How to Turn Your Science Skills into Client Leads with Conversion Content

You're listening to the PT Profit podcast, episode number 338. Today I'm going to show you how to turn your science skills into client leads using conversion content. 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 and 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.

Welcome to your next 100 leads training. This is where I'll show you how to turn your science into content that converts using conversion content. Let's dive in. If you're a health and wellness professional who's been posting content semi consistently on all your social media platforms for at least 30 days and you haven't received a client or client inquiry despite your best efforts to add a ton of value, build a no like and trust with your best workouts, nutrition tips and mindset hacks. Then you're going to want to stay till the end of this training because I will simply hand you a formula that helped me and my clients generate consistent 40k month. And don't just believe me, believe my clients. Like Mike, when he implemented this process, he generated 15k in 3 days with 3 posts the first time he presented his offer when he had 500 followers and he worked 3 hours a week on this particular program. Or my client Corey, who generated 18k in 30 days with less than 1000 followers. By the end of our time together, you'll be clear on how to create clients on demand with that compelling content that's designed to attract, connect and convert so you can actually stop selling and still earn more revenue without begging for clients and become the go to coach in your space. And the best part, this isn't even going to require just post every single day. In fact, one of my clients, he posts three times a month with this conversion concept framework and every time he posts he gets a client, we'll uncover the common mistakes that most struggling coaches make without even realizing it and what to do instead. And if you're sitting here thinking, well yeah, I just want to coach, I don't want to be a content creator. You're not. Not alone. You might even consider hiring a copywriter or a content creator or a marketing agency to take care of all of this for you. But here's the deal. A good agency is going to cost anywhere from 10k to 30k per month, or maybe for even just a couple of assets or one converting funnel. And the Truth no one will ever know your content, your programs are your audience as well as you do. And if you do that in something breaks down, how are you going to know how to fix it or where to fix it? Because those agencies are designed to keep you paying recurring revenue month after month. And no one ever said learning how to be a more effective communicator and marketer was the biggest mistake I ever made. And if you're concerned about the size of your following, thinking it's not big enough or even engaged enough, then I get it. You're not alone. Let me show you One of my clients, when we first started working together, generated 8k in his first launch with just 200 followers and there were zero people in on his email list. He's tripled that following over time and progressively grown 8k, 15k 30k using the same conversion framework that we're about to unpack today. And a good friend of mine used this same framework and generated 10k in just three simple posts and the Truth I've worked with famous trainers who have had over 30k of followers organically, celebrity trainers, and still struggled to generate consistent revenue month over month with his online programs. So it's really not about the number of followers. And so you're about to discover what actually separates the smart but struggling coaches from the smart and successful coaches who continue to quietly crush it even with a handful of followers. So the big question remains. How do you start generating big figures online? I'm Beverly Simpson. I'm a former district fitness manager for a national gym responsible for hiring and developing personal trainers, fitness managers, and bringing in $2.1 million just in my region alone in the Manhattan and New Jersey area. And I have helped hundreds of smart and successful coaches start and scale their profitable business, whether it's in person, online or a combination of both. And what I have seen in my years, despite the amount of hours and abundance of videos claiming to teach you how to grow a profitable business, the vast majority of professionals are struggling. And success often feels like it is reserved for the few, even people who might seem like they're less qualified than you. So the real question is why? What have the smart and successful coaches figured out while the majority of coaches continue to struggle? Because in order to generate more revenue, you need more leads. And the fastest way to get more leads is to use conversion content. Now I've had clients get clients from one video in Pratt. In fact, a previous client of mine posted three times a month, generated clients every time he posts and half of his posts didn't even show his face and they're not him talking on camera. So now when I first started posting content online, I was posting my best how to content, sharing my most vulnerable stories, focusing on really building relationships and know like and trust and I was posting every single day. But despite my best efforts, only my husband and my mom and my colleagues were engaging my content and I couldn't take likes, comments and saves to the bank. It wasn't until I started to create conversion content which is specifically designed for my champagne client, meaning my client who's in an urgent problem and show them. Not just tell them, but show them how my work can help them convert clients even with a small following. This is when my DMs started to flood. Because the truth is that business is simple. Attract people with a problem and solve it the fastest way possible. But most people won't even begin to post content because they run into feeling sleazy icky about posting to sell and everyone tells them that that'll drop engagement. So maybe you're like this too and worried that if you post content designed to convert, you'll come off sleazy and selling and promoting and annoying so no one will raise their hand anyway, then you're not alone. And if you're sitting here thinking ah, but I just don't think that conversion contents for me because I want to be a coach, not a content creator because what I've been trying is just not working well, then stay with me because I'm about to show you how to master the art of selling without selling. Because the truth people love to buy things, but they hate to be sold to. Because all businesses need people. So traffic people you've never heard of before, prospects, leads, and then our clients customers. So people will tell you that the riches are in the niches and the first thing that you need to do is to niche down. But the truth of the matter is that the old traditional ways of niching are outdated and old. Have you ever met a mom over 40 who doesn't identify as busy? No, of course not. That's why instead of using the demographic ways that people tend to think, think through and think about their niche instead we want to get specific. The new way to to niche is to layer in specificity. Specificity in the problem, specificity in the way that you solve the problem, the process, specificity in the outcome, the promise and specificity in the person because this is your champagne client. This is how you will speak to your clients subconscious so they self sell themselves and they recognize with the specificity in your language that you are meant for them. Because the growth equation is visibility, value and volume. And this will equal more audience, more leads and more clients. Because when you can communicate the right offer to the right person at the right time, you will generate more predictable revenue. Now one of the biggest misconceptions that people get into when they start to create and start thinking about conversion content is we need to build, know, like and trust. And I get it. I understand why not only is every guru shouting it from the mountaintop, the truth is no one can buy from the Internet's best kept secret, so you have to be visible. But when we start getting into the like and trust factor, people get this confused and they get this twisted. Because think about it, is that really how we make all buying behaviors? I'm willing to bet right now that you can look out into whatever space you're looking at and look at something you're wearing or look at the trash. And I'm willing to bet you can find one item you put purchased without knowing who the CEO was. And furthermore, you likely didn't know whether or not that CEO was a parent or ate tacos on Tuesday. And if you did know them, I would also be willing to bet that you probably didn't make a buying decision based on what they, you know, did on Sunday. And if you're thinking, yeah, but Beverly, it's different because I'm in a service industry, well it's just like being in a gym and somebody purchases personal training from membership and you get handed a point of sale client. It's just like when someone googles from their insurance, who does my insurance take? And they sign up because you got referred by their insurance company. And if you're thinking, but people don't do this for thousands of dollars, I'm also willing to bet that you likely don't know who the CEO is of your current computer or phone that you are listening to this or watching this on. And if you did, can you tell me what they ate on Tuesday? Chances are probably not. And the reason I hit this so hard is because it's a people pleasers nightmare. Because if you are trying to build an audience of people who like you, then no wonder your friends, your family and colleagues are the only ones that are engaging in your content. And plain and simple, they're not going to be your customers. And you can't take no likes and Shares to the bank. When was the last time you tried to pay your Visa bill or buy groceries with likes and shares? So how do people go through a customer journey? Well, they need to believe in you. So this is the authority and expertise factor. Now authority and expert is not the same thing. You can be an expert and still be new in authority building because I bet you you can think of someone who's consider an authority but might not even have the level of expertise that you do. The good news is that this type of authority and believability in you can be bought. Meaning you can run Facebook ads for a hang of a lot less cheaper than perhaps you know, dming a hundred people because time you can't get back this visibility, you could borrow from friends, from colleagues, from going live, from collaborations. There's so many different ways that your work can get out in front of more people who have never heard of you before. And bonus points that authority is borrowed because someone else will back you up. They also need to believe in your offer. They need to believe that your process, your program and your way is going to actually help them solve the problem that they know that they're in to get the outcome that they want. They also need to believe in themselves that they can do it. And this is one of the most overlooked things that well meaning coaches miss. People need to believe in themselves before they take action and then they need to believe that they need it now. So how do we carry people through this customer content journey? Well these are the main components that we need to know before we can even begin to create content. And the first now if, when I'm going through this, this is advanced training. This is something that we go through my accelerator clients go through this. I go through this with my conversion membership people and I also have this as a bonus training for my 90 days done for you content. So if this feels overwhelming, you're not alone. There's a reason why this is a considered advanced and there's also a reason why we do this in coaching so that you can get support. But I'm going to walk you through this so you can start musing on it because it's really important because a lot of people what happens, the reason why people's content goes flat is because people write educational solution based content for a solution their people don't want to solve a problem that people don't think that they're in. And this is why content falls flat. So what we really need to know is what is it that they want? Not what you want them to want, not what they need, but what is it that they want? And what is the problem? What is the problem that your clients know and think, think that they're in? Because there is a chance that they're not addressing the root cause of the problem, the real problem, the problem that they're in, whether they know it or not. And if they do know what the real problem is, then they're likely doing all the wrong things to fix it. And then you get to start asking yourself, well, what causes them to take those actions? Why are they taking those actions? And it's because of misconceptions. So then what happens is we begin to ask ourselves the two million dollar questions. How fast can you carry someone through the ladder of believability, of never hearing of you before and closing the gap? To demonstrate that is more than just I want this to, I need this because that will move them to making a buying decision. And the question is, well, how, how are we going to do that? Well, we're going to do that with your content. And what we need to do with our content is our content needs to be rooted in a who you are. This is this idea of be the niche because you are uniquely you. And there's a reason that, that you want to do this. And then think about your way. This is your message, this is what you, you know, if you were to draw a line in the sand, this is what you stand for. And then the copy is the language that you will use to facilitate the transformation. And when you can use language, and when I say transformation, I mean facilitate the message to the client to, to make the transformation happen. And the copywriting is going to be the language that your client uses in their mind. Because when you use the, that type of specificity in the language and you use that type of really powerful language, it will elicit a feeling. And that's not the same thing as talking about a feeling, because likely you've heard before, people buy on emotions, but talking about emotions is not the same thing as eliciting an emotional experience. So then one of the biggest misconceptions that people get into is, oh, well, I just need to add a ton of value. Well, that's like putting a buy button on your website and if nobody knows that it's there, they're just not going to buy it. So of course we want to add value. But the trouble is that most people get things stuck in identifying what value actually is and they either end up creating only how to educational tutorials, which are awesome and this might even be where you see comments, likes and shares sometimes, but you can't take those vanity metrics to the bank. And furthermore, if your content sounds like Google or the encyclopedia, who's ever raised their hand and said, oh, that's my favorite book? That's there's a reason why it's not on the New York's bestseller list. And have you fully considered when will you know your content is valuable? Because when you've created persuasive content that is ethically persuasive, that ends suffering shifts perspectives for your clients. This is when you will notice that your sales will start growing. And the best part is this stuff works even if you have a small audience. So what we really need to understand when we start putting this together is the difference between messaging and copy messaging is what you stand for and language is the words and the how you say it. Now, the reason I have this give them Mac and cheese is because if you remember earlier in the training I talked about, we have to give people, if we were to ask our kids, what do you want for dinner? They're going to say Mac and cheese and ice cream all day long. And you and I know that they also need protein and they also need vegetables and that if we just gave them Mac and cheese all day, then they're not going to feel good. So I am still going to meet them where they're at. I'm still going to use the language that my kids use, give them Mac and cheese and then show them how to get what it is that they want. And then I'm going to help them shift their behavior so that they too can get excited about getting what they want. Now, how we do this with our content. Now, traditionally, if you've been in the online space for a minute, you have heard hook value call to action. Well, we've already talked a little bit about how we actually make value, so we're going to talk about that now. But when we are actually looking at conversion content, we need to take a look at the hook. Now, there are four ways and four places depending on where you're putting this content, where the hook can live. Hook is something that grabs attention, which is a brain trigger. And you have.05 to 3 seconds to grab attention. You have 3 seconds to 7 seconds to keep it. So you have hooks and mini hooks throughout your entire piece. The first hook is going to be the what and the how you say something grabs attention, the what and the how you say something. So the creative the first line and then you Also have places where you can layer a hook in the first line of your caption. And then also sometimes if you're doing short form, you can leave the hook as a title so that you don't have to say it. You don't have to say the exact same thing in four spots. Even though repetition is the mother of all learning, you have four different places and areas in that piece of content where you can do your best to hook and micro hook your client so that you capture attention and then you keep it. And then depending on what type of piece you're creating, we're going to layer in some empathy that shows that we get why they feel this way. And then it's really important, depending on the piece that we're going after that we actually discredit a belief that we're shifting or we need to shift perspective, we need to back up our claims, then we can introduce the new way and then we need to demonstrate the power of because and how we know that this new way works. And then what's so important is layering in the gap. The gap for the next step. And then we can call to action. So I'm going to give you some examples in, in a second. But let me. I wanted to just show you this is an educational purpose, purposes only. This is not, not my piece of content. But if you look over here, half of the people will say, oh, I see a bunny. And half the people will say, I see a duck. And the same thing is true over here. Some people will see the old woman and some people will see the young woman, but they're both here. So what happens to people on the Internet when I said that they create content for solutions to problems, people don't think that they're in. Imagine walking into a pet store and, and the owner and you're holding your duck and the owner's trying to push on bunny food to you. You got to get this organic bunny food. Get this organic bunny food. But you're looking at this owner and you're thinking, but dude, I have a duck, not a bunny. This is what people are doing inside of their content all of the time and they don't even realize it. So here are the five types of content that I use to help show shift perspective. And then in addition to value adding, because I do want to share this, is that most people will think that you calling someone to take action, to invite them to say yes is not valuable. But that's like going into the grocery store because you need avocados and the Grocery store person has, you know, empty shelves and they're like, oh, sorry, we, you know, we, we want to make sure that we build low like and trust and add value. Are you going to get on the wait list for the next avocados? Chances are probably not. You're going to go down the store, down the road, and you're going to get, you're going to get the avocados from the other grocery store. So why do we do this inside of our own business? We are a business, so we need to realize that the way that we add value is by giving results in advance. So your, your workouts and your nutrition tips, they matter. But if we do not have a nutrition tip that has a gap, a reason to take the next step, then you're running the risk of sounding like Google and running the risk of being falling into the echo chamber of social media and noise and the other hundred coaches out there that are posting their workout tips. So what we want to do instead of is create conversion content. And I like to keep mine into these five categories where I'm going to have my polarizing pieces, where I am going to shift perspective. I'm going to shift perspective around the reasons and the misconceptions to why people are struggling. I'm going to shift perspective around industry norms. I'm going to, to give. So. So the ways you add value is giving results in advance and shifting perspectives by identifying and showing the real problem. Get into the root cause, because when you do that, you position yourself as an authority to your client and you do it subconsciously and you connect through specificity and action. It's how you do that. Then we're going to, we're going to layer in connection content. So the connection content is the relatable content that demonstrates that you get your client's problem on a deeper level. So this doesn't mean that you have to be the avatar. Look at Dr. J. Teeta. He helps women in menopause, and he's never been in menopause. But his story of his mom is a very powerful example of why he helps and why he understands his demographic. So it's not about being your avatar. It's about connecting deeply to their problem, where they feel like, you get me. In fact, a lot of health and wellness coaches sometimes will struggle on the relatability factor because they'll look out and think, oh, well, it's easy for you. You're already shredded. You've worked out your whole life. You know exactly what to do. You've never been in my body. And then you have aspirational connection content the people where they, where you can demonstrate that you have the results, you know how to get people results so that you position yourself as the authority and expert. Now sometimes people will get twisted here and they think, oh, I'm not an expert because I don't have X amount of results. You don't need to have these unreasonable expectations results, you just need to have demonstration which is going to come through in your confidence. And confidence comes from competence. So you just need to be one step ahead of the person that you're helping because that will deepen the sense of, oh, this person gets me. They know where I've been and they understand my problem and they have the results and they know or they know how to get the results that I want. And this will, then this will be a demonstration of your expertise. Then you've got the how tos and your value ads. So your educational types of content that will provide results in advance and your motivational pieces of content that inspire people to take quick action. And these are the types of pieces that we are creating to generate leads every single day. So how do we do this and how does it come together? Because if you're sitting here thinking, I don't want to be sleazy or silly, you're not alone. Because no one loves this lazy car salesman who's pushing hard for the sale or won't take no for an answer or slides into your DM and inauthentically. And you know for a fact that they haven't looked at all your content despite claiming to. And people still have a problem that they want to solve and they love to buy things and hate to be sold to. So the fact of the matter is that people are buying the transformation that you sell every single day, so why not you? Because they won't buy from you if they don't know that they can. So this is why it's imperative that we master the art and science of selling without selling. And we do this in the difference between telling and selling. So instead of just teaching all the time, we cultivate demand. Now, something I want to share about cultivating demand. The demand is already there. You're not creating demand. The demand, the want, they already want it. If you are left convincing people that they want it, then you are going to be working harder than you have to. Your champagne client is at an urgent problem and they want the outcome you provide. You don't need to convince anybody of anything. So we are cultivating demand and we Are craft. We are crafting and we are convinced communicating the exact way to demonstrate that our process is going to be the best for them. This is the difference between telling someone and selling. This is the difference between just explaining versus actually shifting perspective by backing up our claim, by showing why we know something. We share story is the difference between sharing stories versus connecting the client to the story, meaning they see themselves as the hero. And the difference between telling someone I'm an authority and just demonstrating your expertise and authority. So how, how do you put this all together? Because I've said this before, just post every day isn't a business strategy. And no one can buy from the Internet's best kept secret. And so why people will just tell you to show up and post that everyone, if that was all it took, we'd all be flying in our jets. And I know and I probably don't have to tell you that that's plain and simply not happening. So what do we do? What is it? How do we put this together? So what we like to do inside of my business is we use a hybrid sales team system. Because scaling needs resources, time, energy, effort and money. Because champagne clients, they are in an urgent problem and they want this problem solved now. So what we do is we create compelling content. Because the first thing that we need to understand when it comes to creating compelling content is that not all content is created equal. You are going to have content that is designed to get in front of new audiences and you're also going to have content that is designed to get in front of new leads where they come into your store. And then you're going to have content that is specifically designed to move into the sales mechanism where you invite them to learn, discover more about the actual offerings that you have. So we talked about how the hooks capture attention and keep attention. And we also talked about value in terms of the main ways that we provide value, where we provide clarity and we, we actually demonstrate the truth of the or the expose the real problem. We shift perspective and then we also give results in advance. And it's so important that we create the gap, meaning we give them a reason to follow us or to DM us or to comment. It's not enough to just have this workout. So what's the next value that they're going to get by taking the next step? And then finally we need to speak to the call to action. So oftentimes when you are deciding what is the conversion of the event that you want to prioritize, that's going to help you decide what the hook's going to be. It's the difference between three ways to get more protein at breakfast if you're on a fat loss journey versus something like three ways to stay fuller longer if you're on a fat loss journey. Because not everyone, despite what the Internet will tell you, not everyone knows what protein is or that they even need more protein. And then the call to action. This is going to be the the invite to the next step. This is going to be how you demonstrate or where you show them to go to the next step. And this will be determined by the intention of the conversion event. If you want more followers, you ask them to follow. If you want more DMS and leads, you ask them to DM you or to comment. If you want more customers, then this is might also be where you ask them to DM you or to go to the link in bio or to watch your story. But remember, less is more. Have them DM you. The less amount of steps from like going away from the content to go to your profile to go to the link in bio to decide what the options are. It's so many steps. Reduce the barrier of resistance, just have them DM you and then you can start a conversation and either move them to a leave getter or move them to a conversation with you to by the product depending on what the conversion event is. Now the truth is there's so much to cover in just one short video. So that's how you create compelling content. And when you can demonstrate the need for the next step meaning to DM you, then you will begin to notice your DNS flood with potential leads. Now if you still want a little bit more help on how to put these components together so it actually shows you how to actually create this type of conversion content. Well, there is a practice sheet that accompanies this video, so make sure that you have it. Check your email. So now if you're curious on how we actually put this together, then keep your eyes peeled because there is another bonus training on how to build conversion content in just one hour of time. And if you already know that you want the fast track and you want some help to see how our process could potentially help you create the conversion content with you and for you. Then be sure to book your custom free profit plan. Depending on your unique circumstances, you will walk away with clarity on how best to move forward and to see if our process even works for you or will work for you. So be sure to click the link around this video and schedule your completely free profit plan that'll show you how to scale to consistent 10 to 50k per month in a predictable, pressure free, permission based way. Otherwise, I'll catch you on the next training.

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