Transcription

Everyone, how’s it going? Yuri here with the crew from Healthpreneur. Jackie is not with us today, so we’ve got Steph and Amy. We got the split screen and so this is going to be a really interesting topic – is charging more unethical?

I want to talk about this today because we have a Facebook ad running right now that’s getting a lot of controversy. This is probably one of the most active Facebook posts that I’ve been a part of, at least in our business.

Apparently, a lot of people get pissed off when you talk about charging more as a health or fitness professional. I want to talk about this today because this is a really, really important point and I think is also a reason why so many health experts suffer in their businesses, because they can’t wrap their heads around this. I think this is extremely important, I mean this might be part one of ten in this series because it is so important to get this guys. So Steph, Amy, welcome to the call.

Stephanie:                          Thanks. Hi guys.

 

Reviewing the post and its comments

Yuri:                                       So let’s talk about this. Actually, I think it might be helpful if I bring up some of these comments from the actual post.

Stephanie:                          I would actually love that because I was just thinking, “Man, I want to see this post.” Want to see what people are saying.

Yuri:                                       Yeah, totally.  Okay. So the post is essentially says ‘health experts, how to find clients who can afford you”.

As you guys know, we’re all about helping people at a very high level, you don’t deserve to be working with people for pennies on the dollar. Part of our health business accelerator program is helping you build out your perfect client pipeline, to work with people at premium prices.

I’ll just read some of the comments there. All right, so people talking about how Western medicine is unaffordable health care. So turned by this post, this is too sad to me. All should be able to get healing help. What else? I hate to see health be made all about money. This hurts my hearts. Then others were saying, doctor yourself with free information on the Internet.

Then somebody who actually guessed this jumps in and says, “A lot of people are totally missing the point of this post, and it’s probably much the same people that are overweight, unhealthy and unhappy with their choices. It’s easy to say, well, if it was free we can do it but I ask you, does it cost any money to go for a run? No. Does it cost any extra money that simply change the food you buy? No. Blah, blah, blah, blah, blah. You can absolutely lose weight and get healthier without spending money but you don’t.” Just goes on. No need to leave nasty comments for your aid to sift through, scroll on. Another person saying unethical to charge top dollar, how about a fair price to help fellow human beings? Okay. So anyways guys, it goes on. Like on and on and on and I’m actually encouraging this discussion because normally, I don’t bother getting into debates and discussions like this online, but this is actually a Facebook ad.

So the more discussion, the better off it is for us as we get more sharing and cost is less. So I’m just like hey guys, keep it going. Keep the discussion going. In our Seven Figure Business Blueprint, we talk of the five benefits of premium pricing. One of the ones that I just want to touch on here is that premium pricing benefits everybody. Okay. Is that when you get people to spend more money with you, actually is better for them. As this one person who allude to it’s like, listen, we have all the free information you could ask for online, but no one is any better off because of that. The one distinction before I open up to you guys that I want to make is, so it’s okay if you are an internet marketer or a business coach, or a realtor, or any other business. It’s okay to charge top dollar right? But as soon as it has to do is helping people lose weight and get fit and get healthy, we can’t do that.

Apparently that’s unethical. So I want to open this up to you guys. Steph, Amy, we’ll start off with Steph and get your two cents on this.

 

Why premium pricing benefits everyone

Stephanie:                          Yeah, I mean you hit the nail right on the head that it’s everyone benefits when we charge higher price points. I started out my business, so I’m a mindset coach now but for many, many, many years for about 10 years I was an exercise physiologist specialized in nutrition, and I cannot begin to tell you how many of my friends and family used to reach out to me. I specialized in weight loss too, so they would be like, “Can you please help me with this or that?” I sat down with people for hours about diabetes and teach them about their blood sugar. Do you think not even one person did anything with any of that? I mean, I wrote out workout plans, I wrote out eating plans. The thing is that they have had no skin in the game, and so the more people invest in their health and wellness, the more likely they are to receive benefits. It’s just a fact and that’s just one example, there’s so many other examples.

I even ran a group coaching program where I was like, “Let me make it cheap so everybody can join.” It’s a Beta and then we had people not showing up for the calls, not showing up, not doing their homework, but I had people that didn’t even come to not even one thing. They paid the full price, but it was such a low price. They were like, “I’ll skip it.” If I were to charge triple, they would have gotten so much more out of it. The thing is that it’s not like we’re saying that giving back to the community and doing volunteers and things like that aren’t beneficial and something that we respect, and think you should do. The fact is that the more money that you make, the more you can then on the back end help more people. So that’s something that you just have to wrap your head around to.

 

Attracting clients that’ll invest in themselves and you

Yuri:                                       Yeah, it’s great. One of the things that I want our listeners to really remember is that it’s almost say, I don’t want to say like a Robin Hood type of approach where you’re stealing from the rich giving to the poor because we’re not stealing from anyone, but here’s the big distinction. I know that Amy, Shannon talked about this at HP live as well, is when you can work … Again, not everybody can afford premium prices. We’re not saying everybody should, okay? There’s obviously people who are living on food stamps, and people who don’t have the means to afford your prices but here’s the thing is that you decide who you want to work with. You can refuse business or attract whoever you want into your business, because it’s your business.

The distinction is that when you can work with people at a high level and transform their lives, you are able to fill up your cup. You can fill up your cup, you have more, let’s say more profit, more income. You don’t need to worry about selling $7 eBooks just to make ends meet. So when you have more coming in, you can give everything away for free to help those who can’t afford your services. So how is that not being of good service if we’re talking about free information and all this kind of stuff. The challenge is when people are trying to sell low end stuff to make their business work, and then they’re trying to get people who can afford that stuff to buy it, but it’s not helping them. So what we’re saying is work with people at a high level who can afford it, who really want to change, who really want to see an outcome. Then this is exactly what we do at Healthpreneur.

We have our workshop and our mastermind and that is it. There’s no lead magnets, there’s no $97 offers, there’s nothing. So people ask us, “Well okay, how do you help people who can’t afford it?” We give everything else away for free. So if you’re on our email list, we give away some of our best trainings every month for free. We give away so much amazing stuff on social, on YouTube, and we don’t need to worry about that stuff because we know if people really want to transform, they’re going to work with us at the highest level. So I want you guys to really clue into that. Amy, I know you were really transformed by Shannon’s talk at HP live.

Amy:                                     Yeah. That was incredible.

Yuri:                                       He totally agrees with to this. So I’ll let you jump on that.

 

Charging what you’re worth so clients will do the work

Amy:                                     Yeah, I loved meeting Shannon and he’s super down to earth. I didn’t even know he was a speaker when we were chatting, and you came over and was like, “Did you meet Shannon? He’s a speaker on leadership.” He blew my mind. I got his book as well because meeting you, Yuri, and charging higher prices showed me that the people that I’m working with, their lives are being transformed. This is in the six or eight week program even though it is right, it’s not. These are lasting results. When people pay $97, forget about the $7 eBooks, even 97, 197, 247 for a month or six weeks, it’s limited. When people invest in themselves and they see the value and they’re at that point, they are going to get the results that they want. Yes, everything’s on the Internet. They don’t need us truly, but they do, because it’s not about the workout. It’s not about the meal plan, it’s about the accountability and being in community with someone who’s going to care enough to hold you accountable when you want to quit.

When you are feeling that little place, that’s why we have our entire coaching team in place. What Shannon talked about really is what you just said Yuri, stop selling cheap shit that makes you resent yourself to broke people, who makes you resent them because now the people can’t really afford it. They’re buying into something because that’s where they’re at mentally, but they don’t do the work. Then you’re frustrated as a professional because you want to help people. So just like you just said, Yuri, what we want to do is work from that overflow. We want to bring people in and when you sit with yourself and really think about the transformation you’re able to make for someone, think about what that’s truly worth and go back to if you are a current client, either in the workshop or the masterminds, you invested in yourself. All of this information is out there.

You watched a Webinar, you can listen to Yuri’s podcasts. You can go on to the Healthpreneur Facebook group. You can go onto YouTube and piece it all together, but you invested in yourself so you actually do it because you need that support and guidance. You want someone to say, “Hey, am I on the right track?” Be able to have someone say this looks really good, but you know what? You can’t say this because it’s not going to get approved by Facebook, or this is coming across the wrong way to people. So that’s why people invest in you. They invest in you because they believe that you are the person that can help them get there, not do it for them. They’re really invested and then when you get to that place like Shannon said and you said Yuri, where you’re operating from overflow, you can decide if you want to give some scholarships.

It’s just like I just shared with Yuri and Stephanie in my town, there is one partnership of doctors and they’re concierge doctors. I can’t remember what the pricing is, I’ll find out but they do not take insurance here in the U.S. You pay for the year and you get to go in and sit with them. You have something going on that’s concerning you, they’re going to run all the tests and they’re going to sit down with you and go over everything. Create a custom protocol for you. So that’s what you’re doing. You have a group program that everybody goes through, but then each individual’s situation comes up. You can answer that either in a group session or a one-on-one. So charge what you’re worth, because it’s really incredible and charge those prices and meeting people where they are, and actually being able to help them instead of they do it for four weeks, and they’re done. So that’s what I see as one of the main benefits is just people actually do it. They actually do the work.

Yuri:                                       Let me answer this for another question. If you guys are in the Facebook group, you can always jump into this discussion too. We speak with quite a few practitioners who come out of school, hundreds not tens, hundreds of thousands of dollars in debt, but that’s okay, right? That’s okay, but God forbid you should go out there and charge premium prices to maybe recoup some of that money and actually make a living. So it’s okay for schools to gouge you, but it’s not okay for you to go out there and I’m not saying gouging other people. It’s not okay for you to go out there and make a living for yourself. I mean, that doesn’t make sense to me at all in the slightest. It’s a sick system in a number of ways. It’s a sick system and we’re not trying to say like this thing with money, like hangup with money. Like if you’re charging more, you’re a criminal, you’re gouging people. It’s not about that guys.

We had another comment here by a friend TB who works with Sachin Patel, an amazing functional doctor in Toronto. He said just because some people can’t afford first class doesn’t mean tickets shouldn’t be for sale. It’s such a good way of looking at it. He says you get what you pay for in life, and this includes healthcare services. Then this other ridiculous comment comes through in response to that, I know thousands who paid premium rates and are still as sick as before. Clearly, you know nothing of chronic illness yourself. I’m like wow, you don’t even know this person. It’s just ridiculous because guys … So here’s the thing, just because someone’s charging premium prices doesn’t mean they’re going to get the results, because they still have to show up and do the work. They still have to show up and do the work.

Listen, if that person’s not willing to make some adjustments to their diet, or follow a specific protocol, that’s not the practitioners’ fault necessarily, right? It’s the person, you have to look guys, if something isn’t working, it’s on you. You cannot blame the system. You cannot blame Obamacare, or free healthcare in Canada, or whatever else you want to call. It’s no one else’s fault but your own, and you have to step up and you have to take control of this and responsibility. Sadly, how many diet books are there? There’s thousands, tens of thousands. I actually got a royalty statement from Penguin Random House, which I didn’t even know they actually bought out Rodeo. So anyways, I got the statements yesterday from 2018 and I’m looking at this I’m like, “Wow cool, 26,000 books sold.” I don’t even know about that. How many of those people’s lives have been transformed?

Maybe a handful. I don’t even know, but we think that putting out a book is the way to do it. Putting out a book is the way to transform someone’s life, and I’m all for writing a book. I think we’ve all been touched in some way, shape, or form by a book and maybe we followed it for a little bit of time and got some results or didn’t. At the end of the day guys, if you’re not paying, you’re not paying attention. If you’re not invested, you’re not fully invested in yourself and that’s what it comes down to. The last thing I’ll say about this is, this actually really, I mean with Healthpreneur, our goal is to impact lives of 1 billion people on the planet. We can’t do that if we’re just giving stuff away for seven bucks. We’re doing this because we really believe in our core that health professionals are the most valuable profession, I believe in the world.

Doctors are amazing. I mean you have a lawyer who charges 500 bucks an hour. That’s okay, right? But if you’re a health professional, you can’t? How is transforming someone’s health not more valuable than drawing up a contract? Apparently, it’s criminal to do that. So guys, we have to own the transformation critic people’s lives. It is the most valuable thing on this earth. You cannot discount that.

 

What happens when people aren’t invested

Amy:                                     That is the other reason that we’d qualify people. So I have a $19 ebook on ClickBank and it still sells, but you know what’s really sad to me is that the percentage of people that actually open and download that $19 ebook, they were drawn in. They liked my sales page, they resonated with my story and my own health journey. That’s all great but you know what? If they don’t open that ebook, they’re not getting help. What I found with my clients, because I did have a couple of people that joined my [inaudible 00:17:19] for your program that wouldn’t pay the lower prices, and I know I’ve talked about this before. I had to ask them, “Why were you willing to pay the premium prices, but you weren’t willing to pay $97?” One of them said she wasn’t committed for that price.

She would never have come. I had a brick and mortar studio prior. The other woman said that she didn’t think she would get anything for $97. What could she really get for that? So it was, she’s was like okay, well I’m not going to, I’ll pay nothing because what am I going to get for that? How much transformation could I really get? They both came on board and were committed, and they did a great job but I wanted to find out why. So when we’re selling something for a low price and no one’s even opening it, we’re not only not helping them, we’re not creating an income. From my own experience, when you’re feeling broke and strapped, you can’t help anyone because you’re so uptight about your own situation that that comes through in your coaching. So you do have to do the work and know that abundance is there, so that you can operate from overflow even before it’s happening.

I know that sounds, we talked a lot about those things and I’m sure we will some more, but really knowing that it’s coming is important and so that you can operate from that where you can really help people. You can’t really help people as a healthcare practitioner, we speak to so many people in the health field that are strapped because they just spent hundreds of thousands on their certs, which are valuable but let’s get you earning that back and then working from that place of overflow so that you can help people. I’ll tell you this quick thing, my mom was just here this weekend. The guy that she lives with is a doctor, they’d been together for years. There was, I don’t remember the whole situation, but to make a long story short, he just unexpectedly came into a couple of hundred thousand dollars. He’s a boat guy, he’s loves … They’ve got a motor boat, they’ve done a sailboat. They do a lot of sailing.

He’s 76 years old and he decided this, he came into this money. He invested well over the years. He’s having a custom boat built, it’s over 100 grand. My older brother was here going, “Why are you spending that kind of money? I had a boat for whatever.” I was like, “He’s got the money. He wants everything he wants in it, and he’s worked hard and he can and he sees value.” They went to the boat yard. They’re seeing the thing, they met with the people who are custom making it. So would I probably spend my money on a ski trip if I was going to do that, but this was important to him. So he was a doctor for his entire working life. People came, and he’s an oncologist, a urological oncologist. He served people. Serve people and it’s like Zig Ziglar says, “Help people get what they want, and you’ll have what you want.” So people are out there, they want to spend their money.

Yuri:                                       Then they’re probably like he’s a greedy doctor. He probably made a ton of money on people’s pain, and now he’s buying a boat.

Amy:                                     That’s what my brother said but the rest of us were like, “He’s helped so many people and why not? He’s 76 years old. How cool is that that you’re buying this custom, you’re having this boat built.” It’s so awesome.

 

Stepping up and making a change if you’re unhappy

Yuri:                                       Guys, if you have an issue with this, it’s your issue. You’re never going to attract the money you want, or the abundance you want because you have this mindset. It’s as simple as that.

Stephanie:                          I will, about to say that really, I think some people have these, I call them contracts. It’s almost like you made this contract with yourself that making a lot of money is greedy, or charging a lot for services is greedy or bad, but really it’s just a thought that you have. It’s just like a belief that you have. What if you were to change your mind? What if you were to believe something different, and then how would that help the world help yourself? What would evolve in your life based on just that simple fact of changing this, I call them contracts? That there’d be like that’s how people treat them. It’s like I signed this contract that this means this, and that’s how I have to live my whole entire life is thinking that people are greedy, and that this is bad and you’re wrong. It’s not true.

Yuri:                                       It really is a plagues healers. Light workers, healers, whatever you want to call us. We’re all the same. We’re all teachers who want to empower the people, and we have these gist like it’s incredible but for some reason, most of us feel like we’re not worth charging more, or we just want to help everyone. We’re like Mother Teresa. Listen, Mother Teresa had quite a bit of money that most people don’t recognize, and you don’t have to be a martyr. You don’t have to be a martyr and being poor serves nobody. Being poor is selfish. Just imagine if this world, if health experts and professionals were earning the income that they really deserve, there are so many things they could transform globally in terms of what we could give back, and how we can empower people even beyond having people pay for your services.

So there’s just collective good that can happen if you’re an overflow, that can’t happen if you’re strapped for cash. I mean Amy, how many people do you speak with come on the phone and they’re like, “I just want to make an extra couple thousand dollars a month because I have zero coming in pretty much.”

Amy:                                     Yeah, there’s a lot of people like that. Then it’s interesting because then you run into people like after I heard Shannon speak, and I was saying, I didn’t even hear myself. My husband heard me saying and he was freaking out, because I said that the payments were like four times 24,000 instead of 2,400. I just want to figure out a way to make this happen. So when you’re thinking in that, like you said, there’s all these people that are like, “I just want to make a grand a month or two grand a month.” I don’t know where you guys live that want to do that, or like really because think bigger. Think bigger. What can you do? It’s okay to want to travel. It’s okay to want to take another certification. It’s okay to want to do that, but you’ve got to serve people. So a ton. I can’t even count.

Recently it seems like there’s a lot, a lot of people in that position. I think schools are letting out now. People are finishing certs and there’s a lot of scary, people are coming in scared. I’m like, “Gosh, I just spent hundreds of thousands of dollars and how am I … I only need a grand or two.” So it’s a lot.

Yuri:                                       Well this goes back to certification students. I think, I’m actually going to put something a little more formal around this together. I have nothing wrong with certifications, I think they’re great professional, development’s awesome. I think in the health space especially, there are more certifications than probably any other profession and I think it comes back down to health experts don’t believe they’re fully worth what they might charge. So they have to get all these letters and degrees and certifications to justify charging a little bit more, and you don’t have to do that stuff. I mean yes, continue growing, continue developing your skills, but you’ll never get all your docs in a row. You’ll never have enough letters to overflow a business card to justify your worth, because we’re worth it already.

You’re always several steps ahead of those you want to serve, and you can help them. You don’t need thousands of degrees to be finally okay with charging more. I think this is a huge problem in this space because everyone’s waiting, they’re getting ready to get ready.

Amy:                                     I think you’re right because I spoke with somebody the other week that was asking me. She was very nervous about that piece. “What about my certification?” I said to her I’ve been in the industry for 25 years. I don’t even think I’ve been asked for my certification. Maybe once when I worked in a Big Box Gym, that was it. Then I asked her, through the whole conversation I finally said to her, “Have you yet asked me what my certification is?” She started cracking up. She was like, “I know you can help me.” I said, “There you go.”

Stephanie:                          I have this like super high level certification that I have never once been asked for. I had to have it to apply for certain jobs and stuff, but I wouldn’t, I remember I got out of college, I got my masters. I had this awesome certification from the ACSM, and I went into a gym to get a job and they were like, “What’s that?” I was like, “Oh, oh.” Because I had to study for years for it and do all this stuff, and it’s just like yeah, certifications.

Yuri:                                       At the end of the day, people just want to know you can help them. You don’t need to tell people your certifications are, you just listen. Like you’ve got this problem, I happen to have the skill set that can help you. They don’t care what it’s called. No one knows what the ACSM is anyways, unless you’re a professional. So guys, I hope this conversation, just let it sink in. Really let it sink in and this is not … I mean hopefully this is you listen to this one, some of it we’ve actually done and I think one or two other episodes in between the years just on pricing as well. So listen to those back on the podcasts, if you’re listening on the podcast. Guys never feel bad about charging, because you should feel bad about charging a lot if you’re not providing an amazing experience, or value for people. That’s the problem, right?

Is if you’re charging a lot and providing shitty service, and no outcomes for your clients, you should feel terrible about what you’re doing. What we’re saying is by charging more, you are forced to show up at the highest level possible. You cannot mess around with people when they’re giving you thousands of dollars. When someone gives you $27 for an eBook, I mean we know a lot of people in the info marketing space who don’t give a shit about helping people’s health. They just care about selling numbers of books, and hitting numbers in EPCs in product launches and stuff, and there’s never been a discussion for the most part that I’ve been a part of in that circle where it’s like, “Man did you hear about Joan’s transformation?” No, no, no. It was what’s the average order value of your funnel. Right? It’s just really disturbing. That’s the problem. Like I think that’s the problem.

Charge more, help more people really transform their life and guys like just that’s where it’s at. Again, either you agree with this or you don’t. We’re not going to try to convince people to change the way they think. It’s a matter of are you willing to step up and are you okay living where you’re living? In the situation that you’re currently in. If you’re making the money you want to make, and you’re helping people in a great way, terrific. Keep doing that but if you’re poo pooing, what we’re talking about and you’re struggling financially, and you have a tough time generating new leads and clients and you’re barely paying the bills, you need to wake the F up right? Because you’re not helping them and you’re not helping yourself. There’s no, you’re not going to finish this life on earth and get some kind of plaque for being an amazing servants to … That’s bullshit, right?

Be a servant now, charge what you deserve to be charging. Help people at a high level and that’s where it’s at. So guys, I hope this conversation has opened your eyes, has little light bulb, a little bit of fire under the glass a little bit as well. If you want to work with us, you’re not going to come in and work with us and charge 100 bucks, right? First of all, we’re not going to allow you to the program. Second of all, if you are struggling with that mindset, we’re going to help you through that but at the end of the day, if you don’t have confidence in yourself, you’re going to have a tough time charging more. You have to look at yourself, what you’re offering people but understand that you don’t … We had actually a question in the group the other day, like can you look in my program? I just want to make sure that what I’m giving is valuable enough because I see other programs that are charging three to 500 bucks.

I’m like, don’t compare yourself to anybody else in this space. Nobody, because what you are charging, what you’re doing has no relevance to them. Just make your stuff as amazing as possible, and the right people will step up and invest with you. So guys, this resonates with you, that’s great. If it doesn’t, that’s too bad. If you want to take the next step, I invite you to check out our online training over at Healthpreneurgroup.com/training, it’s called the Seven Figure Health Business Blueprint. I’m going to walk you through exactly how we help our clients. We’re going to talk about the five benefits of premium pricing.

I’ll show you some very specific case studies of low pricing, high pricing, what makes the most sense for you. If you’re listening to this on the podcast, well great job. If you’re listening to this inside the HPA group or on Facebook, then leave us a comment below what you think about this. It’s just an interesting discussion.

So again, we’re bringing this up because we’ve got a Facebook ad running right now that’s generating a lot of controversy, and maybe we’ll have a followup episode about this in the future. For now, thanks so much guys for tuning in. Hope this has served you well, and we’ll speak next week.

Transcription

Let me ask you a question, do you believe that quantity is more important than quality? Or is quality more important than quantity? Well, it’s kind of a trick question, because the answer is, it depends. Now, what I want to talk about in this episode is with respect to your marketing. What I’m going to suggest is that quantity is more important than quality.

 

When quantity is more important than quality

What is marketing? How do we define marketing? Well, marketing is really, what I determine or what I see as, it’s the process of building relationships with people to the point where they know, like, and trust you so that selling almost becomes unnecessary. Essentially, the better you are at marketing, the less you need to sell, because people come into your “Sales process.” And, they’re already pre-sold. They’ve seen your stuff, they’ve seen your messaging, and they’re like, “You know what? I totally drive with this person. Let’s just kind of figure out the details.” That’s pretty much what marketing allows you to do, because as you know, it’s a lot tougher to have somebody jump on a phone call with you, for instance, who has no context, who has no idea who you are, who has no idea who you are, who has no idea about your philosophy, about how your business can help them, so marketing is really important.

Marketing is everything that happens to get the person in the door, selling is what happens once they’re in the door. Does that make sense? Okay, marketing is what happens, or is everything that happens to get somebody on the phone, and then, selling is what happens in that conversation, so I just want to give you kind of a very clear delineation between marketing and selling, because a lot of people have issues with selling which I think they can clump marketing into that as well. They don’t like putting themselves out there, they feel salesy.

 

Why the competition is real and how to get in the game

But, here’s here’s the way you need to think about it, is that if you’ve got a program or a message that can help a lot of people, or even a few people, it is your duty to do whatever you can to get the message out in front of more people, so with that said, when we look at the world today, online, when we look at social media, for instance, when we look at Google Search, YouTube, Instagram, all that stuff. Would it be fair to say that there is a lot of competition? Yes, right? Would it be fair to say that Facebook and Instagram both are showing our posts less to our own followers? The answer to that is yes.

Facebook specifically has stated that organic reach is 2%, and that means that if you have 1000 followers less than 20, so less than 20 people, so that’s 2% of 1000 will see your post. If you put up a post, and you put up a little cat picture, or something you did, or whatever, no one’s going to see that unless you put money behind it, and now it turns into an ad, and that’s the nature of the game is, Facebook which also owns Instagram wants you to be able to pay to play.

 

Building a brand and getting your message out there

Now, let’s say you don’t want to pay to play, or let’s say that you are, and you also want to complement that with messaging, or content like this, like a podcast, or YouTube channel, or a blog or social media. Now, before we go any further, I need to stop you, okay? And, I need to forbid you from doing any of that until you have a predictable sales process built into your business, so this conversation is going to be for those of you who are a little bit more advanced, who have a predictable way of generating clients, and now, you’re like, okay, how do I build my legacy? How do I build this brand? Not just attract more clients, but how do I build a brand that dominates my niche, or my niche? And, that’s what I want to discuss here.

So, everything I’m about to say is predicated on the understanding that you already have a predictable system in your business that is bringing clients in even if you do nothing of what I’m about to say. Does that make sense? Because, it’s really important you get this. I don’t even talk about this stuff with my clients unless they’re in my mastermind, because that means they’re earning at least six figures, they already have a predictable sales process, and now, we can start having this discussion. For everybody else, this is not even on their radar, at least for six months, at least, and it’s really important you understand this, because if you start doing what I’m about to tell you, you are going to burn yourself out, and it’s going to be a lot of work for very little, I guess, return if you want to think of it that way.

So, little bit of context for you. With Healthpreneur, you guys know that we have a podcast. If you follow me on YouTube, you know that we’ve got a YouTube channel. I love creating content. I don’t do writing, we repurpose our blog, so we repurpose our podcast, and our YouTube videos onto our blog as now we have all three going. You also might be following me on Instagram, if you’re not, do so today. I’m at @healthpreneur1, that’s me, so you’ll see me, and that’s where I’m most active on social media. Facebook I don’t do anything other than my personal profile which I actually consider to be my business page, because my business page doesn’t get any organic traction as we just talked about, and we do a lot of, lot of Facebook advertising.

 

How to take the next step and stand out

So, the only reason I can do all that stuff is because we have our perfect client pipeline built out. I don’t do any of that stuff anymore. I spent a good amount of time building it out so that we have people coming from cold traffic, prospects who don’t even know who I am are clicking on my ads, they’re attending our webinar, and they’re booking calls with us, and that’s happening every single day, even if I never did another podcast episode, even if I decided to shut down my Instagram account, and I never wanted to publish another video. All of that would have zero impact on my business in terms of generating new clients.

However, I am very ambitious, and we want to dominate the world. We want Healthpreneur to be a household name so that when any health, or fitness experts thinks about how do I build my coaching business? Healthpreneur is the only consideration they think about. In order for that to happen, we are doing some really big things, and if you want to build a brand that is more than just making money, what I’m about to share with you is important to know.

Let’s go back to quantity versus quality. We talked about how getting seen in today’s world is more challenging than ever, and you probably know this. You put up a blog post which by the way I would never recommend if you’re considering using that blog post for any amount of return, or client generation for the most part. At least not from Google. You can use that for your own audience, but if you’re looking for Google to give you any love, it’s not going to happen.

Listen, my blog, it’s almost a million visitors per month. At one point we had a blog payroll just on our blog, not our whole team. Just on our blog of $30, 000 a month. We’re pumping out tons of content, tons of SEO work, to a lot of backlinks, and as a result we have organic traffic from Google, but with Healthpreneur, we don’t do any of that stuff, so Healthpreneur on our blog, even with YouTube, I think on YouTube, we might have like 50 subscribers on Healthpreneur we haven’t had anything to grow that channel. My health and fitness channel has 250, 000 subscribers, very different, so I’m creating content for our existing audience right now.

We are buying our audience through Facebook and YouTube ads, and then, we are cultivating that audience with our podcasts, or YouTube videos, and obviously our emails that lead to our blog posts, and Instagram as well. Now, the reason I’m sharing this with you is because of this, if you want to stand out, and really build a brand, you have to pump out a ton of contents. That’s the name of the game, okay?

 

Why quantity matters and how to set up your game plan

Tim Ferriss, probably about 10 years ago started this whole quality versus quantity experiments where he would put out an amazing blog post, you know, 10, 000 words, everything you need to know on whatever the subject was, and that really started this trend of quality over quantity, and it really, it does work. I mean, it does work if you have an unbelievable blog post. You’ll probably get more links back to it, and that will increase your traffic, and so forth, but the amount of time, and this goes … I mean, this is really, it’s up to you. I mean, the amount of time you have to put into that type of blog post is painstaking, and I’ll give you a great example. I was working with a very, very big … I’ll just name them whatever sumo.com, so they’re a huge, huge company owned by Noah Kagan. Great, great company, really great stuff, and we use one of their plugins.

Now, they’ve had a really high traffic blog, and I said, “Listen, I’d love to contribute an article on email marketing to you guys.” And, like they don’t just put up a blog post. It’s like a full on guide, so it’s like 5000 words, really in depth everything you need to know. I started writing this thing, and I actually had most of it written, finished up a few things, sent it over to them, and it took us more time going back and forth over stupid little edits than it did going back and forth with my publisher for my published books, and I was so pissed off with that whole process, because I cannot stand editing, writing in general, so that’s like my kryptonite.

I got to the point where I said, “You know what? F this. I’m not going to do this anymore. It’s not worth my time to keep going back and forth, and editing sentence structure to get this guide out to the masses.” Yes, it might get in front of 500, 000 people on their email list. I was so just like, oh my God. The payoff was not big enough for me to continue doing that, and so, that’s what I realized that if you’re going to do quality over quantity, that’s the game you gotta play, right? You gotta put in just an enormous amount of optimization, and editing, and nonsense, and research, and stuff like that, and that’s fine if that’s who you are, but most of us as the entrepreneur, as the visionary of the business, not all of us, but most of us are quick starts, which means we have an idea, we just want to get it out there, and if you’re that type of person just like I am, you just want to like get your message out. You just want to get the idea out of your head and share it.

And, if that’s you, there are not enough people that can support you to even capture all of your ideas, and that’s the dilemma, so it’s like, you’ve got all these ideas you want to share, but you don’t even have enough project managers if you will to even kind of get all that stuff out of you. My friend, Dean Jackson calls us the self milking cow. We are the cow. We are producing the milk. We don’t have enough farmers to extract the milk from us, and therein lies the challenges. You have so much milk, you have so many ideas, and you want to share this stuff on mass, online. We’re talking about Instagram, or Facebook, or YouTube, or a podcast. I’m going to that you the more is better, because most people are not going to see most of your stuff anyways, and you need volume to cut through the noise.

We talked about this in a previous episode where, overcome the fear of rejection with respect to, we don’t post more often, because we’re afraid of pissing people off. We’re afraid of what people might think, we’re afraid that they might unfollow us, or unlike us, who cares? There are millions of people who need your help, and I would rather see you put out more stuff, and help more people, and maybe alienate a few people in the process, because they don’t want to hear as much from you, but the reality is that if you’ve got 1000 followers, or a million followers on Instagram, or whatever it is, not all of them are going to see every single one of your posts, so I would rather you see, or pump out 10 times more content even if it’s not the most amazing thing of all time, just get it out there. Just put it out there, get the message out there.

One of the best things I did from day one in my health business was, I created YouTube videos that were just, they were good. Some of them were just verbal diarrhea, but I just put them out there, and I think we’ve had what 1400 or so videos? I mean, I can create even more, and with Healthpreneur, you’re going to see a lot more videos from me both on YouTube, and social, because I’ve got a lot of things to say, I’ve got a lot of things to share, and if I want to stand out, we gotta cut through the noise, so for your stuff as well, you want to stand out, and really build something noticeable? You gotta put stuff out there consistently, and then, if you can put some money behind it as well in terms of advertising, that’s only going to add gasoline to the fire. That’s going to amplify, and accelerate your results even faster.

My whole take on quantity versus quality is that quantity for most of us who are quick starts, idea generators, we just want to get it out there, quantity is the most important thing you can focus on, so pop out as much as you can, as often as you can, and set up a system where you, like it’s a system, so it’s not just you’re burning yourself out or grinding away. I’m not talking about hustling and grinding here, I’m talking about being smart and strategic about this, but instead of putting out one post a week, like don’t even put out one post, don’t even do that. Put zero out if you’re going to that. If you’re going to do one, do 10, and if you’re going to do 10, do 20.

Now again, you have to have infrastructure to support this. You have to have a team to help you with this, and you have to have already a predictable sales process that is already bringing money, and clients into your business in order for you to start doing this stuff, because most of us want to teach, coach and serve. That’s pretty much what most of us want to do, and this will allow you to do that, but you have to do it in a smart fashion.

So, this is one of the things that I spent a lot of time speaking and helping my luminary clients with, which is my masterminds, and if you are interested, and you’re at this level in your business where you’re like, “You know what? I want to really start doing some big stuff with our brand, not just getting more clients.” Then, excuse me, I’d like to invite you if you qualify to our upcoming Luminaries Experience. Now, our Luminaries Experience is essentially this, every year we have three meetings. As of right now we’ve three meetings as our mastermind every year, and we bring all of our mastermind clients together, and then, we open up a number of spots. We open up about 15 spots for non-members to sit in live with us, and really go into the trenches of a slightly higher level discussion.

And so, our next Luminaries Experience, our next mastermind meeting is in Tampa, Florida, February 14th and 15th, and if you are interested in having my hands on in person help, and being connected with some pretty awesome people in the health and fitness space, and being in a room of bigger thinking, of real ambitious type of discussion like we’re talking about here, then I’d like to invite you to join us if you qualify, so if this is of interest to you, here’s what I want you to do. Go to healthpreneurgroup.com/2day so the number 2, and then, day, D-A-Y, so not T-O-D-A-Y, two like the number 2, D-A-Y. That stands for 2 day, the 2 day experience, so healthpreneurgroup.com/2day, all, without any separation there.

On that page if you like what you see fill up the application, we’ll review the application, if you’re a good fit we’ll let you know within the day, and we’ll get you all settled up, and again this is first come first served based on those who qualify to attend. We did this actually just a couple of weeks we were on Los Angeles for our most recent Luminaries Experience, and it was amazing. People were just like blown away by the level of strategic topics and discussions, also the people in the room were amazing, and it was just great for our luminaries to again get together every few times a year, and then, obviously introduce new people into our ecosystem, and really help them, so it was a lot of fun.

If that’s of interest to you, you know where to go, yeah, again it’s first come first served, so I would not delay on this, and we’ve made it very affordable. As you know we don’t do anything cheap in Healthpreneur. This is one of the only opportunities you have to get our help at a very, very inexpensive level compared to some of our other stuff, so anyways, healthpreneurgroup.com/2day, and that’s all from me today. I hope you’ve enjoyed this episode. Remember quantity over quality if you’re at the right point in your business to make that a reality.

If you’ve enjoyed this episode remember to subscribe to the Healthpreneur Podcast. We’ve got some great stuff coming up your way. Wednesday, we’ve got another between the ear’s conversation with the results coaches. Friday we’ve got an amazing, amazing interview with Phil Caravaggio who’s the co-founder of Precision Nutrition. It’s an amazing talk, you will not want to miss that one, so that’s all from me today. Thanks so much for joining me. I hope you have an awesome one. Continue to get out there, be great, do great, and we’ll see you on Wednesday.

Transcription

Have you heard of the Institute for the Psychology of Eating? Well, they’re an amazing institute for certifying coaches, health coaches, nutritionists, with understanding the psychology of eating, all right.

More than just nutrients, more than just what’s coming in, but it’s about how we approach our food and our relationship we have with it. It’s such a great market that has really been built largely as a result of this amazing company. My good friends, Marc David and Emily Rosen, are the co-founders of that company, and I’m excited today to have Emily on the show. In fact, this is an interview that I’m pulling out in the archives and I’m bringing to you because we’re going to discover some of the success secrets that have led the Institute for the Psychology of Eating to become one of the most well-known certifying bodies for health coaches and health practitioners who want to add the skillset to their coaching.

It’s such a great, great tool to have in your toolbox considering that most people have emotional eating issues, right? Whether they’re aware of it or not. Emily, I’ve known for … I don’t even know, like almost, I don’t know, seven or eight years. What I love about Emily is that she is an amazing person. If you follow her on Instagram, you’ll see some of the most incredible poetry you’ve ever heard in your life. Check out Emily Rosen on Instagram, incredible. We’ve known each other for a long time. We’ve hung out.

She’s attended some of my masterminds and we’ve been at different events together. We’ve had dinner and lots of good conversations but she is a super smart entrepreneur, like I’m talking like she was the person who just figured everything out on her own with the right coaching and stuff in the early years and running Facebook ads, the operations, the marketing, everything. Then, she was just like, “Listen, I’m going to figure this stuff out,” and she did. She’s going to share some amazing insights in this interview with you with respect to what it takes to build a successful business.

I’m really excited to have Emily Rosen on the show. Without any further ado, let’s welcome her to the podcast.

Emily Rosen:                      Yeah. It’s so good to be here, Yuri.

Yuri Elkaim:                         Yeah. It’s always fun to connect with you. We have a lot of fun and good time at the hangouts, Marc, your other half is a lot of fun to hang out with as well. I mean, you had done an amazing, amazing business with the Institute for the Psychology of Eating and what was … I mean, going back to the genesis of that, like what was your impetus for getting into business for yourselves?

Was there something where you’re like, “My God, I cannot stand working for other people”? Or is this something else that was really a big driver for you?

 

How Emily developed her business

Emily Rosen:                      Sure. My parents 0wn their own business, they’re practitioners, so I grew up not knowing that that was unique. I have a degree in fine arts so I always imagined being a solopreneur though I didn’t necessarily have that terminology. Then, when I left the art world and entered into nutrition world, I had a private practice.  I also had some periods in my life where I worked for major corporations and companies.

There are advantages to it. My nature, I do better working for myself and when Marc and I partnered around the institute, it really started out with me just being in charge of bringing the institute online and I didn’t know what it would grow into. I didn’t have as much strategic planning. I didn’t identify as an entrepreneur. I just knew that I wanted to get this work out there in a bigger way and this was the vehicle to do it.

Yuri Elkaim:                         Very cool. You also built like a massive business around … I mean, what some people might, like from the outside looking in, might think of is more of like a slightly intangible. It’s amazing what you’ve done with the psychology of eating. It’s not like a hardcore tangible, like hey, lose 20 pounds in this. How did you guys take that and really make it to what it is today? I don’t know if I’m asking the right question here but did you do something that’s more of an intangible to make it so concrete, so valuable in your customer’s eyes?

 

The challenges she faced and how she reverse-engineered the process

Emily Rosen:                      It’s a great question and I think it’s something that we still often talk about because we have this experience that  just yesterday I got back, we had a live event, and I got back all the testimonial videos and I was watching them. Repeatedly, what people would say in their interview was, “I just read this video. I just saw this video or just read this blog, and it gave language to an experience I was having in my internal world that I hadn’t been able to articulate.”

There was this like very common theme of that. I mean, we all have a relationship with food, whether or not we look at it or not, we make choices about what we eat based on our beliefs. We’re trying to bring attention to that conversation because it hasn’t always had attention, and there’s always been this focus on what to eat and when to eat, and I have a background in nutritional science. I think that information is incredibly valuable but I also had an eating disorder for 10 years that was very severe and I started looking at the food piece of it.

Actually, the deeper I went into the food piece, the less relief I experienced in my relationship with food and a lot of people can relate with that. A lot of people can relate to the idea of, “I know what to do but I just don’t do it or I’m doing everything right but I’m not getting the results that I was expecting, and I’m doing everything. I’m manipulating my macronutrients and I’m exercising in this way or that way.” I can speak to that gap in their experience as being the psychology, the driver behind why it’s not working for you in the ways that you maybe thought it would.

People who can relate to that can very much relate to that. There are a lot of people who can’t but there are more and more people who are struggling around food and body than ever before. I think there’s many reasons why and so we speak to that in a way that anybody who has struggled can immediately just connect with it and go, “That’s so me.” I’m the person at night where I planned on doing everything that I read about all day long.

Then, at night I find myself in a dark room eating three pints of ice cream, what is driving that behavior? That’s not necessarily a food issue.

Yuri Elkaim:                         I mean, the brilliance to that is every single human being for the most part is dealing with some degree of that.

Emily Rosen:                      Yeah.

Yuri Elkaim:                         Whether it’s ice cream or pizza, or whatever it is, we all have those hang ups for those issues, for those beliefs, and the brilliance I think is as you articulated earlier, it’s like you’re giving language or you’re … I guess you’re communicating to people what they cannot even express for themselves and that in a language of copyrighting in a lot of times, that’s pretty much the essence of influence.

Emily Rosen:                      Sure.

Yuri Elkaim:                         I guess you’re not doing it like in a copyrighting strategic fashion but you just really understand your market really well.

Emily Rosen:                      Yeah. I think I understand it for the perspective of having lived it and Marc understands it more from the perspective of having been a clinician for 30 years, and working with some of the most brilliant minds. You had to see the practice on Wall Street in New York City and would work with high powered people who had everything at their disposal, but were still struggling intensely with food or with symptom that wouldn’t go away.

He was working as a functional nutritionists and giving them meal plans and they weren’t doing it. I had the same experience. I worked in corporate weight loss for about seven years and we just see the same issues over and over again where people would experience temporary relief but it was not sustainable, and it’s not always the sexiest sell but we work out our bodies and we manipulate what we’re eating, but we don’t always learn to master our mind and it’s running the show for so many people.

A lot of people can’t even differentiate between the thoughts that they’re having and really who they are. A lot of the work we do, even though the food is the doorway, is the portal into their inner world, it changes their whole life. In a lot of ways, even though we’re in the health or nutrition space, we do see our company as evolving consciousness, about changing the conversation about who you are as an individual and who you wanted to be in the world, because I think if we’re in touch with the greater cause or mission, or a desire to do something bigger with our life, it can be challenging to inspire someone to be more healthy, or to change how they’re eating if they’re not in touch with a really important reason why.

 

Personal growth, mindset, and seeing lessons in challenges

Yuri Elkaim:                         Yeah. That’s amazing, and you’ve done an amazing job. Looking at the trajectory of your business from let’s say day one to now, obviously everything hasn’t been like peaches and roses. There’s been ups and downs like with most businesses, do you remember a time like what was like in your mind like the biggest challenge you have ever faced, and how did you end up overcoming that?

Emily Rosen:                      Yeah, so many. Yeah.

Yuri Elkaim:                         Well, that’s what the truth is.

Emily Rosen:                      Yes, yeah. Yeah, it’s like really. No, I think so a couple of things when I say about this, one of the things that I find, and what I respect so much about you, and I see you putting this into practice and why I’m so excited that you’re teaching about business development for conscious entrepreneurs, is because a lot of people will go to medical school for like six years, or they’ll go become a dietician, or they’ll read every book on health and wellness.

Then, when it comes to creating a health and wellness business, they want a quick fix, or they want to be able to send an e-mail and for people to buy stuff, and that’s just not how it works. You have to build relationship just like as you would with a client. You have to get knowledgeable about the systems to create the experience that you want for your people. It was incredibly challenging for me. My background was in program design, curriculum design as I mentioned to you before that, art.

I barely knew how to type. I mean, I typed with my two fingers and I had to learn this technology in order to get this work out there. That was the biggest hurdle for me. It was a huge hurdle internally because I had to believe that that was something that I didn’t know how to do or I couldn’t do, but I was so driven to get this work out there, and I really felt like it was important for me to be instrumental in that, not just to hire someone to come do it, because I wanted it to be authentic and I wanted to be an integrity.

I wanted to feel like I had control over the ecosystem that I was building, and so I started from like ground zero by buying other online programs that weren’t necessarily in the health space. Seeing how people were conveying information online and reversed engineering it and figuring out what do they like? What do they not like? Then the next step was finding the right person to help me actualize it. I’m not a developer.

I’m not a coder but I had a very clear vision of how I wanted the information that we had to be communicated, and that was a very rocky road, and it was quite labor-intensive and time-intensive. There was many pitfalls and challenges. That was about five years ago. I feel like now there are so much more available to entrepreneur to be able to plug and play into already existing software platforms. When I started five years ago, it really didn’t exist. Then, the other challenge was like, okay, so it was like now we have this amazing program.

We have an eight month certification training that certifies people as eating psychology coach. It’s overcharged in 50 hours of content. I feel great about the program but I had created the program and then I was like, “My God. We need customers.” Yeah. We need people to know about this program. I was like, “Now, I have to learn marketing.” I think one of the things that can feel very daunting is that, and I’m sure you have experience this, it’s like every step that you take actually shows you another step that you need to take, and it can feel so overwhelming.

You’re like, “My God. I need an e-mail list.” Then you get like 50,000 people on your e-mail list. Then the e-mail list program that you had no longer works and you can’t for those amount of people. Then you go, “I have to get a new e-mail software program. I have to learn how to use that.” Then your list gets to 150,000 and there’s all those issues with you can’t send to that many people all that once. It’s been like that the first three years that that kept happening. I would go like under every time.

I would be like so dramatic, like this is the worst thing ever and this is so overwhelming. Now, I meet that with a lot more grace and I see that as part of the fun of this, is that it’s an ongoing developmental process just as it is with your health. It’s like you find a diet that works for you for a year and then all of a sudden it doesn’t work, and you feel crappy whenever you eat it. Your lifestyle changes or you move to a new location.

It’s the same thing with business and I think when you treat it like that as an ongoing experiment or journey into curiosity, it can be a lot of fun, but I have faced so, so many challenges along the way. I can’t even think of one to give you.

Yuri Elkaim:                         I know. It’s crazy. I was recording a podcast earlier talking about like are you willing to pay the price? Because like if you were to sit down across, like this is absurd. If you work with a nutritional client and you sat down or someone said, “Listen, here’s the reality of what’s going to go down over the next couple of months or couple of years,” no one in their right mind would ever want to work with you, right?

Emily Rosen:                      Right.

Yuri Elkaim:                         It’s like as an entrepreneur, it’s like if you sat down and your future self were to look at you and say, “Okay, here’s what you’re going to go through for the next couple of years. Just sign here.” I don’t think anybody would do that but that’s a part of what makes us so unique as entrepreneurs, is like we know we have a gift and a message to get out, and like there’s a compelling force that just makes us drive through brick walls to make it happen.

Emily Rosen:                      Yeah.

Yuri Elkaim:                         One of the things that I’ve realized is that a lot of people think that making more money or growing their business to bigger levels is going to make everything better. Like in terms of  their life is going to be easier and blah, blah, blah, but I think a lot of times it actually becomes more complicated. It’s both becoming a bigger person in the process to be able to deal with all that, so yeah. I think it’s great to be able to take a lot of that stuff and strive now, and I guess it’s an evolution, right?

 

What she’s learned the most

Emily Rosen:                      It is, and I think if you use it as a personal growth experience, what is possible on the other end is greater than I ever could’ve like what you could’ve ever imagine. I think for myself, at first I felt like things were going wrong and it breaks all the time. You build a website. It’s beautiful and then WordPress doesn’t update and everything breaks, or there’s just like all of these things that happen. One of the beliefs that I hold is that everything is happening for my benefit and I choose to see everything through that filter.

When a team member quits or we have to let go of somebody or a system breaks, if I approach it with that mindset of like this is actually great because now we get to upgrade our programs to actually have the capacity to hold a lot more people, so we are positioning ourselves to scale as opposed to, “My God, this is the worst thing ever, worst timing ever,” which is a lot of times we’re used to. It’s just like with health or wellness, it’s like I don’t know if you’ve gone into juice cleanses.

You do them, the process is often freely awful. It’s like all these emotions come up and toxins. There’s an experience in the middle of cleanse that a lot of people experience where it almost feels like you’re going to die. Then, if you hold out through that on the other side, all of a sudden things taste better. Your system changes and acclimates. You have a different awareness and perception of reality learning marketing. I mean, marketing has quite a bad rap for a lot of really great reasons.

It definitely is people can use it to manipulate and deceive, but it’s basically just communication. Ultimately you can do with as much integrity as you want to so you’ll never see in our one of e-mails like we guarantee you this program is going to help you lose 10 pounds or we guarantee you this. We don’t talk to people in a way that sets them up to feel disenchanted or lied to, because that’s really important to us. Now, that might result in a little bit less sales but … or we fund rates across the board for all of our programs.

Anything we’ve ever done has been under 1% and I think it’s because we don’t talk to people in a way that underestimates their intelligence and we never ever tell them something that we know that we can’t deliver and we’ve built our business on that. You can have a business with whatever underlying ideology or philosophy you want to have and that’s what I think is so exciting about it being an entrepreneur, because I used to work for a big corporate program.

There would be times where there were guidelines I had to follow. I used to do the parent teacher conferences. I have like 300, 500 parents in a room and there were certain things that I had to do that just didn’t feel congruent for me and it was very challenging at times, but I had to play by the rules of the system that I was in. That was a huge turning point for me when I left that job of never again am I going to be in a situation where I have to say or do things that I don’t feel are congruent for me? That’s just the choice.

Yuri Elkaim:                         True. I think a lot of people in that position were just miserable because it’s like they’re being told to do stuff that they know in their soul is not right. Whether it’s to sit in a cubicle or to follow specific guidelines or whatever, and I think it’s also true with respect to you taught us on a really important with respect to refund rates, and I think that’s a reflection of how you guys market because through a lot of your messaging and just the presentation, you naturally filter people.

Emily Rosen:                      Yes.

Yuri Elkaim:                         It’s like, yes, you get it or you don’t. That’s a great mechanism to use especially in a day and age where people are driving down prices to acquire customers and they’re not really thinking about the quality of those people that they’re bringing in. As a result of that, they’re like, “I wonder why I’m getting 10% refund rates on a $10 product.”

Emily Rosen:                      That’s not uncommon. I think you know this and I’m shocked when I see people in the info space will have 20%, 30% refund rate sometimes. They’re like, “That’s just par for the course.” It’s I think it’s … Sometimes I think it’s like dating. It’s like you put up a dating profile that is completely like, I don’t like the beach. If I was like, “I love the beach and I love surfing, and I love water,” and then you attract that person. You’re just like totally not a match.

You’re like, “I thought you liked hiking,” and I’m like, “I like watching TV. I don’t know what you’re talking about.” There is a lot of … I feel like the tide is changing. I went to a lecture ones where they talked about we always think like now is the time. This is a new day and age but really it’s cyclical in terms of how people engage and respond to content. The place that I think we’re at now is where people are like, “Just don’t bullshit me.” I don’t want to be told like 15 amazing benefits that I might get from your eBook.

It’s like, no, you’re not. You might get an insight or an awareness. I’m like, “Let’s just be real here.” It’s the same thing, like there’s so many books. You go get like relationship books. It’s like 25 ways to like get the guy and it’s like, yeah, but then you’re with this person that doesn’t actually know or like you for who you are. You’re setting yourself up for a lifetime of misery and I think of it as the same way with marketing. I think just a more and integrity you are, the easier your journey is going to be.

The more connected people are going to feel to you, people all the time are like, “What did you guys do?” Because we built quite a large platform in a very short period of time and when I say short, I mean three to four years is really when our online platform started to be built out. We have hundreds of thousands of followers on various different platforms from all over the world and there definitely was strategy. I see you at marketing events.

I spent a lot of time learning the craft and trying to understand the systems but the other piece was just genuine connection, is what I think we really held as a core value, and from there, making decisions from that place became quite easy.

Yuri Elkaim:                         That’s great. That’s awesome. There’s so much wisdom. For all of you guys listening, that doesn’t matter if it’s from this nutrition space or not, check it. Even if you just got on your list to find out how you communicate the videos she has put out, what’s the best website for them to check out your work?

Emily Rosen:                      Sure, psychologyofeating.com.

Yuri Elkaim:                         Okay, psychologyofeating.com, yeah. Just jump on the list and see how their e-mailing and see like you guys have e-mails that are just like ridiculously rich in content, like, “Hey, here are the latest five videos,” and it’s really good. It’s very, very good stuff, so there’s a lot of really cool insights that you guys could get from just … I consider myself more of a modeler than a learner. I would rather look at what someone is doing assuming it’s working than get the book on what they’re doing, if that makes sense, right?

If there’s a lot of wisdom to be on somebody’s list, assuming if they’re doing things well and they have a substantial track record, you’re just modeling what they’re doing and that’s why success leads clues, right?

Emily Rosen:                      Sure. I think that’s incredibly valuable like there are people like, “Why do you have so many newsletter list?” I have learned more from seeing what people are doing than from any comprehensive events I’ve gone to, because I’ll be frank, and I don’t mean to pull the curtain back too far. A lot of times at these marketing conferences, they’re teaching what they did last year. What’s actually interesting to what they’re doing is like what they were actually doing. To be that aware and cognizant, like who are the top 10 people that you really respect?

What they’re doing in their branding, in their marketing, in their messaging? That’s how I have learned the majority of what I do.

 

The way to stay sustainable as a business and the traits you must have

Yuri Elkaim:                         Sure. For you, like who will be the top three mentors/resources that have helped you learn and master the craft of marketing? For someone to say, “How do I even start?” What will be a couple recommendations?

Emily Rosen:                      Sure. Like actual marketer people, I don’t even know if that’s a term. Not the robots, the people. I mean, I definitely when I first got into the space, Brendon Burchard was very impactful for me, specifically around messaging. I think he’s very intelligent in terms of how he incorporates his different offerings. He has a lot of different tiers and he pretty … He’s automated a lot of his business in a way that actually still feels relatively personal.

I think he has a business model. I also really, what I like about him, is he runs really lean. I made a decision a long time ago, look, I don’t want to a have corporation with 300 employees. I love that I know everybody on my team. I know their names. I know their kids, you know what I mean? I love that personal touch so I really wanted to have a small group of people. I’ve learned a lot from Eben over the years. Eben Pagan was my first marketing event I ever went to and he brings in a lot of great people.

What I like about him is he’s a philosopher in a lot of ways, and so I really resonate with that. He is not just interested in what’s the next tactic or strategy. He’s interested in where we evolving as humans and where is consciousness taking us, and how can we look to that as a guide for how we talk to people. Those are two people that have probably had a pretty big impact on me who are in more of the marketing make money space.

Yuri Elkaim:                         Nice. Yeah, great. That’s all good to know. It’s interesting to see to the recommendations. There’s both for people and events and-

Emily Rosen:                      I love Dean. We just had Dean at one of your events and he was great.

Yuri Elkaim:                         Dean, he’s awesome.

Emily Rosen:                      Yeah. What I love about Dean is he just breaks it down. He’s like there’s no convoluted languaging, just like I got so much from, and when we spent a day with him, just how he’s very grounded, down to earth. He’s very real. I feel like he has helped me see things in a different way. He does a lot with real estate marketing and then the first time I heard him speak about how he engaged with people who are wanting to build their real estate practice, I think that the best innovation actually comes from outside of your industry.

If you’re in the health space, like don’t look at what people in the health space are doing. Look at what people in the money space are doing or in the personal growth space are doing. I think that’s a really smart place to go.

Yuri Elkaim:                         Yeah. I totally agree. If you’re listening and like, “Who the hell is Dean?” Dean Jackson, is what we’re talking about. He runs I Love Marketing, which is another podcast with Joe Polish, just really, it’s one of the smartest thinkers as it pertains to marketing. It’s pretty amazing, so yeah. I would definitely agree with you on those. Those are great recommendations. If you look back and knowing what you know now, would you have done anything differently or would you do anything differently if you’re to start from scratch again?

Emily Rosen:                      I just went from stress so much, like it was very challenging for me when things would go wrong or systems would break because I felt like always, like I’m doing something wrong or I could do this better. I very hard on myself and I wouldn’t say I’m not stressed out. I still stress out a lot. I think that’s my nervous system like that state of being. I was like sensitive. It’s like so much adrenaline. No. I think, yeah. I would say here’s what I think.

About three years into it when we started getting really big, we started getting a lot of attention and a lot of the people that I would’ve died to have pay attention to me four years back, were starting to pay attention to me. I think I made some business decisions from a disempowered place like it was a little bit of like I didn’t uphold the integrity of what we offer and I said yes to things at times, really from a place of wanting people to like me as opposed to this is the best decision for our business.

I think that’s just a part of my character that I had to really look at and to learn that business for me is very personal and it’s okay to say no when I know it’s not going to be in service to the business, and to trust that if that person is someone that is going to be in my life, they’re going to be okay with that. They aren’t always. Some people were like, “No, we’re friends. I expect you to do X, Y and Z for me.” I’m like, “Our friendship is actually not a reflection of how much I mail for you and if you’re holding that as a belief, then we’re probably not a great match.”

That was actually a very hard process for me of really being like, “My God.” Now these people want to do business with us and they wanted to do joint ventures. They want to do partnerships. They want to create programs and I went from desperately wanting opportunities to having too many opportunities, and had to really, after about like six months of making some poor decisions, sit back and go, “What’s actually best for our business? What’s actually best for our brand?”

We came up with a list of, and I think you do this too, a list of what is a yes and what is a no based on our core values, so that when those opportunities come, we can easily make a decision because we have this philosophy as opposed to doing anything that just doesn’t feel super good from a place of wanting someone to like us or wanting someone to do something from us. I feel like we’ve really cleaned that up and we don’t do that anymore. There was definitely a period where I feel like I maybe going a little bit astray.

Yuri Elkaim:                         Yeah. I can definitely relate to that because there was a good two years where we really got sucked into that and it’s tough to get out of that but you really have to remove yourself and let the filtering system, whatever you’re using, make the decision for you. Because as you mentioned, we end up doing business with very close friends in a lot of cases and it’s nothing personal. It’s just, “Hey, it’s just not a fit for audience.”

Emily Rosen:                      Yeah.

Yuri Elkaim:                         You based a lot of your decisions based on core values as well as what’s going to be best for our audience type thing. What are the two or three criteria that you’ve looked at?

Emily Rosen:                      Sure.

Yuri Elkaim:                         Just because I think it adds a lot of value to people listening, because if they’re in that position or if they’re eventually going to be in that position, it might be helpful to … Help like give them a set of basic criteria to consider before saying, “Yeah, I’m going to totally promote that,” and then be like, “Shit, what did I just do?”

Emily Rosen:                      Sure. Yeah, and it’s hard. I think you know. It’s so hard because so many of the people in our space are like good friends of mine and I don’t like all of their brands. It’s not even like it’s just like that’s not what we’re about and not what we want to be about. We are very clear that we want to change the paradigm around the way that people relate to food, body and health. We want to change the conversation.

Selling or pushing a program that is an extreme weight loss or extreme diet program that makes a really short-term promises, is just completely incongruent with who we are and what we’re about. We’re also definitely diet-agnostic for the most part. What that means is eating psychology is applicable to anybody. You could be Paleo. You could be raw food vegan and everything we teach is going to be applicable.

We wouldn’t want to take a stand for this is the way to eat any of program that is very strict or religious in terms of its how it talks about that. The other thing is, is we stay out of the recipe and cooking space right now. We don’t have anything about that on our site. We don’t have anything about that in any of our programs or offerings. When people come here, they’re like, “I want to learn how to do meal plans and I want to learn how to cook Kamut salad.” We’re not your home-based.

To market something about that just feels really incongruent and it’s not even a make wrong. I was an executive chef for three years. I love cooking. I went to culinary school. It’s not just what our brand is about and if we did go into that direction, we will want to create a lot of stuff around it so it made more sense. Those are the three things but the number one thing is really anything that is extreme diet ideology, pushing a very extreme program, making very extreme promises, is completely incongruent with what we do.

We really want to change that conversation and we want to help people navigate the relationship with food from a different place. Those would be the three things based on our content that we wouldn’t do. Then the piece is, is like there’s just starting business we don’t align with. I don’t know if you were there for this. I went to a lecture and it was done by the director of Yahoo! Health, and she was talking about millenials.

Yuri Elkaim:                         Mental Health Summit.

Emily Rosen:                      Yes. It was so good, and one of the things that she said that really stuck with me, which I think is happening more and more, is that people are not just looking at what you’re doing. They’re looking at who you associate with. You think about that in terms of friends. It’s like I just didn’t really apply it to marketing and I really didn’t apply it to how people perceive that, and especially with social networks now. People can go to my Facebook page and they can see who my friends are literally.

Who I’m in photos with, and I want to be aligned anyways in my social life with people who I feel like are doing things with integrity. I didn’t necessarily and frankly and it sounds silly now, think about it as much in terms of marketing, in terms of like, is this person actually marketing the way I like? We’ve done before one time, we sent, we mailed for somebody for an offer that they had and I felt great about the offer.

What I didn’t know as what they’re going to do after they took those leads. When I say leads, I mean the e-mails. We sent someone to an offer that I felt really good about. I thought it was really high value. We always take a look at what we’re mailing for. Then afterwards, they hammered them. They e-mailed them like two times a day, tons of third party offers, and I felt just sick to my stomach because I hadn’t thought, “Okay, what are these people going to do after I send them to this offer?”

I think you have to be really smart about that to your twice smart marketer, like your show. You have to be smart about, okay, so once they take your people that you spent, I spent with them years building relationship with people. We have people that have been in our list for 10 years and if I send them to something and they trust me, I want to feel really good about what’s going to happen after that. It’s really important who you associate with in terms of what they say but also in terms of how they market.

We are not aggressive. You’re never going to get seven e-mails from us in a day so I don’t want to send to somebody who’s going to hammer those people and e-mail them twice a day for two weeks to get them to buy something like a shake that we don’t even really, we didn’t even know was part of the offer thing.

Yuri Elkaim:                         Yeah, yeah. I agree, and I think the big lesson here for the listeners, thoughts that I’m getting here is the allure to get stuff out quickly and to make money online supersedes a lot of the deeper foundation stuff, which you guys have spent time building, which is the core values, which is the messaging, which is what do we stand for? What do we stand against? When you don’t have that stuff in place, you basically just end up selling your soul.

You’re prostituting your business in some degree and I think what you guys have done really well is the opposite of that. You said, “Okay, let’s start off with this is what we represent and we’re not going to associate with other stuff.” You stick to your guns that way because otherwise you’re just saying yes to everything and just all you’re looking out here is he’s going to make me money, just send him and swipe e-mails, blah, blah, blah.

It’s amazing how many conversations I’ve had about this and even just other interviews on the show. There’s so many people saying the same thing and I think the people, the businesses that are going to stay around the longest, are the ones that are building real relationships. It’s just not to go, “Hey, here’s the latest promo. Go buy it, or here’s somebody else’s stuff,” because it’s just a lot of businesses are turn and burn. You cannot sustain a business doing that.

Emily Rosen:                      You really can’t. There is no business that has been long-term sustainable doing those ways of marketing and I think there is nothing that you have that’s more valuable than your relationship in your word. It’s just nothing. There’s no shiny marketing or great branding that’s more valuable, and then it doesn’t even feel like it’s selling sometimes. You look at certain brands like brands like Apple. People are like, I don’t want to say it’s a religion, but like Apple doesn’t even have to sell the next product they put out because they’ve built this relationship with people.

In so many ways like, “Hey,” and people will have, myself included, it’s like I have the iPhone, the iPad, the iPod … I mean, I have everything, i-something. I don’t even need to have those stuff they have. It’s that relationship and the word and the integrity, and the congruency that I think will long surpass, and it depends on the game you want to play. I mean that seriously because I know some people, they’re like I have no … They’re in it to make money and retire.

That’s not what we’re about. I do think lifestyle is a value of ours. I want to be able to travel and see cool places and cool things, but my primary objective in creating this business was not to be rich. It just wasn’t. If that is your primary objective, is I want to make a lot of money really quickly and then get out, you’re going to make different decisions versus us, I want to have a legacy business. I want people to go, “That business changed my life.”

Then they’re sending their friends there not because they get more referral commission but because their experience was so profound and that that has a longevity to it. That’s really important to us. Really no judgment. Some people are just like, “I don’t want to do this for a very long time.” If you’re clear about where you want to go, that’s going to greatly inform the decisions you make.

Yuri Elkaim:                         Yeah. I agree. That’s great. Awesome stuff. You’re obviously pretty savvy as it comes to marketing. What is for you, I mean I’ll just run this as a part of marketer show, what is a smarter marketing mean to you?

Emily Rosen:                      A couple of things come to mind just initially, which is everybody is marketed to everybody, day in and day out. It’s this interesting thing where we think of it as like this sitting outside of us or this illusive skillset. Ultimately, I think smart marketing is talking to people in a way that you wouldn’t want to be talked to, like it goes back to the old golden rule, where it’s like how would you … Because people all the time complain about, “I hate this commercial.”

We are constantly digesting information having really profound insights about it. I think being really cognizant of your thought process about that because for the people who are going to be doing breakthrough things, that are going to have to change the marketplace, are the ones that are actually not going to just replicate. They’re going to expand upon or change, so everybody within them as far as I’m concerned has a marketer, because they know how they liked to be talked to.

They know how they liked to be sold to. They know how they like to engage with content. It’s a little bit more challenging when your target market is completely different from who you are but if they’re in any way similar to who you are, smart marketing to me is just taking information that you have learned about yourself and learned about the people around you and applying it to marketing.

There is a place where I think it’s really valuable to learn tools and techniques, and skills. I mean, I spent time … I spent a whole lot of money learning and being in rooms with people who I think are smarter than me, who are doing things that are cooler than me, to learn skills and tricks. What I mean by that is like even just little things. I actually remember you, Yuri, saying this two and a half years ago when I met you in Florida, and you were talking about using your thank you page to make a sale.

I just hadn’t thought about it. I just thought use your thank you page to say thank you. Thanks to you, we’ve now made tens of thousands of dollars off our thank you page because I was like, “That’s so smart.” They’ve already opted in. They’re there on your page. You know they have some level of interest, why not talk to them on that page? There’s little things like that where I feel like that’s from being around people who are doing cool things and paying attention to what they’re doing.

Those two pieces, and marketing, I have a counseling background. I always say to people that marketing is just using those counseling tools that I have an immediate ROI. When you’re working with a client, you could take two years for them to realize they had an awareness. Now, I’m like, “That worked,” because I just made $100,000. It’s a fun way to engage with people but those would be the two things. Everybody is a marketer I think, not as great marketer but there is a marketer in some capacity.

To really attention to what you like and don’t like, I keep a notebook of this. I keep a notebook or it’s actually on my iPhone now but it’s like when I’m in the airport and I see something that’s really great that just grabs my attention, I’ll take a picture of it and take a note. I have turned that on in my brain. When I’m on a webpage and I’m there for more than 30 seconds, I’m like, “Why am I still here?” To ask yourself those questions and be like, “It’s because of the video or it’s because of the beautiful branding, or it’s because all their buttons we go when you hover it.”

To turn on that thought process and to keep detailed notes. I have just so many notes from everywhere I go, every event I have been to that I can refer back to, especially when I get not inspired, which happens. There’s times where I’m just like I can’t think of anything original to say, and to have that to resource back to, I have a folder in my e-mail of some of the best newsletters I’ve seen. I’m always collecting things that inspire me to go back to when I don’t feel inspired.

Yuri Elkaim:                         It’s good advice. It’s pretty good advice. Yeah. It’s so funny because earlier you talked about like learning from outside of your own industry and it’s just like you could be walking down. I remember I was in, I think I was in Walmart. I don’t even know why but I was in Walmart.

Emily Rosen:                      Shocking.

Yuri Elkaim:                         It feels amazing. There was a sign in there that said, it was a special sale on like some food item. It was limited to it said, “Limited to seven per customer.” I was like, “That’s brilliant,” because you were implying that you’re going to get seven items or less or up to seven. I was like, “That’s just so smart.” I was like picking up on things like that. I think as entrepreneurs and marketers, again turning on that channel in our brains, to start looking at stuff like that, taking notes as you said, whether it’s a notebook or an iPhone, or iPad, and just looking back on that.

Because that’s where the serious breakthrough is going to occur. I think that’s awesome advice. Just before we wrap up, what’s for you, what’s the number one skill entrepreneurs have to have for lasting success?

 

Tenacity, curiosity, and consistency

Emily Rosen:                      Three words come to mind. One was curiosity. The other one was tenacity and the other one was consistency. I think one of the things that is most challenging about being an entrepreneur is you have to stay self-motivated in a lot of ways. There’s nobody outside of you providing that support and so it can feel very challenging at times in that regard. The number one thing that I would attribute any of my success too is consistency like in the face of nobody responding or something not working.

I didn’t stop and throw my hands in the air, maybe for the afternoon, but I got up the next day and was like, “Okay, we’re going to keep going.” There was years. It took probably two years where I was like posting on social media and blogging, and very little was happening. If I had just been like, “Well, if nobody is going to like my post, I am over this.” I think people will say now, “You guys just kept showing up.”

Then just like one day they finally engaged. It’s changed now. It’s even more challenging for people to recognize your brand and connect with your or purchase from you because they’re so much available. Sometimes it takes 11 times for people to see you before they’ll even click the link. That consistency of just moving through it despite the fact that you’re maybe not getting the results right away I think is incredibly important as an entrepreneur curiosity because shit goes wrong, man.

You got to be curious about why. It’s like why did that go wrong or why did not work? When we have a launch that’s really successful, I don’t just go, “Great. That was successful.” I go, “What was different about this? What do we send e-mails at different times of day?” Do we talk to people differently? Do we send them different videos? I really get curious about it, and tenacity because you got to put your neck out there.

It’s very humbling. I think most entrepreneurs that I know that are successful are a little bit nuts and we all are willing to make mistakes in public. I’ve had some public flops and that’s never fun but to get curious, stay consistent, and do it despite of that, I think is the key to what I’ve seen to be success.

Yuri Elkaim:                         There you have it. I hope you enjoyed this interview with Emily Rosen from the Institute for the Psychology of Eating, a tremendous organization, a great company, really coming from a great place. Again, if you want to follow them online, just type in Institute for the Psychology of Eating. You can find them on Instagram. As I mentioned earlier, following Emily Rosen on Instagram, just really inspiring stuff.

Like the stuff she puts out, it’s pretty amazing. That’s all for today. If you’ve enjoyed this episode, remember to subscribe it to the podcast at Healthpreneur Podcast on iTunes. While you’re there, leave us a five star rating or review if you enjoyed it. In the meantime, have an amazing Friday. Have an amazing rest of your day and I can’t believe that next week is already December. We got a great solo around on Monday.

I’m going to be talking about Marketing Your Brand. Is quantity more important than quality or one or the vice-versa? We’ll see. Then we’ve got a great interview with Phil Caravaggio from Precision Nutrition coming up next Friday, so don’t go anywhere. Subscribe to the podcast. Make sure you don’t miss a single episode and I hope you have an amazing day. Continue to be great, to do great, and I’ll see you on Monday.

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Transcription

What’s up guys? Yuri here with Jackie and Amy today. Steph is traveling so in her memory we have the black box, so we have brought it back.

Today we’re going to be talking about a topic that comes up not so much, maybe a little bit in the HBA program or even with our Luminaries clients, but mostly with people who are thinking or considering about doing this and that’s this whole notion of what we want to talk about is psychology versus the platform. Which one are you focused on? I want to talk about this because this has actually come up a couple times recently for us, so we wanted to just discuss this, but also for all of you watching in the group. It’s important to remember this as well because basically what we’re trying to get at is we are helping you guys build a business model that is essentially evergreen for the rest of human existence assuming humans stay as they are.

Yuri Elkaim:                         What we’re helping you guys deploy is a marketing pipeline that really taps into that. What we’re trying to get out of here is if you mastered human behavior and you really understand psychology and why we do what we do, it doesn’t matter if we’re doing this on Facebook, or Linkedin, or Instagram, or YouTube, or newspapers, or radio ads, or what the next social network’s going to be 10 years down the road. That’s what I want to discuss in this episode of Between the Ears, so let’s jump into this. Jackie, you want to start off with some of the stuff that’s come up for you and how we can address that?

 

What we help people deploy

Jackie:                                   Yeah, actually I just had a call with a practitioner who, or was a registered dietician who was getting referrals through a practitioner and those were dying down, and they wanted the freedom to travel. I said, fantastic, so what skill sets do you have to help you get in front of your perfect clients and to now actually enroll them into your program if you’re not just getting handed this type of stuff, right? She’s like, wow, I’ve never really thought about that, right? I’ve just been given my RD certificate and I just show up and do my thing, which is great, but if you’re an entrepreneur or you’re going to embark on being an entrepreneur, you have to know the psychology because it’s never about price. It’s never about all the credentials that you have or all the best time New York Times Best Sellers that you wrote.

It’s about how can you help them and how are you going to address their concerns. No matter if your program is $2,000 or $30,000, as long as you’re addressing the problem and delivering something three to 10 times in value it’s a no brainer for them. Whether it’s Facebook, whether it’s LinkedIn, whether it’s any other social media platform, you have to have the tools in your brain box to be able to address that and to pull those concerns out of your prospective clients.

Yuri Elkaim:                         Yeah. That’s awesome. I love how you said you don’t have to have a New York Times best selling book because you don’t. What I’m most excited about is that, for the most part, all of our clients are not celebrities. They’re people, because we’ve had people, who were some of your clients? I’m like, I could tell you, but you would have no idea who they are, which is awesome because I’m excited about helping people go from zero to hero in the respect to spaces without all that other nonsense that everyone thinks they have to do because that’s all they see. Yeah, because that’s the key is as you said, once you understand the psychology of what makes people tick then that’s all people care about anyways. No one cares about you. They care about themselves and if you can talk to them in their own language you won, you won. That’s it. Yeah. Amy, what do you got?

Amy:                                     I’ve had a lot of interesting calls lately and one of the things, Jackie, you mentioned credentials and it was really interesting because I had a call recently and many of you that are brand new have brought this up. Well, I don’t have experience, or I don’t have testimonials, or I don’t have a million letters after my name and one of the RAC calls I was on with a prospective client was asking me that question over and over again. We had several followups and that kept coming up. Now what was really interesting was she never asked me for our credentials. She knew we could help her because we take the time to talk with all of you. We are interested. We want to know where you’re hurting. We want to know if we can help you, and that’s exactly what you’re going to do for your clients.

When these fears are coming up it goes back to what we’ve talked about a couple of weeks ago. That caveman brain is trying to keep you safe by going, oh, what if Facebook gets shut down? What if I don’t have my credentials? Push all that aside because that person on the other end of the computer who’s searching for you needs you, and there will always be those people, and if Facebook gets shut down we’ll deal with it. That’s what the over, around, under, and through being willing to do what it takes is. All of these things, it just comes back to how are you being helped? Do you have a coach? You have a plethora of coaches in the HBA. If you’re not working with us work with a coach because that is what’s going to help you in those moments of freak out to bring you back to Earth, help you to refocus, and move on so you can help the people that you are here to help, right? That’s your legacy. Facebook isn’t your legacy. It’s who you’re going to help.

 

Why knowing your audience and how they think is key

Yuri Elkaim:                         Any good programs should be platform agnostic unless you’re obviously going into the trenches of how to master Facebook or how to master YouTube. Those are obviously specific, but if the goal here is to just really get more clients coming in and really build a pipeline for your business it should be agnostic of any given platform. Now you guys know we obviously focus on Facebook because it’s probably the simplest platform to understand and get really good at, but full disclosure, we run ads on YouTube as well, but we didn’t start running ads on YouTube. We just started on Facebook and we really got good at that, and then because of some issues we had account shut down. We’re like, yeah, maybe we should set up a redundancy just in case. That was kind of an initial kick in the butt to be like, hey, check out YouTube.

The thing is nothing changed after the YouTube video. The pipeline is the same and the nature of the YouTube videos are essentially the same. It’s you’re connecting with your perfect client or your perfect audience where they’re at. You’re able to have a conversation with them where they can say to themselves, wow, this person knows exactly what I’m going through, and when that happens it’s like the gates just open to possibilities, but you have to understand this and that’s why a big portion of what we do in module one, in well actually all the modules pretty much. From the perfect client, the dream come true system, to the whole webinar module, to the stuff on Facebook ads. Everything starts with what are the fears, frustrations, and desires of your client? If all you did was understand that and build all of your marketing around that, you will be so much better off than what almost everyone else is teaching.

I’ll just share a really quick story with you. One of our mastermind clients, she has somebody running her Facebook ads for her, so just someone kind of deploying them, if you will. She was running into a bit of resistance with her because our approach is long ass copy, right? Long story based ad copy and then this Facebook expert was like, no, that stuff doesn’t work. That stuff doesn’t work. You have to use one to two sentences. I’m like, first of all, just ignore what she’s saying because obviously she doesn’t know what she’s talking about. It my work for some things like a lead magnet or something really quick and impulsive, but for a webinar it requires a little bit more buildup and we’ve just found that story, whether it’s in a Facebook ad, or in a video, or on any marketing platform is always going to connect with people better.

If the story’s about the person, not about you it’s gonna be a lot more powerful. That’s the message, guys. It’s whether Facebook goes away, well, Jackie, you had this conversation the other day, right? It’s like, what if Facebook disappears, right?

Jackie:                                   Yeah.

Yuri Elkaim:                         What do you say to someone like that?

Jackie:                                   Well, guess what? Earlier this year we all thought, well, at least the media, we didn’t think this was-

Yuri Elkaim:                         Yeah.

 

What to do when your strategy needs to change

Jackie:                                   -Zuckerberg was going down and it was all going to disappear. Right? We don’t listen to that because it’s not going to. It’s like, okay, is Google going away? Let’s be honest, what if one day there was a big, I don’t know, atomic catastrophe in the internet space? What would you do? It’s like, okay, this is where are you a do whatever it takes person and you’re going to figure it out, or are you going to sit there whine, and curl up in a ball, and cry about it? Right? What I basically told the other person, they’re like, well, what if this goes away? Well guess what? We’re going to figure it out together, the next strategy.

Jackie:                                   Like Yuri just mentioned, we’re not hiding the fact that we’re doing YouTube. We’re going to crack the code on YouTube, which we kind of have. We’re going to crack the code probably on LinkedIn and Instagram, and we’re going to have those other opportunities to share with you, but right now the best way to put in a dollar and to get a return on two, three to five dollars in return is a simple platform called Facebook ads. That’s it, so that’s what I told her. I’m like, if you want to figure out that next, you put a dollar in a machine and you get two, three, to five out of it on your own, good luck. We’ll be here when you’re ready for us to serve, and help you, and support you. Right?

Yuri Elkaim:                         Yeah.

Jackie:                                   She was like, wow.

Yuri Elkaim:                         It’s like winning the lottery for your business-

Jackie:                                   Yeah.

 

Since change is certain, adjust accordingly to best relay your message

Yuri Elkaim:                         -if you figure this out. Let me use an example of sports. As a soccer player, if I was growing up and developing my skills, and playing it and getting better, and then I played on a team that, let’s say, the team went bankrupt and they folded it doesn’t mean that I can’t play for another soccer team ever again because I’ve developed the skills that are now transferrable to any team in the world and that’s what we’re trying to get out of here is you guys are developing fundamental skills and understandings of other humans that it’s even if Facebook that has a $600 billion market cap disappeared overnight, which would be phenomenal. It’s all good. What’s next, right? What’s the next platform that pops up? Cool. We take the same stuff, we do it over there and that’s all it comes down to. Yeah. Did you want us to do something there, Amy?

Amy:                                     I thought it was a great point about the soccer team because that just brought up to my mind. I’m 48 years old and I-

Yuri Elkaim:                         You’re 48?

Amy:                                     Yeah.

Yuri Elkaim:                         I thought you were 38.

Amy:                                     Thank you. I’ll take that. It’ll make my day. What I think about is all the things that have changed in my life, right? We used to have a phone that I had to put my finger in and dial. There were no answering machines. There were no call waiting. If someone wasn’t home, they weren’t home. I actually used to walk across the street and knock on the door instead of texting. I used to listen to records, to LPs, and then came eight tracks.

Jackie:                                   What’s that?

Amy:                                     Right. Exactly. Then cassettes, right? Now I even look at my kids and they’ve seen some of this stuff, but we’re cleaning, we’re coming up with finding VHS tapes and they’re like, huh? Did we stop listening to music? Did we stop watching movies? No. Did the industry end, we just keep moving because humans want something and they’re going to figure it out. I love that about the soccer team because just look at all those things that have changed and we keep marching on, and it comes back to that perfect client. I think what happens in our go, go, go world with instant gratification is when we need to put our heads down and do the work and our brains hurt we’re not used to that. We want to be like, oh, stop the brain hurting. Welcome the brain hurting because the deeper you go in that perfect client you will build a solid foundation for whatever platform you need to use.

Amy:                                     You won’t have the leaning Tower of Pisa that’s going to topple over because you didn’t do the work here. You’ll have that perfect client, so take the time to dig in to their fears, their desires, what do they really want? What is their dream come true outcome? Then it doesn’t matter. It doesn’t matter at all.

Yuri Elkaim:                         It’s the same with a lot of the clients we’re surveying. They come out of naturopathic colleges are chiropractic schools with a skillset that initially they use in a clinic and then they’re like, I could do the stuff online. It doesn’t really matter, I mean, some of the manipulation and hands on stuff is a bit different, but you have a skill set that as a practitioner for instance, that’s going to be with you forever, forever. No one can ever take that away from you. Just like no one can ever take what you’re learning here and deploying away from you. I like, I love how you brought up technology and how it changes, and rotary phones are no longer a thing, and it’s-

Yuri Elkaim:                         -the same thing. The only thing that is for sure is change. Right? We know that the internet 10 years from now is gonna be different than it is now. We can’t, I would be a very irresponsible business owner if I said what we’re doing now is going to work till the end of time no matter what, and we’re not going to change at all. The most successful leaders are those who are stubborn on vision and flexible on strategy. Right now this strategy is working really, really well. Then again, we do have people that ask us, well, like webinars, are they still a thing? Are they going to go away or are they going to still be as effective? Listen, webinars are webinars, whether or not that becomes a Live Cast in the future or some kind of, actually what would be cool would be a kind of a Star Wars like holographic webinar in the future. Let’s just say that’s coming up. Let say that that in 10 years, that is the new webinar.

 

Ignoring false beliefs to get what you want and finding clients now

Yuri Elkaim:                         Okay, cool. If you’re a hologram of Yoda in front of Obi-Wan Kenobi what are you saying? Because that’s what matters is it doesn’t matter if your Webinar is an ugly PowerPoint, or a beautiful PowerPoint, or a studio production. None of that matters. All that matters is what comes out of your mouth, and what comes out of your mouth should be a direct reflection of understanding the fundamentals of why people do what they do and if you can speak to somebody and verbalize their problems, their desires in a way that’s more powerful than they can, you’re in, you’re done. You guys see this all the time. How many applications do you guys see where someone has put into one of the questions, I just felt like this resonated with me. I felt like Yuri was in my head. I just feel like this is the right thing for me to do. That’s what you want your applications to come through as.

Jackie:                                   Yeah, absolutely. Yuri, and both Amy, you hit the nail on the head too earlier. As we evolve, went back, gosh, this was probably 2010, already outdated, right? I was doing some sales training and coaching for small mom and pop’s insurance companies and we were going in and teaching them the fundamentals of, okay, if someone’s buying car insurance don’t you think you should ask if they need renter’s or house insurance, right? Because they’re going to be living somewhere if they own a car unless unfortunately they’re living in their car. Right? We’re teaching them to round out the account. The psychology behind why people buy and how you can get more out of that customer and serve them ultimately to the best level. Beyond that we were explaining to them why we were taking everything online because this was 2010, 2011 and these people were still putting ads in the Yellow Pages and we’re like, most of the time those Yellow Pages were just propped up holding their laptop up so they could have better ergonomics with their laptop.

Jackie:                                   The whole concept is you have to fish where the fish are, right? If the Yellow Pages’ over here in this pond and you’re still putting money into that pond, or putting your pole into a dried up pond your fish aren’t there. Your fish are here on social media. I had a lady the other day say, well, I don’t think people are going to watch my webinar. Why would I waste my time building a webinar? I’m like, how do you know this? Have you done the-

Yuri Elkaim:                         There’s a million reasons why.

Jackie:                                   We have a million reasons why, and if your belief is more powerful than what’s possible for you, guess what, you’re going to be right where you are. Let me say that again. If your belief is more powerful than what’s possible, you’re going to be stuck, but everybody who’s in this group or anybody who’s even listening to this, we’re not being stopped by false beliefs, right? We’re making it happen and we’re doing the impossible so that we can have the impact that we want with the clients that we desire to work with, the income that we want, and the freedom that we want. That’s it at the end of the day, but we have to understand our program is very marketing agnostic as Yuri said, but that’s what makes it fun. This is why we’re in this business. This is why we’re thrivers and not just survivors. Right?

Yuri Elkaim:                         Well, yesterday we talked about a specific case where going back to you fish where the fish are, there’s a billion users on Facebook. If you’re thinking, well, I don’t know if I can find my target market on Facebook. Let’s just use an example. We actually did this yesterday with Phyllis. You were speaking with the lady who was looking to get into helping women with fertility issues. Who are looking at IVT, or sorry, IVE as an alternative and so we just broke down the numbers. We said, okay, how many … so we just looked at America just in the states. How many Americans, what, 350 million maybe? Of those, let’s just say half are women, and you actually brought up the stats after. You did the research and it was actually pretty close to this.

Yuri Elkaim:                         We said, okay, 175 million women and let’s see just half of those are of childbearing age. That ends up being, let’s just call it 80 million. 80 million women in the states are of childbearing age. Now, are all 80 million going to want your thing? Absolutely not. Let’s just be super conservative and let’s just say 10% of those 80 million might-

Jackie:                                   That’s not conservative. You’re spot on. It’s 10 out of 100.

Yuri Elkaim:                         Okay, so there we go. Let’s say 8 million women are likely dealing with some fertility issues. So 8 million women. Now, do you need 8 million clients? No. I mean if you did you’d be one of the most successful companies in the world. Let’s be super conservative and let’s just say that 1% of 8 million, which is what, 80,000 is that right? 80,000 women could potentially be your clients. Now are you going to roll 80,000 women? No. Let’s be even more conservative. Let’s say 1% of 80,000, which is 800 women. 800 women, let’s say at $5,000 each, that’s a $4,000,000 a year business. Guys, it doesn’t matter how niche your market is they are on Facebook and if they’re not on Facebook then they’re probably nowhere to be very honest. Maybe if they’re CEOs they might be hanging around LinkedIn a little bit more, but even still there’s a billion people on Facebook. There is no shortage of your perfect clients no matter how narrow, they’re there, so don’t worry about that, guys.

Jackie:                                   Yeah, there’s no shortage of fish. Just are you using the right bait and are you offering what they want? You’re not going to stick something like a gummy worm into the water and expect the fish to bite on it. They want the real deal. Right?

Yuri Elkaim:                         Yeah. Perfect.

 

Sticking to the pipeline and then building your brand

Amy:                                     So many of you come to us and you say, I want to be authentic. I don’t want to be salesy. Exactly. That’s why you resonated with Healthpreneur because we don’t want to be that way either. We want to be upfront with you, transparent, we’re authentic and you want to do the same thing. Now, if your brain is going in a million directions and you’re going, well, Yuri said they’re doing YouTube, and Instagram, and blah, blah blah, or some of you came to us and still are finding us on YouTube and Instagram. Remember, you’re not allowed to do that until you’ve got your Facebook ad, to webinar, to application, to phone call running like a well oiled machine. When that’s happening, then we can talk about next steps, but do not take those blinders off and start looking at other platforms.

Yuri Elkaim:                         Yeah.

Amy:                                     Stick with Facebook, get it rock and rolling. The people are there. Know that in your heart and in every cell of your being and you’ll be good to go.

Yuri Elkaim:                         I love how you said you’re not allowed because that’s exactly it. We had it, I think, happen twice earlier this year where someone is like, hey, can you have a look at my website? I said, don’t ever post that question ever again in this group. Website, not your landing page, your home website. That is never a discussion I ever want to have with any of you guys because it doesn’t matter. I shot a video, I shot a number of videos when I was in Europe and one of them was, and you guys will probably see this as a Facebook ad, is why having a fancy website is useless for your business. We talked about this. We’ve seen companies $15,000 to design a beautiful website. That’s great. You’ve probably all seen these Wix commercials too. Build your own website. First of all, you shouldn’t be building your own website. It’s a waste of time, but let’s say you built an amazing website.

Now what? The field of dreams doesn’t exist online, guys. No one’s going to find your beautiful website, and if you think you need a beautiful website to enroll clients you’ve been following the wrong advice, you’ve been drinking the kool-aid, but I just recorded a podcast about the very topic you mentioned with respect to you’re not allowed to do anything other than this pipeline. The podcast which will come out in a couple of weeks is marketing your brand quality versus quantity, which is more important? Basically I’m saying in today’s day and age I believe quantity is more important. Now, stop. Before we go any further you should not even continue listening to this unless you have a predictable sales process built in your business because what I’m about to suggest to you is going to be put yourself everywhere. Even if you didn’t do any of that stuff you can have a very successful business just through what we’re deploying in the HBA program.

As I said in the podcast, what I’m discussing is really higher end stuff. It’s like once you have the clients coming in, once you’re making tens of thousands of dollars a month and you want to start thinking about building a brand, not just how do I get a couple of our clients? Then we can look at that stuff. The most important thing you have to understand is from day one you have to build your predictable pipeline because if you have a money problem, this is actually, you guys will like this. I just added this in a couple days ago. If you have a money problem you have an income problem, and if you have an income problem you have an incoming problem, which means you don’t have enough leads and clients coming in and that’s never going to be fixed by posting blogs once a week or posting on social media once or twice a day. It’s not going to happen.

Anyways, yeah it’s been a good conversation, I think. Hopefully it’s got some people thinking differently and maybe giving some reassurance where there was a little bit of apprehension before. Guys, if you’re in the group, obviously you’re in the right place. Just keep doing what you’re doing. You guys have rocked this. As I say with all of our clients, you have no clue what can happen as soon as you hit submit on your Facebook ads. It’s like playing the slot machine. Not that I play the slot machine, but it’s like playing the slot machine and everything just lines up for you. That’s how fast things can happen. Is it going to happen like that all the time? No, that’s why we’re here to help you optimize and tweak, get things working properly.

That’s the first thing. If you’re not in, if you’re not one of our clients and you really want help building a predictable pipeline that is platform agnostic, so we obviously started on Facebook ads because that’s what’s working now and for the foreseeable future, but if it ever changes it’s the same thing just somewhere else.

If you want our help with that be sure to watch our Seven Figure Health Business Blueprint Training. The website for that is healthpreneurgroup.com/training. If it resonates with you and you as well start thinking yourself, oh my God, Yuri’s in my head, then you’ll probably want to book a call with us and speak to Jackie, Amy, one of our amazing coaches and we can see if we’re a good fit to serve you. Thank you so much for joining us once again. Amy, Jackie, thank you guys for bringing the goods and we will speak with you guys next week.

Transcription

Amy:                     Welcome to Between Two Ears, everybody. We are super stoked to have you here today, and we are back for more commitment talk. So the last several weeks we have been talking to you about how important it is to commit to your dreams, to commit to your goals, because that commitment, the courage to commit is going to allow you to leap into that unknown, right?

 

How commitment will change the game and how to find the answer

So as we’ve been chatting with you folks over the last couple weeks, this commitment keeps coming up, and one of the things that we really wanted to chat with you today about is being resourceful. Getting shit done and being resourceful so that you do not … We don’t ever want you to feel like your hands are tied, and like, “Oh my God. I need an answer right now. I can’t move forward.” We are here to support you every single step of the way, and at the same time, we want you to learn how to go out and fish for yourself, right? And I know Jackie uses that analogy, and I’m not gonna step on your toes.

So today we just want to talk about, how can you find the answer, right? When we first spoke with you guys on the phone and you enrolled into the HBA, one of the questions we asked you was, “Are you willing to do whatever it takes?” Because building a successful business is not easy. We can make it easier, simpler, faster, but you’ve got to be committed. And then that resourcefulness is going to allow you to go over, under, around, through the obstacles.

And sure, just like in a Spartan race, we can give you a boost up and help you out, but you’ve got to know where to look and you’ve got to train, right? You don’t go to a Spartan race without training, even if you need help. So I would love to invite you guys to jump in on this topic, because this is something we’ve been chatting about as results and mindset coaches for a while now. So jump right in there, ladies.

Stephanie:          Jackie, would you like to start first?

 

How to be resourceful and learn what you need to know

Jackie:                   Oh, sure. Yeah. So I’ve been doing some of our check-in calls recently, and a lot of it is really kind of second guessing yourself, and you guys are all uber smart people, right? Or you wouldn’t be in the situation. You wouldn’t be gurus coaching other people to get a transformation  in their life.

So some of these check-in calls are great, because we’re very efficient. We’re dotting our Is, we’re crossing our Ts, we’re understanding you, we’re going into an area of unknown. I’ll use an example of the Facebook ad. And it’s like, okay. The ads launched. We’ve spent a couple hundred dollars. I’m not seeing anything from it. What do we do? It’s like, well, maybe we have to spend a couple more hundred. Remember, we said that 500 to 1000, to really test it.

And again, I am not the Facebook guru. I’m the mindset coach. So when it comes to asking questions there, I know enough but I’m not gonna be able to tweak your ad or see, is it the ad or is it the webinar? Is it the sequence? Is it something that needs to be altered with a copywriting coach?

So it’s cool when you can jump on these calls and use them for mindset, but I don’t want you to waste your check-in call on something that could be handled during our Webinar Wednesdays or our Facebook Fridays. That’s being resourceful. Don’t wait for just a check-in call for those things, that you go and use the other experts for their expertise.

But it’s also learning about it. You need to know enough, right? You need to know enough about the Facebook ads. What are we looking for? And Rudy does an amazing job of keeping it very simple and looking at the metrics of the things that you need to look out for, the things that are a green flag, let’s turn this faucet on. The things that are a red flag, let’s hold up and tweak this before we move forward.

So utilize that but learn it, guys. We’re forever learners, and like I said before, same thing  where Amy said, you don’t go joining a Spartan race and competing in one or starting at the starting line without putting in the work first, understanding the obstacles, training for it. Same thing for marathon runners. Tim, you did Mt. Everest.

Amy:                     Yes.

Jackie:                   We’ve all done great feats in our life. Same thing. I mean, keeping it simple. If you haven’t done something that extreme, you’ve gotten to the point to where you are where you are now, and there’s a lot of things you’ve had to overcome to even get here.

So we got to turn on that muscle again and we’ve got to start using it. It’s all in our mind, and sometimes when you have a team of coaches that have been there and done that, you want to lean on them and have them do the work, but that’s not gonna serve you and that’s not gonna get you to where you need to be. So hopefully, that little nugget isn’t like, a rant. But it’s more of, I want to empower you guys again, to utilize that.

Amy:                     And I love what you said, Jackie, about you guys have … All of us, us included. And we have big goals too that we’re striving for, right? And you guys have done amazing, amazing things in your life. So when you’re feeling frustrated, when you’re feeling like, “I don’t know the next step,” tap into that success you’ve already had, whether it’s climbing Mt. Everest, building another successful business, birthing a child. Whatever it is. Traveling the world. Whatever you’ve done in the past, you’ve still got that.

That’s in you, so when that Facebook ad trips you up, what did you do to get to the top of Mt. Everest? You didn’t wait a week, right? And I’m not trying to be mean, but you didn’t wait to say, “Who can help me to get over this last little obstacle to get to the top?” You figured it out on the way. So that’s what we’re urging you to do. Reach out to us. Do lean in. Lean on us. Don’t sit alone having no idea. You’ve done everything. We’re gonna ask you. You’re gonna see a new format with your check-in calls. The three Cs is going to be an application, just like you applied for the RACs, and we’re gonna ask you, “What have you done to solve this problem?”

And that is to help you, so that you can go, “Oh, I can’t get a check-in call for another day or two? What can I do in the meantime?” Nicole and Melanie are super copy coaches. I feel like they should have capes on. Rudy, too. So use us, but utilize the experts and that will make your time go faster. So really just tap in to your successes and your strengths.

 

Tapping into the mindset that’ll propel you forward

Stephanie:          And also, just what you guys  are understanding that a lot of times, it’s fear of the unknown that really comes from the subconscious mind. So I’m always gonna bring it back to mindset. And when we get into that fear-based emotion, that’s when we start to think, “I need this person. I need that person. I need this person.” When really, all you need is yourself.

And we’ve provided you with all of the bells and whistles, and it’s kind of funny because I’ve been in many, many, many different training systems, and with this system in particular, I’ve never seen a system that has more coaches and more help, and more resources.

But it’s kind of funny because it almost paralyzes people because they don’t feel like they can move forward unless they get the green check on each and every … Let’s just say the slide deck, right? So let’s just say your webinar is on the slide deck. It’s like, you feel like you need the copy coaches or myself or Amy or Jackie to go, “This one’s good. This point’s good.  This word’s good. This color’s good. This photo’s good.”

And here’s the thing, is that it’s not necessary. What’s necessary is to move forward, knowing that nothing’s set in stone. Knowing that even if you were to get every single thing checked by myself or Amy or Jackie or the copy coaches or whatever, that doesn’t necessarily mean that it’s gonna convert.

Amy:                     Right.

Stephanie:          That’s the thing that’s really important, is that you won’t know what works until you launch. So all of the pre-work is great. All of the coaching sessions are great. All of this stuff is great, but until you actually just set it out into the world, that’s when you’re really gonna find out if it works.

And I was just talking to one of you guys yesterday, and just to give you an example, somebody was like, “You know what? It’s like I’m scared to record because what if I say ‘um’ too much, or I’m gonna record every single slide singly because I want to make sure that I’m reading the script perfectly.”

And here’s the thing, too. When you are presenting to people, the more real and the more you you can be … It might be those “ums”. It might be those little idiosyncrasies that are showing your personality that actually sell you to the point. You know what? I’m not saying every other word should be “um” and all that stuff, but I’m just saying that that might be what says like, “Oh my gosh, this person’s real. I like this person.” Right?

But, again, you’re not gonna know that until you do it, until you just set it out into the world and you don’t necessarily need someone to check every single little thing before you start. And if we weren’t here and if you just had the system without the coaches, so without the mindset coaches … Yuri is just awesome and provided all of this. But if you didn’t have it, which is what most systems have, there are plenty of people who succeed without the extra help, and you guys are no exception. You guys can do it.

 

Going live and looking at the numbers

Amy:                     Yeah, that’s a great point. That’s awesome, because initially, we didn’t have copy coaches. When I went through the program, there weren’t copy coaches. There wasn’t a Facebook ads coach. I, because [00:09:30] I wanted accountability, started an accountability call as a client. So we jumped in together. The group was like, “We want a Facebook group,” and we jumped in together and supported one another.

And so, as Healthpreneur, one of the things we proud ourselves in is seeing where the holes are, and how can we help you achieve success faster? But as Stephanie just said, the fastest way is gonna be to launch, because we’re not your perfect client. We might be one of your perfect client, but for most of you guys, we’re not your perfect client.

So if we’re like, “Oh, that sounds good,” and then you launch and go, “Well, how come it didn’t convert?” Well, that’s because I’m not 25 and overweight, so if that’s your avatar … or I’m not a male entrepreneur. I can get into that head, but you got to go live. So I love that point. Just get it out there, and then the exciting part is all of the groundwork that you’ve felt really, really busy with, now you can breathe and this is the fun part.

Now you look at the numbers. Now you go, “Oh, this isn’t working? I’ve fixed that.” So it can really remove that emotion and help you to understand so that if one day, you do want to hire Rudy to run your ads, you know how to do it, right? You want to Cody to do all your tech forever? You already know how to do it. So it’s really just a great point. So keep moving forward, folks. You got to do it. Got to move forward.

Jackie:                   Yeah, and on top of that, this isn’t a sprint, guys. This is a business. This isn’t like, one and done, one-hit wonder, you’re gonna do one workshop or one course or one group …

Stephanie:          One webinar.

 

Making your mark on the world, adapting to change, and having fun

Jackie:                   Yeah. This is the long-term game. Yuri is on a cruise right now, and I don’t know if any of you watched the video about this church that was being built, and it’s still not finished and it’s 100+ years later. You want to build something that’s gonna outlive you. This is a legacy. This is a transformational component. That’s your mark on this world, and if you don’t have that big thinking, then we need to think bigger.

This is really what it’s about, and this is really where we can help you in the mindset calls. Let’s go bigger with it. This is where we can really help expand and take those blinders off of what’s truly possible, guys.

So until your launch, that game doesn’t start. You’re building and birthing a baby. This workshop, this course that you’re creating for your clients … I’m sorry, I’m really congested today, so I’m barely getting through this. But  you really just have to remember that we’re nurturing it. It’s forever a growing organism.

It’s going to adapt, evolve, and change as your perfect client has different challenges and changes. It’s 2018. Ten years from now, I guarantee some of those challenges will be the same, but there’s gonna be 20 different others.

Stephanie:          And you’re not gonna have the same webinar running, right? So again, sometimes people get overwhelmed in that webinar, building the webinar, and it’s like that thing is gonna be ever-expanding, ever-changing, ever-growing.  I don’t even know how many that Yuri’s recorded for this particular course. He’s recorded many, many, many for all of his different systems, but just know that it’s not set in stone and that you can change it and tweak it and make it better.

And one thing that Amy said that’s so important … If you can do this, it is a superpower, is to look at it as fun. This doesn’t have to be hard, and this sucks, and eh … You can actually just choose. “Let me just see. Oh, tweaking with this is kind of fun. Playing with the numbers is fun. Recording this webinar is fun. Learning about my avatar is fun.”

And if you try to kinda change your mindset to that, all of a sudden, looking up on Google how to figure out something on Facebook while you’re waiting for somebody to get back to you or something, all of a sudden, it becomes fun and not a chore.

Jackie:                   That’s a really good point, Stephanie.

Amy:                     That is a good point.

 

The routine for success

Jackie:                   What you believe is what’s reality, so if you believe that it’s hard and it sucks and nobody’s there even though I made a post on Facebook an hour ago and nobody’s answering me … Guess what? You’re gonna sit in this negativity realm and you’re gonna just stir in it, and you’re gonna attract more of that.

And when you decide, until you make that decision to think differently, making it fun, making it easy, like what can I do? Again, it’s 2018, guys. It’s not like we have to go build an Eiffel Tower by hand, right? We just got to be resourceful, and it’s all there. You have us. You have the internet. You have each other in the group.

I’ve had people last week who just joined. Abigail and Morgan are like, “Can we be accountability buddies?” I’m like, “Sure. Utilize the group. Utilize each other. You’re joining at the same time.” This is what it’s all about, guys, and if you want to play bigger, be bigger, make a bigger impact, make more income so that you can serve those you want to serve, you can donate to those charities, you can start those nonprofits, you can have that freedom. Time freedom is priceless. The new wealthy is that time freedom, right? So all of that. All of that feeds into this, but none of it happens  until you launch, right?

Amy:                     Exactly. So recommit, folks, because you joined the HBA. Your commitment was high. And so what happens, it’s just like if … Those of you that do fitness programs. Somebody joins, their commitment is high. They might come six days a week or work out six days a week and then what happens, right?

So it’s keeping that eye on the prize when that emotion has waned. When that emotion has passed, you got to still remember. It’s kind of like a relationship, right? A marriage. You have to remember why you fell in love. You have to recommit every day. You have to fall in love all over again. Like, my husband and I high-fived. We had hit 20 years this summer. It’s not easy, but you have to be committed.

So it’s the same thing with your relationship with your business, or if you look at it as birthing an organism, stay committed. Recommit every morning. Fall in love with your business again. Redefine your “why.” Remember why this was a must, and why you invested in yourself, your business, and your dream. Because you all had conversations with us on the phone before you enrolled, and we do not allow people into this program who are not committed, who won’t do whatever it takes. You’ve got to have those qualities. We’re very serious.

So you guys rock. We love you all. Be resourceful. Find your greatness. Be great, do great. Just like Healthpreneur’s motto. So go out there, do it. We know you can do it. We’ll hold this space for you,  so lean on us energetically knowing like, “Okay, they believe in me,” and just go get it out there. You guys rock.

Jackie:                   Yeah, you guys are doing great. So there’s a lot of rock stars, you didn’t need to hear this message today, but it’s always good to just have that check-in. And there’s a few of you that may listen to this or may not, we might tag you later, that have been reaching out and like, just lost and a little confused. This is your go power. This is something just to remind that you can do this and you have everything you need. It’s just utilizing all the resources,  and even the ones that are between our ears.

Amy:                     Exactly.

Jackie:                   And if you’re hearing this on the podcast or maybe on a different social media page, and you want more information about our perfect client pipeline, you can head over to healthpreneurgroup.com/training, and you’ll actually get access to our seven-figure health business blueprint.

Again, that’s healthpreneurgroup/training.

We look forward to talking to you all very soon, and stay tuned to the podcast because we’re actually doing a lot of interviews with our graduates that have been through our Health Business Accelerator workshop.

So you’re gonna hear firsthand from them, their success stories, which is super exciting to me because my mission, my passion, just as Amy and Stephanie, is not what we are doing as a business but we are helping you achieve with your businesses. And that’s ultimately, nothing else matters unless that, at the end of the day. So, thanks again, everyone.

Amy:                     Thank you.

Stephanie:          Bye, guys.

Amy:                     Have a great day, guys.