time to exercise, and there is another population, not the exact same avatar that is a guy that is over 50 and that struggles with building muscle.

Because we know those are big pain points, we have programs that directly address each of those, and each of those buckets has its own opt-in offer that’s very niche-specific to that problem. And then all of our articles are essentially going to unique opt-in offers.

Once they opt-in, we do a 14-day nurture that has strategic soft sells in there to our core offer—which in the weight loss space, it’s Fit Father 30X, our 30-day weight loss program. We just give them tons of value.

This is something I will brag about … Someone who opts in for our free 14-day email course will probably learn more than if they bought any of our competitor’s programs. And I’m most proud of the fact that we get emails all the time from people on our list being like, “Hey, I don’t buy your stuff, but I lost 40 pounds. Thanks. Thanks for the eCourse.”

And that’s great. I love those. Those are almost more valuable than the actual product testimonials because it means we’re doing marketing right in my opinion.

Email marketing, you gotta have a really great sales page, and then I guess one of the biggest lessons I learned is that if you’re going to be in the information game, you need to build a blockbuster product.

This thing has to be so good. That’s the biggest benefit to our business—was making Fit Father 30X as amazing of a course as it is … Because I had a couple iterations of programs that I personally knew were okay, but they weren’t good enough.

I found a lot of internal resistance as the driver of my business (this is back in the bootstrap days). I wasn’t selling it as hard as I could’ve, and I think the reason I wasn’t selling is because I didn’t believe it was the best damn thing in the world.

But once you get there, it’s not just the benefit that your clients are going to get incredible transformation, but you, yourself, will be so aligned with your product that the promotional aspect will happen automatically because you know this is good medicine.

I think for people that have programs they only partially believe in and have a “fear of selling,” a lot of it might come down to not having a good enough program that they absolutely know in their heart of hearts is necessary to get in the hands of their prospect.

Yuri:   Totally. You gotta drink the Kool-Aid. Gotta believe it.

Anthony:  You gotta drink your own Kool-Aid, yeah, for sure, to be fully aligned.

Yuri:   Yeah, and it has to help people, which obviously yours does, which is great. So we’re going to jump into the rapid-five in just a second, but first, I want to ask you one question.

What do you think is the number one skill entrepreneurs must possess for lasting success?

Building leverage

Anthony:   Leverage.

The ability to step outside the business and build leverage. I think that if you do not double down on your ability to build leverage— I have a great friend who says, “If you find yourself repeating yourself, record yourself or replace yourself.”

Yuri:   That’s good.

Anthony:  Yeah, so if you find yourself repeating yourself, record yourself or replace yourself. He calls it FYRYRYRY.

Essentially, I think that’s the biggest skill. That kind of mindframe gives you the ability to work on your business, not in it, and always be looking for areas where you can gain more leverage on the business. So you can stay in that quadrant of your God quadrants, the things that you’re amazing at that you love doing as opposed to the danger zone and other stuff. Leverage is the number one thing I think people need to double down on.

Yuri:   I love it. That’s good. Alright, are you ready for the rapid five?

Anthony:  Probably not. Let’s do it.

Rapid-five questions

Yuri:   All right, let’s go. So you’ve got no prior knowledge of these questions. They’re going to come at you, and whatever comes to mind is all good.

Number one, your biggest weakness.

Anthony:  Biggest weakness is that I’m good a lot of things in my business, and it’s hard sometimes to let those things go.

I’m a very competent individual, and you get good at things, and it ends up sticking in that danger zone. That’s a weakness—letting go and making sure I’m getting that leverage.

Yuri:   Cool. Your biggest strength?

Anthony:   Biggest strength is I’m very good speaking on stages and on video.

And I think that anyone who’s going to be a really impactful fitness entrepreneur who wants to serve in a front-man role—not necessarily a backend operations role—needs to get good at communicating in their main form of strength.

It doesn’t necessarily have to be video. It could be written, but I tend to be good in video, and I think that’s a nice way to produce content very quickly.

Yuri:   Yup, totally. One skill you’ve become dangerously good at in order to grow your business.

Anthony:  Writing copy. Ultimately, from the minute someone reads an article to the time when they buy your most expensive program—it’s the communication and the copywriting that comes in many different forms that walks them through that transformation process.

You can find people to build you web pages. There’s an art to creating good copy, and I think that’s the life-blood of any information business, is trying to build relationships with good people in an automated, scalable way.

It all comes down to the copy and the communication.

Yuri:  Yup, that’s great. What do you do first thing in the morning?

Anthony:  I have a morning ritual where I drink a glass of water, 32 ounces with some pink salt, little bit a lemon, and some apple cider vinegar.

I will then make myself a coffee. I typically fast in the morning for productivity benefits. I have a little 5 to 10-minute meditation.

Right now, I’m using a productivity planner, I think called The Best Self Journal, which is really awesome. I review what I wrote from the day before, set my priorities, and I start my first … I do text my wonderful girlfriend Paige or if she’s there, give her a kiss, so invest in the relationship-

Yuri:  Nice.

Anthony:   … and then I start my first two-hour Pomodoro work block pretty shortly after. I’m kind of a “get up early and get after it” kind of guy.

Yuri:  It’s the best time. It’s magic time.

Final one, complete this sentence. “I know I’m being successful when … ”

Anthony:  I know I’m being successful when my clients are emailing me—without prompting—sharing their incredible transformation stories, and I get that feeling in my heart that I know I’m doing good work.

And those moments happen, I think, at very opportune times because all of us can probably relate to times when we feel stressed out and overwhelmed in our business. And maybe the revenue’s not exactly where you wanted it to be or you’re struggling with ads or the funnel isn’t working like it would … But I know I’m being successful when I get those emails and I see the deeper cut of what the work really means outside of the number KPI metrics.

Yuri:   Nice. Love it. There we go, guys, Mr. Superman himself. I call you Superman because you look like him, but also you broke your leg—was it your leg or ankle?

Anthony:   I broke my leg and my arm and a bunch of other things. That was not good.

Yuri:  Yeah, but like, I gotta say, if you guys haven’t followed Anthony or you’re not friends with him on Facebook—just go back through his history of posts on Facebook from a year ago (it might take you forever to do that, but just look at the posts).

It was just very inspiring to see the journey you went through, so I just wanted to commend you on that because that was super, super awesome for all the learning and the growth that you went through during that process.

I know it inspired a lot of people, so that’s why I call you the modern-day Superman.

Anthony:   I appreciate that. Yeah, I mean, I essentially finished medical school on a wheelchair because I was doing some stuff on skis I probably should’ve have done, and I hit a tree at maybe 20 to 30 miles per hour and just shattered the right side of my body.

Leg was in, I think, five, six pieces. I had to have some emergency surgeries. Arm was broken. Pretty much every muscle was torn up.

I mean, as a fitness guy, that was a huge experience where I was taking such a good care of my body, and I value how it works … So a lot of transformation was gained through that healing process last year, and I’m definitely a better man for it.

Yuri:   Yeah, that’s awesome. Anthony, what’s the best place for people to stay up to date with what you’re working on?

Anthony:  Well, anthony@fitfatherproject.com. They can definitely send me an email if they’d like to have conversations about anything or just drop me a note telling me that this helped you. That always gets me excited. Like I said, that’s how I know I’m being successful out in the world.

Facebook, for other Healthpreneurs I think would be the best way to stay in contact. You can just add me, Anthony Balduzzi.

If you do search on Facebook, I have one for my business and one for my personal. Friend them both, and I’ll friend you on the one that’s actually the real me. One of them is like a Facebook Ad account. Don’t tell the Facebook guys.

I think that would be the best way to continue to have good conversations. I think it’s really unique that we have a podcast of great thought leaders in this health and fitness place. I really commend you, Yuri, for banding us together and being the leader of this movement. We definitely need it.

Yuri:   Thanks, man. I appreciate that. Alright, guys, well, there it is. Mr. Anthony Balduzzi himself.

Hope you guys have enjoyed this episode. Again, we’ll link up to everything Anthony has mentioned in the show notes over on the blog. Anthony, once again, thank you so much for taking the time, and I will talk to you guys later.

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There we go. Another great interview in the bag, Mr. Dr. Anthony Balduzzi.

Just really inspiring stuff, and seriously, what he went through with his injury was pretty traumatic and to see how he overcame immense adversity to come through on the flip side as just a better version of an already amazing person … it was truly inspiring.

Again, follow him on Facebook. Check out some of his later post from last year. It’s pretty awesome stuff.

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Follow Anthony Balduzzi At:

https://www.fitfatherproject.com/

Facebook

YouTube

Twitter

LinkedIn

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