Your Six Figure Launch Plan

You're listening to the PT Profit podcast, episode number 25. Today is a replay of the PT Profit challenge where we're talking all about how to build out your six figure content plan. Are you ready? Stay tuned. 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? Beverly Simpson here. I'm your host of the PT Profit Podcast and today is a very special episode because we are doing another replay of one of the pieces of trainings that we did for the PT Profit Challenge, which if you participated, it was super fun, but we actually pulled all of that content down. So today is a very special episode because you're going to get to hear it. So if you didn't catch it, then you're definitely going to want to stay till the end of this episode. And I'm super pumped because next week or in two weeks, I'm going to actually give you a breakdown of what happened and then share with you the lessons that I learned so that you don't make the same mistakes that I did. Because I certainly made some big mistakes and I can't wait to share that with you. So without further ado, let's go ahead and roll the training. Hello and welcome to day four of the challenge, the live training. Honestly, it has been awesome. 12 o' clock, right on the dot. We've got, we've going through so many things and I've just been super, super pumped to see people's bios inside of the group and the questions that are asking, people are asking. And now listen, a lot of people have been reaching out and they've been asked saying that they're behind on the training. So there's just a couple of things that I want to share before I go into it today. Number one, you have until August 28th to catch up on this training. So there is still plenty of time on the clock to watch participate. So you never behind, you are always at the right time and there you have no, like, no worries. Okay? So just know that a lot of the stuff that we've been going through for the last four days and tomorrow we're going to be buttoning it all up and putting it all together. Just know that these are all the tools and that when, that it's, it's the exciting part, the fun part is putting it on, implement, trying to implement and then assessing what went, what, what happened and you know, what went down and then, and then just making it better for making it better the next time. So there's no, you're not, you're not. And listen, I'm saying this to myself too. You're not behind, you're not, you're not getting left behind. There's plenty of time on the clock. There's no rush. Just take a deep breath and keep going and just get a little bit better each day and we're going to be good. So today is going to be a super fun day. This is all about the launch plan. So today we are talking about the launch plan and we are talking about putting it all together. Okay. So before we dive in real quick, let's just do a quick recap on what we've talked about. Okay. We've talked about putting together a offer that is for our clients. It's not just about the price, but actual transformation. We talked about our clients are finding our ideal client. We talked about their customer journey, going from where they're struggling to what they determine is their success. We talked about how we're going to do that in our own unique way. Then I showed you and we talked about how to go out and find and connect with your ideal client. And then we talked about creating the content that is going to pull them in, that is going to invite them into the party and hang out with the party. And now we're going to be talking about how we can systematically put the content into a launch plan and how we can systematically distribute our content across all platforms. Okay, this is the exciting, fun part because people often ask me, you know, so this is where you start to ask yourself, you know what, you know, what should I post today? What should I post today? Well, that's no longer going to come up for you. When you have this plan where you know you are in, where you know, when you know where you are in your marketing plan, that's no longer going to come up for you, which is exciting. Okay? And so now people will ask me, oh, well, how long is a, how long is my, my launch plan? Like, what's my, what's my marketing, you know what, how long is it gonna be? Well, here's the good news. It depends. You get to decide for our purposes. Today I'm gonna show you how. I'm gonna walk you through a seven day social media content plan. Okay. So that no matter where you are, what type of promotion, I'm going to walk you through how I would go through all these three phases of launching, using your content in a week. But this is going to work like an accordion. These are principles, remember? So you can use these on a 90 day scale, you can use these on a month scale, you can use it on a day scale, you can stretch it out depending on where you are in your own marketing and launch plan. Okay. So for me and for my business, I picked my timeframe in terms of a 90 day cycle. And just like I was talking about at the beginning of this challenge is working with the end in mind. So I know what it is that I want to launch or what I want to put my offer in and when do I want to start this. So if I were you and I were working on trying to get new clients, right? This is perfect because we're at the end of the month. Month. So why don't we put our offer. I'm just pulling up the calendar. We're going to put our offer together and we are going to go next week starting on Monday. Let's put this seven day plan together for you to get people started on the 1st of September. Okay. Timing is perfect. And that was totally by accident, by the way, but exciting. Okay. So for us, I work 90 day cycles, so that means that each phase has a certain amount of time. But if we were going to, you know, make this seven days and explain to you how we're going to put all three in one. Okay. And so there, the time frame breaks up into three different phases. You're going to be in the interrupt phase where you are stopping the scroll. This is where you are shifting perspectives. This is when you are, this is when you are getting people, getting out in front of people that have never heard of you. Then you're gonna move into the second phase, which is the inspiring phase. This is, this is when you're doing the, like, you know, yesterday I talked about how we're writing the content that's rallying the truth. This is the phase where we're talking about, hey, you know, this is who this, you know, this is when we're like, hey, this is who we are. This is, this is who I am and this is what we stand for. This is the inspiring phase. This is when we're like, let's celebrate, Sal. Okay, now does that mean we're not going to have thought reversals or thought reversals in that, in this, in this phase? No, of course not. Of course we are. But again, it all goes back to the intention, right? The idea behind this is to give you a skeleton. It is to give you a framework. You're going to go put this on yourself, massage it, see how it feels for you. Right? So remember yesterday I was talking about, oh, you know, how do I know if this is a, a thought reversal or a how to or a value add? How do I know when Sometimes it feels the same. I get it. Right. But just it goes back to the intention, right. And where you are in your plan. And then the next phase is the invite phase. This is when you are inviting people to come into the sales mechanism, the phone call, the challenge, the live training, the, the masterclass, or you're inviting them to come in to your program. Okay, so. And what's awesome and exciting about this is that you can do this. It depends on where you are in your launch plan. So now let's talk about how we're going to organize it. Okay, so this is something that I learned from one of my mentors and I've taken this, I got this idea concept from her, Jasmine Star, talking about how we organize the types of, of, of content when we are speaking to, to Instagram specifically. Okay. And so one of the things that I have learned from her that I do is I take a look at my categories. All right. And now I pick and for you, you want to be thinking about this too is what are the categories that are part of your unique mechanism? What are the pillars, the foundations, the fundamentals of your, the way that you deliver your service? Right. So for me and for the PT profit formula, I've got three main pillars and I talk about the product, I talk about the position and I talk about, I talk about the product and I talk about the position and I talk about the plan. So in here in my category selection, I'm going to say profit. I'm going to our product. I'm going to say product, product, position, plan. When I was doing the 30 minute method, I am going to talk about, I had the mind because I talked about the mind body connection. I talked about managing your meals and mastering your movement. Those are my three pillars. So my category of content is mind, nutrition and movement. And then you were going to want to have it about me because remember, this is the friend content, this is the connection pieces of content. Then you're going to do my why this is when I'm talking about my deeper purpose, why I'm like, this is more like this is when I start to talk about my kids. Okay. Then I can sometimes do a behind the scenes. This is a category I pulled from, from, I learned from Miss Jasmine Star. It's a way that I can talk about what I'm doing in my everyday life. I'm talking about my business without selling the business. And then the motivational category, this is where you can do the, you know, an inspiring piece of content. And then I have for me, because this is a very important key component to my life and to who I am is part of who I of what I do is I'm going to talk about my family and then results I'm going to do like people have transformation. People have transformation Tuesday or, or Throwback Thursday or whatever. You know, those fun thing, like gimmicky things, right? Those are the cat gore. Those are the categories of content that I am putting out for my. For when I'm organizing my, you know, how my Instagram is specifically going to look. And then you can see here on the other side, these are just some of the ideas that I put together, like photo topic. Because people say, what is it gonna. How am I gonna match it? How do I know if it's. It be, you know, what, should I do a photo of me? Should I do my kids? Should I do a workout? Should I do food? Right? These are the ideas that I would put on this side that are going to match the categories. And now inside of the categories, I think of those more as like the big, like cornerstone, big rocks. And then underneath it you have the category topic. So what does that mean? Right? So let's take a look at. For, for just my example right here. Let's talk about nutrit. This is the one that I often talk about. Inside of nutrition, there are tons of different topic ideas or category topic ideas that you can dive into to talk about nutrition. So for example, you can write, you know, the category topic. You can talk about carbohydrates, you could talk about protein, you could talk about fat, you could talk about gut health, you could talk about vegetables. Like there are whole different, like you could go through a whole slew and get really specific content ideas. Breakfast, lunch, dinner, all supplements. It's just concert. Once you start brainstorming and thinking about it, all these different category topics start to become present. And then the awesome part is that the types of content that we talked about yesterday, you could literally write five content topics based on one category topic. Okay, so let's say nutrition is often the one that I always go to. So let's talk about nutrition for Example. Okay, so let's say for this, you know, for our purposes, I'm talking about. So for our purposes, I'm talking about a mom, right? Who. But. And I'm going after that belief of like, hey, maybe I'm going to talk about carbohydrates. Is nutri. My pillar content is. Is nutrition. My category topic is, is carbohydrates. And so now I'm going to take all five piece of types of content. I'm going to put it into that carbohydrate. So an example, if I were going to write a polarizing piece about a polarizing piece about carbohydrates, I'm going to say something like, most people, most people think that cutting out carbs is the fastest way, the most efficient way to lose, lose fat and keep it off. But that could be one of the biggest mistakes that you're making. I get it. I'm gonna empathize. Totally understand why. I'm gonna villainize the reason why they think that, like diet culture has you do this. I'm going to shift their perspective. Remember, it's very important not to just state the state why you think it's wrong. It's more than a, than a pet peeve. We're going to discredit it. We're going to, we're going to make sure that we give a sound reason to show a different perspective, shine a different light on it, and then we're going to give insight to what we want them to do instead. Okay? That's all about nutrition and carbs. Now let's say I want to do a how to on carbohydrates. Okay, great. Three ways to get healthy carbohydrates in your breakfast. Now I'm going to write a piece about most people think that they can't eat carbs. Or maybe you, maybe you switch it like dinner. Three ways to eat or three types of healthy carbs you can eat at dinner time. And then I'm going to have my one sentence. Most people think you can't eat carbs after seven or you can't eat carbs for dinner. If you haven't worked out, here are the three common carbohydrates that you can eat. Number one, vegetables. Did you know vegetables are carbohydrate? Right? You just start writing about your carbohydrates. Carbs, right? Or you could be like. Or if you're like wig Bev. Carbs is too brand. Like, you could go and speak specifically about grains. Right? There's no right or Wrong. Okay. You just do you, this is where you get to shine. Okay. This is the fun part. This is where you get to just put your heart into the content. Okay. And then now the next up is a value add. So this is a common one that I use. If I'm going to do a value add on carbohydrates in the nutrition kingdom, then I would say, you know, here are the nutritional differences between a sweet potato and a, a white potato that's I'm teaching a piece of content that's not necessarily do this way one way, step one, step two, step three, step four. Okay. Or I might do a piece like what we were talking about. Vegetables are actually a carbohydrate. Did you know that? Right? And you're thinking, beverly, everyone knows that. Don't be too quick not to make sure you, you are sure about that. Maybe everyone in your sphere knows that, but you might be surprised. Okay. And then the fourth piece of content, you know, just make sure you're writing for your client and if you're not sure, go and talk to them, have a conversation with them. Goes back to day one. And then number four, like, if I were going to do a, a connection piece about, you know, carbohydrates, I'm going to talk about, like, hey, you know, I'll never forget the fact that I, I refuse to eat bananas and bananas and potatoes, but crushing a bottle of wine a night and then wondering why I wasn't getting to my results. Or I'll never forget how, how much, how it felt when I started to lose weight and eat pizza. Right. I'm gonna write a piece about that. Okay. Then you have the motivational about, about food. Right. And I laugh because, I don't know, I'm not awesome about, I'm not awesome about motivational content. About motivational content. But you can rah rah. What's a rah rah piece of content that you can create that's around carbohydrates. It's out there. Okay. So that is an example of how I would use, you know, create the types of content based on the categories. Okay. And so now we can start talking about, now we can start talking about how we're going to put it together. So this is the next thing that I'm, how we're going to put it together and how we're going to put it all over our social media. Okay. And re. Because I'm always repurposing. Always repurposing content. Okay? So we have here, this is an Example of how I may. I'll usually say, like, oh, I just clicked the wrong one. I'll usually say, oh, here I am. Here's my face. Okay? And I'm putting. I know where I am in the content for this week. If I'm interrupt inspire, or if I'm an invite, here is the dates. And then I always lead with my Instagram meaning, and I plan it out on Sunday, so I know that. Okay, so if I'm on the interrupt phase, all that really means is that I'm going to be spending the majority of my content trying to shift the perspective. So I'm going to have Instagram. So here are my main pieces of content. Now, you could put here right underneath that Instagram story. Okay? And then here's my fate, my I have a fate Facebook paid group. And then I post to my page in the morning and in the evening. And then I post in the group, my free group in the morning, in the evening. I also posted my podcast on the Tuesday and Thursday. I post YouTube Tuesday and Thursday, and then I send a newsletter. Okay, now listen, that is me. That's what I do. So before you get super like, oh, my gosh, it's crazy. That's so much content. Just know that the reason why I've laid it out in that specific way is so that you can just use it more efficiently instead of throwing spaghetti against the wall. When you sit down on Sunday for 30 minutes and you go, okay, you don't even have to write it out right now, but you just say, no, listen, I'm in this phase. That means I want to have, you know, three. I want to have three polarizing pieces. I want to have two value adds, and I want to have. And I want to have a connection piece or a motivation piece that could also live in there. Okay, you can do that. But if you're in the inspire phase, you could do, like, more connection and a couple of thought reversals. And I lay out what I'm going to do on Instagram, how I'm going to put it out on in the story, and then I'm going to, like, cop. I'm going to copy and paste it. So if I know I'm going to write a thought reversal on. On the 4th, I'm just going to move it. I'm going to paste the same piece of content. I'm going to put it here on Tuesday. I'm going to take this and I'm going to do it at the same time. And maybe I'll take my value Add and I post it over here on Friday and I just move things around like a puzzle piece so that I have all, so that I have all my bases covered. So now you might be looking at that and thinking, okay, Beverly, I get it. But that's seven pieces of content and you are posting 14 times on the other places. Well, for the other pieces of content that are out there for me, that's when I have like my questions or I'll do a poll or I'll ask, you know, or I'll show a testimonial so those, you know, areas that are whole or I'll repurpose something that I did weeks ago or I just won't post. Okay, you can just, you're like, I can't post two times. Cool. It's more important to just stay consistent and do it, do something than it is to do nothing. So just post once then and just repurpose it. It's okay. Then you can write it as you go. But you've got a plan. You know what's going to happen. That's how we're coming together. Okay, so now I said let's go over how we're going to put it all together. We're going to create a plan for you, like a seven day promotional plan for you right now. We're going to put all three of those phases and we're going to say okay, and we're at the end of the month, we want to get some clients and so we are going to run this promo. So you're going to spend the weekend and just, or you know, today and tomorrow, just kind of figuring out, going over your homework that you've already gone or if you're catching up, that's cool. And come up with those posts or ideas at least that you want to, that you want to shift like where you want, you know, go find those people. What you're going to do is we're going to do a, we're going to move from interrupt, inspire to invite. So on day one, so let's say Monday, Tuesday, you're gonna do an interrupt piece. Like go, go after a belief, go after a polarizing piece of content, a thought reversal as Brandon would call it for, for the industry belief. Then on Tuesday go for another polarizing piece of content. And then on, on Wednesday or yeah, on Wednesday, do a how to, like an inspiring. So people are already there, they're like, okay, so now what, what should I do? So teach something. Do a how to do a value add. And then on four, teach A client story, because the client story is going to a celebrate them. It's going to overcome an objection. It's going to demonstrate an authority and show that you can, what you say that you're going, that you can do and then on Thursday you're going to move or Monday, Monday, Tuesday, Wednesday, Thursday, then on Friday go into the go invite to the sales mechanism. The sales mechanism is. The challenge is the discovery. The discovery call. Okay? So now this is when you are going to actually present, like present your offer. Remember you're, I want you to think of this as like offer one. Okay? We put this one, this is offer one. Because getting onto that sales call is still an offer. Getting onto that discovery call is still an offer. So you want to invite them, give them a reason to do this. Okay? And then on day six, this is when you are going to, you're still in the invite phase, but you want to overcome the objection, okay, Overcome the objection to why they're not booking a call and you're gonna say what? Why, you know, why are they, you know, why would someone not. It's free. It's not enough that it's free. You have to give them a reason to book a call. So overcoming objection. Right? So plenty of types of objections that you can overcome. I, I don't have time. People have beliefs around how they can't have change unless they have six FIG. 6, six days to work out. People think that they need to, you know, do two hour workouts. But there are lots of things that you can like start thinking like, you know, think through why they're not going to get on a call with you and write a post to that. It's not about motivation. It's about whatever it is that you believe or you know, you can't intuitively eat if you're trying to lose weight or maybe you think you can lose weight. Right? It's not about right or wrong. You just have to start making a case for why they are coming to you. Okay. And then a person needs to know that they can do it, that they can do it now and, or that they need it, that they need it now and that they can do it. So you have to, it's part of the offer. But you have to drive urgency. Otherwise people will say I'll do it later, I'll do it later, I'll do it later. And later never comes. There's a reason why the last day of the month, every month and the gym is the biggest day of the month because there is a deadline. The Brain needs a deadline. I always use Disney on Ice as an example here, which is that I know I'm going to take my kids there, but do I buy tickets on the first day the tickets come out? No. Do I know better? Yes. But do I still wait till the last minute? Yes. I'm human. The brain needs to have a deadline. Okay, so you want to write a post. So how do you create a deadline when you are always taking clients? Well, number one, work with the end in mind. You won't always be taking clients. You'll have a wait list. You can do it with limited spots. Maybe you have, you know, maybe you have three spots for calls, five spots, six calls, you know, doesn't matter. Tell them that you're only taking calls on this day. There are lots of different ways that you can finesse a sense of urgency. So your final post is to create urgency. And then what you want to do is you want to take this post and then share it to your story. Okay. And share it all over the place. So if you're running a promo, okay, specifically, I just want to say this too, because there's often this is something that we will go deeper. I just want to make sure that you have scratched the surface. There's a difference between, you know, off season content and on season content. And what I mean by that is when you're running a promotion, when you are, when you are in the invite phase and you are trying to generate traffic to either book a call with you or invite them into your program, then you can post the same thing on different platforms, forms. Okay, because the intention is different. But if I was just, you know, in the inspire phase or the interrupt phase, I'm going to copy and paste it and move it to different days. Why? Because I want to teach my client or teach my person or my ideal client that I post content on all these different platforms. And remember two things. One, repetition is the mother of all learning. So people are going to filter out 90% of what it is that you're telling them or teaching them. And so when you hear it or when they see it another day, it's just going to reiterate some of the points and they're going to say, oh, this is a new piece of content. I love it. I love it when Corey posts this or posts. And they might even think that they hadn't seen it before when in actuality they had. The second reason is that people don't consume content on all platforms. Some people might see it on Facebook, but they're not going to see it on Instagram just based on the algorithm. Right. And so you're teaching your, you're teaching your ideal client that you're in different places, even though it's the same piece of content. Makes sense. So but when you're in the invite phase, I definitely, I post it in Instagram, I post it to my story, I post it to my Facebook and I'll post the same piece of content on, on the same day because I have a very specific intention. It always, always goes back to what is the intention behind it? Where are you in your plan? Which is the. Having the plan is so important. Okay. And so I went back and forth on this because something that I, you know, I was thinking about as we go, as I talk about the invite phase. So it, I would be remiss not to mention it, but people ask me, you know, do you know, selling on social in terms of like, let's say you go into the, you'll see people go into the invite phase and they will invite people into a free experience. And then next, the next week they'll, you know, go into the invite phase and they will sell their product and they will say doors are now open. They will say, come get this, this, this workout, this DIY program, come get the course. Right. And so what do you do? And that is typically the play that I run if I'm doing like a group program or I'm doing something. But what are you, what do you do if you're trying to get one on one clients? Right. And so this is why, and for the end, for the record, I don't do that. I will usually say I'll put in my post like I'm opening up my spots, I'm opening spots for five, for five clients. And I will go into the invite phase and make an offer. But I am going to and for, for me, this is for me. But I want to get on a call with you. So if I'm, I will present the offer, but I want to get, I want to talk to you and make sure that, that we're a good fit. So I will always be driving traffic to that call. So I might not necessarily run a whole full seven day promotion just like I did for the call. Does that make sense? And if you have questions about that, because I can understand why that might feel a little bit confused, confusing as to what it is I'm talking about. So I guess what I mean is that I have a specific process that I will run a plan, a promotional plan for a Program, like a group program or a membership or something that. Something that is a little bit less customization. If I'm going for customization, I'm going to have a conversation with you. So the promotional plan looks a little bit different. Different. I'm not going to sell like that. I'm not going to write specific selling posts to one on one. I'm going to write a selling post to come and have a call. And now selling, when I say that word, you know, people get a little bit like selling. That's scary. I don't want to sell. But listen, I want you to just interchange it with making a case. We are selling all the time. There's a book, isn't it? Daniel Pink who wrote to sell is human, right? We are making. We are selling all the time. We are making a case for our point of view, which is exactly what we're doing when we are selling on social media. Okay, so just so, so just to clarify that, okay. That my, the way that I'm gonna run a promotion for one on one clients, it's going to look perhaps a little different than some of the other promotions. But for us and for the intent of the challenge, I wanted us to, I want you to least have a seven day promotional cap promotion calendar to move through the interrupt, inspire and invite phase to come into your sales mechanism for you to come in to the actual like come do the sales call. Now I can expand it a little bit, right? I can do, you know, if I wanted to move it from seven days to 10 days, I'm going to have a four day experience where I'm in like I'm creating urgency. I'm saying, you know, remember how I did it really quick where I said here's the offer, offer objection and then client story and then final urgency. You can do a couple posts for, you know, spread out the objections. A couple do more than one client story. So there's lots of ways that you can make this an accordion. Okay. That's how we're gonna put it all together and how we're going to put it together for the challenge. So for your homework, okay, want you to post your question, your biggest takeaway. Aha. In the group for your chance to win. What we're going to do, use the hashtag PT profit. But we count any post that is post for the day and your chance to win, I will give, I will map out your 30 day launch plan as if you were going to book one on one clients. Okay? So that is what your prize is for today. So you definitely want to get in on that. So any questions at all, let me know and I will see you inside of the group for inside of the group if you have any questions and I'll see you tomorrow for our final training. All right, I'll talk to you later. Thank you for listening to the PT Profit podcast. If you like 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@info simpson fitness.com and we'll send you a very special Instagram podcast that will show show you how to create 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.