by: Yuri Elkaim

Welcome to another solo round of the Healthpreneur Podcast! Today I’m going to talk about a topic many of us health experts hate – marketing. WAIT! Don’t leave.

I know, I know; many of us think of marketing as slimy, salesy, and just not our thing. Well, guess what? Everything you put out there is marketing. Everything. Whether it’s a podcast, Instagram post, or conversation, it’s marketing. So, it is your thing. I’ll give you a second to let that sink in.

Now, tune in to hear what marketing is, how it works, and why you need it to make the biggest impact in this world. Added bonus? With proper marketing, selling becomes almost unnecessary. Now there’s something we’d rather take off our plate, right?

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Click here to subscribe to the Healthpreneur™ Podcast on iTunes

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In this episode I discuss:

1:00 – 4:00 – What is marketing and what should it do?

4:00 – 7:30 – Why it’s important to be congruent with your marketing

7:30 – 11:00 – Why good marketing makes selling almost unnecessary

11:00 – 14:30 – Pre-Suasion book example and takeaway

14:30 – 15:00 – How my marketing has worked for over a decade

15:00 – 17:00 – Why marketing is necessary and how my program can help

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What You Missed:

On our last show I had the opportunity to speak with Dr. Stephen Cabral, a brilliant man committed to mastery.

Stephen’s mission is to help people all over the world rebalance their mind and body by taking back control of their health. He has his own concierge functional medicine practice, personal training studio, and shares his knowledge through his podcast, The Cabral Concept.

Listen in to hear about Stephen’s journey and get some pointers on growing a podcast to reach more people.

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Transcription

Do you love marketing? Oh, I bet you do, right? Oh, my God, I’ve got such a good episode for you today, because we’re going to talk about the truth about marketing.

This is an area that so many health experts have an issue with, because, for whatever reason, they feel that marketing is slimy and salesy and doesn’t really feel good. Right?

The key word being doesn’t feel good, because I want to be all feel-goody and stuff like that. And, I’m all for feeling good. That’s really the premise of life, I think.

I want to give you some context, to rewire how you think about marketing, and whether you see it as a positive or negative, okay? I think you’ll get some really big a-has out of this episode, so stick with me for about 10 or 12 minutes, as we jump into today’s episode.

 

What is marketing and what should it do?

Let me make this simple. Marketing is everything you do to get people in the door or on the phone. Selling is what you do when people are in the door or on the phone. Okay? That’s the difference.

Marketing is everything you put out. This podcast is an example of marketing. Does it feel slimy to me to be able to share wisdom and education like this? Absolutely 100% not.

Everything you post, whether it’s on Instagram, email, podcast, anything you put out to the world is a form of marketing. So, understand that. Just let that sink in for a second. Every time you speak to somebody. Every time you put something out, it is marketing.

I’m going to give you two ways of thinking about marketing, now that you have the context that marketing is everything that happens to get someone in the door, and then selling is what happens when someone is in the door.

 

Why it’s important to be congruent with your marketing

I’m going to give you two ways of thinking about this a little bit deeper. Marketing is beliefs. Marketing is beliefs. What does that mean? Markets should be not so much about 101 ways to use coconut oil. I think that’s okay. Obviously, you can be helpful in that way. But true marketing should polarize people. And, to polarize people, you have to share what you stand for and what you stand against. Essentially, your beliefs. The more you share what you believe the better off your marketing is going to be.

A lot of people focus on what they know. Right? How to lose weight. How to do squats properly. That stuff is fine, but the more powerful marketing is where you share your beliefs.  You can blend it in with some of that how-to stuff as well, if you like.

When you share a piece of content or marketing material, think of it as a boomerang. You’re going to put something out, and as it comes back to you, like with anything in life, you attract into your life who you are. You attract into your life what you believe. You attract into your life what you focus on. So, when you put stuff out into the world, it is going to repel the wrong people, and it’s going to attract the right people.

This is why it’s super-important to be congruent with who you are, because if you try to be someone who’s fake and you use a different name and you try to be someone you’re not, that’s a very incongruent existence, and I think, eventually, you’re going to run into some type of mental breakdown/life crisis, because it’s just so incongruent with who you are as a person. So, be yourself.

If we ever meet in person, you’re going to see the exact same person you meet in real-life is exactly who’s coming across here over your headphones. I don’t try to pretend to be anything that I’m not. I’m very real. That’s what a lot of people tell me. I am who I am. Right?

So, as a result of that, I attract very specific people to my business, and they’re not necessarily the same people that will resonate with somebody else who might be doing something similar as me, because they’re putting out a different message or belief system that resonates with their tribe. And that’s why there’s really no competition. There really is no competition. And if you think of it that way … the world is abundant.

There is more than enough for everybody, and if you think that because the health and fitness space is super saturated your message doesn’t matter and no one’s going to pay attention to it, you’ve lost. You’ve lost the battle. But, if you think about, “Hey, you know what? There’s going to be a segment of this world that resonates with me, that resonates with my message and me as a person.” Because it’s not just the message. It’s about the messenger as well. Because you matter. Your point of view matters. Your beliefs matter, and the right people are going to be attracted to what you’re doing. So, share your beliefs.

 

Why good marketing makes selling almost unnecessary

This is why I think that, when used properly, Instagram, Facebook to some degree, can be so powerful, because they’re platforms that allow you to share your beliefs. What you stand for. What you stand against. And that’s why, for instance, with Instagram, the power’s in the caption. Having a good image is awesome, but the true power to really amp up that image is what you say in the caption. I recognized this a while ago. I was like, I can’t, and I don’t believe you should outsource what people are saying on your behalf. Do not let some VA write your social captions, because it’s not your voice, and it’s not your belief system. You have to write what you believe. It’s your ideas. Your ideas matter, very much so.

So, sharing your beliefs is a very big piece of marketing, and that’s one definition of marketing, is marketing is sharing your beliefs so that it attracts the right people and repels the wrong people.

The second way of looking at marketing is that it’s a bridge between you and people who don’t yet know you but who would be benefited from what it is you have to offer. So, it’s a bridge, okay? And marketing is essentially building a relationship with these people to the point where they know, like, and trust you, so that selling becomes almost unnecessary. Let me repeat that. Marketing is a process of building relationships with a group of people to the point where they know, like, and trust you, so that selling becomes almost unnecessary.

Let me give you an example of this. One of our Mastermind members, Kate, was asking me, “Hey, Yuri, do you recommend getting people on the phone directly or do you recommend having them go through a webinar first?” And I said, “Hey, that’s a great question,” because there are a lot of people in the coaching space who have a “book a call” button on their website, and I told her, what we find — and we’ve actually tested this ourselves — is when you get people on the phone who have no context for what you’re talking about, you end up having to sell a lot harder. You have to do a lot more explaining about what you’re doing. You have to sell the person on what this is. And the conversions or enrollments from those consultative type of phone calls is much lower.

 

Pre-Suasion book example and takeaway

By contrast, if you have a piece of education like a webinar, this is why I’m such a big fan … I mean, if there were stocks in webinars, I would be full in on webinars, okay? If you’ve got a webinar, think of your webinar as your signature talk. It’s the one thing that you would want everyone to watch to give them a way better understanding of a specific topic, and then, obviously, of how you can serve them and help them. We get this a lot. I get people talking about, “Hey,” you know, “Can you tell me more about how you can help me build my online business?” And I’m like, I can go back and forth 1,000 times with these people, but the easier thing for me to say is like, “Listen. I think it might be best if you just watched our training, because that way you’ll get a much better understanding of what we’re doing, and if you jive with it, then book a call with us. And if you want an example, just go to HealthpreneurGroup.com/Training. Okay? Watch the webinar and see what I mean.”

If you’re like most people who go to the webinar, you’ll be like, “Oh, my God, this guy’s in my head. Oh, my God, I completely resonate with this.” And for some people, they’re like, “Nah, I don’t want to do this,” which, totally fine. But the beautiful thing is that it saves you time. You don’t have to engage in conversations that are going to lead to nowhere, because it might not be a good fit for someone. But they go through a piece of content like a webinar first, they’re immersed in your belief system, in your philosophy and the way that you do business, and the way that you help certain people. And if those people book a call with you after the webinar, they are pre-sold. They are primed. They have context. And now, the phone call is just wrapping up a few details, and that’s it.

If you want a great example of this, another great example is read the book Pre‑Suasion by Robert Cialdini, who wrote the book Influence, one of the most important marketing books you could ever read. Pre-Suasion and Influence, you have to read these books if you care about becoming a good marketer. And don’t think of marketer as this bad word. It’s not. Remember, a marketer is somebody who shares their beliefs and builds relationships with people to the point where they know they can trust them, so that selling becomes almost unnecessary. I don’t think a lot of people like selling. The better you do your marketing, the less you have to sell.

Again, you don’t have to sell like a sleazy salesperson anyways, but it becomes a whole lot easier when you allow a lot of your marketing to be automated through a great tool like a webinar. Then you get people on the phone, you have a conversation with them, whether it’s in person or on the phone, it’s so much easier for them to be like, “Yeah, let’s do this.” You don’t have to really pull teeth or convince anyone of anything, because, like my book agent once told me, when you’re explaining, you’re convincing, you’re losing. That is so good. When you are convincing or explaining, you are losing. Big difference. Okay?

I’m just going to go back to Pre-Suasion for a second, just before I went off on a tangent. Pre-Suasion is a terrific book. The overarching message is, what people see before the offer greatly impacts the results of the conversion of that offer. So, let me give you an example from the book. They did this study where they had this lady who … This was all set up, right? So, they had a lady who had a purse and then four guys took her purse and ran down the street. And then, they started stopping random guys and asking them … The lady would stop them, so, she was in on the study here, right? She would stop these men and be like, “Oh, my God, these four guys down there stole my purse. Can you go get it back?” And a lot of times, the guys were like, “Are you crazy? I’m not going to go afer these four guys. They’re going to kick my butt.” In other cases, the guys were like, “Yeah, for sure. I’ll go do that right now.” What was the difference?

What I’m about to share with you is not going to make sense, but this is how powerful this is. The difference was, the guys who said, “Yes, I’ll do that,” the difference in that case was that these guys were being stopped on a street called Valentine Street. Valentine Street. Now, what the heck does that have to do with running after these four guys and grabbing a purse back? Well, it has to do with chivalry. Because these guys were primed, being on Valentine Street, they were in a context where they associated being a gentleman, being romantic, being chivalrous, however you want to define it, as part of that experience. It makes absolutely no sense.

I mean, that is a very extreme example, but it was crazy to see the difference. I can’t remember the stats, but it was insane, the number of men who said, “Yes,” on Valentine Street versus the men who said, “No,” when it was just a regular, random named street. So, priming really makes a difference. That’s why your marketing, if it’s done properly, gets people to the point where they just like, “Hey, man, how do I sign up with you?” That’s eventually, ultimately, I think, what most people want. Would you not agree? So, that’s a big thing.

 

How my marketing has worked for over a decade

And then, finally, I want to again remind you that everything is marketing. Everything is marketing, and marketing is everything. If you don’t like marketing, guess what? Your business is going to suffer. But if you understand that everything you do, whether you post something on Facebook or Instagram or whatever, everything is marketing, and marketing is everything. It’s the blood of your business. This is why longevity matters. This is why being around for a long time matters.

Listen, I’ve been around since 2006, and our health and fitness business is still crushing it, and I’m super grateful for that. And we’ve had health promotions do awesome as well. There are a lot of people out there teaching how to build a business online, and they’ve been online for maybe a year, maybe a couple months, maybe they had one little success and all of a sudden they’re like, “Oh, cool, I’m going to teach this now.” I don’t want to speak poorly of those people, because, at the end of the day, it doesn’t really matter. All that matters is that you can help someone, right? And I give my hat off to the people who know how to take someone from where they are to where they want to be, whether that’s in business or in health, it doesn’t matter. That’s why it doesn’t matter if you have a PhD, as long as you can help someone improve their health, that’s really what matters.

But, what I can say is that there are a lot of moments where I speak to people who are like, “Dude, I’ve been following your stuff for five, seven, 10 years. I love your stuff.” If someone has been following you for 10 years, do I really have to sell them? Do I really have to hard sell them? No. They have been drinking my Kool-Aid for 10 years. They either get it or they don’t. They either like it or they don’t. I’m not going to change the way I am. And if you’ve been around for a couple weeks, it’s a little bit tougher to have that type of indoctrination, but it doesn’t mean that you can’t have those types of results, because what we help our clients do, and what I love about what we do with our clients, is that we show them how to go from zero to hero.

 

Why marketing is necessary and how my program can help

So, we have people coming in who have zero following, zero list, nothing, and we help them start enrolling clients right away, because we show them how to do this in a streamlined fashion that doesn’t require them to be around for 10 years. But, it’s nice to start in the right place, because over time, people are just going to continue and continue and continue to see the message and it’s going to make it easier and easier and easier for them to enroll clients over time. So, anyways, if you would like to know more about what this looks like, again, I’m going to point you to our training, HealthpreneurGroup.com/Training.

Seriously, watch the webinar and pay attention to how you’re feeling about what you’re seeing. If you feel like, “Oh, my God, this makes total sense,” if it resonates, that’s awesome. But if it doesn’t, understand that everything I’m sharing is going to repel or attract you, and at a meta level, see what’s happening. Because when you do this in your business, watch what happens. And again, if you like what you see in the training, and you want to go deeper with this, and you want our support to help you deploy this in your business, then just book a call with us at the end of the training. Does that make sense?

So, thank you once again for joining me, hope this lesson has found you well. Marketing is not evil. It is necessary. It is embedded in everything we do in business and life. Take that to heart. Feel good about what you do. Feel good about the message you’re sharing, because it does matter, and it can change a lot of people’s lives.

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