How to Demonstrate Expertise and Authority When You're Evergreen

You're listening to the PT Profit podcast, episode number 324. Today let's dive into how to demonstrate your authority and expertise when you're Evergreen. 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 the 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 sweet, super pumped that you're here. Today we're diving into how to demonstrate your authority and expertise when you have something on sale every single day. And recently this episode is born from the the previous episodes that I have been building momentum around regarding this concept and the idea of going Evergreen. So first, when I'm talking about Evergreen, there's really two, two components that I'm talking about when we're discussing what that actually means. Number one is it means that there's something to purchase every single day from your, your store, from your world, that someone can buy from you every single time, every single day. You see examples of this very prevalent in the consumer brick and mortar concept like Amazon grocery store, Athleta. A lot of B2C business to consumer corporations have these, these you can buy something every single day. Okay, that's number one. Another experience in the digital space of Evergreen is when things are automated, meaning people are going through an automation and their own personal experience of a launch. So a launch is just a gated, meaning someone has to exchange an email address. So it is oftentimes a gated experience with a presentation of an offer and a deadline. That's typically what we see, a launch experience. Okay? And so when you are in the digital space, in the online space, where you go through a launch where there is an experience of oh, I have a deadline, that is an automated Evergreen experience. Okay? And so for me, I like to have a combination of both. The thing with Evergreen, in addition to these passive income streams where revenue is just generating every single day, there's also a idea or concept around wanting to build machines where you're not needed as much, where there's some distance, where there's some leverage from you the creator, the coach, and wanting to have passive income streams that don't require a lot of your attention. Okay, so what I encourage my clients to build and what we build out are hybrid sales systems where we have a combination of leveraged fulfillment systems that are both low ticket and premium, meaning that there is high level customization, accountability and support as well as do it yourself components where they get all the material and they can just execute and do it themselves. Okay, there's a combination of both because the truth is, is that people want to feel connected. So even if there are a customer and not particularly a client yet, meaning they've purchased from you, but they're not in a container where there is accountability and support with a more hands on experience doesn't mean that it's not valuable. And so what I teach my clients to create is a hybrid sales system where they have combinations of customers and clients and yet everything is still leveraged, meaning maximum output for the input that they are putting in in terms of their resources, time, energy, effort and money. And so when you're building that type of sales system, it can be hard to show and demonstrate expertise because it feels either A, like you're selling all the time, or B there. And when you are selling all the time, there's no real experience of demonstrating expertise and authority in the space because it'll sometimes feel like I'm just promoting all the time. So I want to address those two things and show you what I teach my clients to do when they are building these evergreen sales system where someone can purchase something at any time. Because one of the benefits of launching is that there is oftentimes momentum that's built, built in. And so the question becomes, well, how can we build in that same type of momentum, demonstrate authority and expertise when there's no false deadline, when there's no cohort, where someone can say yes to themselves at any time, whether it's premium offers or low ticket offers. So how do we do that? So I'm going to go through three ways in today's episode that you can really understand how to demonstrate authority and expertise without feeling like you're promoting all the time and selling all the time, and do it in a way that is in alignment with inside of your business. Now, before we get into the three ways we have to address and unpack this one thing that keeps coming up over and over and over again, either in my accelerator business, in my, my conversion membership, and also inside of my colleagues, my colleagues are sharing this about their clients where there's this either or sensation of like, I just want to be adding a ton of value or I want to be selling. And so we need to talk about this because there is a presumption in this idea of value or selling, which is that somehow we have been indoctrinated, either unconsciously or consciously, to believe that promoting or selling and putting that in quotes, your products and services means you're not adding value, which is one of the biggest misconceptions that you can operate from. Because how many times have you had the experience where you've invited someone to something that is completely free and yet they don't show up for themselves? Because when people pay, they pay attention. Now, people get twisted about that word pay, because the truth is there is an energetic exchange. Whether they are paying with their time, paying with their email address, paying with money, there is an exchange of resources. So we really need to look at this concept of value, because I don't know about you, but everything that I've invested in has had some type of value to my life. Even if the value was a lesson in terms of, oh, I shouldn't have invested in, that there has been some type of value exchange. So if you are unconsciously or consciously operating from being apologetic about sharing your gifts to the world, all you're doing is leaving room and space for the people who lie and aren't afraid to show up and continue to lie, which causes your clients suffering. And then there's this unconscious patterning in our brain that comes up, that's that that creates these invisible boundaries that just don't exist that are created by your brain, which is, oh, if I do X amount of value, then I'll be ready, which is just made up. It's arbitrary. How do know when you have added a ton of value? So we have to take a look at that and remember that with you inviting people to say yes to themselves, it has nothing to do with you and everything to do with your clients being ready and presented with the opportunity to make a change. You are not putting your hand in their wallet, pulling out the credit card and putting all that information in that has nothing to do with you. Chances are, if you're listening to this episode and you're and you listen to the show, then I already know that you are not the type of person that lies and wants to harm people. So good news, we have the opportunity to look closely at that. And when you shift your perspective and operate from the opportunity to know that anytime you communicate your products and services, you're adding value into the world and into the market space because your champagne clients are in a problem. Because if they weren't, then there would be no reason for your product to exist, and it does so therefore, it automatically assumes there is somebody who needs it. So now when we look at that relationship, we can start looking at the three reasons and ways that we can demonstrate expertise and authority. Now, before we dive into it, one last thing. I know I keep saying we're ready, but one last thing, because I want to, and I've said this before, and I've created a podcast episode on this before, the difference between authority and expert. Because the truth is that you are an authority. The moment that you decide that you are one and your expertise, you can help somebody at whatever level of expert you're at. I get to live in the and meaning I get to deepen my sense of expertise and continue to grow in my expertise while also being an authority. A lesson that I keep telling myself recently is that no one is coming to save you. No one is coming to appoint you without you appointing yourself. So you get to step into the position of being an authority while also living in the ant, because I'm willing to bet that there's someone out there right now who's less qualified than you are generating the revenue that you want to make. So what would it look like if it were easy and step into that position of authority, because it first has to come from you, Then we can start talking about these three ways that you can demonstrate, meaning show it. Not just tell the world. You are going to show the world that you are an authority. And we're going to look at these three things, okay? Especially when you're an evergreen model and you don't have the momentum of, of a launch behind you, because that's what a launch can do. Now, there are lots of companies that have launches and evergreen products to sell every day. Like look at Apple. Apple doesn't launch for their products and services, the new stuff, while they have all their other stuff. So the first thing that we need to look at when it comes to demonstrating authority and expertise is actually the offer itself. So if you remember from previous trainings, an offer has seven main components. And we've got, we've got promise, process, price, we have guarantee, the risk reversal. And another component that we have is urgency. So this is part of the reason why launching can be so effective, because there is a sense of urgency, which means that we are encouraging people to make a buying decision and make a buying decision now. And the truth of the matter is that when you're in a launching model or a cohort, it is easier because number one, we are all indoctrinated with a cohort style of living life. For example, we go to school, everyone starts and finishes at the same time. There's lots of exceptions, experiences that we have that support a cohort life. So that means that there is a deadline. Even though it's arbitrary and made up, there is oftentimes a deadline. So that encourages people to make a buying decision, which means and makes launching oftentimes easier. So when you're in an evergreen model, though, that sense of encouraging, making a buying decision now doesn't go away. If you look at grocery stores or look at, look at other brick and mortars like clothing stores, they all oftentimes have Memorial Day sales. They have discounts, they have, they have deadlines that are also arbitrary to either push product off the shelf to make room for the new season. There are reasons why they put things on clearance to push product off the shelves. But those are senses of urgency coming from a deadline. And so there are ways that you can build that into your model, whether it's expiring bonuses and make them real. By the way, people know when it's not a real deadline. So make it real. Where there's a sense of, of urgency and a re. Like there's a, there's a class that's coming. There's a, like a sense of urgency that is real and coming. That's one of the things that you can do to, to build a sense of authority. And now how, how does that relate, how does that relate to building authority? Well, because when you know that you have these types of urgencies that are built in and you are using the offer itself to demonstrate authority and expertise, you can go live on your socials to create and build in blocks of promotional blocks in your social media, to your audience, on your emails that demonstrate your authority. And you're going to back up those claims and give the reason why and appeal to inner urgency. You also can do this with scarcity, especially if you have a premium offer where you can only enroll a certain amount of clients at a time. So you build in these, these blocks based on the actual offer itself. Okay? And oftentimes when you are appealing to inner urgency, that doesn't mean that we're being negative and saying here are the consequences of what's at stake if you don't do it. Sometimes it's really which is one component. You can do it that way. But the reason why that oftentimes people shy away from that is because they associate that with fear mongering. Now a fear mongering in my opinion comes from it's rooted in lie and it's rooted in psychic readings. Meaning can you tell the future? Usually fear monger and putting people in pain saying means like if you don't do X then Y is going to happen. And unless you're a future teller, you can't say that that's a lie. You how do you know that that's true? So what we're appealing to in urgency when we're talking about consequences is get is rooted in the truth. Just stick to the truth. Meaning like hey, what's going to change if nothing changes? What's causing you to think that things are going to be different in this custodian and you're going to have something different if you continue doing what it is that you're already doing. That's true. Like that. I'm not saying this is going to happen to you. I'm not future self telling you. I'm turning the light on the truth that's already there. Another way that you can appeal to inner urgency is when you just give examples of like oh my gosh, look at my client. When he first came to me, he, he, we literally he was one post away from demonstrating his expertise because as soon as we posted this one post, his DM's flooded. That's true. And when people hear that and they start thinking to themselves, well I've been posting semi consistently and that's not happening to me. Or a client will say oh my gosh, I put together this front end offer and I had 400 people sign up for my challenge for free because I got paid to bring these people into my challenge. That's true. That is true. So that's move that appeals to inner urgency because every moment that someone says no, they're saying yes to something else. But maybe they're just not present to it, which is the area of opportunity for you to highlight. And that's not the same thing as, as, as putting people in pain and saying you're going to go to the hospital if you don't do X, Y and Z. That's not true. How do you know that? And that's not what we're doing when we're appealing to inner urgency. Next. Now, and I also alluded to this, once you have this inner urgency built up and you're demonstrating your authority and expertise is that you just get to when you have no more pressure on you in terms Of I got to hit this number, I got to hit this number, I got to do all this. Blah, blah, blah, blah, blah, blah, blah. You get to have the freedom and permission to just show up and talk about what it is that you love to talk about all day, every day, every day, either in your lives, either when you go on podcast tours, either in your collaborations or in your posts. And if you're not doing that, that's an area of opportunity for you to ask yourself what is preventing you from showing up? Because you literally could be one post away from reaching your ideal client because you never know who's watching, who's going to share your stuff. And the more reps that you put in, the more opportunity you have to reach new people. And so when people ask me how many times a day should I post? The real question is how many opportunities and chances do you want to give yourself to find your voice, to practice, to practice being in front of people. Especially when it can be as easy as three sentences. What do my people need to hear from me today? What would it look like and feel like if you could literally post as many times as you want or needed to post in an effortless, easy way? What would it look like and how would it feel if it were easy? And this is something I ask my conversion members as well as my clients all the time. What would it feel like and be like if it was easy? Let it be easy. So what I like to do in my ethical, organic ecosystem of content is I will build in blocks of promotional times where there's a reason for them to make a buying decision now. But the pressure free permission based sales system that's in place literally puts zero pressure, because zero pressure is needed inside of my business. I get paid to acquire leads and I just get to keep adding the volume of are you ready? When you're ready. And when people are ready to say yes to themselves, they can do so. So let. What would it look like if it just got to be easy? Now the third area of demonstrating your authority and expertise when you show up live, when you get to do these components right, or when you get to show up, do these live trainings, whether it's on your stuff or a collaboration and or you're executing a, a macro and micro cycle and you're in your promotional period. Let's talk about what it actually means to add value. Let's talk about how we demonstrate expertise, okay? Because people get this twisted. What ends up happening is people think, oh, I just need to add a ton of value. And then they make their. All of their content sound like Google. And then they just like research people research things and say, oh, this was so helpful, thank you. Or they run the risk of accidentally over teaching, which then puts people and their clients in overwhelm. And if that's you, you're not alone. I do that too. And what it means to be an overwhelm, in my opinion, is when people feel like there's too much to do, I'm never going to do it. There's too much to do, I can't do it, and I don't know where to start. Or there's too much to do, and the. There's literally not enough hours of the day. I might as well give up. Right? So those are the components that you, when you over teach like that your clients, if they feel discouraged and feel like they can't do it, they won't do it. Therefore, they won't take the next step. Okay. Or they feel like, I got everything I need. So this is why when we add value, we have to do these three things. We have to identify the misconceptions and shift perspective. Because all of your people are operating from mistakes and misconceptions. Otherwise they wouldn't be in that problem and they would have figured it out and they would solve it. Okay, so when you can identify what those are, either by exposing the real problem that they're in, or exposing. Exposing all of the behaviors and mistakes that they're doing that are actually either making the problem worse or not even addressing the problem. As an example, if they're dehydrated and they're drinking a gaggle of coffee and wondering, why am I not getting hydrated? That's an example of action to solve a problem. That it's making the problem worse, it's making their dehydration worse. Or what if they're actually in a concussion and they're drinking all this coffee trying to. Or water even drowning their organs and wondering why on earth is the pain and the fog not going away an example of them operating from a misconception? But nobody takes those actions without evidence. So either they were dehydrated once and water worked before, so now they just think, oh, so it worked last time, so maybe I need to do it this time. Or Sally came to them and said, oh, this worked for me, so maybe I need to do this. Okay, so you exposing real problems and identifying mistakes of things that they're doing, this actually is value adding. Because when was the last time you saw Gary Vee Simon Sinek, Mel Robbins Teach a how to piece of content. Chances are probably not okay, number one. Number two, provide wins. Like by all means. Like, we're not gatekeeping information here. Like, literally anything can be searched on the Internet. The library podcasts, there are accessible ways to get information. So what are the wins that are quick that you can provide that can deepen the sense of trust in your expertise and authority? Okay, that's the second thing. So, so by all means, like add value. Give them. Give them the what, the why, even the how to. But if you are missing the third component of value, which is creating the gap, then we're not. Then we're missing the conversion step. If there is not a reason to take the next step, your clients won't take it. So create the gap so that can look like if you like this, then you'll love that. Or once you have solved this problem, here's what you might be up against next. Which is why you need the next step. If this helps you, follow for more tips on this. So the conversion event doesn't always have to be by this name. The conversion event could literally be, hey, double tap, share this with a friend. Tag someone who needs to see this. Not all content for conversions is created equally, which is a good thing. Okay. With that said, hopefully this was a helpful episode. If this helped you, please do us a favor. It takes literally less than five minutes. Please leave us five stars and a short review if this episode helps you so that we can help more people just like you. Thanks for hanging out with me today. I'll catch you in the next episode.

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 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 services.

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