by: Yuri Elkaim

Are you feeling invisible, Healthpreneurs? Well, on this episode of the Healthpreneur podcast I’m going to talk about how to become visible by attracting more of your perfect clients. And no, you won’t have to post booty-shots!

The best place to become visible is on Facebook. And the best way to get clients is by paying them. As you know, you’ve got to pay to play! The organic traffic game is different now, and posting with hopes of reaching your clients just isn’t going to work.

In today’s episode, I’m going to break down exactly how to know if what you’re doing isn’t working – and what to do about it. No matter what, a predictable business foundation is critical, and that foundation needs to be based on a process that works.

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Click here to subscribe to the Healthpreneur™ Podcast on iTunes

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In This Episode I discuss:

01:00 – 05:00 – The difference between true influencers and booty influencers.

05:00 – 11:30 – Understanding Facebook and Instagram reach

11:30 – 12:30 – Your two options and paying to acquire clients

12:30 – 17:00 – How we help our clients and why the organic game is different now

17:00 – 22:00 – How to know if what you’re doing isn’t working

22:00 – 25:00 – Having a predictable business foundation

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What You Missed:

In our last episode, my special guest was Chris Guerriero who has built four 8-figure companies and is an advisor, investor, and equity-holder in a variety of companies.

Chris has been featured on major media outlets, is a bestselling author, and hosts the Built to Grow show. After companies get funded, Chris goes in and examines their systems, people, processes and culture to then restructure them for the growth he wants to see.

Tune in to learn what Chris looks for when searching for investing, advising or equity-holding opportunities, and find out how he builds leadership teams, prioritizes time, and maximizes the efficiency of an entire organization.

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Transcription

How to become more visible to attract more of your perfect clients, that’s what we’re talking about in today’s episode of the podcast.

Welcome back, Yuri here with you, and I’m wearing arguably the tightest white shirt, but check this out. I mean, like, it shows the pipes and stuff, it’s all good, but I’ve got to say, H&M, they’ve done their shirts nicely. I’m a big fan of Pima cotton, and I know this is completely a weird off tangent here. Pima cotton t-shirts are the best, and I refuse to wear any other t-shirts but Pima cotton.

Then I came across H&M, and they had just some really good V-necks, as you can see. Nice fitting V-necks and I tried these on, I’m like, man, these are amazing. They’re 14 bucks. Like, Pima cotton t-shirts, the ones I have are like $75. I’m like, and all I want, I just want black and white t-shirts. I don’t need anything fancy. Just a good fitting t-shirt, because I’m a slim, muscular kind of guy.

Go to H&M, get a medium, it fits like a glove. But I washed it, or I should say my wife washed it because I’m useless when it comes to laundry, and yeah, so now it’s a little bit tighter, to the point where it kind of is almost becoming a baby tee. If you could see below my navel, it kind of like creeps up. Anyways, why the hell am I sharing that? I don’t even know. If you want good t-shirts, H&M’s a pretty good bet. That’s what I’m trying to say.

The difference between true influencers and booty influencers

Anyways, let’s talk about how to be more visible to attract more clients. Now, you could do what I just did, and you could buy some tight t-shirts and take a lot of cool pictures of yourself and post them on Instagram and hope for the best. That’s what a lot of people do. I think I mentioned this in a previous episode. I was watching this show on Netflix called InstaFamous, and this one chick, Sexy Pantera, I think, she got really famous because she had one video that she put up on YouTube where she was shaking her booty, and I think it was like 30 million or 300 million views, and that just, like, when that happens, you’ve got a good runway now to take off from.

I see a lot of nonsense in the health and fitness space because we live in a day where being a social media influencer is an actual job title, which I think is ridiculous, to be honest with you. “I’m an influencer. Oh my god, look at my butt. It’s so round, and I’ve got 10 million followers.” As I’ve said before, it requires almost zero talent to be successful in today’s day and age. You can be a good-looking person with nothing to add in terms of value to other people, and you could have millions of dollars floating into your bank account.

I find that really saddening, because there are amazing people, and I’m going to say especially in the health and wellness space, who do have true expertise, who have a little bit more class than posting their booty on Instagram, and they actually want to help people. Right? If you’re kind of like that, then that’s awesome, because I am as well. I have no interest in taking my shirt off and taking pictures of six pack abs and all this nonsense. It’s too much.

Understanding Facebook and Instagram reach

With that said, what do we do, then, to become visible to attract more clients? Because, you could do the, I’m going to post organically on social media game. I’m going to hire a photographer to take all these amazing pictures of what life really looks like, and I’ve done this. I mean, a good friend of mine, Nick, is an amazing photographer in Toronto, so we’ll do some photos like, once or twice a year.

It’s funny, I’ll give you, I’m going to be very real with you for a second. If you’ve seen some of my pictures on Instagram, you’ll see me standing beside my car, etc., there’s a certain image I want to portray. There’s a certain image of success, if you will, that I want to portray. I also talk to him about kind of poking fun at that, where I’m kind of dressed in a suit standing beside a broken-down Honda Civic or something, just the contrast, you know, poke fun at the whole Instagram thing. Maybe we’ll do that for our next shoot. But anyways, we’ve got shoots with our kids at home where we’re playing chess, everyone’s having a good time. But the thing is, that is a small microcosm of the reality of our life.

For instance, this morning as I’m recording this, this morning, I mean, I love my kids to death. They’re the best. This morning, Luca and Arlo, our youngest two, they were fighting over who’s sitting at the bar stool, even though there’s three bar stools, one for each kid. They’re fighting over the middle one, and the other one is just one foot away.

They’re fighting over this, and all the sudden Arlo decides, like, he’s a good theatrical I’m going to hurt myself type of guy. Like, if he were a soccer player, he would be one of those guys who just dives when he gets touched. Right? He falls off the chair and smashes his face on the ground, out of his own volition. He wasn’t pushed. He did it to himself. I’m thinking this is the stuff that needs to be captured and put on Instagram. This is the true nature of what really happens in a home.

Yes, there are those moments where the kids are so cute and they’re sleeping, or they’re cute for a second and we take that snapshot, and that’s what everyone thinks our life is like. It’s a complete load of you know what. Right? I don’t really think, I mean listen, if you’re good at that stuff and you want to play the Instagram game, hey, cool, do it. As long as it is generating results for you, your business, and your clients, go for it. But, if you’re someone who doesn’t want to play the Instagram game and doesn’t want to rely on organic posting to grow your business, because that’s a very, very fast way to go out of business because it takes so long to see results from, then what I’m about to suggest to you is the truth of what you need to do.

Facebook owns Instagram, just in case you didn’t know. Google owns YouTube, just in case you didn’t know. Both platforms, well, especially the social platforms I’m not going to talk about Google, but I’ll talk about Facebook and Instagram. Both platforms, sorry, I should say Facebook and soon Instagram, Facebook has told us a year ago that we get 2% organic reach. Which means that I’ve you’ve got 1,000 followers and you post something organically, like, “Hey, here’s a new recipe from my blog,” 20 people see that. Isn’t that amazing? Isn’t that exciting? You spend all this time trying to get followers and likes because that’s what matters and you can pay the mortgage with followers. Right? You try to get all these followers, and then 2% of them see anything you post on Facebook.

Now, Instagram is better organically, but it’s going that way in the next, I’d say, two years. The reason for this is because, how does Facebook and Instagram make their money? They’re not charging you. Right? Well, guess how they make their money. Just take a guess. Just take a guess. It’s something called advertising, and if you’ve been on the news feed on Facebook, you probably see every third post is a sponsored post, which is essentially an ad.

Your two options and paying to acquire clients

Here is where we’re at in 2019. You have two choices. You can play, what I call the old way, the old game, which is I’m going to post on my blog, I’m going to post on YouTube, I’m going to post on social media, I’m going to run some free challenges that no one’s going to see. I’m going to put together some lead magnets that are not going to lead anywhere, I’m going to do all this free stuff that takes me all my time, that’s one thing you can never get back is your time. I don’t care what financial situation you’re in, you can never get back your time.

That’s scenario one, is I’m going to do some free organic stuff and I’m going to grow my business. Da, da, da, da, da. No, you’re not. It’s going to take a long time. When I say a long time, give yourself three years, minimum. This podcast, I don’t even care how many downloads we get. It’s honestly just my opportunity to kind of riff and talk about stuff, and I don’t even know how many downloads we have. I promise you, it’s not a lot. Okay? I’ve been doing this podcast now for a year and a half. We are currently at, I don’t even know, 239 episodes, I think. Pretty cool. It’s my artistic, creative outlet.

If I were relying on my podcast to build my business, man, I would not be able to sleep at night. I would not be able to sleep at night. I think we’ve had maybe a handful of clients come through the podcast, and that’s cool, because Daphna, if you’re listening, here’s an example. She was sitting in with us at our Luminaries Mastermind in LA in November and we’re having dinner, and we’re sitting beside each other and she was telling me, she’s listened to almost every single episode of the podcast, and she knew she was going to work with us before she even had a phone call with us. I’m like, that’s cool.

That’s a nice thing to have happens as a result of a podcast, but if I only got five clients from this podcast, I would be out of business, and you will as well. Blogging is the same thing. Google especially, and we’ve talked about this before as well, so if I sound redundant, I’m not apologizing, because this really needs to sink in. If you are relying on blogging, for instance, and you’re not a very, very, very popular website like WebMD.com, your stuff is not going to be found. It’s going to die into the ethers. You’re going to be found on page 103 of Google, and no one’s going to find your stuff.

I really hate to be the bearer of bad news, that’s the reality, because Google has recently made some algorithm changes. Not recently, like I mean, six months ago. They basically said, they’re basically in bed with WebMD. If you’re not a doctor or a highly authoritative figure already, your website is going to be seen by no one. My friend Josh Axe, who was on the podcast a couple months ago, 30 million visitors a month to his website. Right? Was the number one website in the world. Overnight, they lost 11 million visitors, overnight, because of that Google change. Because he’s not a medical doctor, he’s a chiropractor. God forbid. Right? Don’t play that game. It’s just nonsense.

Option number one is you do the free stuff, hope for the best, and send me a letter in three to five years letting me know how it’s going. Option number two is, you must pay for your clients. That’s it. You have to be willing to pay to acquire clients. That is a skill and an art, and it’s something that we base all our coaching around. Every single one of our clients, whether they are new or more advanced, we help them run Facebook ads to acquire clients. The reason for that is because that is the only way to predictably and quickly become more visible.

I have 5,800 likes on my Healthpreneur page on Facebook. That’s not a lot of people. But, I’ll tell you one thing, is that almost every single time I have been at an event or I’ve connected with someone new, for instance on LinkedIn or Instagram, or just anywhere else, the number one thing people tell me is, “Dude, I see your ads all the time.” I’m thinking to myself, awesome. That’s how you become more visible.

Facebook is your email list. Facebook is your blog. Facebook is your video channel. Facebook is your platform to say whatever you want, and all you have to be okay with is making a deal with Facebook to say, “Listen Facebook, I’m going to give you 100 bucks and you’re going to show this ad to this many people, and in return, hopefully I’ll get a client or two.” Or, “Facebook, I’m going to give you $10,000 a day, because I know my pipeline is dialed in, and I know that when I give you $10,000, you give me 50. Let’s keep this relationship going, because it’s amazing.”

The reason that most people don’t do this is because they don’t know what they’re doing, or number two, they’re scared. If you don’t know what you’re doing, then don’t do it, because you will lose money quicker than water going down a drain. The solution to that is you work with experts like us so we can help you do this and understand how to advertise properly on Facebook. Now, if you’re scared of advertising, that’s simply because you just don’t know it. We are afraid of things we don’t understand. We are afraid of things we don’t understand. How do we become less afraid of something? We learn about it. If populations around the world just adopted that one philosophy, there’d be a lot less bickering and a lot less war.

For instance, a Facebook ad is whatever you would normally post, with a little bit of money behind it. That’s all it is. That’s as simple as it is. Whatever you think you’re about to post on your page, you can post it, and then there’s a button called boost post. At a very simple level, that’s pretty much all you need to do. You just put $5 a day behind that post, and now that post is not being seen by 2%, it might be seen by 10% of people. Right? There are obviously more sophisticated ways of running ads on Facebook, but at its primitive level, it’s a message you put up on Facebook and you put money behind it.

Now, obviously, there are nuances in terms of what the message should say, what type of images to use, how to target the right audiences, how to set up the campaign for maximum ROI, bidding strategies, all that kind of stuff, and that’s what we’re really, really good at doing with our clients. That’s how 95% of our revenue is generated. Every single day, I give Facebook a lot of money and Facebook gives me back even more. That is a great relationship to have.

How you become more visible to attracting clients, is by running ads on Facebook. Remember, because Facebook owns Instagram, those same ads can be run on Instagram, assuming if it’s a video under a minute or if it’s text under 2,200 characters. That’s the game, guys, you have to pay to play. I’m going to say something very, very brash. Is that, if you are not willing to do that, I don’t think you should be in business. Boom, like, mic drop. I’m done, I’m seriously done, because things were different.

How we help our clients and why the organic game is different now

When I started in 2006, Facebook wasn’t around. The organic game was all that was. SEO, all that kind of stuff, you could get away with that. Today’s world is different, man. Today’s world is very, very different, dude. Bro, what’s up man? I don’t know where all these words are coming from. Anyways, today’s world is very different. You can’t play the organic game any longer, unless you have a massive following to begin with. If you don’t have a massive following, which I’m going to assume is most people, then don’t play that game.

I don’t care how many leads you have coming in. I don’t care how many likes or followers you have. If those likes and followers are not represented by the money you have in your bank account, then what you’re doing is not working. If you want to buy that house, if you want to take a trip, if you want to put your kids in a better school, if you want to buy that cool dress or that cool suit, whatever your thing is, you can’t buy that stuff with how much traffic your website got. You can’t buy that stuff with how many followers you have on Instagram. You can’t buy that stuff on how many thumbs up you got on a YouTube video.

All that matters is that you’re getting in front of clients in a way that shows them that you can solve their biggest pain or problem, and that they pay you money to work with them. That’s all that matters. You don’t need months to build up a relationship with someone. In some cases, yes, most people are not going to buy right away, and that’s totally fine. You can continue adding value to their life over time in the form of emails and stuff like that.

You have to understand, if someone has a broken leg, do they want it solved now or later? They want it solved now. There are a lot of people out there with broken legs. I’m using broken leg as a metaphor. There are a lot of people who are in pain right now, who want their problem solved right now. If you have a great solution and you have a conversation with them where they say, “Man, this makes a lot of sense. Let’s do this.” That’s how you build your business. That’s how you become more visible.

A lot of people say, “I want to become more visible.” Well, why do you want to become more visible? “So I can get more clients.” Well, why do you want to get more clients? “So I can make money and help them.” Well, that’s what we’re talking about here. It’s not about becoming visible for the sake of becoming visible. Becoming visible means you are … Well, it’s important because the best product doesn’t win, which is kind of sad, but it’s good. The best-known product wins. Does McDonald’s make the best hamburgers? Nope, but they’re doing well. Right? I would say Shake Shack is way better, but not everyone knows who Shake Shack is. The people who do obviously go there when they can.

How to know if what you’re doing isn’t working

In any industry, in any aspect of life, the best product is not the winner. The best-known product is the winner. I have 5,800 people who like me on Facebook, but I can promise you hundreds of thousands, probably millions of people see my ads. The very fact that people continue to tell me, “Dude, whenever I play a fricking YouTube video, your ad always shows up first,” I’m like, great. I mean, probably not now, because we stopped the YouTube ads because YouTube made some changes to their algorithm which has made it kind of challenging for us on the YouTube side, didn’t really make sense anymore from an ROI perspective. But, when we were running them, you know, it was like, great, I’m on your feed all the time. That’s what you want to have.

That’s what you want to do, and you want to feel your prospects, you want your prospects to think that you are everywhere all the time. It doesn’t take $1 million a day to do that. You can do that with like, 50 bucks a day, because your prospects are only seeing ads that are relevant to them. They don’t know what’s going on. They’re just like, “Why do I keep seeing this ad? Why do I keep seeing this post all the time?” When you do it the right way, it’s not annoying. It’s valuable, and that’s why our ads get so many shares and so many likes, and that’s why our client’s ads do the same thing.

The beautiful thing is that, yes, most people are not going to do business with you right away, but almost all the clients we work with decide within 24 to 48 hours of first contact. Check this out. They have no clue who I am. They have never heard of me. They have never seen me. Suddenly, an ad pops up in their news feed with a great message. They click on it. Eventually, they have a phone call with us and they’re working with us. How does that happen? How does that happen?

It’s because they have a problem, we have a solution. It’s just a matter of having a conversation to be like, “All right, is this a good fit, yes or no?” That’s all we’re doing. We’re not saying, “Well, it was great talking to you. Let’s spend the next several months dating and let’s build up a bit more trust, and then when you’re ready, when you feel more comfortable, then we can do that.” That’s not what we’re doing here. I mean, yes, there are people who do take more time to warm up. That’s fine, and maybe down the road they’ll be in the position to pull the trigger. But, 95% of our revenue comes from what I just mentioned. “I’ve never heard of you. I saw an ad. I clicked on it, and now we’re having a conversation and I’m working with you.” That’s how quickly it can happen.

Having a predictable business foundation

But, it takes a little bit of time to set up the pipeline properly. We call it a perfect client pipeline. It takes a little bit of time to set that up, but once it’s up, it’s running for you every single day of the week. If you want to compliment that with, if you enjoy posting on Instagram or if you enjoy doing a podcast, hey, go for it. But, the foundation of your business needs to be predictable. You need to have a treadmill of new leads and prospects and clients coming in that doesn’t depend on you doing the organic and free stuff.

As you have this freedom from the leads and clients and money coming in, now you have more time, you’ve got more creative expression and freedom to give out everything else for free. That’s why I do this podcast. I don’t care about monetizing it. I don’t run ads on this. I don’t care about how many downloads we get. I mean, it’s nice to see steady growth over time, but it’s not like I’m losing sleep over what’s going on with the podcast. Okay?

That’s how you become more visible to attract more of your perfect clients, you run ads, and specifically on Facebook. If you want help on how to do this, then we can help you. Two ways we can help. Number one is, we have our Luminaries Mastermind coming up in Toronto June 26th and 27th. If you want to sit in, if you qualify to sit in and be in a room with some really great people, the website is healthpreneurgroup.com/2day, that’s the number two, D-A-Y. If it resonates with what you’re looking to do, fill out the application and then I’ll get back to you if you’re a yes or a no. You have to be currently coaching clients. You have to be generating revenue. If you’re someone who’s brand new, you have no business, it’s not going to be a good fit. That’s the first way.

If you can’t travel to Toronto because for whatever reason there’s no airplanes in your area, which is always hilarious when people say that, “Oh, if it was closer I’d come.” Well, there are things called airplanes. Anyways. The second way is, if you want to chat with us directly, here’s what I want you to do. Go to healthpreneurgroup.com/training and watch our presentation. If it resonates with you, then book a call with us. Really simple. Okay? That way, we can kind of cut to the chase and we can start helping you a lot sooner if you like, and those are the two options.

If you want my help in person for two days, Toronto is the best option. If you want to start right away and work with us more virtually, then go to healthpreneurgroup.com/training. Start by watching the presentation and then book a call with us. That’s all for today. Hope this finds you well. Hope it makes sense. Stop doing the free, organic stuff, because it costs you time. That’s the one thing you can never get back in your life, never forget that.

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

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

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

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Subscribe to the Healthpreneur™ Podcast on iTunes

If you enjoyed this episode, head on over to iTunes and subscribe to Healthpreneur™ Podcast if you haven’t done so already.

While you’re there, leave a rating and review.  It really helps us out to reach more people because that is what we’re here to do.