How to Create Content for Your Client

You're listening to the PT Profit podcast, episode number 23. Today I'm talking to you all about how to create content for your client that converts. So are you ready? Stay tuned. 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 for another episode of the PT Profit Podcast. I'm your host, Beverly Simpson and today is Tuesday and we're bringing you another episode, just you and me hanging out today. So if you're just now joining the podcast, welcome. I'm super happy that you're here. As you may or may not have heard, I have opened the doors to my brand new never been done before beta program called the PT Profit Formula. So if you've been hanging around for a while then perhaps you were joining hanging out with us over on the challenge that I did last week and hopefully you are catching up on any of the trainings that we did over the week. And by now you probably have discovered that I've opened up the doors for this program. And now I'm super excited about this program because whether or not you are just testing the waters maybe of online training or even in person training, because this is a marketing and messaging course and these principles that you will learn inside of this course transcend. You can use them to build your your profitable online product and service or your brick and mortar bring people in to your program or into your building, or you can use the marketing and messaging tools inside of this program to scale your business. So perhaps you are tired of grinding and you're tired of chasing that one on one trading dollars for hours, I get it. Which is ex why I created this program for you. I'm super pumped. I'll leave that link so that you can check it out because I'd love to invite you to come and be a founding member of this program. So for today, what I've done, in case you are new around here or perhaps you missed this training is I'm taking one of the most popular pieces of content or most popular training that I did inside of the challenge and I'm going to bring it to you today on the podcast. So if you haven't had a chance to watch it, that's cool. You're going to get a chance right now to really listen and pay attention, to discover what type of content you can create today to start attracting and connecting with your ideal client. So the training I'm going to put you through today is actually day three of the challenge that we just completed. And now you have until Friday, August 28, 9:00am Eastern Standard Time to check out all of the trainings. There were about five trainings that we did over the week, which you can find over on my Facebook page. And I'll put the link down in the Show Notes where you can register for the PT Profit directory page where you can get all of the trainings that I've done for the past week. So be sure to check that out. And without further ado, let's go ahead, roll that training. Hey friends. So I've been late the last two days and I don't do late. So I thought I would just pop on early, say hi. Don't worry, we're not going to get started for another two minutes. But I just wanted to come in, say hi, see who's here. Today is my favorite day, actually. They're all my favorite days. But today is going to be the day that most people are probably waiting for because we're going to talk today about creating the content for your ideal client that is actually going to convert. Okay, so I just want to address. Okay, so I got 60 seconds. But one of the things that have been coming, that has been coming up inside of the Facebook group is, is just a couple of quick questions about what we went over yesterday. So I'm going to go ahead. Since I'm here and I'm early, I'm just going to go ahead and answer those because one of the things that people, some of the people asked me were twofold about the bio photo. So I recognize and realize that I didn't talk about that yesterday. So I'm going to go ahead and just share you definitely in your bio photo. It goes along with that five second rule, right? What's in it for me? So if you're someone who is, you know, trying to promote a brand and you're trying to promote a business that's awesome and has a place, it has a place in your content. You could be putting this in your memes, you can be putting it in your, you could be putting it into highlights. But, but remember that your people, regardless of whether or not you're building a dream gym or a brand, they buy from people, people that they know like and trust and so if you could put a photo of you or your coaches team photo, something that is warm, inviting, you want to show your face. And then one of, you know, one of my friends, she asked, you know, I am, I, I teach primarily about, you know, the back and so and the spine and so of her spine. And that is fine as long and of course. Right. These are all no hard and fast rules. Right. I'm very linear thinking, thinker. So I get it. Because remember, the principle of marketing is guess, test and assess. And just like in fitness, we learn all the rules so that we can know when to break them.

Right.

So this, that's one of, that's an example, I would say, of guessing and testing. Right. If you are primarily demonstrating and showing specific part of the body, you've got plenty of other opportunities on your page to show your face. I would say, and to connect with your client. I would say though that if you are. Hi, good morning. For those of you just joining me, I would say, you know, just make sure that your face is present and that your team, that your coaches is present on the page. Hi. And that you have that good. That you have that feeling on your page. The second part of the question that I went, that I saw a lot of was that question about the link in the bio. Now, I did talk about it yesterday and I went over it really quickly. So just, you know, a segue or just another, you know, reiteration that I want to go through that I want to share with you about this stuff. I want you to remember that I'm going through all of this stuff very, very quickly. We are scratching the surface that this messaging is an ever growing thing. It is always changing. Things are to, as you are guests, as you are assessing based on what you, what you tried, things will change. You're never something that came from one of my mentors, Brandon. You're never going to finish with what you started with, but you're never going to get to the finish with the end, the end zone if you don't start. Okay, so just something I wanted to share with you too, especially if you're feeling overwhelmed or you're not, you know, you're, you feel like you're behind in the assignments because these assignments are things that I literally take my clients through on a week, on a week basis. We go over this stuff and then we reiterate and then we re go over it. So I'm sharing with you the tools and it's just going to take some time. So if you have questions Go ahead. You know, please put them in the group. This is. It's what inspires me to make sure that I'm giving you the content that you need to really move the dial, to move the needle, because you can generate your, you know, five clients this week, this week, using all of these tools and strategies that we are working through right now. So if you're feeling overwhelmed, just a. Know that you're not alone.

Be.

Think of it exactly like how your clients feel when you're doing fitness stuff and that you're just, you know, take what you can digest and then move through.

Okay.

And just, you know, one, you know, you just want to. You want to. Dan John said, you know, good is good, right? Another thing is, you know, don't let perfection be the enemy of perfect. One of my friends and clients says, says the same thing, one small thing at a time.

Okay?

And I think that, you know, Stacy, she said that, she says that all the time, progress, not perfection. So same thing is true in your business. So oftentimes the things that you are sharing and saying to your clients, it also applies here. So today is super exciting because today we are going to be getting into the creation of content. And this is fun. This is the stuff that is my wheelhouse. This is the stuff that. That I just love teaching, talking about. Now, before we get into this, I have a caveat because it's something I say to my clients all the time.

You need.

I'm gonna. I'm gonna teach you some principles now. I'm gonna teach you some things that are going to. That are going to kind of deconstruct the English language, okay? So the way that I. The metaphor that I would use to think about it is like, let's just preten. Going to be breaking down the biomechanics of how to squat so that we can. We can get. So that we can become unconsciously competent in the squat, right? When you're teaching that to yourself and to your clients, it's. You're. You're learning it so that you can put it on and then just move through it, right? The same is true with writing your content, with writing copy. I'm going to be teaching you these principles, and then you need to take them, make them sound like you. It's not so that they don't sound so cookie cutter and market like just boy now, right? That's not the intention of this. That is not the intention is not to be like, how persuasive, how influential, how manipulative. That's not What I'm saying at all, you're taking these principles and you are going to put them on and make them sound like you.

Okay?

The second thing that, that goes along with that, that I want you to be thinking about when you're taking on this content and when you're putting this, you know, rubber meets the road, is that the. The whole. And the whole thing that I was sharing with you yesterday is that, remember, we're at a cocktail party, we are hanging out, we want to connect with people. It's not just, who can I sell to? Remember, we're coming from this energy of, you know, who can I serve? How can I help you? And remember that, you know, so be a human. Okay, we're going to the bar, going to the cocktail. We're gonna be like, hey, how are you? Can I buy you a drink? Not like, hey, how are you? Let's go on a date. Let's get married. Okay, Remember, So just. It's very. It's different. So you, when you are going through this process of like, okay, what should I post? Gonna teach you these principles? Yes, Hi, Katie. Yes, I did. So I'm going to teach you these principles and you're gonna put this on, make this sound like. You make sure that it is coming from this face of, who can I help? Who can I serve? And then making sure that it. This idea and concept, that it's. That it's like genuinely and authentically you. Because if you take all this stuff that I'm about to go through and then you make it sound robotic, or you just maybe copy and paste exactly what I'm saying in the way that I'm saying it. People are going to know on an unconscious level, on an energetic level, that this is not you, this is not your voice. This is also why I don't necessarily, necessarily sweat about copywriting lots of. And I mean. And what I mean by that is like, a lot of people say, oh, they stole my stuff. And now that is a big no. No, I am not a stealer, and I'm not an advocate of stealing someone's stuff. But listen, when you are, if you were to copy of his something exact, you know exactly what I wrote, people are going to know that it's not you because it's not going to sound like your voice. Does that make sense? So just something to consider as you're starting to, you know, write your stuff is to make sure that you are open. Always writing it through the context of, is this my voice?

Okay.

All right, so let's get into the fun stuff because it really is fun. So we are. This is part of the second. This is part of the second pillar that are yet a second pillar of the PT profit formula, which is how we are going to create a powerful position. Now just remember, creating this powerful full position, this is messaging. This is the core premise of this training, is that your messaging, when you get this right, it is going to do the majority of the selling for you.

Okay.

And it exists throughout the customer journey and experience. So let's just tie this all in to what we were talking about the last two days and why I made you start to, to think about that customer journey. Because remember, you as the guide are taking your struggling person. You're where they're suffering, you know, and you are carrying them through to the journey, to the end, to the end result. And your content is going to come through and speak through. Your content is going to carry them through this journey.

Okay?

So I want you to start all of the work that we're starting that we were doing the last two days. Let's start putting this together, thinking about, about that, Thinking about your ideal client now, hope your ideal client, what they're suffering with, suffering from and that hopefully you found the language that they were using and hopefully based on the assignment, right? And hopefully you've also started writing down the actual limiting beliefs that your client has. Okay. Because that is what we are going to be using today to create this, these types of content. So we have five types of content that we are talking about when we are creating content.

Okay.

We have the polarizing. This is the thought reversal. Now, thought reversal is a trademark term that was taught to me by my mentor, Brandon Lucero. He teaches how to write those thought reversals in part of his messaging. But this, what is very important about this polarizing piece of content which we're going to talk about today, how to create that. The number one thing that you want to know is that we. It's not enough to just say this, to state this is wrong. This is not the way to do it.

Okay?

So hopefully you started collecting those ideas during yesterday, after yesterday's homework. And listen, if you need help, this is why I'm doing the challenge. My clients, we talk about this back and forth to go into that group. This is a perfect opportunity to get some insight.

Okay?

So sort thinking. It's not enough to just say this is wrong. And this is my pet peeve, right? Because we're not talking about, about pet peeves. We are talking about things that they believe we need to shift their perspective. Inevitable question that comes up is how, how do we shift their perspective? Well, the two main ways that I often rule that I often really drive home is, is number one, use a counterexample. Show them the data. Show them the proof of your perspective. Show them, point to them to someone that is going to. Well, I'll give you three main ways, but the second way is kind of part of it, but point to someone that they already know or maybe they don't know. Maybe it's in a client example. Maybe, you know, So I, I'll give you an example of, of a thought reversal that I'm using and used in the marketing space, right? Is that I said you don't need to have a huge following to have a multiple, you know, multiple millions of, of a multiple million dollar. And I gave you examples, Meaning I screenshotted people that I know work with, seen the back end that have 3000 followers and said, this person made six figures. This person has 3000 followers and has or 4000 followers and has multiple millions. And then I showed you someone also that has, you know, 11,000 followers and has multiple millions. And you might be thinking, but, Beverly, they have 10,000 followers. I get it. But compare it to somebody else, like Lewis Howes, for example, who has millions of followers and multiple millions, right? So that's the other thing to think about is, is, you know, a big following compared to what. And remember what we talked about yesterday? That was, you know, those are vanity metric. Because I could also show you someone that's got 10,000 followers and has crickets and makes $0, right? So I'm showing you this is an example of me shifting your perspective by showing you a counter example of someone else who proves or demonstrates what it is I'm trying to get you to believe. Do you understand? You see what I'm saying? Okay, Another example, and I'll use it in terms of the. I'll use it in terms of fitness, right? I used to, I wrote a thought reversal or a polarizing piece of content that was about how motivation is not what most people. I wrote about the limiting belief was that you need to be motivated in order to get to your goal, right? And so I went after it and.

Said.

It'S not about motivation, it's about discipline, right? And I used a counterexample and I used Michael Phelps as an example. Why? Because chances are most people know who that is, okay? And I said, especially given the news. And I said, do you think Michael Phelps. We all know that he likes to hang out with his friends and have a good time. Do you think that he was motivated to work out or to you know, work out every single day? No, but do you know how many practices practices he missed? Zero. So that is an example of how someone who was. That they cheat that they knew was not necessarily motivated but disciplined. And then the rest of the piece of the content talked about the belief that I want them to be on board with another example that I'll give you. So, so that's one way the counter example that is how you're going to shift their perspective is that they. Another, another way. Another type of counter example is your client, right. A client's story share a client story. That can be the counter example, right? So you could say something like if you're going after the limiting belief of all women need to, you know that you need out carbs in order to lose weight.

Right.

You could use, you know. Well, that's what Sally thought when Sally came to me, your client Sally and, and we, we helped her lose 50 pounds while enjoying pizza on, on Friday.

Okay.

So that is another example of the Fridays with our family. That's another example of a counter example.

Okay.

Or you could even use a counterexample. As easy as vegetables are vegetables bad for you? That's a carbohydrate, right? So you're getting, you're shifting the way that they're thinking. You're shifting their belief. These are the pieces of content that tend to stop the scroll because you go after what people believe. This is when you're going to get the trolls, right? And here's the thing, and I tell my clients this and this is really hard and this was hard for me and I'll be honest, sometimes it is still hard for, for me is that the trolls are gonna come and when you get a troll, I want you to celebrate, celebrate it. And you're gonna be like memorly. Why? And you want to celebrate the trolls because and, and it's not even the trolls that are the hardest. It's the colleagues that you respect that are gonna be like, you know what? I just, I'm gonna, I'm gonna disagree with you. That's gonna be the hard stuff to really digest that especially when you're working with people like us at the, at these high levels, right. Is because that you're going after something they believe. But when you get it right, trolls are gonna come and they're gonna comment. Two things are gonna happen. Number one is just gonna prove and reiterate that this is what you believe on a core level two, it's going to push the people that aren't gonna pay your bill, which is what we want. And then we are going to draw in the people that are like, yeah, I need what you are selling. I need this. This is. This changed my life, okay? And for better, for worse, we are tribal human beings. We are the way that we contact, the way that we think we always are positioning it and coming from this place of us versus them. And it's not about whether or not them is bad or wrong or less than.

Than.

It's just about the context in term, in. In terms of this is in specifically for these types of like, fitness stuff. It's more about. This is. This is what helped me get to what I want to. Where I want to be.

Okay.

And then I also want to just remember and reiterate something that I was talking about yesterday, which is that when you pull in the people that are your people, that's when you're going to get them to convert. And we want to pull them in and we want to push those people away. So it is a good thing when we get the trolls because it means that it's working, that our content is resonating. And remember that people are judging 100% of the time. So you might as well do what you love and stand for something. Draw a line in the sand. And the way that I reconcile this too, in my mind and in my heart and in my business is that a. This is by having that deeper purpose. And this is why knowing why and what you're doing is so important. This is why having that mission statement is so important. Because on the days when it gets hard, because it will get hard, I wake up knowing that this is what I stand for. This is what I'm doing. And I'm doing it for a reason. Because there are people like you, you that are working so hard, that are so smart and that need to get out and transform people's lives, okay? And so that's what gets me through the hard times. And so when you get this right, people will. You will. People will be like, oh, it's uncomfortable. But remember, change happens on the other side of uncomfortable. So it's good.

Okay?

It's a good thing.

Okay?

So get put. I spent a lot of time on how to break that down. Right?

Okay.

So that again, which is. We call out that, but leave. I gave you the. The. The counter example, okay? That's another way that you shift perspective. The second way that you Shift perspective is to just, is to push out the frame size essentially. And what I mean by that is, and it kind of goes along with the counter example is that just ask that powerful question, does everyone, right. Remember people are thinking about absolutes. So if you can give them that shadow of doubt, right? So if they're like, oh, everyone needs to lose, you know, I have every. Yeah, I have to cut out carbs to lose weight. Ask them, does everyone who loses weight cut out carbs? All carbs, right? So it gets them to start, you know, get think out of that, that, that absolute thinking which you cast a little bit of shadow of a doubt and then you stack, stack that counter example on top of it. If that were true, then why do all these, you know, why does this low fat, high carb have a whole bunch of success stories? Okay, so I've stacked it, I've stacked both of those shifting perspectives, okay. That goes in that piece of content. And the third thing is that I'll use a metaphor. And metaphors here are very powerful. And when I'm thinking about them on the spot, it can be hard. But metaphors can be really powerful for two reasons. One, it can allow you to be direct in a non direct way. Right? So here's what I mean. So when I say, for example, like if I'm working with mom, and I know so many of you are, sometimes it can be really hard to help moms put themselves first, right. I think some of us in here know that and feel that, right. Is that we're always putting everybody else's needs before ours. And we miss, and it's not. And we miss the importance of putting our own, our ourselves first. And so with that said, what happens is it can be hard to say, mom, you need to be, you need to put yourself first. Otherwise, you know, how present are you to, you know, to your kids? Okay, so I'll use a metaphor and I'll say mom and I'll always buffer it with this. Okay, you're gonna have. And we'll talk about this later as we start deconstructing language. But I'll ask them the question of have you considered. That's a very powerful statement. Why? Because if they haven't considered, considered it before, they are now, right. Have you considered that refusing to put yourself first is like getting on an airplane and the oxygen mask comes down and putting it on everyone else first, but not putting it on you? How effective are you going to be helping all the people you want to help, like your kids and your partner? If you're passed out on the airplane. So I'm essentially getting them on to use a metaphor in this story to think, oh, snap, I do need to put myself first. So I have shifted that perspective by using metaphor. A story, another way to say that, a story.

Okay?

So it's very important that you can. And then the second reason, which is started alluded to the reason why metaphors can be so powerful. It allows you to tell a story and people start to imagine, they start to see themselves in that story. And when you can get them to imagine, you are eliciting the right side of the brain. This is where you can move emotions with imagery and people buy on emotion.

Okay?

So metaphors can be very powerful. And we spent a lot of time on this piece of content, but this is a very important part and you can put them all over. And tomorrow we're going to be talking about the plan because that's what happened. Now the plan is how we're going to put all these pieces together. Okay, so now the second part about the second type of content is the friend. This is the connection content. Okay? This is the pieces of. This is the pieces of content that are like, hey, this is who I am. This is what I stand for. This is why. This is where you are writing the pieces is about your. This is when you are writing the pieces that are like, hey, I am this one. You're writing the pieces of content that are like, I'm a mom, so I get it. This is when you were writing the piece of content. And this is why I do what I'm doing. This is where you are where people start to build that know like and trust. And we're going to talk about. Everyone talks about know like and trust, right? And we're going to go deeper about it today. And I want, I'm going to get you to start thinking about it and differently than other the way most people talk about it. But this is part of it. So this is when we are. Now remember, this is a powerful story, right? Metaphor, if you will, where you know, there's a. Someone draws a six on the floor and you've got these people over here that are like, oh, it's a. It's a six. But you got these people over here that are like, oh, no, it's a nine. Right? So all of your polarizing, your thought reversal types of content is pushing those nine people away. And now we're going to be writing those content for the six people. Like, we're the sixes. We believe in Six. This is what we stand for. Fitness for moms is changing.

Okay?

These are the pieces of content that are like rallying the troops, like inspiring the troops, right? Writing those powerful stories about, you know, like, ah, celebrate Sally, she's crushing it with the PT profit formula, right? This is, you know, your whatever it is that your, you know, your methodology. Remember you were thinking about it, your, your unique part, your, the way that you do things, right? This is your connection content. This is your piece of like, hey, this is, these are my kids and this is why I'm doing what I'm doing. Oh, here's about the scenes. Here's a behind the scenes of what you hear we're doing or we are talking about your business that maybe not selling your business business.

Okay?

That is that connection piece of content. This is your like, you know, if you're someone like, you know, for me I'd be like, I'm, you know, have seasons of grind, but I'm also, you know, making money in my four hour work week and just hanging out with my kids on vacation, whatever it is, right? This is your pieces of content that are like, that are friend based. Think of it where people get to know you in that way, okay? And then you have your how to. These are your pieces of content that are like, that are like how to, how to, you know, three ways to get vegetables in, you know, your breakfast. I always use that as an example. Or you know, three ways to make your content more persuasive or how to do benefit without frustration.

Okay?

How, how to, you know, these are your pieces of content that are usually like step one, step two, step three, right? Like how to move, how to squat with knee pain. You know, how to get out of pain so you can squat if you have knee pain, how you can, you know how to strengthen your core, how to strengthen your core without weights, right? These are your pieces of content and these are honestly in the fitness space, when I transitioned from fitness into marketing, I was like, whoa. I didn't realize how often I rely on those how to's because these are often going to be the most fun. These are the ones that are like step one, step two, here's a workout, save this, tag a friend.

Okay?

These are the pieces of content that are super. You know, if I ever get it, if I ever got into like stuck or didn't know what to post, I would always fall back on a how to.

Okay?

And then your next piece of content is a value add. And so people start to get confused. They're Like, Beverly, what are you talking about when you're talking about a value add? Right? And so what I mean with a value ad is that it's a teaching piece of content, but it's not necessarily step one, step two, step three. Right? So this is often where those means live, right? So if you were going to write a piece of content that was like, hey, hey, nutrition, you know, the nutritional differences between a sweet potato and a white potato. So it's not necessarily like, you know, three ways to get healthy carbs at breakfast, but it is a teaching piece. So this is a piece where you are going to teach something to somebody and then it. But it has a. But it has. It's not necessarily like, do step one, do step two, do step three.

Okay?

So those are the difference between a how to and a value add. So it is a type of teaching piece of content.

Okay?

And then you have. I. Laughing because, like. Because I always, like, make fun of myself. I'm not super awesome with the motivational ones.

Okay?

But that is a piece of content. This is the stuff where you're like, people around and, like, you're not gonna get results else you just gotta do it. These are the pieces of content that are like, you know, in the ones that make you feel super inspiring and super motivating and super like, oh, this is, you know, we're gonna do this together. Let's rah, rah. Like, these are sometimes the ones that are bookmarked, saved, and, you know, go on the Pinterest, right? And I'm not gonna lie to you. I am not. These are not, like, I'm not awesome at these, okay? I know my clients are always like, story, it's true. But these are not. Definitely not the ones that I go to as my wheelhouse. But it's an important piece to actually note and comment and say, because it is something that. It is something that it's important. It's important to note because they actually are very successful, okay? And so now we are going to get into. We are going to get in. Oh. Something else I want to say, because next up, we're going to be talking about un. We're going to talk. We're going to talk about uncovering some unconscious ways to build rapport, okay. And going deeper on that. Know, like. And trust, okay? And so what I mean by that is in your. In your content, right? When you're writing out these pieces, I want you to know that these are basically Stella. And there are going to be times especially, you know, especially for my Overthinkers or my really super left brain, linear thinkers. There are going to be times when you might look at a piece and you're gonna say, ah, is this a thought reversal? Is this a, or is this a how to. Is this a connection piece or is this a value add? Is this a, you know, Is this a, you know, you know, sometimes it can be a little bit confusing, especially if you're like looking at my content. If you're looking for a, A, an example, right? So there are two things and two ways to help you sift through. Because I'm also an overthinker and this is why it came up for me. Because I, I always thought like, wait a second, or I used to be an overthinker, wait a second, which one is which? Right? So one, I'm gonna tell you it is more important to just try it, test it it, see how it's going to resonate with your audience, and then massage it. It will always change. It will change over time. And two, that it's more important to start thinking about the intention, right? Intention behind the post. And three, where you are in your launch plan. So, for example, if I was writing that polarizing piece of content, if I was writing that thought reversal, okay, I'm primarily going to spend the majority of my time and saying, hey, shifting the perspective, going into the, going into the pain, talking about the consequences of why it's going to be that. If they continue to believe that, talk about, you know, spend more time doing, you know, shifting the perspective and then giving them kind of like an overview of what they need to be thinking about instead. Right? Now, if I was writing a how to or like a teaching piece, I'm gonna go in and write that title of like, like, this is what you, you know, here's your three steps. So they already know that this is like a how to. I'm going to say how to do X without Y, right? Then I might have a sentence that's like, hey, most people, you know, the reason why I'm writing this is because most people get it wrong. Most people do this when really they should be doing this. But the majority of the content is like, step one, do this, step two, do that. So that's how I'm differentiating between it. And it also happens on where I am in the marketing plan that I put together, depending on my business, okay? So that's how I differentiate it. It can seem like, oh, it's the same, right? But remember, it's not about getting it right or perfect it's about trying. And also it's more important that you actually just, you know, try it. Yes. So that you can assess, see how it goes than it is to wonder, oh, is it right? Is it perfect? Is it blah, blah, blah. Right. No good is good enough.

Okay.

So hopefully that does answer that, that question. So now we're going to get into, now we're going to get into ways to build unconscious rapport, persuasion. This is where we're going to start talking about where we're going to deconstruct. Now we're getting into the part in the presentation. We're going to deconstruct, construct the language a little bit.

Okay.

Because you often hear people talk all the time about you need to build no like and trust. Right. And you're thinking, you know, what does that even mean? What does it even mean to build no like and trust?

Okay?

And so we're going to use specific language patterns that we can use to help connect us, us to our people.

Okay?

And what's gonna, you know, so one of the thing, and this is things that we can weave in, you know, that we can weave into our content.

Okay?

So the first thing is called future pacing.

All right?

And so the example that I give you is, you know, you know, as, you know, as you take this action that I want you to do, you're going to find, find, discover, realize the benefit. Now those words, I use them all the time. Find, discover, realize they are, they are very powerful words. And what you have noticed that's also another one. What you've also noticed when I'm going through this is that I talk about it as if you are already doing it. Right? So oftentimes people will, will, will speak to their clients like, hey, you know, if you want to work out three times a week, we can do that, right? No, we are an. And you know, if you decide to be a client, I'm always talking to somebody, always talking to you as if you're already doing it. So that is future pacing, right? So, you know, by the time we finish this discovery call, you're going to realize I'm already telling you that you're already going to, going to do it. Right? Or, and sometimes if I want to buffer it, I'll say, maybe you'll find, maybe I'll use that so that I'm not, you know, directly telling someone that this is exactly how it is or how you're going to feel. Because based on different personalities, people will resonate or they won't resonate, right? So I'll say phrases, some sometimes and I'll. You can use this. You know, this is another question that people often ask me is where can I put this? Literally, you could put this everywhere. On your sales page, on your landing page, in your content when you're talking to someone.

Okay?

So I'll say things like let me show you what's waiting for you when you join the PT profit formula or when you become a member. Let me show you what's waiting for you when you join the 30 and 30. I'm already saying that you're. Yes, because that is the energy that I'm bringing to people when I am working with them.

Okay.

Or when I'm talking to them. And then another thing to be thinking about in your content is that you want to use phrases and words and, and put them in, give them curiosity, peaking pieces of content.

Okay.

So words like mistakes, hidden, didn't realize. Things that are the truth, uncover the truth. Things that make you go, huh, wait, what? And then you pull them in. They're like, wait, I want to see that. Maybe I didn't, maybe I didn't know that.

Okay.

Things that you can be putting in, weaving into your content. This is how you'll be able to create powerful content copy that gets people to do things that you want them or that you, that are, that are good for them, that you want them to do.

Okay.

And then the other thing, other things that you could be doing is the choice bind. Okay, so you gonna, what I mean by choice find is that you're gonna ask them a powerful question to do things. Either they either you're gonna do this or that and one will be negative and one will be super positive. Why? Because when you ask a powerful question like that, the brain has to answer it.

Okay.

And so on Friday, when we are talking about, you know the, when I'm talking, when I walk you through how the sales call, you're going to see that there you're going to use a lot of open ended types of questions. But that a, that a closed question can be very powerful. And that is an example, example of a super powerful question.

Okay.

And the, and the other thing that you can be using in your content too is that positive identity. Right? So when you're saying things like, and I've used it here, I said us, I talked about, you know, with the smart, you know, we're the smart people. We are high level. I've associated an identity to, you know, where people want to be. And you're going to be doing that in your, you're going to be doing that in your content as well.

Okay.

Other very powerful words that you could be using in your pat. In your messaging are things like until, but sooner or later, eventually, fully. Okay, things. Because when you say words like until and but anything that you've said previously, subconscious mind just does not, doesn't, doesn't process. It says, oh, no, you can tell this powerful story. And it wasn't until I did this powerful thing that everything changed for me. You can keep doing it the slow way, but why, when there's a better, faster way, more efficient way? Okay, so those are, you know, and then sooner or later, it also goes back to that future pacing. Sooner or later, you know, you're gonna get healthy and fit, so why wait?

Okay.

Words like eventually does the same kind of thing as sooner or later and fully is a really good word that often doesn't get used because have you fully considered. Has anyone taken the time to fully walk you through the safest and most efficient way possible? Because they're pondering that word, they're thinking, am I have someone? Especially if you're trying to cut through that noise, right? Because, you know, chances are people are like, oh, yeah, I've heard this. I already know this. Well, have you, have you fully considered it? Because if that were true, then what. Why do you think you're continuing to struggle? Oh, getting them to think about something in a different way.

Okay. Makes sense.

Other things too. Like so and so told me, right? This is very important. Oh, wait, I skipped over the fact that this means that, okay, my, you know, my mentor always talks about it all the time. We are meaning making machines. We are always taking outcomes and making it mean something. Okay, so you're basically going to be putting that in, putting that thought into their mind. We do it all the time. The fact that you're here means that what you're doing isn't working. Words like that can be very powerful in your content. And then have you noticed this is a great buffer content. It's the same thing as. Have you considered, which I said earlier, which is that idea of, you know, if they haven't considered it, then they are now because the brain has to answer that question.

Okay.

So powerful ways that you can start to build that unconscious persuasion, get them to start thinking about things on the. From the right side of the brain. Right. Another word that I used, but I did not put it in the slide, so I want to make sure I'm going to say it now is imagine. That is one of the most powerful words that you can be using in your content because the brain has to process it. It will elicit a fear. It will elicit emotional responses, things, and then also using language and words that elicit feelings. Right. Imagine how it will feel. Because when you can talk about that, it's. That's what's going to move people from maybe to heck. Yes.

Okay.

Feelings are very important.

Okay.

And that is. Goes from. And that it goes in both ways. Okay. And what I mean by that is most people want to talk about things that. The benefits that are good, things that feel awesome. Right. Things that are going to be great when they start working together. And that. That is good. That is at least the first step. But people move away from pain faster than they move towards pleasure. So one of the components that often gets forgotten is to remember that we are also turning up the pain not to hurt them. Right. But to shine a light on what the consequence is of not getting started. So just starting to think about it. Just start to think about that. Start trying it on. Start putting it on.

Okay.

And now let's get into putting it all together.

Okay.

How are we going to put it all together in a post, Beverly? Well, this is how. Okay, so what we're going to do is I want you to start thinking about the hook, right? So this is what the title is. This is where you are going to stop the scroll. So three and I. This is where you start to use their language. What is it? What are they saying to you? How are they saying it? Because when you use their language in your content, it will unconsciously get them. It will unconsciously get them to connect with you. So hopefully you've gathered that from your clients. So when they're like, I just want to. I just want to look confident in my. In my. In my bathing suit. Cool. So you can write a piece of content that's like, hey, three ways to. Three ways to feel confident when wearing your bathing suit. Oh, what? Yep. Want that?

Okay.

Or, you know, you know, I love. I use this one all the time when I was doing the fitness one. It's like, you see it often. Two ways to, you know, get into, you know, two. Two steps to bikini body. Number one, buy a bikini. Number two, put it on your body, right? So that. That you want to think, stop the scroll, meet them where they're at, Carry them along for the journey. You meet them where they're at using the language they have given you.

Okay.

And then value is like the content. That's like the teaching. This is where you get to shine. This is you. And then call to action every post. And it's not a call to action. That's like, check my link in my bio. So dm sell, sell, sell. DM me, DM me. No, sometimes the call to action is like, hey, tag a friend, share this, get them to engage. If you want them to engage in your content and you want to increase your, your engagement, give them a reason to engage. Give them a reason to like it. And you know, this can be scary at first, especially if you're like at the beginning and you're like, no, what if I get crickets and nobody engages? That's okay. You're gonna have your ride or dies that are going to come and rescue you. They're gonna come and talk to you and just keep going this, Just keep trying it and assessing it, right? And seeing. Okay, and then you can look at it, which we'll take, we'll talk about at the end of the challenge is you can look on a weekly basis to see how well things are doing and what's resonating, what is getting the most impressions and looking at it from an objective point of view, it's not just like me, right? We're going to talk about that too. You know, we'll probably talk about that in the group. But will you want to be able to assess it so that you can create more of that or realize, huh, maybe this isn't the people that I knew on. At my. I want at my party. So go back to day two and go find the people that you want hanging out of your party. Okay, so, and then, so your call to action is can, you know, ask, invite them to hang out with you? Because remember, we're doing. This is the attraction module, right? Because yesterday we talked about how we're gonna go find those people and then what happens when they get to the party? Oh, this content is for me. Okay, so invite the engagement and you're. And remember, reciprocity of life, right? So you're out there, you're giving likes, you're giving shares, you're sharing content, you're being a friend, you're being a human, you're being social and hanging out, people are going to want to do the same thing for you. Think about it. When your friend takes you. Here we go. Metaphor. When you friend takes you to lunch and you pay for lunch, of course you're going to want to go, go and buy them lunch next time. You know, same thing is here, go like go comment, go. And then offer in and then ask for engagement. And people are going to do the same. They're going to want to do it. Right. So just keep going. Now, you know there's going to be a paradox in every. Every industry, right? Because what's the definition of insanity? Doing the same thing over and over and expecting a different result. So how do you know if it's working or not? Right?

Right.

Your content's going to tell you. The numbers are going to tell you. Look at it on a weekly basis.

Okay.

And you can start seeing what's resonating, what's not.

But.

But ask for the engagement because. And like it. Share with a friend. Let me know. Let me. You know, you're. If you teach it how to say, like, hey, what's your number one struggle? Like, what's what exercise are you hurting on? Or you're showing your lunch and you're like, this is what I had for lunch. What's your. What did you have for lunch? You know, how are you know, how do you get breakfast on the go? Invite the engagement. Your ride or dies will come. And then people will start to see confidence. Right. It's our social. Monkey see, monkey do. Oh, they commented. I'm in a comment.

Okay.

Same thing that you want to be thinking about in your post. Okay. So we've been going for 47 minutes. Right. And I tried to go slow. Hello. But. And I feel like I did. I did. Okay. So of course, just be sure to ask questions. And now let's get into the homework. Oh, also, I forgot to announce yesterday's winner. I'm so sorry about that. So let me go ahead. We're gonna pull that up. So congratulations to Danny. Danny Barrero. I hope I said that right. But you are the winner of yesterday, Simon. So we're gonna give you six IG cover slides. So make sure that you, you know, send me a message, tag me in the group. Let me give me your email so that we can start chatting about what we're gonna create for you from the Beesense and Fitness team. So super excited. So here's your homework for today. Let's go ahead. We're going to start creating content that converts. So number one, you either post your biggest takeaway the question in the group. Okay. In for and use the. For the chance to win. Oh, man, I forgot what it is that I was that I am raffling off today. So I am gonna go and. Oh, I remember, I remember. I knew it would come to me. But I want you to post your biggest takeaway. Go Post a piece of content. Post it in the group. Post it in your social media. Just make sure you tag me. Make sure you use that hashtag in the group PT Profit Day three so that I can A, support you. B, if you want some feedback or you want to. You want to know if this is resonating? Go ahead, post it in the group. And the. And just make sure you're using that hashtag pt profit date3. And the winner of today gets a written piece. We will write your content for you together. We'll collaborate on it, but we will write you a thought reversal or a polarizing piece of content. Our team, we will write it for you.

Okay?

So make sure you go post your biggest takeaway, post your struggle. Post your piece of. Post your homework. Go, go. Take any one of these pieces and post it. And then make sure you tag us. Tag me in the group. Use that hashtag pt profit day3 so we don't miss it. And then, you know, if you're posting on Instagram or social, it's cool. Just make sure you tag me. I want to make sure that I'm supporting you in your efforts because what I'm asking y' all to do this week is courageous. What you are doing is not easy. Business is simple, but not always easy, which is why we have us, the community. Let me go and support you. So just be sure you tag me and I will see you tomorrow when we talk about how we're gonna put this all together. 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 us a review, be sure to take a screenshot of the it and email that screenshot to my team at info 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 services. Thank you so much for listening and we'll see you on the next episode.