Who Is My Person?

Welcome back to capitalism dot com. Hey, guys, this is Ryan and today I'm going to be joined by one of our members of the 1%. Her name is Amy. She's been a member for a couple of months and she has felt a little bit all over the place. And so I invited her onto the podcast to do a short consult where I just helped her clean up her strategy and her method moving forward. You know, one of my favorite things is to listen to the chaos in someone's brain and help them clean it up. So I've been doing some one on ones with members of the 1%, recording them and then sharing them here on the show. So if you're liking these, let me know on Instagram. I'm Ryan Daniel Moran and if you'd like to book a one on one with me, you can do so inside your members area, inside the 1%. Or you can just join us on our next Q and A call that we host, inside the 1%. We do that once or twice a month inside of your members area and inside the Facebook group as well. All right, let's go hang out with Amy. Enjoy.

Okay. So how are you?

I'm really well, thank you. I'm a little bit nervous, Ryan.

This is just us hanging out. You don't need to be nervous. We're just hanging out. So I got a cup of coffee here. Yeah, I got a cup of coffee here. And I'm just anxious to hear what's been going on in your business and how I can help.

Okay. All right, well, I'll get started. Sure, yeah. So.

Where shall I start? I do actually sell something already on Amazon. I launched a product in December last year.

I designed it myself, had it manufactured in China and sent it over to Amazon in the US and that's. It's not doing fabulously well, but I am quite philosophical about it because I've learned so much. It's like a. I'm regarding it as a learning product.

So.

I found out about you through Stefan James podcast where you were interviewed. Yeah, on there. And so I've been following you ever since. And soon after listening to you, I started my own Instagram. And it's essentially following my passions. So my passions are I'm a dietitian. But it's about, well, being, finding contentedness at home. And since COVID hit, it sort of did a bit of a pivot on reducing dependence on the outside world and, yeah, that sort of thing. Finding contentedness at home. So that's what I've been Doing. And I've just been working on the last couple of weeks in an authority site.

Yeah. Which isn't.

So, Amy, let me. Let me ask you. At this point, you've got some focus on Instagram, you've got some focus on fba, you've got. You're building an authority site. These are all great things, but tell me what you want to happen. Tell me what the end result is that you're hoping to accomplish.

Okay, well, the authority site, I'm hoping will be a revenue source with the affiliate links.

And I'll sort of link the authority site to my Instagram at some point. I haven't done that yet. It's not live yet.

And later down the track, I'd like to release sort of kits, home kits. So one would be a cleaning kit, one would be a sourdough kit, because I've, you know, been making sourdough breads.

And that sort of thing. That's sort of the concept. I was hoping to build an audience by.

Offering a free class on Sourdough for Dummies. So I was just going to put that on social media and hopefully build up some sort of following through that. So that was kind of my loose plan. My concerns are that it might be a flooded niche. And I know that you say, you know, nobody is you, and you bring your own sense of authenticity to it, but that is a bit of a concern of mine. Or that perhaps it's just a bit too broad.

Well, I don't share in the concern that it's a crowded market at all. I mean, you know my thoughts on that. What I do. I do share in your concern, however, on some lack of clarity that you have in your plan. And I think that if we leave this conversation with clarity in your plan, you won't have so much fear about the saturation anymore. So what I can kind of hear you saying is that you're trying a lot of different things and you're hoping that one of them catches fire, but there's not. There's not a lot of momentum that we can get excited about. Right now it feels a little bit like you're shooting arrows and you're waiting for one to connect, and you're a little bit concerned about everybody else who's shooting arrows. And I'm like, well, as soon as we hit a target, we don't got to worry about everybody else. So.

Yeah.

So I need to go back to this statement that you made of. You said, I'm a dietitian. And then there was like, a Big jump to I'm helping people be content at home. Those are two great things. But I don't have clarity on the customer that you want to help and how you want to help them. So could you just process that out loud a little bit and I'll help you clean that up over time?

Yeah, I guess essentially it comes down to wellbeing, and wellbeing is sort of multifaceted. But what I have found wellbeing to be about since COVID hit is being connected to the home, to your environment, to your body, to your relationships, and that reminder that those connections are what wellbeing and is happiness is about.

I'm with you. Keep going. So that makes total sense from a brand perspective. I really love that. So who's the person that you're hoping to help and how, as a dietitian or as a coach or as a personality, do you want to help them along their journey?

I guess.

The way. The angle that I've been taking is that, you know, I prefer to do things that are with a natural approach. So I'm doing all the experimentation for them. I'm sort of doing the hard work and the groundwork for them, and I'm delivering my learnings and the solutions. The best solution that I found. Mm.

Keep going, because you're really close to something, and you're a lot closer than you think you are. So just keep going with this, because right now you're talking about yourself. Do you have clarity over Even as a dietitian, the ideal person that you like to help or that you like to guide along their journey, do you have another person in mind that you're helping?

Well, it's funny. I mean, I don't really like to consider myself as a classic dietitian because I essentially don't like diets.

So I guess it's more about being intuitive and connected to what.

Fulfills you and brings you joy.

And fulfilling the fundamental needs of your body. Yeah, I'm not quite sure.

In order to.

Flourish.

And what does flourishing look like or mean?

You're healthy and you're joyful. Mm.

And content. That word has been used a couple times. Is that.

Yeah. And content. Yeah.

Okay, good. Okay, we're really getting somewhere here, Amy.

So.

One of my skill sets is I'm able to take in very little data and process that into giving somebody clarity. So I kind of have what I need to know. I think where you want to be. And the best thing that you said that was the most clear thing, was I don't consider myself A traditional dietitian. Because I don't like diets.

Guess who else doesn't like diets?

Freaking everybody.

That's because I suck.

Yeah.

Right, right.

So as you lean into that. As you lean into that, you kind of open up this much more accessible, friendly experience.

And the gateway that people will use to experience. All that Amy has in the world is the diet piece of it, is the food piece of it. But it opens up all these other things in their journey, like lifestyle and relationships and meditation and all the things that you might want to talk about down the road. So your positioning in the marketplace is that you're a dietitian who helps the whole person with the end goal of finding meaning and contentment and joy throughout all the experiences of life, including how you eat and feed your body. So these are my words, not yours. But am I getting close to kind of how you want to be represented in the marketplace?

Yes.

The other essential component that I've sort of been focusing on is the fact that I'm a homebody, and I love being home, and I look at ways to make a home more welcoming and nurturing.

Yes. Wonderful. Wonderful. And do you have an ideal client or an ideal person that you like to help or serve?

I'm a little bit misguided with that. I've just kind of been doing things that sort of feed me. That fulfilled my own curiosity and sort of documenting it.

Good. Okay, so tell me a time that you worked with a client or a customer and it really fulfilled you.

Well, I had somebody. Well, I mean, this has happened a lot. Somebody's coming for gut issues, and it's an aside. They wanted weight loss, but when I sort of diverted them away from their weight and just focused on what their body needed in order to function at its peak performance.

They loved the fact that the focus was then off the weight. But the next time I saw them, and, you know, this happened numerous times, they'd feel their clothes were looser on them. They weren't looking at the scales anymore. But by taking their focus off those numbers, it fell away anyway because it came. Their focus was on a place of nurturing their body.

Wonderful. Can you think of a specific person that. That was really rewarding to do that for? You don't need to tell me about them. Just. Can you think of them?

Yeah, I can.

Yeah. And tell me a little bit about their demographic and why you connected with them specifically.

This person had. She had experienced a lot of emotional turmoil throughout her younger years, and it was very much comfort eating, and she Was in constant. A constant battle of losing weight. But I need to feed myself in order to be comforted. As soon as the focus went away from, you know, when it came to self love. Yeah, it actually, I mean, you know, it wasn't just me. We ended up joining up with a psychologist as well. But the whole focus was diverted away from.

Numbers and expectations to self care.

Compassion. Self compassion.

Beautiful. Beautiful.

Yeah.

So how do you feel right now, Amy?

Yeah, well, it's. Yeah, I do feel like I'm getting a little bit more clarity.

I think more recently, though, my feeling has been that the emphasis has been more on, well, being at home. So the dietitian part had sort of. It's never, not.

You know, probably once a week I do a post on nutrition. But it's a part. It's holistic. Right. Like, it's a part of the whole life. Like, you know, your environment and your relationships and food is just one component.

Okay, so this is. I'm going to talk a little bit esoteric here for a second, but, yeah, you just had this very noticeable flip from.

Like, being who you are to going right into your head into what you think you need to do. So you just made this jump of. You're like, yeah, I worked with this one client and it was wonderful and it's exactly what I want to do with my life. But. And then your brain kicked in and told you why you need to do it a certain way.

So if you stay. Go ahead. Go ahead. Good. Tell me if I'm wrong.

Yeah, I was just gonna say I don't know about that because I, you know, having worked with a dietitian for so long, I actually, I don't even like. The fact that I talk about food is almost giving food the attention that I don't think it's deserved of. Like, I feel like, yeah, great. Yeah.

So, like, if. If my whole business was based on food, I would lose my passion for it. That's not what my focus really is.

So I am not suggesting that at all.

What I am suggesting is that you just went through this experience a few minutes ago where you were talking about how you didn't focus on the food or the numbers with this client. And it was so rewarding and meaningful for you, and you felt like you made such a contribution to this woman's life and you got to focus on things outside of food. And so all of her resistance was gone. And there was ease and healing in that experience. And you. And I could. I could kind of feel how. How proud you were of that experience. And then you said, but I post once a week on Instagram. And then you went right into. You ran into thinking about it.

Yeah, you're right.

So the truth is, here's what's a saturated market, Amy? Keto, intermittent fasting, Paleo, vegan.

Diets, all of those are saturated. Talking about the dietician who doesn't focus on food is not a saturated market. It's a wide open market. And the truth is you're a certified dietitian who thinks that food is the least important part of the diet. You know what else know what other kind of diets there are? Information diets, relationship diets, meditation diets, media diets. A diet is simply the boundaries you put on yourself so that you can live a meaningful and enjoyable life. But no one talks about the meaningful and enjoyable. They talk about the restriction. And your message is f. That. Your message is, let's focus on the joy and the meaning, and the food kind of takes care of itself. And I can help you along the way with those questions, but my job and my goal is to help you find meaning in the experience of life. Diet being one very small part of that. If more than 2% of your energy goes to thinking about food, then we got some other stuff to discuss.

That's your position in the marketplace, Amy.

Yeah. That's awesome. That's great. And I'd be really proud of that, too. Yeah, yeah, yeah. That's very cool. So.

So in terms of my. What my strategy is in terms of, like, you know, building the audience and that sort of thing, do you think giving away, like, a free course is a good approach initially?

Yeah, it absolutely can be. If it excites you.

Yeah, yeah, it does.

Okay, cool.

Yeah, yeah.

Sorry, go on.

Here's what I like about the free course, and.

I would like for you to think about it. Find some different words than free course, because course is just kind of over with.

Yeah.

But if you can find some different language for it, I think you'd be better off. But the thing I like about a free course or free.

Like a free mini experience with you is it ties all of your content together into something. So when you do an Instagram video or an Instagram post, you can send every piece of traffic back to your website. Free or your website course or whatever it is. I like having that kind of catch all that universal place where you can send people back to. To experience you a little bit more, and that being a way for you to capture all of the traffic that comes from social Media, I think. I think a lot of entrepreneurs miss that piece of it. Then they just start making content. They don't have any way to tie it back to something. So that's what I like about the free course or the free guide or the free. Whatever. What I don't like about the free course is it's kind of been done and people over. Over teach rather than just give the person some quick wins so that they can go deeper into their experience. So for you.

I would probably do a very quick. You could do it tomorrow afternoon. Like five, ten minute videos about why. About why it's not about food.

And you call it the UN Diet, you know, the Undiet method, or just the Undiet diet. I'm just making this up. You know better than me, Amy, but.

You speak. This is the rule. And you might remember this from the training inside the 1%. You speak only to the ideal person you want to work with. So if you do a.

If you do a course or free training about.

Foods you should never eat, I'm gonna yell at you because you don't. You don't want that person. You want to work with the person who is focused or starting to focus on things outside of just the diet. So your goal in that course is to target and to speak to what you want to address in your ideal clients, which is that it's not about the food, it's about other things. And.

That'S gonna be the frequency that you give that ties back to that lead magnet. And it's gonna be what you talk to when your clients opt in as well. I just said a lot there. So let me slow down for a second and let you speak.

Oh, no, I've just been taking notes.

Yeah, yeah, no, that's. That sounds great.

I don't. Yeah, five, ten minute videos. I don't. I don't know if I could do that in an afternoon. But that's all right. That just might take me a few days. But, yeah, I really, I think that's great. And that's kind of what I'm all about. You know, I get drilled often about, you know, is this good for you? You know, am I eating too much? What should I have, you know, after a run, all that sort of thing. And to a certain degree, there is a bit of science involved, but really, what do you feel like and what do. What do you feel like your body needs it? You know, like all of that. That sounds great. I just wish people could just take a chill pill when it comes to food.

Okay. So, so your whole energy is different than when we started this conversation. Do you feel that?

Yeah, yeah.

So like you're starting to think about the business that you want to have rather than the business that you think you need to have.

Yeah. Yeah.

Now let me ask you a couple more questions to help clarify this even more.

Okay.

Do you want to have clients who pay you for advice or do you want to sell products that help people on their journey?

I want to sell products.

And what kind of products do you want to sell?

Well, initially I was. Yes, I was thinking of.

Kits. So in the beginning of COVID I couldn't get my own cleaning products, so I made my own cleaning product and I, I was overcome by the sensory experience. It was just essential oils and it was just so beautiful. So I thought I could put together that would probably be one of my kits, a cleaning kit of, you know, a concentrate and a couple of beautiful bottles that could be refilled. Yeah.

That was one concept. I had an indoor plant kit with leaf polish.

Yeah. Lint free cloth and that sort of thing. Indoor plant fertilizer. A throne kit with pre and post poo bombs and drops and refillable storage containers. What else have I got?

Sorry, I'm just listening.

Yeah. Okay, cool. And then I also thought of a sourdough bread making kit, but that sounds like it's a bit saturated on what you're saying.

I didn't say that. I like all of these ideas.

Oh, you like all of them? Yeah. An aromatic room kit. Yeah.

Here's what I like about this approach is you're basically creating kits for a relaxing, nourishing home.

Yeah.

And I really like that. And so the reason I like that is because it does match your brand really well in the sense that your goal is to not help people with their diet. It's to help them to enjoy the experience of life. And where do we spend the most time? We spend it at home, especially now.

Yeah, that's right. Yeah.

So. So you're, you're helping rebuild the person from the inside out.

So I really like all of those products.

I think that you've got a little bit of a gap between somebody opting into your free course and then buying your physical product. There's a bit of a jump there. It's okay. There's nothing wrong with it. It just means that your customer lifecycle is going to be a little bit longer.

So you could work on shortening that by changing the course that you do, which is you could sprinkle in to your course why? Having a relaxing home can help you lose weight and overcome eating issues. You could put in some content about that to warm someone up to the idea from wanting to lose weight to wanting to buy your at home goods. Or you could just accept that it's going to take some time for someone to trust you enough to be able to make the jump from seeing you as a dietitian to buying your at home products. So you'll have to address that in some way. But I don't see any problems or mismatches between the brand and your messaging.

Okay. Okay. That's awesome. So, really great.

Good. Well, well, what else can we do for you? What else do you need in order to have clarity on your next steps?

Okay, so my next steps are so that the videos that I'll be recording that I gather there for my Instagram, are they.

Which videos?

Yeah, the five, ten minute videos.

Those should be on your website if you're doing. I'm. I'm. When you, when you said you're doing a free course, I just assumed that was a free course that was happening on your website.

Ah, yeah, it was. Yeah. Yeah. Okay. Awesome. Yeah.

And then, and then the content that you create publicly, all links back to the free course.

Right? Yes.

Makes sense.

Yeah. Yeah.

Cool.

Okay. Yeah, no, I think I'm good now.

Good.

Yeah. That was wonderful.

Congratulations. We made it.

All right. Thanks very much, Ryan.

You bet, Amy. If you need anything or if you want to share a little bit about your experience, make a post in the Facebook group inside the 1% and you know the whole group is going to support you.

Yeah, they've been amazing, incredible people. Yeah.

All right. All right, Amy, well, I'll see you on the next live that we do. And in the meantime, I'll see you in the Facebook group.

Okay, fantastic. Thanks, Ryan. Take care.

Take care.

Bye. Bye.

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