Transcription

Hey, welcome back to the show. And in today’s episode, we’re be talking about why you should grow and not cut your expenses in order to grow your business.

Now, this might sound a bit counterintuitive based on a lot of the traditional thinking and teaching that we all receive in terms of financial wisdom, business growth and so forth. But I want to ask you a question. Let me ask you this. If you want to grow your business, how can you grow your business?

All the ways to grow your business

What are the ways you can grow your business? Well, let’s look at a few. We can do blogging, we can do YouTube, we can do social media posting, we could do networking events, we can do some speaking. We could, God forbid, post flyers at Starbucks. What else? We could do some joint ventures and affiliate marketing, right? So those are like the main ways that we can grow our business.

But there’s also one more way that we can grow our business. It’s actually two more ways, sorry. First obviously is paid advertising. Second is people. Now, what I want to get you to think about is that the fastest way and the most sure fire way to grow your business is by spending more money, and I know this sounds weird. Let me, just hear me out here. Let’s put the paid advertising and team to the side for a second, because those are going to involve investment. They’re going to involve you spending money, right? Now, if you don’t spend money, if you don’t grow your expenses, what else are you going to do? What? Are you going to rely on those first seven rates, different options that I just gave you, blogging, YouTube, Instagram, social media, wherever, and you can do all that stuff, okay? You certainly can, but I need to let you know something is that the reality is that’s going to take you a very, very long time to get results from those endeavors.

How to navigate social media advertising and why you won’t grow for free

We know that Facebook has publicly told us that organic reach on Facebook is less than 2%, which means if you post a recipe of yours or a post of yours on your Facebook fan page, less than 2% of people are going to see that. What that means is this, if you have a thousand followers, 20 of them are going to see your posts. So Facebook, which by the way owns Instagram, has told us if you want to play, you got to pay. So that’s why you need to take your business seriously. This is not some kind of hobby, this is not something you do just on a whim. Building a serious business is not easy. I don’t ever want you to think it is. It’s great to set the intention for frictionless living and removing a lot of the obstacles and that’s all good and you should, but if you’re going into business thinking, everything’s going to be for free and you’re looking for the cheap options every single time two things are going to happen.

Number one, they’re not going to be in business very long or number two, it’s going to take you 10 times longer to get where you want to get to. So the fastest way to grow your business is by spending money. Listen, you could blog, right? You can read a blog post every single day and I guarantee you no one’s going to see it. I promise you that, unless your name is doctor Oz and you have a massive platform already, nobody is going to see your stuff and that’s because Google, according to its most recent update a couple of months ago has told us that you have to be highly credentialed, highly authoritative in order to be ranked in Google. So, what’s the point of playing that game? What is the point of writing a 5,000 word blog posts that you spend hours writing that no one’s going to see?

Why it’s critical to use Facebook and when not to use it

Here’s a better option. Think of Facebook as your blog. Every single time you want to write something, put it up on Facebook, put some money behind it, and now it’s going to get in front of people. Okay? That’s the nature. That’s the game we’re playing guys. That is the reality in 2019. Facebook is your blog, Facebook is your YouTube channel, Facebook is your email list. I want you to think of that because if you think you can’t get in front of the right people, it’s because you’re looking to get in front of them in a free fashion. Obviously you can’t get in front of them because they’re not finding your stuff. So how do people find your stuff? Well, you put it in front of them. How do you put it in front of them? You have to pay. You have to pay. That is the only way you’re going to grow your business. So that’s what I’m talking about, about growing your expenses in order to grow your business.

It’s not about cutting expenses, it’s not a booklet for cheaper options. Let’s reduce our budget here. I want you to spend more, but it needs to be done intelligently. Listen, in our health business accelerator program, we help our clients do this because we know the alternatives that I just mentioned are going to take forever to see results from. So my good friend Josh Axe runs doctoraxe.com, arguably the largest health website on the planet. Then we’re getting 30 million visitors per month before Google made that algorithm change and overnight they lost 11 million visitors per month based on that one algorithm change. Now you’re not Dr. Axe, I’m not Dr. Ax. Most of us don’t have websites that are ever going to get there. I mean, my health website gets a million visitors per month, that’s pretty cool to be 10 years to build that. I don’t think you need to do that. It’s a waste of time. So if you’re getting 3000 visitors per month in your website and all of a sudden Google makes a change and now you’re down to 30, you don’t have a business anymore.

Now you might be saying, okay, well you’re already well, what if Facebook shuts my ad account down? My ads don’t get approved. Listen, that can certainly happen, but the good news is that you can get up and running again the same day. You can set up another Ad account, you can talk to Facebook. Sometimes they’ll reverse on appeal and so forth. I’ve had at least eight Ad accounts shut down in my time on Facebook. And yes, it’s frustrating, but for me it’s worthwhile because my people are on Facebook. Facebook has a billion people. If you are targeting men and women who want to lose weight, improve their health, get over her thyroid issues, regrow their hair, whatever it is, Facebook has your people. Facebook is your email list, you just have to give them a bit of money to tap into some of those people, and if you’re not willing to do that, maybe you shouldn’t be in business. Okay?

Why would you not advertise on Facebook? Let’s look at a couple of reasons why. Number one, you don’t know what to do. That’s totally fine, you should not advertise if you don’t know what to do. That’s why you should work with us because we can help you do that. Number two, is you don’t know how to set up your ads. Like you don’t know how to write ads, you don’t know what type of images to use and this goes back into point one, which is you don’t know what to do. So all of this stuff well like setting up audiences, setting up your campaign properly, all that stuff falls into I don’t know what to do. And if you don’t know what to do, then you need to work with someone who knows what the heck they’re doing, and that’s what we do every single day. 95% of our revenue is Facebook ad driven. We’ve figured a few things out, we work with some of the best ad experts in the world and as a client of ours, you get access to those people.

Second reason people would not advertise on Facebook is because they’re scared, and honestly, this is probably going to be the biggest thing holding you back in any aspect of your life, is you don’t do what you know you need to do because you are scared. What if Facebook advertising doesn’t work out? What if I lose all my money? Well, first of all, Facebook doesn’t have access to your bank account. You tell Facebook how much money you want to spend, and I would recommend starting at $10 to $15 a day. So what’s the worst thing that can happen if you ran ads for one month and you lost $300. What’s the worst thing that could happen, you lost $300? Does that mean Facebook advertising doesn’t work? No, it works because there are thousands of businesses that are crushing it on Facebook ads or using Facebook ads. What that means is that you don’t know what you’re doing or your offer isn’t strong enough. And again, if you’re trying to do this on your own, the likelihood of you succeeding, unless you’re an amazing marketer, is slim to none.

Growing your business with the right team and coaching

I would say if you’re not getting the right coaching and support, don’t even run Facebook ads if you don’t know what you’re doing. Don’t just put up a post and boost it, if you have no overarching strategy for what you’re doing. But when you do have a strategy, your goal should be, how much money can I give Facebook? How much money can I give? I can’t give Facebook enough money. Our dilemma is that we are targeting coaches within the health space. Our audience size is maybe 2 to 3 million. So the dilemma we run into is that our audience is too small and still we’re building a very successful business, but for most of you guys listening and watching to this, you’re targeting the general public. Even if it’s a niche, you’re still talking to tens of millions of people and they are on Facebook, right? So my goal is like how much money can I give Facebook?

Right no we spend about $2,000 a day on Facebook ads. I want to get Facebook more money and we have to do that very strategically because we can’t scale as rapidly as we could with a health business just based on our audience science. Right? So when you get to the point where you really have a pipeline dialed in where you know you give Facebook $1, they gave you five, you’ve won the lottery. Then you don’t have to worry about blogging. You don’t have to worry about social media, you don’t have to worry about any of that nonsense. It’s you continue doing more of what’s working and isn’t going to work right away and probably not. You’re going to have to tweak a few things. You have to figure a few things, you have to improve and fix a few leaks here and there, that’s part of the game. That’s part of the game of building a business. Okay?

If you’re expecting to be, “Okay, I got everything deployed where are my clients? Oh, they are not coming in?” This doesn’t work. No, no, no, it doesn’t work like that. It does not work like that. You have to be in this for the long haul. You have to understand what goes into building a business. Rome wasn’t built in a day, right? They probably had all sorts of issues building the coliseum. Oh my God, this marble doesn’t fit. It’s too expensive, it’s too heavy. How do we put it in here? Whatever, but you make it happen. You make it happen and you have to focus on your dream because your dream is what matters, right? And when you run into those obstacles, you have to come back to your why. So number one is we need to be spending more money on advertising. And again, you have to be doing so in a way that’s intelligent.

I’m not saying give money to Facebook because I’m telling you to advertise on Facebook. I don’t care, I have no vested interest in Facebook other than the fact that it has all the clients that we’re looking for and it has all the clients you’re looking for as well. So if you’re looking to get more clients, attract more clients. If clients attraction is your biggest problem, your biggest problem is that you’re not advertising on Facebook and you’re not doing that because you don’t know what to do or you’re scared. Okay? So please get the guidance and coaching to help you do that. Second way we can grow our expenses is by hiring people, right? Hiring people buys you speed, advertising on Facebook or any other platform for that matter buys you speed. So if you want to make $100,000 a year, you can do that. And for most people organically, that’s going to take them at least two years unless you’re again, super, super savvy marketers.

But for most people, if you want to go from zero to 100, you can do that in a couple months. There’s no speed limit on growing your business. It’s all up here in your head, okay? The only limiter on your growth is it’s in your head. Oh, it’s not possible. There’s no way I can make a million dollars in a month. Well, there is, right? There is, but you have to believe that and you have to be able to take the risk. You have to become more confident with your offer to be able to put more money behind that. I’m not saying you should do that in month one, but it’s possible. So Facebook advertising will buy you speed. Same with hiring people. You hire great people to come in and do the work for you. Do the work with you, other coaches, designers, developers, and like whatever, like whatever you need help with your business. You have two options, you could figure it out all by yourself and burn yourself out and start to hate your work.

Or number two is you find other people who are great at what you hate doing and you have them do the work and you pay them for that. And you’re going to get to a point in your business where you’re going to take less profit outs for yourself, but you’re going to buy herself a lot more time. A lot more time, and there’s no right or wrong answer to that really, but I think most of us want freedom more than we want money, but in order to have freedom, you have to have money. Right? So it’s like this catch 22. I had a conversation yesterday with a lady who we had to rebook our call because something happened with her husband and she wasn’t in the right frame of mind. So I’m like, “Hey, totally fine. We’ll just book for another day.” And she said, “Listen, I really want to speak to you. I know you’re super busy.” And I’m thinking to myself, I’m not super busy.

I have a lot of free time. I make myself busy because I love what I work, but I don’t have to do anything. I could literally sit on the couch and watch TV all day long if I want it to, and maybe work a handful of hours a week. I could do that if I want it to, but I don’t because I love what I do and I want to really push the limits. So I have made the conscious decision to hire amazing people around me so that I can re-gain freedom in my life because I want to be with my kids. I want to have time to think, I want to have time to go play tennis, I want to have time to travel. I don’t want to have to be the only person who’s taking phone calls, who’s coaching clients, who’s doing everything in my business. So you should, I would say if you had to choose one of two things, if you’re at a point in your business where you’re just starting, the number one thing you can do, you’re not going to be hiring people right away, because let’s just be honest, okay?

The number one thing you can do in terms of expanding your expenses, number one is to hire a coach and I would strongly recommend you work with us if you’re a good fit. Number two, is you spend a couple dollars a day on Facebook ads. It’s not how much you spend, it’s the practice of doing so. Spend 10 to 15 bucks a day. Just have a look at what’s going on. Get more comfortable with how it all works, and in a couple of months you’ll feel like you’re like, “You know what? I’ve got this thing dialed in. I really understand this now.” And when you’re able to pay for clients like you’re doing with Facebook ads, you’ve won the lottery. That’s the holy grail of business. The holy grail of businesses is not like asking people for favors. Can you promote my stuff? Can you mention me on your summit? Like all that stuff is fine, right? But you’re not going to grow a business like that.

Yuri Elkaim:                         The holy grail of building a business is you can go into any markets, any advertising platform, spend 100 bucks, make a thousand, spend 100 bucks, make 200, whatever it is. But when you understand how to turn advertising into profit you’ve cracked the code, you have cracked the code and that’s why, that’s the only thing we help our clients do right from the get go. Because if you’re starting from scratch, you should not be wasting her time with nonsense. You need to step out of your comfort zone and spent a bit of money with Facebook to amplify our message, to get your message in front of your ideal clients and to get those clients coming into your pipeline. That’s the number one thing you should do right from day one. And I wish I had known this back in 2006 when I started. I don’t know if Facebook was around them, but I wasted way too much time. That’s time I can never get back, at least money you can get back. Time, you’ll never get back.

Growing your message and business with the Perfect Client Pipeline

So you’ve got two choices, you can waste your time doing everything for free or you can take your business seriously and invest in your business. Invest in growing your message, amplifying your message, getting your stuff in front of more people by advertising it, and doing so on a smart fashion. I’m not talking about like lead magnets and stupid $10 products, I’m talking about in our case is what we call a perfect client pipeline, all right? Getting your message in front of the right people. 95% of people we work with don’t even know who I am before they see my Facebook ads, so that’s the power of what Facebook can do for your business. And again, you have to be willing to step out of your comfort zone. And now I’m not asking you to take out a second mortgage on your house. We’re saying, “Hey, whip out your credit card. Spend $10 a day on Facebook ads.” Worse thing that happens, you lose 300 bucks a month. You going to be okay? I think you will be okay.

But what’s the upside? And the upside there is no ceiling on the upside. There is no ceiling. You could be making … Again, I’m not going to make income claims, but you can be making, you could lose 300 bucks, but you can make a hell of a lot more than 300 bucks if you know what I’m saying. Right? So you just have to get your … You got to rewire your brain around this idea of on the balance sheet of your P and L statement, you should be seeing increasing expenses and as those expenses go up, your income should go up as well. And ideally your profit should, more or less stay the same, but as you grow your company, it’s going to go down a bit based on overhead team, et cetera. But overall you’ll be in a better place and that my friend is how you grow your company, how you grow your business, how you grow your income by growing your expenses, not cutting them.

Does that make sense? If it does, terrific. If it doesn’t, I wish you all the best and please let me know how things are going in five years when you’re still doing things for free. But when you’re serious about putting on your big boy pants and playing with the big boys, then let us know. All right? So for now, hope this podcast has found you well. Hope it’s given you a bit of a wake-up call of what it takes to succeed in 2019 and beyond, and I look forward to seeing you in our next episode.

Hey, thanks so much for joining us on this episode of the Healthpreneur podcast. If you’ve enjoyed this episode, here’s what I’d like you to do right now. If you haven’t done so already, please subscribe to the Healthpreneur podcast on iTunes and while you’re there, leave us a rating or review. It helps us get in front of more people and change more lives, and if you’re ready to start or scale your health or fitness coaching business, and want to start getting in front of more people working with them at a higher level without trading time for money, then I invite you to check out our free seven figure 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.

Transcription

How can you be the detective of your own business? How can you troubleshoot your business when maybe it’s not going as right as you’d like it to be? Well that’s what we’re going to talk about on today’s Healthpreneur podcast.

Troubleshooting your business, knowing your blind spots, and coaching

You’ve got your business and let’s say things are not really working out as good as you hope. What do you do? Well you only know what you know, right? So that’s why I’m here to give you a bit of perspective and a bit of wisdom and a bit of 30,000 foot view to help you navigate some of those issues.

Here’s why this is important, because if you don’t know your blind spots, you’re going to run into problems with your business, okay? So if you are running your business and you don’t know why you’re not generating the income you want to generate, that’s a big problem. That is a big problem that you need to fix. If you don’t know how to do that, that’s going to be an issue, right?

Or, let’s say that your expense are higher than you want and your profit’s not there and you’re looking at … you’re trying to figure out, “Where did the money go?” And if you don’t know where those leaks are, then again, that’s going to be an issue because you’re going to very quickly run out of business. So the challenge is having the wherewithal to know what to look at and where to look and this is very challenging sometimes, and this is why one of the most important, number one recommendation I can make to you, is you have to be working with a coach. It’s really simple. If you’re a coach and you’re watching this and you don’t have your own coach, you’re a bit of a hypocrite, let’s just be honest, right?

I have two coaches right now and I’ve had at least one coach every single year for the past eight years of my business. I’ve invested more than half a million dollars in coaching, events, masterminds, et cetera. I don’t say that to brag, but I say that because the more that I invest in coaching, the more I’m able to grow as a person and the more my business grows, and the more we’re able to help others. So quite honestly again, if you’re a coach and you’re not working with your own coach, you should not be coaching other people. You defy the logic of coaching. By you not coaching with somebody else, you’re essentially telling your clients, “Hey, coach with me because I know everything, but I don’t need my own coach.” Do you see the disconnect there? So I just want to just get that off my chest because I think that’s way too rampant in our world of coaching.

It’s like, “Hey, I’m the best coach but I actually don’t have my own coach.” Okay, that’s a bit of … do you see the disconnect issue, right? So let’s just talk about that. Number one is you have to have a coach because you only know what you know. If you’re driving and you can’t see your blind spot and you decide to change lanes, well that’s going to be an issue if there’s a car coming there. That’s why a lot of cars nowadays have blind spot indicators, where at least the side view mirror will start to blink and flash if there is someone coming there.

How to get certainty and speed in your business

So a coach is kind of like that blind spot indicator, who is going to say, “Hey whoa, whoa, whoa, before you go there, check this out. Just double check.” Or, if you’re a little bit stuck and you don’t know where to go, somebody who’s been there before can really show you the way. It’s like, “Listen if you don’t know what you don’t know, you only know what you do know.” So if you’re working with a coach who … First there’s two important things to consider when working with a coach. Number one, they have already created the results you want and number two, their core values or philosophy is in line with yours because there’s a lot of people that can help with money, but do you align with their core values, yes or no? That’s up to you. So I would only align on those two criteria.

So if they’ve shown that they have done this before, then they’ve obviously been able to overlook, or not overlook but circumvent, some obstacles that many other people behind them might be dealing with. So they’ve gone down this path and they recognize that over here on the right, there’s a pothole. On the left there was this little snake trap. Over here there was this little ditch and now, you’re coming behind them but they’re not giving you any guidance because you’re not working with them yet. So you on your own are having to fall into the pothole, fall into the ditch and figure that out on your own.

Well if you have the coach working with you, almost like a sherpa, then you guys walk side by side together, the coach is showing you, “Hey, watch out over there, don’t go there, it’s not a good thing, it’s a ditch, you’re going to fall and break your leg. Instead, go this way.” That is why having a coach is so important because a coach is going to buy you certainty and speed. Those are the two biggest things you’re going to get from having a coach. So they’re going to show you exactly what’s not working, how to improve it and how to move forward. So that’s number one in terms of the importance of having a coach and why it’s important to be able to troubleshoot your business because trying to troubleshoot your business on your own with your limited knowledge of what you know about your business is challenging.

So let’s just say that you are working with a coach, or you’re not, but let’s just say that you have some degree of wisdom around the moving pieces or the moving parts of your business. So the first thing is your business model ideally should be simple. Now, my health and fitness business is anything but simple, it’s very complicated, a lot of moving parts, way too many funnels, way too many products, 95% of which could be blown up and it wouldn’t impact our business at all. So the number one thing I can recommend to you, I mean other than coaching obviously, is to simply your business.

Why simplifying leads to better troubleshooting

Boil it down to honestly less than a handful of moving parts. Our Healthpreneur business is very simple, we’ve got four moving parts, that’s about it. So we’ve got our Perfect Client Pipeline that generates 95% of our revenue and then I do some stuff that produces content.

So it’s pretty straightforward. Then obviously there’s the delivery in terms of how we coach our clients, which is another issue, which is looking at how we deliver our coaching to our clients but we’re not doing a thousand different things, we don’t have … we have two products. We have two programs, we’ve got our workshop and our masterminds, that’s it. We don’t have $97 courses, we don’t have lead magnets, we don’t have 1,200 funnels that we have to worry about and optimize. We don’t have any of that stuff and I think if you have any of that stuff, I would strongly suggest blowing it up if it’s not working.

“Okay Yuri, well I think it’s working.” Here’s how you know it’s working, look in your bank and if what you see in your bank is not what you want, it’s not working, let’s just be very honest and stop sugar coating the truth, cut the shit and just be honest with yourself, “What I’m doing is not working.” Or, “I’m crushing it.” It’s delusional thinking like, “Oh but this is going to turn around, I feel like this is the year. I’m starting to get some traction.” Look, listen, that might happen and it might happen in the next five or 10 years, I don’t know. It might happen sooner, I hope it does, but if you’ve been doing this for any amount of time and you’re not where you want to be, you have to do something different because most of you watching this are not following the right strategy.

How I troubleshoot and help others track their numbers

If you are working with us, and this is going to sound really arrogant. If you are working as one of our clients, you are following the right strategy. You are doing the right thing and now you just have to stay committed to the path. “How do I know it’s the right thing?” Because number one, I would not put all of my money on black if I didn’t believe black was the winner. I’m all in with what we’re doing and the reason I’m all in is because I’ve done everything else. I’ve done everything else. The affiliate marketing, the funnels, the book launches, the funnel hacking. Whatever you’re thinking of doing or you’re doing, I’ve probably done it over the past 13 years now. Some of it’s worked, some of it hasn’t, some of it takes a long time, some of it works quicker and what we help our clients with is what I believe to be the most impactful and the fastest way to grow a profitable coaching business.

So if you’re watching this, you’re one of our clients, hey just stay on the path, you’re doing the right thing. For everyone else, if you’re not one of our clients and you’re watching this or listening to this and you’re like, “Man, I’m not really getting the results I want.” Well you got to look at the strategy, you got to look at the strategy and you’ve got to understand, is it too complicated, is it producing results? If it is too complicated and not producing results, you need a better, simpler model. A really good book called The One Thing, I can’t remember who the author is, it boils this down to you just got to focus on one thing, do it really well and the simpler the better.

See, I believe that people who make things complicated don’t really know what they’re talking about. It’s the people who are able to simplify complexity who I believe are the true masters. If you’re watching this, you’re probably a master when it comes to your health or fitness expertise. You’re able to simplify complexity for a lot of people but when it comes to your business, your business might be a frigging buffet of whatever, a lot of complexity. Listen, I’ve been there man, I’ve been there. I’ve gone down the road of massive complexity. That’s why when we started Healthpreneur years ago, I said to myself, “I will never do that again. Knowing what I know now, here’s what I would do instead.” And this is exactly what we do.

So your second step to troubleshooting your business is to simplify it, okay? Less is more, trim away the fat, get rid of all the nonsense that’s not working. The third thing is to really know … If you’re in a boat, so imagine you’re in a boat and you’re paddling away. You’re paddling away, you’re paddling away but the boat is just not going anywhere. You have to have the wherewithal to look down and see where the holes are that are allowing the water to come into the boat and forcing you to sink. So you have to be able to identify what the moving parts are in your business, what the needle movers are and you have to … This comes back down to knowing your numbers. You have to know your numbers because if you aren’t tracking your numbers, well you are not measuring what really matters in your business.

So I’ll give you a great example. So this past week I was looking back over our data. We have a score card that we track every single week. Looking back over the past two months, I’m looking at our trends, ROI, all of our critical numbers, and I notice something interesting. I was like, “Huh, why would … ” This week was amazing and this week was amazing as well and then we had a bit of a slump. We had a little bit of a … I mean, not a major slump obviously but compared to what it was before. I said, “What’s going on there?” So I put on my detective hat and I said, “Okay, Mr. Detective, what is going on that’s causing this little downturn?” So I thought of all sorts of different things and then I cross-referenced those theories to eliminate any other possibilities.

I said, “Okay, I thought it was this but well, compared to this that actually doesn’t make sense.” So you actually become a scientist. You’re split testing theories. So what I find was that there was one really interesting component in our pipeline that was a simple fix and that when I looked at the conversion rates and numbers in the rest of the pipeline, it came down to that one little piece and it’s almost like the plumber coming to your house. Famous story, the plumber comes to the house to fix a busted pipe and does it in about five or 10 minutes, give the invoice to the client and it’s like 300 bucks. The clients like, “What the hell? You were here for five or 10 minutes.” “Yeah on the invoice, here’s the breakdown. Fixed pipe … ” whatever it was, “20 bucks, 10 years of going to school to know where to look for the broken issue, 300 bucks.” Whatever that analogy of that story is.

That’s the thing is when you’re able to have the know-how and the knowledge to look at where are things breaking down and you can fix that, that becomes really, really interesting because here’s the way most people approach this. Their pipeline isn’t working, or their funnel isn’t working, so because they don’t understand how to fix their own problem, they start doing other things. They start building more stuff. They start creating the next funnel, the next challenge, the next lead magnet and all they had to do was plug the one leak in the boat, but they didn’t know where the leak was so they couldn’t fix it because they weren’t tracking their numbers and they couldn’t see the leak.

So if you’re not tracking your numbers, I want you to start and I’m going to give you three numbers to look at. Number one, you have to look at new leads coming in. Leads coming in, calls booked, however you want to determine leads. Number two is your revenue, and number three’s your profit. Those are three really important metrics you need to look at, leads, revenue and profit. Everything else is kind of secondary but those are three really important metrics to look at and if you’re not tracking those on a weekly basis, you will run into problems.

So I want you to become, whether you’re structure organized or not, I want you to become maniacal when it comes to tracking your data. I hate numbers. I don’t want to look at spreadsheets, I don’t want to look at P and L statements but I can’t turn a blind eye to that stuff just because I don’t want to because what happens when you do that is you run into issues with the IRS, or in our case, the CRA in Canada, because you’re not paying attention to how much you owe in tax. You run into issues with your ad spend for instance. You think you’re doing well but you’re really not and you’re blowing money, or there may be opportunities that you’re not taking advantage of because you’re not aware of what the numbers look like. So it’s really important you get this stuff dialed in.

Get a coach, simplify your business, and know your numbers

So let’s recap the three things you need to troubleshoot your business. Number one is you need to have a coach, 100%. Number two is you need to simplify your business so that when you are looking at number three, knowing your numbers, you’re not looking at a thousand different variables, you’re looking at a handful. Those are the three things you need to really help troubleshoot your business and make things better moving forward, okay? So I hope this serves you well. If it has, well you know what to do and I’ll see you in the next episode.

Hey, thanks so much for joining us on this episode of the Healthpreneur podcast. If you’ve enjoyed this episode, here’s what I’d like you to do right now. If you haven’t done so already, please subscribe to the Healthpreneur podcast on iTunes and while you’re there, leave us a rating or review, it helps us get in front of more people and change more lives. If you’re ready to start or scale your health or fitness coaching business and want to start getting in front of more people, working with them at a higher level, without trading time for money, then I invite you to check out our free, 7-Figure Health 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.

Transcription

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

Introducing Chelsea, her business, and her webinar

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

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

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

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

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

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

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

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

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

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

Chelsea Thiede:                Oh yeah.

Yuri Elkaim:                         Would that be helpful?

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

Yuri Elkaim:                         Yeah.

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

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

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

Chelsea Thiede:                Yeah.

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

Chelsea Thiede:                Mm-hmm (affirmative).

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

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

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

Chelsea Thiede:                Okay.

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

Chelsea Thiede:                Right.

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

Chelsea Thiede:                Yeah.

Building out your proprietary process and why it’s important

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

Chelsea Thiede:                Okay.

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

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

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

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

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

Chelsea Thiede:                Okay. So something like infuse or …

Yuri Elkaim:                         Clean.

Chelsea Thiede:                Yeah. Yeah, clean.

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

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

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

Chelsea Thiede:                Okay. Yeah.

Yuri Elkaim:                         Okay.

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

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

Chelsea Thiede:                Assessing …

Yuri Elkaim:                         Assess, right?

Chelsea Thiede:                Assess. Okay.

Yuri Elkaim:                         Assess?

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

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

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

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

Chelsea Thiede:                I know.

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

Chelsea Thiede:                Okay.

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

Chelsea Thiede:                Okay. Love it.

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

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

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

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

Yuri Elkaim:                         That’s great.

Chelsea Thiede:                I love it.

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

Chelsea Thiede:                Yeah.

Yuri Elkaim:                         Let’s talk about those.

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

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

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

Chelsea Thiede:                No.

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

Chelsea Thiede:                Okay.

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

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

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

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

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

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

Chelsea Thiede:                Can I stop my share?

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

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

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

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

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

Chelsea Thiede:                Yes.

Yuri Elkaim:                         Does that make sense?

Chelsea Thiede:                Yeah. I like that a lot.

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

Chelsea Thiede:                Yeah.

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

Chelsea Thiede:                Yes.

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

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

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

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

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

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

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

Yuri Elkaim:                         Awesome.

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

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

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

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

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

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

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

Transcription

Are you treating your business like a side hustle? Well, I’ve got some interesting news to share with you if that’s the case. It’s probably not going to pan out too well for you and I’m going to share exactly why that is the reality in today’s episode.

All right, welcome back. Hope you’re doing great. I’ve got the microphone literally in my mouth today. I’m going to see if that improves the audio. If it does, say it, let me know. If not, then it just looks funny if you’re watching some video. If you’re listening to me on iTunes or wherever else audio wise then you have no clue what I’m talking about. Maybe it sounds better.

Business is too hard to not take seriously

Let’s talk about this idea of side hustle, hobby, blah, blah, blah. I want passive income, whatever. Oh man, it drives me crazy when I hear this stuff. Here’s why, business is too hard not to take seriously. Business is too hard to not take seriously.

If you’re approaching your business like I’ve got this other thing going on, I’m just going to start to build this on the side with the mentality of that this is just going to generate passive income for you. First and foremost, please stop and fold your business right now. Don’t even continue. I promise you it’s not going to work out for you 100% guaranteed. If you are by contrast building your business on the side of something else with the vision that your coaching business, which you’re building now is your dream, is your future, then keep going, but we need to be very honest. Because if this is a nice to have for you, like you know, it’s nice to have, this will be great. It’s not a must, don’t do it. Go work at Starbucks. Seriously, go work for somebody else because what it takes to build a successful business is way more than you think.

To succeed takes way more than you think

It’s way more than you think. You’re thinking it’s going to be this, this, and this, but it’s really going to be this, this and this times 10. If you’re not okay with that, and if you’re not even aware of that before you start, you’re best not starting at all. If you’re the type of person who gives up at the first sign of adversity, here’s the deal. It’s like when you workout with a client or let’s say you’re a trainer, you’re going to bring on new clients, they’d never worked out before. Are you going to tell them, “Hey, this is going to be the easiest process you’ve ever been through. Just one workout a week, you’re going to be in the best shape of your life.” Come on, you’d be crazy, right? This person is like, “Dude, you’re on drugs. I don’t believe that.” That’s the reality is that if you don’t want to tell people, for instance, your clients in this case upfront that, “This is going to be hard, I’m going to need you to show up and do the work.

You’re going to feel sore for the first couple of weeks. Are you okay with that? But I promise you, if you continue through this, you’re going to really achieve amazing things in a few months from now. Do you understand that? Are you okay with that?” “Yeah, that sounds great. Man, let’s do this.” Perfect. Versus, “Hey, let’s get started now and it’s going to be a simple process for you. I mean, it’s super easy. I’m going to get you to work out like once a week. You’re not going to feel sore, you’re going to feel good all the time. You’re going to see amazing results when you look in the mirror right away. Sound good?” Person is like, “I guess,” and then when it doesn’t happen and they’re like, “What the hell?” I’m all for over promising and over delivering but you need to be very up front with people. You have to be very upfront with yourself. You got to look in the mirror and say, “Hey man, am I cut out for this? Do I really have what it takes? Do I have the stamina to keep going? Do I have the resiliency to keep going when I get a lot of nos and when the things I try continually do not work for me?”

If the answer is no, you got to work for someone else. It’s as simple as that. You got to work for someone else because business entrepreneurship is a very … I wouldn’t say it’s always enjoyable, but it’s I think one of the most fulfilling journeys because you become so much better as a person on this journey of building a business. You learn so much about yourself and you’re learning your shortcomings, your issues. Especially in a coaching business, we actually have to speak to people, right? The fact that like, “Hey, I don’t like selling.” Well that’s your problem. You’re going to have to get over that, right? Why is that an issue? Well, let’s have a look and let’s go into that.

How I started

I’m all for building something on the side. That’s actually how I started when I was a trainer back in 2006 is really when I started my first product online. 2006, I was training clients 16 hours a day and I’m like, this sucks. I’m not going to do this for much longer.

It’s been like seven years already, it’s too much. I knew that I couldn’t just quit cold Turkey because it’s not like I had a boatload of cash to fall back on. What I did was I started to carve out, and this is the important work. I started to carve out. I started to make time, not find time or find time make time, whatever you want to think of it. I started to prioritize that time for me and my future. If you’re watching this, if you’re listening to this and you’re in a clinic or if you’re working with clients already and you know that’s not your dream, you need to be building your dream. You have to carve out time for your dream. We tell all of our clients in our HBA program, put two hours a day aside for this. If you do that, you’ll be ready to go in 30 days. Is everyone doing that? No, which is sad, right? Because it doesn’t take that long to build out your perfect client pipeline, but you have to put the time aside. You have to put the time aside.

Taking responsibility, accepting failure, and building a legacy

When I was starting as a trainer or making that transition from trainer to online, I would have one hour for whatever break between clients. I would schedule that hour off. I’d go into the office, I’d work on my stuff. By my stuff, I mean at the time was just stuff I had no clue what I was doing, so I was just creating products and writing articles and stuff that really never moved the needle because my first year I made a total of $6,000. I want you to do more than that. I want you to do a lot more than that. This is your first year in business and you can earn $100,000 or more, but that’s up to you or less, right? That’s totally up to you. If you’re following the right model, if you have the right stamina, if you’re the right type of communicator, there’s a lot of different variables, but it can be done if you’re following, I think most specifically the right strategy and you’re getting the right coaching.

Neither of which I was doing for the first three years of my business and that’s why I struggled for so long. I don’t want you to make the same mistake. I was starting my side hustle and slowly but surely putting more time aside to build the business. By two years into it, I told my clients were done. Everyone, thanks so much. I got to go. I got to work on my business and I just honestly, I kept two or three clients because I actually enjoyed them as friends. We just walk in the park, but I told everyone, “Listen, I love you. I love working with you. This has been an amazing ride, but I have to be very honest with you. I need to build my dream.” Every single one of them understood. They’re like, “Hey man, you should totally do that.” When I look at how far I’ve come, I’m like, I’m really happy I made that decision because there are still people that I worked with back in the day that are still working as trainers in that gym.

There’s nothing wrong with that. Hey, listen, people need trainers, but I’m really happy it’s not me because I made the decision to make time for my dream and put in the work at the time. I never considered this a side hustle. That was the distinction. I never considered it a side hustle. I was building my dream on the side, but it was never a hobby or a side hustle. It’s a mentality. It’s not a time thing. It’s a mentality, not a time thing. Whether you see your business as a hobby or a side hustle or your legacy is in your mind. When I was training clients and I was working one hour a day on my business, I knew I was building my dream. I was building my legacy. It wasn’t a hobby for me, but it had to start slowly but surely because I could’ve just cut all my clients and obviously have no income. In your position, I don’t know what position you’re in right now, maybe you’re in a position where you can cold Turkey go full fledge into something else, and you’ve got a reserve of cash to live off for a couple months.

Why entrepreneurs are wired differently

I don’t necessarily think you need to do that. I think it’s probably a smarter idea to carve out and make time not fun. Not like, let me see if I can squeeze it in. No, no, no. Instead of seeing 12 hours of clients today, you say, listen, I’m only seeing eight hours of clients today. I’m going to have a bit of time for myself. I’m going to spend one or two hours on my business and my dream and build this puppy. That’s the way you have to approach it. You have to approach this like it’s everything for you. You have to put all your eggs into this basket. There is no plan B. I want you to get to the point where you burn all your bridges. I want you to get to the point where you burn your bridges, not with obviously people but other alternatives. If this doesn’t work out, we’ll at least I could do this other thing. Don’t even think that. If you think that, don’t even start. We only want to work with people.

I only care to associate people who are no matter what happens, I will figure out a way to make this work. I will figure out a way. As an example, I got a massive, massive rude awakening a year ago when my accountant told me what I owed in taxes and I was livid. I’m talking like massively pissed off for about a day and I was like, “How dare you drop this on me two days before tax return is due?” It was like I’m talking about like a tax return of 10 times what I thought I was going to be based on the way we had structured a few things with whatever. I’m not going to get in the specifics of that. I’m usually pretty good with my math, my numbers, but I was not expecting that. This is a great example of shit just happening sometimes and if you don’t have the mentality of like, you know what, I’m going to figure this out. It’s all good. It sucks, but it’s all good. It’s my fault.

I take responsibility for not being super clear upfront about this when it first started happening. In respect to the conversation, perhaps my accountant. I take full responsibility. I’m a freaking idiot for allowing that to happen, but you know what, it’s never going to happen again. Hey, you know what, Yuri? Get out from under the sheets, put your big boy pants on and figure this out. I’m telling you, man, this is the mindset. This is the only reason why I am where I am in life. I’m not pretending to be the world’s smartest entrepreneur, the world’s most successful businessman. Listen, I’m not, but I’ve enjoyed a lot of success, but I’ve also made a lot of mistakes and I’ve enjoyed. Well, I shouldn’t say I’ve enjoyed. I’ve had a lot of failures. I’m telling you, if you don’t have the wherewithal to get up when you’ve been knocked down, it’s not for you. Business is not for you.

It’s too hard. It’s too hard to treat this as a side hustle, as a hobby continuously. This has got to be your all in. Everything you’ve got has to be in your business, your energy, your love, your passion, your time, your thinking. You think about your business all the time. Hey, that’s the way it is and it’s never going to change. I told my wife, I’m like, “Listen babe, you know me by now, this is not going to change. When I’m 140 years old, I’m still going to be the way I am. I’m still going to be thinking of ways to serve people and still coming up with schemes to better our business and to serve the world. That’s never going to change and if you’re okay with that, that’s great.” Just be honest about it. If the people around you are not okay with it, then maybe it’s time to have a conversation with them.

One of our clients, actually, I didn’t even know this until he posted this in the Facebook group. I’m not going to mention his name or the specific situation, but he was saying that he had … This is an example of the type of client I love working with. He’s a do whatever it takes kind of person. He had two people he borrowed money from to join and work with us. Then he was so committed to this process that his, I believe it was his fiance or his girlfriend, didn’t understand him like could no longer understand what he was going through and would not support him. Not financially, but emotionally and so forth. They broke up. This was like the person he thought he was going to marry and like, yes, that sucks. It definitely sucks, but you know what? Everything happens for us. It’s probably the best thing that’s ever happened to him because he knows he’s doing what he needs to be doing. He’s building his dream, his legacy. If he’s with someone who’s not supporting that, that’s the wrong person.

Obviously, I don’t want that to happen to anyone, but if it does, you know what? Who cares? You got to move on because someone better will come down the road, right, who understands what you’re going through and can deal with your insane head of being an entrepreneur. That’s the way it is. That’s the way we are. We are freaks of nature. We are different than most people. You cannot have a conversation with normal people. We’re not normal. We are not normal. We are unreasonable. We are thinking about business all the time. Work-life balance doesn’t exist for us. It’s life. It’s not work-life balance. There’s no work in life. It’s life. When I’m traveling for “vacation,” do you think I’ve turned my brain off and I’m not thinking about business at all? No way. Every single moment I’m thinking of something. Now, I have to obviously do my best to be focused in the present and be present with my kids, which I think I do a very good job of. I’m not on my phone all the time, but when I’m sitting on the beach, which is very rare, I can only sit there for half an hour.

Finding balance in imperfection and being at peace with the way you are

When I’m sitting on the beach, I’ll take that time to maybe meditate, reflect, but then boom, it’s going into, okay, how do I make this better? How do I improve this? How do I serve these people? How can I create some cool thing here? That’s the way we’re wired and you have to be okay with that. There’s nothing wrong with that. When you can appreciate that and understand that’s who you are, that’s just part of who you are at your life and there’s no work-life balance. If I’m taking a trip with my family, it’s not a vacation, I’m just doing what I do in a different place and maybe taking a little bit more time off to play tennis and hang out and play on the beach. There’s no difference for me because I’m still working. I’m still doing calls with our clients, but I love what I do just as you should love what you do. This whole rant is really about just being okay with the process, being okay with who you are as an entrepreneur and being okay with what’s going on between your years of understanding. This is just who you are. Right?

There’s nothing wrong with you. There’s no pill you need to take. There’s no retreat you have to go on to put your life in balance. It’s never going to be in balance. It’s never going to be in balance, but because it’s never in balance it’s imbalanced, right? The imperfection is the balance. Right? Obviously, we can help you with getting more free time back in your life and improving your schedule and the way you do your work and stuff but it’s okay. It’s okay to do what you’re doing and there’s nothing wrong with you, but I just want to remind you that if you’re building this business as a hobby or a side hustle to build a bit of passive income, the passive income is never going to arrive in your bank because it takes way too much work to build passive income. If you’re not okay with that, then work for someone else. Okay? There is the honest truth today, guys. That is the truth about what it takes to build a business.

I hope you have taken this message to heart. I’d love to hear your thoughts. If you’re watching this on YouTube, let me know in the comments below. If you’re listening to this on the podcast. Hey, just head on over to Facebook or Instagram. Just find me @healthpreneur1 and let me know your thoughts. Cool. If you are a true entrepreneur, you will understand what I’m saying. If you’re not a true entrepreneur, you’re probably thinking I’m crazy, it’s because you’re not a true entrepreneur. It’s all good. I’m not judging, but it’s just about being honest and looking in the mirror and saying, this is who I am, or this is not who I am. Until next time, I’ll see you guys soon. 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. If you’re ready to start or scale your health or fitness coaching business and want to start getting in front of more people working with them at a higher level without trading time for money then I invite you to check out our free 7-Figure Health Business Blueprint training totally free right now. You can do so at healthpreneurgroup.com/training. For now, thank you so much for joining us. Continue to do great, and I look forward to seeing you in the next episode.

Transcription

Yuri Elkaim:                         Good morning. Hello, everyone. Welcome back to the show. Yuri Elkaim here, and I’m just trying to figure … There we go. We got four videos. We are back with another edition of the Between the Ears session in the Healthpreneur Podcast. If you’re watching this on video, welcome. If you’re watching this on YouTube or on our Facebook Group, good to see you guys. If you’re listening to us on a podcast, well great to have you with again.

Yuri Elkaim:                         Today’s topic is going be a really good one. They all are. I think today is going to be a lot of fun as well. It’s all about not taking advice from naysayers. I think this is an important discussion because you’re listening to this, you’re watching this, you probably have a dream. You want to build your business, you want to move forward, you’re gonna do things that are going to be uncomfortable, they’re going to be unknown, and what the tendency is going to be for other people who know you already is not to really encourage you, they want to keep you safe, they want to keep you comfortable, they want to keep you from getting hurt.

Yuri Elkaim:                         Today’s discussion is all about how to wrap your head around being comfortable, moving into the uncomfortable,  listening to you, your intuition, your gut feeling, more than listening to other people trying to keep your plan small.

Yuri Elkaim:                         Steph, Jackie, Amy, welcome to the call. Steph, why don’t you open things up for us today, because I know this is obviously something you’re really, really good at helping people with. What’s your perspective on this?

Understanding the intentions of others

Steph:                                   Yeah. I think the number one thing that we always have to remember is if someone’s never built a multi-million dollar business, if they aren’t Oprah Winfrey, Richard Branson, Elon Musk, someone like that, then we most likely shouldn’t be listening to their advice when it comes to business, or building a business. That’s number one. Then number two, the other thing that we have to always remember is that the only reason why people are gonna tell us negative things about the things we want to do is because, like Yuri said, they want to keep us safe. It really triggers this archaic part of the brain where we were in tribes.

Steph:                                   When you’re trying to move out of the norm, the box that we all get put in … Let’s say when I had this amazing job, I’m using air quotes, that I had all of these epic benefits, and all of this stuff. My family thought I was absolutely insane when I was leaving that job to go and pursue my own business. That’s because I was leaving what was the norm, what was okay for them, what made them feel safe for me. They said everything under the sun as to why I shouldn’t do that, but now, about eight years later, now they understand, “She’s safe, she’s okay.” Now they understand that everything is all good. But for a long time, it was really.

Steph:                                   But we have to remember that they’re of course going to go against what we want, so we do have to listen to our intuition and our gut, and understand that we have to follow people who have been there before in order to get where we want to go. Not that you can’t do it alone, you probably could. It’s just gonna take you much longer and probably a lot more painful.

Yuri Elkaim:                         Yup.  As you mentioned, I really do believe our ultimate guide, the best coach you can have is your internal intuition. We see this all the time, and I’m gonna ask you guys a question about this in a second is, if you’re doing something that you know is right for you to do, the only reason you are not gonna do it is out of fear. That’s just the reality of it, it’s the fear of the unknown, it’s the fear whatever. If you’re making decisions based out of fear, you’re never gonna get to where you want to get to because you can stay …

Yuri Elkaim:                         The reason, for instance in our case, people book a call with us is because they’re unsatisfied in their current situation. We have a solution. If there’s a mutual fit to help them out of that current situation, and the only reason someone would not move forward is if they know in their heart of heart, and that this is the right things for them, there is some degree of, “I am scared, I don’t want to make the wrong decision,” blah, blah, blah, blah, blah. If you recognize that, and are able to move through that, you don’t need to run ideas by people.

Yuri Elkaim:                         Here’s the thing, it’s your life, it’s your future. Why should you run this thing, this idea you have by somebody else who has no context of what you’re trying to do. The only thing they’re gonna do is they’re gonna come from their perspective with no knowledge about what you’re looking to do, and what are they suppose to do? Give you really encouraging insight? Like, “Yeah, this totally makes sense.” They have no context. They’re only gonna hold you back. It’s frustrating for us because we see this so often. That’s why we’re obviously talking about this today.

Yuri Elkaim:                         Amy, what about you? What do you see related to result accelerator calls that you have. People who are like, “Yes, I want to do this, but I want to talk to my spouse,” or, “But I want to think about it,” or pray to the heavens. Whatever the thing is. Talk to us about that, and what you see come out of that.

Amy:                                     Just want to make sure I’m on here. That’s it, that’s great. Really, what you mentioned, Yuri, is that fear, and recognizing that, and then flipping it. We talked about this a little bit last week.

Navigating the thoughts of others after understanding your own desires

Amy:                                     When we get into results accelerator calls, folks, like you said, do want to change. They’re taking the time to watch a hour and a half webinar and then they’re hopping on a 45-minute phone call with us. Obviously, when you’re booking a call with us, you’re motivated, you really want change. What I see, when people want to think about it, everybody operates differently, so we do coaching on the call to just help people through what do they need to think about, what is it that they’re praying upon, what is it that they want to talk to their spouse about, and really getting clear on what they want. When we do these results accelerator calls, we start with where you are and where you want to go.

Amy:                                     When we can help folks to be really clear on what they want, and they’re already reaching out to us because we have it, we have what they want, we’ve done what they want, Healthpreneur is the light that’s lighting the path for folks. Getting very clear on their vision helps them, even if they need to speak to a spouse, helps them to have that knowing, and then we just can ask some questions, “Well what if your spouse says no? Are you going to allow that to stop your dreams?” I’m not breaking up marriages or anything like that …

Amy:                                     What we really want to do is understand that as we go through life, we bloom and blossom, and come into our own. We’ve got to be who we are. Like you said, Stephanie, there’s fear surrounding that because we have all these agreements with ourself, and with the people that we interact with. When we step outside of that, everything starts to crumble, not in a bad way, but all of a sudden the people that love you and have supported you your whole life, they don’t get this new you, they don’t get why you’re not getting a nine to five, they don’t get why you’re not going for security, and now you’ve broken that agreement, and you’re creating a new agreement of how you’re being, and then how you’re interacting with them.

Amy:                                     A lot of times, for folks on the phone, it is scary. I think every single person that enrolls with us on the phone says, “I’m really scared, but I’m really excited.” The really important things that I see is helping folks to get clear on what they want. That’s something you could do right now. When we are done watching this podcast, sit down, find some time, and really get clear on what you want. Then find someone who has it. If you’re building a business in the health space, we’ve got it, and we’ve got a step-by-step system. That takes the fear out of it. Then ask for advice when you need it. You’re not gonna ask the people who have never built that business what to do. Then the final thing that’s so, so very important is to stop worrying about what the people who don’t have what you want, think about what you’re up to.

Yuri Elkaim:                         Exactly.

Amy:                                     It’s really, really important. We see all that fear, but when we can help people to really feel that vision and step into that knowing, you’re able to edit your relationships. Don’t share those hopes and dreams with people who are gonna crush them because it’s like building a sand castle and then somebody coming, every time you’re almost done, and dumping water on it. Then the sand cast ….

Amy:                                     See. Where you’re building it too close, and now the tide’s coming in, or whatever it is. We want to stop dumping that water on our sand castle and build our beautiful castle. Don’t go to people who … It doesn’t mean that you have to break up with everyone and not talk … I’m not saying to cut your family out of your life. Just I very much have edited my conversations with my family. When they ask me about work, I say, “It’s awesome,” and I then ask them a question about themselves. They don’t talk about it, they don’t get it. It’s been years, they’ll never get it. It’s okay, they love me, and it’s all good.

Amy:                                     It really comes down to that fear, but the fear can be quelled by getting clear on what you want so that you can have the courage to seek out the guidance and support of people who have been there before and can light the path for you.

How we form our belief system and adhere to the limits of others

Yuri Elkaim:                         Yeah. That’s really good. How many times, and I’ll just turn this over to Jackie, how many times in a call has someone said to you, “Just the fact of talking this out has been extremely useful and valuable?” Because nobody knows he is having these conversation with him, right?

Jackie:                                   A hundred percent.

Jackie:                                   A hundred percent of the time. Sometimes it’s in the first 10 to 15 minutes, sometimes it’s at the end of a call, but it’s 100% of the time. Even if they’re not qualified to work with us yet, it’s 100%.

Jackie:                                   Going back on what Amy said, it’s really a double whammy, our clients and our prospects are getting hit with. It’s not just fear, it’s belief too. When you’re getting hit with a double whammy where your beliefs aren’t there yet, you’re getting hit with fear, going to take that action takes more than confidence, takes a lot of courage. It has to be that, I call it the farmer’s mindset. The farm knows he’s gonna plant the seed, and something’s gonna grow. He doesn’t see it right away, but he knows it’s going to grow because he has a process in place. He knows the sun’s gonna shine, he knows he’s gonna fertilize, he knows he’s gonna tend to his crops with a proven system. That’s the same thing with us.

Jackie:                                   When we come back to the belief side of things, really, you could boil it into seven different things, but it really is two. We take our beliefs based on what’s happened to us in the past. It could have been the immediate past yesterday, it could have been when we were five years old. Our belief system gets ingrained and built all along the way based on those experiences, rather than borrowing from somebody else’s belief, who doesn’t even know what the heck you’re doing. It’s like taking your car to the vet when you need a tune up, and you’re like, “Hey, vet. Can you fix my car?” It’s totally not the right person, not the right qualified person.

Jackie:                                   I have to dumb things down and get that simple because in reality, it’s like, are you gonna borrow somebody’s belief that’s not true because they’ve never experienced this before, nor have they gone in that direction? Or are you going to lean on someone logically who has a system?

Jackie:                                   The one thing I keep hearing, even when I follow up or get the spouse on the phone is this seems illogical, or irrational, or too quick to move, or too good to be true. But if you really understand our processes, we’re not smoke and mirrors y’all, we’re legit. We built the business this way, we’ve helped hundreds of others do the same thing. It is the logical way, and if you don’t understand it, then just ask us. If you’re shopping or looking for other things in life, you ask. You ask to understand, and then you can then implement what it is that you want to go after. A lot of it goes back to the belief, and really having that trust in yourself. If you believe in yourself, and you can find the proven process and system, which we have, then there’s 100% chance you’re going to succeed.

Jackie:                                   When you go back to somebody who says, “Oh, I don’t know about that.” It’s just ’cause they don’t know. That’s the part that really stops us on the phone, is when we don’t have the spouses there. That’s why we ask that at the beginning because we don’t want to continue that conversation until we have all parties on the phone to understand. I don’t blame them.

Jackie:                                   My husband, back in the day, same thing as Steph’s situation, we worked together in corporate America. By the way, it was over a decade ago, Stephanie. It’s been way over eight years. But when we left those truly “amazing” jobs, even today that business is thriving. We have good friends in that field, but it was because we had a bigger purpose and a bigger plan. We surrounded ourselves with people, like-minded individuals. These are the same people in our Healthpreneur tribe.

Jackie:                                   When you start to surround yourself with those people, you can start to share that excitement because we all get it. Anybody outside of the circle might think you’re crazy. My husband even says sometimes. He’s like, “What the heck are you working on now?” Like, “Oh, we’re doing this and this.” He’s like, “Okay, I don’t really understand it, but I support you.” Those are the spouses I just want to reach through and give a virtual hug because they don’t have to understand it. They are not the ones doing it, they just need to support their spouse through the process.

Yuri Elkaim:                         I think it comes down to, like in your case, he doesn’t have to understand it but he supports you because he has confidence and he believes in you. I think a lot of times, a spouse … Again, this might not be true for everything, but there might be a control issue. The person’s trying to control their spouse’s life. It’s like, “If I don’t fully understand this and give my stamp of approval, you can’t do this either.” Then the person is like, “Okay, yeah. You’re right, you’re right.”

Yuri Elkaim:                         It’s really sad because we get people who book a call with us for a very specific reason, they’re in pain, they want to move out of pain. You’re listening to this, you’ve got client who are gonna book calls because they’re in pain, they want to move out of pain, and to a bigger future. They’re coming on the call, they’re coming on the phone, and they’re thinking, “Okay, can I get some information on if or how you can help me?” If there’s a good mutual fit, this sounds good.

An example of taking the risk and being ok with push-back

Yuri Elkaim:                         The thing is, the reason people don’t do what they say they want to do is because of doubt. There’s a lack of trust, there’s uncertainty, there’s doubt. It’s like, Amy and I went to … Well wife Amy, not … There’s so many Amys in our Healthpreneur, it’s amazing. We went to a movie a couple weeks ago, and it was a late movie, so we went for dinner ahead of time. We’re like, “All right, let’s go for some sushi.” But the normal sushi restaurant we go to is nowhere near the movie theater, so like, “Hey let’s try out something new. She pulls up a bunch of reviews, and looks at Yelp or whatever was coming up, and there’s this restaurant we have never heard of. It’s two minutes down the road. She’s like, “Well I don’t know, there’s this one but we haven’t been there.” I’m like, “Well obviously … Here’s the choice we have. We can go there and it sucks, or we can go there and it’s great. Either way we’ll know.”

Yuri Elkaim:                         The alternative is that we don’t go there and we potentially miss out on something amazing, or whatever, it’s not big deal, it’s a restaurant that would have been crappy anyways. That’s the decision all of us have to make. It’s like, “I can do this and I’ll make it work out, or I can do this and cry the blues, and be a victim and not make it work out. Or I can not do this, and continue to stay in my current situation, and go back to what I’m safe feeling ’cause I’m comfortable and I know that already.”

Yuri Elkaim:                         In our case, we could have driven way out of the way, go to this restaurant that we’ve been to before because it was comfortable, we knew wat to expect. It’s the same reason why franchises work so well. Why do people go to Starbucks all around the world? Because they know exactly what they’re gonna get. When you understand this, humans are so fearful of change that it’s crippling. It really is crippling. But the opportunity is that on the flip side, you could be creating something absolutely magical.

Yuri Elkaim:                         Going back to the sushi restaurant, we decided to go to the sushi restaurant, we park out front, there’s zero people inside. Zero people inside, which is never a good sign for a restaurant. But we’re like, “You know what, who cares? It’s a Saturday night, everything else is booked,” so we’re like, “Let’s just give it a shot.” We sit down, order the sushi, and it was the most incredible sushi that we’ve ever had. We’re like, “Thank God we discovered this restaurant because now this is our go-to sushi restaurant.”

Yuri Elkaim:                         Actually, Stacy, one of our clients, she’s been to that restaurant too. We actually had Oscar’s birthday dinner at that sushi restaurant on Friday night, and we ran into Stacy, who was there having dinner with her friend as well. We’re like, “It’s so funny.”

Yuri Elkaim:                         Anyways, had we not gone there, we would have not even known about the restaurant. Even though it wasn’t busy or whatever, there was this hidden gem, literally two minutes from our house. But because we decided to take a little bit of a leap, to say, “Hey, let’s just give it a shot. What’s the worst case scenario? What’s the worst that happens if it sucks? We have one dinner. At least we know either way.”

Yuri Elkaim:                         Guys, this is the mentality you have to have in your business. It’s not to say you have to invest. Obviously you have to make in intelligent decision. We hope that we do a good job at obviously providing value in the phone calls to help people do that, but the worst part is that when we’re on the phone with someone, and they say, “Yes, this is a 10 out of 10. I need to meditate on it, sleep on it,” whatever, here’s the big realization is that no one, the only place to go after a phone call, and this is gonna apply to you and our clients too, the only place for someone to go after a phone call is down. Is down.

Yuri Elkaim:                         There’s no way they can be even more excited, or happy, or expect things after the phone call. The only possible thing that’s gonna happen is that their energy, their enthusiasm, and their belief is gonna go down the drain. They’re gonna speak to someone, that person’s gonna be like, “Oh, I’ve heard of these things before.” Of course you have, but you’ve never done them. It’s a lot easier to be the critic in the crowd than the player in the field.

Yuri Elkaim:                         Second, is your own self-doubt is gonna creep in, “Can I really do this? What if it doesn’t work out?” Whatever, whatever, whatever. I want to encourage, if you’re a coach listening to this, I want to encourage you to lean in and not let people go off the phone, because it’s gonna be challenging. You’re gonna push that person. They might feel pressured, but I guarantee you, it’ll be the best thing for them. Sometimes people don’t know what’s good for them until they’re actually inside of it. Then they’ll thank you in the long run.

Yuri Elkaim:                         That’s just my perspective on this, but it’s just really … For me, it hurts me because we see our clients talk with people, and they’re like, “Ah, I’ll do it later. I need to think about it.” Then obviously, in our situation that’s what we deal with that as well, and it’s like, “Oh my God, this person knows this is the thing for them, and they’re just letting it slip through their fingers because someone else got into their head, and talked them out of that.” It’s just really unfortunate.

Amy:                                     I came across a quote by John Elliot, and I think it’s really apropos. I encourage those of you listening and watching, to really think about this because here is the quote by John Elliot, “History shows us that the people who end up changing the world, the great political, social, scientific, technological, artistic, even sports revolutionaries are always nuts until they are right, and then they are geniuses.”

Amy:                                     Again, go back to shielding yourself, surrounding yourself with people who are gonna lift you up, and understanding that the people who care about you are scared, and you are changing things. They’re gonna think you’re crazy. My family has said I’m crazy my whole life, they still do. It’s okay, because if you’re happy and you’re making a dent in the world, that’s all that matters, you’re living your passion. Just remember, you’re gonna get that push back from the people in your life. Keep looking for that light that is shining on the very clear path for you so that you can live your dreams instead of wondering later, or years down the road, what if I had actually taken that leap? Be crazy, have a clear vision, find a clear path, and don’t worry about what people who don’t understand think. Be compassionate, but keep moving.

Yuri Elkaim:                         Yeah. Entrepreneurship is challenging in it of itself. It’s isolating, it’s a lonely journey, and this is why I’m a huge believer of group coaching because when you’re in an environment with dozens or hundreds of other clients who are exactly like you or very similar, now you’re like, “Man, finally people get me.” Now it’s so important because you become your surroundings. If you’re an entrepreneur or a coach, and you’re building your business, and the only influences around you are people that are thinking to themselves, “This cannot work out,” they’re nine to fivers, they’re a fixed mindset, they’re not growth oriented, how are you supposed to succeed? You have to be the most determine person on the planet to make that work. You have to be plugged into some type of environment that’s gonna support you.

Yuri Elkaim:                         This is one of the reasons why our program, they’re all group-based, ’cause people need to be surrounded by other people to see their wins, to borrow their beliefs as Jackie talked about, to borrow their courage, to show them what’s possible. We encourage our clients to share their wins in the group. Dan just talked about how he enrolled a new client of $5,000 the other week, and someone in the comments said, “Thank you for confirming that I can charge these prices.” You have to see this stuff, guys, because if you don’t that you’re gonna see every other reason that this can’t work.

Yuri Elkaim:                         The same thing for your clients. If you’re watching this or listening to this, your clients are gonna be looking for … Not necessarily looking for but they’re gonna be surrounded by influences that are gonna tell them, “You can’t do this. You’ve tried all this other stuff. It didn’t work out. What’s gonna be different this time?” It’s really sad because it’s the tall poppy syndrome almost. It’s like, “All right, let’s get you a little bit further ahead, but not too far ahead. Let’s bring you back down so that we can still related to you, because we want to keep you safe and protected.” If that’s the life you want to live, that’s fine. But if you really want to do great things in your life, be it with your health, your business, or anything else, you gotta break out of a mold, and you have to do you, and not seek approval of other people. That’s really what this comes down to almost, is seeking approval of others. It’s just …

Being the example of someone who isn’t afraid to pursue their dreams

Amy:                                     But how about this? How cool is it when you follow your passion, and you shine that light, and some of that fear that comes from our friends and family is ’cause they’re not living their passion. But how cool is it when you do it and they go, “Look at what they’re doing. Maybe I can too?” That’s the flip side of it, and it doesn’t always work out that way, but how cool is it when you can be that light, not only for your clients but for your family. But don’t get stuck on having to do that.

Yuri Elkaim:                         I’ll also mention, one of our clients, Eric. He actually posted a long ass post in our group the other week. This is not something I recommend for everyone, but this is a great example of what we’re talking about here.

Yuri Elkaim:                         He comes into the program months ago. He talks about how he had two different loans from family members to get him to the program, ’cause he knew he had to do this. This was everything for him. At the time, he was with, I think his fiance or his girlfriend, and she was not supportive. She was not supportive of him. She was holding him back. She was saying, “Hey, why don’t you just do what you’re accustomed to doing,” but he believed that this … He was all in. Eventually, they actually broke up. He left her because he’s like, “Listen, here’s my dream. You’re not supporting me, then this is not gonna work out.”

Yuri Elkaim:                         Again, we’re not in the business of breaking up relationships here. But I didn’t really feel bad about that because I know that, that wasn’t the right person for him, even though I didn’t know her. But he will find the right person for him because he’s now living his dream. He’s gonna find someone who supports him, and that’s really what you can … You can only ask for that because you can’t change people. The common saying is, “Don’t ….” I don’t even know what the saying is, but anyway it’s like you can’t transform the way people are, you can’t change them. You can only attract more people who already get it, if you will. That’s going back to shining your light, and being that beacon for others to be attracted to.

Yuri Elkaim:                         In his case, I have a lot of faith that he’ll find the right partner. Again, I’m not saying because you are doing your thing, you’re gonna break up relationships. But sometimes, again, if you’re not with the right people, you’re not with the right people.

Amy:                                     He was in a different mentality too. He was attracting her, and that type of person at that time and place of his life. Thank God that happened then, and they didn’t go up a little bit longer, and then he did something later.

Amy:                                     It goes back to nobody is ever, ever … Somebody can prove me wrong here, ’cause I am still young, but has ever succeeded at something, and looked back and then like, “Man, you know what, I wish I would have waited 10 years to do that.” It’s like ordering a really nice glass of wine or going on your dream vacation, and you’re like, “Oh, I’m doing this now. This is something people do when they retire.” Screw that. It’s like, “No, I’m doing it now.” Nobody’s looked back and like, “Man, I wish I would have just waited a little longer to do that.” No, it’s like, “I wish I would have done that sooner.”

Amy:                                     It’s just that same mentality. You got to own it, you got to want it more than anybody else want it. If you don’t, then you’re crazy to go after it because it’s not something that you are built to have, or do, or be, or experience.

Yuri Elkaim:                         The pain of regret. You’ve got the pain of discipline, or the pain of decision, and the pain of regret. I don’t think anyone gets at the end of their life being like, “Man, I really made a bad decision there.” I think most people regret not making decisions on the things they know they should have done, and maybe delayed, and never accomplished.

Yuri Elkaim:                         You can always recoup money, you can’t recoup time. You have to understand that if you’re watching or listening to this, you’re currently in a situation that is either amazing or it’s not amazing. If you’re not satisfied with your current situation, that is the true cost of you not changing the situation.

Yuri Elkaim:                         If you want to make an extra 10k a month, and you’re not making that, and it’s been a year that you wanted to do that, that’s cost you $120,000 a year. You have to be honest with yourself, “Am I okay just pissing away $120,000 a year?” If the answer is ‘yes’, then that’s find. But if the answer is ‘no’, you got to put your big boy pants on, and move forward, and out of your current situation.

Get up and move!

Yuri Elkaim:                         It’s the same for your clients. If you’re talking to someone who’s in a position where they’re just in terrible health, and they don’t think that changing right now is a must, you as a coach have to get them to the point where they recognize at the forefront of their mind that staying where they’re at is no longer acceptable, and it is 10 times more painful than whatever change you’re asking them to make with you in your program. Because if that’s not the case, they’re never gonna budge. It’s momentum, it’s inertia. It’s easier to lay on the couch and continuing laying on the couch, than it is to go from laying on the coach to working out. What we’re asking people to do, for the lack of a better metaphor is we’re saying, “You’re laying on the coach. I’m asking you to get up and move your ass.” It’s not easy for people to do that, but you have to let them know, “If you continue laying on the coach, not good stuff is gonna happen to you.”

Yuri Elkaim:                         That’s part of what we help our clients, is really help them have these conversations that they’re not even … Again, our conversations are coaching calls. They’re not sales pitches. They’re getting to the truth of the matter, and sometimes the truth is like, “Hey, listen. We can’t be of service to you. You are not a good fit.” That’s fine. Then there are other times where it’s like, “This person we know, we can help them. They know we need our help,” and now all right, and we got to meet half way to make this happen because if we don’t, we let you go, we let you down. That’s what we help our clients do with their clients, or perspective clients as well.

Yuri Elkaim:                         Jackie, Amy, Steph, thanks so much for joining us today. I know we’re a little bit over time, but if you’re watching in, hopefully this message has found you well. If you’re watching this on YouTube or in the Facebook Group, let us know in the comments what you found most useful from this discussion today. Not that you have to respond to what I’m about to say, but I want you to really ask yourself, and look in the mirror, and really ask yourself, “Am I being held back? Am I playing it small? Am I playing it safe? Or am I really moving forward to my dreams?” If the answer to that question is ‘I’m playing it safe and I’m letting other people dictate my future’, then you just have to have an honest conversation with yourself. That’s what it comes down to, okay.

Yuri Elkaim:                         If you’ve enjoyed this, and if you want our help to help you move forward with your business, to step into the unknown, and to help you create something amazing, we’d be delighted to have a conversation to see if that’s a possibility.

Yuri Elkaim:                         The first step is to watch our 7-Figure Health Business Blueprint. It’s our free online training. Go through that. If you enjoy it, if it resonates with you, then book a call with us. You’ll be speaking with one of these fine ladies most likely on the backend. We’ll see if this is a good fit. We’ll see if we can possibly help you out, and if you’re a good fit to work with us. If you are, we can take from there.

Yuri Elkaim:                         In the meantime, thanks of much for joining us, guys. Have an amazing start to your week, or whenever you’re listening to this, and we’ll see you in the next episode.

Yuri Elkaim:                         Hey, thanks for joining us on this episode of the Healthpreneur Podcast. If you’ve enjoyed this episode, here’s what I’d like you to do right now. If you haven’t done so already, please subscribe to the Healthpreneur Podcast on iTunes, and while you’re there, leave us a rating or review. It helps us get in front of more people and change more lives. If you’re ready to your start your skill, your health or fitness coaching business, and want to start getting in front of more people, working with them in 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, what’s up? Yuri here. Welcome back to the show. I’m joined by our results coaches once again today, Amy, Steph and Jackie are in the house. And I think Steph’s screen has frozen or have all of your screens frozen? Or is it just me?

Jackie:                                   It might be just you.

Yuri Elkaim:                         Okay, thank you. I think Steph’s is frozen, so she’s in an interesting pose are. So anyways.

Jackie:                                   Great.

Introducing today’s topic

Yuri Elkaim:                         So today’s discussion, we’ll be talking about whatever you’re feeling fear around, it’s probably the right thing for you to be doing. Now, let me just put this into context. Okay, if you’re afraid of somebody who’s chasing you with a knife, we’re not going to walk into that situation, right? So what we’re talking about here is in the context of you doing things that you know are going to move you forward to your dream and even though you feel the fear, it’s being able to move through that to that dream.

Yuri Elkaim:                         Because a lot of times, what we see and correct me if I’m wrong, guys, is that the number one reason people don’t invest or enroll with us or do the thing that they know they need to do is because of fear. Right? It’s because of fear and you can call it whatever you want. It’s “I need to think about it, it’s too much money, I don’t know if the timing is right”, whatever, whatever, whatever. At the end of the day, it’s all fear. And you have to recognize that that fear is an emotion that your body is saying, “Hey, listen, it’s uncomfortable and that’s okay, but here’s probably the thing you need to be doing because the only way you can grow is by getting uncomfortable.” And if you’re making decisions out of comfortable, then you’re probably not making the right decisions to help you grow forward.

Yuri Elkaim:                         So, Jackie, let’s kick things of with you. What do you see with either our clients or our prospective clients when you’re speaking with them around this whole discussion about fear and moving forward to their dream?

Recognizing the pain when you don’t follow your dream

Jackie:                                   Yeah, it always boils down to fear. Whether they have the money or don’t have the money is irrelevant because they always bounce back to this little piece. When I’m enrolling people, especially the really “Oh my gosh, I’m so scared and so excited at the same time”, I’m like, “That’s good. You’re human. You’re human, it’s okay, embrace that.” And we’re here to support you, so then I just say, “It’s always the opportunity to take that energy and allow it to be fear based or allow it to be excitement based.” And that’s a choice we have within our brain, within our thoughts, within our emotion. And like you said, it’s not like we’re telling you to go run in a forest full of bears that are starving, we’re telling you to deploy your perfect client pipeline and we’re giving you a proven roadmap for that. So it’s like night and day.

Jackie:                                   But when we become more aware of how we act as humans and aware of how our brain is so powerful and the fact that we can pick and choose how we feel about something at any moment, it’s actually kinda nice. It gives you that freedom and that comfortable or … not even comfortable, wrong word, confidence in that it’s okay to feel this but it’s and took to stay there. Right?

Jackie:                                   So being fearful, being excited, being uncertain, those are all great things because that means you’re going into new territory to bigger and better. If everything was still familiar, you’d be staying exactly where you are and that’s not what we’re doing with our clients in our own company, right? So yeah, it’s one of the big ones that we hurdle through in the free coaching call and it’s not just in their business but it’s all areas of life too, right?

Yuri Elkaim:                         Amy, so you recently had Lasik eye surgery. Going into that, was there, you obviously in your mind had this vision, and I go, pun intended, you had this vision of better eyesight, no glasses, but there was probably some trepidation if you’re going through that process, right? Walk us through how this can relate to that process you went through? Actually, we can’t hear you. So your audio’s not on.

Amy:                                     Thank you for mentioning it.

Yuri Elkaim:                         Here we go.

Amy:                                     Awesome. So I’m going to actually share with you. This was very odd for me because I had no fear. But I did speak with lots of other people at the Lasik eye surgery place because I was 100% focused on having vision and not wearing glasses and not having my glasses slide on my face and fog up when I’m doing sports and it had been such a pain in my neck for so long that I was so excited, I didn’t look it up. But I did speak with other people in Lasik, everybody else took Ativan. I was like, “It’s a 12-minute surgery, I’m not taking anything.” But I can’t say that I behave that way in every area of my life and I don’t experience fear. I knew what the outcome was going to be and I really think I shocked the doctors because I wasn’t scared. Everybody else was super scared, they had watched on YouTube. They were like, “Did you watch on YouTube?” You know?

Amy:                                     No, I’m like, “I don’t need to see them cutting eyes. I know what they’re doing.” So really the way that I was not fearful and the only thing I can explain is I was so focused on the outcome that I didn’t care. I didn’t care that they were cutting my eyes. I knew that I was going to be able to see. I had no doubt. So that’s the knowing and I just, in that situation, did not have fear. I’ve had surgery in the past, when I was younger, abdominal surgeries that I was fearful because I wanted to feel better but there wasn’t a guarantee of the outcome and I was being put under and I didn’t know if I was going to wake up but I still went because the pain that I was in was so great that anything was going to be better. So I couldn’t eat, this was digestive stuff, I couldn’t eat, I just was in constant pain. So the surgery, even though it was going to be major surgery and healing, I knew, I hoped I would feel better.

Yuri Elkaim:                         Yeah.

Amy:                                     Right? So the way that this can relate back to our clients is many people come to us and either they don’t have the income they desire and they’re struggling or they don’t have the impact they desire and they’re struggling and it’s hurting them. So they’re in pain emotionally, they’re in pain because they’re not helping people, they’re not earning the income they want, but yet they’re fearful, is this going to work for me? Right? Like many people at Lasik are like, “Oh my gosh, am I really going to have 20/20 vision?” I have 20/15 vision. It’s pretty awesome.

Amy:                                     So I think the same thing happens when we work with our clients. Is this really going to work for me? Well just like surgery, if you follow the recovery steps, it’s going to work for you. So you put that fear aside and like Jackie said, I love that reframing. I used to feel that heart pounding and think I was having panic attacks and I realized they’re not panic attacks, it’s excitement, I’m about to go somewhere that’s totally unfamiliar, I don’t know what that looks like but what the great thing is, whether it was in the doctor’s office of here in the HDA, we’ve got support. Right? You’ve got all of our coaches and you’re not alone.

Amy:                                     So even though you’re fearful and you have a roadmap, like you said, Jackie, we’re human. So fears are going to pop up but that’s where you’re going to lean in. So lean into the fear because what you want needs to be greater than your fear. Fear and self-doubt are killers. And they’re just going to keep you stagnant. So lean into that fear because on the other side of fear is the amazing outcome that you’re looking for. Does that make sense?

Yuri Elkaim:                         Yeah. Totally. That’s really good. Thanks for sharing that. And good of you for not feeling fearful. But I think one of the things you mentioned that I think is interesting is you said, going to Lasik, you had no fear because you had this knowing. Right?

Amy:                                     Yeah.

An example and putting your energy all in

Yuri Elkaim:                         Listen, guys, 99% of the time, in most cases in life, we’re not going to have the knowing that everything is going to work out. Right? And you have to get to the point, you have to do whatever you can internally, in your mind, to get to that point of knowing that whatever you do is going to work out. And he’s the thing, though, is not having a guaranteed outcome before you start. Because this is the big thing is everyone wants this certainty that this is going to work out for them and when we talk to clients, “Listen. This is going to work for you but we don’t know if you’re going to do the work. We can’t guarantee a specific result. Your outcome that you say you want, hey, listen, you’re going to give you everything you can possibly can ask for. But you need to be the one who’s going to determine that outcome.”

Yuri Elkaim:                         And so a lot of times, again, I’ve been on this planet for almost 39 years now, and when I look at people who’ve achieved massive amounts of success, the only difference I think is self-belief. Honestly, it’s the self-belief to keep going. Because most people doubt the process, they doubt, whatever it is, but what that’s telling us is that they doubt themselves. Because in my case, if I’m going to jump into anything, it’s something I know makes sense for me and I’m not expecting that thing to give me the results. I take 100% responsibility for my outcomes in my life so therefore, if I don’t get the result, I understand that’s my fault. I’m like, “Okay, where did I not show up to the fullest?” So it’s like, “Listen, if you take responsibility for your results, whatever you embark upon, whatever you jump into is going to work out because you will make it work no matter what.”

Yuri Elkaim:                         Even if you’re using the worst possible strategy. So let’s look at an example here. If you’re doing a course that’s talking about blogging. Right? And using a blog to build your business. The worst possible strategy from those people, but let’s just say that you follow that, it would work. It would work it you did the work and never gave up. Now, I don’t know when that’s going to work. It’s going to take a little bit longer than some other strategies, but if you put in the time and if you put in the effort, it will work. The same thing with any other model. Then you just have to determine what’s the best model for me, what’s the best strategy based on what I like to do, where I see my future. But whatever you put your mind to, you will achieve. And that’s the biggest thing. You have to go all in. You can’t be going into something with one foot out the door already and wondering I don’t know if this is going to work or not.

Amy:                                     And Yuri, the other thing is that your energy flows where your focus goes. So if you’re fearful and you keep looking at “Is this going to work? This isn’t going to work. This didn’t work for this person.” That’s what’s going to happen. So one of the things with Lasik was they gave me sheets and sheets of paper to read and when it started to get to all the everything that could go wrong and the “We can’t guarantee that …” I stopped reading. Now, the reason that that was not good was they should, I think, in my opinion, re-order the information. Because the information at the end was important and I needed that information because I didn’t want to stop working out or skiing and I didn’t read that part, right? So I still had to listen to that, even though it was hard for me.

Amy:                                     But I didn’t focus on everything that could go wrong because I wanted to see. So, why read that? Right? So that was for me. So that’s what I really advise, is yes, there’s go about someone it didn’t work for, they probably didn’t do the work. So don’t focus on them. Your energy’s going to go where your focus is. So be focused on the course, like Yuri said, and the fears will slip away because you’ll create the confidence because you’re taking the steps. Ever single one.

Jackie:                                   Yeah, Amy, when you said, the focus … I was just going to bring that up real quickly is, I always say to our clients, “It’s false evidence appearing real. But you’re choosing to focus on the evidence, right? You want to focus on this working? Focus on the moving parts, focus on the strategy, focus on putting your work in with each step. If you want to focus on what’s not working and why it’s not going to work and how it’s not going to work and how it’s not going to work and how it’s not going to work, right? Then it’s not going to work.”

Yuri Elkaim:                         Totally.

Jackie:                                   So it’s always where you’re putting that focus and it’s always what you believe. And it’s like, you’re not our first client. If you were our first client, I’d be like, “Oh, yeah, we’re both taking a risk here.” We have hundreds and thousands of people who have utilized this process even outside of us, right? There’s people doing a simple perfect client pipeline with proven strategies and being successful. It just that it’s taking them a year, 10 years, or six months working with us.

Yuri Elkaim:                         Totally. Steph, are you still with us?

Steph:                                   I am, can you guys see me?

Jackie:                                   I can.

Yuri Elkaim:                         You got a really cool pose going on.

Steph:                                   Oh my gosh, let-

Yuri Elkaim:                         It’s all good, I just want to make sure that you’re with us.

Steph:                                   Well, hopefully, it goes away because I know what it looks like to get frozen on weird faces sometimes.

Yuri Elkaim:                         It’s actually not, it’s pretty good. It’s like a nice thumbnail for the YouTube video.

Steph:                                   I’ll have to just trust you guys on that one. So anyways, I’m a researcher, right? That was what I did for many years and research around the brain is my particular sweet spot, I love it. It excites me and the other thing that excites me is helping people reach their goals, right? So one of the things that I think is so important for people to understand when it comes to the science of the brain is that when you feel fear, it switches off your motivation. That causes procrastination, right? So we have a lot of people who go on these calls and they’re like, “Now is not the right time. I just don’t know. I don’t know.” And it’s like, well of course, that’s how they’re going into it because of their feeling fear that this isn’t going to work or fear in their own abilities, right? Because the other thing that procrastination is attached to is lack of self-worth and low self-esteem.

Yuri Elkaim:                         Mm-hmm (affirmative).

Steph:                                   So if you don’t have the confidence in yourself, of course you’re going to feel fear that you’re not going to be able to do it and then that’s going to switch off your motivation centers and then you’re not going to do anything. And then you’re just going to get stuck where you are. So that’s why it’s just important to know that when you feel that fear of “Oh, I don’t know, I don’t know if I want to pull the trigger on this”, that you have to really question that and say, “Wait a second. Is this the best version of me that’s feeling this or is this that old version of me that’s gotten me to where I am now, which is not where I want to be, which is why I’m on this call right now?”

Yuri Elkaim:                         Yeah.

Steph:                                   Right? So you just have to remember that fear isn’t real, just like Jackie said, false evidence appearing real. And always just question that when you are doing that thing where it’s like “I’ll do it tomorrow. I’ll do it next week. I’ll do it next month.” You’re just prolonging your pain, basically, when you do that.

Yuri Elkaim:                         That’s a really good example. Thanks for sharing that stuff, that’s awesome.

Steph:                                   Mm-hmm (affirmative).

The higher self and inner being

Yuri Elkaim:                         I want to give you guys, viewers on this, a little visual here to make sense of this. I’m going to just see if I can share this full screen with everyone. Okay. Can you guys see that white blank slate? Hopefully? All right. I think it showed because that’s what I’m seeing. Obviously if you listen to this on the podcast, you have no idea what I’m talking about. If you’re watching this on a video, you’ll know what I’m saying. One of the things that I learned through a lot of my Abraham work. So Abraham Hicks, the whole love attraction stuff, whether you believe it or not doesn’t matter, it happens. So you have you now and then you got your higher self. Right? Or your inner being, whatever you want to call it. And there’s this disconnect, right? So the higher self only wants things for you that are obviously in your best interest.

Yuri Elkaim:                         So there’s a disparity from the very fact that you can think of something and the very fact that you can think of something means that your higher self believes it can be true for you. Now, the discord, the fear, the emotion that happens is in this right there. So what’s happening is that your higher self knows you can be more but you’re down here. You’re over here right now. And that distance, that gap is what causes the emotion. That’s what causes the fear. Now what happens is as you get closer to et your higher self believes is true for you, there’s less fear. There’s less emotional resistance in that process. So you have to understand that the more emotion you’re feeling, the more fear you’re feeling around a specific subject, understand that it’s because your higher self is saying, “Hey, you can do this but right now, you’re a little bit far away from this and that’s why you’re feeling this discord of emotion and that fear.” Does that make sense, guys?

Yuri Elkaim:                         And just in the context of what Steph said, and I want to illustrate, again, there’s a lot of different models and frameworks around this type of stuff but I want to give you guys a bit of a visual to help you understand the journey of achieving anything. So you are here, let’s say, at the bottom of this pyramid. Right? So this is you now. And up here is the dream. So this is where you want to go. Now this is the journey. Okay? And this journey is riddled with fear and self-doubt. Will this work? Bla bla bla. All that stuff. So you have to understand that this is part of the process. It’s going to be there every step of the way, even as you get to different levels in your business and different levels in your life.

Yuri Elkaim:                         So some of the things that pop up are okay, you’re here now and you know you want to change. First thing we’re going to start thinking for ourselves is “Will this work?” And my specifically, “Will this work for me? Yeah, that’s great that other people have gotten great success but I don’t know if I can do that.” Right? So then the next thing we start thinking is, “Well, I don’t know if I can do this.” So that self-doubt really starts to kick in. So we’re at a point where we know we need to change, we think to ourselves, “Okay, will this work? I don’t know if I can do this.” Then we basically get to the point where we say, “Okay, I’m going to do this.” And we plunge in and then the real journey begins because and now, we understand that “Oh my god, this is hard. This is hard.” And all of a sudden, it’s, “I’m going to stop.”

Yuri Elkaim:                         And the thing is this journey right here, these two areas right here, these are in the journey itself. Down here, I’ll just put these in gray, all of this down here is just deliberation. This is all just thinking about getting ready to start and getting your ducks in a row, whatever, whatever. And for a lot of people, this area right here can take them years or maybe like never. And also at the same time, this area over here can take people years. Because up here, right? They get stuck into a loop that can sometimes take them all the way back to here. Right? So they say, “Okay, this is hard. I don’t know if I can do this.” They start going, even once they’re in the thick of things.

Yuri Elkaim:                         But the thing I want you guys to remember is that your dream is just right there. Your dream is literally … there’s a gap here, the gap’s right there. So when you’re thinking to yourself, “Oh my god, I’m going to stop, I can’t do this, this is hard.” Just remember, you’re one tweak away, you’re one introduction away, you’re one day away, one relationship away, one tweak away from a breakthrough. And I want you guys to understand this because in this process, two things to develop in this journey are confidence and clarity. And these are the two remedies to fear and self-doubt. And the only remedy to fear and self-doubt is by taking action. And by taking action you increase your confidence and clarity, which moves you up this ladder, this pyramid. Does that make sense, guys?

Yuri Elkaim:                         Yeah. So I mean, let’s just talk about this as a pretense to some of the people that we see who are thinking about this in general. So someone, let’s use the context of somebody books a call with us. They want to speak with us because they know they’re in a bad situation, they want to get out of it and remember, everyone listening and watching this, no one just books a call for the sake of booking a call. Again, in our world, that means they were clicking on some type of Facebook or in this case, listening or watching to this video, going to watch a 75 or in our case 85 minute webinar. Then they’re going to float an application, then they’re going to book a call with us. Now, nobody in their right mind who has no strong desire to move to the next level in their life or business is going to do that. There’s too many hoops to jump through. So when someone books a call with us, we know there’s a strong desire there. And if there isn’t, we’ll just cancel the call.

Yuri Elkaim:                         But then, when reality sinks in, all of this stuff starts to creep in. And it’s really interesting to be able to identify what’s going on with someone and Jackie, Amy, you guys know it’s very tough to talk somebody out of their fear. They’re so committed to that fear that it’s very tough to walk them off the ledge sometimes. And it’s like, “Hey, listen, there’s a reason you booked the call. Why did you book the call? Oh, because you want to change? You said this is a must now, so what are you afraid of?” Right? So anyways. I’ll let you guys jump into that.

Understanding your fear

Steph:                                   Yeah, it’s really loud and clear because they’ve been living that fearful story for months, years, decades. Right? And so it’s hard to rewire the brain in one conversation. You just can’t do that. That’s why you have multiple coaching sessions. That’s why this is a perfect client pipeline launch and it doesn’t happen overnight, but it’s the fastest way out there to make something like this happen. Right?

Yuri Elkaim:                         Yeah.

Steph:                                   But you’re not changing your mindset like this. It’s a habitual thought process. It’s a habitual coaching conversation that has to think place consistently, just like when a client is on the phone with us and he’s like, “Well, when I’m confident, I’ll enroll with you guys. Once I’m more competent.” I keep hearing that word and I just want to reach through the phone and shake them because like you just said, Yuri, the only way, the only way to get competence at anything you want to do is to have the courage to first take action, but then you have to consistently take that action. That’s the only thing that’s going to lead to competence. It’s the only thing that’s going to lead to confidence. Right? So when we get to that point in our life, it’s like, “Okay, I want to speak on stages some day.” Well, I don’t care how many times you’ve practiced in front of a mirror and in front of your family or your dogs, until you actually go physically get on a stage and start speaking, you’re not going to get that confidence. Right? So same thing with this.

Steph:                                   But the cool thing is, you get to lean in on the coaching, you get to lean in on a proven and predictable system, tools, strategies, frameworks. I mean, it doesn’t get any clearer than that to just push the buttons and start what you need and go. Right? And then when you get on the phone and you get on the phone and you get on the phone, that practice, that consistent action will give you the confidence. Right? The first time I jumped on a podcast like this, I definitely wasn’t this confident. But I give valuable information and it changed people’s lives. So I continued to show up and do it and we get better every day. So I hope that helps with a little bit of the confidence. You see I’m passionate about this fear stuff because it stops people but I’m an adventure junkie, so I love fear. I love sitting on the edge of a plane, I love jumping out and knowing that my parachute’s going to open, at least I hope it is, right?

Yuri Elkaim:                         You don’t know, right?

Steph:                                   I don’t know, but I did all the proper steps to get there. I have faith. I’m not the first person that jumped out of a plane, right?

Yuri Elkaim:                         Exactly. Because when you look at the clients that we’ve worked with, versus those who knew they needed to work with us but have not for whatever reason, the only difference is that the people who decided to work with us just took the leap. They jumped out of the plane.

Steph:                                   Right.

Yuri Elkaim:                         They said, “Listen, this makes sense. I know I need to do this because what I’m doing right now is horrible and it’s more painful than the pain of the process.” Right? Of me going through this change or this transformation, of going through the unknowns, but the very fact remains that they jumped out of the airplane. And everyone else is still sitting inside, clinging onto their life vests and they’re not going to change. And guys, I’m sorry to say this but you have to get to the point where your current situation is so painful that you’re willing to move out of it. And if you’re not there yet, you can’t change. And we can’t help you. And that’s what it comes down to because you can say whatever you want to say but until you actually make the commitment, everything else is just worthless discussion.

Steph:                                   Absolutely.

Yuri Elkaim:                         Yeah.

How you can achieve your goals and confidence

Amy:                                     And when into that clarity, it’s having the clarity and vision of what you want, even if you don’t know how you’re going to get there, that’s why you come in and enroll with us because we’re going to light the path. We’re shining that light on the step by step pathway, like Jackie said, with all the frameworks, with all of the coaching, it’s not just here you go, we say “Here you go, follow these steps” but then we provide world-class coaching. So that’s going to allow you to gain the confidence. So we’re going to hold the space for you while you’re fearful, you’re going to shine the light on the path and we’re going to ask you to put one foot in front of the other and keep moving. Keep moving and grooving and you’ll achieve the goals and you’ll achieve that confidence.

Amy:                                     Let us hold the space for you and let us build the clarity of vision, because that clarity of vision that you focused on every morning, ever night, when you wake up, when you go to bed, you’re not going to be able to help but be moving forward because you will be so passionate and confident in the fact that you need to live your passion that you’re going to say, “Well, I don’t know exactly what it’s going to look like for me to get there, but I’m going to let these folks shine the light and I’m go ad whatever they say.” And not you’ll be successful and you’ll have the confidence. And you’ll do the exact same for your clients.

Yuri Elkaim:                         And guys, I don’t know if you recognize how powerful Amy, Jackie and Steph are. They do a lot of our one on one check in calls for our clients and so often, our clients would come into these calls with feeling of overwhelm sometimes or feeling that they’re stuck or a little bit slower than they want to go and every single time, in 15 minutes, you guys give them so much more clarity.

Yuri Elkaim:                         And that’s why we structure the program in the way we do, because we know left to our own devices, even the best of us are going to get into those ruts. Right? And if you don’t have someone to hold and raise you up, it’s going to be tough to do this on your own. So that’s why we provide the coaching and support that we do, because it’s so powerful to be able to say, “Okay, you’re on the right track but you just kinda veered off a little bit. Let’s get you right back on.” It’s like, “Okay, cool, now. Thank you so much, I feel better, I’d like to keep moving forward.” And sometimes it’s all we need, that’s all we need to keep moving forward and to reach our goals.

Yuri Elkaim:                         So guys, I hope this episode has resonated with you because sure, as human beings, with desires, fears in the middle of where you are, where you want to go. It’s as simple as that. It’s always going to be there. And the only difference between those who get what they want and don’t is those who get what they want move through the fear. And everyone else doesn’t. It’s really as simple as that.

Yuri Elkaim:                         So if you are ready to move through the fear and the uncertainty and you feel in your heart of hearts that what we’re saying makes sense, you understand that we’re not making stuff up, we’re working with hundreds of clients currently, not just a few. Right now, as we’re recording this, we have 219 active clients in our health business who follow through the program. Okay?

Yuri Elkaim:                         If you want to be thrown into this mix and really given a winning strategy and getting a ridiculous amounts of coaching and support, then here’s what I want you to do right now, is I want you to go to check out healthpreneurgroup.com/training and that will walk you through our seven figure health business blueprint, it’s a free online training. And you’ll see exactly how we work with other clients, how we can help you as well and if what we are showing on the training makes sense and it resonates with you, then be sure to book a call with us and we can take the next steps and really craft at a game plan for your situation. Okay?

Yuri Elkaim:                         So that’s all for today. I hope this podcast episode has inspired you, has given you some insights and has reminded you that hey, like the book says, feel the fear and do it anyways. Thanks so much, guys. We’ll talk to you in the next episode.

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

Yuri Elkaim:                         And if you’re ready to start or scale your fitness coaching business, and what to start getting in front of more people, working with them on 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.

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

Yuri Elkaim:                         Hey, guys. What’s up? Welcome back to the show. Another client deep dive today with our good friend and client Kate Vidulich. What’s up?

Kate Vidulich:                     Hey, Yuri, how’s it going?

Yuri Elkaim:                         Good. Did I actually butcher your last name, there? Is it Vulic? Vulic?

Kate Vidulich:                     You did, but I wasn’t going to … Vidulich. It’s okay.

Yuri Elkaim:                         Vidulich.

Kate Vidulich:                     I still love you.

Yuri Elkaim:                         My bad. My bad. It’s all good.

Kate Vidulich:                     Okay.

Yuri Elkaim:                         I really pride myself on making sure I don’t butcher people’s names, so, I apologize for that. Because I’m like, did I just say that out loud? Anyways.

Kate Vidulich:                     It’s okay.

Introducing Kate and her business

Yuri Elkaim:                         As you know, the purpose of these episodes is really to serve you. Whatever you need help with, we’re going to go deep into that topic, and hopefully our viewers and listeners get some great value out of this, and if you guys don’t, then, hey, man, what can I do? You got to extract the nuggets out of these conversations. So, Kate, talk to me about what we can get some clarity around and move forward from?

Kate Vidulich:                     I think it’s mostly around mindset kind of stuff, and playing the long game, versus that instant gratification of the short game. I’ve been in the space online for quite a few years now, and I think, like you were saying in some of the earlier calls that you’ve done with people, was getting that mindset of long-term versus just those short-term, you know, press the button and get the reward kind of thing.

Yuri Elkaim:                         So, give our viewers and listeners a bit of context, because talk to people how you started online, and what you’ve been doing the last couple of years before we started working together.

Kate Vidulich:                     Sure. I started out, I think, in 2014. In the beginning it was mostly selling eBooks, videos, and I did that for probably four or so years and had some good success. But I guess I never reached that level of success that I always wanted to reach. So it was quite frustrating, I think, to see the change in the industry over time, but also just not have that same impact on people.

Kate Vidulich:                     I have a training business here in the city, as well, I’m in San Francisco, and obviously I’m not from San Francisco, I’m from Australia.

Yuri Elkaim:                         And this whole time I thought that was a San Francisco accent.

Kate Vidulich:                     Right? Sometimes I sound like I’m from New York, sometimes, certain words I say, which totally messes people up as well.

Yuri Elkaim:                         Sure.

Kate Vidulich:                     I was mostly selling eBooks, doing affiliate offers, so doing third-party offers, I was selling other people’s stuff as well. And it’s just something that didn’t really work with me. Something didn’t sit right. So, I think after doing this for so many years, I got burnt out from the whole scenario. I ended up doing more in-person training, which I love doing, I love coaching clients in-person, and having that interaction with people. So, I think once we started working together, it was like, getting this whole webinar up and running and going. And yeah, I delayed it, because I was like, “I don’t know if this is going to work,” and I think you had dragged me through the mud to the other side, which is exactly why hiring a coach is good.

Yuri Elkaim:                         Totally.

Kate Vidulich:                     This is what it’s for. That’s where I landed in terms of the webinar, and now I’m doing more group coaching, and coaching of clients via video cam, and that kind of stuff, which I totally love doing. So it’s definitely been a big pivot and shift in my business but it just feels more right. Because, I think, as well, getting started in the online space, it’s a lot of selling. You have to write a lot, and that’s marketing in general. But I was used to doing it in person. I wasn’t used to writing sales copy. I had to teach myself how to do that.

Kate Vidulich:                     And I think it’s something that health professionals just think, “Oh, I don’t do that. I don’t like it.” But you have to like it. I love getting on the phone with potential clients. Yes, it’s scary in the beginning, but then it’s just a consultation to help somebody. You have a chance to dig in and chat about what they’re doing, give them some advice, not talk too much, as we all know from the learning of how to do these calls. But it’s just great. The right people end up getting on the call, for the most part. And you then have an opportunity to help them, whether they actually join the program or not.

Kate Vidulich:                     It’s something that I’ve just become used to, I think, in terms of a mindset. Being okay with someone saying, “No.” Because I don’t like when people say no to me, to be honest with you.

Yuri Elkaim:                         That’s right. Who does?

Kate Vidulich:                     I don’t know, but it used to really bother me when someone would say, “No.” Now I’m like, “Okay, no, they’re probably just not a good fit, or it’s meant to be.” I hate that saying, like, oh, it’ll happen if it’s supposed to, or whatever.

Yuri Elkaim:                         I’m going to meditate on ads, and-

Kate Vidulich:                     Yeah. I’m going to manifest this, and rub a crystal. Sorry, anyone who does that. But I just … I don’t mean to offend people who love crystals. I have crystal candles in my house, but I think, not rubbing them. People who carry them around. Anyway.

Yuri Elkaim:                         No, yeah. Our house is full of crystals, so if we lost any spiritual viewers or listeners here, you’re talking with very spiritual people over here.

Kate Vidulich:                     Yes.

Kate Vidulich:                     Exactly. Exactly. So, yeah, I’m more of someone who likes to get on the phone, chat to people, and just be real with people, as well. And people, since setting up that perfect client thing, what’s it called?

Yuri Elkaim:                         Pipeline.

Kate Vidulich:                     The pipeline.

Yuri Elkaim:                         That thing that brings clients in.

Kate Vidulich:                     The criteria, Yuri. You know.

Yuri Elkaim:                         Yeah, sorry, yeah. The Perfect Client Pipeline.

Kate Vidulich:                     So, having a list of who the perfect client is, it just makes it easier to say yes or no. For example, the other day someone slipped through the cracks, because, again, I don’t work with vegans, and not because I dislike vegans, it’s just I don’t have a plan that will help you to build muscle. And if you have one, let me know, because I’d be really interested to try it out. But it’s just not the type of clients I’ve ever worked with, so I really, 100%, can’t guarantee that they’ll get results if they follow my plan. So, I think the number one thing is just having that criteria to say yes or no. It just makes it easier to get clients.

Yuri Elkaim:                         Yeah. I love that. It’s so good, because I mean, imagine running a physical establishment, like a restaurant, saying, “We don’t allow certain types of people into the restaurant.” You would be shut down and sent to jail. Right? But in the coaching business, you have to be selective like that, because … It’s not about, “I don’t like these types of people.” It’s about, “I know who I can get results for, and if you’re not that type of person, I have nothing against you, it’s just I know that I can’t help you get results.” I think both parties, it’s valuable for the client as well as yourself. So, thank you for bringing that up.

Transitioning from small sales to big impact

Yuri Elkaim:                         You mentioned … One of the reasons I was so adamant about you doing more of the high-ticket coaching was because I knew how much you loved coaching people, and training people, and speaking to people. With that said, not everyone … I mean, if people are happy hiding behind their computer and writing sales copy and eBooks, that’s totally fine. But I think you have to just be honest about what really fulfills you, right?

Yuri Elkaim:                         You talked about getting better on the phone an driving conversations. I tell people there’s two things. It’s either you get better at doing that, or you don’t do phone sales and you become the best copywriter on the planet, which I think is a little bit tougher, and it’s tough to sell. Because you were selling, what, eBooks? Memberships for $10-$50?

Kate Vidulich:                     Yeah. And I think the price erosion, too, of the market and the industry over the years that I saw it, and I think just the burnout of people on people’s lists. It was great if you were creating a new product all the time, but it was really draining to create a new product. It was like, “Okay, great, we can do a quick launch,” and it’s not really that quick, and it is a rush, and it’s stressful, and yeah, it’s just stressful. It really was just, “Is it going to hit the numbers? Are people going to be happy with it?”

Kate Vidulich:                     And then trying to sell it on cold traffic, like on Facebook ads, well, that was just a nightmare, because you have to expect to lose $1,000 straight off the bat, and then maybe have data or not. It was just a rollercoaster ride, and I think that was terrible for my mental health, to be honest with you.

Yuri Elkaim:                         That’s true, though, because you have to put in, to now work with one client, you have one or two conversations, you tend to enroll about half of the people you speak to, almost, and do you find that to be easier or more enjoyable than trying to sell the latest eBook every single month to hundreds of potential customers? Even just the same revenue, right? Just on that one client that you can enroll, the amount of work that would have to go into selling hundreds of an eBook to make the same revenue.

Kate Vidulich:                     Yeah. Absolutely. And I think that’s where reinventing yourself and positioning of yourself really comes something really important. Because I was really anti the whole webinar thing, and you know this. It took some time for me to really get on board with it. But like I said, it was one of the best things I’ve done for my business, mostly because I feel more fulfilled when I do it. Like I’m actually helping somebody, and I have that contact with them on the phone, or via webcam, to just see their progress, and hey, you know, people drop off, but it’s the same with in-person training.

Learning how think and strategize for the long-term

Kate Vidulich:                     I think it’s just having that contact versus just sending someone another eBook, because there are people who do the workouts. Don’t get me wrong. But you don’t have that feedback that keeps you motivated. Sometimes you’re like, “Is anyone watching? Is anyone listening? Is anyone hearing this?” And when you actually get on the phone and people resonate with your message, it just feels like you’re having a greater impact on people’s lives.

Yuri Elkaim:                         Yeah, and that’s amazing. What are the things that … Oh, my God, I just completely drew a blank. This is embarrassing. I will come back to that in a couple minutes when it comes back. So, let’s talk about the long-term thinking versus the quick fix mindset. What specifically is your challenge with that right now?

Kate Vidulich:                     I think it’s the idea of investing money to get a return later.

Yuri Elkaim:                         Sure.

Kate Vidulich:                     I think, from where I started out, it was more like, “Okay, offer someone a really high commission of the sales. You’ll make X percent, which is normally, now it’s no percent, but you’ll sell people on the backend of the funnel.” Which, by the way, takes a lot of traffic and a lot of time to optimize, which was something that I just never had the patience for, and didn’t have the traffic, either, at certain times, to really get some good data.

Kate Vidulich:                     So, I think it’s thinking long-term, like, “Hey, how much,” in terms of risk, “how much is a good amount to invest without …?” Like, when to stop and start the amount you spend in order to get that return. I think that’s the thing that I have the greatest trouble with right now, is the fear of loss, the fear of, okay, the risk I’m taking, is this going to pay off? Is this like gambling on the internet? Which it kind of is, to be honest with you.

Yuri Elkaim:                         Well, initially, maybe. But once you have your critical numbers, and you know your numbers, things start to become more predictable, right?

Kate Vidulich:                     Oh, absolutely. In the beginning, though, it really is kind of like, “Okay, what’s this interest group that I can test? And how much am I willing to put down to possibly not see any results?” But I think it’s shifting that thinking across that I struggle with pretty often when it comes to the long game.

Yuri Elkaim:                         Yeah. And I think a lot of people can resonate with that, because we do speak to a lot of people who voice the same concerns. So, the way I think of this it’s kind of black and white. Right? You’ve got one side where you build out your perfect pipeline, you know you’re going to be charging premium prices for people to work with you, in more of a group coaching program, and as you … Well, one thing I was going to mention earlier was you actually saw this, too. Because you have a list of several thousand people, and you had offered your higher ticket coaching to existing customers, and you found that even to those people who were paying you for the eBooks, customers, they were not enrolling in the high ticket coaching. Is that right?

Kate Vidulich:                     Absolutely. It was actually harder. I think it was … It wasn’t demoralizing because I knew the people on the calls, but there were definitely people who were like, “Oh, I have no money,” right from the get-go. And I’m kind of like, “Okay, let me help you,” because I’m probably too nice to people sometimes, but I wanted to help them out. It wasn’t like I was getting on the call to sell somebody. But it was straight off the bat, “I don’t have money for this. Can you help me?”

Yuri Elkaim:                         And I think that’s such a great thing for people to understand, because the thinking, forever, has been, “Offer your free lead magnet, then the tripwire, then the $47 core product, then the $97 whatever, whatever,” and it’s like, eventually, these people will buy something more from you down the road, but as you’ve seen and as we’ve seen, that’s not the way it works. You attract a very specific type of buyer persona at different price points.

Yuri Elkaim:                         Direct response for yours, I was like, “If they give you a dollar it’s as good as if they give you $1,000,” and I completely disagree with that. Because it’s not the same. It really is not the same. And you found it easier to enroll people from your Facebook ads who don’t even know you, on the phone, into a higher ticket program, based on your pipeline and based on the fact that they’ve bought into your philosophy and so forth. And that’s just a great example of the two scenarios.

Yuri Elkaim:                         The two scenarios, as I was alluding to earlier, was you master this one process, which is getting people who don’t know you to go through your pipeline, get in your webinar, buy into or not your webinar. For those who do, they fill in an application, you get on the phone with them, and if they’re a good fit, they enjoy it, they enroll on your program for several thousand dollars, and you transform their life.

Yuri Elkaim:                         The flip side is if you don’t do that, the flip side is that you need a massive amount of volume at low-end products. Right? Whether it’s $47, $97, whatever it is, and you need a massive amount of volume to make that work. Now, we both know mutual friends in our space who have very successful businesses doing that, eight-figure businesses, but they have openly talked about how, for them, they have, in some cases, three to six months in the negative before they break even on those customers. It’s like they’re willing to go in the hole on a $27 eBook for six months, so that at the six-month and one day mark, they now break even.

Yuri Elkaim:                         Now, I don’t want to run that kind of business. There’s very little margin. There’s little wriggle room. You have to be a maniac about every little optimization and conversion in your funnel. You have to know your metrics. You become like an investment banker. It’s just insane. So, that’s the one option. That’s what a lot of people don’t realize that’s going to have to go into that.

Yuri Elkaim:                         As you talked about, price erosion’s a very, very big deal in today’s day and age, and we’re seeing all sorts of free plus shipping offers. It’s very tough to make information products sell the way they used to five to 10 years ago. And especially if you’re buying ads. If you’re using Facebook or YouTube or anything else to buy ads, the cost of those ads has only gone up. It’s only going to continue going up. So if the ad cost is going up, the product prices are going down, you’re going to get squeezed out of the market very, very quickly, unless you are an amazing marketer, and are able to tolerate risk, and really lose money for several months. That’s the reality of the info business as it stands at the end of 2018, 2019.

Yuri Elkaim:                         So, the flip side is … Okay. You deploy your perfect client pipeline, and you’re saying to yourself, “Okay, I’m going to set some ads up. I’m going to get them running on Facebook.” And as you allude to, it’s kind of like gambling initially. It kind of is. Because you don’t know what’s going to work. Right? You’re going to test an audience. You’re going to test this audience. You’re going to test this ad to this audience. This ad to another audience. And you don’t know exactly what’s going to work.

Yuri Elkaim:                         So, the way I like to approach it, something I’d recommend, is you look at yourself and you say, “Okay, I’m going to deploy this, and here is what I’m going to get from one client. They’re going to be worth X.” I am willing to spend however much money to collect data from Facebook. So maybe it’s, “All right, I’m going to spend $1,000, and we’re going to see what happens.” And from that $1,000, we’re going to get some initial feedback. We’re going to figure out which audience works better than the others. If it’s too much, we’re going to turn those off. If these ones are good, we’re going to scale those a little bit.

Yuri Elkaim:                         Initially, it is a little bit of a gamble. So, you have to be okay. You have to figure out, “How much money am I okay giving to Facebook to get data? And when I say giving to Facebook, how much money are you okay not getting back?” Right? And that depends. Every person’s going to be different. Some people are like, “I’m going to give them $10,000, and I’m going to know my numbers in two weeks.” Or whatever it is. Other people are like, “Okay, I can spend $500, $1,000,” but understand that that initial investment isn’t necessarily guaranteed. Because you don’t know. You don’t know what your conversions are going to be like. You don’t know what the metrics through your funnel are going to look like. All that stuff comes with time and with ad spend.

Scaling slowly and intelligently

Yuri Elkaim:                         Now, once you get closer to starting to collect data, you’re in a position where you’re starting to get some really good data, really good numbers on your calls booked, getting good enrollments, now you have to look at, okay, the question is, “Is this going to be a consistent trend? If I’m paying $1,000 to acquire a $3,000 client, is that going to be consistent, or is it going to be $500 for a $3,000 client, or is it going to be $3,000 for a $3,000 client?” You only know that after you spend a bit of money and have that consistent data coming through.

Yuri Elkaim:                         And then, honestly, I think it’s just a matter of having faith in the process and in the numbers. Because we know right now that there’s two numbers that we look at, and you obviously look at as well, which is your cost per webinar registrants, and your cost per call booked, and then, obviously, our return on our investment. Once you know that, once you know here’s the upper limit I’m willing to spend for a webinar registrant, and the upper limit I’m willing to spend to get someone on the phone, now you know, you can test all sorts of different things. You could give your Facebook ads management to an agency if you ever wanted to, and say, “Do what you have to do, just hit these metrics.”

Yuri Elkaim:                         Because it’s almost like investing with stocks. You have … I don’t invest in stocks, so I don’t even know what I’m talking about here, but you have a stock loss … I don’t even know what it’s called, when you say if the stock goes below this number, sell it, if it goes above this, buy more. It’s the same thing. It’s like, if this audience or this ad campaign goes above this, just turn it off. If it goes below this, just keep going. If I’m paying way too much for a call booked, shut it down. And that’s where you want to get into.

Yuri Elkaim:                         It almost becomes, what starts off as a little bit of a gamble, thinking to yourself, “Okay, how much money am I willing to lose to get more certainty and more data to the point where you have those certain numbers?” And then it’s like, well, how fast or how big do I want to scale this? Does that make sense, Kate?

Kate Vidulich:                     Yeah. Absolutely. I think, yeah, what you were saying just there about investing in data, and getting numbers that … And I think it’s just knowing what you’re willing to spend and not willing to spend. I think this comes back from my early days in the online space, was like, “I want to see results right now. If I put an ad out and all of a sudden it’s not doing well, I’m just impatient.” So, I guess that’s another one of the things I need to work on. My patience.

Yuri Elkaim:                         Well, I mean, the remedy to patience is more ad spend. Right? But then there’s that, it’s like-

Kate Vidulich:                     Risk. Yeah.

Yuri Elkaim:                         “Well, I’m super impatient. I’m going to spend $10,000 today and get a lot of data.” But is that going to work out? I don’t know. Right?

Kate Vidulich:                     I don’t know if that’s going to help me.

Yuri Elkaim:                         Yeah. I wouldn’t recommend that. I mean, like what we recommend with everyone, start small, scale slowly. Right? That’s the surefire way not to go broke, obviously. But yeah, I mean, it’s a very valid concern, because Facebook advertisement, you can lose your shirt very quickly if you don’t know what you’re doing. You’re doing great. A lot of people think that they’re not going to do Facebook advertising, because they don’t know how to do it. It’s risky. So, then the question is, well, what else are you going to do? Right? What is the alternative to attracting clients?

The inevitability of growing expenses and knowing what you want

Yuri Elkaim:                         I tell people, the number one way to grow your income is to grow your expenses. And it doesn’t make sense until it does make sense. Because, we talked about this in LA, if you don’t grow your expenses, how can you grow your income? And the only way is through effort. So either you say to yourself, “Okay, I’m willing to effort my way and just plow through in terms of my time, my energy. I’m going to post on social media 1,000 times a day.” But it’s not scalable and it’s not predictable.

Yuri Elkaim:                         You know, everything has an opportunity cost. There’s obviously a pro and a con to everything we do. And we just find … I really believe the holy grail for any business is to be able to go into any market you’re in and know, if you spend X number of dollars, you can acquire a client at a profit. If you can do that, that’s like writing your own lottery ticket. And I think most people don’t want to do that because they’re scared, they’re uncertain of how to make it work, and obviously, that’s why we work with our clients on this stuff. Because if you can get to this point, it might take a couple days, or a couple weeks, but once you’re at that point where you confidently know, “I’m spending $500 to attract a $3,000 or a $5,000 client,” that’s like you’ve won the lottery.

Yuri Elkaim:                         Now it’s like, “How much can I duplicate that to now work, instead of one client it’s 10 clients, or 100 clients?” And like I said, you guys in the health and fitness space, the scalability of what you can do, the sheer size of the audience, is massive. Right? And then it’s just a matter of how big do you want to go?

Kate Vidulich:                     Yeah. Absolutely. Sorry. Yeah, I agree with you. I think the switch of growing your expenses to grow your income, that’s been a huge mindset shift. Because even in my own line, I mean in my in-person training, it was mostly referrals. Because it’s just the easiest way. But it’s like growing it through willpower and force. Effort versus through something strategic.

Yuri Elkaim:                         Yeah. So, I’ve put together this model called the Coaching Continuum. It’s basically, it reflects seven phases in business. There are seven stages of business. What a lot of people are doing, is they’re doing things in the earlier stages of business, that they should only be doing when they’re scaling. For example, they’re relying on content marketing to drive new business. Right? I love, I mean, I think content’s amazing. You should definitely be prolific with it at the right stage. But when you’re starting out, when you’re building up your stability in terms of income and so forth, the only thing you got to focus on is making money. Right? Getting new clients coming in. Getting them paying you money and making a profit so you can continue to grow and scale.

Yuri Elkaim:                         That’s a great place to be in, because initially, if things are set up properly, the profit’s actually pretty good. But as you start to scale and grow your business, you have to understand that that profit, percentage-wise, actually goes down a bit because your expenses might go up in terms of team members you bring on, other things you’re now doing. So, for instance, a lot of people get stuck in what I call this six-figure plateau, where, let’s say about half a million dollars of revenue, life is great, they’ve got 60% profit margins, they’re balling. Right? They’re ballers because they have all this profit.

Yuri Elkaim:                         And then, when they start to scale, things start to change, because now they have to hire people. They start looking at their balance sheets or their P and Ls, and they’re like, “Hold on, I went from 60% profit to 20% profit. What the hell’s going on? Why am I doing this?” But what we have to remember is that 20% profit of $10 million is $2 million. Right? 60% profit of $500,000 is, I don’t know, $300,000. That’s a very, very, very big difference. Right? So, we have to remember that as the business grows in scales, expenses beyond client acquisition are going to grow as well. But as long as the volume of income increases, the gross amount of your profit increases too. Does that make sense?

Kate Vidulich:                     Yeah. Absolutely. Absolutely.

Yuri Elkaim:                         So, again, it comes down to really thinking about what type of business do you want to build? And there’s nothing wrong with either answer. Some people just want to build a comfortable business, where it’s them, and maybe a virtual assistant, and they’re making a couple hundred grand a year, good profit margins, and that’s totally fine. And then there’s others who want to build something a little more substantial, who want to build more of a team around them, with more infrastructure. A little bit more complexity, but still, can free them up dramatically.

Yuri Elkaim:                         And that’s the big difference, too, is that when you are working things yourself, and maybe with one VA, is you are the cog in the wheel. And in a coaching business, this can really burn you out. Because you’re doing all the calls, you’re doing all the coaching, so the alternative is, okay, let’s build this up, let’s bring on more coaches, let’s leverage you and clone you, kind of, so that you have a lot more freedom. So you almost trade profit for freedom as you scale the business. Right?

Yuri Elkaim:                         That’s a position that I’m in now with Healthpreneur, is I don’t do our enrollment calls any more, but initially I did. I was doing up to seven hours a day of enrollment calls. You can’t do that forever. You lose your voice or burn out. But it’s nice to get to the point where you’re like, “Man, I just brought in $30,000 in one day. That’s cool. Now I’ve got a bit of wiggle room, how can I bring someone in to now help me with that?” And if you’re selling eBooks for $10, that’s very tough to do, unless you’re selling massive amounts of volume.

Yuri Elkaim:                         So, I don’t even know where I’m going with this discussion, but I think thinking like an investor really helps when you’re thinking of growing something great. And I really believe that everyone has to decide what path they want to take with their business. Not everyone has to build an amazing, dominating company, but just be realistic about where you want to go, and what is necessary at each step, to get you there, and what are some of the things to look out for at those different stages. Because otherwise you might get blindsided and not really know what you’re getting into. Does that make sense?

Kate Vidulich:                     Yeah. Absolutely. Absolutely.

Yuri Elkaim:                         So, what’s been most useful from our discussion so far for you? What’s been an aha, a takeaway?

Kate Vidulich:                     I definitely think thinking more like an investor. Exactly what you just said, thinking more like an investor in the business, versus a gambler in the business. So, that, and obviously I think needing to increase your expenses in order to increase the amount of revenue that you can bring into the business. That’s been something that I’m trying to just basically just work on my mindset based around. And then, knowing, “Hey, the risk I take is …” I guess it’s just dealing with mitigating the risk emotionally to some degree.

Yuri Elkaim:                         True.

Kate Vidulich:                     You know, managing to ride the rollercoaster without too many ups and downs.

Business as cyclical and the power of mindset

Yuri Elkaim:                         Totally. This is totally normal. Everyone going through this process is going to go through these emotions. Like, “Oh, my God, I got my ad running, it’s $100 a day, why is nothing happening?” And then all of a sudden the next day it’s like the floodgates open. And some days it doesn’t. And some weeks are higher. Some weeks are lower. It’s cyclical, right? Like the world is. Like nature is. But, it is a very interesting journey, because you learn a lot about yourself, you learn a lot about what are some of the mindset blocks and limiting beliefs?

Yuri Elkaim:                         Just to clarify for the viewers and listeners, when I say increase your expenses to make more revenue, what I’m saying is increase the amount of money you’re putting into advertising, because advertising and people are the fastest way to grow your business. So you’re going to get to a point where, as we talked about, you can’t do everything yourself. So, you’re going to have to invest in other coaches, other people to work with you, and in so doing, they will move the needle forward for your business.

Yuri Elkaim:                         And if you are of the opinion and mindset that you want to do everything yourself, you can’t delegate, or have other people do stuff for you, you just have to understand that that’s okay, but with that comes an opportunity cost which is your freedom. Right? And you essentially build a business that you’re a slave to. And if you’re okay with that, that’s fine. But you have to understand that if you want freedom, you have to trade some profit, and you have to increase your expenses, build your team, put more money into ads to build up that brand value or just getting in front of more people with your advertising.

Yuri Elkaim:                         Because there’s a very big difference between … For instance, if we spend $1000 on Facebook ads and we attract and enroll one client, okay, well, that’s great. Well, how do we now grow our revenue? Well, we have to ask ourselves, well, how do we spend $10,000? Because if the numbers held out the same, if we invested $1,000 to make $10,000, for instance, great. How do we invest $10,000 to make $100,000? Because that’s the fastest way to grow your income, is to just spend more on advertising, assuming you know your numbers, and all of a sudden, you’ve 10-Xed your revenue in this specific, theoretical case.

Yuri Elkaim:                         Again, just thinking about if you don’t do that, the only other alternative is manual, sheer force and energy and time. And if you’re okay with that, that’s fine, but it’s going to take you a lot longer to get where you want to get to. So.

Kate Vidulich:                     Yeah. I feel that I was on that train for quite some time.

Yuri Elkaim:                         Yeah.

Kate Vidulich:                     Particularly just in my training business. And it burns you out. It really does.

Yuri Elkaim:                         Yeah. Totally. So, has this been a helpful conversation for you, Kate?

Kate Vidulich:                     Yeah. Super awesome. Really good.

Yuri Elkaim:                         Yeah? Cool. So, what is your action step from this discussion?

Kate Vidulich:                     It’s increasing the amount I’m spending on my advertising.

Yuri Elkaim:                         Cool. And guys, just so you know, Kate’s numbers, they’re pretty good, right? It’s not like you’re in the negative. So, you’re at a point where you can push a little bit more into it. We’re not saying just throw money in and hope for the best. Once you have your numbers dialed in, then you can intelligently move a little bit faster forward. So, Kate, thank you so much. This has been a lot of fun for me, and I’m sure, listeners and viewers, hopefully you guys got a lot of really good insights from this. Because as you guys know, everything’s up here between the ears, right?

Yuri Elkaim:                         You know, once you’ve got the strategy, once you know what to do, it’s removing those blocks, it’s thinking bigger, it’s getting around other people who are playing at a bigger level, too. And sometimes just borrowing their beliefs. Borrow their courage. Borrow the fact that, man, this has worked out for someone else, this can work for me as well. And I think that’s why we want to create this incubation of … That’s why I love the coaching, right? Because now you’re surrounded by people who are doing big things, and it’s not just one person with you one-on-one. And I think that’s just a great environment to be in for us, and our clients, but also for you guys and your clients, too.

Yuri Elkaim:                         So, Kate, thank you so much for being awesome and being with us, and openly sharing about what you’re going through, and then, hopefully, we’ve given you some good insights to move forward, fast.

Kate Vidulich:                     Sure. Sounds awesome. Thank you so much, Yuri, I appreciate it.

Yuri Elkaim:                         Absolutely.

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

Yuri Elkaim:                         And if you’re ready to start or scale your health and fitness coaching business, and want to start getting in front of more people, working within 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. 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.