Nail Your Promised Transformation

You're listening to the PT Profit podcast, episode number 77. Today we're sitting down to chat all about how to nail your transformation. 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. What's up coach? Thanks so much for joining me in another episode of the PT Profit Podcast. I'm your host, Beverly Simpson and I am recording today on Friday as we go in to a Memorial Weekend, Memorial Day weekend here in the States. And I'm super excited. I actually kind of woke up today feeling like it was Saturday because my kids are off school. But that's all right, Daddy's got them. And we are hanging out today, just you and me and we're chatting all about the transformation. And so what specifically do I mean when I'm talking about the transformation? It was something that came up a lot inside of simple selling is, is really determining what is the promise, what is the transformation of the. So we're going to be diving into that today. But before we get started, this is just a quick reminder in case you had not heard yet, but the doors are open for PT Profit formula plus. And this is going to be the last time that I am running this 12 week intensive in this way until November. And it will also be a much different offer, a much different experience experience when I run this in November through 2022. So if you've been on the fence for any reason, now will be your chance to get in on this round because the next time I run it in November and moving forward the investment is going to go up and it is going to change. So now is going to be the time that you're going to want to get in to this 90 day intensive because it is a 12 week process. But I've actually added another four weeks for implementation and based on my experience from the people that are coming in, we just need a little bit more implementation time because the next 12 weeks are going to be intense and I don't want you to feel nervous or worried about it. It's actually a good thing because it's intense for a reason. It's everything that you need. Rubber meets the road. Your mind is going to be completely blown in terms the experience and in terms of the possibilities that are there for you. Plus you're going to have customization and community for your own personal business. So the 90 day intensive is designed specifically to help you get to that hundred K mark. So create those consistent 10K months inside of your business. That is the goal. And you have got everything in there on how to build your offer, how to create that compelling content that attracts, connects and converts your people using your social media without pushy, sleazy sales tactics. It's a 90 day intensive to help you build out a profitable sales system that you can rinse and repeat so that you'll be able to use your time more effectively and more efficiently and work less and earn more. That's the goal. And I'll be there with you every step of the way, plus my members, plus a group of people going through the same thing. You are. Not only is that going to be so helpful in your accountability and in your support, but it is also going to help you grow your audience because you can network. There's only two ways to get an audience and this is a whole nother podcast, which I'll probably do one, but it's paid and organic and this will be a perfect opportunity for you to network with people that are like minded, just like you growing your business. So definitely check out the show notes because now enrollment is open and it's only open through the 4th of June, so you're going to want to get in this round. And if you're feeling like me and worried about summer and traveling and kids being around, don't worry, I've got you. Because that's why I've also included a 4, 4 extra weeks of implementation and it's also why the course is recorded and it's broken out into small chunks and you have lifetime access to that and so you'll be able to consume it and practice it on your own time. But. And you'll have essentially 16 weeks of support. So if you're on the fence for any reason, now is the time. All right, let's dive in to today's show. So we're going to talk, we're going to be talking about how to nail your transformation. And so what does that mean? One of the hardest things, things that coaches, trainers tell me is how do I nail this transformation when I can't do the work for my clients? So this was something that actually came up a lot inside of Simple Selling is, is when we were talking about building out the offer. Now I have done a podcast episode on the components that go inside of an irresistible offer. So we'll link it up in the show notes, but you can definitely check out that episode where I talk about the components of an irresistible offer. But what I would arg is the most important is the promise is the transformation. And transformation is, you know, an intense word. But whatever the promise is of your offer, whatever that promise is, we need to nail that down. And there are three components that I think that we need to address when we're talking about this transformation. And it was something that came up a lot inside simple selling. Number one is, you know, the niche. Do I need to have a niche? And what if I'm building a brick and mortar? Right? So when we think of transformation, this is oftentimes why I start with the offer. Because when you think about the tangible results of a customer, you're going to start to identify what the common problems are. And more so than the common problems, when what is the common theme that's happening that relates people? So instead of thinking of niche in terms of demographics, in terms of like, you know, age, gender or sex, or you know, the some of the other type of demographics that people think about when they're thinking about their niche, I want you to think about what are the transformation, what are the tangible results? Because someone who has knee pain, they it's not going to be necessarily the same demographic, but they have something in common, their pain and problem and struggle. That's the common theme that they have in common. So when you start to really think about the transformation and what it is that the promise is, you're going to come up with some commonalities and oftentimes your niche is going to show through in that way. And when people are talking about identifying a niche and maybe you've heard like the riches are in the niches or you know, the reason why is not necessarily because you're narrowing it down to a small group of of people. The reason why is because you are getting specific in identifying the problems and struggles and specific in your language and messaging in identifying the transformations that you will speak to your people. But if you stay general and you stay broad, you potentially run the risk of leaving money on the table because your people are not going to identify with you. They are going to potentially miss that you're speaking to them because it's missing the specificity. And what I mean specifically the language and messaging that you're using is missing the of sense specificity and that type of specificity both in your transformation and identifying who this is for is what's going to help you grow your business. And in addition to that, something that's really important too, that I just want to acknowledge. I may or may not have said this on the podcast before, but if you're new to joining me, this will be new for you, which is that talent talks. And so the idea behind cutting through this messaging and offer is not to narrow down your scope of practice per se. It's to cut through the wall of noise and demonstrate that you can do what you say that you can do. And then other people will see that and they'll say, hey, you know, they'll slide into your DMs or connect with you and say, you know, I know that you only teach fitness professionals, but I'm an artist. Can you help me? Or I'm a life coach. Can you help me? Or they start to. They start to identify with what your message is, even though they might not relate specifically to the niche, but they can also see that your work provides results, which is why they want to work with you. And so now we can get into the nitty gritty of how we nail this transformation. So number one is determining what is it that you want to be talking about every single day in terms of the benefits and in terms of the results? And I want you to do this unapologetically. Don't be like me and wait seven months before you can be honest with yourself about what it is specifically that you wanted to talk about. So for me, it was weight loss, but I was so worried about offending my colleagues that I didn't talk about it. I talked about it very generally and I did not talk about it specifically. So it took forever for me to grow. It wasn't until I really leaned into the transformation that I wanted to talk about. And then I wanted to. And then I want you to, you know, think about it in terms of back to specifics. What are the specific types of events and experience that people are going to live if they did every single thing that you said, right? Who's your ideal client? And go into like, what's possible for them. Okay, now something too that I want to say, and it's something important that I talked about inside of Simple Selling is that there is a line of responsibility. You cannot do your push ups for your clients, you cannot eat for them. You cannot go get their blood work done for them. You cannot sleep for them, you cannot manage their stress for them. So think about when you're coming up with your promise and transformation and what your line of Responsibility is I'll give you all the accountability, I'll give you the tools, I'll give you all the resources so that you can do what without frustration, so that you can do benefit without frustration. And the most important phrase that you could ask yourself when you're coming up with your transformation is do what so that what? That's how you'll be able to identify the transformation. And you can use qualifying words like up to 1 to 5. And for me, when I was speaking about weight loss specifically is that I was comfortable promising up to what it is that I was comfortable promising. Because if I ran into a roadblock, I knew that I would be able to provide resources and I knew that my network was dense enough get this person a result. Now, I know we're talking specifically about a transformation for the offer, but what if your offer is come to our gym, right? What if your offer is like a PT clinic? Come to my PT clinic, right? I want you to think about the different types of promises that you can make for your clients. So let me give you an example. My husband, I talk about him a lot as an example for gen Pop. It's a good reminder of me to stay in context of what my people and what your people are potentially going through. Because I watch my husband struggle consistently. And one of the commercials, and he says it was for Planet Fitness, but I don't think so. I think it was for Crunch. But there was a commercial that really resonated with him about the tarp because you know, he wanted to buy the workout tarp because something that he has shared is with me is that he feels very self conscious going into the gym and feels like everybody's looking at him. So that's his problem. He feels unsafe when he is working out in a gym. And so one of the gyms marketing tactics it was taught, talk about how being in that gym was like having the workout tart because it's focused on community, focused on fun, focused on safety for the client that is going to speak to a very specific type of person. So when you're thinking about your tangible results, it doesn't necessarily have to be, you know, you're going to lose pain or you're going to lose pain, you're going to lose weight, you're going to lose X amount of pounds, you're going to, you're going to do you know what, not you're going to lose X amount of weight, you're going to have a million dollars. What you really want to do though is still get specific and clear on what those tangible outcomes would be. So if I was a gym marketing to someone like my husband, I would say join our gym so that it feels like you're the only one there in a community of like minded people. So the tangible results is his safety, feel comfortable working out in our welcoming space because he's had many experiences when he's been in gyms and he's had to report to to or he's shared with me, hey, I overheard these trainers making fun of this client or making fun of this member. So you can bet that he did not feel safe working out in that gym again. So you could be, you know, thinking about the type of community that you want to create inside of your brick and mortar or inside of your fitness business or online business. And then the third component of nailing your transformation would be how can you simplify? It's going to be three parts or it's going to be two parts, right? How can you simplify and make it the most efficient way possible to reach this tangible result? Sometimes people get really twisted and listen, you're not alone. This is me too. This is, this is a constant battle. Sometimes we have such a service heart that we just want to pour more, more, more, more, more into our work. But that can feel overwhelming. So in your offer, in your transformation, how can you communicate the simplicity, the ease and the effortlessness of getting the result? There's a reason why so many quick fixes do well is because our brain is designed, our body is designed to take the path of least resistance. So when you can think about your transformation and nail it in its simplicity. Now simplicity does not mean that it's not going to be hard. Change is going to be uncomfortable, but that's not the same as hard. The faster you'll be able to nail ease, simplicity and effortless and get people to see that it won't be overwhelming, the faster you'll get your offer to convert. So that is the third component that you want to be thinking about inside of nailing your transformation inside of your offer. Because when you can get those dialed in and when you nail this, welcome to your six figure, seven figure business. And that's ex. I'm going to teach you exactly how to do that inside of PT Profit Formula plus. So just a quick recap, here are the three main things that you can be doing when you are nailing your transformation. Number one, identify. What is it that you want to be talking about every single day? What are the benefits that you want to be talking about every single Day number two get into the specificity of the tangibles your people want and then identify what the struggle is and what are those common themes and who's that for and build your messaging out around that. And also identify what your line of responsibility is in terms of what you are offering and in terms of what their line of responsibility is because they still have to do the work. And then the third thing, find the ways in your promise of your offer to make it seem and feel effortless, simple, and that they can do it. Because remember, in your messaging people need to go through that ladder of believability. I believe in you, I believe in your offer, I believe in myself that I can do it and I believe I need it. Now that is what will move a person from people to prospect to purchase okay friends, just a quick reminder if you've made it to the end of the podcast, just a few more days to get into the next round of PT Profit Formula. Plus, if you have any questions at all, feel free to hit me up with an email infoestinsonfitness.com and I'd be happy to answer any and all of your questions. Until then, I'll catch you on the next episode. Thank you for listening to the PT Profit Podcast. If you like this episode, chances are you're free. 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 computer compelling content so that your ideal clients come to you and you go from wanting clients to a waitlist of clients ready for your services. Thank you so much for listening and we'll see you on the next episode.