How to Attract Clients on Instagram

You're listening to the PT Profit podcast, episode number 370. Today we're breaking down a step by step process to help you attract clients on Instagram. 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 in 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 joining me in another episode of the PT Profit Podcast. I'm your host, Beverly Simpson. And if this is the first time you're hanging out with me today, welcome. I'm super pumped that you're here today. We're diving into a simple but effective strategy to help you get more clients on Instagram. Regardless if it's the holiday season, if you're going into the super bowl of fitness, New Year, new you, everyone in their New Year's resolutions, or maybe you're catching this in the summertime and you feels like it's a slower time, so let's go ahead and dive in. So at the time of this recording, it's currently the holiday season. We're about to go into one of the biggest spending years of the season. I can't remember what the actual article is, but I heard from one of my mentors that there's about a trillion dollars that's expected to be spent between now November 1st time to January 15th. A trillion dollars. It's the money is going to be spent anyway, so why not on your products and services? The trouble that most health and wellness coaches get into is that they're trying to sell what people want in a time of year that they're just not ready to receive it. So for example, there are four main areas of the market that I see in the health and wellness space. So you could be in a body composition field, meaning that you're trying to focus on shifting body composition. The truth of the matter though is most people will put those goals on the back burner. They'll put those goals on, well, I'll just figure that out January 1st. That's number one. The second thing is you've got people who are, you are in the health space where you are really trying to help people with chronic conditions or you're really trying to help them optimize their health. Or maybe they, your clients are in a body composition world and you're trying to shift their perspective to prioritize their health, then you've got performance. So you've got people who are working on activity goals or they're trying to get more done in their performance goals, where you have people who are trying to improve their PRs or their sport pacific specific performance goals. Then you've got people in the pain world where they're just trying to exist without pain or the pressure of potentially becoming in pain. And yes, there's going to be ripple effects for all of these different markets, but it's important to know what your dominant one is so that you can cater and tailor your messaging to the right time of year. Because people who are in pain are maybe prioritizing their health. It doesn't matter what if, whether it's the holidays or not, they usually don't have an effort attitude. Then you've got people who are body composition who, who don't have the pressure of that goal getting fixed now. So they push it off. So the number one mistake I see a lot of professionals get into right now during this holiday season, or really the truth of the matter is any season, is that they're not present to their clients current circumstances. They're not present to what their client is currently thinking. And so what that means and what that looks like is that you're trying to stress and put urgency and try to convince people to want the goal now, when instead you can just meet them where they're at, sell them what they want and everyone's happy. So what does that mean? That means if you are in body composition or if you are listening to your clients and they're telling me telling you that they're going to start in January and you're like, no, start now. Instead, what could it look like if you sold them a program that starts in January, but they can get it now for 2024 rates and as a bonus, you'll help them stay healthy through the holiday. So think, sell 2025 goals because that's what they're looking for anyway. Give them 2024 rates and give them a bonus for investing. Now, my clients, my accelerator clients have used this strategy and I'm telling you this is the difference between zero revenue spent, made. I'm telling you this is, this can be sometimes the difference between zero clients and getting a handful of clients before the year even starts. Okay, okay, okay. We're getting a little ahead of ourselves. Let's just go back to the basics. I want us to get a Full comprehensive look of what it actually takes to attract clients on Instagram. So number one, if you're in my world, I just want to clarify there's a difference for me when it comes to customers and clients. What I like to do inside of Fee Simpson Fitness and what I recommend my clients do is really call in the people who are ready to say yes to themselves. I like to build an email list of buyers, an email list of customers. So I like to build an email list of engaged customers. So what does this mean? That means that you need to be opening up my emails, you need to be reading it and engaging it. You need to email invest in yourself and say yes to yourself for a low ticket accessible option. Why? This is not because I want to a be greedy. This is not because I don't want to that I, that I care only about money. This is because when people pay, they pay attention. And it's not for me to decide what's expensive, expensive compared to what there are people, and maybe you've experienced this yourself, that you have the best of intention to download this freebie or to go to this challenge and then you just don't show up. And that's usually because there's not enough skin in the game. Now I have people that come in for free. They listen to my podcast, they watch my Instagram, they read my emails and those people are a customer to me. Those are the people who have said yes to themselves that are actively trying to do the work that it takes to generate revenue online. I'm here for you. I will serve you all day long because I have a service heart. It's my. I'm on a mission to raise industry standards. This is what I want to do with my life to help you. I need to help the people who want to help themselves. Because what I see so many smart and struggling service minded clients get into and people who really want to elevate the world or really raise industry standards, they end up struggling and they end up burning out because they don't value what it is that they bring to the market space. And then what's worse is that people who have no problem potentially harming people sell their products and services all day long. They push pills, they push potions and they just care about about getting the revenue and not the people behind those profiles. Now if you're listening to this podcast, I know that's not you. You wouldn't be here if that were true. So I share that with you because the very first thing that you need to do is Remember to value what it is that you bring to space, to separate the fact that you are not worthy because of what you do. So once you fully value what it is that you bring to the market space, then we can start building out the structure, the systems using the strategy and the support that the business needs for both the owner and for the business to design it, deliver it, scale it and automate it. So when you're trying to attract clients, this means that you are looking for your premium clients, your clients that have a urgent offer. The clients who are ready to show up, committed and want to go through a customized process with the help of you as the coach, to remove roadblocks, to identify blind spots, and to help them actually see what the issue is. So number one, step into the energy of knowing that what you bring to the market space is valuable. Number two, let's look at that premium offer that is going to be fun to deliver and so irresistible that it literally sells itself. Find the messaging that's going to solve that specific problem for your client to get a specific outcome using your specific process. And when your messaging really aligns with that offer, you'll speak to your client's automatic brain. They'll raise their hand and say, yep, that's me. So once you really have that dialed in, now we can do, number three, start thinking about how we're going to communicate this message to the right person at the right time. Now this goes back to what I was talking about a little bit earlier. In order to cultivate that messaging, it's really essential that you are clear on the circumstances that your client is in and facing at this moment. Because if you are trying to convince them to do something that it isn't what they want to do, even though despite the fact that they've told you that these are their goals, then it's just an uphill battle. And why, when there's an easier, better, faster way. So now we can start talking about some of the tactical components. Okay, I've given you that high level view. And then the last high level view I'll say is the, is the putting in the strategic plan, the plan that, which I like to teach my clients, the macro and micro cycle of content. This is where you are constantly putting people through a systematic approach of attracting people who've never heard of you before, inviting them into a front end offer. I like to do free and low ticket and then, and then I, and then into a sales mechanism. And then the sales mechanism presents the offer and then the offer. If they say no no worries. It goes to the downsell and then you just create this pressure free sales system that takes what it takes until it takes. So now let's take some of that high level view and let's do rubber meets the road. Let's do some of the strategic. What needs to actually happen in order to do that? And specifically on Instagram. So first you need to get clear on the intention of the piece. Are you driving more reach? Are you driving more leads? Are you driving more clients and customers? And the reason why we do this, okay, for is for. Is for two reasons. Okay. Number one is that there is a difference between promotional content and selling selling content. Because the truth of the matter is that you are selling every single day. Whether you're selling your perspective, whether you're inviting people to say yes to themselves, or whether you're inviting them to do something free. That's a sell. A promotional period is where you are asking people to make a buying decision. But if your content does these four things in every single piece, meaning you answer, why should I listen to you? Will this work? Will this work for me and do I need this now? Then you can generate sales every single day. In fact, this strategy that I am walking you through right now is the exact reason that I have not had a zero dollar day in the last two years. And you can do the same. In fact, one of the biggest misconceptions I think people get into specifically on Instagram is that they think, oh, I need to do high ticket only. I need to go DM a hundred people. I need to do high ticket only because any other offer is going to cannibalize my, my high ticket program, which is just so counterintuitive because did you. Because that's likely not what hap. That's, that's not true. Haven't you ever noticed that it's just as hard to sell something for free as it is to sell something that's low ticket? Or, or you often hear people say it's just as hard to sell something low ticket as it is to sell something high ticket. So why wouldn't the reverse be true for free and low tickets? So you're going to be doing the work anyway, so why not ask people to say yes to themselves? And the ask to buy has nothing to do with you. Now I'll do a separate, I'll do a separate podcast on how we can actually generate people, how we can actually, even with a handful of followers, generate low ticket leads. I'll do a separate, I'll do a Separate training on that because it is a little bit different. But today we're talking about clients. These are the premium clients. These are the ones that you are going to go into a coaching client relationship in. And if you're trying to build know, like and trust, you are running the risk, in my opinion, of losing the clients that need to work with you. And here's why. Because sometimes I probably don't have to tell you that in order to be a good coach means that you need to speak to someone's potential, not to the garbage that they are bringing into the room. So if you are trying to on a subconscious level be liked by everyone, then how are you going to be able to show up and be a powerful transformation coach to that person who needs to hear the truth instead of what it is that they want to hear. And sometimes that means that they're not going to like you. It's just like being a parent. But if you're subconsciously trying to be liked, then that's going to be hard. And listen, it's not your fault. Literally everyone on the Internet is telling you that that's how people make a buying decision. But is that really true? And then I got a recent, I got an email once from someone that says I because I usually use the example of, of going to the grocery store or Apple products. You don't need to know whether or not these people eat tacos on Tuesday. So I get that. However, if you've worked in a, in a gym before, haven't you ever had a point of sale client where some the membership team sold this client and you got a new client or a trainer left and you got a new client. Have you ever, have you ever, how did you get your doctor, how did you get your other service provider? Usually through referral, borrowed authority or you looked it up to check to see who your insurance insurance covers? Sure, of course building a personal brand is different, but the human psychology of how we make a buying decision isn't different. Okay, okay. So back to sum up the tangible things that we want to be looking at. So let's break down this content formula because you're going to build in. So if you're like me and you're doing evergreen sales systems where meaning that people can buy every single day, that doesn't mean that the components of an offer go away. You need to build in your own deadlines or you need to build in your own promotional calendar. So inside of 90 days done for you content literally inside any program of mine that you have, I Walk you through how you can build out this promotional calendar and my accelerator clients, we do this together. Okay? So what you want to be thinking about is what are the times that you'll be driving promotions? Because it's true, your promotional periods is when engagement typically drops. That doesn't mean that a promotional period doesn't. Doesn't matter. They're important. People need 8 to 14 touch points in order to make a buying decision. But the intention of a promotional period isn't, hey, let's engage. It's usually, hey, make a buying decision. And people often don't engage with content like that. It's not a bad thing. It just means get prepared for it. This is why setting up your intention makes your content pieces more potent, in my opinion. And then what we're going to do is once we know the intention behind that piece, and we can start building out a macro and micro cycle. So think of it like this. And I think of con the content framework to be the five different hooks that you have available to you to do to capture attention within 0 to 3 seconds and then 4 to 7 seconds to keep it. So what this looks like the first hook that you have, depending on the creative that you're using, is going to be the first line of what you say or the first line of what they see. So that's a second hook. So it could be a title that's on the actual reel or a title that's on the carousel, plus the words of what you say. Then the third hook that you have is going to be the first action of what you do. Now, the reason why this is powerful is because this is going to hit if you do all three of these different hooks, this is going to hit all three different styles of learning. Whether you have someone who's an audio learner, someone who is a visual learner, or someone who's a kinesthetic learner. Because you'll have some movement which will both serve the visual and the kinesthetic learners. Then. So it's what you say and also how you say it. Then in the. The fourth place is gonna be that, that caption. What is the first line? And then lastly, you can have a cover so that I can come to your content and I can see at a glance what's in it for me. Will this work? And will this work for me? Five powerful places that you can use interchangeably. So when I say interchangeably, that means that they're different variables. You change one variable of that and it becomes a new content piece. And that's so powerful because specifically on Instagram, only 3% of your audience even sees it. And in fact, I was just musing with a client of mine the other day where I, where, where I see her content all the time and we realized we weren't following each other. This is also part of the reason why I don't think of follows as a lead metric anymore. I don't count followers, I don't think about followers. The really only reason why they, they matter is for two reasons. They're the first people that Instagram touches, tests, messaging out on. And then the other reason is that they, they, they just provide an authority marker for you. But you can have authority without followers. And that is a separate, that's a separate podcast. We'll do that a separate day. Anyway, so the point is that we want to be able to look at your content at a glance and know those four questions. Will this work? Will this work for me? Why should I listen to you and do I need this now? Do that all day, every day, then that you will, you'll win, you'll grow. You'll grow. Because the growth equation is visibility, value and volume. And the beauty of how I teach my clients and how I create a macro and micro cycle is not for the client, it's for you. So that you could be more efficient, so that you know what your intention is and then you can see how the piece is performing. And then based on the performance metrics, you just change one of the variables. And all of this is rooted in the goal of what it is you're trying to accomplish. And I like to do 90 day cycles and, and break it down and measure it on a, in a 30 day container. And so if you're asking what goes in that content, here's how I think of it. What is the specific problem your client is in that they know that they're in? What is the real problem that they're in that they either are doing all the wrong things to fix or they don't know that they're in it. What is the reason that they take those actions? Because those are the misconceptions you need to shift. What is the specific outcome that they want and then how specifically do you help them get there? Because there's something that is preventing them from getting what it is that they want. Otherwise they would solve the problem and then create content all around that. And the truth, there are about nine pieces that I use over three common mistakes that people make per one of my pillars. So it's nine pieces of content that I use on repeat, changing different variables starting from the five hooks, the creative, the promotional, the the call to action, and the different levels of awareness. Honestly, I just rinse and repeat that over and over and over and over so it's faster, it's more efficient, and I get better each day. But the concepts of what I'm creating don't change, which is great news for you. It saves you time, gets you off that content creation hamster reel. If you want to see how I do it, I have literally just updated the 90 days done for you content and right now through the end of the year, it's on sale. Think of this as our Black Friday promotion. Starting in January 1st, the investment for that program will likely raise it's $7, right? So if you don't have it yet, be sure to check the show notes. It's in there for you. Great job here. I'll catch you on the next train.

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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.