How to Boost Your Profit: Create an Offer That Sells Itself

You're listening to the PT Profit podcast, episode number 310. Today, I'm sharing with you how to boost your profit by creating an offer stack so irresistible that it sells itself. Are you ready?

Let's dive in.

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 pushing play on 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 sticking. Super pumped that you're here. And if you have been wondering where I have been for the last couple of weeks, let me just go ahead and give you a quick snapshot of what we have been doing and what you can expect as we begin to really dial in for 2024. I'm super pumped and excited about it. So we had been in the habit of publishing three times a week. And in truth, it's just a lot. It's a lot of work, it's a lot of energy, it's a lot of effort and a lot of resources from my team. And so we were really looking at our plan for the next 12 to 18 months in terms of what it is that we're trying to do, where we want to allocate our resources. And we just came to discover that we were much happier.

And it was it.

People were listening at a really consistent.

Pace of two times a week.

So we're going back to our Tuesday and Thursday schedule. Plus, you, you know, in case you didn't know, I learned this from one of our podcast guests, Molly, where she was talking about how Fridays tend to be this.

News dump where people where.

They want, they need to share the news, but they don't really want people to see, they post on Fridays. And so whether or not that pertains to us or not, I was feeling that the guests that were showing up.

On Friday, who are so exceptional, I.

Mean, these guests are outstanding in their skill. I wanted them to get the exposure and to get the listens that we were getting when we were publishing on Tuesdays and Thursdays. So, long story long, we're going back to the Tuesdays and Thursdays clip schedule. It was how we were Able to stay the most consistent. That's our intention and what we are working on in 2024. And so I wanted to just give some breathing room, some space to take a break, getting back into the clip of getting out some of the best information on the planet. So with that said, last week I did a free training inside of my free Facebook group where it was, where I shared with you the what, the why and even the how to build a profitable business in the online space. And so that curriculum is inside of my inside of my free Facebook group. So please come join us at any time. I answer questions there, I go live in there, there. It's a really awesome opportunity to connect, especially connect with each other, like minded professionals. And so if you're not in there already, be sure to go in there and ask some questions. I'd love to connect with you and hear about how things are going inside of the inside of your business, inside of the year, how things are shaping up, ramping up. And so with that said, I wanted to give you a insight into a free course that I literally just put together. A free course. How to boost your profit.

Okay.

And in and increase your monthly revenue without having to worry about leads. So you could do this even with a small following. And I taught three trainings inside of this free group. So if you're not inside there yet, be sure to come join us, ask some questions. Would love to connect with you inside of there. And so I wanted to share with you the replay of how we can create an offer so good that it sells itself. So all of this fancy messaging that I love, like to be honest, I teach it, I love it. But when your offer is so good.

That it sells itself to the right.

Person at the right time, then you don't have to work so hard. And I don't know about you, but I'm all about making sales every single day in an aligned, easy, pressure, free, permission based way. I don't want any stress. I want it to take what it.

Takes until it takes.

And that's what we do here at B. Simpson Fitness. And I'm breaking it down in this free course, this free training inside of my free group. So today we're going to run that, we're going to run that training and of course if you have any gear, if you have any questions, feel free to let me know. I will be taking that training down for no other reason except I'm just going to keep making it better and better and better. So if you have any questions about today's Episode, be sure to find me in that group. And if you're curious about how to implement this process inside of your business DM me workshop or go to the Simple Scaling workshop training which we'll put a link here in the show notes because I'm teaching a live workshop that will help you implement the training that we're going to be going through inside of this training for free. So be sure to DM me on Instagram workshop or you can send me or you can click the link in the show notes which will take you directly to to the training. So with that said, let's roll that training.

So let's go ahead and dive into it today, shall we? Hey. Hey. If you're joining me live on Instagram or catching the replay, let me know what your questions are down below. If you want to come join me and actually see the slides, I'm answering questions. I am doing the training boost your profit inside of my group. It's a three part training to help you start generating revenue inside of your business today, this week. And I created this because the average salary for a PT is 25 to $45,000 per year depending on your locations. Even one of my old high level registered dietitians who spent hours of internship time education, thousands of dollars will typically top off at about $75,000 per year. So chances are if you're here already, then I'm, I'm willing to bet that you care about the science of training and, and you have poured thousands of dollars into your education. And I probably don't have to tell you that there are coaches out there right now who are less qualified than you are generating more revenue. So we're about to dive in today to uncover what the differences are between the people who are successful versus the ones who continue to struggle.

Okay?

So I just want to make sure y' all can see my screen and that the slides are actually loading. So let me know because one thing that I really want to hope you, that you fully understand as you dive into this training, as you, as you walk through this, is that this is unlike anything else you may or may not have experienced before inside of the educational training space. There's literally nothing to purchase on this training.

Okay.

I am, I want to get one thing straight.

Okay?

This is about how to build a profitable business online and generate consistent and predictable revenue month after month in less time without pressure. And helping you truly identify the difference between effort that gets a return on investment versus effort that. Let me just make sure my screen is my slides are changing. Okay.

Okay.

I see some people joining me live, so just let me know. Are my slides changing? Let me know in the comments below because I'm seeing my. My slides change. And if you're not, then I'll stop sharing and I'll reshare my screen so that you can see the actual slides. Because one of the things I want to just make sure you. Oh, I see.

Okay. Okay.

Cool, cool, cool.

Okay.

And because one of the things that we need to be able to differentiate inside of this actual training is that this is not trying to. Now we're going to get there.

Okay?

But the fact that you're here means that you're serious and committed about growing to growing a profitable business the fastest, most efficient way possible.

Okay?

And if you're feeling like, even if you're feeling like, oh my gosh, this is going to be hours long, I just don't have time to watch this. And you're already feeling super pressed for time. That's exactly why I want to offer you and invite you to consider doing this training, because it is specifically designed to help you uncover the core components that the successful coaches have in their business that lead to healthy profit margins. Because I probably don't have to tell you that 100k per year business is not the same as 100k salary.

Okay?

And so by the time we finish this training together, I want you to feel really clear about how to generate consistent, predictable income month after month using your content without having to work harder or useless sales tactics. Because when you stay till the end of this training, because you'll have a complete blueprint on what it takes to scale beyond consistent 10k months and start to generate those passive income without sacrificing client results.

Okay?

And I'm going to show you a complete formula that has helped my accelerator clients generate 15k in three days with three posts. Okay? The first time that he presented this offer, even though he had about 2,000 followers or 500 followers and he worked three hours a week on this one particular program.

Okay?

And then I had an. This is the exact formula that has helped me generate over 500 grand per year with less than 2000 followers. And my coaching hours are 9am to 3pm I had another accelerator client generate 18k in 30 days with one premium offer.

Okay?

So by the end of our time together, these three days that we're going to be hanging out at 12pm, okay, I'm going to show you how to automate money in your business so that you stop trading dollar for Hour, you stop selling and actually leverage your time so that you can earn more by working less. But with do it without sacrificing your client results or even one on one. Because one of the first things that people say is, oh, let's do this big group program, which is cool. I love group programs. I think there is a huge powerful component of it. But how many times have you been lost in the sauce in these big, huge, massive groups feeling like you're behind everyone else or feeling like it's going too slow, feeling like it's not meant to match you at your pace? I'm going to show you how you can leverage your time and create an experience, a program, an offer that's easy to sell and fun to deliver.

Okay?

Then we're going to go unpack and uncover the truth about creating conversion content that will help you cultivate clients on demand by using messaging and content that's designed to attract, connect and convert in a way that has you stop selling and still earn more revenue without begging for clients and become the go to coach in your space, even with the small following. That's what we're going to be doing in our time together. Now, if you have any reservations around that word selling, we're also going to be talking about that in our time together. And I will be unpacking the common mistakes that most struggling coaches make without even realizing it and what to do instead. And like I said earlier, you'll walk away with that complete blueprint for generating those consistent, predictable income months, at least 10k and beyond.

Okay?

So anytime, it's inevitable. When I how are you, girl? It's good to see you. It's inevitable. Anytime I talk about this people, the first thing that people want to do, they want to ask me is can I just hire someone to do this for me?

Okay?

And, and I, I, they'll say I got into this business to become a coach and not to be a, to become a coach. And I'm not in this business to create content and this is just not for me. Okay? So one of the things, and I get it, you're not alone, okay? Because the truth of the matter is that the second you became a or a coach or got your certification and the second you started looking for clients or customers, you became a business owner. And most business schools and certification programs, they don't teach you how to be a business owner. But the truth of the matter is if you're not generating revenue and you are not marketing and positioning yourself as the go to person in your Space. You're not going to be coaching for long, unfortunately. And sure, you can hire someone to do this, but the truth of the matter is that a great copywriter, a great marketer, a great agency is going to cost you anywhere from 3,000 to $7,000 just for a. Even upwards of $20,000 just for a couple of assets. And the truth of the matter is that no one will ever know your programs, your content, your voice, your clients as well as you do. And no one has ever said learning how to be a more effective communicator was the biggest mistake I made. So what if there was an easier and faster way, effective way to generate this predictable income without having to put on the pressure, without having to use sleaze, and without having to be so disciplined that you're running yourself into the ground? Because discipline is, is. And a pressure and at all costs is like going to the gym with the flu versus being committed and consistent. And we're going to be talking about this today.

Okay?

And if you're wondering, hey, how does this process work? Listen, I could tell you how powerful this process is, but let me show you. This is a process, this process that we're going to unpack. My clients have been working on this for years. Like, one of my clients, when we first started working together, 200 followers. I have it up here on the. It's 500 here, but when we first started, it was 200. Then we doubled it.

Okay.

And on this launch with this many followers, we had 8k in that. Okay, then we just continue to exponentially grow our audience. You know, one of the misconceptions that people get into is, oh, my gosh, I just need to have a huge audience and then I'm going to be able to generate all this money. But I can tell you from experience how many times I've worked with people that have been celebrity trainers, have had 33,000 followers and struggle to monetize, while a handful of us are quietly crushing it with a little. With. With less than a third of them. Okay, so if you're here, then I'm willing to bet, okay, that you have plateau. Plateaued in your sales in person and or online for at least 30 days, despite trying to create that content and presenting your program. And you tried to sell on social, but you feel annoying or worse, someone's told you that you were annoying. And maybe you're spending at least 30 minutes of time crafting the best value, adding content like nutrition tips and workout tips and mindset hacks, trying to build no liking trust but it's not converting into dms and it's people are not raising their hand saying that they're interested in learning more about your health and wellness coaching and service programs.

Okay?

This training will be here for you if you've posted at least three times a week but no one engages comments or likes except your friends, your family and your colleagues. And if you have no one in your client pipeline and you're wondering what will you do if that one on one client decided to stop training and and how will you make back that revenue or find another client but you don't have the time in your schedule to find a said client or your max out of capacity with your time client load. And it seems like the only way to make more money is to work harder and they're just legitimately aren't enough hours in the day. Maybe you feel stressed about where this next client's going to come from because there's no way to predict your income, okay? Or you're trapped in a financial cycle of death wondering how on earth your job your side hustle paying anywhere from 45 to 75k a year you're lucky will cover that 40 to 100k years of time and money spent on your education that didn't set you up to break out the cycle of death.

Okay?

Because like I said earlier, they don't teach you how to start and run a business in your certification and school. We're going to unpack what to do. What's up Andy? We're going to unpack what to do instead. But one of the things that I want to be really clear about, which I have, which I'm going to confess and be transparent, I have struggled to communicate in the past that this training is not about quick fixes because there are no quick fixes.

Okay?

And if you're here to grow your social media account to 10k overnight or 10k in 10 minutes, likely this training is not for you. I'm not here to turn your computer into an atm. This is not about how to make money without being responsible or putting in effort because you cannot accept or expect rather exceptional results on mediocre effort. Because this is not about learning a gimmicky perfect right funnel or next strategy or next best thing.

Okay?

This is about learning a proven process for your business that works and it will be your job to find the line of discernment to know what is discipline at all costs and going to the gym with the flu versus being committed to your goals because it will require Something uncomfortable and outside of you because you want something different, then you're likely going to need to do something different and will be uncomfortable. Okay, so the real question then is how. How do you generate big figures online? And we're going to talk about the. Talk about that in our time together. We're going to talk about the what, the why, and I'm going to give you the how. I'm going to give you the how.

Okay?

Because what do the successful coaches have that the smart and struggling coaches seem to consistently miss? Especially if information is so abundant and all you need to do is implement and the same content is essentially available to everyone. Now, granted, I understand we all have different levels of accessibility. And while we have all heard that don't Compare your day one to someone else's day 100, it's also too true and to be said, do not compare your day one to someone else's day one. Because we all have different levels of skill, acquisition speed, different levels of accessibility.

Okay.

And different levels of.

Of.

Just different. We're all starting at different places.

Okay?

And so the real question, though, is why does it seem then that success is reserved for a few and maybe even a few who are less qualified than you? What have they figured out that you haven't? Okay, so let's unpack it. Business, simple. You attract people with a problem and you solve it the fastest way possible. Now, people will hear that and be like, okay, yeah, yeah, sell them the solution. Well, that's one of the mistakes that people get into. Actually. We're not selling them the solution. They're not interested in your solution. They are interested in the transformation. You are going to get them on board with the solution. Okay, but Beverly, how? How do I do that? How, how, how? Okay, how do you attract these new clients online without pressure, without using sleeves, and without spending hours on social media media? You do it using this three systematic approach to acquire paid lead acquisition. So what does that mean? That means you get paid to get a lead, not a client, a lead. And that is the fastest, most efficient way, most efficient and sustainable way to start and scale a profitable business.

Okay.

And you're like, beverly, what is that? Don't worry, we're going to talk about them. I'm going to break down the three systems that you're going to need, and I'm also going to give you a fourth system. Okay, but I'm going to give you the three systems. And you're wondering, but, Beverly, how do I know that? Listen, you're hanging out with me and you've been listening to me, blah, blah, blah for the last 20, 20 or so minutes, okay? I've helped hundreds of coaches get started and scale both online and in person. Now, I'm not going to spend too much time on this slide because you're not here for me. This is not about me, this is about you.

Okay?

But as a former district fitness manager for a national gym running five Manhattan and New Jersey gyms, I built two multip multiple six figure businesses online. They've helped hundreds do the same. And what I have noticed time and time again, despite all the how to content that online claiming to teach you how best to use your content, the vast majority of professionals are still struggling and they're frustrated and they feel like they're begging for clients and they seem to never feel like they're figuring it out. And if they're not begging for clients, they just have no way to grow their income. Wondering, how do I scale when I'm already maxed at capacity?

Okay?

Especially if you are like me and you're used to being in that gym grind and that gym culture where you get up at 6am in the morning, you went to bed at 8 and you stayed there all day. Because the only way to be there, people would say to grow is just to be there.

Okay?

And so of course, if you're anything like me, of course you believe that you just need to work harder, you need to hustle harder, right? And feel like, like the only way to grow is to just be online all day, okay? And then people start to tell you, well, oh, you just need to be, you know, get it, get as many certifications as possible. So I believed that, oh, if I just got smarter, right? I literally used to get certifications like I have. They, many of them have expired now, okay. Because I'm not training in person anymore. But I used to think, oh, I just one more certification and then I'll be ready. But the trouble was that it didn't matter how smart I was, I still was hustling every single day.

Okay.

And what I started to notice as a fitness manager was that the smartest coaches seem to be the ones that struggled them the most. And I'll never forget that I had this moment in October when I was like, oh my gosh, am I going to live in the gym every single day as I start to grow my audience? I missed my daughter's first Halloween because I was in close out. And I thought, okay, I'm either going to build my dream or someone else's. Dream.

Okay?

So I left the gym and started to build my own gym. My own gym essentially, but it was just online so that I could have more time, freedom. And what I came to find out and what I came to discover, which I have now come to call the PT profit formula, which is the three pillars of performance, which essentially are the three systems that every successful business needs.

Okay?

And it starts with the profitable product suite, what I like to call the offer stack.

Okay?

And we're going to talk about this one today because when we can make our offer so good that they sell itself, okay, then all the messaging stuff that people talk about that we need, blah, blah, blah, that will become less important.

Okay?

I'm gonna explain why.

Okay?

But then we've also got the powerful position you cannot buy from the Internet's best kept secret. And then when you have the powerful, the profitable product suite, which isn't just all high ticket, by the way, okay? And when you have that powerful position that works synergistically with that purposeful plan, the strategy and it's working synergistically together, okay, you get to scale up, you get your time back, and you get to increase your profit without sacrificing your client results and without cutting out what you love to do. Because not all coaches want to teach a group program.

Okay?

So I'm going to talk about it and I'm going to walk you through how specifically we're going to put that offer stack together.

Okay?

But before we do that, I just want to just layer, just to remind you of some of the basic components that all businesses need. People, prospects, purchasers, people who never heard of you before, that they're walking down the street, they look at your store, they walk into your store and now officially become a prospect, and then they convert into a purchaser, clients.

Okay?

Now one of the biggest misconceptions that people get into and before y' all like cut out and like hate on me and leave on me, is that the truth about no like and trust? People are not making decisions, buying decisions based on no like and trust, okay? Or people say that they don't really understand what specifically it is that they mean when they're saying no like and trust. And the reason why I'm such an advocate against this is for people pleasers out in the world is they just think that, hey, if I just lay down, if I just continue to work harder and hustle harder, I'm going to prove my worth, my self esteem, and then I'm going to be trustable enough and People will like me enough to coach or to be their coach. And I get why you think this is because literally every guru on the planet will shout out that no one buys. That no one buys from anyone unless they know like and trust you. And the truth is you cannot buy from the Internet's best kept secret.

Okay?

But I want to ask you, for those of you who are hanging out with me right now on either on Instagram or here on, on Facebook and I want you to look at all these devices that you are looking at this information on and you're thinking to yourself, I want to ask you who's the CEO? And if you know who the CEO is, I want to ask you a follow up question to that, which is do you know if that person eats tacos on Tuesday? And did that influence your buying decision? I want you to look at something right now in your vicinity that you have purchased. Go down to your trash can, you even remember the brand of, of paper towel that you purchased. And let me ask you, who's that CEO? Because maybe you know who Tim Cook is? Not the founder. I said CEO.

Okay.

Sometimes being a good coach means that you need to speak to someone's potential and not to the garbage that they bring in the room. It's like being a parent, right? I tell my parents, my kids, things that they're not going to let because I love them.

Okay?

We get this twisted, but when we're constantly talking about no like and trust, we start to unconsciously chase popularity metrics instead of profitability metrics.

Okay?

Because what people really mean when they say no like in trust is that you have to be visible. I talk about visibility, value, volume, have to be visible. They have to. And we're going to talk about that ladder of believability. I think it's tomorrow. But they have to be. You have. You can't be the seat, you have to show up. That's true. That's what the no means. But like, it's not you and trust you as a person. It's your offer. It's your offer. Do you go into the grocery store and be like, I don't know who made these? I'm not going to get this avocado.

No, no, no. Okay.

So when your offer is so good, so irresistible that people have to say no, it becomes a. Or have to say yes becomes a no brainer. Then, then of then they're not going to be worried about whether or not you eat tacos on Tuesday. The trust component, that relationship is not even necessarily about you as a person, it's about do they believe in your offer, they believe this process is going to work for them. And when you can build a sustainable business where you're using pay, leave, acquisitions and it takes what it takes until it takes you remove all of the pressure and you have a way to generate revenue today in a predictable, in a predictable way every single day. And it leans on the offer. Then you don't have to master all these tricky weasel phrases and, and NLP and blah blah, blah. You need to nail the offer and you need to ask more than you think. The volume, you want to be number one in your niche. You just need to be the, the most visible. And then people unpack and then, and add value, but not value in the way that everyone tells you to add value. I promise we'll talk about that tomorrow. And then the volume. The volume and asks. People need 8 to 14 touch points before making a buying decision. Right. I was saying to an accelerator yesterday, yes, ask more, but then also demonstrate the promotional content. I was saying to an accelerator yesterday when we were just reviewing her, her, her debrief on what happened in her previous promotion period. You know, she was concerned, like, I don't want to, I don't want to bother people, I don't want to annoy people. I don't want to keep asking because that's all they see. But we have to remember, okay, that, that I said to her, I said, if anybody is looking that closely at my stuff, knows what I'm posting, knows how many emails I'm sending, and is looking that close closely, then I'm going to offer that person a job. Because nobody's looking that closely. Nobody. We are close to our stuff. They're not looking that close. Okay, so what is an offer? An offer is a perceived high value product or service that gives the customer the fastest and easiest way to achieve the desired outcome, measured against the cost and consequence of not getting started. And there are seven main components of what goes in there. And I'm going to unpack it. I'm going to give you the four most important today. I'm going to give you the three. I'll give you all seven. Remember I told you what, why and how.

Okay.

But I'm going to unpack four today because they're the most component important. But in order to do it, put together your offer, we need to understand how people determine value. And there are five layers.

Okay.

And the first is what is the desired outcome? What do your clients want? It seems so basic, but people get tripped up here. Not what you want them to want. What do they want? Not what they need. See, this is why attract people with a problem and sell them the solution. Busted.

Okay?

They don't want the solution, they want the outcome. They have to believe and trust that your solution is going to actually help them. But they want the outcome. They also need to believe in themselves. Can they do this? People miss this. Well, they're also evaluating what is the level of effort and sacrifice required on their part. And then they're also asking speed, how fast can I get this result? Okay, now when we start talking about the components, we're going to address that. Because I'm not saying like let's promise quick fixes. This isn't like get 30 clients in 30 minutes. This isn't like drop a million pounds and in by blinking your eyes.

Okay?

But there's a reason people get liposuction and not, you know, the whatever. Right? People are looking for the fastest way to get to a result.

Okay.

And the fifth component is the experience of the process to get to that result.

Okay?

So when we're talking about offer, one of the biggest mistakes or misconceptions that people get into is, oh well, I already have a great offer. My program, my membership, my one on one, none of your, none of your components is an offer. It's not just the only thing that's important about an OPAT offer. And then what happens is that most coaches get trapped in that dollar for hour model thinking that the only way to get paid is to train or treat a client. Okay, now I get why. Because you're literally taught by gyms and insurances that if you don't work, you don't get paid. But that model is broken. And it doesn't take into consideration the hours of time, effort, energy that it took for you to acquire the skill, then to find and acquire the client, program for the client, serve the client. And while it might seem for you that oh man, this doesn't take a lot of time time, it's a compounding effect which is like death of a thousand paper cuts. And can you point to any other job where you don't get paid? I'm going to give you, don't worry, I'm going to go through all seven of the components and I'm going to unpack four, I promise. But the five components, in terms of how they determine value is they want to know desired outcome, belief in themselves, can they do it? What is the speed, what is the effort and sacrifice required on their Part and then the experience, that's how they're determining the value, okay? And so now let's unpack what these components are. So now that we understand how your client is or, you know, held how someone is evaluating or determining or determining what is valuable, let's. Let's go through the actual components of what an offer is, okay? Because we need to be able to effectively communicate the promise, the transformation of the program. Now, the transformation doesn't have to be a body composition transformation, okay? It's literally just like what's. Where are they? Not what's point A and what's point B that they want to be at. And I want you to think about, if someone took video camera and filmed a tangible outcome, what would they see? Now you're going to have intangible components of your promise and tangible components of your promise, okay? Now there is a line of responsibility for what your client is responsible for and what you're responsible for, okay? So I want you to just for exercise purposes, like for your homework, I really want you to just dive deep. Like if you, you, if someone were to. Were at the right spot at the right time and ready to do all the things that you're going to tell them to do, what would the outcomes be? If they were videotaping you, what are the benefits? And think about this and think about specificity here. We are going to talk about that and why that matters, okay? Now then, when you're thinking about that, what the promise is, what the outcomes are, I want you to think about the process. How, how are you going to take someone from where they are to where they want to be, not where you want them to be, where, where they want to be, okay? And then what we need to understand, okay, when we're thinking about our process and communicating this, okay? So we want to also be clear for ourselves. You know, what are the actual invisible components of what it's going to take for someone to go from where they are to where they want to be? Because if you're not clear on this for yourself, and this is partly going to be tomorrow, well, I think we talk about it today, right? Which is for, you know, 40% of the offer itself. And then the other 40 is who this is for. Because if you are trying to, you know, you, you're trying to put a toddler who just learned how to walk into marathon training, then oftentimes they're not going to feel like they're right, ready for this offer, okay? It's one of the things that people get stuck and they get trapped in.

Okay?

So this will be your opportunity to really think through what are the problems that you're solving.

We're going to.

There'll be repetition here, okay? And then how specifically you get them to that outcome. Okay, so we got promise, we've got process, and now we're going to talk about the price. What is the investment?

Okay?

Now price is marketing.

Okay?

And there was this, and I'll give you an example. And there is also a perception of. There is a perception of value when it comes to price.

Okay?

There was this wine store, Antonio Rangel, and it was. He did. He was an associate professor of economics at Caltech, okay. And he did this blind test, taste testing of wine. And he said, and he said he put like price tags on it, like cheat, you know, 1, 2, 3. And that's what people saw. And they did a blind taste test. And, and the majority of the people they picked the most expensive bottle is the best tasting one, when the truth is it was exactly the same. Okay, so I'm going to go back to this slide because I want to. That's the fourth component. So we want to, we want to remember that price is, is, is marketing and the perceived value for the asking investment. And most people are trying to be the cheapest option, and they are pricing on commodity. And what they, they make this common mistake, which I'll be here, right, which, which I wrote here in the slide is they, they make the mistake of going out into the market space and looking and seeing, oh, what are my colleagues doing? And then they realize, oh, they are charging this amount. And then they try and be the cheaper option, but that is the fastest race to the bottom because it's pricing on commodity.

Okay?

And what that means is that you're trying to differentiate yourself in the market space through being the cheapest option. But you cannot outwork time. I don't, you know, you just can't.

Okay?

And so what ends up happening, which we'll talk about in the market spaces, is that your clients need to have an emotional investment. And it's not for you to decide what's expensive. Expensive compared to what? $27 for me is a lot different than my cousins in South Africa.

Okay? The, the.

But the amount of money is the same just as if I said, hey, do you want to buy this used camera lens thing that's broken for $25 versus if I told you, I'll give you my road mics that are brand new for $25. The actual investment is the same, but the perceived value of the asking investment is different.

Okay?

So, and so when you price on the value, okay, which we are also going to talk about, right? I talk about this here, that is. And it will give you the ways that you can increase value because your people are not investing in your time. We have to get out of that dollar for our mentality. And it's not your fault that you have that. So if you're just joining me live now, because I can see some new people popping in, it's not your fault. We're literally taught that, okay? So we need to understand now I flip quick. So I moved through it because my brain went fast. I just want to pull back a little bit when it comes to how you determine your price, okay? Because you need your people to understand that there is an emotional investment, okay? And it comes down to this, you know, understanding the different markets in the business model. Because what most coaches who are in the dollar for hour, they're living in this low volume, high investment, right? This is where it's dollar per hour. But then you're going to reach this capacity of time where you literally don't have any more time on in your day to find an acquire, acquire a client, let alone serve a client. And so if you're in this bracket right here where it's low volume and low investment, you're super struggling. And then that is hard. That's hard, that's hard, that's hard to get, get out of, okay? Then you have this high volume and lower investment which is like, you know, this. Think about the Walmart. You know, everyone wants to villainize the Walmart and I get why, but like you have lots of volume versus the investment, okay? And so what happens to a lot of people who reach this capacity is they're like, oh, I need to come up with these passive income, you know, DIY components. And they end up getting into this high volume, low investment market. And honestly, there's nothing wrong with that. Look at Disney plus, look at Netflix. Just because something is low ticket doesn't mean that it's not low value. Low value, okay? There's lots of things that have low investment that are super high in value. It's just about you getting clear for yourself.

Okay?

So journey. But the, the low, the low volume, okay, or low ticket has a very important place in your business and I'm going to show you where it goes, okay? But what we really want to figure out, what I really help my accelerator clients do, is figure out how we can use this comes back to that paid lead acquisition, how we can set up our pressure free permission based. In order for you to create this sales, this, this pressure free permission based sales system, you're going to need a combination of both the high volume, low, low investment, low ticket as well as high volume, high investment. Where it's both, that's where you get to transcend and scale to those 20 to 40 to 50k 100k months.

Okay.

So then the question becomes, well, if I know and I understand how people determine value, how do you add value to your program? So I want you to think of it in terms of these three stacks and it's really four. Okay. Which is imagine how much time, money and effort it would would take someone to get to the transformation if they did it themselves. And if you're like, well like if they had to go to YouTube University, if they had to go to Pinterest, right. I want you to remember that information can be abundant. While it might take others to have a little bit more, you know, they don't have quite as much access to the speed of information. It's still accessible to them. So it's really, we need to understand how you can transcend the communication of information and really communicate the speed of implementation. Because that's where that magic lies. Because information is so confusing when it's abundant. Because literally all roads lead to the Rome and there are success paths based on all of the paths that are available to us. So of course people get confused and when they get confused they can sometimes feel overwhelmed and overwhelmed shows up in the I don't know what to do. There's much so too much information and I'm never going to be able to do it.

Okay.

So I want you to think from okay, well how can I speed up the implementation.

Then?

What? You're going to have it do it yourself. But it's going to be an organized step by step and you're going to speed and there's going to be more intimacy. So think speed and intimacy to you because now it's going to be a little bit organized. You're going to take off the mental load. They're not going to have to spend search, they just have to get up and do it, do it yourself. And then there's going to be the done with you component. And this is why people get so twisted, because they're like, oh my gosh, you know, you're going to get one on one coaching with me. I know why that's valuable. But usually it's positioned and communicated as the solution. But people aren't lying awake at night saying, oh man, I want your membership, I want your coaching. Okay? That's going to speed up implementation. But it becomes our job to communicate and demonstrate and show that we are the best, fastest and that it's going to help them get to their goal. Always in the context of the problem you solve to the goal that they want. Okay, then you're going to have the done for you component. Now people will say, I can't eat and work out for my client. No, you can't. But for if, if you could, what would that look like? Right? So imagine you had 100k offer, okay, where you, you went and flew to their house, you woke them up, you cooked for them, you, you worked out with them, you meditated with them, you got them out of bed. Like you literally did all of the work except for the one exertion of exerting. If that was happening, what would that look like? And usually I get my accelerator clients to really think through in that, through that lens. Like if you were to do it for them, what are the components that you can now pull into your done with you or done or do it yourself versions?

Okay.

Now coaching is all. And accountability is awesome, I love that. But really it's, it's about the accountability component, which is what I like to tell my clients, clients is that you are not, you're an adult and I'm not your parent and I'm not going to, you know, coddle and chase you, but I am going to be that, be that I'm going to hold you, I'm going to walk with you and I'm going to push you in, in an encouraging, aligned way to help you show up for yourself so that you speed implementation. That's what we're doing and that's what you can do for your clients.

Okay?

So when you really understand that, then we start to take a look at the leveraged fulfillment system offer stack in your business. And I like my clients and teach my clients to have three actually really four, but let's say three. We'll put three, three offers in there in their business.

Okay.

Starting with the premium offer.

Okay.

Now the people get this twisted because they think all premium offer high ticket. No, the premium offer is the signature offer that you want to be known for. I have some accelerators that want to focus on the scaling and growth of their membership. I have some that are, that are wanting to focus on their, on their one on one or their high ticket. And then I have some people that have you know, just, it really doesn't matter what the actual offer is, is just that you're getting clear on the, on the premium offer that you want to grow and scale as long as it maximizes leverage, leveraging your resources, time, energy, effort and money. Okay, so we've got your premium offers. Then we have, sometimes we have your accessible options.

These are your, you know, this could.

Be your slows self liquidating offers. These could be your low ticket. Some people will use a membership to serve as their accessible option to just stair step into that premium offer.

Okay.

This is your ascension model essentially. Then you're going to have the third offer, which is your free stuff. Because people always say, oh man, like my, I just, you know, how do I know what's going to go into, you know, my free versus my paid? Right? It's you getting clear on, on how you add value, how you increase implementation for your clients. Because I want you to think about how many Instagram posts that you saved and with the best of intentions to go into and you just forget or how many, you know, freebies you download or how many of you have tried to do free stuff before and then no one shows up.

Right?

Because if you go back to the training and go back to that slide where it talks about the, the value in terms of. Or it talks about. Yeah, it talks about how we people determine value. If there's not enough of an emotional investment, your clients won't show up for themselves. And if they're not showing up for themselves, they're not going to get the result that they want.

Okay?

And then what happens to so many struggling coaches is they start to internalize it and think that it's their fault.

Okay.

And the, the power of responsibility and where that responsibility lies for you is where you get to own. Okay, well, maybe I did not put the right people in the right offer. Maybe I did not position and communicate these offers in the right place at the right time so that everyone is emotionally investment invested and that everyone is in a place where they feel like they can win. Okay, and then the fourth component of your offer. And I want to go back, I'm just going to go back on the slides. So if you're joining me here live is the risk reversal. Where can you, where can you.

Own.

And help people take the next step who are meant to for you? Okay, this is normally talking about this part tomorrow and the communication components, but, but everyone, probably within the last 30 to 90 days, I'm willing to bet, have had a sales experience or some type of experience where it was just not for them, okay? And they started to. And so now because of that experience, there's evidence of, oh, I don't get on that call because I know what's going to happen in that call now. There's evidence and experience that this might not be the right or best fit, right? So it becomes our job to ease and take on all the risk. So this is your guarantee. And there's all different types of guarantees you can use.

Satisfaction guarantee, conditional guarantee.

Like, you do the work. I promise this. You can. I promise that I'm going to give you all the tools and support and accountability that you need to get to get this invisible tangent outcome and this tangible outcome, okay? But this, when you take on the risk. And then the other thing I want to remind you is that you can also have a no guarantee. And that's still a guarantee. You're saying, no, no, no, I am not taking anyone who's not. This program is not for you. If you're not willing to go all in on you, that's still guaranteed, okay? That sometimes will also depending on your offer that you're putting together. And that's going to be your homework and our time together. So get ready to put your offer.

Together because then we're going to talk.

About how we communicated tomorrow, okay? Because maybe your offer is not for this. You know, maybe you're like, no, no, I need someone who's committed, who's willing and ready to run, okay? And if you're, if you're that person.

Then you're going to be the right fit.

And sometimes that people want to be around other people like that. So, you know, if they know and see, oh, this person's serious, they mean business and they're. It's going to take the risk off for them. So it comes down to you getting super clear on what the offer is. Offer is, and then who it's for. But before we get there, you're right, because.

Okay, because.

And because I talked about it here, right? Which is that putting a buy button on your website, it's not enough, okay? Build it and they will come. That's not how this works, okay? Because people think, oh man, if I just a ton of value, then they're going to want this, okay?

Because the truth is you can't buy.

From the Internet's best kept secret. No matter how valuable your stuff is, if no one sees it, okay? And if it really was just as simple as add to the value, build no like and trust, put a buy button on Your. Your website. Website. Then how are you supposed to get paid doing what you love when information and value people can essentially get for free? But I just want to remind you, and that as you're starting to think about your offer is to think about the 8020 rule. 40% is the offer itself. The other 40% is communicating the right offer to the right person at the right time.

Okay?

But when your offer so good and it sells itself and you put it to the right person at the at the right time, they're gonna become a client. You won't have to use any of the tricky fancy things. You don't even have to be that awesome at selling you because the offer is going to sell itself and it's going to be fun to sell or easy to sell and fun to deliver. And then I'll show you how we can cultivate, not create, because the demand is already there. I'm not here to convince anybody of anything, okay. But I'll show you how we can cultivate the desire for your offers without convincing.

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 us 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 ready for your service. Thank you so much for listening and we'll see you on the next episode.