Why You May Not Be Where You Want To Be: Messaging

You're listening to the PT Profit Podcast. Today we are talking about reason number four, for the common reasons most people struggle and what to do instead. 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 product, 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 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 super pumped that you're here. Here we are doing this brand new mini series and I would love to hear from you. This is the real talk, real behind the scenes. I really share with you some of the insights that I have been experiencing, why I know this, how I've come to know this inside of my business, some of the the hiccups and I just kind of really pulling the curtain back for you to see. In fact, I'm noticing that I have been doing this even inside of my teaching educational podcast that we are dropping now on Mondays. I just can't help it. I' been enjoying this new format and I'd love to hear from you. Have you been enjoying these Wednesday podcasts? Let me know. You can either send me a dm, tag me, take a screenshot of this episode and tag me on the socials. I'm at B. Simpson Fitness. I'd love to hear from you. I'd love to hear the feedback if this has been helping you so that we can decide whether or not we want to continue this cadence. I know that I've been enjoying it, but really this is not about me. This is about you. So today we're diving into one of my favorite topics. This is number four, one of the reasons to really look at data when it comes to is this successful and then just really just deciding and how do we look at this, which is the messaging? Are we communicating the right offer to to the right person at the right time? This is how you take someone who you've never heard of before and turn them into a customer the fastest, most efficient way possible. We're going to talk about that today and it's going to require us to really fully understand the content customer journey. Now, I've been Teaching this from the start, since I started business, since I started teaching people how to sell way back in when I was a district fitness manager. Now my level of understanding has been just unconsciously competent. I input and hear how to communicate. I'm like, yes, got it. I run with it. Maybe this comes from my. My background in musical theater, I don't know. But this is something that has been very easy and natural for me. Even though I continue to sharpen the saw, I continue to take courses, I continue to learn the skill of communicating. This is something that I find is both my wheelhouse and something I continue to sharpen and continue to learn. And so because of that, two things have really been at play for me. Number one is that sometimes while I think that I am explaining something very well, I notice and see those glazed eyes. And sometimes I have. It's taken me some time and some reps and some. And some really just rubber meets the road in terms of skill acquisition, which you remember from five in how I communicate this. Because what I've come to find in my life is that true masters are the ones that can make the complex simple without sacrificing the complexity. And messaging is one of those things. And I am continuing to refine my own ability to communicate complex things and make them simple so that people can take actionable things from this conversation and execute and see how fast people can respond. So what I have done and what I have worked to figure out for my clients, for my accelerator clients, is really fully understanding the content conversation. Okay. And I want to start with, what do people want? A lot of people mess this up and they really start with what they think people need and what they want people to need. I want people to love themselves. I really do. I want people to love themselves so bad that I'm constantly writing content about that. But the trouble that people will face is that if you are writing for what they need and not what they want, they're not going to be engaging. They're not paying attention. You need to communicate and write from what people want, Create for what people want. Think of that as your North Star. What is the desired outcome? Desired island? What is it that they want? Then we need to go all the way back to step one. I always operate Stephen Covey's Start from the end in mind. So what is it that they want? And then I want to go all the way back, what is the problem? But just like not what it is that they need, we need, what is the problem that they know and think that they're in. Because here's what most struggling coaches do is they write about the solution, the way that they're going to get someone to the outcome. People need to solve a problem that they don't know that they're in. That is why content falls flat. That is why quick fixes. That is why gimmicky marketing does really well because they have big promises for wants and speed of want to solve problems people identify with. If you're struggling, I'm willing to bet that you are writing content about your solution, about the way you help people and how you help people get what they need, not what they want, and solve a problem they don't think they have. That's why so many people struggle. And if you don't believe me, go and look at your content. Go and do a content at audit. And I go and audit myself all the time. I still audit myself to this day when I'm going back and looking at my own content because I just don't believe in ivory tower. I want to do. I want to practice what I preach. And it's taken me so long, I mean, so much longer than I care to admit in terms of really getting honest and present with myself about all of the ways that I have been leaking personal power and all of the ways that I've been like operating from this place of do as I say, not as I do, promising myself that I'm going to start over on Monday in all contexts, in working out in, in my business and always like, I'm going to get to that. I'm going to get to that. Let me help my clients first and then I'll do me. And I just recognize that that was backwards and that I need to be in integrity with my word. I need to do what I say that I'm going to do and if I can't, that I need to acknowledge it and restore my integrity without going down this shame spiral. This is how I have become more magnetic. I have been more powerful. I have become more and have noticed that there is way more less paper cuts. I'm bleeding from death by a thousand paper cuts. There are things I think are I truly just say this is unacceptable. I'm no longer available for it and it is changing my business and changing how I show up. And I want to invite you to do the same and stop bleeding from the thousands of paper cuts that I bet and would be willing to bet that you are. And so part of it is being honest with myself about, okay, let's also look at my messaging and then really, really acknowledging and wondering, am I speaking to the solution? Am I speaking to the what to do? Am I speaking to the how to do it? Am I speaking to. To. This is how we're going to get on board. And here's an example. Three habits. So the habits are going to be how. Three habits. Three habits. To practice today, to love yourself. This is what I want them to want. They're like, oh, yeah, yeah, that's cool. Double tap, but that's not what I need. How do I lose weight? And then people start getting twisted in their mind and they're like, oh, but, Beverly, not everybody wants weight loss. I don't want to talk about weight loss. Yeah, I'm with you 1000%. Not everybody wants weight loss. But if they don't want weight loss, what do they want? And get specific. I had an accelerator client recently was like, people aren't motivated by death. It's true. I recently saw a statistic that said, oh, you know, because that said people on their deathbed are not saying, oh, man, I wish I worked more. I wish I, you know, or they're not laying there saying, I wish I spent more time with family. That's actually not what they're laying and saying, though. They're saying, I wish I took better care of myself. And so while they're not necessarily motivated by death because it's because they don't, that death is not eminent. It's not. It's not. People take it for granted. People take time for granted. They think we have time. People think, oh, yeah, they just assume that the sun is going to come up tomorrow and we're not promised the next five minutes. So that's why people say, oh, they're not motivated by death. That's because they're not present to the truth about what's at stake. This is where our messaging can come into play. And they are present to what it is that they want, though, so are you, not just for yourself, but for your client. And then really, really look at it and be honest with yourself. So here is what I'm talking about. What is the problem that they're in that they know that they're in? So if we take the example of a headache, for example, a headache is pain in their head and they are experiencing some very, very real things. Now then we got the second level of awareness, which is what, what is the real problem? It's not that they have a headache, it's that they're dehydrated. But maybe you do not solve dehydration maybe you solve concussions. So your messaging needs to speak to the people who are having that are in a headache, but the headache are symptomatic problems of the real problem, the concussion. So you need to get present to what is the problem that your people know that they're in? What is the real problem that they're in that either they know or they don't know. So sometimes, because then we have to ask ourselves, if they are present to the real problem, then what's in the way? Why haven't they gotten the outcome that they want? What's in the way? And it's a, it's a combination of mistakes and misconceptions. So actions that they're taking because of reasons and skill levels that they're currently operating from and that they're currently programmed by. And maybe we just need to upgrade the operating syndrome, the operating system. And then you have to be present to how you get them to the desired outcome. And then you're going to create content that is either going to move them towards the actual desire of what it is that they want and we're going to create content that exposes the truth about the pain that they're in. And then what's at stake if they continue to go down the path that they're already on. And then you just rinse and repeat and then you guess, you test and you assess and then you are going to do this process over and over and over and over again through the growing new audience. So increasing your visibility, adding value. And this is valuable. This is the type of content that's valuable. It's not just about giving away all your best stuff away for free. Because who said on any, at any given day that they're in the encyclopedia is their favorite book? No one. Ever. So you provide value by expressing, exposing the truth by helping them get to level two of problem awareness by shifting their perspective and exposing the misconceptions that they're operating from and then creating deep, you know, first step steps, quick wins to get to the desired outcome. And then that's it. You just keep doing that over and over and over and over again. Because for every problem that you solve, a new problem will be, will arise. That's a good thing. We are in the problem solving business. If there were new, no problems to solve, then nobody would have any business. So having problems is a good thing. And so what we want to do and we're really looking at our messaging and the way that we are communicating and is we want to guest test and assess. We want to keep moving people towards and then just really, really, you know, this is razor's edge where we look at the data and we care about everything and nothing at the same time. So just really like, what are we moving towards? What are we moving away from? And then see what resonates and then keep saying something in a different way. And then here's the thing, when you could go back and actually look at your content and be like, what is happening here? What's amazing is that you can then restate it, resay it in a different way and you'll be able to do it faster. This is how you can start generating more content in all areas of of your customer journey. From growing new people who've never met before, nurturing them, removing, exposing resistance, and then more customers and then more offers for the customers you already have to increase profitability. And then you just keep doing that over and over and over again. Now if you need help and you have questions about this, book your custom profit plan. The link will be in the show notes and you'll walk away with clarity on how specifically you can craft your powerful messaging to communicate to the right person at the right time to increase your impact and your income. So thanks so much for hanging out with me today. If this was helpful for you, be sure to screenshot it. Tag me at Besense and Fitness on all socials so that I can support you. I love to hear from you. This helps me get the message out to more people and I'll catch you on 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 insight 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.