What To Do When Your Content Isn't Converting

You're listening to the PT Profit podcast, episode number 326. Today I'm breaking down what to do when your content isn't converting. 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 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? Welcome to 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 super pumped that you're here today. It is a raw just coming at you raw episode. I don't have any of my fancy equipment, just my mic and the zoom camera. So if you're tuning into the video version of this and you're like, wait, this isn't super polished and professional, then there's a reason for that. Number one, I just really wanted to press record. And number two, just so that I can get the episode out and kind of move through the suck. So. So I'm. I'm going to unpack that a little bit. And then number three, I want to demonstrate that the power of what it is you're sharing is sometimes more important than the polish. So let's dive in. So number one, when I talking about moving through the sock, so what something that I'm doing for my conversion members as well as my accelerators is I have put together a private feed which is called the fourth system. So if you've been around me for any amount of time, you know that I talk about three essential systems that literally every successful business has. And there's also a fourth system, emotional regulation. It's the stuff that's important that matters so much that no one wants to talk about. So I've been sharing some behind the scenes at Basins and Fitness and some things that we're going through. And one of the concepts I'm talking about is like moving through the suck, which means that not everything is going to be linear and not everything is going to be this exponential growth. And sometimes life is going to life and there are going to be things that just feel like I don't feel like it. And what we have to do understand is what is the difference between, you know, needing to move through discomfort and realizing, like, I just need to press record, I just need to press play. And then once I get into the flow of things, then I will, then I will decide from there what I want to do versus I'm just really not in alignment. I need rest. And this is like, I can't go to the gym with the flu. And being able to navigate the differences between being disciplined and knowing when to quit can sometimes be a lot of work and a lot of effort. And so today on Sunday, I love, love, love, love hitting record on Sundays. And I always promise myself that I'm gon board and then I never do. So one of the things that really helps me move through the sock is planning the content. When I have a plan, you plan time to make time. And so when I have a very clear process of like, this is what I need to do, it's so much easier to show up and press record. So today is kind of the end of a quarter and I like to, it's not the, the end, like the ultimate end or whatnot, but it's the rounding out of a quarter. And so now our, I like to do things in 90 days cycles. And so this week is when we're going to, to really, you know, solidify what we're going to do for the next quarter. And so my plan kind of ran out and so I'm also tired in terms of the weekend being, you know, my friend came to visit, we had an awesome weekend. And so I'm just a little bit low energy and wasn't feeling like hitting record. But I really looked at my, you know, and, and the things that were coming up in my mind were like, oh, just rest. You've been working so hard, like, take a break, you sleep in your, your, you know, the reason why there's a spot in my plan is because I always have flexible discipline. So I'm like, whoa, give space to create, Give space to, you know, what comes through where you need to pivot. Is there a place we need to break? And so I oftentimes leave space. And so however, we've been doing such an excellent job of executing and being consistent. So the space I didn't really have. So, so that is, you know, so I, I, I, it was easy for me to just kind of like quit on myself. Like, ah, I don't want to. So what Instead I went and I looked at my Instagram and I said, well, what is a topic that I know that I get a lot of questions in my DMs about what are the things that come up for My accelerators. What are the things that come up for my conversion members? And so this was topic that. That comes up a lot, and I want to address it because there's just so many things that we can unpack about it. So I promised myself, like, just come as you are. Hit record and move through the suck. Now, that's a pretty aggressive thing to say, because it's not sucking. It's just a little bit like, it's. I. I don't mean it as, like, I'm dreading this and I'm dragging because now that I've hit record and we've been blah, blah, blah for, I don't know, however long it's been, a lot of. I'm. I'm in the flow, I'm ready to get. I'm in the zone, I'm ready to share, and I'm feeling energized and excited. But know that if I had forced myself to set up the camera, to put on the microphone, to get on, to put on makeup or whatever it is that I have inside of my, like, oh, I need to do all these things, then I would have. I would have just not done it. So I needed to move the resistance out of the way and just show up as is. Okay, so here we go. Let's dive into to today's episode, which is what to do when our content is not converting. Okay, so the first thing I want to ask you, if this is coming up for you, number one, are you, the content creator, clear on the conversion event? Because not all content is created equal. Okay. And so what happens a lot to accelerators and conversion members is that they'll be like, oh, Beverly, I don't know. My content's not converting. And the first question when I look at it, I was like, well, what did you want them to do? How do you know that it's been successful? How are you measuring the performance? So some content is designed to get in front of more eyeballs. Some content is designed to convert into dms. Some content is designed to fulfill on an offer and then create gap, and then cultivate the demand for the next offer. So whether it's free, whether it's paid, your content is specifically designed to do different things. So are you, the creator, clear on what the conversion event is? And you will be surprised how many people are like, oh, well, I wanted blah, blah, blah. You know, I wanted more DMs. But then you look at the content, and there's no clear ask for dms. That. That intention is not clear. Okay, so that's number one, are you clear on what the conversion event is inside of this piece of content? Whether it is free or whether it's paid, then number two, did. If, if you, let's say you wanted to have more dms and no one's DMing you. So here's what I would say, here's the checklist I would work through. Number one, did you give them a clear reason to take the next step? So did you just say, you know, was it like such a passive ask that it almost was an apologetic ask? Like, okay, well, you know, if you enjoyed this content, then please can you DM me? But you know, don't, you don't have to if you don't want to. Right? So it wasn't an apologetic ask. Were you trying, were you, were you slipping it in there as like, this is an option, but like, don't let it take. But you know, but not if it's a bother. Now I'm clearly talking about this and in an exaggerated context because that's clearly like not what was said. But sometimes if I am skimming through a post, it's not clear that you ask me to dm. Sometimes I'll say, you didn't have a DM DM call to action here. And they're like, yes, I did, Beverly. And then I'll have to go back and look at it. And now I'm reading it closer. And oftentimes that DM ask is like, DM me if you want to learn. Most people don't want to learn. So what is it that they want to learn? Okay, and then, you know, did you give that, did you make that, that ask very easy. Did you make that ask effortless? Did you make that ask like, like in a no brainer? Okay, did you put the ask on its own line? Okay. And did you give them an actual word to DM you? And then give them, and then tell them what the benefit of the DM conversation is going to be. Because what people seem to struggle with is, is that it's not enough to tell you that it's free. It's not enough that it's like, hey, my DMs are open. We. And everyone has had the experience of sleazy, uncomfortable conversations in the dm and they do not want to DM you. They do not want to get into a sleazy sales conversation or a sleazy, you know, they don't want to be into a pressure, a pressure cooker conversation, but they say still want to have a sales conversation. So how can you address that resistance? How can you remove those barriers? Okay, so, so remember, they have misconceptions of, of, you know, trying to, you know, they have misconceptions of, of going into the, going into an offer. How can you remove that resistance for them? So then the next thing that we want to ask, and, and, and so essentially you're making a case for the conversation. What is the clarity that they're going to receive? What is the benefit of having a dm? Is there a compelling reason to DM you? What are the takeaways? Okay, the next thing that we want to talk about when it comes to conversion content, and I see this a lot, did you communicate clearly the problem? You solve the outcomes and speak specifically to the outcomes your client wants and how specifically you can help, which is why they can DM you. I cannot tell you how challenging it was for me. So this is you. You're not alone. But once this unlocks in your brain and you really get this, it is a game changer. It will start to feel easy. And the size of your Instagram account or whatever social platform you're growing will not matter because people will be DMing you every single day. People who don't follow you. People who do follow you, they will be DMing you every single single day. Doesn't matter the size. When you get this right, which is, here are the problems that you're in, why you can't solve it in order to get the outcomes that you specifically want. And here is how specifically I help you do this. Now, you could do this the slow way or the fast way, essentially. And it doesn't have to be some big grandiosis thing. You can think you could pick one pillar or one component and then expose the gap for the next step.

That's.

That's how you cultivate the demand. We don't need to create demand because the demand is already there. We're not here to convince anybody of anything. We're just here to expose the truth about what to do. And there is going to be an energetic imprint of you be the niche. There is a reason that you want to do this and not anything else. So when you can go all in on you in this way, then you start to create the space to bring in the people who need your work. And so what happens when you miss this? A couple things. Okay. You will oftentimes create content for a solution that people are not on board with. That's not my habits. I just need a meal plan. That's number one. The second thing people do is that they will create content to solve a problem. People don't think that they're in. I don't have. I'm not dehydrated. I just need Advil because my headache hurts. Okay? The other thing that people do is they create content for what they want people to want for what they. For what people tell them that they want when it's not really what they want. So let me give you an example. I just want to feel confident. What's happening when people tell you that is they think that is that they are telling you what they think they need to get what they really want. So what is it that confidence, if they were more confident, what is it that they would want and get? Because that is what they really want. And most people are afraid to talk about what it is that they really want for lots of reasons. No one wants to be considered a charlatan. No one wants to be considered. Nobody wants to be considered a liar. Nobody wants to promise fast results. No, you know, quick fixes. Nobody wants to, to promise exponential results without. With. Without responsibility, right? Like exponential results on mediocre effort. Nobody wants that. So of course you're not alone. Okay, so. And then nobody wants to be accused of being part of the problem instead of part of the solution. Okay? So if you're trying to teach secret fat loss, but you're teaching fat loss, then go all in on fat loss. And that's something that I would find myself in. Like I didn't want to be part of like the self esteem, like, like I didn't want to be part of the self esteem problem. And making people think that the number on the scale was part of their self worth. Like I just didn't want to be part of that problem so that I would be like. So I was trying to teach, you know, self love when people didn't really want self love, even though that's what they really need. So if I was able to demonstrate and prove that, you know, you cannot have that loss unless you love yourself, then that is the angle I need to come in on. I need to make a case for why this is the reason they have to do this work in order to get what they want. But if you are not clear in that communication, you're done. This is why all those sleazy sales tactics work. Because people are like, blink and you'll lose a hundred pounds. People want the path of least resistance. Not always. It's not that they're afraid of hard work, but they want to know that the hard work that they're about to put in is going to result in an roi. So what is the first excited thing? What is the, what is that? That first win that you can give them. And then here's something else I see happen a lot is that people will teach before they shift perspective. If you come to my simple scaling training, you're going to see that I use this, this duck and bunny image where you can see that, you know, I'll ask like, you know, what do you see? A duck or a bunny? And that people will see a bunny and some people will see a duck. And oftentimes eventually they'll see both. But the, the problem is that your people on the Internet are only seeing the bunny, they're not seeing the duck. So then they're, you're out there being like, buy this organic duck food, it's a no brainer. But you're trying to sell that to the people who think that they have a bunny. And that's just not going to work even if it's free. That's why your free stuff doesn't convert, because there isn't a strong enough reason or case to take that next step. And this is another reason why we focus so much energy on the actual offer. Because if you can really upgrade your offer and communicate that the offer you are presenting is 10 times worth the asking investment measured against the cost of not getting started, then you position your offer as the best solution for your client and then it sells itself. And then you don't have to do any mastering in the messaging because the communication of the offer itself is going to do that work for you. And then there's no pressure or sleaze required. And then if you're like me and the accelerator clients, even better is you put in these low ticket offers where you have paid lead acquisitions inside of your business so that you actually get paid to acquire leads. And then the pressure, free sales system takes what it takes until it takes. And it's even better because now you literally have no reason to pressure because you're putting incredible offers in front of people who need your stuff. And then, so, so we need to look at, at those things in order to, to, you know, measure the performance of whether or not this is converting. And when you do that, then you will have pieces that convert into whatever that conversion experience is. And then this is also why coaching is so important. Because when you have someone look at your stuff and help you see what it is that you can't see, everybody wins. So this is what you want to really be looking at in terms of your content. And I did an experiment because people were saying, oh, you need to have a roll. And the reason why people, you know, start to feel like their stuff needs to be super polished and super quality is because the content that they're consuming is very high level, high polished, high quality. Well, quality comes in multiple forms. You could have a really piece of high quality content with. In the delivery of what it is that you said, in the value of what it is that you provide. And value shows up in wins. Value shows up in shifting perspective and providing clarity and demonstrating and showing that, hey, this works. And you can do that when you're with silly little videos that have like trending audios and you're having, you know, five to second dance clips or five to second just, just B roll. And you. And, and some of it can be talking and because a lot of your communication can be done through, you know, through your body language, through your tone, through what you say and how you say it, but it doesn't necessarily mean that you have to have all these fancy editing clips, but you do have to show up. And the more you show up, the more chances you have to connect with someone who needs your work. So those are the steps I would take and I would look at if, if you felt like your content is not converting, and if you want some help and you want some eyeballs on it, send me a DM at B. Simpson Fitness, give me the link to your piece of content and I will share with you some things that I'm seeing that I would offer for you to consider if you feel like this piece is not converting. So with that said, thanks so much for hanging out with me today and I'll catch you on the next episode.

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So that your ideal clients come to you and you go from wanting clients to a wait list of clients ready for your services.

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