Transcription

Healthpreneurs, what’s going on? Welcome back to 2019. Hope your year is off to a great start. Ours is off to a flying start, it’s going to be an amazing 2019. I have no doubt it’s going to be an amazing year for you as well.

Why it’s important to zero in on your perfect client

In today’s episode, I want to talk about how to niche down and find your target market. This is a question that comes up often enough that I think it’s important to discuss and this is something that we actually … It’s actually one of the first things we walk our clients through in our Health Business Accelerator workshop because it is so important to understand and to zero in on who your perfect client is because nothing else in your marketing really matters until you have that clarity, because you can’t put a message out to an audience if you don’t know who you’re speaking to. If you try to be everything to everyone, you’re really going to be nothing to nobody.

We know that it’s a super competitive space, there’s a lot of people doing what we do, a lot of people doing what you do, and not that that’s a bad thing, it’s actually a good thing because it shows there’s a huge demand for your expertise in the marketplace, but it really helps if you can occupy a specific drawer in someone’s mental cabinet. When they think of underwear, they think of this drawer. When they think of mental health, they think of you. When they think of weight loss, they think of someone else.

Part of this is really identifying who you want to work with and the way that we help our clients through this whole process is first and foremost, we’re really helping them build out group coaching programs. Not one on one because if you’re doing a one on one coaching type of business, you can technically work with a lot of different people. Some people come in for this, some people come in for that, you have all sorts of different protocols, all sorts of different clients.

How we help our clients find their target market

You cannot scale that type of business because there’s no systemization, there’s no leverage. When we’re working with our clients what we do is … The first thing is we help them identify if you only had to pick one issue or problem that you can solve, what would that be? Okay, so I want to help people or I want to help men with back pain. I want to help men who have back pain get back to moving freely again, so that’s the target market as an example. The beautiful thing about that is that when you’ve identified one niche target market, now you can work with an infinite number of clients at the same time because they’re all following the same protocol.

That’s why a group coaching program is so powerful because not only is it beneficial for you because you can take on more clients without extra work, but it actually is better for everyone involved because now they’re surrounded by other people who are on the same path and they have that comradarie, they have that kind of accountability to the other people in the coaching group, which is really, really powerful because it’s not the same if you have some people with back pain and then you’ve got women who are going through menopause. It’s just very disjointed and you can’t have a group with that type of variety.

The first thing we want to do is we want to narrow down, really figure out what is the one pain or problem that you’re amazing at solving and you’re probably great at doing a lot of things but you want to really … If you want to simplify and scale your business, you have to identify this one target market. Now we’re saying this one target market for now. It doesn’t mean this is the only group of people you can serve until the end of time, but the thing is you have to drill oil in one place and hit oil first before you start drilling oil somewhere else.

We want to really get this dialed in with one target market, one protocol, one methodology, one program, that you’re going to work with people and create an amazing outcome for, then down the road if you ever wanted to move into a slightly different target market and have the initial program running with some coaches that are working in your company, you could do that if you wanted to. You’re not handcuffed for the rest of your life, but if you were, who would you want to work with?

That’s the second question. The first one is okay, what’s the major main or problem that you’re great at solving, that you can create an amazing outcome for your clients in that specific area? The second thing is if you only were able to work with one group of clients, who would they be? Right? Who would be the one person that you would want to work with for as long as possible, not necessarily with that specific client but as a cohorts, you want it to be thee person specializing in back pain and you can see that being the next 20 years of your life, right? Not the next two months.

This is something you really feel passionate about. Like I have no interest in helping business owners in general. Yeah, I love entrepreneurship and I love helping entrepreneurs in general, but I only want to build a business around helping health and fitness and wellness experts because that’s where we can make the biggest impact and that’s where I really believe there’s a huge amount of opportunity because you guys are just incredible at what you do and people are always going to have health issues. If we can help you build something amazing with your business, then you can help more people and collectively everyone wins.

We only want to work with health and fitness and wellness experts and that’s why we’re the leader in the industry for this market. If we did what we did with agencies, internet marketers, realtors, accountants, now we’ve diluted our brand tremendously and so we don’t want to do that and I don’t recommend you do that either. Be the leader, be the big fish in the small pond if you will. Figure out what that pond is, who that target market is that you really want to work with. That’s the second thing.

The questions to ask yourself to find your niche and target market

Third is asking yourself this question and this kind of ties the first two together, if you only got paid after your client got a result, who would be your best clients to work with? This is an interesting question because if you think of a realtor, a realtor gets paid after they sell your house, right? They get a commission, they don’t ask for the commission ahead of time. Can you imagine that? Here, I need a check for $50,000 before I sell your house. Um, no I don’t think so. But if you think about the way we run our businesses and most businesses are run like this, it’s like give me the money first and then I’ll help you get the results. It’s kind of weird, it’s kind of backwards, right? But that’s just the way it is.

But I want you to think about this for a second. If you were a realtor in your business and you only got paid one you “sold your client’s house”, who would the best client be for you to work with? This could mean what criteria does that client have to have. What traits, what qualities, where are they in their journey? For instance, with Healthpreneur we serve two very distinct clients. First is we can help people go from zero to hero in a very short amount of time. The most important thing for us to work with is somebody who has deep expertise, because if you don’t have deep expertise and you can’t really help someone, you can’t charge premium prices and you can’t really run the system.

People who have like an interest in health and they got in shape once and now they just want to help other people do the same, listen, unless you’re like amazing at what you do, you know we really can’t serve you, but if you’re great at what you do and you just want to be able to go from where you are to the next level, then we can certainly help you. The second client is someone who’s obviously more advanced. Someone who has an established business who is looking for that next thing to unlock the next level in their business.

We could say well we know that we can get a result for our clients faster if they’re a bit more established and more advanced in their business. We know that but we also know that we can help people who are just starting out, assuming they have that expertise. We are willing because we want to become a dominant Nike like brand in the world for our industry, we are willing to help people from zero to hero, not just those who are already established. We want to really help people get off the ground and build something amazing so that they’re coming out of health coaching schools or a professional practice and they’re able to build something substantial in a short amount of time compared to following all the ridiculous internet marketing advice.

Client examples and why niching down works

As an example, one of our clients is Chris Kresser, who you probably know, one of the leaders in the health space. This is the difference, okay? He joins the program, within two weeks he’s done everything. He’s got everything done, within two weeks. He’s got his perfect client pipeline pretty much built out, two weeks, and that’s because he kind of gets this already. He has a bit of a team around him to support him in this stuff and he’s able to deploy and execute a lot faster. Someone who is completely brand new and again, not everyone is like this, but some people they go through all that limiting mindset stuff, the beliefs, the self doubt, all that kind of stuff, and it’s taken them three, four, five, six months to get all this stuff done.

What’s the difference? Well, there’s obviously a difference of the individual and the mindset but there’s also a difference in experience and infrastructure in resources. In your business, you have to consider do you want to serve people who may take a lot longer to get a result or do you want to work with people who are just like hey, if you do this, I’m going to get this done, it’s all going to be great. When you’re looking at let’s say helping people lose weight, do you want to work with people who are 500 pounds who don’t see the value in exercising and eating well or do you want to speak to people who are kind of already there but just need that next little … They need that extra, that nudge, that coaching and accountability.

There’s no right or wrong answer. You just have to decide for your business what is going to make the most sense, and just understand that whichever one you choose is going to come with a certain cost if you will. We know the cost of working with people from scratch is going to be a little bit more hard work for us, more coaching, more time involved, all that stuff, but we also know that if we don’t serve that market, there’s only a small, small sliver of an already small market that we can tap into.

Now in your case, the health and fitness demands and desires of the general population is infinite. Like there are only so many people who are looking, who are entrepreneurs, in the health space, right? But every single human alive is going to deal with health issues, they’re too overweight, they’re too tired, so you have a market that is infinite. When you’re choosing who you want to work with, you need to really discern man like which clients would probably do the work? Which clients if I gave them the stuff to do would show up on the calls, would do the work, would get the results, and you need to really be clear about that because if you start attracting the wrong people it’s going to be tough.

But here’s the beautiful thing, premium pricing is a great filter because you’re not going to get people coming into a program who aren’t ready to do the work.  One of our clients, Elaina, if you’re listening to this, you’re awesome, she is now charging $6,000 to work with her clients or for her clients to work with her, and that’s amazing because she’s now going to be attracting people who are highly, highly motivated to get results.

Believe me, I’ve had a lot of backlash about premium pricing. It’s hilarious how so many people are so opposed to premium pricing, how dare you charge more? People should have free healthcare. I’m like listen, don’t be a lunatic, there’s free healthcare if you live in Canada so just calm down for a second, but the reality is that it doesn’t do anything. We see what the healthcare system is and it’s not really helping and we know that when you pay, you pay attention.

What I’m pumped about with our clients is that they’re able to charge more. They’re not going to be able to help everyone obviously, but here’s the thing is that when you’re working with clients who are paying you $6,000, do you have more income? Do you have more disposable income? Do you have more profit that gives you more breathing room and wiggle room where you can now give away a lot of other stuff for free? Absolutely. Nobody benefits from you being poor, right?

Like on a plane, you put your gas mask on before someone else’s. If you don’t take care of your business first, nothing else matters so if you think you’re being noble by charging $10 an hour or giving away $10 e-books, you’re not, it’s a disservice to people so I’ll save that for another episode. We’ve actually talked about this in the past but anyways, so these are the three things I want you to consider with respect of niching down and being the go to person in your target market.

Number one, what’s the major pain or problem you can solve? Number two, who would you want to work with, like if you’re just like hey, I really enjoy working with these types of people? Then three, if you only got paid after getting a result, who would be the best client for you to work with? Okay? Now again, that’s just kind of a brief brush stroke of how to niche down and find your target market. We have some really great thinking tools and exercises that our clients use to really narrow things down and build out their program based on that and the key thing here is that once you’ve identified this perfect client, everything else is so much easier.

Like you understand. We have a process called the Emotion Inventory, you understand what makes these people tick so when you put a Facebook ad in front of them, they’re like oh my God, this is me. When they’re watching a webinar, they’re like oh my God, this person is in my head. When you have that, man like your business is set and it all starts with your perfect client and really identifying who that is.

A summary

Anyways, if you want help with this and if you want our help to really help you niche down and get targeted and build a business around a specific group of clients, the first step is to watch our seven figure health and business blueprint training.

It’s over at HealthpreneurGroup.com/training. Watch it today. If you like what you see and it resonates with you, then at the end of the training you’ll be able to book a call with us and we’ll jump on the phone and see how we can help you. Sound good?

That’s all from me today. I hope you’ve enjoyed this episode. Remember, niche down, get that target market dialed in, and everything else in your business will flow from there. I’ll see you soon.

Transcription

Yuri Elkaim:                         All right, guys, welcome, I’m Yuri Elkaim here, and I’m with Steph and Jackie today, another Between the Ears session. Jackie was on a cruise last week, so she’s back in the saddle this week with us. Amy just had Lasik eye surgery last week, so her eyes, she’s like Cyclops from X-Men now I think. She’s out of commission for a day.

We’re going to talk to you about an important topic today. I think it’s a great discussion for the new year being the time this is being released is, when are you going start? When are you going to start? This applies as appropriately to those of you who are clients of ours as well as those of you listening on the podcast or watching this somewhere else who are not clients of ours.

Here’s the thing, guys, whether you start now, or you start later, at some point, you’re going to start. All that matters is, how much are you willing to tolerate your current situation before it bubbles up and boils over? For some people that might mean 10 more years.

You can take this to your workouts. You can take this to your dietary changes. You can take this to run your business. You can take it to whatever area of life you want to improve in. What it’s going to come down to is, are you going to start now, or are you going to start at some later point in the future?

Jackie, Steph, let’s jump into this, and I want, let’s start off with maybe some of the perspectives you guys have gotten from people we speak to on a weekly basis. People who are inquiring about working with us, and then they’re like, “Not now, later, whatever, whatever.”

Steph, I know this is fresh for you. What are some of the insights for you of that, that are top of mind as we discuss this?

The biggest cost to your business

Steph:                                   Yeah, I think it’s interesting to me, because we talk to many, many people during the week who are interested in the Health Business Accelerator Course. They say things like, “I can’t possibly do this for another year. I hate what I’m going through. I’m not making the money. I’m not doing this. I’m not doing that.” Yet, there’s still a piece of them that’s like, “But, I want to wait. But, I want to wait a little longer.”

This is a funny thing that, Yuri, you shared this with us, it’s almost like the money that, you said something along the lines of, the money that you’re not making is really the biggest cost to your business.

Yuri Elkaim:                         Yup.

Steph:                                   That’s what I think a lot of people aren’t understanding. That if you’re wanting to make, let’s say, $10,000 a month, but you’re currently only making $3,000 a month, well, then, all of that money you’re not making is actually the biggest expense to your business.

Especially, well, and I think the biggest expense also is, for example, there’s a lot of people who just are burnt out going into the clinic every day, or they’re burnt out trading time for money. Because you can only see so many patients, you can only see so many clients.

Yet, there’s still something blocking them from starting. It’s like, you already are hating where you’re at so get started now, so you can get to a new place sooner, right?

Yuri Elkaim:                         Yeah. It’s, as we talked about before, it’s going to come down to fear and uncertainty. Those are the two biggest things that are going to kill people from moving forward.

Yuri Elkaim:                        Well, let’s talk about that example you just brought up, because we did talk about this last week. The biggest cost in your business, guys, is the money you’re not making.

We use the example of, if someone wants to come in and work with us, and we ask them, “Okay, how much money do you want to make? Let’s say they say, “I want to make $10,000 a month.” That’s awesome, great.

Yuri Elkaim:                         How long have you wanted to make that amount of money? The person says, “Well, I’ve been wanting to make this for the past year.” They’re at, let’s say, they’re at $2,000 a month. Here’s the thing is the real cost of that is, you’ve wanted to be making $10,000 a month for the past 12 months, that’s $120,000 in lost opportunity. That’s the real cost of your business. That’s the cost of inaction, guys.

Yuri Elkaim:                         I want you to take this seriously, because this is not Mickey Mouse, man, this is your life. You are at a point now, it doesn’t matter if it’s January or August, every day is a new year for us, okay? How much longer are you willing to tolerate losing out on making that kind of money, if we’re just talking about finances here for a second?

Yuri Elkaim:                         The thing is you have to get so associated with that, that it makes you sick to your stomach. Because, here’s what most people think about. I want to achieve this goal, but I’m scared, because I don’t know if it’s going to work out. I don’t know if I can afford it.

Yuri Elkaim:                         But, what you really can’t afford, the real cost of you not doing anything is staying where you’re at and not getting the results. You have to viscerally, on a daily basis get connected to that. Otherwise, nothing you do is going to make any difference in your business or in your future. You’re not going to be any further ahead a year, five years, 10 years from now, if you don’t get viscerally disgusted by your current situation.

Yuri Elkaim:                         Seriously, guys, pain is a very, very important motivator. If you don’t have enough pain to move forward, you’re going to stay exactly where you are. Because, comfort, we all want comfort, and you cannot grow from a place of comfort.

Yuri Elkaim:                         I can tell you that, because, this morning, I wanted to get out of bed at five, I got out of bed at six. Why? Because, I was more comfortable in my bed.

Yuri Elkaim:                         It’s the worst, I hate that moment in my life, where it’s like, every morning, I’m like, “Man, I just want to stay in my bed. I just want to stay in my bed.” That moment of time where I’m laying down is the worst time in my day, but, as soon as I stand up, everything’s great.

Yuri Elkaim:                         For me, it’s like, “When are you ready to get started, dude?” You’re going to get out of bed any time, during, at some point during this day, do it now, just get out. You’re going to feel so much better for having gotten up earlier.

Yuri Elkaim:                         Costs of not doing what you want to do, guys, is the biggest cost in your business. It’s money you’re not making.

Yuri Elkaim:                         Jackie, what about you?

Making excuses and being stuck in inaction

Jackie:                                   Yeah, so that’s one that definitely pops up. But, another one that drives me bonkers, honestly, is getting ready to get ready. A lot of the times I’m on the phone, and they’re like, “Well, yeah, this sounds great, but once I know my client better, or once I complete my 6 week course, or once I get all the details out and down and just right, or once, once, once, once this happens.”

Jackie:                                   It’s kind of like the shoulda, coulda, woulda. When people are oncing all over themselves, I’m just like, “Well, what’s going to change when that happens? When is that going to happen? What proven strategy are you going to use to make sure that gets done sooner than later?” Then they’re like, “I don’t know.”

Jackie:                                   When I throw it back, so I basically say, “You’re going to wait to get started, until you get all your ducks in a row. But, you don’t know how to do that part.” They’re like, “Well, yeah, that sounds a little ridiculous.”

Jackie:                                   I’m like, “Okay, now let’s revisit a proven strategy, some coaching and accountability, and we’re going to give you the right areas to focus on to get this done in four to six weeks to 10 weeks,” excuse me, I was all ready to sneeze, “or whenever.”

Jackie:                                   That part drives me a little crazy, because, at the end of the day, like you said, Yuri, once you get out of bed and get going, you’re going. That’s your momentum. If you look at Warren Buffett, or if you look at Bill Gates, if you look at all these successful people in the world, what it boils down to is focus. What are they focusing on?

Jackie:                                   You’re going to continue to get what you’re focusing on. If the results you’re getting you don’t like, focus on something else. Focus on a new strategy, because, obviously, what you’re doing isn’t getting you where you want to go.

Jackie:                                   When we bring it back to simplicity of focus, and maybe you don’t know what that is to focus on, we can help you with that. With the Health Business Accelerator Workshop, we have a roadmap, we have systems, we have strategies, we have accountability, we have a plethora of coaching.

Jackie:                                   It’s really getting people out of the fear and into an area of, a community where they know what they need to be focusing on, and they have that support.

Standing up for yourself and the pain of the process

Yuri Elkaim:                         Yup, totally. It’s, we’ve all heard the famous saying, you can have, there’s the pain of discipline and the pain of regret. I don’t think any of us want to get to the end of our lives with the pain of regret, because that’s something we experience on a daily basis, “I should have done this. I wish I got up earlier. I wish I got this done.”

Yuri Elkaim:                         That’s like, as you said, Jackie, it’s all about fear. Everything is fear. If you understand that and just know that it’s never going to go away. It’s the same reason why there’s only a small percentage of people who succeed in business. When you look statistically, the percentage that make a million, the percentage that make 10 million, it’s like 0.01% of all businesses.

Yuri Elkaim:                         There’s common traits between success whether we’re talking about in sports, business, life. It’s all the same stuff, guys. It’s all the same stuff.

Yuri Elkaim:                         The one thing that I’ve noticed over my life is that those who succeed in any aspect of their life just have courage. That’s all it is, because you’re stepping into the unknown. You don’t know what’s going to happen.

Yuri Elkaim:                         We can’t guarantee you specific results. We can promise you we’re going to bust our ass to help you. But, I’ll tell you this, this past weekend I was in our online portal, and I look at all of our clients. I’m like kind of a stalker, because I want you guys to win.

Yuri Elkaim:                         I was shocked by how few people have actually gone through the trainings in the portal. I’m like, “This is a coaching program that people paid good money to be part of.” I was like, “What, what is it going to take? What’s it going to take to spend half an hour, one hour a day, two hours a day to go in and do the stuff every single day?”

Yuri Elkaim:                         This is the same reason why when we don’t really recommend people sell courses, because left to their own devices, as we’ve seen here, humans are going to do nothing. Even the most motivated humans need coaching and support. But, left to their own devices, most humans are not going to do much, and it’s really, it’s sad.

Yuri Elkaim:                         It comes back down to, what’s holding you back, what are you afraid of, why do you need to get things perfect, it’s never going to happen. Perfect is like, it’s like the guy who’s … I remember I was training back in the day, clients, and I remember having consults with people that are like, “I really want to hire you as a trainer, but I think I’m going to get in shape first, and then we’ll do some sessions.” I’m like, “That is completely backwards.”

Yuri Elkaim:                         If you’re watching this, and you’re clients of ours or not clients of ours, remember, you are coaching clients. You are coaching people. You are going to be speaking from the phone, and they’re going to come up with this stuff. They’re going to be like, “Oh, this sounds good, I’m going to start later, whatever.”

Yuri Elkaim:                         You have to be the client you want to attract. It’s as simple as that. If you want people to take action and step up and step through the fear, you have to be that type of person as well, because, energetically, otherwise, you’re just going to attract the wrong people.

Yuri Elkaim:                         If you are not willing to step up and step into the fear, how can you ever expect other people to do the same? You got to drink your own Kool-Aid. You got to walk the walk. You got walk the talk. I think it’s super, super important.

Yuri Elkaim:                         Yeah, does that make sense, guys?

Steph:                                   Mm-hmm (affirmative).

Yuri Elkaim:                         Yeah?

Jackie:                                   Yeah, well, another, way to piggyback that too is you not only have to walk the talk, but you also have to stand up for yourself in ways you’ve never stood up before. Our brains are wired, have been wired, for 30, 50, 60, some people in our group are getting ready for retirement. I get on calls, and they’re like, “I need something to plan for my retirement. I didn’t plan for it.”

Jackie:                                   I’m like, “Okay, well, you have to realize your brain has been operating with these same fears, these same habits for a while now.” The second they peek out of their box, and they try something new, that fear will pull them back in. That uncertainty will pull them back in.

Jackie:                                   But, that’s why coaching is so important. This is why our clients are creating premium coaching programs, because there’s a, millions and millions of people out there with certain issues, certain ailments, certain challenges that need a coach to help them get through what they need to get through. Because, all this other stuff on the internet isn’t helping them. Because, they don’t have the accountability, they don’t have the coaching, they don’t have the support, and that fear and uncertainty pulls them back in. It doesn’t allow them to complete what they know they need to complete.

Jackie:                                   It’s like, it’s just this cycle, and this big circle that just keeps going. But, if you could just step into your own right now, finish your course, finish your own coaching program, step up for yourself like you’re going to be stepping up for your clients, that’s what coaching really is all about. It’s when you can say something to your client that that client isn’t able to say or stand up for themselves in that moment for.

Yuri Elkaim:                         Yeah. Yeah, that’s awesome. We talked about pain of discipline, pain of regret, standing up for yourself, the costs of not doing something. Because pain of discipline, pain of regret can also be reworded into pain of action versus pain of non-action or pain of inaction.

Yuri Elkaim:                         If you’re going to start now, there’s going to be a pain of action. There’s going to be pain of doing something new. I talked about this in The Courage Quote at HP Live where there’s four different types of fears. There’s the fear of the outcome, blah, blah, blah, blah, blah.

Yuri Elkaim:                         But, one of the biggest fears that I think a lot of people are not even aware of, but it’s really important to be aware of is the pain of the process. It’s the pain of starting something new. Oh my god, is this going to work? Will I know how to do this? Will I get the right support? What if this hurts? What if it isn’t comfortable?

Yuri Elkaim:                         If you guys are going into a situation, or I’ve heard getting clients to come into your world, I think it’s really important to be very upfront with them about the pain of the process. We don’t tell people on the phone that this is going to be easy. We tell them straight up, “Listen, this is simple, but it’s definitely not easy.” Because, you’re going to go through a lot of your own mindset issue stuff. Also, stuff’s probably not going to work out the first time once you deploy it.

Yuri Elkaim:                         What are you going to do? Are you going to crawl onto your bed and hide under the covers? No, you anticipate that, just like you anticipate soreness from a workout, and you move through that, and you just keep going.

Yuri Elkaim:                         But, if you go into something with the intention that everything’s going to be easy. That everything’s going to be laid out for you on a silver platter, you don’t have to do anything. You’re fooling yourself.

Yuri Elkaim:                         It’s like never having worked out before, but working out now with a trainer or on your own, and then being shocked that there’s muscle soreness? “How is this is even possible. I was lied to. My physiology’s different. This shouldn’t happen to me.” Come on, man, seriously?

Yuri Elkaim:                         You have to recognize the pain of the process. If you’re not able to cope with that, then you should probably just say, “Listen, I’m not cut out for this. I’m going to do something else. I’m going to make lattes at Starbucks, or I’m going to work for somebody else.” Because, being an entrepreneur is serious business. It’s not for the faint of heart, right? Steph-

Steph:                                   Yeah.

Yuri Elkaim:                         What do you see on some of the, I guess some of the coaching calls even. People delaying and delaying, or what are some of the things that are relevant to this discussion that come up on some of our check-in calls with our clients?

Fear over tech and an example of inaction

Steph:                                   I think, every once in a while, I’ll get on a call with somebody, and it’s deep, deep on an emotional level fear, but it’s over a tech piece. For example, we have people in this group that we are having to actually walk through how to even use Facebook, or how to even have a Facebook page. That’s how, let’s say, lower level of tech stuff, the type of people that we’re working with sometimes.

Steph:                                   That causes a deep-seated, rooted, I don’t know what it is, fear, that almost feels like that cave man fear where it’s just setting off that fight or flight response. But, the cool thing is, is that we talk to you, so it’s not like you’re just sitting there spinning your wheels like, “Oh my gosh, I can’t do this. I can’t do this.” We get on the call, and then it’s by the end of that call, they feel so much better and ready to keep moving forward.

Steph:                                   I think that’s the biggest difference of this course and workshop than any other one out there is that we’re actually helping people through that. Because, there is fear that pops up, just period. There will be.

Steph:                                   But, it’s just a matter of how much are you willing to take in your current situation knowing, again, it’s that pain of either staying the same or the pain of trying something new. I would rather try something new and get to a better place than sit and just wallow in …

Steph:                                   Some of the people that I’ve talked to, let’s say, that are interested in this workshop, they have deep pain going on in their lives on where they are, either their income level, the amount of patients they’re having to see, or clients they’re having to see.

Steph:                                   Some people are even hating their passion. They had a passion, and they got into this passion, and, all of a sudden, now, they’re just like, “I hate it. I’m burnt out.” That’s not okay.

Steph:                                   You have to understand … Well, and just to circle back to what you said at the beginning is, you’re going to do this someday. Well, the sad thing is, is that there’s some people who don’t. There’s some people-

Yuri Elkaim:                         Oh.

Steph:                                   … that literally never come to the realization, “I should have, could have, would have,” like Jackie said, until they’re on their deathbed. That’s very common.

Steph:                                   When people are on their deathbed, it’s like they’re not thinking about, “Oh, what a great thing. I should have done this. I shouldn’t have cared about this. I should have invested in this. I should have done more of this. I should have worked less and had more time with my family.”

Steph:                                   It’s like, you have to really wrap your head around that and then take action from that place.

Yuri Elkaim:                         Yup.

Steph:                                   Right?

Yuri Elkaim:                         Totally. I was just having brunch with my mom yesterday, and she is the classic example of this discussion. As long as I’ve known her, 38 years, as long as I can consciously remember, so let’s just say 28 years, she’s always said the same thing, “Oh, I got to start working out. I’ve got to start getting active. Oh, I can’t believe how much weight I’ve put on.”

Yuri Elkaim:                         I’m like, “If I hear you say that one more time, I’m going to slap you, because it’s so frustrating to even hear that come out of your mouth.” Because, we all know that even though I’m health and fitness expert, she’s never going to take advice from me, right? You can never-

Jackie:                                   No.

Yuri Elkaim:                         … help your parents. Let’s just be honest about that. If you’re watching this and trying to change your parents, it’s never going to happen.

Yuri Elkaim:                         But, even if that means, “Oh, I saw this thing on Dr. Oz, and, now, I’m going to do this.” That’s awesome. But, it’s like, I told my mom, I’m like, “Listen, Mom, you have to be very aware that you have a massive amount of inertia and momentum in the opposite direction. That opposite direction, the momentum you’ve built is the momentum of doing nothing.”

Small steps and discipline

Yuri Elkaim:                         What you’re trying to do right now is you are looking at this huge boulder. You’re in San Francisco, and you have your car parked at the bottom of a hill that’s going up. You’re looking at this, and you’re like, “There’s no frigging way I can push this car up this hill.” When you think of that, it’s very clear of why people don’t start. Because, for them, it’s impossible to even achieve the outcome.

Yuri Elkaim:                         We did our whole yearly planning session the other week, and we set these very big lofty goals. But, if we just focus on that, there’s no way. We would be paralyzed.

Yuri Elkaim:                         You have to chunk it down into bite size, what do I do tomorrow morning, or right now to, let’s say, maybe I’m just going to open the door of the car. How can I do that?

Yuri Elkaim:                         All right, so, number one, I’m going to commit to just getting up a bit earlier, and I’m going to do whatever it takes to get uncomfortable and make that happen. I know it’s going to suck. I know it’s going to suck, and I know it’s going to suck for the first little while. Until the momentum builds and builds and builds, ’til the point where the car is now at the top of the hill, it’s in neutral, and you just give it a little push with your finger, and it just rampages down the hill all by itself.

Yuri Elkaim:                         I think it’s important, you guys, to remember you have to identify where you are at momentum-wise in any aspect of your life or your business. If you’re coming in, and you’re stuck in a specific spot, you just have to realize like, “Man, I got to do a little bit of work here. I got to do a little bit of work here and build momentum, so that over time it becomes a lot easier.”

Yuri Elkaim:                         The only reason I’m in a place where I’m in now business-wise is because I went through years of trying to push that car up the hill. It sucked, but I was committed to the vision. I refuse to live a life that most people live. I refuse. I would rather not be here at all.

Yuri Elkaim:                         I will do whatever it takes to create the reality I want to live in. I hope that if you’re watching this, you’re in the same boat. You have the power to choose. You have the power to create whatever it is you want in your life. I’m telling you desire is a really big deal, guys. If you don’t have enough desire, you’re never going to have the strength and the will to start pushing that car up the hill. It’s so, so important.

Yuri Elkaim:                         Whatever you have to do to light that fire under your ass, get somebody to knock on your door every single morning, give you a phone call to get out of bed. I don’t care, whatever you need to do to figure that out, you have to do that. Because, time flies, man, time flies.

Jackie:                                   Yeah, agreed.

Yuri Elkaim:                         Jackie.

Jackie:                                   Right, I’d say a great example on that is back when I used to do weight loss, it was your weight loss why, right?

Yuri Elkaim:                         Yeah.

Jackie:                                   Because, unless it was bigger than, “Hey, I need to lose 10 pounds to go on a cruise,” it wouldn’t work. It’s not sustainable.

Jackie:                                   All it requires is just a little bit of discipline, a little bit of discipline. As you do that day and day, and repeat that little bit of action, 30 minutes, an hour, work on this stuff, focus, just map it out.

Jackie:                                   Do your first things first. Do the important things first in the morning. Because, if you’re mapping out that hour at 6:00 PM, guess what? Your willpower is now down to here.

Jackie:                                   When you wake you up, you have this much willpower. By the time you go to bed, it’s gone. It’s like a gas gauge. It’s full in the morning, and, by the end of the day, it’s gone. It’s not like we have infinite amount of willpower every day.

Jackie:                                   When you just have this much discipline, one of my clients, he was hilarious. I was like, “Well, what’s going to get you out of bed? Do I need to call you? Do I need to do something?” He was one of my premium clients, so I would call him if that’s what he needed every morning at 5:00 or 6:00 AM. He just put his alarm clock on the other side of the room. He had to get out of bed to shut the damn thing off, right?

Yuri Elkaim:                         Mm-hmm (affirmative).

Jackie:                                   It’s just a little bit of discipline will eventually compound. Before you know it, you’re going to be this rock star, because with that little bit of discipline will allow that focus, will allow that ritual to be set into place, which is just habits.

Jackie:                                   Then, before you know it, you’re going to be getting results, and you’re going to be like, “Damn, thank God, I did that then, and I didn’t wait ’til I thought I was ‘ready,’” right?

Yuri Elkaim:                         Totally.

Jackie:                                   In quotes, that.

Understanding why you aren’t where you want to be

Yuri Elkaim:                         Yeah, so, guys, how can you move your alarm clock to the other side of the room? That’s a metaphor. I’m not saying, physically, it’s probably a really good thing to do as well.

Yuri Elkaim:                         You need to think of, what is it that you need to do? Really, this is a great time of year to really just introspect and reflect and be very honest with yourself, “Am I where I want to be?” If the answer is no, you need to uncover why.

Yuri Elkaim:                         You need to really be objective and very honest with yourself, “Here’s the goal I set. Here’s my action. My level of congruence was completely off.”

Yuri Elkaim:                         If you can address that and understand that you are 100% in control. You’re in the driver seat. You are in the driver seat of your life. Instead of making excuses, “Life got busy, this and this and this,” listen, life is busy for everyone.

Yuri Elkaim:                         You need to identify how important this is, whatever this is for you, how important that is. If it is the most important thing for you, you have to carve out time, no matter what to make it happen.

Yuri Elkaim:                         For everyone who’s saying, “Life is busy. I couldn’t get up. There’s too much stuff going on in the day,” for every person who says that there are other people out there who have said, “No matter what, this is what my life looks like.”

Yuri Elkaim:                         Mark Wahlberg, he wakes up at 3:00 AM every morning. He gets in a workout, gets his breakfast done. He’s played 18 holes of golf before 6:00 AM, every single day.

Yuri Elkaim:                         The Rock, he travels around the world with his entire gym. Now, obviously, he’s in a financial position to carry his gym around, which is who knows how much many millions of dollars that’s going to cost, but no matter what, that’s a priority for him. He works out every single day. He’s up at four or five in the morning just crushing it.

Yuri Elkaim:                         Guys, you have to identify what is important to you, you have to make time for. You don’t find time for it. You make time for it.

Jackie:                                   Yes, we all have the same 24 hours. We all have 24 hours. It’s not like you can squeeze one more hour. It’s what we do with it, and it’s just a little bit of discipline and knowing why you want it.

Yuri Elkaim:                         Absolutely. Guys, if this is resonating with you, then just let us know in the comments what your thoughts are, what you liked best about this conversation.

Yuri Elkaim:                         If you are listening to this on a podcast or watching this somewhere else, and you’re interested in making 2019 your best year yet, and you’re ready to step up and put away the excuses and step into the fear and knowing that your pain is way greater than the investment you’re going to make in working with us, and that’s what it’s going to come down to, and you’re ready to start and move forward with that, then here’s the first step you want to take. Watch the 7-Figure Health Business Blueprint. It’s our free online training. It will give you a really good context of how we help our clients.

Yuri Elkaim:                         If it resonates with you, then book a call with us at the end of that training. We’ll give you the link to do so. If all is good, we’ll jump on the phone. We’ll figure out where you are, where you want to go, what’s holding you back, and put together a game plan to get you on the right path for the coming year and beyond.

Yuri Elkaim:                         That’s the first place to start. You can watch the training over at healthpreneurgroup.com/training.

Yuri Elkaim:                         For now, Steph, Jackie, thanks so much for taking the time and for sharing your insights. Hope you guys have enjoyed this one, and remember start now or start later, but you’re going to start, so get it done now. Talk to you guys later.

Transcription

Yuri Elkaim:                         Jason, welcome to the Healthpreneur podcast. How’s it going buddy?

Jason:                                   Dude, it is going amazing. Thank you so much for having me, man.

Yuri Elkaim:                         Absolutely man. First of all, you need to check off two boxes on our checklist. Number one, you’re in Toronto, which is important. And two, you’re doing amazing things in the online fitness space. So I’m always excited to bring on more great people in Toronto who are Canadians doing awesome stuff, and I’m excited to dive into this because we’re going to talking about Instagram, which is a huge platform.

Jason:                                   Yeah, it’s nice to support the hometown crowd here.

Yuri Elkaim:                         That’s right. That’s right. And there’s so many as you know, there’s so many online health and fitness at first in Toronto. It’s insane, it’s really cool. All right, let’s jump into this. Let’s give our listeners a bit of context because I think we’re both in agreement that Instagram is probably the most powerful social platform now. Would you agree?

Why being on Instagram is a must

Jason:                                   Yeah, because if you think about this for a second, think about the last event you went to where you met a lot of people that you didn’t know. People weren’t giving out business cards, people are exchanging Instagrams now.

Yuri Elkaim:                         Yup, DMs, following each other, engaging in conversation there. So I’ve noticed this in my business in the last two years, email has just taken a nosedive, and you notice the same in your business?

Jason:                                   Yeah, well open rates have been going down and you can like fight that, which is great, but the way I look at it now, I see stories as like the new email. Like you have your open rates, you have your click through rates, this is the direction we’re going and it’s great, like obviously if we drive sales from Instagram from the stories and everything people can buy and then they’ll go on to our emails and those are the type of people who are more likely to open emails. But it’s a lot harder now to just pay for leads and just to get them to open emails, it’s not like it was in the golden days, you know?

Yuri Elkaim:                         Golden days, the bronze age. No, it’s totally true. And if you’re listening to this and you’re thinking to yourself, “Man, my emails just suck.” Don’t worry. All of our emails suck in terms of deliverability, open rates, effectiveness. And that’s why like I really think that the future is in multichannel marketing, messaging, connecting with people on different platforms. Instagram being a huge one. So let’s take this conversation in maybe two directions. Number one is let’s say we have someone who is listening, who is thinking, “Should I go on Instagram?”

The first steps to get traction on Instagram and reading the metrics

Yuri Elkaim:                         If that’s the case, what’s like the first two or three steps to start getting some traction on Instagram?

Jason:                                   Yeah, so if you’re thinking about diving into Instagram, I think it’s a no brainer to do at this point, especially if you’re in like the health and wellness industry. This is where your future clients, this is where your future customers are hanging out. So you need to hang out with them there, you need to be where they’re going to be. You got to get out of your comfort zone, you’ve got to jump in and you got to jump into Instagram because I know a lot of people who are closing high ticket sales or at least getting people on the phone to close high ticket sales just in the DM on Instagram and that’s if they only have like a thousand followers.

Jason:                                   But if you’re just getting started, the number one thing I would say is start creating content and start playing around with different types of content. Look at what other pages are doing, start following people, start to really see how the platform works and understand it. Because if you’re using it like you’re using Twitter or Facebook, it’s a little different and people sense that you don’t really know what you’re doing. If you go in and you try to mimic what you did on other social medias. So the medium really matters.

Jason:                                   I would recommend following a bunch of people, seeing what they post and then trying to replicate some of those types of content. But I would also recommend posting very, very frequently. So for me, I saw the biggest growth as soon as I started posting three times per day and three times per day like that is, it seems like a lot. But I remember when I was first growing, I was working mentoring under Jon Goodman who has the personal trainer development center. When we built his Facebook page organically back in the day, I think zero to 100,000, we were using a similar approach where we were posting three times per day.

Jason:                                   It seems like three to four times per day is a magical amount of time to post. And the first 30 days it’s more of a discovery process. You’re discovering what kind of content is helping you grow, what kind of content isn’t, and kind of like getting in the groove of it. And once you get in the groove and you figure out, “Okay, this type of content works, you just milk it, you just keep doing that same type of content over and over and over again.”

Yuri Elkaim:                         How do you find for people who don’t understand what to look at, like what are the metrics, what are the indicators that a piece of content is working or not working?

Jason:                                   When you’re just getting started out, it’s just essentially the number of likes and then how many posts you got within the past 24 hours. That’s the simplest way because when you first start out, you’re not going to start out with a business account. I would just start out with a personal account, because what I found is it seems to be easier to grow with a personal account, easier to grow organically because as soon as you switch to a business account on Instagram it’s like, “Oh well they put a business account, so I guess they have money. So maybe we’ll try to make it more of a pay to play for them.”

Yuri Elkaim:                         Which actually will be probably.

Jason:                                   Mm-hmm (affirmative). Well I know it’s going to follow exactly in Facebook’s shoes, so if you look at like what Facebook was like, in 2012, 2013, that’s what Instagram was like about a year ago. And then Facebook introduced their ads and now Instagram introduced their ads and is starting to catch on. So you can predict exactly what’s going to happen with Instagram just by looking at Facebook. But the beauty of it is Facebook made a few mistakes in the process so we could see Instagram doing what Facebook did, but at an accelerated pace because they’re not going to make the same mistakes because they know how to monetize, they know the business model now.

Yuri Elkaim:                         So I know you’re a big fan of using, I call them Instagraphics, but I guess infographics for Instagram. I know you’re a big fan of those. Talk to us about what that is and I guess guys, if you’re listening to this, just go into Jason’s page, what’s your … Is it JMax Fitness?

Jason:                                   Yeah. J-M-A-X Fitness.

Yuri Elkaim:                         So just check that out on Instagram, you’ll see what we’re talking about when we talk about infographics. Talk to us about what it is, why you do so many of them. And if it’s a good play for our listeners.

How Jason got started and gained followers

Jason:                                   So back to the 30 days of posting three times per day. So to give you a little bit of a background, I was following a guy Jordan Syatt, and Jordan Syatt is Gary Vaynerchuck’s personal trainer. I noticed August 2017, I hit him up and I was like, “Jordan, this past year I think you added like a quarter of a million Instagram followers, how’d you do that man?” Because in the back of my head I was thinking, I was like, Gary probably just gave him shout outs because Gary has like over a million followers, right? And so I was skeptical and he told me   December 2016, I was training Gary and I told them a big goal of mine in 2017 was to grow my Instagram.”

Jason:                                   So Gary said to me, “All right Jordan, how many times per day are you posting?” Jordan’s like, “Maybe like once a day.” Gary is like, “All you gotta do is post three times per day. Just focus on good content.” “Can you do that for me, Jordan?” Jordan’s like, “Yeah, I’ll do that.” So Jordan goes home, he post twice that day and then the next morning, 6:00 AM crack of dawn just training Gary, Gary finishes up a set of weighted pushups, sweat beating down his face. And Gary says to Jordan, “Hey Jordan, did you post three times yesterday on Instagram?” And Jordan’s like, “Yeah, Gary, I posted three times.” And Gary’s like, “That’s bull man, ’cause I just checked and you only posted twice.”

Jason:                                   So then Jordan said, “Okay, if Gary Vaynerchuk is watching me, I should do what he says.” So Gary, who held him accountable and he posted three times per day every day since essentially. So I was like, Okay, if it worked for Jordan, like it can work for me. So I started posting three times per day and I was like, “I’ll do it for 30 days and if it doesn’t work, then I just won’t do it anymore. It’s just not for me.” So I did it.

Jason:                                   And within that first month of posting three times per day, I gained over 10,000 followers. It was absolutely amazing. It’s like you talked about instant gratification, like the first time I posted three times in a day, I got 200 followers. So I went from 800 followers to a thousand followers and that was huge for me because it took me three years to get those 800 followers. So to get 200 followers in 24 hours was insane. So now back to the infographics.

Jason:                                   So during that 30 day discovery period, I was posting different types of content. I was posting pictures of myself, I was posting videos, workout stuff, memes, quotes and infographics. And it seemed every time I posted an infographic, I got way more followers, I got way more likes, I got way more engagement. I was like, “Hmm, maybe I should be doing more of these.” So I started doing more of those and within that first 30 days, I just only started doing infographics because I was growing so quickly for them.

Jason:                                   The beauty of it is if you have a post that goes viral, you have a post that does really well, it gets lots of engagement. It seems that the algorithm is the next post you put up has a higher chance of going viral because your last post was really good. So it’s almost as if you’re only as good as your last post. But if you can get that momentum up, you start growing very, very, very, very quickly.

Jason:                                   At one point, I was growing at like 10,000 new followers a week. It was amazing because I started figuring out the type of content that worked well and it was infographics but when you design the infographic, you want it to be very easy to consume right away because you don’t have attention very quickly. So if you’re going to capture that attention very quickly and give value very quickly, like it’s very obvious what you’re teaching in the infographic and it’s very simple. Then I think those were the ones that helped me grow the most.

The importance of the image and caption

Yuri Elkaim:                         Totally. Because again, if you look at his page on Instagram, so @JMax Fitness, just scroll through the feed and you’ll see what he’s talking about and you can look at it and it’s very like everything you need is in the post, like it’s in the image itself, which is super valuable. So you create enough value in the image itself where by that in and of itself is super valuable. If that’s the case, how important is the caption?

Jason:                                   The actual post, the image, that’s where you capture the attention and you provide value quickly, the caption is where now that you have their attention, the caption is where you make people love you and make them want to keep coming back. In the caption, what I like to do is I like to provide more value. Maybe explain the post a bit more, tell a story to captivate them. Maybe future pace, what their life is going to be like if they do what I taught in the actual post. And then I’ll end with hashtags.

Jason:                                   So the hashtags are great because those are like the SEO of the posts, so it’s like Search Engine Optimization back in like 2008 or whatever. And it helps your posts be seen by more people and to the right people. So the caption is very, very important. And in the caption is also where you can put your call to action, which if you want people to buy something or you want them to like DM you or something like this, that having a call to action, the caption is just, it’s a gold mine to be honest.

Yuri Elkaim:                         Oh, that’s awesome. So looking at these images, are you the one who’s actually making these images or do you put together a template and have a graphic designer do them? What does that process look like?

Jason:                                   Okay, so my first year and a half I did everything which is, you know, crazy but I knew I needed to have a hundred percent control and figure this out for myself before I could teach other people how to do it and how to run it. So literally like a month ago, I hired a team to help me out, but in terms of like creating the caption, like I was doing the graphics or sorry, the content I was … I was doing the graphics for the post, I was writing the caption, I was scheduling it and the only outside help I had the first year and a half was I had this girl from Macedonia, she’s my Instagram assistant. She would post them at different times throughout the day, but I would just schedule them in an app called Planoly and then she would get a notification on her phone and she would post it and handle that so I had a peace of mind, so I didn’t have to like get out of deep work just to post on Instagram because it was distracting.

Jason’s 4 pillars, growth, and infographics

Jason:                                   But now with the new team, what I did was I was talking to my coach Craig Ballantyne and he was like, “You know what, this taken up a lot of your time, I think it’s time to find some young guns who you can train, who could possibly even do a better job than you.” So I trained them up, I gave them the process. In terms of coming up with the content, it’s you just gotta be creative, but you have to have your pillars of your business and what you stand for. And then every post that you make needs to incorporate those pillars.

Jason:                                   So the pillars of my business are very, very simple. If you want to build muscle, you need to eat high protein, you need to lift to get stronger, you need to train each body part two or more times per week and eat in a caloric surplus. Those are my four pillars. If I have those four pillars, they can make a lot of different types of content around those four pillars. And the guys that I hired, I saw them blow up there, they took my Instagram course and they blew up their Instagram and they actually, they passed me on Instagram like a couple of weeks ago.

Jason:                                   So I was like, these are the perfect guys to do it. So I hired them and my growth had slowed down just because I wasn’t putting all my creativity into it anymore. And it was like, I felt like it wasn’t fun to do anymore, I felt like it was sucking energy and time out of me. So I couldn’t create the types of posts that I was back in the day so I wasn’t growing as quickly anymore, like I was only growing the past like month or two, I’ve only been growing like a thousand new followers a week. Well before it was between five and 10,000 followers per week.

Jason:                                   Si I brought these guys on and they’re helping me get to where I want to be again, which is great. It’s almost as if I found like some clones of myself and clone my brain, and then they go in there and they know my pillars and they’re creating this type of content. One thing I should mention is if you’re going to go the infographic route, you’ve got to look at what other people are doing and look at the top performing infographics on their pages, like the ones that just seem to go viral and kill it.

Jason:                                   And then what I’ll do is I’ll repost that one on my page and if it kills it on my page, then I’ll recreate a very, very similar version of it and then post that and then that’ll kill it, and that seems to outperform the other one. So it’s an evolution process, but at the same time you got to try different things, it’s like trial and error.

Jason:                                   An example of this is back at the end of 2017 when I first started doing this, I saw there’s a bunch of infographics and I just tried one saying, “Do this and don’t do this.” So on one side is telling them to do something to build muscle and the other is telling them what not to do. And that is really polarizing but no one was doing that at the time, so that was kind of like my own unique type of content and because I figured out that unique type of infographic that a style that no one else was making, those ones killed it for a long time and those ones helped me grow a lot because it was new, it was innovative.

Jason:                                   Even though if you look back it’s like, it’s pretty simple like you’re telling them what to do and what not to do and anyone who’s doing what you told them not to do, they’re going to get mad and comment, which is going to help your post explode anyway. And then anyone who agrees with you is going to like the post and maybe comment as well. It’s just this very simple way to go viral.

Yuri Elkaim:                         Yeah, it’s cool. And now you see a lot of guys who are kind of … it’s almost like a real infographic where they have a picture of themselves holding a watermelon and then picture of themselves holding a pizza and they’re like on one side, 3000 calories, on the other side, 3000 calories. So almost like copying that, do this, not that type of split approach.

Yuri Elkaim:                         I’ve noticed that pop up in various accounts, which is pretty interesting. So I mean, would you say that like obviously you have a lot of variation in terms of the look and feel of your infographics. Do you just found that work the best as opposed to having a standard branded look for all of your infographics?

Jason:                                   Yeah, and I’ll tell you why, people, you wanted to capture their attention, right? So if you just have all your infographics looking the same, eventually people just start to feel like it’s the same infographic. They’re like, “Oh, I already saw this one.” So you want to change it up, you want to change up the fonts, you want to change up the colors, you want to change up the styles of infographics that you do and keep it fresh.

Jason:                                   Actually so this is something that I was doing when I was growing too, I’ve actually never told anyone this, you just kinda piqued my memory here.

Yuri Elkaim:                         I know.

Jason:                                   Yeah, I know. I know, I know. It’s like you’re a luminary or something. So I would try different colors, different fonts and if one infographic blew up, I would use that type of color and font for a bit, like maybe for a week or two and those ones would all do really well, but then they would start dipping again. So obviously content is king here, but the design does matter. And sometimes you’ll find a design that works and you stick with it for a little bit until it doesn’t work anymore. And then you can find another design.

Yuri Elkaim:                         Smart. I love it. It is interesting because we’ve done a couple of infographics for our page. Obviously we’re talking more to entrepreneurs and businesses, I don’t know if the reach is obviously as big as health and fitness, but we found that we are usually better engagement on those. And then we just kind of fell out of doing them because we didn’t have a strong enough process or the designer we had doing them was not really, it wasn’t what I was looking for. But I do agree.

Yuri Elkaim:                         My whole thing with Instagram was the reason I never got on Instagram until like this year pretty much was because for me, I’m like, I don’t want to show people my ass. Like no one cares about what it looked like or what anyone else looks like. I mean, I guess they do to some degree, but how can we figure out a way to add value just in the image itself? That’s why I love this whole infographic approach because it’s not about you, right? It’s about how can I be of service? How can I add value to your feed by giving you in a Snapshot like do this not that or three ways to do this. So I think it’s a really great approach.

Jason:                                   It’s kind of interesting too because I feel like infographics started in fitness, but now you do see it in other industries like in business and things like that. I’m noticing like if it’s a really great infographic in business, it just absolutely crushes it and sometimes I’ll just repost them on my page and they’ll just crush it like that.

Jason:                                   Like a simple one like, how to get up early and then you have like 10 ways of getting up early. Those ones crush it and you know, I can put it on my fitness page but if you have a business page you can do a post like that or like on business pages, like 10 tips to be successful or top 10 ways to be successful. Like those ones just seem to crush it over and over again because it’s new in those other industries. In fitness, it’s almost like the market sophistication is like, “Okay, we’ve seen these infographics, but in the other industries it’s like there’s no quicker way to grow organically.”

Instagram stories and IGTV

Yuri Elkaim:                         Yeah, and I agree. I mean our mutual friend Rudy is doing a lot more of them now on his feed. So, I mean just looking at the engagement on those is pretty solid as well. So I mean, what are your thoughts? So we talked about the feed, the use of infographics, kind of testing different content and seeing what matters, what makes the most impact. Then there’s obviously the stories and talk to us about Instagram stories, what they are, how we can use them and all that good Jazz.

Jason:                                   Yeah, so just look at stories as if it’s your daily emails. So if you’re already writing daily emails to your list, you can just repurpose that content and do the story as like a video of you talking and you just provide the same content, the same call to action, everything. But on top of this, stories is where you can get people to fall in love with you too because it’s almost as if you’re turning yourself into a reality TV star. So you can show like, here’s what I ate today, here’s what I’m doing with my friends. You’re showing highlights of your day and people just love that, they eat that up.

Jason:                                   They will watch your stories while they’re like, as soon as they wake up, they’ll click and watch your stories or they’ll like, if they’re in the bathroom on the toilet, they’ll watch your stories. It’s like you can now be in someone’s home and if you think about it, how do you make yourself a celebrity? There’s this study that was done a few years ago and what they did was they had a group of people and once a month these group of people would come in and they would show them a list of names. And it was a list of names of all the fake names. The first time they come in, they tell the people, “Okay, out of all this lists of people on this page, I want you to check off the people that you’ve heard of that are celebrities.”

Jason:                                   The first time they do it, maybe like 1% of the list gets checked off. Then they brought these people in 30 days later and they gave him the same list but randomize and then it was like 5% of the list was checked off. People heard of these people as celebrities and they kept doing this month after month after month after month and like six months into it, people are saying they heard of half of these people as celebrities.

Jason:                                   So it just shows you that the way to become a celebrity is for people to see you over and over and over and over and over again. That’s what you’re doing with your stories. If you’re present on your stories every single day, showing your face, showing the highlights of your life, and then providing the same content that you would provide in your daily emails. Well, that’s going to turn you into a celebrity. People are going to love you and people are gonna start watching your stories every day, and then people are going to swipe up when you tell them to swipe up or DM you when you tell them to DM you or visit the link in your bio if you tell them to visit the link in your bio. Those are the three big call to actions in the stories.

Yuri Elkaim:                         Yeah, it’s pretty cool because you mentioned something which is your story, you just becomes a daily email. I think this is important for everyone listening to think about is if you approach this, I think intelligently, it’s not additional work. It’s leveraging what you’re already doing. So for instance, like the infographics, those are just a graphical representation of a video you made for instance, or an email you sent and then you can retell that in a different format inside your story while you’re having breakfast in the kitchen. It’s not like its extra stuff that you’re having to think up. It’s just leverage or repurpose what you’ve already done.

Jason:                                   Exactly. So it’s not like you have to keep the creative juices flowing, it’s just you already have the content there, you just need to repurpose it for the medium.

Yuri Elkaim:                         Yup, totally. So we talked about the feed, we talked about the stories. What about IGTV that’s obviously that, I guess the more recent addition to Instagram, what are your thoughts on that? How do we want to use that and is it worthwhile tapping into?

Jason:                                   Okay, so IGTV, you really need to respect this medium. So the medium is vertical video instead of horizontal video. I see guys that are just crushing it on IGTV, but these are the videographers that are filming specifically before IGTV and creating really high value content. These are the only people that are actually growing from their IGTV. For us like entrepreneurs and the people listening, the only way you could tap into that strategy is if you hired like a high quality like videographer and team to film these amazing high quality videos that provided value and we’re like engaging and exciting and can capture their attention for like two minutes.

Jason:                                   That’s really tough to do. But the way I look at IGTV right now is that’s the only way to grow that platform, but Instagram will reward you if you are using IGTV. So it’s like a catch 22 it’s like, “Should I do all of this work just to just to grow my IGTV or should I back off a bit and focus on the things that actually move the needle on my Instagram page and my growth and my business.”

Jason:                                   What I tell entrepreneurs now is whatever your story was for the past 24 hours or the past week, download that to your phone. You can download it to your phone and we’ll continuous video and then just post that on IGTV as a new video, as a video post. And then that way Instagram sees you’re using the platform, you know you’ve delivered value in your stories already. And these stories are just going to disappear after 24 hours so you might as well save them and then upload them to IGTV, so that’s what I recommend people to do.

Yuri Elkaim:                         Nice, and IGTV is kind of like, from what I notice of it, it’s kind of like YouTube. I mean it’s longer form I think, at least from my account so I can up to 10 minutes but I think other accounts, obviously you can do more than that. So I think like for anyone who was looking at it, I can’t stand stories because of the 15 second rule and it’s so frustrating to always have to be like, “Oh shit, I didn’t get my point across.”

Jason:                                   Well, you can hold the button now and go beyond that.

Yuri Elkaim:                         You can?

Jason:                                   Yeah. It’s a new feature so you don’t need to worry about getting cut off anymore.

Yuri Elkaim:                         Does it automatically cut it as it goes, I guess?

Jason:                                   Yeah. So then let’s say you did like a two minute video you’re holding down the button, then you can go through, after you take your finger off the button, you can go through and see all the different posts and then you go through each one, you can put like different filters, you can put different swipe ups, you can put your texts on it or polls or whatever you want to do. And then you press post and then it posts them all in sequence.

Yuri Elkaim:                         Oh my God, dude, you just made my life so much easier.

Jason:                                   It’s not me. It’s Instagram. They just made your life easier.

Yuri Elkaim:                         Totally.

Jason:                                   It’s like totally came out of like a week ago.

Yuri Elkaim:                         Yeah. That’s great and that’s really cool. So, yes, I mean, so Instagram we talked about the feed, IGTV just now talked about the stories.

Jason:                                   Actually, so you mentioned something that reminded me of something. So you’re saying IGTV is a lot like YouTube and that’s how they’re modeling it. And I feel like the only way to blow up your IGTV is to put in the same amount of effort that we would take to put into YouTube. So if you’re going to do one or the other, I would probably just do YouTube because the potential for growth on YouTube is a lot better, and the potential for monetizing on YouTube is a lot better than IGTV because right now it’s like, “Okay, if you did do go all in an IGTV, it could be high risk, high reward kind of thing because it’s almost as if the platform IGTV is dying and obviously they’re going to try to save it and figure it out because it is basically the only true like vertical video platform, comparable to YouTube.

Jason:                                   But what I could foresee happening this year is YouTube having their own vertical video option and then people just watching vertical video on YouTube. So they might even just like kill Instagram’s IGTV vertical video market but we will see.

Yuri Elkaim:                         We shall see. There’s an infographic right there, YouTube versus IGTV, who’s going to win, right?

Jason:                                   Yeah, true. True. That’ll kill you. You should post that one.

Yuri Elkaim:                         Oh yeah. There we go. Awesome. This has been really, really fascinating and illuminating. So thank you so much for sharing all this stuff. Now, you’ve got an amazing course on how to do all this stuff. And before we get into the rapid five, I want you to share that link with our listeners so they can check it out if they want to get more of the step by step process of what we’ve talked about here and obviously more than this, where can they get that?

Jason:                                   Yeah, for sure. So the course is called A 100K Insta Followers and it gives you the exact steps to go from zero to a 100,000 Instagram followers, 100% organically. And it’s the exact method that I use to go from zero to 250,000 Instagram followers in a calendar year. You can get that course by going to www.jmaxfitness.com/yuri. That’s where your listeners can grab that course and it’s only about an hour, but it gives them every single step that you need to take to grow organically.

Yuri Elkaim:                         Beautiful. Got it guys. I mean if you’re not on Instagram, you probably should be. Don’t make the mistake that I did, don’t become a dinosaur, like don’t be the guy who gets on the bus too late. I think it’s a big platform and your clients who are health and fitness interested people are on there anyways, so get the course is really, really helpful for that.

The Rapid Five

Yuri Elkaim:                         All right buddy, are you ready for the rapid five?

Jason:                                   Oh, you know it.

Yuri Elkaim:                         All right, buddy. All right, so here we go. Number one, what is your biggest weakness?

Jason:                                   Chocolate for sure. Like actually it’s like any food in the house in general, that’s not healthy. So I try not to keep anything in the house. That’s my weakness for sure.

Yuri Elkaim:                         I’m pretty much the same as you on that for sure. Number two, what’s your biggest strength?

Jason:                                   Biggest strength? Bringing people together and leading and making plans with groups. That’s something that I didn’t even realize I had until I was doing a course from Dave Ruel and we’re trying to figure out like your strengths and your weaknesses. And I got to this part where it’s like, “What’s your superpower?”

Jason:                                   And I’m like, “Man, I have no idea what my superpower is.” So then I messaged my coaches, I messaged Vince Del Monte, I message my entrepreneur buddies and they all said the exact same thing. It made me realize, “Okay, that’s my strength. That’s my superpower.”

Yuri Elkaim:                         That’s awesome. Very cool. Number three, what’s one skill you’ve become dangerously good at in order to grow your business?

Jason:                                   Phone sales, so closing on the phone. If I could go back in time, I would have completely done my business differently. I was like, “Okay, I want to be as fully hands off as possible.” If I just started phone closing like let’s say like four years ago and closing people into high ticket coaching packages, my business would be probably over 10 million per year by this time. So that’s the skill, that’s the biggest skill to move the needle in my opinion.

Yuri Elkaim:                         There you go guys. We talked about this a lot. I mean it’s either that or you become an amazing copywriter, but those are the two choices. And hopefully selling $47 eBooks for the rest of your life. So mass for sales is amazingly powerful.

Jason:                                   Well, if you’re not making sales in your business, you don’t have a business, right?

Yuri Elkaim:                         Exactly. And it’s like if people were like, “Oh, I don’t like selling.” Well you don’t like making money and you’re not going to have a business if you don’t master this. It’s so, so important to get these fundamentals and that skill set out. And it’s probably, it’s something I’m going to turn my kids in because you’re always going to be selling something. You’re selling yourself, you’re selling an idea, you’re selling a product, a service, whatever and it’s industry agnostic. You’re anywhere with this skill set and it’s going to serve you.

Jason:                                   Yeah, I think it’s like one of the top things that you need to know how to do. A lot of people are afraid of selling because when you hear selling, the first thing you think of is like a greasy cars salesmen. But think about it, have you ever gone to a job interview? What were you doing? You were selling yourself. You weren’t selling a car, you were selling yourself.

Jason:                                   So if you want to get what you want in life, you need to learn how to sell. And if you say, “Well, I don’t want to sell, I don’t want to be salesy.” I feel like that’s being selfish because you know, we are in the industry of helping people and changing people’s lives. So it is your duty to sell someone into your program so that you can change their life for the better.

Jason:                                   If you don’t help them because you’re afraid to sell to them, that’s being selfish on your part.

Yuri Elkaim:                         That’s right. Selling is serving totally. Number four, what do you do first thing in the morning?

Jason:                                   First thing in the morning, I take a scoop of Greens plus powder and I put it in 500 milliliters of water and chug that. And then I have Dave Ruel’s Effic Planner journal and in that there’s a gratitude section and then something to keep in mind and then I review what I’m supposed to do for the day and I just get into my first deep work block.

Yuri Elkaim:                         Awesome. I thought you were going to say take a scoop of ice cream.

Jason:                                   No, I don’t keep that in the house. Remember?

Yuri Elkaim:                         Got a scoop of Gelato. No, I know for sure. And finally, number five, complete this sentence. I know I’m being successful when …?

Jason:                                   I know I’m being successful when I help people.

Yuri Elkaim:                         Awesome. Love it. Jason, thank you so much for being with us, buddy. I appreciate you being an open book and sharing what has been working like gangbusters on your Instagram channel. So now you’ve got what? 291,000 followers-ish and growing. So guys, obviously he knows what he’s doing, take his advice, grabbed the course, it’ll be super valuable for you and Jason. Once again, thanks so much for everything you do and for playing full out with us today.

Jason:                                   Yuri, thank you so much for everything you do, and thank you for having this podcast. I’ve been listening to the other episodes and they are gold, my man.

Yuri Elkaim:                         Awesome. Thanks so much, dude.

Jason:                                   Thanks.

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Transcription

Hey guys, welcome back to show. As you can tell, this is a little bit different today. We are on a video. This is actually one of the first video installments of the Healthpreneur podcast, and I’m going to basically be doing more of these almost exclusively for all of our episodes moving forward into 2019 and beyond.

Introducing today’s topic

In today’s episode, I want to talk with you about how to crush your goals in 2019, because listen, you’ve got to look back over 2018 and look at yourself and reflect in the mirror and ask yourself, “Man, did I really accomplish the goals that I wanted to achieve?” If I did, that’s great. What were they? Let’s acknowledge those, let’s document those, let’s celebrate our wins, but also being very up front and transparent and honest with yourself about the ones that you didn’t hit and asking yourself, “Why didn’t I hit those goals? I said I wanted to hit this goal, but were my actions and beliefs and thoughts congruent with those results?” And if the answer to that question is no, then obviously you now know why those goals weren’t accomplished.

Some simple ways to make 2019 as impactful as possible

So I want to give you a really simple, a couple simple distinctions here to help you make 2019 as impactful as possible for you with respect to reaching your goals. The first thing we really need to dial in, is we need to get clear on what the vision is. What is your vision? What’s the vision you want to create not just in 2019 but beyond? What do you want to see have happened in your life in your business in the next three to five years? 10 years, 20 years? And if you can start casting that vision and really thinking about, what does all this great stuff look like? If you are to think 10 years in the road and look back over the previous 10 years, looking at those past 10 years from, let’s say, 2028 to 2018, what’s everything you’ve been able to do and accomplish and experience? And really documenting all those things that you want to make a reality in your life as if they have already happened.

I think it’s really important to be very clear on your vision as much as you possibly can be, because your vision is going to be the path on which you’re going to kind of live your life, and it’s going to help you make decisions that are congruent with that path. A lot of times, a lot of people, especially on the entrepreneur space, don’t know how to say no to stuff because they’re not clear on what they should and should not be doing.

As soon as you’re clear on the vision and you know what you should be doing, it’s a lot easier to say no to stuff. And if you can say no to more stuff, you’ll have more focus. And with more focus, you have a better time reaching your goals. So that’s the first thing is getting very clear on your vision.

 

Set your four goals and focus on four outcomes

The second thing is, I want you to pick a maximum of four major goals you want to achieve in 2019. I say four because any more than that is just way too overwhelming. And what I’m talking about here, I call these with our clients, we talk about the focus four outcomes. The focus four are the four major outcomes you’re going to focus on throughout the year. Now, these are outcomes. They’re black and whites, or they’re black or white. They’re quantitative. I made a million dollars or I enrolled 500 new clients. It either happened or it didn’t, and you can track that progress and once you cross that finish line December 31st, 2019, you know it happened or it didn’t.

The outcome is that quantitative number, usually, that either did happen or it did not happen. You’re going to pick four of those at a maximum. And maybe you have one, maybe you’ve got just one thing that you want to focus on that’s really important, okay? If you do more than four, it’s going to just get out of hand. Now those four things can be, they could have deadlines throughout the year at any point, they could have deadlines December 31st, depends on the nature of that goal. But I would say four at the max, even less is better if you can. And I’ve just noticed in my experience with my own business and with our clients that when you focus on less, you actually get more focus on each one of those areas.

Once you have those focus four goals, then you’re going to start to break things down into projects, quarterly milestones, and stuff like that to make those a reality because the focus four outcomes you don’t have control over. You don’t have control over making a million dollars, you don’t have control over 500 new clients enrolling, but what you do have control over are the tasks and the projects that are going to move you closer to that. So your goal is to focus on what you can control, and that’s it, because if you sequentially organize and plan stuff properly, you will have determined that if I do these activities on a daily, weekly, monthly basis, they’re going to move me closer to my goals ultimately that I want to achieve. Okay?

That’s in a nutshell a really simple process of how to plan out your year, and we have a whole process that we do as a company, we also do with our clients and our mastermind. This process that I’m walking you through is also available in our new focus planner which should be coming out very shortly. We’re just finishing up some of the logistical things. It’s going to be an amazing addition to your planning arsenal. It’s I think one of the best planners out there because I’ve used a lot of planners and some planners I’ve enjoyed, others not so much. So I really created this planner for myself, because I knew that with the way my brain works this is what I need. And I figure if it helps me, maybe it will help you as well. So stay tuned for more information on the release of the focus planner. It’s going to be really, really powerful.

Where commitment fits in

That is how we structure or plan out the year. Now, there’s one more thing I do want to talk about with respect to crushing your goals in 2019, and it’s this word commitment. Commitment really is the start of the race. You cannot achieve anything without full commitment. And a lot of times the reason people give up is that they’re not fully committed. Listen, if your kids were kidnapped, you would be fully committed to doing whatever you have to do to get them back. Now I know that’s a horrible example, but it shows that strong desire is needed to have strong commitment. Because you know that the journey of business and the journey of building something great is not easy. So you have to be fully committed to the process even when times get tough, even when you’re not too sure what to do, even when you think you know what to do doesn’t turn out the way you want it to, you can’t just cry and hide under the blankets.

Commitment’s important and what I tell everyone is you need to commit first and figure out the rest later. How can you possibly know every step of the way before you’re even there? Everyone is looking for certainty or they’re looking for is this going to work out? Is this the thing? You’re never going to know until you get there, that’s the thing.

It’s the irony of this world and the way the universe works is you have to believe it in your mind before you can see it in the world. And a lot of people are looking for the opposite, they’re looking to see the proof, the safety, before they move forward. And what that tells me is they don’t believe in themselves. You don’t believe in yourself if you can’t commit. If you can’t fully commit to what it is you’re doing, you don’t believe in yourself. And why don’t you believe in yourself? I don’t know, but you don’t believe that you can make things work. You don’t believe that you can figure it out. You don’t believe that you can maybe get the help you need to help you figure it out. You have to become more resourceful, you have to believe in yourself. You have to commit, even when you are not ready. Because we’re never ready. And everyone wants to get ready to get ready, but everything about getting ready to get ready is a waste of time because it is delaying your progress.

And if you think about the classic example of I’m going to start later. I’m going to do this later, I’m going to do this tomorrow. Don’t put off until tomorrow what can be done today. Something I tell my kids, something I tell my clients. What you can do now, do now. You don’t know if you’re going to be here tomorrow, right? The world could be hit by meteorites, we don’t know. So don’t procrastinate, don’t delay. You’re never going to have your ducks in a row, you’re never going to have everything figured out. Be okay with that and commit yourself to unravel the journey as it unfolds. The solutions will come as you take one step after another.

My story and how people succeed

When I was in the university, I wanted to become a sport med doctor. So I actually wanted to play pro soccer, which I did, which is amazing, and then I was thinking, “Okay, well I’m going to become a sport medical doctor, a sport medicine doctor, for a professional soccer team after I retire.” That was my goal. And then after my first year in university I was like, “I don’t want to do that anymore.” I started off training clients in my second year university, and I was thinking, “You know what? I really enjoy this personal trainer thing. This is pretty good. I’m enjoying connecting with people and helping them.” And I did that for about seven years and I worked with a lot of clients, long hours like most of us have if we’re working one-on-one in clinics or in the gym. And I got to a point where I said, “This is not the life I want to live. I need to build something that has more leverage, that can impact more people, that can save me a lot of time, especially when I have kids.”

I started my business online in 2006, but do you think I had any idea that 13, 14 years later I would be doing what I’m doing now? No way. There was no, I didn’t even think about Healthpreneur back in the day. I wasn’t even thinking about helping other health experts build their businesses. That wasn’t even a shadow of a thought in my head. I was just thinking about what can I do tomorrow or today to make a little bit more money to live a little bit more comfortably to move out of the situation that I’m not happy in? And that’s where you need to start, guys. You’re not going to know the whole road. The bridge is not going to be built before you start crossing it. You build the bridge as you go. The stairs unfold themselves one step at a time, you don’t need to know the end of the staircase, you need to just know the next one or two steps with a vision of where you want to go.

Dealing with the struggle

Because especially in today’s day and age, things change so rapidly with technology that if you wait and delay, what you think you’re going to do now is going to become obsolete in six months. But at the same time, you have to understand that there are things that will never change. The desire for human connection, for high touch, for people to feel heard and understood. The technology or the platform you’re using, that stuff’s going to change. But it’s the users that are never going to change, and if you understand the users, if you understand humans, and build a business around that, you will be future-proof no matter what comes up. AI, VR, all this different robotic-type stuff. All of that stuff you can tap into. As long as you understand the fundamentals, that’s what’s really important.

But you have to start. You have to start now. And if you’re already further along in the journey, you got to figure out, is this the right path for me? Do I continue going down this path? And if you’re obviously one of our clients in HPA workshop and the luminaries, you are on the right path. Just keep on pedaling, keep rowing that boat. Because very often, another thing is, not only do people not commit, is that they quit too early. They think that when the going gets tough, that’s when they’re going to jump ship. And they’re literally one stroke or one tweak away from a breakthrough.

And I see this all the time with our clients when we’re doing our Q and A calls, someone has launched their ad campaigns on Facebook and their numbers are a little bit higher than they want to be. They’re paying 20 bucks for a webinar registry when they should be paying 2 to 5 bucks for instance. And they’re like, “This doesn’t work. I don’t know if I can do this.” It’s like hold on, hold your horses. Let’s have a look at your targeting, let’s have a look at your audiences. And right away we find the leak in the boat. And we fix it, the boat starts to float again, and everything is good.

Do not give up too quickly. Obviously commit to the right thing. Commit to the right process, commit to the right coaching, commit to the right strategy, and see it fully to the end. Because if you commit too early, you’re never going to achieve your goals no matter what strategy you’re deploying. Okay, guys?

Again, I’m not going to give you some magic pill to reach your goals because there is no magic pill. See, the thing is, when you start hearing and listening and watching people who understand this stuff, who have actually achieved great success in life, you’re going to find that they all say the same thing. It comes back to the fundamentals. What’s between your ears? What you think about, how you think, how you plan out your year, your month, your days. How you use your time. How you deal with adversity. How you deal with internal fears and having the courage to commit even before you’re ready. These are the things that are going to lead to success because everything else can be figured out.

You have to commit first before you see the results you want to see. I can’t stress that enough, guys. One of my mentors, Dan Sullivan from Strategic Coach, he’s got this model called the 4 C’s and the first thing we do, the first thing we do, the first C, is we make a commitment. And then from that commitment, we go to courage. But what most people want are the second two C’s, which are clarity and confidence. I’m sorry, Capability and Confidence. So everyone wants the capabilities and confidence. Everyone wants the skills, the know-how, the end result, but they don’t want the commitment and courage because the commitment and courage is the hard part, it’s the scary part, it’s the uneasy party, it’s that feeling in your stomach where you’re like, “Oh my God, is this going to work out? I can’t see the other side of the gorge, I don’t know if I should step across.”

But the people and the entrepreneurs that really, really hit it big in this world, and it doesn’t … Listen, we’re not talking about creating the next Apple. For you, whatever that is in your life, right? It’s the people who feel the fear, as the book says, and do it anyways. It’s they commit and then they take courage and they move through fear. And if you can get those two dialed in, guys, if you can commit and then use courage to move into fear, you can accomplish anything. Not just in 2019 but anything in life, because everything is figureoutable. That is an actual word, figureoutable. And you can quote me on that. You can figure things out because you are resourceful and the information is out there, the support is out there, the coaching is out there, and all you need to do is commit and have courage.

That is how you make 2019 your best year yet, and now the question I’m going to pose to you is, are you willing to step up and make that a reality? If so, well, you know where to go. Anyways, thanks so much for joining me today, guys. I’ll see you in the next episode.

Transcription

Welcome, Yuri Elkaim here and this is a special edition of the podcast, because now we are starting to bring on some of our HB, our Health Business accelerator clients to strategize. We’re going to give you a sense of what goes on behind the scenes in terms of figuring out how we can make their offer better, how we can fix part of their business, their pipeline, and so today, in this first installment of this new edition to the podcast, I’m very honored and grateful for having David Zachary on the line with us.

And just so you guys know who David is, he is an ADHD coach and he transforms lives on forefronts, what people eat, how they sleep, what they think, and how they move their bodies and their activities. So, I’m excited to have you on the line with us here and we’re going to get into whatever we need to get into and if you’re watching this, if you’re listening to this, hopefully you’ll get a lot of value out of this as well. Let’s do this, David.

David Zachary:                   Thank you. Yeah, let’s just jump right in. That sounds like a fun way to do it.

Yuri Elkaim:                         Yeah.

David Zachary:                   Awesome, okay so let me see here. What I’ve got right now. Can you see my screen or are we sharing your screen?

Yuri Elkaim:                         You can click the “share your screen” button I think and that should work okay.

David Zachary:                   All right.

Yuri Elkaim:                         And if you’re listening to this on a podcast, you have no idea what we’re talking about. Just bear with us. I’ll try to bring some auditory perspective to this.

 

Finding your process and organizing it

David Zachary:                   Here we go, there we go. Okay, so what I have going on is one of the pages creating an escape plan and this is one of the starting pieces before you get the webinar. What I’ve been working on is creating the milestone, creating the steps for each of these milestones.

Yuri Elkaim:                         Mm-hmm (affirmative).

David Zachary:                   And it’s really interesting, when I went through this, I found that I was fleshing out a lot more stuff, because as you mentioned Yuri, I have a four-step process and in the form, it says we’ll come out with maybe seven steps or something like that. And it was kind of interesting, because when I came out with the four processes, what’d you think, what’d you eat, how’d you sleep, and what you do, I really was able to divide up some of these processes into something a lot more interesting.

Yuri Elkaim:                         Cool.

David Zachary:                   You can kind of see here that I’ve got the escape from … moms with the kids, they’ve got an ADD kid. They don’t want to put their kid on Ritalin necessarily or maybe they’ve tried it, they’re putting them on Ritalin, they’re just trying to figure out how to do it. How do you make life work with that?

Yuri Elkaim:                         And just real quick,  your program is targeting parents and helping them with their kids who have ADHD as a natural, better way instead of using medication, correct?

David Zachary:                   Yes, well actually, I’m not necessarily opposed to medication, but working more in harmony, working in conjunction, just trying to get all the other things out going, because one thing I’ve found in my process is that yeah, medication works and it’s a great and effective tool, but a lot of the information out there says that if you have a kid with ADD, it’s not because you gave them sugar, it’s not because they spent so much time in front of the TV and everything else.

David Zachary:                   And this is all true, however, it’s also true that if you stick your kid in front of the TV for hours on end and if you feed your kid sugar, they’re not going to be doing as well.

Yuri Elkaim:                         Cool.

David Zachary:                   So, why not …

Yuri Elkaim:                         Sorry to cut you off there, David.

David Zachary:                   Go ahead.

Yuri Elkaim:                         What specifically can we help you clarify or really dial in with respect to this for this call.

David Zachary:                   Oh, sorry. Thank you. I’m getting off track.

Yuri Elkaim:                         That’s okay. That’s part of my job is to bring it back on track, because we have about 25-30 minutes, so I want to make the most of our time.

David Zachary:                   Okay, that’s awesome. So, what I’m trying to figure out what to do now is I’m actually trying to put this Dream Come True system … I’m trying to put the escape plan structure into the Dream Come True system. Where do I go next? How do I take this piece and put it into the Dream Come True system so that I can move forward? Because I’m really getting stopped and bogged down and mired with just the minutia.

 

Building out a genius model and graph

Yuri Elkaim:                         So, for everyone listening, if you’re listening to this iTunes, you can actually go to our YouTube channel, just type in Healthpreneur and you’ll find it. We’ll have a whole playlist for these video episodes of the podcast and what David’s referring to is his Dream Come True System, which is essentially your coaching program and how that’s all built out to help your clients.

Yuri Elkaim:                         So, one of the exercises we do is identifying what are the core landmarks that are going to move someone from where they are to where they want to be and then we’re going to break those down into smaller milestones and what this does is it kind of goes from a high-level perspective down to a very granular perspective so that you have a good idea of what you’re going to be sharing throughout the content of your program.

Yuri Elkaim:                         So, in your case here, we’ve got seven milestones, we’ve got Chaotic Life, which is how to balance out of control, arrive into an ADHD balanced family life and you’ve got seven milestones in between there. Now, you can … so, let me ask you this, David: is your program linear? By that, I mean does somebody come into the program, do they have to do step one before they do step two before they do step three or does it all kind of fit together simultaneously?

David Zachary:                   That’s actually a really good question. That’s one of the things I’m trying to tease out right now, because one of the things I’m finding is a lot of them are simultaneous.

Yuri Elkaim:                         Sure.

David Zachary:                   It’s hard to almost tease out how do you clean up your diet, how do you add nutrients and not do them at the same time?

Yuri Elkaim:                         Yeah, so one of the things … so, for instance in our Health Business Accelerator Program, it’s actually very simple, because it’s a linear program. You can do step one before you do step two before you do step three. In that case, logically in your mind, we can see the sequential order very easily step by step. In this case, and this is actually the case with a lot of programs and there’s no right or wrong way to do it, there’s two models.

Yuri Elkaim:                         So, in our case, we have a linear model, and in a lot of our client’s cases, they have a linear model as well, but in your case and in a lot of cases too, you’re going to have what we call a “genius” model and a genius model is going to be … and I’ll sort of draw this out for you and we’ll brainstorm some ideas here is how you can graphically represent what it is you’re doing in a way, first and foremost that you understand it, and then you can clarify this and present it to your perspective clients in a way where they’re like, “Wow, that is super clear.”

Yuri Elkaim:                         So, let’s look at this for a second. You talked before … actually, if I can share my screen at the same time, I think I can do both …

David Zachary:                   Yeah.

Yuri Elkaim:                         … which is actually pretty cool. All right, okay, so I’m going to just draw this out and give you a sense of what I’m talking about here, because you have … if we take your approach from let’s say ADHD to no ADHD, obviously that maybe not accurate, but let’s just say for the sake of this discussion, we’re going from not happy over here to a lot happier over here.

Yuri Elkaim:                         So, how are we going to do that? In your case, what we’re doing here is we’re taking the Dream Come True System, but in the Dream Come True System, there’s got to be some type of proprietary process where we talk about this. So, what I’m talking about in your case is what’s called the genius model and you could think about it as your proprietary process. It’s pretty much the same thing, but in this case, it’s not linear, so it’s not step-by-step, it’s kind of all together as you mentioned.

Yuri Elkaim:                         We have in your case, let’s just look at four pieces to this puzzle. And there’s a lot of different ways we can graphically represent this, but just for me in my mind, this is what’s coming to mind first. So, you have “think”, “eat”, you’ve got “move” and what was the other one?

David Zachary:                   Sleep.

Yuri Elkaim:                         Sleep.

David Zachary:                   Or yeah, think, eat … yeah …

Yuri Elkaim:                         Is “move” an accurate word or “activity” would be better?

David Zachary:                   Yeah, “move” is fine, yep. That works.

Yuri Elkaim:                         Cool, so what we want to do here is we want a graphical representation of what it is you do. Does this make sense? So, think, eat, move, sleep. Those are the four major blocks that you walk people through, right?

David Zachary:                   Yes.

Yuri Elkaim:                         Now, you’ve mentioned and you’ve shown on the screen that you broke it down into seven milestones. If possible, can we keep it at four and then maybe work within those to break those out a little bit?

David Zachary:                   Sure, I can probably re-write that, yeah.

Yuri Elkaim:                         Yeah? Because sometimes the simpler solution is usually the better one. If we can go from seven to four, it’s easier for the perspective client to get a grasp on, “Oh okay, cool this is how this works.” If we think about think, eat, move, sleep, now we have some type of model that we can bring together at least in our minds and show our perspective clients about how this might work.

Yuri Elkaim:                         So, we have four categories and there’s different ways of graphically representing this, so for instance, with our mastermind, we do three circles that are attracts, convert, deliver, and each of those intersections represents a different perspective and then in the middle, we have systemize and scale, so that’s one of the ways we graphically show our genius model. What can we add in your case, what are some elements we can add here in your Dream Come True System to flesh this out to make it a little bit more clear, I guess for you, but also for your clients?

Yuri Elkaim:                         Is there anything we can add to this or clarify around this to do that?

David Zachary:                   Well, I think one of the elements that was a capstone perhaps is the testing part.

Yuri Elkaim:                         Sure.

David Zachary:                   Where’s our baseline? Where are you at, because every person’s going to come in a little bit different. ADD is all over the place anyway for people and some people can do that, some people have this, some people have that. There’s a lot of different types, so the testing is one of the things that I think is probably the starting point. You do the hair tissue mineral analysis …

Yuri Elkaim:                         Perfect.

David Zachary:                   You do the physical assessment test. You do the test of how are you sleeping at night? What are your thoughts like?

Yuri Elkaim:                         So, everybody who enrolls with you has to go through that test, right?

David Zachary:                   Yes.

 

Customization, standardization, and curriculum templates

Yuri Elkaim:                         So, that’s perfect. That would be a great example. The person starts let’s say day zero and the first thing they’re going to do as part of the on ramp or the onboarding process is, they’re going to do a test. They’re going to … obviously, you’ll get the dialogue, you’ll get whatever results you get from that test. From that test, then what happens?

David Zachary:                   From the test, then you can figure out … that’s when the customization starts.

Yuri Elkaim:                         Okay.

David Zachary:                   That’s where I’m starting to get confused, because it’s like, “Okay, well it’s hard to make a one size fits all for this sort of a thing.”

Yuri Elkaim:                         Sure.

David Zachary:                   But I think I can make maybe a five sizes fits all sort of thing or a seven sizes fits all sort of thing. Depending on that test, it would go into some of these subcategories of, “Well, you think this way. You eat this way, you move this way, you sleep that way.”

Yuri Elkaim:                         Sure, because what you’re saying and for everyone listening, if you’re in the business, if you’re a naturopath, functional medicine doctor, doing some type of lab test with your clients … and let me ask you this, David: you probably see clusters of patterns develop over time, right?

David Zachary:                   Yep.

Yuri Elkaim:                         Like, people generally will fall into one of a few categories?

David Zachary:                   Absolutely.

Yuri Elkaim:                         Yeah, so what you want to do and this is the beautiful thing about a leveraged coaching model is it can be a pure group coaching model, everyone does the same thing, but in your case, it’s kind of a hybrid where it’s … we’ll talk about that in a second, but what we’re starting with is how do we individualize and customize it, yet still keep it within predetermined templates that tend to show up more often?

Yuri Elkaim:                         So, in this case, we might have … you said five buckets, for instance, that they might fall into?

David Zachary:                   Yeah, let’s just come up with five. That sounds great.

Yuri Elkaim:                         So, you’ve got five possible buckets. Those are supposed to be buckets. All right, so we’ve got one, two, three, four, and five based on the testing. Regardless of which bucket people fall into, is there going to be standard fundamentals that everyone would follow or benefit from above and beyond the customization in terms of think, eat, move and sleep?

David Zachary:                   Absolutely. Yeah, so for example the sleep, standardizing your sleep is huge.

Yuri Elkaim:                         Yep, cool.

David Zachary:                   And so that’s one that everybody should be doing.

Yuri Elkaim:                         Perfect. The reason I ask that is because this over here, like these four boxes, these are going to be the fundamentals of the training component of your program. Just like we have the online portal with our different modules, you’ll have different modules that can be video, they can be PDF, they can be whatever you want and because everyone … whatever you’re going to say over and over and over again, no matter who the client is, those are going to be the things that you teach in those different modules. Does that make sense?

David Zachary:                   Yeah, it does.

Yuri Elkaim:                         For instance, we’d have module 1, module 2, module 3, module 4. Now, they don’t necessarily have to be sequential. Perhaps, there is a higher level structure, so for instance, if we look at … because we can’t say, “All right, just do module 1 about thinking and then just do module two about eating and so forth and so on,” right? Because it’s not linear.

Yuri Elkaim:                         So, is there a way to create the curriculum in a way where we address think, eat, move, and sleep each step of the way? For instance, this week, we’re going to do this and then next week we’re going to do this?

David Zachary:                   Well, that’s kind of where it gets tricky, because I think the best way to do it is to actually isolate out each of these as a unit, but then it seems to me like when we’re looking at this model, I would think you’d have think group sub 1, sub 2, sub 3, eat group, sub 1 through 7 or something like that, move group sub 1 through 3 and sleep group sub 1 through 4 or something like that.

Yuri Elkaim:                         And that would be based on the buckets they fall into from the testing?

David Zachary:                   Right.

Yuri Elkaim:                         Or is that … ? Okay, so that’s one of the ways you can do this is you can say for think there’s going to be, let’s say if we have five buckets, there’s going to be five different levels of the content in think, five different levels of the content in eat, move, and sleep and each one would be listen, if you fall into bucket 2, then you’re going to go down the track of group 2 under each one of those four components, right?

David Zachary:                   Right. So yeah, I think that’s kind of how, when I’m looking at this, that probably is the best way to go is you have the test, come back with the test results, “Okay, well you scored this points or this is what this says about that,” and then maybe there will be a consultation at that point.

Yuri Elkaim:                         Mm-hmm (affirmative).

David Zachary:                   And then from there, we can say, “Okay, you want to see webinar this, this, and this,” and create this series based on which of those five categories they would fall into?

Yuri Elkaim:                         Yep. So, I’ll give you a great example. So, a friend of mine, she runs the Cleanse, which has done I think more than $7 million in the past couple years and her … the way she does it is you fill out an assessment and it’s online, so it’s not like saliva testing and stuff like that, but it’s based on the answers symptomatically to your questions, you’re going to go down one of three tracks and based on those tracks, you’re sent a specific kit of supplements and specific trainings for your specific path.

Yuri Elkaim:                         So, that’s kind of similar to what we’re talking about here is you’ve got … let me just clean this up a little bit … so, you’ve got path 1 that will go this way, you’ve got path 2, you’ve got path 3 and so forth and each one will address the four components: eat, move, think, and sleep, right?

David Zachary:                   Okay.

Yuri Elkaim:                         And now it’s just a matter of you to determine, okay for path 1 or bucket 1, what would I tell someone to do with respect to their food, movement, thinking, and sleeping if they came back from the test and fell into this bucket or this path?

David Zachary:                   Yes.

Yuri Elkaim:                         Does that make sense?

David Zachary:                   I think that does make sense.

Yuri Elkaim:                         Because then they’ve got five tracks, right, five paths based on however many buckets you want to do and the content may or may not be very similar, but the good news is it doesn’t take a lot of time … excuse me, I just choked on an almond, I think … it doesn’t take a lot of time to shoot that content.

Yuri Elkaim:                         If you’re shooting a video on path 1, you can just very quickly make an adjustment, shoot the video for path 2 pretty much in the same day. It’s not a huge amount of extra work to do this, but the nice thing is that when you’re speaking to people on the phone, you’re telling them, “Listen, based on our initial testing, we’ll be going to one of a few tracks that is specific to your needs and is going to move you to your goals a lot more effectively than if we had everyone doing the same thing regardless of their customization needs.”

David Zachary:                   So, when I start recording this and start making it, do I create the Path 1 System, then create the Path 2 System, or would I go let’s look at the eat section of Path 1 through 5 and then go to the move section of Path 1 through 5?

 

How to organize your content and sell your product

Yuri Elkaim:                         Whatever you want. It depends on how you create content. I’m just stopping my share here for a second. It depends on how you create your content. The most important thing that we do in module one is our goal is to get you super clear on just visualizing what this looks like, because once you have the framework and the skeleton mapped out, it becomes a lot easier to create the content, right?

David Zachary:                   Yup.

Yuri Elkaim:                         So, if you know that you’re going to have an eat, move, think, and sleep component or several components under each of those for each path, let’s say you’ve got five paths, three components under each one, five times four is 20 times three variations is 60. So, you’re going to shoot 60 little micro videos and they’ll all be placed into their respective paths.

Yuri Elkaim:                         When someone comes in, they’re not doing 60 different things, they’re doing one path, four sections or four components, each one has specific exercises, actions to move them closer to that desired outcome. Does that make sense?

David Zachary:                   It does. Yeah, I think that really helps clarify it for me. That actually is probably the thing I needed to break through to the next level, because it just felt like spaghetti at some point.

Yuri Elkaim:                         Yeah. And this is … it is tough. If you don’t have your program dialed in, mapped out, this is where some really important thinking has to come in, because what you’ll find is once you have this clarity, it’s like everything just happens so much faster, because you know exactly where people are ending up and that all feeds back into your marketing, because then you go on the marketing side, even the webinar, you can talk about how there’s no one-size-fits-all approach to ADHD, how customization’s really important.

Yuri Elkaim:                         And then that makes it easier to sell your program, because now you’re offering that individualization that customization that most people are not going to get elsewhere. That makes your program more valuable and now people see, “Yeah, he’s speaking exactly to what I need or my son needs or my daughter needs. This sounds awesome.” I think yeah, I think that’s great. I’m happy we’re able to get a bit of clarity around this.

Yuri Elkaim:                         Does that resolve a bit of that issue around the Dream Come True System for you?

 

Naming your program and the naming formula

David Zachary:                   Well, I think that really does help solve a lot of it. The other part I was really having a challenge with was naming.

Yuri Elkaim:                         Mm-hmm (affirmative).

David Zachary:                   For some reason I’m really stuck into … because to me, I’m perfectly content with saying “Section 1, Module A”.

Yuri Elkaim:                         Sure.

David Zachary:                   And I don’t know if that has the catchiness that …

Yuri Elkaim:                         So yeah, this is something that a lot of our clients struggle with, because naming is not … coming up with really cool names is not second nature to most people, so I’ve been having to come up with names for a long time and I’ve figured out some mnemonics to help with that. One of the exercises you have in the portal, actually with the Dream Come True System and the downloads is the be, do, have, and feel naming formula.

Yuri Elkaim:                         Have you gone through that worksheet yet?

David Zachary:                   Yeah, I’m actually working through it and that’s actually part of where I got stopped, because it was like, “Oh, I’ve got this big pile of spaghetti. How do I come up with names for all these things?” And when I started thinking about that, it’s like if I was a client, I wouldn’t want to have somebody throwing out four dozen names at me.

Yuri Elkaim:                         Yeah.

David Zachary:                   Oh great, I’ve got these flashy names.

Yuri Elkaim:                         So, out of the ones you’ve come up with, what are one or two or three that just kind of jump to top of mind?

David Zachary:                   Well, one of the things that’s really interesting that’s fleshed out from this is a video game theme to it.

Yuri Elkaim:                         Mm-hmm (affirmative).

David Zachary:                   I think about the old Nintendo video games like Wings of Heaven or something like that, this kind of a thing. I think one of them was just like Gamify Life or something like that, but I think that’s already been taken.

Yuri Elkaim:                         Do you have the name of the program yet or no?

David Zachary:                   No.

 

The naming archive we offer our clients

Yuri Elkaim:                         Okay, so the name of the program and this is very important for everyone listening or watching this … the name of your program should be directly related to the benefit or the outcome your client wants. So, a really simple name of your program could be “The ADHD Solution.” Right, so that could be at the simplest, basic level, the name of the program is “The ADHD Solution.” That doesn’t have to be that, but what that does is it tells you exactly what it is, right?

Yuri Elkaim:                         Or ADHD Gone, like I have a book called “The Energy Diet”, the “All-Day Fat Burning Diet,” “Amazing Abs Solution.” So, the names of these programs are going to define what the outcome is that the client wants. If we take that thinking and you go back to the be, do, have, feel naming formula, so who is this person going to be once they’re done, what are they going to be able to do, what are they going to have, what are they going to be able to … what are they going to feel?

Yuri Elkaim:                         If you think of, for instance, the all-day energy diet, that would tie into both the have and feel categories, they’re going to have all the energy, they’re going to feel all the energy, for instance. Amazing absolution, that is what they’re going to have, amazing abs. In your case, ADHD Solution, that would fall into the “have” category. They’re going to have pretty much no more ADHD, right? Or does that make sense, David?

David Zachary:                   Yeah, it feels to me like the end result is feeling in control.

Yuri Elkaim:                         Sure.

David Zachary:                   One of the things about ADD is it just feels like life happens to you and not you’re in control of life and I think there’s a real feeling of control that happens when you get control of ADHD.

Yuri Elkaim:                         Yeah and this is … again, usually the fewer words you use, the more time you have to think about it and that’s why naming titles and stuff like that is tough. So, even if you don’t have the name of your program figured out, just have the framework done. Have that framework and that road map done, because as you’re working on your webinar, as you’re piecing all of this stuff together, you’re going to have time to think through this.

Yuri Elkaim:                         You might be in a shower, you might go for a walk, you might come up with an example. Actually one of the things we’re doing for you guys is putting together a whole archive of headline and naming ideas from places like Amazon or Dr. Oz or popular magazine titles. One of the great hacks you can use is just go to Google Images, type in a name of a magazine your clients might read, for instance like the Dr. Oz Magazine and look at the covers, look at the titles, look at the words they’re using, the copy on those titles or on those covers, because a lot of those are really, really good for naming things.

Yuri Elkaim:                         These are very highly paid copy writers who’ve been paid a lot of money to put the right words on that front page, because it’s going to get the most eye balls. I would look at having a look at Google Images, typing in … like, what would be a magazine that your clients might read? Now, not the kids necessarily, but would like the Dr. Oz … would that be a relevant, broad general health magazine that your people might be reading?

David Zachary:                   Sure, why not.

Yuri Elkaim:                         Yeah, so I would go Dr. Oz magazine, go into Google Images and look at what comes up and just write down a couple ideas. Like, if you see some words that come up … and it might be something that doesn’t relate necessarily to ADHD, but it’s a word or a phrase that you may not have thought of otherwise, just jot it down, because then you can tie it all together with ADD, ADHD in a way that maybe is more compelling.

Yuri Elkaim:                         But at the end of the day, it’s when you’re speaking with someone on the phone and you’re saying, “Listen, we’ve got this great program. It’s called x, whatever the name of the program is, they in their mind automatically should be like, ‘That sounds amazing. That’s exactly what I need.’” Right, does that make sense?

David Zachary:                   It does. And I think I’m again over complicating it with trying to make a video game theme to it.

Yuri Elkaim:                         Yeah. Now, inside the components of the deliverables, you can then … so, we have a theme, like an aviation theme with our Healthpreneur Status Levels. We’ve got “cadet”, “top gun”, stuff like that. You can do that inside the delivery and give it a bit of a theme. If you like video games, maybe there’s a theme. So, instead of calling it a training, it’s called an adventure or whatever language you want to give to that, you can give that inside the program and you’re just going to train people right from the get-go.

 

David’s biggest takeaway

Yuri Elkaim:                         Here’s the language we use, here’s what this signifies and that’s how you can make it all happen. We’ve got like 30 seconds to wrap this up David, but I would love to … well, first and foremost, thank you for sharing this and being open about what this all means to you and how it’s all looking. Just before we finish off, I’d love to get to know from you, what’s been most useful from our conversation around this?

David Zachary:                   Well, I think it did open a lot of doors. It’s always nice to bounce stuff off of another person and especially from you, Yuri, you’ve got a lot of good insights on this, so I think the big thing I really enjoyed about it was being able to just talk it out, tangle out the idea that the test should be the starting place, then going into the genius model and then, finally, with the naming system, just to go out and look for what people are reading and what other people are already doing on that.

Yuri Elkaim:                         Yep. There we go. Perfect, so David thanks so much for joining us today. Hope this has been helpful. For everyone watching and listening, thank you guys so much for joining in. Hope you had some insights and aha’s from this and again, if you want to watch the video, go back to the YouTube channel for Healthpreneur and you will find it there and, in the meantime, we look forward to seeing you in the next episode.

David Zachary:                   Thank you, Yuri.

Transcription

Ho, ho, ho. Merry Christmas. Happy holidays. Can you imagine? Can you believe it? It’s Monday, December 24th. Listen. If you’re listening to this, I want to say a big thank you because you’re listening to my beautiful voice and inspirational message on Christmas. It’s amazing. I hope you’re having … If you celebrate Christmas, I hope you have an amazing time this week, and lots of love, and good stuff with friends and family.

Today, I want to share with you how we built a million-dollar business with a 5,000-person email list, and I want to share this with you because a lot of people think they have to have a huge following to amass more money. I mean, you certainly could do that. You could sell a large volume of a low-price product, or in our case, you could go with a smaller volume of a higher priced solution.

 

How Healthpreneur started and why I transitioned out of my fitness business

So, the way this all started out with Healthpreneur, I figured I’ll take end of the year to talk a little bit about the story of Healthpreneur because I think it’s a really good example of how we help our clients build their businesses. When I first started Healthpreneur four years ago, I have been doing workshops and masterminds behind closed doors, and a lot of people were just like, “Hey, man. I heard you had an amazing mastermind. Some really great people there. When is the next one?” and I’m like, “Oh, I don’t know,” so I was just teaching what we were doing in our health business, and I wasn’t really like the business building marketing guy that Healthpreneur has come to become.

Eventually, that’s the point where people just say, “Why don’t you put something more formal together?” There’s obviously a big need for this in this space, and I obviously saw that between the people asking me for help and advice, and seeing the massive herds of health experts, and health coaches, and practitioners who were just lost at sea when it comes to building their business online, and I was like, “You know what? There’s a really big need for this. We’re going to really explore this in a big way.”

What I first started doing with Healthpreneur is I actually started teaching what we are doing in our health business, and so that was like the funnels, the lead magnets, the ascension like the upsell flows, all that kind of stuff, and content marketing. We did that for about a year, and I started to recognize very quickly that a lot of people are having a tough time making that work. They are having a tough time running ads to a $10 offer with an upsell flow. They’re having a tough time building a blog from scratch to making any noticeable income in any short amount of time, and I just started to realize. I’m like, “Listen. This is a big disservice to them if I continued teaching this stuff.”

After about a year, I said, “You know what? I’m not going to teach this stuff anymore. I actually don’t like a lot of this stuff we’re doing in our health business.” Listen. There’s nothing shady. We’re doing great stuff. We have great content, great products. I just don’t want to run that type of business with Healthpreneur, and the irony was like, “Well, what is it that we are doing to attract our clients and build our business?”

 

How I boiled it down to our ONE thing

It was more or less the perfect client pipeline, and so we started thinking about this because I was running workshops on content mastery, and then I was like, “Do I want to do another workshop for YouTube stuff and another workshop for clients enrollment and all this?” I’m like, “You know what? Let’s just forget about all the nonsense and complexity. Let’s just simplify it. Let’s boil it down to the one most important thing that we’re doing that can serve our clients very quickly,” and that became what we are today, which is we’ve got our Health Business Accelerator workshop, which is the six-month online program, and then we’ve got our Luminaries Masterminds, and then we have our yearly event, which is Healthpreneur Live, and that is it.

So, that is everything we have done to build a multiple-million-dollar business, and the thing like the reason that we were able to do so with a 5,000-person list is because … Listen. We’re like a niche within a niche, so for you, the listener, you’re in the health and fitness space. You have a huge audience that is infinitely scalable. If you have an offer to help people lose weight or improve their health, like you could build … It’s crazy how many people you can get in front of with Facebook ads as an example.

For us, it’s a little bit different because generally, there are fewer people interested in entrepreneurship or who have their own business than who want to improve their health, and there are even fewer people who are entrepreneurs in the health space, so we’re like a niche within a niche, and as a result of that, we don’t have the massive scale or volume that a health and fitness product or offer might have, which is a good thing in your case like you can go crazy in terms of how you want to scale, so we decided, “Listen. We’re just going to become the world’s leading company, training and coaching company for health entrepreneurs who want to start and scale high-end coaching business,” and that’s what we’ve done.

That’s all we’re doing, and so we don’t have any programs for like $97, like no do-it-yourself courses because here’s the thing. We realized that it’s a disservice to our audience if we’re to sell them that stuff. I’ll be honest with you. In our workshop, we help our clients very intimately. We review their webinars. We review their Facebook ads. We review their like enrollment calls. We do all of this stuff with them, and we do that because we are only interested in helping them get results.

If our sole focus was on making money, we could … Yeah, we could. Sure, like, “Here, buy the course on and so on for a lot less, and you do it yourself, and you can figure it out. We’ll just make a lot of money, make a lot of sales, but don’t ever contact us.” That’s what a lot of companies do. All these product launches you see online, that’s essentially what it is. “Buy this program for $2,000. Figure it out yourself, and if it works, great. If it doesn’t, too bad.”

 

Our number one priority and how we built it into our model

We don’t want to do that. We decided if our client results are the number one priority in our business, then we’re going to build a business around getting them results, so yes, the client has to show up and do the work, but we’re going to give them more coaching and support than they can handle, and that is how we have been able to build a very, very successful business in a very short amount of time because we decided we’re not going to sell $10. We’re going to work with people at the highest possible level and do the work with them. We’re going to maybe have not hundreds of thousands of people on our email list, but the people on our email list are for the most part our clients, and we’re going to really help them at a deep level, and we’re going to move to the next level, and we’re going to help them, and we’re going to help them, and we’re going to help them.

 

What we have planned for 2019

So, that is the story of Healthpreneur. That’s how we came to be, and I’ll just give you a couple things that we’re working on for 2019 where things are going to evolve a little bit, so you’re going to see, and you’ve heard me talk about this, how all we have is our workshop, our mastermind, and our live events. That’s it, and not that that’s it. It’s a good thing to have less. Honestly, in your business, you should have less than more, but in 2019, we’re going to be rolling out some new initiatives to start doing more and being in more places, so you’re going to start seeing more than just the workshop, and it’s not going to be in the form of like a YouTube course or a blogging course.

We have all this stuff. We give all this stuff to our mastermind members who are ready to deploy that, but what you’re going to start seeing a lot more of is books, some interesting different things along those lines. It’s going to be a little bit more accessible for certain people, and I just want to give you a little of a forecast of some of the things that we’re doing because our goal is to dominate the world. When people think of health and fitness, building a business in the coaching space, it’s Healthpreneur. That’s it.

So, if you’ve got friends in the health and fitness space, you got to tell them to listen to this podcast. You got to tell them to plug into our ecosystem, and we know that not everyone is going to be able to work with us in the workshop at least initially, so we want to be able to provide some really great resources to help you guys and give you guys stuff at a very accessible level that most other people are charging a lot of money for in the form of courses or things that don’t even work if you’re to do them on your own in the first place, so we are going to be expanding our message. We’re going to be expanding some of our content in terms of things we can deliver to you guys, and that’s starting with our Healthpreneur Focus Planner, which is amazingly exciting.

I’m not even going to tell you about it right now because we’ll just wait to next week’s episode, so December 31st, we’re going to talk about how to crush your goals in 2019, and I’ll tell you more about our Focus Planner because this is a bad boy that I’ve been working on more or less for three years in some way, shape, or form in one iteration, one variation, one thingamajig, and we all brought … We brought it all together, and we actually gave it to our clients and mastermind members at our LA meet-up or our LA meeting in November. Now, we’re going to be rolling this out in a very, very big way, so stay tuned for the Healthpreneur Focus Planner. It is a game-changer.

I know like listen. You’re probably saying, “Really, man? Come on. I already use a planner. I’ve used 10 different planners.” I understand there’s not one planner just like there’s no one diet for every single person. This is a planner I built for myself. I built this planner for myself, for the way my own brain works, for what I want to have in my own life, and I just feel that from whatever … everything else that I’ve seen, it’s probably the most comprehensive planner in terms of taking the high-level picture vision and bringing it down to the day-to-day to help you really focus on what you can control, and it’s awesome.

 

Why you don’t need a huge following but need a good process

So, I’ll tell you more about it next Monday, but for now, I just wanted to give you a little bit of a story about how we built Healthpreneur to where it is right now and to let you know that … Listen. If you’re offering coaching, if you’re selling coaching for $3,000, $4,000, $5,000, $10,000, you don’t need a huge following. You don’t need a huge following, and if you’ve got a huge following that you’re building, man, that’s going to be like gasoline to the fire, but it all starts with having that perfect client pipeline because you need that predictable process for bringing new leads and clients in, and that’s the number one thing that we focus on very early on with Healthpreneur, and that’s the one thing we did right when I look back.

They say a hindsight is 20-20. Knowing everything I know now from my health and fitness business, I started Healthpreneur the right way, and that’s what we’re helping our clients do is we’re helping them start things off the right way so they don’t have to do a thousand different things, so they’re not having to write pages upon sales copies, launching summits, doing all sorts of nonsense. We’re doing what works. We’re doing the small number of things that are going to move the needle in the biggest way, and then beyond that, we can start looking at expanding and really building an amazing brand.

 

What you can do to move the needle in your business

So, if you’re interested in working with us, if you’re interested in making 2019 better than 2018 was, if you’re not one of our clients and you’re looking at 2018, I want you to ask yourself, “Did I get the results I was hoping for? Did I see the income? Did I see the impact? Did I enjoy the freedom that I wanted this year?” If the answer to that question is no, then what’s it going to cost you to continue doing that? What’s it going to cost you to continue doing what you’ve been doing?

You can listen to all the podcasts, you can read all the books, but at the end of the day, that stuff is not moving the needle. You just have to be honest with yourself about that, and whether you’re working with us or somebody else, that’s totally up to you, but I have a very biased opinion that we’re the best solution. If you’re somebody enjoys coaching and you want to build out a premium-priced leveraged group coaching program, whether that’s doing virtual coaching, retreats, workshops, or even if you want to expand your one-on-one coaching, we are the best in the health, fitness, and wellness space to help you do that.

I have no shadow of a doubt about that, and just like you need to have no shadow of a doubt about the certainty and amazingness that you bring to your clients, you got to drink your own Kool-Aid. Believe me. I drink my Kool-Aid several times a day. I believe we’re the best. You should believe you’re the best as well, and if you want great results, you have to work with people who are great.

Listen. I know a lot of the competition out there. I never want to speak poorly of them because I do think they do great things, but obviously, we are who we are for a reason, and if you like the podcast, if you like my message, if you like what we stand for, then I strongly recommend that now is the time to take action. Listen. You got seven … not seven days. Yeah, seven days. Seven days until the end of the year. Get started with us. Get it in before the end of the year so that you can add it to the expense column of your P and L statement, so you pay less tax to the CRA or the IRS.

Literally, if you want to think of it that way, think of it that way. Right? Why pay the governments tax when you can invest with us right now and start making money in your business? Doesn’t that make a lot more sense?

So, again, just go to our free training to start things off, healthpreneurgroup.com/training. Go through the presentation, the online workshop. If it rings true with you and where you want to go, then book a call with us.

Our coaches are still working during the holidays. Obviously, not like tomorrow morning when Santa is delivering presents, for instance, but we still have a number of spots opened up during the week. A little bit less than normal, so again, these spots fill up quickly, guys. I’m telling you. If you are serious about moving forward in 2019 and you don’t want to waste any more time, if you’ve been thinking to yourself, “I’m going to spend a little more time to get my ducks in a row before I reach out to Yuri and the team to work together,” hey, time is up.

I mean, it’s not up, but hopefully, it is up for you. How much longer are you willing to deal with what it is you’re dealing with? If you’re getting amazing results, keep going. Right? Keep doing what you’re doing, but if you’re not getting the results you want, then now is the time. Use this opportunity to reflect on the year, to look forward to 2019. We’re going to look in the next episode about really … like mapping out an amazing year ahead, and my hope is that if you’re a good fit for us, we would be more than happy to work with you.

When I say, “Work with you,” I’m talking about like really closely, and that’s really what we love to do. We love our clients. We love serving them, and we love helping them get amazing results because building a business on your own is very tough, and even for our clients who have the winning strategy and have all of our support. It’s still challenging, right? There are times where there’s the self-doubt, there’s the … I’ve ran into this roadblock, but we are there with them to help them through that.

If you want that level of support and coaching, then now is the time to act, so I want to encourage you on this December 24th, Christmas Day, Christmas Eve Day is think about not just opening presents and giving out presents, but really thinking about giving yourself the ultimate gift, which is other than your health and other than your happiness from relationships, is give your gift … give yourself the gift of a better, more predictable, more profitable business in 2019, and let’s start. Let’s get started. Let’s get started today.

Watch the training over at healthpreneurgroup.com/training. Watch it today while you’re off from work, while you’ve got time. Take an hour and a half out your day. Go through it. I promise. It will be well worth it, and then book a call right away. Book a call with us for December 26, or the next day, or today, or whatever it is. Book a call. Let’s get you sorted out. Let’s give you a clear roadmap for 2019 so that you can crush your goals because you’ve got amazing magic that can serve a lot of people.

You deserve to be making more money. You deserve to be building a great business, not struggling and not working with clients for pennies on the dollar. So, if you want our help, let’s make this happen. Let’s do it today. Start by watching the training, and I hope you have an amazing Christmas. I really, really do, and I look forward to speaking with you on Boxing Day, so for now, merry Christmas. Happy holidays. Continue to be great, do great, and say hi to Santa and the kids for me.