Transcription

Hey, guys. Welcome back to the show. Another special episode today. I’m joined by Matt Schifferle, and I don’t know what we’re going to talk about, but it’s going to be good. It’s going to be good. So Matt, welcome to the show. How’s it going?

Matt Schifferle:                Hey, Yuri. Thank you so much for having me on. It’s a pleasure to be here.

Yuri Elkaim:                         Yeah. Totally. So tell our viewers and our listeners a little bit more about who you are, what it is you do, and then we’ll jump into dig in deep on a specific area you need help with.

Introducing Matt And His Unique Approach To Health And Fitness

Matt Schifferle:                Sure. So my history is I grew up in Vermont, and I’ve always been very much of an outdoorsy kind of guy when it comes to fitness. Instead of being in the gym, I’d much rather be out on a mountain somewhere. And I’ve always loved to be very active, and I like to be exercising and taking care of my health. But I’ve always been a little left of center when it comes to the classic approaches to diet and exercise. So I spent a good 10, 15 years trying to fit into that world of the classic go to the gym and stick to various diets and stuff, but I found it didn’t fit very well for me. So over the past 10 years, I’ve been coming with a different approach, which is a little bit more flexible and more principle based and used a lot of bodyweight training and a very flexible approach to eating and weight management, which I find works way better for me and it helps a lot of other folks who don’t seem to fit that classic healthy lifestyle approach.

Matt Schifferle:                So over the past 10 years or so, I’ve been basically broadcasting my ideas, writing books, making YouTube videos to share what I’ve learned and get a lot of feedback from it, and it’s created this little community I call The Red Delta Project. And it’s been growing steadily. It’s been getting some traction, but over the past I would say year or two it feels like it’s really starting to ramp up and get more clear on the approaches. And so now I’m starting to get to this point of, “All right. How do I take this sucker to the next level and really start to make my ideas more formulated, much clearer, and just something that’s a lot more practical so I can help a lot more people?”

What Matt Needs Help With In His Business

Yuri Elkaim:                         Awesome. So what’s the specific question? So what can we specifically tackle? And first, actually, can you see this on the screen?

Matt Schifferle:                Yeah, I can. That’s very helpful. Yep.

Yuri Elkaim:                         So what’s the specific question that we can tackle for the next 20 or so minutes?

Matt Schifferle:                So the biggest question I think is, “How do I get a lot of my information to be more relatable to the people who are in the classic fitness scape?” Because I feel like sometimes I make my videos or I put things out there, and because I’m a little bit left of center, I don’t know how to title it. I don’t know how to describe it in a way that would be catching the attention of the people who are typically in the classic go to the gym and stick to this diet kind of approach. And because it’s a little bit different, it’s not in the mainstream, so they may need it but they don’t know how to look for it. They don’t know they need to look for it, and I don’t know how to grab people’s attention with it.

Matt Schifferle:                So some of the stuff I have done is very classic, like, “Do this to build muscle. Do this to lose weight,” kind of thing. But at the end of the day, I feel like I’ve got great ideas. People who read it and watch my videos say, “This is great, but you don’t have enough attention.” So I’m having trouble getting more attention to my ideas and my videos despite still coming out with clear messages.

Yuri Elkaim:                         Cool. Thank you for sharing that. And why do you want more attention on your stuff?

Matt Schifferle:                Well, basically, I feel like my stuff is pretty good and it’s very helpful. And once people get into the loop of it, they’re like, “This is the best thing in the world. I just didn’t know I needed this sort of idea.” So I feel like I can help a lot of people, and people want what I have. But getting them past that first level of awareness is the thing that is holding me back a little bit because, well, if you don’t know I exist and that my ideas exist, you don’t know that these ideas are out there, that no, you don’t need to follow the classic rules of diet and exercise. You don’t have to do the things you don’t want to do when it comes to getting in shape. But because the mainstream approaches to diet and exercise are so popular, I feel like I’m just getting drowned out with that. So if I can get more attention, I can help more people.

Yuri Elkaim:                         So let’s say that you get this attention. They watch your videos, read your articles, etc. Then what? What’s the endgame? How do you benefit? How do they benefit?

Matt Schifferle:                So basically, more attention in the short term leads to just simply more of the monetization cycle going on, selling more books, just more views on YouTube, plus also just more feedback on my ideas. The more I teach, the more I learn, the more I can formulate what I’m trying to do. And not just from a monetary perspective, but I feel like the more people watch my stuff, the better I get at producing stuff that people want. Otherwise, I feel like I’m producing things that some people like, some people don’t, but I don’t have the audience to give me the feedback or the information of, “Wait. Why don’t we go in this direction? Why don’t we go in that direction?” And as a result, I feel like I’m just spinning around in circles.

Helping Matt Identify Who His Perfect Client Is

Yuri Elkaim:                         Sure. Do you have a very clear picture of who your perfect client is?

Matt Schifferle:                Yeah. I’m it, basically, 10 years ago.

Yuri Elkaim:                         Okay. Cool.

Matt Schifferle:                But perfect client is someone who is experienced in fitness to some degree. They’ve been going to the gym. They’ve been doing the diet thing. They’re not terribly new at the whole thing, but at the same time, they’re at the end of their rope with things. They’re starting to get burned out. They’re frustrated. They may have been doing it for just a few weeks, or they may have been doing it for several years, but they’re at the point where they’re looking at the classic approaches, the popular approaches to diet and exercise and thinking, “There’s got to be just a better way to do this without having to jump through all these hoops because it’s just too high maintenance. It’s too hard. It’s too stressful. There’s got to be a simpler and easier way to do that.”

Yuri Elkaim:                         Okay. Cool. And so they don’t care if you’re telling them to go swimming or horseback riding or whatever. They’re just looking for a better way than what they’ve been doing. Is that right?

Matt Schifferle:                Yeah. What they’ve got has worked okay for them,  but they’re getting frustrated with it. This is the frustrated fitness consumer.

Yuri Elkaim:                         And what’s the major pain, or why are they doing this? For instance, I work out to not just be in shape but to kick ass on the tennis court. That’s one of my big desires. So what’s the big pain or problem or desire that you’re solving for these clients?

Matt Schifferle:                So it’s a couple of things. The biggest one is just, like I said, a frustration, feeling like you’re spending all of this energy and all of this time and sometimes monetary expense, but you’re working so hard and really making sacrifices, but it’s just not getting you where you need to go.

Yuri Elkaim:                         What specifically are they working hard for? Are they looking to build muscle, lose weight, look better in their tank top, or-

Matt Schifferle:                Those are the two big ones, particularly building muscle is a big one, or when it comes to the weight loss thing, it’s weight loss but it’s also just simply struggling to stick to their habits. Someone who is always going with the yo-yo of, “I get into a groove, and then I fall off, and I go to the gym for a while, and then I don’t go for a while.” Someone who’s really here and there, lacking the consistency, and every time around they’re like, “Gosh. If I could just stick to the diet or if I could just keep going to the gym.” But then they get really burned out with it or it’s just, again, not producing the result for the amount of cost that they’re spending. They’re getting frustrated. They’re getting burned out, and they’re thinking, “There’s got to be a better way to do this.”

Yuri Elkaim:                         Sure. What is a magazine that they might be reading?

Matt Schifferle:                Probably typical fitness periodicals. Usually-

Yuri Elkaim:                         Like Men’s Health, Men’s-

Matt Schifferle:                Yeah. Men’s Health, Women’s Health kind of thing. Probably not so much magazines but more online, just doing the random basic Google searches of, “What’s the best way to build muscle? What’s the best diet?” This is the typical individual who’s always looking for the next piece of information, the next trend, the next fad to take off that stress that they’re feeling of, “I’m working so hard, but it’s just not working at all or well enough. There has to be something else out there.” So they’re constantly scouring the internet for, “What’s better out there because there has to be something better than what I’m doing right now.”

Yuri Elkaim:                         So are you helping or targeting … Is your perfect client both a man and a woman or one or the other?

Matt Schifferle:                Well, right now I have much more of a male audience, so I think that’s basically what I’ve been skewed towards. But definitely I’d like to help both genders as much as I can, women especially. I see a lot of women … It’s weird. I work with a lot of men on the internet, and I work with a lot of women in-person. And once I start to break down some of the barriers that are holding them back, it’s much more of a relief, I find, for women to be like, “Oh, so I don’t have to follow all of these rules when it comes to the diet.” “No. Let’s do it this way instead.” And it’s a great relief to see them do that.

Yuri Elkaim:                         Cool. So my advice is … because from what I’m hearing is you’re looking to … you’re building a publishing model where you’re sharing a lot of content, and part of the challenge with that, especially in 2019, is dilution, which means no one sees your stuff because Google algorithm issues, Facebook shows nothing to anyone unless you’re paying for it. YouTube, unless you’ve got a massive channel, your videos don’t get seen. So it’s a very, very challenging way or a very challenging time to grow organically especially if you’re not super focused on one category.

Yuri Elkaim:                         So I want to show you something that I think might help you out. So I just did a Google search for Men’s Health Magazine, and these are the images that pop up. And the reason I like to use this is that if you know your perfect clients are reading this magazine, then all you have to do is look at the covers to look at what they want because these magazines spend a lot of money on research and very, very expensive copywriters to come up with the right angles and hooks that are going to attract those readers. Now, again, we’re looking at a magazine, but obviously, the same applies to their website.

Matt Schifferle:                Sure.

Yuri Elkaim:                         People who are online are generally the same person as if they were to read it in a magazine. So if we look at things like just the things in bold, like Fit at Any Age, Best Body Ever, Fight Fat and Win, Get Back in Shape, Lose Your Gut, these are really, really good kindling for building your fire of content. But it’s also really important to look at this stuff to look at what people really want, and again, if there was some kind of algorithm that could show out of all the covers, which are the most common words, it’d probably be things like bigger arms, burn belly fat, get abs, build muscle, stuff like that.

Matt Schifferle:                Got it.

Monetization

Yuri Elkaim:                         Honestly, that’s no surprise to most people in our space if you’ve obviously been working with these people for any amount of time. Here’s the challenge. So you’ve got books, you’ve got videos. How do people pay you money?

Matt Schifferle:                Primarily through buying my books and just the classic YouTube AdSense kind of thing, by watching.

Yuri Elkaim:                         Okay, and so how many books do you have, and what price point are they?

Matt Schifferle:                I have four books, depending on what format you’re buying through Amazon. Kindle versions are all $10. Paperback versions are anywhere from around 16 to almost $50.

Yuri Elkaim:                         Okay, so we’ll say 10 to 50 bucks for the books. So once they buy a book, then what? That’s like, “Here’s your download. Enjoy it,” type of thing, or what happens next?

Matt Schifferle:                Yeah. I haven’t worked a lot on the backend things. It’s basically there, done, and then I can follow up with questions on emails. I post a lot of other YouTube videos and stuff like, “Hey, if you bought this book, here’s more that I can give you. Here’s bonus content. Here’s how you can get in touch with me,” kind of thing. I don’t have the best follow-up system. It’s very light at this point, and it’s something I should probably work on.

Yuri Elkaim:                         And what are those books? What are the topics of each of those four books?

Matt Schifferle:                The first one that I did was primarily just a foundational fitness philosophy book, which was how I was figuring stuff out at first. So that one I call Fitness Independence, and it’s basically getting back down to the grassroots of how does fitness work just period.

Yuri Elkaim:                         Okay. Second one?

Matt Schifferle:               The next one that I’m coming out with is all basically targeted on bodyweight-based style training with various markets. The first one is a general approach to bodyweight training to make it more effective, what I call smart bodyweight training. Then I came out with two niche books because people were asking for it, Bodyweight Training for Cycling and Bodyweight Training for Martial Arts. So those are different applications for bodyweight training for sports specific things. And I have backgrounds in those sports, so that was a bit of a personal labor of love there too.

Yuri Elkaim:                         Cool. So here’s my initial thinking from our conversation so far is you want to get more attention, obviously, so you can make more money, you can get more feedback. Ultimately with that I think there’s obviously you want to impact people’s lives probably. Typically, your perfect client is someone kind of like a Men’s Health reader, a guy who wants to put on some muscle, and the books are foundational fitness and then three bodyweight books, two of them being targeted to cycling and martial arts. Is that right?

Matt Schifferle:                Yes.

Yuri Elkaim:                         So for me, I see there’s a little bit, or maybe even more than a little bit, of disconnect because what I would love to hear from you is, “Okay, Yuri. I help guys build muscle, and I’ve got four books, and each one of those four books is on building muscle, how to build bigger arms, how to build bigger legs, how to build a bigger chest.”

Matt Schifferle:                Got it.

Yuri Elkaim:                         That is going to, number one, help you occupy a category in the market that everyone sees Matt as the guy to build muscle, for instance. You know Bret Contreras?

Matt Schifferle:                Oh yeah.

Yuri Elkaim:                         What is he known for?

Matt Schifferle:                Well, I mean, I don’t know him, but I know of him. Sure.

Yuri Elkaim:                         Yeah. What is he known for?

Matt Schifferle:                Scientific research. I see stuff out on Instagram all the time, figure models, body builders.

Yuri Elkaim:                         Well, he’s the glute guy, right?

Matt Schifferle:                Yeah, and hips. Yeah.

Yuri Elkaim:                         That’s what he does. He’s glutes, hips. That’s his thing, right? And, again, I don’t know the nature of his business, but I’m assuming he’s done fairly well. So books are fine, but at the end of the day, if those books don’t build your bank account then something needs to change. So part of it is you can get more attention, but in order to get more attention, essentially what we’re talking about here, Matt, is there’s two pieces of the puzzle. There’s traffic, and there’s conversion. So you want more traffic, which is essentially more attention.

Matt Schifferle:                Sure. Yeah. Makes sense.

Yuri Elkaim:                         But you can’t get more traffic if you don’t have conversions. And what that means is if you sell a book and let’s just say you make 20 bucks, you can only spend up to $20 to acquire a customer. But if you have a conversion funnel or a pipeline or whatever you want to call it that turns a 10 or a $20 book buyer into a thousand or $2,000 client, now you don’t have to rely on a blog post or a YouTube video. You could essentially run ads, bring clients in at a couple hundred dollars, and you could run that forever.

Yuri Elkaim:                         So the challenge here, and this is something very, very common, so obviously, you’re not the only person dealing with this, is that a lot of people want to focus on getting attention. They’re putting their content out there, but the real thing is at the end of the day, do you want to make more money?

Matt Schifferle:                Yeah.

Yuri Elkaim:                         Right. That’s the thing is like let’s focus on making money. And when I say making money, I really mean help people at a deep level. That’s the byproduct of making money. And the thing is, if you’re charging let’s say even $50 for a book, what’s happening there is that the amount of income you can earn up here on a $50 book is only because you’re skimming the surface. But what we want to do instead is we want to think of, “Well, how do we tap into all of this down here? How do we tap into … Instead of just $50, what if we can charge $2,000 to work with a client? What would have to be true to make that happen?” No one’s going to pay $2,000 for a book. But someone might pay you $2,000 to have you coach them and kick their butt to make sure they achieve the result. Wouldn’t you agree?

Matt Schifferle:                Sure.

Yuri Elkaim:                         Whether that’s in-person or online, it doesn’t matter. So my encouragement, and this is really what we do with Healthpreneur is encouraging you to really think about, again, if you enjoy coaching people to think of, “How can I bring clients in who are going to pay me a higher amount of money?” Because what that does is it gives you a lot more margin to support the publishing side of your business if you want to grow that.

Matt Schifferle:                Got it.

Yuri Elkaim:                         I mean, this is the challenge I ran into with my health and fitness business is I ran a publishing model from the time I started in 2006 trying to sell $47 eBooks, and the problem I ran into was I spent all of my time focusing on conversions … And let me just share my screen here. I spent all of my time focusing on conversions, essentially meaning I had to become a marketer because I wanted more traffic so that I could make more money.

Transitioning From A Publishing Model To A High End Coaching Model

Yuri Elkaim:                         So what I’m suggesting, let’s flip that. Let’s focus on get a handful of clients in that are going to pay you whatever, two, three thousand dollars because premium price is going to help them. It’s going to help you a lot more. You don’t need as much traffic. You don’t need to focus and fuss on the conversion side, so you don’t need to worry about pipelines and funnels on your books. People read your books. The next step for them is to book a call with you and inquire about working together as a client as opposed to an upsell.

Yuri Elkaim:                         And now what becomes exciting about that is that your books are very valuable cards on the front end. So the more those books get seen, the more your YouTube videos get seen, the more you have put your stuff out there. And now not every single reader but maybe 10% or 5% of people who watch and read your stuff are going to be like, “You know what? Matt’s … He’s got some good stuff here. I think I really resonate with his philosophy, and he’s got this coaching program. Maybe it’s a good fit.”

Yuri Elkaim:                         And that’s really where the opportunity is today in this day and age because selling info is very challenging to do profitably and at scale, unless you spend most of your time being a full-blown marketer. Does that make sense?

Matt Schifferle:                Mm-hmm (affirmative).

Creating A Category Of One

Yuri Elkaim:                         Yep. So what’s resonating with you from this so far, from our conversation so far?

Matt Schifferle:                So this is totally lining up with exactly where I envision things going over the next several months because I totally agree with you. For the past I don’t know how many years I’ve been working on my project and everything, there’s been quite a bit of disconnect. And the message hasn’t been very clear, and if someone’s like, “So what’s it about,” it’d be like, “Well, it’s … ” I didn’t have a clear answer.

Matt Schifferle:                So, what I’ve been working on over the past two months, and I’m real excited about, is having an ever so slight shift in my direction towards basically bodyweight bodybuilding.

Yuri Elkaim:                         I think that’s great.

Matt Schifferle:                It’s purely like you want to use bodyweight training. You want to get big and jacked. End of discussion. This is the best way to go about it, and I’ve been creating a new program and system on how it goes about that and basically putting not all my eggs in one basket but focusing on that as the main thing that I do. And all of the other little things that I would dabble in become part of that program but off to the side a little bit. They’re not the main thing.

Matt Schifferle:                So by focusing on that one thing, I want to go in the direction exactly what you’re suggesting of having … There will be books and everything, but there will be much more higher-quality coaching sessions, personal training. This is the thing I want to be known for.

Yuri Elkaim:                         I think that’s great.

Matt Schifferle:                … I’m the bodyweight muscle guy.

Yuri Elkaim:                         See? That’s what I’m talking about, man. That idea. So that’s a great idea. Bodyweight bodybuilding. That is a big idea, and if you build your brand around that, you create a category of one. When you create a category of one, there’s no more competition. But there’s competition to become a generalist, and that was  the mistake that I made when I started my business online was I spent 10 years building up a content platform that was based around general health and fitness content. So we did everything, weight loss, energy, intermittent fasting, this, this. It was very, very challenging to … It was like pushing a boulder up a hill.

Yuri Elkaim:                         Had I known this 14 years ago, I would have said, “I am the guy,” or in your case, “who helps guys use bodyweight to build muscle,” or the bodyweight bodybuilding idea. That’s so much easier to build, and it’s so much easier for people to get then, “Oh, you’re just another trainer.” It’s a completely different conversation, and now in their mind, you have a higher perceived value because they have clarity on what you do and how you can help them. So I think that’s great. So with respect to that, yeah, I think that’s the way to go because that just-

Matt Schifferle:                Yeah, and I’m very excited about it because it’s given me a lot of clarity, and the feedback I’ve been … because I’ve been testing out little parts of the formula out into the universe a little bit, and the feedback I’ve been getting has been just off the charts. I’ve never teased ideas like this and gotten the response I’ve got, so I’m definitely onto the right track. Now it’s just a matter of building the road and just following the path.

Yuri Elkaim:                         Yeah. So what is the launch of this look like? What is the first thing you’re going to bring to market for this particular brand?

Matt Schifferle:                Yep. So the first thing to bring to market is the official manual for my basic approach, which I’m writing right now and hope to have out within the next three to four weeks. And once that’s out then that’ll be like the cornerstone of what I do. I’m going to make some changes to the website and make this manual and the book and the approach, like what I do kind of thing. From there, I’m going to branch out and that part I haven’t quite figured out enough yet, which is why I needed to talk to you about. So how do I get this into programs? How do I get it into the sessions and things that I can actively coach and teach people on aside from just a book? Because I like writing books and stuff, but working one-on-one is really what my deal is.

Matt Schifferle:                So to have this thing established, I want to put out something into the world where I can work with people directly to really implement it and change some lives.

Yuri Elkaim:                         Yep. 100%. So the cool thing is the book becomes the coaching program.

Matt Schifferle:                Bingo.

Yuri Elkaim:                         So you don’t have to reinvent the wheel. The book becomes the coaching program. Now here’s what I would suggest to you if you want to make a little bit more money very quickly-

Yuri Elkaim:                         … is how big of an email list do you have roughly?

Matt Schifferle:                I’m ashamed to say I don’t even have an email list. It’s been on my to-do list. I’ve been just keeping up with things on social media.

Yuri Elkaim:                         Okay. So how big of a social following do you have?

Matt Schifferle:                … out there.

Yuri Elkaim:                         So Facebook or Instagram or both or … ?

Matt Schifferle:                Yeah. I’m primarily YouTube.

Matt Schifferle:                That’s where I’ve got the biggest following, a little bit of Instagram and Facebook as well. Yeah.

Simple Way For Matt To Get His First Clients Without A Website

Yuri Elkaim:                         Okay. So here’s what I recommend, and this is actually part of a new program we’re launching called First Client Formula, because a lot of times we do all this stuff to launch this thing, and there’s a much shorter, easier way to get there. So here’s what I would suggest is if you had an email list, or you could just post this on Facebook or Instagram, it would be something along the lines of, “Coaching program. I’m starting up a new coaching program where I’m going to be working with a handful of guys who want to use bodyweight to build muscle. Would you like to join me?” That’s it.

Yuri Elkaim:                         They’re going to respond, and now you have people who have raised their hand to say, “Yeah, this is interesting. Tell me more about it.” And so all you have to do is be clear on what that looks like. So, think of it as an eight-week program, let’s say, and we’re going to do this, this, and this. If you can just detail that out even in just a PDF, that’s all you need to do, you don’t need a fancy website or anything for this, so that when they say, “Send me more details,” you can send them something.

Yuri Elkaim:                         But that’s as simple as it needs to be, and I say this from personal experience because when I started doing workshops, like live in-person workshops seven years ago, that’s how we filled every single one of them. And when we did our first live event, so our big live event, Healthpreneur Live, three years ago, we had very, very little following, and it was kind of I did things backwards. Instead of building a bit of a platform first, I decided to do a big event, and we filled that event with messages like that.

Yuri Elkaim:                         And what it does is it cuts through the noise, and it starts to get back to just a personal … like a conversation with a friend. “Hey, I’m doing this thing. Who’s interested? Cool.” And then you jump into Messenger, and you further the conversation. “Cool. What’s the price? Here are the details. Yeah, it’s 1,000 bucks, 2,000 bucks,” whatever it is. Again, not everyone’s going to say yes, but it cuts to the chase because someone could read the book, and let’s say out of 100 people, 75 of them just would rather read the book because they’re not at a point to truly commit to the process. But let’s say 20% are. They’re like, “Hey, dude. I want to get in amazing shape. The book is great, but I just want you to tell me what the hell to do-

Matt Schifferle:                Got it.

Yuri Elkaim:                         … and hold me accountable to that.”

Matt Schifferle:                Yeah, and I-

Yuri Elkaim:                         But that’s what I would suggest.

Matt Schifferle:                I like that a lot because I feel like I’m dropping the ball on that because I literally have people emailing me and calling me questions like, “How do I work with you? The books are … ” Exactly what you said. “The books are great, but I want to work with you. How do we make this happen?” I’m like, “Oh, geez. I’d love to too, but I got to figure that out.”

Yuri’s Step By Step Action Plan For Matt

Yuri Elkaim:                         Honestly, it’s simple, Matt. So if you were a client of ours, here would be my marching orders for you. I would spend however much time over the next day or so to get clear on what your program looks like. It’s going to be 8 weeks, 12 weeks, whatever. Here’s the outcome that’s promised. I’m going to help you put on 10 pounds of muscle in 10 weeks, for instance, and we’re going to do that with zero weights, your body weight only. We’re going to work in a group of, let’s say, 10 guys, whatever, however many people you want. And every week, you’re going to have a new workout. We’re going to have a check-in call, whatever the deliverables might look like. You’re just going to detail all that out so you are super clear about what your program entails.

Yuri Elkaim:                         And then when people start asking you about, “Yeah, how do I work with you? How do I do all this stuff?” “Cool. Let’s first figure out if you’re a good match to work with us, and then if so, here are the details.” And that’s all I would do. And you’ll be surprised. It’s so simple.

Matt Schifferle:                Yeah, well.

Yuri Elkaim:                         You have an existing audience, and I guarantee you there’s going to be a small percentage of people in there who are like, “Finally. Thank God. Okay, let’s do this.” And that’s where I’d start. That’s what I would do.

Matt Schifferle:                All right. I will get right on that pronto, Yuri. I’m going to start making that up because I envision this whole thing as just expanding and going into the directions that it needs to go into because I feel like I’m so under-serving people, which is so frustrating for me because I feel like I can’t give people exactly what they want, but at the same time, I’m not capitalizing on it to bring myself where I need to be. But this is the first step. This is where I need to go.

Yuri Elkaim:                         Yeah, 100%. And I’ll tell you … So my health and fitness business was all about building a content platform for 10-plus years. Our blog gets a million visitors a month now. We have 279,000 subscribers on YouTube. But I don’t recommend that for most people because it took so long to get there and a huge amount of money. Healthpreneur, because I had the wisdom of having built a very successful business already, I said, “I’m not going to do any of that. What I’m going to do is I’m going to work with people at a very high level, charge a premium price, transform their life and their business. And with that margin and free time, now I’m going to start to build a platform on the back end of that.”

Yuri Elkaim:                         And so only then did I start getting back into social media. But initially, it was just like, “Let’s get clients. Let’s make money. Let’s help those clients.” And now that we’ve built a team around me that I don’t have to do all the coaching myself, now I get to do stuff like this. I get to have conversations and do podcasts like this and videos. I don’t care if this stuff gets seen or not because my business doesn’t depend on it. It’s a bonus if obviously it gets more visibility, but it’s the complete opposite of what most people are doing.

Yuri Elkaim:                         Most people, as we talked about, are building their platform first and then try and monetize it, but it’s very challenging to do that. So my suggestion, as I mentioned, is get the clients in at a premium price, blow them away, help them get amazing results. You’ll get more social proof. That feeds back into what you’re doing online socially. That’s going to further the desire for people to want to work with you, to buy your stuff, and all of that extra money you now have gives you freedom of time, mental capacity, etc., and now you can write the books. You can do the things that maybe you love to do that you want to really build a legacy around that don’t necessarily require like, “Oh my God. I don’t have to sell the books to make money,” type of thing. So you can build your platform on the backend because you’re serving people on the front end. Does that make sense?

Matt Schifferle:                That makes total sense. Makes total sense. Yeah. Love it.

Yuri Elkaim:                         Cool. Awesome. Wicked, man. Well, I hope this has been helpful for you, and-

Matt Schifferle:                It’s been super helpful. It gives me a little more clarity on what I’m already doing and what I’m trying to do, and it just gives me that extra push to be like, “Yep, you’re going in the right direction. Now here’s a way you refine it and clarify and game on. Off to the races.”

Yuri Elkaim:                        Wicked, man. Well, keep us posted with how it all goes. And obviously, if you need any help, let me know.

Yuri Elkaim:                         Thanks again for being on the show, for bringing this up, for allowing us to dig in and pull out some good nuggets. And for you guys watching or listening, hopefully you have found this valuable as well. If you want to join us in the Facebook group to continue the conversation, just go to healthpreneurgroup.com/tribe, and I look forward to seeing you in there. Thanks again, Matt.

Matt Schifferle:                Thanks again, Yuri. Appreciate it.

Transcription

Hey guys, welcome back to the show. Yuri with you. Super excited to have another special guest on today’s show. Her name is Megan Mill, and again as always, we’re going to go deep into what Megan needs help with most in her business right now. So Megan, welcome to the podcast and can you tell our listeners and viewers a bit more about who you are and we’ll take it from there.

Introducing Megan And The Market She Is Looking To Serve

Megan Mill:                        Hello, I’m Megan. Online, I go by Dr Megan. I am the prednisone pharmacist. So I’m not your typical person on this show because I’m a pharmacist. I’m not sure if anyone else has ever been a pharmacist on here before, but I recently launched my business, helping people struggling with side effects from prednisone and I’m hoping to find the perfect client and find the best way to help those people.

Yuri Elkaim:                         Awesome. All right, so over the next 20, 25 minutes or so, we want to kind of narrow in and dial in on that perfect client. Would that be, would that make the most sense for you?

Megan Mill:                        Yes.

Yuri Elkaim:                         Yep? Okay, cool. So just want to make sure that you can see this blank screen thingamajig on your screen there. Can you see that?

Megan Mill:                        Yeah, I can see that.

Yuri Elkaim:                         Okay, perfect. So I’m just going to draw some stuff out and we’ll map this out. Okay, so prednisone is… I only know prednisone from my dogs having to use it a couple of years ago from back surgery. So for all of our listeners and viewers, it’s a type of corticosteroid that reduces inflammation. Is that right or?

Megan Mill:                        Yes, exactly. It is used for lots of different health conditions and it is a miracle, but it’s also miserable for people to take it because it has so many side effects.

Yuri Elkaim:                         Okay, cool. So when we look at your perfect client… So as you probably know and all of our viewers and listeners know, it’s really like the most important first starting point for any business is to narrow down on a single target market, right? So if we look at the entire world as being this big circle, we want to narrow down right into the middle there because when you do that, you obviously speak to them in a much more specific fashion. They feel understood and heard and that improves the whole process from here on forth. So who would be using prednisone? Just give me some examples of people that might be on prednisone.

Identifying Who Your Target Audience Is

Megan Mill:                        So a lot of people are taking prednisone for rheumatoid arthritis. That’s one of the main conditions and then pretty much any other inflammatory condition, reactive condition transplants, what’s amazing about prednisone is how many things it can help, but that’s also the hardest part about me finding my perfect client is because I don’t know how to reach them all through marketing or through messaging or advertising. That’s my hardest thing.

Yuri Elkaim:                         So it could be rheumatoid arthritis. It could be colitis even. It could be anything that has inflammation involved in that. So someone’s on prednisone and let’s just use rheumatoid arthritis as an example. So if someone’s who has rheumatoid arthritis, they’ve been prescribed prednisone from the doctor, are they, and not every one of them, but probably a good majority of them are probably thinking to themselves what? Like, “I don’t want to be on this medication or there’s got to be a safer, more natural way?” or what is the conversation happening in their minds?

Megan Mill:                        Yeah, I think pretty much everyone on prednisone wishes they didn’t have to be on it. It’s just a really great band aid to get you through your pain, through your immediate concern of what could be killing you, but it’s miserable to be taking it.

Yuri Elkaim:                         All right, so let’s do this. So it’s really important when we look at, there’s three components to conversions, marketing, however you want to think of it. I’ve talked about this numerous times on the show. So I’m just going to really quickly recap. I call this the triad of influence. Number one is the market, second is message and third is magic which is essentially your offer. So here we’re really going to be spending our time talking about the market, right? Because the market and you can’t craft a message unless you know who you’re speaking to. So just to bit of context for everyone and for yourself.

Yuri Elkaim:                         So if we look at, so part of the market when you look at it, there’s three activators under market. One of them is a single target market who knows that they have a major pain or problem. So they have to be aware of that, right? So persons aware that they have rheumatoid arthritis in this example and they understand that. Now what are the frustrations? So frustrations are things that people are experiencing now, the things that keep them up at night, the things that they’re top of mind worried about. What are those frustrations? Let’s list three of them.

Identifying The Pain Points of Your Target Market

Megan Mill:                        So first is, you mentioned keeping you up at night. This drug definitely causes insomnia for a lot of people. That’s the number one tweeted side effect.

Yuri Elkaim:                         Okay, what else?

Megan Mill:                        Weight gain. Prednisone is probably one of the top drugs that makes you gain weight.

Yuri Elkaim:                         And let’s do one more.

Megan Mill:                        And it changes your personality. It interferes with your ability to say no in your brain. That spot where you can say, “Oh, I won’t eat that cookie because I don’t want to gain weight.” It’s interfering with their ability to, like their executive functioning.

Yuri Elkaim:                         So frustration is something that’s currently happening. If those frustrations continue, they turn into fears, right? And fears are kind of the culmination of those frustrations over time. So what are those frustrating, if we look at one or two fears that let’s say two, three, four, five years down the road could become a reality as a result of these frustrations, what might those be?

Megan Mill:                        Let’s see. So obviously I could’ve started with the frustrations is the hunger cravings and then the fears would be excessive weight gain and not being able to lose it because not only is the drug making you gain weight, but with your health condition, you’re struggling to be able to exercise or have the energy to cook healthfully.

Yuri Elkaim:                         Sure, and so excessive weight gain, what does that mean for these people? What’s the problem or fear around that?

Megan Mill:                        The social implications or it worsening their condition because if you’re having joint problems and you have more weight than that is more pain. So that and then this drug is also the number one cause of osteoporosis and so that wasn’t on the frustrations because you can’t feel it. You can’t feel the bone loss. It just happens and suddenly you’re going to break your bones and shrink your spine and be shorter and pain, all that.

Yuri Elkaim:                         That’s always good, right? Get it all.

Megan Mill:                        Yeah.

Yuri Elkaim:                         So it’s almost like birth control, right? Not birth control, I was thinking of, oh my goodness, hormone replacement therapy, HRT, right? So for some women, obviously it might be beneficial, but if they’ve got a history of breast cancer issues in the family, then it becomes and obviously it’s related to preventing osteoporosis or whatever. So there’s all sorts of things tied in with this stuff. So what we’re essentially doing here is we’re mapping out of the profile of this avatar. Now I want to just kind of take a step back for a second because this really the single, singling out a single target market comes down to really a couple of simple questions.

Three Key Questions To Ask About Your Target Market

Yuri Elkaim:                         Number one is do they have a major pain or problem? The answer to this obviously is yes in this case, right? Number two is are they aware of it? Number three, who can you help to the greatest degree? So if you like, let’s say I were to say to you, “Megan, if I give you 10 clients, a 100 clients, however many clients with this condition, if you cannot give them a breakthrough transformation, you will be beheaded.” So with that kind of thinking, who would be the best client for you to work with? What condition or does it matter?

Megan Mill:                        I think it does matter because some conditions they’re stuck in bed. They can’t do anything. So their ability to act on any of my advice is limited. So it would have to be somebody with a less impairing condition, but I mean it’s obviously bad enough where they have to take this drug. So I guess that really does help me clarify. I want the healthiest sick people.

Yuri Elkaim:                         And it’s a catch 22 because wherever there’s pain and urgency and there’s usually going to be higher conversion, so a higher degree of action. If someone has a bruise, no big deal. If they have a broken leg, we’re taking action on that right away, right? So, but it’s also as you mentioned, it’s important to think about this person needs to be in a certain degree of pain or have a problem that’s serious enough for them to act on, but they also have to have the wherewithal to act on it and not everyone will, right? So with that said, so if we looked at like fibromyalgia, would that be another category of people?

Megan Mill:                        They don’t usually get desperate enough to go on prednisone. I don’t even know if it would help necessarily fibromyalgia, but that’s the right strategy. I think people who have something really limiting but isn’t keeping them in bed.

Yuri Elkaim:                         So rheumatoid arthritis.

Megan Mill:                        Asthma, COPD, those breathing problems and then lots of kidney problems. So they’re not dying in bed, but their kidneys are going to fail if they don’t take this.

Yuri Elkaim:                         Well I’ve got asthma. I actually just went to my doctor yesterday to get a renewal on my prescription because during the summer, especially now, there’s more construction on our area. I’ve noticed that my asthma is a little bit worse than it used to be. I don’t really use my puffer that much, but just as a nice to have, but it’s funny because I asked my doctor, I’m like, “Other than a puffer, what other natural means are there to improve lung function?” and she’s like, “Honestly, other than avoiding smoking stuff, there’s not much you can do.” Thankfully I was never on prednisone, but if I were I would definitely be seeking it.

Yuri Elkaim:                         Even if I’m on a Ventolin, I’m already thinking about like “What can I do to not have to be on that?” So avoiding irritants and so forth. Anyways, so the key here is really you could be working with any of these people, right? RA, asthma, COPD, colitis and honestly what it comes down to is just choosing one, right? That’s as simple as it needs to be. If you know you can help them, that’s very important and then second is who obviously can you get the best result for? Who Will you enjoy working with? And then it’s just a matter of choosing a line. So a really simple way of doing this, so if we took rheumatoid arthritis… Well let me ask you. Out of, off the top of your head, if we were to say, so let’s just kind of use three categories, so three possible clients. Which would be the conditions? And then I’ll just show you how to choose them.

Megan Mill:                        So rheumatoid arthritis obviously would be a good choice and then the reason, so I never made this clarification, reason I care so much about this is not just because I’m a pharmacist. It’s also because I had to take it and it was awful and so I had to take it for a bleeding disorder called ITP. So I think that would be the next one for me.

Yuri Elkaim:                         That’s a breathing disorder you said?

Megan Mill:                        A bleeding as in blood. Then probably, after this it’s really hard to choose because there’s so many.

Megan Mill:                        Lupus, lupus.

Yuri Elkaim:                         Lupus?

Megan Mill:                        Mm-hm.

Yuri Elkaim:                         So let’s start with this. So people, how many people prevalence wise have ITP? Is it fairly common or?

Megan Mill:                        It’s pretty rare. It’s like one in 10,000.

Yuri Elkaim:                         And if someone has it, they’re aware that they have it?

Megan Mill:                        Yeah.

Yuri Elkaim:                         So Lupus, is it more common, less common?

Megan Mill:                        I’m actually not sure of the prevalence of Lupus, but I would assume it’s more common than ITP.

Yuri Elkaim:                         And then rheumatoid arthritis probably is more common than both.

Megan Mill:                        The most common.

How To Find Your Audience On Facebook

Yuri Elkaim:                         So part of this is, no matter who you want to serve, you can certainly find them, right? So part of the thinking here is that if you want it to and we strongly recommend using Facebook because Facebook has a billion users and I promise you a few of them will have any of these conditions. So the opportunity is, let’s say Facebook has a billion people on the platform. You’re going to put a message in front of a general population and you’re going to have to somehow have them raise their hand like, “Yes, I have this condition,” and that becomes a little bit tricky in terms of have you run Facebook ads before, Megan?

Megan Mill:                        Yeah, I started a page about in February and I’ve been running just my organic stuff. I boost it and so that’s mostly my experience. So I haven’t created things just to be an ad necessarily.

Yuri Elkaim:                         Cool. So I mean the good news is you could, so we have clients who target RA, right? So they work with rheumatoid arthritis patients and you would for instance say “I’m going to send out a…” Is it typically men or women that have RA or is it pretty much doesn’t matter?

Megan Mill:                        Almost all of these conditions are prevalently women.

Yuri Elkaim:                         So what you would do in this case is you would say, “I’m going to target,” let’s just use the example of RA, “I’m going to set up an ad with a very specific message that talks very specifically about rheumatoid arthritis.” It’s going to be shown to women between what, like 40 and 65 maybe? Is that typically the age? So women in the US or Canada, 40 to 65 who have, well we can’t, we don’t know. They’re not going to say, Facebook doesn’t have the data on rheumatoid arthritis. Right? So that’s where you have to be, you have to know how to do things properly here because you’re putting a message in front of women generally 40 to 65 and then you’re using the message to get them to raise their hands.

Megan Mill:                        Okay, so there’s not a great way within Facebook to limit it to just people with RA, but-

Yuri Elkaim:                         Because there’s no pages, if you think of people with rheumatoid arthritis, what are they going to like? What are they going to be interested in, right? What types of authorities might they be following? What brands are they frequenting? What types of products are they consuming? There’s ways of finding those audiences, but it’s not like if we’re, for our ads, our ads will say, “Show this ad to people who have chiropractic as a job title,” as an example, but Facebook doesn’t say, “There are 1000 people who are interested in rheumatoid arthritis.” There’s no pages unless there’s an association. There’s the American Diabetes Association. People who have diabetes are more likely to possibly like that page. So there might be something like that for Lupus or RA, et cetera. So those are some of the ways you can find these people on Facebook.

Yuri Elkaim:                         But the key is the only way to find those people is again, narrowing down your message to such a point where the persons who went through their newsfeed and they’re like, “Wow that’s, how does this person know? That’s exactly what she just said there. That is exactly what I’m experiencing.” Right? And now they have a message that’s put in front of them that speaks to them. It’s very empathetic in the sense that they feel understood and now that’s how you get them to kind of come into your world and take the next step with you. So the reason we look at these possibilities here is, could you find people with ITP? 100%. Could you find people with Lupus? 100%. Could you find people with RA or colitis or anything else? 100%. Do we know what that’s going to cost you to acquire a lead or a client? We don’t know until you actually start writing this stuff.

Yuri Elkaim:                         So I think anytime you have a personal story related to a condition, that’s helpful, right? If you’ve gone through ITP, there’s obviously a very strong bond there or connection and I think it’s all obviously a lot easier to share a story around. Even if you don’t have RA, you can talk about how you maybe have had clients who you’ve helped with that or how you had ITP, which is very similar to other conditions. So really what it comes down to is you just say, “Okay, you’re ready.” Put a red on one of these three. If I were to say, “Okay, we’re going to just nix out one of these three. Based on just what we’ve talked about so far, which one would you say let’s just get rid of?”

Megan Mill:                        Well, with prednisone, people might be on it a long time or they might be on it on a short time. Like people with asthma, it’s usually four to six weeks or something and then they’re done and so that’s more likely with ITP, that it’s a short term thing and so they might not be, I might not catch them in time to really make an impact.

Yuri Elkaim:                         So we’ll put a red on ITP?

Megan Mill:                        Mm-hm.

Yuri Elkaim:                         So between Lupus and RA, is there any kind of emotional charge that you feel more pulled towards?

Megan Mill:                        I think I’m more pulled towards RA. I’ve got family members with it, so that means more to me.

Getting That Perfect Client Dialed In

Yuri Elkaim:                         So that’s it. That’s, I mean worst case scenario, here’s what you do. You take out the one that you know is not going to make sense and you flip a coin with the other two, right? Assuming everything else is equal, you can help them, you can find them, et cetera and that’s just like, it’s as simple as that. It’s like you say, “I am going to be the person, the expert who helps people with RA get off prednisone so that they can achieve a healthier outcome without the side effects, et cetera.” How does that feel to you?

Megan Mill:                        That feels empowering. I feel like I, I know I was floundering. How do I target everyone and I don’t need to target everyone. I can just target one person.

Yuri Elkaim:                         Exactly and I can promise you, you could build a multiple million dollar coaching business just with rheumatoid arthritis and you’ll actually have a better chance of doing it so then if you try to be everyone, like everything to everyone, right? Now the other way you could do this and I’m not going to suggest that you do this, but sometimes depending on the size of the market, you could say, “I am like the pred-” kind of your introduction. You help people who are on prednisone get off of prednisone. So the target market could be the fact that anyone who’s on this medication could be the target market. What we’re doing here is we’re going one level deeper. We’re saying if you have rheumatoid arthritis and you’re on this medication or likely on this medication, which I think is going to be more powerful because now you’re speaking not just to the fact that they’re on the medication, but they’re also, you’re specific to the condition, right?

Yuri Elkaim:                         So the beautiful thing about this is that you can very quickly become the mayor of this town. You can be the dominant player or authority for people with rheumatoid arthritis who are on prednisone, right? And then if you wanted eventually down the road, you can always go one step up. So what happens, what I’ve noticed a lot in the coaching space, in the business coaching space is there are people who I’ll just talk with the health and wellness space, they start off as a health and wellness business coach and then they find it easier for some reason to help just, they’re like, “You know what? I’m tired of serving health and wellness people because of X, Y, and Z. I know that my stuff can also help other businesses.” So they move from just helping health and wellness now to anyone with a business and ideally business coaches, because in their mind they think that maybe they have more money or they can get more ROI.

Yuri Elkaim:                         So they move from being very specific to a level higher where there’s more of an audience and I don’t always think that’s the best, but I think in your case the long play would actually make sense as you start off as RA prednisone, you become the authority in that space and if you ever wanted to scale beyond that, it becomes the next logical step to become the prednisone expert, not just in RA now but also in Lupus, also in colitis, also in this other stuff because people know you as the person who just helps people on prednisone, but that’s more of a long-term plan. Does that make sense?

Megan Mill:                        Yeah, that makes a lot of sense. Master to the art of the RA part of it and then expand.

Yuri Elkaim:                         Yep, exactly. It’s like think of if you’re drilling for oil, you would start off with one oil well. You get that going, right? It’s chugging oil. It’s doing its thing. You have it working, systemize, everything’s great. You know like, “You know what? Now I want to serve a slightly different market, but related.” Now you have that all systemized, it’s doing its thing. You can stay there or you can open up another oil well and start drilling there as well, but it’s important that you have that foundation initially in that one target market and then it becomes easier to expand over time.

Megan Mill:                        That makes sense.

Yuri Elkaim:                         Is that helpful?

Megan Mill:                        Mm-hm.

Megan’s A-Ha’s And Biggest Takeaway

Yuri Elkaim:                         So what have you found most useful from our discussion here?

Megan Mill:                        I definitely found the clarity has been the most important thing. Just really ruling things out. That it’s okay to cut out. I mean, prednisone can be used for over a hundred different conditions and it’s okay that I’m not talking to the 99. I am talking to the one.

Yuri Elkaim:                         Totally, and that’s one of the biggest challenges that people in our space have is that we want to help everyone, right? Because you probably can help a lot of different people, but it doesn’t mean you should and that’s one of the biggest messages I want all of our listeners and viewers to remember is that as a health or fitness wellness expert, just because you have amazing protocols that can help a lot of different people, it doesn’t mean you should and it becomes very challenging to marketing your business, especially online if you’re the generalist and it’s very, very challenging to do so. So go specific. The riches are in the niches as they say. So Megan, what is going to be your first action step based on our conversation here?

Megan Mill:                        I think I’m going to… I’ve already got a lot of training as far as rheumatoid arthritis goes, but I think I’m going to jump into the rheumatoid arthritis support groups and just get to know them. Just find out really who they are and what their needs are so that I understand prednisone, but I’ve never had RA. So how does that feel?

Yuri Elkaim:                         That’s a really good move and honestly your marketing, everything in your marketing comes down to these four boxes: wants, aspirations, frustrations and fears. If you see the conversations happening and you understand these people and you say, “Okay, well this is a frustration these people are dealing with,” that becomes the foundation of your marketing. Everything becomes so much easier when you can communicate. “Listen, I understand what it’s like to not be able to sleep anymore, what that does to you and it compromises your ability to work or function,” or whatever those things are. Just take notes of those wants and aspers. So wants are things. So a frustration is basically the flip of a want.

Yuri Elkaim:                         So if they’re dealing with insomnia or weight gain, what is the thing that they want now as they’re dealing with that frustration? So they want to sleep better for instance, right? That’d be a want. That would be the opposite of insomnia and when you, this is really the starting place. So once you’ve identified your perfect client or your single target market, this is the foundation of everything else you do. Because nothing, you should not, I don’t think any business has the right to put anything out there until they deeply understand these four boxes, but when you do you understand them, you’ll have people saying to themselves, “Megan is in my head. She knows exactly what I’m going through,” and when that happens, you basically create a category of one and you have nothing to worry about.

Yuri Elkaim:                         So I think that’s awesome. Cool. So I would just troll the groups, see what’s going on, see what people are saying, and just start to fill in the wants, aspirations, frustrations, and fears and then everything from the messaging standpoint down here starts to come into play with a lot of that kindling for your marketing fire. So was that good?

Megan Mill:                        That was very helpful.

Yuri Elkaim:                         Awesome, awesome. Well, Megan, thanks so much for your time. This is always a lot of fun for me because I really have no idea what’s going to happen, but it’s always fun to give you more clarity and direction to move forward out of this. If you guys are watching, listening to this, if you’ve enjoyed this episode, remember to subscribe to the podcast over on iTunes and thanks so much for tuning in. We’ll see you guys in the next episode.

Transcription

What’s going on, gang? Yuri, here. Welcome back to another special episode. If you’re watching this inside the Facebook Group, welcome. Let me know where you’re joining in from. Just hit me up in the comments below. If you’re listening to this on iTunes, our audio podcast, or watching this on YouTube, welcome as well.

Does This Sound Like You?

In this episode, I’m going to share with you how to get your first clients, and specifically if you’re in a position where you have more time than you have money. So just a real quick overview of why this is important. You have a coaching “business.” Business in quotes, right? So you’re an expert. Maybe you’ve just started your business, maybe you’re in a position where you don’t have a ton of money to invest in your business or buy ads, buy traffic, et cetera, and you still want an effective way to get clients.

And this is one of the most common challenges that people in our community keep coming to us with, is like, “Listen, I’d love to work with you, but I’m just not in a position to do the full thing right now. Is there anything else that you have that can help you get started?” So we kind of do and it’s coming out at the beginning of July. I’ll tell you more about that in a second. But first and foremost, I want to give you a bit of a perspective or a paradigm shift to think about.

The Only Two Ways You Can Build Your Business

So you have two options. When you’re building your business, you have two ways to build your business. You can use money and you can use time. Those are the only two ways you can move anything forward. Ultimately, as an entrepreneur, you want to be leveraging other people and in terms of their time, but also you want me to leveraging money. You want to be using your money to invest in your business to help it accelerate and scale.

I appreciate that not everyone’s there to begin with. Listen, when I started my business in 2006 I had zero dollars. I had nothing. I invested whatever I had into my business. Maybe it was $2,000. I don’t even know. The thing is I only had one option for those first couple of years, which was to use my time and my effort to build a business. Now, if I had access to a program like HBA, our Health Business Accelerator, back in the day, I probably, hopefully, knowing what I know now would’ve joined that program because it’s amazing. It’s like putting gasoline on a fire to get your results so much faster because what HBA does is, it helps you leverage capital instead of your time.

A lot of people we work with in HBA don’t want to spend a lot of their time manually trying to get clients, so HBA helps you build a system that does that for you. But we understand that not everyone is in the position to be able to work with us in that capacity or deploy that kind of system, which relies on Facebook Ads, which means spending some money, et cetera. So if you’re in the position where you want to get clients, you want to start making money, but you have more time than you do money than what I’m about to share with you will make a lot of sense.

If you don’t have a lot of time and you don’t have a lot of money, then I’m not too sure what else to tell you because it’s got to be one or the other. You have to carve out the time to build your dream, even if it’s one or two hours a day, you have to take the time now. you have to start building your fortune on a part-time basis so that eventually what you’re doing full-time becomes irrelevant.

Number One Thing You Need To Think About Out Of The Gate

So number one thing that you need to think about when you are starting to get clients is number one, obviously, you have to identify who you want to help, right? You can just help everyone even though you can, it doesn’t mean you should. I’ve created a number of different trainings and videos on narrowing your niche down.

So let’s say that you’ve identified that you can help a specific group of people who have a very specific problem. That’s the first place you have to start.  Because everything I’m about to share with you makes no sense at all if you can’t zero in your messaging to help a very specific group of people.

So once you’ve identified that, then it’s about, “Okay, well, I know who I want to serve. I know what the problem is that I’m solving. I have a rough idea of how I’m going to coach clients to their outcome. So how do I get them? How do I go about getting them?” Well, here’s the thing is I believe the best way to get clients is to pay for them, which means that you run Facebook Ads and pretty much all of our clients come from that, which is amazing. But again, as I said before, not everyone’s in that position. So what do you do instead? Well, you have to understand that if that is the case if you are in the position where you cannot invest in stuff like that, you have to understand that you need to work with what you have. And what you have right now might be a bit of a following. It might be a group of previous clients or friends and family or whatever. And you have time because you have to use time if you don’t have money, otherwise, you can’t build your business.

How Dan Made $12K In His First Week

Let me share a story with you. One of our clients who’s now on our mastermind, Dan, when he first started with me, he actually joined our HBA program. And we helped him build his perfect client pipeline. But one of the first things that he did in the first week was what I’m about to suggest to you. He’s building his pipeline, so that’s kind of working on the background, and in the meantime, we give all our clients in our HBA program a really amazing messaging script called Start of the Conversational Close.

Dan has a bit of a following and he deploys this. He’s got a couple thousand people on his email list. He’s got people that follow him on Facebook, obviously, and he deploys this and the first week he enrolled six clients at $2,000 a piece, made $12,000 in his first week even before his pipeline was deployed, even before he was spending money on ads. And that is what I want to share with you here is that what Dan did in that first week is exactly what you must do from day one if you want to get clients the manual way.

But here’s the challenge.  You’ve probably heard a lot of people talk about posting in Facebook Groups, troll the Facebook Groups, post tons of content online, build a blog, create YouTube videos, all that kind of stuff and listen you can do that. But the challenge with that is you’re playing against algorithms. I don’t recommend building content the way that I built content for my blog, which is very organic, SEO-driven. I actually recommend that all of the content that you create is socially driven. And what that means is that if you have more time than money right now you have to play on social and that means you need to have some type of schedule that is consistent on either Facebook or Instagram or both in a way that adds value to people and that is going to start to engage them in a conversation with you.

First Client Formula

When I started Healthpreneur, one of the things that I did kind of backwards was I didn’t really build an audience before we put on our first big event. And so that’s kind of challenging when you want to fill an event with 150 people and you have zero audience, and the event is 2,000 a pop. It’s a bit of a challenge. And so what I did was I said to myself, “All right, dude, you don’t have a big following, but you need about 150 people at this event. So what are you going to do?” And what I did is exactly what you’ll get access to in our new program called First Client Formula. Inside that program, the nature of that program is to help you get your first dozen or more coaching clients without spending a dime on ads, SEO, complicated tech, or even needing a signature program.

It’s as bare bones as it can possibly get to help you build relationships, provide value, and have conversations that lead to enrollments. And I’m going to walk you through everything you need to do. I’m going to show you the blueprints. I’m going to walk you through the frameworks. You’re going to get templates, scripts, the whole thing. What we used in our business to fill our first Healthpreneur live event from zero people to, I believe we had about 90-people at our first event, and those 90-people all enrolled based on the process I’m going to be teaching you in First Client Formula. It’s the same process that Dan used in the Conversational Close in his first week to make $12,000 in five days.

So if you have any degree of people that follow you on Facebook, like friends or you have a Facebook page with some likes and followers or you have any number of followers on Instagram, LinkedIn, Twitter, YouTube, you name it, this program is going to help you.

If you have any degree of an email list, a 100 people, a 1,000 people, however many, this program is going to help you really identify the select group of people in those small communities, your email lists, social, et cetera, that you can tap into to really get a conversation going with them to see if they’d be a good fit to work with you. So at the end of the day, this is going to help you stop chasing clients and allow you to pick and choose who you want to work with, instead of having to chase people down forever. It’s going to allow you to turn your phone or your computer into a cash machine where you are putting out intelligent content in a way that is not time-consuming, but adds value to people’s lives and starts to engage with them in a degree of dialogue that’s going to lead to an enrollment, not in all cases, but in a good percentage of them.

It’s going to help you build a foundation so that you can become a superstar in your niche. And that over time continues to build and build and build your authority so that people start to knock on your door to want to work with you instead of again, you chasing people around. And I think also really importantly, it’s going to show other people that you finally made it. If you’ve had a lot of naysayers in your life, people telling you like, “You can’t do this,” or, “This didn’t work out,” whatever then I think this will really, really help you kind of silence those naysayers.

So First Client Formula is going to give you the no-nonsense bare-bones approach, the manual efforting way without again, burning yourself out of the process. It’s a very intelligent system. It just requires you to do some work instead of allowing systems in Facebook, for instance, to do the work to get your first dozen or so clients without spending any money on your business.

You don’t even need a website. You don’t need any funnels. You need none of that stuff. You just have to be able to have people to get in front of and I’ll show you exactly what to do. This is the same process Dan used to get his first clients, $12,000 in the first week. It’s the same process we used to fill Healthpreneur live, 90-people paying about $2,000 each. Our first event when we had zero following, and it’s how I filled all of my workshops when I first started doing them seven years ago. So you’re going to be getting  years of in-the-trenches proven strategies that you can do  immediately to start getting your first couple of clients. And we still do this in our business to some degree, but the reason we’re putting this out now to our community is because we’ve just heard from so many of you that you don’t have a ton of money to invest in your business, but you still want a way to get clients. And so this is exactly why we developed it and we’ve developed it specifically for you if that’s the situation you’re in.

So here’s what to do next, around this video if you’re watching this, there’s a link, click on that link. It’ll take you over to our pre-sale page and I’ll just show you on the screen what this looks like. There we go. So you’ll see this page. It says, “Opening Monday, July 1st, First Client Formula.” What you’re going to do if you are interested in this, and you’re interested in really getting your feet wet, getting those first couple of clients coming in the door. Honestly, even if you have clients but they’re not consistent and you just need a better way of bringing clients into your business, this is going to be a game changer for you. So if you’re interested in saving 51% off the general public price, this is a great opportunity. This is only going to be offered to the first 100 people. So if you go to this page, and if you’re listening to this on the podcast, it’s going to be healthpreneurgroup.com/F as in First, C as in Client, f as in Formula. So healthpreneurgroup.com/fcf and you’ll end up on this page.

Once you’re there, click on the button that says, “Count me in,” and we’ll just ask you for your name, email, and phone number so we can let you know, before anyone else, that this is live and that you will get access if you’re one of the first 100 people to take action to a 51% discount off the regular price of this program when it goes live to the public a couple of days after July 1st, so that’s the news. That’s what I want to share with you and this is something that I think will make a big difference for a lot of people watching this and a lot of people listening to this because we know that this is a really, really great way of generating clients.

It’s not something I would recommend you do for the rest of your life. This is something you could delegate to someone else on your team eventually as you build up more systems and automation in your business. But for getting started and for generating a good amount of income, even if it’s five to six, seven, $10,000 a month, this can help you do that, so that’s the news. Really excited to share this with you guys. Again, it’s going to be going live Monday, July 1st. If you want in, the first 100 people will be getting a 51% discount off the regular price. Go to healthpreneurgroup.com/fcf and that’s the deal.

All right guys, so if you have any questions, let me know in the comments below for watching us inside the group. If you’re listening to this on the podcast you know where to go. Monday, July 1st, first 100 people will be getting this discount and this is going to be great. They seem to be big for you. It’s going to be big for your business and stay tuned for more details. Be sure to jump on the list and I’ll talk to you guys soon.

Transcription

Hey, guys. We are back. And in today’s episode of the podcast, well, guess what, we’re continuing our conversation about the client activator scorecard. If you don’t have your copy yet, once again, you’re missing out on this amazing two page tool that is going to really provide a great diagnostic of your marketing and help you understand maybe why you’re not getting the conversions you want in the sense of new leads and clients coming through and what you can do to improve things starting today. You can get it for free over at healthpreneurgroup.com/scorecard.

Today’s topic: The third activator

The last two episodes, we talked about the first two activators. Today, we’re talking with the third activator, which falls within the first of the three pillars, the three M’s, market message, magic. This is the third activator underneath the market pillar, okay? The message, market, and magic, I call those the triad of influence because once you get all of this dialed in properly, you’re able to influence people in a way that is, it’s almost magical to be honest. It’s almost like you’re hypnotizing people without hypnotizing them, so it’s a pretty cool thing. Obviously, we’re doing this for good, not for evil, so it’s all good.

The Proctor & Gamble example and being the best

So anyways, today I want to share a really interesting story with you that’ll lead into this third activator, and it’s about $23 billion brands. Check this out. Procter & Gamble, who you probably know is a huge conglomerate, did you know that as of this recording, they have $23 billion brands? That’s pretty significant. Toilet paper, laundry detergents, paper towels, you name it, 23 individual billion dollar brands.

So why am I sharing this with you? Well, I’m sharing this with you because we’ve talked about narrowing things down to a single target market, right? And if you look at Procter & Gamble as a company, their market is kind of anybody. It’s really any human with a household, but each of their product categories occupies a single target market.

But here’s the thing is that they set out to dominate any market they go into. There’s a book that was written with them, with kind of with their stories called Playing to Win. And it illustrates how Procter & Gamble does not enter into a market unless it plans to dominate. And that is our third activator right here, is don’t play in a market that you have no intention of being the best at. So if you’re not going to go and be the best and be the number one authority, celebrity, the person in that market, don’t even bother.

Being the best in order to make your business the best

So I and Healthpreneur, we set the goal of being not necessarily only company serves health and fitness experts to build their coaching businesses, but we want to be the best. And that’s everything we do, is to be the best. Not from an egotistical standpoint but because by being the best, by striving to be the best, it forces us to be as excellent as possible for our clients because the only way you become the best is by producing results. And if we’re doing things to produce results for our clients, then it helps our ultimate mission of being the dominant player in our space.

Listen, there are other companies or other experts in this space. I’m not going to turn a blind eye to that, but I promise you they’re not as good as us. And I know some of them. So it’s no hard feelings. But here’s the thing, is a lot of people have issues with confidence and comparing themselves to other people. “So and so’s doing this or charging this much.” I’m like, “Listen, some of my best friends do the same stuff, and I still think I’m better than them.” That’s the type of confidence you have to have to enter into a marketplace even against your friends, let alone competitors you don’t even know and dominate it. And again, it’s not about domination from an egotistical narcissistic point of view; I want to be number one, give me the gold medal perspective. It’s about being the best because of the journey it forces you to go through to be as best as you can possibly be as a company to serve your audience, to serve your clients, to serve your market.

And it’s ultimately about you becoming the best version of yourself because your business only grows as a byproduct of how much you grow. So a plant doesn’t just grow on its own. It grows as a byproduct of the nutrients, water, and sunlight that it’s exposed to, so your business is the after effects of you nourishing yourself with the right sun, nutrients, and water, metaphorically speaking. The more you grow, the more your business grows. So if you want to be the best as an outcome, as a vision, then you just go upstream. You say, “Okay, if I want my business to be the best, then I have to be the best. How do I be the best me?”

Well, I think it starts with simple little things. You have to manage yourself really, really well before you can manage anyone else. Listen, I wouldn’t say that I have this dialed in to 100% because if I’m really honest with myself, and I look at where I’m wasting time, where I’m not consistent, it’s these little things that add up over the years that ultimately cause us to not achieve our goals. You just look in the mirror. It’s like, “Dude, you know that morning routine you said you were doing? What happened the last four weeks when you slept in the those extra two hours. That’s on you, 100% your fault, no one else’s fault. Remember that goal you said you wanted to achieve this week, but you didn’t even work on it because you didn’t feel like it? Hey, man. Now you know why you didn’t hit your goals.” Look in the mirror.

What I do to be the best

I’m literally just kind of sharing my own story with you here, okay, so if I say I’m going to work on this thing, and I don’t even touch it, there’s some degree of resistance there for why I’m not touching it. And see, amateurs do it when they’re inspired. Pros find a way to do it anyways. So it doesn’t matter if you’re tired in the morning, you don’t want to work out. It doesn’t matter if you don’t feel like doing your webinar. It doesn’t matter if you x, y, z, whatever the excuse is. If you want to be the best, you will find a way to do it no matter what, okay? So that’s just kind of on a personal level is to do the little things that move the big needles.

And I think having a morning routine is extremely important. So right now, I have a new kind of revised morning routine that I’m really excited about. I call it TMJ, train, meditate, journal. Takes about an hour. I give myself maybe a little bit more time if I want to sometimes but 30 minutes of training, 20 minutes of meditation, 10 minutes journaling. And I love this because I’ve recognized that my body, my brain operates best when I get active in the morning. I like doing my most important work first thing in the morning, but I also realized I feel the best when I get a good sweat on first thing in the morning. Now the challenge is I don’t always want to push myself first thing in the morning because my body’s not even awake yet.

So sometimes I get better workouts later in the day, but if the compromise is if I do the workout later in the day, sometimes I don’t even do it because maybe I’m just tired, the kids are home, I don’t want to do it anymore versus just get the workout in even if it’s 70% as good, but at least it’s done, and then it gets my brain dialed in for the rest of the day, that’s worth it to me. The meditation, I just find it centers me in a, it makes me a better person to be honest. The journaling, this is a new practice I’ve taken on courtesy of my good friend, Robin Sharma, who really inspired me about this because he journals every single morning. And I thought to myself, I’m a big thinker. I love thinking. Why am I not journaling? Because I think the challenge I ran into before with journaling was I was sick and tired of saying the same thing over again. “I’m so grateful for, I’m so grateful for, I’m so grateful for,” I’m just repeating my goals every, I’m like, “Dude, we get it. It’s a bit monotonous.”

So with the approach that Robin taught me, it became a lot more freestyle, right? So celebrate it, doesn’t have to be the same thing every day. Listen, I had a conversation with my good buddy Jacob yesterday and super smart guy, works with dentists in helping them build their practices, and we do a monthly check in call, sharing best practices, and so forth because we do very similar things in slightly different audiences. And so this morning, I wake up, do my TMJ, and then my journaling, and the first thing I wrote in my journal is insights. So I wrote down five insights from our call yesterday, and what that gave, it gave me the time to really digest and allow the things that we talked about to just really sink in, to bring to surface the most important nuggets that I just don’t want to have disappear into the ethers.

So none of us are taught how to think, which I think is ironically a really unfortunate thing in school. Thinking is the most valuable activity you have because that is where your biggest ideas are going to come from. We’re talking about the client activator process here. You’re going to see that as we get into the magic. The big idea really matters, and the big idea comes from thinking, and you need to give yourself space to think.

So that’s just some of the stuff that I’m working on to be the best version of myself so that I can perform the best individually. I can be the best leader to my team, and ultimately, our company is better than it is today, right? That’s ultimately the goal. So when we look at the one end of the spectrum so we have one to nine in terms of the scale on the scorecard, so the one, two, and three is the initial category. The statement here would be, “You dabble in many different niches and are a jack of all trades helping anyone you can,” so that is what you don’t want to create. You don’t want to be the jack of all trades. You don’t want to help anyone you can, anyone who’ll pay you money. You don’t want to be that person or that company.

Dominating your space and committing now

Now on the other end of the spectrum, which is the ideal, we have, “You are the dominant authority in your niche and your perfect clients line up to work with you no matter the price.” That is a great place to be in. And when that’s the case, you’re really dominating your space, and it’s a lot easier to be the dominant force in your space than being the competitor that everyone’s trying to… It’s harder to climb to the top. It requires more focus, diligence, time but also a really good offer. But at the top, there’s very little competition.

The truth about the top

If you think about a mountain, how many people get to the summit compared to the people at the base camp? It’s, I don’t know, 10% maybe. So it requires more stamina, more marketing stamina if you will, to get to the top, but once you’re there, it’s a whole lot easier because everyone wants to work with the best, right? It’s so funny, right? We work with clients, this is something that drives me crazy, when someone is, actually, this just came up yesterday, one of our coaches, she’s like, “So and so was interested, but he wants to speak with a few of our clients to talk about their experience.” And I’m like, “You know what? F off. We don’t have time for that shit.”

We send them, I don’t even know how many, testimonials, case studies, testimonials. If that’s not good enough, and this person wants to now manually call however many of our clients, and by the way, one client won’t be enough because he’s going to have to talk to three, four, five, ten. It’s never going to end, right? So here’s an example of, I don’t give a shit about working with this person because what this is telling me, and pardon my abrasiveness here, but as you can tell, I don’t have patience for this kind of nonsense. If someone is looking for so much certainty before they’re able to step into something, they’re a joke. You’re a joke. You’re a joke if that’s what you’re trying to do because what that says is you don’t believe in yourself, and you’re not an entrepreneur because you’re not creating before you see things.

Everyone’s looking for the, show me the proof before I take action. That’s not the way this works, man. You need to commit first and figure out the rest later. It doesn’t matter that Brandy did $27,000 last month or so and so did $1 million last month because there are other people who didn’t do anything last month in terms of our clients. So what are you going to pick and choose the one you want to associate with, right? If I show you a client that’s doing $1 million a month, what are you going to say? “Oh, I can never do that.” But if I show you a client who’s making no money right now because we’re kind of just starting, then you’re going to say this doesn’t work. You see how this works? There’s no way you can win the situation. So in this case, what we do with people like this is I said, “Listen, you’re obviously not a good fit to work with us. Thanks so much for your time. All the best on your own.” Done, end of conversation, done.

And this is because I believe we are the dominant authority in our space. Because when someone like that, we can get them out of our vortex, we can get them out of our whatever, our space. It creates an opening for someone else to come in who’s a better fit. And this is the thing, is when you help anyone you can, you take on everyone, and now you’re screwed because you’re working with clients you can’t stand. You’re working with clients who are going to make excuses like this person probably would have, right? Because they’re looking for the reasons why this is not going to work already. They’re looking for the exit doors before they’ve even entered the room. They’re expecting the plane to crash, and they’re already moving towards the exit, right?

That’s the level of mentality that a lot of people have, and it’s the reason why most people don’t succeed because they’re not willing to make a decision before they figure out what they’re going to do. People want to figure everything out and then make a decision: “Let me figure out how this all works, and then I’m going to make a decision.” No, no, no, you make a decision, and then you figure out how it works. That’s how it works. That’s the way it goes, right? Otherwise, you end up going nowhere, which is where most people stay, and that’s why most people, it really saddens me, but you can tell, it just gets my blood boiling. “I don’t have the money for this. I can’t afford this.” You’re right. With that attitude, 100% but instead of, “I can’t afford this,” why don’t you just ask a better question: How can I afford this?

That simple, little tweak changes possibilities. You become resourceful instead of an excuse maker. You put up opportunities instead of brick walls in front of you. And listen, if you get nothing else from this podcast, I hope you understand that listen, I don’t put up with shit. And if your mindset is such that you think you are, well, you have to, in the next 10 years to get some certification or to get your ducks in a row or whatever, number one, you’re not going to move forward. Number two, you’ll attract more people into your coaching business who also come up with those excuses. And you’re going to have a fun time dealing with those. So listen, be the client you want to attract, so if you want clients who are going to crush their goals, then you need to be the type of person who is committed to crushing your goals, which means you need to dominate, right, in the most loving way possible.

It’s not dominating at the expense of other people. It’s dominating your industry, your niche, in such a way that if someone says, “I don’t know if this is going to work for me because I don’t believe you.” You’re like, “I don’t care. I know this works. I don’t know if you do, so next, move out of the way. I have another person behind you in line.” It’s like the soup Nazi in Seinfeld, right? “No soup for you, one year, out.” Next person comes in, and it’s just, that’s it, right? That’s it. So it’s a mindset thing, but it’s also a pipeline thing. When you’ve got a pipeline of endless people looking to work with you, you don’t even worry about that stuff. And in order for you to have an endless line of people working with you, you have to plan to be the best. You have to plan to dominate, and that’s the third client activator.

So I’ll get off my soapbox. Again, I share all this with the most love and compassion possible. Sometimes, it comes across as me being pissed off and abrasive, and the reality is that it kind of is sometimes because I see this stuff, and it really frustrates me. I wish I could just take people and shake them into understanding like, “Hey, the way you’re thinking is not serving you. Why? I understand you’re fearful, whatever. Let’s just move on.” So anyways, that’s part of the process, right? So if you’ve enjoyed this episode, remember to get the client activator scorecard over at healthpreneurgroup.com/scorecard. Download your copy. It’ll take you two minutes to get your score, and once you’ve requested the PDF, you can type directly into it, or you can print it off, whatever you want.

I also include a bonus deep dive training for you that’ll walk you through all of it to help you move your score as high as possible, so you can get more clients, make more money, and all that good jazz. Sound good? Thanks again for joining me in today’s episode. In the next episode, we’ll be back with the fourth client activator. We’re going to be jumping into the message side of things, which we’ve really just finished off now the market pillar. Next, we’re gonna move into the message and messaging and don’t miss that because that’s going to be a very, very important one as they all are. So for now, have an awesome day, and I’ll see you in our next episode.

Transcription

Hey guys, welcome back to the show. Yuri here, really pumped to have another special guest with us today, Dr. Ian Rainey. How’s it going my friend? Welcome to the Healthpreneur Podcast.

Dr. Ian Rainey:                   Thank you very much for having me on. It’s a pleasure to be here.

Yuri Elkaim:                         Yeah, totally. I think our listeners and viewers really like this segment because it’s like they’re a fly on the wall, getting to take in a lot of the wisdom that’s going to come out of this conversation. Before we jump into what you need help with over the next 20, 25 minutes, tell our viewers and listeners who you are, what you do, and who you serve.

Dr. Ian’s Journey From Chiropractor to Weight Loss Specialist

Dr. Ian Rainey:                   Okay, all right. I’m a chiropractor from Ohio. I love the water and I love the warm weather. So, I moved to Florida, and opened a chiropractic clinic here. My mom has owned a health food store for about 40 years. So, I grew up around health and nutrition my whole life. Back in Ohio, I was working for a friend of mine part-time. At that office, we were seeing about 800 people a week. It was a very high volume clinic. So, I didn’t have any time to do the nutrition that I enjoyed doing. I did a lot of muscle testing, applied kinesiology. But there was a medical doctor who was getting all my chronic patients well. He was using lab work, functional blood chemistry. Introduced me to that. So, I incorporate that into my practice a lot.

Dr. Ian Rainey:                   But since then, being here in Florida, I’ve opened a weight loss clinic. I do weight loss and chiropractic. But I really love the weight loss because it’s a doorway for me to really get to work with a lot of people who, they just have health challenges. That’s a good starting point. Once you get there, you get their confidence, then that opens the door for, do you want to do functional blood chemistry? Where do you want to take your health?

Dr. Ian Rainey:                   I really like that because most people want to lose weight. It’s just-

Yuri Elkaim:                         It is what it is. That’s great, awesome. Thanks for the intro and the insight. So, Ian, what specifically can I help you with over the next 25 minutes or so with your business?

Ian’s Struggle To Get People On The Phone

Dr. Ian Rainey:                   Well, that’s going to be a loaded question. Really, what I’m struggling with, I’m scaling Facebook ads. With the weight loss, I have a program, I’ve got an app, I get great results in the office. I can bring you in here one on one. I’ve got a great salesperson that her whole mission is to help transform the health of people around her. She used to sell pharmaceutical sales, hated that, quit it, and just was like, “I will never do that again.” Now, her mission is to do the opposite.

Dr. Ian Rainey:                   In the office, we can close people on a weight loss program, no problem, we charge about $1,500 dollars. But I’m struggling online. I’ve got a program that I want to take it from a done for you, to a group coaching program, which I’m doing group coaching in the office, but I want to be able to expand this program beyond my market. My goal really is to get at least 10 new signups per day. In order to do that, I got to get my Facebook ads scaled, and I got to do some … I’ve been testing since October. What’s really caused me trouble has been just getting people on the phone.

Dr. Ian Rainey:                   I’ve just done a lot of different things, but it’s just getting people on the phone. I’ll make 20 appointments and one or two people will show up. That’s where I’m struggling.

Yuri Elkaim:                         Cool. Awesome. Well, thank you for the context. You can see this white piece of paper, I guess on the screen there. Just making sure they’re showing it properly. Give us a rundown right now of what the funnel looks like. You’re taking them from Facebook ads, and then just give us a rundown of what happens-

Dr. Ian Rainey:                   Do you want me to screen share, or do you want me to-

Yuri Elkaim:                         You don’t even have to. Just sketch this out and then we can look at it.

Analyzing Dr. Ian’s Facebook Funnel

Dr. Ian Rainey:                   Okay. I run a Facebook ad, and it’s literally just a single image. I’ve tried a lot of different pictures. The one that seems to work the best I’m using, it’s just a picture of me and my girlfriend in the office. What I started doing was funneling people to a free case study. That was the text that I was using. They go to a landing page with a picture of me, it looked pretty much just like this. Then it says, click here to learn about the top 10 things my weight loss program does. I list like a couple other things, the top things that celebrities do to help manage their weight. I’ve just got a couple of pros about it.

Dr. Ian Rainey:                   Then they go to the next page, and they watch a 20 minute video. I’ve tried using a six minute, I’ve tried using 20 minutes. In that video, I try doing a PowerPoint presentation. Most recently, I’ve just been doing like a Live video of myself.

Dr. Ian Rainey:                   After they watch that video, then they go to the calendar to schedule a call with me. Then once they’ve scheduled that, then they go to a survey, which tells me a lot about their health. Then once they fill out that survey application with all the questions regarding their health, what their weight loss goals are, what they’ve tried, what’s worked, what hasn’t. Then after that, I get all that information and I’m ready and prepared for the call. Then I have text and email reminders going to them.

Yuri Elkaim:                         Cool, awesome. Wicked. All right. We briefly spoke about this via Facebook Messenger a couple of weeks ago.

Dr. Ian Rainey:                   Yes.

Yuri Elkaim:                         I think this is a really good funnel. This is similar to what we help our clients with. Facebook Ad, some type of video presentation, and then obviously getting people to book a call. The thing I like about this is that it gets people to jump through hoops, which is really important because a lot of people talk about higher conversions and so forth. Yeah, you could throw a lead magnet, a free book or a free download, and you’ll get higher opt ins, but you’re probably getting less show up on the phone calls. That’s something we’ve seen pretty consistently over the years.

Yuri Elkaim:                         So, getting people to jump through these hoops is really important.  On average what are the rough percentages at each of these stages? From Facebook ads, how many roughly opt in for the case study/video?

Dr. Ian Rainey:                   Let me get those numbers for your real quick here.

Yuri Elkaim:                         I love how you have the data. It’s really helpful. As I say all the time, marketing is psychology and math. That’s all it is.

Dr. Ian Rainey:                   Yeah. Let’s just go like lifetime average here. Let’s just pick … Say out of 9,000 impressions, or I reach about 7,000 or 8,000 or 9,000 people, somewhere in there, it’s costing me about $20 per 1,000 impressions, but my click through rate is 2.5%. It ranges from 1.3% to 4.5%.

Yuri Elkaim:                         Anything over one is pretty good. So, that’s good.

Dr. Ian Rainey:                   Cost per click, we’re running between 30 cents to some really bad ones are like $4. But the majority of them were running around $1.50 per click. But I was using the word weight loss, I was using weight management and I found out when I took those out and just made it simple, cost per click dropped tremendously. Out of 1,800 people, I would get 30 clicks. My best would be like 15 people who would opt in. They’d go to my landing page, I’d have like a 50% conversion rate on the landing page. That’s my best. But anywhere from 30% to 50%.

Yuri Elkaim:                         Cool.

Dr. Ian Rainey:                   Kind of what I’ve been seeing, which is surprisingly good, I thought.

Yuri Elkaim:                         Yeah. Actually, it is really good considering … Your ad is pretty short, right? I remember seeing the ad copy itself.

Dr. Ian Rainey:                   I tried a long one that actually worked pretty good. But the most recent one, it’s just a short, very simple. I’m not filtering as much probably as I should be.

Yuri Elkaim:                         That’s okay, that’s good. So, a 30% to 50% opt in on that page. Then they go watch the video, which is about 20 minutes you said.

Dr. Ian Rainey:                   Yeah. But I had originally done a video that’s a PowerPoint presentation. When I actually went through and looked at the stats, nobody was watching it. Really, nobody was watching it. They would just skip through the video and go down to the bottom and say, “Oh, let’s get on a phone call with him and we’ll schedule our appointment.” But I don’t think they were really that well qualified.

Yuri Elkaim:                         Of the people who opt in for the video, how many of those people book a call with you, percentage wise roughly? Let’s just say we had a bundle of 100 people. What percentage of 100?

Dr. Ian Rainey:                   Of 100, we may get probably around eight people out of 100 would complete the application and book a call.

Yuri Elkaim:                         Cool. All right. That’s really good. Then obviously, the issue is that those 8% are not necessarily showing up on the phone.

Dr. Ian Rainey:                   Yeah. Then you’re dwindling that down. Maybe out of 10 or 20 people, you get one or two to actually show up for the phone call. Even when they text, even if they respond, I’ll be there.

Yuri Elkaim:                         This is something we deal with all the time. I think depending on who you speak to, you might get different perspectives on this. But this is something that I’ve just noticed having done this for 14 years, is that … I don’t know if you’ve read the book Influence or Pre-Suasion by Robert Cialdini, two tremendous books on marketing and human psychology.

Yuri Elkaim:                         One of the reasons that we went pretty much all in with this type of funnel, was that it just made sense to me. Because in my health and fitness business, we have probably hundreds of funnels, that are lead magnet, checklist, $7 offer, upsell flow, it’s ridiculous. The quality of those leads was incredibly poor. This was confirmed to me about a year ago, one of our mastermind members, when she first joined our mastermind, we actually had known each other for years prior to that, and she had built her business online using $10 eBooks, $27 a month membership sites.

Yuri Elkaim:                         She had this list of about, I think is what 8,000 people. She was just burnt out by doing that. So, she was training clients in the gym. She wanted to get away from that and really move online. I said, “Listen, based on what you love to do, you need to be coaching clients at a high level online, in a group format to have more leverage.

Yuri Elkaim:                         I said, “Before you even run Facebook ads, let’s just get this pipeline set up and run it to your list internally and see what happens.” Lo and behold, she ran to her list, and she didn’t have one single person enroll from that list. She had a couple of calls booked, but the quality of people is so low, because that list had been cultivated over months and years of low priced junk on the front end.

Attracting Qualified Clients

Yuri Elkaim:                         She ran her Facebook ads and within one week she had qualified people on the phone enrolling with her, and that’s all because now she was using different baits to go fishing for the right people on Facebook. That’s really what’s important to remember here, is that when you’re looking at … There’s a couple of things here. I talk about this a lot. Where we have three overlapping things going on. We got, number one is your market. Number two is the message that they’re seeing, and number three is the magic. The magic is essentially your offer.

Yuri Elkaim:                         The offer needs to be something really compelling, something that they’ve never seen before that’s going to get them excited about possibly working together. Once all three of these are dialed in, that’s really where you start seeing high conversions. The thing here, though, is that when the conversions are not where you want them to be. For instance, you have 20 people book a call, and let’s say five people show up, that’s an issue.

Yuri Elkaim:                         What a lot of people think of, is they think, well, my webinar is the issue, my presentation is the issue. So, I’m going to change all of that. That may or may not be true. But the thing that I try to get our clients to think about is that any problems down the pipeline starts upstream. We need to look at if we’re getting a low show up rate here, we need to look at who are the people we’re inviting to the party in the first place?

Yuri Elkaim:                         That’s why we really have to start with what’s happening on the Facebook side of things. That’s going to be a combination really, of the market, and the message and the magic. You can’t have just one working well, another two are so, so. If one is off, it’s like walking 10 dogs, but two of the dogs are walking the opposite direction. It’s going to be challenging.

Yuri Elkaim:                         When we look at our Facebook ads, we need to consider a couple things. We need to look at the audience that will tie into the market. When we look at that under an audience, we need to look at is there a major pain or problem that they have? Obviously, in our case there is, they want to lose weight. The other thing too is just really narrowing down. This is a problem I see a lot of people make is for men and women who want to lose weight as an example. I really feel that the more narrow and niche you can go, the better off you’re going to be.

Yuri Elkaim:                         What’s going to happen is, as you narrow down your messaging and your market, this cost per click is actually going to increase. I look at cost per click as a predictor of the quality of leads coming into your funnel. If your cost per click is $1.50, I’m going to make an assumption that the quality of those leads is fairly low.

Yuri Elkaim:                         If the cost per click goes up to $4, or $5, $6, even $8, now we’re getting people who are much more committed. In our business, we get cost per click up to $14 in some cases. For most Facebook advertisers doesn’t make sense at all. But all that matters is the overall return on ad spend. Does that make sense so far?

Dr. Ian Rainey:                   Yeah, it does. Yeah.

Yuri Elkaim:                         All right. We’re going to look at two things specifically here. Number one are the audience’s, and number two is the ad copy itself. Because I think you using an image of you and you mentioned your girlfriend was it? I think that’s tremendous. Because the images we use on social need to be social. Which means, is it a picture you would post on your Facebook profile type of thing? Just keep it super natural, something people would not see as oh, this is a blatant ad.

Yuri Elkaim:                         You have the image down, I think that’s great. Then obviously, you can test different images. But I think the ad copy is really, really important because what we’ve found to work really well in our business, as well as with hundreds of our clients is really long copy. Copy to the point where people actually comment in your ads to be like, “Dude, why is this so long?” It’s like, this ad is not for you. It’s for the person who doesn’t leave stupid comments like that. It’s for the person who gets sucked into a very compelling story or message that they can relate to, and they see that you are the authority to solve this problem. As a result of that, they’ve maybe spent, I don’t know, two minutes reading something on Facebook as opposed to just continued scrolling, that’s a big, big commitment for most people on social.

Yuri Elkaim:                         It’s almost counterintuitive because what we’re looking to do is actually get fewer conversions but higher quality compared to what most people talk about. Going back to Cialdini’s books on human psychology and Pre-Suasion and influence. In Influence he talked about a really important psychological tendency we have, which is called commitment and consistency. If somebody reads an ad that is two sentences, versus let’s say 10 paragraphs, which one do you think is more committed to the process?

Dr. Ian Rainey:                   The one who can idealize with the long copy, and they say, “Oh, that’s me.”

Yuri Elkaim:                         Yeah. It’s not that as a blanket statement, you should always have long copy. But, we’ve been writing this for a long time, and every single one of our ads is very long. There’s a reason for that. We’ve tested short copy, we’ve tested get to the point type stuff, and it just doesn’t get the results that we want. You also have to think about, what is the ultimate offer? Because if someone’s offering a $10 eBook. Okay, there’s no big commitment there. You’re just getting people on the phone; you’re enrolling them at $1,500 apiece. There’s a commitment in terms of their time and their money. We want to start that commitment from day one with what they see right in their Facebook newsfeed. Does that make sense?

Dr. Ian Rainey:                   Yeah.

Yuri Elkaim:                         Obviously, we’ll talk about this in Toronto, and we’ll give you specific templates and stuff for this. Just for everyone listening, Ian is coming to our mastermind in Toronto, which will be a lot of fun. Obviously, we’ll look at really honing in on that ad copy. But I do believe that longer ad copy that is story based is going to be much better than something shorter.

Dr. Ian Rainey:                   Okay, that’s helpful. Good. It’s interesting, you’ll see something like a really cheap weight loss program. Trying to think of new more, one of those other programs that’s marketing to the masses. Theirs will be short, but they’re selling something that’s like a free trial.

Yuri Elkaim:                         Exactly. This is really, really important. This is why it’s kind of … We live in a great world where there’s so much at our disposal, but it’s also very dangerous. Because even if you look at websites like AdEspresso, which is a great website for Facebook ads and marketing strategies for Facebook. They’ll show you the top Facebook ads based on their opinion. Every single one of those examples is from one of these SAS companies, or a free trial offer where it’s one sentence, and then click now. It’s very deceiving if you are running a different business to think, that’s the way I should do things. It’s almost like you have to put your blinders on.

Yuri Elkaim:                         At the end of the day, all that matters is testing things, right? If you have an idea for, here’s one idea, let’s test it versus this one, whichever one performs better, that’s great.

Dr. Ian Rainey:                   That’s why I reached out to you because you’ve been doing this for a long time. I knew there’s only so much time and I’m tired of wasting time. So, time and money.

Yuri Elkaim:                         For sure. The other thing to think about in ad copy, and this is something that we talk with our clients a lot because they do … Depending on the market, we’ve got clients that get a very high volume of calls. Sometimes they find that the quality those prospects are just not that great. They’re getting a show up, they’re getting the people on the phone, but they’re living on food stamps.

Yuri Elkaim:                         If you think of, we can call this a funnel, we call this a pipeline. But the other way to think of this is a filter. Don’t just think of the funnel as a funnel, think of it as a filter. In your Facebook ad, there should be … It doesn’t have to be overt, but it should be suggested, at some level that this is for these types of people and not these types of people.

Yuri Elkaim:                         This is where you have to do a little bit of thinking about for instance, in our ad copy, we’re not going to say, this is only for health professionals who have money. You’re not going to see that. We would say something to the effect of this is for health professionals who have hit a plateau and are tired of trying to dig themselves out of a hole and have hit their wit’s end type of thing.

Yuri Elkaim:                         They have a vision that is bigger than what they’re currently living, et cetera. There’s ways of adding in qualifiers in your ad copy that are going to disqualify the wrong people and hopefully attract the right quality people.

Dr. Ian Rainey:                   Okay?

Yuri Elkaim:                         As an example, you could say something like, this case study, this training is for you. If your idea of a fun Saturday is hanging out at Whole Foods for two hours. When you think of the psychology behind that, it’s like someone who hangs out at whole foods probably has a bit more disposable income, probably is a bit more health conscious. So, thinking along those types of terms. So, there’s ways of disqualifying people in the ad, because you don’t even want those people in your funnel who are not going to be quality on the phone anyways, right?

Dr. Ian Rainey:                   Mm-hmm (affirmative) Good. Okay.

Yuri Elkaim:                         Is that good so far on the ad copy side?

Dr. Ian Rainey:                   That is, yeah.

Narrowing Down Your Perfect Audience

Yuri Elkaim:                         Second thing is audiences. Talk to me a little bit about your audience selection right now with your Facebook ads.

Dr. Ian Rainey:                   Well, I’ve tried … Let me look at the last audience. The last audience, I was … Let’s see if I can find it. You’re targeting the whole country. If you’re doing weight loss, you’ve got 58 million people that can be interested in health and fitness. I tried to narrow that down to people who are interested in Dr. X or Dr. Oz, and I would filter it down. I seem to get a little bit better quality leads with that. But still not there. Still getting a lot of people who they’re working as a CNA making $9 an hour in the rural area of Alabama or Louisiana or West Virginia.

Dr. Ian Rainey:                   If I’m trying to sell them a $1,500 program, they’re like … One person, her husband was in prison, she had PTSD. My filtering process is not where it should be. I tried running the ad locally. Because I’d run my light blazer, I’d just get people in the door, that would work great. Then I could have the chance to educate them. But running the ad locally, I wouldn’t get anything.

Dr. Ian Rainey:                   It’s like Facebook was picking for 58 million people and picking the low hanging fruit that are sitting at home, they’re like, sure. I’ve got all the time in the world.

Yuri Elkaim:                         Totally. It’s challenging, but it’s also nice at the same time, because it helps you hopefully, quickly identify, all right, something is not right here in terms of the targeting of the message. Let’s turn it off and pivot a little bit.

Yuri Elkaim:                         One idea in terms of audience selection is you could target geographically. For instance, you could target West Coast only, you could target East Coast only and stay away from the middle of the states just as a general example. You could try that. You’re going to pay a little bit more but again, maybe you’re getting a slightly more progressive health conscious individual. That’s one idea. Other things too with audience is there’s obviously the celebrities and authorities like the Dr. X and Dr. Oz, et cetera, which I think are great to test because it’s definitely worthwhile. You’re going to be tapping into more health conscious audiences.

Yuri Elkaim:                         Another way to think of it too, are the behavioral psychographics. If you think of … Again, this is just something you have to test, is what are brands or things people associate to, that might indicate they have a little bit more disposable income?

Yuri Elkaim:                         Now, just as a disclaimer, just for everyone watching and listening, I’m not saying we’re only targeting people who have higher affluence. But it’s something worth testing. If you were to think of a handful of brands that might indicate someone has a little bit more affluence, what brands might those be?

Dr. Ian Rainey:                   I was going to say Apple, like iPhone products. When I think about that, I just have trouble diving deeper and saying, okay, where’s the next step? Where do we go with that?

Yuri Elkaim:                         Sure. You could think of Apple. Because the thing to remember is that people who buy Apple products might be overweight. Some of them might be health conscious, and some of them might be a really good fit for your program. Another couple of brands might be Mercedes, BMW, Porsche, Four Seasons Hotels, Ritz Carlton, stuff like that. Just because they like Mercedes or titlist, or golf as a sport, for instance. If someone likes or has an interest in those brands, it tells us they might have a little bit more disposable income. But second is, let’s say we put your message in front of people who are interested in Mercedes, who like Mercedes. Not everyone who drives a Mercedes is fit and healthy. At the same time, there’s probably a percentage of them who are overweight, and who are actively going to a gym or who are eating well or who are health conscious.

Yuri Elkaim:                         So, we can put an ad in front of those types of audiences. The ad is now going to attract, out of that audience, the right people for your pipeline. Again, I’m not saying that hey, Mercedes audiences are the best because it depends on the offer, it depends on so many different factors, but it’s worth testing. That’s the key with this whole thing is you just have to continually test different ideas and concepts.

Yuri Elkaim:                         I was at a mastermind that I’m a part of, and a couple of months ago, one of the guest speakers was a gentleman from Australia who runs, well at the time, probably now more $5 million a month with this type of funnel. So, Facebook ad, webinar. He ran two versions of it, one going directly on the phone. Another one was to book a seat for a live event. But it was about two and a half million on the phone, two and a half million on live events per month.

Yuri Elkaim:                         He was showing us his screen. He oversees the team that does all this. But what I noticed in there ads manager was they must have had thousands of different ad variations and audiences running. Again, that’s very overwhelming for the average person to manage. But the idea is that we just want to throw a bunch of stuff up against the wall and see what sticks. Have a theory, let’s test it. Does it work? Yes. If it doesn’t, we move on to something else.

Yuri Elkaim:                         That’s really the key to cracking the code, is you have a hunch that this might do well. Give it a shot. If it does great, if it doesn’t, you try something else. Does that make sense?

Dr. Ian Rainey:                   I can’t imagine the old way of marketing where people just put up a billboard, and threw out money and don’t really even get that much feedback.

Dr. Ian’s A Ha’s And Biggest Takeaway

Yuri Elkaim:                         Totally. Awesome. What’s been most helpful for you so far from this conversation?

Dr. Ian Rainey:                   I think the audience targeting. Because I knew I couldn’t target by income. I think there may still be that option, but from what I heard, doesn’t really work. I just wanted to make sure that I was getting people who, either had a disposable income, or were willing to invest in something that was important to them.

Yuri Elkaim:                         Yeah. Totally. I think the audience selection is important. Ad copy can obviously filter people out just based on what you say in it. I think that’s part and parcel of just getting better with writing, writing copy in some way, shape or form. Because the difference between one ad and another one, it could just be a better version of better written copy. That can make all the difference. Cool. But here’s the thing, honestly, we’re one or two tweets away from a big breakthrough on this.

Dr. Ian Rainey:                   I feel like I’m so close. It’s like, oh, man. I’m fortunate. I’m at a point where the office has been pretty successful. I don’t know if you’re familiar with Florida, but there’s auto injury here. Per adjustment, the income you get from an adjustment is much higher for someone who’s been into an injury or car accident. The Insurance just pays better.

Dr. Ian Rainey:                   As a result, it’s been funding my funnels here to figure this out. I would have run out of money. I’d be up a creek, but-

Yuri Elkaim:                         Yeah, totally. It’s nice to start like that. But obviously you want the business to fund itself. You don’t want to take from Peter to give to Paul. I think just bringing this full circle, cleaning up the ad copy a bit, audience selection. I don’t even think you have to do anything within the middle of the funnel. I think just on the front end from now, getting that refined a little bit will hopefully get more people showing up on the call.

Yuri Elkaim:                         The other thing, the final thing I’ll mention really quickly, is whatever criteria you mentioned in the ad, you just want to make sure that that is stipulated again, in the training, like on the video. You say, “This is for you if you meet these criteria, and it’s not for you if you don’t meet this criteria.” There’s congruency from the front end as well as now middle. Now, obviously the right people will continue on.

Dr. Ian Rainey:                   Good. Awesome.

Yuri Elkaim:                         What is your one action step from this conversation?

Dr. Ian Rainey:                   My one action step is to start with the front end, and I’m going to tweak the audiences. I did have a long copy ad that performed fairly well. I would say it was running like .50 to $1.50. But it was very clear. It was like my whole process of what I’ve done for the last five years to get to where I am now to be able to help people and why I’m doing what I’m doing.

Dr. Ian Rainey:                   I’m going to make sure I use that. But I’m also going to start to target the audiences. I’ll use a lot of different angles.

Yuri Elkaim:                         Wicked. I’ll still share some more goodies with you in Toronto.

Dr. Ian Rainey:                   Looking forward to it.

Yuri Elkaim:                         I’ll leave our viewers and listeners in suspense.

Dr. Ian Rainey:                   I’ve been looking forward for that for a while.

Yuri Elkaim:                         Yeah, it’s going to be awesome. Ian, thanks so much for opening up the kimono here, giving us a little bit of an insight into what’s happening in your biz. For all the viewers and listeners, hope you guys enjoyed this one. If you want more help with getting clients and growing your coaching business, you know the next step. Go to healthpreneurgroup.com/training.

Yuri Elkaim:                         Ironically, or not ironically, you’ll be going through a very similar process as what we’ve described here. You’ll just watch our training. If it resonates with you, then you can book a call with us. If it doesn’t, that’s totally fine. But again, thanks for joining us today. Hope you’ve enjoyed this, and we’ll see you in the next episode.

Dr. Ian Rainey:                   Thank you.

Transcription

Hey, guys, what’s up Yuri here, welcome back to the show. I’m excited to be joined by Celina Pizarro today and we’re going to be doing some pretty cool stuff. We’ve done this about a dozen times, I think on the podcast. We’re going to be doing many, many more of these types of deep dive consult type episodes. I have no context of what we’re going to talk about. There’s no pre-formulated questions, none of that stuff and I think you guys really enjoy this, so, Celina, welcome to the show. Can you give our listeners a bit of context about who you are, what you do and then we’ll jump into this.

Celina Pizarro:                   Sure, yeah. Thank you, Yuri for having me. This is exciting.

Yuri Elkaim:                         You’re welcome.

Celina’s Amazing Journey

Celina Pizarro:                   I listen to your podcast regularly, so this is cool. My name is Celina Pizarro. I have a 15 year background in behavioral health services. I come from the administrative side of behavioral healthcare in south Florida and as you might or might not know, a couple of years ago there was a big shutdown that went around pain clinics and this kind of thing, and it really put a squeeze on the industry and being in compliance within the industry, it really didn’t sit well with me ethically. At that same time, I was completely stressed out. My weight skyrocketed. I was on a ton of medications and I knew there had to be a better way.

Celina Pizarro:                   However, everybody that I was surrounded by, the doctors, nutritionists and everyone included were all on medications and… because it was easy to get right, I mean this was the whole issue.

Yuri Elkaim:                         Sure.

Celina Pizarro:                   I had a severe allergic reaction in one of the nurses stations due to how poor my gut health was. They shot me in a leg with an EpiPen, my throat closed. I thought I was going to die. This was the eyeopener. From there it propelled me into a wellness journey. I started a Greens Detox, reset my gut health, got back into fitness, went on to compete in the NPC in the national level as a bodybuilder for three years while I was still working and when I did that people were so shocked at my transformation that they were asking me to help them, the doctors and the CEO and everyone included.

Celina Pizarro:                   I started doing that on the side with friends and family and I really enjoyed it. I continued to do that and due to what was going on in the healthcare industry, I decided to make an ethical decision to leave at that point and went on to get my certifications as a holistic life coach, mind-body fitness coach. I’ve recently been honored with a PhD so now I call myself the healthy habits doctor and I help mompreneurs mostly. I help them establish healthy habits so that they can live their best life in their best body and do it effortlessly because we’re busy.

Yuri Elkaim:                         Totally. It’s awesome. That’s great.

Celina Pizarro:                   I wrote a book about it that this is the accompanying guide to my 90-day program, and the 90-day program is my high-ticket sale that I’ve been able to sell to a handful of ladies. I did about a year and a half of actual personal training and that kind of thing, so I was working real hard not making a lot of money and I decided to bring my practice online around October of last year. I wasn’t even on Facebook before that, so I’m totally new.

Yuri Elkaim:                         Better late than never.

Celina Pizarro:                   Well, I was doing so much in that technical field with healthcare that I didn’t have any interest to being on the computer online when I got home.

Yuri Elkaim:                         Sure.

Finding Her Target Market

Celina Pizarro:                   Anyway, so I have been able to do that but I have yet to have a steady flow of clients and I’ve done a lot of different things. I have a private Facebook group, I’ve created memberships. I do initial… My first step is a detox, so I’ve given away the actual detox out of the book and I’ve done all these things and it’s just, I feel like something is off with my messaging, which I’ve rebranded myself recently as the healthy habits doctor.

Celina Pizarro:                   I have paid for coaching in the past that didn’t really focus on that, was more about getting my product online or get my service online, which I have. I’ve got about 500 people in my group. Women in my group.

Yuri Elkaim:                         That’s in a Facebook group?

Celina Pizarro:                   Right. I’m not sure that they’re all in my… well, I know they’re not all in my target market because really what I’m going after is 39 to 55, mostly mothers? I have had clients that don’t have any kids, but that’s kind of rare. Either business owners or business leaders, somebody with a college degree that is either head of household or they’re at least an equal contributor to the household.

Yuri Elkaim:                         Cool. Well that’s a good foundation, so essentially the challenges are just not getting enough clients pretty much, right?

Celina Pizarro:                   Yes. I have an incoming problem like you say.

Yuri Elkaim:                         Yes, that’s right. An incoming problem. Okay, so when we look at… and I’m just drawing some stuff here on the iPad so you can see this?

Celina Pizarro:                   Mm-hmm (affirmative).

Yuri Elkaim:                         Okay. Hopefully, if you watch this on a podcast on YouTube, you’ll see this, if you’re listening you can’t see it so just watch on YouTube. In business, the way we approach this is three ways. We look at attracts, convert and deliver, and when you have that all dialed-in you get this nice cool crossover in the middle which equals money. Most people that we help initially have the issue that you’re dealing with which is, I’m not attracting enough clients or not attracting enough leads and then a byproduct of that, they’re not attracting… sorry not converting enough people into paying clients.

Identifying Celina’s Perfect Client

Yuri Elkaim:                         That’s kind of what we’ll focus on over the next 15 minutes or so. Okay. Most challenges when it comes to client attraction, obviously, there’s a few things that we want to dial in. Number one, there’s the… I call this the triad of influence. We have the message… sorry, I’ll start with the market, then we have the message and then finally we have the magic and those should be overlapping circles if they’re not. The thing is, usually when there’s a conversion problem or an attraction problem, one or more of these might be out of whack. Now under each one of these three, there are what I call nine activators that, again all have to be dialed-in in order to turn into clients. Anyways, so you have I think based on what you’ve told me, you’ve got clarity around the market, right?

Celina Pizarro:                   Mm-hmm (affirmative).

Yuri Elkaim:                         It’s mompreneurs 39 to 55. That’s great. Based on that I would say the challenge is probably the message and the magic. If we look at the message, the messaging always stems from the problem and the promise. If we look at a spectrum here, so over here we have the problem and these women are looking to get some type of resolution to that problem and that’s essentially where your program is going to meet them to make a promise. What they’re looking for should match what you have to offer. Does that make sense?

Celina Pizarro:                   Mm-hmm (affirmative).

Yuri Elkaim:                         If we were to get inside your mompreneur’s minds, what is the conversation that they’re having in their head? What’s something that’s top of mind that’s a real problem, a real frustration in their life right now and let’s just kind of brainstorm maybe two or three or four of those and we’ll just go from there.

Celina Pizarro:                   They don’t have any time. They’re super busy and they are not happy in their bodies. Most of them would be like either prior high school athletes or cheerleader or someone who has experienced having that body, image before and they’ve lost it since children and family and stuff and they probably have tried some things but haven’t been consistent. Might or might not be emotional eaters and they are looking for a quick fix.

Yuri Elkaim:                         Have they done the diets, have they done the supplements, all that stuff.

Celina Pizarro:                   Yup, and I have found through… I am a lifetime Weight Watchers member which did me… I’m like 10 pounds lighter than my… their goal that they put on me. That group I found is not my target market.

Yuri Elkaim:                         That’s a really important realization because sometimes you don’t necessarily understand that until you’re kind of in the room with them almost. That’s a good realization because that’s going to help you with your targeting and your marketing, your messaging altogether. Okay.

Celina Pizarro:                   Self sabotaging and a lot of my current PR… and recently prior clients, they come to me and they’re like I just want to be healthy. They probably know how to get there, but they don’t… all these other reasons. Accountability, what have you, don’t know how to start the process.

Yuri Elkaim:                         Okay, cool. Do you have a really clear image in your mind of your perfect client. Is there an example of a perfect client?

Celina Pizarro:                   I do. Yeah, I mean it is one of my recently finished clients, but just who, what she does and like even what she looks like would be who I’d think of when I would think of my current client.

Yuri Elkaim:                         Perfect. What I’d recommend is when you have, and I think every single person who’s a coach has had at least one of those clients. All of your messaging, all of your communication is going to be built for that one person. When you’re writing a message, when you’re writing or creating something that’s put out into the marketplace, you’re creating it for that one perfect client.

Celina Pizarro:                   I’ve done the… I’ve like written her out, you know like-

Yuri Elkaim:                         It’s great. That’s terrific. That’s awesome. The key is now, if we have all these conversations happening in these mompreneurs minds, which one does your program for… which one naturally ties in the closest with what you do in your program?

Celina Pizarro:                   It really brings them back in love with themselves and so the happiness, it ties into the well, the time management, the happiness and the self-sabotage accountability. I think my problem because I have the bodybuilder background and some of my… and I’ve changed this since getting feedback. My pictures I’ve taken them down. It’s not like… they come, they want to lose 20 pounds, 25 pounds. That’s why they come to me, but that’s not necessarily what they’re going to get out of the program even though there is exercise, nutrition. It’s a lot more mindset and getting to the root of the sabotaging issue, so I wouldn’t say it’s like a body transformation. You know what I mean?

Yuri Elkaim:                         Sure.

Celina Pizarro:                   I don’t promise that-

Getting Celina’s Message Dialed In

Yuri Elkaim:                         Here’s the first big distinction, is that when we look at our target market, where we look at what it is that you’re offering them, your promise needs to be and there’s really three things that need to be tied in here. Number one, there has to be some magic and we’ll talk what that is in a second. Number two, there needs to be a highly desired outcome. I don’t even know what that just wrote there and then three is it needs to be tangible. This is the biggest place for people drop the ball in our space. They get their message out there, they get their market dialed-in but then they feel like, because not everyone wants to be a weight loss, like… because we all know it’s more than weight loss, right, and the thing is we get so enamored with our process, so this here, this line between problem and promise is your process and we get as experts so enamored with our process that we forget about what really matters, which is the promise which solves their problem.

Yuri Elkaim:                         The problem is if you really think about it, the problem is not that they don’t have time, because if they didn’t have time, they would go to a time management person, right. Their problem is that they’re 20 to 25 pounds overweight and they don’t feel good in their body. That’s the big problem. Now, all these other things are kind of frustrations that they’re dealing with that might be excuses or reasons not to do something or that have held them back. If you know those, those are great because you tie that into your marketing but the key is that the promise needs to be tied in with what you had mentioned, which is they want to lose 20 to 25 pounds, and you said  that’s why women come to you in the first place.

Yuri Elkaim:                         That is I believe a highly desired outcome and it’s not that I just believe it if you look in the market, I mean there’s thousands upon thousands of weight loss coaches and weight loss offers, which tells us that there’s a lot of demand for that in the marketplace so that we can shut that off. Now tangibility means that it’s measurable, it’s quantifiable. For instance, you could say that your program specifically helps women lose the last 20 to 25 pounds or like the 20 to 25 pounds. Now it can be the first 20 to 25 or the last 25, does it matter to you or is there a distinction there?

Celina Pizarro:                   It doesn’t matter to me. It might matter to them, I don’t know.

Yuri Elkaim:                         Sure, and so here’s the cool thing-

Celina Pizarro:                   I don’t really work with people who are like severely overweight, so I’d say it’s the last.

Yuri Elkaim:                         Sure. The cool thing here is you decide who you want to work with. If you said, I help them to lose the first 20 pounds that can be a 400 pound person.

Celina Pizarro:                   Right, that.

Yuri Elkaim:                         Right. When you say the last 20 pounds, that’s a completely different avatar all together.

Celina Pizarro:                   I’m seeing that.

Yuri Elkaim:                         Tangibility now… Okay, cool. Celina’s going to help me lose the last 20 pounds. I can see that and what’s the time frame typically that you help these clients with in this program?

Celina Pizarro:                   Three months.

Yuri Elkaim:                         Three months. Okay, so the promise really is we’re going to lose 20 pounds in three months. Now that becomes… like for you, does that become as a woman, does that become more tangible, more exciting than I’m going to help you feel better in your body?

Celina Pizarro:                   Of course. I mean, of course nobody thinks that they don’t feel happy in their body even though they’re not.

Yuri Elkaim:                         Here’s the challenge, right. Is the romantic side of us, like we all as health and fitness experts, there’s the true desire which is I want to lose 20 pounds but a lot of us tend to focus on the stuff that comes from that. You’re going to feel better, you’re going to have more confidence, et cetera, et cetera. You’re going to feel better in your body, you’re going to have more confidence, you’re going to be like the light of the room. We tend to focus a lot of that in our marketing because we don’t just want to be the person helping people lose weight.

Yuri Elkaim:                         That’s typically what I’ve found for a lot of trainers and a lot of coaches, but the challenge is that when you help people feel better, how do they know when they’re there? It’s tough to quantify that. Now here’s the cool part, is that just because you help people, it’s not just, but you help women lose 20 pounds in three months which is amazing, but here’s the cool thing which you know and which your clients are going to realize in the journey, is that everything you listed, no time, not happy in body, emotional eaters, all of that stuff gets resolved as a strategic byproduct of your program. Does that make sense?

Celina Pizarro:                   Yup.

Yuri Elkaim:                         But the key is that we’re leading with 20 pounds in three months. That is the bait that we’re putting into the water and we’re attracting the right fish into our lure who want that result. So far, so good.

Celina Pizarro:                   Yup.  Why I have shied away from doing that is that if that outcome is not obtained, what happens?

Yuri Elkaim:                         That’s a great place to be and because here’s the beautiful thing about a higher ticket coaching program, is that if you asked yourself, okay, well if that’s the goal, if I were a realtor I would not get paid until I sold someone’s house, right, but as a coach, we get paid ahead of time. An interesting question to ask is, well, what if I didn’t get paid until my clients got a result? What would I have to do in my program, in my coaching to make it absolutely 100% certain that they would win. The nuance to that question as well is if I only got paid after getting results, those 20 pounds in three months, who is the best client for me to work with?

Yuri Elkaim:                         If you look at that perfect client that you’ve written down, like what are their traits? What are their characteristics? What type of mindset do they have? Because now-

Celina Pizarro:                   They’re doers, they’re leaders.

Yuri Elkaim:                         Exactly. All of that becomes infused into your marketing because that’s going to attract those women to you versus if you said, let’s just say you didn’t know your market as well as you do, and you just said, I’m going to help people who might be in Weight Watchers, right, and now all of a sudden those traits and those mindsets and those characteristics are very different, they might enroll with you, but they don’t do the work or they get some momentum and then they fall off into bad habits again.

Yuri Elkaim:                         You want to set yourself up to win by first identifying what is it that you have to deliver in your program to make it as close as possible for them… sorry as close to impossible to fail for them and then second is if that’s the case, who’s the segments of that market who’s probably going to do the work and get the results because that’s good for them, it’s good for you and just kind of thinking through that is important. I’m happy you brought that up because not everyone’s going to win. Not everyone’s going to get the results you want to deliver unless you did the work for them, unless you ate the food, you did the setup, et cetera, so we know that but we want to be able to create something magical that moves the needle closer to higher probability of them succeeding. Does that make sense?

Celina Pizarro:                   Mm-hmm (affirmative).

Messaging Magic

Yuri Elkaim:                         Okay. I just want to finish up with the magic a little bit here. Okay. We talked about the messaging really is kind of what we talked about. The messaging is really the promise, which is something along the lines of helping mompreneurs lose 20 pounds in three months or less so that you can be the best mom and dominate in business for instance, right. Now the magic is really important. In a marketplace, Eugene Schwartz talked about this in a really good book called Breakthrough Advertising. We have one end of the spectrum, which is unaware, so people… actually let me do it two ways. The second line is where we start. We have sophistication of the marketplace and what this means is, have your perfect clients seen some type of weight loss offer at some point in their life.

Celina Pizarro:                   They’ve taken… they’ve done all of the-

Yuri Elkaim:                         Yeah, exactly.

Celina Pizarro:                   They’ve done all of them.

Yuri Elkaim:                         On the one end we have a low sophistication, which maybe 200 years ago the market for weight loss was not sophisticated because no one had books, no one had gyms all that stuff. It wasn’t part of popular culture to lose weight and so forth but now it’s extremely high, and what that means is that they’ve seen everything. When people have seen everything and things haven’t worked for them, what ends up happening is increased skepticism. Now they start getting skeptical and be like, is this really going to work, whatever. We have to understand that they’re going to be skeptical. What we have to think of when we’re introducing magic and magic is just kind of the word I use to talk about the offer.

Yuri Elkaim:                         Whether it’s a free thing or the paid thing that has to inherently have some magic that gets people very excited and there’s three components to magic that are really important. New difference or polarizing. Now these all have to tie into the outcome that the person wants but the thing is that if you’re introducing to the market something that is the same as everything else, the likelihood of them taking action is a lot lower and so part of the process of crafting really exciting things for people is spend just some time thinking about how do I introduce something that has an interesting hook, an interesting angle that’s different, that’s polarizing.

Yuri Elkaim:                         For instance, with our webinar, the 7-Figure Health Business Blueprint and our positioning with our entire program is the old way of building businesses online specifically is dead. Doing all the Internet marketing stuff for most people in 2019 is harder than ever and we just happen to have a simpler, faster solution of doing so. We have a very polarizing stance that is different than what a lot of people have seen. You want to think about not just your program but your brand in general. What do you stand for? How is it new? How is it different? How is it polarizing… they don’t have to be all three but at least one.

Celina Pizarro:                   Because I’ve done a master class, like that’s what I know that your funnel leads to. I talk about the three false truths that the diet and fitness industry spread because I’m so anti-medication and potions and all that. I don’t have them cut any food groups out. There’s no carb or fat cutting. You don’t have to have a gym membership and I talk about some spiritualties, like you know that only spiritual leaders aren’t the only ones who can manifest what they desire.

Yuri Elkaim:                         Cool.

Celina Pizarro:                   I do the false truth kind of thing is my intro.

Yuri Elkaim:                         Part of it is again, like there’s a lot of different ways you can approach something. If you’ve got a masterclass, there’s many different angles you can take to bring to market and if you think of one of the easiest ways to become polarizing is to create a common enemy. A common enemy in your case based on what you just told me could be the diet industry. The common enemy in our webinar is the old way of internet marketing and we’re basically saying, if you’re doing all this stuff, good luck and we’re demonizing it for good reasons and that’s essentially what you’re going to do as well and what’s going to happen with that, like your masterclass or a webinar, the goal is not to teach people how to solve the problem, it’s to get people to buy into your philosophy and for them to have a couple a has to realize that what they’re doing and what everyone else is doing isn’t working and there’s a better way that you have figured out and then in order for them to really get a customized game plan they need to book a call with you.

Yuri Elkaim:                         Part of the goal of the webinar is to look at like the false truths and really showing how that stuff is not just not true but it’s damaging. It’s like if you even thought of going down this path it’s really going to be bad for you and what’s going to happen is, some people are like, hey, you’re full of shit, other people are like, you know what, this makes a lot of sense, let’s take the next step and that’s pretty much what you have to do in your masterclass. Does that make sense Celina?

Celina Pizarro:                   Yup and I do not have that, so I need to do that.

Celina’s Big Takeaways and A Ha’s

Yuri Elkaim:                         Okay, cool. I’ve got to jump off in like one minute because I’ve got an appointment at noon but I want to… just before we wrap up here I’d love to get like one or two takeaways or insights that you’ve had from it… and I know obviously we’ve kind of just skimmed the surface here, but I would love to get from you, like what are one or two insights or actions that you can take based on our conversation here?

Celina Pizarro:                   Definitely the desire… the true desire being there, linking to my promise, which is their problem. The 20 to 25 pounds and then creating that magic with I think for me would be that polarizing commonality. I’m focusing in more on that in delivering the masterclass webinar will definitely be helpful. Now how to go about doing that, I probably will have to contact you afterwards but those two things are huge.

Yuri Elkaim:                         Cool. Awesome. That’s great and again, this is a process that takes a good amount of thinking around and it can hurt your brain but the nice thing is that once you have this figured out, once you have clarity on the market message and magic, that becomes the foundation of your business and everything else comes a lot easier from that but the challenge is that when we try to throw a bunch of stuff to market without that clarity, then it’s like we’re just throwing a ton of stuff at the wall and juggling a thousand different plates with no real guiding light with no north star, and then we’re just trying to figure out like why isn’t this working? Why aren’t people enrolling? It really comes back down to the basics. This whole market message magic, the triad of influence and if that gets dialed-in, everything else becomes a whole lot easier.

Yuri Elkaim:                         Awesome. Again… we can only do so much in about 25 minutes, but hopefully this gives you some good guidance to get moving forward in a better direction and I’d love for you to keep us posted inside the Facebook group to see what you’re working on, if there’s anything we can do to support you and just thanks for taking the time for joining us today.

Celina Pizarro:                   Thank you so much for your time. I really appreciate it, so nice meeting you.

Yuri Elkaim:                         Yeah, likewise. Awesome Celina. Thanks so much.

Celina Pizarro:                   Thanks Yuri.

Yuri Elkaim:                         You’re welcome. 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 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, I 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 7-Figure Health Business Blueprint training totally free right now, and you can do so at healthpreneurgroup.com/training.

Yuri Elkaim:                         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.

Transcription

Hey guys, how’s it going? Yuri here and a special edition actually today. We are outside in the backyard, beautiful Day, sunny, maybe a little bit noisy in the back. There’s construction. They’re building some new condo way back there. So if you hear any background noise, that’s what’s going on, but in this special episode, I want to share some really cool lessons. Three lessons specifically from my good friends, John Berardi and Phil Caravaggio. They did a fireside chat last night with my good buddy Jason Gaignard who put this event on in Toronto and there’s probably about a hundred entrepreneurs in the room and he had Phil and JB, John Berardi speak about their journey. They actually recently got acquired.

Precision Nutrition got bought out for a lot of money, which is amazing . So Phil and John Berardi, if you don’t know them, they started probably one of the most prominent nutrition companies in the world called Precision Nutrition back in 2005. They shared their journey, never really having the intention to sell up until about two years ago and then they started getting phone calls, “Hey, we’re interested in buying your business. You know, let’s have a chat,” and so it was really interesting to see their transition from “I have expertise, I’m setting up a website. I’m just gonna share some stuff,” to building a pretty much a nine figure business over the space of 15 years. Incredible, incredible journey. I’ve known John and Phil now for almost close to a decade. Really, really great guys. Phil and I were in Strategic Coach together. Spent a lot of time together and it’s just, I’m so, so pumped for their evolution, for the transition.

Differentiating Yourself

So anyways, there’s three really important lessons I want to share it with you and I told this to both Phil and John and I said, “Listen, like you guys deserve all of this because Precision Nutrition as a company is an amazing representation of what a company should be.” Strong ethical moral values, never compromising integrity, providing the best possible value at every stage of the client process of the client journey and if you’ve ever done any business with Precision Nutrition, whether you’ve certified with them or used their Pro Coach software, you’ll know what I mean, they’re just top notch and I told them like, “Listen, your business is a reflection.” So here’s the first lesson. Your business is a reflection of you and the reason Precision Nutrition has such a great reputation in the industry is because Phil and John are great people.

They have big hearts, they’re genuine, they’re real and they just do good and as a result of that, that disseminates across their entire organization. So the beautiful thing about business is that business is really an extension of who you are and that’s the nice thing about not really having to worry about competition because the very fact that you are the owner of your business, you are the coach or the visionary, the leader. You bring a certain skill set, you bring a certain energy, you bring a certain perspective that no one else can bring to the marketplace. So even if you sold something that was almost identical to someone else, ultimately we don’t want to do that, but differentiating yourself just by being yourself is extremely powerful and that’s the first lesson is that your business becomes a reflection of you.

Create A Holocracy

The second thing and this is something that I don’t want to go too in depth on because it might be just a little bit too high level for where we’re at right now and quite frankly I don’t have enough knowledge around this. A lot of companies start off with a CEO at the top and then they have C-level executives underneath and then everyone underneath that and what John and Phil did was they adopted a new way of organizing a company. It’s a process, it’s a structure known as Holacracy where essentially everyone has autonomous responsibility and power to some degree based on in their own domain and the reason they did this is because, and this happens a lot, is that they were essentially two geniuses with a lot of helpers when they started their business and up until about 25 employees, it was them and then 25 people helping them out, right?

Always coming to them for the final say, the approval, et cetera and what John recognized was that he was spending more and more of his time not doing what he loved to do, but instead on phone calls and in meetings approving things and that is a very, very quick way to hate your business and so they adopted a philosophy that, they didn’t create this. Obviously it’s a different paradigm that someone else created and I don’t know the creators of it, but it’s called Holacracy and instead of it being top down, it’s really kind of just circular and spread out. So there’s no cog in the wheel. There’s no one person who’s more important than anyone else. Everyone has the expertise in their own domain. They have the authority and responsibility to do what they do, make decisions and obviously execute what they need to execute.

Now obviously for a very, very high level things, there’s obviously certain sign offs that need to happen from the owners of the CEO’s, but a lot of the success that Precision Nutrition was able to enjoy, Phil and John both said are a direct reflection, if you will, of that business model being very, very different than a top down where they would just say, “You do this. You do that. You do this and come back to me when that’s all done.” So it’s something that as Healthpreneur grows, that’s something I’m going to consider looking into as well and I think to be very honest with you, I think we actually do a very good job at creating a similar type of structure within our business, within our team.

Obviously I guess I am the leader, but I’ve always recognized that I don’t want to be the cog in the wheel. I don’t want to be the person who’s always coming to for approval for certain things. So part of my job and part of my awareness is how do I empower my team? How do I build leaders? How do I help them have more authority in specific areas? And I think we’ve done a really good job with that right now because right now as I’m recording this, we have Melanie and Nicole who are two of our copy coaches running a webinar Wednesday call. I have no involvement in that at all and they’re absolutely amazing at helping our clients with their webinars and that’s a process that I have no involvement in whatsoever and so part of what we’ve done with Healthpreneur and specifically with our health business accelerator workshop is draw various components of the business model we help you deploy: webinars, Facebook ads, enrollment calls, et cetera and I very quickly realized that I didn’t want to be the only coach servicing our clients in those different domains.

So I said, “Okay, who are experts in these areas? Let’s bring them into our team and let’s have them do the coaching and help our clients in those specific facets of their business,” and so what that’s allowed me to do is it’s freed up a lot of my time to do stuff like this, record videos and podcasts like this one, and it just allows me to do more of what I love to do instead of having to do coaching calls every single day of the week. So that’s the second thing is, what was the second thing? The second lesson there being, sorry, I can’t even remember. It was basically about the company structure  giving everyone kind of autonomy and authority instead of micromanaging people.

An Interesting Story of The Universe Coming Together

So I think that’s the second big lesson and the third thing is that I think is really, really powerful to think about and I’ll share this in a story. So there’s a really good book that you should read. It’s called Principles by Ray Dalio. Ray Dalio is, if you’ve watched the show Billions, he’s kind of like the Bobby Axelrod, but probably in a nicer way of the world here. He runs the number one hedge fund in the world. He’s one of the top 10 most influential people alive and he has $180 billion under management I believe. So Phil is on the internet one night. Comes across something from Ray Dalio’s, goes down a bit of a rabbit hole and finds this word document. It was kind of like a memo that Ray had written to his team.

He was immediately blown away by his ability to simplify complexity, to take these concepts of the economy and all that kind of stuff and really just simplify it so that anyone could understand it and then he thought to himself, so he read the first three paragraphs and he said, “This is the best thing I’ve ever read in my life,” and then he felt bad because this memo, which was several pages long, was kind of just out there in the ether is not really being read by anyone. It was almost like one of those documents that you put up on your server and then it shows up in Google. That’s kind of what it was. So what Phil decided to do was he took this manifesto or this memo or there’s a longer version of it and he decided of his own volition and this is actually written about in the book okay? So I’m not just spoiling the surprise.

He doesn’t know Ray. Ray doesn’t know him. He takes this word document essentially and he says to himself, “This deserves to be put into some type of legacy piece. This really should be shown to more people.” So he hires his own designer, his own book designer, who by the way did the book for Jay Z and some other very, very big people, not cheap. So he spent a lot of money of his own money, his own time, took eight months for them to put this book together. Doesn’t tell anyone about it, just kind of doing this thing and this is the way Phil is. He’s just like, he’s unbelievable.

Gets the book done after eight months and a lot of money spent and then he’s thinking to himself, “Well, I don’t know Ray. Ray doesn’t know me. How am I going to get this to him?” and so then he remembered that there was an individual who applied for a job at PN who didn’t get the job, but through the grapevine, he found out that a story Phil found this individual had contacts at Ray Dalio’s office and so he took a chance, gave this individual a book and through the grapevine, hopefully it would make its way to Ray. Now that’s a lot of faith, right? You’ve put a lot of money into a book, a lot of time into a boo, and now you’ve given it to some random person and you don’t even know if the book is going to get to the ultimate destination or using the post service. The postal service is bad enough, right?

Six months go by and Phil is in Italy with his wife. He’s thinking to himself, “The book probably just disappeared, went into the garbage or the guy took it. Who knows? We’ll figure out a different way to get through.” Then he gets a phone call. He gets a phone call and the guy on the phone is like, “Is this Phil?” and Phil’s like, “Yeah.” He’s like, “This is Ray Dalio.” Ray Dalio calls him up, he got the book. He was so blown away by the fact that a stranger who’s never even met him would go to this length to create such a masterpiece and give it to him. So what does Ray Dalio do? Flies his private jet, picks him up in Italy, flies him and his wife back to their place in Connecticut, spends a couple of days together. They build this amazing friendship.

Now, Phil did not do this with any ulterior motive. This is the way he is and the interesting thing was Ray’s asking, “Well, why did you do this? What do you want?” and Phil says like, “Honestly nothing. I just felt that this was an amazing piece that needed to be seen by more people and honestly like if you could coach me in some areas that I’m not that strong in, at some point in the future that’d be awesome.” Fast forward a little while later when Phil and John are considering selling the company. Now he’s able to turn to Ray to get some really great perspective and advice he never would have had otherwise.

Taking Risks And Going All In

That book went on to become a number one New York Times bestseller and that never would have happened had Phil not taken the emphasis upon himself and really put all his chips in to make this happen. So here’s the third lesson is that sometimes there are things you need to do where you have to put all of your chips into the table and what Phil did was an example of a potential loss. He could have lost all his money and eight months’ worth of time in addition to his real job, right? This is kind of a side project that was taking up a lot of his time and mental energy as well. That was a massive undertaking, a massive risk, but he knew at some level that this was the right thing to do and he had to go all in and that’s what he did and this is a really, really important lesson.

This is one of the reasons why Phil and John are able to cash out for a hundreds of millions of dollars with Precision Nutrition because they’re the type of people who go above and beyond. They provide incredible value for their community, but in opportunities and circumstances like that, what I just described, they go all in and I want you to think about you and your circumstances right now because the reality is that if you don’t go all in on one thing, you’re never going to be committed to anything and you’re dabbling a little bit here and there and there and there and this is the number one reason why most entrepreneurs don’t succeed in business. They don’t have enough faith in themselves or in the process to go all in and so they’re always looking for the exit. They’re always looking for the safety net.

They’re always looking for the guarantee. Show me the proof that this is going to work. Did Phil have proof that what he did was going to work? Not at all. No one had ever done that before. Do you have proof that what you’re going to embark on is going to work? Not at all. Do you have proof that if you work with us, it’s going to work out for you? Maybe, maybe not, but your results have nothing to do with our other client’s results,  just as there is no certainty in working with us, there’s also no certainty in working with anyone else or even on your own. Because what it comes down to is you and your ability to go all in and make things happen no matter what and that is really important to understand that your results are always going to be your responsibility, no one else’s and yes, there are systems and strategies that are maybe a bit smarter and more effective than others.

But even at the end of the day, you could use a mediocre system, a mediocre strategy, but if you’re the type of person who will do no matter what and do whatever it takes to make something work, you will make it work. So I want you to really think about this and don’t blame this stuff. Don’t blame things outside of yourself. Look in the mirror because that’s really where the finger needs to be pointed and in a good way as well as a bad way. If things don’t work out. Hey, whose fault is it? It’s your fault. If things do work out, whose fault is it? It’s your fault. I mean you’re responsible, good or bad for what happens. Okay? So those are the three lessons.

Wrap Up With Yuri

Hope you get some insight from those and if you ever have the chance to do any business with Precision Nutrition, you have my full blessing. They’re amazing. I would highly recommend them for any kind of certifications you’re thinking of doing if you want to use their Pro Coach platform. I personally haven’t used it, but I remember being behind the scenes as Phil was kind of talking me through what they were building years ago and I told them,  “Dude, this is going to revolutionize the coaching industry.” So anyways, they’re incredible. I just wanted to share that story with you and one final thing is that this is another example why it’s important for you to be plugged into communities of entrepreneurs where you are learning from people who have succeeded and failed and what the lessons they’ve learned along the way are. Because part of hiring a coach or a mentor or even just learning from people who’ve walked the walk is understanding what went well, what didn’t and learning from their mistakes, their pitfalls et cetera.

If you can put yourself in environments like that, whether it’s masterminds or live events where you’re connecting with these people and hearing these stories and getting to meet them personally to really build those connections and relationships, it’s arguably one of the most important things you can do for your business and if you know my story, the big shift in my life, my business happened in 2009 where I decided after three years of doing things all by myself, I said to myself, “Listen, dude, come out from under the rock and really connect with some people. Go to some events, even if you don’t have the money, get there because that’s the only way you’re going to grow. That’s the only way you’re going to grow,” and 2010 was the beginning of all that. I went to four live events, met my initial coach, met some amazing people in our space and that was the inflection point in my business.

Everything that I have, everything that I’ve experienced everywhere I am today is only a byproduct of that initial decision and I really feel bad. Listen, like I understand everyone’s in a different position, financial leader situationally, but listen, it upsets me when you know someone’s interested, for instance in coming out to our big event in Scottsdale or our Mastermind in Toronto and they’re like, “Oh, like if you only lived closer or if the event was only closer,” and I’m like, “Well where do you live?” and they’re like, “Chicago.” I’m like, “Do you not have access to an airport? Like it’s this thing that flies in the sky and it takes you to another destination within one to three hours. You don’t have access to that?” So listen, where there’s a will there’s a way. That’s all it comes down to.

If you want it bad enough, you will find a way. You will jump on a train if you have to, but to say that flying to Toronto from Chicago is a little bit too far. I’d have to pay for a flight and cross the border. That’s a real big limitation that’s going to hold you back in business and in life. So anyways, with that, I will finish this episode off.

I hope this makes sense. I hope this story inspires you, but most importantly the thing that I want you to really think about here is you have to have faith in yourself and you have to go all in, not halfway, all in. Will it fail? Maybe. Will it succeed? Maybe as well, but you’ll never know unless you try it and I can promise you that the upside is infinitely greater than the downside. All right guys, thanks for tuning in. Hope you’ve enjoyed this episode. I look forward to seeing you in the next one. Ciao for now.

Transcription

Yuri Elkaim:                         Hey, hey, what’s up guys? Yuri here and I’m really excited for this conversation. I’ve got one of our rockstar inspiring clients, Jenn Edden on the line with me and I couldn’t be more pumped because she has been an absolute inspiration for so many other clients that we serve.  I’m really excited to highlight her, feature her, and really talk about her journey. So Jenn, welcome to the show here.

Jenn Edden:                       Thank you, Yuri. That intro, I so appreciate that.

Yuri Elkaim:                         Awesome. It obviously doesn’t do justice, so I’m going to, I’m going to give you a second. Can you tell our viewers and listeners, just introduce yourself, who are you, what do you do? And just give them a bit more context around that.

Introducing Jenn And The Clients She Serves

Jenn Edden:                       All right, sure. I’d be happy to. So my name is Jenn Edden. I specialize in sugar addiction. Helping busy entrepreneurial women really learn how to dial in their sweet tooth, their wine, right? But without all this dieting and this deprivation, and I’ve been in this, in the health world about 15 years now. It took me 15 years to find you Yuri. I love what I do. I’ve got a family of five total. I got three kids and a husband and this has been the missing piece. I just can’t say enough. So I know we’ll dive into that. But I love my work. I love what I do, I love my family and now having a business that really is streamlined, has been the missing piece. So I’m very grateful.

Yuri Elkaim:                         That’s great. So why sugar addition? Like what was your big motivation to want to do what you do?

Jenn Edden:                       Oh, gosh, like so many practitioners that are going to be listening right now, I mean that’s just what I struggled with as a kid. I was super sick, super anxious, gastritis, grinding of teeth. Kind of normal in my house to go through rows of Oreo cookies as a kid. Not really knowing that anxiety is directly linked, and that stuff goes on. As a kid you kind of overlook it, but then when you’re in your twenties and you still have problems, you really start to take a deeper look, or at least that’s what I did.

Jenn Edden:                       And like so many people, it’s hard to go to doctors and others. While they have their place, we’re the ones who really can find the solutions for ourselves and it was after I healed myself, it was time.

Yuri Elkaim:                         It’s awesome.

Jenn Edden:                       It’s time to really bring it out into the world in a bigger way. I don’t really know that many people that specialize in sugar. It’s weight loss, it’s this, it’s that. But I am the sugar expert because I’ve been recovering.

Yuri Elkaim:                         Totally, you’re awesome.

Jenn Edden:                       So yeah, thanks.

Getting Her Message Out

Yuri Elkaim:                         So you have this message, you want to really get it out to people. What did you want to achieve with your business and what problem or problems were you facing as you were starting your business or growing it?

Jenn Edden:                       That’s so great. So for me, it’s about a movement. It’s about starting with, for sure entrepreneurial women like myself who don’t really have the time to figure all this stuff out. But then for me that, the bigger thing is as I grow my business and have grown my business, it’s reaching the children. It’s reaching the next generation. So I know for me the women hold the key so you know they have the children. So for me it’s really just spreading the bigger message that you don’t need to live with your circumstances, that food heals on a really, really deep level. And did you ask me my struggles? Struggles?

Yuri Elkaim:                         Yeah, like business wise. Like what were you struggling with through all this? What was the challenge that you were facing before you kind of came into our world?

Jenn Edden:                       Reach. Having a larger reach but in a way that felt authentic for myself. Right? There’s so many different people out there, which God bless them, selling everything and everyone has what resonates with them. But for me as a busy mom, when the health of my family is really number one as well as the health of myself, I just didn’t find any other solutions that fully resonated. And I mean you don’t know this, but one of the beautiful things, I’ll just say real, real quick, Yuri’s extremely congruent. And so I look for congruency and I need my mentors and my coaches to be congruent, and to live as healthy of a life as me, if not more. And so that was a big piece, and staff and everyone that supports the entire HBA program, they’re healthy as well. So just congruency matters. Yeah.

Yuri Elkaim:                         Well that’s why I don’t sell hair care products, so.

Jenn Edden:                       Good one. Good one.

Yuri Elkaim:                         Thank you for saying that.

Jenn Edden:                       You’re welcome.

Improving Jenn’s Reach

Yuri Elkaim:                         So you want to improve your reach, you want to get your message out to more people. What are some of the things that you had tried to do that, to expand your reach to get clients? What did you try before you came across us?

Jenn Edden:                       So great. I love that. So one of the big things that struck home when I decided hands down, like, all right, “I’m just going to come in and let’s have some fun together playing,” was, I dabbled in everything. I mean, so I did some Insta, I did some Facebook, I did some Facebook ads, but nothing really targeted. Just things that I would boost based on what I had written. I’ve got a newsletter community, I’ve done workshops. Oh, gosh. Yeah, yeah.

Jenn Edden:                       I’ve done pretty much where I worked to do as much as I could online with my limited knowledge. But then I also would do a ton of in person, but none of it was just consistent in a way where it was consistent revenue and I was constantly hitting burnout. So nothing was sustainable, going back to health of my family and myself is really number one. And I do believe you can work smarter as well as harder.

Yuri Elkaim:                         Yup.

Jenn Edden:                       So you just, it got nailed in this program, let’s just say it that way.

Yuri Elkaim:                         Nice.

Jenn Edden:                       Yeah.

Yuri Elkaim:                         And so, finding a better solution to all that other stuff and that’s as you know Jenn, that’s pretty much what everyone does, right? They’re doing everything and it’s like we see all the time. So you kind of do that stuff for a long time. You’re introduced to us, with the smarter solution in your mind. What are you thinking of in terms of like, “What is this going to mean for my business and what does is this going to mean for me personally?” What did that conversation look like?

Jenn Edden:                       You mean like now? Like where am I at?

Yuri Elkaim:                         Well even as you were contemplating starting with this.

Jenn Edden:                       Oh, it was a no brainer. So for those who don’t know me, right, when something resonates, I always teach this in my practice, you go for it because congruency always leads to results when you commit. So for me, I just saw this as the light at the end of the tunnel, where I could put in the effort that I am more than willing to do, but it would give me results that are like you always say, and I love it, like predictably. Predictably give me results that are consistent if I work hard enough. And so when I’m the limiting factor, there’s no problem there. It’s when I don’t have the tools, I’ve got a problem. So the beauty is I now have all of these tools in place and me, the limiting factor, I have no problem working harder.

Jenn Edden:                       And I know you and others have taught this. In the beginning you have to put in tons of time. But as the business grows and becomes more sustainable and scalable, you hire teams. And I’ve always been interested in hiring. In fact, I’m a delegating queen. I don’t believe I should be doing it all, but I didn’t know what to delegate. All right? I didn’t have enough predictable leads coming in to delegate that much, and of course with that is the predictable revenue. So with all that really starting to gel, I mean sky’s the limit. You can talk about where I’m headed. Like sky’s the limit. I wake up giddy every day.

Yuri Elkaim:                         Yeah. Oh, you can get there for sure. So you come into the program and just for everyone watching and listening, we’re talking about the health business accelerator. We call it HBA for short. So in your experience, like what if we were to say like three parts of our coaching program made the biggest impact for you? What would those three parts be?

Coaching, Support and Mindset Upgrade

Jenn Edden:                       I would say this, the constant support being on a journey where I can’t see the finish, but there’s an intense and a really good amount of support every day of the week from staff. Oh my gosh. From Yuri. I mean, you know that you’re just, you’re in there all the time. So we’re so grateful for that. So I would say support is number one. And for me, I’m just going to say, own your weaknesses and love your strengths. And I know for me like the tech end of stuff, I’ve always delegated to the point where I think I delegated most of my business away minus the coaching part, which I love, love, love. And what I’m finding is that so many of us that come in to this program, we’re similar in that we have a passion for what we do and we’re really good at it.

Jenn Edden:                       But the tech stuff has totally stopped us from scaling. So the beauty is like you all in your team have removed that problem from us, but you didn’t just remove it. You empowered us to understand it so that we’re self-reliant. And I would honestly say up until now, I have not been self-reliant. I’ve been super reliant on the VA and if she leaves, Oh Gosh, how do I run stuff on the back end? And I just don’t have that anymore. So I am 100% super reliant with the tech stuff handled.

Jenn Edden:                       And there’s a whole mindset piece you’ve been working on with me, right? Because I’m in it 15 plus years now. This is not new to me, coaching world. But it’s amazing when you look to scale and grow bigger than what I’ve been, we’ve been comfortable doing. You got to upgrade your mindset. You’ve got to because you get what you get, because it’s what you think about. So you also got us to have this mindset piece. So it’s not just the technical and the support, but like, “What are you thinking?” And it’s very similar to what I teach. It’s practical and it works because the results are showing up in my business. So kudos.

Yuri Elkaim:                         That’s awesome.

Jenn Edden:                       Kudos, yeah.

Yuri Elkaim:                         That’s great. So we talked about the coaching and support, the kind of taking a tech off your plate, but at the same time empowering you to understand it. And then third obviously the mindset. That’s awesome. See what, it’s funny because obviously we talk with all of our clients about it. It’s tough to sell mindset. It’s tough to sell something that’s kind of very intangible at that. But that’s the one thing that we all need. And as you mentioned, that’s a big component of what we help you guys really dial in.

Yuri Elkaim:                         Because there’s obviously self-doubt, there’s worry, there’s all that kind of stuff, especially for people who start to increase their prices. They’re like, “Oh my God, are people going to pay whatever, whatever?” So it’s been amazing to see like your transformation, a lot of other people’s transformations as well. So it’s pretty awesome. And that’s why I do what I do. So speaking of transformation, looking at the results that you’ve been able to achieve, what results have you been able to achieve in HBA and how has that impacted your business and your life personally?

Jenn Edden:                       Wow, so the first thing that came to mind was when we started talking mindset. And you were like, “Jenn well, what’s your best life number?” You talk about this a lot. What is this number? And I tend to blow stuff off because I … overwhelm can come. So for me, I keep it simple. So get the pipeline together, right? Start getting some calls booked and then I’ll deal with this best life thing Yuri’s talking about. So I got all that handled, dialed in the right women, right? My favorite peeps started to show up but the numbers weren’t there and you were like, “Well, what’s your best life number?” I’m like, “Oh dear God, I don’t know. How about I dial that in?” And you know what, and I put this in the group. The day I got clear on my best life number and how many calls, so how many strategy sessions I wanted and how many clients a week, I started to hit it.

Jenn Edden:                       Now I might not exactly be where I want, but to go from three calls a week to seven plus and it’s starting to come in like it’s not even next week yet, and I have about four already coming in and they look pretty good. Like that changes your life because then you sleep better. All my energy goes back into, okay, like the rest of my life because I’ve got something that’s working for me. It’s my 24 hour sales force. And when that goes on, I mean, people know about energy, right? Especially if we’re all health and we’re coaches and practitioners. Energy isn’t created or destroyed. Energy’s only changed. So now I’m just literally taken all the energy out of the black hole of worry and everything else and I go to bed like, “All right, I know I got this. Sales force is working, so excited for the morning.”

Jenn Edden:                       And another one booked while I was in Yoga, you know my whole downward dog story. Another one booked while I was in yoga.

Yuri Elkaim:                         Yeah, that’s great.

Jenn Edden:                       So it’s refreshing, Yuri, it’s refreshing.

Yuri Elkaim:                         And then for context, too, you don’t want to have 30 calls a week, right? You’re busy. We’ve talked about this so you know how many calls you want to have a week. Those at home listening and watching, it’s not like Jenn is like, “I’m at seven calls and I want 50.” It’s you want seven. Oh, what was your number like? Is it 10 calls a week or somewhere around that?

Jenn Edden:                       No, I wanted seven.

Yuri Elkaim:                         Yeah.

Jenn Edden:                       And consistently one client a week would be incredible, but two new clients would change the financial history of my family. And we talked about this, fill college accounts, calm me down and we do vacations now and other stuff, but it’s the stuff that we never get to.

Building A Sustainable, Predictable Business

Jenn Edden:                       It’s a win-win. I get to help these women that could not find me up until now and I get to take care of my family. It’s a win-win Yuri, and, yeah, so I got three kids, we’ll talk about it. We’re getting them. I’m getting in an RV. I don’t want any of that. I want seven, and it’s predictable because I’ve been hitting that number and now it’s a matter of with all the support, like getting my mindset in place so that those women can get out of their own way. God bless them. Right? And come into the program. So …

Yuri Elkaim:                         That’s awesome.

Jenn Edden:                       That’s the predictability piece that I’m honestly having a love affair with.

Yuri Elkaim:                         Yeah, totally. Not that you have to mention the price of your program or anything, but I just again, for context one or two clients, we’re not talking about a client who’s paying you like $50 a session. Right? We’re talking about premium prices guys. So for Jenn to bring in one or two clients, that’s a six figure business right there, a week easily.

Jenn Edden:                       Yeah, hands down.

Yuri Elkaim:                         So you mentioned the RV. This is, this has been a fun journey of yours. So talk, can you tell us though, you’re doing all this, okay? So you’re doing everything in HBA building up, ramping up this business and talk to us about what’s going on for you personally at the same time. Because I think this is a really, really important reminder guys, that your ducks are never going to be in a row. Stuff is always going to be going on in your life and gender. A great example of someone who just said, “You know what, I’m just going to do this anyways.” So talk to us about what you’ve been able to do over the last couple of months personally with the house and the RV and all that stuff.

Jenn Edden:                       Yeah, well the beauty is, let’s just go there real quick. Okay, so we’re getting in an RV, it’s 10 plus years in the making and last year we sat down and we said, “Hey.” We just had to put a stake in the ground the way you teach, but we did it around our personal life goals and we said, “Okay, so we’re going to move in a year. We’re going to sell the house, we’re going to sell everything. We’re going to take the three kids. We’re going to figure out how to homeschool and we’re going to buy this beautiful motor home and we’re just going to travel the entire country while I work out of the RV and my husband sells part of his business and works out of it as well.” And keep in mind I didn’t have a sustainable business. I’m like, “I guess I’ll do workshops. I’ll get a few clients here and there.”

Jenn Edden:                       But I knew we were going regardless. And then several months ago, this opportunity came up with you all and I was like, “I think I could do this. I think I could make my system predictable and then be able to get into,” forgive me for that doorbell. For me to be able to get into this RV, home school and do all this other stuff. And what you said is so true. So wherever you focus, you see results. So I nearly needed to streamline, I needed to say no to pretty much everything else other than HBA, my children. I needed to hire out and get some help to cook and do other things. And, and it’s been life changing and I can’t say enough about the predictability and I love what you said, because you say it all the time. “There is no right time.”

Jenn Edden:                       I just trusted. It felt right and, and it’s happening. So my husband’s actually picking up the RV today.

Yuri Elkaim:                         Nice.

Jenn Edden:                       30 days out. The system is working, it’s getting stronger every day and I 100% agree. If you keep it simple, and I do just what I need to every week. Like now I’m at the point where Facebook ads is my real focus and dialing in my message. It’s just not as hard as it seems. I just want to say that for someone who’s super not tech savvy, although I’ve gotten so much better, it’s possible. It’s possible. And you create how much you want. You want five a week, the system will do it. You just, right? We talked about it. More ad spend, more focus. For me, I want two a week and I want to be on the road in Arizona, hanging out with my family, knowing that Mondays and Wednesdays between 11:00 and 2:00 are the only times I take calls.

Yuri Elkaim:                         That’s great.

Jenn Edden:                       Talk about feeling empowered. So I’m forever grateful, you know that. Forever grateful.

Yuri Elkaim:                         That’s awesome.

Jenn Edden:                       Yeah.

Yuri Elkaim:                         So complete the sentence. I almost didn’t join HBA because …

Jenn Edden:                       Because I knew I was getting in an RV, and what if the overwhelm that used to come over me, came over me this time and I didn’t see the results that I was really feeling that I would get from what you guys said you would deliver.

Yuri Elkaim:                         Cool. Awesome. So it was like healthy skepticism and obviously time crunch and, all that good stuff, which is I think is a very common objection or a place for a lot of people to be in, which is totally fine. So who would you … if you were speaking with someone or just in general, who would you recommend to HBA, and why?

Jenn Edden:                       Oh, health practitioners who know that craft, who know they have a bigger message, and up until now, it’s not been anything having to do with them and their energy. Because Lord knows, I have enough of that to light 10 city blocks. But it’s this predictable system that up until now you haven’t been able to find and, everyone is ready to sell you something. But the beauty is when it’s congruent, like I said and the message resonates, Yuri, anything is possible. I mean for me to pull off what I did after 15 years of doing it a different way, and see what I’m seeing after honestly, it was after four short months and now it’s six short months. I’m an entirely different person and I have a business now that is scalable. That’s life changing in six months. Six months can go by like that.

Yuri Elkaim:                         Yup.

Jenn Edden:                       15 years went by like that and in six months everything has changed. It’s possible. It’s the coolest thing ever.

Yuri Elkaim:                         That’s awesome. Yeah. Six months. Imagine where you’ll be in 15 years from now. Right? That’s pretty exciting.

Jenn Edden:                       I know, I can say that. I’m like, I’m thinking one year from now, we’re out of the RV. I bought a house. That’s my goal. You teach that and I really appreciate it. My goal is to be able to put a down payment, not touching any of the money that from the sale of the house and Jenn Edden Coaching generates the down payment for our next house, since we’re not going to have one. So I got the goals Yuri.

Wrap Up With Yuri

Yuri Elkaim:                         Well you will get there, my dear, I have no doubts and obviously rather quickly and much more quickly than 15 years. So Jenn, thank you so much for opening up kind of the kimono sharing about your story, your journey, and just being super candid about this whole process. Guys, if you’re watching this or listening to this and you want to be the next Jenn Edden, but you know yourself, obviously a better version of yourself, a better version of your business, listen, we can help you. I mean, Jenn mentioned if you’re really good at what you do, if you’re an expert in your craft and you know you can help people, but you just need a better system, we got it, right? And if you show up and do the work, just like Jenn has, you can create some amazing things in your business.

Yuri Elkaim:                         So here’s what I want you to do right now. If you’re listening to this, go to healthpreneurgroup.com/grow and you’ll land on a page where you can book in a time to chat with us. If you’re interested in making a lot more money and helping a lot more people, and if you’re watching this on YouTube or somewhere on this page, there should be a link around it that you can click as well. It’ll take you to the same process. So guys, thank you so much for tuning in. Jenn, thank you so much.

Jenn Edden:                       You’re welcome, Yuri.

Yuri Elkaim:                         I appreciate you. I appreciate the way you show up for your clients in the world. For our clients as well, and wish you all the best for just amazing success and fulfillment as you continue your awesome journey. So thanks so much.

Jenn Edden:                       Thanks.

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 review. It helps us get in front of more people and change more lives. And if you’re ready to start work, 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.