Business Contradictions: The Truth About Visibility

You're listening to the PT Profit podcast, episode number 302. Today we are unpacking Business Contradiction, the truth about Visibility. Are you ready? Let's get started.

Hi, I'm Beverly Simpson, former fitness manager turned online personal training business owner. And this podcast is where smart fitness professionals, including trainers and clinicians, discover how to increase client performance and movement, package and position their products and services and get out of their own way so that they can increase their revenue to live a life that they love without sleazy sales. Welcome to the PT Profit Podcast.

What's up coach? Thank you so much for pushing play on another episode of the PT Profit Podcast. I'm your host, Beverly Simpson, and if this is the first time that you're hanging out with me, welcome. I'm super pumped that you're here. Wednesdays are our short stay snippet podcasts to give you just some quick insights to help you stay motivated and get into action. The truth I've really been loving these series and so I think that it has been, it has blended over and onto our Monday marketing episodes where they're really high level and more strategic. However, I've really been enjoying these Wednesday episodes and hopefully you have been enjoying them as much as me. If so, it'd be a huge favor to me if you'd screenshot this episode and share it it with your friends on social. Help us help more people. And of course I love to hear from you. So please tag me so that I can support you and connect with you because I love to talk to you. So let's dive into One of the biggest contradictions I see is the truth about visibility. And so why am I putting this in a contradiction? Because here's the thing is because if you want to be number one in your niche, you need to be the most visible, plain and simple. And when you look at the growth equation, we are looking at visibility value and volume. And let me give you an example of this, okay. Is if I asked you who was the first woman pilot to fly across the world, right? Was it world? I'm going to say world, but who was the first woman pilot? Nine times out of 10 people know it's Amelia Earhart. But if I were to ask you, what about the second, what about the third, what about the fourth? And chances are you probably don't know that. And it doesn't matter that the second, third and fourth got there alive, got there faster. That doesn't matter. The person who got there first oftentimes get the gets the most visibility. So you want to be number one in the niche, you just need to be more visible. And so people get this twisted and people get this confused because they say things like, oh, and so this accidentally starts to leak, lead to popularity metrics where we just need to have more followers. Oh, well, if I have more followers, then I'll be more visible. And popularity metrics are not the same as profitability metrics. People get that twisted. And then what also happens is people start spending all their time trying to build know, like and trust, which also can be an accidental popularity metric. Because if you're trying to connect with people who like you and you're creating content for people to like you, then you are subconsciously sabotaging your business. Because in order for you to really help shift your clients and give your clients results and help your clients facilitate change, it's going to require them to get uncomfortable in some capacity. And that will require you to speak to potential and not to the garbage they bring in the room. And that can be hard. And you cannot buy from the Internet's best kept secret. They cannot buy from you until they know that you exist. And so here's some of the contradictions we hear about visibility. Number one, we hear don't use ads until you hit 10k per month. We also hear, don't use ads until you use 100k per month. We also hear ads are the fastest way to increase your visibility. We also hear, post every single day. We also hear, don't need to post every single day. Don't post every single day, you'll burn out. Post four times a day. We also sit here, just post every day. Not a business strategy. Okay, so this can be really confusing because. Which is it? If you're sitting here and you're thinking, you know, you know, it could be really confusing. And so I want to just unpack why people are saying that. And then I want to unpack. And then, and then ultimately you have to get clear on what's going to be in alignment for you. Because all paths lead to Rome. And for me, business growth requires resources, time, energy, effort and money. And for me, I want to prioritize my time over my money, because then I'll have plenty of both. And then when you set up the foundations of your business to really get set up to scale, scale, you reduce the risk of it breaking when you go to scale. Because what happens to a lot of people if they don't put in the leveraged fulfillment system inside of their business? What happens is they end up breaking and it Ends up breaking on as you begin to scale because the hours of time required to fulfill on the offer that you've put out doesn't match profitability. If we're trying to maintain a 50 to 60% profit margin, I'm going to save that. If that is, if you want to know more about that, then tune in on next Monday, because I'm going to save that for Monday's strategy in the second phases of growing from 10 to 50k. I'm going to save that for, for that episode. So. So tune in next Monday. Okay? But for now, when we're talking about the visibility components, the amount of people that need to see us in terms of the audience, in terms of the volume, that number doesn't change. If you're trying to hit it, trying to hit a specific goal, it doesn't matter where you are. The visibility, the amount of people that need to see that beautiful message, it needs to be seen. They can't buy from the Internet's best kept secret. You know, we hear all this messaging of like, oh, you're not where you want to hit. Then maybe it's your messaging, maybe it's actually not your messaging. Maybe it's about the amount of people that seeing it. Because you could have beautiful messaging, Beautiful, perfectly ethical, persuasive messaging. It will not matter if only paint drying is, hearing it, seeing it watching, doesn't matter. How do we grow our visibility? Well, first thing first is that you need to decide that you're an authority based on whatever level of expertise you are. When you step into a position of authority, you magnetize yourself. Now people get twisted because they mix up authority and expertise. It's not the same thing. Let me give you an example. I'm sure you can think of someone right now that is less qualified, less educated than you are, but likely making more money than you are. And if you're asking and wondering, well, why is that? It's because they have more authority. Meaning people already assume their expertise based on their level of authority. An example of that is doctors. People walk in with a white jacket and there's already a level of expertise that is assumed based on the white jacket. And here's the good news. The good news is that you get to borrow. First you get to decide that you're an authority, and then you get to borrow other people's authority. So go to your network, ask for referrals. That's going to be step one when it comes to visibility. You can collaborate, you can ask for referrals, you can do so many other components. That's number one. And then number two is you can use ads. Oh, people get cranky about ads because they're like, oh, you shouldn't be using ads until you have blah, blah, blah. That's all arbitrary, fake and false and not true. Okay, Because I don't know about you, but I want to prioritize my time over my money. And if I'm going to spend time crafting beautiful messaging, then I want to get it out to as many people as possible. And so you could run engagement campaigns through campaigns. What happens is this. This is how you make passive income. And I'm putting passive in quotes because that work is not passive. It's already done. You've created it, but now you're pushing it out into more audience members and inviting them to actually hear and receive the message. Which is a good thing. It's a great thing. And you could spend anywhere from less than a cent to $0.03 getting eyeballs on your content. I mean it's a no brainer. Or you can do what other people teach, which is you could go DM 100 people. You could go comment on 100 people. And it's not that that stuff doesn't work, by the way, we're going to talk about this because this is also another contradiction because the more conversations you have, the more conversions you have. Just plain and simple. It's just you're using a resource of time and effort and think about how much time it takes you to comment on 100 people's stuff versus getting your, your content pushed out while you're sleeping for less than 6 then less than $0.03. Okay, so it's not, not. And I just want to just hit this point home because it's not a matter of which one's better. It's not either. Or you can live in the and it's just about being honest with yourself about where you are in your resources right now. If I did not have cash and scaling needs cash, just plain and simple. And if I didn't have the cash, then I would be hitting the visibility and knocking on doors and saying hi, I'm here and introducing myself into the Internet. Because if you are waiting for people to find you, that's like standing in the back of the corner in the room at the party and waiting for people to come and say hi to you. Even though you are dressed and decked out, dressed in the nines, magnetized from the inside out, but you're. Or standing in the corner waiting for people to come and Talk to you. That works and it will work. It's just slow and that's okay. So just be honest with yourself about where you are in the journey and what you are comfortable with. You want to hit the gas and you want to hit faster. Go introduce yourself to people. This also requires you to know yourself. People will come to me and say, do I have to go and comment on people's stuff? Do I have to go and dm it feels blah, blah, blah, blah blah. You do not have to do anything, Nothing. But the requirement of visibility doesn't change. So your strategy might change. Meaning you might use ads to push out engagement, meaning you will continuously do invitations to have conversations with you, to comment on you. One thing that I will say though, is that ayni and reciprocity really matter. So if you are are wanting things that you are not willing to give, like comments, likes, shares, we need to look at that. So find the ways that you can, can give in a way that feels ethical to you. Because I have set up my business to, to prioritize inbound and to connect with the people that are coming into my store where I can say, hey, can I help you find anything? There's nothing about the connection that I'm bringing to my business and that I teach my clients to bring to their business. That's sleazy. And so no, you do not have to do any of the outbound strategies that people will teach. However, you need to have another strategy in place that's going to give you the same visibility. Whether you're going to use engagement ads, whether you're going to use collaboration components so you can get in front of other, other people's audiences, whether you consistently post content that puts more, more races in the game or, or puts more horses in the game. But if you don't want to post content, you don't want to use ads, and you don't want to comment on people's stuff to introduce yourself and you don't want to collaborate, then we need to take a closer look at this and we really need to be honest and ask yourself what is preventing you from being visible? What is in the way? And then we need to ask ourselves, why do you want this? And then is there a better option for you? Because every single one of those ways are going to caught to grow. Visibility is going to be uncomfortable. And so we need to be discerning and decide what is uncomfortable. The brain's just trying to keep us safe from or what is not in alignment. But if we're not willing to do one of these four things or a combination. Combination of these comp these things. Posting content, using ads, collaborating, knocking on doors and introducing ourselves, then likely we're going to really struggle to grow visibility. And do you have to do all four of those things? No. You do have to get to know yourself and know what you are willing to spend in terms of resources, energy, effort, time and money. And then once you know that, prioritize what it is you want to do. And the reason why there's so many contradicting ways to grow visibility is because people have different opinions about what's best to prioritize for themselves and what they recommend their clients prioritize. For me, I recommend my clients get to know who they are, get to understand what they preventing them from making a decision and then helping them decide what the decision is going to be and then relentlessly executing until it works. That's what we're doing together. With that said, hopefully that provides you some clarity. Next up for you is to make a decision and then to grow your visibility. And if you need help with that, slide into my DMs at B. Simpson Fitness. Let me know. I'll be happy to to help you get clear on what visibility plan is going to work best for you. Thank you so much for hanging out with me today on today's episode. I'll catch you on the next one.

Thank you for listening to the PT Profit Podcast. If you like this episode, chances are your friends will too. So it would be a huge service to us if you would please leave us a review and share with your friends on your social media channels. When you leave us a review, be sure to take a screenshot of it and email that screenshot to my team@info simpsonfitness.com and we'll send you a very special Instagram podcast that will show you how to create compelling content so that your ideal clients come to you and you go from wanting clients to a wait list of clients ready for your services. Thank you so much for listening and we'll see you on the next episode.