Client Deep Dive: How to Create Webinar Content That Sells with Chelsea Thiede

Transcription

Yuri Elkaim:                         Hey guys, welcome to another episode of the Healthpreneur Podcast. We’re doing another client deep dive today.

Introducing Chelsea, her business, and her webinar

I am joined by the amazing Chelsea Thiede and I’m excited to jump into this conversation with her, because she’s doing pretty amazing things, and let me give a bit of context and background as to who she is, just in case you’re unaware. She is a food scientist, nutrition therapy practitioner and training integrative nutritionist. Her passion for children’s health, because she specializes in helping parents work with kids who have ADD/ADHD … her passion really stems from her most important job title, which is that of being a mom. And I can totally agree with you that moms are 24/7 … It makes entrepreneurs look like a cakewalk.

Yuri Elkaim:                         Chelsea, I’m excited to have you on the show today. Obviously I could go on and on about your bio, but you’re doing some great things with families and their kids around ADHD, and I’m excited to have you on today’s call. Let’s jump into how we can best support you, so what do you want to do, and let’s get down to it.

Chelsea Thiede:                Yeah, I’m excited to be here. I would love to talk a little bit about the webinar that I am putting together, and talk about how to explain to potential clients the keys to success, and how parents can help their children overcome ADHD.

Yuri Elkaim:                         Cool. Can you talk to me about what you’ve got going on right now with the webinar? Give our listeners, give our viewers a bit of context about the webinar big idea, so the message you’re trying to get across, and then we can look at some of those keys that you want to build out, those secrets that in terms of the content itself, to make your program as attractive as possible.

Chelsea Thiede:                Yeah. So kind of what I have in my webinar right now is that I’m seeing the real problem of children suffering with ADHD, is that parents aren’t really able to get to the root cause right now, in that a child’s brain really needs the right tools to turn on the right wires.

Yuri Elkaim:                         Love it. So good. So good, guys. As for the viewer/listener big idea, the thing you want to get across with your webinar should be something that’s novel, different or contrarian. What you just said there is stuff that I never even heard of, so I think that’s great. Awesome.

Chelsea Thiede:                Yeah, and specifically my … I guess the thing that I get into is I really focus on a very contrarian concept called copper disregulation, so we’ll get into that probably in the keys to success, but that’s a big part of what I deal with.

Yuri Elkaim:                         Cool, that’s great. Just a reminder for everyone listening: when you’re putting out content, we help our clients build very value-adding, but high converting webinars. I like to consider it … I like to call it “benevolent buy-in,” all right? It’s valuable, but you’re also getting people to buy into your philosophy. It’s not teaching the how to, we’re building people’s desire to want to book a call with you to see if there’s a good fit to work together. Talk to us about the contents, the secrets and discoveries that you want to share in the webinar. That’s the direction you want to go, right?

Chelsea Thiede:                Right, so the … Well, the three secrets I have … let’s see … that you don’t need medication to overcome ADHD, that copper disregulation is a huge part of what accelerates ADHD, and that ADHD is not a lifelong sentence for children or adults for that matter.  I’d really love to refine what I have for my key to success, which right now, I just have give the brain what it needs to communicate effectively, instead of using therapies that just try and control the chaos that is still going on in your child’s brain.

Yuri Elkaim:                         Perfect. That’s great. Do you want to share your slides?

Chelsea Thiede:                Oh yeah.

Yuri Elkaim:                         Would that be helpful?

Chelsea Thiede:                And so I didn’t … I guess what I wasn’t sure about with this, is whether I should more … If this is appropriate, or if it’s better to create boxes and outline my different steps, if that makes sense.

Yuri Elkaim:                         Yeah.

Chelsea Thiede:                Because with my webinar overall, I’m definitely taking an approach of let me show you the path, but this is definitely something that you cannot do on your own.

Getting people to buy-in to your philosophy and building your model

Yuri Elkaim:                         Beautiful, beautiful. I just had an interesting idea. You know how you have that picture of the brain?

Chelsea Thiede:                Yeah.

Yuri Elkaim:                         What if you use that as your model? So you see how each of the lobes could be a different component?

Chelsea Thiede:                Mm-hmm (affirmative).

Yuri Elkaim:                         Like, we have our four boxes, right? You could do something more interesting than that, where maybe it’s the four … How many steps in your program, or how many … What would be appropriate in terms of number of steps or pieces of the puzzle?

Chelsea Thiede:                Yeah, so I have six to seven where … Let me see if I can actually bring up all my steps. I talk about the cleaning out your kitchen nutrition piece. I do a hair mineral analysis test with the kids to really assess what their different nutrient levels are. I talk about movement, digestion, mindset, detoxifying your home and sleep.

Yuri Elkaim:                         Cool. What I would first do, what I would recommend, is give each of those seven steps a name that is an umbrella name for that. So instead of cleaning out your kitchen, for instance, what is one word we could use to encapsulate that?

Chelsea Thiede:                Okay.

Yuri Elkaim:                         Yes? You’ve got seven steps, and for instance if you’re to use … maybe not this brain, but a brain that shows … If you could fit seven different areas in there that had these cool colors. If not, don’t worry about it. But giving each of those components a name, because we’re basically building that as your proprietary process, right?

Chelsea Thiede:                Right.

Yuri Elkaim:                         And that’s … So the name of the process will have a name, and then each of the components will also have a name as well. So as an example, I just finished putting together a new social media content sharing thing called Social Authority. So it’s called the Social Authority Amplifier. So Social, Authority, putting them together … And there’s five categories about how you share your content; we’ve got Engage, Polarize, Coach, Inspire and Convert. Okay? I’ve given each of those five categories one specific name that encapsulates the goal of the content underneath that category. Does that make sense?

Chelsea Thiede:                Yeah.

Building out your proprietary process and why it’s important

Yuri Elkaim:                         Think about it for each of those seven … Not that you have to do it now, but for each of those seven categories, think of one name that encapsulates the essence of that one part of your process.

Chelsea Thiede:                Okay.

Yuri Elkaim:                         Let’s just do one for fun here. Let’s just take one of them. Now you can choose whichever one you want, and we can figure out an interesting name for that.

Chelsea Thiede:                Okay, yeah. Let’s just start with the cleaning out the kitchen/nutrition piece.

Yuri Elkaim:                         Sure. What’s one word we could use that could encapsulate that?

Chelsea Thiede:                We could just say nutrition, we could say …

Yuri Elkaim:                         I’m thinking that sometimes I find it helpful when you think of using a verb.

Chelsea Thiede:                Okay. So something like infuse or …

Yuri Elkaim:                         Clean.

Chelsea Thiede:                Yeah. Yeah, clean.

Yuri Elkaim:                         If you were to think of each of the seven stages, and if you were to think of okay, here’s the thing we’re doing, what is the purpose of that stage, and its essence?  Maybe it’s purge, maybe it’s clean, maybe … whatever it is. But think of a name that would encapsulate the purpose of that stage.

Chelsea Thiede:                Yeah, yeah. I like … I think purge is good.

Yuri Elkaim:                         Yeah, so just something I can go back to the drawing board with, and then just take those and then just clean them up with one or two words at the most, and then … Yeah. And they should all be the same … They should all have the same palette. So for instance, if the first one was clean, then the other ones should follow on the lines of that, right? A simple word, verb-oriented … You don’t want to have one that’s “clean”, and then another one that’s like, “clean your kitchen.” Or “dump your garbage.” They’d just be one word on all the same palette, so it’s consistent and congruent. Does that make sense?

Chelsea Thiede:                Okay. Yeah.

Yuri Elkaim:                         Okay.

Chelsea Thiede:                Maybe we can do just one more, and then yeah, I think it’ll get further into my brain. The next step would be doing the actual testing with the hair mineral analysis.

Yuri Elkaim:                         Beautiful. What is the ultimate purpose of the testing phase?

Chelsea Thiede:                Assessing …

Yuri Elkaim:                         Assess, right?

Chelsea Thiede:                Assess. Okay.

Yuri Elkaim:                         Assess?

Chelsea Thiede:                Mm-hmm (affirmative). And then the next one is talking about movement, so move.

Yuri Elkaim:                         Is there a specific type of movement, or way of exercise or movement that you recommend?

Chelsea Thiede:                No, I think it’s more just really being mindful about assessing whether … how much screen time a child is having, or just sitting versus moving, even doing just simple activities, whether it’s walking or doing chores.

Yuri Elkaim:                         You should talk to my kids. They’re either playing video games for 3 hours a day.  Just because its Christmas break, chill out.

Chelsea Thiede:                I know.

Yuri Elkaim:                         Yeah. We could use move. You could just write these down. If they don’t feel right, you can always go back to them. And a really good resource for this is thesaurus.com.

Chelsea Thiede:                Okay.

Yuri Elkaim:                         For a more powerful word than what you’re thinking of. I was in my bed this morning thinking of a better word than a word I had already. I was like, “I don’t think that word really … It doesn’t encapsulate what I’m trying to do with this specific thing.” And I came up with another word; I was like, “That’s the word. There it is. Boom.” I just changed it.

Chelsea Thiede:                Okay. Love it.

Yuri Elkaim:                         Chelsea, just so you know, and just so all of our listeners and viewers know, the reason we … Why do you, based on what you know of having worked on the program, why are we doing this? Why are we doing the naming of this process, and why are we using talking about our proprietary process to your prospective clients?

Chelsea Thiede:                Yeah, it’s a really a great to help them visualize what you’re going to take them through, and I think it’s a really powerful way to show that you are an authority on the subject, and just give them a simple road map for what you’re about to take them through, because no matter what anyone’s program is, there’s a lot of fear and anxiety about going into something that you don’t know. And that just kind of eases people’s minds about it.

Yuri Elkaim:                         I couldn’t have said it better myself. That’s awesome. That’s exactly what we’re doing here, is we’re … You’re essentially simplifying, clarifying complexity for people, you’re showing that you’re a thought leader. You’re more authoritative. It’s a simple plan people can see, and now it’s not just like some random stuff that you’re doing. There’s actually a methodology, a secret sauce, which is good. Awesome.

Chelsea Thiede:                Yeah. So yeah, I’m totally drinking the Healthpreneur Kool-Aid.

Yuri Elkaim:                         That’s great.

Chelsea Thiede:                I love it.

Yuri Elkaim:                      Very good. That’s great. Okay, why don’t we go on to the secrets, if that’s cool.

Chelsea Thiede:                Yeah.

Yuri Elkaim:                         Let’s talk about those.

Chelsea’s three secrets and using “lingo” to meet people where they are

Chelsea Thiede:                All right. Okay. These are … Here, yeah. Here are my three secrets, and again, they’re medication is not necessary to treat ADHD, and it could potentially be harmful. Copper disregulation can accelerate the development of ADHD, and ADHD is not a life sentence.

Yuri Elkaim:                         Awesome. Do parents know about copper disregulation? Is that common lingo for them?

Chelsea Thiede:                No.

Yuri Elkaim:                         Okay, so we might consider something … If we’re talking to doctors, sure, we can say that. But we want to think about meeting people where they’re at. We could say something along the lines of, “There’s one mineral,” or “The one mineral imbalance that can accelerate the development of ADHD.”

Chelsea Thiede:                Okay.

Yuri Elkaim:                         And what does that do? That increases curiosity. Then you obviously explain what that is, but at least we’re meeting them, like, “Hey, here’s the discovery. Over my years, I’ve discovered that there’s one mineral imbalance that can accelerate the development of ADHD.” And then you go on and talk about it.

Chelsea Thiede:                Okay. Yeah, that makes a lot of sense. And given … Once, you talked about metaphors and stuff like that, kind of more explain it.

Yuri Elkaim:                         Where or do you in this process do you map out or do you show people your seven step process?

Chelsea Thiede:                Yeah, I guess that’s a good question, because I kind of outline the program after I did the webinar, so I … Yeah, that would be a great thing to talk about, because I don’t have that in my webinar.

Yuri Elkaim:                         That’s actually a good thing too. Sometimes it’s … obviously we do the … we talk about the program first before we do the webinar, but sometimes it’s helpful to have, to build your marketing before your program, because they kind of feed back and forth, and you’ll find if … you’ll get some nuances from doing either/or in whatever sequence you want, but the reason I ask is because I think a fourth discovery here could be something along the lines of following the right protocol, something where it’s very direct, like following the right path. You say it like, “ADHD is not a life sentence,” you’re going to back that up, and then that can segue into not all paths up the mountain are created equal. Something along those lines, where you can show you have figured out a system, a process that shows people on the screen, wow, here’s … shows exactly what’s going on, and here’s how this can help me. Cool.

Yuri Elkaim:                         I want to show you … If I can bring this up on my … This is actually something we just added into our webinar, and this might be helpful for you. I’m trying to share this with you. This is a really powerful way of … Can I just unshare … Let me share my screen for a second?

Chelsea Thiede:                Can I stop my share?

When a funnel may not be appropriate; the consequence/benefit breakdown

Yuri Elkaim:                         Yeah, you could do that. Once … Actually, let me get out of this share thing. How do I get out of this share thing? There we go. I’m just going to connect my iPad for a second. This is not something you have to do, but again it goes back into you showing models and really showing people what you’re talking about when you share this kind of stuff. This can be a very powerful way at exhibiting what it is you do. Okay, so this is … Our perfect client pipeline: four boxes, right? Linear, left to right. But the next slide, I actually walk them through this, and this is actually … I actually draw this out step by step, so I don’t want to just throw this up on the slide like this, because it doesn’t make a lot of sense all at once.

Yuri Elkaim:                         What I’m essentially saying in my case, is at the top, we got more leads from Facebook ads, narrower, narrower, further, and there’s fewer, fewer people … They’re not going to call, so it’s like a funnel in our case. Now, in your case, a triangle or a funnel might not be appropriate, but what I do want to highlight here, is when you introduce your model, it can helpful, even on the same picture of your model, is to have the consequences and benefits of not doing your model.

Yuri Elkaim:                         For instance, on the left hand side here, we’ve got consequences of not using our perfect client pipeline. If they don’t have Facebook ads, they’re relying on hope. They’re relying on hope that maybe someone will find my business. If they don’t have a webinar, well, if you’re going to be using a lot of your time to communicate your message. If you don’t have an application, you’re going to get a lot of tire kickers and unqualified people on the phone. And if you don’t have a phone call or an enrollment call in your process, they’re you’re going to be forced to sell low price. Those are the consequences of not doing this model, but the benefits are, for instance if you work with us and have this pipeline, you have more predictability from your Facebook ads, your webinar gives you more automation, your application gives your filtration, and the call gives you higher conversions.

Yuri Elkaim:                         You see what I’ve done there, is I’ve just said, “Here’s your model,” so you don’t have to lay it out like this, but you can lay out your model, and then on one side, like top to bottom for instance, you can say, “Consequences of not doing this, benefits of doing this.” And then it’s just super clear in someone’s head, like, “Holy cow.” Assess: if you don’t do the assessment, you could be using the wrong thing. You might be using the wrong recommendation for your specific situation. If you don’t clean, then willpower will never trump your environments. Whatever way you want to explain that. Does that help in terms of … I think this gives it a lot more juice behind selling the importance of someone using your system.

Chelsea Thiede:                Yes.

Yuri Elkaim:                         Does that make sense?

Chelsea Thiede:                Yeah. I like that a lot.

Yuri Elkaim:                         All right, so I’m going to unshare this if that’s cool.

Chelsea Thiede:                Yeah.

Yuri Elkaim:                         And just get back to your slides for a sec. All right, yeah. I think your three secrets are great, and I would introduce the fourth one, which would essentially be something along the lines of, like in our case, the shortest path is usually the best one. That’s one of our secrets.

Chelsea Thiede:                Yes.

Yuri Elkaim:                         You could have something along the lines like that. And it might not be the shortest path, it might be a certain path is the best one, or you need to figure out how to word that, so that it’s most meaningful in your situation. What I would do is if you’re going to show your model, the key with visually showing a model, is you walk the viewer through step by step. If you drew it out, like I brought out my iPad that’s connected to my computer … You don’t have to do that. If you want to draw this out in your keynote, insert image, like a square, and then an arrow to the next square, step by step so it’s not all on the screen at the same time. And you would just explain it as you go, and when people see this, it just brings them so much clarity. And now they’re like, “Wow, this person’s actually like … they’re legit.” Yes, add that in as your fourth secret, and then again, that segues into, “All right, well if you like this, here’s what to do next.”

When you’ll get higher conversions – and when you won’t

Chelsea Thiede:                Perfect. I love it. I feel like just those simple things, are going to make my webinar so much more powerful.

Yuri Elkaim:                         Totally. And they already are, because again, you’re dealing with a population where there’s a lot of pain and urgency. Parents don’t want their kids to have this to go on. That’s a really big reminder for everyone: where there’s pain and urgency, you’ll generally have higher conversions, and it’s important to remember that. If you’re helping people to just improve their eating habits, eh, you’re going to have a tough time. But if you can help someone solve a major problem, and it just so happens part of your process is better eating habits, that’s a different story. But always, always start with the problem, not the, “Well, we’re going to work out, and you’ll enjoy working out again.” Nobody cares about that stuff. Cool. Has that been helpful, Chelsea?

Chelsea Thiede:                Yes, that has been so helpful. Thank you so much.

Yuri Elkaim:                         Awesome. Wicked. I’m glad I could help. For everyone listening and watching, if they’re considering working with us, or going down this road of building up a perfect client pipeline, inside of our HBA program, what advice would you give to them?

Chelsea Thiede:                Do it. It is such a must. I was someone who … I was trying it the hard way for years, and being in HBA, it really helps you clarify and get straight to your audience. It’s so streamlined. You can just go around and be part of the noise, or you can actually get to your clients and actually help them, because it is so true what we say. Your clients are out there waiting for you, wanting your help, so just … yeah. Just doing the simple framework, it’s such a game changer, and Yuri walks you through it exactly step by step, so it’s amazing.

Yuri Elkaim:                         Awesome.

Chelsea Thiede:                There’s nothing out there like it.

Yuri Elkaim:                         No, there isn’t, and that’s why we created it, but thank you. And just for context, you were doing a lot of YouTube videos and the content, and all the social media stuff before, and it was just a ton of just juggling a thousand different balls, right?

Chelsea Thiede:                Yeah, and not getting an audience, because you’re just putting stuff out there.

Yuri Elkaim:                         Yeah, totally. Awesome. Well, Chelsea, thank you so much for sharing. I’m glad we got some clarity around making a webinar even more awesome than it is, so thank you so much. Looking forward to seeing how it all pans out, and for everyone watching, hope you guys enjoyed this one.

Yuri Elkaim:                         Hey, thanks so much for joining us on this episode of the Healthpreneur Podcast. If you’ve enjoyed this episode, here’s what I’d like you to do right now. If you haven’t done so already, please subscribe to the Healthpreneur Podcast on iTunes, and while you’re there, leave us a rating or review. It helps us get in front of more people and change more lives.

And if you’re ready to start or scale your health or fitness coaching business, and want to start getting in front of more people, working with them at a higher level, without trading time for money, then I invite you to check out our free seven figure health business blueprint training. Totally free, right now, and you can do so at healthpreneurgroup.com/training.

For now, thank you so much for joining us. Continue to be great, do great, and I look forward to seeing you in the next episode.