What’s up Healthpreneurs! Welcome to episode 83 of the Healthpreneur Podcast. Today we’ve got Bobby Cardwell on the show! Bobby is the co-founder of Health Talks Online, the largest summit platform, and Health Means, the Netflix for health. With a background in marketing, IT, and –who would’ve guessed – real estate, Bobby never thought he’d end up at the heart of the health space. But, he saw and opportunity and – in true entrepreneurial fashion – he jumped on it.
This episode is extremely valuable for anyone looking to hone in on what their clients want, because Bobby gives excellent insight into discovering what that is for your own audience. And if you’ve got a new business that’s running as smooth as clarified ghee, he gives some pro-tips on how to handle rapid growth and sudden success. Tune in and learn some invaluable tips for building your business, relationships, systems, and bank account.
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In This Episode Bobby and I discuss:
- Seeing an opportunity and building a business around it.
- The entrepreneur’s tendency to want to do it all.
- Knowing what your market wants and filling a demand.
- The importance of audience engagement, sales conversions, and money generation.
- Relationships and their role in success.
- Affiliate programs, promotions, and finding a system that makes sense.
2:00 –8:00 – Health Talks Online; introduction, inspiration, and beginnings
8:00 –11:30 – Trying to do it all yourself and the importance of cultivating the right relationships
11:30 – 17:00 – The future and evolution of summits and Health Talks Online
17:00 – 19:00 – Price increases, watching the market, and knowing what the market wants
19:00 – 23:00 – The metrics of online summit success
23:00 – 26:00 – The challenges that come with success; dealing with haters and numbers
26:00 –32:30 – Creating based on demand, using affiliates, and promotions
32:30 – 35:30 – The Rapid Five
What You Missed:
Our last episode featured Nicholas Bayerle who is an international speaker and coach, and was rated top 30 under 30 influencers. He’s had an incredible health transformation of his own, and now helps other men reach their ultimate state of health, power, and confidence. He has coached top CEOs and offers live events and a podcast show as well.
He’s had an incredible health transformation of his own, and now helps other men reach their ultimate state of health, power, and confidence. He has coached top CEOs and offers live events and a podcast show as well.
Nicholas was so fun to talk to because he is ambitious, sharp, and straightforward. He cuts to the chase when it comes to sales, numbers, and providing results. We discussed how entrepreneurs think and how this mindset can be geared towards health and wellness goals. We got into his business model and how it has evolved. He even revealed a surefire way to get your clients to realize the value of your offering.
All entrepreneurs can benefit greatly from the truth-bombs Nicholas drops in this episode.
Tune in and enjoy! How to Charge Premium Prices for Health Coaching
Welcome to episode 83 of the Healthpreneur podcast! Today we’ve got a great interview. But before we get into that, if you missed the last episode on Wednesday about how to charge premium prices for health coaching, listen to that episode. There’s some cool insights for you from my interview, if you haven’t listened to it already.
Today, we’re going to be speaking with Bobby Cardwell. Now, if you’ve been in the health and fitness space for any amount of time, you’ve probably seen these things called online summits.
A panel of experts come together. A host interviews one-by-one. In this 10-day to two-week time frame, participants get to enjoy amazing interviews for free, and then they have the option to buy them afterwards. Now, these summits have been a huge part of the health and wellness space online for the past decade now. I’ve been part of some of them and I’ve hosted one of them.
Today, our guest is Bobby Cardwell, the co-founder of the largest summit platform called Health Talks Online. Essentially, they take all the tech out of your hands. So, if you’re the expert and you just want to share your expertise, or if you’re the host of this summit, they’ll take care of everything other than the interviews.
Over the past five years, they have launched over 70 summits with a collective attendance of over three million people. Their goal is to change the world through information and education.
They’ve also recently launched a new platform called Health Means, which is like the Netflix for health. Bobby will share exactly what that is in our conversation today, and I think you’ll get a lot of cool value out of this. If you’re someone who wants to run your own summit, or if you’ve been part of summits and are wondering how they work and if they make sense, he’s going to share his experience.
He’s going to share exactly what the mistakes are that you want to avoid, the tendencies of the most successful summits, and what the future holds for summits. Are they still going to be viable a year from now, two years from now? Well, we’re going to uncover all of that in this episode.
Without any further ado, let’s welcome Bobby Cardwell to the podcast, and dive right in. Bobby, welcome to the Healthpreneur Podcast. How’s it going, man?
Bobby: Excellent. Thank you.
Yuri: You’re very welcome. Thank you for being here. It’s great to connect with other awesome people in our space who are doing some cool things. As our listeners know already, you are the co-founder of an amazing platform that has made a lot of people’s lives easier. We’re talking about Health Talks Online.
Talk to us about why you guys decided to start that. You are t the forefront. There may have been a few summits going on before all this, but you guys made it accessible and seamless for a lot of other health experts to run their own summits. Why did you decide to create this platform?
Health Talks Online; introduction, inspiration, and beginnings
Bobby: Health Talks Online was the child of opportunity. I don’t come from the health space. My original background is marketing. I went to college for marketing and IT. Several years ago, I had been in the real estate space, so I was doing some stuff with that. When the market crashed, I pulled out and started my own internet marketing company and was approached by a mutual friend of ours, Sean Croxton.
He was interested in doing a health event online and needed someone to help with Infusionsoft. I stepped to the plate and said, “Sure. I could do this. I have lots of experience in Infusionsoft and that platform.” So, we did the first online summit in the health space as far as I know, the Paleo Summit. It was fairly successful.
We learned a tremendous amount on how not to run a summit, but it was still successful nonetheless. A few months later, he came back and said, “Hey, I want to do another one,” and things just kind of started to snowball.
Over time, after a couple of those, people started approaching him wanting to do the same kind of online event in different niche markets. He had his own business; he didn’t want to mess with the consulting side of it.
I stepped up and said, “Hey, I understand this from the start to the end. I think I can handle this. I think I can deal with people and handle the technical side of it, having already experienced it a few times.”
He started referring people to us. Within just a couple of months, we were booked almost a year in advance. The kind of demand that came out of that was amazing.
Along the way, I met my business partner, Bob Ross. He was a copywriter for one of the events that we did. It was the first consulting event. It was the Gluten Summit with Dr. Tom O’Bryan. After that event, we came together, collaborated and said, “Hey, there’s enough demand for this. I think that we probably should start a business.” It was just opportunity. We were at the right place, at the right time, with the right team put together, and we ended up creating Health Talks Online.
Now, almost six years later, we’re still booked about a year in advance. We’re doing documentaries, docuseries, master class launches, and of course, summits. Summits are still our primary focus, but our goal is to help as many people as we possibly can. Since our team and I are not necessarily gifted in the health space, this is our way of facilitating that and helping massive amounts of people without having to go to med school or receive formal training.
Trying to do it all yourself and the importance of cultivating the right relationships
Yuri: It’s amazing. I don’t know anyone who, especially in the alternative space, doesn’t want to share their message. What you guys have provided is an amazing platform for people to do that, without having to worry about all the backend tech stuff. That’s the stuff that drains most experts. It’s a great example of filling a gap. Just look where there’s an opportunity and meet that.
You mentioned that when you were working with Sean initially, you’d made a bunch of mistakes and learned from them. What are some mistakes that people need to be aware of and avoid when it comes to summits?
Bobby: The number one mistake is trying to do it all yourself.
That was one that I learned very, very quickly. When I first started out, I was doing everything. I was doing all the coding. I do have a designer because design is not my strength. But I was doing all the IT background. I was trying to handle the affiliate tracking and all that kind of stuff: the order processing, customer service, etc.
I was doing it all myself and couldn’t sleep. There’s just no opportunity. Those kinds of events literally run 24/7 for the duration, and it’s not just the week of. It’s leading up to the event and all the promotions and everything else.
It just makes sense to have a strong team behind you. Having a team with experience is a huge piece of it. We have many people who have run summits or online events on their own, and they still come back to us. They’re looking for someone who has smoothed everything out and taken all those lessons learned, implemented them, tweaked the system, and tried to make it as fluid as possible.
Focus on what you do best. Do what you do best, and then bring in people to do all the other stuff.
Yuri: Nice. Is there anything else other than not doing everything yourself?
Bobby: That’s the biggest thing. I guess the second biggest one would be relationships.
This space is very promotionally driven. It’s referral based. It’s affiliate based. I don’t like the idea of affiliation. I know it seems like an oxymoron because I’m in this space, and that’s what built our business up, but it’s about the relationships deep down. It’s having those connections that are passionate about the same things that you’re doing.
It’s not about, “I’ll support you if you support me.” To a certain point it is, but at the end of the day it’s about helping people. It’s about changing their lives for the better. Surrounding yourself with the same kind of people is so, so important.
If you’re dealing with people who are only interested in the bottom dollar at the end of the day, that’s a short-lived program. You’ll be successful for sure, but usually those burn out quickly.
Yuri: Totally. Very true. One of the reasons I love these types of interviews is because, for me, it’s the beginning of a relationship, not just 30 minutes and have a nice life. I think the same with summits. You spend half an hour or an hour speaking with someone over the phone or in-person, and that’s an opportunity to cultivate relationships.
Sadly, in my experience, in some cases people just want you to be part of their summit because they know you have a big following and they want you to promote it. It should be more than that.
I think the key message is the importance of the relationship and integrity with how you do it.
Bobby: Thank you. We put that kind of mentality in place. We just recently turned down a potential host who had a decent following. The only reason he wanted to work with us was because we had affiliate relationships. We have a massive affiliate audience that we work with, but we built those relationships over time. It didn’t feel right since that was the only reason he wanted to work with us.
The future and evolution of summits and Health Talks Online
Yuri: Totally. What do you think the future holds? This kind of thing started off as tele-something way back in the day. Then, you reinvented the whole summit thing, which has been amazing. Now, we’re seeing people take things to the next level with docuseries and documentaries.
Are summits still going to be as in-demand in two or three years, or is there a barrier at entry now where you must be doing docuseries or something like that to stand out?
Where do you see the market going with that?
Bobby: That’s a good question. That’s one that we get quite often. I look at summits like any other marketing tool. There’s old style; long copy, web sales pages, and stuff like that. Those have been around for eons, but they’re the standard. They come and go in popularity, but are still there.
Summits have been around for a long time. They started out as the old stage presenter-style. You pack a room with a few hundred people, bring a bunch of your buddies across the stage, they give information, and you sell the DVDs at the end of the event.
It’s basically the same type of format; it’s just done online so you can reach many more people, and it’s obviously much more cost effective. We’ve already started to see summits taper off in popularity. Only from the production side, though.
The amazing thing is that from an audience, from attendance side, they’re still just as popular, if not more than they were five or six years ago. We’re seeing bigger audiences and more engaged audiences today than we did last year or the year before, even four years ago.
Part of it is probably tweaking and modifying the system and making it a little more efficient. But at the end of the day, people still like this format. That’s why we’re still booked a year in advance.
The demand is still there. The docuseries and documentaries are becoming more popular, but I see them as the shiny new thing. It’s the new thing that people are doing.
The only real drawback is just simply the cost. The cost for producing something like that. … You have to have some pretty deep pockets. You have to have some good financial backing to be able to produce something to that kind of scale, that kind of quality.
They’re extremely popular. They’re very effective. Obviously, we’ve seen people in the space that have revolutionized the way the information is given, which is amazing. But if you look at the cost to do that, it doesn’t make sense in most cases. I’m sure that there will be some new revolution of summits coming out, but from our perspective, it’s more about listening to the market, seeing what they’re after, and then adjusting and modifying.
Hopefully, by staying flexible, our business will continue moving forward, and we’ll be able to do what we need to do and what we’re passionate about.
The people who are so rigid on wanting to stick with one specific marketing technique are the ones that will have a hard time later down the road.
Yuri: Especially with how fast stuff changes technologically, you must be able to pivot, move, and be flexible. Otherwise, you’re toast. Over the past five or six years, what are some things that you have had to change or improve upon to stay ahead of the curve or create a better experience for the host as well as the participants?
Price increases, watching the market, and knowing what the market wants
Bobby: Basically, we are not the same company that we were five years ago. Not even close. We have new team members. We brought in lots more people. We got a full customer service staff.
Growing is number one, by constantly tweaking and modifying the system. We’ve completely revamped the undercarriage, if you will, of the entire platform from a technical standpoint. I mentioned Infusionsoft a little while ago. We no longer use that. We outgrew it.
It’s as simple as that. Our events got so big that when we dumped 100,000 people into that platform, it clogged up. It just bottlenecked and froze up.
We’ve moved to different platforms. We’ve cut and built a lot of things. Our affiliate tracking platform, for instance: we wanted something that was going to be extremely robust, handle everything we threw at it, and be able to grow with us as well as allow us to completely customize the entire platform.
So, that’s what we did. We went out and we bought a third-party product, and we completely customized it a couple years ago. Now, we’ve built that separate business. It’s just this affiliate module to promote not just our events, but other outside launches as well.
A lot of it is very minor. There are small tweaks here and there, like two-pay pricing. That was popular when we first started.
Everybody paid half now, half later. Well, via surveys and looking at the market and statistics, not many people use that, and the people who did, abused it. They would pay the first and then not pay the second.
So, we eliminated it. And guess what? Our sales were not affected at all. It was amazing. We had a couple of complaints, but for the most part, it was all the same.
The other thing is pricing. We are always looking at statistics. We’re always surveying the market, seeing what’s going on, and listening to what people are saying. A couple years ago, we increased the price across the board.
Now, typical marketing economics say if you increase pricing, demand goes down. Well, guess what: it didn’t. Price went up; demand went up. It was amazing. We all looked at each other and went, “Wow. That didn’t make any sense, but hey, it worked. Let’s keep going with it.”
Those are the kind of things it’s about.
We’re creating the change, but it’s not us dictating the change. It’s more about the market dictating the change and knowing what people are asking for.
Yuri: Are all the summits the same price? Do they have the same number of experts and the same pricing model?
Bobby: For the most part, yes. The pricing model is the same pretty much across the board. We do that because of repetition. There is a tremendous number of repeat customers. There are a lot of people out there that are – I hate to use the term – informational junkies.
They like getting as much information as they can. But for the most part, it’s about a sense of comfort. If you give somebody something that is very similar over and over, they’re more likely to attend.
We see that. About five to seven percent of our audience is repeat, being that they attend almost every single event. There’s a tremendous amount of overlap between those who have attended previous events.
One of the big factors why they attended the event is because it’s comfortable. They already know the flow. They know how it’s going to work. They know the sale. They know the encore and all that stuff.
Sure, marketing typically dictates to throw a curveball. Change it up a little bit. But honestly, it doesn’t make that much difference. We’ve tested it from a conversion point of view. From a business standpoint, it doesn’t make that much difference.
Yuri: Nice. Keeps it simple for everyone.
Out of all the summits you guys have done, what have you noticed about the few that have done well? Are there similarities or certain things that the successful ones have done?
When I say successful, I mean the size of the audience or the revenue on the back end. What have they done differently than those who haven’t done as well?
The metrics of online summit success
Bobby: There’s typically three standards we look at to determine the success of an event.
One, is just sheer attendance: the number of people who register to attend. Second is the actual amount of money generated off the sales of the products. Third is the sales conversion, which is important as well.
Sometimes it’s not necessarily about having the biggest attendance list, it’s about how engaged you are with the audience. That audience is who’s going to follow you later down the road. If they’re heavily engaged, it’s going to be more beneficial in the long term.
The biggest factor is knowing the audience. That’s number one. They know how to talk. They know how to speak to the audience. They know how to provide good-quality, high-actionable content and stuff that is relatable to the audience.
One of the biggest negatives an event can do is be too generic. We found out early on that doing general wellness or those types of events don’t work because they’re too generic. It reaches a mass audience.
A lot of people want to come in and hear, but the content is too thin. Maybe three or four points across the entire event relate to each individual contact, each individual person. They’re less likely to buy because they don’t feel like they’re getting their money’s worth out of it.
But if you do something like Lyme’s disease, which is very niche-specific, or thyroid disease or Hashimoto’s, it’s even more specific. You’re tapping that audience very close to the core. Now, if you get too niche, then you end up with the opposite effect.
You end up with a very narrow pool of people, so you don’t get as many registrants, but you end up with a very, very high sales conversion. Hashimoto’s and Lyme’s disease are two good examples of that. They’re two of the most active events we’ve ever done. Extremely high sales conversion.
One of those reached almost 15% sales conversion, which is outstanding. I don’t know very many people who can claim that kind of sales conversion. But the only reason was because it was so niche-specific.
We were also dealing with a much smaller registrant pool, like 35-40 thousand instead of our average 60-65 thousand, which is common. So that’s one big piece. The other piece is hustling and building relationships, and staying on top of them.
Just because you met someone at an event doesn’t mean they’re going to promote for you. It doesn’t mean that they’re going to participate and engage with your event.
My advice is this: you can’t really call it “a relationship” unless you have their personal cell phone number in your Rolodex, you pick up the phone, you dial their number, and they answer. If they don’t answer or you get their secretary, they’re not a deep connection. That’s kind of a good judgment factor there.
Yuri: That’s good. I totally agree with that. In our business, we have something called the JV7 analyzer. It’s a filtering tool we use before we do any business with anyone, and the first two criteria are, “Have I had dinner or lunch with this person?” and, “Do I like them?”
Those two must be met. It doesn’t worry about what the EPCs are and all that stuff afterwards. It’s a human-to-human thing first. I love the idea of having them in your cell phone and them actually picking up a phone call.
What’s been one of the biggest challenges you guys have faced over the past five years as you’ve grown this business?
The challenges that come with success; dealing with haters and numbers
Bobby: Probably our number one challenge is our success.
I know that sounds unusual, but we really came out of nowhere. Our company was founded by nonmedical people. We’re in a space that is fairly egotistical, to be frank. We grew very quickly.
I give all the blame, support, and everything to everyone that’s ever supported us over the years. I have more gratitude for the people that we’ve worked with in the space than anybody else, because I know that we would not be here if it wasn’t for them.
But at the same time, we were smart. We built a business. We saw an opportunity. We took that opportunity, we ran with it, and we were successful with it. Unfortunately, it did kind of rub a few people raw.
They didn’t like the fact that we built our success on their backs. Unfortunately, that’s the way success is built. There’s very few people out there that come up with a completely unique idea and are 100% successful on their own, without leveraging anything else. I don’t know of any company out there that’s ever done that.
Our biggest challenge has been overcoming the negativity of that. A lot of it has to do with us coming forward and promoting other people. We’d like to work with people that are good people. I like the comment you said earlier. We have a similar clause saying that we don’t work with people we don’t like. We’re the same way, but use different terminology.
Unfortunately, that is the biggest drawback, and it’s not just us. We’ve seen other people that are the same way, that have come from zero. They do an extremely successful event because they’re very good at what they do, the diamonds in the rough, per se.
They come out the other side of it and they get slammed with negativity, which doesn’t make any sense. We should be supportive of each other. That’s what this space is all about. But unfortunately, it does happen.
Yuri: Yes, it’s just the way it is. People love to support up until certain points, then it’s like, “Oh, you’ve become too successful. Now let’s pull you back down.” I think that’s just the way humans are.
But you know what? I think the fact that you guys have been so successful speaks a lot to the fact that you’ve done it in a genuine, authentic way. There’s also going to be haters, but whatever. Just move on.
What would you say to another business owner who’s experiencing rapid growth? Maybe something from your experience that can help them forecast what’s to come ahead?
Bobby: My biggest piece of advice is to watch the numbers. That’s very important. We learned that lesson the hard way early on. We grew too fast. We needed more people.
We just kept adding people and more stuff. Eventually, we hit the threshold where we couldn’t afford it anymore. We had to increase prices. We had to adjust internally. We had to make some drastic changes to stay in business.
After reading a few good business books, I understand that it is very typical to quickly overgrow. So be cautious of that.
Also, know what your market is demanding. We almost got trapped into trying to dictate what the market should be doing.
Listen to the market.
The market is going to do its thing whether you like it or not. Find out what it is people really want. Make sure that, whatever your business opportunity, it’s something in demand or there’s some way that you can create the demand. If there’s a need there, there will be a demand. They may just not know it yet. That’s probably the biggest piece of advice there.
Yuri: Nice. When you say creating demand for the market as opposed to listening to them, was that, for you guys, saying, “We should do this type of summit because we think it’s going to be cool,” as opposed to listening to the audience? Would that be an example of that?
Creating based on demand, using affiliates, and promotions
Bobby: Yeah, that could be an example. We do have events on rare topics that just don’t make any sense. We do that from time to time. I think that’s where our Health Means platform was built. Health Means is our new consumer spinoff.
It’s basically like Netflix meets the health base. It’s an online library that has, right now, about 1,500 pieces of content. It will be well over 2,000 by the end of the year. And it’s where anyone can come in, join, and for eight bucks a month they can get unlimited access to all this content.
There wasn’t a consumer demand, but there was a business demand. We had done over 80 events at that point, and everyone wanted an evergreen, which totally makes sense. You put a lot of time and hard work into producing and developing this kind of content. You want to be able to extend the life of it as much as you can.
Unfortunately, the summit model dictates a one-and-done kind of environment. Even relaunches are a little iffy because it’s hard to get enough traffic to them. But for the most part, it’s one-and-done. The real driving factor is the engagement of the audience. That’s what drives the long-term success or the short-term success of the event.
So, not having an evergreen model and no one cracking that code, we said, “All right. We need to create something. We know that there’s demand, or there’s at least one side of the demand. We can create the other side.” And that’s what we’ve done.
We launched this product beta in July, and today we’re at about 25,000 members, which is amazing. It’s just starting to take off. We still have lots of people who reach out to us saying they don’t understand what it is.
It’s amazing because Hulu, Netflix, and all these other streaming media platforms are out there. It’s the same thing. It’s just a massive health-based library.
Yuri: So you have interviews from previous summits. Do the hosts of the summits get a kickback based on how their content is being used through this?
Bobby: For the most part. It is strictly an affiliate-based system right now, but we’re doing lifetime affiliation on it. For the speaker, the biggest kickback is exposure. We’re building a massive audience.
They are coming in and putting their content in there. We’re able to feature it. We’re able to put it in front of a big audience, give them lots of exposure and, of course, redirect the audience back to their websites. That’s the biggest factor; the biggest advantage of participating in something like Health Means.
It’s also not limited to just summit content. We have a lot of one-off talks. We have a lot of independent, short three-part series – those sort of things – in the platform. We just started with summit content because that’s what we knew. That’s what we had access to.
On the backside of that, we do have quite a few people who have promoted the platform with lifetime commissions, and it is reoccurring. It’s only a couple bucks a month per user, but if you get a couple hundred people in there, it starts to add up quickly over time.
That stuff also falls over to all our other events. If you promote, someone comes in under your affiliate ID, they participate in another event later down the road, and they buy that event, you’re making commissions you don’t even promote.
We’re looking at ways to interweave a lot of this stuff. We understand that the affiliate platform is necessary. It’s a necessary evil. But we’re also trying to eliminate the need for people to have to promote as much.
Promotion is necessary, but if we can cut back on how much of the demand we need and have the audience then bring the content to the audience, that makes a lot more sense than what we’ve been doing for years, which is build the content and then hopefully attract the audience.
Yuri: It’s super smart. It’s a proven model. Businesses love continuity. Customers a little bit less so, but what you guys are offering for eight bucks a month is a no-brainer.
The Rapid Five
Are you ready for the rapid five?
Bobby: Let’s go for it.
Yuri: All right, buddy. Here we go. Whatever comes top of mind is probably the right answer.
Number one, what is your biggest weakness?
Bobby: Trust. I trust too easily, and I have been known to bring people into my inner circle that have stabbed me in the back later. I am working on that.
Yuri: That not a lot of fun. Number two, what is your biggest strength?
Yuri: Number three, what’s one skill you’ve become dangerously good at to grow your business?
Bobby: Well, it’s not customer service. That’s a tough one. Problem solving. Building systems.
Looking at a problem and being able to reverse-engineer it and come up with a solution to that problem.
Yuri: A true entrepreneur. A problem solver.
Bobby: Thank you.
Yuri: Number four, what do you do first thing in the morning?
Bobby: Clean up the house.
Bobby: I’m a bit OCD, so my morning workout is to get up, make the bed, pick up the dirty clothes, and do all that. I work from home. I have my first child on the way, so it’s kind of a routine for me to keep everything neat and orderly. To be able to really jump-start my day, I have to have that organization.
Yuri: Nice. That’s cool. I guess clear space, clear mind.
Yuri: Wicked. Finally, complete this sentence: I know I’m being successful when …
Bobby: I’m happy and not stressed.
Yuri: Awesome. Before we finish off, let’s let people know where people can find Health Talks Online as well as Health Means.
Health Means is the consumer side, if you’re just looking for great content. It’s not limited to consumers; we have a lot of practitioners that are in there using it as an informal extended education platform. Health Talks Online is our business-to-business side, so if you’re interested in doing master class, documentary, docuseries, a summit, anything like that, reach out to us. That’s the best connection point.
Yuri: There you go, guys. Bobby, thank you so much for joining us and for creating a platform that has been extremely well received by – who knows – millions of people by this point now in terms of lives touched. I’m grateful for the work that you guys have done. Keep up the great work!
Bobby: Thank you so much.
Yuri: I hope you enjoyed that interview. Before we finish off today, as usual, I want to give you a little challenge; a little thinking exercise. Today, it’s this: Ask yourself: Am I creating things that my market actually wants?
This is a very big distinction between what they need and what they want. The reason I say that is because, as entrepreneurs, our goal is not to force things on the marketplace. Yes, somebody needs to lose 300 pounds, but do they want to lose 300 pounds? Do they want to do what’s necessary to make that happen?
Very often, the answer is no. So, if you can spend more of your time in the world of wants, you’ll be a lot better off than if you spend a lot of your time in the world of needs. Trying to sell a pair of shoes to someone who doesn’t buy shoes is going to be challenging. However, selling a new pair of shoes to someone who already has 30 pairs of shoes is going to be a lot easier.
In your business, are you selling things that people want? If you’re not and you’re trying to figure out how to do so, simply survey them. Ask them what their number one challenge is in relation to whatever outcome they want.
Let it be open-ended. Let their feedback come in, and use that with your own creativity to come up with solutions to those problems.
For instance, recently we surveyed the customers of my health and fitness business, and I was shocked. We hadn’t surveyed them for about a year, and I discovered that 40% of our customers are older than 60 years old.
For me, that’s mind-blowing. How are we attracting people that are over 70 years old into our business? It flabbergasted me. I don’t even know.
That determines what we’re going to bring to market. We’re not going to be coming out with hardcore workout programs for our existing customer base. Yes, we can attract new ones through what we’re doing on YouTube, but there’s no sense in coming out with a kettlebell workout program for people who are 70.
In this case, if we look at their age and their survey responses, we know that their challenges are being consistent, lacking motivation, and exercise. With that, we can come up with a program that would be gentle, no-movement exercise, that is safe for the joints – like isometric-type stuff.
We’d have better results by doing that than by coming out with something I think is cool and want to do.
Bobby saw an opportunity and filled that gap in the marketplace. His is such a great example of what happens when you do that. Your business literally takes off like a rocket ship. That’s what I want to leave you with today.
How do we give people what they want? That is your homework for today.
Before we finish off, if you haven’t subscribed to the podcast, you can do so right now over on iTunes. Head over to the Healthpreneur Podcast page, click on the little Subscribe button, and you will be all set.
If you’d like to leave a review or rating for the show, that would be awesome as well. And how would you like to know the four fundamental secrets required to have and build a lasting successful online health and fitness business?
What if there were secrets that you didn’t know you didn’t know, but if you spent time in a room with other successful business owners, they’d share with you?
Honestly, it’s not always possible to surround yourself with a high-caliber group of people. The good news is that I have done this over the past 12 years. I’ve condensed everything I’ve learned, experienced, and built into my own business into these four fundamental truths called the Health Profits Secrets, and it’s all unveiled in my book, Health Profits Secrets.
You can grab it for free. I just ask that you cover the cost of shipping, which is literally less than a latte at Starbucks.
Get the book over at healthpreneurbook.com. It’ll make a big difference in what you’re doing, whether you’re just starting out or further along in your business. There are always things that can make a big difference just by picking up one nugget, one idea, one insight. That is what I’m encouraging you to do today.
That is all, my friends. I want to thank you so much for joining me on the show. It’s always a pleasure to bring you some amazing guests as well as solo rounds, which we’ve got coming up next Monday. In the meantime, continue to go out there and be great, do great, and I’ll see you soon.
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It will show you the four secrets that really are the fundamental components to building a successful online health or fitness business.
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