Create Clients on Demand

You're listening to the PT Profit podcast, episode number 98. Today you're getting the replay of Create Clients on Demand. 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? Thanks so much for hanging out with me today and pressing play on another episode of the PT Profit Podcast. I'm your host, Beverly Simpson, and as per usual, I am so excited to get this episode out to you. So here's the deal. By the time this episode is being aired, we're about to release Simple Selling Live. So the training actually begins on Thursday, September 16th. So if you haven't already registered, go ahead and get into the show notes and join us. Because if you are a fitness professional, health and wellness professional in the fitness, physical therapy, nutrition space, and you really need help connecting with your ideal clients, using your content, and actually starting and scaling a business without using sleazy sales tactics, then this training is for you. In fact, after this training, you'll be able to get your next one to five customers in the next seven days. This is specifically designed to help you generate revenue online and use the social media platforms or the content that you're creating, whether It's a podcast, YouTube, blog posts, and drive traffic to your business, whether it's brick and mortar or online revenues. Okay, so the reason why I'm giving you the replay is because what I actually did before I launched this training, because the truth of the matter is, for any of you that have participated in previous launches or you participated in in the Create Clients on Demand workshop. The thing is, is that I can be so intense and I really pour a lot of information into a single training and sometimes people can feel overwhelmed and it's not that overwhelmed necessarily is a bad thing. It usually comes from one of three places. E feel like there's too much to do and not enough time, or we feel completely bogged down by the amount of tasks that we have to do and we don't even know where to start. So we give up before we even go. Or we start to feel discouraged, like it's never going to be possible for us to get to the outcomes that we want to achieve because there's always so much to do. So what I've decided to do is I've decided to really break up this training. Simple. I love to teach. And this free, completely free, by the way, is going to go really deep and you're going to be given tools that you can really use to instantly implement. Because what I see out in the industry is that so many people are really teaching powerful level one marketing tools. And I think that's really awesome and really great, and I use them too. But in our market, where There is a $2.1 billion industry and it feels like every single person could possibly be a personal trainer, especially since. Or a health and wellness professional, especially since the barrier of entry for some people cannot. Isn't very high. So it can feel very confusing when it comes to putting out your message and putting out your content. But chances are, if you're here listening to this podcast, that you fall into the top 1% of professionals. You care about the science of training. It's just the people that I attract. I know that you care about the science of training and really helping people get the results that they deserve. And most likely there are people out there right now less qualified than you, making more money money than you. And in truth, it kills me. So it is my mission on this planet to help scientific struggling coaches like you generate more revenue so that you can impact more people. That's exactly what we're going to do inside of simple selling. So hopefully you're just as excited as I am. And now just to close that loop in terms of a level one marketing is really powerful and awesome. But we're going to go deep because when we go deep, when we can uncover more layers to the messaging components, then you're going to be able to stop trading dollar for our, stop selling, start serving and generate more revenue. I'm going to show you how you can create that content on all of your social platforms that attract, connect and convert. Okay? And so what I wanted to do, since that training could be so dense, is I wanted to break it up and I wanted to prepare you, because so many people kept telling me, beverly, I love this training. I even got feedback that some of this free training is even better than some of the paid training that they got. Now, that's not coming from me. I could tell you how powerful this training is going to be, but I'm going to go ahead and let them tell you. I'm going to go ahead and let participants tell you for themselves. They said themselves that this training has been really valuable. And so I wanted to prepare people for this experience that we're about to go. We're about to go through a really dense training and so, so many people are like, I don't have the time. I don't have the time. So I've really been experimenting with really a lot of different ways to really deliver this message because so many people, because I really, I really know I'm not just operating from a place of. Of I know this works, but are an understanding of this works. This comes from a knowing this is a proven, tried and true process that's going to actually help you grow revenue online. So I'm going to run the replay of the free training that I did inside of our free Facebook group. So please be sure, if you haven't already, come join us because the magic is going to happen in the coaching. It is a perfect opportunity for you to really just go in and go deep and get your questions answered. So without further ado, let's go ahead and roll that training. I'm going to recommend that you have your journal and bring your journal. Journal that's going to come that you're going to use inside simple selling because we're going to really just unlock some really key, amazing things. Now, there's a lot of stuff that I don't, that I do differently than a lot of people. I don't teach things quite the same way as everyone else. So this is going to stretch you. This is going to change the way you look and show up in your content, which I'm so, so excited about. Because chances are if you're listening to this podcast, you might be feeling incredibly frustrated with how you're just blending in with everyone else. Today changes all of that for you. So let's go ahead and dive in. Records. Cool, cool, cool. I see Sean's joining us. Awesome. Okay, welcome. It's 12 o', clock right on the dot. Yes. I love that. We are definitely going to be talking about creating content today that is going to get your clients. So I'm super pumped. Hopefully you're just as excited as I am. So now if you are here just joining us, I know that we're going to have some people that are going to show up late or are already watching on Facebook. That's cool. I just like to be respectful of time. And I start on time. So chances are if you are new or not new, rather, you are not new to this webinar scene. Right. So most people are used to coming into these master classes and feeling like, oh my gosh, it's Just going to be an hour of about me. Okay, cool, Glenn. I'll definitely hit that. And my answer is going to be really different. And it's not what most people say, so I'll just say, you know, it's not what most people say. But chances are you're not here. You're used to these master classes, classes that are like filled with, you know, an hour of about me fluff content and then some pitch at the end. And so now what you will discover is that I don't have any qualms about selling, which we're going to dive into. However, today on this webinar, there's absolutely zero, zero, nada. There'll be no follow up emails and I will get into the reason why. So if you're new to me, I can feel like a fire hose. Sometimes I just pour everything that I've got into my people. And I have sometimes, like, I won't be a hover parent for any of my parents out there, but sometimes I will hover over my clients in the hopes that I'm trying to help you skip steps. I'm trying to help you get to doing all these things, creating the clients to. To getting the people that you want to get as fast as possible. I'm trying to get you to skip steps, however, that sometimes can lead people to feeling really overwhelmed. And overwhelmed really shows itself in this container in three ways. Either there's too much to do, I don't know where to start, I'm never going to get there, or there's just not enough time in order for me to do it. So I don't want any of that to happen. Nada. Because there's someone right now that needs you at your current level. So if I keep inundating you with information, if I keep inundating you with information without implementation, I realized it was just keeping people stuck and not moving forward and feeling stuck. I tend to, we're always in momentum, so we're either moving forward or moving back. So that's why I created this, because I wanted to just make sure that we are getting really specific and that we are using this time to work. So for those of you who know Fellow Donner, Alex, he always says all the time, he's like, you did not come here to work out, you came here to outwork. Right? So I. This training is not just a masterclass or anything else that you may or may not have experienced. Okay. We are specifically going to uncover the core component that are going to be in that captivating, compelling, Pieces of content that the successful coaches have inside of all of their content, whether they know it or not, so that you can start creating clients on demand. There's absolutely not a to sell. We're going to be figuring out how to do that. So by the end of today, we're going to uncover the main ingredient that is probably missing in your content. If you are here and you have not generated any revenue online or you haven't gotten to your goals that you're aspiring to within the last 90 days using your content. Okay. I'm going to show you how you can instantly build rapport with your audience in five minutes or with your ideal client. Really in five minutes with one post. Okay. We're also going to talk about how we attract and reach those potential clients without being pushy, feeling sleazy. One of the biggest questions that people ask me when they join PT Profit formula, when they, when they start working with me one on one is they'll be like, I hate it when I have to slide into people's dms. And all these high ticket coaches will tell you that you have to, you have to do all this, this sliding. We have to, you know, go and ask people for opportunities or this has happened to me and it's felt really sleazy. We're going to get into that today, by the way, because it will. When you're growing a business, two things you're going to have to get comfortable being uncomfortable. Einstein said nothing is created at the level that it or what was it? What's the exact quote? But nothing is created at the level you can't break through at the level that it was created at energetically. Right. So that means that we're going to need to get uncomfortable. That doesn't mean hard, that doesn't mean sleazy. That doesn't mean sliding into people's dms and asking them if they want to buy something from you. We won't be doing any of that today. It will require that you will connect with people you've never talked to before. But how amazing will it be when it's because you created a piece of content that pulls them into your DM so that they're DMing you, they're asking you questions about your content. So we're going to be talking about all of that today. So if you're here, chances are it's because you've either been posting every day and you gotten and, but you have not gotten a client in 90 days. Now you hear those amazing gurus. Now it's not that they're bad. We're going to be talking about that today. About just post every day, just do reels, carousel swipes. Post five times a day, be authentic, add a ton of value, right? And maybe you're doing all those things, but you're not getting any engagement, you're not getting any likes, you're not getting any questions, you're not building any connection. You're not building. You're. You're not getting the clients or reaching the goals that you want, right? Or maybe you are completely brand new and you're like, I have no idea where to even start. Everyone else seems like they're crushing it and I. What am I going to say that's new or different? Okay, we're going to talk about that today. Maybe you're spending hours on your post trying to craft the most perfect. And maybe not even a post. Maybe it's a podcast, a YouTube. Maybe it's a piece of content that you're just spending hours crafting and then you, you give it, offer it to the world and it's like nothing happens, right? There's no likes, no comments, no shares, none of that. Okay, so if that's happening to you, I'm willing to bet that what we're doing is we're doing what those gurus tell you to do. Post every day or trying to build no like and trust. Oh, man. Now, it's not about, you know, we're going to dive deeper into this, but people will say, oh, I'm just spending all this time building my audience. I'm just building no like and trust. Building no like and trust. If you or someone you really cared about, a family member, a dog, mom, whoever, right? Someone you really cared about needed a surgeon right now, how much time would you spend looking for that said surgeon and building a relationship with them? Someone that you know like and trust? Probably not as much time as we think or which is. So many people are really focused on that. People are looking for the best. People are looking for the solution. People are looking for the best, most efficient and effective answer. Ok, now sometimes I really pause when I say that because people will get into imposter syndrome. And so first of all, I'm just going to acknowledge that right now, it's one of those mistakes that people get into is like, who am I Now I'm going to first reframe that and congratulate you because I know it is coming from a place of caring. I know it is coming from a place of humility. I know it is coming from a place of knowing that you can always be better. This is what makes you an exceptional coach in my opinion. Knowing that you are always in the momentum to move forward, to get better. But there is someone right now that needs you at your current level no matter where you are. Right? And that is a good thing. That means you can literally start making money today after this call using your content, I'm going to show you how. And it's chances and it's not about that. How to content your best workouts, your best nutrition. It's not about adding a whole bunch of information that just blends in with everyone else. Right? Oh my gosh. So how do I know this? Right? It's. I'm not going to spend too much time on this slide because you guys are not here for me. You are here for you. Right? But I just want you to know that I get it. I've been there. I posted, I was the best student. I posted every single day for a year and wondered why I'm doing all the things, doing all the right things. Why is it not lifting in the way that I want it to lift? Why am I not a million dollar business fitness business yet? Okay, so I'm Beverly Simpson. I am the creator and founder of PT Profit Formula. Part of what we're going to talk talk about today and in our time together because this is really going to extend over a three week period of time. So we'll explain, I'll explain that, but I used to be a, I used to be a district fitness manager for a big national company based out of New York. And I was the fastest growing personal trainer to assistant fitness manager to fit manager to district fitness manager responsible for bringing $2.1 million in to the business, hiring and developing trainers and leaders. So I've been doing this for quite a while. I also have built multiple, multiple six figure businesses on my own and I've helped hundreds of coaches and clinicians build profitable businesses both online and in person. Okay, so I share this with you because all of this stuff that we're now, it's easy to look at my following or look at my thing now and being like, oh my gosh. But it's so easy for you to say, Beverly, you have this huge massive audience, right? But huge, massive audience compared to what? Not compared to a whole bunch of other people that I could point my fingers at. But that's not, that's my, my attention being on the wrong are on something that's not serving me right. I don't Want to say wrong things, not wrong. Right. But that's not. That's not gonna serve us. Like one of my clients, when we first started working together, he. On his first launch. And all launches, by the way, is just a deadline. We'll talk about that. A presentation of an offer with a deadline. But he had 200 followers, and we got. We've got him to make 10k on his first launch. Seven. Seven days of posting and he made 10k. I had another client where we went from 2,000 followers, and in 2,000 followers, we generated 30 grand. Right. And the process was something that definitely did not happen over night. So I'm just going to want to make that abundantly clear. Okay? Now, the thing about that, the reason why I am sharing that with you is that it's actually not about the amount of time. Right? It's not like, all right, well, in five years you're going to do this. It's blah, blah, blah, blah, blah. No, this is a process. I want you to think about it in terms of like, if you were to go into the gym, you were to hang out with your client, and your client learns how to deadlift for the first time, are they going to rip up £400? No, probably not. But if you've got a client that maybe naturally talented, learns a couple new positioning and then can expedite their results, right? That's what we're really going to be talking about. Okay, so we're going to be talking about what are the skill acquisition that we need and then what are the reps, what are the practices, what are the things that we need to continue to practice? Because a mastery comes from practice reiterating the. The basics. And y' all coaches or clinicians. So I probably don't. You probably, probably don't have to tell you that mastery takes skill and that we don't learn how to squat once and then protect and then. And then expect that we're going to get on the platform or maybe, you know, or that we're going to just only squat once, get on the platform once, and then that's it. We're never going to do it again. No, no, no, no. Okay. And so for me, when I first started this, I was terrible. In fact, I was so bad, I called myself like the Rudy of Internet marketing. But I was the best student and I was doing all the right things and I was ticking it all off and I was posting every day and crickets. Nothing, nada, blah. I'm like, what is happening? Why is this happening? I was left asking myself, what specifically is setting apart the people who seem to just naturally get the same information that I get and then crush it from the people who were like me and continuing to struggle? And so it was when I discovered that what we really want, a proven persuasive content experience. We're going to talk about what that is, what goes into that, but this is the most effective and efficient way to both start and scale a profitable business. And when we go through this persuasive content experience, this is when you are going to get your client to go from not knowing who you are to then becoming a client customer. Okay, now I just want to break down. And so back to the time thing that I was talking about. That could happen in one post. Do you know how many times I've had someone listen to my podcast and then DM me and be like, hey, how can we work together? That wasn't some arbitrary length of time where I had to build a whole bunch of relationships, right? Look at this. See this orchid? I don't even know where I got this, but I bought it. I didn't know who gave it to me or who, who. Where I got it from. I just know I needed it. I needed something pink and I wanted something to match my room, right? So I just want to break down this word because people get twisted when they hear it. Is that persuasive? What does that mean? Persuasive? Influential. Now, I'm just going to tell you right here, right now, I am not here to convince you, convince anybody of anything. Think of it like this. If someone were to tell me right now, one of my mentors use this expression. So this is why it's on my mind. But if someone were to be like, hula Hoop, you need to learn this hula Hoop. Come learn this hula Hoop. Come learn this Hula Hoop. It does not matter how much tricky language, how much persuasiveness they're going to. To put into their content. I'm never going to get a hula Hoop. Never. That's not in my. My awareness. It's not in my context bubble. It's not in my. It's not activating my reticular activating system. My raz. Okay? It is not even in my context bubble. So there's not. There's. There's not even a. There's no amount of convincing persuasion that that person is going to do to get me to see that. All right? Persuasion is about shifting perspective of your ideal client who are already looking or clients who are already looking for you, for your transformation, for your solution. They already have a Desire Island. We're going to get into that today. We already have a Desire Island. So we're going to be talking so much about this customer journey today. And then we're going to be talking about these fundamentals of this persuasive, this persuasive content experience that you're going to be carrying people through to get them to their Desire Island. You're not trying to convince them of anything. I'm not here to convince anyone of anything. There's a desire and I'm going to shift the perception perspectives that are preventing them from getting there. Now a word on. And it's enough to a note. To note this concept of manipulation because people will say that too. They're like, oh, I don't want to be manipulative. I want to be persuasive. First of all, this. I've been studying advertising and marketing and language for, I mean, so many years. And I have watched the bow. I have watched, you know, cult stuff and I've heard and I'm pretty advanced in NLP tech, in NLP techniques, which is neuro linguistics programming. And it can be so dangerous for people who have ill intentions to have this type of training because we can move and shift people to do things that are not in their. In their highest good. So it is worth noting that what I'm teaching you and talking to you about is taught with reverence and taught from a place of knowing that if you're here, I know that you're here with the best of intentions to serve, to help and to provide people with their highest good. Okay? So it this just like any other tool out there. This can be scary. So full transparency in that. So this is another reason why I created this no pitch workshop is because we're going to take. I want you to spend this time that we're going to be spending today and this week. I want you to be start brainstorming. We're going to be start. We're going to be working together so that y' all are ready. I want you to mark your calendar for September 16th because this is another completely free training where I'm going to teach you how to take these concepts that we're going over today, put them into this, into content, and then I'm going to show you how you can sell without selling. Okay? That's what we're going to be going really deep on starting September 16 through the 26. So for the next three weeks, I'm really excited about. We're going to be doing a whole bunch of free, really dense, in depth training. Okay, so the biggest question now that people often ask is, all right, Beverly, so then what is inside of this proven persuasive, this proven persuasive content experience that you're talking about? So this is what my formula, this is what I talk about all the time. You see it on Instagram, my podcast. If you're not new, then you've probably heard me say this a million times, but I talk about the three pillars of performance. So if you're wanting to grow your business, we're talking about a profitable product, the powerful position and the purposeful plan. Now we're going to go really in depth onto the three pillars during simple selling, the free training. So I don't want you to sweat about this because this is exactly why I'm breaking down all my trainings, because this is really dense. I happen to be a very intense, loving person. I'm going to be pouring so much into you because I really know that this stuff is transformative. It helped me go from 10k to 120k in a matter of 6 months. I saw my client go from 0 online to 160k with 3 in 8 months. I had another client, which I already told you about his 10, you know, and just in their quietly crushing it with handfuls of followers. So no matter where you are right now, you can start generating revenue today with your content. So today we're going to be going really deep into the powerful position component. This is your. This is going to be the content component. The content pieces. Okay, so what we're going to be talking about in, in simple selling is we're going to be going deeper onto the other components. I just don't want to overwhelm you. I want you have actionable sets, there's going to be homework takeaways. It's going to be a whole bunch of fun. As you can tell, I'm really, really excited. Okay, so hold on. I have someone coming into the room, but I can't see. Okay, so now just for some context, all businesses need, whether you are new, whether you are, whether you're trying to scale, no matter what it is that you are working to do. Your. All businesses need the three Ps. We need people, we need prospects and we need purchases. And they work together in a cycle system. Meaning they start off as people who've never heard of you before. They raise their hand and they're like, oh, yeah, maybe I'm interested in what you have to say and then they see what you have to say and then they become a client. And if they don't become a client and they go back to people, they kind of waver in here. Right? So I gave you the example of people that have, have, you know, listened to one podcast, DM and became a client. I also have the flip side where I've got people that have gone through three of my launches and keep coming, keep showing up for themselves, but have not yet come to, to the PT profit formula, which is totally fine. Right. That the point is, is that everybody's customer journey is going to be different. But I want you to know that business is simple. People get really twisted when I say that. But when we go back to the simplicity of businesses of business, then we can find the ease as human beings, we like to complicate things. Right? But just. And you'll hear people say often, all the time how, you know, you know, find people with a problem and sell them the solution. Well, I always, I just love to go against the grain. I'm a challenger. It's actually not the solution that we're selling. We are selling the transformation. I'm going to dive into that a little bit deeper, a little bit later. But just know we're trying to find the people we're now. If I was on an end, doesn't matter. By the way, if you're doing Evergreen and which means that you have something always for sale. It doesn't matter if you are doing, you know, a launch where you have open and closed doors. All launches is a presentation of an offer with a deadline. That's it. So what that means, you know, let me give you an Evergreen example. So if you were walking down the streets of New York, where I live, and you were walking down the streets and you see a store sign and you're like, oh, mate, I've never heard of that before. Let me go in now. You've become a prospect and inside you're like, oh, look at all this. And then you potentially either become a purchaser, you buy something in the store or you walk out. Same thing that's happening in your online business or your gym or your brick and mortar business, right? So now before we even dive into the content, the number one thing that we really need to look at is your relationship to selling. Because before we can even get in to the nitty gritty of it all, we need to get to the root cause, right? If we cannot look at our relationship to selling and Start to feel good about selling, then that's going to be like trying to put a band aid on a broken arm. Okay? Because the mistake that so many people get into is they're like, I don't want to be sleazy and, and pushy or irritate their friends. I don't want to post content because I don't want to irritate my friends. People are going to judge me, list it. I get it. I totally get it. I have been there. Okay, so we've got. Sorry, I flip forward just a little bit, right? But we got four types of sellers, and so it is not. And four categories of sellers. Now, I did do a really deep dive podcast on that. So I won't. I won't go too intense of it. But the thing is, can you point to. To one business that is considered thriving, that isn't selling, that doesn't have something to sell? No, course not. Okay, so here's the thing, right? It's not your fault. And the reason why these categories exist is because we've all had the experience, okay? We have all had the experience of the aggressive seller. So let's talk about this aggressive seller, okay? Is that the. It usually comes. You know, this is where we get into that sleazy content salesman. Or how many times have you guys been on Instagram and someone's like, slides into your DM and is like, hey, I got this great opportunity for you or, or. Or blah. You know, I got blah, blah, blah, blah, blah, blah, right? I always feel for the person because I can respect the hustle. I've been at that. I've been at that financial moment where I've been like, listen, I am not going to be able to. To feed my kids. My kids are not going to be able to continue to go to school if I don't make this sale. So I can respect that hustle. But how many. But how many marriage proposals have you ever heard started with, well, he asked me to marry him in the. In the dm or I asked her to marry me, or she asked marry me in. In the dm. The first time I met him said, no one ever. Okay, so that is what it's like when someone goes into your DM and says, hey, let's get married, let's get married. Sometimes you come off feeling like this desperate beggar, essentially. Have you ever been to a party where you walk into the room and someone sits down and was like, hey, will you marry me? Oh. And you're like, oh. Or, hey, can I buy you a drink? Can I buy you a drink? You energetically are going to be like, oh no, I don't want to, I don't want to drink. Right? Or no thank you. Right? Or you got the person that is like, you know, dressed to the nines and amazing and standing at the window. Right? Or, or you got the person that comes into the room and is like, hey, hey, you know, high fiving everyone. And there's just something so magnetic about that person. That's what we're going to turn you into with your content, okay? And so you got those aggressive people. So you have the desperate people, but then you also got the person that's like, hey, you gotta buy this, you gotta buy this, you gotta buy this. That sleazy car. And it makes you feel so like, oh stop already. So you don't want to be that. You've experienced that. Usually those, those types of people, they're missing their active listening skills. They're also missing, missing, they're also missing their, in addition to their active listening skills, they're missing that empathy. Now I'm not going to lie to you, I have, I've experienced this. I've also made the mistake of being in here. So I know specifically what it's like. I mean, I have been selling stuff since, I mean, I can't even remember. I'm, I'm 39 now, so high school years, right? So I know that it's coming from a lack of empathy. I know that it's coming from a place of making money. Your master. I know it also is, is coming from a place of feeling like you already know it so that you don't have to listen. Now if you fall into this category, don't sweat it because I can, I can help you with that. Right? The second, don't sweat it. I've been there. I know what it's been like. Okay? Now the second type of seller that we tend to see, the, these are the apologetic setters, right? Now the reason I'm going through this is because it's going to show through in your content. So we don't bring into our awareness right now, you know what, how we feel about selling, it's going to bleed into what is showing up in your content, right? So I'd love to know since those of you are here like hit the chat box, tell me on a scale of 1 to 10, how many of you feel like, oh, I can sell, you know, 10 being I can, I'm comfortable, happy selling ice to an Eskimo, a one Being like, oh my gosh, love it. Jason. Oh my gosh, I'm so. I just don't want to sell. I don't want to sell. Totally. Totally. John. Two to three. Awesome. I love it. Okay, so I love it. Olivia. So now you got the nine right. The apologetic seller, the one is like, so sorry for your time, please forgive me. I don't, you know, I always, I always chop chuckle to myself because these clients are the ones that are like, I don't want to be silly to my, my audience. And then they only email their clients or they only email their list when they have something to sell. Like, you know, so they think, oh, just I'll email once, I'll email once a quarter and I won't come off selling when instead if you just emailed once a quarter and then maybe all the rest of the time you're pouring into your people, then be a different conversation. Okay, but then we've got the teacher seller. So a lot of fall into this category. Most people fall into this category, especially like Olivia. Jason, you might feel like this because you're seven, nine. Like I have no problem selling. I'm not selling. So maybe you're just over delivering in your how to content. You're putting your best, you know, workouts up your. Because all the people said just add a ton of value and then you're going to get feedback like, wow, that was so amazing. I'm going to go do all the those steps and then I'll come talk to you. Or maybe they're like, oh, can I just pick your brain? Or maybe they're just like, you know, you're not, we're not doing the components that are going to create demand for your net for the next step. So these are the magnetic. So the ones that you just. Have you ever been in the space of that person that we were, you know, just talking about where they're like, yeah, I want to hang out with them, I want to get a drink. Drink from meth. Or you've spent time, you know, depending on your, on your personality and who you are. You know, if it takes time to build a connection, right. It's not about no like and trust. It's about that connection. Okay. And trust. Trust. We're going to talk about the ladder of believability. All right, so the first thing we really want to wrap our brain around when it comes to growing our vision, business is getting really clear on, on knowing that selling is a service. Everything that we're touching, everything that we're hanging out with like, this is bought. So what you have to offer, what you have to offer is so valuable. Okay, Now a lot of people get into traps about like, well, how do, how do I measure my value? Now we're going to be talking about that on simple selling. So just stay tuned, get excited for that. But I'll just share this, right? And this is something I'm still working on is valuing the value you bring into this world. Because you'll hear people say, charge your worth, your worth has nothing to do with your business, nothing to do with what you bring. Nothing. You're. You are worth it because you're here because you exist. Okay? But we do have to value what we, what we bring into the value that we bring into this world. So that means that, that what is easy to you is not easy to your client. So this is where we get into the 4s formula, right? I love frameworks. It's just how I am. But when you nail this in your content, it's a game changer. Doesn't matter how many times you post, right? So, Jason, to your question, you were like, how many times should I post today? It just, it, it really doesn't matter. I can point to multiple million dollar, multiple million dollar businesses that post once a week, have Facebook ads running like, there's just no, there's no right. Best way to do it, because strategy. Because the truth is that it all works just like science. Do you know how many diets out there have. Like, every single diet is like, this works for all these people. All these, all these people. But what's interesting to me is that it's a $2.1 billion industry. Fitness, right? And yet 88% of Americans, Americans. Now this, I've heard this, this statistic fluctuates. So 79 to 88% of Americans are in. Are still metabolically inflexible. So this means that there is something that they are looking for you. There is room for you at this table. Okay, so this means we are going to get into the four S's, Okay? Study, study, study, study. Now what do I mean specifically by studying? Most people are going to tell you, and we're going to get into ideal client today. Most people are going to tell you, go survey your people. In fact, I used to teach it. I have taught it. It's in my course. Go survey your people. But have you guys ever. You know what happens? I'm on the east coast, right? So I'm in New York and I have. My family is in Florida. So what happens when you turn on the light and there's a room full of cockroaches? Right? They scatter and they disappear. To me, this is what happens when someone says, hey, what are you struggling with? Okay, we want to. Because then they'll start coming up with all these prefrontal cortex instead of going down deeper into the root cause. Right? This training is all about getting deeper. Okay? So what happens is that people will give you surface level app, you know, answers. I just want, I just want to have more confidence. We, it's our job to go deeper. What is confidence going to bring them? So that is why I have recently really shifted into studying. I want you guys to really start studying what your. Who your people are. Because once you really start to get to know these people, we can then create the content that is going to serve them. I wake up every morning and every time I need to check in and be like, oh, my gosh, I, I remember I said I felt like I was making money. My master, I always say, who can I serve today and what do they need to hear from me? How can I solve the first problem? And then selling them, meaning, shift their perspective, show them a new way to look at something. And then if I'm trying to increase revenue, give them the house, equip the hands. That's what your concept is going to do. All right, and so now the question, what is it? How do we do these four S's? Well, once you have your study, the answer is going to be your messaging. It's going to be your message. And so you may or may not have heard people talking. And now if you are listening to this and you are like, okay, Beverly, 2.1 billion dollar industry. Everybody's doing the same thing. Remember when I was talking about imposter syndrome ever? How am I going to stand apart from the crowd? How am I going to, you know, how am I going to teach something different? Right? No one here is expected to reinvent biomechanics. But when we get down to our messaging, this, this is how we are going to stand apart from the other crap. Now when people start to feel overwhelmed, one of the first things they'll start to be like is, I just can't do this. I don't want to do this. I'm just going to invest in a Facebook ads person. I'm just going to do copywriting. I'm just going to do. I'm just going to do a copywriting course or hire a copywriter. I'm not a marketer. I can't do it. I'm just going to ask someone else to do it. But your copy is not, not your messaging. Have you any good copywriter? And I have worked with a million of them, A million being, you know, four really amazing ones. But every good copywriter will tell you that copy is great, but it's like the gasoline to the car. Meaning if I'm trying to go to the grocery store, I need a car and I'm going to get some gasoline. My copies, the gasoline that's going to make my car move. Your messaging is the car. And so the problem when people start surveying, just starting with surveying their people, is that they're not going to get down to the root cause, the underneath. Why? What is it that people really want? What is that going to bring to them? If I just surveyed my daughters and was like, what do you all want for dinner tonight? You know, and they were like, ice cream. And they asked for ice cream every night, and that's all I gave them. They're going to feel like garbage and not know why, you know, so we. What they really want is to have something satiating fun, tastes good. Okay, so now what happens? So what specifically is messaging, right? It's that I want you to think about when we're looking at this. Now, my assistant made this and it's a little bit, you know, different, but. But look at the idea. He messed this up, but I love him. It's okay, 70% perfect. When we're looking at content and when we're looking out into the space, right? This is why it kills me because I have done a lot of research and studying so many people out there. They're not hurting anybody, right? But they're providing info like just add value, just add content. Like, I get why they're doing that, is because a lot of this stuff they do unconscious. So for me, knowing that I sucked at it when I first started has been one of my greatest gifts because I can now deconstruct it. But I want to, I want you to know, just like I was saying earlier, that it's mastery is a skill. I'm going to teach you how to become unconsciously competent so that you. So that right now we're breaking down the components of a squat, not teaching you positioning and teaching you how to do it so that you can become unconsciously competent. Okay? Because just like I said, all I just said, I said that all this stuff is getting deeper, right? That's exactly what's happening in the market now. I'm jumping ahead so I'll wait. Let's just die down to what I mean. So when it comes to messaging, messaging is what do you stand for? Hopefully I can tell you to bring your journal. So I want you to write this down. What do you stand for? And if you're like, oh, my gosh, Beverly, I don't know, great, what do you not stand for? What do you. What, what. What riles you up in the industry when you see stuff and if you're anything like me and you're like. But everyone's saying the same thing. Okay, so let's expand our context box for a second. Go to Pinterest, go to TikTok, go and look. Not on your Instagram feed, because your Instagram feed is the top 1% of people. Go. Look out and see where people are. Go to Pinterest and type in fitness. Okay. And then see, and then ask yourself, what do I stand for? What is the line in the sand? Okay. And then really double down on it. That is messaging. And it's gonna come from your identity, who you are. And we are going to connect with people out there, really getting deep onto who these people are that you are going to serve. And we are going to study them and we are going to know them so well. Because I want you to look out into the space. The people that are crushing it, they are known for something. Known for something. Look at Breath the glute guy, Dr. Pat Davidson is known for breaking the Internet and, but. And also, you know, being a strong, competitive. Being a strong man. Competitor. One of my dear clients, Romina, she's known for teaching strength training for runners. Right? People are known for something. That's how you're going to cut through the noise. Now, if you don't stand for anything, then people will energetically feel that. That that's why you can't just hire a copywriter, because a copywriter can't. Your Facebook ads, your copywriting, they. That's just the gasoline, right? That's the stuff that's on the top that's going to amplify all that stuff. It's going to show and shine through in your content. But when you dial in this messaging component, that's when you're going to connect with your people. Okay? So, all right, I want you to think of messaging is the. What you stand for, the copywriting, and the way you deliver it is the how. It's not just about what you say, it's also about how you say it. So now we've talked a lot about ideal Client. We Talked about niching, right? And now most people. And most. And they're not wrong, okay? But we talk about it on a real surface level now. It's true, right? I get it. We want to be simplifying. We don't want. Want to be overwhelming. But here's the thing, my friends, is that we have to go deeper into marketing. We have to go layers deeper. Otherwise, we're going to stay at the top. We're going to still blend in with everyone else. Okay? You're here because you're here to set apart. You're here to start and scale or to just scale and amplify. So we're going to be diving deep into how we do that. That. Okay? So I want you to know. So if you're here and you're like, oh, Beverly, I cannot. I don't know who my ideal client is, I get it. Right? This is why I often start with the offer, which we'll talk about in simple selling, okay, Is that people will get twisted and they'll start with surface level. Like, okay, well, demographics, right? But I want to go, your messaging comes from identity. So just as your. Comes from your identity, what you stand for, what you want to talk about all day, every day, okay, your clients have an identity. And so we want to really get into that, and it's going to come to their values. We need to know that. We need to study that. So instead of coming at it in terms of what are the demographics, I want you to just go deeper, meaning, what is the transformation they are telling you? Surface level, I want to lose weight. I want to just feel good in my clothes. What is that going to give me them? So these are the three powerful questions as you start to craft your messaging. So this is all about really nailing our messaging. What is the transformation that you want to provide? What gets you fired up? And then what happens? The reason why I'm dialing into this is because of this. This is a concept that comes from. From breakthrough advertising. This is a $3,000 book. I think you can get it now for $1,000 out of print on Instagram, on PDF form. But when people tell you that we're dealing with a saturated market, all that means is that we need to get more sophisticated in our messaging. And I'm going to tell you right now, if you are a fitness, physical therapist, nutritionist, health and wellness, no matter what your field is in this 2.1 billion, you're considered a saturated market. And all that means is that your consumer, they're savvy not only are they inundated with options, they already think they know. They already think they know what to do. So now we get to go into this into. That's why messaging is so important because we are going to be shifting perspectives. When you shift perspectives, you're not convincing anyone of anything. What you are doing is helping them see things from a different lens. You know, I saw this quote was funny. It was Henry Ford, right. And he said it was, you know, if I had surveyed my audience and asked them what they needed, they would have told me a faster horse. Right? So it's not about being in. In in a innovative and trying to like reinvent squat biomechanics. No, that's not what I'm saying. But it is our job to get really sophisticated in our messaging and in order to do that we really need to understand our customer journey. So this is what I kept talking about. Like no like and trust. Right. So now I'm not when we go. So I want you to start thinking about it. We got tons of time inside of PT profit formula. We go really deep on the hows you come up with these avatars and get like really, really get clear on your clients that on your client's value but. Or get clear on what your client's values are. But for right now, for this training, I really want you to like because we get the luxury of working with so many different people in it's easy for us to stop to not want a niche. So I'm here's my permission to give you don't. You don't need to niche. You're like wait whatever. Everyone does need a niche. I get that right? Your specificity in your messaging to come through that market to cut through that noise is going to be understanding where they are right now. Remember Desire island where they want to be. This. This. You may have heard from Donald Miller. He talks about this all the time. The struggling avatar and the future paced hero. Right? Your future or your future, your client has a future where they want to be the Desire Island. Now all struggle is. Is the decision and the meaning that they associate to not having the outcomes they want. Your vehicle, right this car. This is gonna be how you your work, your process. This how right here, right? This is you. You're the guide. You're driving the car, right? So we're gonna. We need to know who these people are and in order for them to become a customer, they need to go through the customer journey. This is what no like and trust really is. They need to believe in you, they need to believe. In the car you're driving, they need to believe which is your op, you know, in your offer, they need to believe, oh, this offer is going to do it. But this is what so many people miss. They also need to believe in themselves that they can do it and that they need it. Now this ultimately is going to be how you do this, that. So if you don't know who your ideal client is, that what in order to get to that, that the specificity of connecting with your client on that deeper level, we need to know who they are. Okay, so start thinking about what are the transfer, what is the trans. Okay, write these down. So hopefully you have these journal. But what is the transformation that you want to provide? Right. So for me this is one of the biggest lessons. Honestly, if you take nothing away from this training but this one, this lesson it would be this lesson, but one it would be this, which is that I struggled so long because all I wanted to do was talk about healthy weight loss for fat. And I will say fat loss for moms. That is all I wanted to talk about because my birth story was so terrible and awful. I remember being £200 and not being able to walk up the stairs and trace my toddler while was I, I was pregnant. Right. So I wanted to talk about fat loss. Pretty and but I was coming up at a time of where people had a lot of like, you know, my colleagues were like, oh, I, I, you know, fat loss means, means self esteem loss. Right. I really want you to spend time here right now. Ask yourself, am I writing for my colleagues or my writing for my clients? Because when we're going back to that customer journey, they're struggling. They're not going to resonate with CSDs. They're not going to resonate with, you know, DPT, PT, PRC, any other ABCDEFG. They don't look at that. They're like, oh, okay, cool, we'll get to the rapport building section in, in one second. But they're like, oh, that's cool. But when we start talking about, you know, breathing, biomechanics and, and things that they, that go over their head, they're like, huh, that person's really smart. But not for me. Don't know what. That's not for me. We're running the risk of leaving them on the table. On the table. So really get honest with yourself. Are you writing for your colleagues or for your clients? If you're anything like me, I was trying to write for my colleagues and it prevented Me from growing faster. The second I really just got honest with myself, the who I wanted to serve started to get really clear. Because I also asked myself, ok, well if they need fat loss and I want to teach sustainable fat loss, what are the beliefs that my people need to hold? Well, they need to believe that that transformation comes from the inside out. Now remember when I was talking about struggle? Right? That means that there's beliefs that they have that are preventing them from getting to where they want to be. So let's start dialing in these questions. What are the common mistakes that your clients are making? What are they making? So for me, my, my moms were cutting out all the carbs. They were making it impossible. They started to have this, they had this belief that it had to be hard in order for it to be worth it, right? Those were all the perspectives I was going to be focusing on shifting. Because when I could show them, not yell at them, not explain, not tell them, hey, just come to my, just, just love yourself now, I needed to shift the perspective to help them see it a different way. How? Counter give. I gave them an exit, a counter example. I gave them a metaphor. I gave them, I gave them evidence, client result evidence or maybe someone that they know evidence of my, I backed up my claims. Okay? So when you start really diving in and asking yourself these questions and I really want you to give yourself permission, seriously, okay, to get specific. Specificity is going to be your friend in this, okay? So I want you to get really, really specific and just, you know, give yourself permission to be creative and a, you know, bad, a bad rough draft. Nobody's great when they first start, okay, learn, you know, just start practicing in terms of like, you know, what is the, what are the specific types of pain? Because when you start really daydreaming into that, your who starts to come. Your who will start to come available to you. You'll start to see the who. Instead of thinking 35, 25 to 35 year old old women identifying person, right? When you start asking yourself, all right, well what is the pain? What are the suffering that they're going through? I started to resonate and realize I'm speaking very specifically to moms who are balancing both a full time job in their family and also in the workplace. And they're feeling pressure to both be 100% contributing to the society as well as their family so that they don't fall asleep to themselves. I was starting to realize that my content wasn't really resonating with my moms that are Staying at home. Now for the record, my hats off to those moms who stay at home because I used to tell my husband all the time you go to work and you're going on vacation. So those moms that are doing that, you are my hero. Right? But I usually am not going to resonate with that with those moms. I'm not talking about pta. I'm not talking about the responsibilities of going to parks and doing the things that a lot of stay at home moms do be. So that was a way for me to get specific. So that's how you niche. My my friends is don't niche from you know, what they all tell you to do like I want to do, blah blah blah. Start getting specific on your transformation and then who has that problem and what you will find the streamline. The common theme between your people that you're niching is the pain that they're all experiencing. That is the common thread. Ok so hopefully you wrote those questions down because I want you to brainstorm. I want you to spend some time that's going to be part of your homework to really start fleshing out thinking about who that ideal client is so that you can come go study them. We'll get into the homework in a second. But when you are deepening the connection, I want to teach this to you, okay. To build instant rapport. Okay. We're going to cut. There's. There's a pain to pleasure scale. Now you may or may not have heard people say, oh, people move away from pain faster than they move towards pleasure. While that's true, it's also important that we, we, you know, you are going to have those people that are going to come in from the pleasure and want to and, and they come in from pleasure. But right now we're going to come in through the pain marker. You've got external and internal feel ways of measuring your pain. Right. So and what your friend here is going to be the specifics. Did you notice that when I taught this and when I when I was promoting it on my social I was literally saying, you know, if you haven't gotten a client in 90 days, if you've been posting your every single day and you're not getting the engagement that you want if you're I was getting really specific on the events, external failures, things that mistakes, things that people are then things that people are doing. And then I started to comment on the feelings. This is the internal pain. What are the fears Now I'm not saying fear monger. I'm not saying, you know, you'll put people in pain, right? Then we get into that aggressive seller container. I mean, shining the light on a truth that's already there, the consequences, and naming those fears. Now when you do this, friends, you are on a subconscious level connecting with your people and putting yourself in a position of authority because your ideal client goes, yeah, that's me. This person knows what they're talking about. They must have the solution. Then you can move them into the winds, right? This is like you're going to feel better in your clothes. You're gonna, you're going to, you're going to be able to play with your kids, walk up the stairs without being out of breath. My husband says all the time I feel like I'm trapped in my own body, right? And then we can talk about the wants so that you have more energy, you sleep better, you feel more confident, you show up magnetically. Okay? That is how you're going to build rapport. So now to this client, you know, Glenn, you asked me specifically, so how many times then should you post per week? Right? I'm going to tell you it depends. And it depends on three things. Number one, it depends on reps. This what I taught you, what I've just, what we've just gone over in terms of your messaging and this rapport building piece in your content right now and, you know, focusing and thinking about the perspectives that you're going to shift. This stuff is really powerful that you literally, if you did this in a podcast and then, you know, promoted your podcast and posted a couple of times, people would come to you, people would be like, Yep, they'd be DMing you. And then in your story, you're inviting the engagement, you are inviting the conversations, telling people like, tag a friend, share with someone who needs this. Inviting people to open up, they'll do it, they'll take the action. So the question, you know, really becomes for you, you know, because people ask quality or quantity. I don't know if you've been following me at all for a while. You'll notice right now I've upped my quant, my quantity. But the reason why is because I'm trying to, to, you know, test out different things. And I'm in a place of growing, I'm wanting to grow. And the more you post, the more visible you are going to be. But this is going to be a framework that I'm going to teach in simple selling. But you want to be vip, visible, influential and profitable. That's what it takes to Be a, to grow a business. Okay. So you know, instead of me, you know, people are like, all right, but then do I want to craft the most perfect pose? No, I'm all about 70% perfect. Get it out there, do the reps. Right? But that's my personality. You get to decide what's your personality. So I've made the mistake in the past before of coming from this dogmatic approach of like, no, it needs to be this. If you want to do this, blah, blah, blah, blah, blah. And I, and that was wrong in the sense that I made a mistake because I, I broke that sense of trust in that ladder of believability. If someone stops believing in you or they stop believing in your offer that your stuff works, then you're going to lose that client, lose that relationship. So now instead I really look to live in the. And, and I'm really looking to see, all right, well, what's going to work, you know, what's going to work with people. And so for most people, they need the reps. I'm always, I'm always looking for the reps. I'm always looking for practicing the craft for, you know, really learning and studying my people. Right. So I will do. And I'm always having fun. Marketing is about guessing, testing and assessing. I'm always having fun with that. So this is, that's your opportunity. Opportunity to really ask yourself what is going to, to help me connect with people. But you want to be vip, visible, influential, and also profitable. Okay, so you know, now how do you create the content that gets the clients. Okay, cool. Glad that you asked that. I want you to start here in this messaging in terms of really start dialing into this rapport building. Okay, now, now people will ask, all right, so are you saying that I don't need to do how tos, I don't need to do my workouts? No, of course not. Court fit. You know the how tos are going to be those first wins, right? Those are going to be those first, you know, you're going to be giving those people those, you know, the first wins of first insights. Okay, so it's not that they. And it also positions you into a place of authority that's a brain based trigger. People need to know that you, that you are an authority. But just so you know, oh my gosh, I swear I could talk about this all day, every day. You know, people get twisted about that because they're like, I'm not an authority. It comes from a decision first. Then you can ask yourself, do I Have the skills. Now we'll be talking about logical level and simple selling. So don't, you know, don't worry. I really wanted to just hone in on this. Get. Get clear on your ideal client. Start thinking about their pains, their pleasures. And then this week, before we get into September 16th, I'm going to give you some homework, but I want you to start experimenting with the types of content that you're creating, really dialing it in for your people. So the first thing here's your homework, and then we're going to get into some more client. More client questions. Okay. Or more questions, since y' all are here, is want you to register for simple selling live. Okay. I want you to really start thinking about your fundamentals in your messaging. Draw a line in the sand. Start brainstorming. What is it that you stand for? Get really clear on who your ideal client is, and then start practicing. So now if you're in the Facebook group, like, please share your biggest takeaways. I hadn't discussed yet with Jared. He's my assistant, and he's amazing. Such a gift. Thank you, Jared. I'm so grateful for you. But, you know, I'm going to be doing lots of, like, prizes, but now through the end of September, really going to be just honing in, diving into this. So I really want you to start practicing. I want you to start taking these components, and I want you to start putting out there and. And testing it out and then sharing what your biggest takeaways were, sharing some of your processes. If you're extroverted at all, like, like me and like to process on the outside, please start doing that. And I want. And start, you know, feel free to make sure that you're putting it in the group. And now a couple of things, really things I want to just say about the group, and then we'll get to questions. Is that the. The what is often most personal? And this is so good for your business. Okay. What is most personal is most general, meaning that multiple people are also having that. Those experiences there. You're. You asking a question is going to serve the community. So the same is true for your. Your client. They're feeling like, oh, my gosh, I can't do it. I can't eat well. I can't move without pain. I don't want to ask. But their question is going to serve the community. And then my brain is awesome. I love it, and I have so much to offer and to give. But so to the rest of the community, y' all are here. You're in the top 1% of trainers. Okay. You're in the 1, you know, the top 1% of people who are trying to continue to grow and develop. So Yalls brains are so powerful. So together the collective can be really, really, really powerful. So all that to say you sharing in the group is going to really is going to serve. Okay, so. So any more questions as we start to round out our time together? Okay, so good. I'm in our kind of what I wanted to go for an hour and six minutes. Thank you all for those of you who hung out to the end. Okay, cool. I'm seeing some more in the chat. Okay, cool. Sean. Simple selling. So I'll put the link in. I should have pulled that up now. But don't worry, you're on the list. I will. I'm going to be sending out an email and if you're in the group, then you'll see it. Simple selling is going to be done in this same format. I'll give you that link to register for simple selling. So hopefully that was helpful and I'll give that to you in the group. Okay, cool, cool, cool, cool. Great. Love that, love that, love that. Any other questions? Olivia? Jason. Oh, amazing. Thank you so much, Olivia. You're my nine seller, so I'm really, really pumped to get you just blowing up in here in your business. Glenn, anyone else? And if not. That's fine. That's fine. I gave some tangible stuff to like just start working on, start musing on. And something else too I wanted to say is that even if you've done this before, right. I've also had that, that moment of we're like, I've already done this a million times. I've already done my client avatar. This is why I'm always looking at different ways, different ways to shift perspective because that if you're not where you want to be yet, there's something that there's a lesson that we just need to learn it. We need to absorb it. We need the skill acquisition. So any new way that I can get into my. I love it. I love it. Any new way that I can get into resonating with that person, that person that is going to move through that ladder of believability quickly. That is what I want. Okay. That is what I am looking for. So even if you feel like you have already done it, it's worth reiterating the basics. We all squat once and then squat forever. Ok, cool. All right then if that's it, I'm going to leave y' all. Thank you so much for hanging out with me today. Any other questions, feel free to post in the group. Feel free to of course my pleas, feel free to tag me, share your biggest aha takeaways and I will catch you all later. Okay, bye. 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 the US a review, be sure to take a screenshot of it and email that screenshot to my team atinfo simpson fitness.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 clients ready for your services. Thank you so much for listening and we'll see you on the next episode.