How To Create Value Without Adding More Information

You're listening to the PT Profit podcast, episode number 90. Today I'm talking to you about how to create value without adding more information. Are you ready? Let's get started.

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

What's up coach? Thank you so much for joining me for another episode of the PT Profit Podcast. I'm your host, Beverly Simpson. And if this is the first time you're pressing play on the show today, just wanted to say thank you. Welcome. I can't wait to get started. So my team, they have been pushing me to record this episode. Now the truth of the matter is that this has been on the schedule for weeks now, but the reason why I've been hesitating is because we are going into our launch season. And so I had been waiting to put out this episode because I knew that I was going to share with you some of the new revamped and upcoming training that I have prepared for the end of August and through September. But the truth of the matter is that I have literally been agonizing over, ironically, the content that goes inside of this training. And so the reason is because I've really been tuning in and paying attention to what my clients have been saying, to what my PT Profit plus members have been saying. And I've really been listening and I really want this training to have a greater impact because, because one of my reels that I posted, and for the record, I posted this when I was really heated in Florida, but I just really have been agonizing over some of the fitness content that I've been seeing out in the, in the interwebs. And when I say that I'm agonizing over it, it's just I get the pleasure and the privilege of working with so many high level people who struggle, who struggle to craft their message, get their out there and acquire clients and get customers. And it kills me because I see the type of content that's getting pushed out there and that it is affecting the next generation. This is what our children are seeing and these are the professionals that people are, are tuning into and, and listening to when it comes to optimizing their health. And it's just something I'm really passionate about. This is why I'm so convicted in helping really high level professionals. So if you're here, you are a high level professional and I know without a shadow of a doubt that you are going to create content that is going to change people's lives and really, really help them. And so I'm committed into helping you do the same. So the other thing that I've learned from repetitively launching and bringing people into my programs and working with hundreds of professionals in my life, I've noticed and know that I can be a little intense and I really have this fire hose feeling and it really just comes from my heart and comes from a place of really wanting to give you everything that I learned, everything that I'm excited about and really get it into your hands so that you can really transform people's lives. And so sometimes it can feel really overwhelming. And overwhelm often comes in three ways. Whether you feel like I there's so much to do, I don't know where to start or you feel like I can't even begin because there's just so many steps and it can feel like I'm so brand new, why even bother when the hill feels so high to get to the top? I get that. So that's why I'm breaking down my training. So mark your calendar for Sunday, August 29th at 12pm I picked Sunday for two reasons, because that's my set it up Sunday. This is when I typically am setting up for my week. So it's a perfect time for you to really just join me in that process. But also because my husband's home, he'll be able to help with the kids and it'll be a chance for me to just really focus in on you because I don't usually work on the weekends and I don't take client calls. So it's just going to be you and me hanging out. And so this workshop, just so you all know, it, is a no pitch workshop. It's a training and a workshop with no pitch. What does that mean? I want to completely remove any and all barriers, meaning that there is absolutely nothing for you to buy on this training. Nothing. There's no like just kidding secret here, buy this. No, there'll be no follow up emails that are like, hey, since you enjoyed this training, you're going to love this program. None of that. And now you, if you're not new around here, you probably know that I love selling. And why would I do that? Well, two reasons. Number one, I want to remove any and all barriers so that you really just come up and show up for yourself to work. I'm there to work and I'm asking you to and I'm inviting you to do the same show up and work. Alex in peloton. He says to me all the time, you did not come here to work out. You came here to outwork friends. We're going to be doing the same thing, okay? And this workshop is seriously going to give you those fundamentals. So listen, if you have not gotten a client or customer using your social media in the last 90 days, but you have been posting every single day, you've been adding a ton of value, you have been growing or trying to grow that sense of no like you can trust by pouring your authentic heart out, your vulnerable stories, and yet you're still, still not resonating. This workshop is literally for you because I'm willing to bet that you are missing the messaging component. Now if you're like, wait, Beverly, what's messaging? Good thing you asked because that is what we are going to be talking about inside of this free training. It's literally designed to help you create clients on demand. You using your content. I'm going to teach you how to build rapport with one post, with one video, with one podcast. I'm literally going to show you how you can attract and deepen the connection inside of your content. I am going to revolutionize the way you have been thinking about your content inside of this free no pitch training. And it's specifically going to get you ready for simple selling. So mark your calendar. We have got content that's going to connect on August, Sunday, August 12, p.m. the 29th. And then Mark your calendar for simple selling, which will start September 16th. It's a three part live training inside there. I'm going to teach you how we take this messaging that I'm talking about and turn it into content and creating that content that sells without selling. So hopefully you're just as excited as I am. I've been really working on it and really just diving into what do my people need. And so hopefully you're just as excited as I am. So mark your calendar. Of course all those links are going to be in the show notes. And one of the things that has come up in my research, in my work with my clients is this whole concept and idea of how do we create value for our client without just inundating them with more information, which is what we're going to be talking about today. So let's just go ahead and dive in because one of the things I'm always telling my clients and always telling my plus members is that we don't want to inundate people with information. Now, you may or may not have heard me say before. Not about information, it's about implementation. Friends, we are in the information age, meaning any, almost anything and everything that we are looking to create. We could go to YouTube and we could just go like, hey, how do I blah, blah, blah. We could go to podcast, how do I blah, blah, blah. And literally all that information is at our fingertips. But just for a second, I want you to think of a time. Has there ever been a time in your life where you have thought, okay, I'm going to do something and I'm going to do something by myself. And then you start to go down this rabbit hole of research. And have you ever had that moment when you were literally almost over researching and you're inundated now with information that you actually have gotten confirmed, confused on what to do? So and so said, I need to do this. Oh, but so and so said I needed to do this. So and so I said I needed to do this. I see this all. And as someone who is an enneagram6 or any of you who, you know, know, personalities, I'm a counterphobic per 6, which means that I've got that inner committee. I am actually a research rabbit hole goer, downer type of person. I literally want to acquire, require as much information as possible. But how many times have you had that moment of paralysis by analysis where you've almost just been inundated with information and now you're like, oh, my gosh, I don't know what to do. I mean, think about when your clients get stuck. This used to happen to me all the time. And honestly, frankly, it still does. Sometimes when my clients get stuck and we've tried out something that I thought was going to work and then, oh, it didn't. Okay, great. And we've looked and we checked off like, okay, messaging. All this stuff seems to be working. What's the problem? Then we start going down this rabbit hole of like, okay, well, maybe I should do this. Maybe I should do this. And I see my clients will come to me and they're like, oh, I need. Webinars are dead. Emails, email marketing, that's the way to go. Oh, no, Instagram's dead. We needed to go to Facebook. Oh, Facebook is dead. We need to go to TikTok. All of this squirrel syndrome or shiny object syndrome stuff comes up. Or if you're struggling with Your client and your clients, like, okay, I've been doing keto, it's not working. But then you go out into the space and all of a sudden you just see all this information of what to do. Then it all. You automatically start to feel this, like, analysis by paralysis. Oh, my gosh, what do I do? And then the worst thing happens is we don't take action. So you've heard me say implementation over information, right? Well, let's just get clear on what, on specifically what I mean when I say implementation. I'm talking about a decision where you make a decision and then take inspection. Inspired action. That is implementation. But what that is going to require is clarity. A person cannot implement until they make a decision and then take inspired action. Now think of. You think of, think of your behaviors in terms of, of what you do when things go wrong. You go and you do research and then you make a decision and you stop researching. Otherwise you fall into that trap of maybe getting into that analysis by paralysis. This is why we don't want to pour information down our clients and or potential clients throat, because it's not about information. Chances are your clients have tried to get help healthy before. I bet you that your people are probably what they perceive to be masters in getting healthy, and yet they're still struggling. Right? So if we're trying to get them over to the implementation phase, it will require them to make a decision and then take inspired action. So our job in our content is to help them make a decision. And that is not about the how to, the information. The skill acquisition decision is going to come from clarity. So that is the first thing, the number one thing that you can do for, for your potential client that is going to add a ton of value without how to steps is number one, provide clarity. Give them the clarity that they need to make a decision. All right, so now if you're with me this far, you might be asking yourself, okay, Beverly, that's all well and done, that's all great, but how. How do I create this clarity? Okay, well, remember, just try and connect for a second to where your client is. Think about your own struggle and your own goal in terms of when you are in a place of struggle, what is causing the suffering? Everyone, no matter where you are, business, health, whatever it is that you are working on, you're gonna have challenges. Now we turn and challenges are just problems that we don't have solutions yet. Now, challenges turn into struggle when there is an unmet expectation of what is supposed to happen. So struggle turns into assessing the outcomes of knowing exactly where we are and the gap between where we want to be and the meaning we associate to why we're not there yet. That is the struggle. So when we can acknowledge and understand and empathize with our people's pain, with your client's pain and with their struggle, and really tap into what that is, then you get to ask yourself, how can I make this super simple for my client to make a decision inside? We talk a lot inside of PT profit formula. And plus, we talk about the customer journey and we talk about how we use our content to move people through this ladder of believability, through this customer journey from seeing where they're at and showing them how to move them to where they want to be. And this is going to require clarity. So how do you do that? Well, you need to know what the struggle is, and then you need to demonstrate the what and the why. The what and the why? Tell them the what and the why. This is what you need and why you need it. Now how are you going to do that? How do you show the what and the why? Well, this is the fun part. This is your zone of genius. This is where we get to shift perspectives. Because remember I was saying that there is a gap. They have meaning and reasons as to why they think they're not where they want to be. Yet now you need to shift perspectives and help them see things in a different way. Way that will provide clarity, simplify the information overloads. That will help provide some clarity. I felt so bad because I was talking about a program that my husband was on and my husband and I was talking about how the marketing and the messaging of it is misleading and that. And I could see how it was actually heard hurting people and that I'm. That's why I'm just so not a diet person. But my husband would hear me talking about it and hear me teaching on it, and he would say to me, he it. He would say to me, well, I'm just so confused that I don't know what to do. Everything is. Seems like everything works. And so he feels very frustrated and it feels too complicated and too hard. So being able to simplify the process and demonstrate to your client that they can do it, honestly, that is one of the biggest components from turning someone into a potential client to a client paying customer is knowing and seeing that they can do this. Part of the reason why I'm actually breaking up my training, because my training can be really dense and so sometimes it's discouraging and people feel like, oh man, I just, I just can't do this. And when people feel discouraged and think it's too complicated, they won't take action. They won't show up for themselves. So, number one, provide clarity. Provide clarity with the what? The. The why help shift perspective and simplify. I did not mean for that to rhyme, but it works. Okay, next up, number two, we need to overcome the yeah, buts. You hear me? Probably before where I've said overcome objections. Overcome objections. Well, friends, that's fancy, tricky marketing language and I like that in theory. But your clients are doing not think of this as a limiting belief. They do not think of this as an objection. These are real tangible reasons why it's not possible for them to get to where they want to be. And our content, it needs to help them see that they can do it, that it is not impossible for them. And I don't even just mean sales objections. That's a whole separate thing. I'm talking specifically, specifically objections to their goals. So if you're shifting their perspective and trying to get them on board with understanding and seeing that they need habits or even changing their identity and relationship with how they see themselves in food, they in their mind are like, yeah, but I just need another diet. In their mind, they're like, yeah, but I just need to cut out carbs. Overcoming these yeah, buts. Or they're like, yeah, but it's not gonna work for me because it's in my genes. Whatever those reasons are, we need to demonstrate and show them it's possible for them. Well, how? Give them, give them a client case study. Show them another person who used to think like they did. Think about your story. How did you come to being so convicted and believing what it is that you believe? And then lastly, the third thing I'll say is we want to create demand. So what happens to so many people when they're just adding a ton of information? Do this workout, bookmark this work. You know, here's my favorite lunch hack, whatever it is, right? Or you're just giving like here, or, or, or, you know, here's this free workout. Here's this free 30 day meal map, right? And people are saying things to you like, wow, thank you so much, I'm gonna do this and then get back to you. Or they're like just completely ghosting you and ignoring you. Or they're like, this has been so amazing. You've given me so much. Hopefully after I've done this, I'm gonna come work with you. What we've failed to do is we've failed to create demand for continuing working with you. So your product, your content, it is the how. After you shift the perspective, after you give them clarity on the what and the why. You need to create a gap and introduce the next challenge. Because think about it. If your Instagram personal trainer was shredding everyone, then why do we have 88% of Americans still struggling with metabolic flexibility? With the fitness industry itself being a 2.1 billion dollar industry, why is it that so many Americans, specifically, I can't speak to other country because I don't know those stats. So please. I know I have a lot of people all over the world that listen, I don't know your stats, but I'll speak to the United States of America. Why is it that so many people still struggle? This is where Arizona genius gets to come in. This is where we get to see step and, and step into your zone of genius. What you are here designed to do and help people with. This is why the world needs you. This, you are needed. Man. Every time I start, like, I hope I don't know, every time I start talking about this, I get so passionate just because I just. No, There are so many people out there struggling and you are so smart. And oftentimes people will come to me with, I'm an imposter. And I just, I love that. First, I want to acknowledge that you have that feeling of imposter syndrome because it comes from a place of humility and it comes from a place of knowing that there's more to learn. So first of all, like, don't try to, don't get rid of that. That's what makes you so compelling. That's what makes you magnetic. Don't lose that. And understand that your value that you bring to your clients might be easy for you, but it's not for them. I can plan a content schedule for 90 days of content in literally an hour. I know exactly what I'm going to post for a night for 90 days and I can write it all out in an hour. My clients can't do that. My clients will agonize over what to post for three hours and then be crushed when it doesn't, when it doesn't take off. Same is true for you when you have those moments of like, wow, I just really don't feel motivated. But you're disciplined and you keep going because you know this, because it matters to you. It's part of who you are. It's of part, part of your identity that is not the case for your clients. And it's hard for us to separate that. And so that is how you create value. That is how you add a ton of value to your clients without giving them all the steps. Because your work, your course, that is going to be working with you one on one, working in your group, coaching, working in whatever capacity it is your DIY programs, your membership. That is the how, that's the support, the accountability, the tools that they're going to need to get to where, whatever the transformation is that you provide. So just a quick recap. You want to provide clarity of what and why by shifting perspectives, by simplifying, by moving people towards a decision. The second thing that you want to do is overcome the yeah buts when people feel like they just can't do it, overcoming that with your content. And then the third thing is creating that demand, creating that gap for your how the how the rubber meets the road, the tools, the skill, the accountability, the support that is going to create demand for the next step. Okay friends, thank you so much for hanging out with me today. Just a quick reminder, if you haven't already, please be sure to sign up for the workshop. Creating clients on demand with content that connects. It's going to be a little bit of rubber meets the road with some of the content concepts that we've talked about in this episode. So that's Sunday, August 29th. Super excited. Mark your calendar and I'll catch you on the next episode. Professional trying to grow an online business. But your content has not helped you acquire a new client or customer within the last 90 days. Even though you are posting every single day, you're trying hard to build that know like and trust and sharing vulnerable, deep, authentic stories. And yet you're not getting customers. You're also not growing your audience and you're not growing your engagement by at least 5% in the last 30 days. Then join me in this brand new free no pitch training. It is specifically designed to help you create clients on demand using your content that connects. Join me in this free training. Absolutely nothing to sell. No follow up emails. Just you and me and getting to work. I'll see you inside. Thank you so much for pushing play on another episode of the PC Profit podcast. If you like this episode, chances are your friends will too. So there's two ways that you can help me get this message out in front of as many people as possible possible so that we can help together as many people as possible. Number one, take a screenshot. Be sure to tag me at BE Simpson fitness and share it on your social media. Give me your biggest takeaway from this episode. Number two, Please leave me a five star review for the podcast. This helps me get the podcast out in front of as many people. Thank you so much for hanging out with me today. I'll catch you on the next episode.